A new sales presentation created by MPA, "Managing Mix in a Soft Economy," demonstrates how magazines can be the hero of advertisers' media plans by keeping their brands top of mind—and top of the list—with consumers in a more challenging economic environment.

When times are tough, consumers are forced to make choices between what they need versus what they want.  To overcome this need-based mentality marketers more than ever must persuade consumers to act by influencing purchase intent, termed “the Red Zone.”  The presentation shows how marketers can use magazines to "maximize impact in the persuasion 'Red-Zone.”

Based on nearly $10 million in advertiser-funded cross-media ROI research by more than 50 independent firms (including Dynamic Logic, Marketing Evolution, BIGresearch and Jupiter Research), this presentation examines how TV, magazines and online play a role in driving results. The numbers speak for themselves—demonstrating that magazines are the most consistent performer across the purchase funnel and key to driving web traffic and search.

Additional resources are also available that reinforce the power of magazine advertising, including category-specific "Irrefutable Proof" sales one-sheets (e.g., on automotive, entertainment, pharmaceutical, packaged goods and home improvement) and Sales Edge, a weekly enewsletter featuring the latest research and tools to help ad sales staffs. These too are available at www.magazine.org/accountability.