Things we like: Magazines fight back and Channel 4 commits to the Paralympics

The Last Leg: hosts Josh Widdicombe, Adam Hills and Alex Brooker
The Last Leg: hosts Josh Widdicombe, Adam Hills and Alex Brooker

Magazines prove they still hold plenty of influence online and Channel 4 signs up to cover the next two Paralympic Games.

Magazine brands fighting back

Social media posts from publications such as Vogue and Grazia and their journalists were liked and retweeted four times more than posts by bloggers and other online influencers at London Fashion Week in February, according to a study by research company 2CV for Magnetic.

A second study, Metrics That Matter, produced by Carat for Magnetic, showed that magazines delivered a significantly stronger impact online on a brand’s key performance indicators, including purchase consideration and recommendation, compared with other online environments.

Channel 4’s commitment to the Paralympics

Channel 4 has signed up to cover the next two Paralympic Games – the Winter Paralympics in PyeongChang in two years’ time and the Games in Tokyo in 2020. The deal with the International Paralympic Committee also includes the London 2017 World ParaAthletics Championships.

The broadcaster said this "aligns" with its "public-service remit" and has been keen to show the ad industry that it means it.

Alex Brooker, co-host of The Last Leg, helped sales director Jonathan Allan present to the Media Week Awards judges for C4’s Sales Team of the Year presentation last week at the broadcaster’s headquarters.

... And one thing we don't ...

The Guardian’s American nightmare

The Guardian’s US arm is laying off staff after reportedly running up losses of $15.8m while only bringing in $15.5m in revenue for the year to April 2016, according to Politico.

The online offshoot of the loss-making UK newspaper has dropped its revenue forecast for this year to about $20m, having previously thought it would hit $32m.

The Guardian declined to comment but at least in Alex Graham, its not-for-profit owner The Scott Trust has recruited a new chairman with commercial nous.

Graham is co-founder of TV company Wall to Wall, maker of Who Do You Think You Are?, which he sold for £25m in 2007.

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