MAGAZINES the medium of action a comprehensive guide and handbook 2009/10 www.magazine.org
Top Reasons to Advertise in Magazines
Magazines and magazine ads garner the most attention: BIGresearch studies show that when consumers read magazines they are much less likely to engage with other media or to take part in non-media activities compared to the users of TV, radio or the internet. According to research from JackMyers, when consumers were asked to rate media based on how likely they are to pay attention to the advertising messages, magazines ranked at or near the top of the list. — see pages 30 and 32
Magazine advertising is valuable content: Consumers value magazine advertising, according to numerous studies. Yankelovich and Dynamic Logic both report that consumers are more likely to have a positive attitude toward advertising in magazines compared to other media. In addition, consumers are more likely to turn to magazines to search for information across a variety of categories compared to the internet, based on research from MediaVest — see pages 31, 54, 55, 57 and 66
Magazines supply credibility: Consumers trust and believe magazines and magazine advertising more than other media. Simmons Multi-Media Engagement Study shows magazines score higher on being “trustworthy” compared to TV or the internet. Other independent research confirms that consumers place significant trust in magazine advertising. — see pages 29 and 35
Magazine print and digital audiences are growing: The number of magazine readers as well as the average number of magazine issues read in the past month has grown over the past five years. In addition, magazine website usage is growing faster than web usage overall. — see pages 7 and 10 www.magazine.org/handbook
Top Reasons to Advertise in Magazines
Magazine advertising is relevant and targeted: Consumers consider magazine advertising more relevant than advertising in other media.With a range of titles that appeal to a wide variety of demographics, lifestyles and interests, advertisers can hone in on targets that fit their needs. — see pages 34 and 12
Magazines are a leading influence on word-of-mouth: Magazine readers are more likely than users of other media to influence friends and family on products across a variety of categories. Magazines are also most likely to complement the web in reaching social networkers, whom marketers increasingly favor in generating buzz.
— see page 73
Magazine audiences accumulate faster than you think— and with lasting impact: The average monthly magazine accumulates approximately 60% of its audience within a month’s time, and the average weekly magazine accumulates nearly 80% of its audience in two weeks.
— see page 74
Magazine advertising sells: Several studies demonstrate that magazines are generally the strongest driver of purchase intent. Perhaps this is because more than half of all readers act on magazine ads, according to Affinity Research. — see pages 36 and 42
www.magazine.org/handbook
Top Reasons to Advertise in Magazines
Magazines improve advertising ROI: Based on a recent analysis of cross-media accountability studies, Marketing Evolution found magazines most consistently generate a favorable cost per impact throughout the purchase funnel. Multiple studies confirm that allocating more money to magazines in the media mix improves marketing and advertising ROI across a broad range of product categories. — see page 43 and 44
Magazine advertising drives web search, traffic and action taking: BIGresearch proves that magazines lead other media in influencing consumers to start a search for merchandise online, ranking at or near the top by gender as well as by age. In addition, studies from Marketing Evolution, JupiterResearch and the OPA show that ads in magazines or on magazine websites boost web traffic, spur online purchase and offline behavior. — see pages 70 – 72
Magazine advertising drives effectiveness throughout the purchase funnel: Magazines generally contribute more than other media when looking at consumers’ purchase decision-making process. As a result, magazines boost the effectiveness of other media at all stages of the funnel. — see pages 41 and 42
Magazines deliver reach: Across major demographic groups, the combination of the top 25 magazines delivers considerably more rating points than the top 25 TV shows. — see page 75
www.magazine.org/handbook
CONTENTS
THE MAGAZINE HANDBOOK 2009/10 www.magazine.org/handbook
A Comprehensive Guide for Advertisers, Advertising Agencies and Consumer Magazine Marketers
Magazine Publishers of America 810 Seventh Avenue, 24th Floor
1 Top Reasons to Advertise in Magazines
7 8 9 10 11 12 13
Magazine/Audience Metrics Magazine Readership Remains Strong Number of Magazines Magazine Websites Continue to Grow Magazine Website Usage is Growing Faster than Web Usage Overall Magazines Continue to Target Consumers’ Interests Magazines Inform and Entertain Editorial and Advertising Contribute to the Reader Experience
14 15 16 17 18 19 20 21
Circulation Metrics Magazines Let Consumers Choose Magazines Reach Mass and Niche Audiences Consumers Invest in Their Magazines Bulk of Paid Circulation Revenue is Subscription Based Consumers Rely on Multiple Outlets to Buy Their Magazines Magazines Make the Cash Register Ring Multiple Sources Contribute to a Magazines Bottom Line Public Place Copies Have Great Appeal
22 23 24 25 26 27 28
Advertising Metrics Magazine Advertising Rate Card Revenue Exceeds $23 Billion Magazine Spending by Quarter Magazines’ Share of Media Spending Stays Strong The Top 12 Advertising Categories Top 50 Magazine Advertisers Recall of Magazine Advertising by Type of Unit, Color and Position Unit Size Affects Ad Impact
New York, NY 10019-5818 The Magazine Handbook © Copyright 2009 Magazine Publishers of America, Inc.
Magazine Engagement 29 Magazines Are #1 Medium of Engagement 30 Consumers Pay Attention to Magazines
31 32 33 34 35
Consumers Enjoy Magazine Ads More Than Other Media Consumers Like and Pay Attention to Magazine Ads Consumers Feel Positive About Magazine Advertising Magazines Provide a Relevant Advertising Experience Consumers Trust Magazine Advertising the Most
36 37 38 39 40 41 42 43 44
Magazine Advertising Accountability Magazine Advertising and Editorial Gets Readers to Act Magazine Ad Effectiveness Continues to Grow Readers Value and Respond to Magazines Magazines Deliver More Ad Impressions Than TV or Web Magazines Lead in Ad Influence Relative to Time Spent Magazines Boost the Power of Other Media Magazines Drive Results Through the Purchase Funnel Magazines Improve Marketing and Advertising ROI Magazines Consistently Produce a Low Cost per Impact
45 46 47 48 49 50 51 52 53 54 55 56 57 58 59
Accountability by Category Magazines Influence Purchase Behavior Across Categories Magazine Readers Are Influential Consumers Across Categories Auto: Magazines Play a Major Role in Auto Purchase Auto: Magazines Are More Efficient Than Other Media Auto: Magazines Deliver ROI Across the Purchase Funnel Auto: Magazines Communicate the Benefits for Brands Auto: Magazines Exert Sizable Influence on Purchasers Electronics: Magazines Generate Results and Influence Entertainment: Magazines Play a Leading Role in Results Consumers of Entertainment Products Choose Magazines Fashion/Beauty: Making Ad Results More Attractive Financial: Magazines Pay Dividends on Media Investments Food: Magazines Spice Up Results Green: Targeting Environmentally Conscious Consumers Home Improvement: Magazines Motivate Consumers to Act
60 61 62 63 64 65 66 67 68 69 70 71 72 73 74 75
Luxury Goods: Buyers More Likely to Use Magazines and Web Packaged Goods: Influencing Consumer Purchasing Decisions Packaged Goods: Magazines Boost ROI/Target Shoppers Pharmaceutical: A Prescription for Positive Results Pharmaceutical: Magazines Are a Top Healthcare Resource Pharmaceutical: Magazines Lead in Driving Purchase Intent Pharmaceutical: Magazines Provide Healthy Ad Results Retail: Magazines Improve ROI and Influence Purchases Technology: Magazines Target Key Purchase Influencers Travel: Magazines Are A Destination for Travel Aficionados Magazines Excel in Driving Web Search Magazine Ads Build Web Traffic across Purchase Funnel Magazines Prompt Online Action Taking Magazines Influence Word of Mouth Magazines Accumulate Reach Faster Than Commonly Believed Magazines Provide Better Reach Compared to TV
76 77 78 79
Reader Characteristics Magazine Readers are Innovators Magazines Appeal to Younger Adults Magazines Appeal to Diverse Readers Magazine Reading by Location
80 81 82 83
Creative Effectiveness Magazines Link Ad Engagement and Ad Effectiveness Engagement Findings Can Predict Creative Impact Including a URL in Magazine Ads Increases Web Visits Magazines Show Immunity to Ad Wearout
Case Studies 84 The 28th Annual Kelly Award Winners 87 Resources 88 MPA Resources
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7
Readership Trends
Magazine Readership Remains Strong More then 4 out of 5 U.S. adults
Magazine Readers
read magazines.
Adults 18+
Magazine audience —including readership
(000)
2004
2008
179,373
189,681
Index to 2004
100
106
Adults 18 – 34
58,916
60,461
Index to 2004
100
103
among younger adults — has remained strong over the past five years despite
Average Issues/Month
the growth of new media options.
Adults 18+
11.0
11.5
Index to 2004
100
105
Adults 18 – 34
12.1
13.1
Index to 2004
100
108
Coverage Adults 18+
84%
85%
Index to 2004
100
101
Adults 18 – 34
88%
88%
Index to 2004
100
100
Base: Magazine Readers, U.S. Adults 18+, 230 Measured Magazines Source: MRI, Fall Studies 2004 and 2008
www.magazine.org/handbook
8
Number of Magazine Titles
A Magazine for Everyone Reading a magazine is an intimate, involving experience
Number of Magazines 1999 – 2008 total*
consumer
1999
17.970
9,311
2000
17,815
8,138
2001
17,694
6,336
2002
17,321
5,340
average reader spends over 43
2003
17,254
6,234
minutes reading each issue.
2004
18,821
7,188
2005
18,267
6,325
2006
19,419
6,734
2007
19,532
6,809
2008
20,590
7,383
that fulfills the personal needs and reflects the values of the reader. This is one reason the
For a list of the number of magazines by category, visit www.magazine.org.
year
*Includes, but is not limited to, consumer magazines in North America regardless of publishing frequency. Source: MRI Fall, 2008, National Directory of Magazines, 2009
www.magazine.org/handbook
9
Number of Magazines with Websites
Magazine Websites Continue to Grow Even as Print Magazines Are Valued The number of consumer magazine websites has increased 78% since 2005, extending the reach and influence of magazines’ editorial and advertising messages to an even wider audience. Consumers who use both magazine websites and their print counterparts overwhelmingly state that the printed magazine still has value.
Number of Magazines with Websites 2005 – 2009 year
total
consumer only
2005
10,131
4,712
2006
10,818
5,395
2007
11,623
5,950
2008
13,247
6,453
2009
15,204
7,473
Source: MediaFinder, 2009 (data as of March, 2009)
Keep up with the latest magazine digital initiatives at www.magazine.org/digital.
Dual Magazine-Website Users Value Print by percent % strongly agree: “Online version could easily replace print version in next five years”
Fashion/Beauty
15%
Entertainment
13
Health & Wellness
12
Food/Cooking
10
Base: Dual users of magazine related website (by genre) Source: MediaVest Print/Digital Study, 2008
www.magazine.org/handbook
10
Magazine Website Traffic
Magazine Website Usage is Growing Faster Than Web Usage Overall Magazine Website Growth unique visitors
reach
sessions
total minutes
(millions)
(percent)
(millions)
(billions)
Fourth Quarter 2006
62.5
39%
386.6
1.7
Fourth Quarter 2007
67.5
42%
434.3
1.8
Fourth Quarter 2008
75.0
45%
546.2
2.4
Percent of Change 2008 vs. 2006
20%
15%
41%
41%
U.S. Web Growth 2008 vs. 2006
4%
First Quarter 2007
63.2
40%
427.7
1.9
First Quarter 2008
70.7
43%
497.3
2.2
First Quarter 2009
75.8
45%
538.4
2.3
Percent of Change 2009 vs. 2007
20%
13%
26%
21%
U.S. Web Growth 2009 vs. 2007
7%
Source: Nielsen Online analysis, based on quarterly averages of 476 magazine brands online, Q4 2008, Q1 2009
www.magazine.org/handbook
11
New Magazine Launches
Magazines Continue to Target Consumers’ Interests Every year a plethora of new magazines are introduced to satisfy consumers’ growing need to be informed and entertained. The variety of new magazine titles launched each year is a testament to the magazine industry’s commitment to meeting the needs and interests of consumers. New magazine launch announcements are highlighted on a monthly basis at www.magazine.org/launches.
New U.S. Magazine Launches by Category in 2008 18 Metropolitan/Regional/State
2 Art
18 Sports
2 Bridal
14 Crafts/Games/Hobbies/Models
2 Children’s
13 Automotive
2 Comic Technique/Comics
11 Home/Home Service
2 Computers
9 Epicurean
2 Dressmaking
9 Nature/Ecology
2 Entertainment / P erforming Arts
9 Special Interest
2 Gaming
8 Fashion/Beauty/Grooming
2 Gay/Lesbian
8 Women’s
2 Military/Naval
7 Political/Social Topics
2 Motorcycles
5 Fitness
2 Photography
5 Health
2 Science/Technology
5 Religion
2 Sex
4 Black/Ethnic
1 Fishing/Hunting
3 Boating
1 Gardening
3 Business/Finance
1 Men’s
3 Camping/Outdoor Recreation
1 Mystery
3 Dogs/Pets
1 Teen
3 Literary/Reviews/Writing 3 Music
www.magazine.org/handbook
1 Travel 195
Total New Magazine Launches
Note: This list represents weekly, bi-monthly, monthly, and quarterly titles only. Source: Samir Husni’s Guide to New Consumer Magazines, 2009.
12
Percent of Total Editorial Pages by Subject
Magazines Inform and Entertain In 2008, the 160 magazines measured by Hall’s Magazine Reports showed that the top three subject categories were Entertainment/Celebrity, Wearing Apparel/Accessories, and Travel/Transportation. Number of Editorial Pages 2008 type of editorial
pages
percent
type of editorial
pages
percent
Entertainment/Celebrity
28,496.0
15.8%
General Interest
6,825.0
3.8%
Wearing Apparel/Accessories
21,835.6
12.1
Self-Help/Relationships
5,257.4
2.9
Travel/Transportation
15,178.4
8.4
Building
4,641.7
2.6
Home Furnishings/Management
14,998.0
8.3
Personal Finance
4,483.7
2.5
Food & Nutrition
12,943.4
7.2
Fitness/Beauty
3,726.0
2.1
Culture
11,279.1
6.3
Global/Foreign Affairs
2,408.9
1.3
Business & Industry
10,281.1
5.7
Gardening & Farming
2,380.3
1.3
Sports/Recreation/Hobby
8,367.6
4.6
Children
2,287.7
1.3
Health/Medical Science
7,934.3
4.4
Consumer Electronics
1,743.6
1.0
Beauty & Grooming
7,350.3
4.1
Fiction
618.0
0.3
National Affairs
7,030.7
3.9
Total Editorial
Source: Hall’s Magazine Reports, 2009
www.magazine.org/handbook
180,066.8
100.0%
13
Editorial/Advertising Ratios
Editorial and Advertising Contribute to the Reader Experience Editorial vs. Advertising Pages 1999 – 2008
editorial pages 53.8% advertising pages 46.2%
Most magazines contain both editorial and advertising content. Over the past ten years, the ratio of editorial and advertising content has remained relatively equal.
year
% editorial
1999
50.6
49.4
2000
49.7
50.3
2001
54.9
45.1
2002
53.4
46.6
2003
52.1
47.9
2004
51.9
48.1
2005
52.8
47.2
2006
53.0
47.0
2007
52.9
47.1
2008
53.8%
46.2%
Source: Hall’s Magazine Reports, 2009
www.magazine.org/handbook
% advertising
14
Circulation Mix
Magazines Let Consumers Choose Subscription/Single Copy Sales 1999 – 2008
subscription 88% single copy 12%
While some consumers prefer the convenience of home or work delivery, others choose to buy copies of their favorite magazines at supermarkets and other retail outlets. In 2008, 88% of total circulation was from magazine subscriptions, while single copy sales accounted for the remaining 12%.
www.magazine.org/handbook
year
subscription
single copy
total
1999
310,074,081
62,041,749
372,115,830
2000
318,678,718
60,240,260
378,918,978
2001
305,259,583
56,096,430
361,356,013
2002
305,438,345
52,932,601
358,370,946
2003
301,800,237
50,800,854
352,601,091
2004
311,818,667
51,317,183
363,135,850
2005
313,992,423
48,289,137
362,281,559
2006*
321,644,445
47,975,657
369,062,102
2007*
322,359,612
47,433,976
369,793,587
2008*
324,818,012
43,664,772
368,363,773
*Paid and Verified -Effective 2006, ABC established verified subscription circulation as a category. Source: Averages calculated by MPA from each year's ABC Publishers Statements,1999-2008. Comics, annuals and international editions are not included.
15
Number of Magazine Titles by Circulation Size
Magazines Reach Mass and Niche Audiences Magazines with circulation ranging from 750,000 to 4.9 million represent more than half of total reported circulation. Total Paid and Verified Circulation 2008 Magazines by Circulation Size Groups MAGAZINES circulation size
# in Group
Over 10,000,000
TOTAL CIRCULATION
% of total
2
0.3%
for group
% of total circ.
44,495,582
13.2%
5,000,000
–
9,999,999
3
0.5
21,023,504
5.7
2,000,000
–
4,999,999
33
5.6
93,329,504
25.3
1,000,000
–
1,999,999
55
9.3
77,121,142
20.9
750,000
–
999,999
34
5.7
30,226,207
8.2
500,000
–
749,999
56
9.5
34,866,999
9.5
250,000
–
499,999
90
15.2
32,357,727
8.8
100,000
–
249,999
139
23.5
22,867,641
6.2
Under 100,000
180
30.4
8,075,849
2.2
Totals
592
100.0%
368,363,773
Source: Averages calculated by MPA from Audit Bureau of Circulations Publishers Statements, 2008. Comics, annuals and international editions are not included.
www.magazine.org/handbook
100.0%
16
Average Single Copy/Subscription Price
Consumers Invest in Their Magazines Over the years, consumers have
Cost of Magazines 1999 – 2008 average price single copy
average price 1-year basic subscription
1999
3.44
24.83
hard-earned money to purchase
2000
3.83
24.41
them on the newsstand and/or
2001
3.88
25.30
by subscription.
2002
4.11
25.70
2003
4.22
26.55
2004
4.40
25.93
2005
4.40
26.78
2006
4.46
27.30
2007
4.53
27.83
2008
4.70
28.01
proven their commitment to
year
magazines by spending their
Sources: Averages calculated by MPA from ABC Publishers Statements, 1999-2008
www.magazine.org/handbook
17
Circulation Revenue
Bulk of Paid Circulation Revenue is Subscription Based In 2008, subscriptions accounted for 68% of total paid circulation revenue, while single copy sales accounted for the remaining 32% Paid Circulation Revenue 2008 Subscriptions
$ 6,703,555,697
Single Copy
$ 3,116,510,643
Total
$ 9,820,066,340
Source: Averages calculated by MPA from ABC Publishers Statements, 2008. Verified circulation is not included in revenue calculations.
subscription 68% single copy 32%
www.magazine.org/handbook
18
Location of Single Copy Purchases
Consumers Rely on Multiple Outlets to Buy Their Magazines The top three newsstand outlets account for more than 60% of retail sales Retail Sales by Channel 2008
by percent
37%
Supermarkets 15%
Supercenters 11%
Drugstores Bookstores
9%
Discount Stores
8%
Terminals
5%
Convenience Stores
5%
Newsstand
2%
Club-Bargain
3%
Others
6% Source: Harrington Associates, 2009
www.magazine.org/handbook
19
Magazines at Retail
Magazines Make the Cash Register Ring
Magazines
Magazines
(in dollars)
(by percent)
80%
.58 Snacks
Candy, Gum, Mints .34
Gum
73 Snacks 56
.27 Candy
Beverages .12
50
Carbonated Beverages .08
Gift Cards
Source: Willard Bishop Grocery Super Study, 2007
Base: U.S. Adults 18+ Source: WSL Strategic Retail, Magazine Purchaser Survey, 2007
www.magazine.org/handbook
34
20
Magazine Revenue Mix
Advertising and Circulation Revenue Contribute to a Magazine’s Bottom Line Magazine Revenue
2006
2007
Advertising 57% 59% Subscriptions 31% 28% Single Copy 12% 13% Source: PriceWaterhouseCoopers Financial Survey, conducted for MPA, 2008, 2007
www.magazine.org/handbook
21
Public Place Readership
Public Place Copies Have Great Appeal Public Place Copies Build Audience • 80% of all adults have read magazines in a public place at some time in the past month • Public place magazines generate an average of 19 readers per copy per month Public place readers have positive attitudes about the experience • 87% pay the same or more attention to magazines read in a public place compared to non-public place reading • 68% look for their favorite magazines when visiting public places • 52% use the opportunity to try magazines they don't ordinarily read
www.magazine.org/handbook
Public Place Readers Are Engaged Readers public place readers
total mag readers
Time spent reading magazines per month (hours)
6.4
5.9
Number of individual titles read
5.1
4.6
Number of magazines purchased per month
2.3
2.3
Source: McPheters & Co. AudienceLab, 2008
22
Magazine Ad Pages and Revenue Trend
Magazine Advertising Rate Card Revenue Exceeds $23 Billion Ad pages and revenue are updated quarterly on the MPA website at www.magazine.org/pib. Revenue is reported at one-time open rate card rates.
Magazines Ad Pages and Rate Card Revenue 1999 – 2008 year
pages
rate card revenue
1999
255,383
$ 15,508,357,011
2000
286,932
17,665,305,333
2001
237,612
16,213,541,737
2002
225,619
17,254,061,740
2003
225,831
19,216,085,358
2004
234,428
21,313,206,734
2005
243,305
23,068,182,388
2006
244,907
23,996,768,141
2007
244,737
25,501,793,278
2008
220,813
$ 23,652,018,530
Note: Sunday supplements excluded. Source: PIB (data as of January 2009)
www.magazine.org/handbook
23
Magazine Spending by Quarter
Magazine Advertising Rate Card Revenue is Highest in the Second and Fourth Quarters Percent of Total by Quarter
Magazine Rate Card Revenue 2008 billions
4th 3rd
1st 2nd
First Quarter Second Quarter
6.3
Third Quarter
5.5
Fourth Quarter
6.6
Total
first quarter 22% second quarter 27% third quarter 23% forth quarter 28%
www.magazine.org/handbook
$ 5.3
Note: Sunday supplements excluded. Source: PIB (data as of January 2009)
$ 23.7
24
Advertising Share of Market: All Media
Magazines’Share of Media Spending Stays Strong Only three media showed increases of one point or more for 2008 vs. 2004: consumer magazines, cable TV and internet Share of Advertising Dollars by Medium Consumer Magazines
2004
2005
2006
2007
2008
15.1%
15.8%
15.8%
16.7%
16.3%
Sunday Magazines
1.1
1.2
1.3
1.3
1.3
Local Magazines
0.3
0.3
0.3
0.3
0.3
Hispanic Magazines
0.1
0.1
0.1
0.1
0.1
B-to-B Magazines
3.7
3.4
3.0
2.7
2.7
Network TV
16.5
16.1
15.9
15.5
16.3
Cable TV
10.4
11.2
11.5
12.5
13.6
Spot TV
13.2
11.7
12.5
11.3
11.7
Syndicated TV
2.8
2.9
2.8
2.7
3.1
Spanish Language TV
1.9
2.1
2.2
2.3
2.5
National Newspapers
2.3
2.3
2.3
2.2
2.0
17.4
17.1
15.9
14.9
13.8
Local Newspapers Hispanic Newspapers
0.2
0.2
0.2
0.2
0.2
Network Radio
0.7
0.7
0.7
0.7
0.7
National Spot Radio
1.8
1.8
1.8
1.6
1.5
Local Radio
5.2
5.1
4.9
4.7
4.4
Internet
5.1
5.7
6.4
7.7
6.9
Outdoor
2.3
2.4
2.5
2.6
2.7
100.0
100.0
100.0
100.0
100.0
Total Source: TNS Media Intelligence (data as of March 2009)
www.magazine.org/handbook
25
Magazine Advertising Categories
TheTop12 Advertising Categories Account for 87% of All Spending In 2008, Toiletries & Cosmetics was the largest magazine advertising category, followed by Drugs & Remedies, and Food & Food Products, according to the Publishers Information Bureau (PIB). Magazine rate card reported revenue by class is made available quarterly at www.magazine.org/pib.
Magazine Advertising Rate Card Reported Revenue Top Categories 2007/2008 category
2007
2008
$ 2,575,541,213
$ 2,476,298,686
Drugs and Remedies
2,599,844,272
2,223,066,800
Food and Food Products
2,124,215,174
2,099,542,708
Apparel and Accessories
2,175,732,680
2,035,274,756
Retail
1,897,826,789
1,881,949,565
Media and Advertising
1,781,356,052
1,743,892,205
Direct Response Companies
1,824,735,774
1,670,112,388
Automotive
2,015,547,632
1,602,279,970
Home Furnishings and Supplies
1,564,281,317
1,384,338,034
Financial, Insurance and Real Estate
1,383,329,587
1,231,277,017
Public Transportation, Hotels and Resorts 1,170,687,367
1,152,174,703
Toiletries and Cosmetics
Technology Top Categories Total Note: Sunday supplements excluded. Source: PIB (data as of January 2009)
www.magazine.org/handbook
1,079,264,176
974,403,735
$ 22,192,362,033
$ 20,474,610,567
26
Top 50 Magazine Advertisers
Leading Marketers Depend on Magazines Top 50 Marketers’ Spending Equals 33% of Overall Magazine Revenue
1 Procter & Gamble Co
$ 899,693,375
2 General Motors Corp
432,953,105
27 Nestlé SA
111,210,484
3 Kraft Foods Inc
389,597,247
28 Estée Lauder Cos Inc
108,931,283
4 Johnson & Johnson
364,117,555
29 Hearst Corp
106,389,891
5 L’Oréal SA
312,704,476
30 Target Corp
104,004,022
6 Unilever
199,530,830
31 Merck & Co Inc
103,897,553
7 Time Warner Inc
195,088,460
32 Astrazeneca PLC
103,297,354
8 GlaxoSmithKline PLC
187,975,032
33 Bayer AG Group
101,993,804
9 LVMH Möet Hennessy Louis Vuitton SA
184,548,006
34 Sony Corp
99,510,541
10 Pfizer Inc
172,862,312
35 Verizon Communications Inc
97,033,997
11 Campbell Soup Co
172,368,799
36 CitiGroup
93,573,650
12 Walt Disney Co
171,013,429
37 Bose Corp
88,495,725
13 Advance Publications Inc
165,923,523
38 Bristol-Myers Squibb Co
84,945,883
14 Joh A Benckiser GMBH
163,652,993
39 Iovate Health Sciences Inc
84,599,147
15 PepsiCo Inc
162,702,663
40 Women’s Marketing Inc
84,440,921
16 Clorox Co
145,582,421
41 Synergistics Marketing Inc
83,563,067
17 Nissan Motor Co LTD
141,503,333
42 Cerberus Capital Mgt LP
80,447,184
18 Toyota Motor Corp
139,185,348
43 GAP Inc
77,022,474
19 Honda Motor Co LTD
137,838,336
44 Church & Dwight Co Inc
76,854,990
20 Wal-Mart Stores Inc
134,363,337
45 Sanofi-Aventis
75,289,904
21 Mars Inc
132,383,906
46 Bradford Exchange LTD
74,353,465
22 US Government
128,933,377
47 Coca-Cola Co
73,022,332
23 Berkshire Hathaway Inc
118,467,058
48 Dillards Inc
71,813,286
24 Kellogg Co
117,455,436
49 Media Networks Inc
71,559,003
25 Ford Motor Co
117,106,223
50 Abbott Lab
Note: Sunday supplements excluded. Source: PIB (data as of January 2009)
www.magazine.org/handbook
26 GE General Electric Co
Total Top 50 Rate Card Reported Spending
$ 113,279,308
71,279,716 $ 7,728,359,564
27
Readership by Advertising Unit Type
Recall of Magazine Advertising by Type of Unit, Color and Position A compilation of studies done by Affinity Research shows that creative execution affects recall, as seen in the data for unit size and paper stock.
Impact of Magazine Ads
(average)
type of magazine advertisement UNIT *
recall index
Full page 100 Inside front cover 109 Inside back cover 106
Comparable recall rates among readers for ads in both the first half and second half of magazine issues demonstrate that a reader’s interest in the magazine is sustained throughout the entire issue.
Back cover 116 Multiple-page units 115 Two-page spread 109 Less-than-full-page
84
Black and white 100
COLOR
Spot color(s)
96
*4-Color 108 POSITION
Second half of issue 100 First half of issue 102
PAPER STOCK
Regular Paper 100 **Heavy Paper 118
0> *Four color, (including 5th color or metallics) ** “Heavy” defined as any paper weight heavier than run-of-book stock Source: Affinity Research VISTA Print Rating Service, 2009
www.magazine.org/handbook
100 >
28
Readership by Advertising Unit Size
Unit Size Affects Ad Impact MRI Starch finds that unit size has an impact on advertising results. MRI Starch’s data show that, as ad size increased, so did readership. “Noted” and “read some” scores generally show greater increases than “read most” scores as the number of ad pages increased. This indicates that, though readers may elect not to read a longer advertisement in its entirety, it still has positive impact.
Readership of Multiple-Page Ads
– Averages Indexed vs 4-Color Spread Ads
noted
associated
read some
read most
Spread
100
100
100
100
2-page insert*
105
106
108
107
3-page run-of-book
116
115
124
93
3-page insert
120
121
137
121
3-page gatefold
124
125
139
143
4-page run-of-book
124
123
139
121
4-page insert
118
115
134
121
4-page gatefold
124
127
137
136
6-page run-of-book
136
146
155
129
8-page run-of-book
151
125
197
121
8-page insert
127
127
147
136
* Differs from a spread in that an insert is on a single page but comprises both sides of the same page. Note: Read Most scores are based on ads with 50+ words only. Source: MRI Starch In-Person Studies (January 2004 – December 2007)
www.magazine.org/handbook
29
In an Age of Interruption, Magazines Engage
Magazines Are #1 Medium of Engagement — Across All Dimensions Measured New data from Simmons’ Multi-Media Engagement Study find magazines continue to score significantly higher than TV or the Internet in ad receptivity and all of the other engagement dimensions, including “trustworthy” and “inspirational.”
Comparing Media Channels
magazines television internet
Average engagement dimension scores ( 100 = least engaged / 500 = most engaged ) Ad Receptivity 286 212 234
Trustworthy 337 279 318
Life-Enhancing 304 217 279
Social Interaction 315 285 288
Personal Timeout 312 311 260
Inspirational 284 250 232 100
www.magazine.org/handbook
150
200
250
Source: Simmons Multi-Media Engagement Study, 2008 Full-Year Study
300
350
30
In an Age of Interruption, Magazines Engage
Consumers Pay Attention to Magazines BIGresearch found that magazine readers are least likely of all media users to engage in other (non-media) activities while reading.
Consumers Pay Attention to Magazines by percent Percent of consumers who regularly engage in non-media activities while using media. Lower percentage = better performance. listen to radio
27% 25%
go online
In addition, their data show that when consumers read magazines, they are much less likely to engage in other media. Only 9% of magazine readers will simultaneously go online, only 14% will listen to the radio, and only one in four (23%) will watch TV.
watch tv
20% 10%
read newspapers read magazines
9%
Source: BIGresearch Simultaneous Media Usage Study, 2008
Consumers Pay Attention to Magazines regularly engage in other read medium when you... magazines
See page 80 for research that links reader engagement to increased ad recall and action taking.
watch watch tv
listen to radio
read newspapers
go online
read magazines
n/a
23%
14%
n/a
read newspaper
n/a
28
16
n/a
11
go online
8
41
25
13
n/a
listen to radio
10
11
n/a
15
21
watch tv
12
n/a
6
14
30
Source: BIGresearch Simultaneous Media Usage Study, 2008
www.magazine.org/handbook
by percent
Lower percentage = better performance.
9%
31
In an Age of Interruption, Magazines Engage
Consumers Enjoy Magazine Advertising More Than Advertising in Other Media Yankelovich reports that magazines rank #1 out of 16 media for consumers having a positive impression of advertising. This may be because magazines are second only to video games for consumers enjoying the content at the time they saw the ad. Magazines also rank very highly for the relevance of information in the medium and consumers’ overall opinion of the medium (see page 34).
Top 5 Ranking (of 16 Media) on Key Ad Performance Areas:
Similarly, magazine readers have a positive attitude to the advertising in the medium, according to research from Dynamic Logic.
Very/somewhat positive attitude toward advertising
Ads (in this medium) made a positive impression:
1 2 3 4 5
magazines in-store tv newspapers radio
Enjoying content (in this medium) at the time I saw the ad:
1 2 3 4 5
video games magazines radio tv newspapers
Source: The Futures Company Yankelovich MONITOR/Sequent Partners, 2008
54%
magazines tv
52% 44%
radio internet Source: Dynamic Logic AdReaction 4, 2007
www.magazine.org/handbook
24%
32
In an Age of Interruption, Magazines Engage
Consumers Like and Pay Attention to Magazine Ads When consumers were asked to rate media based on how likely they are to pay attention to the advertising messages within their respective environments, magazines were number one for total adults (age 18-64) and a close number two among adults 18-24. Younger adults (age 18-24) proved to be more attentive than adults (age 18-64) to ads in all media.
Attention to Advertising magazines
35%
Age 18–64
40%
Age 18–24
television
27% 34%
radio
34% 41%
People are more likely to agree that the advertising in magazines enhances their overall media experience, more so than advertising on TV or on the Internet. Ads Enhance Overall Enjoyment of magazines tv online
22% 12%
7%
Source: Time, Inc., Magazine Experience Study, 2007
www.magazine.org/handbook
internet
30% 36%
Note: Adults who use medium and say they are likely to pay attention to advertising. Source: JackMyers Emotional Connections Survey, 2007
33
In an Age of Interruption, Magazines Engage
Consumers Feel Positive About Magazine Advertising Consumers—including younger consumers —consider magazine advertising useful and valuable. Consumers more strongly attributed negative attributes to advertising in broadcast media and the Internet: • Print advertising, including magazines, intruded the least and was considered the most trustworthy • Consumers viewed advertising on TV, radio and the Internet as repetitive and inconvenient • TV, radio and Internet advertising did not stand out—30% or more of all consumers believed that “all ads in this medium are alike”
Consumer Experiences with Advertising
by percent
Positive Drivers
radio
Ads provide useful information about new products/services
18–24
Ads provide information about product use of other consumers
18–24
18+
18+
magazines
tv
newspapers internet
48% 42
55% 52
38% 37
50% 42
36% 34
39 37
40 38
30 30
40 35
26 31
17 24
33 33
24 30
16 21
31 36
19 25
54 49
38 19
16 20
47 49
23 28
32 36
30 38
21 28
30 38
27 30
64 57
47 50
21 26
43 45
Negative Drivers Ads have no credibility
18+ 18–24
Ads appear at inconvenient moments All ads are alike
18+ 18–24 18+ 18–24
Ads are repeated too often Source: MRI, Fall 2008
www.magazine.org/handbook
age
18+ 18–24
34
In an Age of Interruption, Magazines Engage
Magazines Provide a Positive and Relevant Advertising Experience Relevance of Ads in Various Media
Opinions of General Ad Formats 56%
0
Newspaper Ads
62%
53
Magazine Ads
57
50
TV Ads
58
48
Billboard/Outdoor Ads
50
43
Radio Ads
47
39
Cinema Ads
39
33
Opt-in Email Ads
35
30
Direct Mail
38
27
Product Placement
26
26
Online Search Ads
30
24
Online Ads
26
11
Ads on Mobile Devices
11
7
Non-Opt-In Email Ads 20
40
Very/Somewhat Positive
60 Neutral
Source: Dynamic Logic AdReaction Study, 2007
www.magazine.org/handbook
80
100
Very/Somewhat Negative
8 0
20
40
60
Very/Somewhat Relevant or Useful Not Very/Not at All Relevant or Useful
80 Neutral
100
35
In an Age of Interruption, Magazines Engage
Consumers Trust Magazine Advertising the Most Magazine advertising is more trusted than advertising in other media, regardless of age Percent of Adults Age 18 – 54 Who Trust Advertising in Medium 48%
magazines television
40%
internet
40%
Source: Time Inc. “Storytelling in a Multiplatform World,” 2008
Percent of Millennials* Who Trust Advertising in Medium magazines
20%
television
13%
radio internet
11% 6%
*Consumers born between 1977 and 1996 Source: MORI Research, 2006
www.magazine.org/handbook
36
Accountability: Magazines Get Results
Magazine Advertising and Editorial Get Readers to Act More than half (56%) of readers took action on magazine ads or had a more favorable opinion about the advertiser because of magazine advertising, according to the latest research from Affinity’s VISTA Print Effectiveness Rating Service.
Actions Readers Took or Plan to Take as a Result of Exposure to Specific Magazine Ads
Visit a store, dealer or other location
9
An analysis of Affinity data over the past four years shows magazine advertising recall and action-taking have increased during this time (see page 37).
Purchase the advertised product or service
8
Save the ad for future reference
7
Similarly, more than two out of three (68%) readers took action based on editorial content. The research shows that magazine engagement goes far beyond just “feeling”— it prompts consumers to act.
Actions Taken as a Result of Reading Specific Features/Articles
Consider purchasing the advertised product or service
21%
Have a more favorable opinion about the advertiser
12
Gather more information about advertised product or service
12
Visit the advertiser’s website
11
Recommend the product or service to a friend, colleague or family member 5 Took any action (net)
Saved article for future reference
29%
Passed article along to someone
24
Gathered more information about the topic
15
Visited a related website
12
Took any action (net)
68
Source: Affinity’s VISTA Print Effectiveness Rating Service, 2008
www.magazine.org/handbook
56
37
Accountability: Magazines Get Results
Magazine Ad Effectiveness Continues to Grow Magazine ad effectiveness hit an all-time high in 2008. Two measures of ad effectiveness for magazines—ad recall and actions taken as a result of seeing an ad—both continue to grow, according to Affinity’s VISTA Print Effectiveness Rating Service.
• •
Ad recall has increased by 6% over the past four years Action-taking (based on readers recalling specific ads) increased by 10%
www.magazine.org/handbook
Magazine Advertising Recall 2005
53% 100
2006
53% 100
2007 2008
55% 104 56% 106
Magazine Advertising Actions Taken 2005
51% 100
2006
51% 100
2007 2008 Note: Actions taken based on readers recalling specific ads. Source: Affinity’s VISTA Print Effectiveness Rating Service, 2005 – 2008
54% 106 56% 110
38
Accountability: Magazines Get Results
Readers Value and Respond to Magazines Regardless of How They Acquire the Magazine Actions Taken or Plan to Take in Response to Magazine Advertising paid
nonpaid
by percent pass-along
total readers
Consider purchasing the advertised product or service
21%
19%
20%
21%
Have a more favorable opinion about the advertiser
12
11
11
12
Gather more information about product or service
12
12
12
12
Visit the advertiser’s website
12
10
11
11
Visit a store, dealer or other location
9
8
8
9
Purchase the advertised product or service
9
7
8
8
Save the ad for future reference
7
6
7
7
Recommend the product or service
5
5
6
5
57
55
56
56
Took any action (net) Base: Actions taken based on respondents recalling specific ads Source: Affinity's VISTA Print Effectiveness Rating Service, 2008
www.magazine.org/handbook
39
Accountability: Magazines Get Results
Magazines Deliver More Ad Impressions Than TV or Web in Half-Hour Period New research from McPheters & Company shows that for each half-hour spent with the medium: • Magazine readers are exposed to twice as many ads as internet users and four times as many as primetime TV viewers • As a result, magazines effectively deliver more than twice the number of advertising impressions as TV and six times the number of ad impressions as the internet This study demonstrates that time spent with a medium is not a good predictor of advertising effectiveness.
www.magazine.org/handbook
Magazines Deliver More Ad Impressions than TV or the Internet in a Half-hour Period no. of ads exposed
no. of ads absorbed
Magazines (full-page, 4C)
65.1
24.4
TV (30-second primetime)
16.2
11.7
Internet (standard banner)
27.8
3.8
Source: McPheters & Company, 2009 for CondĂŠ Nast Publications & CBS-TV
40
Accountability: Magazines Get Results
Magazines Lead in Ad Influence Relative to Time Spent Magazines outperform other
Time-Ad Impact Ratio The ad influence of a medium relative to time spent with that medium
media when looking at the
magazines
“Time-Ad Impact Ratio.”
newspapers
A new analysis of time spent with media focuses on the influence of advertising in a medium relative to the more common metric of time spent. This analysis, dubbed the “Time-Ad Impact Ratio,” is made up of two components: • Share of time consumers spend with each medium in an average day, and • The percentage of U.S. consumers who said advertising in a medium has the most influence on their buying decisions
www.magazine.org/handbook
5.5 4.9 2.5
internet
2.3
television radio
1.1
Time-Ad Impact = Media Influence/Share of Total Time Spent Sources: MRI MediaDay, 2008. Deloitte “State of the Media Democracy” Study, 2008
By dividing a medium’s influence by the share of total time spent with that medium, a Time-Ad Impact Ratio can be calculated. Results show advertisers that magazines’ ratio is more than two time higher than that of TV or the internet and more than five times higher than that of radio.
41
Accountability: Magazines Get Results
Magazines Boost the Power of Other Media Dynamic Logic’s analysis revealed that magazines play a leading role in boosting overall advertising effectiveness. The combination of TV and magazines provided significantly more lift (versus TV alone) than did TV plus online. Cumulative Effects of Different Media Combinations Pre/Post Point Change (Index versus TV alone; TV alone = 100) Aided Brand Awareness 100
149
tv only
tv + online
175 tv + mags
224 tv tv tv tv
tv + mags + online
Advertising Awareness 100
145
only + online + magazines + magazines + online
218 230
Brand Favorability 100
Purchase Intent
100
155
122
352
252
274
Note: Results reflect the impact of different media combinations expressed as an index with TV as the base medium. Results are an aggregate of 32 studies. Source: Dynamic Logic/Millward Brown CrossMedia Research, 2007
www.magazine.org/handbook
407
42
Accountability: Magazines Get Results
Magazines Excel at Driving Results Through the Purchase Funnel, Especially at Key Lower Stages In an analysis of 32 client-commissioned studies, media research firm Dynamic Logic found that magazines, in a media mix that included online and TV, contributed: • 45% of overall effects, indexing 118 compared to TV and 265 compared to online • 62% of the total increase in brand favorability (7.3% of a total 11.8% shift) • 56% of the total increase in purchase intent (7.0% of a total 12.6% shift), nearly three times stronger than TV’s influence and seven times stronger than online’s influence Incremental Effect Across Purchase Funnel Overall
Incremental Effect of Medium on Brand Metrics: Overall Studies Average Percentage Point Increase Over Unexpected (Control) Baseline tv
aided brand awareness 5.7 17.0
3.7
7.6
online magazines
ad awareness 9.8
4.4
message association 3.9
magazines 45% television 38% online 17% Base: 32 Studies Source: Dynamic Logic/Millward Brown CrossMedia Research Studies, 2004 – 2007
www.magazine.org/handbook
1.7
3.4 9.0
brand favorability 2.9
1.6
7.3 11.8
purchase consideration 4.6 1.0
7.0 12.6
Base: 32 Studies Source: Dynamic Logic/Millward Brown CrossMedia Research Studies, 2004 – 2007
8.3 22.5
43
Accountability: Magazines Get Results
Magazines Improve Marketing and Advertising ROI For many of the accountability studies it conducted, Marketing Evolution made recommendations to marketers to reallocate their media mix. They advised that: • Share of spending for magazines should increase as much as 30 points in 11 of the 16 studies (69%) • Share of spending for online should increase as much as 10 points in 7 of the 16 studies (44%) • Share of spending for TV should increase as much as 10 points in 3 of the 16 studies (19%)
When marketers implemented
Recommendation for Reallocation of Media Spending Percentage of studies where spending should increase for medium
the recommended reallocation
magazine 69%
of media, their average return on investment (ROI) increased 23% at comparable budget levels.
online 44% tv 19% Source: Marketing Evolution, 2006
www.magazine.org/handbook
44
Accountability: Magazines Get Results
Magazines Most Consistently Produce a Low Cost per Impact Throughout the Purchase Funnel When analyzing ROI across 38 crossmedia accountability studies, Marketing Evolution found: • TV leads in cost efficiency for brand awareness with magazines a close second • Magazines generated a superior costper-impact for brand familiarity with TV and online performing at almost double magazines’ CPI • For purchase intent magazines yielded a far more efficient cost per impact than TV or online
Aggregate Trends Across the Purchase Funnel Cost Per Impact (CPI) television magazines
Brand Awareness $0.98
online
$1.08 $1.97 Brand Familiarity $2.61 $1.40 $2.58 Purchase Intent $1.77 $1.23 $2.61 Aggregate of 38 studies. Source: Marketing Evolution, 2008
Magazines outperformed TV and online when looking at the # 1 ranking as well as the combined ranking for # 1 and 2 across the individual categories studied— auto (page 48), electronics (page 52), entertainment (page 53), and pharmaceuticals (page 66).
www.magazine.org/handbook
Overall Media Performance Across Categories for CPI Based on number of times each medium ranked # 1, 2 or 3 throughout the purchase funnel media rank
#1
#2
#3
TV
5
6
3
Magazines
8
5
2
Online
2
4
6
Base: Automotive, Electronics, Entertainment and Pharmaceutical categories. Source: Marketing Evolution, 2008
45
Accountability: Magazines Get Results
Magazines Influence Purchase Behavior Across Categories When looking at a variety of product categories, BIGresearch found that magazines are one of the top four out of 17 possible media choices influencing the purchases of U.S. adult consumers. The categories include apparel, home improvement, car/truck, medicines and electronics. The finding holds for the 18-to-24 and 25-to-34 year-old segments even though such youth-centric media as text messaging, video on cell phones, instant messaging and online video game advertising were included among the 17 media studied.
www.magazine.org/handbook
Top Media That Influence Purchase by Age and Category total adults
age 18–24
age 25 – 34
Apparel/ Clothing
magazines newspaper broadcast tv email
25% 23 21 19
magazines email broadcast tv Internet
35% 25 25 23
Magazines broadcast tv Email Internet
29% 24 23 19
Home Improvement
broadcast tv magazines newspaper cable tv
20% 19 19 14
broadcast tv magazines cable tv newspaper
20% 17 16 14
broadcast tv magazines cable tv newspaper
20% 17 15 13
Car/Truck
broadcast tv newspaper magazines radio
20% 19 15 13
broadcast tv newspaper magazines cable tv
19% 19 17 17
broadcast tv newspaper magazines radio
21% 17 15 15
Medicines
broadcast tv magazines cable tv newspaper
14% 9 9 9
broadcast tv Cable TV magazines newspaper
14% 12 10 8
broadcast tv cable tv magazines newspaper
14% 10 9 7
Electronics
broadcast tv magazines newspaper internet
27% 23 22 22
broadcast tv internet radio magazines
32% 33 32 30
broadcast tv internet email magazines
29% 25 24 23
Source: BIGresearch, Simultaneous Media Usage Survey (SIMM13), December 2008
46
Accountability: Magazines Get Results
Magazine Readers Are Super Influential Consumers Across Categories Across 60 product categories, magazines and the internet most often rank #1 or #2 (out of six media) in delivering the highest concentration of Super Influential Consumers. “Super Influentials� are defined by MRI as the people who have great experience in this product area and whose advice on this category is trusted by friends and family members.
Number of times medium ranks #1 or #2 among Super Influential Consumers across 60 product categories Magazines
51
Internet
54
Outdoor
19
Newspapers
4
Radio
1
Television
0
Top Quintile of Usage for Each Medium Source: MRI, Fall 2008
The next 24 pages will delve deeper into individual product categories to show how magazines are both effective and efficient in driving ad results. Product category information is updated throughout the year and available at www.magazine.org/advertising.
www.magazine.org/handbook
47
Accountability: Magazines Get Results
Magazines Play a Major Role in Auto Purchase The Time Inc. /CNW Purchase Process Study shows that there is a handoff of information sources as automotive purchase intenders move from stage to stage. Magazine ads form an integral part of influencing the buyer’s auto consideration set by playing a key role in both the upper and middle funnel stages. Primary Source of Information — Top 5 of 25 Sources Upper Funnel
Middle Funnel
Lower Funnel
6 – 5 months prior to purchase
4 – 2 months prior to purchase
4 – 2 weeks prior to purchase
Television Ads
15.1%
Third Party Sites*
11.9%
Local Newspaper Ads
13.4%
Magazine Ads
10.3
Television Ads
11.4
Consumer Reports
10.3
Friends / Relatives
10.3
Magazine Ads
11.0
Friends / Relatives
10.1
10.1
Dealer Websites
8.6
Manufacturer Websites
8.1
Manufacturer Websites
9.7
Consumer Reports
Consumer Reports
7.3
Manufacturer Websites
Third Party Sites: i.e. Edmunds, Kelley, AOL Auto, etc. *Consumer Magazines, Local Newspapers and Consumer Reports include both print and digital versions. Source: Time Inc. / CNW Marketing Purchase Process Study, 2008
www.magazine.org/handbook
7.4
48
Accountability: Magazines Get Results
Magazines Are More Efficient Than Other Media at Critical Lower Stages of the Auto Purchase Funnel Across six studies encompassing domestic and imported cars and trucks, including new launches and repositioning of existing brands, analysis by Marketing Evolution showed: • Magazines had a superior cost per impact (CPI) for brand familiarity— two-thirds that of TV and nearly 40% less than online • Magazines also had the lowest CPI for purchase intent—three-quarters that of TV and about one-third the CPI of online To see how magazines produced the lowest cost per impact throughout the purchase funnel across 38 cross-media accountability studies, see page 44.
www.magazine.org/handbook
Cost Per Impact (CPI) by Medium TV = 100. Lower Index = Better Performance.
by index
television magazines online
Brand Familiarity $7.20
100
$2.45
34
$3.92
54
Purchase Intent 100
$7.60 $1.84
24
$2.65 Aggregate of 6 studies. Source: Marketing Evolution, 2008
35
49
Accountability: Magazines Get Results
Magazines Deliver ROI Across the Automotive Purchase Funnel Dynamic Logic examined the efficiency of each medium and combination of media for each stage of the purchase funnel for a Jeep product launch campaign. Their findings included: • Magazines in isolation or magazines plus online were the most efficient of the various media and media combinations • Except for unaided brand awareness, TV in isolation or in combination with other media was the least efficient medium for this campaign
Calculated Cost-per-Person (CPP) by Metric and Exposure Cell Lower Index = Greater Efficiency tv
mags
web
tv + mags
tv + web
mags + web
tv + mags + web
Unaided Brand Awareness
133
—
190
177
420
100
157
Aided Brand Awareness
236
100
131
314
282
133
207
Aided Ad Awareness
434
100
167
380
1666
147
212
Message Association
186
113
115
239
644
100
322
Brand Favorability
594
112
—
330
2496
100
317
—
—
—
1887
—
100
960
Purchase Consideration
Notes: Index of 100 represents the most efficient medium or media combination and all other costs were indexed against the most efficient cost. A dash means that the metric did not increase or the increase was under one percentage point. Source: Dynamic Logic, 2007
www.magazine.org/handbook
50
Accountability: Magazines Get Results
Magazines Contribute Significantly at Communicating the Benefits for Automotive Brands PointLogic’s independent automotive advertising research confirms that magazines contribute significantly at communicating both emotional and practical purchase stimulators at all stages of the auto purchase funnel. Emotional purchase stimulators include such factors as quality, level of trust,“fits my personality,” and appearance/style. Practical purchase stimulators include basic price, special offers and promotions, and equipment/features.
Purchase Stimulators for Automotive Brands Percent of consumers who indicated these information sources “perform well” for practical/emotional purchase indicators practical
33%
23%
Magazines
30
20
Newspaper
28
12
Radio
17
10
Loose Inserts or Flyers
15
8
Movie Theatre Advertising
11
9
Internet Advertising
11
7
Sponsorship Events
6
7
Outdoor
6
6
Public Transportation
5
6
Source: PointLogic M3 Automotive Survey, 2008
www.magazine.org/handbook
emotional
Television
51
Accountability: Magazines Get Results
Magazines Exert Sizable Influence on Auto Purchasers If you look at which media customers say influence them to purchase a car and then compare that to the allocation of advertising dollars, you will see auto makers are under-spending on magazines and the web, while over-allocating dollars to TV. Magazines command about 17% of the influence to purchase a car, but garner only about 12-13% of the ad budget. Above average users of magazines and the internet are more likely to be Super Influential Consumers for automotive purchases of friends and family, including cars, trucks/vans/SUVs, and aftermarket products.
Automotive Ad Spending vs. Influence to Purchase General Motors
Ford
by percent
Toyota
Magazine Spend
12 %
13 %
13 %
Magazine Influence
17
17
19
TV Spend
40
41
40
TV Influence
18
18
17
Internet Spend
4
4
3
Internet Influence
9
8
9
Source: BIGresearch, 2008 and analysis of AdAge Domestic Car Spending by Category, 2006
Super Influential Consumers for Auto Purchases Are Heavy Users of Magazines and the Web Automobiles 136 magazines 113 newspapers 110 radio 71 tv 163 internet Other Vehicles 133 102 129 88
For information on influencing the purchase of environmentally-friendly vehicles see page 58.
145 Automotive Products 131 106 79
122 146
www.magazine.org/handbook
Base: Top Quintile of Usage for Each Medium Source: MRI Fall 2008. Super Influentials defined as people who have great experience in this topic and whose advice on this topic is trusted by friends and family members.
52
Accountability: Magazines Get Results
Electronics: Magazines Generate Results and Influence In eight cross-media accountability studies for electronics items ranging from cell phones to electric toothbrushes, Marketing Evolution found that magazines work with TV to improve results efficiently at all stages of the purchase funnel with their most significant role at the bottom of the electronics purchase funnel.
Heavy users of magazines and the internet are more likely to be Super Influential Consumers for electronics purchases from computers to mobile cell phones. Super Influential Consumers for Electronics Purchases Are Heavy Users of Magazines and the Web Home Electronics 155 magazines 112 newspapers 116 radio 64 tv 177 internet Computers
Electronics Cost Per Impact for Purchase Intent cpi /index
138 105 105
TV = 100. Lower Index = Better Performance.
59 191
Online
$ 3.80
494
Television
$ 0.77
100
Magazines
$ 0.88
114
Mobile Cell Phones 158 95 132
Source: Marketing Evolution, 2008
For more about how magazines produce the lowest CPI throughout the purchase funnel, see page 44. www.magazine.org/handbook
72 Base: Top Quintile of Usage for Each Medium Source: MRI Fall 2008. Super Influentials defined as people who have great experience in this topic and whose advice on this topic is trusted by friends and family members.
179
53
Accountability: Magazines Get Results
Entertainment: Magazines Play a Leading Role in Producing Results Heavy users of magazines and the web are more likely to be Super Influential Consumers for the entertainment purchases of friends and family members.
Super Influential Consumers for Entertainment Purchases Are Heavy Users of Magazines and the Web Movies 150 magazines 96 newspapers 122 radio 87 tv
Magazines have a significantly lower cost per impact (CPI) for purchase intent of entertainment products (DVD releases, TV show promotions, and theatrical releases) than TV or online.
157 internet TV Shows 146 111 124 120 163 Music
143 98
Entertainment Cost Per Impact for Purchase Intent cpi /index
132 76 160
TV = 100. Lower Index = Better Performance. Online
$ 2.23
Other Entertainment
148
114
Television
$ 1.95
100
Magazines
$ 1.27
65
Aggregate of 20 studies. Source: Marketing Evolution, 2008
93 112 105 174 Video Games
147 80 128 68 172
Magazines produced the lowest CPI across the purchase funnel, see page 44. www.magazine.org/handbook
Base: Top Quintile of Usage for Each Medium Source: MRI Fall 2008. Super Influentials defined as people who have great experience in this topic and whose advice on this topic is trusted by friends and family members.
54
Accountability: Magazines Get Results
Consumers of Entertainment Products Choose Magazines Percent Using Each Medium Once a Week or More Often for Entertainment/Celebrity Information magazines internet
Among those who use each medium once a week or more for entertainment/celebrity information, more than half (55%) use magazines compared to 37% who use the internet.
55% 37%
Source: MediaVest Print/Digital Study, 2008
Magazines readers provide a key target for entertainment advertisers. Consumers of a variety of entertainment products tend to be above average magazine readers and below-average TV viewers. These consumers also tend to be heavy users of the Internet.
Top Media Quintiles for Entertainment Products magazines
by index newspapers
radio
tv
internet
Attended movies 2-3 times per month in last 90 days
129
97
98
93
126
Category influential consumers: movies
136
95
112
89
138
Prefer to see a new movie on opening weekend
131
100
100
91
130
Purchased 3+ video games in past 12 months
130
96
106
74
141
Likely to buy portable DVD player in next 12 months
121
91
114
108
108
Bought a home theatre/entertainment system in last 12 months
136
98
105
82
133
Bought 10+ pre-recorded CD’s /audio tapes in last 12 months
134
116
117
96
113
Base: U.S. Adults 18+ Source: MRI, Fall 2008
www.magazine.org/handbook
55
Accountability: Magazines Get Results
Fashion/Beauty: Magazines Make Ad Results More Attractive Above average users of magazines and the web are more likely to be Super Influential Consumers for the fashion and beauty purchases of friends and family. Among those who use each medium once a week or more for fashion/beauty information, nearly half (47%) use magazines compared to 33% who use the internet.
Super Influential Consumers for Fashion/Beauty Purchases Are Heavy Users of Magazines and the Web Beauty 156 magazines 105 newspapers 125 radio 77 tv 182 internet Clothes 180 108 130 69
176
Shoes 167 113 123 72
Percent Using Each Medium Once a Week or More Often for Fashion/Beauty Information
177 103
47%
magazines
177
Other Fashion
84
114 187
internet
33%
Shopping 157
Source: MediaVest Print/Digital Study, 2008
103 108 82 165 Base: Top Quintile of Usage for Each Medium Source: MRI Fall 2008. Super Influentials defined as people who have great experience in this topic and whose advice on this topic is trusted by friends and family members.
www.magazine.org/handbook
56
Accountability: Magazines Get Results
Financial: Magazines Pay Dividends on Media Investments Heavy users of print and the internet are more likely to be Super Influential Consumers for financial purchases, including investments, real estate and insurance. Heavy users of magazines are also more likely to be affluent investors. They index higher for having used any brokerage service in the past year and to have financial accounts with a total value of $250,000 or more. Affluent Investors Read Magazines — in Past Year by index mags
tv
web
Used any brokerage 121 (full service, discount, other)
101
108
Value of total financial accounts $250,000+
102
100
116
Heavy media users. Base: Heads of House, HHI $100,000+ Source: Mendelsohn Affluent Survey, 2008
www.magazine.org/handbook
Super Influential Consumers for Financial Purchases Are Heavy Users of Magazines and the Web Finance/Investments 144 magazines 140 newspapers 118 radio 80 tv 195 internet Real Estate 139 140 108 95 181 Insurance 135 158 102 105 196 Base: Top Quintile of Usage for Each Medium Source: MRI Fall 2008. Super Influentials defined as people who have great experience in this topic and whose advice on this topic is trusted by friends and family members.
57
Accountability: Magazines Get Results
Food: Magazines Spice Up Results Heavy users of magazines and the internet are more likely to be Super Influential Consumers for food purchases, including snacks, coffee, new food items, and grocery shopping.
Super Influential Consumers for Food Purchases Are Heavy Users of Magazines and the Web Grocery Shopping 144 magazines 113 newspapers 126 radio 90 tv 155 internet
Magazines are a leading source of food information according to a recent study from MediaVest. Among those who used each medium once a week or more for food information, more than one in three (35%) used magazines compared to 27% who used the internet.
New Food Items 140 102 116 96 136 Snacks 170 101
117
101 147 Soft Drinks 149 113
Percent Using Each Medium Once a Week or More Often for Food/Cooking Information magazines Internet Source: MediaVest Print/Digital Study, 2008
123 95 152 35%
Coffee 174
27% 65
118 118 164
Base: Top Quintile of Usage for Each Medium Source: MRI Fall 2008. Super Influentials defined as people who have great experience in this topic and whose advice on this topic is trusted by friends and family members.
www.magazine.org/handbook
58
Accountability: Magazines Get Results
Green: Magazines Target Environmentally Conscious Consumers Above average users of magazines and the web are most likely to be Super Influential Consumers for the purchase of green products by friends and family.
Environmentally-Friendly Consumers Use Magazines and Web Most Super influential consumer for environmentally-friendly products 111 radio
162 magazines 139 newspapers
69 tv
Likewise, in a segmentation based on environmental friendliness, heavy magazine readers and internet users index highest in the top two of six segments. Heavy TV viewers index highest in the least green segment. Segmentation by Environmental Friendliness by index mags
Green Advocates Green at Their Best UnGreen
(least green)
159
My family/friends trust my advice on environmentally-friendly products 131 108 114 114 97 I participate in environmental groups/causes
tv
web
69
160
104
93
106
92
107
94
Base: Top Quintile of Usage for Each Medium; six segments identified. Source: MRI Fall, 2008
www.magazine.org/handbook
160 internet I have great experience in environmentally-friendly products 121 111 103 97 108
156 151 101 57 168 Agree completely: I buy vehicles that reflect my commitment to the environment 120 100 103 91 107 Base: Top Quintile of Usage for Each Medium Source: MRI Fall 2008. Super Influentials defined as people who have great experience in this topic and whose advice on this topic is trusted by friends and family members.
59
Accountability: Magazines Get Results
Home Improvement: Magazines Motivate Consumers to Act Nearly half of all home improvers (45%) cited magazines as their primary source of motivation for beginning a new home improvement project. Magazine editorial (24%) and magazine advertising (21%) contributed almost equally.
Heavy users of magazines and the internet are more likely to be Super Influential Consumers for home improvement purchases, including home remodeling, household furnishings and interior decorating. Super Influential Consumers for Home Improvement Purchases Are Heavy Users of Magazines and the Web Home Remodeling
Consumers Who Source Home Improvement Ideas from Specific Media by percent
128 magazines 100 newspapers 121 radio
78 tv
136 internet
Magazine Editorial
24%
Magazine Ads
21
Home Show/Other Demos
13
Friend/Neighbor/Contractor
12
Household Furnishings 140 105 121 91 138 Interior Decorating 144
Retail Exposure
7
TV Program
5
TV Ads
5
Primary Sources of Home Improvement Projects. Source: Meredith Corporation & CNW Market Research, 2007
111 98 80 136 Gardening 127 115 108 89 141
www.magazine.org/handbook
Base: Top Quintile of Usage for Each Medium Source: MRI Fall 2008. Super Influentials defined as people who have great experience in this topic and whose advice on this topic is trusted by friends and family members.
60
Accountability: Magazines Get Results
Luxury Goods Buyers More Likely to Use Magazines and the Internet Heavy users of magazines and the internet are more likely to be Super Influential Consumers for luxury goods purchases, including fashion, beauty, and alcoholic beverages.
Super Influential Consumers for Luxury Goods Purchases Are Heavy Users of Magazines and the Web Fashion 174 magazines 109 newspapers 120 radio 68 tv 179 internet Beauty
Heavy users of magazines are also more likely to be affluent luxury goods buyers.
156 105 125 77 182 Alcoholic Beverages
Affluent Luxury Goods Buyers Spending in Past Year by index
153 121 119
spent /designer items
mags
tv
web
$2,000+ Watches
167
107
153
$5,000+ Jewelry
162
117
128
$2,000+ Clothes
186
101
138
$1,000+ Day Spa
190
96
144
Any Cruise (14+ days)
156
119
97
79 161 Interior Decorating 144
Base: Top Quintile of Usage for Each Medium. Source: 2008 Mendelsohn Affluent Survey, Heads of House, HHI $100,000+
www.magazine.org/handbook
111 98 80 136 Base: Top Quintile of Usage for Each Medium Source: MRI Fall 2008. Super Influentials defined as people who have great experience in this topic and whose advice on this topic is trusted by friends and family members.
61
Accountability: Magazines Get Results
Packaged Goods: Magazines Influence Consumers’ Purchasing Decisions In an analysis of cross-media accountability studies for the consumer packaged goods category, Dynamic Logic found magazines excelled at the critical bottom stages of the funnel: • Increasing brand favorability three times more than online and more than double that of TV • Boosting purchase intent/consideration the most, nearly double that of TV and three times that of online
Incremental effect of Medium on Brand Metrics: CPG Studies Percentage Average Percentage Point Increase Over Unexposed (Control) Baseline tv
Aided Brand Awareness 7.2
3.5
4.3
15.0
magazines
Ad Awareness 11.0
4.8
8.6
Message Association 6.3
1.8
3.8
11.9
Brand Favorability 2.6
2.0
7.1
11.7
Purchase Intent/Consideration 3.5
2.5
6.6
12.6
Base: 14 Studies Source: Dynamic Logic/Millward Brown CrossMedia Research, 2007
www.magazine.org/handbook
online
24.4
62
Accountability: Magazines Get Results
Packaged Goods: Magazines Boost ROI and Target the Right Shoppers Heavy users of magazines are more likely to be Super Influential Consumers for packaged goods purchases by friends and family members.
Super Influential Consumers for Packaged Goods Purchases Are Heavy Users of Magazines and the Web Cleaning Products 158 magazines 99 tv
Consequently, magazines provided superior ROI for two brands of a consumer packaged goods marketer. For Brand A, magazines performed three times more efficiently than TV; for Brand B, magazines provided a third better efficiency than TV.
119 newspapers 117 radio 137 internet
New Food Items 140 102 116
96
136 Snacks 170 101 117 101 147
ROI Effectiveness Score
magazines
Healthcare 156
tv
119
Brand A 71
317 100
101 152
Products for Babies + Children 145
Brand B 131 100 Source: Marketing Management Analytics (MMA) presentation, 2006
www.magazine.org/handbook
103 103 97 124 Base: Top Quintile of Usage for Each Medium Source: MRI Fall 2008. Super Influentials defined as people who have great experience in this topic and whose advice on this topic is trusted by friends and family members.
63
Accountability: Magazines Get Results
Pharmaceutical: Magazines Are a Prescription for Positive Results The MARS OTC/DTC study revealed that magazine readers are by far the most likely to take action on healthcare ads when compared to the users of any other medium. One example, magazine readers were twice as likely as the general public to discuss an ad with their doctor.
Actions Taken in Response to Healthcare Advertising Index of Heavy Media Users Compared to the General Public Discussed an ad with your doctor 201 magazines 112 newspapers 139 radio 104 tv 121 internet Called toll-free number to get information 202 148 164
In addition to the data presented on the chart, magazine readers were: • Two and a half times more likely to return a sample card • Nearly twice as likely to discuss an ad with a friend or relative compared to the general public
144 147 Switched to a different brand 186 145 143 117 110 Visited any website 154 105 133 122 185 Asked your doctor for a product sample of prescription drug 185 131 129 107 113 Source: MARS OTC/DTC Study, 2008
www.magazine.org/handbook
64
Accountability: Magazines Get Results
Pharmaceutical: Magazines Are a Top Healthcare Resource for Consumers Magazines — including both editorial content and advertising — are the leading sources of healthcare information for consumers.
Magazine Ads/Articles Are Top Resources for Healthcare Information Doctors
69%
According to MARS OTC/DTC Study: • Three of the top 15 most valued sources for healthcare information are magazine-related consumer media • Magazine articles surpass the editorial content of other consumer media as a leading source (except for brochures/ pamphlets in-office) • Magazine and television ads rank highest as top advertising resources (except for ads in doctors’ offices)
Pharmacists
56
Friends / Spouse / Other Relatives
54
Nurses / Physician Assistants
53
Ads / Brochures / Pamphlets / Wallboards in Doctors’ Offices
42
Medical Journals
38
Magazines in Doctors’ Offices
35
Magazine Articles
33
Product Packaging / Labels
32
Newspaper Articles
29
Internet- Other Health Websites
26
TV Programs or Reports
26
Magazine Ads
22
TV Ads
22
Internet- General Websites
21
very much/ somewhat
Source: MARS OTC/DTC Study, 2008
www.magazine.org/handbook
65
Accountability: Magazines Get Results
Pharmaceutical: Magazines Lead in Driving Purchase Intent Marketing Evolution found that magazines drove consumers’ pharmaceutical purchase consideration—based on intent to talk to a doctor/physician—more than TV or online. Pharmaceutical Purchase Intent Defined as intention to talk to doctor/physician Magazines
Affinity/VISTA surveyed consumers on their recall and response to pharmaceutical direct-to-consumer (DTC) ads seen in magazines and on television. The study found that: • Recall scores for magazine DTC ad campaigns skewed much higher than those for TV • Magazines indexed more than half again higher than TV for actions taken in response to DTC advertising, based on those who recalled the ad
4%
pre-control
7%
post-control point difference
Magazines Lead in Recall and Actions Taken for DTC
3 ad recall
recall index
action/recall percentage
action/recall index
Magazine Ads
50%
139
17%
155
TV Commercials
36%
100
11%
100
Television 2% 4% 2
Source: Affinity’s VISTA Print Effectiveness Rating Service, 2007
Online 6% 6% 0 Base: Aggregate of 2 studies. Source: Marketing Evolution, 2006
www.magazine.org/handbook
66
Accountability: Magazines Get Results
Pharmaceutical: Magazines Provide Healthy Ad Results and Are a Key Health Resource Marketing Evolution found that magazines’ average cost per impact for purchase intent —phrased as an intention to talk to a doctor/physician —was almost half that of TV.
Pharmaceutical Cost Per Impact
To see how magazines produced the lowest cost per impact throughout the purchase funnel across 38 cross-media accountability studies, see page 44.
online not significant
Magazines are a leading source of healthcare information according to a recent study from MediaVest. Among those who used each medium once a week or more for health and wellness information, 37% used magazines compared to 33% who used the internet.
Percent Using Each Medium Once a Week or More Often for Health & Wellness Information
www.magazine.org/handbook
index
Intent to talk to doctor/physician $19.05 100
television
$10.67 56
magazines
TV=100. Lower Index = Better Performance. Aggregate of 2 studies. Source: Marketing Evolution, 2008
magazines internet
37% 33%
Source: MediaVest Print/Digital Study, 2008
67
Accountability: Magazines Get Results
Retail: Magazine Ads Improve ROI and Influence Purchases Above average users of magazines and the internet are most likely to be Super Influential Consumers for retail purchases of friends and family.
Super Influential Consumers for Retail Purchases Are Heavy Users of Magazines and the Web Beauty 156 magazines 105 newspapers 125 radi 77 tv
Magazines were the most efficient medium for this retail brand’s core campaign objective: intent to purchase apparel. On a cost-per-impact basis,TV was three times more expensive and online was a third more expensive than magazines.
182 internet Clothes 180 108 130 69 176 Shopping 157 103 108 82
Retail Cost Per Impact for Purchase Intent* cpi/index
Home Electronics 155 112 116
TV = 100. Lower Index = Better Performance. Television
$ 21.98
165
64 177
100 Household Furnishings
Online Magazines
$ 8.54 $ 6.28
140
39 29
105
121
91 138
*Based on intent to purchase apparel. Aggregate of 8 studies. Source: Marketing Evolution, 2005
www.magazine.org/handbook
Base: Top Quintile of Usage for Each Medium Source: MRI Fall 2008. Super Influentials defined as people who have great experience in this topic and whose advice on this topic is trusted by friends and family members.
68
Accountability: Magazines Get Results
Technology: Magazines Target Key Purchase Influencers Two independent sources show that above average magazine readers are key influencers for technology products. IntelliQuest reports that heavy users of magazines are more likely to be decision makers for the purchase of their company’s technology products— even more so than heavy users of the internet. Heavy users of magazines and the web are also more likely to be Super Influential Consumers for technology purchases, including computers, mobile phones and new technology products and services. Decision Makers for Purchase of Company’s Technology Products
Super Influential Consumers for Technology Purchases Are Heavy Users of Magazines and the Web
% heavy users
New Technology
mags
tv
web
34.9
12.9
30.1
Desktop + Notebook PC 33.6
15.4
25.6
149 magazines
Computer Servers
Handheld Devices
31.0
18.5
23.0
Networking/Telecom
29.9
21.2
27.4
109 newspapers 112 radio 69 tv 206 internet Computers 138 105 105 59 191
Source: IntelliQuest Business Study, Spring, 2008
Mobile Phones 158 95 132 72 179 Base: Top Quintile of Usage for Each Medium Source: MRI Fall 2008. Super Influentials defined as people who have great experience in this topic and whose advice on this topic is trusted by friends and family members.
www.magazine.org/handbook
69
Accountability: Magazines Get Results
Travel: Magazines Are a Destination for Travel Aficionados Heavy users of print and the internet are more likely to be vacationers of all types: domestic, foreign and cruise. Magazine readers are also more likely to be affluent travelers, heads of house with household incomes of $100,000 or more who have traveled to Europe in the past three years or to Hawaii or Florida in the past year.
Magazines and Web Excel at Influencing Travel Purchases Agree completely/somewhat: Others ask my advice about vacation travel 115 magazines 105 newspapers 101 radio 92 tv 108 internet Very/somewhat likely in next 12 months: vacation within the U.S. 110 110 100 82 118 Very/somewhat likely in next 12 months: vacation abroad
Affluent Travelers Use Magazines Most index travel activity
mags
88 87
121 tv
web
Europe /past 3 years
140
91
113
Hawaii /past year
128
89
118
Florida /past year
120
100
106
Base: Top Quintile of Usage for Each Medium. Source: Mendelsohn Affluent Survey, Heads of House, HHI $100,000+
www.magazine.org/handbook
113 112
Very/somewhat likely in next 12 months: take a cruise (more than one day) 118 109 101 91 118 Base: Top Quintile of Usage for Each Medium Source: MRI Fall 2008
70
Magazines Role in Building Web Metrics
Magazines Excel in Driving Web Search Across Various Demographics Magazines perform best overall at influencing consumers to start a search for merchandise online —ahead of online media and word-of-mouth, according to the latest data from BIGresearch. What’s more, magazines rank among the top three media by gender as well as all age groups.
Media that Trigger an Online Search by Age and Gender medium (percent)
overall
M
F
18 – 24
25 – 34
35 – 44
45 – 54
55+
Magazines
42%
41%
43%
38%
39%
44%
44%
45%
TV/Broadcast
38
41
36
31
36
40
41
39
Newspapers
37
38
37
25
29
35
41
47
Face-to-Face
33
33
32
39
38
33
32
27
TV/Cable
32
36
28
43
40
34
31
23
Radio
29
33
24
28
31
32
31
24
Direct Mail
27
25
28
21
26
27
28
29
E-mail Advertising
23
22
23
23
25
24
23
20
Internet Advertising
21
24
18
28
24
22
20
16
Outdoor Billboard
11
12
9
14
14
12
10
7
Online Communities
10
10
9
24
16
9
5
3
Blogs
7
8
6
17
10
7
5
3
Other
7
7
7
4
5
7
8
9
Source: BIGresearch Simultaneous Media Usage Study (SIMM13), December 2008
www.magazine.org/handbook
71
Magazines Role in Building Web Metrics
Magazine Ads Build Web Traffic Overall and Across the Purchase Funnel An analysis by Marketing Evolution showed more than a 40% lift in web traffic occurred after consumers were exposed to magazine advertisements compared to a control group of respondents who were not exposed to magazine ads.
Magazines contributed to building web traffic at each stage of the purchase funnel, especially excelling at influencing purchase intent, often considered the most important stage. These results parallel those seen in overall purchase funnel analysis. Percent of Group to Visit Brand Website at Each Stage of the Purchase Funnel Aware of product or brand 11%
Percent of Group to Visit Brand Website pre-control post-control
pre-control post-control point difference
13% 2
7% 10%
Intend to get more information 21%
point difference 3 Aggregated base sizes Control n = 21,410 Exposed n = 22,619 Source: Marketing Evolution, 2004–2007
For insights on how including a URL in magazine ads can further boost web traffic, see page 82.
25% 4
Intend to purchase 30% 39% 9 Analysis completed at the individual respondent level. Control n = 4,260 Exposed n = 4,492 Source: Marketing Evolution, 2004 – 2007
www.magazine.org/handbook
72
Magazines Role in Building Web Metrics
Magazine Ads and Magazine Websites Prompt Action Taking Online and Off The Online Publishers Association (OPA) found magazine websites were more likely than other media websites to prompt viewers to take some kind of action as a result of watching an online video ad. JupiterResearch showed magazine and newspaper ads are the most influential media at generating qualified traffic (consumers who made a purchase after conducting an online search). Offline Sources that Drive Qualified Traffic to Websites made purchase after conducting an online search
30%
Television Ad
23
Radio Ad
22
Billboard/Indoor/Sports Venue Sign
19
www.magazine.org/handbook
medium
by percent
checked out company websites
searched for info
clicked on banner ad
talked to friends or family
went/store to check product
Magazine Sites
45
38
30
27
29
Online Only News/Info Sites
42
35
29
22
26
Natl. Newspaper Sites
40
37
25
23
22
Natl. Broadcast TV Sites
38
31
25
22
19
Cable TV Sites
38
30
25
22
20
Portals
37
34
25
27
24
User-generated Sites
35
24
20
18
14
Source: Online Publishers Association, June 2007
percent
Magazine/Newspaper Ad
Source: JupiterResearch, 2007
Actions Taken from Viewing Online Video Ads
73
Magazines Role in Building Buzz
Magazines Influence Word of Mouth Magazines excel in reaching consumers who impact the attitudes and behaviors of people within their sphere of influence: • Based on an analysis of word-ofmouth influencers, heavy magazine readers are far more likely to influence family and friends across a range of product categories • Magazines are most likely to complement the web in reaching social networkers who build buzz
Word-of-Mouth Influencers for Family/Friends by Media Use Product category influenced — index vs. total adults Automotive 128 magazines 100 newspapers 103 radio 108 tv 96 internet Personal Finance 125 107 112 101 108 Food 112 102 99 98 104
Social Networkers by Media Use Used Facebook/MySpace in Past 30 Days – index
Magazines
149
Newspaper
87
Technology 120 101 101 103 119
Radio Television Internet Base: Top quintile of usage for each medium Source: MRI Fall 2008
www.magazine.org/handbook
113
Travel
65
105 97
181
93 103 Base: Top Quintile of Usage for Each Medium Source: MRI Omnibus Recontact Study, 2008
118
74
Magazine Reach
Magazines Accumulate Reach Faster Than Commonly Believed—and When Consumers Choose Magazine reach begins accumulating audience before the actual on-sale date. The average monthly accumulates approximately 60% of its audience within the first month. The average weekly magazine accumulates 80% of its audience within the first two weeks.
Magazine Audience Accumulation Over Time
Because consumers control their media experience with magazines, magazines provide “on-demand� audience accumulation. Note: The on-sale date is the actual date the magazine will appear on the newsstand or is likely to arrive in subscriber households. For weeklies it is generally one week earlier than the cover date of the magazine. For monthlies, the on sale date is generally weeks ahead of the cover date. on-sale date
Source: MRI, Fall 2008
www.magazine.org/handbook
75
Magazine Reach
Top 25 Magazines Outperform Top 25 Prime-Time TV Programs in Reaching Adults and Teens Magazines provide superior reach compared to TV programs for major target audiences, including adults 18– 49, women 18– 49, African Americans 18– 49 and teens 12– 17, when Carat’s cross-media research compared the top 25 prime-time TV programs and top 25 magazines.
Gross Rating Points of Top 25 Magazines and Prime-Time TV Programs adults 18+ 140
prime-time tv programs
234
magazines
adults 18 – 34 100 260 adults 18 – 49 114 236 men 18 – 49
Note: Total GRPs equal the rating of each of the top 25 vehicles of each medium added together.
102 258 men 18 – 49 HHI $75K+ 109 234 women 18 – 49 138 318 women 18 – 49 HHI $75K+ 153 353 african americans 18 – 49 118 402 teens 12 – 17 72 186
www.magazine.org/handbook
Sources: Carat Insight; Nielsen September 2007 – May 2008 (Prime regularly scheduled programs); MRI Fall 2008; MRI Twelveplus 2008
76
Reader Characteristics
Magazine Readers Are Innovators Consumer Innovators are the consumers who are most open and most active in trying new products across a range of categories. According to MRI, above-average readers of magazines along with above-average users of the Internet are more likely than average consumers to be innovators overall and in all six product categories studied—the only two media with this distinction. Early Adopters and Media Use product category
heavy media users (index =100) magazines
tv
newspapers
radio
internet
Leisure
127
31
93
104
181
Food
117
84
101
104
113
Electronics
152
68
113
106
187
Financial
107
65
138
86
151
Home Appliance
112
83
112
93
134
Personal Care/ Health
122
97
105
101
105
Super Innovators (3+ segments)
140
44
112
102
184
Base: U.S. Adults, 18+ Source: MRI, Fall 2008
www.magazine.org/handbook
77
Reader Characteristics
Magazines Appeal to Younger Adults An analysis of MRI data demonstrates that: •
Adults under 35 years old read more issues per month than adults who are over 35
•
As a consequence, younger adults are more likely to be in the top quintile of magazine readership—the most avid or “heaviest” readers overall
Readership by Age MRI Issues Read/Past Month (median) Index “Heavy” Magazine Readers – Top Quintile Index Base: U.S. Adults 18+ Source: MRI, Fall 2008
www.magazine.org/handbook
Total
18 – 24
25 – 34
35 – 44
45 – 54
55 – 64
65 +
5.7
7.5
7.1
6.2
6.0
4.8
3.4
100
132
125
109
105
84
60
20.0
25.2
25.6
20.8
21.5
15.6
11.0
100
126
128
104
108
78
55
78
Reader Characteristics
Magazines Appeal to Diverse Readers The MPA Market Profiles offer an in-depth look at the African-American/ Black, Asian American, Hispanic/Latino and Teen markets. Each group is an important, growing segment of the U.S. population that uniquely redefines the culture of the United States in areas such as food, apparel and music. Not surprisingly, each group displays specific magazine readership patterns. For more on Market Profiles, visit www.magazine.org/marketprofiles. Source: MRI, Fall 2008; ABC; National Directory of Magazines; Oxbridge Communications, 2009; MRI Teenmark, 2008; Carat Insight, 2008
• More than eight out of ten African-American/Black adults (84%) are magazine readers. They read an average of 13.6 issues per month, compared to 9.7 issues per month for all U.S. adults. • More than two out of three African-American/Black adults (69%) who read magazines are between the ages of 18 to 49, compared to only 62% of the U.S. adult population. • There were on average over 100 titles targeting Asian-Americans in the five-year period from 2004 to 2008. • Asian-American magazine readers are younger, more affluent, and better educated than magazine readers overall. • More than 75% of adult Hispanic/Latinos read magazines. They read an average of 10.0 issues per month, slightly higher than the U.S. average. • From 2004 to 2008, the total paid and verified circulation for ABC-measured Hispanic/Latinos magazine titles grew by 22.6%. • Three-quarters of teens, 75%, read magazines. • A cross-media comparison conducted by Carat Insight found that the top 25 magazines lead the top 25 primetime TV shows in reaching teens age 12 to 17.
www.magazine.org/handbook
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Reader Characteristics
The Portability of Magazines Allows Consumers to Read Them at Home or Away Magazine Reading by Location In Own Home
81%
Out of Home
78
Doctor / Dentist Office
36
Someone Else’s Home
27
Newsstand / Store
26
Work
26
Beauty / Barber Shop
15
Library / Club / School
9
Somewhere Else
8
Airplane
7
Business / Reception Room
7
During Other Travel
3
Traveling To / From Work
2
Note: Percentages add up to more than 100% due to multiple responses. Source: MRI, Fall 2008
www.magazine.org/handbook
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Increasing Creative Effectiveness
Magazines Show a Direct Link Between Ad Engagement and Ad Effectiveness Research from Affinity, using a battery of 26 key attributes that drove engagement in a Study from Northwestern University*, confirmed that greater reader engagement is directly linked to increased advertising recall and actions taken. Overall, compared to less engaged readers: • Engaged readers recalled ads 22% more often • Engaged readers were 35% more likely to take action in response to magazine ads
Individual Actions Taken in Response to Magazine Advertising
Overall Ad Recall and Actions Taken in Response to Magazine Ads
purchase consideration
ad recall
purchase product/service
more favorable opinion gather more information visit advertiser’s website visit store/dealer/other save ad for future reference recommend product/service
56% 46% actions taken
0
31% 23%
2
4
6
8
10
agree with engagement statements disagree with engagement statements
agree with engagement statements disagree with engagement statements Top/bottom 2 box scores among total respondents Source: Affinity, 2006
www.magazine.org/handbook
Top/bottom 2 box scores among total respondents Source: Affinity, 2006
*Findings from Northwestern University’s Magazine Reader Experience Study are available at www.magazine.org/research.
12
81
Increasing Creative Effectiveness
Engagement Findings Can Be Used to Predict Creative Impact Results tested in the lab and marketplace confirm that engagement attributes can be utilized to help understand and even predict the effectiveness of magazine advertising creative. Six brands — two from each of three different categories — were used for testing in the lab, while two brands — Bayer Aspirin and Lincoln — participated in marketplace tests.
product a = 100
product b = increase in impact
by index
Beauty–Night Cream average recall
100 137 average actions taken
100 129 engagement rating
100 142
Packaged Foods–Cereal average recall
100 161
These results were utilized to develop a “Creative Diagnostic Tool,” available at www.magazine.org/accountability.
average actions taken
100 129 engagement rating
100 148
Travel–Cruise Line average recall
100 145 average actions taken
100 141 engagement rating
100 131 www.magazine.org/handbook
Source: Affinity, 2006
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Increasing Creative Effectiveness
Including a URL in Magazine Ads Increases Web Visits When a URL was included in the magazine advertising creative, the percent change in visits tripled from two to six points in Marketing Evolution’s research.
Affinity found that magazine ads with URLs are more likely to drive readers to advertiser websites across a range of magazine genres. Ads With URLs Compared to Ads Without URLs Drive Readers to Advertiser Websites by index ads WITHOUT web address
Percent of Group to Visit Brand Website
203
home 122
financial
NO URL included
pre-control post-control point difference
5% 7%
ads WITH web address
fashion
152 138
men’s
2
286
travel URL included women’s service
13% 19% 6 Analysis completed at the study level. 4 studies include URL and 5 studies do not include URL. Aggregated base sizes Control n = 21,410 Exposed n = 22,619 Source: Marketing Evolution, 2004 – 2007
www.magazine.org/handbook
163
women’s service
198 100
Action Index: Visit Advertiser’s Website Base: Actions taken based on respondents recalling specific ads Source: Affinity’s VISTA Print Effectiveness Rating Service, 2007
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Increasing Creative Effectiveness
Magazines Show Immunity to Ad Wearout VISTA research, using examples from two recent magazine ad campaigns where the same creative approach was employed over an extended period of time, found that the ads did not exhibit any measurable declines in effectiveness.
Magazine Ad Recall and Actions Stay Strong Across Time Ambien CR Time Period: 4 quarters. Measured ad occurences: 35 average recall
Q1 Q2
plan to ask doctor about the product
12% 58% 13% 61% 14%
Q3
61% 15%
Q4
59%
Johnson’s Baby Oil Time Period: 3 quarters. Measured ad occurences: 22 average recall
Q1 Q2 Q3
plan to purchase the product 20% 43% 21% 43% 20% 51%
Base: Actions Taken Based on Readers Recalling Specific Ads Source: Affinity’s VISTA Print Effectiveness Rating Service, 2008
www.magazine.org/handbook
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Case Histories: The 28th Annual Kelly Award Winners for Outstanding Advertising
Grand Prize Winner Goodby, Silverstein & Partners for the National Basketball Association
GRAND PRIZE
Goodby, Silverstein & Partners, NBA campaign,“There Can Only Be One,“ increased ratings by 61%
The MPA Kelly Awards recognize the best magazine advertising as defined by advertising that demonstrates creative excellence and produces positive marketplace results. All the Kelly Award winners and finalists campaigns are available for viewing in an interactive, virtual gallery at www.kellyawardsgallery.org. Case studies from nearly 250 previous years’ finalists are available at www.magazine.org/casestudies.
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Case Histories: The 28th Annual Kelly Award Winners for Outstanding Advertising
Gold Award Goodby, Silverstein & Partners for Häagen-Dazs
G O L D AWA R D
Goodby, Silverstein & Partners for “Honey Bees” effort for Häagen-Dazs grew revenue by 7%
Best campaign-by-size winners included: F U L L PA G E
Ogilvy’s “IER” ads for Perrier lifted sales by 11% — beating a 15-year record SPREAD
Carmichael Lynch’s “Dark Custom” campaign for Harley Davidson led to a 24% jump in sales among young adults INSERT/OUTSERT
GSD&M Idea City’s “No” Booklet ad for BMW inspired 67,360 new vehicle sales — exceeding their goal by +6% www.magazine.org/handbook
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Case Histories: The 28th Annual Kelly Award Winners for Outstanding Advertising
Silver Award Energy BBDO for Canadian Club
S I LV E R A W A R D
Energy BBDO’s Canadian Club campaign, “Damn Right Your Dad Drank It,” outpaced the category leader — producing results that led to a 4% sales bump in the first three months of the campaign
Winning campaign categories included: I N T E G R AT E D
McCann Erickson New York’s “Priceless Search” effort for MasterCard Worldwide increased brand awareness among their key target by 7% PUBLIC SERVICE
TBWA’s ads for The Ad Council’s US Olympic Committee “Don’t Be An Asterisk” campaign led to a 1,200% soar in web traffic from launch E F F E C T I V E N E S S AWA R D
brought to you by MRI Starch
BBDO New York’s “Laminate Flooring Campaign” for Armstrong generated a + 64% spike in brand awareness
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RESOURCES
INDUSTRY PERIODICALS AND WEBSITE RESOURCES Advertising Age www.adage.com A leading authority on advertising, marketing and media news. Adweek www.adweek.com Featuring creative, client/agency relationships and advertising strategies. Audience Development www.audiencedevelopment.com Covers consumer marketing, retail and direct mail for magazines. Capell’s Circulation Report Newsletter of magazine circulation. Circ Matters Newsletter devoted to magazine circulation analysis. The Circulator A weekly e-newsletter from Circulation Management. Creativity Devoted to the most important element of advertising - the work. DM News www.dmnews.com The weekly "Newspaper of Record" for the direct marketing industry. Folio www.foliomag.com Strategies and tactics for magazine management.
Mediaweek www.mediaweek.com Targeting media specialists. Newsstand Resource www.NRMag.com Magazine for the newsstand industry. The New Single Copy www.nscopy.com News and trends about the retail environment.
Audit Bureau of Circulations (ABC) www.accessabc.com Audit organization for consumer periodicals. Business of Performing Audits Worldwide (BPAW) www.bpaww.com Auditing services for trade/business and consumer publications.
PrintCritic www.printcritic.com A resource covering innovative ads.
Columbia Journalism Review www.cjr.org Information about journalism and public policy including “Who Owns What,” a database of media owners.
Romenesko’s MediaNews www.poynter.org/ News from the Poynter Institute, a school for journalists.
Experian Simmons www.smrb.com Syndicated and custom research for publishers and advertising agencies.
RESEARCH/REFERENCE
Gebbie Press www.gebbieinc.com A media directory listing, for TV, radio, newspapers and magazines.
Affinity Research www.affinityresearch.net a marketing and media research company specializing in advertising effectiveness and media engagement. American Journalism Review www.ajr.org A joint venture of American Journalism Review and NewsLink Associates. Its website posts magazine and journalism listings. A.M.I.C. The Advertising Media Internet Center www.amic.com A collection of links to media-related resources, message boards, and research tools.
Hall’s Reports www.hallsreports.com Measurement of magazine editorial categories with ad/edit ratios. Ipsos Mendelsohn www.ipsosmediact.com/ A provider of affluent syndicated and custom research. Mediafinder www.mediafinder.com A comprehensive listing of magazines, newspapers, catalogs and newsletters.
Media Info Center www.mediainfocenter.org Northwestern University's Media Management Center website providing media management news.
D I R E C TO R I E S
Mediamark Research & Intelligence (MRI) www.mediamark.com Provider of research data and services for the advertising industry.
Benn’s Media Directory www.wbime.com/bennsmedia.htm Phone: 44-20-7549-8666
Mr. Magazine: Samir Husni www.mrmagazine.com Samir Husni is the Professor of Journalism at the University of Mississippi.The website tracks new launches of magazines monthly. Publishers Information Bureau (PIB) www.magazine.org/pib Tracks the amount and type of advertising in consumer magazines. PubList.com www.publist.com Contains over 150,000 print and electronic publications. Standard Rate & Data Service (SRDS) www.srds.com Publisher of media rates and data for magazines and other media. TNS Media Intelligence www.tns-mi.com A provider of strategic advertising intelligence.
Bacon’s Directories www.cision.com Phone: (312)-922-2400
Encyclopedia of Associations Thomson Gale www.gale.cengage.com Phone: 800-354-9706 Gale Directory of Publications and Broadcast Media www.gale.cengage.com Phone: 800-354-9706 LexisNexis Advertising Red Books www.redbooks.com Phone: 800-340-3244 National Directory of Magazines www.mediafinder.com Phone: 800-955-0231 Samir Husni’s Guide to New Consumer Magazines www.mrmagazine.com Phone: 662-915-1414 Standard Rate & Data Service (SRDS) www.srds.com Phone: 800-851-SRDS Ulrich’s International Periodical Directory www.Ulrichspub.com Phone: 866-737-4257
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M PA R E S O U R C E S
ACCOUNTABILITY AND EFFECTIVENESS Case Studies Nearly 250 examples show how advertisers have successfully used magazines: www.magazine.org/casestudies. NEW! Category Fact Sheets downloadable one-sheets show how magazines drive results across 17 categories. Accountability Studies from Affinity Research, Dynamic Logic, Hudson River Group and more analyze media mix dynamics and provide compelling proof that magazines positively impact sales. PowerPoint slides highlighting magazines’ key role in driving consumer action are available online at www.magazine.org/accountability. Measuring Media Effectiveness Across the Purchase Funnel, research from Marketing Evolution, demonstrates magazines’ significant contribution across the purchase funnel. Creative Diagnostic Tool makes magazine creative accountable based on feedback from advertisers.The tool can provide insights quickly and detail the learning on media engagement. Quantifying Influentials’ Relationship with Magazines reveals that Influentials—the 21 million Americans who influence the decisions of the rest of the population—rank magazines as their key source of news and information and find magazine advertising valuable. NEW! Magazine Myths Versus Reality Third party research is used in these 3 toplines to debunk common misperceptions about media’s strengths in driving consumer action, media efficiency and magazines’ role at retail.
NEW! Time-Ad Impact Ratio links time spent with media to ad impact, using third party sources helps marketers evaluate time spent in a way that aligns with their desire for better results. Accountability II: How Media Drive Results and Impact Online Success A compilation of accountability research, based on multiple independent studies, the strengths of magazines and their role with other media. Accountability: A Guide to Measuring ROI and ROO Across Media examines accountability research across media.
C R E AT I V E Kelly Awards Gallery Guide, video and interactive online gallery (kellyawardsgallery.org) showcase the best magazine ads and the marketplace results they achieved. The Power of Print: Starch Ad Database and Tools is a presentation that surveys the usefulness of Starch Ad Readership studies and discusses the “Ten Principles for Effective Print Advertising.”
African-American/Black, Asian-American, Hispanic/Latino and Teen Market Profiles consolidate research on these targets.
E N G AG E M E N T Engagement: Understanding Consumers’ Relationships with Media a media-neutral approach that shows how consumers connect with advertising-supported media: television, newspapers, radio, the Internet and magazines. Understanding Magazine Circulation: A Guide for Advertising Buyers and Sellers offers insights on key strategic concepts in circulation to help facilitate communication between advertisers and publishers. Magazine Reader Experience Study examines what consumers experience when they read a magazine and how those experiences drive readership and advertising impact. The research, conducted by the Media Management Center at Northwestern University, offers significant insights for advertisers, consumer marketers, publishers and editors.
ENVIRONMENT READERS AND READERSHIP The Value of Magazine Readership: Reader Dynamics and Ad Impact on Readers of Pass-Along Copies shows that readers value pass-along copies and take action at a similar rate as readers overall. The Value of Magazine Readership: Reader Dynamics and Ad Impact Among Paid and Nonpaid Readers demonstrates that how much a consumer pays for a magazine or how the magazine was acquired does not affect the level of magazine engagement or likelihood to act on the advertising.
MPA Environment Handbook An in depth educational guide on environmental policies and procedures of interest to our magazines and companies. The handbook includes the many facets of magazine manufacturing — from harvesting trees, to the printing, distribution, and final disposition by our readers. Forest Certification An authoritative review and analysis of forest and forest product certification schemes in North America to help publishers understand paper purchasing considerations.
GENERAL 2008-2007 Handbook of Consumer Marketing Practices contains important information on effective circulation practices, the value of readership, subscription marketing regulations as well as overviews of the retail picture for magazines. Media Research Index puts more than 1,000 research studies from 1950 to 2003 at your fingertips. The index is available online at www.magazine.org/mediaresearchindex and free of charge to MPA members and advertisers. Listings are searchable by media type, study type, author, title or keyword. Also available in two-volume printed version.
M AG A Z I N E I N D U S T RY CO N F E R E N C E S A N D E V E N T S • Independent Magazine Group (IMAG) Conference • Lifetime Achievement Awards • Magazines 24/7— Digital Conference • Magazine Innovation Summit • MPA Kelly Awards for Outstanding Magazine Advertising (online only) • National Magazine Awards • Professional Development • Retail Conference: The Marketing of Magazines and Books
www.magazine.org/events
For all these resources and more, visit www.magazine.org or contact promotion@magazine.org.
Stay updated on how magazines can work for you Visit www.magazine.org
The MPA website offers information on a wide array of topics
central to consumer magazines, including advertising, circulation, editorial, government action, digital initiatives, finance and operations and industry events. You can download an electronic copy of the Handbook and access dozens of other resources with up-to-the-minute research and a myriad of facts and figures about the magazine industry.
Contact MPA’s Information Center
For MPA members, advertisers and their agencies
the MPA Information Center offers personalized research services. The staff can provide data on historical trends, industry statistics, news and much more. For more information, you can e-mail requests to infocenter@magazine.org or make an appointment to visit the Center in New York. Staff is available 9 a.m. to 5 p.m. Eastern time, Monday through Friday.
The Please Recycle initiative is an industry-wide public education campaign. For more information and to download the logo, visit www.magazine.org/environment.