Make the Connection

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Make the Connection with Magazines
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Its all about Engaging the consumer
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The Advertising
Research Foundation has defined the meaning of
Engagement Engagement is turning on a prospect
to a brand idea enhanced by the
surrounding context
Source Advertising Research Foundation
Definition of Engagement, March 21, 2006
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More than ever, Advertisers want Communication
platforms that Engage the
consumer Leverage Consumer Needs Passions
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Its no longer just about
Hitting the Numbers and
Delivering the Eyeballs
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Its about delivering
quality of audience
Relevance Relationship
Engagement Receptivity
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• In a world with so much consumer choice
  and with all the challenges they face,
  marketers need to make sure
  their advertising works....
  The issue is how advertisers can
  connect with people.
• It is now about Engagement.
• Wenda Harris Millard, Chief Revenue
  Officer, Yahoo!

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Todays Reality We are witnessing
an unprecedented explosion in consumer
choice
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Every day
YOU
are bombarded by up to 3,000 ads
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Most
Media
Ambush
Have
No
Control!
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Too much information vying for consumer
ATTENTION
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Telecommunications bandwidth is NOT a problem,
but human
bandwidth IS Consumers seek to take control
over media consumption
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Consumers Want to be in Control

• Id be interested in a product, device
  or service that would skip/block

90
81
73
Online Ads
TV Ads
Radio Ads
Source Forrester Research
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Digital Video Recorders Consumers are willing to
pay for Control
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ExampleDVRs - consumers pay to take control

• 90 of consumers, in homes with DVRs, are
  zapping commercials
• All commercials 37
• Most commercials 25 90 zap some/most/all ads
• Some commercials 28
• A few commercials 5
• Almost none/never 5
• Appointment-viewing programs (with highest CPMs)
  are most susceptible
• 18 (U.S.) household DVR penetration today
• Penetration of DVRs is projected to grow to 25
  of households by 2007 50 by 2009

Source Myers Group, June 2004 TiVo
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Why does control matter? The consumer is
paying attention S/he is more receptive to your
ad message There is a connection
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The result A shift towards Permission
Marketing - James
R. Stengel, Global Marketing Officer, PG The
consumer is in Control. The medium ads are
invited.
Source James R. Stengel, Global Marketing
Officer, Procter Gamble
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Magazines Deliver
when the Consumer is Ready

• When and where your customers
  are ready to Engage

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Engagement It takes many forms,
contributing to business success
Attention Emotional Connection (Passion and
Relevance) Reading Process Receptivity to Ads
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Attention
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Advertisements dont just
compete against each other for
share-of-voice
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Advertisements compete against
everything that hopes to gain our attention
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Attention is an
increasingly scarce commodity Its value is
increasing
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Emotional Connection
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Magazines are all about the
Reader
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Magazine Editors spend their lives studying
understanding Reader Needs
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Magazines feed consumer
needs and passions
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Magazines Connect to Passions
at a Personal Level

• The targeted nature of magazines
• typically results in a close
• relationship between the
• magazine and the reader
• and inspires a high degree
• of active reader involvement.

Source The Henley Centre
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Theres a magazine for every passion and
a passion for every Magazine
Passions lead to attention personal
engagement

• Art / Antiques Fashion
• Automobiles Food
• Boating Gardening
• Family / Children Health/Wellness
• Bridal General Interest
• Business / Finance Womens/Mens
• Outdoors / Recreation Music
• Home News
• Entertainment Travel
• Youth / Seniors Sports, and more

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Engagement Its an Emotional Connection

• It is never boring to read an issue
• The magazine stimulates my thinking about
  things
• Its an escape
• When I read this magazine, I lose myself in the
  pleasure of reading it
• It is an avenue to learning about new products
• I trust it to tell the truth
• Advertising in this magazine says something
  about the brand being advertised
• I like the ads as much as articles

Top Reader Usage Experiences
Source Northwestern University Media Management
Center
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Why Magazines Engage

• Magazines deliver a one-two punch
• Info required to get through
• the day-to-day
• Inspiration to be who you
• want to be

Reader Need Hierarchy
Self- Enhancement
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Enlightenment
Analysis
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Day-to-Day
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Source The Henley Centre, Magazines Into 2000
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Consumers Identify Most With Magazines
Which medium would you most want to be
identified with?
61
56
BBDO Brand Fitness Study
44
40
40
Magazines
Newspapers
The Internet
TV
Radio
Source BBDO New York, Brand Fitness Study
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Ad Receptivity
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Editorial environment is key but
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whats going on in the readers head
at time of impact is
the most important
environment of all
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whats going on in the readers head
at time of impact is
the most important
environment of all
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Are they Receptive
to advertising
messages?
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I dont know who you are. I dont know your
company. I dont know your companys product. I
dont know what your company stands for. I dont
know your companys record. I dont know your
companys reputation. Now what was it you
wanted to sell me?
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The Editorial Environment provides a
frame of reference
that delivers
greater reader receptivity
to brand advertising
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Magazines Audiences Are Receptive to
Magazine Advertising
Average Average
Monthly Prime-Time Product Category
Magazine TV Show New Domestic
Car Intender 115 110 PC
Intender 118 114 On-line Service
Intender 125 112 Fitness Equipment
Intender 133 125 Gone to a Movie (past 2
months) 110 110 Bought Music CD/Tapes
122 113 Use a Brokerage Firm 120
89 Have a Home Mortgage 167 119 Have a
Credit Card 167 130 Have a Mutual Fund
151 107 Drink Wine 158 123 Use Greeting
Cards 133 126
Source Advertising Receptivity Pilot Study, Next
Generation Research LLC, March 2002)
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Magazines Audiences Are Receptive to
Magazine Advertising
Average Average
Monthly Prime-Time Product Category
Magazine TV Show Use OTC
Cold Remedy 143 133 Use Headache Remedy
153 126 Use Cold Cereal 127 125 Buy
Frozen Pizza 152 125 Buy Margarine
133 116 Buy Laundry Detergent 130
121 Eat at Fast Food Restaurants 138
127 Shop at Apparel/Clothing Stores 133
114 Shop at Electronics Stores 132
123 Bought Womens Designer Clothes128 124 Use
Long Distance Phone 146 129 Use Cellular
Phone 146 127
Source Advertising Receptivity Pilot Study, Next
Generation Research LLC, March 2002)
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Consumers are Receptive to
Magazine Advertising
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Magazine Ads
are Seen as Essential Among adult
readers of all magazine types, 65 agree
with the statement The ads are an essential
part of this magazine
Source Media Values, Research Services Ltd.
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Magazine Ads
Are Seen as Essential Starcom Research
Readers were asked to pull 10 pages
that best exhibited the essence
of the magazine they were
reading 3 of 10 were Advertisements
Source Starcom, In-home Consumer Interviews, 2004
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Consumers Are Accepting of
Magazine Ads
71
Percentage of persons who find advertising quite
acceptable
44
11
Network TV
Magazines
Internet
Source Media Choices 2000, Erdos Morgan
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Consumers are Accepting of Magazine Ads

• Places you would be in support of eliminating
  marketing and advertising

40
38
34
23
16
10
Cable TV
Websites
Network TV
Radio
Magazines
News- papers
Source Yanlelovitch Omniplus, 2004
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• Saving a Magazine ad page
  proves a high level of
  connectivity, engagement advertising
  receptivity
• 73 of readers
• regularly/sometimes save
  a Magazine page for future reference

Source Media Effectiveness Study, Thompson
Lightstone
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The Reading Process
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Advertisements have a challenging
mandate
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To lock brand-linked associations into
long-term memory such that consumers
can draw upon them
during a purchase occasion
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The highly focused process of reading How the
brain works
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The reading process is all
about undivided reader attention
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Magazine Reading
Drives Attention Understanding
5 times the amplitude of TV watching
The brain works at a fully engaged, higher level
to process the printed word When you read it,
you get it
Source Electroencephalographic Aspects of Low
Involvement Implications for the McLuhan
Hypothesis, General Electric Co., 1970
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Magazines Are Least Likely to be
Multi-tasked
When you listen to the RADIO, do you
simultaneously regularly Go On-line
17 Read the newspaper 10 Read the mail
9 Watch TV 7 Read magazines 6
When you read the NEWSPAPER, do you
simultaneously regularly Watch TV
24 Listen to the Radio 14 Go On-line
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When you watch TELEVISION, do you simultaneously
regularly Go On-line 27 Read the mail
11 Read the newspaper 9 Read magazines
6 Listen to the radio 3
When you read MAGAZINES, do you simultaneously
regularly Watch TV 16 Listen to the Radio
11 Go On-line 5
Source Simultaneous Media Usage, Big Research,
2003
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Magazines Grab Your Attention
Percent of consumers engaging in no other
activity while using medium
Source Mindshare MORE Panel, A18
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The fully engaged reading process

allows readers to
quickly absorb
detailed messages at their own pace
(unlike ambush media)
increasing understanding of
brand
benefits
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Magazines Communicate Quickly The 5-Second
Solution
Branding
Consumer Benefit
Product
Branding
In just 5-seconds, readers capture the consumer
benefit, brand name and logo (Research tracks
readers mouse clicks to reveal what they have
noticed1st, 2nd and 3rd in 5-seconds)
Source ClickResponse MAGnify Study, March 2005
(Rogers Media)
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Magazines Communicate Quickly The 5-Second
Solution
Branding
Consumer Benefit
Product
Branding
In just 5-seconds, readers capture the consumer
benefit, brand name and logo (Research tracks
readers mouse clicks to reveal what they have
noticed1st, 2nd and 3rd in 5-seconds)
Source ClickResponse MAGnify Study, March 2005
(Rogers Media)
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Magazines Outperform Other Media In Recall of
Last Advertiser Seen/Heard correctly naming
last advertiser seen/heard
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23
19
14

Radio
Magazines
Primetime TV
Newspapers
Source Magazine Dimensions
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The reading process requires physical contact
and action to consume the medium
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Use as an info/idea
source leads to Word-of-Mouth
recommendation
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Magazines Influence
Word-of-Mouth Recommendation More than half of
consumers agree that magazines are a leading
contributor to word-of-mouth product
recommendation
Source Roper Reports What Prompts Consumer Word
of Mouth, 2005
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Magazines are Very Effective in Driving
People to the Web
Which media provides you with ideas that
influence how to get information about products
and services on the internet?
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Magazines
54
Cable TV
53
Network TV
51
Radio
Source Roper Public Affairs, 2005
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Relevance Thats Action-Oriented
Actions readers took or plan to take as a
result of exposure to specific magazine ads

• Have a more favorable opinion about the
  advertiser 16
• Recommended the product or service to a friend,
  
• colleague or family member 15
• Gather more information about advertised
  product or service 12
• Visit the advertisers website 12
• Consider purchasing the advertised product or
  service 9
• Visit a store, dealer or other location
  8
• Purchase the advertised product or service
  7
• Save the ad for future reference 5
• Took any action (net) 50

Based Actions taken based on respondents
recalling specific ads Source Affinity Research
VISTA Print Tracking Service
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• Why Magazines?
• Magazines Feed Readers Passions
• A Reader Relationship Built on Trust
• The Allure Appeal of Magazines Drives Reader
  Attention Involvement
• The Reading Process is All About Undivided Reader
  Attention
• Use as an Information Source Suggests Reader
  Attention Relevance
• Advertisers are Proving to Themselves the Power
  of Magazines in Driving Sales

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Engaging
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Comparison of Magazine TV
Reach/GRPs Against
the Most Common TV
Demos
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The Addition of Magazines to a TV
Plan Increases Market Performance
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• Multiplier Effect Benefits
• 1. Targeting Effect
• - Reach light TV viewers
• - Tighter targeting (beyond demos
  interests passions)
• 2. Communication Effect
• Added information (tell more of the brand story
  to add depth)
• Improved learning and recall (richer recall of ad
  content when you read it you get it)
• Improved positioning and brand association (the
  print and TV ads are processed together in the
  consumers mind)
• Improved credibility (info-centered print ads add
  credibility to more emotionally based TV spots)
• Improved action (intensified processing of the
  call to action)

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• Dynamic Logic Cross Media Study
• Seventeen separate studies including
• Automotive
• Health Beauty
• Consumables
• Household Products
• Measures the incremental effect of adding
  internet and magazines vs. TV-only

Source Dynamic Logic Cross-Media Research
Studies, 2006
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The Addition of Magazines Drives Awareness, Brand
Favourability Purchase Intent
Incremental Effect of Medium (Average Increase
vs. Unexposed Control)
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Magazines
Internet
11.1
Television
20
9.6

5.1
6.0
6.0
5.9
2.8
10
3.5
9.0
6.1
7.3
4.4
7.2
3.3
4.2
3.5
11.0
9.3
1.4
3.0
3.1
1.3
5.6
5.5
4.4
3.7
3.1
2.0
2.6
1.7
0
2004
2004
2004
2004
2004
2006
2006
2006
2006
2006
Aided Brand Awareness
Advertising Awareness
Message Association
Brand Favourability
Purchase Intent/Consideration
Source Dynamic Logic CrossMedia Research
Studies, 2004 and 2006
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Consumers Are More Likely to
Remember Seeing Magazine Ads
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Percentage of persons able to recall an ad and
its advertiser after first exposure
12
10
Network TV
Magazines
Internet
Source IAB Online Advertising Effectiveness
Study, Millward Brown
Web banners
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Magazines deliver
Reader Passions
Engagement/Receptivity
Reach/Efficiency
Multiplier Effect
Results/ROI
Put Magazines to Work For You!
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