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Know your audience
A key to a profitable publishing business
Guy Consterdine
Guy Consterdine Associates
&
FIPP Research Consultant
Know your audience – in order to attract advertising
This paper focuses on types of information needed for
selling advertisement space
It will not cover:
•Readers’ editorial requirements
•Circulation auditing
•Market research techniques
How many readers?
Many possible definitions
Most national readership surveys throughout world:
The number of people who read a copy – any copy –
within the last publishing interval
Daily paper: number who read a copy yesterday
Weekly: number who read a copy in last 7 days
Monthly: number who read a copy in last month
What are the readers like?
Profile of readers by demographics:
• Gender (e.g. 60% are men, 40% are women)
• Age
• Region
• Social category
• Working status
• Life stage
• Etc
What are the readers like?
Profile of readers by:
• Interests
• Attitudes
• Psychological characteristics
• Product purchasing
• Etc
How do readers use their publications?
How copies are obtained
Delivered to my home
Bought it myself
Someone else in my household bought it
Passed on by someone else
Office/work copy
Read elsewhere outside home
How copies are obtained
Data summarised:
Primary readers
Secondary readers
Example: The Sun newspaper (UK NRS)
Primary readers
82%
Secondary readers
18%
Time spent reading
“How long do you usually spend in total reading or looking
at an issue of ….. by the time you’ve finished with it?”
Examples (UK Quality of Reading Survey):
What’s On TV (weekly)
48 minutes
The Economist (weekly)
61
New Scientist (weekly)
77
Reader’s Digest (monthly)
85
Yours (monthly)
91
Proportion of issues read
“What proportion of pages do you usually open of an issue
of ….. by the time you’ve finished with it?”
Examples (UK Quality of Reading Survey):
The Daily Telegraph
80%
The Sunday Times
80%
Number of times picked up
“How many times do you usually pick up an issue of ….. by
the time you’ve finished with it?”
Examples (UK Quality of Reading Survey):
Top of the Pops (monthly)
2.8 times
Woman (weekly)
3.7
Time (weekly)
4.2
Cosmopolitan (Monthly)
5.0
What’s On TV (weekly)
10.3
Average times the average page is opened
Examples (UK Quality of Reading Survey):
Average magazine
2.54 exposures per page
Take A Break (weekly)
Men’s Health (monthly)
Practical Parenting (monthly)
25 Beautiful Homes (monthly)
2.17
2.38
3.40
5.80
Readership accumulation
Readership accumulation (UK NRS)
100
90
Estimated Accumulation after X Days
80
70
60
Chart 1. Dailies
and weeklies
50
40
30
20
10
0
1
9
17 25
33 41
49 57
65 73
81 89
97 105 113 121 129 137 145 153 161 169 177
Number of Days: last point is Day 182+
Readership accumulation (UK NRS)
100
90
Estimated Accumulation after X Days
80
70
60
Chart 2. Monthlies
50
40
30
20
10
0
1
9
17 25
33 41
49 57
65 73
81 89
97 105 113 121 129 137 145 153 161 169 177
Number of Days: last point is Day 182+
How readers experience their magazines
‘Absorbing Media’ survey
Periodical Publishers Association (PPA) in UK
2002
The ‘magazine moment’ - typical set of circumstances in
which a magazine is consumed
The ‘magazine moment’
Intensely personal experience
Reader is absorbed
Cocooned from external intrusion
Read in relaxed situation
Treasured time
Active input liked: selecting, dipping in
Controlled by user: read in an order and pace which suits
the individual
Reader-magazine relationship
A close relationship develops between readers and their
favourite magazines
It creates a bond of trust
It rubs off onto the advertising
Advertisers benefit from this relationship
Readers value the advertising
‘Media Values’ survey, IPC Media
“The advertisements are an essential part of this magazine”
Motoring magazines
House/decoration monthlies
Fashion & beauty monthlies
Average magazine
Romantic story magazines
80% of readers agreed
75%
75%
65%
47%
Readers enjoy the advertising
‘Media Values’ survey, IPC Media
“I enjoy the advertisements in this magazine”
Average magazine
62% of readers agreed
Readers take action
‘Absorbing Media’ survey:
Action taken as a result of reading a magazine:
Picked up ideas
Followed some advice given
Tried something for first time
Bought something
68% of readers
43%
36%
41%
Any of these
87%
Readers buy products
There are many examples of proof that advertising in
newspapers and magazines increases sales
- Print advertising used on its own
- Print advertising used with other media, such as TV
- In many countries around the world
Kenco coffee: regional media test
35% of UK: magazines + TV
65% of UK: TV only (control region)
Equivalent budget levels
8 months test
Monitored by sales and tracking studies
Test region’s brand share
Before: 19.8% higher than control region
After: 25.4% higher than control region
28% gain in brand share
Tim Tam chocolate biscuits
History: had never used magazine advertising
Mixed-media test:
Magazines + TV, for 15 weeks
Nielsen Household Panel monitored sales
Sales during campaign period:
Non-readers of magazines
Readers of magazines
+5%
+32%
Summary
Know your audience
It’s key to winning ad revenue and profit
Know and prove…
How many readers
What they are like
How they use the publication
Their close relationship with the publication
Their involvement with the advertisements
The actions they take
Print ads sell products, generate high return on investment
How their exposure to print ads enhances the advertising
in other media
Thank you!