Justin Stone, Bauer Media, Australia
(RE)INTRODUCING
• In 2014 the Magazine Publishers of Australia (MPA) introduced a NEW
METRIC to the market, the Magazine Audience Performance Predictor
(mapp)
• It takes the readership currency and models it with magazine sales scan data
to PREDICT READERSHIP of issues while they are on sale
• It also provides a WEEKLY breakdown of magazine reach (gross
tarps/impressions) by applying accumulation curves over the shelf-life period
of each title (varies by magazine genre)
mapp
• mapp was created in response to agencies’ and advertisers’ frustration with
readership survey lag and average issue readership instead of specific issue
readership
• mapp was not to be a new currency – rather its an extension of the existing
currency, but it makes readership a REAL TIME measure while reflecting the
readership currency
• Data puts magazines closer in line with other media (in particular TV, digital)
• Based on PPA studies, hoped mapp would improve magazine ROI results in
Marketing Mix Models (MMMs)
(RE)INTRODUCING mapp
HOW IT
WORKS - Each Monday latest sales data
inputted into mapp platform
- Algorithm automates specific issue
audience estimates based on
recency and seasonal readership
(currency)
- Readership estimates were
distributed over 4 weeks
(weeklies) and 12 weeks
(monthlies) using accumulation
curves of readership uptake
- Independent platform access
through big data expert, Quantium
FEEDBACK 1. The rollout
2. The uptake
3. The impact
4. The future
MARKET REACTION • Over a six month period mapp was presented to senior advertising decisions
markers, researchers and econometric modellers
• Their feedback was very encouraging! Mapp was universally embraced both
in purpose and methodology
• Logins and training were requested by all we presented to
• Comparisons to readership currency aligned within expectations ensuring no
contradiction or confusion in the market
"as close as we can hope to
get to the gold standard of
understanding the
performance
of each issue of a magazine”. John Alderton, Aegis
“mapp raises the
level of conversation
magazines can now
have with agencies
and advertisers”
MARKET ACTIVITY • Need fulfilment?
• Easy to use?
• Zero cost?
• Advertiser / agency ongoing usage? Hmmm… not so much…
THE CHALLENGE
• Magazine off the radar with advertising revenue in state of decline
- What this means: magazines are increasingly becoming a lower priority and
becoming easier to ignore due to perceived media alternatives
• Agencies/advertisers fixated on digital and accountability
- What this means: while mapp offers ROI it is still based on OTS (opportunity to
see) and not activity (click through, purchase etc)
• Use of MMMs exposed shortcomings of existing magazine data
- What this means: Nobody wants to be told they’ve been doing it wrong… In lieu
of mapp data, econometric models had to make assumptions which
underestimated magazine performance (using average issue data which flattens
performance and onsale periods for accumulation which overestimates initial
reach while ignoring contribution post onsale)
HOW TO FIX THIS
• If they won’t go to you, go to them. Embed mapp in the
readership currency software instead of a stand alone
• Encourage future econometric modelling to use mapp data,
(rather than ask them to rewrite history)
THE ROAD AHEAD:
• Currently working with readership
currencies to improve r&f tools to
incorporate mapp
• PR mapp’s real time ability – eg
‘news flash: Bruce Jenner’s
implants outperforming ‘her royal
cuteness’!
CHANGE THE NARRATIVE!
• Research agencies now using mapp for econometric modelling:
- Nielsen
- Millward Brown
- Ipsos
- And soon TNS
• While this modelling is used for large campaigns only, it comes
with this recommendation – magazines are effective! This will
(slowly but surely) change the way magazines are perceived.
THE OLD WAY
THE NEW WAY
NIELSEN MODEL FOR FMCG
BRAND USING MAPP
KEY FINDINGS
FUTURE
GENERATION • Immediate
- Become omnipresent
- Automate data interface
• Future
- Planning (not just post)
- Multiple Impressions from re-readings
- Review accumulation
- Cross platform masthead impressions
- Introduce other effectiveness criteria (eg likelihood to take action)
THANK
YOU
Justin Stone, Bauer Media, Australia