NEWS26 July 2011
US— Magazine publisher Meredith is working with Nielsen on a new advertiser offer that guarantees advertising in the company’s titles will increase sales.
Growth guarantees will be negotiated on a case-by-case basis, but Meredith already has the research setup in place to measure the effects of its ad pages.
Working with Nielsen, Meredith has identified a selection of panellists within the research firm’s consumer purchase panel, Homescan, who also subscribe to its magazines. Alongside this is a control group who aren’t subscribers but match the test group in terms of purchase behaviour, geography and demographics.
Using this approach the partners can isolate the effect of exposure to Meredith magazines, which include titles such as Better Homes & Gardens, Parents, Family Circle and American Baby.
The partners validated the approach with a year-long study of higher frequency ad campaigns that ran in Meredith titles during 2009 and 2010. It found that advertisers in categories such as beauty, household goods, OTC drugs and food were able to increase their product sales by an average of 10%.
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1 Comment
Robert Barrows
12 years ago
The best way to measure the effectiveness of advertising is with an easy-to-use mathematical formula called The Barrows Popularity Factor. It will show you how you can actually quantify the relationship between advertising and sales. Plus, the math is so easy-to-use that all of the calculations can be done by one person, in moments, with just a simple calculator. The math in the Barrows Popularity Factor will give you more of the information you need to make key marketing decisions with far less risk, and it can help you increase your sales, increase your profit and decrease your risk. You can read more about The Barrows Popularity Factor at www.barrows.com
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