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Research is key to winning advertising argument, says Spring |
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Written by BMRB
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25 Feb 2008 |
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31 Jan 2008
The BMRB research project, launched by PPA Marketing in Setpember 2007, proving that magazines are the number one driver of online searches and purchase is one of the most important pieces of joint industry research, according to Stevie Spring, chief executive of Future publishing speaking in the latest PPAtv interview. Spring said it was something publishers knew intuitively, but it was vital to have an independent piece of research proving the role that magazines play in the "search, select and purchase cycle." Spring said it was vital for PPA to isolate areas of industry collaboration, where PPA members could compete against 'the wider competition' and research was one key area where this could be achieved. Referring to PPA Marketing's Revolution campaign, Spring said the provision of genuinely new information was the way to change the long term thinking of media planners, the campaign's key objective. She said: "We need to come out with genuinely new pieces of information that allows them to change the behaviours they have had for large numbers of years." In the interview Spring also commented on the recent Deloitte research charting the changing dynamics of the British media landscape. View Stevie Spring Interview
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Last Updated ( 25 Feb 2008 )
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