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Slide 1: Target every audience Reach & Segmentation
Slide 2: Europe Magazines reach large numbers of people • > 50 000 titles, which reach on average 80% of European adults • 300 million Europeans read magazines regularly • > 20 billion copies of magazines are sold every year.
Slide 3: Magazines are a mass medium Magazines reach up to 90% of the total population: • • • • • • • • Belgium Czech Republic Finland Netherlands Romania Russia Slovenia Ukraine 93% 77% 93% 91% 93% 39% 74% 88% Source: World Magazine Trends 08/09, FIPP
Slide 4: Reach Magazines in Belgium • 488 titles - 1/3 “consumer” • +/- 175 mio copies sold on a yearly basis • More then 1,5 mio subsciptions • 9 out of 10 belgian (15+) read at least 1 magazine Source: Febelmag
Slide 5: Reach Magazines in Belgium … part of everyday life: • we read mostly at home • we spend time reading magazines: on average 25 min/day untill 1 hour in weekends • We share our magazines: women’s magazines have on average 5-6 readers per edition Source: Febelmag
Slide 6: Segmentation - definition • Different media types can reach different audiences. • The objective of target segmentation is to define distinct groups of readers with different characteristics, interests and needs. • Segmentation is a specific strength Segmentation and greater selection mean improved quality for both readers and advertisers! of the magazine medium.
Slide 7: Segmentation – inspired by content • People have different interests and needs • Each magazine selects its audience (based on content and tone of voice) • This audience is very homogeneous on a certain aspect (a special interest, a life stage, a way of life, a need or mood) • All content the magazine offers is relevant • Segmentation ⇒ getting very close to
Slide 8: Fitting the brand to the needs of the community
Slide 9: FHM – for men magazine Rubint Réka: The female terminator Maxima – magazine for young women Rubint Réka: I look forward to have more children Színes RTV – TV program guide Rubint Réka: On the ice, it turns out who you are. Fitting the brand to the needs of the community. Rubint Réka on the cover of Sanoma magazines. Meglepetés – women’s weekly Rubint Réka: My daughter can read minds Story – star magazine Rubint Réka: Rubint Réka was kicked out Wellness: magazine for body and soul Rubint Réka: My secret is to look at the bright side of life
Slide 10: The importance of segmentation • Readers choose the magazine that fits their needs, mood, interests • Magazine segmentation means: – Less waste (reaching only interested consumers) – Fitting advertising environment – Relevant content = attention Segmentation offers advertisers the opportunity to advertise with less waste in a more specific ad environment!
Slide 11: The ultimate segmentation DNA. Link to DNA-case on ARC
Slide 12: Effective use of segmentation Appelsientje orange juice advertisements, fitted to the profile of different magazines. The Viva reader The higher-educated woman who - sticks to her own viewpoints - is spontaneous, optimistic, open - gets the most out of it - studies or already works Viva & Co is a Viva magazine special about pregnancy, babies and being a mother. The Margriet reader - aged 30 to 55 - above-average social class - active in and outside home - trusts Margriet - has broad interests - works part-time The Marie Claire reader -has above average income -in the 19-45 age group -above average educated -has a job Different creative & main message of the ad fits the magazine ⇒ the emotions of the sub-target groups of the product are affected
Slide 13: High reach on specific target groups (segments) GRP 120 Net %:63,1 GRP 125 Net %:66,1 GRP 125 Net %:66,2 GRP 115 Net %:62,6 GRP 130 Net %:68,0 Teve-Blad Telepocket Telemoustique Story Marie-Claire Nl Marie-Claire Fr Libelle Humo Glam It Gael Maison Gael Flair Nl Flair Fr Femmes D'Aujourd'Hui women 12-24 women 25-54 women, 1-4 women, with child Active women Feeling Wonen Feeling Evita (Vitaya) Source: CIM09, 1 insertion in each magazine
Slide 14: High reach on specific target groups (segments) Teve-Blad Telepocket Telemoustique Story Marie-Claire Nl Marie-Claire Fr Libelle Humo Glam It Gael Maison Gael Flair Nl Flair Fr Femmes D'Aujourd'Hui GRP 92 Net %:54,3 GRP 102 Net %:58,1 GRP 104 Net %:59,6 GRP 103 Net %:58,3 PRP PRP 18-44 PRP, 1-4 PRP 25-54 Feeling Wonen Feeling Evita (Vitaya) Source: CIM09, 1 insertion in each magazine
Slide 15: Thank you