+ All Categories
Home > Marketing > Why Print? 5 Reasons Print Is An Essential Part of Your Marketing Mix

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

Date post: 08-Aug-2015
Category:
Upload: womens-marketing-inc
View: 138 times
Download: 0 times
Share this document with a friend
Popular Tags:
of 33 /33
03/13/2022 1
Transcript

04/15/2023 1

04/15/2023 204/15/2023 2

WHY PRINT?

5 ReasonsPrint is an Essential Part

of Your Media Mix

04/15/2023 304/15/2023 3

P R E S E N T E R S

Connie Anne Phillips, Publisher and Chief Revenue Officer Glamour

Kim Haley, Executive Vice President Account Strategy Women’s Marketing

Moderator: Marlea Clark, Senior Vice President Marketing Women’s Marketing

04/15/2023 404/15/2023 4

W H Y P R I N T ?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 mediaSource: Experian Marketing Services, Simmons Multi-Media Engagement Study

04/15/2023 504/15/2023 5

W H Y P R I N T ?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

04/15/2023 604/15/2023 6

W H Y P R I N T ?

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

04/15/2023 704/15/2023 7

W O M E N L O V E M A G A Z I N E S

W H Y P R I N T ?

04/15/2023 804/15/2023 8

W H Y P R I N T ?

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 PA 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 LY 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 women’s

magazines

04/15/2023 904/15/2023 9

5 Reasons Print Is Essential for Your Brand

04/15/2023 1004/15/2023 10

The av e rage reade r spends 40 m inu tes r ead ing each i s sue – 90% o f pages a re read

Cop ies a re r ead repea ted l y, o f t en p i c ked up more t han once a day and an ave rage ad i s v i ewed 2 .5 t imes

Pr in t ’s t ang ib i l i t y and du rab i l i t y, i t s c red ib i l i t y and t r us t , e l i c i t a s ens e o f commun i t y and i den t i t y i n a c l u t t e red con ten t l ands cape .

S o u r c e s : G f K M R I

W H Y P R I N T ?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

04/15/2023 1104/15/2023 11

W H Y P R I N T ?

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

IndexMagazines

121

Internet 104

Newspapers 102

TV 98

Authoritative & Applicable

% AgreeI 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

04/15/2023 1204/15/2023 12

Magaz ine ads boos t b rand me t r i c s - f i nd ings ac ros s mu l t i p l e s tud ies sugges t a l i f t i n b rand favo rab i l i t y when a l i gned w i t h t he i r f av o r i t e magaz ines

Readers a re engaged w i th p r i n t ads and va lue ad con ten t i n magaz ines more t han any o the r med ia

S o u r c e : G f K M R I , M PA F a c t b o o k

W H Y P R I N T

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

04/15/2023 1304/15/2023 13

More than 170 magaz ine b rands have th r i ved fo r more than 50 years ; on l y 13 TV p rograms can say the same

2014 magaz ine launches ou tpace 2013—190 launches , up f rom 185 in 2013

The to ta l number o f consumer magaz ines has rema ined above 7 ,000 fo r the pas t s i x years

W H Y P R I N T ?

P R I N T H A S S TAY I N G P O W E R

Source: MPA Factbook, 2014

04/15/2023 1404/15/2023 14

W H Y P R I N T ?

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

04/15/2023 1504/15/2023 15

W H Y P R I N T ?

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

04/15/2023 1604/15/2023 16

W H Y P R I N T ?

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

04/15/2023 1704/15/2023 17

W H Y P R I N T ?

Magazines reach more adults (and women) than thetop 25 primetime TV programs

One in eight American women engage with Glamour

Top Rated Primetime & Late Night Programs

WomenGlamour

11M

Dancing With the Stars 9M

Grey’s 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

04/15/2023 1804/15/2023 18

A c r o s s 6 0 p r o d u c t c a t e g o r i e s , m a g a z i n e s r a n k # 1 o r # 2 a m o n g s u p e r i n f l u e n t i a l s — m o r e t h a n a n y o t h e r m e d i a

L u x u r y g o o d b u y e r s a r e p r i n t m a g a z i n e r e a d e r s - l e a d i n g i n b e a u t y, f a s h i o n , a n d h o m e

P r i n t m a g a z i n e s a r e t h e m o s t p r e f e r r e d p l a c e t o l o o k a t a d v e r t i s i n g a n d r a n k # 1 i n c o m m a n d i n g c o n s u m e r a t t e n t i o n a n d a d v e r t i s i n g a c c e p t a n c e

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

W H Y P R I N TP R I N T H E L P S Y O U R E A C H Y O U R TA R G E T M A R K E T

04/15/2023 1904/15/2023 19

5 3 % o f m a g a z i n e r e a d e r s m a d e a p u r c h a s e b a s e d o n a p r i n t a d i n t h e i r f a v o r i t e m a g a z i n e

5 8 % o f m a g a z i n e r e a d e r s h a v e l o o k e d f o r m o r e i n f o r m a t i o n b a s e d o n a p r i n t m a g a z i n e a d - a n d t h a t i s e v e n h i g h e r ( 6 5 % ) f o r 2 5 - 3 4 y e a r o l d s .

5 0 % o f r e a d e r s w e r e a w a r e o f a n a d e v e n i f i t r a n i n t h e l a s t f o u r t h o f a b o o k . 6 0 % p l u s o f t h o s e r e a d e r s t o o k a n a c t i o n , s u c h a s s a v i n g t h e a d o r v i s i t i n g t h e a d v e r t i s e r ' s w e b s i t e .

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

W H Y P R I N T ?P R I N T C O N S U M E R S TA K E A C T I O N

04/15/2023 2004/15/2023 20

W H Y P R I N T ?

Magazines are a more effective source to educateconsumers and drive purchase decisions

(Index) Magazines Digital TV

I pay attention to or notice ads 145 85 90

It’s 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

04/15/2023 2104/15/2023 21

7 9 o f t h e 1 0 0 t o p g r o s s i n g l i f e s t y l e a p p s a r e m a g a z i n e m e d i a b r a n d s

M a g a z i n e r e a d e r s a r e s o c i a l a n d r e p o r t f o l l o w i n g m a g a z i n e b r a n d s o n F a c e b o o k , Tw i t t e r, P i n t e r e s t , o r l i n k e d i n a n d s h a r i n g a n d e n g a g i n g w i t h t h e b r a n d

M a g a z i n e p u b l i s h e r s h a v e i n v e s t e d i n t h e i r d i g i t a l s i t e s ; d e v e l o p i n g i n t e g r a t e d c o n t e n t t h a t e x t e n d s b r a n d r e a c h a n d e n g a g e m e n t

S o u r c e : i T u n e s , G f K M R I , M PA F a c t b o o k

W H Y P R I N T ?

P R I N T G O E S B E Y O N D T H E PA G E

04/15/2023 2204/15/2023 22

W H Y P R I N T ?

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

04/15/2023 2304/15/2023 23

W H Y P R I N T ?T H E P R E F E R R E D PA 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)L’Oréal 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%)Estée Lauder Cosmetics $45M (55%) $36M (43%)

$1M (2%)Shiseido $8M (99%) $0 (0%)

$0.02M (1%)

Source: PIB AdSpender, Total Spending on Media 2014

04/15/2023 2404/15/2023 24

E l e v a t e d E n v i r o n m e n t

E d i t o r i a l a l i g n m e n t w i t h c o n t e n t a n d c o n t e x t t h a t e n h a n c e s a b r a n d ’ s i d e n t i t y

I n t e g r a t e d P l a t f o r m

C r o s s c h a n n e l i n t e r a c t i v i t y p r o m o t e d v i a c u s t o m i n t e g r a t e d m a r k e t i n g p r o g r a m s

I n s p i r a t i o n

I m m e r s i v e , i n c l u s i v e , a n d c u r a t e d e x p e r i e n c e f o r r e a d e r s

W H Y P R I N T ?P R I N T O F F E R S …

04/15/2023 2504/15/2023 25

W H Y P R I N T ?

PRINT BUILDS SMALLER BRANDS

04/15/2023 2604/15/2023 26

P R I N T S T I L L M AT T E R S F O R S M A L L E R B R A N D S

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)

04/15/2023 2704/15/2023 27

C A S E S T U D Y

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.

04/15/2023 2804/15/2023 28

C A S E S T U D Y

GOALS + APPROACH

GOALS

GENERATE SALES

BUILD BRAND AWARENESS

PROVIDE STRONG ROI

APPROACH

Women’s 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.

04/15/2023 2904/15/2023 29

C A S E S T U D Y

CASE STUDY RESULTS

GENERATED SALESOGX became the #1 Shampoo Best Seller in Drug Stores and, by 2014, a brand with over $100,000,000 in sales.

BUILT BRAND AWARENESSThe brand’s iconic shape is familiar to American women: and the brand has expanded to over 10 varieties.

PROVIDED STRONG ROIAs media spend increased, sales grew even more. In 2014, fewer than half of the leading brands saw an increase in sales, with most seeing a decrease in sales. OGX regular shampoo brand had the highest increase in sales with a 33.8 percent increase over 2013.

BONUSThe brand was successfully sold to private equity in 2014.

Source: Kantar Media 2011-2014

04/15/2023 3004/15/2023 30

C A S E S T U D Y

EMERGING FASHION BRAND

Paige came to Women’s Marketing in 2010 as a small Los Angeles brand, drawn by our experience with

emerging fashion brands and knowledge of the female denim-buying audience.

04/15/2023 3104/15/2023 31

C A S E S T U D Y

GOALS + APPROACH

GOALS

BUILD BRAND AWARENESS

GENERATE SALES

CREATE DEMAND

APPROACH

Women’s Marketing did extensive market analysis ofPaige’s competitors’ approach to media.

Based on the data and our own strategic insights, we Developed and efficient media plan that reached influential fashionistas at multiple touchpoints on the path to purchase.

It included high-impact print and digital placement, with integrated video, social activations and event sponsorships during peak fashion seasons.

04/15/2023 3204/15/2023 32

C A S E S T U D Y

CASE STUDY RESULTS

BUILT BRAND AWARENESSIn just one year, Paige brand awareness grew 4%

GENERATED SALESWith Women’s Marketing as AOR, Paige Denim now has tens of millions of dollars a year in sales and extensive rack space in coveted retail outlets.

CREATED DEMANDPaige has a growing number of their own retail stores and is expanding internationally as well as venturing into new categories, including RTW and menswear, for which Women’s Marketing is planning and placing the media.

SOLD TO PRIVATE EQUITYSuccessful sale in 2012.

Source: GfK MRI Starch 2012-2013

04/15/2023 3304/15/2023 33

T H A N K Y O U

Thank you for joining this webinar, part of our How Media Builds Brands series

Have questions or want to learn more?Contact Marlea Clark at

[email protected]

womensmarketing.com

New York 276 5th Ave, Suite 407, NY, NY 10001 212.673.4500Westport 1221 Post Rd. East, Suite 201, Westport, CT 06880 203.256.0880


Recommended