The Modern Guide to Spectacular Magazine Ads

SPECTACULAR BO OS T ENGAGEMENT & RECALL

Post-it® Note

2

Perf-And-Tear 28

Repositionable Label

4

Plantable Label 30

Sticker Sheet

6

Scratch-Off Card

Takeaway Card

8

Scented Card 34

Laminated Card 10

Visual Effects 36

Mini Booklet 12

Textured Effects 38

Gatefold 14

Digital Enhancements

32

40

Our experts can help you create an engaging ad that influences your audience. Give us a call.

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Push boundaries.

Make an impact.

Let your creativity run free as you explore how to make print advertising even more engaging than it already is. On-the-page creative in the form of Post-it® Notes and removable labels, page configurations featuring gatefolds and perf-and-tears, and special effects using metallic, neon, and custom inks, only scratch the surface of how you can delight and surprise readers.

Solidify your brand message in your audience’s minds, as it’s proven that: • For a magazine reader, simply touching a magazine page makes the product feel more real to the brain.

• Readers, when touching and interacting with an ad, begin to feel like they own the advertised product and so they value it more.

• When readers can actually pull something off a page, engage with it, or turn it over in their hands, the perceived value of the advertised product (and their willingness to pay for it) goes up.

Half the brain (at least!) is devoted to processing sensory experiences.

Make sure your message stands out and sticks around.

The possibilities are ENDLESS

THE POST-IT® NOTE Humanize your brand and connect with your audience on a deeper level by adding a Post-it® Note to your creative. People are conditioned to take action from a sticky note. It’s an engaging and tempting way to amplify your message.

Post-it® Notes adhere to your ad, and their removable nature allows the note to easily peel off and attach to other surfaces. Readers can stick reminders on the fridge, planner, mirror, or edge of a monitor, creating a constant call-to-action of your brand and driving lower-funnel action.

Print in full color, front and/or back, on white or Post-it® Note’s iconic Canary Yellow.

• Coupon • Contact Information • To-Do List • Calendar/Planner Reminder • Bookmark/Magazine Flag • Daily Affirmation • Recipe • Grocery List • Label/Identifier

• Expiration-Based Reminder • How-To Instructions • Temporary Ruler • Temporary Marker -- Hang a Picture -- Mark Child’s Height on Wall

• Photo-Realistic Face Sticky • Surprise & Reveal

-- Place a secondary message under the Post-it® Note.

-- Tupperware Containers -- Moving or Storage Boxes

76% of people who receive something with a Post-it® Note take action.

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FRIDAY, MARCH 2 10:30 A.M. - 3:00 P.M. EVENT CO-CHAIRS Susanne Birbragher, Suzy Buckley & Melinda Gonzalez

2018 Friday, March 2,

P.M. 10:30 A.M. - 3:00

JW MARRIOTT MARQUIS MIAMI 255 Biscayne Boulevard Way, Miami, FL Be one of the first to purchase your sponsorships,

i, FL evard Way, Miam 5 Biscayne Boul 25 I M IA M IS U MARQ JW MARRIOTT arnett at ntact Marilen M ation, please co rm fo in 4.2986 e 62 or 6. m r 78 Fo th.org or tt@nicklausheal marilen.marne

S-MAR 20

y Post It Note WW

5 Modern Famil

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1 18-FINAL.indd

tables, and seats to this highly anticipated event.

SPACE IS LIMITED!

PM 12/11/17 5:08

For more information, please contact Marilen Marnett at

marilen.marnett@nicklaushealth.org or 786.624.2986

#WWSMIAMI GIVE.NICKLAUSCHILDRENS.ORG

THE REPOSITIONABLE LABEL Extend engagement with your ad long after the magazine is closed, with a fully repositionable label that your audience can take with them wherever they go.

Provide your audience with reminders, tips, tricks, and other useful information that they can turn to for easy reference in the home or office, keeping your brand top-of-mind.

These low tack labels adhere to your ad and can be easily removed and put on any smooth surface, without damage.

• Brand Sticker • Reminders/Tips/Tricks

-- Mammography or Self Screening -- Vitamin Reminder -- Smoke Detector Management -- 5 Tips to Stay Healthy/Relaxed/Productive

• Kid Friendly

-- Toilet Training -- Teeth-Brushing Reminder -- Fun Kids’ Messaging

• Sponsorship Messaging -- Sports Schedule -- Events Schedule

• Mirror • Glass Object • Window • Tile • Notebook • Cell Phone • Wall • Calendar/Planner • Refrigerator • Inside Cabinet

• Inspirational Quote • Important Numbers • Label • Coupon • Loyalty Card

33% of people who notice ads with a repositionable label take action.

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O G ATS! C GO CATS!

Week Week 1

Date Date Sat. Sept. 2

Opponent Opponent Kent State

12 23 34 45 56 67 78 89 910 10 11 1112 1213 13

Sat. Sat.Sept.

Sept.29 Sat. Sept.

Sat. Sept.916 Sat. Sat.Sept.

Sept.1623 Sat. Sat.Sept.

Sept.23 30 Sat. Sat.Sept.

Oct. 730 Sat. Fri.Oct. Oct.713 Fri. Sat.Oct. Oct.1321 Sat. Sat.Oct. Oct.2128 Sat. Oct. Sat. Nov.284 Sat. Sat.Nov. Nov.411 Sat. Sat.Nov. Nov.1118 Sat. Sat.Nov. Nov.1825 Sat. Nov. 25

Kent State Auburn Auburn @ Louisville @ Louisville Boston College Boston College @ Virginia Tech @ Virginia Tech Wake Forest Wake Forest @ Syracuse @ Syracuse BYE BYE Georgia Tech Georgia Tech @ NC State @ NC State Florida State Florida State The Citadel The CitadelCarolina @ South @ South Carolina

Score Score

The Tigers’ Athletic Ticket Office is now accepting ticket requests for the upcoming football season.

IPTAY members may log in to their online account to fill out the application.

THE STICKER SHEET Everyone loves stickers. They can be used to mark favorite pages in a magazine, as gift labels, or even as an advent calendar with hidden messaging (or coupons) revealed once the sticker is removed.

The sticker sheet is adhered to your ad and can be easily removed and stored in your audience’s kitchen, home, or office to be used throughout the year.

• Collectable Stickers • Rewards Chart Stickers • Kids’ Lunch Stickers • Labels

• Page Markers/Flags • Calendar/Planner Reminders -- General Stickers -- Detail Multi-Step Project

• Chip/Snack Package Closer • Expiration Notice for Disposable Items • Advent Calendar Hidden Reveal

-- Gifts -- Tupperware Containers -- Moving or Storage Boxes

68% of readers who notice ads with stickers engage with the ad content.

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GIVE YOUR GIFTS SOME

FESTIVE FLAIR

To:

Visit BaskinRobbins.com From: for some sweet holiday fun, including lots of money-saving coupons To: and an interactive game where you From: could WIN A FREE CONE!

To: From:

Merry To:

From:

Everybody loves it—plus, it’s the easiest way to get dessert done this busy holiday season.

Please note that this ad reflects a sample ad only and may not represent an actual ad or client. No endorsement is implied.

BaskinRobbins.com

THE TAKEAWAY CARD Traditionally used as a direct mail piece, the takeaway card has evolved beyond mail-in lead generation, offering a multitude of engaging out-of-the box executions.

Durable enough to have staying power, use it to provide useful information, reminders, coupons, or recipes. And its tried-and-true direct response capability helps you collect data—names, new subscribers/members, or feedback—to grow your business.

The takeaway card comes in standard sizes or can be custom die cut to enhance your creative.

It’s adhered to your ad and can be easily removed and mailed or saved.

• Business Reply Card

• Sample Stationery

• Coupon • Recipe Card • Postcard

• Paper Toy or Product Model • Brain Teaser/Puzzle • Ruler • Hangtag

-- Request More Information -- Feedback Survey -- Sweepstakes Entry

-- Invitation -- Greeting Card -- Place Card

-- Vacation Destinations -- Events

• Reference Card

-- Useful Information -- Reminders -- Step-by-Step Instructions -- Questions to Ask Your Doctor

80% of readers who notice ads with cards engage with the content.

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Skyline_MNI_BRC.indd 1

5/15/17 11:29 AM

THE LAMINATED CARD Laminated cards are an interactive way to promote incentives, encourage loyalty programs, invite readers into exclusive memberships, or feature important information. With a feeling of permanence and value, your message comes off the page and finds its way into wallets, purses, auto consoles, and desk drawers—ready to be used.

Print on the front and/or back in a design that flows with the look and feel of your creative.

• Loyalty Card • Subscription Rewards Promo Card • Temporary Membership Card • Coupon • Bring In and Reveal Discount • Gift Card • Business Card • Trading/Collectible Card • Waterproof Card

• Important Information -- I.C.E. Card -- Heimlich Maneuver -- CPR Instructions -- D.A.R.E.

• Affirmations

-- Mantra -- Church -- PSA -- Serenity Prayer

-- Sunscreen Tips & Reminders -- Tick Checks

32% of people who notice ads with cards visit the advertiser’s website, look for more information, or save the content.

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A special fi nd for select, new customers.

NO RISK. ALL REWARD.

Your first month of our 2-, 4-, or 6-blade razor is... wait for it...

FREE (see back for info)

A GREAT SHAVE FOR A FEW BUCKS A MONTH. No commitment. No fees. No BS. Please note that this ad reflects a sample ad only and may not represent an actual ad or client. No endorsement is implied.

THE MINI BOOKLET The mini booklet can’t be ignored. Communicate information about your brand, or utilize impactful photos and graphics to show your products, with a colorful four- or six-page removable booklet.

You can educate and engage readers, moving them down the funnel.

The mini booklet is attached to your ad and can be easily removed for continued use and reference.

• Mini Catalogue Retail

• Coupon Booklet • Recipe Booklet • Travel Guide/Brochure • Destination Map • Calendar • Event Schedule • Thought Leadership Piece • First Chapter of Blockbuster Novel • How-To Manual

-- Gift Catalogue -- How-To/New Products

Fashion

-- One Skirt, Three Ways -- The Classic Little Black Dress -- Spring Collection

Home Decor

-- Interior Design -- Color Swatches -- Room Configuration

-- Buy Your First Home -- Tie a Tie -- Fix Common Household Problems

• Product Mimicry -- Tool/Lunch/Gift Box Lid Revealing Contents -- Window/Door/Curtain Revealing Design Tips -- Car Hood Revealing Engine

• Notebook/Doodle Pad • Greeting Card • Game Board • Pin-Up Poster

87% of readers who notice ads with booklets engage with the content.

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I.N.O.X. V

Strong Is The New Pretty

Please note that this ad reflects a sample ad only and may not represent an actual ad or client. No endorsement is implied.

THE GATEFOLD Gatefolds are a powerful way to attract attention to your ad, providing valuable real estate to showcase expansive creative, reveal your message, or tell a progressive story.

With nearly limitless configurations and customizations, including interesting die cuts and reveals, gatefolds are the perfect interactive tool to boost recall.

Expansive Creative • Spectacular Views • Landscapes • City Skyline • Destination/City Map • Sponsored Fantasy Football Cheat Sheet • Car Model Portfolio • Pin-Up

Juxtaposed Creative • Outside vs. Inside -- Tech Gadget -- Human Body -- Closet Doors -- Curtain -- Window -- Car Door/Hood

Reveal Messaging • Punchline • Questions & Answers • Quiz

• Before & After • Expectation vs. Reality

88% of readers who see gatefolds engage with the content.

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61% of readers who notice gatefolds take action.

THE PERF-AND-TEAR A perf-and-tear encourages readers to engage with the form and function of your ad, and keeps your message close at hand. It can enhance your creative, is often saved, and can have many practical applications.

Your perforation can be designed to go anywhere you want on the page, to promote interaction with your ad with a clean tear.

Creative Enhancements • Product Mimicry

Save It • Schedule

Use It • Bookmark • Ruler • Belly Band

• Change the message

• Vital Information

Play With It • Origami • Doodle/Coloring Page • Board Game • Child’s Food Placemat

-- Opening a bag of chips -- Pulling string cheese -- Peeling a banana -- Tear off one-third of the page for a 30% discount -- Tear off half the page to illustrate half the calories

-- Sports -- Activity -- Recycling -- Measurement Conversions -- Important Phone Numbers

• Coupon • Menu • Map • Recipe • Poster • Paint Swatch

82% of readers who notice perf-and-tear ads engage with the content.

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Get Down & Dirty Tagline Contest Entry form & coupon on back.

Tear Here

n I r Tea in! to W t ys Visit Dir

.com fo

fo. r more in

The Get Down & Dirty Tagline Contest!

Tear off the top to learn how our next tagline could be yours! And just for submitting, you’ll get a coupon for a free bag of your favorite flavor of Dirty Potato Chips.

Please note that this ad reflects a sample ad only and may not represent an actual ad or client. No endorsement is implied.

THE PLANTABLE LABEL Eco-focused in nature, this execution goes from the page to the garden, truly bringing your message to life. Consumers love the environmentally responsible, fun technology, and are reminded of your brand and message when the plants grow.

The plantable label is adhered to your ad and can be easily removed and planted, for a message that grows with your audience. It’s a constant reminder of your brand and partnership.

• Promote Growth Message

-- Garden Products & Tools -- Financial Planning & Retirement -- Company Growth & Partnership

• Feature Green Messaging -- Clean Air Promotion -- Bee Preservation -- Organic Products -- Eco-Friendly Brands

• Alyssum (carpet of snow) • Basil • Carrots • Snapdragon • Yellow Primrose

• Engage Families

-- Teachable Moment -- Commemorative Moment -- Child-Friendly Brands -- Stress Relief

• Serve as a reminder for when the flowers bloom -- Change the smoke detector, water filter, or air filter -- Book your vacation -- Make a recipe

86% of readers who receive an ad with an interactive sample engage with the content.

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Do More with Your

Memories

Artifact Uprising gets your precious pics off your phone and into your hands. Gorgeous prints, photo books, stationery, frames, gifts— everything you need to bring your most treasured memories to life.

Please note that this ad reflects a sample ad only and may not represent an actual ad or client. No endorsement is implied.

THE SCRATCH-OFF CARD Who doesn’t love a surprise? Or better yet, winning something! This is the excitement of scratch-off cards. Feature special messaging, discounts, trivia games, or hidden stories only revealed once the area is scratched away.

Scratch-off cards are adhered to your ad. You can print on both sides of the card, in an assortment of colors and custom shapes, providing an interactive experience readers can take with them.

THOUGHT STARTERS • Mystery Discount/Coupon

• Eraser, removing:

• Before & After Reveal • Hidden Messaging Reveal • Game

• Promotional Announcement

-- Scratch off and drive to store or website to redeem -- Scratch off in store to redeem

-- Soap Scum -- Rust -- Bugs

-- Events -- Open Houses -- Concerts -- Sales

-- Board Game -- Trivia/Quiz -- Special Prizes

Nearly one-third of readers who notice ads with unusual effects, like the scratch-off, consider purchasing or purchase the advertised product.

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DURANT

THE SCENTED CARD Scents have an immediate and compelling effect, as they are directly linked to the section of our brain responsible for our memories and associations. Use a particular scent to enhance your message and connect with your audience on an emotional level. Powerful and persuasive, it’s no wonder 65% of readers who noticed scented ads took action.

Scented cards are adhered to your ad. Print in limitless scents for a truly memorable experience that will stay with your audience.

• Match Scents & Applications

• • • • • • • • • • • • • • • • • • • • • •

Apple Cider Apple (Green) Apple (Macintosh) Apple Pie Asphalt Bacon Banana BBQ (Cookout) BBQ (Mesquite) Blueberry Bread (Fresh Baked) Bubble Gum Burnt Rubber (Tire) Cake (Frosted) Cherry Cedar Chicken (Fried) Chocolate Chocolate Chip Cookie Chocolate (Dark) Chocolate (Hot) Chocolate (Molten Lava Cake) • Cinnamon Buns

-- Automotive & Leather -- Lawn Care & Grass -- Tropical Destinations & Coconut/ Suntan Lotion -- Movie Release & Popcorn -- Bingeable TV Show & Pizza -- Spa & Eucalyptus

• Promote Nostalgia

-- Fresh-Baked Cookies -- Firewood -- Coffee

• Promote New Product -- CPG Brands -- Cleaning Products -- Bath Products

• • • • • • • • • • • • • • • • • • • • • • • •

Citrus with Eucalyptus Clean Cotton Coconut/Suntan Coffee (Regular) Eucalyptus Fresh (Laundry) Fresh (Ocean) Gasoline Gingerbread Grape Grapefruit Grass (Fresh Cut) Iced Tea (Lemon) Jasmine Honeycomb Lavender Lemon Drop Leather (Automotive) Leather (Luxury) Lemon-Lime Lime Magnolia Marijuana Menthol

• • • • • • • • • • • • • • • • • • • • • • •

Natural Gas Orange Orchid Peach (Fresh) Peach (Georgia) Peanut Peanut Butter & Jelly Peppermint Piña Colada Pineapple Pine Pizza Popcorn (Buttered) Pumpkin Pie Root Beer Rose Smoke (Fire Place) Soda Pop (Fizzy) Spearmint Strawberry Stuffing (Turkey) Vanilla Watermelon

Want a scent you don’t see? Just ask!

Media that appeals to more than three senses increases brand impact and engagement by over 70%.

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Get a whiff of this.

The Publix Deli Jacksonville Jaguars Sub is back! Scratch the card below and inhale the delicious aroma of barbecue sauce. Then imagine it combined with the taste of chicken tenders, bacon, cheddar cheese, and coleslaw. Hungry?

Oh, no–the scratch-and-sniff card is gone!

That’s okay: Order your own sub and you’ll know exactly how good it smells–and tastes.

publix.com/bbq

VISUAL EFFECTS A well-orchestrated visual hook, cleverly integrated into your creative, can enhance your message and make your brand pop off the page.

Visually stunning fluorescent and metallic inks can be used to convey fun, luxury, elegance, and beauty. Use special inks to highlight desirable qualities of your brand or product, drawing readers in and inviting them to stay.

Expressive colors and treatments are printed as part of your ad creative, for an unforgettable reader experience.

Product Emphasis • Metallic Objects -- Pipes -- Tools -- Blade -- Jewelry -- Coins -- Car Finish -- Football Helmet

• Bright Surfaces

-- Running Clothes -- Safety Vest -- Tennis Ball

Themes • Celebration • Commemorations • Reflection • Luxury/Premium • PSA/Warning • Children’s Appeal • Eighties • Secret Message (White Gloss/ White Stock)

• Highlighter/ Provide Emphasis

Sample Visual Treatments • Pantone: Metallic, Neon, Pastel • Glitter • High Gloss UV • Gloss • Matte • Satin • Thermochromic (Heat Sensitive)

• Photochromic

(Light Sensitive)

• Hydrochromic

(Water Sensitive)

55% of people who notice ads with special inks take action.

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ADVERTISEMENT

Your customers are mobile-first. Zelle makes it safe and easy for them to make purchases and transfer money, right from their smartphones. Is your institution set up for the modern financial world?

Find out more inside >

Through special arrangements with the publisher, this ZelleÂŽ informational cover wrap has been placed on a limited number of copies of FORTUNEÂŽ magazine. It does not constitute an endorsement

by FORTUNE and no endorsement is implied.

Please note that this ad reflects a sample ad only and may not represent an actual ad or client. No endorsement is implied.

TEXTURED EFFECTS Our hands are an extension of our minds, with what we touch driving our thoughts and behaviors.

Adding texture to your ad enhances the aesthetic and tactile value of your message, lingering in readers’ minds long after they’ve turned the page.

Texture—be it rough, smooth, raised, or soft—adds an element of reality to your ad that’s simply unattainable in other mediums.

Print nearly any texture through various coatings and varnishes, different inks, and special techniques to elevate your brand.

• Leather: Automotive, Fashion, Furniture • Sports Ball: Athletic Wear & Teams • Sand or Grass: Travel, Outdoor Activities, Gardening • Soft Touch: Premium/Luxury Brands

• Grit: Super fine to rough • Soft Touch: Silky to rubbery • Raised: Leather, Denim, Sports Balls, Reptile Skin, Wood Coating, etc.

Over half of our sensory receptivity is devoted to touch.

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ADVERTISEMENT

Through special arrangements with the publisher, this FANTASTIKÂŽ informational cover wrap has been placed on a limited number of copies of PEOPLEÂŽ magazine. It does not constitute an endorsement by PEOPLE and no endorsement is implied.

Please note that this ad reflects a sample ad only and may not represent an actual ad or client. No endorsement is implied.

DIGITAL ENHANCEMENTS When your audience reads magazines, chances are that their phones are not far away. Capitalize on your audience’s cross-media consumption habits by enhancing your ad experience with exclusive content, curated experiences, and special offers, accessed via their devices.

A clever call-to-action, paired with cutting edge technology, can help you • Share exclusive content only available to magazine readers.

• Continue to build your brand story online.

• Position your brand as an authoritative, trusted resource.

• Simulate products or experiences that move your audience down the funnel, increasing awareness, consideration, and purchase intent.

• Create an engaged and loyal online community, extending far beyond your magazine ad.

Further integrate your brand online with a companion digital campaign. Brands that run a consistent message across a variety of channels can improve purchase intent by 90% and brand perception by 68%.

Augmented Reality Transpose graphics into the real world via the device camera.

• Feature Product in their Environment -- Home Furnishings -- Paint Colors

• Try on New Products -- Jewelry -- Glasses -- Make Up -- Clothes

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360° Video Transport readers into a scene for an immersive experience.

• Explore inside a new car.

• Travel to a vacation destination.

• Get a behind-the-scenes look at a photo shoot or movie set.

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Digital Content Allow readers to unlock exclusive content.

• Movie or TV Trailers • Exclusive Interviews • Games

eNough is

Nough.

An Original Series

Please note that this ad reflects a sample ad only and may not represent an actual ad or client. No endorsement is implied.

CREATING EXPERIENCES PEOPLE LOVE.

Sources The Communication Guide to the Neuroscience of Touch, Sappi.; The Surprising Persuasiveness of a Sticky Note, Harvard Business Review.; Magazine/Advertiser Detail Report, Starch.; How to Engage Your Customers with Sensory Branding, Online Marketing Institute.

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