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The powerful relationship between readers and their favourite magazines

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Page 1: The powerful relationship between readers and  their favourite magazines
Page 2: The powerful relationship between readers and  their favourite magazines

THE POWERFUL RELATIONSHIP BETWEEN READERS AND

THEIR FAVOURITE MAGAZINES

Page 3: The powerful relationship between readers and  their favourite magazines

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Page 4: The powerful relationship between readers and  their favourite magazines

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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Page 12: The powerful relationship between readers and  their favourite magazines

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

Page 13: The powerful relationship between readers and  their favourite magazines

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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Page 14: The powerful relationship between readers and  their favourite magazines

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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Page 18: The powerful relationship between readers and  their favourite magazines

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

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“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


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