PPA IRELAND

Agenda Brief update on PPA Ireland Research Objectives Methodology Key Findings

PPA Ireland Formed in Publishers; 150 magazines across all category sector Our mission – to encourage, promote & raise professional standards amongst our members. Our recent activities have included: –PPA Ireland Magazine Awards –Code of Verification of Circulation – Industry Specific Training Programmes – Research & Marketing

Research - Background & Objectives Research already exists (TGI/JNRR/PPA UK/MPA) “Dig Deeper” about magazines in an ‘Irish’ context Understand better the relationship between consumers & their media and also between consumers & their magazines. Invest in our industry and prove to you what we believe to be true –that advertising in magazines works

Research - Methodology In-depth interviews with media directors. 400 face-to-face in-depth questionnaires with consumers on the island of Ireland. Representative sample in terms of gender/age/ region/occupation. All research was conducted independently through the Michael Smurfit Graduate School of Business at UCD.

Research Criteria Wide ranging questionnaire encompassing: –Consumer relationship to each media –Effects of advertising in each media. – Specific magazine and print media.

Consumer Relationship to Each Media

As A Primary Source of Information

Media as Primary Source of Information (First Preference)

Media That is Tailored to Meet My Individual Needs

Media That is Tailored to Meet My Individual Need (First Preference)

Media That Best Reflects Personal Beliefs and Attitudes

Media That Best Reflects Personal Beliefs and Attitudes (First Preference)

A Media with Content that I am mostly interested in

Observations Compared to other media, magazines have a closer,more personal,more individual Relationship with their customers “It’s a huge selling point. Magazines are consumed at a much more personal moment of your time.” Media Director

Effectiveness of Advertising in Each Media

Media That I Almost Always Actively Avoid The Advertising

Media I Find Most Helpful as a Guide Before Purchasing

Media I Find Most Helpful as a Guide Before Purchasing (First Preference)

Media Where I Am Most Likely to Purchase as a Direct Result of Advertising

Media Where I Find Advertising Most Relevant

Observations Compared to other media, advertising in magazines is shown to be more credible and relevant. It can have a strong influence on the purchase decision. Compared to other media, magazines contain little or no advertising waste.

Specific Magazine & Print Information

Proportion Read

Proportion of Newspapers Read % of Newspapers Read 35% of Readers read more than 70% of a newspaper

Proportion of Magazine Read 69% of Readers read more than 70% of a Magazine % of Magazines Read

Where Read?

Magazines vs Newspapers (Where Read)

Time Referred to Current Issue

Magazines vs Newspapers (Time Referred to Current Issue)

Observations In relation to newspapers, magazines: –Are significantly read more from cover to cover. – Are “referred back” more often and therefore advertising works harder. – Are read in a relaxed environment.

Summary Compared to other media, magazines have a closer, more personal, more individual relationship with their customers. It is the medium that respondents felt best reflected their personal beliefs and attitudes. Advertising in magazines is shown to be more credible and relevant. Magazines can have a strong influence on the purchase decision.

(continued) Compared to other media, magazines contain little or no advertising waste. In relation to newspapers, magazines: – are significantly read more from cover to cover – are ‘referred back’ more often and therefore advertising works harder

Please consider these qualitative issues when planning your advertising media budgets. Thank you.