MAGAZINE PUBLISHERS OF AUSTRALIA
7 Key Myths #1
Myth:
Magazines build the brand but are not key to sales or purchase decisions
#2
Myth:
New media leads in driving web behaviour
#3
Myth:
Magazines are a poor investment for marketers
#4
Myth:
Old media – like magazines - connect less with consumers than new media
#5
Myth:
Gen X and Y’s don’t read magazines
#6
Myth:
Magazine websites are not that valuable
#7
Myth:
‘Early adopters’ use new media as information source more than traditional media like magazines
1
Myth:
Magazines build the brand but are not key to sales or purchase decisions
Reality:
Magazines are the highest medium for providing information to make purchase decisions (combined cumulative score across 7 key categories)
source : MPA Matchmaker Study / Roy Morgan
Best to make purchase decision
(combined categories)
Magazines Newspapers FTV Internet Pay TV Radio 0%
20%
40%
60%
source : MPA Matchmaker Study / Roy Morgan
source : MPA Matchmaker Study / Roy Morgan
80%
100%
New media leads in driving web behaviour
Myth:
2
Reality:
34% of total respondents said they had visited a website after seeing ads in magazines. This was the highest score for any medium. source : MPA Matchmaker Study / Roy Morgan
Visited a website after seeing ads in this medium Magazines FTV Newspapers Internet Outdoor Pay TV Radio 0%
5%
10%
15%
20%
25%
30%
35%
source : MPA Matchmaker Study / Roy Morgan
People who visited a website after seeing ads in here
source : MPA Matchmaker Study / Roy Morgan: Sample 1501
Myth:
3
Reality:
Magazines are a poor investment for marketers Consumers have shopped for a product or service after seeing advertising in magazines. This medium (other than comparable TV) has the highest propensity to action after viewing advertising. At all stages of the purchasing cycle magazines is the highest medium. source : MPA Matchmaker Study / Roy Morgan
Have shopped for product or service after seeing advertising here ‌. Magazines FTV Newspapers Internet Outdoor Radio Pay TV 0%
10%
20%
30%
40%
50%
source : MPA Matchmaker Study / Roy Morgan
Purchasing Funnel magazines
internet
radio
FTV
pay TV
newspapers
Information
86.6%
56.2%
10.9%
75.8%
22.6%
67.1%
Awareness
84.2%
22.2%
6.6%
76.6%
12.5%
59.6%
Purchase decision
83.8%
45.6%
3.9%
55.7%
8.4%
61.2%
source: MPA Matchmaker Study / Roy Morgan
Myth:
4
Reality:
Old media – like magazines – connect less with consumers than new media Receptivity and connectivity to advertising is highest in magazines compared with other mediums.
source: MPA Matchmaker Study/ Roy Morgan
More receptive to advertising here… Magazines FTV Newspapers Radio Outdoor Internet Pay TV 0%
10%
20%
source : MPA Matchmaker Study / Roy Morgan
30%
40%
50%
5
Myth: Reality:
Gen X and Y’s don’t read magazines Generation Y & X are heavy users of magazines reading 5+ issues per month
source : Roy Morgan Single Source July 2007 – June 2008
Generations – Heavy Readership of Magazines
17%
25%
Gen X 28%
Gen Y 26% Gen Z 4%
source : Roy Morgan
Myth:
6
Magazine websites are not that valuable Visitors to magazine websites have diverse internet activity that provide valuable marketing connections. And - Magazine websites indexed highest for early adopters compared to TV websites and Google search when it comes to specific purchasing activities
Reality:
source : Roy Morgan
Internet activities of “People who visited a Magazine Website� Celebrity information Home improvement information Instant messaging Searched for entertainment / what's on Purchased groceries online Streamed radio Entered competition Health & medical information Downloaded TV program Travel information & services Researched product or service to buy New or used car information Purchased product online Email Business related research Banking 0
50
100
150
200
250
300
350
400
source : Roy Morgan
Activities of early adopters who have visited specific websites last 4 weeks (index early adopters to all people 14+) buy update buy upgrade small home home ent/ latest interiors electrical electrical mobile appliances appliances
buy new model car
aware newest financial products
try new hotel or resort
buy latest fashion
Visited Magazine site
186
127
212
260
124
162
146
Visited TV site
121
131
118
101
99
136
Visited Google Search
108
104
99
111
98
116
source : Roy Morgan
try new products in supermakert
buy latest CD/DVD
buy latest sport equip/ apparel
206
120
176
169
123
122
104
133
91
100
113
103
110
118
7
Myth: Reality:
Early adopters’ use new media as information source more than traditional media like magazines The consumer behaviour of ‘early adopters’ indexes higher against magazines than the internet and TV
source: MPA Matchmaker Study/ Roy Morgan
Consumer behaviour of “early adopters” Index Magazines v’s Internet & TV Buy latest CD / DVD Buy latest sporting equipment/apparel Try new brands in supermarket Upgrade latest mobile Buy new small electrical appliance Buy new home ent / electronic equipment Update home interior Buy latest fashion Try new hotel/resort Buy new car 0
50 Magazines
Internet
100 TV
source : MPA Matchmaker Study / Roy Morgan
150
7 Key Myths #1
ED Myth: BUST
Magazines build the brand but are not key to sales or purchase decisions
#2
ED Myth: BUST
New media leads in driving web behaviour
#3
ED Myth: BUST
Magazines are a poor investment for marketers
#4
ED Myth: BUST
Old media – like magazines - connect less with consumers than new media
#5
ED Myth: BUST
Gen X and Y’s don’t read magazines
#6
ED Myth: BUST
Magazine websites are not that valuable
#7
ED Myth: BUST
‘Early adopters’ use new media as information source more than traditional media like magazines