Magazines Canada introduces advertising effectiveness testing
Toronto-based Magazines Canada has launched a new program called MagWorks intended to allow advertisers and agencies to test the performance of their magazine creative. The program uses online surveys to assess advertising impact, communication value, visual focal points, purchase intent and other factors. MagWorks in being operated in association with Starch Research of Toronto. “Few advertisers regularly test magazine creative,” said Starch Research president Brian Hickey. “However, our experience in creative testing has taught us that we can help advertisers and their agencies improve their magazine communication. MagWorks helps to strengthen that all-important connection between advertiser and consumer.” Magazines Canada is a not-for-profit industry association representing approximately 300 consumer publications.