Brands Push Online;Mags Ignore It


blackberry.jpgADOTAS — While magazine companies continue to ignore the web at their peril, their advertisers keep trying to find interesting ways to get people online.

MRI Starch Communications, a specialist in print-advertising research, measured a range of actions readers take as a result of seeing ads. Starch viewed thousands of ads, based on what readers saw or read, and considered creative elements, categories, genres and how that contributed to higher traffic to company websites.

Some of the top brands were Acura TSX, BlackBerry, Bose SoundDock Portable, Bowflex exercise equipment, Careerbuilder, Dell Precision Computers, Infiniti G, Orbitz Travel Service, Sephora and Victoria’s Secret Lingerie.

What’s odd of course is that as the companies embrace the web, publishers, such as Condé Nast, say they’re doing just fine without it. *I used to hear that from newspapers as well.

*Corrected from an earlier version.

— Express your opinion, comment below.


  1. It’s only a metter of time for the magazines as well. Circulation will keep going down as more people, particularly young people, get all their news and articles and opinion online. They need a serious web strategy for long term growth.

  2. if you’re going to jump on the “big media doesn’t get digital” bandwagon, at least have a point to make. you totally misinterpreted the point of the ad age article about how these advertisers drove awareness to THEIR OWN WEBSITES from print. nothing to do with the digital strategy of the magazine publishers, about which I will venture to say you know nothing, being that you can barely write a sentence. “I use to hear that from newspaper as well.” Are you a caveman?

  3. Huh,
    Wake up on the wrong side of the bed this morning? The point is that major magazine publishers are clearly focusing little attention to the web, while their advertisers are driving people to the web, regardless of where. As for the typos, I’ll do better next time.

  4. Huh,
    (Thanks for the edit.) It must be tough to defend your declining industry. I know the feeling and empathize. But to use the ‘print dollars for digital dimes’ defense as a reason why magazines are not aggressively moving online is weak and, in the end, unfortunate.


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