Publishers launch joint magazine initiative to drive print ads

Bauer Media and Hachette Filipacchi are involved in new initiative.

Bauer Media and French publisher Hachette Filipacchi are partnering with communications and market research agency Carat to drive new advertisers to the print media through a new initiative called MagazinesWork.

The project will help media owners understand the effectiveness of magazines and encourage new advertisers.

The new enterprise wants to encourage non-advertisers to consider magazines as a low-risk choice by powerful and effective print campaigns.

Currently, media body Newspaper Marketing Agency does similar campaign effectiveness research.

More media brands are expected to join the initiative. Healthcare brand Imodium, which had mainly focussed on television advertising, is the first brand to experiment with MagazinesWork.