Fairfax looks to lure advertisers to insert mags with new campaign
Fairfax Media has launched a new campaign which it says highlights "the premium, hard-to-reach audience its newspaper inserted magazines portfolio provides to advertisers".
The campaign will look to champion Fairfax’s newspaper inserted magazines stable, which includes Good Weekend, AFR Magazine, BOSS Magazine, Sunday Life, Life & Leisure Luxury and Life & Leisure The Sophisticated Traveller .
Fairfax said the portfolio reaches an audience of 1.7 million Australians “who like to spend”.
Group Sales Director Ed Harrison said: "Our newspaper inserted magazine portfolio delivers high value to advertisers, and our magazines enjoy an avid audience who are actively engaged in the content they read and the brands they are exposed to in them."
Ahead of the campaign, Fairfax conducted an independent reader panel to gain a better understanding of audience engagement and how that relates to advertisers and brands.
The Fairfax research found that:
– More than 50% of readers believe Fairfax’s newspaper magazines brands add credibility to advertising.
– Almost 70% of readers have taken action as a result of seeing an ad in one of Fairfax’s magazines
– More than 50% said Fairfax’s magazines influence them to read/buy the paper
– Over 70% said the magazines inspire them and give them ideas about things to think about, talk about and do.
“Our research shows that our magazine audience is high net-worth, allowing advertisers to connect with a premium audience who have money and like to spend it on the brands that advertise within our titles. Our magazines also influence purchase of the host newspaper because of the high engagement with our quality, award winning journalism,” added Harrison.
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