The 5 Commandments of Magazine Advertising Effectiveness Background Data

1 Study Methodology 14 Participating media houses 95 titles included 3165 ads measured 399 editorial spreads measured 18,386 respondents interviewed online Respondents pre-screened to determine readership of measured titles Field work conducted 2011 Study managed by GfK NOP UK using GfK Starchmetrix methodology

Introduction This report provides the raw data used to identify the 5 Commandments of Print Advertising Effectiveness. It elaborates on and illustrated these 5 points and we would suggest that the data presented in this document be used in conjunction with the Magnify Headline presentation and Magnify Advertising Category reports. The Terminology you are likely to encounter in these documents is explained below. About this document Noted The percentage of issue readers who remember having previously seen the advertisement in the study issue. Associated The percentage of issue readers (or noters) who could also associate it with the brand or product. Engagement In this study engagement refers specifically to the amount of copy read by respondents and could include: Read Any The percentage of issue readers who read any part of the ad’s copy. Read Most The percentage of issue readers who read more than half of the written material in the advertisement. Net Actions Indicates the number of noters who took an action as a result of seeing the ad: These include; Have a more favourable opinion about the advertiser; Visited their website; Looked for more info about the product/ service; Recommended the product/service; Consider purchasing the product/service;Clipped/saved the ad. Custom actions are also available: Talked to a doctor; Use/plan to use coupon/promotion; Tried/plan to try the recipe; Visited/plan to visit dealership; Tried scent strip; Watched/plan to watch show; Saw/plan to see movie; Spoke/plan to speak with my financial advisor/bank manager about the product/ service; Took a picture of a QR code/barcode/snap tag; Visited/joined the company’s social network; Requested a free sample.

Introduction Terminology - continued Net Actions are broken down into 3 broad categories: Net Reference Actions Net refence actions consists of Net Total of respondents who took any of the following actions: visited the brand’s website, looked for further information or retained advertising material for future reference. Net Impact Actions Net impact actions reflect the Net Total actions which has an influence of brand perception and includes respondents reporting an improved disposition to the brand of product following exposure or any Word of Mouth action Net Purchase Actions Net purchase actions include both product consideration and actual purchase. Brand Disposition The brand disposition information is asked at the beginning of the Starch survey, before respondents are asked about specific ads. The brand disposition questions do not reference an ad but rather ask the respondent about the brand itself. This data determines the extent to which readers of the publication are favourably disposed towards specific advertised brands. Brand Influence on Purchases/Purchase Interest; Product Recommendations The brand influence, purchase and recommendation information is also asked at the beginning of the Starch survey, before respondents are asked about specific ads. Here we are cross tabbing brand purchase behaviour from the beginning of the survey with ad related noted data from the middle of the survey to illustrate an the differences between noters and non-noters.

Contents Bigger Is Better Front Of Book Works Harder Harness The Editorial Glow Not All Categories Perform Equally Special Mechanics Enhance Performance

Bigger Is Better 8 most featured ad sizes NotedAssociated Read any Any action taken Inside front cover double page spread 70%61%62%66% Outside back cover64%57%53%63% Inside front cover63%54%56%63% Double page spread – colour 60%54%50%64% Inside back cover59%48%51%63% Single page - colour52%45%44%63% Half page - vertical45%37%39%64% Half page - horizontal 42%34%36%64% Average (all ads)54%46%45%63% Key Metrics Analysis of more than 3100 adverts showed that larger size ads and those placed in premium positions consistently outperformed single page and smaller sized ads across most key metrics.

Bigger Is Better 8 most featured ad sizes All respondents net actions net actions net actions Inside front cover double page spread 66%80%75% Outside back cover63%77%73% Inside front cover63%78%73% Double page spread – colour 64%74%71% Inside back cover63%77%73% Single page - colour63%73% Half page - vertical64%77%78% Half page - horizontal 64%76%79% Average (all ads)63%74%73% Youth responsiveness Those under the age of 35 are significantly more likely to respond to advertising than their older counterparts. Responsiveness remains elevated across all ad sizes for this age group.

Bigger Is Better 8 most featured ad sizes All respondents net actions Male Net Actions Female Net Actions Inside front cover double page spread 66%73%66% Outside back cover63%70%63% Inside front cover63%69%64% Double page spread – colour 64%72%64% Inside back cover63%69%63% Single page - colour63%71%63% Half page - vertical64%71%64% Half page - horizontal64%68%66% Average (all ads)63%71%63% Impact of gender of net actions Although there are no discernible differences between men and women as far as noted scores are concerned, men do appear much more likely to take action after exposure to advertising than women.

1 Front of Book Key Metrics Those under the age of 35 are significantly more likely to respond to advertising than their older counterparts. Responsiveness remains elevated across all ad sizes for this age group. Key scores1 st quartile2 nd quartile3 rd quartile4 th quartile Noted57%52% Associated48%43%44% Any action taken64%63%64%63% Effective score (Index) The first quartile of magazines generally tend to outperform the latter sections of the book. Overall the first quarter enjoys a 5% uplift in noted scores and a 16 point uplift in Effective Scores (those who no only recall seeing an advert but can correctly associate it with brand involved) Clutter doesn’t seem to be an issue in the first quarter which is usually stacked with more advertising. It is worth noting that the larger sizes which tend to appear in the first quarter – especially in monthly glossy magazines – could play a role in increasing the noted and effective scores as these generally score higher. It is also interesting to note that effectiveness of advertising doesn’t decrease as one moves towards the back of the book with noted and effective scores remaining steady though quarters 2 to 4.

1 Editorial Glow Key Metrics Ads that appear next to ads generally tend to perform less well than those which are not. Performance of most metrics are affected, with ads next to other ads performing less well on noted and engagement scores. Most importantly ads not adjacent to other ads improve consideration levels by 10% and enjoy a 50% uplift in product purchases in comparison to ads placed next to other ads. NotedAssociatedRead anyRead mostAny action taken Considered purchasing Purchased the product Not adjacent to ad55%47%46%25%63%22%9% Adjacent to ad46%37%39%21%64%20%6%

1 Differences By Category Key Metrics Depending on advertising category, adverts have noted scores that can range between 43% and 60%. Product categories which are more personal in nature and often featuring products used in self expression or status tend to score higher than less personal products or ads with more complex messages such as Finance or Business and Industrial. For more detailed information on the variances and opportunities to boost performance by product category please see individual product category reports. Noted (%) Associated (%)Read Any (%) Read Most (%)Net Action(%) Cosmetics Food H.H. Stores Drink Clothing Retail Leisure Equipment Mail Order Gaming Telecoms H.H. Equipment Ents & Media Manufacturing Property H.H. Appliances Gardening Motors Travel & Production Media GOVT/SOC/POL Office Equipment Computers Pharmaceutical Finance Business & Industrial All Add Average

1 Special Mechanics About Special Mechanics We measured more than 10 different special mechanics in the Magnify Study. For the purposes of this study, a special mechanic is defined as an advert which utilises unique characteristics or has the goal of driving a specific reader action which sets them apart from standard display advertising. All of these mechanics have individual strengths, and performance of such mechanics can vary greatly depending of advertising category. On the following pages we look at 5 special mechanics which outperform standard advertising at global aggregate level. We recommend that you look at the individual category reports to identify the mechanics that boost performance beyond the aggregate average for specific categories.

1 Special Mechanics Ads featuring celebrities Total RespondentsNoted (%) Associated - Noters (%) Read Any - Noters (%) Read Most - Noters (%) Net actions taken (%) Celebrity296 Ads11, Not Celebrity2869 Ads18, Ads featuring celebrities tend to score better overall than those which don’t. Celebrity ads enjoy an uplift in noted scores, associated scores, engagement scores and net actions. Ads featuring celebrities also improve; Consideration levels +18% Purchase incidence +22% Positive brand disposition +6%

1 Special Mechanics Sampling Trait Total RespondentsNoted (%) Associated - Noters (%) Read Any - Noters (%) Read Most - Noters (%) Net actions taken (%) Actual Sample13 Ads1, Sample/Trial Offer20 Ads1, Providing actual samples is a much more effective way of getting respondents’ attention that an offer of a sample or a trial. Ads containing actual samples outperform sample/trial offers significantly in nearly every key metric. In addition samples provide an uplift against sample/trial offers in the following areas; Consideration+50% Purchase+160% Positive Brand Disposition+37%

1 Special Mechanics Testimonials Trait Total RespondentsNoted (%) Associated - Noters (%) Read Any - Noters (%) Read Most - Noters (%) Net actions taken (%) Testimonials214 Ads11, Not Testimonials2951 Ads18, At first glance ads including testimonials perform on par with ads which don’t include them. But using testimonials can help to drive up consideration levels by 5%, improve product purchase by as much as 11% and result in recommendation by 46% of those who noted the ad. Testimonials can improve key metrics considerably in the following categories: Cosmetics, Mail Order, Leisure Equipment, Gaming (Video) Clothing and Gardening.

1 Special Mechanics Food Coupons Trait Total RespondentsNoted (%) Associated - Noters (%) Read Any - Noters (%) Read Most - Noters (%) Net actions taken (%) Food Coupons6 ads All Food145 ads7, Food coupons represent an excellent why to not only boost trial of a product but increase visibility and interaction with an advert. Ads which include a food coupon outperform the all food ad norm across all metrics. On average 1 in 4 noters will use the coupon It further increases product purchase by 11% 42% of noters go on to recommend the product

1 Special Mechanics Scent Strips Trait Total RespondentsNoted (%) Associated - Noters (%) Read Any - Noters (%) Read Most - Noters (%) Net actions taken (%) Scent Strip13 Ads1, No Scent Strip3152 Ads18, Scent strips outperform ads without this mechanic significantly across all key metrics. In not only manages to catch the eye, but draws readers into the copy and get them to engage with the content. In addition scent strip ads also: Boost consideration+36% Increase Purchases+66% Drives + Brand disposition+11%

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