In the late 1990’s, the magazine industry decided to fight for its role as an advertising medium – not only against television and radio, but also the encroaching Internet.
Turning Point partners counseled against a direct confrontation with other media, and instead positioned the medium as playing a vital role within any media “buy.” By defining specific advantages of magazine advertising (such as audience engagement and editorial adjacency) and backing up claims with research results, the industry adopted the positioning and was able to increase pharmaceutical advertising and halt the overall decline in general ads.
Associations / Government / Health Care / Hospitality & Tourism /
Nonprofit Organizations / Publishing / Retail
BUILD | TRANSFORM | GROW
• Increase revenue and market share
• Create awareness and adoption
• Change behaviors and attitudes
• Improve collaboration and efficiency
How you benefit >