magazines
TRANSCRIPT
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Media360: Magazines
Duan Stokes: Publishing Director Hot Press
Chairperson Magazines Ireland
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Magazines in Ireland: Market &
Merit
Who are Irish Magazines
Why Magazines Work
Magazines & Digital
Magazines do MORE
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Who Are Irish Magazines
They are
Brands
Credible
Informed
With TRUST created by loyalty
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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
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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
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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
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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
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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
(%) (%)
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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
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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
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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
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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
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