sourcemediagroup
@sourcemediagroup
sourcemediagroup
august 2014
welcome
to the very first edition of the Source Media Group newsletter. Source Media Group is a 10-year-old Alberta owned and operated magazine publishing company with nine regular titles across the province. Our staff have more than 100 years of combined media experience, including radio, newspaper, magazine and online. As a current or potential advertiser with Source Media Group, we want you to get the most out of your advertising. That’s why, every couple of months, we’re going to publish this handy little newsletter packed with expert advertising advice, market research, special event dates and magazine deadlines. It’s news you can use from the people that know. Got a question about magazine advertising, or advertising in general? Please email all questions or comments regarding this newsletter, Source Media Group, or any of our publications, to newsletter@sourcemediagroup.ca ■
Magazines bring readers to your website The way people shop for things these days has changed. Most people do their preliminary searches online now. They can check out everything from new community plans, view photos and virtual tours of show homes, why they can even go to Google Maps and look at an overhead view or walk right down the street. They can shop any store for any item. That’s why it’s so important for companies to have a really good website these days. Because the competition for business starts long before people come to your store. It doesn’t matter how good your site is, or how much you’ve spent on it, if nobody ever visits it. Just putting up a site and hoping people find it is not a strategy.
That’s where a niche magazine publisher like Source Media Group comes in. Because, whether you’re a home builder, a car dealer, or a furniture store, what’s key to know about magazines is that they are the best media when it comes to driving readers to
websites. Better than TV and radio, for sure, and even better than newspapers. One study measuring effectiveness of media in driving consumers to the web had magazines ranked number one at 26 per cent. (Source: ICOM, American Advertising Federation, July
Magazines bring readers to your website
continuation from previous page
Effectiveness of (medium) driving consumers to the web (%)
26
magazines
2009) Magazines have also been found to be more likely to prompt actual online action than other media by a wide margin. (Source: 12 Magazine Truths, Ray Morgan, Single Source, April 2009-March 2010) So magazines and the Internet aren’t the mortal enemies many have been led to believe. In fact, they work quite nicely together, thank you. Magazine industry alive and kicking Despite rumours to the contrary, the way people read magazines hasn’t really changed. People still read them, page by page, because THEY WANT TO.
Despite rumours to the contrary, the way people read magazines hasn’t really changed. People still read them, page by page, because THEY WANT TO. That’s why Canada has more consumer magazines per capita than most other developed countries in the world, with 100. By comparison, the U.S. had 22, Australia 68 and France 68. (Source: FIPP World Magazine Trends 2011-12) A recent survey by The Print
Measurement Bureau found that 75 per cent of Canadian adults read at least one magazine in the last month. Magazines are targeted at topics of specific interest to readers. You can touch, see and smell them. You can collect them. You can leave them open on your coffee table for weeks at a time. In fact, 73 per cent of readers sometimes save magazine ads for future reference. (Source: Media Effectiveness Study, Thompson Lightstone) And they are engaging. When you’re reading a magazine, that’s all you’re doing. You can drive and listen to the radio, it’s background noise. You can cook dinner and have the TV on, but it hasn’t got your undivided attention. Heck, if an ad comes on the radio or TV, you change the station. Ads in magazines, however, are seen by readers as an integral part of the content. One study actually showed that when asked to point out ten pages which best exhibit the essence of the magazine they were reading, three out of the ten were advertisements! (Source: Starcom, Inhome Consumer Interviews, 2004) In a more recent example, 53 per cent of respondents reported they generally enjoy magazine advertising, the highest score of any media by a wide margin. On the flip side, magazine ads were seen as second least annoying, that honour went to TV with the internet a close second. (Source: Starch Research, 2009)
broadcast TV
17.8 16.4
cable TV newspapers
13.7
radio OOH* other
11 8.2 6.8
*Out of Home Source: ICOM, American Advertising Federation
So what about the old advertising stand-by, newspaper? The fact is, while the newspaper industry is contracting, the magazine industry is still growing. Oh sure, you hear of some magazines folding, but for every one that folds 3 more start up. You don’t hear of any new newspapers starting up. And the beat goes on, with more than 525 new titles hitting the Canadian newsstands between 2001-2011. (Source: Mastheadonline) Newspapers are losing their readers, especially younger demographics, while magazines remain popular across all criteria. Readers age 12-24 actually read as much or more than the average reader. (Source: Print Measurement Bureau, Spring 2012) And, while previous editions of magazines are saved under coffee tables or in magazine racks, we all know what fate awaits day-old newspapers. For more information on magazines and magazine advertising visit www.magazinescanada.ca and look for Consumer Magazine Fact Book 2012. ■
Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals. - David Ogilvy
2
events
Source Media Group sponsors and/or takes part in many events throughout the year. We are active at many Okotoks and Red Deer Chamber of Commerce events plus many home building industry events — from annual awards and conferences, to golf tournments, to show home openings — all across the province. We also participate in the spring Home + Garden Show in Calgary and Edmonton, HomExpo in Calgary, the Home + Interior Design Show in Calgary in the fall, as well as the Canadian Home Builders’ Association shows in Edmonton and Red Deer. Drop by and see us, we’d love to chat. ■
2014
2015
Okotoks Oilers Golf Classic……………………………Aug 18
Edmonton Home Renovation Show……………………January 23 - 25
University Eye Foundation Golf Classic…………………Sept 6
Calgary HomExpo………………………………………January 16 - 18
Okotoks Chamber of Commerce Golf Tournament……Sept 10
Calgary Home + Garden Show…………………………Feb 26 – March 1
Tour Du Cancervive……………………………………Sept 10-14
Red Deer Home Show…………………………………March 6 - 8
Landmark Homes Charity Golf Classic…………………Sept 11
Edmonton Home + Garden Show………………………Mach 19 - 22
Calgary Home + Design Show…………………………Sept 18 - 21
Okotoks Chamber of Commerce Lifestyles Show………April 10 - 11
CHBA Alberta Annual BUILD Conference………………Sept 18 - 21 Edmonton Home & Interior Design Show………………Oct 3-5
Enter to win! From time to time we’ll be offering various prizes through this newsletter, including things like free event tickets and product samples. If you get this newsletter, you are eligible to win. Right now, we’re giving away a Gladiator® Garden Caddy from GarageWorks valued at $79.99. To enter, just email newsletter@sourcemediagroup.ca prior to September 30, with the subject line “Garden Caddy”. We’ll draw from all the entries and announce the winner in our next newsletter. You can check out more garage organizing products online at www.gladiatorgarageworks.ca 3
upcoming deadlines SEPTEMBER ISSUE Ad Booking: Thursday, July 31 Ad Material: Thusday, August 7 OCTOBER ISSUE Ad Booking: Thursday, August 28 Ad Material: Thusday, September 4
Suite 207, 5809 Macleod Trail SW Calgary, Alberta T2H 0J9 newsletters@sourcemediagroup.ca www.sourcemediagroup.ca Telephone: 403.532.3101 Fax: 403.532.3109 Toll Free: 1.888.932.3101
key contacts Richard MacQuarrie, Publisher
SEPTEMBER ISSUE Ad Booking: Thursday, August 7 Ad Material: Thusday, August 14 OCTOBER ISSUE Ad Booking: Thursday, September 4 Ad Material: Thusday, September 11
SEPTEMBER ISSUE Ad Booking: Wednesday, August 6 Ad Material: Wednesday, August 13
t: 403.532.3101 ext. 224 e: richard.macquarrie@sourcemediagroup.ca
Norma Robertson, Publisher t: 403.532.3101 ext. 223 e: norma.robertson@sourcemediagroup.ca
Jim Zang, Associate Publisher Editor: Okotoks Living, Central Alberta Homes, New Home & Condo Living (Edmonton) t: 403.532.3101 ext. 222 e: jim.zang@sourcemediagroup.ca Pepper Rodriguez, Editor
OCTOBER ISSUE Ad Booking: Wednesday, September 3 Ad Material: Wednesday, September 10
Condo Living, New Home Living and DOMUS t: 403.532.3101 ext. 233 e: pepper.rodriguez@sourcemediagroup.ca
Shelley Newman, Editor
FALL ISSUE Ad Booking: Monday, August 11 Ad Material: Tuesday, August 18
Red Deer Living c: 403.896.0543 e: shelley.newman@sourcemediagroup.ca
Heather Dougall, Account Executive
WINTER ISSUE Ad Booking: Wednesday, November 5 Ad Material: Wednesday, November 7
Condo Living and DOMUS t: 403.532.3101 ext. 241 e: heather.dougall@sourcemediagroup.ca
Cindy Marks, Account Executive
FALL ISSUE Ad Booking: Friday, August 8 Ad Material: Friday, August 15 WINTER ISSUE Ad Booking: Friday, October 31 Ad Material: Friday, November 7
New Home Living, Okotoks Living and DOMUS t: 403.532.3101 ext. 228 e: cindy.marks@sourcemediagroup.ca
Jennifer Mills, Account Executive New Home & Condo Living (Edmonton), Industry Insider and CHBA – ER Membership Directory t: 403.532.3101 ext. 230 e: jennifer.mills@sourcemediagroup.ca Andrea Rinkel, Account Excecutive
FALL ISSUE Ad Booking: Wednesday, August 13 Ad Material: Wednesday, August 20 WINTER ISSUE Ad Booking: Friday, November 7 Ad Material: Friday, November 14
Red Deer Living and Central Alberta Homes t: 403.532.3101 ext. 232 e: andrea.rinkel@sourcemediagroup.ca
Janice Skelton-White, Account Executive Okotoks Living, Profile, DOMUS and CHBA – CR Membership Directory t: 403.532.3101 ext. 242 e: janice.skelton-white@sourcemediagroup.ca