sourcemediagroup
@sourcemediagroup
novEMBER 2014
sourcemediagroup
As a valued
current or potential business partner of Source Media Group, you are a member of an exclusive club. And one of the benefits you receive as a member of the SMG club — in addition to great advertising opportunities — is this regular newsletter. From expert advertising advice; to upcoming events and publications; to profiles of our friendly, helpful staff; it’s all to assist you in getting the best return on investment for your marketing dollar. Your questions and comments regarding this newsletter or any of our publications may be emailed to newsletter@sourcemediagroup.ca ■
Magazine Mythbusters In marketing, it’s important, sometimes, to step back. Are you being truly objective? Experience is a good thing, but not if it clouds the facts. Sometimes, especially if we have a lot of experience in a particular area, we all have a natural human tendency to think that we know best. We impose what we think, personally, on reality. When an objective look at reality might prove that not to be the case. In other words, just because you don’t like something, or do something, doesn’t mean other people don’t. I hate to break it to you, but your opinion doesn’t mean a lot. It’s all about the facts, Jack. For example, who has ever heard this said about magazine advertising: “My ad has to be on a right hand page. Nobody looks at left hand pages.”
Oh, really. Well perhaps we should stop printing anything on the left hand side of the page spreads at all. I mean, if nobody’s readying them anyways … Truth of the matter is, people do read them. They read them plenty. The research doesn’t lie. Read on as we debunk this and other myths about magazine advertising. Right hand/Left hand
Before we even get into the research data, let’s just be clear that we are in North America, and in North America we start reading on the left. We read from left to right. So, just by that alone, the first page to be looked at would seem to be the left. We also know from numerous eye tracking studies that the eye tends to focus on a page — or two pages if it’s an open magazine spread — in a reverse S pattern.
If you take the time to draw it you’ll see that it begins on the top left. But let’s take a closer look. A study by Roper Starch Worldwide Inc. found that left versus right positioning had no significant effect on ad impact scores. In fact, for half the categories measured, there was no difference at all.
Print readership increases with income
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Magazine Mythbusters Far Forward
Myth Number 2: “My ad has to be far forward in the magazine to be seen.” Not true. In fact people who read magazines generally do so because they have a specific interest in the subject matter of the particular publication, so they read them thoroughly. It’s not like the newspaper where you get the whole thing but only read the Sports and TV listings. You pick-up a magazine on new homes or cars and that’s what you want to read about. Start to finish.
Starch Research also looked at ad impact scores across different parts of the magazine, and found no difference whatsoever whether the ad was in the front, middle or back third of a magazine. Similarly, a reader categorization study by the National Readership Survey showed that respondents actually remembered reading more than 90 per cent of the pages in a magazine. That being said, there’s certainly no
arguing the fact that prime positions like outside back cover and inside front and back covers are valuable advertising real estate. With magazines, just being there, putting your ad in the proper editorial environment, is positioning enough. Size matters
This is one myth we can’t bust. The bigger the ad, the more it gets noticed. Of course, a small ad on a page by itself still gets noticed. A small ad in magazine gets noticed more than in newspaper simply as a function of smaller page size. There’s a direct correlation between ad impact scores and ad size. The value of bumping up to the next biggest ad size might be worth the additional advertising fee. On a related note, colour has also been proven to increase ad impact by as much as 50 per cent. The best thing about this, of course, is that many magazines, including ALL Source Media Group publications, offer free colour. In fact, in major centres like Calgary and Edmonton, the colour surcharge alone in one of the daily papers is more than the cost of a full page ad in most of our magazines. And, of course, better quality magazine paper stock and slicker production processes mean our colour always looks better anyways. But that’s just my opinion. I’d have to look at the research. ■
Magazines are a great way to reach wealthy demographics, as studies show that affluent consumers are heavy magazine readers. In fact, according to one independent study quoted in Magazines Canada’s 2014 Fact Book, print readership actually increases the higher the household income. HHI $75 - $149,999K Internet 111 Magazines 107 Newspapers 106 Radio 97 HHI $150K+ Magazines
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Newspapers 124 Internet 123 Radio 78
Magazines also ranked tops among high-end consumers of luxury goods like interior decoration, outperforming all other media by a wide margin. Magazines 131 Internet 117 Radio 107 Newspapers 83 TV 62
Many a small thing has been made large by the right kind of advertising. - Mark Twain
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Source Media Group sponsors and/or takes part in many events throughout the year
events
We are active at many Okotoks and Red Deer Chamber of Commerce events plus many Calgary and Edmonton CHBA member events — from annual awards and conferences, to golf tournments, not to mention literally 100s of show home openings. 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 meet you. ■ Edmonton Home Renovation Show……………………January 23 - 25
2015
Calgary HomExpo………………………………………January 16 - 18 Calgary Home + Garden Show…………………………Feb 26 – March 1 Red Deer Home Show…………………………………March 6 - 8 Edmonton Home + Garden Show………………………Mach 19 - 22 Okotoks Chamber of Commerce Lifestyles Show………April 10 - 11 Cochrane Lifestyle Show…………………………………May 2 - 3 Cancervive Bike Tour……………………………………TBA Calgary Home + Interior Design Show…………………Sept 17 - 20 Edmonton Home Show…………………………………Oct 23 - 25
Source Media Group rides for Cancervive Source Media Group partner and publisher Norma Robertson and Condo Living sales representative Heather Dougall were among the 27 riders who took part in September’s Tour du Cancervive bike ride that raised funds and awareness for Wellspring in Calgary and Edmonton. This is the first year that Cancervive stayed in Canada for their ride, billed as the first Tour du Cancervive from Edmonton to Calgary. The four-day ride left from Edmonton on September 10, passed through Drayton Valley, Rocky Mountain House and Cochrane, and ended at Wellsping Calgary’s Carma House on September 14. Wellspring is a non-profit organization that devotes itself exclusively to the unique non-medical needs that cancer presents. At Wellspring Calgary people with cancer, their families and friends can exchange information, develop a support system and create a sense of hope, in a warm, caring and welcoming atmosphere. “We were able to raise a over $110,000 for the ride,” says Robertson, who plans to ride again next year. “We will continue to support this cause, we have people on staff — including Heather — who’ve had cancer and have used Wellspring’s facilities. We know the value Wellspring brings to the community, especially to people living with cancer.” ■ 3
upcoming deadlines JANUARY 2015 ISSUE Ad Booking: Thursday, November 27 Ad Material: Thusday, December 4 FEBRUARY 2015 ISSUE Ad Booking: Wednesday, December 31 Ad Material: Thusday, January 8 DECEMBER ISSUE Ad Booking: Thursday, November 6 Ad Material: Thusday, November 13 JANUARY 2015 ISSUE Ad Booking: Thursday, December 4 Ad Material: Thusday, December 11 DECEMBER ISSUE Ad Booking: Thursday, November 6 Ad Material: Thusday, November 13 JANUARY 2015 ISSUE Ad Booking: Thursday, December 4 Ad Material: Thusday, December 11
WINTER ISSUE Ad Booking: Wednesday, November 5 Ad Material: Wednesday, November 12 SPRING 2015 ISSUE Ad Booking: Wednesday, February 18, 2015 Ad Material: Wednesday, February 25, 2015
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
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
Condo Living, New Home Living and DOMUS t: 403.532.3101 ext. 233 e: pepper.rodriguez@sourcemediagroup.ca
Shelley Newman, Editor
Red Deer Living c: 403.896.0543 e: shelley.newman@sourcemediagroup.ca
Heather Dougall, Account Executive
WINTER ISSUE Ad Booking: Friday, October 31 Ad Material: Friday, November 7
Condo Living and DOMUS t: 403.532.3101 ext. 241 e: heather.dougall@sourcemediagroup.ca
SPRING 2015 ISSUE Ad Booking: Friday, February 6, 2015 Ad Material: Friday, Febuary 13, 2015
Cindy Marks, Account Executive
WINTER ISSUE Ad Booking: Friday, November 7 Ad Material: Friday, November 14
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
SPRING 2015 ISSUE Ad Booking: Friday, February 13, 2015 Ad Material: Friday, February 20, 2015 SPRING 2015 ISSUE Ad Booking: Monday, February 23 Ad Material: Wednesday, March 11 SUMMER 2015 ISSUE Ad Booking: Tuesday, May 26, 2015 Ad Material: Wednesday, June 10, 2015
New Home Living, Okotoks Living and DOMUS t: 403.532.3101 ext. 228 e: cindy.marks@sourcemediagroup.ca
Andrea Rinkel, Account Excecutive
Red Deer Living and Central Alberta Homes t: 403.532.3101 ext. 232 e: andrea.rinkel@sourcemediagroup.ca
Andrea Glowatsky, Account Executive
Okotoks Living, Cochrane Living, Profile, DOMUS and CHBA – CR Membership Directory t: 403.532.3101 ext. 242 e: andrea.glowatsky @sourcemediagroup.ca