President of The Week magazine, Steven Kotok is promising this to advertisers.
“This is a way they can say when they buy The Week, they know it’s money well spent, because we’re guaranteeing it will be among the most effective ads they purchase,” Mr. Kotok said.
This shows a sign of confidence, on behalf of Kotok's side. With The Week’s guarantee, the magazine is saying that not only will it ensure that someone sees an ad, but no matter how the ad looks or reads, and no matter the editorial focus of The Week and competitive magazines for a given issue, it will perform at the top.
I just don't understand how you can be so confident on getting across to your readers with such a guarantee that, if you do not succeed as planned, The Week will run free ad pages for the marketer until it gets to that benchmark. That's money coming out of their pocket. They must have something unique in store.
The Week will measure ad effectiveness by using the research service Vista, from Affinity. Vista will measure “recall” — whether consumers in its focus groups remember seeing a certain ad in the magazines where it runs.
I am curious to find out the outcome of this. I feel that The Week is getting into something they can't succeed in. They must have some more insights their not letting out.
Agreed, this is a ballsy move if you ask me. Unlike the DVR and TV commercials, you can't really tell is magazine ads are working with people because it usually requires action in a short time period. I hope they know what they're getting into and have some sort of back up plan.
ReplyDeleteI really don't think this is as good an idea as the magazine thinks it is. I personally read many different magazines and sometimes if the ad catches my eye I will stop and look. However, most of the time, I skip right over all the ads and just jump to the next interesting article.
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