Professional Documents
Culture Documents
CONTENTS
2 CONTENTS 37 MAGAZINE ADS LEAVE A POSITIVE IMPRESSION
3 NUMBER OF CANADIAN MAGAZINES 38 MAGAZINE AD PAGES GET SAVED
4 MAGAZINES PER CAPITA 39 CONSUMERS TRUST MAGAZINES
5 LAUNCHES AND CLOSURES 40 CONSUMERS PAY ATTENTION TO ADS
6 LAUNCHES BY EDIT CATEGORY 41 ENGAGEMENT DRIVES AD EFFECTIVENESS
7 EDITORIAL CATEGORY CIRCULATION 42 ADS OFFER HELPFUL IDEAS & DETAIL
8 CIRCULATION SIZE GROUPINGS 43 MAGAZINES RANK HIGHEST ON KEY USER PERCEPTIONS
9 U.S. SPILL TREND 44 MAGAZINE READERS TAKE ACTION
10 CANADIAN CONTENT ATTITUDES 45 MAGAZINE AD EFFECTIVENESS UP 10%
11 AD PAGE GROWTH TREND 46 MAGAZINE AD RECALL INCREASING
12 AD REVENUE GROWTH TREND 47 HOW AN COPY IS ACQUIRED DOESN”T AFFECT RESPONSE
13 MAGAZINE AD INFLATION 48 MAGAZINES INFLUENCE WORD-OF-MOUTH
14 MAGAZINE REVENUE VS. OTHER MAJOR MEDIA 49 MAGAZINES DRIVE SEARCH
15 TOP MAGAZINE AD CATEGORIES 50 ONLINE SEARCH INFLUENCERS BY DEMO
2
16 LEADING MARKETERS DEPEND ON MAGAZINES 51 MAGAZINE ADS DRIVE CATEGORY PURCHASE
17 ADVERTISERS INCREASE MAGAZINE USE 52 MAGAZINE AD URLs DRIVE READERS TO WEB
18 CANADA VS. U.S. AD PAGE GROWTH 53 MAGAZINES PROMPT ACTION AFTER VIEWING ADS
19 GLOBAL AD REVENUE TREND 54 MAGAZINES DRIVE SALES RESPONSE
20 MAGAZINE READERSHIP TREND 55 P&G INCREASES SALES WITH MAGAZINES
21 MAGAZINE REACH 56 MAGAZINES + TV INCREASE UNILEVER SALES
22 MGAZINE READERS ARE “BEST CUSTOMERS” 57 MAGAZINES HELP OPTIMIZE ROI
23 MAGAZINES ARE READ BY ALL AGE GROUPS 58 MAGAZINES VITAL THRU PURCHASE FUNNEL
24 TIME SPENT & READER IINTEREST TREND 59 MAGAZINES IMPROVE ROI IN A MIX
25 MAGAZINE READING SEASONALITY 60 MAGAZINES DRIVE PURCHASE INTENT
26 AD IMPACT BY UNIT SIZE 61 MAGAZINESW DELIVER LOW COST PER IMPACT
27 AD IMPACT FOR COVER POSITIONS 62 MAGAZINE INFLUENCE IS GREATER THAN % SPENDING
28 LEFT vs. RIGHT PAGE & FRONT vs. BACK 63 MAGAZINES OPTIMIZE AUTO PURCHASE INTENT
29 ADVERTORIALS 64 MAGAZINES COMMUNICATE AUTO BENEFITS
30 AD CLUTTER 65 MAGAZINES ARE A TOP HEALTHCARE RESOURCE
31 CONSUMERS PAY ATTENTION TO MAGAZINE ADS 66 CREATIVE USE OF MAGAZINES
32 MAGAZINE WEAROUT 67/68 TOP 10 REASONS TO USE MAGAZINES
33 MAGAZINES WIN ENGAGEMENT DIMENSIONS 69 ABOUT MAGAZINES CANADA
34 HOW CONSUMERS VALUE MAGAZINE ADS 70 MAGAZINE ECO KIT
35 MAGAZINE ADS ARE INTEGRAL TO CONTENT 71 AdDIRECT AD PREFLIGHT & DELIVERY PORTAL
36 READERS ACTUALLY ENJOYMENT MAGAZINE ADS 72 GOT QUESTIONS? CONTACT US
A MAGAZINE
FOR EVERYONE
Magazines fulfill personal Number of Canadian Consumer Magazines, 1999-2008
needs and passions. YEAR # CONSUMER TITLES
1999 908
There’s a magazine for 2000 941
every passion and a passion
2001 961
for every magazine.
2002 1,000
4
countries in the world. Australia
Italy
Germany
Japan
US
0 25 50 75 100
Index
Number of consumer magazines per capita in Canada = Index of 100
5
readers to feed their 2003 56 23 33
6
or just a great read. Gays/Lesbians 1 0
Health/Fitness/Wellness 21 4
In fact, 59% of all Canadian Leisure/Recreation/Sports/Travel 62 7
magazines available today Lifestyle 31 5
were launched after the Men’s 11 3
internet became commercially Parenting 5 1
available in 1989. Seniors/Mature Market 1 1
Shelter/Food 30 7
There’s a magazine for every Women’s 27 4
passion and a passion for Youth/Children/Student 28 7
every magazine. For more Miscellaneous 18 4
info, click here.
Total 339 58
Source: Masthead Magazine
EDITORIAL CATEGORY
CIRCULATION
The General Interest Average Issue Circulation (‘000)
magazine category accounts
2008
for the highest average RANK EDITORIAL CATEGORY
CIRCULATION
issue circulation in Canada.
1 General Interest 7,863
Women’s magazines and
2 Women’s 6,072
City/Regional magazines
7
follow. 3 City & Regional 5,471
4 TV & Radio 5,141
5 Health 4,512
6 Entertainment 4,420
7 Homes/Gardening 4,248
8 Senior/Mature Market 4,131
9 Sports/Recreation 3,624
10 Food & Beverage 3,496
Source: LNA
MAGAZINES ENGAGE,
BIG OR SMALL
Big or small, each magazine % OF
CIRC SIZE # OF GROUP % OF TOTAL
reaches and fulfills the GROUPING TITLES
TOTAL
CIRCULATION CIRCULATION
TITLES
personal needs of its
readers in every niche. 1 Million + 7 0.8% 11,157,108 15.2%
500,000 to
If you are looking to engage 999,999
19 2.2% 12,287,820 16.7%
8
a tightly defined audience, 250,000 to
put magazines of every size 499,999
28 3.3% 8,998,416 12.2%
to work. 100,000 to
129 15.1% 19,454,530 26.4%
249,999
50,000 to
159 18.6% 10,922,208 14.8%
99,999
20,000 to
275 32.0% 8,341,161 11.3%
49,999
9
declined 32% whereas average 9,155,000 86 16,203 62
Source: ABC
RELEVANT CONTENT
FOR CANADIANS
Given a choice, Canadians prefer magazines that tell Canadian stories and reflect
Canadian needs.
10 •
•
92% agree that Canadian magazines
play a significant role in informing
Canadians about each other
88% feel it is personally important
STATEMENT 1:
Advertisements in
Canadian magazines are
more relevant to me than
that a magazine have editorial magazines when I am in advertisements in U.S.
content created specifically for the market to purchase a magazines.
Canadian readers product.
11
magazines and everything to 100
do with advertiser cutbacks.
50
Despite this short-term slip in
performance, a who’s who of
Canada’s–and the world’s– 0
'96 '97 '98 '99 '00 '01 '02 '03 '04 '05 '06 '07 '08
largest advertisers increased English French Fr & Eng
their presence in magazines.
12
Price Index (CPI) growth
100
over the past 10 years.
50
For more info, click here.
0
'96 '97 '98 '99 '00 '01 '02 '03 '04 '05 '06 '07 '08
13
ad page inflation and CPI
have each grown by 2.3%
100
per year, on average.
90
'99 '00 '01 '02 '03 '04 '05 '06 '07 '08
Magazines CPI
14
readers is why magazine
advertising revenues continue 120
to grow faster than all other
major media combined. 110
100
For more info, click here.
90
1999 2000 2001 2002 2003 2004 2005 2006 2007 2008
Source: TVB; Statistics Canada. Other Major Media = Television, Newspapers, Radio and Out-of-Home
TOP 10 MAGAZINE
AD CATEGORIES
The top 10 magazine advertising categories account for three quarters of total magazine
spending.
Toiletries and Toilet Goods was the largest category in both 2007 and 2008, followed by
Food, Business & Consumer Services, Retail Stores and Drugs & Remedies. For more
info, click here.
15
RANK AD CATEGORY
24% 1 Toiletries & Toilet Goods
2 Food & Food Products
3 Business & Consumer Services
4 Retail Stores
5 Drugs & Remedies
6 Travel, Hotels & Resorts
7 Apparel, Footwear & Accessories
8 Automotive
9 Entertainment & Amusement
76%
10 Household Equipment & Supplies
16
10 Wyeth Consumer Healthcare 6,080,227 35 Loblaw Companies 3,340,953
11 Kruger Products 5,908,408 36 Nabisco 3,318,449
12 Kimberly-Clark of Canada 5,843,626 37 Sony Of Canada Ltd 3,200,190
13 Government of Quebec 5,486,911 38 Shoppers Drug Mart 3,016,474
14 Nissan Canada Inc. 5,480,804 39 Glaxo Smithkline 2,853,236
15 Coty Canada 5,432,565 40 Best Foods Canada 2,634,191
16 Government of Canada 5,241,336 41 Mars Canada 2,618,841
17 Revlon Canada 4,839,247 42 Pfizer Canada 2,585,371
18 Lever Pond’s 4,807,346 43 Reader’s Digest Association Canada 2,574,273
19 Hewlett Packard (Canada) 4,759,182 44 Mark’s Work Wearhouse 2,523,080
20 General Motors of Canada 4,694,032 45 Smucker Foods of Canada 2,500,032
21 Toyota Canada 4,672,692 46 American Express Canada 2,489,399
22 Lipton 4,636,433 47 Canadian Imperial Bank Of Commerce 2,447,876
23 Campbell Soup 4,441,309 48 H&M Hennes and Mauritz 2,446,423
24 Ford Motor Co of Canada 4,348,393 49 Wal-Mart Canada 2,444,641
25 Royal Bank of Canada 4,154,233 50 Telus Communications 2,422,892
17
Black & Decker +20 Manulife Financial +508
BMO Financial Group +60 Mazda +75
Cadbury Beverages +72 McCain Foods +243
Canadian Tire +9 Parmalat +31
Church & Dwight +15 Pfizer +77
Clover Leaf Seafoods +15 Reckitt Benckiser +220
The Co-Operators +24 Royal Bank of Canada +11
Dairy Farmers of Canada +94 S.C. Johnson & Son +51
Diageo +51 Samsung +21
General Mills +44 Scotiabank +74
General Motors +12 Smucker Foods +17
Groupe Marcelle +65 Telus Mobility +22
Hewlett Packard +14 Universal Studios +47
Home hardware +18 Whirlpool +12
Hudson’s Bay Co. +215 Wyeth Consumer Healthcare +50
18
Page Growth Index
160
140
120
100
1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008
140
Global Magazine Revenue Growth
Index (2001 = 100)
Canada
19 120
United States
Australia
France
UK
Japan
Germany
100 Spain
Switzerland
Italy
80
2001 2002 2003 2004 2005 2006 2007
0.25
0.00
PMB 2007 PMB 2008 PMB Spr 2009 PMB Fall 2009
Adults 12+
Professionals
HHLD Income $100K+
22 income to purchase
advertised brands.
Furniture*
Footwear*
$755
$1,205
$180
$536
$1,098
$135
Fine Jewellery* $628 $549
outspend heavy TV viewers Watches* $109 $79
across a wide variety of
Face & Body Skincare* $528 $420
product categories.
Hair Salon* $342 $275
* Past 12 months
23
across all demos, reaching
Canadians in virtually every 2
life phase. 1
0
12 - 17 18-24 25-34 35-49 50-64 65+
24
(minutes/issue)
Avg. Degree
of Interest 6.7 6.7 6.8
(10 point scale)
Source: PMB
MAGAZINES WORK
YEAR ROUND
Magazines are read consistently across all four seasons, delivering fresh content,
without reruns, in each and every issue. Magazines can be counted upon to
deliver effective brand presence and efficient message continuity throughout the
year, connecting brand purchase cycles when consumers are most ready to buy.
25 FALL
PMB Readership Seasonality
26
confines of your media
budget. 1/6 Page 4C 85
1/2 Page 4C 80
For more info, click here. 1/3 Page 4C 76
1/3 Page Square 4C 71
1/4 Page 4C 71
Double ¾ Column Page 4C 68
1/2 Page B/W 64
Guide Page 4C 54
1/3 Page 2C 54
Source: Starch Research; Magazines Canada Magazine Essentials
COVERS GENERATE
EXTRA IMPACT
When extra impact is required, Index of Noted Scores
covers can help make the 120
difference. Consider an outside 116
108
or inside cover when launching 100
or repositioning a brand, or when
planning a seasonal or promotional
27
heavy up.
105 106
100 100 103 100 100 103
Source: Starch Research; Magazines Canada Magazine Essentials (Differences are not statistically significant)
ADVERTORIALS PROVIDE
USEFUL INFORMATION
Consumers view magazine % Strongly Agree (7-10 out of 10)
advertorials as a good way for
advertisers to communicate ADVERTORIALS… TOTAL
information about products. A good way for advertisers to communicate
76
info about products
They are a source of new They generally provide more information than
68
29
a regular ad
ideas and generally provide
It should be made clear that these are ads or
more information than a promotional messages and not part of the 66
regular ad. They are magazine’s editorial content
particularly useful at Are a source of new ideas and ways to use
62
products
communicating ways to use
an advertiser’s product.
30
the order in which they choose
2 competitors in same issue 102
to view the ads and the time
they spend with each ad. 3-4 competitors in same issue 103
5-8 competitors in same issue 101
Therefore, an advertiser’s
impact is not affected by Less than 20% ad radio 100
31
media. Internet
36
30
Source: Jack Myers Emotional Connections Survey, 2007. Adults who use medium and say they are likely to pay attention to advertising.
MAGAZINES SHOW
IMMUNITY TO WEAROUT
Magazine ads maintain their Johnson’s Baby Oil
effectiveness in creating recall 22 measured ad insertions over 3 quarters
32
magazine ad wearout is more
fiction than fact. Ambien CR
35 measured ad insertions over 4 quarters
Q1 Q2 Q3 Q4
Where possible, multiple
creative executions within a Average recall 58% 61% 61% 59%
campaign remains a good idea Plan to purchase 12% 13% 14% 15%
to enhance communication
momentum. As ever, the
creative concept is king. Great
creative generates a life and
longevity of its own, including a
strong ROI for advertisers.
Source: Affinity’s VISTA Views, 2009. Base: Actions taken based on readers recalling specific ads
MAGAZINES WIN ON
ENGAGEMENT
As it becomes harder and harder to gain the attention of today’s consumer,
engagement is increasingly important. The more engaging the medium and the
message, the better chance advertisers have of creating a meaningful, relevant
relationship with the target audience. It’s good to know that magazines win on all
engagement dimensions, including Ad Receptivity. For more info, click here.
33
Engagement Dimensions Measured Across Media Channels
magazine advertising in
Watching Network TV 32%
much the same way as they
34
read a magazine’s editorial. Using the Internet 21%
magazine package.
TV 52%
Radio 46%
Internet 30%
35 3 of 10 Pages
were advertisements
36
Magazines 53% Magazines 11%
Top 5 ranking (of 16 media) on key ad Very/somewhat positive attitude toward advertising:
performance areas:
Magazines 54%
Ads (in this 1 Magazines
37 medium) made
a positive
impression:
2
3
4
In-store
Television
Newspapers
Television
Radio
Internet 24%
44%
52%
38 73% of readers
regularly/sometimes save a magazine ad
page for future reference
39
than television, online, OOH 6%
newspapers radio and Source: Starch Research, 2009
out-of-home.
Percent of millennials* who trust advertising in:
Magazines 20%
A similar pattern holds
true for millennials Television 13%
40
READ WATCH LISTEN READ GO
MAGAZINES TV TO RADIO NEWSPAPERS ONLINE
Read Magazines N/A 23% 14% N/A 9%
41 Actions Taken
46%
56%
Gather more information
31%
Visit store/dealer/other
23%
Top/bottom 2 box scores among total respondents Save ad for future reference
Recommend product/service
Agree with engagement statements
Purchase consideration
Disagree with engagement statements
Purchase product/service
Source: Affinity, 2006
0 2 4 6 8 10 12
MAGAZINE ADS OFFER
HELPFUL IDEAS & DETAIL
Magazine advertising generally provides consumers with helpful ideas and
detailed information about what’s new and what to buy. It’s no wonder that
magazine ads excel at creating brand favourability and purchase intent.
Ads in/on (medium) provide ideas Ads in/on (medium) contain important details
Magazines 66% Magazines 57%
42
Television 35% Television 34%
OOH 5% OOH 2%
Television 41%
Newspapers 40%
Internet 18%
Radio 16%
OOH 3%
details. Magazine ads are Ads contain important details 168 271
138
306
229
108 129
knowledgeable/usable ideas
ads are most enjoyed and
I generally enjoy the ads 126 331
are least likely to be
I trust and believe the ads 124 313
annoying or ignored.
I have saved or made note of
124 209
an ad for future reference
I ignore the ad messages 59 41
I find the ads most annoying 22 29
Source: Starch Research, 2009
MAGAZINE READERS
TAKE ACTION
ACTIONS READERS TOOK OR PLAN TO TAKE AS A RESULT OF
EXPOSURE TO SPECIFIC MAGAZINE ADS
56% of magazine readers take Consider purchasing the advertised product/service 21%
action after exposure to Have a more favourable opinion about the advertiser 12%
specific magazine ads. 12%
Gather more info about the advertised product/service
44
gained a more favourable Purchase the advertised product or service 8%
magazine readers respond to Recommend the product/service to a friend, colleague or family member 5%
magazine ads and with an Took any action (net) 56%
action orientation.
ACTIONS TAKEN AS A RESULT OF READING SPECIFIC
FEATURES/ARTICLES
68% of readers take action 29%
Saved article for future reference
after reading specific magazine
Passed article along to someone 24%
articles or features.
Gather more info about the topic 15%
Source: Affinity Research VISTA Print Tracking Service, 2008. Actions taken based on respondents recalling specific ads
MAGAZINE AD
EFFECTIVENESS UP 10%
Increasingly, consumers take action Magazine advertising actions taken (%)
after reading magazine advertising,
2005 51 100 Index
up 10% over the last four years.
2006 51 100 Index
Perhaps it’s the high level of trust, or
2007 54 106 Index
the helpful, detailed nature of
2008 56 110 Index
magazine ads driving this trend at a
45
time when positive consumer actions
are more important than ever.
Source: Affinity Research VISTA Print Tracking Service, 2008. Actions taken based on respondents recalling specific ads
MAGAZINE AD RECALL
INCREASING
Magazine ad effectiveness, as Magazine advertising recall (%)
measured by advertising recall, is up
2005 53 100 Index
6% over the past four years. That’s a
2006 53 100 Index
significant increase in media impact
2007 55 104 Index
sure to impact advertiser ROI.
2008 56 106 Index
46
Source: Affinity Research VISTA Print Tracking Service, 2008. Actions taken based on respondents recalling specific ads
HOW A COPY IS ACQUIRED
DOESN’T AFFECT RESPONSE
Regardless of how magazine issues come into readers’ hands, they respond to
their magazines in very similar ways taking nearly identical actions. Purchase intent
of advertised products is consistent as is the desire to visit an advertisers’ website
or gather more information.
ACTIONS TAKEN OR PLAN TO TAKE IN RESPONSE TO MAGAZINE ADVERTISING (%)
Paid Non-paid Pass-along Ttl Readers
12%
12%
19%
11%
12%
20%
11%
12%
21%
12%
12%
Source: Affinity Research VISTA Print Tracking Service, 2008. Actions taken based on respondents recalling specific ads
MAGAZINES INFLUENCE
WORD-OF-MOUTH
Word-of-mouth (%)
recommendation is the holy Read in magazine 54
grail of many advertisers.
Saw in a store 53
More than half of consumers Saw on TV 53
agree that magazines are a Read in a newspaper 47
48
leading contributor to word-
of-mouth product Coupon/discount 44
recommendation. Heard on the radio 37
E-mail 18
49 29 Magazines 57%
27
Cable TV 54%
23
21 Network TV 53%
Radio 51%
11 10
7 7
V
-to rs
gs
ds
es
rd
er
ab e
es
l
TV
et
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ew t T
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rn
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M
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Source: BIGresearch Simultaneous Media Usage Study (SIMM 13), December 2008
ONLINE SEARCH
INFLUENCERS BY DEMO
Across gender and age demos, Magazines successfully drive
consumers to search online.
“What medium influences you to start a search online?” (% by medium)
50 TV/Broadcast
Newspapers
Cable TV
Face-to-Face
38
37
33
32
41
38
33
36
36
37
32
28
31
25
39
43
36
29
38
40
40
35
33
34
41
41
32
31
39
47
27
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
OOH Billboards 11 12 9 14 14 12 10 7
Online Community 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 In-Market Media Usage Survey among 15,000 adults, ages 18 to 65, Simm13, December 2008
MAGAZINES ADS DRIVE
CATEGORY PURCHASE
"Did any of the following (media) help you with ideas or information
on any of the online purchases you made?“
% Agree
60
TV Ads Magazine Ads Newspaper Ads Radio Ads
40
51 20
O
To
Fo
Cl
En
Ca
Tr
Co
Fa
Ho
Ho
El
th
us
oli
ot
av
ec
ile
od
sh
te
rs
sm
bb
us
er
hi
da
ic
el
t ro
rt a
tri
io
eh
ie
ng
et
y
e
n
Ti
nic
inm
s
ics
ol
s
Ac
ck
s
en
et
ce
Ap
s
tT
ss
p.
or
ick
ie
et
s
Source: Base: Magazines in the Driving Seat, PPA, 2007. 16-64 online adults who have gone online in last 12 months
to look for info on products considering buying + have made an online purchase.
MAGAZINE AD URLs DRIVE
READERS TO WEB
Magazines ads with URLs are significantly more likely to drive readers to
advertiser websites across a variety of editorial categories. This result should
not be surprising as readers need not search for a pen and paper or try to
memorize an advertiser’s URL.
52 Home
Financial
Fashion
122
152
203
Men’s 138
Travel 286
action. They visited Online Only News/Info Sites 42% 35% 29% 22% 26%
websites, searched for National Newspaper Sites 40% 37% 25% 23% 22%
53
more info, clicked on National Broadcast TV Sites 38% 31% 25% 22% 19%
banner ads, talked to Cable TV Sites 38% 30% 25% 22% 20%
friends or went to a
Portals 37% 34% 25% 27% 24%
store to check out a
User-generated Sites 35% 24% 20% 18% 14%
product. Consumers
“act” after viewing
magazine ads.
54 + 11.6%
magazine
advertising
Sales
$ROI
% increase in sales
10.0%
$1 $2.77
No Exposure to Exposed to
Magazines Magazines
Source: Return to Spender, Sales Uncovered, PPA 2005 (chosen by Media Week magazine as one of the best global media studies of 2005)
MAGAZINES DRIVE
SALES FOR P&G
Alone or in combination with 107
55
P&G significantly increased
its use of magazines from
5% to 29% of total ad spend.
56
confirming previously
documented benefits of the
“multiplier effect”.
100% 75% TV
Television 25% Magazines
57 200
150
100
Total Brand Awareness
138
153
182
200
150
Purchase Intent
144
151
100 101
100 100
50 50
0 0
e
es
y
e
es
in
nl
nl
in
e
e
in
nl
O
in
O
in
nl
in
az
O
az
nl
TV
O
nl
TV
ag
+
O
ag
+
TV
+
+
M
TV
es
es
+
+
in
in
TV
TV
az
az
ag
ag
M
M
+
+
TV
TV
58 TV
Only
AIDED
BRAND
AWARENESS
100
ADVERTISING
AWARENESS
100
BRAND
FAVOURABILITY
100
PURCHASE
INTENT
Magazines 69%
increase as much as 10% in 7 of
16 studies (44%) Online 44%
• TV share of spending should
increase as much as 10% in 3 of
TV 19%
16 studies (19%)
TV Online Magazines
%
Source: Marketing Evolution, 2006
MAGAZINES DRIVE
PURCHASE INTENT
The addition of magazines in
Aided Brand
a media mix influences Awareness
7.6 3.7 5.7 17.0
results throughout the
purchase funnel. Magazines Ad Awareness 9.8 4.4 8.3 22.5
perform strongest in driving
Message
brand favourability and Association
3.9 1.7 3.4 9.0
60
purchase consideration, two
of the hardest metrics to Brand Favourability 2.9 1.6 7.3 11.8
influence.
Purchase
4.6 1.0 7.0 12.6
Consideration
$0.98
ROI analyses across 38 cross- Brand
$1.08
Awareness
media accountability studies $1.97
61
$1.23
Intent
brand familiarity and purchase $2.61
62
Practical purchase stimulators
Television Spend 40% 41% 40%
include basic price, special
Television Influence 18% 18% 17%
offers and promotions as well
as equipment and features. Index: Influence divided by Spend 45 44 43
63
in combination with other 122
media. For more info, click Magazines Only
here. 78
Online Only
117
Index
TV + Online
Individual Media
165
Two Media Combination Magazines + Online
Three Media Combination 143
* Results shown are for Jeep Magazines + TV
Compass only. The question 170
referred to the Jeep Compass
within a competitive set of brands.
Magazines + TV + Online
Source: Dynamic Logic, 2007
MAGAZINES COMMUNICATE
AUTO BENEFITS
Magazines contribute PURCHASE STIMULATORS
Practical Emotional
significantly to communication FOR AUTOMOTIVE BRANDS
of both “practical” and Television 33% 23%
“emotional” benefits of Magazines 30% 20%
automotive nameplates. Newspapers 28% 12%
64
Practical purchase stimulators
Loose Inserts or Flyers 15% 8%
include basic price, special
Movie Theatre Ads 11% 9%
offers and promotions as well
as equipment and features. Internet Ads 11% 7%
67 compare. Plus magazine readers reach the affluent, those with disposable income to buy
advertised brands.
7. Magazines are credible: Consumers trust magazines so much that they are the leading
sources of information that readers recommend by word-of-mouth to others.
6. Magazines offer a lasting message: Ads keep working 24/7. They provide a lasting,
durable message with time to study a brand’s benefits. Consumers clip and save magazine
ads for future reference. Continued…
TOP 10 REASONS TO
USE MAGAZINES (Cont’d)
5. Magazines deliver brand relevant imagery: Magazine editorial imbues ads with
brand relevant imagery, associations and a frame of reference that delivers greater
reader receptivity to brand ads.
4. Magazine advertising drives web searches and visits: Magazines are where
consumers go for ideas and inspiration. That’s why magazine ads are leading
influencers, driving readers to advertiser websites and to start a search.
68 3. Magazines drive the purchase funnel: Magazines are effective across all stages of
the purchase funnel, especially brand favourability and purchase consideration, the
most sought after metrics that are hardest to sway.
1. Magazines sell: Study after study prove that magazines help drive sales objectives,
as a stand alone medium or in combination with others. Over half of readers act on
exposure to magazine ads.
ABOUT
MAGAZINES CANADA
Magazines Canada is Canada’s professional magazine industry association, representing the country's
top consumer and business titles. As a not-for-profit organization, it strives to serve Canadian
magazines through advocacy, direct-to-retail distribution, professional development, marketing and
advertising services.
Magazines Canada strives to supply the advertising industry with solid information to help advertisers
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and their agencies understand how magazine advertising works and how it may best be put to work for
them.
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available to protect and preserve the
natural resources upon which we all
depend.
All ads are checked against each magazine’s individual specifications. Clients
receive a real-time preflight report showing that the ad has been successfully
preflighted and delivered or, a listing of any warnings or errors that have occurred
during the preflight process. This report allows clients to immediately fix any
potential problem saving time and money.
Visit the addirect.sendmyad.com home page to view a brief video on how to use the
ad preflight portal system, download the User Guide or click on links to view
frequently asked questions. AdDirect™ is a free service to agencies and advertisers.
GOT QUESTIONS?
CONTACT US
If you have questions about how magazine advertising can be put to work,
chances are we have the answers. We have a large library of research
information beyond what you’ll find on the Magazines Canada website.
Information is just an email or phone call away.
Web: www.magazinescanada.ca
72 Email:
Tel:
adinfo@magazinescanada.ca
416.596.5382
Fax: 416.504.0437