The Power of MagazinesTim Lucas

White Lodge Media (UK)

The Power of Magazines

The Nature of MagazinesThe Advertising Opportunity

The Creative Opportunity

The Challenge we face

The Nature of Magazines

Communities of Interest

Consumers have huge diversity of interests and needs.

An equally diverse magazine market caters for these needs.

Communities of Interest

Communities of Interest

Communities of Interest

Communities of Interest

Communities of Interest

Communities of Interest

The Perfect Life

Communities of Interest

The most enthusiastic consumers form the core magazine readership

Publishers create content that entertains and informs the community.

No control

No control

over exposure

over exposure

Control over

Control over

exposure

exposure

Lean forwardLean forward

Lean backLean back

Active Consumer Control

Source: Henley Centre:Delivering Engagement 2004

My magazine

Ownership

Relevant

Intimate

On the reader’s side

Trusted

A friend

Relevant, Intimate, Trusted

SOME INSTITUTIONS

EVERYDAY CONTACTS

COMMUNITY

FRIENDS

FAMILYMY WORLD

OUR WORLD

THE WORLD

SOME INSTITUTIONS

EVERYDAY CONTACTS

COMMUNITY

FRIENDS

FAMILYMY WORLD

OUR WORLD

THE WORLD

The Advertising Opportunity

“The editorial / reader relationship is a one-to-one conversation, and in time it creates a bond of trust, of belief, expectation and empathy.

It is through the quality of this relationship that an aperture or opening to the reader’s mind and heart is created, through which we advertisers can establish communication.”

UK Advertiser.

Engagement

Engagement

The medium is actively chosen.

Engagement

The medium is actively chosen.

The medium is paid for.

Engagement

The medium is actively chosen.

The medium is paid for.

The medium is the primary focus.

Engagement

The medium is actively chosen.

The medium is paid for.

The medium is the primary focus.

Advertising is seen as integral and welcomed.

Engagement

The medium is actively chosen.

The medium is paid for.

The medium is the primary focus.

Advertising is seen as integral and welcomed.

Advertising expected to be relevant.

“An oasis of engagement”

Word of Mouth

Influencers “are particularly heavy users of print media”(Pirto 1992)

Influencers “are 26% more likely to be regular readers of magazines”(Keller and Berry 2003)

Influencers “read on average 25% more magazines than non-influencers”(Vernette 2004)

“Information-rich media [such as magazines] allow influencers to manage their status as opinion leaders”(Burt 1999)

“One key finding from this research is a clear influencer preference for print media, particularly magazines. (Brand Genetics 2007)

Word of Mouth

“48% of ‘buzz’ in the US directly mentions

advertising”.

Emanuel Rosen.

Word of Mouth

Search and Purchase

67% of online population driven to search by offline channels (iProspect ’07)

70% of online adults have been prompted to search by offline messaging (PPA Marketing 08)

Magazines are the primary driver of web traffic (AAF ’06)

Magazines are the primary driver of online search (RAMA ’07)

Magazines and WOM most effective at generating online purchases(iProspect ’07)

In over 70% of product categories magazine advertising is the primary driver of online purchase. (PPA Marketing 08)

Search and Purchase

The Killer argument

“It’s iProspect’s belief that the inherent advantages the print and word of mouth channels have ….. cause them to produce more interested, more motivated searchers who are farther down the attention, interest, desire, action path at the point at which they launch their first search …………”

Offline Channel Influence on Online Search Behaviour Study - August 2007

The Original™ Search Engine Positioning Firm

Brand Metrics

Relationshipto Sales

SALES !

Aided Ad Awareness

Message Association

Brand Favourability

Purchase Intent

CrossMedia Research™

200+ cross-media studies

32 Television/Online/Magazine

Multiple categories

Comparable target audience composition / reach and frequency / campaign length

Aggregated results

Awareness

100145

230218

TV

TV/Onli

neTV/M

agaz

ines

TV/Mag

azine

s/Onli

ne

Brand Preference

100155

407352

TV

TV/Onli

neTV/M

agaz

ines

TV/Mag

azine

s/Onli

ne

Purchase Intent

100 122

274252

TV

TV/Onli

neTV/M

agaz

ines

TV/Mag

azine

s/Onli

ne

The Creative Opportunity

The Creative Opportunity

Magazines allow advertising to reflect the ‘community’ it istargeting and so increase relevance & trust.

Relevance

Relevance

The Creative Opportunity

“I exist”“This is what

makes me special”

“Thanks for buying me”

“ Here’s an incentive to buy”

“Why don’t you try me?”

“Even the experts agree”

“Thanks for using me”

Consider/Search

Search/Choose

Endorsement/Credibility

Choose/Buy

Buy

Buy/Experience

Experience/Re-purchase

Generating Awareness

Adding Saliency

Endorsement and Credibility

Using the Senses

Smell

Taste

Sound

Touch

Sight

Beyond the magazine

Mobile

Web TV/Radio

Events

Internet

Retail Theatre

Magazine

Interactive

EngagementRelevanceTargeting

Impact

Right People, Right Message, Right Results

The Power of Magazines

The Challenges.

Watch your Weight!

Relative weights

TV burst300 – 400 spotsTypical weight 400 TV ratings over 4 weeks.Delivers 75%+ reach @ 5+ frequency.

Weekly weight 100 TV ratings – 55% reach @ 1.8 frequency

Relative weights

TV burst300 – 400 spotsTypical weight 400 TV ratings over 4 weeks.Delivers 75%+ reach @ 5+ frequency.

Weekly weight 100 TV ratings – 55% reach @ 1.8 frequency

Magazine Schedule10 – 15 insertionsTypical weight 200 Gross ratings over 12 weeks.Delivers 50%+ reach @ 4 frequency.

Weekly weight 16.5 Gross ratings – 12% reach @ 1.3 frequency

Relative weights

Why does TV need 20x the number of insertions?

Why does TV need 6x the media weight?

Would you have any other media running at this weekly weight?

Is a campaign that misses 88% of an audience each week acceptable?

Relative weights

Why does TV need 20x the number of insertions?

Why does TV need 6x the media weight?

Would you have any other media running at this weekly weight?

Is a campaign that misses 88% of an audience each week acceptable?

Can you extend the magazine schedule without wastage?

Targeting (UK)

Total Audience 2,701,000

ABC1 Women 1,115,000

Target Profile 41%

Total Audience 5,308,000

ABC1 Women 1,808,000

Target Profile 29%

Source : BARB

Targeting (UK)

Total Audience 2,701,000

ABC1 Women 1,115,000

Target Profile 41%

Total Audience 5,308,000

ABC1 Women 1,808,000

Target Profile 29%

31%

41%

Source : BARB / NRS

Targeting (UK)

Title Profile

Red 72%Easy Living 68%Grazia 68%Woman & Home 67%Glamour 66% Good Housekeeping 66% Marie Claire 65%Elle 63%Company 62%Cosmopolitan 61% Prima 58%

Source : NRS

Every title at least…

…50% better than

…100% better than

The Challenges

Increase weight of magazine schedules to ….

… create significant and measurable campaign delivery

… use your media budget more efficiently

The ‘Old’ model

Repetition not relevance

Broadcast not targeted.

Single message to broadcast audience.

Relevance

Single message to broadcast audience

Because dogs don’t always have it easy

Because dogs don’t always have it easy

Because dogs don’t always have it easy

Single message to broadcast audience

Leave the pain for those that like it.

The Challenges

Enhance your campaign creativity by….

… matching the brand proposition to the audience

… being brave with your brand

… pre-testing your creative

EnthusiasmPassion

The Power of Magazines

EnthusiasmPassion

RelevantTrusted

The Power of Magazines

EnthusiasmPassion

RelevantTrusted

WelcomeEngaging

The Power of Magazines

EnthusiasmPassion

RelevantTrusted

WelcomeEngaging

The Power of Magazines

Word of MouthSearch/PurchaseBrand PreferencePurchase Intent

EnthusiasmPassion

RelevantTrusted

WelcomeEngaging

The Power of Magazines

Word of MouthSearch/PurchaseBrand PreferencePurchase Intent

Make the most of the

creative opportunity

Increase weightto maximise

return on investment

The Power of Magazines

Tim Lucas White Lodge Media (UK)

Thank you for listening