Publisher
Jonathan HarrisCEO
Questions?
What is magazine reader engagement?
How do you model it?
How do you measure it?
How do you plan around it?the hell
<
The secret of all
effective originality in
advertising is not the creation of
new and
tricky words and pictures, but
one of putting familiar words
and pictures into new
relationships.
Leo Burnett (October 21, 1891 – June 7 1971)
Creative
Relationships
Idea, message and
media selection
ROIReader
Engagement
Idea
Message
Media
Magazines understand this better than any other media
Engage
Presentand future
Word
Picture
Editorial decision
Every week or everymonth
Advertising Research Foundation (USA)
Engagement Trust Targeted Contacts Brand Impact
WHO + HOW = WOW
Who is BLACK FEMALE
How is
EngagementMAPPING
WOW IS ROI
EngagementMAPPING is the light switch
In our factories we make
lipstick.
In our advertising we sell hope.Peter Nivio Zarlenga (Author & Intellect)
Take less risk
Achieve greater impact
Raise ROI
Simple & effective tool
EngagementQUADRANT
Solution:
ResearchMETHODOLOGY
Readers
Move! Real True Love Cosmopolitan
YOU Drum Bona
1x Black females LSM 6-8
1x Black female LSM 6-8
1x Black femaleLSM 6-8
1x Black female LSM 6-8
1x Black female LSM 6-8
1x Black female LSM 6-8
1x Black femaleLSM 6-8
1x Black female LSM 6-8
1x Black female LSM 6-8
1x Black female LSM 6-8
1x Black females LSM 6-8
1x Black femaleLSM 6-8
Sub-Total
2 2 2 2 2 1 1
Total 12x Focus Groups
Sample
• All respondents recruited were required to fulfil the following criteria for that particular title:
• Personally purchase and read at least 3 out of every 4 issues of the title
• Read a minimum of 3 articles of each issue
• All respondents were aged 25-34 years
• All groups were recruited from Johannesburg and surrounds
• Fieldwork was conducted from 13 August to 27 August 2009
METHODOLOGY: Qualitative group focus groups
ResearchFINDINGS
Rational Benefits
Reader Engagement
Emotional Benefits
Unique reader experienceReader DNA
Engagement is not a simple or linear concept
Combination of a
number of key dynamics
CAUSAL ENGAGEMENT MODEL
Attitudes, perceptions & beliefs
Engagement
Interactions & experiences
Behaviour
Strength of emotional
connection and/or
responseThe extent to which the material draws readers in
and how much of their attention it
occupies at the moment of
consumptionThe impact/effect the material has on the reader
Prompts re-reading
All readers engage with their title of
choice
The nature of the engagement is
different
Primary layers of
ENGAGEMENTMAPPING
EngagementPREDICTABILITYContentAFFINITY
ReaderCLUSTERS
3 defined groupsReader CLUSTERS
I like to enjoy life and not worry about the futureI find I’m easily swayed by other people viewsI often do things on the spur of themoment
I have a practical outlookYou should seize opportunities inlifeIt is important to be well informedabout things
It is important ot be well informed about things
I am happy with my life as it isI am perfectly happy with
my standard of living
I find I am easily swayed by other peoples viewsI like taking risks
I like to enjoy life and not worry about the future
It is important to be well informed about thingsYou should seize opportunitiesIt is important to feel respected by my peers
I am happy with my life as it isThere is little I can do to change my lifeI am pefectly happy with my standard of living.
Carefree and spontaneous
Assured and considered
Longing opportunity seeker
A “Here & Now” view of reality.
Reflective & relevant to my life & lifestyle.
Educates, developes and advises on real life
circumstances.
Fashion and beauty advice all directed to ME as a Black
Woman.
Empowers and builds self esteem.
Pushes me and builds independance through
challenging content
3 defined magazine groupingsSouth Africa
Magazine function CLUSTERS
Entertainment, current news & trends, scandal & gossip.
Broad spectrum of topics.
At times pratical but also taboo.
A way to escape.
Beyond the local world.
My magazine entices me - giving me a glimpse into someone else's world .
It informs me of global contemporary news and trends.
Provides expert & professional advice.
Pushing me beyond the tangible or accessible.
Current World MAGAZINES
Immediate World MAGAZINES
Expanded WorldMAGAZINES
SOME INSTITUTIONS
EVERYDAY CONTACTS
COMMUNITY
FREINDS
FAMILY IMMEDIATE WORLD
CURRENT WORLD
EXPANDED WORLD
SPHERES OF INFLUENCE
THE ROLE OF MAGAZINES
Magazines are crucial to people generating
points of view
Magazines are triggers for
conversations between friends and exhibit many of the same
characteristics as friends
Magazines are a trusted agent
THE ROLE OF MAGAZINES
Trust is a principal driver of brand development and
reinforcement
Assured and considered CLUSTER = IMMEDIATEWORLD
Carefree and spontaneous CLUSTER = CURRENTWORLD
Longing opportunity seeker CLUSTER = EXPANDEDWORLD
MATCHING TYPESREADERS AND MAGAZINE CLUSTERS
Magazines target like no other media
Drives engagement and ROI
MATRIX OF ENGAGEMENTREADER SEGMENT PSYCHOGRAPHICS(Quant/Qual)
CAREFREE & SPONTANEOUS
ASSURED & CONSIDERED
LONGING & OPPORTUNITY
SEEKER
LEVEL OF LIFESTYLE STABILITY
REFL
EC
TIV
EN
ESS O
F C
ON
TEN
T
CURRENT IMMEDIATE
EXPANDED
PEOPLE LIKEME
PEOPLEDIFFEREN
TTO ME
DIFFERENT LIFE
MY LIFE
MATRIX OF ENGAGEMENTBRAND CLUSTERS IN SEGMENTS – MY WORLDBlack female
EXPANDEDMARKET SIZE
(1.2M)
CURRENTMARKET SIZE
(2,5M)
IMMEDIATEMARKET SIZE
(4.0M)
LEVEL OF LIFESTYLE STABILITY
(62%)
REFL
EC
TIV
EN
ESS O
F C
ON
TEN
T
COSMOPOLITAN (18%)OPRAHFAIRLADYELLEGLAMOURFEMINA
TRUE LOVEMOVEREALBONASOUL
YOU (27%)DRUM (47%)TV PLUS
SOURCE: AMPS 2008BTGI 2008C
PEOPLE LIKEME
PEOPLEDIFFEREN
TTO ME
DIFFERENT LIFE
MY LIFE
LEVEL OF LIFESTYLE STABILITY
REFL
EC
TIV
EN
ESS O
F C
ON
TEN
T
MATRIX OF ENGAGEMENTREADER NEEDS - RATIONAL & EMOTIONAL DRIVERS
DIRECTION
RESPECTS
CHALLENGES
SUFFICIENT
GROWTHWORLDLY
EXPERT & EXPERIENCED
DIVERSE
PRACTICALSTORIES
INFORMATION &ENTERTAIN
ESCAPISMTABOO
SKILLS
CONFIDENCE & SECURITY
EDUCATES
PRACTICALGUIDE
INDEPENDENCE
NURTURE
ADVICE NOT READILY DISCUSSED
CONTEMPORARY
PEOPLE LIKEME
PEOPLEDIFFEREN
TTO ME
DIFFERENT LIFE
MY LIFE
CURRENT IMMEDIATE
EXPANDED
MATRIX OF ENGAGEMENTREADER SEGMENTS – CONTENT INTERACTION
LEVEL OF LIFESTYLE STABILITY
REFL
EC
TIV
EN
ESS O
F C
ON
TEN
T
PEOPLE LIKEME
PEOPLEDIFFEREN
TTO ME
CONTENT AFFINITY
DIFFERENT LIFE
MY LIFE
MY EXPANDEDWORLD – COSMO
CURRENT IMMEDIATE
EXPANDED
MATRIX OF ENGAGEMENTREADER SEGMENTS – CONTENT INTERACTION
CONTENT AFFINITY
QU
AN
TIT
Y O
F C
ON
TEN
T C
ON
SU
MEDCOMPLET
E
SELECTIVE
ENGAGEMENTPREDICTABILITY
INTANGIBLE
TANGIBLE
MY IMMEDIATEWORLD AND MY EXPANDEDWORLD – TRUE LOVE VS
COSMO
Secondary layers of
ENGAGEMENTMAPPING
EngagementATTRITIONAdAFFINITY
AdMESSAGE
EngagementMAPPINGPlot IDEA & MESSAGE affinity with
strategic intent
Current
MESSAGE PLANNING
TEMPTPRODUCTQUALIITY
UNIVERSAL
PROUDLY SA
PRICE
Immediate
HELP & INFORM
REFLECTSAMPLEREPRESENTATIVE
RELEVANTPOSITIVE
Expand
ENTERTAINEXPOSESAMPLE
INTRIGUE
NOVEL TRENDSBEYOND
IDEA & MESSAGE NEEDS
EN
TER
TA
INTEM
PT
HELP
&
INFO
RM
Low risk
High Risk
Medium Risk
RISK MATRIX
EXPANDEDWORLD
CURRENTWORLD
IMMEDIATEWORLD
AD AFFINITY
IDEA, MESSAGE + MEDIA COMBINEDEFFECTIVENESS RISK
PLOTTING
CAMPAIGNRISK
High risk
Low Risk
Medium Risk
Actual Risk
ENGAGEMENT PREDICTABILITY
AD
AFF
INIT
Y
ENGAGEMENT ATTRITIONThe diminishing efficacy of an ad and an increase in risk
If the message and the environment are NOT perfectly synchronised ENGAGEMENT ATTRITION is the result.
RISK MATRIXENGAGEMENT ATTRITION
COMPLETE
ENGAGEMENTMAPPING
Campaign
Spheres of INFLUENCE ENGAGEMENT & ROI
CONTENT AFFINITY
ENGAGEMENT PREDICTABILITY
RETURN ON INVESTMENT
ENGAGEMENT ATTRITION
MARKET SIZE
AD AFFINITY
Conclusions
You can reduce risk in a segment
You can’t move from one segment to the next with the
same message and execution
You can’t remove risk from a segment
You can complement strategy across segments
Different markets (titles) have different levels of
SYSTEMIC risk and return
ENGAGEMENT ATTRITION
MA
RK
ET S
IZE
MATRIX OF ENGAGEMENTPOSSIBLE ROI OUTCOMES
BRAND X
EXPANDEDWORLD
SYSTEMIC RISKEach segment has its own level of sytemmic risk
CURRENTWORLD
IMMEDIATEWORLD
ROI
What next
ENGAGEMENTMAPPING
Engage with us about your goals
Let us work with you to map your strategy
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