Consumer Magazine Fact Book

Transcription

CONSUMER
magazine
FACT BOOK 2014
CONTENTS
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CONTENTS
CONTENTS
10 REASONS TO USE MAGAZINES
PRINT PAYS A MAJOR ROLE IN CONTENT DISTRIBUTION & CONSUMPTION
INDUSTRY TRENDS
CANADIANS LOVE MAGAZINES
MAGAZINE LAUNCH TRENDS IN CANADA
A MAGAZINE FOR EVERYONE
EDITORIAL CATEGORY CIRCULATION
MAGAZINES ENGAGE, BIG OR SMALL
U.S. SPILL IN LONG TERM DECLINE
CANADIANS PREFER CANADIAN MAGAZINES
CANADIAN MAGAZINES ARE A “MUST BUY”
CANADIAN MAGAZINES PROVIDE COVERAGE
MAGAZINE AD INFLATION PACES CPI
TOP 10 MAGAZINES AD CATEGORIES
LEADING MARKETERS DEPEND ON MAGAZINES
ADVERTISERS INCREASE USE OF MAGAZINES
PMB READERSHIP REMAINS CONSTANT
MAGAZINES ARE READ BY ALL AGES
MAGAZINES POPULAR WITH STUDENTS
MAGAZINE MEDIA: HEAD OF THE CLASS AMONG COLLEGE STUDENTS
PRINT MAGAZINES TOPS WITH STUDENTS
TIME SPENT & READER INTEREST CONSISTENT
MAGAZINES WORK HARD YEAR ROUND
EFFECTS OF MAGAZINE MODELING ON CAMPAIGN EFFICIENCY
WHERE NEWSSTAND BUYERS PURCHASE THEIR FAVOURITE MAGAZINES
CITY & REGIONAL MAGAZINES RELY ON PRINT ADVERTISING
POSITIONING & PERFORMANCE
COVERS GENERATE EXTRA IMPACT
AD IMPACT BY SIZE
AD RECALL & ACTION BY SIZE, COLOUR & POSITION
IMPACT OF FRONT vs. BACK OF MAGAZINE
IMPACT OF LEFT vs. RIGHT PAGE
ADVERTORIALS ENCOURAGE A CLOSER LOOK AT BRANDS
ADVERTORIALS ARE EFFECTIVE
MAGAZINE WEAROUT NOT EVIDENT
MAGAZINE MEDIA FREQUENCY IMPROVES BRAND METRICS
MAGAZINES WORK
MAGAZINE MEDIA DELIVER EARLY ADOPTERS & INFLUENCERS
MAGAZINES ESTABLISH DIALOGUE WITH KEY INFLUENTIALS
PRINT READERS RECOMMEND PRODUCTS AND SERVICES
CONSUMERS VALUE MAGAZINE MEDIA ADS
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AD WANTEDNESS: MAGAZINES ARE #1 FOR CONSUMERS AND MARKETERS
CONSUMERS & MARKETERS PREFER TO SEE PRINT ADS
PRINT MAGAZINES ARE MOST ENGAGING
PRINT MAGAZINE ADS ENGAGE MORE THAN WEB OR TV
MAGAZINES ARE #1 IN READER ENGAGEMENT
MAGAZINES ENGAGE AT HIGH LEVELS
PRINT CREATES GREATER EMOTIONAL PROCESSING
PRINT READERS RECALL MORE THAN ONLINE READERS
AD EFFECTIVENESS INCREASES WITH READER ENGAGEMENT
MAGAZINES HAVE A HEALTHY BALANCE OF EDITORIAL AND ADS
ADS & EDIT COMMAND SIMILAR LEVELS OF ENGAGEMENT
ADS ARE INTEGRAL TO MAGAZINE CONTENT
PRINT MAGAZINE READERS CAN TAKE CONTROL OF THEIR EXPERIENCE
MAGAZINE ADS AREA GOOD PART OF THE READING EXPERIENCE
CONSUMERS TRUST INFORMATION FOUND IN PRINT MAGAZINES
CONSUMERS TRUST MAGAZINE ADS
EXECUTIVES TRUST MAGAZINE ADVERTISEMENTS
MAGAZINE ADS ARE NOT A SOURCE OF CONSUMER COMPLAINTS
MAGAZINE ADS DEMAND HIGH READER INTEREST
MAGAZINES REACH & ENGAGE ALL CONSUMERS
MAGAZINES EFFECTIVELY REACH LUXURY PROSPECTS
MAGAZINE MEDIA GRAB THE ATTENTION OF AFFLUENT CONSUMERS
MAGAZINES ATTRACT WEALTHY ADVERTISERS
PRINTED PUBLICATIONS REACH UPSCALE CONSUMERS
PRINT MAGAZINE READERSHIP INCREASES WITH INCOME
LUXURY GOODS BUYERS ARE PRINT MAGAZINE READERS
MAGAZINES ATTRACT INTEREST OF VERY HIGH INCOME CONSUMERS
MAGAZINES COMMAND FULL CONSUMER ATTENTION
MAGAZINE READERS ARE DEVOTED
MAGAZINE READERS ARE LESS LIKELY TO MULTITASK
MAGAZINES RECEIVE PRIMARY ATTENTION
MAGAZINES HOLD ATTENTION THROUGHOUT DAILY ACTIVITIES
PEOPLE ARE MOST INFLUENCED AND INSPIRED BY MAGAZINE MEDIA
MAGAZINES INSPIRE
MAGAZINE ADS ARE HIGHLY RELEVANT TO CONSUMERS
MAGAZINE ADS PROVIDE CONSUMERS WITH RELEVANT LEARNING
MAGAZINES INSPIRE AND INFORM
MAGAZINE ADS ARE A SOURCE TO LEARN ABOUT NEW PRODUCTS/SERVICES
MAGAZINES MATTER TO WOMEN WHO EXERCISE
MAGAZINE READING IMMEDIACY
MULTIPLE PAGE EXPOSURES
PRINT WORKS DOUBLE
MAGAZINE READERS TAKE ACTION
PRINT ADS THAT GET WOMEN TO ACT
CONSUMERS TAKE ACTION AFTER SEEING MAGAZINE MEDIA ADS
ACTIONS TAKEN BY HOW COPY WAS OBTAINED
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MAGAZINE AD EFFECTIVENESS IS UP
AVERAGE AD IMPACT SCORES
MAGAZINE EDIT & ADS DRIVE CONSUMER BEHAVIOUR
MAGAZINES DELIVER A HIGHER ROI THAN TV AND ONLINE
PRINT MAGAZINE ADVERTISING LIFTS SALES
AD CREATIVE QUALITY DRIVES EFFECTIVENESS
MAGAZINE EMAIL LIST MEMBERSHIP HAS STRONG REACH OF INFLUENCERS
MAGAZINE EMAILS PROGRAMS OFFER A GREAT SOURCE OF RELEVANT INFO
PRINT MAGAZINES THROW TO WEB/SEARCH
MAGAZINE ADS DRIVE ONLINE SEARCH AND BRANDED WEBSITES
MAGAZINES IN TOP TIER FOR DRIVING ONLINE SEARCH
MAGAZINES DRIVE SEARCH
ONLINE SEARCH INFLUENCERS BY DEMO
MAGAZINES PROMPT ONLINE ACTION
READERS TAKE ACTION ON MAGAZINE WEB SITES
MAGAZINE AD URLS DRIVE READERS TO WEB
CONSUMERS ARE MOST LIKELY TO USE QR CODES IN MAGAZINES
PRINT MAGAZINES ARE #1 IN TRIGGERING QR CODE RESPONSE
MAGAZINES USE ACTION CODES TO FURTHER ENGAGE READERS
DIGITAL MAGAZINE MEDIA
PRINT AND DIGITAL ADS RECEIVE EQUAL RECALL
DIGITAL MAGAZINE ADS CONNECT MORE THAN VIDEO OR SOCIAL
DIGITAL MAGAZINE PERSUASIVENESS INCREASES WITH ADOPTION
READERS PREFER PRINT EDITIONS
THE READING EXPERIENCE: PAPER WINS
READERS ABSORB MORE ON PAPER
FOR THOROUGH INFO, FRENCH READERS SAY 'OUI' TO PAPER
DIGITAL ENHANCES BUT DOESN'T REPLACE THE MAGAZINE EXPERIENCE
PRINT AND DIGITAL MAGAZINES RECEIVE EQUAL READING TIME
MAGAZINE READERS ARE HEAVY SOCIAL MEDIA USERS
MAGAZINE MEDIA READERS ARE SOCIAL
CONSUMERS CHOOSE A RANGE OF MAGAZINE PLATFORMS THROUGHOUT THE DAY
PRINT MAGAZINE READERS ARE TECH INFLUENCERS
MAGAZINES IN A MEDIA MIX
MAGAZINES DRIVE PURCHASE INTENT IN A MEDIA MIX
ADVERTISING IN MAGAZINES DIRECTLY INCREASES SALES
HIGHER FAVOURABILITY SCORES FOUND IN BRANDS WHO INVEST IN MAGAZINES
MAGAZINES ADS HELP TV ADS WORK HARDER
MAGAZINES OUTPERFORM TV AND ONLINE FOR CRITICAL PURCHASE DRIVERS
MAGAZINES DELIVER ROI
AUTOMOTIVE
MAGAZINES & INTERNET ARE TRUSTED PAID MEDIA SOURCES FOR AUTO INTENDERS
PRINT MAGAZINES ARE ON AUTO INTENDERS' LIST OF TOP 3 MOST TRUSTED PAID MEDIA
MAGAZINES WORK HARDEST IN AUTO INTENDER CONSIDERATION PHASE
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PAID MEDIA HELPS AUTO INTENDERS LEARN ABOUT OPTIONS AVAILABLE
MAGAZINES HIGHEST IN AD RECEPTIVITY AMONG AUTO INTENDERS
PRINT MAGAZINES ARE IMPORTANT INFO FOR SOURCES FOR AUTO INTENDERS
MEDIA WORK HARDEST THROUGH THE AUTO EVALUATION PHASE
MAGAZINES' ROLE IN THE AUTO PURCHASE PROCESS
MORE MAGAZINES READ = HIGHER PRICE PAID FOR AUTOS
MAGAZINEMEDIA ADS MOTIVATE AUTO PURCHASE
BEAUTY
MEDIA WORK HARDEST THROUGH THE EVALUATION & PURCHASE PHASES
MAGAZINES ARE THE MOST TRUSTED PAID MEDIA CHANNEL FOR BEAUTY INFO
PRINT MAGAZINES & THEIR WEB ADS ARE THE MOST TRUSTED PAID MEDIA SOURCES
MAGAZINES PLAY AN ESSENTIAL ROLE IN GENERATING BEAUTY PRODUCT RECALL
MAGAZINE MEDIA IMPACT IS STRONGEST AT LATER STAGES OF THE PATH TO PURCHASE
PRINT MAGAZINES ENGENDER THE HIGHET RECEPTIVITY TO BEAUTY ADS
PRINT MAGAZINES ARE THE #1 PAID MEDIA SOURCE FOR BEAUTY PURCHASERS
PRINT MAGAZINE ADVERTISING INCREASES SALES: BEAUTY CATEGORY
MAGAZINE MEDIA, PRINT & DIGITAL, PLAY INFLUENTIAL ROLES IN BEAUTY DECISIONS
FOOD PRODUCTS
MAGAZINES ARE AMONG THE TOP MOST TRUSTED PAID MEDIA FOR FOOD PRODUCTS
PRINT & ONLINE MAGS ARE MOST TRUSTED PAID MEDIA FOR FOOD PURCHASERS
RECALL OF MAGAZINE FOOD ADS REMAIN CONSISTENT THROUGH PATH TO PURCHASE
MAGAZINE IMPACT IS STRONGEST IN THE EVALUATION STAGE OF THE PURCHASE PATH
MAGAZINE ADVERTISING INCREASES SALES: FOOD CATEGORY
MEDIA WORK HARDEST THROUGH THE EVALUATION & PURCHASE PHASES
MAGAZINE ADS WORK HARDEST THROUGH THE EVALUATION & PURCHASE PHASES
HEALTHCARE
PRINT MAGAZINES REACH INFLUENTIAL HEALTHCARE CONSUMERS
MAGAZINE READERS ARE INFLUENTIAL WITH HEALTHCARE DECISIONS
MAGAZINES ADS PROMPT HEALTHCARE ACTION
PRINT MAGAZINES INSPIRE HOME RENOVATION
PRINT MAGAZINES ARE PRIME REAL ESTATE
MAGAZINES REACH HOME INFLUENCERS
PRINT MAGAZINES REACH GREEN CONSUMERS
OTHER USEFUL INFO
ABOUT MAGAZINES CANADA
CREATIVE USE OF MAGAZINES
CATEGORY QUICK HITS
FACT BOOKS
U.S. SPILL RESOURCES
FASTFACTS
MAGAZINE ECO KIT & CARBON FOOTPRINT COMPENDIUM
MAGAZINE CREATIVE TESTING
AdDirect™ AD PORTAL
GOT QUESTIONS? CONTACT US
1. Magazines and magazine ads capture
focused attention:
The focused process of magazine reading
leads to less media multi-tasking, ensuring
single-minded attention to advertising.
3. Magazine advertising is relevant and
welcomed:
Consumers value magazine advertising,
reading it almost as much as the editorial
itself. The ads are accepted as an essential part
of the magazine mix.
2. Magazine advertising is targeted:
Magazines engage readers in very personal
ways. There’s a magazine for every passion
and a passion for every magazine. Use
magazines to reach your target audience in
a meaningful way — a way in which
Specialty TV just can’t compare. Plus,
magazine readers reach the affluent, those
with disposable income to buy advertised
brands.
4. Magazines are credible:
Consumers trust magazines so much that they
are the leading sources of information that
readers recommend by word-of-mouth to
others.
5. Magazines offer a lasting message: Ads keep
working 24/7. They provide a lasting, durable
message with time to study a brand’s benefits.
Consumers clip and save magazine ads for
future reference.
Continued…
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6. Magazines deliver brand-relevant
imagery:
Magazine editorial imbues ads with brandrelevant imagery, associations and a frame
of reference that delivers greater reader
receptivity to brand ads.
7. Magazine advertising drives web searches
and visits:
Magazines are where consumers go for ideas
and inspiration. That’s why magazine ads are
leading influencers, driving readers to
advertiser websites and to start a search.
8. Magazines drive the purchase funnel:
Magazines are effective across all stages of
the purchase funnel, especially brand
favourability and purchase consideration,
the most sought after metrics that are
hardest to sway.
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9. Magazine advertising sells brands and
enhances ROI:
Allocating more ad dollars to magazines in the
media mix improves marketing and advertising
ROI. Study after study prove that magazines
help drive sales objectives, as a stand alone
medium or in combination with others. Over half
of readers act on exposure to magazine ads.
10. Magazines are becoming 360º marketing
providers:
Magazines are rapidly migrating to digital
platforms—web, smartphones, iPad—delivering
360º marketing opportunity to mass and
targeted audiences.
PRINT PLAYS A MAJOR ROLE IN CONTENT
DISTRIBUTION & CONSUMPTION
The top 25 print magazines reach more adults and
teens than the top 25 regularly scheduled
primetime TV shows.
Readership is consistent across generations, seeing
less fluctuation among age groups than TV, Internet
and radio.
Consumers are spending a significant amount of
time – 40 minutes on average – reading each print
issue.
Source: From Disruption to Experimentation: The Power of Magazines, IDEAlliance PRIMEX EAST Conference Keynote, 2014.
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INDUSTRY TRENDS
Consumer Magazine
Trends at a Glance
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CANADIANS LOVE MAGAZINES
Canada has access to more consumer
magazine titles per capita than most other
developed countries in the world.
Number of Consumer Magazines per Capita (Index)
Canada
100
France
68
Germany
57
Australia
49
UK
Japan
USA
43
26
23
Source: FIPP World Magazine Trends 2011-12
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MAGAZINE LAUNCH TRENDS IN CANADA
1,311 English and French titles were available in 2012,
a 36% increase versus 2001. During this same time
frame, magazine availability grew at 2.5 times the
rate of Canada’s population (13.5%). More.
Canadian magazines have staying power: for the past
7 years, the total number of magazines has remained
above 1,200.
While launches slowed, predictably, during
the recession of 2008-2009, they have strengthened
once again.
24%
76%
Number of Canadian Consumer
Magazines, 2001-2013
YEAR
# CONSUMER
TITLES
YEAR
2001
961
2001
41
2
2002
1,000
2002
55
8
2003
1,032
2003
51
5
2004
1,114
2004
88
12
2005
1,160
2005
61
6
2006
1,201
2006
53
7
2007
1,244
2007
53
1
2008
1,282
2008
51
7
2009
1,276
2009
10
1
2010
1,283
2010
8
1
2011
1,286
2011
11
0
2012
1,288
2012
17
1
2013
1,311
2013
37
4
2001-2013
Average
41
4
English Titles
French Titles
Source: Mastheadonline; Magazines Canada; Statistics Canada; CARDonline
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Magazine Launch History
2001-2013
LAUNCHES
Eng Fr
A MAGAZINE FOR EVERYONE
Despite a recessionary economy, Canadian
consumer magazine launches continued,
albeit at a lower pace, in several categories
fulfilling personal needs and passions, from
fashion to food to home décor, or just a
great read.
In fact, 59% of all Canadian magazines
available today were launched after the
internet became commercially available in
1989. More.
Number of Launches by Category
EDITORIAL CATEGORY
2013
Eng Fr
Arts/Cultural/Entertainment
4
1
2
0
Business/News/Finance/Technology
0
0
0
0
City/Regional General Interest
2
0
0
0
Gays/Lesbians
0
0
0
0
Health/Fitness/Wellness
1
0
0
0
Leisure/Recreation/Sports/Travel
9
0
1
0
Lifestyle
8
4
2
0
Men’s
2
0
0
0
Parenting
1
0
0
0
Seniors/Mature Market
1
0
0
0
Shelter/Food
3
0
2
0
Women’s
5
2
1
2
Youth/Children/Student
0
0
0
0
Miscellaneous
8
0
1
0
Total
44
7
27
2
Source: MediaFinder
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LAUNCHES
PAST 5 YRS
Eng Fr
EDITORIAL CATEGORY CIRCULATION
The General Interest magazine category
accounts for the highest average issue
circulation in Canada.
Homes/Gardening magazines and Travel
magazines follow with Women’s and City &
Regional magazines rounding out the top five.
Average Issue Circulation (‘000)
RANK
EDITORIAL CATEGORY
1
General Interest
9,691
7,984
1,707
2
Homes/Gardening
7,368
5,623
1,745
3
Travel
5,588
2,467
3,121
4
Women’s
5,159
4,054
1,105
5
City & Regional
4,699
3,912
787
6
Lifestyle
4,353
4,006
347
7
Entertainment
4,096
3,185
911
8
Food & Beverage
3,693
3,068
625
9
Business & Finance
2,175
1,618
557
10
Senior/Mature Market
2,154
1,733
421
Source: CARD; Magazines Canada
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2013 CIRCULATION
TOTAL ENGLISH FRENCH
MAGAZINES ENGAGE, BIG OR SMALL
If you need to engage a tightly defined
audience, put magazines of every size to
work.
Big or small, magazines are wanted. They
reach and fulfill the personal needs and
passions of its readers in every niche.
CIRC SIZE
GROUPING
# OF
TITLES
% OF
TOTAL
TITLES
GROUP
CIRCULATION
% OF TOTAL
CIRCULATION
1 Million +
7
0.9%
8,779,654
13.7%
500,000 to
999,999
18
2.3%
11,170,296
17.5%
250,000 to
499,999
24
3.0%
8,460,784
13.2%
100,000 to
249,999
104
13.2%
15,260,061
23.9%
50,000 to
99,999
152
19.2%
10,650,340
16.6%
20,000 to
49,999
236
29.9%
7,073,680
11.1%
1 to 19,999
249
31.5%
2,579,696
4.0%
Source: MPA Handbook; Magazines Canada Fact Book
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U.S. SPILL IN LONG TERM DECLINE
U.S. spill has been in decline since
Magazines Canada started measurement
tracking in 1983. As more and more
Canadian magazines launch, the more
choices readers have available.
Overall spill circulation has declined 52%
whereas average circulation spill-per-title
has declined by 47%. More.
YEAR
TOTAL SPILL
CIRCULATION
INDEX
AVERAGE
CIRCULATION
PER TITLE*
INDEX
1983
10,705,000
100
26,303
100
1989
9,969,000
93
21,031
80
1998
9,155,000
86
16,203
62
2000
8,518,000
80
15,716
60
2002
8,160,000
76
15,396
59
2004
7,899,000
74
14,055
53
2006
7,666,000
72
13,664
52
2008
7,322,000
68
13,435
51
2010
6,349,000
59
14,235
54
2012
5,827,129
54
14,641
56
2013
5,122,395
48
13,882
53
* Average Issue Circulation
Source: ABC
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CANADIANS PREFER
CANADIAN MAGAZINES
Given a choice, Canadians prefer magazines that tell Canadian stories and reflect Canadian needs. Canadians prefer content that
reports on products and services available in Canada and priced in Canadian dollars.
•
92% agree that Canadian magazines play
a significant role in informing Canadians
about each other
STATEMENT 1:
STATEMENT 2:
•
88% feel it is personally important that a
magazine have editorial content created
specifically for Canadian readers
Advertisements in Canadian
magazines are more relevant
to me than advertisements in
U.S. magazines.
•
90% feel that U.S. titles don’t effectively
cover Canadian issues
I am more inclined to look for
information in Canadian
magazines than U.S.
magazines when I am in the
market to purchase a product.
Source: Industry questionnaire conducted by Totum Research
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AGREE
77%
AGREE
83%
DISAGREE
23%
DISAGREE
17%
Source: Reader’s Digest Magazines (Canada)
CANADIAN MAGAZINES
ARE A “MUST BUY”
Two U.S. spill titles penetrate Canada’s top
100 titles list, as measured by circulation,
taking the 43rd and 72nd rankings.
1.3%
1.9%
U.S. Spill circulation accounts for just 1.3%
of total circulation delivered by the Top
100 titles available in Canada.
98.7%
98.1%
Canadian titles are a must buy to reach
Canadian consumers in a meaningful way.
More.
Canadian Circulation
Source: ABC, 2012
15
US Spill Circulation
* Average Issue Circulation.
CANADIAN MAGAZINES
PROVIDE COVERAGE
Comparing the total circulation of the top 5 Canadian titles and the top 5 U.S. spill titles, Canadian magazines provide needed
coverage. Advertising campaigns cannot mount effective impact with U.S.-only spill circulation. More.
Women’s Magazines
Business Magazines
General Interest Magazines
9%
74%
72.0%
26%
28.0%
16%
17.0%
83.0%
84%
91%
15
16
Average Issue Circulation.
Source: CARD; ABC, 2013
MAGAZINE AD INFLATION PACES CPI
Over the last decade, magazine ad inflation
has paced at or below the Consumer Price
Index (CPI), although higher transportation
costs (due to increased oil prices) and
increasingly higher postage rates have
been a counter trend to overall CPI.
Magazine Ad Page Inflation
(2001 = 100)
150
140
130
120
110
100
90
80
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
Magazines
Consumer Price Index (CPI)
Source: Statistics Canada; Leading National Advertisers (LNA)
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TOP 10 MAGAZINES AD CATEGORIES
The top 10 magazine advertising categories account for three quarters of total magazine ad spending, as measured by LNA.
Toiletries and Toilet Goods was the largest category in 2013, followed by Retail Stores, Business & Consumer Services, Food &
Food Products and Drugs & Remedies.
TOTAL
RANK
ENGLISH
RANK
FRENCH
RANK
Toiletries & Toilet Goods
1
1
1
Retail Stores
2
2
4
Business & Consumer Services
3
3
5
Food & Food Products
4
4
2
Drugs & Remedies
5
8
3
Entertainment & Amusement
6
5
19
Apparel, Footwear & Accessories
7
6
7
Automotive, Automotive Access & Equipment
8
10
8
Building Materials, Equipment & Fixtures
9
12
6
Travel, Hotel & Resorts
10
7
13
AD CATEGORY
23.9%
76.1%
Top 10 Categories
Remaining Categories
Source: Leading National Advertisers (LNA), 2013
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LEADING MARKETERS DEPEND ON MAGAZINES
RANK
ADVERTISER
2013 AD
SPEND ($)
RANK
ADVERTISER
1 Procter & Gamble
84,275,845
26 TD Canada Trust
3,502,272
2 L'Oreal Canada
31,332,856
27 Chanel Inc.
3,473,995
3 Unilever Canada Limited
17,117,434
28 Shoppers Drug Mart
3,319,893
4 Johnson & Johnson Inc.
11,361,795
29 New Nordic Inc.
3,013,179
5 Coty Canada Inc.
11,031,758
30 Clarins Canada Inc.
3,003,888
6 Kraft Canada Inc.
10,272,088
31 Scotiabank
2,958,457
7 Dairy Farmers Of Canada
8,769,641
32 Glaxosmithkline Inc.
2,917,850
8 Breck's Limited
5,767,760
33 Government Of Canada
2,882,801
9 Chrysler Group Llc
5,600,907
34 General Motors Of Canada Ltd
2,852,120
10 Laboratoires Garnier (Div.Of L'Oreal)
5,518,517
35 Rogers Communications Inc.
2,833,743
11 Kellogg Canada Inc.
5,188,347
36 Ford Motor Co Of Canada Ltd
2,767,884
12 Sears Canada Inc.
4,926,445
37 Nestle Canada Inc.
2,759,167
13 Maybelline ( Div.Of L'Oreal)
4,893,440
38 Eq3 Summit Furniture
2,564,604
14 Target Canada
4,692,002
39 Kruger Products
2,554,265
15 Kimberly-Clark Of Canada Ltd
4,572,372
40 Schering-Plough Canada
2,345,620
16 Kao Brands Canada Inc.
4,435,975
41 Clorox Company Of Canada Ltd.
2,290,758
17 Revlon Canada Inc.
4,384,329
42 Clinique Laboratories(Div.Estee Lauder)
2,257,942
18 Loblaws Inc.
4,329,952
43 Crate & Barrel
2,229,169
19 Bose Corporation
4,240,147
44 Earth's Own Food Company Inc.
2,217,057
20 Beiersdorf Canada Inc.
4,210,285
45 Bradford Exchange
2,200,900
21 Reitmans Canada Ltd.
4,138,314
46 Lvmh Group
2,120,024
22 Smucker Foods Of Canada Corp.
3,844,545
47 Honda Canada Inc
2,022,953
23 Thomson Reuters Canada Limited
3,800,940
48 Colgate-Palmolive Canada
2,015,271
24 Air Canada
3,686,747
49 Tjx Companies Inc.
1,996,339
25 Estee Lauder Inc
3,621,747
50 Calendar Marketing Inc.
1,968,087
Source: Leading National Advertisers (LNA)
19
2013 AD
SPEND ($)
ADVERTISERS INCREASE USE OF MAGAZINES
SAMPLE OF ADVERTISERS WHO INCREASED MAGAZINE AD SPENDING IN 2013 VS. 2012 (% CHANGE)
3M Canada Co.
Aeg Live
Agropur Cooperative Agroalimentaire
Air Canada
American Apparel
Apple Canada Inc
Bacardi Canada Inc.
Basf Canada Inc.
Bayer Inc.
Bell Canada
Bell Media Inc.
Benjamin Moore & Co. Ltd.
Bradford Exchange
Canon Canada Inc.
Chrysler Group Llc
Clorox Company Of Canada Ltd.
Colgate-Palmolive Canada
Columbia Sportswear Company
Coty Canada Inc.
Crate & Barrel
Dairy Farmers Of Canada
Elizabeth Arden (Canada)
Estee Lauder Inc
Forever 21
Gap Inc.
General Mills Canada Ltd
Glaxosmithkline Inc.
H&M Hennes And Mauritz
Hallmark Cards International
Hudson's Bay Company
Ibm Canada Ltd
+149.7%
+4,914.2%
+12.7%
+10.6%
+15.8%
+3,241.1%
+50.0%
+24.0%
+873.8%
+27.6%
+163.5%
+33.0%
+10.0%
+1,385.5%
+23.5%
+68.5%
+7.6%
+21.6%
+7.4%
+125.4%
+12.9%
+38.6%
+16.4%
+1,759.9%
+164.1%
+347.8%
+79.7%
+35.9%
+141.6%
+124.8%
+18.2%
Ibm Canada Ltd
Kraft Canada Inc.
Lindt & Sprungli (Canada), Inc.
Liquor Control Board Of Ontario
Loblaws Inc.
Lowe's Home Improvement Warehouse
Maple Leaf Foods Inc.
Mastercard International Inc.
Mazda Canada Inc.
Molson Coors Canada
Mountain Equipment Co-Op
Nestle Purina Petcare
Porter Airlines Inc.
Procter & Gamble
Revlon Canada Inc.
Rogers Broadcasting Limited
Rona Inc.
Samsung Electronics Canada Inc.
Schering-Plough Canada
Scotiabank
Sears Canada Inc.
Shoppers Drug Mart
Sony Of Canada Ltd
Sotheby's International Realty
TD Canada Trust
Telus Communications Inc.
Tetley Canada Inc.
Thomson Reuters Canada Limited
Tv Ontario
Vogue International
Volkswagen Canada Ltd
Source: Leading National Advertisers (LNA)
20
Partial list
18.2%
28.9%
846.1%
140.1%
7.4%
128.2%
1,040.8%
48.0%
758.6%
239.3%
2,608.3%
240.3%
26.4%
18.1%
76.3%
110.5%
33.7%
109.3%
54.2%
10.3%
146.0%
200.5%
26.6%
705.6%
21.7%
23.9%
178.0%
19.0%
583.2%
16.1%
36.4%
PMB READERSHIP REMAINS CONSTANT
Average issue readership of PMB-measured
magazines remains constant at one million
readers per PMB-measured title despite the
launch of 109 new consumer titles in Canada
during the last five years. More.
Average Issue Magazine Readership of PMB-measured Titles
(Millions of Readers)
1
1
1
1
1
1
PMB Spring
PMB
PMB Spring PMB Spring PMB Spring PMB Spring
2009
Spring2010
2011
2012
2013
2014
Source: Print Measurement Bureau (PMB), Spring 2014
21
MAGAZINES ARE READ BY ALL AGES
Readership is strong across all demos,
reaching Canadians in virtually every life
phase.
Read a PMB-Measured Magazine in the Past 3 Months (%)
82
Despite the adoption of digital platforms,
readers age 12-24 read almost as much as
the average magazine reader.
82
81
80
80
76
12+
12-24
Source: Print Measurement Bureau (PMB), Spring 2014
22
25-34
35-49
50-64
65+
MAGAZINES POPULAR
WITH STUDENTS
College students read magazines regularly, with 90% reading a magazine in the past month. They also visit websites, purchase products
seen advertised in a magazine and use magazine coupons, promotions or other specials.
Students who Agree with the Following Statements (%)
% Agree
Read a magazine in the past month
100%
Keep magazines for at least a month
84%
Share magazines with friends and/or borrow them from friends
70%
Get fashion ideas from magazines
85%
Visit websites they see in magazines
89%
Purchase an item after seeing it in a magazine
84%
Use coupons from magazines to make a purchase
63%
Redeem specials and promotions they see in magazines
84%
Source: Shweiki Media, May 2013. n=387
23
MAGAZINE MEDIA: HEAD OF THE CLASS
AMONG COLLEGE STUDENTS
When was the last time you…
WITHIN
LAST
WEEK
WITHIN
LAST
MONTH
WITHIN LAST 6
MONTHS
WITHIN LAST
YEAR
65%
90%
97%
100%
24
54
74
85
Read a magazine
Got a fashion idea from a magazine
How often do you…
MONTHLY
(ABOUT) EVERY
6 MONTHS
(ABOUT) ONCE
EVERY YEAR
34%
21%
11%
Take advantage of specials or promotions you
see in magazines
35
18
12
Use coupons from magazines to make a purchase
22
15
9
Purchase an item after seeing it in a magazines
27
32
21
Visit websites you see in magazines
Source: Shweiki/College Breaks College Media, May 2013. Magazine Media MPA Factbook 2014/2015.
24
PRINT MAGAZINES
TOPS WITH STUDENTS
Students age 18-24 prefer reading their favourite magazines in print (93%) with reading on websites,
smartphones, online-only editions and tablet editions following.
How magazines and other media are consumed in households with $100,000+ income
MAGAZINES
Read print magazines
93%
Read print magazine websites
32%
Read magazines content on smartphones
11%
Read online-only magazines
10%
Read magazine content on tablets
4%
Source: Studentawards Inc. and Marketing Magazine, 2012
Base: Students aged 18-24
25
TIME SPENT & READER INTEREST
CONSISTENT
Qualitative readership scores remain stable. Time spent reading and “average degree of interest” scores are consistent across all
measured magazines.
Qualitative Readership
QUALITATIVE
READERSHIP
SCORES
Time Spent
Reading
(minutes/issue
)
Avg. Degree
of Interest
(10 point
scale)
PMB
2007
PMB
2009
FALL
PMB
2010
FALL
PMB
2011
SPRING
PMB
2011
FALL
PMB
2012
SPRING
PMB
2012
FALL
41
41
41
42
42
41
42
41
44
6.7
6.8
6.8
6.8
6.9
6.8
6.8
6.9
6.9
Source: Print Measurement Bureau (PMB)
26
PMB
PMB
2013
2014
SPRING SPRING
MAGAZINES WORK HARD YEAR ROUND
Magazines are read consistently across all four seasons, delivering fresh content, without reruns, in each and every issue.
Magazines can be counted upon to deliver effective brand presence and efficient message continuity throughout the year,
connecting brand purchase cycles when consumers are most ready to buy.
PMB Readership Seasonality--Index to Full-year Average
FALL
WINTER
SPRING
SUMMER
Oct/Nov/Dec
Jan/Feb/Mar
Apr/May/Jun
Jul/Aug/Sep
110
103
100
97
Source: Print Measurement Bureau (PMB), 2014 Spring
27
EFFECTS OF MAGAZINE MODELING ON
CAMPAIGN EFFICIENCY
A study conducted by MediaVest and Meredith Corporation indicates that the value attributed to magazine advertising can vary by
as much as 18% based on data used for campaign modelling. Findings suggest that weekly GRP data by market leads to better
campaign results.
A comparison of campaign results resulting from various data input models (Index)
Weekly GRPs by market
100
Monthly GRPs by market distributed evenly across
each week of the issue month
94
Weekly national GRPs
94
Monthly spending distributed evenly across each
week of the issue month
Monthly GRPs by market concentrated in the first
week of issue month
Monthly spending concentrated in the first issue of
issue month
85
85
82
0
10
20
30
40
50
60
70
80
90 100
Source: Magazines and Media Mix Models: Prescription for Success, 2009. As reported in Marketing Mix Modeling & Media Inputs, MPA 2011
28
WHERE NEWSSTAND BUYERS PURCHASE
THEIR FAVOURITE MAGAZINES
Retail sales by channel 2013
(units sold)
Supermarkets
35%
Supercenters
12
Drugstores
11
Bookstores
10
Other
9
Terminals
8
Mass merchandisers
7
Convenience stores
4
Club stores
3
Discount stores
2
Source: Harrington Associates, 2014 (2013 data); MPA Factbook 2014/2015
29
CITY & REGIONAL MAGAZINES RELY ON
PRINT ADVERTISING
Print still pays the bills for city and regional publishers. Respondents say more than three quarters of their revenue still comes
from print advertising, and overall, it’s stable. Local titles rely on print for as much as 93% of their annual revenue.
Publishers source of revenue
SOURCE
% IN 2013
% IN 2014
77.1%
74.9%
Paid subscriptions
10.5
5.9
Custom publishing
5.6
5.9
Digital media
3.7
4.6
Events
1.9
2.5
Mobile
0.2
0.5
Data
0.1
0.0
Print advertising
Source: Folio, September 2014; ‘City and Regional Magazines Rely on Print Advertising, October 7, 2014, Mediapost.
30
POSITIONING &
PERFORMANCE
Get more
from
magazines
31
COVERS GENERATE EXTRA IMPACT
Ad size does matter. Use ad impact data from
Starch Research to help you plan the most
impactful campaign possible within the confines
of your media budget. More.
Index of Noted Scores
120
116
100
Inside
Pages
2nd
Cover
(IFC)
Source: Starch Research; Magazines Canada Magazine Essentials
32
108
3rd
Cover
(IBC)
4th
Cover
(OBC)
AD IMPACT BY SIZE
AD TYPE
Ad size does matter. Use ad impact data from
Starch Research to help you plan the most
impactful campaign possible within the confines
of your media budget. More.
RECALL INDEX
Page 4C Advertisement
100
P4C + 1/3 Page 4C
120
Inside Spread 4C
115
P4C + 1/2 P4C
112
1/2 Spread 4C
88
1/6 Page 4C
85
1/2 Page 4C
80
1/3 Page 4C
76
1/3 Page Square 4C
71
1/4 Page 4C
71
Double ¾ Column Page 4C
68
1/2 Page B/W
64
Guide Page 4C
1/3 Page 2C
54
54
33
AD RECALL & ACTION BY SIZE,
COLOUR & POSITION
Two research sources confirm high recall of
magazine ad messaging (from 38% to 75%
overall).
Ad response, as measured by “actions taken”
increases when colour ads, larger ad sizes and
premium positions are used.
Impact of print magazine ads (%)
ALL ADS
NOTED
ACTIONS
TAKEN
67%
61
54
51
43
42
42
62%
61
60
60
65
65
65
52
38
61
57
75
60
63
58
52
60
61
60
60
61
Ad Size
Multiple pages (excl. spreads)
Gatefold ads
Spread
Full page
Half-page
Third page
Less than half page
Colour
Four colour
Black and white
Premium Position
Inside front cover
Inside back cover
Back cover
Adjacent table of contents
Total
Sources: GfK MRI Starch Advertising Research, January - December 2013; MPA Factbook 2014/2015.
34
IMPACT OF FRONT vs. BACK OF MAGAZINE
Front, middle or back, research proves that magazine ads generate equal impact regardless of where they are positioned in a
magazine. A reader’s interest is maintained throughout the entire magazine.
Ad Effectiveness by Position
NOTED
ACTION TAKEN
First quarter of
book
55%
61%
Second quarter
of book
50
61
Third quarter of
book
49
62
Fourth quarter
of book
50
62
Sources:GfK MRI Starch, January-December 2013; MPA Factbook 2014/2015
35
IMPACT OF LEFT vs. RIGHT PAGE
Research proves that magazine ads generate equal impact regardless of where they are positioned in the magazine. Ads on the
left-page or right-page have equal impact. For more info, click here.
100
105
103
106
Ads on Right-Hand Page
Ads on
Left-Hand
Page
Noted
Associated
Read
Most
Index of Noted Scores
36
ADVERTORIALS ENCOURAGE
A CLOSER LOOK AT BRANDS
Well-written advertorials that strike a welljudged balance between the advertiser’s
message and extra information, that educates
and inspires, can earn credibility that readers
will respond to. Branded content can deliver
strong metrics in both printed magazines and on
magazine websites.
ADVERTORIALS COMPARED WITH STANDARD ADS
In Printed Magazine
Ad
Advertorial
Rectangle Ad
Advertorial
Entertaining
36%
50%
37%
61%
Message Recall
33%
44%
23%
88%
Brand Consideration
45%
50%
57%
63%
Source: Proof of Performance, The Added Value of Branded Content, Sanoma Media & Media Test, 2012
37
On Website
ADVERTORIALS ARE EFFECTIVE
Advertorial content, incorporating brand messages outside of the typical ad units, score well in generating overall
recall, readership and brand favourability.
ADVERTISING
AVERAGE
POSITIONING
ADVERTISING
ADJACENT TO
RELEVANT EDIT
MULTI-PAGE CUSTOM
CONTENT SECTIONS—
BRAND ADS
MULTI-PAGE CUSTOM
CONTENT SECTIONS –
ADVERTORIAL CONTENT
Noted (%)
49.9
47.3
41.5
56.4
Associated (%)
42.7
40.1
33.3
39.3
Read Any (%)
41.9
40.2
35.5
48.8
Any action taken amongst
Noters (%)
56.8
57.3
57.4
55.6
Have a more favourable opinion
about the advertiser amongst
Noters (%)
23.8
23.8
25.2
26.5
Source: GFK MRI Cover to Cover, October 2012.
38
MAGAZINE WEAROUT NOT EVIDENT
For Toyota and Target, full-year magazine
campaigns support existing evidence that
neither ad recall nor actions taken over the
course of the campaign declined. Magazine
advertising wearout was not evident.
TOYOTA
495 measured ad insertions over 4 quarters
Q1
Q2
Q3
Q4
Average recall
55%
52%
50%
53%
Actions taken (net)
39%
38%
39%
40%
TARGET
344 measured ad insertions over 4 quarters
Q1
Q2
Q3
Q4
Average recall
67%
63%
64%
67%
Visit a store
35%
32%
35%
32%
Source: Affinity’s VISTA Service, 2010. Base: Actions taken based on readers recalling specific ads
39
MAGAZINE MEDIA FREQUENCY IMPROVES
BRAND METRICS
Exposure Frequency
Viewing a magazine campaign
multiple times pushes brand
awareness metrics even higher.
20
More is better!
17
16
14
13
12
Print Ad Awareness
Purchase Intent
10
Brand Favourability
8
7
5
1-2 Exposures
3-4 Exposures
5+ Exposures
Data is delta: Delta = Control – Exposed
Number of respondents: 1-2 exposures n=50,213; 3-4 exposures n=10,155; 5+ exposures n=9,172
Source: InsightExpress, 2014; Magazine Media MPA Factbook 2014/2015
40
Brand Awareness
MAGAZINES WORK
The key to most any
communication plan
41
MAGAZINE MEDIA DELIVER
EARLY ADOPTERS & INFLUENCERS
% Composition
Early Adopters
Brand
Loyalty
Category Infuencers
40%
Magazines (digital)
47%
41%
36%
Social Media
General websites
Radio
Newspapers
Television
Brand
Advocates
37%
Magazines (print)
40%
35%
39%
Social
Networking
32%
38%
32%
36%
32%
35%
Leveraging print and digital Magazines in
your campaign will give you access to the key
customer segments you need.
Source: Media Connections Study, BrandSpark International/Magazines Canada. July 2013
42
Word Of
Mouth
MAGAZINES ESTABLISH DIALOGUE WITH
KEY INFLUENTIALS
Word of mouth recommendation is becoming the holy grail in an environment where consumer trust is critical to communicate and
engage effectively. Magazines establish a regular dialogue with key consumers: print magazines are #1 in reaching super influential
consumers.
Number of times medium ranks #1 among super influential
consumers across 60 product categories
37
17
5
Print magazines
Internet*
Radio
1
0
TV
Newspapers
* Includes internet magazine activity
Note: Super influentials are defined as people who have great experience in this topic and whose advice
on this topic is trusted by friends and family members. Top quintile of usage for each medium among
adults with a Hhi of $50K+
Source: GfK MRI, Fall 2013
43
PRINT READERS RECOMMEND PRODUCTS
AND SERVICES
Consumers that read print magazines are trusted influencers and recommend products and services to others.
Trusted influencers are heavy print magazine users (index)
111
104
94
98
Food
Healthcare
114
100
104
109
Automotive
102
104
101
115
Magazines
Internet*
TV
116
Technology
81
77
Finance
140
Radio
Newspapers
92
117
114
107
Vacation Travel
78
108
119
105
*Includes internet magazine activity
Top quintile of usage for each medium, indexed to adults 18+. Category influentials—recommenders are defined as people who frequently recommend
products and services
Source: GfK MRI, Fall 2013; MPA Factbook 2014/2015
44
CONSUMERS VALUE MAGAZINE
MEDIA ADS
Consumers enjoy magazine ads more than any other media—they are educational, non-obstrusive and some consumers even like
them more than the content itself.
MAGAZINES
WEBSITES
AD-SUPPORTED TV
NETWORKS
Look at most of the ads
143
81
90
Has ads about things I care about
136
91
86
Get valuable info from the ads
135
96
83
Like ads as much as or more than the content
133
81
95
More likely to buy the products in the ads
130
95
90
Ads help me make purchase decisions
129
95
86
(INDEX)
Source: Experian Marketing Services, Simmons Multi-Media Engagement Study, Fall 2013; MPA Factbook 2014/2015
45
AD WANTEDNESS: MAGAZINES ARE #1
FOR CONSUMERS AND MARKETERS
Media that command
consumers’ full attention
Advertising acceptance—adults stating
where ads should be eliminated
Ads in Print
26%
In the websites visited
43%
TV Commercials
18%
In the TV programs watched
42%
Billboards
16%
On the radio stations listened to
35%
Radio ads
15%
In the magazines read
24%
Online ads
7%
Ads in mobile apps or
games
5%
Source: Adobe Systems Click Here Study, October 2012. Magazine Media MPA Factbook 2013/2014.
46
CONSUMERS & MARKETERS PREFER TO
SEE PRINT ADS
Print magazines are one of the most preferred places to look at an ad, as rated by consumers and marketers.
Preferred Places To Look At An Ad (% of Respondents)
Media
Consumers
Marketers
Favorite Print Magazine
45%
55%
Favorite TV Show
23%
21%
Favorite Website
11%
3%
Billboard
10%
4%
Window Display
6%
2%
Social Media
3%
2%
Favorite Digital Magazine
2%
3%
Apps
0%
1%
Q: Where do you prefer to look at an ad?
Source: The State of Online Advertising, Adobe Systems Incorporated, October 2012.
47
PRINT MAGAZINES ARE MOST ENGAGING
Print magazine reading evokes a general feeling of personal engagement with the medium.
Feeling Engaged
37%
35%
34%
24%
19%
15%
Reading a Print
Magazine
Watching
television
Browsing a
Browsing a Social Reading a Digital Watching Videos
General Website
Media Site
Magazine
Online
Early Adopter
37%
34%
36%
23%
20%
18%
Influencer
41%
33%
36%
24%
22%
17%
Q32. Which of the following mediums do you associate with …?
48
PRINT MAGAZINE ADS ENGAGE
MORE THAN WEB OR TV
Index to General Websites
Print magazines
General websites
TV
224
196
141
109
100
103
Feeling engaged
210
184
131
100
100
Has my full attention
Ads are relevant
100
Ads are a good part of the
experience
49
MAGAZINES ARE #1
IN READER ENGAGEMENT
As it becomes harder and harder to
gain the attention of today’s
consumer, engagement is increasingly
important. The more engaging the
medium and the message, the better
chance advertisers have of achieving a
meaningful, relevant relationship with
the target audience. It’s good to know
that magazines perform well across all
engagement dimensions, especially ad
attention and receptivity.
Ad Attention/Receptivity
97
94
Inspirational
98
95
Life-Enhancing
95
116
112
110
103
TV
Trustworthy
Personal Time-Out
Social Interaction
109
95
100
90
108
106
107
100
97
Source: Experian Marketing Services, Simmons Multi-Media Engagement Study, Fall 2013; Magazine Media MPA Factbook 2014/2015
50
Magazines
Internet
MAGAZINES ENGAGE AT HIGH LEVELS
As it becomes harder and harder to gain the attention of today’s consumer, engagement is increasingly important. The
more engaging the medium and the message, the better chance advertisers have of achieving a meaningful, relevant
relationship with the target audience. It’s good to know that magazines perform well across all engagement dimensions,
especially Ad Receptivity.
Magazines
320
Television
Internet
300
280
260
240
220
200
Inspirational
Trustworthy
Social Interaction
Ad Receptivity
Source: Experian Simmons Multi-Media Engagement Study, Spring 2011
Experian Simmons uses a 100-500 rating scale with 500 being the highest score
51
PRINT CREATES GREATER
EMOTIONAL PROCESSING
Print involves more emotional processing and leave a deeper
footprint in the brain, which is important for memory and
brand associations. They produce more brain responses
connected with internal feelings, suggesting greater
“internalization” of the ads.
25%
Two thirds of consumers would still prefer to read
a paper copy of a magazine rather than an
electronic version.
Traditional
Electronic
75%
Sources: Millward Brown: Case Study Using Neuroscience to Understand the Role of Direct Mail, 2009. Magazine Experiences Europe 2008, Fortune Time.
52
PRINT READERS RECALL MORE THAN
ONLINE READERS
A study from the University of Houston finds that those who read printed news publications read more news and also remember
more news than those who read news online.
Print readers remembered an average of 4.24 news stories while online readers recalled an average of 3.35 stories.
4.24
3.35
Source: ‘UH study finds print readers recall more than online readers’, University of Houston, September 15, 2014.
53
AD EFFECTIVENESS INCREASES WITH
READER ENGAGEMENT
Readers classified as having high engagement with a magazine consistently score higher across a range of ad receptivity
metrics than those who don’t claim high engagement. Engaged readers see more!
82%
68%
62%
51%
42%
32%
30%
17%
Eyes in front of page
Ad noted
High Engagement
Category Recognized
Product recognized
Low Engagement
Source: Proof of Performance, Sanoma Media RRO Database, 2000-2010
54
MAGAZINES HAVE A HEALTHY BALANCE
OF EDITORIAL AND ADS
Magazine media rank #1 for advertising acceptance (76%)
Ads
53.70%
Edit
46.30%
Source: ORC Caravan, Februrary 2013; MPA Factbook 2014/2015
55
ADS & EDIT COMMAND
SIMILAR LEVELS OF ENGAGEMENT
Noted Scores
54%
Advertising
54%
Editorial
On average, respondents were able to recall 54% of advertisements
contained in any edition, the exact same level as editorial.
Net Action Scores
63%
Advertising
66%
Editorial
63% of those who recalled a specific ad stated that they took further action
as a result of the exposure, much in line with the 66% who were spurred into action by editorial.
Source: Magonomics, PPA, 2012.
56
CONSUMERS AGREE THAT READING A PRINT
MAGAZINE IS A GOOD USE OF TIME
Building upon strong engagement dynamics, consumers feel that reading Print Magazine is a good use of their time.
Feel it’s a good use of my time
49%
40%
34%
23%
17%
Reading a Print
Browsing a
Magazine
General Website
Watching
Television
12%
Reading a Digital Browsing a Social Watching Online
Magazine
Media Site
Videos
Early Adopter
46%
41%
35%
22%
18%
13%
Influencer
50%
41%
33%
25%
19%
13%
57
PRINT MAGAZINE READERS CAN TAKE
CONTROL OF THEIR EXPERIENCE
Magazine reading gives customers a feeling of being in control of the medium, able to move at their own pace to
meet their specific needs. This is also the case with online browsing.
Feeling in control
47%
38%
34%
20%
18%
13%
Reading a Print
Browsing a
Magazine
General Website
Watching
Television
Magazine
Media Site
Videos
Early Adopter
46%
40%
32%
19%
19%
14%
Influencer
46%
40%
30%
22%
20%
15%
58
MAGAZINE ADS ARE A GOOD PART OF THE
READING EXPERIENCE
Print Magazine advertisements are accepted as a good part of the experience. Print Magazines are the only media channel to score
well on “information I trust” and being perceived as a medium where advertisement are a good part of the experience.
47%
Advertisements are a Good Part of the Experience
44%
21%
16%
11%
10%
Reading a Print
Magazine
Watching a
Magazine
Browsing a
Reading a Digital Browsing a Social Watching Videos
General Website
Magazine
Media Site
Online
Early Adopter
45%
47%
24%
18%
14%
12%
Influencer
47%
42%
23%
19%
14%
11%
59
CONSUMERS TRUST INFORMATION
FOUND IN PRINT MAGAZINES
Readers of a Print Magazine and those browsing Websites have a higher degree of trust in the information they are
accessing through these channels.
Has information I trust
51%
45%
28%
22%
12%
Reading a Print
Browsing a
Magazine
General Website
Watching
Television
8%
Magazine
Media Site
Videos
Early Adopter
47%
45%
30%
23%
16%
11%
Influencer
47%
46%
27%
22%
16%
11%
60
CONSUMERS TRUST MAGAZINE ADS
In a world where trust is becoming an endangered concept, it’s good to know that readers trust magazine advertising.
TO WHAT EXTENT DO YOU TRUST THE FOLLOWING?:
Ads in magazines
47%
Ads in newspapers
47%
Ads on TV
46%
Ads on radio
45%
Billboards & other outdoor ads
41%
Ads before movies
40%
Ads served in search engine results
35%
Online video ads
31%
Ads on social networks
31%
Online banner ads
28%
Source: Nielsen Global Trust in Advertising Survey, April 2012
61
EXECUTIVES TRUST MAGAZINE
ADVERTISEMENTS
While consumers are known to be cynical about
advertising, the C-Suite audience is more like to trust
magazine advertising vs. the population as a whole.
54%
17% of all consumers agree with the statement; ‘I trust
50%
the advertiser more when they are advertising in a
magazine I trust’. This increases to 22% among
the C-Suite.
+46%
35%
C-Suite executives were also more likely to visit a website
after seeing an advertisement in a magazine.
24%
All respondents
C-Suite
The ads are an important
part of the magazine
Source: Magazine Experience Europe 2008, Fortune Time. .
62
I have visited a website after
seeing an advert in a
magazine
MAGAZINE ADS ARE NOT A SOURCE OF
CONSUMER COMPLAINTS
A recent review of consumer complaints about
advertisements reveals that magazines garner the
least number across media types. This is good
news in support of other research that show
magazine ads as trusted advertising sources.
AD COMPLAINTS BY MEDIA IN 2011
Number of
Complaints
Percentage of
Complaints
Magazines
12
1%
Point-of-Sale
47
3%
Other
40
3%
Newspapers
53
4%
Radio
55
4%
Direct Marketing
88
7%
Flyers
84
7%
Out-of-Home*
92
7%
Internet
280
21%
Television
559
43%
1,310
100%
Medium
Total
* Includes such media as outdoor and transit
Source: 2012 Ad Complaints Report Year in Review, Advertising Standards Canada (ASC), 2013
63
MAGAZINE ADS DEMAND
HIGH READER INTEREST
Among 31 key advertising touchpoints, magazines rank highest in generating “considerable/some interest in seeing ads”.
Key advertising touch points
ADVERTISING
TOUCHPOINTS
Television
Magazines
Newspapers
Grocery stores
Department stores
Radio
Warehouse/club stores
Websites
Shopping Malls
Restaurants
Bookstores
Movie theatres
Sports stadiums/arenas
Drugstores/pharmacies
Mail sent to home
Medical offices
Billboards
Café/coffee houses
Smartphone/tablet
HAVE CONSIDERABLE OR SOME
INTEREST AMONG THOSE SEEING
AD
62.2%
62.0%
59.4%
57.9%
55.3%
54.5%
51.8%
51.4%
47.3%
46.7%
45.8%
44.2%
41.3%
39.8%
39.2%
38.0%
37.2%
36.1%
35.4%
ADVERTISING
TOUCHPOINTS
HAVE CONSIDERABLE OR SOME
INTEREST AMONG THOSE SEEING
AD
Convenience stores
Health clubs/gyms
33.9%
33.8%
Pubs/bars
33.4%
Hair/nail salons
Hair/nail salons
Casinos/racetracks
Inside airplanes
Airports
Video screen ads
Gas stations
32.3%
32.3%
31.4%
30.2%
29.5%
28.1%
27.4%
Bus/subway/train stations
26.7%
Subways
Trains
Airport lounges
Buses
Office building lobbies
Elevators
Inside taxis
Taxi roofs
25.9%
25.6%
24.3%
24.2%
23.7%
22.8%
19.2%
19.1%
Source: Mendelsohn Affluent Survey, 2011. Base: A18+, HHI $100,000+
64
MAGAZINES REACH & ENGAGE ALL
CONSUMERS
Rankings of advertising platforms’ estimated potential reach and engagement levels.
Net Worth
ALL
ADULTS
UNDER $1 MILLION
$1 MILLION OR MORE
REACH
REACH
ENGAGEMENT
REACH
ENGAGEMENT
%
RANK
RANK
RANK
RANK
Television
57
1
3
1
11
Magazines: printed
42
3
5
4
9
In mail sent to your home
42
4
12
3
17
Facebook
42
2
16
8
10
In e-amils
40
5
17
6
12
Websites
37
6
15
2
16
Radio
34
7
13
7
8
Newspapers: printed
33
9
9
5
1
Billboards
32
8
19
10
19
Inside stores
30
10
11
9
12
YouTube
28
11
7
14
6
Tablets
14
16
6
18
12
Magazines: digital
13
17
18
17
7
Source: Insights into Luxury, Affluence and Wealth, Shullman Luxury, Affluence and Wealth Pulse, April 2014.
65
MAGAZINES EFFECTIVELY REACH
LUXURY PROSPECTS
Magazines readers are an advertiser’s best customer: they’re typically more affluent, holding professional managerial, executive or owner
positions with the income to purchase advertised brands.
Magazines are deemed to be highly effective at reaching and influencing luxury prospects, ranking in first or second place, depending on
household income of $75,000+ or $250,000+.
Luxury Prospects (by Hhld Income)
ALL ADULTS
MEDIUM
HHI $75,000+
REACH
RANK
EFFECTIVE
RANK
REACH
RANK
EFFECTIVE
RANK
REACH
RANK
EFFECTIVE
RANK
Television
1
3
1
3
1
5
Magazines
2
2
3
1
2
2
Websites
3
10
2
2
3
8
Social Media
3
12
7
5
8
15
Radio
5
13
5
10
4
7
Newspapers
5
9
4
4
5
3
Direct Mail to Home
7
15
6
13
6
16
Smartphones
8
5
10
11
11
10
Billboards
9
19
8
17
7
14
Shopping Malls
10
14
9
12
10
9
Note: Effective Rank is based on those who saw/heard advertising in that space.
Source: Shullman Luxury and Affluence Monthly Pulse, March 2013 Preview Wave
66
HHI $250,000+
MAGAZINE MEDIA GRAB THE ATTENTION
OF AFFLUENT CONSUMERS
Considerable or some interest in any advertising seen or heard in the past 30 days
TOTAL ADULTS
<35
35-54
55+
HHI$75K+
HHI$100K+
84%
94%
49%
50%
46%
35%
Magazines
71
76
75
62
68
67
TV
70
70
70
68
64
64
Smartphones
68
66
67
81
52
41
Newspapers
66
66
66
66
63
61
Medical offices
64
79
68
54
61
48
Tablets
62
72
57
57
49
52
Airports or airport lounges
59
58
40
71
53
49
Facebook and other social media
59
70
54
53
57
54
Office building lobbies
56
78
63
4
39
32
Inside airplanes
Source: Special tabulations from the Shullman Luxury and Affluence Monthly Pulse, March 2013. Magaazine Media MPA Factbook 2013/2014.
67
MAGAZINES ATTRACT WEALTHY
ADVERTISERS
Both print and and digital magazines stand out as places where millions are more likely to be interested in advertising than their less
wealthy counterparts.
Net Worth
CONSIDERABLE OR SOME INTEREST (PERCENT
AMONG THOSE WHO SAW ADVERTISING IN EACH
PLACE)
ALL ADULTS
%
UNDER $1
MILLION %
$1 MILLION
OR MORE %
Tablets
72
74
50
Newspapers: digital
70
70
70
Television
69
70
53
Magazines: digital
68
69
60
Magazines: printed
67
68
56
Shopping malls
65
66
64
YouTube
64
64
62
Newspapers: printed
63
61
74
Twitter
61
61
69
Movie theaters
60
62
41
Inside stores
57
58
50
Radio
55
55
56
55
56
45
Smartphones
53
54
50
68
PRINTED PUBLICATIONS REACH UPSCALE
CONSUMERS
Traditional media are alive and well in the land of the wealthy, as TV and printed publications remain among the top advertising
platforms to reach upscale consumers, especially millionaires. Printed magazines, in-home mail and Facebook all reached more
than four out of then consumers.
Net Worth
SAW OR HEARD ADVERTISING IN PAST 30 DAYS
ALL ADULTS
%
UNDER $1
MILLION %
$1 MILLION
OR MORE %
Television
57
57
58
Magazines: printed
42
47
43
42
47
44
Facebook
42
42
34
In e-mails
40
40
35
Websites
37
36
46
Radio
34
34
34
Newspapers: printed
33
32
42
Billboards
32
32
28
Inside stores
30
30
31
YouTube
28
29
22
Shopping malls
25
25
21
Gas stations
22
22
19
Magazines: digital
13
13
17
69
PRINT MAGAZINE READERSHIP
INCREASES WITH INCOME
Consumers in high income households love magazines more than any other media—in fact, the higher the income, the higher the
readership rate.
HHI $75k-$149,999K
Magazines
107
*
Internet
Radio
111
97
Newspapers
106
HHI $150K+
Magazines
135
Internet*
Radio
Newspapers
123
78
124
Top quintile of usage for each medium, indexed to adults 18+
70
Source: GfK MRI, Spring 2014; MPA Factbook 2014/2015
LUXURY GOODS BUYERS ARE PRINT
MAGAZINE READERS
Affluent consumers who have great experience in luxury goods and who give trusted advice to friends and family, are heavy
magazine readers.
Heavy media usage among super influential consumers of luxury goods (index)
MAGAZINES
INTERNET*
TV
RADIO
NEWSPAPERS
Beauty
180
140
62
114
80
Fashion
174
139
62
99
84
Interior Decoration
131
117
62
107
83
71
MAGAZINES ATTRACT INTEREST OF
VERY HIGH INCOME CONSUMERS
Top ten locations where advertising was seen or heard in past
30 days by those with household income $250,000+
TOTAL
ADULTS
AGE
<35
AGE
35-54
AGE
55+
Television
80%
64%
80%
91%
Magazines
73%
60%
74%
Radio
66%
42%
Websites
66%
Newspapers
Considerable or some interest among those who saw/heard
advertising with Household Income $250,000+
TOTAL
ADULTS
AGE
<35
AGE
35-54
AGE
55+
Health Clubs/Gyms
66%
85%
67%
50%
81%
Magazines
59%
63%
61%
55%
74%
69%
Newspapers
55%
27%
61%
54%
52%
67%
75%
Television
52%
43%
58%
49%
64%
31%
71%
76%
Sporting
Stadiums/arenas
50%
46%
54%
43%
In mail sent to your
home
58%
27%
59%
76%
Websites
45%
36%
53%
39%
Medical offices
45%
72%
62%
21%
Billboards
47%
27%
45%
64%
Smartphones
45%
84%
39%
22%
Facebook and other
social media sites
41%
46%
40%
38%
Radio
44%
41%
47%
40%
Shopping malls
43%
50%
45%
7%
Movie theaters
39%
46%
32%
44%
Shopping malls
35%
24%
40%
35%
Bus stops/subway
stations/train stations
41%
89%
34%
27%
Source: Affluent Predilections, MediaPost, 2013.
66
MAGAZINES COMMAND
FULL CONSUMER ATTENTION
TV and Print Magazines are the channels that command the most attention from consumers as they interact with them.
Among category influencers, Print Magazines are more likely to command their attention.
45%
Has my Full Attention
42%
32%
18%
16%
15%
Reading a Print
Magazine
Watching
Television
Browsing a
Reading a Digital Watching Videos Browsing a Social
General Website
magazine
Online
Media Site
Early Adopter
43%
43%
35%
20%
19%
16%
Influencer
45%
39%
37%
19%
18%
16%
73
MAGAZINE READERS ARE DEVOTED
The amount of media choice available today is having limited impact on the magazine experience.
92% of consumers read a magazine at least once a week
94% of all consumers expect to read the same amount
of magazines or more in the next 12 months.
Source: Magazine Experience Study, Sanoma Uitgevers, Time Inc., 2014.
74
MAGAZINE READERS ARE LESS LIKELY TO
MULTITASK
Magazines are a ‘me-time’ medium: readers are less likely to multitask. Consumers often use more than one digital device at a
time.
Almost 4 in 10 TV viewers (38%) surf the internet
while watching TV
Over a quarter of Internet users (26%) uses a mobile
phone at the same time
One third of consumers (34%) set aside ‘special time’
for magazines
75
MAGAZINES RECEIVE PRIMARY ATTENTION
Magazines are able to capture and hold attention better than any other medium. Consumers enjoy fully focusing on magazines without any
distractions.
Magazines
79%
Newspapers
59%
Internet
Radio
TV
35%
Of multi-media time spent with medium,
% where it receives primary attention
17%
15%
76
MAGAZINES HOLD ATTENTION
THROUGHOUT DAILY ACTIVITES
When consumers take time to read magazines, they are able to capture and hold attention better than other media. Consumers enjoy
taking the time to focus solely on magazines as well as read magazines at meal times.
Media
Distribution of time of media exposure
Eat
Work
Other
Social activities
Meal eating
Meal preparation
Services & Shopping
Child care
Housework
Work
Magazines
Newspaper
TV
Radio
Web
77
Media Only
PEOPLE ARE MOST INFLUENCED AND
INSPIRED BY MAGAZINE MEDIA
MAGAZINES
WEBSITES
AD-SUPPORTED TV
NETWORKS
A way to learn about new products
133
100
80
Some content touches me deep down
132
92
96
Gets me to try new things
131
100
81
Inspires me in my own life
131
96
88
Inspires me to buy things
122
104
83
Trust to tell the truth
116
105
84
Gives me something to talk about
116
92
97
Brings things to mind I enjoy
111
92
100
(INDEX)
Source: Experian Marketing Services, Simmons Multi-Media Engagement Study, Fall 2013. Magazine Media MPA Factbook 2014/2015.
78
MAGAZINES INSPIRE
Print Magazines lead the media landscape with their ability to inspire consumers with their content.
Inspiring
44%
36%
31%
17%
17%
15%
Reading a Print
Magazine
Watching
Television
Browsing a
Reading a Digital Watching Videos Browsing a Social
General Website
Magazine
Online
Media Site
Early Adopter
37%
45%
18%
18%
17%
33%
Influencer
35%
43%
18%
19%
17%
34%
79
MAGAZINE ADS ARE HIGHLY RELEVANT
TO CONSUMERS
Print Magazines ads are offer relevant advertising within a relevant context, generally associated with a specific editorial genre.
46%
46%
Has Relevant Advertisements
25%
16%
Early Adopter
Influencer
13%
Reading a Print
Magazine
Watching
Television
Browsing a
General Website
Magazine
Media Site
Online
46%
45%
28%
19%
16%
13%
47%
42%
53%
21%
24%
19%
80
10%
MAGAZINE ADS PROVIDE CONSUMERS WITH
RELEVANT LEARNING
The audience of Print Magazines and general Websites associate those channels with learning relevant content more
so than other channels.
Learning Things that are Relevant to Me
50%
47%
37%
25%
18%
Reading a Print
Browsing a
Magazine
General Website
Early Adopter
Influencer
Watching
Television
Magazine
Media Site
Online
49%
47%
37%
24%
20%
19%
49%
49%
35%
28%
20%
19%
81
16%
MAGAZINES INSPIRE AND INFORM
Magazines score high on inspiration/information, higher than all other media (except internet).
SEARCHING FOR
INSPIRATION/INFORMATION
COMPARING
Internet
Magazines
Face to Face (WOM)
68%
59%
52%
73%
28%
44%
CHOICE OF
PRODUCT
& BRAND
57%
27%
42%
Newspapers
49%
19%
17%
TV
Free local papers
Radio
Other
48%
47%
45%
43%
14%
36%
10%
8%
21%
25%
13%
15%
Internet
Magazines
BUYING
49%
9%
21%
4%
5%
14%
1%
3%
SEEKING INSPIRATION
FINDING INFORMATION
58%
78%
77%
39%
Source: Print. The link to online, Sanoma Uitgevers, March 19, 2010.
82
74%
Talk with other people about
things they have seen/read in a
magazine
75%
Get ideas from advertisements
in magazines
60%
Tear out of/cut in magazines
84%
Use links to websites found in
magazines
MAGAZINE ADS ARE A SOURCE TO LEARN
ABOUT NEW PRODUCTS/SERVICES
Consumers see Print Magazines and Websites as the best resources to learn about new products or services.
A Source to Learn about New Products
51%
51%
41%
27%
19%
Reading a Print
Browsing a
Magazine
General Website
Early Adopter
Influencer
Watching
Television
Magazine
Media Site
Online
50%
52%
41%
27%
24%
19%
49%
53%
42%
30%
24%
19%
83
16%
MAGAZINES MATTER TO
WOMEN WHO EXERCISE
Greater numbers of exercisers express positive sentiments towards magazines as a source for information, inspiration
and relaxation. Magazines matter to women who exercise whether it’s to learn something new or to get away from it all.
Attitudes towards Advertising and Magazines among Women Exercisers/Non-exercisers (%)
DO NOT EXERCISE
REGULARLY
EXERCISE
REGULARLY
Magazines keep me up-to-date with styles and trends
66%
77%
Magazines give me good ideas
57%
68%
Advertising in magazines provides me with useful
information about new products and services
51%
56%
Magazines are a good source of learning
44%
54%
Magazines make me think
36%
47%
Magazines are a good escape
34%
44%
Magazines provide pure entertainment
32%
41%
Magazines relax me
28%
38%
Magazines keep me informed
25%
31%
AGREE WITH STATEMENT
Source: GfK MRI's Survey of the American Consumer, Doublebase 2012
84
MAGAZINE READING IMMEDIACY
Print magazine readers look forward to
receiving their magazines in the mail. A typical
print issue is read the same day it is received by
43% of readers; 77% begin reading their
magazine within the first three days; and 92%
within that first week.
58% of digital magazine readers begin reading
an issue the same day it is received.
Immediacy of Reading a Typical Print Issue
Same day I receive it
43%
Within 2-3 days
34%
Within I week
15%
Within 2 weeks
5%
Two weeks or longer
3%
Source: Affinity’s VISTA Service, 2010. Base: All magazines
Immediacy of Reading a Digital Magazine Issue
Same day I receive it
58%
Source: Texterity-BPA Worldwide Certified Profile of the
Digital Edition Reader, 2010
85
MULTIPLE PAGE EXPOSURES
Readership accumulation studies, taking into account readers’ repeat reading exposures, suggest a strong build of exposure
over the first two weeks of an average weekly magazine. This study takes into account how readers read: they are often
exposed to the same pages multiple times as they scan through and read a magazine over the life of the issue.
% of all daily 2-page contacts
12.00%
10.00%
Continuous Build-up of Exposures Over Time:
Daily Exposure (%)
11%
9.5%
7.7%
8.00%
8.2%
6.7%
6.4%
6.5%
6.00%
5.8%
6.2%
6.0%
4.9%
5.9%
4.6%
5.7%
4.9%
4.00%
2.00%
0.00%
Day 1*
* On sale date
86
Day 2
Day 3
Day 4
Day 5
Day 6
Day 7
Day 8
Day 9
Day 10 Day 11 Day 12 Day 13 Day 14 Day 15
Source: AIM RFID Contact Study, 2009-2011
Base: 290,299 two-page contacts; aggregated average of 24 weekly magazines; 100%
equals all two-page contacts during 2-week fieldwork period
New
PRINT WORKS DOUBLE
Consumers enjoy taking their time while reading print magazines. Advertising in print magazines ensures that it will be seen almost twice
by the reader and for an average of 33 seconds each time.
1.88
1.82
1.8 contacts per spread per reader
33 seconds average time spent spread
Two-Page Spread
Two-Page Without
Advertising
1.8
Two-Page With Advertising
87
MAGAZINE READERS TAKE ACTION
62% of magazine readers take action after exposure to specific magazine ads. Whether it’s visiting a website, a store or a dealer or
having gained a more favourable opinion about the advertiser, magazine readers respond to magazine ads and with an action
orientation. 68% of readers take action after reading specific magazine articles or features.
ACTIONS READERS TOOK OR PLAN TO TAKE AS A RESULT OF
EXPOSURE TO SPECIFIC MAGAZINE ADS
Considered purchasing the product/service
27%
Saved article for future reference
29%
Have a more favourable opinion about the advertiser
19%
Passed article along to someone
24%
Looked for more info about the product/service
15%
Gather more info about the topic
15%
Purchased the product/service
14%
Visit a related website
12%
Recommended the product or service
13%
Visited the advertiser’s website
10%
Took any action (net)
68%
Visit a store, dealer or other location
8%
Clipped/saved the ad
6%
Visited/joined the company’s social network
4%
Took picture of QR code/snap tag with cell phone
4%
Source: StarchMetrix Canada Summary of Actions Taken,
April 2011 to March 2012
88
ACTIONS TAKEN AS A RESULT OF READING
SPECIFIC FEATURES/ARTICLES
62%
Source: Affinity Research VISTA Print Effectiveness Rating Service, 2010.
Actions taken based on respondents recalling specific ads
PRINT ADS THAT GET WOMEN TO ACT
Research from GfK Starch Research Canada show that print ads in Canadian consumer magazines can still attract and engage
readers. Online surveys with 20,068 female readers about their recall of 5,300 ads were conducted and results show which ads (and
their call-to-action) resonated most with readers.
IKEA with a dedicated URL
(ikea.ca/PAXplanner)
Dior J’adore perfume uses
the power of celebrity and
powerful photography
Kraft uses a simple
execution product shot
Source: Filter Magazine, ‘Print Ads That Get Women To Act’, June 2014.
89
Hellman’s included a
picture of a finished
product and immediate
application
CONSUMERS TAKE ACTION AFTER SEEING
MAGAZINE MEDIA ADS
Magazine media ads drive response regardless of platform.
Print and digital magazines (index)
53% of magazine readers made a
Noted (average)
Digital Ads
70%
Print Ads
61%
58% of magazine readers have
Took any action (average)
Digital Ads
Print Ads
purchase based on a print ad in their
favourite magazine
52%
52%
looked for more information based
on a print magazine ad—and that is
even higher (65%) for 25-34 year
olds
Any action taken based on readers who noted the ad
Source: GfK MRI Starch/Starch Digital 2013; ORC Caravan, March 2014; MPA Factbook 2014/2015
90
ACTIONS TAKEN
BY HOW COPY WAS OBTAINED
Regardless of how magazine issues come into readers’ hands, they respond to their magazines in very similar ways
taking nearly identical actions. Purchase intent of advertised products is consistent as is the desire to visit an
advertiser’s website or gather more information.
ACTIONS READERS TOOK OR PLAN TO TAKE AS A RESULT OF EXPOSURE TO
SPECIFIC MAGAZINE ADS
PAID
PASSALONG
NONPAID
TOTAL
READERS
Consider purchasing the advertised product/service
19%
18%
18%
19%
Have a more favourable opinion about the advertiser
12%
11%
11%
12%
Gather more info about the advertised product/service
12%
11%
11%
12%
Visit the advertiser’s website
11%
10%
9%
10%
Purchase the advertised product or service
8%
7%
7%
8%
Visit a store, dealer or other location
8%
8%
7%
8%
Save the ad for future reference
7%
6%
5%
6%
Recommend the product/service to a friend, colleague or family member
5%
5%
5%
5%
53%
57%
52%
53%
Source: Affinity’s VISTA Service, 2010. Actions taken based on respondents recalling specific ads
91
MAGAZINE AD EFFECTIVENESS IS UP
As consumers become harder to impact in a meaningful way, magazine ad effectiveness, as measured by advertising
recall, is up 11%. That’s a significant increase in media recall, sure to impact advertiser ROI.
Increasingly, consumers take action after reading magazine advertising. Perhaps it’s the high level of trust, or the
helpful, detailed nature of magazine ads driving this trend at a time when positive consumer actions are more
important than ever.
Magazine Advertising Recall (%)
2005
INDEX
59
2012
Magazine Advertising Actions Taken (%)
2005
2012
100
53
51
53
111
INDEX
100
104
Source: Affinity Research VISTA Print Tracking Service, 2012. Actions taken based on respondents recalling specific ads
92
AVERAGE AD IMPACT SCORES
The active process of magazine reading results in high levels of noting, ad and brand, leading to strong levels of actions
taken. When studies from around the world are compiled, the results are quite similar resulted in the ranges below. It
should be noted that these ranges are a measure of communication, not total exposure (eyes open in front of the page)
which typically exceeds 90% for the average page.
TYPICAL AD NOTING IMPACT SCORES
Ad Noting
Brand Noting*
Action Taken*
2-Page Spread
55-65%
85-90%
50-60%
Full Page
50-60%
85-90%
50-60%
Half Page
45-50%
80-85%
50-60%
* Based on those noting the ad
Source: Proof of Performance, Guy Consterdine, based on norms in several countries, 2012
93
MAGAZINE EDIT & ADS DRIVE
CONSUMER BEHAVIOUR
Research confirms what has been suspected for
many years, that magazine readers read magazine
advertisements nearly as much as the editorial. The
study shows that edit and ads both drive consumer
impact and behaviour at nearly equal levels. This is
additional proof that magazines provide a very
compelling environment for advertisers.
MAGAZINE DRIVERS OF CONSUMER BEHAVIOUR
Noting score
Read any of content
Read most of content
Information Gathering:
Used for ideas
Gathered more info after seeing article/ad
Visited brand website
Cut it out
Impact Actions:
Discussed/referred it to someone
Passed to someone
Have a more favourable opinion of product
Recommended the product
Consideration & Purchase:
Considering purchase
Purchased
Net action score
Source: Proof of Performance, Magnify, PPA, 2011
94
Editorial Article
54%
50%
33%
Advertisement
54%
45%
25%
18%
13%
11%
7%
18%
16%
7%
19%
13%
-
19%
14%
12%
4%
66%
22%
9%
63%
MAGAZINES DELIVER A HIGHER ROI THAN
TV AND ONLINE
In an analysis of 77 campaigns with a spend of up to £6m, magazines showed the highest ROI against a mean index
per channel. Magazines delivered an ROI 11% higher than TV, and 22% higher than online.
Magazine
167
TV
150
Online
137
Newspaper
103
Movies
99
Radio
Billboards
97
60
95
PRINT MAGAZINE ADVERTISING
LIFTS SALES
Advertising in print magazines pays off long-term—it lifts sales throughout the campaign; with an overall increase of +18%
(exposed) vs. control (and +11.5% vs. pre-period).
Case study: Magazine ad sales results over time for salad dressing brand
Campaign start
Campaign end
0.3
0.25
$ per household member
0.2
0.15
0.1
0.05
0
Oct-11 Nov-11 Dec-11 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12
Month/year
Test (Exposed Group)
Control Group
Source: Nielsen Catalina sales data, Meredith Corporation, 2014; MPA Factbook 2014/2015
96
AD CREATIVE QUALITY DRIVES
EFFECTIVENESS
A study conducted by DRAFTFCB and Meredith verifies what many have believed for years, that creative quality is the
main driver of ad recall and sales effectiveness.
Ad recall that can be explained
7%
Influence on shifts in brand sales
(digital advertising)
Ad quality
5%
Involvement
40%
18%
Other magazine
characteristics
Magazine exposure
30%
48%
52%
Media plan & weight,
price, other
Category
participation
Source: Identifying Key Metrics for Magazine Planning, Ware (Meredith
Corp.), Baron (DRAFTFCB) & Edge (Knowledge Networks), worldwide
Readership Research Symposium (Prague). Base: 27% of ad recall that
could be explained. September 2011
97
Creative quality
Source: comScore ARS Global Validation Summary. Numbers represent
the percent variance in sales shifts explained by the corresponding factors. Creative
quality is based on the ARS Consumer Choice Score/ A lift in the
score is highly correlated with brand sales results. October 2010
MAGAZINE EMAIL LIST MEMBERSHIP HAS
STRONG REACH OF INFLUENCERS
Membership In Magazine Email List
Total
Category Influencer
70
60
50
40
30
20
10
0
Age 18-34
Age 35-49
Age 50+
Q44, Do you receive regular emails from any magazine brand?
98
MAGAZINE EMAILS PROGRAMS OFFER A
GREAT SOURCE OF RELEVANT INFO
Membership in Magazine Email List (% Agree)
70
61%
60
59%
50
39%
40
30
20
10
They are a great source of
information
The content is relevant to me I find them a nice part of my day
Q45. Thinking of emails that you receive from magazine brands, how much do you agree or disagree with the following statements
99
PRINT MAGAZINES
THROW TO WEB/SEARCH
They feed the digital space
100
MAGAZINE ADS DRIVE ONLINE SEARCH
AND BRANDED WEBSITES
Action Ever Driven By Magazine Advertisements
70
Total
Category Influencers
60
50
40
30
20
10
0
Searched online
about the product
Visited the
advertiser’s website
Mentioned the
advertisement to
others
Liked or followed the
advertiser on a social
network
Q38. Which of the following have you ever done after seeing a magazine ad that captured your attention?
101
MAGAZINES IN TOP TIER FOR DRIVING
ONLINE SEARCH
ADULTS
18+
MALE
FEMALE
18-24
25-34
35-44
45-54
55-64
65+
31%
28%
33%
30%
30%
32%
31%
34%
27%
TV/Broadcast
32
35
30
31
29
32
35
34
32
Cable TV
30
35
26
40
39
33
28
34
19
Newspaper
26
27
24
16
17
22
28
34
36
Internet advertising
24
25
22
33
27
26
23
21
14
Radio
21
23
20
22
25
26
24
19
12
Magazine
The sum of the percent totals may be greater than 100 because the respondents can select more than one answer.
Source: Prosper Media Behaviors & Influence Survey, December 2012. Magazine Media MPA Factbook 2013/2014.
102
MAGAZINES DRIVE SEARCH
Magazines have the most influence on consumers going to the web to get more info on products and services.
Media that Trigger Online Search
Magazines
36%
Broadcast TV
36%
Face-to-Face
35%
Cable TV
32%
Newspapers
30%
E-mail Ads
26%
Direct Mail
25%
Internet Ads
24%
Radio
23%
Online/social media*
17%
Outdoor Billboard
10%
Blogs
10%
* i.e. Facebook, Twitter
Note: The sum of the percentage totals may be greater than 100% because the respondents can select more than one answer.
Source: BIGinsight, December 2011
103
ONLINE SEARCH INFLUENCERS BY DEMO
Across gender and age demos, magazines successfully drive consumers to search online, ahead of online media and
word-of-mouth. Magazines score within the top four media across each age group and gender.
“Which of the following triggers you to start an online search?” (% by medium)
MEDIUM
A18+
MALE
FEMALE
18-24
25-34
35-44
45-54
55-64
65+
36%
33%
39%
32%
36%
36%
37%
37%
37%
TV/Broadcast
36
39
33
30
32
36
39
40
36
Face-to-Face
35
34
37
37
41
39
37
32
25
Newspapers
30
31
29
19
22
26
32
38
42
Cable TV
32
36
27
42
40
34
29
26
22
Radio
23
25
22
28
26
27
26
21
13
Direct Mail
25
24
26
18
23
25
25
28
28
E-mail Advertising
26
25
27
25
28
29
26
25
22
Internet Advertising
24
26
21
28
28
25
23
21
17
Online/social media*
17
16
17
26
25
20
14
10
7
Outdoor Billboard
10
11
8
13
13
12
10
7
4
Blogs
10
10
9
22
17
9
5
4
3
Magazines
* i.e. Facebook, Twitter
Note: The sum of the percentage totals may be greater than 100% because the respondents can select more than one answer.
Source: BIGinsight, December 2011
104
MAGAZINES PROMPT ONLINE ACTION
Magazine readers are more likely to use the internet for shopping, search and information, blogging and social networking.
Internet Activities done in the Past 4 Weeks
Index of heavy media users (pop. = 100)
HEAVY MAGAZINES
(4+ ISSUES/MOS)
HEAVY BROADCAST
TV
(3+ HRS/DAY)
HEAVY
RADIO
(3+ HRS/DAY)
HEAVY
NEWSPAPERS
(8+ ISSUES/WK)
Shopping, buying, selling
110
84
90
98
Research & information
104
82
84
100
Entertainment & amusement
105
87
82
88
Blogging & online communities
106
78
78
82
ACTIONS
Source: 12 Magazine Truths, Ray Morgan Single Source, April 2009 – March 2010
105
READERS TAKE ACTION ON
MAGAZINE WEB SITES
Magazine readers perform a wide array of activities while visiting a magazine website, from reading articles to clicking
on ads or forwarding an article. Nearly half of readers go online to find more information about the advertising in their
printed magazines.
ACTIVITIES PERFORMED BY MAGAZINE READERS
WHO VISIT A MAGAZINE WEBSITE
Read an article online
72%
Forward an article to someone
24%
View/click on ad
24%
Bookmark the magazine’s site
21%
Download/print an article
20%
Purchase a product /service
10%
Subscribe to a magazine
8%
Post a comment/blog
8%
Download an application
5%
Some other activity
24%
Source: Affinity VISTA Service, January – December 2010..
106
MAGAZINE AD URLs DRIVE READERS TO WEB
Magazine ads with URLs are significantly more likely to drive readers to advertiser websites across a variety of editorial categories.
More than a 40% rise in web traffic after consumers were exposed to ads. This result should not be surprising as readers need not
search for a pen and paper or try to memorize an advertiser’s URL.
Ads WITHOUT Web Address
Ads WITH Web Address
203
Home
Financial
Fashion
Men’s
122
152
138
286
Travel
Women’s Service
198
Action index: Visit Advertisers Website
Source: Vista, 2009. Base: Actions taken based on respondents recalling specific ads; :Magazine Experience Study, Sanoma Uitgevers, Time Inc., 2014.
107
CONSUMERS ARE MOST LIKELY TO USE
QR CODES IN MAGAZINES
QR code usage is highest in magazines across four measured countries: US, UK, Germany and France. The US leads usage
with over one-third of respondents claiming usage of magazine QR codes.
Young Adults in Select Countries Who have Scanned a QR Code in 2012, by Media (%)
MAGAZINE
POSTER
MAIL
PACKAGING
WEBSITE
EMAIL
TV
US
18-24
25-34
UK
39%
36%
35%
25%
38%
36%
32%
31%
21%
17%
14%
16%
9%
12%
18-24
26%
23%
16%
18%
15%
8%
10%
25-34
23%
16%
18%
17%
12%
8%
7%
18-24
27%
21%
18%
22%
13%
6%
4%
25-34
23%
15%
14%
14%
11%
4%
5%
18-24
21%
18%
17%
18%
13%
10%
3%
25-34
18%
12%
10%
19%
5%
4%
3%
Germany
France
Source: Pitney Bowes. “Getting Ahead of the Emerging QR Code Marketing Trend, Jan. 15, 2013
108
PRINT MAGAZINES ARE #1 IN
TRIGGERING QR CODE RESPONSE
I have captured QR codes in the following location
Magazines
15%
Mail
13%
Packaging
13%
Poster
10%
Websites
8%
Email
TV
5%
4%
Source: Pitney Bowes, QR Codes Use in the US and Europe, 2012. Magazine Media MPA Factbook 2013/2014.
109
MAGAZINES USE ACTION CODES TO
FURTHER ENGAGE READERS
More and more magazine advertisers are adopting action codes—AR, QR, snap tags– to offer readers compelling new experiences
that engage, educate and entertain. Mobile activated magazine pages rose 54.9% in 2013 and QR codes are still popular with
advertisers, comprising 60% of all advertising activations.
POST-SCAN DESTINATIONS
Landing page
68.8%
Social
29.8
Video
12.9
Purchase
12.0
Recipe
9.6
Opt-in
5.7
Photos
5.3
Polling or quizzes
4.2
Coupon
3.7
Sweepstakes
2.5
Source: Nellymoser, Mobile Activation Study, January-December 2013 (2014 edition); MPA Factbook 2014/2015
110
DIGITAL
MAGAZINE MEDIA
Magazines play in
the digital space
Click here to view the
Digital Magazine Media Fact Book
111
PRINT AND DIGITAL ADS RECEIVE EQUAL
RECALL
Research indicates that readers feel the same way about the tablet editions of print magazines—they enjoy the ads and editorial
equally, and more importantly, they are able to recall the ads just as well. Ads in tablet versions of magazines had an average of
52% recall, the same as ads in the print editions. The most recalled tablet magazine ads were recalled by over 80% of readers,
again reaching the same numbers as most recalled print.
Source: Readers Recall Tablet Magazine Ads at Same Rate as Print Ads, Wall Street Journal, July 2, 2014; Study: Magazine Tablet Edition Ads Get Same Recall
As Those in Print, AdAge, July 3, 2014.
112
DIGITAL MAGAZINE ADS CONNECT
MORE THAN VIDEO OR SOCIAL
Index to Online Video
Digital Magazines
Online Video
Social Media
190
160
160
130
127
100
Feeling engaged
113
100
94
Has my full attention
100
Ads are relevant
experience
113
110
100
DIGITAL MAGAZINE PERSUASIVENESS
INCREASES WITH ADOPTION
Evolution of the Digital Magazine
1-2 Digital Mags/Month
3-4 Digital Mags/Month
5+ Digital Mags/Month
30%
27%
25%
24%
22%
17%
20%
18%
17%
Feeling engaged with the
medium
Relationship
15%
Medium has my full
attention
experience
Receptivity
22%
17%
Ads are relevant
Persuasion
114
READERS PREFER PRINT EDITIONS
71% of respondents prefer print magazines over online magazines. Top reasons are greater portability (22%), like the
tactile aspect of paper (18%) and easier to read (15%).
Do you prefer print magazines or online magazines?
1%
19%
9%
71%
Print
Online
No preference
NA
Why do you prefer print editions?
More portable
Like the tactile aspect
Easier to read/browse through
Dislike reading on a screen
No need for an ereader or computer
More accustomed to it
I can read it whenever I want
Can keep them for future reference
More visually appealing
I can cut out pictures, articles, recipes
I can pass them along to other people
More convenient
Other
I don't know
22%
18%
15%
7%
6%
4%
3%
2%
2%
2%
1%
1%
4%
12%
0
5
Source: Periodical Marketers of Canada, Magazine Survey Report, Leger Marketing, February 2012
115
10
15
20
25
THE READING EXPERIENCE: PAPER WINS
Paper versions of magazines, newspapers and books continue to be the preferred method of reading, particularly
magazines where the gap between paper and digital devices is greatest.
% who are “extremely/very satisfied” with reading activities on paper/device*
90
* Among consumers who have tried
or currently do each activity
80
70
Paper
eReader
60
Tablet
Smartphone
50
40
30
Reading books
Reading magazines
Reading newspapers
Source: Content Consumption in the Digital Age (Webinar Presentation Deck), Harrison Group, 2011
116
READERS ABSORB MORE ON PAPER
A new study found that readers using a Kindle were significantly worse than paperback readers at recalling when events occurred in a
story. Print offers a tactile sense of progress, in addition to the visual.
50 readers were given the same short story to read. Half read the story on a Kindle, and half in paperback,
with readers then tested on aspects of the story including objects, characters and setting.
Kindle readers performed significantly
worse on the plot reconstruction measure
(i.e. when they were asked to place 14
events in the correct order.
Paper readers reported higher on
measures having to do with empathy,
transportation and immersion and
narrative coherence.
Source: ‘Readers absorb less on Kindles than on paper study finds’, The Guardian, August 19, 2014.
117
FOR THOROUGH INFO, FRENCH READERS
SAY ‘OUI’ TO PAPER
59% of internet users in the country chose paper when they wanted to rad information thoroughly, compared with just 16% who
turned their eyes to the digital screen. On the flipside, when readers wanted to jump right to the points and answers they were
looking for, the overwhelming majority went digital.
However, when it came to sharing information with friends and family, digital screens were far more popular, favored by 49% of
respondents.
Read information thoroughly
59%
Save information
Share information with your
friends/family
16%
40%
18%
Get to the essential points
right away, find an answer to 9%
a specific question
29%
49%
75%
25%
32%
33%
16%
Source: Print vs Digital in France, eMarketer, July 29, 2014.
118
Paper
Screen (website,
eletters)
Both equally
DIGITAL ENHANCES BUT DOESN’T
REPLACE THE MAGAZINE EXPERIENCE
While it may seem that digital is replacing print, consumers use both formats for different purposes. Digital platforms are quick easy
ways to research and stay up-to-date on their favourite magazines, but they do not replace each other. Quality content remains key
for magazine readers.
TOTAL SAMPLE
Print magazines and magazines websites serve different purposes
78%
I use magazines to inspire me and the internet for research
77%
I tend to read magazines when they go on sale and use magazine websites to stay
updated between issues
49%
I am happy to read magazines in any format as long as the content is good
40%
119
PRINT AND DIGITAL MAGAZINES RECEIVE
EQUAL READING TIME
Digital edition magazine readership mirrors print.
Average time spent per issue
53.5 minutes
53.2 minutes
Digital edition readership
Primary readers of print
*primary readership
Source: GfK MRI, Spring 2013; MPA Factbook 2014/2015
120
MAGAZINE READERS
ARE HEAVY SOCIAL MEDIA USERS
Which, if any, of the following forms of social media are you currently using?
100 91%
90%
75
61%
50
67%
40%
25
Print magazines
114
Total Respondents
Internet*
147
Avid Magazine Readers
Radio
103
Newspapers
81
TV
74
46%
33%
39%
24%
28%
Used Facebook, Twitter, Pinterest or
LinkedIn in past 30 days (index
24% 26%
12%
15%
9%
12%
9%
15%
3% 4%
0
Source: Adobe Digital Marketing Insights: The Impact of Tablet Visitors on Retail Websites, 2012; GfK MRI, Fall 2013; MPA Factbook 2014/2015
121
MAGAZINE MEDIA READERS ARE SOCIAL
Avid magazine readers are more social media savvy than the general population.
TOTAL
RESPONDENTS
AVID
READERS
47%
66%
The experience of interacting with media is generally enhanced when shared with others
48
67
Magazines for me are one of the most highly credible sources of information for the area that I am personally interested in
33
62
I trust the opinion of a magazine editor
30
54
Download coupons from a company’s Facebook page
53
63
Enter contests on Facebook or Twitter to win products or receive discounts
59
66
Redeem an offer from a “check-in” service such as Foursquare
29
41
Redeem an offer from a company’s Twitter feed or Facebook page
51
61
Seek the opinion of your Facebook friends before buying a product
50
62
Tell your friends on Facebook or Twitter about a special sale that you heard about
53
62
I love to share articles or products that I see in magazines immediately with others
35
54
I like to use social media to talk about what I am reading in magazines
29
47
It is important to me to be able to engage with a magazine brand on social media platforms
27
46
AVID MAGAZINE READERS ARE MORE ENGAGED WITH SOCIAL MEDIA
I like to share information about my daily activities with my family and friends
SHOPPING ACTIVITIES (FREQUENTLY/SOMETIMES)
AGREEMENT WITH SOCIAL MEDIA INVOLVEMENT STATEMENTS
Source: Magazines and Social Media, GfK MRI/MPA, The Marketing Democracy, 2012. Magazine Media MPA Factbook 2013/2014.
122
CONSUMERS CHOOSE A RANGE OF MAGAZINE
PLATFORMS THROUGHOUT THE DAY
Consumers turn to magazine brands at multiple times throughout the day, for a variety of purposes, and use a range of platforms.
Consumers typically bring three states of mind to their media consumption: catch-up time, focus time and down time.
Note: Multi-platform users of 7 IPC brands: Marie Claire; InStyle; Ideal Home; Woman & Home; Now; Look; NME
Source: Connected Consumers, IPC Media UK, 2013
123
PRINT MAGAZINE READERS ARE
TECH INFLUENCERS
Heavy print magazine readers are tech influencers—second only to online.
Heavy media usage among super influential consumers for technology purchases (index)
144
165
Home Electronics
72
118
95
Magazines
*
144
165
Mobile Phones
TV
62
113
Radio
85
Newspapers
141
169
New Technology
64
108
103
Top quintile of usage for each medium, indexed to adults 18+.
124
Internet
MAGAZINES IN A
MEDIA MIX
Surround your
target audience
with 360º marketing
125
MAGAZINES DRIVE PURCHASE INTENT
IN A MEDIA MIX
The latest results from Dynamic Logic and Marketing Evolution demonstrate the power of magazines when part of a
media mix. Aggregated results from 14 ROI studies validate the ability of magazines to drive purchase decisions.
14 Aggregated ROI Studies
200
200
175
160
150
150
114
100
100
100
TV Only
101
100
TV Only
TV + Online
TV + Online
50
TV + Online +
Magazines
0
TV + Online +
Magazines
0
Source: Dynamic Logic, 2011
126
50
Source: Marketing Evolution, 2011
ADVERTISING IN MAGAZINES
DIRECTLY INCREASES SALES
Meredith Corp, a magazine publisher, created a program to prove that advertising with their brands guarantees a direct
increase in sales.
In the first year of the program, results proved that in categories such as food, beauty and over-the-counter drugs,
participating marketers experienced a sales lift with big advertisers, earning an average return of $7.81 for every $1
they spent on ads in company magazines.
$1 spent
$7.81 in return
=
Source: Meredith Expands Program Guaranteeing Sales Lift for Big Advertisers, Advertising Age, April 29, 2013.
127
HIGHER FAVOURABILITY SCORES FOUND
IN BRANDS WHO INVEST IN MAGAZINES
Magazines are the only medium which show a consistent positive correlation between higher ad investment levels and higher
favourability scores—consumers were more likely to uniquely favour or consider the brands to be the best in their field.
- Brands that spent less than £2 million enjoyed a 25% uplift in their favourability scores.
- Brands that spent between £2 million and £10 million had an average uplift of 72% in
their favourability scores.
- Every £1 invested in magazine advertising generates an average ROI of £1.40.
Sources: Magonomics, PPA, 2012. Ad Value research reveals magazines deliver ROI of £1.40, FIPP, 28-11-2012.
128
MAGAZINE ADS HELP TV ADS WORK HARDER
Research into the impact of TV commercials concludes that respondents who had also seen magazine ads for the same product
produced scores that were well above the control group (those who saw the TV ads but not the magazine ads). Respondents were
carefully screened to ensure similar socio-demographics, media exposure levels and other characteristics.
Magazine Advertising Lifts Key Performance Indicators
Aggregated Results
150
% of all 2-page contacts
100
100
121
116
114
100
100
100
110
50
0
Ad awareness
Impact of TV ad
Control
Brand recognition of Purchase consideration
TV ads
Magazines
Source: Proof of Performance, Atenea, 2nd Wave, 2011
Base: Women who have seen TV advertising ; Control: not seen TV advertising
129
MAGAZINES OUTPERFORM TV AND
ONLINE FOR CRITICAL PURCHASE DRIVERS
Average impact by single channel exposure
11%
Brand Ad Awareness
6%
12%
8%
Brand Favorability
3%
6%
Magazines
Online
TV
7%
Brand Purchase Intent
3%
6%
Data is delta: Delta = Control – Exposed
Number of respondents: Magazine n=49,965; Online n=119,901; TV n=79,375
Source: InsightExpress, 2013. Magazine Media MPA Factbook 2013/2014.
130
MAGAZINES DELIVER ROI
In an accumulation analysis of 5 fast-moving consumer goods campaigns, brands had positive sales uplift
from 3%, but reported ROI as high as 40%
On average, accumulation data shows an ROI sales uplift of magazines of 19%.
Brand A
+3%
Brand B
+7%
Brand C
+14%
Brand D
+33%
Brand E
+40%
131
AUTOMOTIVE
132
MAGAZINES & INTERNET ARE TRUSTED PAID
MEDIA SOURCES FOR AUTO INTENDERS
8 of the top 10 most trusted sources of information for new auto intenders are unpaid channels. Internet and
Magazines are the only “paid” media sources that make the top 10 list.
Trusted Media Channels: Auto
(Open-Ended Response)
Internet
28%
Friends
22%
Family
13%
Dealer
11%
Consumer Reviews/Reports
11%
Online Reviews
9%
Magazines
My Self/Own Experience
Company's Website
Word Of Mouth
7%
Total Market Unpaid Media
Total Market Paid Media
6%
6%
Q24. What sources of information do you trust the most when…]?
Please be as detailed and specific as possible.
5%
133
PRINT MAGAZINES ARE ON AUTO INTENDERS’
LIST OF TOP 3 MOST TRUSTED PAID MEDIA
Trust of Information Source for Auto Purchase – (Top Two-Box)
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Recommendations
Online Reviews
Endorsement
Newspaper Editorials
Magazine Editorials
In Store
Company Websites
Ads on TV
Established
Ads in Newspapers
Ads in Print Mag
Ads on radio
Outdoor Advertising
Ads on Mag Websites
Category Influencer
Email Lists
Q28. How trustworthy do you believe each of
the following information sources are?
Ads on Search Engine
Online videos ads
Ads on Mag Apps
Paid Digital
Online banner ads
Ads on Social Media
Text Ads on Phone
134
100%
MAGAZINES WORK HARDEST IN AUTO
INTENDER CONSIDERATION PHASE
Print magazines play an important role in driving recall throughout the entire path-to-purchase.. The relative position of television
versus magazines may be driven by higher spending in television suggesting that dollar for dollar, magazines create substantial bang
for the buck.
Media Recalled: Auto
(Open-Ended Response - % Responses)
Consideration
Television
67%
Newspaper
18%
Magazines
Internet/Online/
website
14%
7%
Purchase
Evaluation
Television
71%
Newspaper
19%
Internet/Online/
website
14%
Television
Newspaper
Internet/Online/
website
19%
10%
Magazines
6%
Magazines
7%
Radio
4%
Radio
4%
Radio
5%
Billboard
4%
Billboard
3%
Billboard
3%
Flyers
2%
Flyers
2%
Flyers
2%
Mail
1%
Mail
1%
Email
Q27. Thinking of the advertisements you can recall for [category], where did you see the advertisements?
135
77%
1%
PAID MEDIA HELPS AUTO INTENDERS
LEARN ABOUT OPTIONS AVAILABLE
Role Of Information Sources In Auto Purchase Decisions
Past Experience
Recommendations
Endorsement
Online Reviews
Magazine Editorials
In Store
Company Websites
Ads in Newspapers
Ads in Print Mag
Established
Ads on TV
Ads on radio
Outdoor Advertising
Email lists
Ads on Mag Websites
Ads on Mag Apps
Unpaid Media
Text Ads on Phone
Ads on Social Media
Online videos ads
Online banner ads
Paid Media
Paid Digital
Q31. Thinking about how you make Auto purchases,
what roles do each of these information sources typically
play? (select all that apply)
Ads before movie
136
MAGAZINES HIGHEST IN AD RECEPTIVITY
AMONG AUTO INTENDERS
Influencer
Efficiency Index
Advertising Receptivity: Always
Base: Media Channel Users
Magazines in Print
158
TV
119
Daily Newspapers
120
Free Daily Newspapers
128
Search Engines
133
Direct Mail
Total
Magazines on my computer
Influencer
150+
Radio
Ads on Mobile Devices/Apps
Social Networks
Magazines on Tablets
Print magazine, computer magazine
and tablet magazine access, as well
as mobile apps, are highly efficient
at reaching auto category
influencers.
Q33. How often do you pay attention to advertising in the following media?
103
183
125
163
126
189
Online Banners
137
188
174
Ads in Social Gaming
Outdoor advertising
143
PRINT MAGAZINES ARE IMPORTANT INFO
SOURCES FOR AUTO INTENDERS
Auto intenders place importance on dealerships and company websites throughout the path-to-purchase; dealerships are
particularly important during the purchase phase. Magazines are among intenders’ top paid channels through the purchase cycle.
Information Source Importance: Established Media
(Top Two Box)
60
Information from
dealership
50
Company Websites
40
Ads in Print
Magazines
30
Ads in newspapers
20
Ads on TV
Ads on the radio
10
Outdoor advertising
0
Consideration
Evaluation
Purchase
Q29. Overall, how important have each of the following information sources been when…?
138
MEDIA WORK HARDEST THROUGH
THE AUTO EVALUATION PHASE
Consumers are seeking the most information during the evaluation stage of the automotive path to purchase. This is when they are
most receptive to information that will help them with the purchase. The importance of paid digital channels is strongest in the early
stages, while total established media remains consistent throughout.
Average Information Category Importance (Automotive)
(Top Two-box out of 5) Base: Media Users
8%
10 %
Paid Digital
20%
20%
18%
Established
Endorsement
6%
49%
46%
40%
Experience
73%
80%
72%
Consideration
Evaluation
Purchase
Q29. Overall, how important have each of the following information sources been when [P2P Focus Text]?
139
MAGAZINES’ ROLE IN THE AUTO
PURCHASE PROCESS
Magazines, print and digital, play a significant role in the information gathering and short-listing stages of the auto
purchase process where auto intenders decide which make/model to buy, as opposed to the lower funnel stage where
price, financing and location are key decision variables.
Top 5 Primary Sources of Information
UPPER PURCHASE FUNNEL
MIDDLE PURCHASE FUNNEL
LOWER PURCHASE FUNNEL
Awareness Stage - Build Demand
6-5 months prior to purchase
Information Stage - Maintain Consideration
4-2 months prior to purchase
Decision Stage - Commit to Spend
4-2 weeks prior to purchase
Television Ads
12.9%
Third Party Sites
13.5%
Local Newspaper Ads
14.5%
Auto Manufacturer Websites
11.3%
Consumer Magazine Ads
11.2%
Consumer Reports
10.7%
Friends/Relatives
10.3%
Consumer Reports
10.7%
Dealer Websites
9.1%
Consumer Magazine Ads
10.1%
Television Ads
9.4%
Friends / Relatives
8.7%
Auto Manufacturer Websites
8.4%
Third Party Sites
8.4%
Consumer Reports
7.3%
Note: Consumer Magazines, Local Newspapers and Consumer Reports include both print and digital versions.
Source: Time Inc./ &CNW Marketing Purchase Process Study, 2011
140
MORE MAGAZINES READ =
HIGHER PRICE PAID FOR AUTOS
The more magazines read, the higher the price paid for an automobile. The number of magazines read is also a predictor of
higher prices paid for eco-friendly autos.
Magazine readers – Price paid for new vehicle
Read 1-3 magazines
Read 4-9 magazines
Read 10+ magazines
Magazine readers will pay more for
an environmentally-friendly vehicle
Read 1-3 magazines
$27,041
$28,389
$29,041
Read 4-9 magazines
Read 10+ magazines
Source: J. D. Power & Associates, 2011
141
44%
47%
52%
MAGAZINE MEDIA ADS
MOTIVATE AUTO PURCHASE
Magazines beat online and TV in the automotive
category
In combination, magazines excel with both online
and TV in driving awareness of advertising.
Automotive: average impact by single-channel exposure
Automotive: average impact by channel combinations
11%
Brand Ad Awareness
5%
11%
Brand Ad Awareness
18%
17%
9%
7%
Brand Favorability
3%
4%
4%
1%
Magazines
Brand Favorability
4%
Online
TV
4%
4%
7%
7%
1%
2%
Source: InsightExpress, 2013. Magazine Media MPA Factbook 2013/2014.
142
Magazines
Magazines + Online
Online + TV
BEAUTY
143
MEDIA WORK HARDEST THROUGH THE
EVALUATION & PURCHASE PHASES
The importance of established and paid digital channels is strongest in later stages of the beauty path to purchase.
Information Category Importance (Beauty Products)
11%
6%
20%
Paid Digital
17%
Established
12%
22%
50%
47%
81%
84%
82%
Consider
Evaluation
Purchase
43%
Endorsement
Experience
144
MAGAZINES ARE THE MOST TRUSTED PAID
MEDIA CHANNEL FOR BEAUTY INFO
Most Trusted Media Channels: Beauty
(Open-Ended Response - % of Respondents)
Friends
Magazines
Internet
Sales Person\Staff At Store
Online Reviews
Experts\Professionals
Family
TV
Advertisements
Brand Name
Reviews\Journals
Word Of Mouth
Sample Testing
Ingredients List
Consumer Reviews\Reports
My Self\Own Experience
Package Details
Labels
Company's Website
Research
28%
16%
14%
10%
9%
8%
8%
7%
5%
5%
4%
4%
4%
4%
4%
3%
3%
3%
3%
3%
Q24. What sources of information do you trust the most when…? Please be as detailed and specific as possible.
145
PRINT MAGAZINES & THEIR WEB ADS ARE
THE MOST TRUSTED PAID MEDIA SOURCES
Trust of Information Source: Beauty
0%
Past Experience
Recommendations
Online Reviews
Magazine Editorials
In Store
Company Websites
Ads in Print Mag
Ads on TV
Ads in Newspapers
Ads on radio
Outdoor Advertising
Email Lists
Ads on Mag Websites
Ads on Social Media
Ads on Mag Apps
Online videos ads
Online banner ads
Text Ads on Phone
10%
20%
30%
40%
50%
60%
70%
90%
100%
Endorsement
Established
Category Influencer
Paid Digital
Ads in print magazines and on magazine
websites are the strongest paid sources
of trusted information for beauty purchase
decisions.
Q28. When [P2P Text], how trustworthy do you believe
each of the following information sources are?
146
80%
MAGAZINES PLAY AN ESSENTIAL ROLE IN
GENERATING BEAUTY PRODUCT RECALL
Print magazines play an essential role in driving recall throughout the path-to-purchase with influence increasing as the consumer
moves from consideration to all important purchase phase. It’s worth noting that the relative position of television versus magazines
may be driven by higher spending in television suggesting that dollar for dollar, magazines create substantial bang for the buck.
Media Recalled: Beauty
(Open-Ended Response - % Of Respondents)
Consideration
Evaluation
Television
63%
Magazines
Internet/Online/website
32%
6%
Flyers
5%
Newspaper
4%
In store/store
4%
Email
2%
Billboard
1%
Blank/No Response
Journal
Bus stop/transit shelter
Television
60%
Magazines
35%
Others
11%
10%
Television
59%
Magazines
Others
38%
10%
9%
Newspaper
4%
Flyers
Reviews
4%
In store/store
3%
In store/store
4%
Revues
3%
6%
Email
2%
Newspaper
2%
Flyers
1%
Facebook
1%
1%
Billboard
1%
Radio
1%
1%
Facebook
1%
Email
1%
1%
Mail
1%
Journal
1%
147
Purchase
MAGAZINE MEDIA IMPACT IS STRONGEST AT
LATER STAGES OF THE PATH TO PURCHASE
Importance Of Magazine Media When….
(Top Two-Box)
Consideration
Evaluation
Learn and get ideas for which beauty
product to consider looking into
Evaluate different beauty products to
identify which one is best for you
Ads in Print
Magazines
Purchase
Post-Purchase
Making the final decision to purchase
the beauty product that you did
17
19
24
Ads on Magazine
Websites
8
16
19
Ads on Magazine
Apps
5
9
11
148
PRINT MAGAZINES ENGENDER THE HIGHEST
RECEPTIVITY TO BEAUTY ADS
Beauty Ad Receptivity: Always pay attention
Base: Media channel users
Magazines in Print
128
TV
134
Direct Mail
125
Daily Newspapers
117
Free Daily Newspapers
120
Radio
133
Search Engines
138
Social Networks
149
Magazines on my computer
163
Magazines on Tablets
138
Outdoor advertising
Ads on Mobile Devices/Apps
Total
150+
Influencer
146
159
Online Banners
144
Ads in Social Gaming
117
149
Influencer
Efficiency Index
Q33. How often do you pay attention to advertising in the following media?
PRINT MAGAZINES ARE THE #1 PAID MEDIA
SOURCE FOR BEAUTY PURCHASERS
Print magazine ads play an important role throughout the beauty product path-to-purchase, growing in importance from
consideration to purchase. Magazines are the #1 paid media source for beauty information.
Information Source Importance: Established Media
(Top Two Box)
45
Information from store
40
Company Websites
35
Ads in Print Magazines
30
Ads on TV
25
Ads in newspapers
20
15
Ads on the radio
10
Outdoor advertising
5
0
Consideration
Evaluation
Purchase
Q29. Overall, how important have each of the following information sources been when…?
150
PRINT MAGAZINE ADVERTISING
INCREASES SALES: BEAUTY CATEGORY
Beauty Products
Sales lift per average household
Test (exposed) vs. control (unexposed)
Campaign period 2009-2014
+36%
+32%
+16%
+ 13%
+4%
+ 5%
+ 9%
+ 10%
Lotion
Feminine
Care
+ 5%
Mouthwash Body Wash Moisturizer
Sun Care
Bar Soap Anti-aging
Source: Meredith Corporation/The Nielsen Company, 2014. Magazine Media MPA Factbook 2014/2015.
151
Lipstick
MAGAZINE MEDIA, PRINT & DIGITAL, PLAY
INFLUENTIAL ROLES IN BEAUTY DECISIONS
Among paid channels, ads in print magazines and magazine websites are seen as most helpful for purchase decisions.
Role Of Information Sources In Beauty Purchase Decisions
Past Experience
Recommendations
Online Reviews
Magazine Editorials
In Store
Company Websites
Ads in Print Mag
Ads on TV
Ads on radio
Ads in Newspapers
Outdoor Advertising
Email lists
Ads on Mag Websites
Ads on Mag Apps
Ads on Social Media
Online videos ads
Text Ads on Phone
Online banner ads
Ads before movie
Endorsement
Established
Unpaid Media
Paid Media
Paid Digital
152
Q31. Thinking about how you make Beauty purchases,
what roles do each of these information sources typically
play? (select all that apply)
FOOD
PRODUCTS
153
MAGAZINES ARE AMONG THE TOP MOST
TRUSTED PAID MEDIA FOR FOOD PRODUCTS
Magazines are a trusted paid source of information for food purchase decisions.
Most Trusted Media Channels: Food
(Open-Ended Response - % Of Respondents Mentioned)
Friends
Internet
Family
TV
Word Of Mouth
Package Details
Magazines
Advertisements
Sample Testing
Reviews \ Journals
Online Reviews
Brand Name
My Self \ Own Experience
Newspaper
Flyers
Coupons
Store Ads
Company's Website
Google
Experts \ Professionals
Sales Person \ Staff At Store
Research
22%
16%
15%
13%
7%
5%
5%
5%
5%
4%
4%
3%
3%
3%
3%
2%
2%
Q24. What sources of information do you trust the most when [insert P2P Focus Text]?
2%
Please be as detailed and specific as possible.
1%
1%
1%
1%
154
PRINT & ONLINE MAGS ARE MOST TRUSTED
PAID MEDIA FOR FOOD PURCHASERS
Trust Of Information Source
0%
Past Experience
Recommendations
Online Reviews
Magazine Editorials
In Store
Company Websites
Ads in Print Mag
Ads on TV
Ads in Newspapers
Outdoor Advertising
Ads on radio
Email Lists
Ads on Mag Websites
Online videos ads
Ads on Mag Apps
Ads on Social Media
Online banner ads
Text Ads on Phone
155
10%
20%
30%
40%
50%
60%
70%
80%
90%
Endorsement
Established
Category Influencer
Paid Digital
Q28. How trustworthy do you believe each of
the following information sources are?
100%
RECALL OF MAGAZINE FOOD ADS REMAIN
CONSISTENT THROUGH PATH TO PURCHASE
Recall of magazine advertisements holds constant through the path to purchase stages.
Media Recalled: Food
(Open-Ended Response - % Respondents Mentioned)
Consideration
Television
Purchase
Evaluation
69%
Television
71%
Television
10%
Flyers
12%
Magazines
8%
Newspaper
7%
Internet /
Online / website
4%
Billboard
3%
In store / store
3%
Newspaper
8%
Magazines
8%
Flyers
8%
Billboard
4%
In store / store
2%
Bus stop / transit shelter
1%
Flyers
Magazines
Internet / Online /
website
10%
8%
5%
Newspaper
5%
In store / store
3%
Journal
1%
Billboard
2%
Facebook
1%
Journal
1%
Radio
1%
Radio
1%
Email
1%
156
76%
MAGAZINE IMPACT IS STRONGEST IN THE
EVALUATION STAGE OF THE PURCHASE PATH
The impact of magazine media is strongest in the evaluation phase of the food path to purchase
Importance Of Magazine Media When…. (Food Products)
(Top Two-Box)
PostPurchase
Consideration
Evaluation
Purchase
Post-Purchase
Learn and get ideas for which beauty
product to consider looking into
Evaluate different beauty products to
identify which one is best for you
Making the final decision to purchase
the beauty product that you did
Magazine
editorials/reviews
25
29
22
Ads in Print
Magazines
10
17
17
Ads on Magazine
Websites
7
14
11
Ads on
Magazine Apps
5
10
10
157
MAGAZINE ADVERTISING
INCREASES SALES: FOOD CATEGORY
Households exposed to the print magazine campaign spent significantly more (+2% to +36%) than those not exposed (test vs. control).
Positive ROI for all brands ranged from $1.69 to $19.99 incremental for every media dollar spent.
Average ROI: $7.54
Sales lift per average household
Test (exposed) vs. control (unexposed)
Campaign period 2009-2014
Food Products
+26%
+14%
+2%
+3%
+3%
+4%
+4%
+5%
+5%
+5%
+6%
+7%
+7%
+8%
+8%
Source: Meredith Corporation/The Nielsen Company, 2014. Magazine Media MPA Factbook 2014/2015.
158
+15%
+18%
MEDIA WORK HARDEST THROUGH THE
EVALUATION & PURCHASE PHASES
Media has the greatest impact on food purchasers in the evaluation stage.
Information Category Importance (Food Products)
Paid Digital
6%
12%
20%
10%
16%
Established
40%
19%
46%
36%
Endorsement
75%
78%
70%
Consider
Evaluation
Purchase
Experience
159
MAGAZINE ADS WORK HARDEST THROUGH
THE EVALUATION & PURCHASE PHASES
Information Source Importance: Established Media (Food Products)
(Top Two Box)
40
35
Information from store
30
Company Websites
Ads on TV
25
Ads in Print Magazines
20
Ads in newspapers
15
Ads on the radio
10
Outdoor advertising
5
Q29. Overall, how important have each of the
following information sources been when…?
0
Consideration
Evaluation
Purchase
160
HEALTHCARE
161
PRINT MAGAZINES REACH INFLUENTIAL
HEALTHCARE CONSUMERS
Print magazines are effective at reaching super influential consumers for healthcare and fitness cateogies.
Super influential consumers for healthcare categories are heavy users of magazines (index)
Physical Fitness
132
57
86
Healthy Lifestyle
100
131
55
88
151
151
99
Magazines
*
Internet
TV
Prescription Drugs
77
Healthcare
64
147
134
Newspapers
104
98
119
144
102
94
162
Radio
MAGAZINE READERS ARE INFLUENTIAL
WITH HEALTHCARE DECISIONS
Consumers who make their own informed personal healthcare decisions and influence those of their friends and family are most
likely to be magazine readers.
Consumer attitudes
AGREEMENT
MAGAZINES
INTERNET*
TV
RADIO
NEWSPAPERS
Pharmaceutical advertisements make me more knowledgeable about medicines
128
92
100
101
105
I often discuss new prescription medicines with my doctor
125
84
111
92
103
It’s worth paying more for branded prescription medications rather than generic
123
104
104
109
111
I research treatment options on my own and then ask my doctor about them
120
114
98
107
108
I am willing to ask my doctor for a prescription medication or drug sample that I
have seen or heard advertised
119
95
110
102
102
I am willing to pay extra for prescriptions drugs not covered by health insurance
118
104
100
99
113
I carefully examine the ingredient list on over-the-counter medications
117
94
99
101
105
I trust pharmaceutical companies that advertise the medications I take
115
85
105
84
103
I am better informed about my health than most people
115
104
99
98
104
Source: Kantar Media, MARS Consumer Health Study, 2014. Magazine Media MPA Factbook 2014/2015.
163
MAGAZINES ADS PROMPT HEALTHCARE
ACTION
Magazines readers are more likely to take action after seeing healthcare ads, compared to users of other media.
Actions Taken Last 12 Months Due to Healthcare Advertising
ACTIONS TAKEN
MAGAZINES
INTERNET*
TV
RADIO
NEWSPAPERS
Returned a free sample card
178
82
124
158
157
Switched to a different brand
169
126
148
129
122
Called a toll-free number to get additional information
161
91
129
132
133
Returned a card to request additional information
160
72
150
125
116
Referred to a book, journal or magazine to get additional information
159
121
116
116
116
Discussed an ad with your doctor
154
80
129
122
121
Discussed an ad with a friend or relative
154
119
129
125
118
Consulted a pharmacist
150
85
119
112
117
Asked your doctor for a product sample of a prescription drug
148
91
120
112
110
Used a coupon
145
104
123
115
121
Visited a pharmaceutical company’s website
139
125
122
106
109
Asked your doctor to prescribe a specific drug
133
97
119
104
112
Purchased a nonprescription product
129
102
118
108
108
Called for a prescription refill
126
79
121
103
104
Made an appointment to see a doctor
121
87
110
102
107
Took medication
120
96
115
107
104
*includes internet magazine activity
Source: Kantar Media, MARS Consumer Health Study, 2014; MPA Factbook 2014/2015 Base: Top two quintiles by medium, indexed to adults 18+
164
PRINT MAGAZINES INSPIRE HOME
RENOVATION
Consumers enjoy reading magazines for inspiration when remodelling and renovating their homes.
Heavy media usage among consumers who intend to make home improvements (index)
Very/somewhat likely in next 12 months
PRINT
MAGAZINES
INTERNET*
TV
RADIO
NEWSPAPERS
Buy second house or vacation home
122
114
107
106
94
Convert rooms to home office
116
107
110
102
80
Add rooms or exterior additions
102
105
93
107
110
Remodel bathroom
102
96
96
97
101
Remodel kitchen
101
95
97
100
100
165
PRINT MAGAZINES ARE PRIME REAL
ESTATE
Home improvement influencers turn to magazines for motivation and assistance in making key decisions about products,
gardening and design.
Heavy media usage among super influential consumers for home
improvement purchases (index)
Household Furnishings
136
128
76
Gardening
97
84
107
131
120
109
112
Magazines
Internet
TV
Interior Decorating
117
62
83
Home Remodelling
131
107
102
106
65
84
101
166
Radio
Newspapers
MAGAZINES REACH HOME INFLUENCERS
Print magazine readers #1 of all media in home spending (index)
PRINT
MAGAZINES
INTERNET*
TV
RADIO
$3,000+ decorating services
164
139
129
114
$1,000+ decorating services
157
139
134
117
$3,000+ furniture
140
117
110
110
$1,000+ HH appliances
123
119
111
122
$10,000+ remodeling services
116
94
100
111
Source: IPSOS Affluent Survey USA, 2013. Magazine Media MPA Factbook 2014/20145
167
PRINT MAGAZINES REACH
GREEN CONSUMERS
Print magazines are a top environment for reaching green and environmentally-friendly consumers.
Heavy media usage among environmentally friendly
consumers (index)
I have a great deal of knowledge/experience in environmentally
friendly products
Segmentation by environmental friendliness
MAGAZINES
INTERNET*
TV
RADIO
Green advocates
142
139
45
98
Green at their best
103
105
93
87
102
10
3
Ungreen (least green)
96
100
Magazines
Internet*
TV
Radio
Newspapers
123
115
86
103
95
My family and friends often ask for and trust my advice on
environmentally friendly products
Magazines
Internet*
TV
Radio
Newspapers
120
125
95
108
82
168
OTHER
USEFUL INFO
Magazines Canada can help
169
ABOUT
MAGAZINES CANADA
Magazines Canada is Canada’s professional magazine industry association, representing the country's top consumer
and business titles. As a not-for-profit organization, it strives to serve Canadian magazines through advocacy,
direct-to-retail distribution, professional development, marketing and advertising services.
Magazines Canada strives to supply the advertising industry with solid information to help advertisers and agencies
understand how magazine advertising works and how they may be put to work for them.
For examples of information available, please click on the following:
Magblast
A series of podcasts
designed to inform
and educate
170
PAGE/PAGEdigital
newsletter
A monthly newsletter
reporting news and
latest research
Magazine Essentials A
summary of magazine
planning information
Put Magazines to Work
A summary of the latest
magazine industry info
Magazine research
information
An archive of major
magazine research
CREATIVE USE OF MAGAZINES
Looking for eye-catching, exciting, interactive creative ideas that
get talked about and acted upon? Perhaps a new brand launch, a
relaunch or an impactful way to kick-off a seasonal campaign?
Magazines can deliver the wow-power!
Whether it’s an ROP page, an insert that carries a scent, carries a
tune, pops-up, folds-out or perhaps an integrated campaign that
works online or at retail, talk to your friendly magazine sales
professional to help you meet your communication objectives
and budget. For more ideas, click here.
171
CATEGORY QUICK HITS
Magazines Canada’s new Category Quick Hits series will help you go deeper into how magazines work in several key product
categories. Quick Hits are compendiums of the latest research information for each category. Click here.
Automotive
Travel
Home Reno/Improvement
172
CPG
Beer, Wine & Liquor
Health & Beauty
Food/Food Products
Financial
Drugs & Remedies
FACT BOOKS
Want to learn more about Business Media or Digital Magazine Media? We have Fact Books for them too.
For immediate access, click here.
Magazines Canada gratefully
acknowledges the support of the Ontario
Media Development Corporation in the
development of the Fact Books.
173
U.S. SPILL RESOURCES
We provide access to two resources to help media planners stay up to date on U.S. spill trends. Magazines: A Comparison of Canada &
the U.S. provides an in depth look at how magazines in the two countries compare. For a top line view, access U.S. Spill into Canada.
174
FASTFACTS
FastFacts is a series of one-page research summaries of dozens
of topics relating to magazines. Click here.
175
MAGAZINE
CREATIVE TESTING
Exercise greater control over the effectiveness and competitiveness of your print investment:
•
•
•
•
•
•
176
Test ads or campaigns before they’ve hit the market or monitor them to understand what works among your
target consumers
Learn the effectiveness and competitiveness of your competitor’s ads
Ensure consistent communication of key brand attributes across various campaigns over time
Guarantee that individual ads clearly communicate the brand name and that ad copy engages and persuades
consumers of your category
Ensure that ads create/reinforce a positive brand image and that consumers are motivated to purchase
Let magWorks increase the effectiveness of your magazine advertising. Visit magworks.ca for further information
or to submit a request for quotation
™
AdDirect
AD PORTAL
Magazines Canada AdDirect™ is a web-based ad preflight portal, designed to streamline the ad delivery process
between clients and participating magazines. AdDirect™ allows advertisers and agencies to preflight, approve and
automatically deliver a PDF ad file to a publication.
All ads are checked against each magazine’s individual specifications. Clients receive a real-time preflight report
showing that the ad has been successfully preflighted and delivered or, a listing of any warnings or errors that have
occurred during the preflight process. This report allows clients to immediately fix any potential problem saving
time and money.
Visit the addirect.sendmyad.com home page to view a brief video on how to use the ad preflight portal system,
download the User Guide or click on links to view frequently asked questions. AdDirect™ is a free service to
agencies and advertisers.
177
GOT QUESTIONS?
CONTACT US
If you have questions about how magazine advertising can be put to work, chances are we have the answers. We have a large
library of research information beyond what you’ll find on the Magazines Canada website. Information is just an email or phone call
away.
Web:
www.magazinescanada.ca
Email:
[email protected]
Tel:
416.596.5382
Fax:
416.504.0437
We’re here to help.
178

Consumer Magazine Fact Book

Transcription

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