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Agenda 4 2 1 3 Next steps Our solution
The challenges of investing in magazine advertising 1 3 What's in it for you
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The challenges of investing in magazine advertising
Information Vacuum Information Vacuum Lack of Transparency Lack of Transparency MAGAZINE RISK! Planning RISK! Planning
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How we can help COOPERATIVE 18,000 + RESPONDENTS
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A hospitable advertising environment
NOTED SCORES A hospitable advertising environment WELCOME 54% 54% ADVERTISING EDITORIAL NET ACTION SCORES 63% 66% ADVERTISING EDITORIAL
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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
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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
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+79% +30% 54% Size Matters DPS IF DPS IF AVERAGE NOTED SCORES
EFFECTIVE SCORES
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Harness the editorial glow
10% Uplift in consideration 20% Uplift in visiblity Ads adjacent to content: 50% Uplift in sales
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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
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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
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Special Mechanics Enhance Performance
58% More engaging 20% More visible 67% uplift in effectiveness score PERFORMANCE Fragrance Strip
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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
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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
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Informed Business decisions
What’s in it for you? Informed Business decisions Information Vacuum Lack of Transparency Clarity MAGAZINE Risk mitigation RISK! Planning Guidance
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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: Tel:
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Fragrance Strip
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