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MAGAZINE PUBLISHERS OF AUSTRALIA
7 Key Myths
Magazines build the brand but are not key to sales or purchase decisions #1 Myth:
New media leads in driving web behaviour #2 Myth:
Magazines are a poor investment for marketers #3 Myth:
Old media – like magazines - connect less with consumers than new media #4 Myth:
Gen X and Y’s don’t read magazines #5 Myth:
Magazine websites are not that valuable #6 Myth:
‘Early adopters’ use new media as information source more than traditional media like magazines#7 Myth:
1Myth:
Reality:
Magazines build the brand but are not key to sales or purchase decisions
Magazines are the highest medium for providing information to make purchase decisions (combined cumulative score across 7 key categories) source : MPA Matchmaker Study / Roy Morgan
source : MPA Matchmaker Study / Roy Morgan
source : MPA Matchmaker Study / Roy Morgan
0% 20% 40% 60% 80% 100%
Radio
Pay TV
Internet
FTV
Newspapers
Magazines
Best to make purchase decision (combined categories)
People who visited a website after seeing ads in here
2Myth:
Reality:
New media leads in driving web behaviour
34% of total respondents said they had visited a website after seeing ads in magazines. This was the highest score for any medium. source : MPA Matchmaker Study / Roy Morgan
source : MPA Matchmaker Study / Roy Morgan
source : MPA Matchmaker Study / Roy Morgan: Sample 1501
0% 5% 10% 15% 20% 25% 30% 35%
Radio
Pay TV
Outdoor
Internet
Newspapers
FTV
Magazines
Visited a website after seeing ads in this medium
source : MPA Matchmaker Study / Roy Morgan
3Myth:
Reality:
Magazines are a poor investment for marketers
Consumers have shopped for a product or service after seeing advertising in magazines. This medium (other than comparable TV) has the highest propensity to action after viewing advertising.
At all stages of the purchasing cycle magazines is the highest medium. source : MPA Matchmaker Study / Roy Morgan
0% 10% 20% 30% 40% 50%
Pay TV
Radio
Outdoor
Internet
Newspapers
FTV
Magazines
Have shopped for product or service after seeing advertising here ….
Purchasing Funnel
magazines internet radio FTV pay TV newspapersInformation 86.6% 56.2% 10.9% 75.8% 22.6% 67.1%Awareness 84.2% 22.2% 6.6% 76.6% 12.5% 59.6%
Purchase decision 83.8% 45.6% 3.9% 55.7% 8.4% 61.2%
source: MPA Matchmaker Study / Roy Morgan
source : MPA Matchmaker Study / Roy Morgan
4Myth:
Reality:
Old media – like magazines – connect less with consumers than new media
Receptivity and connectivity to advertising is highest in magazines compared with other mediums. source: MPA Matchmaker Study/ Roy Morgan
0% 10% 20% 30% 40% 50%
Pay TV
Internet
Outdoor
Radio
Newspapers
FTV
Magazines
More receptive to advertising here…
source : Roy Morgan
5Myth:
Reality:
Gen X and Y’s don’t read magazines
Generation Y & X are heavy users of magazines reading 5+ issues per month source : Roy Morgan Single Source July 2007 – June 2008
17% 25% Gen X 28%
Gen Y 26%
Gen Z4%
Generations – Heavy Readership of Magazines
source : Roy Morgan
source : Roy Morgan
6Myth:
Reality:
Magazine websites are not that valuable
Visitors to magazine websites have diverse internet activity that provide valuable marketing connections.And - Magazine websites indexed highest for early adopters compared to TV websites and Google search when it comes to specific purchasing activities source : Roy Morgan
0 50 100 150 200 250 300 350 400
Banking
Business related research
EmailPurchased product online
New or used car information
Researched product or service to buy
Travel information & servicesDownloaded TV program
Health & medical information
Entered competitionStreamed radio
Purchased groceries online
Searched for entertainment / what's on
Instant messagingHome improvement information
Celebrity information
Internet activities of “People who visited a Magazine Website”
Activities of early adopters who have visited specific websites last 4 weeks (index early adopters to all people 14+)
buy newmodel
car
awarenewest
financialproducts
try newhotel orresort
buylatest
fashion
updatehome
interiors
buyhome ent/electrical
appliances
upgradelatest
mobile
try newproducts
in super-makert
buylatest
CD/DVD
buylatestsportequip/
apparel
Visited Magazine site 127
Visited TV site 121 118 101 99 136 123 122 104 133 91Visited Google Search 108 104 99 111 98 116 100 113 103 110 118
buysmall
electricalappliances
186
131
212 260 124 162 146 206 120 176 169
source : MPA Matchmaker Study / Roy Morgan
7Myth:
Reality:
Early adopters’ use new media as information source more than traditional media like magazines
The consumer behaviour of ‘early adopters’ indexes higher against magazines than the internet and TV source: MPA Matchmaker Study/ Roy Morgan
0 50 100 150
Buy new car
Try new hotel/resort
Buy latest fashion
Update home interior
Buy new home ent / electronic equipment
Buy new small electrical appliance
Upgrade latest mobile
Try new brands in supermarket
Buy latest sporting equipment/apparel
Buy latest CD / DVD
Index Magazines v’s Internet & TVConsumer behaviour of “early adopters”
Magazines Internet TV
Magazines build the brand but are not key to sales or purchase decisions #1 Myth:
New media leads in driving web behaviour #2 Myth:
Magazines are a poor investment for marketers #3 Myth:
Old media – like magazines - connect less with consumers than new media #4 Myth:
Gen X and Y’s don’t read magazines #5 Myth:
Magazine websites are not that valuable #6 Myth:
‘Early adopters’ use new media as information source more than traditional media like magazines#7 Myth:
7 Key Myths
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