Is Offline Advertising “On” Again?
AdweekMedia’s 2008 “Hot List” was published today and The Economist led the rankings with the largest jump of all the named publications.
Selection to the annual “Hot List” is based on ad page and revenue gains; performance within a magazine’s competitive category; circulation gains; interviews with media buyers and consultants; and AdweekMedia’s own editorial judgment of magazines with at least $50 million in advertising revenue and 10 issues published annually.
The Economist is followed by 7 women’s mags that are hot beds for ads for fashion, culinary and other consumer product goods. What does this jump by The Economist say about readership trends? Are we now a culture hungry for world business and current affairs? Maybe. Are we retreating to traditional print media, tiring of the proliferation of in-your-face pop-ups, jump screens and banner ads on the Web? Likely.
What does this mean for marketers?
I believe this is yet another proof point for integrated marketing strategy. Apply the advice your father gave you years ago and your financial advisor is giving you now: don’t put all your eggs in one basket. Diversify. Sure offline advertising is difficult to measure but it is possible to apply similar metrics from our online marketing bag of tricks.
- Include compelling, targeted and succinct content
- Promote an offer
- Drive the audience to a call to action
-Melissa
Tags: ad, advertising, AdWeek, call to action, Economis, integrated marketing, magazine, Marketing, offline marketing, online marketing, web marketing
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