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Slide 1: Personal moments Convenient moment
Slide 2: Convenient moment • Magazines are individually selected & paid for • Readers truly experience that they get value for the time and money spent when reading magazines • Readers make a conscious choice for (paid) magazines
Slide 3: trends esh air inspiration personal human unique me advice written for me stimulation selected by me like enjoyed when, where connect and the way I want get away relax escape kill time habit information entertainment news
Slide 4: Both women and men have a place for magazines in their world … although a slightly different Emotional versus functional approach FEMININ More emotional approach; strong bonds with “their” magazines MASCULIN More functional approach; bond limited to special interest (fi. sports) Reading as an activity Make time to read, ‘lean forward’ passive, ‘lean back’ More = enjoyment = judgement Source: IPC Advertising / MindShare MORe Panel, Adults
Slide 5: • • • • • Why women read magazines Peer-to-peer support Visual experiences Relaxation Ideas and tips Touching stories Source: Positioning study of women’s magazines in Finland, IRO Rese
Slide 6: Personal moments Engaged moment
Slide 7: Engaged moment
Slide 8: "We'll stop being called marketers and all become engagement workers." Hastings pointed to research showing "a very high correlation" between a brand's share of customer engagement and its share of market, proving that engagement does in fact lead to
Slide 9: “In a media environment increasingly characterised by interruption, magazines remain an oasis of engagement” Renatta McCann, CEO Americas, Starcom MediaVest Group Source: AdAge, Magazines the next new thi
Slide 10: Magazine = active consumption “Magazines cannot be consumed passively: The mental act of reading requires attention Source: Communication Uncovered, PPA
Slide 11: Ad engagement & ad(d) effectiveness Greater reader engagement is linked to increased ad recall and actions taken Source: MPA Magazine Handbook
Slide 12: Source: MPA Magazine Handbook
Slide 13: • Magazines are individually selected & paid for • Readers truly experience that they get value for the time and money spent when reading magazines • Readers make a conscious choice for (paid) magazines
Slide 14: A.C.E. rint Engagement Study • Qualitative: 36 women and teens • Quantitative: 7500 women in MRI • 1/3 of pages pulled a “favorites” were ads • Six engagement factor identified
Slide 15: 52% read magazine ads for practical advice and tips 45% read magazine ads to get new ideas Source: Magazine engagement study
Slide 16: 75% of engaged readers say that ads are the reason they visit certain shops or websites Source: Magazine engagement study
Slide 17: • Editorial content brings certain subjects (fashion, food, living, travelling, etc.) to the attention of the reader. • Every magazine does that in its own way. • Magazines give ideas, inspire & move people… Source: The Henley Center
Slide 18: Magazines provide up-to-date information... ...On trends, styles, ideas, shopping, enjoyment etc. Source: Media Matchmaker Study, MPA
Slide 19: Magazines provide up-to-date information... ...On trends, styles, ideas, shopping, enjoyment etc. Source: Media Matchmaker Study, MPA
Slide 20: Personal moments Inspiring moment
Slide 21: Magazines are personal inspiration • Magazines are trendsetters: • New products and innovations • Preselected by the experts • Magazines make life easier and more enjoyable. Source: Tijdschriften inspireren en verrassen, Millward Brown/Cen
Slide 22: Magazines are personal inspiration • Consumers look for experiences: dreams, fantasies, adult fairytales • A glamorous feeling of rising ”above everyday life” • Fun and joy, playfulness • Aesthetic experience ”They represent dreams, you get the feeling like ”hey, something could happen, maybe, if everything turns out well” (female 46, producer) Source: A part of an ongoing doctoral dissertation by Heli Aaltonen
Slide 23: Being inspired by a magazine is like getting a great tip from a friend 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Getting inspired… 15-30 yrs 31-45 yrs 46-65 yrs Talking to other people Scanning through magazines Being online Going to the nature Watching television Travelling Top-6: 76% 74% 56% 54% 49% 46% Source: Tijdschriften inspireren en verrassen, Millward Brown/Cen
Slide 24: Personal moments …where ads belong
Slide 25: ...where ads belong When people were asked to take 10 pages out of their favorite magazine which best reflect the character of the magazine one third of them were ads. Source: The path to Engaged based planning, Starcom Worldwi
Slide 26: Readers like & enjoy magazine ads Magazines rank number 1 out of 16 media Source: MPA Magazine Handbook
Slide 27: Readers pay attention to magazine ads Source: MPA Magazine Handbook
Slide 28: Magazine ads are wanted ...and attractive, useful, helpful and relevant ad avoidance & irritation with magazines! Source: Media Matchmaker Study, MPA
Slide 29: Consumers relate brand advertising to editorial product features ”Second opinion” Ads & editorial content complement and ”enrich” one another Independence and freedom of choice Aesthetical value ”These adverts and other [features] are a kind of window shopping to me” (female 37, mother) Source: A part of an ongoing doctoral dissertation by Heli Aaltonen
Slide 30: Advertising & magazines are a perfect match It is worth creating conditions that give people a feeling of benefiting Consumers ”merge” adverts as part of the magazine In the end consumers decide how beneficial adverts are for them Consumers have good advert literacy Source: A part of an ongoing doctoral dissertation by Heli Aaltonen
Slide 31: Magazine advertisement is wanted Magazine advertising Advertising disturbs me I don't care about advertising, but it doesn't disturb me I like to follow advertising TV advertising Advertising disturbs me I don't care about advertising, but it doesn't disturb me I like to follow advertising 100 100 80 14 14 13 80 44 60 % of target 45 45 54 49 59 group 40 % of target group 40 32 31 16 Women 60 34 20 20 25 0 29 Women 20 0 15 All 15 Men All Men Source: National Readership Survey Consumer Spring - Finlan
Slide 32: Positive attitude towards magazine ads Source: MPA, How do you measure a smile
Slide 33: Advertising adds to the magazine experience Source: MPA, How do you measure a smile
Slide 34: Thank you