Download - Magazines
Media360: Magazines
Duan Stokes: Publishing Director Hot Press
Chairperson Magazines Ireland
Magazines in Ireland: Market &
Merit
Who are Irish Magazines
Why Magazines Work
Magazines & Digital
Magazines do MORE
Who Are Irish Magazines
They are
Brands
Credible
Informed
With TRUST created by loyalty
Starcom in the US asked consumers to tear out from their favourite magazines
10 pages which between them represented the essence of the magazines
5
3/10 pages were ads
6
PPA Magnify Study (UK, 2011) found :
Noting scores for editorial and ads were similar, indicating magazines are a very hospitable environment for ads
Reading some or all of the content was higher for editorial, but action taken after
reading tended to be stronger for ads
7
MAGAZINES AS DRIVERS OF BEHAVIOUR ON THE CONSUMER JOURNEY
(HIGHLIGHTS)
EDITORIAL AD
Noting score 54% 54%
INFORMATION GATHERING
Gathered more info after seeing article/ad 13% 18%
Visited brand website 11% 16%
IMPACT ACTIONS:
Have a more favourable opinion about the
product
19%
Recommended the product (word of mouth) 14%
CONSIDERATION AND PURCHASE:
Considering purchase 12% 22%
Purchased 4% 9%
Overall net action score 66% 63%Magnify, PPA, 2011, UK
8
Magazines ranked first
on four factors: • Identification
• Stimulation
• Innovation
• Practical use
CONSUMERS’ EXPERIENCE OF 5 MEDIA:
RANKED Ma
ga
zin
es
Ne
wsp
ap
ers
TV Ra
dio
Inte
rne
t
Identification: recognise yourself in, feel involved
1 3 2 5 4
Stimulation: made enthusiastic, fascination 1 4 2 5 3
Innovation: surprises me, keeps me informed of trends
1 2 5 4 3
Practical use: tips, motivated to do something
1 3 4-5 4-5 2
Information: something new, useful, credible
2 1 4 5 3
Enjoyment: pleasure, relaxation, transformation
2 5 3 1 4
Pastime: filling empty moments 2 1 5 3-4 3-4
Topicality: quickly informed, ensured I'm up to date
3 1 4 5 2
Disturbing: makes me worried, disturbs me 3-4 1 2 5 3-4
Social interaction: sharing, in contact with others
3-4 2 3-4 5 1
9
Magazines score well here, across several markets :
Agree: ads are an interference (Taiwan) Agree: ads in this medium really annoy me (Germany)
Base: Adults reading mags for at least an hour per week. Source:
Survey on Consumption Trends of Magazine Readers in
Taiwan, MBAT, Taiwan, 2011
Base: All adults. Source: Medienprofile & Medienbegabungen, Institut für
Demoskopie, Allensbach, Germany, 2008
(%) (%)
Impact of Advertisements
Do they work?
Image Publications:
82% had bought a product that advertised in Image
81% had tried new health & beauty services which had
been featured in the magazine
Cleo (Australasia Women’s Magazine)
Asked “What prompts you to try and new brand”
78% Saw it advertised in Cleo
71% Sampling opportunity
68% Featured in a magazine
Magazines & Digital
Magazines vs Websites vs Digital Editions
Magazines & Websites run in complementary manner.
hotpress.com : essential building block for Hot Press
Different Strengths
Music News is round the clock 7 days a week
Interviews & features take days/weeks to create
Digital Editions
Magazine Content was rarely “given away”
The burgeoning tablet market is proving fertile ground
Development still early
ABC in UK has started to adapt to Digital Editions & Digital
Publications
US early adopter: UK & Ireland following
Magazine Publishers Do MORE
Understanding & creating for our readers
Means we understand and create for others
Magazines power
Events – Media 360 !
Awards – Irish Tatler Woman of the Year
Exhibitions – Philip Lynott Exhibtion