1. Guy Consterdine

2. Magazine advertising effectiveness: the research-based evidence Guy Consterdine Guy Consterdine Associates FIPP Research Consultant Warsaw, 18 March 2005

3. Agenda What makes magazines an effective medium Evidence that magazine-only sells products Magazines’ role in mixed-media campaigns: - Improved targeting - More powerful communication Evidence that magazines+TV outperforms TV only

4. What makes magazines effective? Readers are active – choosing, using The reader is in control Well adapted to readers’ requirements Each magazine has a unique positioning Strong relationship between mag & readers Readers trust the magazine “It’s like talking to a friend” Reinforce reader’s own self-image

5. What makes magazines effective? Readers give commitment to their magazine Time spent reading is substantial Copies are read thoroughly QRS: average page looked at 2.5 times Read in highly receptive mood

6. Benefits to advertisers Right frame of mind to absorb advertising Mags’ brand values rub off onto ads Endorsement of the advertising Relevant advertising is valued Ads are screened like the editorial

7. Readers take action after seeing magazine ads Purchasing Discussing a prospective purchase Picking up ideas Following advice given

8. Magazine-only campaigns sell ‘Proof of Performance’ UK’s Periodical Publishers Association (PPA) TNS SuperPanel: household purchasing 5 magazine-only brands Brand shares measured month by month Months divided into advertising / non-advertising months

9. ‘Proof of Performance’ : Sales brand share (index) Months with no advertising: All households100

10. ‘Proof of Performance’ : Sales brand share (index) Months with no advertising: All households100 Months with moderate advertising: All households108

11. ‘Proof of Performance’ : Sales brand share (index) Months with no advertising: All households100 Months with moderate advertising: All households108 Heavy magazine readers111

12. Mixed-media campaigns Magazines & TV complement each other: 1) Targeting: better distribution of ad exposures 2) More powerful communication

13. 1) Distribution of ad exposures Many people are light viewers of TV Light viewers do read magazines Combining TV & magazines improves coverage Better targeting

14. Distribution of ad exposures 25 developed countries

15. 2) More powerful communication Due to differences in the way magazines and TV are experienced Many research studies describe these differences

16. ‘Absorbing Media’ PPA UK 2002

17. ‘The media moment’ Typical set of circumstances in which the medium is consumed Compare TV and magazines

18. The television moment Window on the world TV sets are frequently left on Most watching is on a casual basis Low engagement except certain programmes During ads, focus on other activities Lack of control over what’s available to view Multi-channel homes, with specialised TV channels, are somewhat different

19. The magazine moment Intensely personal experience Reader is absorbed Cocooned from external intrusion Read in relaxed situation; treasured Active input liked: selecting, dipping in Controlled by user: read in an order and pace which suits the individual

20. Conclusions from ‘Absorbing Media’ TV & magazines communicate in different but complementary ways The communication delivered by TV can be enhanced by using magazines too

21. Direct research into synergy Research into communication synergy between magazines and TV: Began 1987 (‘Multiplying The Media Effect’, UK) 10+ further studies: UK, Germany, Finland, Canada, Italy, US, Australia, India (2004) 75+ brands covered Clearcut overall conclusion: Well-integrated TV+print campaigns communicate more effectively than TV-only campaigns (assuming equal exposures)

22. ‘The Media Multiplier’ (UK) 12 mixed-media campaigns Consumers shown TV & print ads Described their response to: TV ad, before & after being shown print ad Print ad, before & after being shown TV ad Identified the effects of TV alone, print alone, both media together, and 2 nd TV ad after seeing a print ad

23. ‘The Media Multiplier’ (UK) Print can: Lead people to perceive TV commercial in new ways, and look for details Encourage more response to the commercial Add extra information or messages Re-inforce the TV message Expand the TV message Help understanding of the TV message

24. ‘The Media Multiplier’ (UK) Print can: Strengthen brand identification Make the product more accessible Focus more on product-oriented messages Create a more positive feeling towards product Benefits heightened by building creative links Benefit is two-way

25. ‘The Multiplier Effect’ (Germany) 12 brands TV and magazine executions tested Conclusion: 1 TV ad + 1 magazine ad communicates better than 2 TV ads

26. Example: Ford Cougar car TV: drivers of Cougar and motorcycle meet, and later pass each other on the road 4 key messages: spontaneous comprehension was tested: 1 TV ad89% 2 TV ads98%+9% 1 TV + 1 mag ad 118% +29%

27. Example: Ford Cougar car TV: drivers of Cougar and motorcycle meet, and later pass each other on the road Spontaneous comprehension of 4 messages was tested: 1 TV ad89% 2 TV ads98%+9% 1 1 TV + 1 mag ad 118% +29% 3

28. Example: Ford Cougar car Spontaneous recall for each message

29. ‘Measuring Magazine Effectiveness’ MPA (Magazine Publishers of America) MMA (Media Marketing Assessment) Database of sales & marketing info 186 brands, in 13 product categories 1994-2000 Econometric analysis Assessed ‘effectiveness’

30. MMA’s measure of ‘effectiveness’ The sales effect of each dollar: Modelled a ‘base’ volume of sales (would have been achieved without any marketing) Additional sales were due to new marketing Each medium’s contribution modelled Compared with % of expenditure 30% contribution / 30% of budget = 1.0

31. Sales effectiveness of 3 media Effectiveness index

32. TV’s own effectivess increases when more magazines are used TV effectiveness index % of marketing budget spent in magazines

33. John Philip Jones (US) Sales data for large numbers of brands -Television advertisers - Magazine advertisers

34. Market share among households exposed to advertising indexed on Market share among households not exposed to advertising Short Term Advertising Strength (STAS) Represents gain in market share (of sales)

35. Short Term Advertising Strength Television: Nielsen, 78 brands Average index = 118 Magazines: Starch Research Company, 73 brands Average index = 119

36. Short Term Advertising Strength The short term effect of advertising (per exposure) is the same for television and magazines

37. Short Term Advertising Strength: Denmark Gallup’s weekly tracking study: Brand purchasing Exposure to advertising 23 brands

38. Short Term Advertising Strength TV222 Print286(29% higher) For 20 out of 23 brands: print had higher index than TV

39. Timing Should magazines be used at same time as TV, or to fill gaps between bursts of TV advertising?

40. High overlap is best for both media Effectiveness index Degree of overlap between TV & magazines [Source: MMA/MPA]

41. Research evidence Many more examples exist New ones published from time to time e.g. media multiplier study in India

42. Further information ‘Take A Fresh Look At Print’ 2 nd edition

44. Further information ‘Take A Fresh Look At Print’ 2 nd edition: www.fipp.com/assets/downloads/taflap.pdf

45. Further information ‘Take A Fresh Look At Print’ 2 nd edition: www.fipp.com/assets/downloads/taflap.pdf FIPP’s website: updates on global research www.fipp.com/researchnews

46. Summary: 1 People love to read Readers are in control of their exposure Relationship of trust & involvement with magazine This rubs off onto the advertising Magazines are effective on their own Magazines are as effective as TV, per exposure

47. Summary: 2 Magazines improve performance of other media Magazines+TV performs better than TV-only Better targeting Better communication Improved software for evaluating mixed-media