magazine essentials · index of noted scores . 7 colour vs. b/w source: starch tested copy, vol. 1,...

MAGAZINE ESSENTIALS

making the most of magazines

2

Compilation Of Information Most Requested By Media Planners

3

Contents 3 Contents

4 Definitions: Starch Tested Copy

5 Digest vs. Standard Page Size

6 Bleed vs. Non-bleed

7 Colour vs. Black & White

8/9 Left-hand vs. Right-hand Ad Positioning

10/11 Position within the Magazine

12 Inside Front Cover (IFC) Positioning

13 Inside Back Cover (IBC) Positioning

14 Outside Back Cover (OBC) Positioning

15 Cover Spreads

16/17 Ad Recall Norms by Ad Size

18 Impact of Competitive Ads

19 Ads Facing Edit vs. Other Ads

20 Product Specific Ads vs. Ads for a Range of Products

21 Teaser Ads

22 Multi-page Ads in Direct Succession

23 Multi-page Ads in Alternate Page Succession

24 Multi-page Ads in Separated Run-of-Book Positions

25 Multi-page Fractional Ads in Alternate Page Succession

26 Sideways Ads vs. Traditional Ads

27 Business Reply Cards

28 Response to Ads in Business/Professional Magazines

29 Inserts

30 Interactive Inserts

31 Advertorials

32 Special Sections/Supplements

33 Scent Strips

34 Bound-in or Glued-in Booklets

35 Gatefold Covers

36 Gatefold Inserts

37 Pop-up Ads

38 Ads with Coupons

39 Non-traditional Ads

40 Acetate Overlays

41 Ads with Premium Offers

42 Ads with Recipes

43 Glued-on Product Samples

44 Product Samples

45 Sampling: Shampoo Case Study

46 Polybag Ads

47-48 Ad Clutter

49-54 Advertising Wearout

55-57 Creative Considerations

58 Long vs. Short Headlines

59 Length of Headline

60 Headline Position on Page

61 Headline Colour

62 Headline background

63 Headline Type Size

64 Positive Headlines

65 Image Size

66 Photos vs. Illustrations

67-69 Long vs. Short Copy

70 Humour in Ads

71 People in Ads

72 Celebrity Ads

73 Number of Brand Mentions in Copy

74 Size of Product Name

75 Size of Product Shot

76 Logo Positioning

77 Creative Dos

78 Ad Analysis Chart

79 Contact Us

4

Definitions: Starch Tested Copy

Noted Score: A measure of the size of the

audience that remembered seeing the ad

Associated Score: A measure of those who

looked at the ad long enough to learn what brand

is advertised

Read Most Score: A measure indicating whether

interest in the ad was strong enough to pull the

reader through most of the ad

5

Physical Size of the Magazine Page

Does Not Affect Readership

Source: Starch Tested Copy, Vol. 1. No. 12

99 100

Standard Size

Digest Size

Index of Noted Scores

6

Bleed Ads Increase Readership


115

100

Page 4C Bleed Ads

Non-Bleed Ads

111

Page B/W Bleed Ads


7

Colour vs. B/W

Source: Starch Tested Copy, Vol. 1, No. 1


100 100

145

DPS 4C

DPS B/W

Page 4C

153

Page B/W

8

Left-Hand and Right-Hand

Positioning has Equal Impact

Source: Starch Research

100 106 103 105

Ad Pages on Left-Hand

Page

Read Most

Associated Noted

Ads on Right-Hand Page

Index

(Differences are not statistically significant)

9

Left-Hand vs. Right-Hand

Positioning by Ad Category


100 100 100 104

Left-Hand Page 4C

F o o d

Right-Hand Page 4C


102 100

T o i l e t r i e s

A u t o m o t i v e

C o m p u t e r s

O T C

D r u g s

A p p a r e l

F i n a n c i a l

C o s m e t i c s

100 106

95

10

Position Within the Book

is Not an Issue


100 100 103 100

All P4C Ads* Back Third of

Magazine

Middle Third of

Magazine

Front Third of

Magazine


* Excluding covers

11

Ads are Effective

Throughout the Book

VISTA STARCH

Total Recall Index

Action

Taken Index

Noted Index

Action

Taken Index

Full Issue 100 100 100 100

1st Quarter of Magazine

103 100 104 100

2nd Quarter of Magazine

100 100 100 98

3rd Quarter of Magazine

100 102 98 100

4th Quarter of Magazine

97 96 96 98

Sources: Affinity’s VISTA Service (P4C), 2010; Starch (P4C)

12

Do Inside Front Cover Positions

Increase Impact?

Source: StarchMetrix

100

121

Inside Pages

2nd Cover (IFC)


13

Do Inside Back Cover Positions

Increase Impact?



117

3rd Cover (IBC)

100

Inside Pages

14

Do Outside Back Cover Positions

Increase Impact?



123

4th Cover (OBC)

100

Inside Pages

15

Do Cover Spreads

Increase Impact?



134

Cover Spreads

100

Inside Pages

16

Recall of Magazine Ad by Size (in descending order)


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

17

Ads are Effective

Throughout the Book

Sources: Affinity VISTA (P4C); Starch (P4C)

TYPE/SIZE OF AD VISTA STARCH

Total

Recall

Action

Taken Noted

Action

Taken Ad Size Multiple pages (excl. spreads) 65 58 68 61

Gatefold ads 70 58 61 60

Double-page spread 63 54 58 58

Full page 59 53 53 59

Half-page spread 57 58 52 63

Half-page 48 51 45 62

Third page 48 51 43 63

Less than full page 49 51 53 54

Colour

Four colour 60 54 53 60

B/W 57 48 42 58

Premium Position

Inside front cover 66 54 76 58

Inside back cover 60 51 60 59

Back cover 66 50 64 59 Opposite table of contents 62 53 60 59

Total 59% 54% 53% 60%

Impact of Magazine Ads (%)

18

Impact of Competitive Ads

in the Same Issue

Source: Medialogue, Stop/Watch

100 102 102

0

Number of Competitive Ads

Index of Recognition Scores

103 107 101

1 2 3-4 5-8 9+

19

Ads Facing Editorial or Other Ads

have Similar Impact


100 95

102

Ads Facing

Full Editorial Page

Index of Noting Scores

Ads Facing

Editorial + Fractional

Ad

Ads Facing

Full Ad Page

20

Ads Work for Single or

Multiple Products


104 100

Product Specific

Ads

P4C Ads


Range of

Products

108

21

Do Teaser Ads Work?

100

130 120

All Ads Effectiveness Attribution

Index

105

Recognition

Teaser Ads


22

Multi-Page Ads in Succession*

Increase Impact


127

100

Noted Any Page of Ad

Noted First Ad Page

* A series of ads

in direct

succession

Index

23

Multi-Page Ads in Alternate

Succession* Increase Impact


141

100


Noted First Ad Page

* A series of ads

(2, 3 or 4) on

alternating

following pages

Index

24

Multi-Page Ads in Separated Run-

of-Book Positions* Increase Impact


148

100


Noted First Ad Page

* A series of page ads

(2, 3 or 4) run in

widely separated

positions within

the issue

Index

25

Multi-Page Fractional Ads in Alternate

Succession* Increase Impact


113

100

Two Alternate

Pages

Page 4C

* A series of

fractional ads

(1/2 page or

less) in

alternating

succession

115

Three Alternate

Pages

Index

26

“Sideways” Ads Don’t Measure Up

to Traditional Full Page Ads


100

83

100

Full Page

2 Horizontal Half Pages

Full Page

Index

86

2 Horizontal Half Pages

Women Men

27

Business Reply Cards

Increase Readership

Source: Cahners Advertising Research Report, No. 114.2

129

100

Ads With BRCs

All Ads

“Remembered Seeing” Index Scores

28

How Readers Respond to Ads in

Business/Professional Magazines

Source: Canadian Business Press

1%

44%

55%

Use BRC

Contact Advertiser

Directly

Contact Publication

Directly

% of Time

29

Inserts Increase Impact


100 136

144

ROP Page 4C

Index of Read Most Scores

All Inserts

Inserts (up to

6 panels)

188

Inserts (8+ panels)

Inserts = Supplied pre-printed materials, excluding Business Reply Cards (BRCs)

30

Interactive Inserts are a Sure

Way to Involve Consumers

Source: Exploration of Magazine Advertising Formats, Starch Research

Total Male Female Starch

Norm

(7-10 out of 10) % % % %

Interesting 71 78 64 54

Innovative 72 68 76 50

Visually Appealing 84 80 88 60

Eyecatching 75 72 78 60

Average Scores 76 75 77 56

Interactive inserts are a great way to catch attention and demonstrate

product benefits.

31

Advertorials Deliver Details

and New Ideas


Total %

They are a good way for advertisers to communicate info

about their products 76%

They generally provide me with more information than a

regular advertisement 68%

It should be made clear that these are advertisements or

promotional messages and not part of the magazine’s

editorial content

66%

Advertorials are sources of new ideas and ways to use

products 62%

% Agree Strongly (7-10 out of 10)

32

Special Sections - Supplements


This study suggests that ad scores for “special sections” versus ROP ads are quite

similar. However, it is believed that that readers most interested in the topic/category

are most likely to opt-in resulting in a higher percentage of those who are of greatest

target value.

94 100

Recognition P4C Ads

Index

90

Attribution

33

Do Scent Strips Make Sense?


123

100

Recognition P4C Ads

Index

125

Attribution

34

Do Ads with Bound-in or Glued-in

Booklets Perform?


100

243

115

Ads With No Booklet

Read Most

Associated

Index

118

Noted

Ads With Booklet

35

Cover Gatefolds...Unfolded


144

100

Gatefold (IFC)

P4C Ads


159

100

Gatefold (IFC)

Page

All Ads Auto Ads

36

Gatefold Inserts


121

100

Recognition P4C Ads

Index

114

Attribution

Gatefolds – No Cover Position

37

Magazine Pop-Up Ads

Increase Readership

Source: Starch INRA Hooper Inc. (Dr. D. Morgan Neu) - Reported in Inside Print

566

230

Regular Spread

Read Most Associated

Index

196

Noted

Pop-Up Ads

100

100

117

Regular

Spread

Pop-Up

Spread

Positive Attitude

Towards Ad

38

Coupons Influence Ad Awareness


100

129 110

No Coupon


109

Noted

Coupon Offer

Index

39

Non-Traditional Creative Ads

Deliver Strong Reader Impact



Norm

(7-10 out of 10) % % % %





Average Scores 62 60 64

Non-traditional creative concepts (consecutive fractionals, pop-ups,

product samples, booklets, clear acetates and interactive inserts) were

shown to reach a high proportion of readers of the issues in which they

appeared.

40

Acetate Overlays

Involve Consumers



Norm

(7-10 out of 10) % % % %






Clear acetate overlay ads generate extremely high levels of interest and

appeal, proving to be eye-catching and innovative.

41

Premium Offers

Increase Impact


100

157

123

No Premium


Index

113

Noted

Premium Offer

42

Recipe Ads

Increase Impact


100

179

138

No Recipe


Index

112

Noted

Recipe Ads

43

Glued-on Samples

Deliver the Goods



Norm

(7-10 out of 10) % % % %






Glued-on product samples are an impactful, eyecatching way to put

brands in the hands of prospective users.

44

Product Samples


100

152

P4C Ads Attributed

Index

141

Recognition

Samples

45

Sampling in Magazines Works (Case Study – Shampoo)

Source: Starch -- Reader’s Digest (Canada), Shampoo sample

Did you receive this sample of _______?

Yes 78%

No 17%

Have you or do you intend on using this sample of _______?

Have used 37%

Intend to use 42%

Have/intend to use 79%

How likely are you to purchase this product?

Very likely 15%

Somewhat likely 30%

Very/somewhat likely 45%

How interested are you in receiving samples for various products in future magazine issues?

Very interested 48%

Somewhat interested 19%

Very/somewhat interested 67%

46

Magazine PolyBag (Case Study – Automotive)

Source: Starch -- Reader’s Digest (Canada), Automotive Polybag

Do you recall seeing this advertisement?

Males Females

Yes 61% 32%

Did you know who this advertiser was?

Males Females

Yes, knew advertiser 49% 25%

Did you read any of the print on the ad?

Males Females

Yes, read print on ad 31% 14%

47

Ad Clutter Not an Issue

Source: Starch Tested Copy, Vol. 5, No. 5 & No. 6

Ad Noting Indices

Women’s Women’s

# Pages Business Service Fashion

< 126 101 101 N/A

126-175 101 101 N/A

176-225 101 100 N/A

226-275 94 100 109

276-325 104 98 104

325+ 96 N/A 96

Note: Unit measured is Page 4C.

48 Source: Roper Starch Worldwide Inc.

Noted Indices

# Pages in Magazine Full Page DPS

< 200 101 102

200-249 101 101

250+ 98 97

Ad Clutter Not an Issue

49 Source: Exploration of Magazine Advertising Formats, Starch Research

Creative Wearout (Case #1)


(Three or more successive insertions of the same ad in the same magazine)

# of # of Campaigns Successive Insertions Measured Insertions

1st 2nd 3rd 4th 5th 6th 7th

3 91 100 103 103

4 28 100 101 101 109

5 11 100 112 103 112 102

6 6 100 102 89 115 107 98

7 4 100 97 104 99 101 100 101

50 Source: Exploration of Magazine Advertising Formats, Starch Research


Exposure Level Index

1st Exposure 100

2nd Exposure 100

3rd Exposure 75

4th Exposure 25

5th Exposure+ 10

51 Source: Affinity’s VISTA Views. Actions based on readers recalling specific ads


Johnson’s Baby Oil 22 measured ad insertions over 3 quarters

Q1 Q2 Q3

Average Recall 43% 43% 51%

Plan to Purchase 20% 21% 20%

No wearout was evident in ad recall or the percentage of readers who

indicated they planned to purchase the advertised product.



Ambien CR 35 measured ad insertions over 4 quarters

Q1 Q2 Q3 Q4

Average Recall 58% 61% 61% 59%

Plan to Ask

Doctor about

the Product

12% 13% 14% 15%

No wearout was detected in ad recall or the percentage of readers reporting

that they planned to ask a doctor or other medical professional about the

advertised product.

53 Source: Affinity’s VISTA Service. Base: Actions taken based on readers recalling specific ads

Creative Wearout (Case #5 & 6)

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

Target 344 measured ad insertions over 4 quarters

Q1 Q2 Q3 Q4

Average

recall 55% 52% 50% 53%

Actions

taken (net) 39% 38% 39% 40%

Q1 Q2 Q3 Q4

Average

recall 67% 63% 64% 67%

Visit a store 35% 32% 35% 32%


Creative Wearout (Summary)

• Of six case studies, five suggest that ad wearout is not a concern. Even after multiple exposures, ad recall and intent to purchase/learn more remains strong.

• Considerations:

o Research suggests that the ‘active process of reading’ plus the ability

to spend as much time as the reader wishes with an ad, helps ensure

communication of detailed ad messages rather quickly

o Creative dependency (good creative generates a life and longevity of

its own)

• It is recommended that multiple creative executions within a campaign remains a good idea to enhance communication momentum.

• As ever, the creative idea is king. Great creative generates a life and

longevity of its own, including a strong ROI.

55

Creative Considerations

56

Great Creative is often

about “breaking the rules”,

creating the unexpected

57

Know the rules

before you break them

58

Long vs. Short Headlines


100

115 107

16+ Words

1-3 Words

4-9 Words


105

10-15 Words

Headline Word Length

59

Length of Headline


16+ Words

1-3 Words

4-9 Words


10-15 Words

Headline Word Length

100

58

86 90

60

Headline Position:

Is the Top the Best?


100 100 105

Top of Page

Split Position

Bottom of Page


100

Middle of Page

Position of Headline on Page

61

Headline Colour:

Is Black the Only Choice?


100 100 109

Black Mixed Colours

One Colour


102

White

Colour of Headline

62

Headline Background

Positioning


100 105 110

White Plain

Solid Dark

Solid Light


112

On Picture

Headline Background

63

Headline Type Size:

Is Bigger Better?


100 105

100

Medium Tiny Huge


Size of Type in Headline

64

Positive Headlines Pull Best


135

100

Positive Headline

Negative Headline


65

Picture Size Matters


15%

42%

1/3 Page or Less

2/3 Page or Larger

Percent of “Best-Read” Ads, By Picture Size

66

Photos Pull Better Than

Illustrations


100

118

100

Drawing Drawing


113

Photograph

Women Men

Photograph

67

Long vs. Short Copy


Financial Automotive

5-50 51-100 101-150 151-200 201-250 251+

0

10

20

30

40

50

60

70

Travel

Noted Scores

# of Words

“It’s not how long

you make your

copy, it’s how you

make it long.”

68

The Less Body Copy,

the Greater the Impact


93 100

34-66% 0-33%


88

67-100%

Percent of ad area devoted to body copy

69

Information is a Plus,

if Handled Properly


Perceived

Informativeness

Low High Moderate

Interest in advertising 65 58 45

Stimulated purchase interest 56 49 35

Association with the advertiser 40 50 63

70

Does Humour Work?

Source: Poole-Adamson Research Consultants, Notes From The P.A.R.C. Bench, Release # 8

100 100 100

Non- Humorous

Humorous Non- Humorous

Index

100

Humorous

Humour in Magazine Advertising

Involvement Conviction

71

Impact of People in Ads


107 100

Person in Ad

No Person in Ad


72

Do Celebrity Ads Work?


100 110

100

Non-Celebrity Ads

Celebrity Ads

Non-Celebrity Ads


115

Celebrity Ads

Women Men

73

The # of Brand Mentions in an Ad

has Little Impact on Recognition


101 100

3-5 Brand

Mentions

0-2 Brand

Mentions


102

6+ Brand

Mentions

74 Source: Medialogue, Stop/Watch

Size of Product Name in the Ad

Can Make a Difference

103 100

Medium 1-1.5 cm

Small < 1 cm


109

Large >1.5 cm

(Height Scale in Centimeters)

75 Source: Medialogue, Stop/Watch

Size of Product Shot has

Minor Impact

100 100

34-66% 0-33%


104

67-100%

(Percent of ad area devoted to the product shot)

76 Source: Starch Tested Copy, Vol. 2. N0. 4

All Segments of the Page

Offer Strong Logo Exposure

86.4 86.3

87.3 92.5

86.7 89.4 87.8

88.8

86.1

Associated Score ÷ Noted Score (%)

(by position of logo)

77

Creative Dos

• Make the Most of the Medium: The most effective magazine ads are

created specifically for magazines.

• Create Visual Interest: High visual appeal maximizes stopping power and

consumer involvement in the ad.

• Keep it Simple: While magazines are great for communicating a long or

detailed message, do not confuse detail with clutter. Visual simplicity aids

interest.

• Interactivity: Magazine ads have staying power because they are used as

information sources -- they are read, reread, clipped and saved. Consider

web addresses, 1-800 numbers, reply cards, etc. when developing creative.

• Out-of-the-Box Ideas: Consider inserts, supplements, advertorials,

distinctive paper stocks, special inks, die-cuts, poly-bags, etc. to increase

interest.

78

Ad Analysis Chart Evaluate ad on each characteristic: check (√) appropriate box


1. Dominant focal centre

2. Attractive, pleasing layout

3. Action in picture

4. Multiple sections

5. News, curiosity, freshness

in picture

6. News, curiosity, freshness

in headline

7. Follow-through, continuity

in text

8. Sharpens reader needs, wants,

problems, benefits, solutions

9. Specific, concrete, factual

information

10. Believable, persuasive

Definitely

Moderately

Definitely

Moderately

Neither

1. Confused, cluttered, no focus

2. Displeasing, unattractive layout

3. Static, no action

4. Continuous, unbroken text

5. Dull, flat picture

6. Dull, flat, over-worked phrases

in headline

7. Unexciting, stuffy, routine

8. Trivial, unimportant, irrelevant

9. Generalities, meaning unclear

10. Unbelievable, dubious, blatant

+ -

79

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magazine essentials · index of noted scores . 7 colour vs. b/w source: starch tested copy, vol. 1,...

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