INDIAN MAGAZINE CONGRESS 2006

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INDIAN MAGAZINE CONGRESS 2006 Magazines - more
engaging and cost effective than other media a
media users perspective Sam Balsara Tuesday,
31st October 2006
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Base 15 yrs (UR) Source NRS
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Gap between available audience versus audience
reached through magazine widens
Base 15 yrs (UR) Source NRS
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Established media continue to dominate
Source NFO World Group 2002 Base Adults, 12
years
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CPT Comparison

• Note
• TV costs at 1 spot a day for a week. Market rates
  used for calculation
• Newspaper costs at 1 insert each in leading
  publications across markets
• Magazines costs at 1 insert each in leading
  publications across markets
• Radio costs at 2 Spots a day for a week. Market
  rates used for calculation
• Cost on TV Radio are for 30 secs
• Cost on Newspapers is for 100 cc B/W (card rates)
• Cost on Magazines is for Full Page B/W (card
  rates)

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AIR v/s Claimed Readers
Source NRS Base 12 yrs
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(No Transcript)
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Do magazines deliver better on Engagement?
International Research Findings
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• Study 1
• Media Choices 2000 (USA)
• A Multimedia Involvement Study
• 8000 respondents
• Conducted by Erdos Morgan

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Key Findings
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Key Findings
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Key Findings
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Key Findings
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Key Findings
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Key Findings
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Study 2 Absorbing Media 2002 UK 2030
respondents Commissioned by PPA conducted by
NFO Worldwide
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TV viewing Low Involvement
Source NFO World Group 2002 Base Respondents
watching television taking specified action a lot
of time/nearly all the time
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Do ads get on peoples nerves?
Source NFO Worldgroup 2002 Base of all
adults agreeing with statement
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Which medium doesnt interrupt?
Source Roper Public Affairs, 2005
Roper Public Affairs (now part of Gfk) recently
discovered that consumers found magazine
advertising the least intrusive among major
national media.
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Consumers feel positive about and enjoy magazine
advertising
Source Dynamic Logic, Ad Reaction 4, 2005
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Consumers feel positive about and enjoy magazine
advertising
Source Roper Public Affairs, 2005
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Magazines deliver trust, even amongst teens
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Magazines deliver trust, even amongst
influentials
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Consumers multitask the least when they are
reading a magazine