PPA A5 DM Piece Book v7
28/2/07
11:49 pm
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PPA A5 DM Piece Book v7
28/2/07
11:49 pm
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Right now you’re probably wondering why you’ve been singled out as a media revolutionary? We’ve singled you out because you understand that communication is changing. Attention, trust, relevance with scale, word of mouth, interaction and engagement are just some of the issues you’re wrestling with. No pressure there then! Magazines aren’t new inventions. They do however deliver all of these elements and more. Our revolution is about re-appraising magazines and asking you to think differently about how you use them in your advertising campaigns. In this booklet we’re going to show you why magazines are more relevant today than they have ever been. And over the next few pages we’ll demonstrate the unique qualities of magazines and why it’s time you put them at the heart of your communication.
PPA A5 DM Piece Book v7
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It’s always good to start with some facts. So in the true spirit of a media booklet we’ve included a graph. Once you’ve taken it on board we’ll move on and talk some common sense. Percent who say they multitask media use and life activities
Online
Radio
TV
Newspaper
Magazine 0
10
20
40
30
50
60
70
%
Base: Age 18+ Source BIGresearch SIMM VI, 2005
Quite simply, if you’re after an attentive audience, magazines are the perfect place to start. Magazines require attention. The very act of turning the pages means you are actively using your brain to scan what’s in front of you and selecting what to read. In fact, you could have the undivided attention of most of your audience. They’ll be absorbed in reading their magazine and very little else. This is commonly known as the “magazine moment”. Revolutionary Reminder. No.1. A print reader is an attentive reader and an attentive reader is more responsive to advertising.
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You’re faced with this every day. The huge increase in media output combined with technical developments has vastly increased consumer control over what they opt into or out of. Magazines though can solve this dilemma. And there’s no need to blind you with science or show you a clever chart here. It’s simple…people choose their magazines, actively purchasing them. Think about it. You’ve chosen one magazine from the 3,300 on offer and handed over your hard earned cash to the newsagent for the privilege of reading it. Unsurprisingly, you’re going to have an expectation that this magazine will deliver you something of real value. Not only that, but the physical nature of magazines allows the reader to choose the perfect time and place for their magazine moment. Revolutionary Reminder No. 2. The ability of a medium to deliver an engaged audience depends on the consumer opting into the medium in the first place.
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Not so long ago, advertising interruption and intrusion were regarded as positive things. But consumer control of media has changed all this. If the consumer doesn’t want to see advertising, the consumer can avoid it! Fortunately, magazine advertising has always enjoyed a healthy relationship with readers. It’s a medium where people trust commercial messages and even view them as an integral part of the medium. They even believe ads directly increase the enjoyment of their chosen title. And we’ve the proof. When readers were asked to pull pages from their favourite magazine that symbolised its value, 30% of the pages pulled were ads. A quick scan of this table proves our point.
Advertising adds to the enjoyment of the following
% agreeing it applies
Using the Internet
21%
Watching Network TV
32%
Listening to Radio
36%
Reading Magazines
48%
Source: Roper Public Affairs, 2005
By now a glossy picture worthy of Vogue should be emerging. Magazines are a trusted source of information. Not only that, magazines are relevant to your life. Some would even say, magazines are like a good friend… always on hand but never demanding. Revolutionary Reminder No. 3. Advertising that is a welcomed part of any medium will improve the responsiveness of consumers to the communication.
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Engagement is all well and good but without significant reach your media schedule is never going to be commercially viable. Again, magazines can come to your rescue. There are currently over 3,300 consumer magazines in the UK covering every life stage from having a baby to retirement. There’s a magazine for almost every interest or hobby imaginable and with 76% of UK adults reading at least one magazine each month you’ve got mass segmentation and relevance of communication rolled into one. With the growth of the internet, you could be forgiven for thinking that magazines would be in decline. However, the number of consumer magazines published in the UK has actually grown by 57% in the last decade. And the money consumers spend on magazines each year has grown by 72 % in the same period. If you really like percentages you can always reach for this table.
Consumer Magazine Reach
Per Week
4 Week
Main Shoppers
41%
74%
Men
33%
60%
ABC1 Men
37%
65%
Women
49%
82%
15-44 Women
54%
88%
Telmar Timeplan NRS 2006
So you see, magazines are as popular now as they have ever been. That’s because people feel like they have a relationship with their magazine. Its individuality and personality reflects theirs, they feel that it actually says something about them. Revolutionary Reminder No. 4. Magazines reach a scale audience that is segmented into like-minded groups providing advertisers with engagement and reach at the same time.
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Now more than ever, consumers rely on people they trust to advise them on what to buy. In this environment, magazines and their readers undisputedly have more influence on word of mouth than any other marketing channel. We’ve all read something in a magazine then had to tell our friends about it, proud we discovered it first. We’ll even share our magazines, cutting out interesting articles and pictures to save for future use. Magazines are unique in this respect. If your client doesn’t believe us, the table below will give you something to talk about. % saying which marketing elements contributed to recommendations of theirs in past year
65
55
45
35
General Population
Web
Radio
Coupon
Newspaper
25
Television
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Magazine
PPA A5 DM Piece Book v7
Influentials
Source: Roper Reports 2005
Revolutionary reminder No. 5. Magazines are the marketing channel that contribute most to personal recommendations made by consumers, particularly those that others look to for advice.
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Now we are getting down to the Holy Grail for any media buyer…the opportunity to target your client’s highest spending customers. After all, why waste time and money on anyone else? In any market, there will be some people who are more interested, more passionate or more enthusiastic about the market than their peers. It is to serve this passion and enthusiasm that magazines are published. As a consequence, magazine readers are likely to be the consumers most interested in and knowledgeable about any given sector. This is clearly reflected in the average spend of magazine readers across all kinds of different product sectors. % additional spend of heavy magazine readers V the UK population on…
Footwear
Cosmetics
Mobile Bill
(pay as you go)
Watches
Grocery
Furniture 0
2.5
5
7.5 %
10
12.5
15
Source: TGI 2006
In simple terms, if you want to engage with your clients’ best customers, magazines are the perfect place to begin. Revolutionary Reminder No. 6. In almost any market you could mention, magazines effectively target the most valuable customers.
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By now it’s easy to see how advertisers can use magazines to target their audiences more effectively. Really zoning in on them and making sure the ads they place in a magazine are relevant to that audience. Or as Erwin Ephron put it, “Magazines give the reader control, which makes the advertising more welcome. And magazines target readers, which makes the advertising more relevant.” The table below demonstrates this pretty comprehensively.
“This medium has advertising that I find relevant”
% agreeing it applies
Magazines
34%
Newspapers
18%
Newspaper supplements Commercial TV Commercial radio Websites
9% 23% 5% 10%
Source: Absorbing Media 2002
Now, we’re not saying you should use magazines at the exclusion of all other media. Far from it. Magazines actually compliment other forms of media extremely well. When used in conjunction with TV, magazine advertising can generate an extra 30% increase in sales. And they can increase the effectiveness of a sales promotion by as much as 71%. Revolutionary Reminder No. 7. Consumers feel that advertising in magazines is more relevant than advertising in any other media.
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Last but by no means least. Everything up until this point would be completely academic if a return on investment didn’t stack up. So no tables. No graphs. We’ll just let the facts speak for themselves. Magazines boost sales by more than 11 percent on average.* They work effectively with television advertising by contributing to a 30 percent overall increase in sales when used in combination with TV.* And they deliver a positive return on investment by generating an average return of more than two-and-a-half times the investment, over the course of a year.* With facts like these stacked in magazines favour, imagine how effective your campaign would be if you up-weighted from the average 8 ratings per week that magazines receive to something closer to the 100+ ratings a week that TV is planned at?** Revolutionary principle No. 8. Whether used on their own, or in combination with other media, magazines are proven to deliver positive returns on investment.
*Source: PPA Sales Uncovered 2005 ** Source: PPA Planning Uncovered 2006.
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So in summary, why do we think it’s time you joined the revolution and put magazines at the heart of your communication? Well, just check our revolutionary principles below:A print reader is an attentive reader and an attentive reader is more responsive to advertising. The ability of a medium to deliver an engaged audience depends on the consumer opting into the medium in the first place. Advertising that is a welcomed part of any medium will improve the responsiveness of consumers to the communication. Magazines reach a scale audience that is segmented into like-minded groups providing advertisers with engagement and reach at the same time. Magazines are the marketing channel that contribute most to personal recommendations made by consumers, particularly those that others look to for advice. In almost any market you could mention, magazines effectively target the most valuable customers. Consumers feel that advertising in magazines is more relevant than advertising in any other media. Whether used on their own, or in combination with other media, magazines are proven to deliver positive returns on investment. It’s time to think again about the role of magazines because they have never been more relevant than in the current communication environment. To find out more visit www.magazinerevolution.co.uk Or, if you’re feeling particularly brave, contact Colin Robinson on 020 7404 4166 to organise a revolutionary debate.