mpa - new and updated category-specific fact sheets

In the marketfor a high-

performancemedia vehicle?

automotive

To download magazine fact sheets from multiple other categories, view case studies and get more information, go to www.magazine.org/advertising.

automotive

Magazines exert sizable influence

Independent research shows...

% of Spending Relative to Purchase InfluenceToyota Nissan General Motors Ford Honda

Magazine Spend 13% 14% 12% 13% 14%

Magazine Influence 19 20 17 17 21

TV Spend 40 50 40 41 45

TV Influence 17 18 18 18 18

Internet Spend 3 2 4 4 3

Internet Influence 9 11 9 8 8

Source: BIGresearch, 2008 analysis, based on AdAge Domestic Car Spending by Category, 2006

Magazines—more “fuel efficient” than other media at critical lower stages

of the purchase funnel

Purchase Intent Television

Magazines

Online

TV=100. Lower Index = Better Performance. Aggregate of 6 studies. Source: Marketing Evolution, 2008

Brand Familiarity

$7.20

$2.45

$3.92

100 100

34

54

24

35

$7.60

$1.84

$2.65

Cost Per Impact by Medium (Index)

Magazines excel at driving automotivepurchase consideration

*Results shown are for Jeep Compass. Question referred to the Jeep Compass within a competitive set of additional brands. Source: Dynamic Logic, 2007

TV Only

Magazines Only

Online Only

109

122

78

117

165

143

170

Individual Media

Two Media Combination

Three Media Combination

TV + Online

Magazines + Online

Magazines + TV

Magazines + TV + Online

The next time you are looking to buy orlease a new vehicle,how likely are you to

consider the followingsmall/compact SUVs?*

Automotive Purchase Consideration (index)

Want toturbo-charge

yourautoweb results?

automotive /web


automotive/web

Advertising in magazines nearly doubles auto online traffic

Automotive — overall percent of group to visit brand websiteAnalysis completed at the study level. Three studies included.Aggregated base sizes Control n = 10,655 Exposed n = 10,194Source: Marketing Evolution 2004 – 2007

7

8%

15%

Before Seeing Magazine Ad

After Seeing Magazine Ad

Point Difference

Magazine ads significantlylift visits to auto websites

Before Seeing Magazine AdAfter Seeing Magazine AdPoint Difference

8%

13%

6

21%

33%

12

27%

38%

12

Aware of Product or Brand

Intend to Get More Information

Intend to Purchase

Percent of group to visit brand website at each stage of the purchase funnel.Analysis completed at the individual respondent level. Control n = 6,786 Exposed n = 7,162Source: Marketing Evolution, 2004 – 2007


Lookingtobe astar withconsumers?

entertainment


entertainment

MagazinesTelevisionOnline

Brand Familiarity Purchase Intent

Aggregate of 7 studies. Source: Marketing Evolution 2006

Note: The purchase intent question for this category is phrasedas an intention to tune in, view, attend or buy the product.

5

4

2

6

1

4


Magazines produce the greatest lifts atcritical lower purchase funnel stages (Point Difference)

Magazines have a significantly lower cost per impact (CPI) for purchase intent

100

65

114

$1.95

$1.27

$2.23

Entertainment Cost Per Impact for Purchase Intent (Index)

Indexed to TV. Lower Index = Better Performance. Aggregate of 20 studies. Source: Marketing Evolution, 2008

Television

Magazines

Online

Top Media Quintiles for Entertainment Products (Index)

Magazines Newspapers Radio TV Internet

Attended movies 1+ times/week in last 90 days 128 91 108 111 112

Prefer to see a new movie on opening weekend 137 102 108 89 125

Household bought any video game systems in past 12 months 125 97 109 74 153

Purchased any DVDs in past 30 days 125 94 117 90 121

Digital phone features personally used/past 30 days: games 138 87 111 74 147

Base: U.S. Adults 18+. Source: MRI, Spring 2008

Consumers of entertainment products choose magazines

Expertsprescribemagazines for positive

results.

pharmaceutical


pharmaceutical

Magazines are most effective

Before Seeing an Ad

After Seeing an Ad

Point Difference

Intent to talk to doctor/physicianMagazines

Television

Online

4%

7%

3

2%

4%

2

6%

6%

0

Source: Marketing Evolution, 2006

Intent to talk to doctor/physician

100

56

$19.05

$10.67

Pharmaceutical Cost Per Impact (index)

TV=100. Lower Index = Better Performance.Aggregate of 2 studies. Source: Marketing Evolution, 2008

Television

Magazines

Online not significant

Magazines are most efficient

Magazines excel at ad recall and action taking

Ad Recall Action/RecallPercent Index Percent Index

Magazine Ads 50% 139 17% 155

TV Commercials 36% 100 11% 100

Source: Affinity’s VISTA Service, 2007

Magazine Readers

TV Viewers

Newspaper Readers

Radio Listeners

Internet Users

Magazine Readers

TV Viewers

Newspaper Readers

Radio Listeners

Internet Users

Magazine Readers

TV Viewers

Newspaper Readers

Radio Listeners

Internet Users

Discussed an ad with my doctor

Called toll-free number to get information

Switched to a different brand

Base: Top quintile of use for each medium.

Source: MARS OTC/DTC Study, 2008

201

112

139104

121

202148

164

144

147

186

145

143117

110

Actions taken in response to healthcare advertising/compared to the general public

Magazine Readers

TV Viewers

Newspaper Readers

Radio Listeners

Internet Users

Visited any website

Magazine Readers

TV Viewers

Newspaper Readers

Radio Listeners

Internet Users

Asked doctor for a product sample of prescription drug

154

105133

122

185

185

131

129107

113

Magazines readers lead inresponding to healthcare ads

In getting consumersto talk to a doctor...


In getting results...

Want to clickwith consumers

online?

drive to web


drive to web

Magazines

Broadcast TV

Cable TV

Newspapers

Radio

Outdoor

Other

26%

18%

16%

14%

11%

8%

7%

Base: 160 marketing executives*Advertiser websites, online promotions/offers or other web-based marketing sitesSource: American Advertising Federation (AAF), 2006

Magazine Sites

Online-Only News + Information Sites

Web Portals

User Generated Content Sites

Checked out company websites Went to store to check out product

Source: Online Publishers Association, 2007

45%

29%

42%

26%

37%

24%

35%

14%

Checked out company websites

Went to store to check out product

Marketers chose magazinesas most effective at gettingconsumers online

Offline sources that drive qualified traffic to websitesMagazine/Newspaper Ad 30%

Television Ad 23%

Radio Ad 22%

Billboard/Indoor/Sports Venue Sign 19%

Made purchase after conducting and online search.Source: JupiterResearch, 2007

Magazine ads rank as#1offline source indriving web traffic that leads to purchase

Magazine ads excel at influencing online searchMedium (percent) Total M F 18 –24 25 –34 35 –44 45 –54 55+

Magazines 46% 44% 48% 43% 47% 46% 47% 45%

TV/Broadcast 42 46 39 36 42 45 46 41

Newspapers 40 41 39 26 33 36 43 49

Face-to-Face 36 37 35 46 41 37 36 28

TV/Cable 35 40 30 47 44 36 32 25

Coupons 34 29 39 31 37 36 36 32

Radio 30 34 26 30 34 34 32 23

Direct Mail 28 27 29 22 29 29 30 28

E-mail Ads 24 24 24 26 27 24 24 21

Internet Ads 24 28 20 32 29 25 23 17

Top 10 media that trigger an online search (adults 18+).Source: BIGresearch, June 2008

Magazine advertising leads inprompting search and traffic


Tryingtogetonconsumers’

shopping lists?

packaged goods


packaged goods

14advertiser-funded studies provemagazines’superior impact at the

bottom of the CPG purchase funnel

Magazines provide stronger ROIMagazines performed nearly 3X more efficiently for Brand A and provided

nearly a third better efficiency for Brand B than TV

CPG Marketing ROI Summary

Source: Marketing Management Analytics (MMA) presentation, 2006

73

23

21

16Brand A

Magazines

TV

Brand B

Magazines

TV


Magazines are used more frequently than theinternet for packaged goods-related information

Source: MediaVest Print/Digital Study, 2008

37%

Percent Using Each Medium Once a Week or More Often for Category Information

Entertainment/Celebrity

Fashion/Beauty

Health & Wellness

Food/Cooking

55%

33% 47%

33% 37%

27% 35%

MagazinesInternet

Need todrive“home”

results?

home improvement

To download magazine fact sheets from multiple other categories, view case studies and get more information, go to www.magazine.org/advertising.Photography courtesy of Getty Images.

home improvement

STAGE 1 STAGE 2 STAGE 3 STAGE 4 STAGE 5

Needs Product Feature Style/Design PriceAssessment % Comparison % Comparison % Comparison % Comparison %

Mag. Edit 26 Mag. Edit 27 Mag. Edit 24 Mag. Ad 22 Retail Exp. 45

Mag. Ad 19 Mag. Ad 19 Mag. Ad 21 Mag. Edit 18 News Ad 14

Home Show 13 Internet Edit 10 Internet Edit 15 Retail Exp. 14 Mag. Ad 11

Friend 8 Home Show 10 Internet Ad 9 Internet Edit 11 Internet Edit 9

Top sources of information for the five stages of the home improvement processSource: Meredith/CNW Market Research, 2007

Magazines are the #1source for home improvement projects

% of consumers who source home improvement ideas from specific media

Magazines are tops overall for home improvement ideas

Leading sources of information for the five stages of the home improvement process


Primary Sources of Home Improvements Projects. Source: Meredith Corporation & CNW Market Research, 2007

24% 21 13 12 7 5 5 3 3 3 2 1 1

Mag

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Ret

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FSI

Inte

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Ad

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Inte

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Rad

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ds

By Percent

Need buzzfor your brand?

word-of-mouth


Independent research shows... word-of-mouth

Magazines work well with the webin reaching social networkers

Magazines Work Well with the Web in Reaching Social NetworkersIndex based on percent of consumers using Facebook or MySpace in last 30 days.

Base: Top quintile of usage for each medium.Source: MRI, Spring, 2008

152

50 100 150 200

Magazines

Newspapers

Radio

Television

Internet

Outdoor

90

113

71

185

107

Influentials Use Magazines and the Web Most Number of times medium ranks #1 or #2 among influentials across 60 product categories.

10 20 30 40 50 60

51

19

45

16

0

2


Magazines

Newspapers

Radio

Television

Internet

Outdoor

Magazines Work Well with the Web in Reaching Social NetworkersLikelihood of visiting social network websites. (Index).

Magazines

Newspapers

Radio

Television

Internet

Outdoor

Magazines

Newspapers

Radio

Television

Internet

Outdoor

Number of times medium ranks #1 or #2 among influential consumers across 60 product categories.

Index based on percent of consumers using Facebook or MySpace in last 30 days.

Influential consumers use magazines and the web more than other media



152

50 100 150 200

Magazines

Newspapers

Radio

Television

Internet

Outdoor

90

113

71

185

107


10 20 30 40 50 60

51

19

45

16

0

2


Magazines

Newspapers

Radio

Television

Internet

Outdoor


Magazines

Newspapers

Radio

Television

Internet

Outdoor

Magazines

Newspapers

Radio

Television

Internet

Outdoor



Magazines are the strongest influence on personal recommendations

Magazines

Television

Newspaper

Radio

Internet

54% 61%

53% 55%

47% 53%

37% 44%

35% 45%

Source: Roper Reports, 2005

General PopulationInfluentials®

Percent saying magazines contributed to personal recommendations

Seekingdividendsonyour mediainvestment?

financial


financial

Magazines lead in generating trust and ad receptivity

Comparing Media ChannelsAverage Engagement Dimension Scores (100–low/500–high)

Magazines

Television

Internet

Source: Simmons’ Multi-Media Engagement Study, 2007

200 230 260 290 320 350

Trustworthy

Ad Receptivity

Magazine ROI exceeds other mediafor financial services

0 50 100 150 200 250

Base: 18 cases. Source: Hudson River Group, 2005

Total Advertising

Magazines

Television

Newspapers

Radio

Outdoor

100

24081

109

94

57

Financial Services ROI Index

Affluent investors read magazines

Magazine Readers

Internet Users

TV Viewers

Used any brokerage (full-service, discount, other)

Heavy media users. Base: U.S. Adults, HHI $100,000+

Source: Mendelsohn Affluent Survey, 2008

121105

101

In Past Year:

Magazine Readers

Internet Users

TV Viewers

Any securities transactions

Magazine Readers

Internet Users

TV Viewers

Value of total financial accounts $250,000+

118

101108

115100

102


Is your mediaplan wired

for success?

electronics


electronics

Work withTV to drive purchase intent efficiency

100

114

494

$0.77

$0.88

$3.80

Electronics Cost Per Impact for Purchase Intent (index)


Television

Magazines

Online

A top influence for electronics despite larger TV spend

Combined with the web, reach themost electronics innovators

0 50 100 150 200

Heavy Media Users (Index = 100). Base: U.S. Adults, 18+Source: MRI, Spring 2008

145

198

60

230

174

Media Use of Early Adopters for Electronics Category (Index)

Magazines

Internet

Television

Magazines + Internet

TV + Internet

Top Three Media That Influence Electronics Purchase (by Age and Category)

Total Adults Age 18–24 Age 25–34

Broadcast TV 28% Magazines 33% Broadcast TV 31%

Magazines 25 Broadcast TV 32 Magazines 28

Internet 22 Internet 32 Internet 27

Source: BIGresearch, Simultaneous Media Usage Survey (SIMM11), 2007


Magazines are the most consistent mediumin getting results

Shopping foramediumthat

improves yourbottom line?

retail


retail

Magazines excel at influencing onlinemerchandise search



100

39

29

$21.98

$6.28

$8.54

Cost Per Impact for Purchase Intent* (Index)

*Based on intent to purchase apparel.TV=100. Lower Index = Better Performance. Aggregate of 8 studies. Source: Marketing Evolution, 2005

Television

Magazines

Online

Medium (percent) Total M F 18 –24 25 –34 35 –44 45 –54 55+

Magazines 46% 44% 48% 43% 47% 46% 47% 45%

TV/Broadcast 42 46 39 36 42 45 46 41

Newspapers 40 41 39 26 33 36 43 49

Face-to-Face 36 37 35 46 41 37 36 28

TV/Cable 35 40 30 47 44 36 32 25

Coupons 34 29 39 31 37 36 36 32

Radio 30 34 26 30 34 34 32 23

Direct Mail 28 27 29 22 29 29 30 28

E-mail Ads 24 24 24 26 27 24 24 21

Internet Ads 24 28 20 32 29 25 23 17


Consumers who influence others use magazines and the web more than other media



152

50 100 150 200

Magazines

Newspapers

Radio

Television

Internet

Outdoor

90

113

71

185

107


10 20 30 40 50 60

51

19

45

16

0

2


Magazines

Newspapers

Radio

Television

Internet

Outdoor


Magazines

Newspapers

Radio

Television

Internet

Outdoor

Magazines

Newspapers

Radio

Television

Internet

Outdoor



Seekingtomakead

results moreattractive?

fashion/beauty

Magazines are the top influence for apparel/clothing


fashion/beautyIndependent research shows...


100

39

29

$21.98

$6.28

$8.54

Cost Per Impact for Apparel Purchase Intent (Index)


Television

Magazines

Online

Magazines are the leading source offashion/beauty information

Note: Only magazines and the web were studied.Source: MediaVest Print/Digital Study, 2008

Percent Using Each Medium Once a Week or More Often for Fashion and Beauty

33%

47%Magazines

Internet

Top Three Media That Influence Apparel/Clothing Purchase (by Age and Category)


Magazines 27% Magazines 46% Magazines 33%

Broadcast TV 22 Broadcast TV 28 Broadcast TV 26

Newspaper 21 Cable TV 23 Cable TV 19


Doyou cravebetterad

performance?

food


foodIndependent research shows...

Magazines are used more frequently than the internet as a food resource

Magazines excel at influencing food/beverage purchasesCategory Influential Consumers (Index) Magazines Newspapers Television Internet

Coffee 141 118 58 143

Cooking 118 121 88 118

Grocery Shopping 130 117 95 116

New Food Items 132 103 102 105

Snacks 171 107 86 136

Soft Drinks 137 139 98 133

Base: Top Quintile of Usage for Each MediumSource: MRI, Spring 2008

Magazine readers are most likely to be food category innovators

14 advertiser-funded studies prove magazines’ superiorimpact at the bottom of the CPG purchase funnel

Magazines

Newspapers

Television

Internet

117109

90114

Base: Base: U.S. Aduts, 18+, Food Category InnovatorsSource: MRI, Fall 2007

Media Use for Food Category Early Adoptors ( Index)

Magazines

Internet

% Using Each Medium Once a Week or More Often for Food/Cooking Information

Brand FavorabilityMagazines

Television

Internet

Purchase Intent/ConsiderationMagazines

Television

Internet

35%27%

7.12.6

2.0

6.63.5

2.5


Average percentage point increase over unexposed (control) baselineBase: 14 studiesSource: Dynamic Logic/Millward Brown Crossmedia Research, 2007Note: Consumer magazines were used in this analysis: trade publications were not included.

Incremental Effect of Medium on Brand Metrics

Magazines

Newspapers

Television

Internet

117109

90114



Magazines

Internet



Television

Internet


Television

Internet

35%27%

7.12.6

2.0

6.63.5

2.5




Magazines

Newspapers

Television

Internet

117109

90114



Magazines

Internet



Television

Internet


Television

Internet

35%27%

7.12.6

2.0

6.63.5

2.5




travel

Better adresults your

ultimatedestination?

travel


travelIndependent research shows...Independent research shows...

Affluent travelers use magazines mostTravel Activity (Index) Magazines Television Internet

Any cruise (14+ days) in past 3 years 156 119 97

Any European travel in past 3 years 140 91 113

Any travel to Hawaii in past year 128 89 118

Any travel to Florida in past year 120 100 106

Frequent flyer of any airline 129 98 120

Base: Top Quintile of Usage for Each Medium. Newspapers not measured.Source: 2008 Mendelsohn Affluent Survey, U.S. Adults, HHI $100,000+

Magazine readers are heavy travelers

Magazines ads excel at influencing searchMedium (percent) Total M F 18 –24 25 –34 35 –44 45 –54 55+

Magazines 46% 44% 48% 43% 47% 46% 47% 45%

TV/Broadcast 42 46 39 36 42 45 46 41

Newspapers 40 41 39 26 33 36 43 49

Face-to-Face 36 37 35 46 41 37 36 28

TV/Cable 35 40 30 47 44 36 32 25

Coupons 34 29 39 31 37 36 36 32

Radio 30 34 26 30 34 34 32 23

Direct Mail 28 27 29 22 29 29 30 28

E-mail Ads 24 24 24 26 27 24 24 21

Internet Ads 24 28 20 32 29 25 23 17


Vacation in U.S.Magazines

Newspapers

Television

Internet

Vacation Outside U.S.

Take a Cruise (more than one day)

117106

81118

114109

77

128

119110

84117


Very/somewhat likely to travel in next 12 months ( Index)

Want to power upyourad

performance?

technology


technologyIndependent research shows...

Magazines readers and web users impact technology buying

Affluent tech buyers use magazines and the webSpending in Past Year (Index) Magazines TV Internet

Spent $1,000+ on desktop/laptop PC 123 106 128

Spent $1,000+ on handheld PCs or PDAs 165 113 169

Spent $1,000+ on PC equipment/peripherals 162 115 169

Spent $500+ on digital camera 138 105 129

Household owns any cell phones used to access internet 132 105 138

Base: Top Quintile of Usage for Each Medium. Note: Newspapers not measured.Source: 2008 Mendelsohn Affluent Survey, U.S. Adults, HHI $100,000+

Category Influential Consumers (Index) Magazines Newspapers Television Internet

New Technology Products 148 117 74 204

Mobile Phones 145 103 59 166

Computers 133 103 66 183


Magazines are a major influence —despite larger TV spendTop Three Media That Influence Electronics Purchase (by Age and Category)


Broadcast TV 28% Magazines 33% Broadcast TV 31%

Magazines 25 Broadcast TV 32 Magazines 28

Internet 22 Internet 32 Internet 27


Magazine ads excel in producing web traffic that leads to purchase

Source: JupiterResearch In-Market Media Usage Survey, 2007

Made Purchase After Conducting an Online SearchOffline Sources That Drive Qualified Traffic to Websites

Magazine/Newspaper Ad

Television Ad

Radio Ad

Billboard/Indoor/Sports Venue Sign

30%

23%

22%

19%

Looking toenrich adsuccess?

luxury


luxuryIndependent research shows...

Affluent luxury goods buyers use magazines mostSpending in Past Year (Index) Magazines TV Internet

Spent $2,000+ on Designer Watches 167 107 153

Spent $5,000+ on Fine Jewelry 162 117 128

Spent $2,000+ on Women’s Designer Collection 186 101 138

Spent $2,000+ on Men’s Business Clothing 173 112 146

Spent $1,000+ on Day Spas/Massage Therapists 190 96 144

Spent $2,000+ on Vacation Outside the U.S. 137 91 117

Spent $2,000+ on Vacation Within the U.S. 133 102 118

Own Domestic or Import Premium Vehicle 128 99 110

Any Cruise (14+ Days) in Past 3 Years 156 119 97

Base: Top Quintile of Usage for Each Medium. Note: Newspapers not measured.Source: 2008 Mendelsohn Affluent Survey, U.S. Adults, HHI $100,000+

Magazine ads excel in producing web traffic that leads to purchase

Source: JupiterResearch In-Market Media Usage Survey, 2007

Made Purchase After Conducting an Online SearchOffline Sources That Drive Qualified Traffic to Websites

Magazine/Newspaper Ad

Television Ad

Radio Ad

Billboard/Indoor/Sports Venue Sign

30%

23%

22%

19%

Magazine readers influence luxury goods purchasesacross multiple categories

Category Influential Consumers (Index) Magazines TV Internet

Shopping 156 79 129

Fashion 171 50 153

Beauty 165 75 144

Alcoholic Beverages 132 77 145

Interior Decorating 136 78 125

Household Furnishings 142 71 125

Base: Top Quintile of Usage for Each Medium. Source: MRI Spring, 2008

mpa - new and updated category-specific fact sheets

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