Magazine Myth Busters

MAGAZINE PUBLISHERS OF AUSTRALIA

7 Key Myths

Magazines build the brand but are not key to sales or purchase decisions #1 Myth:

New media leads in driving web behaviour #2 Myth:

Magazines are a poor investment for marketers #3 Myth:

Old media – like magazines - connect less with consumers than new media #4 Myth:

Gen X and Y’s don’t read magazines #5 Myth:

Magazine websites are not that valuable #6 Myth:

‘Early adopters’ use new media as information source more than traditional media like magazines#7 Myth:

1Myth:

Reality:

Magazines build the brand but are not key to sales or purchase decisions

Magazines are the highest medium for providing information to make purchase decisions (combined cumulative score across 7 key categories) source : MPA Matchmaker Study / Roy Morgan

source : MPA Matchmaker Study / Roy Morgan


0% 20% 40% 60% 80% 100%

Radio

Pay TV

Internet

FTV

Newspapers

Magazines

Best to make purchase decision (combined categories)

People who visited a website after seeing ads in here

2Myth:

Reality:

New media leads in driving web behaviour

34% of total respondents said they had visited a website after seeing ads in magazines. This was the highest score for any medium. source : MPA Matchmaker Study / Roy Morgan


source : MPA Matchmaker Study / Roy Morgan: Sample 1501

0% 5% 10% 15% 20% 25% 30% 35%

Radio

Pay TV

Outdoor

Internet

Newspapers

FTV

Magazines

Visited a website after seeing ads in this medium


3Myth:

Reality:

Magazines are a poor investment for marketers

Consumers have shopped for a product or service after seeing advertising in magazines. This medium (other than comparable TV) has the highest propensity to action after viewing advertising.

At all stages of the purchasing cycle magazines is the highest medium. source : MPA Matchmaker Study / Roy Morgan

0% 10% 20% 30% 40% 50%

Pay TV

Radio

Outdoor

Internet

Newspapers

FTV

Magazines

Have shopped for product or service after seeing advertising here ….

Purchasing Funnel

magazines internet radio FTV pay TV newspapersInformation 86.6% 56.2% 10.9% 75.8% 22.6% 67.1%Awareness 84.2% 22.2% 6.6% 76.6% 12.5% 59.6%

Purchase decision 83.8% 45.6% 3.9% 55.7% 8.4% 61.2%

source: MPA Matchmaker Study / Roy Morgan


4Myth:

Reality:

Old media – like magazines – connect less with consumers than new media

Receptivity and connectivity to advertising is highest in magazines compared with other mediums. source: MPA Matchmaker Study/ Roy Morgan

0% 10% 20% 30% 40% 50%

Pay TV

Internet

Outdoor

Radio

Newspapers

FTV

Magazines

More receptive to advertising here…

source : Roy Morgan

5Myth:

Reality:

Gen X and Y’s don’t read magazines

Generation Y & X are heavy users of magazines reading 5+ issues per month source : Roy Morgan Single Source July 2007 – June 2008

17% 25% Gen X 28%

Gen Y 26%

Gen Z4%

Generations – Heavy Readership of Magazines

source : Roy Morgan

source : Roy Morgan

6Myth:

Reality:

Magazine websites are not that valuable

Visitors to magazine websites have diverse internet activity that provide valuable marketing connections.And - Magazine websites indexed highest for early adopters compared to TV websites and Google search when it comes to specific purchasing activities source : Roy Morgan

0 50 100 150 200 250 300 350 400

Banking

Business related research

EmailPurchased product online

New or used car information

Researched product or service to buy

Travel information & servicesDownloaded TV program

Health & medical information

Entered competitionStreamed radio

Purchased groceries online

Searched for entertainment / what's on

Instant messagingHome improvement information

Celebrity information

Internet activities of “People who visited a Magazine Website”

Activities of early adopters who have visited specific websites last 4 weeks (index early adopters to all people 14+)

buy newmodel

car

awarenewest

financialproducts

try newhotel orresort

buylatest

fashion

updatehome

interiors

buyhome ent/electrical

appliances

upgradelatest

mobile

try newproducts

in super-makert

buylatest

CD/DVD

buylatestsportequip/

apparel

Visited Magazine site 127

Visited TV site 121 118 101 99 136 123 122 104 133 91Visited Google Search 108 104 99 111 98 116 100 113 103 110 118

buysmall

electricalappliances

186

131

212 260 124 162 146 206 120 176 169


7Myth:

Reality:

Early adopters’ use new media as information source more than traditional media like magazines

The consumer behaviour of ‘early adopters’ indexes higher against magazines than the internet and TV source: MPA Matchmaker Study/ Roy Morgan

0 50 100 150

Buy new car

Try new hotel/resort

Buy latest fashion

Update home interior

Buy new home ent / electronic equipment

Buy new small electrical appliance

Upgrade latest mobile

Try new brands in supermarket

Buy latest sporting equipment/apparel

Buy latest CD / DVD

Index Magazines v’s Internet & TVConsumer behaviour of “early adopters”

Magazines Internet TV

Magazines build the brand but are not key to sales or purchase decisions #1 Myth:

New media leads in driving web behaviour #2 Myth:

Magazines are a poor investment for marketers #3 Myth:

Old media – like magazines - connect less with consumers than new media #4 Myth:

Gen X and Y’s don’t read magazines #5 Myth:

Magazine websites are not that valuable #6 Myth:

‘Early adopters’ use new media as information source more than traditional media like magazines#7 Myth:

7 Key Myths

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Magazine Myth Busters

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