Introducing Magazine Advertising

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Introducing Magazine Advertising Autumn 2009
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(No Transcript)
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An introduction to,
The Benefits of Magazine Advertising
- The Reading Experience - The Advertising
Experience
Facts and Figures
- Whos buying and reading magazines
Planning Magazine Advertising

• Planning for reach
• Magazines ignite consumers like no other medium
• Going digital

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The Reading Experience
18. The Advertising Experience
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What is a magazine?

• Magazines are published for, and segment around,
  communities of interest.
• For every interest there is one or more magazine.
  And if there isnt, there soon will be.
• Magazines both reflect and influence society so
  sometimes sales go up and sometimes they go down,
  depending on the mood, interests and economy of
  the nation.
• Magazines are a paid-for shortcut to the best of
  life, helping readers enjoy their interests to
  their full potential. This applies on and
  offline.

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How is this done?

• Editors spend their lives studying and
  understanding readers needs
• A readers favourite magazine(s) reflects their
  interests, beliefs and values.

This medium has content I am most interested in
Source PPA Absorbing Media
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Why do people read magazines?
Information
Culture
Instrumental e.g. the weather, sales, opening
times etc.
Ritual part of daily routine, e.g. going to work
and relaxing after
Default absorbing media simply because its there
Analysis understand the world and form opinions
Relaxation passive absorption, unwinding
Enlightenment keeping up with the world, becoming
informed
Entertainment having fun
Self-enhancement bettering ourselves
Escapism free the mind
Source Henley Centre Magazines Into 2000
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Whats unique about magazines?

• Participation youve paid, youve set aside
  time, you are going to read it.
• Intimacy magazines are regarded as friends
• Community like minded individuals of shared
  interest and values
• Control if you dont like it, dont read it
• Leads to attention, trust, belief and action

Source Time Magazine Experience 2008
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Participation and attention

• Magazines are consumed differently to other
  media.
• Along with BIGresearch, the PPA and others, Time
  Magazine found that readers are more likely to be
  singularly focused on their magazine and less
  likely to multi-media-task such as using a mobile
  phone, accessing the internet or using a gaming
  device or PDA. Although they might have the TV or
  radio on a bit.

Source Time Magazine Experience based on Adults
16-54 Uk, France, Germany
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Participation and attention
and here are the results for surfing the net
and watching television
Consumers are more likely to consider their
magazine reading experience Like a gift to
myself (22) compared to their TV viewing at 10
and internet experience at 16
Source Time Magazine Experience based on Adults
16-54 Uk, France, Germany
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Participation and attention
Unlike much entertainment media, magazines are
actively purchased and chosen by their audience.
Coupled with the mental processing of reading,
this means magazines command the fullest
attention. Research demonstrates that magazine
readers pay attention to magazines and are much
less likely to engage in other activities
relative to how they use other media.
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Unrivalled intimacy and trust
Nothing captivates a persons attention as
intently as an intimate chat to a trusted friend
and thats exactly how the magazine moment is
viewed by readers.
Magazines dovetail well with the concept of My
world because they enjoy many of the same
characteristics of a close friend. Magazines
are triggers for conversations between
friends Magazines are crucial to people
ingenerating points of view People look to
their magazines as a trusted agent
Source Henley Centre Planning for Consumer
Change
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A sense of community
Expertise readers feel they are sharing in
knowledge and up to date information, equipped
for informal networking and gossip Exclusivit
y magazines help readers feel special, elevating
them to the club. Interactions of letters,
competitions and offers reinforce exclusive
positioning and differentiation Badging a
magazine is a designer statement
19 of regular web users claim the internet keeps
them up to date. This applies to 26 of magazine
readers
Source Henley Centre Planning for Consumer
Change / Time Magazine Experience 2008
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Total control
An underrated virtue of all print media (although
the internet mention it a lot) is control. Print
is not a linear broadcast coming at you. No ad
break when you need one, plenty of ads
interrupting when you dont With print, Where,
When and How are all left up to the reader. This
puts pressure on the magazine to perform but
when it does, all the aspects of participation,
intimacy, friendship and trust are enhanced
A me time medium. 34 of consumers set aside a
special time for reading magazines. This
compares to 28 for Internet and 26 for TV
Source Time Magazine Experience 2008
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Magazines occupy a unique position in consumers
media repertoire

• Magazines Next best
• usually tailored to my needs
  35 Newspapers 21
• contains information Im interested in
  45 Newspapers 36
• pick up ideas from 68 TV 62 Web 60
• follow advice given in 43 Web 37 TV
  35

Source PPA Absorbing Media
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Magazines occupy a unique position in consumers
media repertoire
Average magazine pickups are 5.4 Rising to x 10
for TV magazines.
Reading lasts on average 54 minutes twice as
long as newspaper supplements
Source PPA QRS
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Magazines occupy a unique position in consumers
media repertoire
Mood If youre feeling housey youd go for
one magazine and if youre feeling dreamy you
would go for another Community My choice of
magazines says something about the kind of person
I am Attention You get engrossed. You get
lost in it. You sort of want to be part of the
lifestyle contents of it you get excited

• Value I would feel like I was missing something
  if I did not read my favourite magazine every
  week
• Where I like to read them in the evening when no
  one else is around

Source PPA Absorbing Media / Time Magazine
Experience 2008
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The Advertising Experience
18. The Advertising Experience
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Who reads magazines?

• The National Readership Survey is a continuous
  survey based on interviews with a representative
  sample of 36,000 adults in Great Britain. As with
  any sample-based survey, differences in estimates
  between periods are subject to sample variation.
• Figures quoted are estimates for Average Issue
  Readership (AIR), which is defined as anyone who
  has read a publication within the interval
  between one issue and the next.
• The National Readership Survey released its
  readership estimates for January-June 2009
  represents 147 UK magazine titles.
• visit the NRS at www.nrs.co.uk

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Who reads magazines?

• 74 of adults in the UK are reached by one of the
  NRS listed magazines each average issue period
• 81 of women and over 67 of men are reached by
  an NRS title each average issue period
• 15-24 year olds are the age group most likely to
  be reached by magazines. 79 of young adults in
  the UK are reached by one of the NRS titles each
  average issue period

56 of adults almost always read at least one
of these titles
Source NRS Jan to June 2009 PPA Adults reading
one of the 147 titles listed on the NRS
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Who reads magazine advertising?
Almost everyone who reads the title. 90 of pages
are viewed its up to the advert to catch
attention and communicate 48 of readers agree
that advertising adds to the enjoyment of
reading 63 of Influentials say magazine
advertising has influenced their
recommendations Magazines have highest attention
of all media. Readers are least likely to be
doing something else than users of any other
medium
Source PPA QRS / PPA Absorbing Media
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Why is magazine advertising different?
Targeted most advertising in magazines is for
brands/products within the readers frame of
reference, or even in their cupboard Relevant
most advertising in magazines is for
brands/products they are in market for sooner or
later. Recency Planning Theory suggests focus
attention on the sooner Helpful magazine
advertising is regarded as helpful, offering
advice on everything from latest fashion to time
and cost saving household solutions
advertising in this medium is helpful as a
buying guide
Adults Agreeing
Source PPA Absorbing Media / Recency Planning
Advocates
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Why is magazine advertising different?
Control the most underrated virtue of print
advertising is control
Unlike linear broadcast messages, magazine
advertising exposure is totally at the behest of
the reader. This asks a lot of the advert to
engage the reader, but if it does, then no other
media channel offers such a good communication
platform
Source Nemi / Metro
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Unique position of adverts in the magazine
experience
often find the advertising annoying
Adults Agreeing
the advertising is too intrusive
Magazine advertising is an integral part of the
whole reading experience. Adverts are expected
and valued. They inform, educate, entertain,
offer real-life solutions and aspirational/emotion
al succour And if they dont do any of this,
readers just turn the page magazine adverts are
not intrusive. This does put some pressure on the
adverts creative characteristics to perform
Adults Agreeing
Source PPA Absorbing Media
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Unique position of adverts in the magazine
experience
Consumers enjoy magazine advertising A number of
studies show that consumers are more likely to
find magazine advertising acceptable and
enjoyable compared to advertising in other media
Roper Public Affairs (2005)
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Unique position of adverts in the magazine
experience
Many studies show that consumers trust and
believe magazine advertising more than
advertising in other media. Hearst Magazines
Engagement Factor Study
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Unique position of adverts in the magazine
experience
Data from the MRI Consumer Innovator Study (2006)
gives further proof that adults consider magazine
advertising useful and valuable
Source MRI Consumer Innovator Study 2006
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Unique position of adverts in the magazine
experience
In addition, consumers more strongly attribute
negative attributes to advertising in broadcast
media, radio, and the internet such as ads in
these media have no credibility, are repeated too
often and appear at inconvenient moments
Source MRI Consumer Innovator Study 2006
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Unique position of adverts in the magazine
experience
In a PVR world, we are looking at engagement. A
print reader is an engaged reader and an engaged
reader is more responsive to advertising Starcom
In an age where consumers are rejecting
interruption advertising, magazines offer
advertisers the 'holy grail' of engaged reach
BBDO
There will always be an unquantifiable quality
about magazine. Its what makes them special. Its
about tying ones brand into a monthly or weekly
statement about how people are living today in
the real world and in their imagination
When Starcom USA asked a group of readers to rip
out ten pages from their favourite magazine which
encapsulated, for them, the values of the title
one third of pages ripped out were adverts
Source PPA / Time magazine Experience 2008
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Market Facts and Figures
18. The Advertising Experience
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Magazines satisfy an increasing variety of
interests
Magazines are able to meet a great range of
customer needs
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3,243 magazines published

• 3,243 consumer magazines are published in the UK
  today. 2nd only to the USA
• Since the millennium, and all the associated
  digitalness, magazine title choice has increased
  by 8, only noticeably decreasing in the current
  downturn
• 239 new consumer magazines launched in 2008
• In the last 30 years, the number of consumer
  magazines has increased by 135

Source PPA / BRAD
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And continual reinvent to stay relevant
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The top 30 Circulating titles Jan to Jun 2009

• 1 TV Choice 1,335,894
• 2 What's on TV 1,270,032
• 3 Radio Times 960,790
• 4 Take a Break 914,109
• 5 Saga Magazine 639,914
• 6 OK! Magazine 549,660
• 7 Closer 521,018
• 8 Reader's Digest 475,951
• 9 Glamour 474,128
• 10 Heat 428,423
• 11 Chat 423,267
• 12 Good Housekeeping 394,421
• 13 New! 388,971
• 14 That's Life 384,659
• 15 Cosmopolitan 376,857

16 Now 376,546 17 Woman Home 333,867 18
Woman 326,086 19 Pick Me Up 313,875 20
National Geographic 313,264 21 Look
313,162 22 Reveal 311,324 23 TV Times
310,054 24 Star 307,543 25 Love It!
305,784 26 BBC Good Food 304,411 27 Woman's
Weekly 303,746 28 Woman's Own 303,300 29
Sainsbury's Magazine 301,527 30 Best 291,566
Source PPA
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The top 30 Circulating sectors Jan to Jun 2009
Figures are not representative of the entire
market. They represent circulation of 270 titles
audited by the ABC January to June 2009. Around
3,000 more titles are in existence
Source PPA / ABC January to June 2009
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1.5billion magazines circulated

• Almost 1.5billion magazines were circulated in
  2008. 1.1billion were bought at newsstand, the
  remainder being subs and bulks
• On average, 3.6 million consumer magazines are
  circulated every day. About the same as all the
  national broadsheets plus The Express and Metro
• The average individual buys 22 magazines a year.
  During the digital age copy sales have held firm.
  Particular genres decrease and increase,
  reflecting societys mood yet total market sales
  remain steady. Recent climbers have been News,
  Homes and Hobbyist

Source PPA / ABC Excludes customer magazines and
titles without ABC certificate
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2bn spend on magazines

• Almost 2.1bn was spent on magazines in 2008
  thats about 3 times what we spend on cinema
  visits
• Cover prices consistently above inflation
  indicate the value readers place on their titles
• Cover price increases and total sales revenue
  have only noticeably decreased in the current
  downturn

Source PPA / Pearl Dean
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Men are from Mars

• From the time when little girls are sharing My
  Little Pony and little boys are not sharing
  Thomas the Tank Engine, the gender divide is
  evident
• Its still there years later played out through
  magazine buying habits. Boys for hobbies and
  sport, girls for home, celebrity and fashion. And
  TV magazines, well who doesnt love a bit of Deal
  or No Deal.
• TV listings are the most popular read for 16-19
  years olds. Music reigns among 16 to 24 year olds

Source Keynote April 2009 / Purchased at least
once a month
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Planning Magazine Advertising
18. The Advertising Experience
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Magazines accumulate reach faster and quicker
than often believed

• Its a popular misconception that magazine
  advertising is all and only about branding. The
  reach the medium can deliver, and the speed at
  which it occurs, make the medium a viable option
  for many more advertising objectives than
  branding / maintenance / awareness
• NRS Readership Accumulation uncovered how quickly
  magazines deliver their readers and using it in
  planning means planning the proper way weekly
  strike weights of realistically influential reach

--- Newspapers and TV weeklies --- Weeklies and
customer magazines --- Monthlies
Source NRS RAS
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Deliver the BIG numbers

• The lifeblood of magazines are the womens
  weeklies. And just one advert in each of these
  seven titles will deliver 55 ratings (women with
  children) and 32 reach
• OK!, Womans Own, Woman, Take a Break, Whats on
  TV, Heat, Closer
• 30 ratings in one week. The campaign is 73
  complete within a week of on sale. Thats
  1,870,000 women with children reached in an
  environment of engagement and trust - a
  suggestion of the size and speed of audience
  delivery through magazines

Source NRS RAS
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Deliver the BIG numbers

• And what about those gadget obsessed young men?
  Expensive on TV and dont watch much anyway.
• But contrary to popular belief, 16-24 year old
  men do not spend all their time on Facebook. 73
  of them read an NRS verified magazine.
• Of course, NRS measure just 170 titles leaving
  over 3,000 to best guess at. For information on
  those its best to see publisher statements and
  surveys.
• Just one advert in these seven magazines - Nuts,
  NME, Loaded, FHM, Four Four Two, Kerrang
  delivers 56 ratings with 31 reach. 93 of reach
  achieved with two weeks of on sale

Source NRS RAS
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Deliver the BIG numbers

• And what about those AB Men. High income. Maybe
  an early retirement pension pot. Empty nest and
  time on their hands
• They read the Sunday papers, listen to
  non-commercial radio and are very selective and
  expensive in their commercial TV choice
• This schedule of one insertion in Radio Times,
  Which?, Gardeners World, Readers Digest, Good
  Food, What Car?, Economist, New Scientist, Golf
  Monthly, GQ and Country Life will deliver over 40
  ratings at 29 reach

Source NRS RAS
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Reach beyond national press

• A common misconception is that advertisers can
  use national press supplements and consider the
  print job done.
• Its not that simple. Aside from supplements
  lacking the vital magazine ingredients of
  engagement, relevance and trust, they also lack
  the hard stuff reach.

Premium market has reduced exposure to newspapers
The percentage of adults who buy a magazine but
hardly ever buy a newspaper has risen from 8.7
in 2008 to 11 in 2009. While magazine sales have
rationalised recently, but remained relatively
stable, newspaper sales (especially in the
broadsheets) have been heading south for some
time.
Source Keynote April 2009 / Purchased at least
once a month
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Making the sale
A popular misconception is that magazine
advertising can not produce identifiable sales
results. More often thats due to low relative
levels of activity rather than any fault of the
activity that is happening. Numerous studies
suggest that magazine advertising should work.
There is also plenty of proof that it does

• For example, from the PPA came Sales Uncovered.
  The TNS analysis of 20 household-name brands
  operating realistic magazine schedules found that
  on average, including magazines on the schedule
  made a positive difference to a campaign of 11.6
  extra sales value
• Brands influenced everyone. That influence was
  most pronounced among and for, brands which used
  magazines and they do a branding job at the
  same time

Source PPA Sales Uncovered
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Triggering online search
70 of online adults have been prompted to search
by offline messaging
When asked "Which of the following have triggered
you to go online when looking for information on
products that you have considered purchasing?,
TV and magazines rated highest

• Given the cost differentials in colour page
  versus 30 TV spot contacts, magazines work out
  as the most cost effective driver of online
  searching and they do a branding job at the
  same time

Source BMRB Omnibus survey of 3,045 online
adults aged 16-64
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Kick-starting word of mouth
Magazines excel in reaching consumers who impact
the attitudes and behaviours of people within
their sphere of influence Based on an analysis
of word-of-mouth influencers, heavy
magazine readers are far more likely to influence
family and friends across a range of product
categories Magazines are most likely to
complement the web in reaching social networkers
who build buzz Social Networkers by Media Use /
Used Facebook/MySpace in Past 30
Days Index Magazines 149 Newspaper 87 Radio
113 Television 65 Internet 181
Source MRI Autumn 2008 / MPA USA
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Reaching the influentials
Magazine Readers Are Super Influential Consumers
say USA. Across 60 product categories,
magazines and the internet most often rank 1 or
2 (out of six media) in delivering the highest
concentration of Super Influential
Consumers. Super Influentials are defined by
MRI as the people who have great experience in
this product area and whose advice on this
category is trusted by friends and family members.
Number of times medium ranks 1 or 2 among Super
Influential Consumers across 60
product Categories Magazines 51 Internet
54 Outdoor 19 Newspapers 4 Radio
1 Television 0
Source MRI Autumn 2008 / MPA USA
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Going Digital

• The trusted brands on the internet are the ones
  that were trusted anyhow. Potentially a big
  advantage for magazine brands
• Martin Sorrell

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Going digital

• Going digital is not about reworking print for
  pixels. Its about identifying and focusing on
  what users want from the brand on line. Be that
  fashion shows, live, or up to the minute product
  reviews or

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Going digital

• aggregating individual brand strengths to
  develop new brands online with functionality
  bespoke to users online behaviour and needs

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Introducing Magazine Advertising 2009