Pacific Magazines has pioneered a new ROI measurement tool for advertisers called Buyers Action Measure (BAM) whereby advertisers will benefit from the assessment of their advertisements measured in the context of each publications environment.
BAM is the culmination of a 12-month research project and significant investment from Pacific Magazines, with the program establishing the publisher as a global leader in print media ROI. BAM directly measures the range of actions readers take as the result of seeing an advertisement in a Pacific Magazines' title, with the initiative subject to a major roll-out to market in the coming weeks.
Commenting, Peter Zavecz, Commercial Director, Pacific Magazines, says "For some time, the market message to us has been clear. Specific ROI criteria underpin a client's choice to invest within magazines - and this really hasn't been available before.
"Ignoring the issue was not an option. Pacific has made a considered choice to take a leadership position by establishing BAM - a pro-active, dynamic and rigorously tested methodology that sets a new benchmark in advertising ROI expertise globally. "
Miriam Condon, Director of Strategy & Planning, Pacific Magazines, said "We know magazines work. We now have a tool to provide our clients with a direct measure of ROI and the accountability they require."
Pacific Magazines' is working with independent research partner McNair Ingenuity in the BAM process and consultants Chris Gibson and Mike Welling.
Each advertiser in the measured issue will receive a tailored report that shows how their advertisement performed. Titles included in the immediate roll-out include selected issues of New Idea, Who Weekly, Better Homes & Gardens and Marie Claire.
Peter Zavecz added "Advertisers will benefit from a focused assessment of the strength of a specific advertisement, which is measured in the context of each publication's unique environment."
Pacific Magazines has lodged an Australian patent for the new system and will be discussing its capabilities with the company's global publishing partners.
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