PPA IRELAND

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PPA IRELAND
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Agenda

• Brief update on PPA Ireland
• Research
• Objectives
• Methodology
• Key Findings

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PPA Ireland

• Formed in 1999
• 40 Publishers 150 magazines across all category
  sector
• Our mission to encourage, promote raise
  professional standards amongst our members.
• Our recent activities have included

PPA Ireland Magazine Awards
Code of Verification of Circulation
Industry Specific Training Programmes
Research Marketing
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Research - Background Objectives

• Research already exists (TGI/JNRR/PPA UK/MPA)
• Dig Deeper about magazines in an Irish
  context
• Understand better the relationship between
  consumers their media and also between
  consumers their magazines.
• Invest in our industry and prove to you what we
  believe to be true

that advertising in magazines works
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Research - Methodology

• In-depth interviews with media directors.
• 400 face-to-face in-depth questionnaires with
  consumers on the island of Ireland.
• Representative sample in terms of gender/age/
  region/occupation.
• All research was conducted independently through
  the Michael Smurfit Graduate School of Business
  at UCD.

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Research Criteria

• Wide ranging questionnaire encompassing

Consumer relationship to each media
Effects of advertising in each media.
Specific magazine and print media.
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Consumer Relationship to Each Media
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As A Primary Source of Information
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Media as Primary Source of Information
(First Preference)
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Media That is Tailored to Meet My Individual
Needs
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Media That is Tailored to Meet My Individual Need
(First Preference)
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Media That Best Reflects Personal Beliefs and
Attitudes
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Media That Best Reflects Personal Beliefs and
Attitudes (First Preference)
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A Media with Content that I am mostly interested
in
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A Media with Content that I am mostly interested
in
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Observations

• Compared to other media, magazines have a

closer,
more personal,
more individual
Relationship with their customers
Its a huge selling point. Magazines are
consumed at a much more personal moment of your
time. Media Director
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Effectiveness of Advertising in Each Media
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Media That I Almost Always Actively Avoid The
Advertising
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Media That I Almost Always Actively Avoid The
Advertising
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Media I Find Most Helpful as a Guide Before
Purchasing
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Media I Find Most Helpful as a Guide Before
Purchasing (First Preference)
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Media Where I Am Most Likely to Purchase as a
Direct Result of Advertising
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Media Where I Am Most Likely to Purchase as a
Direct Result of Advertising
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Media Where I Find Advertising Most Relevant
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Media Where I Find Advertising Most Relevant
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Observations

• Compared to other media, advertising in magazines
  is shown to be more

and relevant.
credible
It can have a strong influence on the
purchase decision.
Compared to other media, magazines contain
little or no advertising waste.
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Specific Magazine Print Information
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Proportion Read
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Proportion of Newspapers Read
35 of Readers read more than 70 of a newspaper
of Newspapers Read
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Proportion of Magazine Read
69 of Readers read more than 70 of a Magazine
of Magazines Read
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Where Read?
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Magazines vs Newspapers (Where Read)
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Time Referred to Current Issue
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Magazines vs Newspapers (Time Referred to
Current Issue)
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Observations

• In relation to newspapers, magazines

Are significantly read more from cover to
cover.
Are referred back more often and
therefore advertising works harder.
Are read in a relaxed environment.
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Summary

• Compared to other media, magazines have a
  closer, more personal, more individual
  relationship with their customers.
• It is the medium that respondents felt best
  reflected their personal beliefs and attitudes.
• Advertising in magazines is shown to be more
  credible and relevant.
• Magazines can have a strong influence on the
  purchase decision.

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(continued)

• Compared to other media, magazines contain
  little or no advertising waste.
• In relation to newspapers, magazines
• are significantly read more from cover to
  cover
• are referred back more often and therefore
• advertising works harder

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Please consider these qualitative issues when
planning your advertising media budgets. Thank
you.