magazines matter the enduring power of magazine...

Magazines matterThe enduring powerof magazine media

Linda Thomas BrooksCEO, MPA, USA

MAGAZINE MEDIA TELLS AND SELLS

LINDA THOMAS BROOKSPresident & Chief Executive Officer

10.09.17

@ m pam agm edia | @ runltb | #m patellsandsells

THE RHETORIC IGNORES THE REALITY

WHAT IS SPECIAL ABOUT MAGAZINES?Magazine media builds brands

and sells product in a safe and transparent environment with demonstrable results and more rigor to prove it than anyone else

WHAT IS SPECIAL ABOUT MAGAZINES?

THE RHETORIC IGNORES THE ROLE

THE HIERARCHY OF ADVERTISING EFFECTS

BRAND AWARENESS/FAMILIARITY

MESSAGE ASSOCIATION

BRAND FAVORABILITY

PURCHASE INTENT

THE RHETORIC IGNORES THE REACH

Total MM360°

Print+Digital

Web

Mobile

Video

AUDI

ENCE

SIZE

BYPL

ATFO

RM(I

NM

ILLI

ONS)

0

500

1000

1500

2000

Sources for Print+Digital Audiences: GfK MRI's Survey of the American Consumer® and Ipsos Affluent Survey USASources for Online platforms: comScore and Nielsen Online

MAGAZINE MEDIA 360°BRAND AUDIENCE REPORT

AudienceTrend by Platform

The Walking Dead AMC 8.0

Sunday Night Football NBC 6.9

Thursday Night Football NBC 5.2

Thursday Night Football CBS 5.0

The Big Bang Theory CBS 4.9

This Is Us NBC 4.8

Empire FOX 4.3

NFL Monday Night Football ESPN 3.9

Modern Family ABC 3.7

Grey’s Anatomy ABC 3.5

People 15.6

Better Homes & Gardens 12.7

National Geographic 12.4

The Costco Connection 9.4

Cosmopolitan 8.3

ESPN The Magazine 8.0

Sports Illustrated 7.6

Game Informer 7.0

Parents 6.6

Men’s Health 6.3

TOP 10 TV SHOWS(Adults 18-49 in 2016-17 Season)

TOP 10 MAGAZINES(Adults 18-49 MRI Spring 2017)

Source: Nielsen Media Research, 2016‐2017 season to date through May 14, 2017, in ratings points. Nielsen prelim Live+7 Day, Prime, Originals  only, Programs with majority of telecasts airing in season. Excludes: Repeats, Specials, Post‐Season Sports, Pre/Post Sports Commentary, Mini‐Series (<5 telecasts in season) and News.; GfK MRI, adults 18‐49, Spring 2017

THE RHETORIC IGNORES THE RESULTS

PRINT PROVIDES LIFT ON AWARENESS MEASURES . . .

0%

5%

10%

15%

20%

AIDED AWARENESS

15%13%

6%

10%

ONLINE AD AWARENESS

11%

7%

11%

PRINT AD AWARENESS

11%11%10%

TV AD AWARENESS

12%

15% 15%

UNAIDED AWARENESS

3% 4%6%

4%

Online + Print Delta Online + TV Delta Print + TV Delta Online + Print + TV Delta

Source:  Millward Brown DigitalNumber Respondents: Print + Online = 30,588; Online + TV = 91,019; Print + TV = 24,563; Print + Online + TV = 10,967  

. . . AND FOR LOWER FUNNEL METRICS TOO

Online + Print Delta Online + TV Delta Print + TV Delta Online + Print + TV Delta

significant increase at 95% confidence

0%

5%

10%

15%

20%

PURCHASE INTENT

8%

17% 17%

11%

BRAND FAVORABILITY

7%

15% 14%

10%

MESSAGE ASSOCIATION

9%11%

10%8%

Source:  Millward Brown DigitalNumber Respondents: Print + Online = 30,588; Online + TV = 91,019; Print + TV = 24,563; Print + Online + TV = 10,967  

NOT EVERY AD DOLLAR IS THE SAME

$3.94Return on Advertising Spend

Source: Nielsen Catalina Solutions, analysis of 1,400 campaigns measured across media type. Multi‐Media Sales Effects Studies from 2004‐Q4 2015. Copyright 2016 Nielsen Catalina Solutions

THE RHETORIC IGNORES THE RECEPTIVITY

Magazine media is more trusted, inspiring and motivating

than other media.

Magazine media readers say“ads fit well with the content”

–more so than on websites and TV.

Readers 18-49are especially receptive to advertising in magazine media –more than websites or TV.

Source:  Simmons Research, Multi‐Media Engagement Study, Spring 2016 

Higher com prehension and recall

Stim ulates em otions and desires

Slow er reading speeds

Preferred by m ajority(even m illennials)

M ore focused attention, less distraction

Drives sensory involvem ent

PAPER-BASED READING

THE RHETORIC IGNORES THE RESPONSIBILITY

MAGAZINE MEDIA’S MOMENT IN TIME

BRAND SAFE, BRAND EDIFYING

M EASUREM ENT —AUDITED, VALIDATED,

ACCREDITED

BETTER VIEW ABILITY

IM M ERSIVE USER EXPERIENCE

PRO VEN EFFECTIVENESS

LINDA THOMAS BROOKS

lthom asbrooks@ m agazine.org

212.872.3710

m agazine.org

MAGAZINE MEDIABETTER. BELIEVE IT.