State-targeted magazine ads may be missing their mark, agency warns
An agency in Melbourne has voiced concern that magazine ads are not reaching their intended local target markets.
According to Gill Walker, MD at Evergreen, publishers selling state ad pages have very different policies when it comes to subscriber copies and media kits are not clear about whether these ads run in subscription or retail copies.
As a result, advertisers may not be getting what they think they’re paying for, she cautioned.
Evergreen placed a campaign for client Royal District Nursing in The Australian Women’s Weekly only to find that the localised ad did not reach subscribers in the desired territory.
very sloooowwww news day
Any half decent media agency knows this… Perhaps Evergreen should use one in the future.
Want to target local? Radio can take you right to the heart. Better ROI too, but many agencies have forgotten this.