The Case For Magazine Advertising The research evidence - Irish and international Guy Consterdine Guy Consterdine Associates 24 February 2009

The Case For Magazine AdvertisingThe Case For Magazine Advertising

The research evidence -Irish and international

Guy Consterdine

Guy Consterdine Associates

24 February 2009

Objective

To provide research evidence which supports

the arguments for using magazine advertising

Seven key points

1. Readers develop

a personal relationship

with their magazines

Readers develop a personal relationship with their magazines

'This medium best reflects my personal beliefs and attitudes'

1%

1%

4%

8%

8%

15%

30%

Outdoor

Direct mail

Internet

Radio

TV

Newspapers

Magazines

First preferences

Source: Smurfit/UCD for PPAI, Ireland

2. Magazines are well read

Extensive reading time:twice that of newspaper supplements

Time spent reading average issue (minutes)

54

26

Paid-for magazines Newspaper supplements

Source: Quality of Reading Survey, PPA

It’s a multi-tasking media world

Consumers are increasingly using more than one medium at a time

Magazines less likely to be used at same time as other media

Using 2+ media simultaneously

Extent of multi-tasking while using each medium (Index: Magazines = 100)

193

140

100

While watching TV While using internet While reading magazines

Source: ‘Magazine Experiences Europe’, Time/Fortune

It’s a multi-tasking media world

Consumers are increasingly using more than one medium at a time

Magazines less likely to be used at same time as other media

When they are, likely to capture the prime focus of attention

You can’t read a publication without focusing on it

Multi-tasking: magazines attract primary attention

Of multi-media time spent with medium, % where it receives primary attention

15%

17%

35%

59%

79%

TV

Radio

Internet

Newspapers

Magazines

Source: Middletown Media Studies, Ball State University, USA

3. Readers are receptive to the advertising

The ads are relevant

'This medium generally has advertising that I find relevant'

1%

2%

7%

8%

13%

16%

43%

Outdoor

Direct mail

Radio

Internet

TV

Newspapers

Magazines

First preferences


High attention to the advertising

'I am more likely to pay attention to an advert if it appears in/on one of my favourite…'

1%

1%

3%

5%

13%

18%

47%

Outdoor

Direct mail

Internet

Radio

Newspapers

TV

Magazines

First preferences


4. Magazine advertising influences the purchase

decision-making process

Magazine ads helpful as a buying guide

'Advertising in this medium is helpful as a buying guide'

1%

1%

5%

14%

18%

19%

33%

Outdoor

Direct mail

Radio

TV

Internet

Newspapers

Magazines

First preferences


Magazine ads >> purchase

'I sometimes purchase a product or service as a direct result of the advertising in…'

1%

2%

4%

10%

14%

20%

35%

Outdoor

Direct mail

Radio

Internet

Newspapers

TV

Magazines

First preferences


Marketing Evolution(MPA/USA)

20 campaigns using TV + magazines + online

Comparison of pre- & post-campaign scores

3 measures of impact:

Brand awareness

Brand familiarity

Intention to purchase

Magazines add to TV & online:Brand awareness

Source: Marketing Evolution for MPA, USA

Index of pre/post change(TV only=100)

100

138

153

182

TV only TV + online TV + mags TV+mags+online

Magazines add to TV & online:Brand familiarity



100104

135

161


Magazines add to TV & online:Intention to purchase



100 101

144

151


Marketing Evolution: conclusions

On all three measures:

• Adding magazines to TV improved the impact considerably

• Adding magazines achieved more than adding online instead

• Best strategy is to use print & online in combination

5. Magazines make digital media and buzz work harder

Marketing campaigns should use bothmagazines & online

Main source for stated purpose: cycling market

74

58

54

44

34

21

31

31

36

36

25

5

11

15

20

30

4530

General reading /entertainment

Product reviews

Reading up about asubject in detail

Guidance/advice

Sourcing contacts

Latest news

Magazine

Both

Website

Source: ‘Engagement Counts’, Future Publishing Ltd, UK

Magazines drive online searching

Have been influenced by this medium to start an online search for merchandise

11%

25%

28%

30%

35%

42%

43%

47%

Outdoor posters

Online ads

Email ads

Radio

Cable TV

Newspapers

Broadcast TV

Magazines

Source: Simultaneous Media Usage Survey 9, BIGresearch USA

Magazines > online > purchase

Made a PURCHASE after seeing an ad in this medium AND conducting an online search as a result

19%

19%

23%

30%

Out-of-home ads

Radio ads

TV ads

Magazine ads

Source: In-Market Media Usage Survey, Jupiter Research, USA

6. Magazine advertising creates sales:

a) Magazines used on own

Magazine advertising sales

www.ppamarketing.net

‘Sales Uncovered’

TNS Superpanel in UK:

household purchases, media consumption

20 brands

Week-by-week sales examined

Analysed against week-by-week mag exposures

Among:

- Exposed to mag advertising

- Not exposed to mag advertising (control)

Magazine advertising increased salesby an additional 11.6%

Percentage increase in sales £: pre-post change

10.0

21.6

Non-exposed Exposed

11.6% additional increase

Source: ‘Sales Uncovered, TNS for PPA, UK

Return on investmentMedium term (12 months)

£1

£2.77


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Magazine advertising creates sales:

b) Magazines used with TV

Magazine achievement similar to TV’s…

Percentage increase in sales (£)Magazine & TV weights

3.9

26.328.9

Light/non mags & TV Heavy mags, light/non TV Heavy TV, non mags


…but at a third of the cost

Average budget split

22%

70%

8%

TV

Magazines

Other


Budget implications

Expenditure

Eff

ect

ive

ne

ss

Magazines

TV

Budget implications

Expenditure

Eff

ect

ive

ne

ss

Magazines

TV

7. Magazines are a vital ingredient

in b2b marketing campaigns

Importance of industry-specific media:magazines, websites, face-to-face

'Which business-related media are most effective at informing or validating your firm's business purchase decisions?'

27%

27%

32%

32%

37%

37%

40%

40%

44%

45%

45%

48%

Custom media

General business magazines

b2b blogs

Onine forums, social networks

Specialised biz websites

Web-based events

Email

Industry-specific magazines

Industry-specific conferences

Industry-specific websites

Industry-specific trade shows

Vendors' websites

Source: Forrester Research/ABM

Usage of traditional b2b media

'Which TRADITIONAL b2b media do you use to do your job?'

21%

27%

34%

39%

51%

54%

55%

62%

65%

69%

Outdoor

Radio

TV

Custom media

Direct mail

Newspapers

General business magazines

Industry-specific trade shows

Industry-specific conferences

Industry-specific magazines


Usage of digital b2b media

'Which DIGITAL b2b media do you use to do your job?'

19%

20%

31%

33%

34%

35%

40%

40%

45%

52%

55%

57%

66%

76%

Syndicated content via RSS

Podcasts

B2b blogs

Product listings/ads in online directories

Mobile/wireless devices

Online forums, social networks

Specialised biz websites

Onine videos or rich internet applications

General biz magazine websites

Web-based events

Industry-specific magazine websites

Web portals

Vendors' websites

Email/electronic newsletters


Combining b2b media

Each kind of industry-specific b2b medium has its own strengths

Effectiveness maximised by using combination of magazines, online & face-to-face

“The three legs of b2b publishing”


Sell advertising on multiple platforms

91% of decision makers agreed:

“It is easier for me to recognise or remember a company’s brand or products/services when I see messages about it in multiple media such as magazines, online, or at events”

Two reports

Full research reportSummary report

Documents

The Case For Magazine Advertising The research evidence - Irish and international Guy Consterdine Guy Consterdine Associates 24 February 2009