During the recession, articles about ROI and how to maximize every euro of dollar were legion in media land. Logical. Sales performance is the top priority in such hard times. As an advertising marketeer of Sanoma, I'm aware of that specific trend.
I don't dare to say that the economy is in full recovery mode. But some see optimistic signs (limited to our part of the world; and not relevant for all industries). In the business literature you can measure these signs through more content on new developments like the rise of the tablets, the evolution of 3D viewing, the 'green' attitude of brands... and of course, the (literal) return of engagement.
But what editors of these articles seldom state is the following: engagement is many things. And advertising engagement is one of them. You can rant and rave all you want, tablets and social media will not change that fact.
The conclusion? I'd like to steal the idea of Erwin Ephron and quote another media planning professional , FCB's Roger Baron: "If you want engagement, make a more engaging ad". Don't misunderstand me: I'm not saying media sales house and advertising marketeers can't help you find matches. But creativity is key, and We, I mean the media planning professionals, still have not developed a system to express creativity in figures nor did we develop a magical formula for each device/media. But we're definitely working on it.
P.S.: Specific about magazine advertising - Stop|watch. Everything on the impact of advertisements in magazines. Creativity in magazine ads: see chapter 4 -p.53. Still relevant!
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