In an effort to boost sagging print sales, MPA—The Association of Magazine Media has launched an industry-wide campaign promising magazine advertisers that if an ad doesn't yield positive results, they'll either be refunded the cost of the ad or receive future ad space for free.

MPA believes the industry has data showing its new "Print Magazine Sales Guarantee" won't be a money loser. The association pointed to an analysis of nearly 100 ad effectiveness studies that concluded print was the most effective form of advertising in raising awareness of a brand and persuading consumers to make a purchase.

Another analysis of 150 studies concluded print was better than digital media in making readers commit information to long-term memory, according to the association.

MPA said the guarantee is an example of the magazine industry "putting its money where its mouth is." The association also noted that last year it launched a new metrics tool to measure magazine reader engagement across all platforms, both print and digital.

"While many industries have sat back and lamented the disruption caused by technology, magazine media leadership has twice now put aside its wildly competitive culture to aggressively lead and transform the marketplace," MPA interim CEO Nancy Telliho said. (MPA CEO Mary Berner recently left to become CEO of Cumulus Media.)

To take advantage of the guarantee, MPA said sales of a brand or product in an advertisement must be trackable. A test group of consumers who have seen the ad must be formed. Their purchasing habits then need to be compared to a control group that hasn't seen the ad. If the test group doesn't show a noticeable difference from that of the control group, then a magazine will either return the money or offer free ad space. http://bit.ly/1MoO1Bb

MORE CEO DATELINE

• U.S. Chamber takes issue with NY Times report on tobacco lobbying
• Video game association blasts U.N. report on virtual violence
• RIAA data show vinyl albums sales are skyrocketing
• Pork council piqued about prison prohibition of pig products
• NRF forecasts ‘solid' retail sales for the 2015 holiday season