Justin Stone, Bauer Media, Australia

(RE)INTRODUCING

• In 2014 the Magazine Publishers of Australia (MPA) introduced a NEW

METRIC to the market, the Magazine Audience Performance Predictor

(mapp)

• It takes the readership currency and models it with magazine sales scan data

to PREDICT READERSHIP of issues while they are on sale

• It also provides a WEEKLY breakdown of magazine reach (gross

tarps/impressions) by applying accumulation curves over the shelf-life period

of each title (varies by magazine genre)

mapp

• mapp was created in response to agencies’ and advertisers’ frustration with

readership survey lag and average issue readership instead of specific issue

readership

• mapp was not to be a new currency – rather its an extension of the existing

currency, but it makes readership a REAL TIME measure while reflecting the

readership currency

• Data puts magazines closer in line with other media (in particular TV, digital)

• Based on PPA studies, hoped mapp would improve magazine ROI results in

Marketing Mix Models (MMMs)

(RE)INTRODUCING mapp

HOW IT

WORKS - Each Monday latest sales data

inputted into mapp platform

- Algorithm automates specific issue

audience estimates based on

recency and seasonal readership

(currency)

- Readership estimates were

distributed over 4 weeks

(weeklies) and 12 weeks

(monthlies) using accumulation

curves of readership uptake

- Independent platform access

through big data expert, Quantium

FEEDBACK 1. The rollout

2. The uptake

3. The impact

4. The future

MARKET REACTION • Over a six month period mapp was presented to senior advertising decisions

markers, researchers and econometric modellers

• Their feedback was very encouraging! Mapp was universally embraced both

in purpose and methodology

• Logins and training were requested by all we presented to

• Comparisons to readership currency aligned within expectations ensuring no

contradiction or confusion in the market

"as close as we can hope to

get to the gold standard of

understanding the

performance

of each issue of a magazine”. John Alderton, Aegis

“mapp raises the

level of conversation

magazines can now

have with agencies

and advertisers”

MARKET ACTIVITY • Need fulfilment?

• Easy to use?

• Zero cost?

• Advertiser / agency ongoing usage? Hmmm… not so much…

THE CHALLENGE

• Magazine off the radar with advertising revenue in state of decline

- What this means: magazines are increasingly becoming a lower priority and

becoming easier to ignore due to perceived media alternatives

• Agencies/advertisers fixated on digital and accountability

- What this means: while mapp offers ROI it is still based on OTS (opportunity to

see) and not activity (click through, purchase etc)

• Use of MMMs exposed shortcomings of existing magazine data

- What this means: Nobody wants to be told they’ve been doing it wrong… In lieu

of mapp data, econometric models had to make assumptions which

underestimated magazine performance (using average issue data which flattens

performance and onsale periods for accumulation which overestimates initial

reach while ignoring contribution post onsale)

HOW TO FIX THIS

• If they won’t go to you, go to them. Embed mapp in the

readership currency software instead of a stand alone

• Encourage future econometric modelling to use mapp data,

(rather than ask them to rewrite history)

THE ROAD AHEAD:

• Currently working with readership

currencies to improve r&f tools to

incorporate mapp

• PR mapp’s real time ability – eg

‘news flash: Bruce Jenner’s

implants outperforming ‘her royal

cuteness’!

CHANGE THE NARRATIVE!

• Research agencies now using mapp for econometric modelling:

- Nielsen

- Millward Brown

- Ipsos

- And soon TNS

• While this modelling is used for large campaigns only, it comes

with this recommendation – magazines are effective! This will

(slowly but surely) change the way magazines are perceived.

THE OLD WAY

THE NEW WAY

NIELSEN MODEL FOR FMCG

BRAND USING MAPP

KEY FINDINGS

FUTURE

GENERATION • Immediate

- Become omnipresent

- Automate data interface

• Future

- Planning (not just post)

- Multiple Impressions from re-readings

- Review accumulation

- Cross platform masthead impressions

- Introduce other effectiveness criteria (eg likelihood to take action)

THANK

YOU

Justin Stone, Bauer Media, Australia