targeting high value consumers€¦ · 90 b2b 2,070 titles target & connect with canadians...
TRANSCRIPT
TARGETING HIGH VALUE CONSUMERS
TARGETING SUMMARY
Magazine media reach “high value” mass & niche audiences equally well: • Magazines reach high value targets who are key to leveraging and
amplifying the effects of your magazine investment: o Early Adopters – The first to respond to and try new brand
offers; they drive the speed of new launch success. o Category Influencers – People to whom others turn for
recommendations; they drive word-of-mouth. • Magazine readers are more likely to pay attention to advertising, more
than users of other media channels. • Choice of 2,070 Canadian titles spanning 136 editorial categories, each
targeting specific, well defined communities of needs and passions nationally, regionally and locally.
Magazines Reach High Value Readers Including the First To Try and Recommend Brands Within Targeted Communities of Interest
NOT ALL CONSUMERS ARE CREATED EQUAL
Influencers Early Adopters
Drive speed of brand adoption
Early adopters actively seek out and purchase new things. They are among the first to participate in a product/service launch, seasonal or defensive push.
Key to leveraging word-of-mouth
Influencers are perceived to be ‘category experts’. They take pride in informing themselves and others about product/service categories.
KEY TO LEVERAGING AND AMPLIFYING THE EFFECTS OF YOUR AD INVESTMENT
I like to be the first to try new products! I like being recognized as an authority!
Brand Advocates
Brand Loyalty
Word Of Mouth
Social Networking
40%
37%
36%
35%
32%
32%
32%
47%
41%
40%
39%
38%
36%
35%
Magazines(digital)
Magazines(print)
Social Media
Generalwebsites
Radio
Newspapers
Television
Early Adopters Category Infuencers
MAGAZINE MEDIA DELIVER EARLY ADOPTERS & INFLUENCERS
% Composition
Leveraging print and digital Magazines in your campaign will give you access to
the key customer segments you need.
Source: Media Connections Study, BrandSpark International/Magazines Canada, July 2013
Source: Media Connections Study, BrandSpark International/Magazines Canada, July 2013
Advertising in Magazines Gives You Access to
High Value Consumers
VIDEO
MAGAZINE MEDIA CAPTURE & HOLD ATTENTION
32%
27%
21%
19%
15%
15%
15%
Total
Influencer
15%
13%
12%
9%
8%
6%
3%
www
Magazine Apps
Paid
Free
Online
Social Media
Mobile
Search
Direct Mail
How often do you pay attention to advertising in…?
Not only are magazines more
efficient at reaching
influencers, advertisements in
magazines are better able to capture their
attention.
Magazine Web
Source: Media Connections Study, BrandSpark International/Magazines Canada, July 2013
Source: CARDonline
46 Consumer
90 B2B
2,070 titles target & connect with Canadians across 136 editorial categories
