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Lets build together! Atomium - Brussels, 20-24
February 2006
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BUILD ON US

• today
• Launch of the MAGlab marketing programme
• Affirm our strategic vision
• Introduce the WAR research
• Give a flavour of the new planning tool
• Launch a first Atomic Build on us deal

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BUILD ON US

• The result of
• an inspired reflection on actual communication
  needs (consumer in control, permission marketing,
  continuity reach)
• a deep understanding of the strengths and
  weaknesses of magazines
• a changing consumer media behaviour
• A communication commercial platform, supported
  by fundamental research and a new media planning
  tool

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The expression of our strong engagement to work
together
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BUILD ON US is more than a baseline, its a
vision
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Its about time

• to move from the
• Old model of communicationgt advertiser (sender)
  in control
• towards a
• New model of communicationgt consumer (receiver)
  in control

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Its about time

• Old model
• After the war era, the and the Baby Boom,
  staggering demand for all kinds of goodsbirth of
  the TV Commercial
• Marketing driven by introduction of new products
  product launches, consumer sees the commercial,
  feels the need/desire and buys the product
  (AIDA)
• How advertising works the S-shaped learning
  curve gt Media Planning Frequency Planning,
  effective frequency (see 3)

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Its about time

• Traditional AV media suit the old model very
  well
• Message
• what you see (hear) is what you get gt low mental
  processing, episodic learning
• Send/Receive
• Real timegt time of sending equals time of
  receivinggt intrusive
• Media research
• Time specific measurement (diary, people
  meter,PPM, Media Watch)
• Perceived as being a good estimate of the
  advertising contact

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Its about time

• New model
• After the millennium atmosphere, mature markets,
  mergers acquisitions, globalisation, changing
  demographics, the endless stream of new means of
  communications
• Theres little left to teach the consumer about.
  Instead, the consumer determines when he wants
  what information and what he does with it
  permission marketing
• How advertising works the law of diminishing
  returns gt Media Planning Recency Planning,
  continuity reach

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Its about time

• Print and digital media suit the new model
  surprisingly well
• Message
• More complex, many entries,5 senses (magazines)
  gt high mental processing, semantic learning
• Send/Receive
• Message available/retrievable at the right time
  for the consumer (active approach)
• Media research
• Until today
• Not very time specific (average issue readership,
  UVM)
• Perceived as being a poor estimate of the
  advertising contact (except Response and Click
  Through rates)
• From now on BUILD ON US new

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BUILD ON US

• Great buildings are built from a solid foundation
• Advertising success can be achieved by
  continuous short term effects (Prof. J.P. Jones)
• Continuous reach is a strategic need,
  concentrated repetition is a tactical necessity
• Magazines are the most cost effective and
  reliable building material to construct a solid
  (continuity reach) foundation

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Plan for maximum continuityand maximum
reachinmagazines
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Build on us
the new model of magazine planning

• Assuring the strategic needof continuous reach
  choose continuity over bursts choose more
  reach over more repetition

? use magazines as the foundation
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Build on us
the new model of magazine planning
300
250
200
GRP
150
100
Foundation
50
0
0 1 2 3 4 5 6 7 8 9
10 11 12 w
weeks
magazines
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Build on us
the new model of magazine planning

• Fulfilling the tactical necessity for short term
  repetition product (re-)launches short term
  promotions or events

? use this magazine foundationas a launch
platform
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Build on us
the new model of magazine planning
To have more effect with your burst, build on
magazines first!
300
250
200
GRP
150
100
50
Foundation Launch Platform
0
0 1 2 3 4 5 6 7 8 9
10 11 12 w
weeks
Magazines Short Term
Media/ Activation in magazines
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Its about timefor new insights

• Magazines are by nature an excellent medium
• for reaching a lot of consumers
• at the most privileged and intimate moments
• in a continuous way
• at an affordable price
• BUT theres a huge need to quantify these
  qualities in the mediaplanning process

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Start a WAR to BUILD ON
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CIM is the currency

• CIM
• how many readers in one week, month,for a title
• a detailed reader profile
• reading habits mode of acquisition, reading
  frequency
• Continues to be the trading currency
• large sample accurate measurement

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WAR is about time

• WAR adds information to CIM
• WAR Weekly Average page Reach
• qualifying the reader when, how many times, how
  long, how many pages
• Introducing the time dimension
• A thorough assessment of the chance to see a page
  
• a new improved approach to magazine planning
• the necessary information to understand the
  R.O.I. of magazine campaigns

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WAR is about time
amongst others

• CIM
• How many readers in one publication interval?
  average issue readership
• Reading any issue of a title in the publication
  interval
• Not issue specific
• Average issue reading is composed of the reading
  of old issue as well as the current issue

Age 6
Age 5
Age 4
Age 3
Age 2
Issue age 1 week
Issue age 6
Age 5
Age 2
Age 1
Age 4
Age 3
AIR
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WAR is about time
amongst others

• CIM gt WAR
• Step 1 introducing the concept of audience
  accumulation of an average issue over time

Starting from a specific issues to model an
average issue
W1 W2 W3 W4 W5
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WAR is about time
amongst others

• CIM gt WAR
• Step 2 taking into account multiple pick ups of
  an issue by a reader
• In CIM 1 reader 1 Opportunity to See
• In reality people read their magazine on more
  than one occasion during the publication interval
• People often spread their reading over more than
  one publication interval
• 1 reader obviously has more than 1 OTS

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WAR is about time
amongst others

• CIM gt WAR
• Step 3 taking into account the proportion of
  pages seen
• In CIM we measure readers of any part of the
  magazine and their reading habits
• We know from our own reading experience and
  publishers research that readers do not read all
  the pages
• and spend the same amount of time reading
• Different readers have a different probability
  to see a page

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WAR is about time
amongst others

• CIM average issue readership
• WAR
• introducing the concept of audience accumulation
  of an average of specific issue over time
• taking into account multiple pick ups of an
  issue by a reader
• taking into account the proportion of pages seen

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Research
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Sample

• Gross sample representative of the Belgian
  population 12
• N 2749 clean and fully completed diaries
• Response rate after cleaning 47
• Number of observations on edition level is
  sufficient, except for smaller monthlies

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Data collection

• AIR questionnaire
• Total readership
• Average Issue Readership
• Reading frequency
• Source of Copy
• Reading Volume
• ? AIR calibrated to CIM readership
  figures
• 2 week diary

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Data collection

• AIR questionnaire
• 2 week diary
• Max 6 editions / titles per day
• 7 day parts
• Multiple pick ups
• Time spent per reading event
• Total proportion read per day

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Diary
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When do people read magazines?
Day part Mon Tue Wed
Thu Fri Sat Sun
Net of 12 0-5 6-10 11-15 16-20 21-25 26-30
06.00-09.00
09.00-12.00
12.00-14.00
14.00-17.00
17.00-19.30
19.30-22.30
After 22.30
All day
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How many times do they read in a day?
Mon Tue Wed Thu Fri Sat Sun
Net of 12 0-5 6-10 11-15 16-20 21-25 26-30 50
-55 56-60 61-65 66-70
06.00-09.00
Theoretical contact delivery potential of
magazines 120 GRPs/day Or gt 800 GRPs/week
09.00-12.00
12.00-14.00
14.00-17.00
17.00-19.30
19.30-22.30
After 22.30
All day
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Are you ready to throw the switch?from AIR
to Average PAGE Reach
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Whats the probability of seeing a page?

• Daily assessment of proportion of pages seen
• If more than one reading occasion in a day
  proportion read on each occasion determined by
  share of time spent reading
• Final maximum net proportion of pages read per
  issue determined by the proportion read
  question in AIR questionnaire

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A new vocabulary

• CIM
• Issue Reach
• Net coverage
• GRP
• OTS
• Average publication interval

• WAR
• Average Page Reach
• NAP NAP cume
• GAP GAP cume
• X Rate
• Audience accumulation of an average PAGE in an
  average issue over time (day, week, )

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Gross Average Page Hits

• The sum of gross contacts in the target group
  with an average page in a one issue
• number of people that read an identified issue
  of a given title on a specific day (number of
  days after publication date) X number of pick ups
  during that day X pages read, looked at or
  leafed through per reading occasion on that day
• ? GAP Hits
• Daily gross count the number of contacts with
  the page on a given day
• Cumulative over time the sum of page contacts
  (page hits) over a given time period

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Gross Average Page Hits
Plan 3 insertions in 3 weeks in Dag
Allemaal/Expres, Ciné Télé Revue, HUMO, Knack, Le
Vif/LExpress Télé Moustique
tuesday -monday
monday -sunday
Delayed contacts helps continuity
Planning period
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Net Average Page Reach

• The net number of different people in the target
  group that have a contact with an average page in
  one issue
• number of people that read an identified issue
  of a given title on a specific day (number of
  days after publication date) X pages read,
  looked at or leafed through on that day
• ? NAP Reach
• Daily net count the net number of different
  people making the gross page hits
• Cumulative net reach over time net number of
  different people who have any contact with the
  average page across a number of days (this is
  not the sum of individual days net, only the new
  people are added day after day)

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Net Average Page Reach
Plan 3 insertions in 3 weeks in Dag
Allemaal/Expres, Ciné Télé Revue, HUMO, Knack, Le
Vif/LExpress Télé Moustique
Delayed contacts helps continuity
Planning period
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Exposure rate

• The number of times different people in the
  target group have a contact with an average page
  in one issue
• GAP Hits/NAP reach
• ? X-Rate
• Daily X-Rate number of times individual people
  have any contact with the average page in one day
• Cumulative X-Rate over time number of different
  times individual people have any contact with the
  average page across a given number of days

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Exposure rate
Plan 3 insertions in 3 weeks in Dag
Allemaal/Expres, Ciné Télé Revue, HUMO, Knack, Le
Vif/LExpress Télé Moustique
CIM 3w WAR 3w 4w GRP 208.9 GAP 250.9 289.7 COV
68.9 NAP 57.1 59.2 OTS 3.0 X-RATE
4.4 4.8
Daily X-rate 0.0 1.3 1.2 1.2
1.2 1.2 1.2 1.1 1.3 1.2 1.2
1.2 1.2 1.2 1.2 1.3 1.2 1.2
1.2 1.2 1.2 Cume X-rate 0.0
1.3 1.4 1.4 1.5 1.7 1.8 2.0
2.1 2.3 2.6 2.8 2.9 3.1 3.2
3.4 3.6 3.8 4.0 4.2 4.4
4.8
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NAP The most severe definition of the
advertising contact

• From Stop/watch we know that the recognition for
  succesfull campaigns varies from 60 to 95
• The net page reach from WAR close to recall of
  an advertising page
• SO, we can assume that the net page reach in WAR
  is a close estimate of the number of consumers
  recalling an advertising page
• IF the creative work has stopping power!

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Push the button the new magazine planningin
practice
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What it looks like
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Get ready for the Atomic BUILD ON US deal!
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Build on us deal N1

• an ATOMIUM EVENT
• an ATOMIC BUILD ON US deal
• 9 atoms stand for 9 campaigns
• First in, First served
• During maximum 9 months
• Starting from April until December 06
• You buy 10 insertions,
• You get 5 on top

FOR FREE !
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Build on us deal N1

• THE PACKAGE
• Dag Allemaal, HUMO, Knack
• Ciné Télé Revue, Télé Moustique, Le
  Vif/LExpress
• 78 coverage
• (cim 2005)

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Example

• YOU BUY
• 10 X 1/1 p 520.400
• YOU RECEIVE
• 5 x 1/1 p 260.200
• TOTAL VALUE
• 780.600

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Example Build on us deal N1
15 insertions in 6 titles spread over 24 weeks
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Example Build on us deal N1
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Example Build on us deal N1
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Example Build on us deal N1
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Example Build on us deal N1
Total Insertions 90 Average DAILY Daily GAP
.... 8,7 Daily NAP .... 7,3 X-rate
.... 1,2 TOTAL CUME Total GAP .
1479,6 Total NAP ... 68,9 Total X-rate
21,5
15 insertions X 6 titles spread over 24
weeks RESULTS
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Build on us deal N1

• CONDITIONS
• The combination with other offers, promotions
  and/or contracts is not allowed
• No retrospective appliciation
• Only valid for the period April-December 2006
• Advertisements for ONE product, not a range of
  products
• Not valid on combination rates
• Not valid on covers or creative formulas

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Be there when they need you !

• BUILD ON US
• Advertising success can only be achieved by
  continued short term effects