Magazine Accountability

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The best casefor magazines
EVER!
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The scariest question in publishing?

• Do magazines still work?

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The scariest word in business?

• Irrelevant!

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Framing the Answer

• Cross-Media Performance Metrics
• Purchase Intent
• Drive to Web
• Consumer Dynamics

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Believing the Answer

• Third Party Data Sources
• 52 Advertiser Funded Cross-Media Accountability
  Studies
• Multiple Industry Funded Digital Studies
• Media Neutral Formatting
• Let The Data Speak For Itself

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Headlinesthe data wroteaboutmagazines
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Consistency?
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Most Consistent Medium at all Levels of the
Purchase Funnel
Percent of Studies Where Purchase Funnel Metrics
Were Positively Influenced by Medium
TV

Total Brand Awareness
Brand Familiarity
Brand Imagery
Purchase Intent
Source Marketing Evolution. 20 Cross-Media
Accountability Studies, 2004-2006
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Brand Familiarity and Purchase Intent?
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Best Medium at Lower Levels of Purchase Funnel
Average Percentage Point Increases versus Control
Aided Brand Awareness
Brand Favorability
Purchase Consideration
Source Dynamic Logic. 32 Cross-Media
Accountability Studies, 2004-2007
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Best Medium at Driving Overall Purchase Intent
Average Percentage Point Increases versus Control
TV
Marketing Evolution
Dynamic Logic
Base 32 Studies Source Dynamic Logic/Millward
Brown, 20042007
20 Studies Source Marketing Evolution, 2006
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CPG Auto?
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Best Medium at Driving CPG Purchase Intent
Average Percentage Point Increases versus Control
CPG Purchase Intent/ Consideration
Source Dynamic Logic. 14 CPG Cross-Media
Accountability Studies, 2004-2007
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Best Medium In Driving Automotive Purchase Intent
Average Percentage Point Increases versus Control
Automotive Purchase Intent/ Consideration
Source Marketing Evolution. 4 Automotive
Cross-Media Accountability Studies, including
Asian, U.S. and European nameplates, 2004-2006
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The Relationship Between Magazines and Online
Harvesting the Crop

• Planting
• the Seed

versus
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On-Line Search?
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Best Medium In DrivingOnline Searches
What medium influences you to start a search For
merchandise online?
Source BIGresearch In-Market Media Usage Survey
among 15,000 adults, ages 18 to 65, 2007
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Younger Consumers?
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Best Medium In Initiating Searches by Younger
Consumers
What medium influences you to start a search
for merchandise online? ( By Medium)
Source BIGresearch In-Market Media Usage Survey
among 15,000 adults, ages 18 to 65, 2007
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Qualified Searches?
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Best Medium at Initiating Qualified Online
Searches
Percent Who Made Purchase After Seeing an Ad and
Conducting A Search
Source JupiterResearch In-Market Media Usage
Survey, 2007
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Digital Platforms?
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Websites Most Effective Platformfor Video Ads
Source Eyes On The Internet, Online Publishers
Association, June 2007
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A Question That Will Be Asked
How the heck is this possible?
AKA You gotta be kidding me!
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That Answer Starts With The Consumer

• Engaged Readers
• In-Control Readers
• Selected By Readers

• Time-Compressed
• Seeking More Control
• Catch me if you can!

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The scariest question in publishing?

• Do magazines still work?

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• YES!!
• www.magazine.org/resources