Magazine Media Planning for “Effectiveness”: Getting the People Back into the Process Available to Purchase

Considers media budgets and how their allocation is managed. Proposes a media plan that selects media that work harder by building on the three‐way relationship between the reader, the publication, and the advertiser, as a superior alternative to computer‐led plans centred around buying efficiency. Concludes that all parties should benefit– the advertising agency justifies its claim on media planning,the publications have the opportunity to actively sell, and the advertiser gains from the best thinking of a team of professionals.