10 Reasons To Use Magazines

Plus one for luck

Magazine Advertising Engages

Multiple studies show that consumers are more likely to find magazine advertising…

acceptable useful enjoyable

…compared to advertising in other media.

In addition, they find magazine advertising less interruptive and less annoying.

1.

Source: PPA

Magazine Advertising Is Considered Valuable Content

Consumers value magazine advertising above all other mainstream forms, according to numerous studies.

Starcom (USA):

Readers were asked to pull out ten pages that best demonstrate the essence of their favourite magazine.

Three out of every ten pages were adverts

And in IPC’s Media Values research:

65% of readers regard adverts as an essential part of their reading experience

2.

Source: PPA

Magazine Advertising Moves Readers To Action

PPA Absorbing Media identifies magazine advertising as most l ikely to generate purchase consideration. The PPA’s Absorbing Media study shows that magazine advertising is most likely to be used as a buying guide.

6

13

14

22

24

35

Radio

Supplement s

I nt ernet

New spapers

TV

Magazines

%resp

More than half of USA readers, according to Affinity Research, took action based on a magazine advert or had a more favourable opinion about the advertiser than before exposure.

“Advertising in this medium is helpful to guide buying...”

3.

Source: PPA/Absorbing Media

Magazine Advertising Improves Return On Investment

Multiple studies, most notable the PPA’s Sales Uncovered, demonstrate that (to a point) increasing magazines share of influence in the media mix improves ROI across a broad range of categories. However, very few campaigns are ‘at that point’.

Sales Uncovered goes on to prove how much return on sales an advertiser can expect from their magazine campaign.

Short -term ROI

£1 £1.79

Medium-term ROI £1 £2.77

4.

Source: PPA Sales Uncovered

Magazine Advertising Sells

Short Term Advertising Strength (STAS) identified that rating for rating magazine advertising is equally as effective as television exposure at driving sales, when each is used on its own. Of course, magazines do it all much cheaper.

PPA Sales Uncovered demonstrated that that all other things being equal, exposure to a magazine campaign will increase a product’s sales revenue by 11.6%. 10.0%

21.6%

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

Non-exposed Exposed

+11.6%

5.

Source: PPA Sales Uncovered

Magazine Advertising Is Relevant and Targeted

Consumers consider magazine advertising to be for them, for products they might buy. The PPA’s Absorbing Media study shows that magazines are seen to have the most relevant advertising.

“The medium has advertising I f ind relevant ...”

5

9

10

18

23

34

Radio

Supplement s

I nternet

New spapers

TV

Magazines

% resp

With 3,366 consumer paid-for titles to choose from in the UK, advertisers can hone in on targets that fit their needs.

6.

Source: PPA/Absorbing Media

Magazines Provide Reach To TheMost Desirable Customers

Everyone reads magazines, those that do it the most tend to be among the highest spenders across most product categories. Even the notoriously hard to reach consumers such as young men and aff luent adults are easily targeted through magazines

Younger

Upmarket

Men’s Weeklies

Women’s Weeklies

TV Magazines ITV1

Five

Men’s Lifestyle

Women’s LifestyleCinema

Channel 4Outdoor

BBC TV

Multi-channelTVComm. Radio

Sports/Hobbies titles

7.

Source: TGI

Magazine Audiences Accrue Quicker Than You May Think

Planning magazine campaigns in ratings via the NRS Readership Accumulation Study identifies just how quickly magazine campaigns can deliver (and stop delivering) their ratings.

Weekly Ratings and Reach

020406080

23 Au

g 30

Aug

06 Se

p 13

Sep

20 Se

p 27

Sep

04 O

ct 11

Oct

18 O

ct 25

Oct

01 N

ov 08

Nov

15 N

ov 22

Nov

29 N

ov 06

Dec

13 D

ec 20

Dec

27 D

ec 03

Jan

10 Ja

n 17

Jan

24 Ja

n 31

Jan

07 Fe

b 14

Feb

010203040

Weekly GRP - Ave Freq 4.59 Cumm coverage % 60.05 Weekly cover % -

8.

Source: NRS Readership Accumulation

Magazine Audiences Are Bigger Than You May Think

Planning magazine campaigns in ratings via the NRS Readership Accumulation Study helps advertisers exert signif icant levels of influence on their target market.

It is easy to deliver 50 housewife ratings a week through magazines.

9.

Source: NRS Readership Accumulation

Magazines Supply Credibility

Magazine advertising is seen to be more credible by consumers than advertising in any other media.

7

8

10

17

22

23

I nt ernet

Radio

Supplements

New spapers

TV

Magazines

% resp

The PPA’s Absorbing Media study shows that magazine advertising is the most trusted and bel ieved of any medium.

“I can usually trust and believe the advertising”

10.

Source: PPA/Absorbing Media

Magazine Advertising Drives Awareness

Multiple studies, most notably IPC Ad Track, identify the level of awareness magazine campaigns can achieve in a defined market.

"The average for TV is 13% per 100 TVRs and for print 13%. But that is before we take into account that the print exposures will be generated at roughly half the cost "

Millward Brown Report

Rating for rating magazine advertising is equally as effect ive as television exposure at raising advertising awareness. 13 13

Magazines TV

(22 campaigns) (11 campaigns)

campaign average

Average Ad Awareness By Medium

Bonus.

Source: Millward Brown/IPC Ad Track