1. The Case For Magazine Advertising The research evidence - Irish and international Guy Consterdine Guy Consterdine Associates 24 February 2009

2. Objective To provide research evidence which supports the arguments for using magazine advertising Seven key points

3. 1. Readers develop a personal relationship with their magazines

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

5. 2. Magazines are well read

6. Extensive reading time: twice that of newspaper supplements Source: Quality of Reading Survey, PPA

7. It’s a multi-tasking media world Consumers are increasingly using more than one medium at a time Magazines less likely to be used at same time as other media

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

9. It’s a multi-tasking media world Consumers are increasingly using more than one medium at a time Magazines less likely to be used at same time as other media When they are, likely to capture the prime focus of attention You can’t read a publication without focusing on it

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

11. 3. Readers are receptive to the advertising

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

13. High attention to the advertising Source: Smurfit/UCD for PPAI, Ireland

14. 4. Magazine advertising influences the purchase decision-making process

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

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

17. 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

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

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

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

21. 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

22. 5. Magazines make digital media and buzz work harder

23. Marketing campaigns should use both magazines & online Source: ‘Engagement Counts’, Future Publishing Ltd, UK

24. Magazines drive online searching Source: Simultaneous Media Usage Survey 9, BIGresearch USA

25. Magazines > online > purchase Source: In-Market Media Usage Survey, Jupiter Research, USA

26. 6. Magazine advertising creates sales: a) Magazines used on own

27. Magazine advertising sales www.ppamarketing.net

28. ‘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)

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

30. Return on investment Medium term (12 months) £1 £2.77 Source: ‘Sales Uncovered, TNS for PPA, UK

31. Magazine advertising creates sales: b) Magazines used with TV

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

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

34. Budget implications Expenditure Effectiveness Magazines TV

35. Budget implications Expenditure Effectiveness Magazines TV

36. 7. Magazines are a vital ingredient in b2b marketing campaigns

37. Importance of industry-specific media: magazines, websites, face-to-face Source: Forrester Research/ABM

38. Usage of traditional b2b media Source: Forrester Research/ABM

39. Usage of digital b2b media Source: Forrester Research/ABM

40. Combining b2b media Each kind of industry-specific b2b medium has its own strengths Effectiveness maximised by using combination of magazines, online & face-to-face “The three legs of b2b publishing” Source: Forrester Research/ABM

41. Sell advertising on multiple platforms 91% of decision makers agreed: “It is easier for me to recognise or remember a company’s brand or products/services when I see messages about it in multiple media such as magazines, online, or at events”

42. Two reports Full research reportSummary report