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Why Print? 5 Reasons Print Is An Essential Part of Your Marketing Mix

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  1. 1. 5/14/2015 1
  2. 2. 5/14/2015 25/14/2015 2 WHY PRINT? 5 Reasons Print is an Essential Part of Your Media Mix
  3. 3. 5/14/2015 35/14/2015 3 PRESENTERS Connie Anne Phillips, Publisher and Chief Revenue Officer Glamour Kim Haley, Executive Vice President Account Strategy Womens Marketing Moderator: Marlea Clark, Senior Vice President Marketing Womens Marketing
  4. 4. 5/14/2015 45/14/2015 4 WHY PRINT? T H E I N T I M A C Y B E T W E E N R E A D E R A N D M A G A Z I N E B E N E F I T S A D V E R T I S E R S Readers are engaged by magazine ads and value ad content in magazines more than any other media Source: Experian Marketing Services, Simmons Multi-Media Engagement Study
  5. 5. 5/14/2015 55/14/2015 5 WHY PRINT? W H O R E A D S M A G A Z I N E S ? 91% of Adults 96% of Adults Under 25 90% of College Students Sources: GfK Starch Syndicated Research, Shweiki/Study Breaks College Media
  6. 6. 5/14/2015 65/14/2015 6 WHY PRINT? PRINT READERSHIP HAS SEEN A 4% INCREASE OVER THE LAST 5 YEARS AND A 1% INCREASE FROM 2013-2014. Year W18-34; Read Magazines W18-34 % Readers of Print vs. Total Audience 2014 34,644,000 36,121,000 96% 2013 34,425,000 35,886,000 96% 2010 33,531,000 34,499,000 97% Source: MRI Fall 2010-2014
  7. 7. 5/14/2015 75/14/2015 7 WO MEN L O VE MAG AZ INES WHY PRINT ?
  8. 8. 5/14/2015 85/14/2015 8 WHY PRINT? W O M E N E N J O Y T H E E X P E R I E N C E O F H O L D I N G A M A G A Z I N E A N D T U R N I N G P R I N T E D P A G E S P R I N T E D W O M E N S M A G A Z I N E S O F F E R A R E L A X I N G R E A D I N G E X P E R I E N C E I N R E A D E R S O T H E R W I S E H E C T I C L I F E T H E Y A R E H I G H L Y C O M M I T T E D T O M A G A Z I N E B R A N D S S O U R C E : G F K M R I 76% of women surveyed said they could not give up printed womens magazines
  9. 9. 5/14/2015 95/14/2015 9 5 Reasons Print Is Essential for Your Brand
  10. 10. 5/14/2015 105/14/2015 10 The average reader spends 40 minutes reading each issue 90% of pages are read Copies are read repeatedly, often picked up more than once a day and an average ad is viewed 2.5 times Prints tangibility and durability, its credibility and trust, elicit a sense of community and identity in a cluttered content landscape. S o u r c e s : G f K M R I WHY PRINT? W O M E N S P E N D T I M E W I T H M A G A Z I N E S
  11. 11. 5/14/2015 115/14/2015 11 WHY PRINT? W O M E N T R U S T M A G A Z I N E S Source: MRI Fall 2014; Glamspotters Reader Panel Survey, 2014 Magazines outperform other media when it comes to content relevance and trust Index Magazines 121 Internet 104 Newspapers 102 TV 98 Authoritative & Applicable % Agree I trust the editors of Glamour 87% I like that Glamour gives me clear and direct advice 87% Glamour is an active read for me, not just a quick 78% flip through I may enjoy other fashion/beauty magazines and 74% websites, but Glamour is more applicable to my life
  12. 12. 5/14/2015 125/14/2015 12 Magazine ads boost brand metrics-findings across multiple studies suggest a lift in brand favorability when aligned with their favorite magazines Readers are engaged with print ads and value ad content in magazines more than any other media S o u r c e : G f K M R I , M P A F a c t b o o k WHY PRINT P R I N T A L I G N S Y O U R P R O D U C T W I T H A N E N D U R I N G A N D R E S P E C T E D B R A N D
  13. 13. 5/14/2015 135/14/2015 13 More than 170 magazine brands have thrived for more than 50 years; only 13 TV programs can say the same 2014 magazine launches outpace 2013190 launches,up from 185 in 2013 The total number of consumer magazines has remained above 7,000 for the past six years WHY PRINT? P R I N T H A S S T A Y I N G P O W E R Source: MPA Factbook, 2014
  14. 14. 5/14/2015 145/14/2015 14 WHY PRINT? We have seen an encouraging increase in magazine start-ups in 2014. Magazine publishers are succeeding in Introducing new magazines and relaunching old magazines Across a broad range of subject areas. -Trish Hagood, President, MediaFinder.com
  15. 15. 5/14/2015 155/14/2015 15 WHY PRINT? A noticeable trend in 2014 was the move by pure digital companies to roll out traditional print magazines -that trend follows companies like Politico, DuJour, All Recipes and Net-a-Porter. - Trish Hagood, President, MediaFinder.com
  16. 16. 5/14/2015 165/14/2015 16 WHY PRINT? There has also been success in Established TV brands extending into print -HGTV and the Food Network have both spun off as magazines - Trish Hagood, President, MediaFinder.com
  17. 17. 5/14/2015 175/14/2015 17 WHY PRINT? Magazines reach more adults (and women) than the top 25 primetime TV programs One in eight American women engage with Glamour Top Rated Primetime & Late Night Programs Women Glamour 11M Dancing With the Stars 9M Greys Anatomy 8M 20/20 8M Scandal 6M Saturday Night Live 6M The Bachelor 4M The Tonight Show 4M With Jimmy Fallon Source: MRI Fall 2015
  18. 18. 5/14/2015 185/14/2015 18 Across 60 product categories, magazines rank #1 or #2 among super influentials more than any other media Luxury good buyers are print magazine readers-leading in beauty, fashion, and home Print magazines are the most preferred place to look at advertising and rank #1 in commanding consumer attention and advertising acceptance S o u r c e : G f K M R I S t a r c h S y n d i c a t e d R e s e a r c h WHY PRINT P R I N T H E L P S Y O U R E A C H Y O U R T A R G E T M A R K E T
  19. 19. 5/14/2015 195/14/2015 19 53% of magazine readers made a purchase based on a print ad in their favorite magazine 58% of magazine readers have looked for more information based on a print magazine ad-and that is even higher (65%) for 25-34 year olds. 50% of readers were aware of an ad even if it ran in the last fourth of a book. 60% plus of those readers took an action, such as saving the ad or visiting the advertiser's website. S o u r c e s : O R C C a r a v a n , M a r c h 2 0 1 4 , G f K M R I WHY PRINT? P R I N T C O N S U M E R S T A K E A C T I O N
  20. 20. 5/14/2015 205/14/2015 20 WHY PRINT? Magazines are a more effective source to educate consumers and drive purchase decisions (Index) Magazines Digital TV I pay attention to or notice ads 145 85 90 Its a way to learn about new products 135 100 77 Gets me to try new things 131 100 81 More likely to buy products in ads 130 95 85 Helps me make purchase decisions 130 100 85 Magazines are a more effective source to educate consumers and drive purchase decisions Source: Experian Marketing Services, Simmons Multi-Media Engagement Study, Fall 2013
  21. 21. 5/14/2015 215/14/2015 21 79 of the 100 top grossing lifestyle apps are magazine media brands Magazine readers are social and report following magazine brands on Facebook, Twitter, Pinterest, or linked in and sharing and engaging with the brand Magazine publishers have invested in their digital sites; developing integrated content that extends brand reach and engagement S o u r c e : i T u n e s , G f K M R I , M P A F a c t b o o k WHY PRINT? P R I N T G O E S B E Y O N D T H E P A G E
  22. 22. 5/14/2015 225/14/2015 22 WHY PRINT? Beauty manufacturers spent $33 billion on advertising last year, down slightly from the year before. Marketers allocated most of their ad spend to print (54%), Compared to a lower investment in TV (42%) and digital (4%) - Age Before Beauty: Treating Generations With a Personal Touch in Beauty Advertising, Nielsen, February 2015
  23. 23. 5/14/2015 235/14/2015 23 WHY PRINT? T H E P R E F E R R E D P A R T N E R ! P R I N T I S T H E # 1 M E D I A F O R T H E B I G G E S T B E A U T Y B R A N D S 2014 Magazines TV Digital (% of media spending) (% of media spending) (% of media spending) LOral Cosmetics $201M (57%) $149M (42%) $4M (1%) Maybelline $179M (59%) $121M (40%) $1M (1%) CoverGirl $104M (68%) $46M (30%) $5M (2%) Lancome $88M (76%) $27M(21%) $0.7M (3%) Revlon $81M (60%) $49M (37%) $4M (3%) Chanel $57M (62%) $35M (38%) $0.2M (1%) Christian Dior $57M (62%) $34M (37%) $0.3M (2%) Coty Beauty $51M (60%) $32M (38%) $2M (2%) Este Lauder Cosmetics $45M (55%) $36M (43%) $1M (2%) Shiseido $8M (99%) $0 (0%) $0.02M (1%) Source: PIB AdSpender, Total Spending on Media 2014
  24. 24. 5/14/2015 245/14/2015 24 Elevated Environment Editorial alignment with content and context that enhances a brands identity Integrated Platform Cross channel interactivity promoted via custom integrated marketing programs Inspiration Immersive, inclusive, and curated experience for readers WHY PRINT? P R I N T O F F E R S
  25. 25. 5/14/2015 255/14/2015 25 WHY PRINT? PRINT BUILDS SMALLER BRANDS
  26. 26. 5/14/2015 265/14/2015 26 PRINT STILL MATTERS FOR SMALLER BRANDS SMALLER COMPANIES DEDICATED ONE-QUARTER OF THEIR BUDGET TO PRINT Source: Kantar Media 2010-2014; Based on companies spending $1-$5MM on measured media FY 2010 ($6.9B) FY 2014 ($7.5B)
  27. 27. 5/14/2015 275/14/2015 27 CASE STUDY EMERGING BEAUTY BRAND The OGX hair care brand launched in 2006, with the need to establish brand awareness, and maintain and grow shelf space at mass retail.
  28. 28. 5/14/2015 285/14/2015 28 CASE STUDY GOALS + APPROACH GOALS GENERATE SALES BUILD BRAND AWARENESS PROVIDE STRONG ROI APPROACH Womens Marketing developed a print strategy that allowed OGX to gain huge impact per media dollar spent. As the brand grew, our strategy incorporated large-scale strategic sampling and high-impact events, including sponsorship of a major Hollywood animated release.
  29. 29. 5/14/2015 295/14/2015 29 CASE STUDY CASE STUDY RESULTS GENERATED SALES OGX became the #1 Shampoo Best Seller in Drug Stores and, by 2014, a brand with over $100,000,000 in sales. BUILT BRAND AWARENESS The brands iconic shape is familiar to American women: and the brand has expanded to over 10 varieties. PROVIDED STRONG ROI
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