event: research forum t tradeools of the
THE 2014 FIPP RESEARCH FORUM AND AWARDS, TO BE HELD ON 16-17 JUNE IN HAMBURG, GERMANY, IS A SHOWCASE FOR INNOVATIVE, IN-DEPTH STUDY OF THE MAGAZINE INDUSTRY – FROM NEUROSCIENCE MEASURING READER’S EMOTIONAL RESPONSES TO THE EFFECTIVENESS OF ADVERTISING ON MAGAZINE WEBSITES
he international panel of judges have their work cut out picking the FIPP Research Award winners this year. To be announced at the Research Awards Dinner on 16 June, the judges will pick the very best studies published in 2013 that promote the use of magazines as an advertising medium.
T Guy Constantine, judge and FIPP research consultant,
said: “It’s been a difficult but rewarding task” but some clear themes have emerged.
✱✱Consumers’ complementary use of print and digital ✱✱ Effectiveness of advertising on magazine websites ✱ ✱Online targeting ability matching that of magazines
fipp.com
✱✱Partnerships with marketing companies to create magazine-centred activities
✱✱Reader engagement with magazines ✱✱Using neuroscience to understand emotional responses to magazine content
✱✱Better tools for measuring the cost- efficiency of magazine advertising
✱✱Proof of magazines’ cost-effectiveness and ability to drive sales
✱✱Moving consumers along the journey towards purchase ✱✱Continuing value of publishers’ business-to-business media
» issue 82_2014 | Magazine World |35
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