Editor@FamiliesNWLondon.co.uk
Why FamiliesÂŽ Magazine Works
The Mum Marketplace Editor@FamiliesNWLondon.co.uk
Mums are unique! They are: On the move Taking opportunities to pick up local targeted magazines Using magazines for research and planning
Not in front of a screen all day With limited time to do digital research
“Families® Magazine is a vital, integral part of my planning for my family!“ Camilla - Surrey
Why Families® Magazine Works for Readers Established and trusted for 30 years Editor@FamiliesNWLondon.co.uk
Edited by local parents
Quality The best, most up-todate local and regional information Researched, curated, seasonal features – no trawling online!
Ease of use
Choice
Informed, topical, relevant – we are the reader, we are the parent!
Picked up for FREE
Why Families® Magazine Works for Readers Established and trusted for 30 years Editor@FamiliesNWLondon.co.uk
“We have discovered a whole myriad of activities local to us, which we would have undoubtedly missed out on.”
“Having so much information in one place, is great for helping me plan.” Elizabeth – Birmingham
Jennifer – Bedfordshire
“So much better to have a mag in front of you rather than searching the internet for ideas of what to do with the children.” Natalie – Buckinghamshire
More info
Why FamiliesÂŽ Magazine Works for Clients Established and trusted for 30 years Editor@FamiliesNWLondon.co.uk
Over 70% are highly likely to respond to advertising
Continuously audited with less than 2% returns
Engaged, responsive readers
Effective and Extensive Distribution
The preferred free regional mag for parents
Targets parents of pre-school AND primary school children
Niche
Targeted
Large readership
Integrated campaigns
Brings together print, digital and social
Tailored packages
Distributes only to affluent parents – no blanket book bagging or wasted door drops!
Delivers bespoke packages meeting individual client goals
Why Families® Magazine Works for Clients Established and trusted for 30 years Editor@FamiliesNWLondon.co.uk
“We know that Families® Magazine works well for us. It hits large volumes of the target audience we want to hit – parents – because it goes to schools and other places parents frequently visit.” Rebecca Sutterby Barracudas
“Of the print advertising we do for Wear a Hat Day, excluding outdoor, Families® magazine has given us one of the biggest responses.” Crispin Zeeman Brain Tumour Research
Editor@FamiliesNWLondon.co.uk
The FamiliesÂŽ Readership Survey 2018 FamiliesÂŽ Magazine recently surveyed almost 500 of its readers from across the country to establish their views on their local magazine.. Read Full Report
Readership Survey Results Editor@FamiliesNWLondon.co.uk
74% of readers said they use Families®
Magazine to plan family life.
79% of readers said they use Families® to research local activities.
74%
“I'm sat here with a pen and a yellow highlighter going through the magazine with a fine tooth comb, planning, making notes of What's On.” Sophie - Berkshire
79%
“The clubs and classes directory is super helpful as I know what’s on and where.” Anjali - Glasgow
Readership Survey Results Read Full Report – see bottom right Editor@FamiliesNWLondon.co.uk
19% Would
71% Highly Likely to Respond to Advertising or Already Have
0%
10%
20%
30%
“Thanks to adverts in Families® magazine my five year old is on his third term of Rugbytots and we've enjoyed special event days out at Flamingo Land and Light Water Valley.” Emma - York
40%
50%
60%
Possibly Respond to Advertising 70%
80%
90%
100%
“I am likely to visit the Cotswold Wildlife Park this summer now I've seen the half page advert and the details of their events. I wouldn't have considered it otherwise.” Madeleine - Warwickshire
Read Full Report
Readership Survey Results Editor@FamiliesNWLondon.co.uk
71% of readers state that Families® Magazine improves the quality of their family life. 39% state it makes their lives easier and relieves stress. 30% state it saves them time (including time researching online). 37% say it inspires them to do new things/and/or enriches their family life. “It makes my life a million times easier.” Elisia - Leeds
“It’s taken all the stress away.” E Harris - Warwickshire
“Researching ideas and days out can be time consuming, yet the magazine does the hard work for me.” Sarah - Solihull
“We can trawl the internet for an age, but with Families we just turn the page.” Emma - Lancashire
“Bursting full of inspiration.” Julie - London
“I love discovering new things we can do within the Cheshire area.” Victoria - Warrington
Editor@FamiliesNWLondon.co.uk
The bottom line is…your customers read Families® Magazine! “The Holy Grail for a media buyer is a magazine with responsive readers that knows its audience and provides advertisers with the best possible environment for promoting their message.” Dave Foster, Press Manager - Carat (Media Agency)
Editor@FamiliesNWLondon.co.uk
How People Decide to Buy The REAL Story
From Inspiration to Purchase Influencing the Customer Journey Editor@FamiliesNWLondon.co.uk
Influence Zone
Before making a purchase, people go on a journey. The journey can take a while and is made up of several steps. At each step, people are influenced by different things. At each step, people use Families® Magazine.
Ideas
Families® Magazine
Research
Families® Magazine Google Social Media
Recommendations
Purchase
Word of Mouth (digital, verbal)
Families® Magazine
Seller’s website
The Silent Power of the Influence Zone What drove people to your website? Editor@FamiliesNWLondon.co.uk
“How did you hear about us?” “I can’t really remember. I went to your website…”
“We ask people where they heard about us but I take the answers with a large pinch of salt” Jane Gomez - Try Time Kids’ Rugby
?
People often don’t recall what influenced them on their journey. They often remember only the LAST STOP. But it’s what happened in the Influence Zone that drove them to your website.
Editor@FamiliesNWLondon.co.uk
How the Influence Zone Affects Online Stats “Even social media isn’t as trackable as you think. It’s nice to get signups for free trials that have come directly from Facebook marketing, but you can’t take this at face value. The person who has signed up may have previously had a conversation with a friend about you and that friend may have read about you in Families® magazine.” Jane Gomez - Try Time Kids’ Rugby
Editor@FamiliesNWLondon.co.uk
What happens in the Influence Zone is very powerful‌but often goes unacknowledged.
Editor@FamiliesNWLondon.co.uk
Consider also the effect of‌ Dark Social Media People sharing and recommending links via private messaging apps (e.g. WhatsApp)
Dark Social Media People sharing and recommending links via private messaging apps (e.g. WhatsApp) Editor@FamiliesNWLondon.co.uk
Dark social is: Digital word of mouth = highly likely to convert to sales
25%
Much larger than public social media = it accounts for 75% of the traffic to websites from social media
75%
Not trackable via Google Analytics = you cannot see how much traffic it delivers to your website
Public Social Facebook Twitter Instagram Pinterest
Dark Social WhatsApp Snapchat Facebook Messenger Facebook Groups Twitter DMs Email More info
Dark Social Media People sharing and recommending links via private messaging apps (e.g. WhatsApp) Editor@FamiliesNWLondon.co.uk
Many people reading print share the links they find via dark social.
Editor@FamiliesNWLondon.co.uk
Re-Evaluating Media The Ebiquity Report 2018 Based on a large, robust, independent and recent study
The Effectiveness of Different Advertising Channels Re-Evaluating Media: 2018 Report from Ebiquity Editor@FamiliesNWLondon.co.uk
The Re-Evaluating Media Report examined the effectiveness of different advertising channels. Measured against certain key attributes, it asked:
How effective are the different advertising channels? And how effective do marketers think they are?�
Key Attributes: Targeting the right people at the right time Delivering a return on investment Triggering a positive emotional response Showing people your brand is relevant to them Reaching as many people as possible
The Effectiveness of Different Advertising Channels Re-Evaluating Media: 2018 Report from Ebiquity Editor@FamiliesNWLondon.co.uk
PERCEIVED Most Effective
ACTUAL Most Effective
TV
TV
Online Video
Radio
Social Media
Newspapers
Out of Home
Magazines
Cinema
Out of Home
Radio
Direct Mail
Newspapers
Social Media
Direct Mail
CInema
Online Display
Online Video
Magazines
Online Display
Marketers think that digital outperforms magazine advertising BUT magazine advertising actually outperforms all forms of digital advertising. FamiliesÂŽ Magazine is a specialist, niche title delivering at a high level against the measured attributes.
More info
Re-Evaluating Media Report from Ebiquity Based on a large, robust, independent and recent study Editor@FamiliesNWLondon.co.uk
Read full Re-Evaluating Media report Click here, right click and open hyperlink to watch video by Ebiquity showing how magazine advertising outperforms ALL forms of digital advertising.
Editor@FamiliesNWLondon.co.uk
We are influencers, respected, experienced and .
Your brand is in safe hands with Families Magazine. 01923 237 004