Monday, May 10, 2010

Magazines' Pitch to Marketers: Our Ads Will Work -- We Promise

NEW YORK ( -- Magazines have always promised their advertisers a certain number of paying readers. Now the industry is moving toward another guarantee: that its ads will work.

One of the industry's biggest publishers, Time Inc., and one of its biggest ad buyers, the Starcom MediaVest Group, are collaborating to develop promises that certain numbers of people will remember ads or take action on them. If a participating marketer's campaign doesn't achieve the promised result, Time Inc. will run free additional ads until it does.

The effort, dubbed the Alliance for Magazine Accountability, will start with select Starcom MediaVest clients. The companies declined to identify those clients, some of whom they said are still being chosen, but Starcom MediaVest's client list includes heavy hitters such as General Motors, Allstate, Walmart and Coca-Cola.

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