One of the most essential questions that the media team here at Balihoo asks during the local media planning process is, "What media vehicles are the most appropriate and likely to move the client toward their goal?" We understand that some media vehicles are more apt to aid in branding efforts and others for lead generation.  It is important to determine the difference between these efforts while developing one's local marketing strategy so that placement, messaging and creative are executed accordingly. 

For instance, magazines (for the most part) fall in line as a branding effort.  That's not to say that a magazine ad wouldn't cause a consumer to take action (like call, email, check out the website, etc.) but, for the most part, magazines build brand awareness - so, to put it very simply... when the "need" is there they know "who" can fulfill it.

I recently came across the attached article (adage.com/mediaworks/article) discussing the new trend in magazine publishing... they are promising your ad will work.  Essentially, if a participating marketer's campaign doesn't achieve the promised result then Time Inc. (the participating publisher) will run your ad for free until it does.  Check out the attached article for all the details (i.e. what constitutes a campaign, participating magazines, how the publishers are identifying a successful result, etc.).  

During a time when digital, easily trackable media is everywhere (local Internet marketing, etc) it's time for traditional forms of media to prove their worth to advertisers and find specific ways to track results. It's going to be very tricky for publishers to find an accurate way to measure return for advertisers and make-good ads. Although, as a local media planner and buyer I love the idea of being able to negotiate rates, etc. on behalf of my client based on a performance guarantee.  All-and-all this could definitely change the way we think about traditional media vehicles and how they are meant to perform for clients. The ability to accurately measure magazine as a lead generation tactic sounds good to me!