readers - Magazines Canada

Agenda
Industry trends
Past & current
Future of magazines
How magazines work
Key advertiser benefits
Creative use
Magazines
Canada
What we do
and how
we can help you.
•
•
Support the Canadian magazine
industry
Help advertisers and agencies get
the most from magazines by
providing the latest/greatest
research info:
–
–
–
Industry trends
Planning info
Accountability & effectiveness:
• Ad receptivity
• Engagement
• Sales effect
• ROI
• Multiplier effect
• And more…
Magazines
Canada
Key resources.
Magazine
Fact Books
Consumer, B2B
& Digital Media
Podcasts
magblast
Newsletter
Info Sheets
FastFacts
magazinescanada.ca
So, what do you think?
Is the Canadian
magazine industry…
Growing?
Declining?
About the same?
Content is
KING
Most
Engaging
INDUSTRY
TRENDS
NUMBER OF CONSUMER TITLES
Number of Canadian Consumer Magazine Titles
1,114
908
941
961
1,160
1,201
1,244
1,282 1,276 1,283 1,286
1,000 1,032
Recession
1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
Source: Statistics Canada; Masthead Magazine
NUMBER OF B2B TITLES
Number of Canadian B2B Magazine Titles
751
750
754
761
775
780
788
785
786
777
778
783
Recession
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
Source: Statistics Canada; Masthead Magazine
TOP ENGLISH MAGAZINES
RANK
TITLE
CATEGORY
READERSHIP
FREQUENCY
(000)
Source: PMB Fall 2011
1
Reader’s Digest
General Interest
5,610
Monthly
2
Canadian Living
Women’s
3,806
Monthly
3
Chatelaine
Women’s
3,291
Monthly
4
Canadian Geographic
General Interest
3,235
Bi-monthly
5
Maclean’s
News
2,437
Weekly
6
Canadian House & Home
Home Shelter
2,350
Monthly
7
Canadian Gardening
Gardening
2,148
7X
8
Food & Drink
Food & Beverage
2,108
Bi-monthly
9
Hockey News
Sports
1,800
26 X
10
Fashion
Women’s
1,786
10 X
11
Outdoor Canada
Fishing & Hunting
1,772
6X
12
Today’s Parent
Parenting
1,694
Monthly
13
Elle Canada
Women’s
1,354
Monthly
14
Style At Home
Home Shelter
1,318
Monthly
15
Homemaker’s
Women’s
1,336
9X
Top 15 titles
deliver over
890 million
ad impressions
annually.
TOP FRENCH MAGAZINES
RANK
TITLE
CATEGORY
READERSHIP
FREQUENCY
(000)
Source: PMB Fall 2011
1
Qu’est-ce qui mijote
Food & Beverage
1,185
Monthly
2
Touring (Bilingual)
General Interest
1,079
Quarterly
3
Coup de pouce
Women’s
1,073
Monthly
4
Châtelaine
Women’s
986
Monthly
5
L’actualité
News
907
20 X
6
7 Jours
Women’s
889
Weekly
7
Sélection du Reader’s Digest
General Interest
850
Monthly
8
Elle Québec
Women’s
783
Monthly
9
Clin d’oeil
Women’s
740
Monthly
10
Les Idées de ma maison
Homes
681
10 X
11
Bel Âge Magazine
Mature Market
603
11 X
12
Chez-Soi
Homes
576
10 X
13
Ricardo
Food & Beverage
562
8X
14
Sentier Chasse-Peche
Fishing & Hunting
531
11 X
15
Decormag
Homes
465
10 X
Top 15 titles
deliver over
320 million
ad impressions
annually.
HIGH SUBSCRIPTION = HIGH READER LOYALTY
Country
Subscription
Newsstand
(%)
(%)
Sweden
91
9
United States
90
10
Canada
88
12
Germany
54
46
France
45
55
Italy
24
76
United Kingdom
17
83
Czech Republic
14
86
Australia
10
90
Spain
10
90
Source: FIPP World Magazine Trends, 2010
CANADA POST IS A KEY PARTNER
Over 90% of
subscriptions are
delivered by Canada Post.
Magazine ads are
delivered by you!
Source: FIPP World Magazine Trends, 2010
MAGAZINES ARE HAPPY MAIL
Canadians look forward
to receiving their magazines
in the mail
AVERAGE ISSUE CIRCULATION HAS
RATIONALIZED & STABILIZED
Average Issue Circulation (Millions)
Excludes Digital Editions and Websites
Consumer Titles
B2B Titles
Recession
62.8
65.9
69.3
72.5
73.1
66.2
Recession
66.5
11.8
10.2
'04
Source: CARD
'05
'06
'07
'08
'09
'10
NA
NA
'04
'05
13.1
13.5
'09
'10
NA
'06
'07
'08
Number
of new
consumer
launches
in the past
five years
Number of
consumer
launches
in the past
10 years
Percent of
Canadian
magazines
that were
launched
after
the internet
became
commercially
available in
1989
%
How many U.S. spill
magazines (magazines
published in the U.S.
but sold in Canada)
occupy Canada’s list
of Top 100
circulation magazines?
All 100
74
51
22
9
3
None
THREE U.S. SPILL TITLES IN
CANADIAN ‘TOP 100’
Titles (Rank)
National Geographic (35)
Cosmopolitan (53)
People (79)
Source: ABC; CARD; Magazines Canada
U.S. SPILL CIRCULATION TREND
U.S. spill circulation is in long term decline as Canadian publications repatriate readership
100100
93
80
86
80
62
1983
Source: ABC
1989
1998
76
60
2000
74
59
2002
Total Spill
72
68
62
53
2004
52
2006
51
2008
Avg. Circ/Title
59
53
2009
54
2010
CANADIAN MAGAZINES
ARE A “MUST BUY”
2.1%
97.9%
Canadian Circulation
Source: ABC
* Average Issue Circulation.
US Spill Circulation
WHY IS U.S. SPILL CIRCULATION
IN DECLINE?
• More and more great Canadian titles replacing U.S. titles in key
editorial categories
• Editorial and advertising content created by Canadians
specifically for Canadians
RELEVANT B2B CONTENT
FOR CANADIAN NEEDS
Given a choice, Canadians
prefer magazines that report
Canadian stories and reflect
Canadian needs. They prefer
content that reports on
companies, products, services
available in Canada
.
87% of business decision
makers claim it is important to
have a Canadian Business
Publication in their industry.
Importance of Having a Canadian Business Publication
Very/Somewhat Important
Total
Agriculture
Automotive & Trucking
88
81
Computers & Technology
Manufacturing
87
83
Resources & Construction
Retail
Travel & Tourism
Source: Starch Information Sources Study, 1996-2010
87
90
88
89
AVERAGE READERSHIP PER TITLE
IS STABLE, AT A MINIMUM
Average # Readers per PMB-measured Title (in Millions)
1.1
1.0
PMB 09
Spring
Source: PMB
1.0
PMB 09
Fall
PMB 10
Spring
1.0
PMB 10
Fall
1.0
PMB 11
Spring
1.0
PMB 11
Fall
READER INTEREST SCORES
REMAIN STABLE
6.7
6.8
6.8
6.8
6.8
6.9
PMB 2011
Spring
PMB 2011 Fall
Score 1-10
PMB 2005
Source: PMB
PMB 2007
PMB 2009 Fall PMB 2010 Fall
TIME SPENT READING
REMAINS STABLE
Time
spent
reading
40
41
41
41
42
42
Minutes per Issue
PMB 2005
Source: PMB
PMB 2007
PMB 2009
Fall
PMB 2010
Fall
PMB 2011
Spring
PMB 2011
Fall
So, what do you think?
Are Canadian magazine
readers younger or older
than the Canadian
average?
Younger?
Older?
About the same?
CONSUMER MAGAZINE
READERS YOUNGER THAN THE
GENERAL POPULATION
43.5
5%
41.6
Years
Total Population
Source: PMB
Magazine Readers
MAGAZINES ARE READ
BY ALL AGE GROUPS
% Read a PMB-Measured Magazine in the Past 90 Days
87
12-17
Source: PMB
89
18-24
87
25-34
84
35-49
81
50-64
75
65+
THE
FUTURE
Magazines are changing…
MAGAZINES, AS CONTENT PROVIDERS,
ARE BRANDS THAT EASILY SPAN
PLATFORMS AND DEVICES
zinesCanada
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*
* Among consumers who have tried
or currently do each activity
Paper
eReader
Tablet
Smartphone
Source: Content Consumption in the Digital Age (Webinar Presentation Deck), Harrison Group, 2011
PRINT MAGAZINES STILL TOPS
WITH AFFLUENTS
Magazine readers in households with income $100,000+ still prefer hard copy print
editions over their digital counterparts viewed on various platforms and devices. Print
remains the background of magazine brands.
How magazines and other media are consumed in households with $100,000+ income
17.
Magazines
Newspapers
Television
Websites
Read hard copy
93%
86%
--
--
View on computer
27%
39%
23%
94%
View on smartphone
9%
14%
7%
32%
View on television
6%
7%
94%
13%
View on tablet computer
6%
7%
6%
15%
View on tablet via website
5%
6%
3%
14%
View on tablet via app
5%
4%
4%
8%
View on e-reader
4%
3%
--
5%
Source: Mendelsohn Affluent Barometer, March/May 2011
PRINT REMAINS B2B READERS’
PLATFORM OF CHOICE
Print magazines remain a
staple for 93% of B2B readers
with 41% preferring access to
both. Digital “only” access
remains low at 7%.
Percent preference for magazine access in future
7
Print Edition Only
41
60
Source: Outsell, 2010; Taken from State of the B2B Industry, ABM
52
Electronic & Print
Electronic Only
READERS WANT MAGAZINES IN
PRINT & DIGITAL FORMATS
Readers believe that digital content complements print content. However, the vast
majority (87%) still want a printed magazine.
87% of those interested in
reading magazines digitally
still prefer a printed copy
75% of consumers feel that digital
content complements print
13%
25%
87%
Source: CMO Council, 2010
75%
Source: Harrison Group/Zinio/ MEMS
Technologies, 2010
DIGITAL MAGAZINE EXTRAS
ENHANCE THE READING
EXPERIENCE
85% of digital consumer magazine readers are
satisfied/very satisfied with their digital experience
Which of the following “digital extras”
have enhanced your digital magazine
reading experience the most?
Videos
15%
75%
Extra photos
85%
Slide shows
37%
Audio
36%
Flash animation
Source: Texterity/BPA Worldwide Certified Profile of the Digital Edition Reader,
2010. N = 9,443 digital consumer magazine readers
58%
31%
Source: Smarter Media Sales/Nxtbook Media/VIVmag,
2010. N = 5,612 subscribers to one of eight
specific interactive online magazine titles
DEVICE USERS ENGAGE
DIGITAL B2B CONTENT
Like print magazine readers, tablet
and e-reader users are extremely
engaged by content that relates to
their professional needs and
passions. It’s how they remain up-todate about business and industry
news/trends of importance to them.
The digital magazines I read are a primary way that
I stay up-to-date & current on news & trends
in my business/industry (% agree)
Tablet users
E-reader users
58
Source: Harrison Group/Zinio/MEMS Technologies, Sep-Oct 2010. N = 1,816 age 18-64
80%
73%
CONSUMERS ARE READING MORE
DIGITAL & PRINT CONTENT THAN EVER
Digital readers are reading more digital content than they ever thought they would.
They are even reading more print content since they began reading digitally.
Since starting to read digitally…
58%
I am reading more dIgital content
than I ever thought I would
I spend more money on buying
things to read
58%
33%
33%
26%
I am reading more in print
28%
Dedicated e-reader users
Source: Harrison Group/Zinio/MEMS Technologies, Sep-Oct 2010. N = 1,816 aged 18-64
Base: Read digital magazines, books or newspapers (44% of the sample)
Tablet users
MAGAZINES AND THE FUTURE
The ongoing launch of digital brand extensions ensures:
 Continued relevance to readers
 Build-out new and emerging audiences
 Continued industry competitiveness
 360˚ marketing surround
Magazines will be ready
when the reader is ready…
zinesCanada
MAGAZINES AND THE FUTURE
Magazine Brand
Enhanced Measurement
Magazine media brand metrics can now
be combined into one report to display
the magazine’s total distribution
footprint across all platforms and
devices.
Magazinebrand.ca
2011 AND BEYOND
Compound Annual Average Advertising Revenue Growth Rate (%)
Canada 2011-2015
Internet
14.9
B2B Magazines
7.9
Out-of-Home
6.4
Consumer Magazines
5.3
Total Advertising
5.2
Television
4.7
Radio
Newspapers
3.9
2.3
Source: PwC (PriceWaterhouseCoopers) Global Entertainment and Media Outlook – 2011-2015
HOW DO
MAGAZINES
ADD
VALUE?
TIGHT
TARGETING
Consumer & B2B
Demographics
Geography
Passions
Needs
MAGAZINES MEDIA IS MASS TO NICHE
2,069 Titles in 136 Editorial Categories – CARD
Consumer
B2B
46 90
Source: Canadian Advertising Rates & Data (CARD)
CARDonline
www.cardonline.ca
Source: Canadian Advertising Rates & Data (CARD)
Source: Canadian Advertising Rates & Data (CARD)
MOST
ENGAGING
MAGAZINES POWERFULLY ENGAGE
Engagement Dimensions Measured Across Media Channels
350
300
Magazines
Television
Internet
250
200
Inspirational
Trustworthy
LifeEnhancing
Social
Interaction
Ad Receptivity
Source: Experian Simmons Multi-Media Engagement Study, Spring 2010 Experian Simmons uses a 100-500 rating scale with 500 being the highest score
HIGHLY
FOCUSED
THE MAGAZINE READING PROCESS
DRIVES ATTENTION &
UNDERSTANDING
The Brain’s Response
To Watching TV
Passive, Slow Brain Waves
The Brain’s Response
To Reading Magazines
Active, Fast Brain Waves
The brain works at a fully engaged,
higher level to process the printed word
“When you read it, you get it!”
Source: Electroencephalographic Aspects of Low Involvement: Implications for the McLuhan Hypothesis, General Electric Co.
5 time’s
the amplitude
of TV watching
The fully engaged
reading process
allows readers to
quickly absorb
detailed messages
at their own pace
increasing understanding
of brand benefits
MAGAZINES
DEMAND
ATTENTION
CONSUMERS PAY ATTENTION TO
MAGAZINES ADS
50
52
I’m likely to pay attention to an advertisement
if it appears in/on (medium) (%)
28
18
19
10
Magazines
Source: Starch Research 2009
TV
Newspapers
Internet
Radio
OOH
MAGAZINE ADS DON’T
ANNOY CONSUMERS
51
I find advertising in/on (medium)
most annoying (%)
38
29
13
11
6
Magazines
Source: Starch Research 2009
TV
Newspapers
Internet
Radio
OOH
MAGAZINE ADS DEMAND INTEREST
Top 31 advertising touch points ranked by interest
Advertising
Touch Points
Have considerable or
some interest (among
those seeing ad)
Magazines
63.1%
Television
63.1%
Newspapers
62.9%
Grocery stores
59.7%
Department stores
54.9%
Bookstores
50.8%
Websites
50.0%
Shopping Malls
48.6%
Restaurants
46.2%
Movie theatres
42.3%
Drugstores
41.7%
Mail sent to home
Advertising
Touch Points
Have considerable or
some interest (among
those seeing ad)
Café/coffee
houses
36.1%
Hair/nail salons
35.3%
Pubs/bars
34.2%
Gas stations
33.1%
Health clubs
30.9%
Airports
30.8%
Video screen ads
27.3%
Airport lounges
27.0%
Elevators
26.6%
Subways
26.1%
41.6%
Bus/subway/train
stations
25.8%
Medical offices
41.1%
Trains
24.9%
Sports
stadiums/arenas
40.6%
Buses
24.2%
Billboards
37.9%
Inside taxis
20.4%
Convenience
stores
36.4%
Taxi roofs
19.3%
Source: Ipsos Mendelsohn Affluent Survey, 2010. Base: Heads of house, HHI $100,000+
MAGAZINE ADS ARE SEEN AS
ESSENTIAL
Readers were asked to pull 10 pages
that best exhibit the essence of their Magazine
3 of 10 were
advertisements
Source: Starcom, In-home Consumer Interviews
WHERE
CONSUMERS
STAY
INFORMED
MAGAZINE ADS WIN
RELEVANCE MEASURES
55
40
The advertising in/on (medium) is
most relevant to my interests (%)
30
24
16
5
Magazines
Source: Starch Research 2009
TV
Newspapers
Internet
Radio
OOH
B2B ENVIRONMENT
IMPROVES AD PERCEPTION
Ads viewed on B2B websites outperformed identical ads on consumer equivalent websites
across key perception parameters such as advertiser trust, respect and understanding
among B2B professionals.
Is a brand I trust
Is respected within my industry
63
47
63
Understands my business needs
57
+28%
45
39
47%
35
Consumer
Websites
B2B Websites
Source: B2B Advertising Study, Ipsos OTX MediaCT, 2011
Consumer
Websites
B2B Websites
Consumer
Website
B2B Website
BUSINESS BUYERS TRUST
“FAMILIAR MEDIA” MOST
On a scale of 1 to 4, how well does each statement describe your company?
(Percentage who say this statement describes their companies, either 3 or 4)
We trust familiar information sources more
than new information sources
86
Personal relationships are important when
making a technology purchase
Vendors are trusted sources of information
about the products they sell
36
Source: Forrester ‘s North American & European B2B Social Technographics Online Survey, Q1 2010
63
57
ADS ARE A
SERVICE,
PROVIDING
DETAILS
MAGAZINE ADS PROVIDE
IMPORTANT DETAILS
57
Ads in/on (medium) contain important details (%)
39
34
21
14
2
Magazines
Source: Starch Research 2009
TV
Newspapers
Internet
Radio
OOH
READERS “SHOP” MAGAZINES FOR
WHATS NEW & WHAT TO BUY
50
46
37
I have saved or made note of an advertisement for
future reference that I saw in/on (medium) (%)
31
22
25
10
4
0
Source: Starch Research 2009
Magazines
TV
Newspapers
Internet
Radio
OOH
THROW TO
WEB
MAGAZINES
DRIVE TO WEB
Effectiveness of Media Driving Consumers to the Web
Magazines
26
Broadcast TV
17.8
Cable TV
16.4
Newspapers
13.7
Radio
11
OOH
Other
8.2
6.8
Source: ICOM, American Advertising Federation, July 2009
BUSINESS MEDIA WEBSITES
ARE “GO TO” DESTINATIONS
% Agree
Directly searched for and visited a website belonging to
a specific supplier or manufacturer
80
Visited a website belonging to a specialized business
publication or business newspaper
70
Visited a website belonging to a supplier or
manufacturer through a link on a publication's wesite
68
Visited a supplier or manufacturer website based on an
ad in a specialized business publication
58
Visited a supplier or manufacturer website based on an
article or new product announcement in a specialized
business publication
56
Source: Starch Information Sources Study, 1996-2010
61
0
20
40
60
80
SEARCH
MAGAZINES ADS DRIVE
ONLINE SEARCH
Top Media that Trigger Online Search (A18+)
36
35
48% of readers go online to find more
info about the advertising in their printed
magazines.
35
31
31
24
23
23
23
15
10
48%
52%
8
M
ag
az
B
ro
i
ad nes
c
Fa ast
T
ce
-to V
-F
N
ew ace
sp
ap
e
C
ab r
le
TV
R
ad
D
i
ir
ec o
tM
Em ail
ai
lA
O
nl
ds
in
In
e
te
C
om rne
t
m
un
iti
es
O
O
H
B
lo
gs
Yes
Source: BIGresearch Simultaneous Media
Usage Study (SIMM 17), December 2010
No
Source: Affinity VISTA Service, January – December 2010
PURCHASE
AFTER
SEARCH
MAGAZINES INITIATE
PURCHASE AFTER SEARCH
% who made a purchase after seeing
an ad and conducting search
Magazines
30
TV
23
Radio
22
Did any of the following help you with
ideas or information on any of the
online purchases you made?
MEDIUM
OVERALL
FAVOURITES
Magazine ads
32%
55%
TV ads
32%
43%
Newspaper Ads
21%
46%
Radio Ads
10%
26%
Source: Magazines in the Driving Seat, BMRB 2007
OOH
19
Source: JupiterResearch In-Market Media Usage Survey, 2007
Base: 16-64 online adults who have a favourite …(Magazine, TV programme,
Radio programme, Newspaper) + have gone online in last 12 months to look
for info on products considering buying + have made an online purchase.
WORD-OFMOUTH
MAGAZINES A LEADER IN
WORD-OF-MOUTH
(Medium) is a leading contributor to
word-of-mouth product recommendation
(% Agree)
How likely are each of the following types
of ads to influence whether you would
talk to others about a product category?
(%)
54
Magazines
53
Saw in a store
53
55
TV
47
Newspaper
37
Radio
35
Internet
Email
18
Adults
44
45
26
Influentials
Source: Roper Reports: What Prompts Consumer Word of Mouth
53
61
58
Magazine ads
70
Television ads
70
51
Internet ads
Newspaper ads
Radio ads
42
40
Source: Targeting Influentials, BMRB, 2008
MAGAZINE
READERS…
READERS HAVE AN
ACTION-ORIENTATION
Actions readers took or plan to take as a result
of exposure to specific magazine ads
Consider purchasing the advertised product/service
19%
Have a more favourable opinion about the advertiser
12%
Gather more info about the advertised product/service
12%
Visit the advertiser’s website
10%
Purchase the advertised product or service
8%
Visit a store, dealer or other location
8%
Save the ad for future reference
6%
Recommend the product/service to a friend, colleague or family member
5%
Took any action (net)
Source: Affinity Research VISTA Effectiveness Rating Service, 2010. Based: Actions taken based on respondents recalling specific ads
53%
AD EFFECTIVENESS IS BUILDING
Ad Recall (%)
Actions Taken (%)
+11% Change
59
2010
2005
+4% Change
53
Source: Affinity Research VISTA Print Tracking Service, 2010. Actions taken based on respondents recalling specific ads
53
2010
2005
51
B2B DECISION MAKERS
RECALL MAGAZINE ADS
Ad Recall (%)
Lowest Ad Recall
29
49.0
Highest Ad Recall
77.0
Average Ad Recall
65.2
Source: Ad-Gage Readership Norms; Mendon Associates
MAGAZINE
READERS
SAVE
AD PAGES
IMMEDIACY
OF ACTION
MAGAZINE READERS ACT
IMMEDIATELY UPON READING
Immediacy of reading a typical print issue
92%
Same day I receive it
43%
Within 2-3 days
34%
Within 1 week
15%
Within 2 weeks
5%
Two weeks or longer
3%
Immediacy of sales impact is
virtually identical, upon exposure
77%
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
Source: Media Marketing Assessment (MMA)
PURCHASE
MAGAZINES ADS DRIVE PURCHASE
I sometimes purchase a product or service
as a direct result of the advertising in…:
Magazines
35%
Television
20%
Newspapers
14%
Internet
10%
Radio
Direct Mail
OOH
Source: Starch Research, 2009
4%
2%
1%
PROCTOR & GAMBLE CANADA
Volume Sales
106
100
INDEX
100% TV
100% MAGAZINES
606
573
298
Spending in Magazines
(1999 = 100 Index)
100
1999
Source: Procter & Gamble Inc., 1999; Leading National Advertisers (LNA)
2001
2005
2010
MAGAZINE ADVERTISING
INCREASES SALES & ROI
Chosen by Media Week magazine
as one of the best global media studies
21.6%
% increase in sales
+ 11.6%
Sales $
ROI result
$2.77
10.0%
No Exposure to
Magazines
Source: Return to Spender, Sales Uncovered, PPA 2005
Exposed to
Magazines
$1 spend in
magazine
advertising
$1
Multiplier
Effect
Two media are better than one
Communication Effect and Targeting Effect
Multiply Sales
MULTIPLIER EFFECT
Improved Communication Experience
MULTIPLIER EFFECT BENEFITS
•
•
•
•
•
•
•
•
•
Xtra attentiveness – Each medium peaks interest in the other
Xtra involvement – A richer experience across two media
Xtra learning – Ability to read and reread adds vs. TV
Xtra recall of message – Print spells it out in black and white
Xtra credibility – Print adds credibility to more emotive TV spots
Xtra action – Intensified ‘intent to purchase’
Xtra reach – Magazines reach light TV viewers
Xtra audience quality – Upscale; opinion leaders
Xtra targeting – Go beyond demos to passions
MAGAZINES DELIVER MOST
DESIRABLE CONSUMERS
136
134
136
HHI
129
Television
125
112
109
103
TV Quintiles 1 & 2 (Heaviest)
Index 100
Magazine Quintiles 1 & 2 (Heaviest)
88
80
90
86
80
71
77
Magazines
Average
HHI
HHI
Source: PMB, A18+
<$20,000
59
$125,000+
THE ADDITION OF MAGAZINES
HELPS IMPROVE DISTRIBUTION
OF AD EXPOSURES
The Final 25% of Budget: Use TV or Magazines
Gross Ratings Added
Television
The Final 25% of Budget: Use TV or Magazines
4+ Coverage (Reach) Added
Television
Magazines
Magazines
26.4
204
188
187
24.4
23.2
218 207
15.7
12.5
118
8.9
72
41
Light-Non
8.0
4.5
Medium
Med-Hvy
Weight of TV Viewing
Source: KMR-SPC (BARB/TGI fused database, Mercury software)
Heavy
Light-Non
Medium
Med-Hvy
Weight of TV Viewing
Heavy
THE ADDITION OF MAGAZINES
DRIVES PURCHASE INTENT
Aggregate of 39 Cross-Media Accountability Studies
Average % Increase vs. Unexposed Control
7.8 7.5 7.7
6.7
6.5
4.6 4.7
4.2
3.7
3.6
2.9
3.6
2.5
1.9
Aided Brand
Awareness
TV Only
Source: Dynamic Logic, 2009
Ad Awareness
Message
Association
Incremental Impact of Online to TV
Brand
Favourability
1.6
Purchase Intent
Incremental Impact of Magazines to TV + Online
BUSINESS SERVICES BUYERS
RELY ON MAGAZINES & WEB
Identify & scope
business needs
or build the
financial
justification
Source: Forrester ‘s North American & European B2B Social Technographics Online Survey, Q1 2010
Craft formal
Business
requirements
or authorize
the funding
Select vendors
or third party
service providers
or approve a
purchase
Help implement a
project or do status
reviews of active
projects
Review the payback
or business results
of completed projects
HOW DO MAGAZINES
MEASURE UP?
MAGAZINE
AD
CREATIVITY
• In a world where Canadians are getting harder to impact
meaningfully, readers opt in to magazines, driven by personal or
business needs
The
power
& potential
• Great
content
and the focused act of reading means magazines
win printed
across all engagement
metrics
of the
page
• Ads are accepted and an integral part of the magazine package
driving advertising receptivity, not avoidance
• Magazine readers have an action orientation after reading ads.
Magazines win at:
•
•
•
•
•
Driving to advertisers’ websites
Driving search
Driving purchase after search
Driving word-of-mouth recommendation
Driving purchase intent and advertiser favourability
• Magazines are proven business builders when used alone or in
combination with other media
CREATIVE
USE OF THE
MEDIUM:
NEW IDEAS
ROP ADS
DO THE
HEAVY LIFTING
INTERACTIVE INSERTS ARE A SURE
WAY TO INVOLVE CONSUMERS
Norm
Total
Male
Female
(7-10 out of 10)
Index
Index
Index
Index
Interesting
100
131
144
119
Innovative
100
144
136
152
Visually
Appealing
100
140
133
147
Eyecatching
100
125
120
130
Average Scores
100
136
134
138
Interactive inserts are a great way to catch attention and demonstrate
product benefits.
Source: Exploration of Magazine Advertising Formats, Starch Research
LIGHT SENSITIVE INKS
INK CHANGES COLOUR IN SUNLIGHT
FLAVOURED PAPER
PAPER CAN BE FLAVOURED TO MATCH VARIOUS FOOD PROFILES
DRY TATTOOS
A PAPER RELEASE SHEET THAT TRANSFERS THE IMAGE TO THE SKIN
OR OTHER SURFACES WHEN RUBBED ON
BANANA LEAF AD
AN AD INSERT SCREEN-PRINTED ON A BANANA LEAF TO SUPPORT
A RETURN TO NATURE AND THE GREEN BENEFITS OF THE SUV
eINK
MESSAGES FLASH, SCROLL, CHANGE
INTERACTIVE VIDEO PLAYER
PAPER-THIN, SMALL SCREEN CAPABLE OF LOADING A SHORT VIDEO
PERSONALIZED PAGES (VARIABLE PRINTING)
SUBSCRIBERS SEND THEIR PICTURE TO WIRED TO CREATE A PERSONALIZED COVER
ADDRESSIBLE OUTSERTS/INSERTS (VARIABLE PRINTING)
GEO-TARGETED ADDRESSIBLE MESSAGING TO SUBSCRIBERS
SOUND CHIPS
A LIVING (SORT OF) BREATHING PAGE
CELEBRATING THE RELEASE OF THE STAR WARS TRILOGY DVD
3-D
THE IMAGE APPEARS V3-D WHEN YOU LOOK AT THE PAGE FROM DIFFERENT ANGLES
LED LIGHTS
LED LIGHTS THAT BLINK (RED EYES)
SCRATCH-OFF PAGE
READER WILL POWER IS PUT TO THE TEST AS THEY ARE CHALLENGED
TO RESIST REVEALING ANSWERS TO STATEMENTS
QUICK RESPONSE (QR) CODES
SNAP A PICTURE USING A MOBILE PHONE TO TRIGGER ACTION
AUGMENTED REALITY (AR) CODES
HOLD A SPECIAL SCAN CODE IN FRONT OF A WEBCAM TO TRIGGER ACTION
(Click on image to hyperlink)
NEAR FIELD COMMUNICATION (NFC) TAGS
TAP AD WITH NFC-ENABLED MOBILE DEVICE TO TRIGGER ACTION
WEBKEY INSERT
PRE-PROGRAMMED, ULTRA-THIN USB KEY THAT THROWS TO THE WEB
MAGAZINES: 360 DEGREE THINKING
Integrated sales
teams specialize in
creating 360ₒ
communication
platforms to bridge
advertiser and
reader needs
With augmented reality,
3D images, audio/video
capability and more,
print magazine ads
have the power to
capture attention
like never before.
Rapidly emerging
magazine brand
extensions in the digital
space ensures there’s
little a magazine
can’t do.
FOR MORE INFORMATION…
magazinescanada.ca
Thank you!