Post on 17-Nov-2014
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THE POWERFUL RELATIONSHIP BETWEEN READERS AND
THEIR FAVOURITE MAGAZINES
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Magazine medium’s essential strength: Way in which readers choose and use their magazines
Through its content and the way it is packaged each magazine has it’s own, distinct personality Readers choose magazines that connect with the personal self
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It’s similar to the way in which we choose our
friends The magazine and its
content matches the reader’s own personality and situation
Readers then develop an emotional attachment to their
favourite magazine(s) What follows is a close, personal
relationship with the brand:o ‘My’ magazine
o A feeling of ownership
o An informed friend
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Source: Carat Consumer Connection System, UK, 20108
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PPA UK describes the typical magazine reading experience as the magazine moment. From its ‘Absorbing Media’ study:
“The magazine moment was described warmly and
positively by all respondents. It was treasured, as a break from work/housework/homework/etc
., a totally different activity which transported the readers
from their everyday situation…”
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Respondents who said they are alone when reading a magazine*
Respondents who watched TV or took part in social/family experiences when reading a magazine*
Source: Magazine Experiences Europe study published in 2008 by Time and Fortune magazines. *France, Germany, UK12
From an AdSense study by IPC Media in the UK
“Magazines are an ‘appointment to view’ medium which offers valuable ‘me time’. Copies tend to be read as a treat, when relaxing, and for taking a break..."
“Magazines are an ‘appointment to view’ medium which offers valuable ‘me time’. Copies tend to be read as a treat, when relaxing, and for taking a break..."
“Readers are in a
receptive mood –
receptive to all the
contents of the
magazine, including
the advertising..."
“Readers are in a
receptive mood –
receptive to all the
contents of the
magazine, including
the advertising..."
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How a 38 year old woman in Germany read an issue of Vogue:
Ad Impact Monitor (AIM) study (RFID Contact Study) / Germany: 2009 to 2012
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Magazines are unique in the extent to which ads are welcomed by the audience
It’s a virtuous circle
Media Matchmaker: It’s About Relationships. Magazine Publishers of Australia 2009
Readers choose magazines that reflect their personalities and interests
Advertisers choose
magazines with
audiences that fit their
audience and brand
choice
Match
choice
Relevance builds Connections
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Starcom in the US asked consumers to tear out from their favourite magazines 10 pages which between them represented the essence
of the magazines
3/10 18
pages were ads
“A magazine’s power rests in the fact that the reader takes
time to read and is focusing on the magazine. It is not only ‘your moment’, but also the moment for the advertiser.
This is the opportunity for the advertiser to have an exclusive
encounter with consumers.”
Report on Magazine Engagement Study, The Netherlands
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PPA Magnify Study (UK, 2011) found :
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Magnify conclusion
Actions
❤Familiarity with product
❤Information gathering
❤Purchase consideration
❤Purchase
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MAGAZINES AS DRIVERS OF BEHAVIOUR ON THE CONSUMER JOURNEY (HIGHLIGHTS)
EDITORIAL AD
Noting score 54% 54%
INFORMATION GATHERING
Gathered more info after seeing article/ad 13% 18%
Visited brand website 11% 16%
IMPACT ACTIONS:
Have a more favourable opinion about the product 19%
Recommended the product (word of mouth) 14%
CONSIDERATION AND PURCHASE:
Considering purchase 12% 22%
Purchased 4% 9%
Overall net action score 66% 63%
Magnify, PPA, 2011, UK22
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110 evidence-based studies
23 countries 116 pages
PROOF OF PERFORMANCE
www.fipp.com/POP
This is the first of a 5-set presentation: the additional slide sets are available at:
Full (free) digital edition available from:
Order print copies from:
Proof of Performance was written for FIPP by Guy Consterdine