Transcript The Case for Magazine Adverising

The 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'
Magazines
30%
Newspapers
15%
TV
8%
Radio
8%
Internet
4%
Direct mail
1%
Outdoor
1%
Source: Smurfit/UCD for PPAI, Ireland
First preferences
2. Magazines are well read
Extensive reading time:
twice that of newspaper supplements
Time spent reading average issue (minutes)
54
26
Paid-for magazines
Source: Quality of Reading Survey, PPA
Newspaper supplements
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
Source: ‘Magazine Experiences Europe’, Time/Fortune
While reading magazines
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
Magazines
79%
Newspapers
59%
Internet
Radio
TV
35%
17%
15%
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'
Magazines
43%
Newspapers
16%
TV
13%
Internet
8%
Radio
Direct mail
Outdoor
7%
2%
1%
Source: Smurfit/UCD for PPAI, Ireland
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…'
Magazines
47%
TV
18%
Newspapers
13%
Radio
5%
Internet
3%
Direct mail
1%
Outdoor
1%
Source: Smurfit/UCD for PPAI, Ireland
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'
Magazines
33%
Newspapers
19%
Internet
18%
TV
14%
Radio
5%
Direct mail
1%
Outdoor
1%
Source: Smurfit/UCD for PPAI, Ireland
First preferences
Magazine ads >> purchase
'I sometimes purchase a product or service as a direct result of
the advertising in…'
Magazines
35%
TV
20%
Newspapers
14%
Internet
10%
Radio
Direct mail
Outdoor
4%
2%
1%
Source: Smurfit/UCD for PPAI, Ireland
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
Index of pre/post change
(TV only=100)
182
153
138
100
TV only
TV + online
Source: Marketing Evolution for MPA, USA
TV + mags
TV+mags+online
Magazines add to TV & online:
Brand familiarity
Index of pre/post change
(TV only=100)
161
135
104
100
TV only
TV + online
Source: Marketing Evolution for MPA, USA
TV + mags
TV+mags+online
Magazines add to TV & online:
Intention to purchase
Index of pre/post change
(TV only=100)
151
144
100
101
TV only
TV + online
Source: Marketing Evolution for MPA, USA
TV + mags
TV+mags+online
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 both
magazines & online
Main source for stated purpose: cycling market
Latest news
Sourcing contacts
Guidance/advice
30
25
34
45
36
44
30
36
20
Magazine
Both
Reading up about a
subject in detail
Product reviews
Website
54
31
58
General reading /
entertainment
Source: ‘Engagement Counts’, Future Publishing Ltd, UK
15
31
74
11
21
5
Magazines drive online searching
Have been influenced by this medium to start an online search
for merchandise
47%
Magazines
Broadcast TV
43%
Newspapers
42%
35%
Cable TV
Radio
30%
28%
Email ads
Online ads
Outdoor posters
25%
11%
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
Magazine ads
30%
TV ads
23%
Radio ads
19%
Out-of-home ads
19%
Source: In-Market Media Usage Survey, Jupiter Research, USA
6. Magazine advertising creates
sales:
a) Magazines used on own
Magazine advertising
www.ppamarketing.net
sales
‘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 sales
by an additional 11.6%
Percentage increase in sales £: pre-post change
11.6% additional
increase
21.6
10.0
Non-exposed
Source: ‘Sales Uncovered, TNS for PPA, UK
Exposed
Return on investment
Medium term (12 months)
£2.77
£1
Source: ‘Sales Uncovered, TNS for PPA, UK
Magazine advertising creates sales:
b) Magazines used with TV
Magazine achievement similar to TV’s…
Percentage increase in sales (£)
Magazine & TV weights
28.9
26.3
3.9
Light/non mags & TV
Source: ‘Sales Uncovered, TNS for PPA, UK
Heavy mags, light/non TV
Heavy TV, non mags
…but at a third of the cost
Average budget split
8%
22%
Other
Magazines
TV
70%
Source: ‘Sales Uncovered, TNS for PPA, UK
Budget implications
Effectiveness
TV
Magazines
Expenditure
Budget implications
Effectiveness
TV
Magazines
Expenditure
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?'
Vendors' websites
48%
Industry-specific trade shows
45%
Industry-specific websites
45%
Industry-specific conferences
44%
Industry-specific magazines
40%
Email
40%
Web-based events
37%
Specialised biz websites
37%
Onine forums, social networks
32%
b2b blogs
32%
General business magazines
27%
Custom media
27%
Source: Forrester Research/ABM
Usage of traditional b2b media
'Which TRADITIONAL b2b media do you use to do your job?'
Industry-specific magazines
69%
Industry-specific conferences
65%
Industry-specific trade shows
62%
General business magazines
55%
Newspapers
54%
Direct mail
51%
Custom media
39%
TV
34%
Radio
Outdoor
Source: Forrester Research/ABM
27%
21%
Usage of digital b2b media
'Which DIGITAL b2b media do you use to do your job?'
Email/electronic newsletters
76%
Vendors' websites
66%
Web portals
57%
Industry-specific magazine websites
55%
Web-based events
52%
General biz magazine websites
45%
Onine videos or rich internet applications
40%
Specialised biz websites
40%
Online forums, social networks
35%
Mobile/wireless devices
34%
Product listings/ads in online directories
33%
B2b blogs
Podcasts
Syndicated content via RSS
Source: Forrester Research/ABM
31%
20%
19%
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”
Source: Forrester Research/ABM
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
Summary report
Full research report