September is a very important month for fashion magazines, 2014 is no exception. Magazines doing exceptionally well. Vogue UK for example has its best ever issue in terms of number of ads and shows a 7,3 percent increase in ad revenues.
A new study by IPC shows the influence of various platforms on consumers throughout the day. The results show the importance of magazines, both print and mobile, in a multi-platform world.
Brain research confirms the importance, once more, of outstanding and well-considered creativity in advertising. Analysing 150 ads via a panel survey and with the use of EEG, shows that within a third of a second readers decide to read the ad or to go to the next page.
Enriched paper, for example paper printed with conductive inks, is now starting off. We already covered Novalia's innovation and the Lancaster University project of Interactive Newsprint on this website.
Communication channels are everywhere. This campaign for Amnesty International shows the creativity in finding a relevant channel to attract attention for a very timely subject.
Young adults (18-34 years) are considered to be migrating or often ignoring print channels such as newspapers and magazines. However that view might be a bit biased as recent research in Canada shows.
Books have become part of the advertising activities for two fashion brands, Ralph Lauren (USA) and Etam (France). Ralph Lauren launched its Children's Literacy Program including a Literacy Capsule Collection of children clothes.
A study commissioned by Le Syndicat de la Presse Sociale (SPS) and handled by the French research group Seprem, confirms what we know. Print is used by the majority (59%) of the French when the content needs thorough understanding. Whereas online channels are used for the quick and fast access of facts (75%).
How to know what competitive brands are advertising? How to get inspired? How to identify trends? How to get a view of what's happening abroad? Christian Lürzer didn't have an answer to these questions 30 years ago.
For consumers, reading on screen and reading on paper require different cognitive skills that could mean the difference between understanding your message and ignoring it completely. So why do we react differently when reading print compared to digital?