It’s been announced that ITV, the UK’s largest commercial broadcaster are the latest brand to embrace the power of print with the launch of their own magazine.
They follow in the footsteps of big digital corporations including Facebook and Mailchimp, who both in 2o18 made bold statements by venturing into printed marketing – to enable them and their clients respectively to create more meaningful relationships with clients.
The ITV Magazine is available to purchase for £1 in Waitrose & Partners stores across the country and myWaitrose members can pick up the magazine for free.
Paul Ridsdale, ITV director of viewer said: “We’re constantly looking at new ways to reach viewers, and the launch of the ITV Magazine enables us to engage with both existing and future viewers and give them a taste of what ITV has to offer in the new year. The magazine shows how our programming and cultural influence extends way beyond TV and into people’s lives.”
The launch of The ITV Magazine is part of ITV’s More Than TV strategy, a key part of which is to develop strong consumer relationships.
Andrew Hirsch, CEO of John Brown Media who have partnered with ITV to produce the magazine said: “This new publication will help deepen ITV’s relationship with its audience.
“ITV magazine is a great vehicle to engage, surprise and entertain viewers.”
There is so much evidence to support the fact that a good piece of print has the power to engage consumers at a very deep level. Used either alone or in conjunction with digital, television, radio and outdoor advertising – it’s no surprise that ITV have chosen to make this a key part of their strategy as a multi-platform content producer.
Let the statistics speak for themselves.
- 36% of recipients bought or ordered something as a result of receiving direct mail1
- 81% people have bought an item or visited a place after reading about it in a magazine2
- Newspaper ads are viewed 2.5 times longer than the average digital ad3
- Touching an ad increases its value by 24%4
Sources via printpower.eu
 Touchpoints 7, 2016
 Magnetic, Rules of Attraction, 2015
 Lumen, 2017
 Journal of Consumer Research 2009,Touchpoints 5, 2014