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PROOF OF PERFORMANCE


The rapid changes in magazine media during the last two years have been echoed in research; especially about the way digital platforms have been incorporated into consumers’ lives and the implications for advertisers. It’s perfect time for a new edition of FIPP’s Proof of Performance: Making the case for magazine media (POP) report, says editor Guy Consterdine.


I www.fipp.com


t is two years since I wrote the first edition of POP, and the second edition is due to be launched at FIPP’s 5th Ibero-American Magazine Media conference in Brazil on 22-23 September 2014. POP’s objectives are to review research-based evidence on how consumers are using printed and digital magazine content


around the world; to demonstrate the effectiveness of the advertising these media carry; and to present a narrative of the full case that may be put to advertisers and their media agencies about the medium. This article gives a taste of what’s to come in the new edition,


by looking at a few examples of the fresh research which emerged during the last two years, with an emphasis on digital platforms.


Connected consumers and the 24/7 medium Much of the new research is about multi-platform usage – how consumers are using print in combination with many digital manifestations of magazines such as digital editions, websites, apps and social media, accessed by a range of devices including laptops, PCs, tablets, e-readers and smartphones. This choice of platforms amplifies the strength of the relationship


between reader and the magazine brand. (It also amplifies receptiveness to the advertising, but that is another story.) It has


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