Meredith Corp.–publisher of titles such as Better Homes & Gardens and Ladies Home Journal–has introduced The Meredith Engagement Dividend, a product that offers advertisers guaranteed sales for their investment in Meredith magazines.
Participation requires a 12-month advertising commitment in Meredith magazines (commitment is based on category, with minimum levels of frequency and is only open to national advertising schedules). If guarantees aren’t met, Meredith will give that advertiser free space until it achieves the agreed ROI.
To prepare for the program, Meredith and Nielsen teamed up to measure ROI for higher frequency ad campaigns that ran in Meredith magazines from 2009 to 2010. Participating advertisers will have access to Nielsen analytics.
The partners say that much of the past research done for magazines focused on purchase intent or brand engagement, not specific sales ROI.
While Meredith National Media Group endured the recession fairly well, it has shown some softness recently, with advertising revenue falling 11 percent and ad pages dropping 13 percent in the third fiscal quarter. Revenue fell 4 percent and pages dropped 8 percent (average net per page grew in the mid-single digits on a percentage basis) in the first nine months of the fiscal year, while circulation revenue fell 7 percent in the first nine months of fiscal 2011.
According to MagazineRadar, Meredith posted the largest drop in ad pages among six major publishers in the first three months of 2011.