2016: The Year of Living Dangerously

Sue Todd at Mediatel Newsline:

Our bias for the new and unfamiliar of course varies by individual, but I won’t be the first to say that the media and advertising community (and I include myself in here) also thrive on the new. […]

What if our collective bias blind spot is having a profound effect on our decisions when it comes to media planning and buying? […]

Our own work at Magnetic – ‘Metrics that Matter’ (released this year with Carat), and ‘Why being different makes a difference’ (with Millward Brown) supports these views and showed magazines to be strong at driving long-term, relevant and meaningful connections for brands.

Millward Brown’s own brand equity measurement framework showed that magazines are one of the top three media channels for achieving salience, meaningfulness and difference, and that by focusing on these attributes, brands command a higher price premium, greater loyalty and ultimately long-term growth.

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