Agenda 4 2 1 3 Next steps Our solution The challenges of investing in magazine advertising 1 3 What's in it for you

The challenges of investing in magazine advertising Information Vacuum Information Vacuum Lack of Transparency Lack of Transparency MAGAZINE RISK! Planning RISK! Planning

How we can help COOPERATIVE 18,000 + RESPONDENTS

A hospitable advertising environment NOTED SCORES A hospitable advertising environment WELCOME 54% 54% ADVERTISING EDITORIAL NET ACTION SCORES 63% 66% ADVERTISING EDITORIAL

Magazines dual drivers of consumer behaviour ADVERTISING EDITORIAL 25% Read most 7% Cut out ad 14% 16% Visited brand website Recommended the product 9% Purchased 45% Read Any 18% Gathered more info Have a more favourable opinion 19% 22% Considering purchase Engagement Reference actions Impact actions Purchase actions 50% Read Any 18% Used for ideas 19% Discussed/ referred 12% Considering purchase 13% Gathered more info 13% 4% Purchased Passed to someone 33% Read Most 11% Visited brand website 7% Cut out ad FAMILIARITY RESEARCH BRAND ACTIVISM CONSIDERATION & PURCHASE

Optimising Advertising Performance Front of book better than back of book Bigger is better The 5 commandments of print effectiveness Harness the editorial glow Not all categories perform equally Special mechanics enhance performance

+79% +30% 54% Size Matters DPS IF DPS IF AVERAGE NOTED SCORES EFFECTIVE SCORES

Harness the editorial glow 10% Uplift in consideration 20% Uplift in visiblity Ads adjacent to content: 50% Uplift in sales

Front of Book – Noted Scores 58% 57% 56% 55% 54% 53% 52% 51% 50% 49% +5 All Ads 1st Quartile 2nd Quartile 3rd Quartile 4th Quartile

Front of Book – Effective Scores 110% 105% 100% 95% 90% 85% 80% +16 All Ads 1st Quartile 2nd Quartile 3rd Quartile 4th Quartile 100 108 92 INDEX

Special Mechanics Enhance Performance 58% More engaging 20% More visible 67% uplift in effectiveness score PERFORMANCE Fragrance Strip

Not all categories perform equally 8% 10% Cosmetics and Toiletries 60% 24% Food Food 58% 16% Clothing and Accessories 56% 22% Entertainment and The Media Entertainment and The Media 8% 51% Motors Motors 50% 19% Finance 19% 45% 4% Business and Industrial 42% Visited the Company’s website Looked for more information about the product/svc Purchased the product/svc

In conclusion Duality Duality Recall and Engagement Hospitable Environment Hospitable Environment Advertising Editorial Advertising Editorial Duality Duality Driving Familiarity Research Consideration and purchase Brand activism

Informed Business decisions What’s in it for you? Informed Business decisions Information Vacuum Lack of Transparency Clarity MAGAZINE Risk mitigation RISK! Planning Guidance

What next? James Papworth Marius Cloete CONTACT US TIP OF THE ICEBERG FACE TO FACE ONLINE James Papworth Marketing Director Marius Cloete Head of Research CONTACT US Tel: 0207 400 7563 Tel: 0207 400 7571 Email: James.papworth@ppa.co.uk Email: Marius.cloete@ppa.co.uk

www.ppa.co.uk/magnify Fragrance Strip