The Case For Magazine Advertising

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 timetwice that of newspaper
supplements
Source Quality of Reading Survey, PPA
7
Its 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
Its 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 cant 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

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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 gtgt 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 onlineBrand awareness
Source Marketing Evolution for MPA, USA
19
Magazines add to TV onlineBrand familiarity
Source Marketing Evolution for MPA, USA
20
Magazines add to TV onlineIntention to
purchase
Source Marketing Evolution for MPA, USA
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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

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• 5. Magazines make digital media and buzz work
  harder

23
Marketing campaigns should use bothmagazines
online
Source Engagement Counts, Future Publishing
Ltd, UK
24
Magazines drive online searching
Source Simultaneous Media Usage Survey 9,
BIGresearch USA
25
Magazines gt online gt purchase
Source In-Market Media Usage Survey, Jupiter
Research, USA
26

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

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Magazine advertising sales
www.ppamarketing.net
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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)

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Magazine advertising increased salesby an
additional 11.6
Source Sales Uncovered, TNS for PPA, UK
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Return on investmentMedium term (12 months)
Source Sales Uncovered, TNS for PPA, UK
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• Magazine advertising creates sales
• b) Magazines used with TV

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Magazine achievement similar to TVs
Source Sales Uncovered, TNS for PPA, UK
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but at a third of the cost
Source Sales Uncovered, TNS for PPA, UK
34
Budget implications
TV
Effectiveness
Magazines
Expenditure
35
Budget implications
TV
Effectiveness
Magazines
Expenditure
36

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

37
Importance of industry-specific mediamagazines,
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
  companys 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 report
Summary report