consumer magazine fact book 2009
DESCRIPTION
Facts about the power of consumer magazinesTRANSCRIPT
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CONTENTS2 CONTENTS3 NUMBER OF CANADIAN MAGAZINES4 MAGAZINES PER CAPITA5 LAUNCHES AND CLOSURES6 LAUNCHES BY EDIT CATEGORY7 EDITORIAL CATEGORY CIRCULATION8 CIRCULATION SIZE GROUPINGS9 U.S. SPILL TREND10 CANADIAN CONTENT ATTITUDES11 AD PAGE GROWTH TREND12 AD REVENUE GROWTH TREND13 MAGAZINE AD INFLATION14 MAGAZINE REVENUE VS. OTHER MAJOR MEDIA15 TOP MAGAZINE AD CATEGORIES16 LEADING MARKETERS DEPEND ON MAGAZINES 17 ADVERTISERS INCREASE MAGAZINE USE 18 CANADA VS. U.S. AD PAGE GROWTH19 GLOBAL AD REVENUE TREND20 MAGAZINE READERSHIP TREND21 MAGAZINE REACH22 MGAZINE READERS ARE “BEST CUSTOMERS”23 MAGAZINES ARE READ BY ALL AGE GROUPS24 TIME SPENT & READER IINTEREST TREND25 MAGAZINE READING SEASONALITY26 AD IMPACT BY UNIT SIZE27 AD IMPACT FOR COVER POSITIONS28 LEFT vs. RIGHT PAGE & FRONT vs. BACK29 ADVERTORIALS30 AD CLUTTER31 CONSUMERS PAY ATTENTION TO MAGAZINE ADS32 MAGAZINE WEAROUT33 MAGAZINES WIN ENGAGEMENT DIMENSIONS34 HOW CONSUMERS VALUE MAGAZINE ADS35 MAGAZINE ADS ARE INTEGRAL TO CONTENT 36 READERS ACTUALLY ENJOYMENT MAGAZINE ADS
37 MAGAZINE ADS LEAVE A POSITIVE IMPRESSION38 MAGAZINE AD PAGES GET SAVED39 CONSUMERS TRUST MAGAZINES40 CONSUMERS PAY ATTENTION TO ADS41 ENGAGEMENT DRIVES AD EFFECTIVENESS42 ADS OFFER HELPFUL IDEAS & DETAIL43 MAGAZINES RANK HIGHEST ON KEY USER PERCEPTIONS44 MAGAZINE READERS TAKE ACTION45 MAGAZINE AD EFFECTIVENESS UP 10%46 MAGAZINE AD RECALL INCREASING47 HOW AN COPY IS ACQUIRED DOESN”T AFFECT RESPONSE48 MAGAZINES INFLUENCE WORD-OF-MOUTH49 MAGAZINES DRIVE SEARCH50 ONLINE SEARCH INFLUENCERS BY DEMO51 MAGAZINE ADS DRIVE CATEGORY PURCHASE52 MAGAZINE AD URLs DRIVE READERS TO WEB53 MAGAZINES PROMPT ACTION AFTER VIEWING ADS54 MAGAZINES DRIVE SALES RESPONSE55 P&G INCREASES SALES WITH MAGAZINES56 MAGAZINES + TV INCREASE UNILEVER SALES57 MAGAZINES HELP OPTIMIZE ROI58 MAGAZINES VITAL THRU PURCHASE FUNNEL59 MAGAZINES IMPROVE ROI IN A MIX60 MAGAZINES DRIVE PURCHASE INTENT61 MAGAZINESW DELIVER LOW COST PER IMPACT62 MAGAZINE INFLUENCE IS GREATER THAN % SPENDING63 MAGAZINES OPTIMIZE AUTO PURCHASE INTENT64 MAGAZINES COMMUNICATE AUTO BENEFITS65 MAGAZINES ARE A TOP HEALTHCARE RESOURCE66 CREATIVE USE OF MAGAZINES67/68 TOP 10 REASONS TO USE MAGAZINES69 ABOUT MAGAZINES CANADA70 MAGAZINE ECO KIT71 AdDIRECT AD PREFLIGHT & DELIVERY PORTAL72 GOT QUESTIONS? CONTACT US
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Magazines fulfill personal needs and passions.
There’s a magazine for every passion and a passion for every magazine.
For more info, click here.
YEAR # CONSUMER TITLES
1999 908
2000 941
2001 961
2002 1,000
2003 1,032
2004 1,114
2005 1,160
2006 1,201
2007 1,244
2008 1,282
Number of Canadian Consumer Magazines, 1999-2008
A MAGAZINEFOR EVERYONE
Sources: Magazines Canada estimates; Statistics Canada; Masthead magazine
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Source: FIPP World Magazine Trends
Canadians love their magazines!
Canada has access to more consumer magazine titles per capita than most other countries in the world.
CANADIANSLOVE MAGAZINES
Number of Consumer Magazines per Capita
US
Japan
Germany
Italy
Australia
UK
France
Canada
0 50 1007525Index
Number of consumer magazines per capita in Canada = Index of 100
5
YEAR LAUNCHES CLOSURES NET
1999 70 22 48
2000 49 15 34
2001 43 23 20
2002 63 24 39
2003 56 23 33
2004 100 18 82
2005 67 21 46
2006 60 19 41
2007 54 11 43
2008 58 20 38
10-YearAverage 62 20 42
Never before has Canadaproduced so manyoutstanding magazines.
Their content spans theunique needs of Canadianreaders to feed theirpersonal passions.
No medium does thisbetter than magazines.
For more info aboutlaunches by editorialcategory, click here.
Source: Masthead Magazine Annual Tally
INCREASINGCHOICE
6
The number of Canadian consumer magazine launches continue across most editorial 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.
There’s a magazine for every passion and a passion for every magazine. For more info, click here.
INTEREST CATEGORY PAST 5 YEARS 2008
Arts/Cultural/Entertainment 28 3
Business/News/Finance/Technology 11 3
City/Regional General Interest 65 9
Gays/Lesbians 1 0
Health/Fitness/Wellness 21 4
Leisure/Recreation/Sports/Travel 62 7
Lifestyle 31 5
Men’s 11 3
Parenting 5 1
Seniors/Mature Market 1 1
Shelter/Food 30 7
Women’s 27 4
Youth/Children/Student 28 7
Miscellaneous 18 4
Total 339 58
A MAGAZINEFOR EVERYONE
Source: Masthead Magazine
Number of Launches
7
Source: LNA
The General Interest magazine category accounts for the highest average issue circulation in Canada. Women’s magazines and City/Regional magazines follow.
EDITORIAL CATEGORYCIRCULATION
Source: CARD; Magazines Canada
Average Issue Circulation (‘000)
RANK EDITORIAL CATEGORY 2008 CIRCULATION
1 General Interest 7,863
2 Women’s 6,072
3 City & Regional 5,471
4 TV & Radio 5,141
5 Health 4,512
6 Entertainment 4,420
8 Senior/Mature Market 4,131
7 Homes/Gardening 4,248
9 Sports/Recreation 3,624
10 Food & Beverage 3,496
8
CIRC SIZE GROUPING
# OF TITLES
% OF TOTAL TITLES
GROUP CIRCULATION
% OF TOTAL CIRCULATION
1 Million + 7 0.8% 11,157,108
12,287,820
8,998,416
19,454,530
10,922,208
8,341,161
2,473,565
15.2%
500,000 to999,999
19 2.2% 16.7%
250,000 to499,999
28 3.3% 12.2%
100,000 to249,999
129 15.1% 26.4%
50,000 to99,999
159 18.6% 14.8%
20,000 to49,999
275 32.0% 11.3%
1 to 19,999 240 28.0% 3.4%
Big or small, each magazine reaches and fulfills the personal needs of its readers in every niche.
If you are looking to engage a tightly defined audience, put magazines of every size to work.
MAGAZINES ENGAGE,BIG OR SMALL
Source: Titles reporting circulation in CARD
9
Source: ABC
U.S. spill has been in decline since Magazines Canada started measurement tracking in 1983.
Overall spill circulation has declined 32% whereas average circulation spill-per-title has declined by nearly half.
For more info, click here.
U.S. SPILL INLONG TERM DECLINE
YEAR TOTAL SPILL CIRCULATION INDEX
AVERAGE CIRCULATION
PER TITLE*INDEX
1983
1989
1998
2000
2002
2004
2006
2008 7,322,000 68 13,435 51
10,705,000 100 26,303 100
9,969,000 93 21,031 80
9,155,000 86 16,203 62
8,518,000 80 15,716 60
8,160,000 76 15,396 59
7,899,000 74 14,055 53
7,666,000 72 13,664 52
10 • 92% agree that Canadian magazines play a significant role in informing Canadians about each other
• 88% feel it is personally important that a magazine have editorial content created specifically for Canadian readers
• 90% feel that U.S. titles don’t effectively cover Canadian issues
Source: Industry questionnaire conducted by Totum Research Source: Reader’s Digest Magazines (Canada)
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.
RELEVANT CONTENTFOR CANADIANS
AGREE 77
DISAGREE 23
AGREE 83
DISAGREE 17
STATEMENT 1: STATEMENT 2:
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.
Advertisements in Canadian magazines are more relevant to me than advertisements in U.S. magazines.
110
50
100
150
200
'96 '97 '98 '99 '00 '01 '02 '03 '04 '05 '06 '07 '08
English French Fr & Eng
Ad Page Growth Index 1996-2008(1996 = 100)
In the face of the worse economic recession in many decades, magazine ad pages experienced a rare dip. The reason has little to do with reader attitudes towards magazines and everything to do with advertiser cutbacks.
Despite this short-term slip in performance, a who’s who of Canada’s–and the world’s–largest advertisers increased their presence in magazines.
For more info, click here.
Source: Statistics Canada; Leading National Advertisers (LNA)
AD PAGE GROWTH
12
As go ad pages, so do advertising revenues.
Overall revenue growth is real growth, having averaged below Consumer Price Index (CPI) growth over the past 10 years.
For more info, click here.0
50
100
150
200
250
'96 '97 '98 '99 '00 '01 '02 '03 '04 '05 '06 '07 '08
English French Fr & Eng
Ad $ Growth Index1996-2008 (1996 = 100)
Source: Statistics Canada; Leading National Advertisers (LNA)
AD REVENUE GROWTH
13
Magazine ad page inflation has trended at or below the consumer price index (CPI) for the past ten years.
During this time, magazine ad page inflation and CPI have each grown by 2.3% per year, on average.
90
100
110
120
130
'99 '00 '01 '02 '03 '04 '05 '06 '07 '08
Magazines CPI
Magazine Ad Page Inflation(1996 = 100)
Inde
x 1
999
= 10
0
Source: Statistics Canada; Leading National Advertisers (LNA)
MAGAZINE AD INFLATION PACES CPI
14
The relationship between amagazine and its reader isa powerful thing. This bondtranslates to industry growth.Perhaps this connection between magazines and readers is why magazine advertising revenues continue to grow faster than all other major media combined.
For more info, click here.90
100
110
120
130
140
150
1999 2000 2001 2002 2003 2004 2005 2006 2007 2008
Magazines Other Major Media CPICPI = Consumer Price Index
Source: TVB; Statistics Canada. Other Major Media = Television, Newspapers, Radio and Out-of-Home
Average Annual Compound Growth Index1999-2008 (1999 = 100)
MAGAZINE REVENUE OUTPACES MAJOR MEDIA
15
76%
24%
Top 10 Categories Remaining Categories
The top 10 magazine advertising categories account for three quarters of total magazine spending.
Toiletries and Toilet Goods was the largest category in both 2007 and 2008, followed by Food, Business & Consumer Services, Retail Stores and Drugs & Remedies. For more info, click here.
RANK AD CATEGORY1 Toiletries & Toilet Goods2 Food & Food Products3 Business & Consumer Services4 Retail Stores5 Drugs & Remedies6 Travel, Hotels & Resorts7 Apparel, Footwear & Accessories8 Automotive9 Entertainment & Amusement10 Household Equipment & Supplies
Source: Leading National Advertisers (LNA), 2007
TOP 10 MAGAZINEAD CATEGORIES
16
LEADING MARKETERSDEPEND ON MAGAZINES
RANK ADVERTISER 2008 ADSPEND
1 Procter & Gamble 73,960,640
2 L'Oreal Canada 27,596,118
3 Kraft General Foods Canada 15,300,447
4 Dairy Farmers of Canada 9,255,888
5 Johnson & Johnson 8,646,269
6 Nestle Canada 8,478,506
7 Rogers Communications 7,937,047
8 Kao Brands Canada 6,498,552
9 Laboratoires Garnier 6,309,467
10 Wyeth Consumer Healthcare 6,080,227
11 Kruger Products 5,908,408
12 Kimberly-Clark of Canada 5,843,626
13 Government of Quebec 5,486,911
14 Nissan Canada Inc. 5,480,804
15 Coty Canada 5,432,565
16 Government of Canada 5,241,336
17 Revlon Canada 4,839,247
18 Lever Pond’s 4,807,346
19 Hewlett Packard (Canada) 4,759,182
20 General Motors of Canada 4,694,032
21 Toyota Canada 4,672,692
22 Lipton 4,636,433
23 Campbell Soup 4,441,309
24 Ford Motor Co of Canada 4,348,393
25 Royal Bank of Canada 4,154,233
RANK ADVERTISER 2008 AD SPEND
26 Hudson’s Bay 4,207,558
27 Kellogg Canada 4,050,927
28 Rogers Publishing Canada 3,970,035
29 Maybelline 3,929,317
30 Air Canada 3,898,594
31 IBM Canada 3,756,875
32 Alberto-Culver Canada 3,571,100
33 The Loyalty Group 3,451,787
34 TD Canada Trust 3,360,975
35 Loblaw Companies 3,340,953
36 Nabisco 3,318,449
37 Sony Of Canada Ltd 3,200,190
38 Shoppers Drug Mart 3,016,474
39 Glaxo Smithkline 2,853,236
40 Best Foods Canada 2,634,191
41 Mars Canada 2,618,841
42 Pfizer Canada 2,585,371
43 Reader’s Digest Association Canada 2,574,273
44 Mark’s Work Wearhouse 2,523,080
45 Smucker Foods of Canada 2,500,032
46 American Express Canada 2,489,399
47 Canadian Imperial Bank Of Commerce 2,447,876
48 H&M Hennes and Mauritz 2,446,423
49 Wal-Mart Canada 2,444,641
50 Telus Communications 2,422,892
Source: Leading National Advertisers (LNA)
17
ADVERTISERS INCREASE USE OF MAGAZINES
Abbott Laboratories +595Alberto Culver +54Aldo Group +18American Apparel +26Avon +99Bell Canada +42Best Buy +360Best Foods +38Black & Decker +20BMO Financial Group +60Cadbury Beverages +72Canadian Tire +9Church & Dwight +15Clover Leaf Seafoods +15The Co-Operators +24Dairy Farmers of Canada +94Diageo +51General Mills +44General Motors +12Groupe Marcelle +65Hewlett Packard +14Home hardware +18Hudson’s Bay Co. +215
Jamieson Laboratories +144Kao Brands +13Kraft General Foods +26Kruger Products +119Labatt Breweries +29Lipton +25L’Oreal +9Lotto Quebec +31Manulife Financial +508Mazda +75McCain Foods +243Parmalat +31Pfizer +77Reckitt Benckiser +220Royal Bank of Canada +11S.C. Johnson & Son +51Samsung +21Scotiabank +74Smucker Foods +17Telus Mobility +22Universal Studios +47Whirlpool +12Wyeth Consumer Healthcare +50
Source: Leading National Advertisers (LNA)
Sample of Advertisers who Increased Magazine Ad Spending in 2008 vs. 2007
A Partial Listing
18
100
120
140
160
180
1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008
United States Canada
Source: PIB; Leading National Advertisers
Pag
e G
row
th In
dex
Canadian ad page growth has consistently outpaced U.S. ad page growth.
CANADA OUTPACESU.S. PAGE GROWTH
Recession Recession
19
80
100
120
140
2001 2002 2003 2004 2005 2006 2007
CanadaUnited StatesAustraliaFranceUKJapanGermanySpainSwitzerlandItaly
Source: FIPP World Magazine Trends; All currencies converted to $US
Global Magazine Revenue Growth Index (2001 = 100)
Canadian magazine ad revenue growth is pacing the world market.
CANADA A GLOBALREVENUE GROWTH LEADER
20
Average readership of PMB-measured magazines remains constant over the past four reports despite the launch of over 125 new consumer titles in Canada during that three year period.
Source: Print Measurement Bureau (PMB)
PMB READERSHIP REMAINS CONSTANT
1.06 1.06 1.03 1.05
0.00
0.25
0.50
0.75
1.00
1.25
PMB 2007 PMB 2008 PMB Spr 2009 PMB Fall 2009
Average Magazine Readership of PMB Measured TitlesMillions of Readers
21
Consumers read magazinesevery day. They are anticipated,welcomed, held closely, readfrom cover to cover and oftenkept. Magazines are read byinfluential opinion leaders whoare often sought out for word-of-mouth recommendation.
Every minute spent with amagazine is prime time.
Source: Print Measurement Bureau (PMB)
MAGAZINES DELIVERSTRONG REACH
2933 35
62
72 69
78
87 85 8389 89 88
92 91
Yesterday Past Week Past Month Past 2 Months Past 3 Months
% Reach of Canadians
Adults 12+ProfessionalsHHLD Income $100K+
22
MAGAZINE READERS ARE “BEST CUSTOMERS”Magazines readers are an advertiser’s best customer, typically more affluent, holding professional managerial, executive or owner positions with the income to purchase advertised brands.
Heavy magazine readers outspend heavy TV viewers across a wide variety of product categories.
HEAVY MAGAZINE READERS
HEAVY TV VIEWERS
Average Home Value $263,779 $206,347
Value of Securities $74,951 62,994
Men’s Clothing* $493 $393
Women’s Clothing* $755 $536
Furniture* $1,205 $1,098
Footwear* $180 $135
Fine Jewellery* $628 $549
Watches* $109 $79
Face & Body Skincare* $528 $420
Hair Salon* $342 $275
* Past 12 months
Source: Print Measurement Bureau (PMB)
235.0
5.9 5.8 5.75.2
3.7
0
1
2
3
4
5
6
7
Issu
es R
ead
per M
onth
12 - 17 18-24 25-34 35-49 50-64 65+
Readers age 18-24 read more issues per month than the average magazine reader.
Readership is strong across all demos, reaching Canadians in virtually every life phase.
MAGAZINES ARE READBY ALL AGE GROUPS
Source: Print Measurement Bureau (PMB)
24Qualitative Readership Scores
PMB2005
PMB2007
PMB2009 Fall
Time Spent Reading(minutes/issue)
40.4 40.9
6.7
41.3
Avg. Degreeof Interest(10 point scale)
6.7 6.8
Source: PMB
TIME SPENT & READER INTEREST CONSISTENTQualitative readership scores remain stable: time spent reading and “average degree of interest” scores across all measured magazines.
Qualitative Readership
Source: Print Measurement Bureau (PMB)
25 PMB Readership Seasonality
FALL WINTER SPRING SUMMER
Sept/Oct/Nov Dec/Jan/Feb Mar/Apr/May Jun/Jul/Aug
Index to full-year average 101 101 101 97
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.
Source: Print Measurement Bureau (PMB)
MAGAZINES WORKYEAR ROUND
26
AD TYPE 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 54
1/3 Page 2C 54
Ad unit size does matter. Use ad impact data from Starch Research to help you plan the most impactful campaignpossible within the confines of your media budget.
For more info, click here.
Source: Starch Research; Magazines Canada Magazine Essentials
AD IMPACTBY UNIT SIZE
27
COVERS GENERATE EXTRA IMPACTWhen extra impact is required,covers can help make thedifference. Consider an outsideor inside cover when launchingor repositioning a brand, or whenplanning a seasonal or promotionalheavy up.
For more info, click here.
Source: Starch Research; Magazines Canada Magazine Essentials
100116
InsidePages
2nd
Cover(IFC)
Index of Noted Scores
108
3rd
Cover(IBC)
120
4th
Cover(OBC)
28
Research proves that magazine ads generate equal impact no matter where they are positioned in the magazine: front, middle or back; left-page or right-page. A reader’s interest is maintained throughout the entire magazine. For more info, click here.
(Differences are not statistically significant)
100 100103100
All P4CAds*
Back1/3 of
Magazine
Middle1/3 of
Magazine
Front1/3 of
Magazine
Index of Noted Scores
Source: Starch Research; Magazines Canada Magazine Essentials
LEFT vs. RIGHT PAGE & FRONT vs. BACK
100106103105
Ads onLeft-Hand
Page
ReadMost
AssociatedNoted
Index of Noted Scores
Ads on Right-Hand Page
29
ADVERTORIALS PROVIDE USEFUL INFORMATIONConsumers view magazine advertorials as a good way for advertisers to communicate information about products.
They are a source of new ideas and generally provide more information than a regular ad. They are particularly useful at communicating ways to use an advertiser’s product.
However, consumers want clear reassurance that they are ads not editorial.
ADVERTORIALS… TOTAL
A good way for advertisers to communicate info about products 76
They generally provide more information than a regular ad 68
It should be made clear that these are ads or promotional messages and not part of the magazine’s editorial content
66
Are a source of new ideas and ways to use products 62
Source: Starch Research, 2009
% Strongly Agree (7-10 out of 10)
30
AVERAGE AD SCORE INDEX
Ad on same/preceding/next page 100
No ad on same/preceding/next page 101
No competitor in same issue 100
1 competitor in same issue 102
2 competitors in same issue 102
3-4 competitors in same issue 103
5-8 competitors in same issue 101
Less than 20% ad radio 100
20% to 30% ad radio 104
30% to 40% ad radio 109
Magazine ads are evenlydistributed throughout eachissue, not arranged in pods.This means that magazineads are more likely to standout. Plus, consumers can selectthe order in which they chooseto view the ads and the timethey spend with each ad.
Therefore, an advertiser’simpact is not affected bywhether there are other adsnearby, including directcompetitor’s ads, or how manyads there are in the magazine.
Source: Medialogue, Stop/watch, 2005
AD CLUTTER IS NOT AN ISSUE IN MAGAZINES
31
CONSUMERS PAY ATTENTION TO ADSIn today’s environment, it’s important that consumers are paying attention to your ad messages. Consumers rate magazines highly based on how likely they are to pay attention to advertising messages in various media.
Source: Jack Myers Emotional Connections Survey, 2007. Adults who use medium and say they are likely to pay attention to advertising.
30
34
27
35
36
41
34
40
Internet
Radio
Television
Magazines
Age 18-64 Age 18-24
Pay attention to advertising (%)
32
Magazine ads maintain their effectiveness in creating recall and driving purchase intent even after repeated exposure. Evidence from two recent ad campaigns suggests that magazine ad wearout is more fiction than fact.
Where possible, multiple creative executions within a campaign remains a good idea to enhance communication momentum. As ever, the creative concept is king. Great creative generates a life and longevity of its own, including a strong ROI for advertisers.
MAGAZINES SHOW IMMUNITY TO WEAROUT
Johnson’s Baby Oil22 measured ad insertions over 3 quarters
Ambien CR35 measured ad insertions over 4 quarters
Source: Affinity’s VISTA Views, 2009. Base: Actions taken based on readers recalling specific ads
Q1 Q2 Q3
Average recall 43% 43% 51%
Plan to purchase 20% 21% 20%
Q1 Q2 Q3 Q4
Average recall 58% 61% 61% 59%
15%Plan to purchase 12% 13% 14%
33
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 creating a meaningful, relevant relationship with the target audience. It’s good to know that magazines win on all engagement dimensions, including Ad Receptivity. For more info, click here.
Engagement Dimensions Measured Across Media Channels
Source: Simmons Multi-Media Engagement Study, 2008 Full-Year Study
MAGAZINES WIN ONENGAGEMENT
MAGAZINES TELEVISION INTERNET
Ad Receptivity 286 212 234
Inspirational 284 250 232
Trustworthy 337 279 318
Life-Enhancing 304 217 279
Social Interaction 315 285 288
Personal Timeout 312 311 260
34
Magazine readers welcomeadvertising as part of theirmagazine readingexperience. They readmagazine advertising inmuch the same way as theyread a magazine’s editorial.
Magazine advertising is seento be an essential part of themagazine package.
CONSUMERS VALUEMAGAZINE ADS
21%
32%
32%
36%
48%
Using the Internet
Watching Network TV
Watching Cable TV
Listening to Radio
Reading Magazines
Advertising adds to the enjoyment of the following:
Very/somewhat positive attitude toward advertising:
Source: Roper Public Affairs, 2005
Source: Dynamic Logic AdReaction 4, 2005
30%
46%
52%
61%
Internet
Radio
TV
Magazines
35
When Starcom Research asked consumers to pull those 10 pages that best exhibit the essence of the magazine they were reading, three of the ten were advertisements.
ADS ARE INTEGRAL TOMAGAZINE CONTENT
3 of 10 Pageswere advertisements
Source: Starcom, In-home Consumer Interviews, 2004
36
READERS ENJOY MAGAZINE ADSMagazine advertising is enjoyed and seen as an integral part of magazine content. As a result, magazines ads are low on the annoyance scale. Readers use magazine ads to catch up with what’s new in fashion, food, home décor, toiletries, retail, automotive, business services and much more.
8%
16%
16%
22%
42%
53%
OOH
Radio
Internet
Newspapers
Television
Magazines
I generally enjoy the advertising in/on (medium):
Source: Starch Research, 2009
13%
29%
38%
6%
51%
11%
OOH
Radio
Internet
Newspapers
Television
Magazines
I find advertising in/on (medium) most annoying:
37
MAGAZINE ADS LEAVE A POSITIVE IMPRESSIONConsumers have a positive impression of magazine advertising ranking magazines as #1 out of 16 media.
Source: Dynamic Logic AdReaction 4, 2007
Very/somewhat positive attitude toward advertising:
24%
44%
52%
54%
Internet
Radio
Television
Magazines1 Magazines
2 In-store
3 Television
4 Newspapers
5 Radio
1 Video games
2 Magazines
3 Radio
4 Television
5 Newspapers
Enjoying content (in this medium) at the time I saw the ad:
Ads (in this medium) made a positive impression:
Top 5 ranking (of 16 media) on key adperformance areas:
Source: The Futures Company Yankelovich Monitor/Sequest Partners, 2008
38
Source: Media Effectiveness Study, Thompson Lightstone
73% of readersregularly/sometimes save a magazine ad
page for future reference
MAGAZINE AD PAGES GET SAVEDSaving a magazine ad page proves a high level of engagement, advertising receptivity and a propensity to do something, i.e.: go online; visit a store or dealer; buy something.
39 6%
16%
15%
42%
37%
48%
OOH
Radio
Internet
Newspapers
Television
Magazines
In a world where trust is becoming an endangered concept, it’s good to know that readers trust magazine advertising, more so than television, online, newspapers radio and out-of-home.
A similar pattern holds true for millennials(consumers born between 1977 and 1996) as well.
CONSUMERS TRUST MAGAZINES
6%
11%
13%
20%
Internet
Radio
Television
Magazines
I trust and believe the advertising in/on (medium)
Percent of millennials* who trust advertising in:
Source: MORI Research, 2006* Consumers born between 1977 and 1996
Source: Starch Research, 2009
40
CONSUMERS PAY ATTENTIONWhen consumers read a magazine, they are least likely to multi-task other media. The personal and engaging nature of magazines, combined with the highly active and focused process of reading, keeps the reader’s eyes glued to the page. Only 8% simultaneously go online and just 12% watch TV at the same time.
READ MAGAZINES
WATCH TV
LISTENTO RADIO
READ NEWSPAPERS
GOONLINE
Read Magazines N/A 23% 14%
16%
25%
N/A
6%
9%
Read Newspapers N/A 28%
N/A
N/A
13%
15%
11%
Go Online 8% 41% N/A
Listen to Radio 10% 11% 21%
Watch TV 12% N/A 14% 30%
Regularly engage in another medium at the same time:
Source: BIGresearch Simultaneous Media Usage Study, 2008
41
ENGAGEMENT DRIVESAD EFFECTIVENESSGreater reader engagement is directly linked to increased advertising recall. Engaged readers recalled ads 22% more often and were 35% more likely to take action in response to magazine advertising.
23%
31%
46%
56%Ad Recall
Actions Taken
Agree with engagement statementsDisagree with engagement statements
0 2 4 6 8 10 12
More favourable opinion
Gather more information
Visit advertiser’s website
Visit store/dealer/other
Save ad for future reference
Recommend product/service
Purchase consideration
Purchase product/service
Top/bottom 2 box scores among total respondents
Overall ad recall and actions takenin response to magazine advertising
Individual actions takenin response to magazine advertising
Source: Affinity, 2006
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MAGAZINE ADS OFFER HELPFUL IDEAS & DETAILMagazine advertising generally provides consumers with helpful ideas and detailed information about what’s new and what to buy. It’s no wonder that magazine ads excel at creating brand favourability and purchase intent.
5%
15%
22%
45%
35%
66%
OOH
Radio
Internet
Newspapers
Television
Magazines
Ads in/on (medium) provide ideas
2%
14%
21%
39%
34%
57%
OOH
Radio
Internet
Newspapers
Television
Magazines
Ads in/on (medium) contain important details
3%
16%
18%
40%
41%
55%
OOH
Radio
Internet
Newspapers
Television
Magazines
Ads in/on (medium) are generally helpful
Source: Starch Research, 2009
43
MAGAZINES RANK HIGHEST ON KEY USER PERCEPTIONS
Magazines ads rank highest on their ability to provide usable ideas, generate trust and believability plus they inform by providing important details. Magazine ads are most likely to be noted for future reference.
At the same time, magazine ads are most enjoyed and are least likely to be annoying or ignored.
MAGAZINE INDEX vs.
TELEVISION
MAGAZINE INDEX vs. INTERNET
Ads provide ideas 147 300
Ads are generally informative 135 322
Ads contain important details 168 271
Ads are generally helpful 134 306
The advertising is most relevant to my interests 138 229
The medium that provides knowledgeable/usable ideas 108 129
I generally enjoy the ads 126 331
I trust and believe the ads 124 313
I have saved or made note of an ad for future reference 124 209
I ignore the ad messages 59 41
I find the ads most annoying 22 29
Source: Starch Research, 2009
44
MAGAZINE READERS TAKE ACTION56% 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 favourableopinion 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
Consider purchasing the advertised product/service 21%
Have a more favourable opinion about the advertiser 12%
Gather more info about the advertised product/service 12%
Visit the advertiser’s website 11%
Visit a store, dealer or other location 9%
Purchase the advertised product or service 8%
Save the ad for future reference 7%
Recommend the product/service to a friend, colleague or family member 5%
Took any action (net) 56%
Source: Affinity Research VISTA Print Tracking Service, 2008. Actions taken based on respondents recalling specific ads
ACTIONS TAKEN AS A RESULT OF READING SPECIFIC FEATURES/ARTICLES
68%Took any action (net)
12%Visit a related website
15%Gather more info about the topic
24%Passed article along to someone
29%Saved article for future reference
45
MAGAZINE AD EFFECTIVENESS UP 10%Increasingly, consumers take action after reading magazine advertising, up 10% over the last four years. 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.
56
54
51
51
2008
2007
2006
2005
Magazine advertising actions taken (%)
100 Index
100 Index
106 Index
110 Index
Source: Affinity Research VISTA Print Tracking Service, 2008. Actions taken based on respondents recalling specific ads
46
MAGAZINE AD RECALL INCREASINGMagazine ad effectiveness, as measured by advertising recall, is up 6% over the past four years. That’s a significant increase in media impact sure to impact advertiser ROI.
56
55
53
53
2008
2007
2006
2005
Magazine advertising recall (%)
100 Index
100 Index
104 Index
106 Index
Source: Affinity Research VISTA Print Tracking Service, 2008. Actions taken based on respondents recalling specific ads
47
HOW A COPY IS ACQUIRED DOESN’T AFFECT RESPONSE
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 advertisers’ website or gather more information.
ACTIONS TAKEN OR PLAN TO TAKE IN RESPONSE TO MAGAZINE ADVERTISING (%)
Paid Non-paid Pass-along Ttl Readers
19% 20% 21%
11% 12%
12%
11%
9%
8%
7%
5%
56%
12%
11%
8%
8%
7%
6%
56%
11%
12%
10%
8%
7%
6%
5%
55%
Consider purchasing the advertised product/service 21%
Have a more favourable opinion about the advertiser 12%
Gather more info about the advertised product/service 12%
Visit the advertiser’s website 12%
Visit a store, dealer or other location 9%
Purchase the advertised product or service 9%
Save the ad for future reference 7%
Recommend the product/service to a friend, colleague or family member
5%
Took any action (net) 57%
Source: Affinity Research VISTA Print Tracking Service, 2008. Actions taken based on respondents recalling specific ads
48
Source: Roper Reports: What Prompts, Consumer Word of Mouth, 2005
Read in magazine
Saw in a store
Saw on TV
Read in a newspaper
Coupon/discount
Heard on the radio
Saw/read on the web
Free sample
54
53
53
47
44
35
31
18
(%)
37
MAGAZINES INFLUENCE WORD-OF-MOUTHWord-of-mouth recommendation is the holy grail of many advertisers.
More than half of consumersagree that magazines are a leading contributor to word-of-mouth product recommendation.
4942
38 37
33 3229
27
2321
11 107 7
Magaz
inesBro
adcast
TVNewsp
apers
Face-to
-Fac
eCable
TVRadio
Direct M
ailEmail A
dsInter
net
Outdoor Billb
oard
Online C
ommunit
iesBlogsOther
Source: BIGresearch Simultaneous Media Usage Study (SIMM 13), December 2008
Magazines
Network TV
57%
54%
53%
51%
Cable TV
Radio
Magazines most influence consumers to go to the web to get more info on products and services and to start a search for merchandise.
MAGAZINES DRIVE SEARCH
Click here for more info:
Media that trigger online search Which media provides you with ideas that influence how to get information about products and services on the Internet?
50
ONLINE SEARCH INFLUENCERS BY DEMO
“What medium influences you to start a search online?” (% by medium)
Medium Total423837333229272321111077
Direct Mail 25 28 21 26 27 28 29
OOH Billboards 12 9 14 14 12 10 7
Other 7 7 4 5 7 8 9
Male Female 18-24 25-34 35-44 45-54 55-64Magazines 41 43 38 39 44 44 45TV/Broadcast 41 36 31 36 40 41 39Newspapers 38 37 25 29 35 41 47Cable TV 33 32 39 38 33 32 27Face-to-Face 36 28 43 40 34 31 23Radio 33 24 28 31 32 31 24
E-mail Advertising 22 23 23 25 24 23 20Internet Advertising 24 18 28 24 22 20 16
Online Community 10 9 24 16 9 5 3Blogs 8 6 17 10 7 5 3
Across gender and age demos, Magazines successfully drive consumers to search online.
Source: BIGresearch In-Market Media Usage Survey among 15,000 adults, ages 18 to 65, Simm13, December 2008
510
20
40
60
CosmeticsFashion Accessories
ToiletriesFood
ClothingEntertainment Tickets
HobbiesCars
MusicTravel TicketsHolidayHousehold App.ElectronicsOther
TV Ads Magazine Ads Newspaper Ads Radio Ads
% Agree
"Did any of the following (media) help you with ideas or informationon any of the online purchases you made?“
MAGAZINES ADS DRIVE CATEGORY PURCHASE
Source: Base: Magazines in the Driving Seat, PPA, 2007. 16-64 online adults who have gone online in last 12 monthsto look for info on products considering buying + have made an online purchase.
52
MAGAZINE AD URLs DRIVE READERS TO WEB
Magazines ads with URLs are significantly more likely to drive readers toadvertiser websites across a variety of editorial categories. This result shouldnot be surprising as readers need not search for a pen and paper or try to memorize an advertiser’s URL.
Home
Financial
Fashion
Men’s
Travel
Women’s Service
203
122
152
138
286
198
Ads WITHOUT Web Address Ads WITH Web Address
Action index: Visit Advertisers WebsiteBase: Actions taken based on respondents recalling specific ads
53
MAGAZINES PROMPT ACTION AFTER VIEWING ADS
Magazine websites are more likely than other media websites to prompt consumer action. They visited websites, searched for more info, clicked on banner ads, talked to friends or went to a store to check out a product. Consumers “act” after viewing magazine ads.
ACTIONS TAKEN AFTER VIEWING ONLINE VIDEOADS
Went to Company Website
Clicked on
Banner Ad
Talked to Friends
or Family
Went to Store to Check
Product
27% 29%
26%
22%
19%
20%
24%
14%
22%
23%
22%
22%
27%
18%
30%
29%
25%
National Broadcast TV Sites 38% 31% 25%
25%
25%
20%
45%
42%
40%
38%
37%
35%
Searched for Info
Magazine Sites 38%
Online Only News/Info Sites 35%
National Newspaper Sites 37%
Cable TV Sites 30%
Portals 34%
User-generated Sites 24%
Source: Online Publishers Association (OPA), 2007
54
Magazines have been proven, time and time again, to drive sales response and return on investment. In a study of 20 brands, consumer exposure to magazine advertising lifted sales more than double that of unexposed consumers. ROI was nearly three times the media expenditure in just 12 months. Click here for more info.
No Exposure toMagazines
Exposed toMagazines
% in
crea
se in
sal
es
+ 11.6%
10.0%
21.6%
Source: Return to Spender, Sales Uncovered, PPA 2005 (chosen by Media Week magazine as one of the best global media studies of 2005)
MAGAZINES DRIVE SALES RESPONSE
$1$1 $2.77$2.77
$1 spent inmagazineadvertising
12 monthSales $ROI
55
Source: Procter & Gamble Inc., 1999
MAGAZINES DRIVE SALES FOR P&GAlone or in combination with TV, Procter & Gamble proved that, dollar for dollar, Canadian magazines effectively drive sales response. Following this test, P&G significantly increased its use of magazines from 5% to 29% of total ad spend.
Incr
ease
in s
ales
vol
ume
(Inde
x)100%
Television100%
Magazine
100
106
80% TV20% Magazines
107
56
Source: HYP&N, 2002
MAGAZINES + TVDELIVER SALESUnilever proved that the combination of magazines and television delivered incremental reach and increased exposure among lighter TV viewers while confirming previously documented benefits of the “multiplier effect”.
Incr
ease
in s
ales
vol
ume
(Inde
x)100%
Television
100
106
75% TV25% Magazines
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Throughout the purchase funnel, from awareness to purchase intent, magazines help to optimize ROI in different media combinations. Add magazines to a mix of television and/or online to make your media campaign work harder.
MAGAZINES HELPOPTIMIZE ROI
Source: Measuring Media Effectiveness, Marketing Evolution 2006
Total Brand Awareness Purchase Intent
100138
153
182
0
50
100
150
200
TV Only
TV+ Onli
neTV +
Magaz
ines
TV + Mag
azine
s + O
nline
100 101
144 151
0
50
100
150
200
TV Only
TV + Onli
neTV +
Magaz
ines
TV + Mag
azine
s + O
nline
Cumulative Effects of Different Media CombinationsAggregate of 20 Studies (Pre/Post Point Change)
58
Across 32 cross-media studies, magazines prove vital throughout the purchase funnel, consistently increasing market impact in combination with television and/or online. Dollar for dollar, magazines add more bang for the media buck.
MAGAZINES VITAL THRU PURCHASE FUNNEL
Sources: Dynamic Logic/Millward Brown, CrossMedia Research, 2007
Index of Cumulative Effects of Different Media Combinations (Aggregate of 32 Studies)Pre/Post Point Change (Index Versus TV Alone)
AIDEDBRAND
AWARENESS
ADVERTISINGAWARENESS
BRANDFAVOURABILITY
PURCHASE INTENT
TVOnly 100 100 100 100
TV +Online 149 145 155 122
TV +Magazines 175 218 352 252
TV +Magazines +Online
224 230 407 274
Results reflect the impact of different media combinations expressed as an index with TV as the base (100)
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MAGAZINES IMPROVE ROIIN A MEDIA MIX
When media optimization is required, media optimization expert Marketing Evolution recommends advertisers reallocate media spending as follows:• Magazine share of spending
should increase as much as 30%in 11 of 16 studies (69%)
• Online share of spending shouldincrease as much as 10% in 7 of
16 studies (44%)• TV share of spending should
increase as much as 10% in 3 of16 studies (19%)
Recommendation for allocation of media spendingPercentage of studies where spending should increase for medium
An increase in magazine spending isrecommended 69% of the time toincrease return on investment (ROI)
69%
Source: Marketing Evolution, 2006
%
19%
44%
69%
TV
Online
Magazines
TV Online Magazines
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The addition of magazines in a media mix influences results throughout the purchase funnel. Magazines perform strongest in driving brand favourability and purchase consideration, two of the hardest metrics to influence.
7.6
9.8
3.9
2.9
4.6
3.7
4.4
1.7
1.6
1.0
5.7
8.3
3.4
7.3
7.0
Aided BrandAwareness
Ad Awareness
MessageAssociation
Brand Favourability
PurchaseConsideration
TV Online Magazines
MAGAZINES DRIVE PURCHASE INTENT
Source: Dynamic Logic/Millward Brown, CrossMedia Research Studies, 2007
17.0
22.5
9.0
11.8
12.6
38%
17%
45%
Magazines Television Online
Incrementaleffect across purchase funnel overall
Base: 32 studies
61
MAGAZINES DELIVER LOW COST PER IMPACT
ROI analyses across 38 cross-media accountability studies indicate magazines deliver low cost per impact (CPI) in generating brand awareness and, in particular, when generating brand familiarity and purchase intent where magazines rank #1 vs. television and online.
Six automotive studies, encompassing domestic and imported cars and trucks , magazines proved to deliver the lowest CPI when generating brand familiarity and purchase intent.
$2.61
$2.58
$1.97
$1.23
$1.40
$1.08
$1.77
$2.61
$0.98
$0.00 $1.00 $2.00 $3.00
PurchaseIntent
BrandFamiliarity
BrandAwareness
Cost per impact (CPI) across the purchase funnelAggregate of 36 studies
Source: Marketing Evolution 2008
Television Magazines Online
$2.65
$3.92
$1.84
$2.45
$7.60
$7.20
$ 0.00 $ 2.00 $ 4.00 $ 6.00 $ 8.00
PurchaseIntent
BrandFamiliarity
Automotive cost per impact (CPI)Aggregate of 6 studies
Television Magazines Online
62
MAGAZINE INFLUENCE IS GREATER THAN % SPENDING
Magazines contribute significantly to communication of both “practical” and “emotional” benefits of automotive nameplates.
Practical purchase stimulators include basic price, special offers and promotions as well as equipment and features. Emotional purchase stimulators include quality, trust, “fits my personality” and appearance and style.
AUTOMOTIVE AD SPENDvs. PURCHASE INFLUENCE
GENERAL MOTORS TOYOTA
12% 13%
19%
146
40%
17%
43
3%
9%
300
17%
142
40%
18%
45
4%
9%
225
FORD
Magazine Spend 13%
Magazine Influence 17%
Index: Influence divided by Spend 131
Television Spend 41%
Television Influence 18%
Index: Influence divided by Spend 44
Online Spend 4%
Online Influence 8%
Index: Influence divided by Spend 200
Percent of advertising spend versus percent of resulting purchase influence
Source: BIGresearch, 2008 and analysis of AdAge Car Spending
63
Purchase ConsiderationQ: The next time you are looking to buy or lease a new vehicle, how likely are you to consider the following small/compact SUVs?*
Magazines + Online
Online Only
109TV Only
122
78
117
165
143
170
Magazines Only
TV + Online
Magazines + TV
Magazines + TV + Online
IndexIndividual MediaTwo Media CombinationThree Media Combination* Results shown are for Jeep Compass only. The question referred to the Jeep Compass within a competitive set of brands.
The launch of Jeep Compass depended heavily on magazine advertising to drive purchase consideration, having contributed more than other media when analyzed alone or in combination with other media. For more info, click here.
Source: Dynamic Logic, 2007
MAGAZINES OPTIMIZE AUTO PURCHASE CONSIDERATION
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MAGAZINES COMMUNICATEAUTO BENEFITS
Magazines contribute significantly to communication of both “practical” and “emotional” benefits of automotive nameplates.
Practical purchase stimulators include basic price, special offers and promotions as well as equipment and features. Emotional purchase stimulators include quality, trust, “fits my personality” and appearance and style.
PURCHASE STIMULATORS FOR AUTOMOTIVE BRANDS Practical
33%
30%
28%
17%
15%
11%
11%
6%
6%
5%
Emotional
Television 23%
Magazines 20%
Newspapers 12%
Radio 10%
Loose Inserts or Flyers 8%
Movie Theatre Ads 9%
Internet Ads 7%
Sponsorship Events 7%
Outdoor 6%
Public Transportation 6%
Percent of consumers who indicated these information sources “perform well”for practical/emotional purchase indicators
Source: PointLogic M3 Automotive Survey, 2008
65
MAGAZINES ARE A TOP HEALTHCARE RESOURCEMagazines are an important source of healthcare information for consumers. Magazine articles and ads are both valued sources.
LEADING SOURCES OF HEALTHCARE INFORMATIONFOR CONSUMERS
VERY MUCH/SOMEWHAT
Doctors 69%
Pharmacists 56%
Friends/Spouses/Relatives 54%
Nurses/Physician Assistants 53%
Ads/Brochures/Pamphlets in Dr’s Office 42%
Medical Journals 38%
Magazines in Dr’s Offices 35%
Magazine Articles 33%
Product Packaging/Labels 32%
Newspaper Articles 29%
Internet-Other Health websites 26%
TV Programs or Reports 26%
Magazine Ads 22%
TV Ads 22%
Internet-General websites 21%Source: MARS OTC/CTC Study, 2008
66
CREATIVE USE OF MAGAZINESLooking 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 new ad campaign?
Magazines can deliver the wow-power!
Whether it’s an ROP page, an insert that carries a scent, carries a tune, pops-up or 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. Tipped-on paint stir-stick with coupon
67
10. 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.
9. 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.
8. 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.
7. 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.
6. 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…
TOP 10 REASONS TOUSE MAGAZINES
68
5. Magazines deliver brand relevant imagery: Magazine editorial imbues ads with brand relevant imagery, associations and a frame of reference that delivers greater reader receptivity to brand ads.
4. 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.
3. 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.
2. Magazine advertising enhances ROI: Allocating more ad dollars to magazines in the media mix improves marketing and advertising ROI.
1. Magazines sell: 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.
TOP 10 REASONS TOUSE MAGAZINES (Cont’d)
69
ABOUT MAGAZINES CANADAMagazines 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 their agencies understand how magazine advertising works and how it may best be put to work for them.
For examples of information available, please click on the following:
FastFacts – A series of one-page fact sheets for most-requested topicsmagblast – A series of podcasts designed to inform and educate PAGE newsletter – A monthly newsletter reporting news and latest research Magazine research information – An archive of major magazine research Magazine Essentials – A summary of magazine planning information Put Magazines to Work – A summary of the latest magazine industry infoBest on Page – Best magazine ad creative from around the worldCreative Advantage – Creative use of the magazine mediummagWorks – New, cost-effective way to test magazine advertising creative
70
MAGAZINE ECO KITThe Canadian magazine industry is putting environmental policies in place that support forest conservation. Magazines are doing their part to identify and gain access to environmentally friendly papers available to protect and preserve the natural resources upon which we all depend.
The Magazine Eco Kit offers a collection of ideas and best practices that publishers may adopt as their own for a more sustainable publishing industry.
For your copy, click here.
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AdDirect™
AD PORTALMagazines 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.
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GOT QUESTIONS? CONTACT USIf 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.