1. Effectiveness of magazine advertising Summary of adspend trends & international research Guy Consterdine Guy Consterdine Associates & Research Consultant, FIPP Athens, 20 February 2009

2. Agenda Recent trends in adspend Why magazine advertising is effective Magazine advertising influences the purchase decision-making process Magazines create sales: used on own, or in combination with other media Magazines are a vital part of cross-media strategies

3. Recent trends in magazine adspend 2000-2008 for all countries with US$ 1+ billion in 2008 Source: ZenithOptimedia

4. Magazine adspend 2000-2008 (US$ m) Source: ZenithOptimedia. 2008 is forecast

5. Magazine adspend 2000-2008 (US$ m) Source: ZenithOptimedia. 2008 is forecast

6. Magazine adspend 2000-2008 (US$ m) Source: ZenithOptimedia. 2008 is forecast

7. Magazine adspend 2000-2008 (US$ m) Source: ZenithOptimedia. 2008 is forecast

8. Number of consumer magazines in Greece Source: FIPP World Magazine Trends 2008-2009

9. ‘World Magazine Trends’ www.fipp.com

10. Why magazine advertising is effective

11. Readers develop a personal relationship with their magazines Source: Smurfit/UCD for PPAI, Ireland

12. Using 2+ media simultaneously Source: ‘Magazine Experiences Europe’, Time/Fortune

13. Multi-tasking: magazines attract primary attention Source: Middletown Media Studies, Ball State University, USA

14. The ads are relevant Source: Smurfit/UCD for PPAI, Ireland

15. Readers are receptive to the advertising Source: Smurfit/UCD for PPAI, Ireland

16. Magazine advertising influences the purchase decision-making process

17. Magazine ads helpful as a buying guide Source: Smurfit/UCD for PPAI, Ireland

18. Magazine ads >> purchase Source: Smurfit/UCD for PPAI, Ireland

19. Dynamic Logic’s CrossMedia studies (MPA/USA) 32 campaigns using TV + magazines + internet 5 measures of ad impact ‘Exposed’ group compared with non-exposed control group (a) Comparison of TV + magazines: TV: its impact on own Magazines: additional impact, on top of TV

20. Magazines add substantial impact to TV Source: CrossMedia Research, Dynamic Logic & Millward Brown, USA

21. Dynamic Logic’s CrossMedia studies (b) Comparison of TV + magazines + internet TV: its impact on own Online ads: additional impact, on top of TV Magazines: additional impact, on top of TV & online

22. Magazines add substantial impact to TV & online Source: CrossMedia Research, Dynamic Logic & Millward Brown, USA

23. Dynamic Logic’s CrossMedia studies: conclusions On all 5 measures, magazines added substantial impact in addition to what TV and online achieved Magazines’ added impact was especially impressive for purchasing intent

24. Marketing Evolution (MPA/USA) 20 campaigns using TV + magazines + online Comparison of pre- & post-campaign scores 3 measures of impact: Brand awareness Brand familiarity Intention to purchase

25. Magazines add to TV & online: Brand awareness Source: Marketing Evolution for MPA, USA

26. Magazines add to TV & online: Brand familiarity Source: Marketing Evolution for MPA, USA

27. Magazines add to TV & online: Intention to purchase Source: Marketing Evolution for MPA, USA

28. Marketing Evolution: conclusions On all three measures: Adding magazines to TV improved the impact considerably Adding magazines achieved more than adding online instead Best strategy is to use print & online in combination

29. Magazine advertising creates sales: 1. Magazines used on own

30. Magazine advertising sales www.ppamarketing.net

31. ‘Sales Uncovered’ TNS Superpanel in UK: household purchases, media consumption 20 brands Week-by-week sales examined Analysed against week-by-week mag exposures Among: - Exposed to mag advertising - Not exposed to mag advertising (control)

32. Magazine advertising increased sales by an additional 11.6% Source: ‘Sales Uncovered, TNS for PPA, UK

33. Magazine advertising creates sales: 2. Magazines used with TV

34. Magazine achievement similar to TV’s… Source: ‘Sales Uncovered, TNS for PPA, UK

35. …but at a third of the cost Source: ‘Sales Uncovered, TNS for PPA, UK

36. Budget implications Expenditure Effectiveness Magazines TV

37. Budget implications Expenditure Effectiveness Magazines TV

38. Further sources www.fipp.com www.ppa.ie www.consterdine.com

39. www.ppa.ie

40. Summary Personal relationships, intense reading >> receptive to ads Magazine advertising influences the purchase decision-making process Magazines create sales: used on own, or in combination with other media Magazines are a vital part of multi-channel communication strategies Summary