Aim 5 findings on how magazines are read

AIM – Campaign TrackingParis, March 2011

Evidence of advertising impact

The three modules of Ad Impact Monitor

Ad Impact Monitor

The aim:Continuous reporting of the impact of print campaigns on three impact levels.

Brand trackingReturn on investment from campaigns in print, TV and online

RFID contact studyReading patterns, contact performance on the advertising medium level

Ad trackingReturn on investment on the level of

the advertisement itself

Results of the RFID contact study as a part ofAd Impact Monitor

FIVE FINDINGS ONPRINT WORKS.

HOW MAGAZINESARE READ

which measures:

All members of the household over 14 years identify themselves by pressing a button on the reading device,

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Innovative technology

The reader and software was developed by order of FOCUS Magazin Verlag GmbH. The developers of the reader and the software respectively: RF-iT Solutions GmbH, Graz, Austria, Dominik Berger and Magellan Technology Pty Ltd in Annandale, Australia, Michael Stanton

RFID CONTACT STUDY.PRINT WORKS.

Who, when and for

which two-page spread?

how long has viewed

The Focus magazine reader

RFID measurement – the procedure

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» Passive technical recording of

periodical usage

» Reading of copies in private households is

ascertained

» Sample n= 50 households per issue,

in total n=1,200 households

» Analysis based on title segments

» Time in the field of double each issue duration

» Personal introduction of test persons by an

interviewer

» Institute: MMA Media Markt Analysen

» 2010: Super Illu, Men’s Health

» 2011: c’t

Evaluated titles (data basis) In the field / in evaluation

Vogue 06/09 Brigitte 16/09

Cosmopolitan 06/09 Schöner Wohnen 08/09

Focus 21/09 Geo 08/09

Der Spiegel 21/09 Computer Bild 17/09

Stern 22/09 Wirtschaftswoche 32/09

Bild der Frau 25/09 ADAC Motorwelt 09/09

Tina 26/09 Auto Motor Sport 20/09

Bunte 29/09 Hörzu 38/09

OK! 29/09 Für Sie 21/09

TV Digital 22/09

TV Spielfilm 22/09

TV Movie 23/09

TV Hören und Sehen 46/09

Kicker Montag 92/09

TV direkt 25/09

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Example: woman, 38 years of age

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1 2

2 3 4 5

3 4 5Vogue 06/09

Six reading sessions duringeight weeks of recording

RFID CONTACT STUDY.PRINT WORKS.

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5 FINDINGSPRINT WORKS.

>> The passive, technical recording in 1,200 reader-households involving 2,060 persons and over 290 thousand two-page contacts enables us to make a few clear statements about magazine usage:

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>> Magazines remain for a long time in the household. They are often openly presented, for example on the coffee table in the lounge.* For this reason it is likely they are read on several occasions.

DOUBLE.PRINT WORKS.

* 72 percent of Germans say “Magazines lay around in full view in my lounge at home.” (TdW 2009, all over 14 years of age)

Six contacts of each copy on average

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Average number of magazine contacts per readerAverage frequency of magazine reading per user within the recording period

DOUBLEPRINT WORKS.

Total: 2,060 persons (12,096 magazine contacts)Aggregated values on the basis of 24 titles

Multiple contacts: each two-page spread twice

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Average number of contacts of each two-page spread per readerAverage contact frequency per two-page and user

DOUBLE.PRINT WORKS.

two-page spread two-pagewithout advertising

two-pagewith advertising

Total: 2,060 persons (290,299 two-page contacts)Aggregated values on the basis of 24 titles

Multiple contacts with ads: 1.8 x 33 sec.

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DOUBLE.PRINT WORKS.

Two-page contacts per readerAverage contacts per two-page spread with advertising

Reading duration per reader (seconds)Average duration per two-page spread with advertising

Total: 2,060 persons (156,243 two-page contacts)Aggregated values on the basis of 24 titles

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is seen more than once. On average 1.8 times

and for 33 seconds.

Finding No. 1:

Source: AIM Ad Impact Monitor 2009; basis: 24 titles in 1,200 magazine-buying households with a total of 2,060 persons

>> Magazines are retained for a long time in the household. On average they are read by each user six times for a quarter of an hour each time.

DOUBLE.PRINT WORKS.

Each two-page with advertising

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>> Magazines do not simply appear in the house. Each household pays for them and so chooses them carefully. The eagerness to read each new issue is correspondingly large.

FAST. PRINT WORKS.

Development of media penetration for all usersAccumulation: 100 percent = all first contacts over the recording period

1414

all 24 titles

FAST. PRINT WORKS.

Who pays is also keen to read

Proportions as percentages, two-page contacts; recording period = twice the issue validity; Total: 2,060 persons (290,299 two-page contacts); aggregated values on the basis of 24 titles.

1515

Faster media penetrationAccumulation: 100 percent = all first contacts over the recording period

Weekly magazinesachieve 58% penetration aftertheir second day

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Fortnightly magazinesachieve 42% penetration aftertheir second day

Monthly magazinesachieve 47% penetration aftertheir second day

Fast for all issue periods

FAST. PRINT WORKS.

Proportions as percentages, two-page contacts; recording period = twice the issue validity; Total: 2,060 persons (290,299 two-page contacts); aggregated values on the basis of 24 titles (11 weekly magazines, 8 fortnightly magazines 5 monthly magazines).

Days after the first day of issue

Development of contacts Proportion of total contacts as percentages over the recording period

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FAST. PRINT WORKS.

Who pays is also keen to read

Proportions as percentages, two-page contacts; recording period = twice the issue validity; Total: 2,060 persons (290,299 two-page contacts); aggregated values on the basis of 24 titles.

Reading pattern don’t depend on placement

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Exposures by magazine quartersProportion of total contact pages as percentages

Total: 2,060 persons (12,096 issue contacts); aggregated values on the basis of 24 titles.Excluding contacts with title page and table of contents.

FAST. PRINT WORKS.

FOCUS Science (monthly)

FOCUS: Development of Contacts Number of total contacts over the recording period

1818

FAST. PRINT WORKS.

FOCUS: Three Exposures Within The First Day

Proportions as percentages, two-page contacts; recording period = twice the issue validity; Total: 2,060 persons (290,299 two-page contacts); aggregated values on the basis of 24 titles.

Science (monthly): Development of Contacts Number of total contacts over the recording period

1919

FAST. PRINT WORKS.

Science: Three Exposures Within The First Day

Proportions as percentages, two-page contacts; recording period = twice the issue validity; Total: 2,060 persons (290,299 two-page contacts); aggregated values on the basis of 24 titles.

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By the end of the first two days, half of the readers have already read the magazine for

the first time.

Finding No. 2:

Magazines do not simply appear in the house. The household pays for them and so chooses them carefully. The eagerness to read each new issue is correspondingly large.

FAST. PRINT WORKS.

Source: AIM Ad Impact Monitor 2009; basis: 24 titles in 1,200 magazine-buying households with a total of 2,060 persons.

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>> An electronic advertising medium exists only for a few seconds after delivery. Adverts are an integral part of magazines – and they accompany their readers continuously.

ENDURINGLY.PRINT WORKS.

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Every day is magazine day

Contact distribution by days of the weekFigures as percentages of all generated contacts

ENDURINGLY.PRINT WORKS.

Proportions as percentages, two-page contacts; recording period = twice the issue validity; Total: 2,060 persons (290,299 two-page contacts); aggregated values on the basis of 24 titles.

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Multiple Contacts Extend EfficiencyContinous Building of Contacts100 percent = all contacts during fieldwork

Weekly Magazinesdeliever after two weeksadditional (multiple) contacts

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Monthly Magazinesdeliever after eight weeks

additional (multiple) contacts

Days after 1st day of issue

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ENDURINGLY.PRINT WORKS.

Bi-Weekly Magazinesdeliever after four weeksadditional (multiple) contacts

Proportions as percentages, two-page contacts; recording period = twice the issue validity; Total: 2,060 persons (290,299 two-page contacts); aggregated values on the basis of 24 titles

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Multiple Contacts Extend EfficiencyContinous Building of Contacts100 percent = all contacts during fieldwork

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Days after 1st day of issue

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ENDURINGLY.PRINT WORKS.

Proportions as percentages, two-page contacts; recording period = twice the issue validity; Total: 2,060 persons (290,299 two-page contacts); aggregated values on the basis of 24 titles

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Every Day is Magazine Day

Contact distribution by days of the week

Figures as percentages of all generated contacts

Proportions as percentages, two-page contacts; recording period = twice the issue validity; Total: 2,060 persons (290,299 two-page contacts); aggregated values on the basis of 24 titles Kicker: 82 persons; 6.439 two-page contacts; Geo: 93 persons; two-page contacts

NACHHALTIG.PRINT WIRKT.

TotalAggregated figures for all of the 24 issues

Geomonthly1st = last but one friday

KickerWeekly1st day = Monday

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Hour Whole week(Mon-Sun) Workdays (Mon-Fri) Weekend (Sat/Sun)

00 – 0101 - 0202 – 0303 - 0404 - 0505 -0 606 - 0707 - 0808 - 0909 - 1010 - 1111 - 1212 - 1313 - 1414 - 1515 - 1616 - 1717 - 1818 - 1919 - 2020 - 2121 - 2222 - 2323 - 24

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Proportion of total contacts as percentages

Prime time and weekend

ENDURINGLY.PRINT WORKS.

Proportions as percentages; total: 2,060 persons (290,299 two-page contacts); aggregated values on the basis of 24 titles.

Ganze Woche (Mo-So) Werktags (Mo-Fr) Wochenende (Sa/So)

0 - 1 Uhr1 - 2 Uhr2 - 3 Uhr3 - 4 Uhr4 - 5 Uhr5 - 6 Uhr6 - 7 Uhr7 - 8 Uhr8 - 9 Uhr9 - 10 Uhr10 - 11 Uhr11 - 12 Uhr12 - 13 Uhr13 - 14 Uhr14 - 15 Uhr15 - 16 Uhr16 - 17 Uhr17 - 18 Uhr18 - 19 Uhr19 - 20 Uhr20 - 21 Uhr21 - 22 Uhr22 - 23 Uhr23 - 24 Uhr

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News Magazines

NACHHALTIG.PRINT WIRKT.

Anteile in Prozent; Total: 269 Personen (35.412 Doppelseitenkontakte); Aggregierte Werte für Focus, Spiegel und Stern

Proportion of total contacts as percentages

Ganze Woche (Mo-So) Werktags (Mo-Fr) Wochenende (Sa/So)

0 - 1 Uhr1 - 2 Uhr2 - 3 Uhr3 - 4 Uhr4 - 5 Uhr5 - 6 Uhr6 - 7 Uhr7 - 8 Uhr8 - 9 Uhr9 - 10 Uhr10 - 11 Uhr11 - 12 Uhr12 - 13 Uhr13 - 14 Uhr14 - 15 Uhr15 - 16 Uhr16 - 17 Uhr17 - 18 Uhr18 - 19 Uhr19 - 20 Uhr20 - 21 Uhr21 - 22 Uhr22 - 23 Uhr23 - 24 Uhr

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Women Weeklies

NACHHALTIG.PRINT WIRKT.

Anteile in Prozent; Total: 165 Personen (16.593 Doppelseitenkontakte); Aggregierte Werte für Bild der Frau und Tina

Proportion of total contacts as percentages

>> An electronic advertising medium exists only for a few seconds after delivery. Adverts are a integral part of magazines – and they accompany their readers continuously.

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Magazines are deeply embedded in the daily

lives of their readers. They read for long periods;

every day and at all hours.

Finding No. 3:

ENDURINGLY.PRINT WORKS.

Source: AIM Ad Impact Monitor 2009; basis: 24 titles in 1,200 magazine-buying households with a total of 2,060 persons.

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>> Of course, rarely is a magazine read entirely in one sitting. But by the average sixth reading session, most of the whole magazine has been ‘worked through’, page by page.

PAGE BY PAGE.PRINT WORKS.

Initial reading position by pagesProportion of all recorded sessions as percentages

3131

Half begin in the mid-section

44 percent front(first 10 pages)

54 percent mid-section

2 percent back(last 10 pages)

PAGE BY PAGE.PRINT WORKS.

Basis: 12,096 issue contacts, values based on 24 titles.

First half more often, second half longer

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Reading pattern by magazine quartersProportion of total contact pages as percentagesAverage duration of use per two-page spread and user in seconds

PAGE BY PAGE.PRINT WORKS.

Total: 2,060 persons (12,096 issue contacts); aggregated values on the basis of 24 titles.Excluding contacts with title page and table of contents.

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Half the readers begin with

often consult the first half, but spend longer

in the second.

Finding No. 4:

>> Of course, rarely is a magazine read entirely in one sitting. But by the average sixth reading session, most of the whole magazine has been ‘worked through’, page by page.

the mid-section of the magazine. They more

PAGE BY PAGE.PRINT WORKS.

Source: AIM Ad Impact Monitor 2009; basis: 24 titles in 1,200 magazine-buying households with a total of 2,060 persons.

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>> Anyone who works through a magazine on the average six occasions page by page, cannot miss seeing the advertising. Luckily the advertising does not annoy the readers.*

ADVERT BYPRINT WORKS.

ADVERT.

* Only 7 percent of Germans say that the advertising in magazines annoys them, whereas with television it is 73 percent (Source: Media profiles and media aptitudes, Institut für Demoskopie, Allensbach, 2008; basis: whole population aged 14-69 years).

Multiple contacts with all formats

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ADVERT BY ADVERT.PRINT WORKS.

Two-page spread contacts Average number of contacts per user

Contact duration in secondsAverage contact duration per reading session

Basis: average contacts; total: 2,060 persons (156,243 two-page contacts).

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All advertising formats generate multiple

longer, larger ones seen more often.

Finding Nr. 5:

>> Anyone who works through a magazine on the average six occasions page by page, cannot miss seeing the advertising.

contacts. Smaller formats are observed for

ADVERT BY ADVERT.PRINT WORKS.

Source: AIM Ad Impact Monitor 2009; basis: 24 titles in 1,200 magazine-buying households with a total of 2,060 persons.

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Each two-page with advertising is seen more than once.

On average 1.8 times and for 33 seconds.

5 FINDINGS.PRINT WORKS.

1. DOUBLE.

FAST. 2.

By the end of the first two days, half of the readers have

already read the magazine for the first time.

ENDURINGLY.3. Magazines are deeply embedded in the daily lives of

their readers. They read for long periods; every day and at all hours.

PAGE BY PAGE.4. Half the readers begin with the mid-section of the

magazine. They more often consult the first half, but spend longer in the second.

ADVERT BY ADVERT.5. All advertising formats generate multiple

contacts. Smaller formats are observed for longer, smaller ones seen more often.

Source: AIM Ad Impact Monitor 2009; basis: 24 titles in 1,200 magazine-buying households with a total of 2,060 persons.

Many thanks for your timeand attention.