Stories

Could the Rise of Ad Blocking Be a Good Thing?

I recently read a piece of research by emarketer with a statistic that rather intrigued me. Conducted by RBC Capital Markets and Advertising Age, it’s headline findings were that 78% of marketers believed ad blocking had a negative impact on the programmatic advertising eco-system. No surprises there. But what about the other 22%? Well, 14% of them expected it to…

More 28 Apr, 2016

The Missing Link in Luxury Watch Marketing

Have you ever purchased a luxury watch? It can be a daunting experience. For the uninitiated, it can feel like entering a world where all the locals speak an unintelligible language. Should you opt for hand-wound or automatic, for example? If an automatic, would it be prudent to purchase a winder? What complications should you invest in (and how exactly do…

More 23 Mar, 2016

Pandora’s Snapchat Campaign: How Well Did It Work?

Back in December, we posed the question ‘Snapchat: Is it Relevant for Premium & Luxury Brands?’ Our answer was ‘yes, if used in the right way.’ So when we saw an opportunity to use the messaging platform for one of our clients – and as we believe in practicing what we preach – we seized it. The client was Pandora…

More 23 Mar, 2016

3 Ways Fashion Marketing is Changing

After the blur of competing social media initiatives surrounding each round of fashion weeks, it’s time to take a step back and look at the broader trends shaping fashion marketing. And they’re significant – from changes in the social media landscape to fundamental shifts in the very nature and purpose of the fashion weeks themselves. Here are the 3 trends that we…

More 23 Mar, 2016

Scent Beyond Sex: How Luxury Fragrance Marketing is Changing

For decades, gender stereotypes have dominated fragrance marketing. Florals have been marketed exclusively to women, with female models pouting amidst symbols of traditional femininity – everything from gowns to gems and roses to pink backdrops. Men’s fragrances, meanwhile, have used dark colour palettes, stark black and white images, and women as mere window dressing. But it hasn’t always been like…

More 08 Mar, 2016

Travel Magazine ABCs – July to December 2015

So how are the travel mags shaping up? As a market sector, Holiday and Travel is performing well, showing YoY growth of 2% in print and 49% in digital, resulting in a combined total average circulation of 376,203. Although PoP has declined, the Holiday and Travel sector increased YoY. The increase in YoY circulation suggests a positive trend across all…

More 08 Mar, 2016

Home Interest Magazine ABCs – July to December 2015

The Home Interest sector has arguably experienced the most widespread YoY decline according to the July – December 2015 circulation figures. However the majority of titles have only seen marginal decreases – with World of Interiors actually experiencing a slight increase. 25 Beautiful Homes has seen the largest decrease YoY, with its combined circulation dropping 15% in this period –…

More 08 Mar, 2016

Has the Magazine Sector Discovered the Secret to Increasing Circulations?

A quick glance at the recently released magazine ABCs for H2 2015 and you’d be forgiven for thinking that nothing had changed – overall circulation down 2.2% (print and digital) amongst our selection of 38 titles of relevance to the premium and luxury sector, print circulation down 2% and digital editions down 10.6%. Same old, same old. But closer examination and…

More 26 Feb, 2016

Men’s Magazine ABCs – July to December 2015

Overall the men’s titles have fared fairly well these last 6 months. Only two titles have declined both YoY and PoP – GQ and Men’s Fitness – with only the latter’s circulation falling significantly – down 32% YOY and 18% PoP (now standing at 30,998 total copies). The decline seen across GQ was far more muted, only 4% and 1% down…

More 26 Feb, 2016

Women’s Magazine ABCs – July to December 2015.

It’s not all doom and gloom in the women’s magazine sector, despite the continuing trend for decreasing circulations. Cosmopolitan bucked that trend in spectacular style with a huge 57% increase both PoP and YoY after its relaunch last year. The cover price was cut to £1 with new, wider distribution models beyond the newsstand put in place (targeting shopping, gyms etc…

More 25 Feb, 2016

How to Stop Your Budget Being Stolen By Ad Fraudsters

While ad blocking dominated the 2015 headlines, a recent study has highlighted another issue that we think demands your immediate attention – ad fraud. The research was a result of a collaboration between the Association of National Advertisers (ANA) and White Ops, the digital advertising security company. It’s conclusion? That advertisers will lose $7.2billion to ad fraud this year, up 14%…

More 12 Feb, 2016

Beauty Brands and Celebrity: The New Paradigm

Beauty ads used to follow a simple formula. Find a well-known (and liked) celebrity prepared to endorse the product, add a generous fee and a little airbrushing and place the result in a glossy magazine . And why not? It worked. But while that technique is still used by, and is no doubt somewhat effective for, the mass market beauty…

More 12 Feb, 2016

How Do Brands Win the Mobile Wars?

If there’s one thing the retail Christmas trading figures make clear, it’s that the new battleground for brands has shifted to mobile. A recent summary of retailer trading from financial and professional services firm JLL has highlighted the growing influence of m-commerce, with some of the best Christmas performers also reporting rapid growth in their mobile sales. Examples include Jigsaw…

More 12 Feb, 2016
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