3x3 Arguments for print


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3x3 Arguments for print

  1. 1. INTENSE  |  PRECISE  |  ENDURING  3 x 3 good reasons for using printPresenting a powerful case foradvertising in consumer magazinesBerlin  —  November  2011  
  2. 2. Good  reasons  for  adver@sing  in  print  A  lot  of  money  and  quick  decisions  are  involved  every  day  in  the  media  business.  That  is  why  when  media  planners  and  marke@ng  bosses,  adver@sing  buyers  and  sellers  are  selec@ng  the  right  communica@ons  channels,  they  need  good,  solid  and  relevant  reasoning  to  support  the  development  of  their  strategy.  Every  medium  has  its  intrinsic  strengths,  which  it  contributes  to  the  communica@ons  mix  –  but  here  we  focus  on  the  strengths  of  print,  or  more  precisely  on  adver@sing  in  consumer  magazines.  Our  claim  is:    Adver(sing  in  magazines  is  intense,  precise  and  enduring.  As  evidence  we  document  here  the  most  compelling  reasons,  which  also  provide  an  overview  of  the  medium’s  strengths.  For  more  good  reasons,  informa@on,  data  and  facts  you  are  welcome  to  visit  printwirkt.de  –  and  of  course  consult  your  contact  partners  at  the  publishers.  Alexander  von  Reibnitz  Managing  Director  of  Print  Adver@sing  and  Digital  Media    Associa@on  of  German  Magazine  Publishers  (VDZ)   2  
  3. 3. Overview:  3  x  3  good  reasons  1.  Print  works  intensely  ...  4    1.1  ...  because  the  readers  repeatedly  read  through  their  magazine.  6  1.2  ...  because  its  content  and  credibility  is  valued.  11  1.3  ...  because  its  content’s  journalism  engages  the  reader.  14  2.  Print  works  precisely  ...  19  2.1  ...  because  magazines  drive  readers  to  specific  websites.  21  2.2  ...  because  magazines  ac@vate  a  large  response  from  few  inser@ons.  25  2.3  ...  because  magazines  reach  defined  target  groups  accurately.  29  3.  Print  works  enduringly  ...  32  3.1  ...  because  it  achieves  solid  residual  effects  with  great  efficiency.  34  3.2  ...  because  the  ads  are  appealing  and  worthy  of  trust.  38  3.3  ...  because  the  ads  deliver  a  high  return  on  investment.  40   3  
  4. 4. 3  x  3  good  reasons  for  print  Adver@sing  in  magazines  is  intense,  precise  and  enduring.   1.  Print  works  intensely,  because   readers  value  good  journalism  and   they  repeatedly  read  through  their   magazine.   4  
  5. 5. Print works intensely,because  readers  value  good  journalism  and  they  repeatedly  read  through  their  magazine.   5  
  6. 6. Double advertising exposureCONTACTS  PER  ADVERTISEMENT   INTENSE  |  PRECISE  |  ENDURING  Numbers  of  contacts  per  published  adver@sement   1.1.1  Print  works  intensely,  because  readers   repeatedly  read  through  their  magazine.   Magazines  have  one  big  advantage  over  other   types  of  media:  You  can  pick  them  up  and   1,8   read  them  again,  and  again,  and  again.   Whereas  spots  and  banners  disappear  forever   1,0   1,0   afer  just  one  (paid  for)  appearance,  the  ads  in   magazines  are  seen  on  repeated  occasions.   For  adver@sers  this  means  paid  for  once,   delivered  twice.  What  other  medium  offers   such  a  good  deal?   Magazines   Television   Internet  Source  for  magazine  value:  AIM  RFID  Contact  Study  2009–2011;  basis:  2,309  persons  in  purchasing  households,  326,454  double-­‐page  contacts  based  on  27  @tles  analysed;  numbers  of  contacts  per  double  page  with  adver@sing.  Source  for  electronic  media:  fundamentals  of  physics.   6  
  7. 7. Reading equivalent to watching a film DURATION  OF  MAGAZINE  READING   INTENSE  |  PRECISE  |  ENDURING   Propor@on  of  readers  according  to  cumula@ve  dura@on  of  magazine  use  in   1.1.2  Print  works  intensely,  because  readers   minutes;  propor@on  as  percentage  of  total  use.   repeatedly  read  through  their  magazine.   9,0   91  minutes   You  make  @me  for  yourself  to  enjoy  reading  a   Average  dura@on     magazine.  On  average,  readers  devote  an   8,0   of  magazine  use   hour  and  a  half  in  total  to  reading  and  flipping   7,0   through  pages.  Propor@on  of  readers   6,0   That  is  equivalent  to  the  average  dura@on  of   5,0   watching  a  film  on  TV  –  if  you  disregard  all  the   commercial  breaks.  In  comparison,  magazines   4,0   have  the  adver@sing  already  integrated  into   3,0   the  programme.   2,0   1,0   0,0   10   30   50   70   90   110  130  150  170  190  210  230  250  270  290  310  330   Dura@on  of  magazine  use  in  minutes  Source:  AIM  RFID  Contact  Study  2009–2011;  basis:  2,309  persons  in  purchasing  households,    13,314  magazine  contacts  based  on  27  @tles  analysed;  cumula@ve  values  for  all  usage  events   7  
  8. 8. Prime time is also print timeMAGAZINE  USE  DURING  THE  DAY   INTENSE  |  PRECISE  |  ENDURING  Propor@on  of  total  contacts  by  @me  of  day  in  percentages.   1.1.3  Print  works  intensely,  because  readers   repeatedly  read  through  their  magazine.   Hour Whole week (Mon-Sun) 00 – 01 Readers  read  through  their  magazines  at  all   01 – 02 02 – 03 @mes  of  the  day.  Some  genres  of  magazine   03 – 04 are  more  popular  in  the  mornings  or   04 – 05 afernoons,  but  the  majority  are  read  during   05 – 06 06 – 07 the  prime  evening  @me.  Magazines  are  a   07 – 08 highly  integral  part  of  the  daily  lives  of  their   08 – 09 readers.   09 – 10 10 – 11 11 – 12 12 – 13 13 – 14 14 – 15 15 – 16 16 – 17 17 – 18 18 – 19 19 – 20 20 – 21 21 – 22 22 – 23 23 – 24 0 2 4 6 8 10 12Source:  AIM  RFID  Contact  Study  2009–2011;  basis:  2,309  persons  in  purchasing  households,    326,454  double-­‐page  contacts  based  on  27  @tles  analysed;  propor@ons  as  percentages.   8  
  9. 9. Concentrate on what is importantUSAGE  WHILE  DOING  SOMETHING  ELSE   INTENSE  |  PRECISE  |  ENDURING  Figures  as  percentages     1.1.4  Print  works  intensely,  because  readers   repeatedly  read  through  their  magazine.   In  modern  society,  the  media  is  a  constant   presence  in  daily  life  –  there  is  scarcely  a   Magazines   13   moment  of  the  day  when  we  are  not  affected   by  media  or  the  adver@sing  it  carries  in  some   way.   Newspapers   20   The  ques@on  is  whether  we  pay  alen@on  to   the  medium:  Do  we  focus  on  it,  or  is  it  simply  in   Internet   20   the  background?   There  is  prac@cally  no  medium  people  engage   with  as  intensely  as  they  do  with  magazines.   Television   51   Only  13  per  cent  do  not  fully  focus  on  it,  so  that   means  87  per  cent  of  readers  concentrate   Radio   95   exclusively  on  a  magazine.  By  comparison,  only   49  per  cent  concentrate  on  the  television.  Source:  Bauer  Media,  Zukunfswerkstal  Medien:  Medien  Funk@onen  (2006);  basis:  German-­‐speaking  popula@on  14  to  69  years  of  age  (n  =  1,005),  user  interviews.   9  
  10. 10. Every day is magazine reading dayCONTACT  DISTRIBUTION  IN  THE  WEEK   INTENSE  |  PRECISE  |  ENDURING  Propor@on  of  total  contacts  by  day  of  the  week  in  percentages   1.1.5  Print  works  intensely,  because  readers   repeatedly  read  through  their  magazine.   Throughout  the  working  week  as  well  as  at   the  weekend,  from  Monday  to  Sunday,   16,2   magazines  generate  contacts  with  their   14,4   14,7   15,0   readers.  This  applies  equally  to  the  medium  as   13,5   13,1   13,1   a  whole  as  it  does  to  the  majority  of  individual   @tles..     It  is  only  at  weekends,  a  @me  of  relaxa@on  and   openness,  that  all  @tles  experience  a  slightly   higher  usage.   These  facts  provide  op@mum  condi@ons  for   intense  adver@sing  effec@veness.   MON   TUE   WED   THU   FRI   SAT   SUN  Source:  AIM  RFID  Contact  Study  2009-­‐2011;  basis:  2,309  persons  in  purchasing  households,    326,454  double-­‐page  contacts  based  on  27  @tles  analysed;  propor@ons  in  percentages   10  
  11. 11. Readers vote with their walletsMAGAZINE  TYPES   INTENSE  |  PRECISE  |  ENDURING  Annual  averages  2011   1.2.1  Print  works  intensely,  because  its   content  and  credibility  is  valued.   Sales: 39% More  than  three  quarters  of  all  the  German   consumer  magazines  that  are  printed  are   bought  by  readers  from  their  own  pockets.   They  spend  some  283  million  euros  a  month   Subscription: for  them.*     41% Obviously  whatever  people  are  prepared  to   pay  for,  they  also  make  good  use  of.   Free: 6% Reading Clubs: Misc.: 7% In-Flight: 4% 3%Source:  IVW,  Annual  averages  2011;  excluding  customers  free  magazines,  supplements,  tourist  and  event  magazines.  *  Retail  and  subscrip@on  sales  of  572  @tles  in  IVW  2009  x  respec@ve  copy  price.   11  
  12. 12. Choosing your own means acceptance“I  SHOP  FOR  MY  OWN  MAGAZINES”   INTENSE  |  PRECISE  |  ENDURING  Agreement  in  percentages     1.2.2  Print  works  intensely,  because  its   content  and  credibility  is  valued.   Magazines  are  by  far  and  large  a  personal   maler.  Three  quarters  of  all  Germans  over  14   state  they  buy  magazines  for  themselves  in   Always,  ofen   76,2   person.   They  assess  their  personal  preference  for  and   interest  in  magazines  so  highly  that  they  are   not  only  willing  to  pay  for  them,  but  also  go   shopping  for  them  in  person.   Infrequently   17,5   Adver@sing  could  hardly  be  seen  with  more   acceptance  by  its  target  group.   Never   6,3  Source:  TdW  2011  III;  basis:  German-­‐speaking  popula@on  of  14  years  and  above  (70.5  million,  n  =  20,129)     12  
  13. 13. Lack of bias lends credibilityREVENUE  STREAMS  OF  THE  PUBLISHERS   INTENSE  |  PRECISE  |  ENDURING  Distribu@on  between  adver@sing  and  sales  revenues  2008   1.2.3  Print  works  intensely,  because  its   content  and  credibility  is  valued.   Sales:  48%   Roughly  a  half  of  the  income  of  magazines   comes  directly  from  its  readers,  rather  than   completely  from  adver@sers.     That  is  a  significant  contrast  to  most   electronic  media,  such  as  independent  TV   channels  and  the  internet.  It  preserves  the   independent  image  of  the  free  press  and  gives   it  more  credibility  with  readers.     And  this  applies  equally  to  editorial  and   adver@sing  content.   Adver@sing:   52%  Source:  VDZ  Autumn  Survey  2008     13  
  14. 14. Content written by professionalsPERMANENTLY  EMPLOYED  JOURNALISTS   INTENSE  |  PRECISE  |  ENDURING  Annual  averages  2010   1.3.1  Print  works  intensely,  because  its   content’s  journalism  engages  the  readers.   One  major  difference  between  printed  media   and  other  forms:  Print  invests  heavily  in  the   12.000   quality  of  its  content.     Roughly  two-­‐thirds  of  all  German  journalists   9.000   are  on  the  payrolls  of  printed  media,  while  the   remainder  are  employed  by  television,  radio   and  the  internet.     5.520   Content  quality  is  one  of  the  most  important   3.680   factors  behind  the  success  of  magazines  and   the  respect  their  readers  have  for  them.   1.500   Newspapers     Magazines   Public  TV   Ind.TV/Radio   Internet  Source:  DJV  Deutscher  Journalisten-­‐Verband,  2010   14  
  15. 15. Talk of the town MOST  QUOTED  MEDIA  IN  GERMANY     INTENSE  |  PRECISE  |  ENDURING   Quoted  by  other  media  in  2010     1.3.2  Print  works  intensely,  because  its   content’s  journalism  engages  the  readers.   Spiegel   2.828   Magazines  exert  a  significant  impact  on  public   Bild-­‐Zeitung   1.841   discourse  in  Germany.  From  the  15  most   SZ   1.489   quoted  media  of  the  republic,  12  are  printed   Focus   1.353   media,  four  of  which  are  magazines.   BamS   1.340   Of  course,  other  media  are  occasionally  much   Handelsblal   1.102   talked  about  and  clips  with  unusual  slip  ups   FAZ   1.102   and  strokes  of  luck  are  happily  and  frequently   ARD   1.093   cited.  However,  true  agenda  sebng  generally   ZDF   812   arises  from  the  inves@ga@ve  work  of   stern   786   magazines  –  and  this  draws  intense   adver@sing  contacts.   Abendblal   782   Deutschlandradio   698   Tagesspiegel   695   WamS   608  Frankfurter  Rundschau   662   Source:  pmg  Pressemonitor,  quote  ranking  2010  (whole  year),  Cross-­‐media  quotes.     15  
  16. 16. Delight in the newMAGAZINE  MARKET   INTENSE  |  PRECISE  |  ENDURING  New  @tles  and  closures  1990–2011   1.3.3  Print  works  intensely,  because  its   content’s  journalism  engages  the  readers.   Nido,  Landlust,  Donna.  These  are  only  three   200   examples  of  numerous  new  @tles  introduced   Net   Starts   Closures   in  recent  years.  In  2011  alone,    89  new  @tles   150   were  added  to  the  market  –  an  indicator  of   the  wealth  of  crea@vity  and  innova@ve   100   capacity  in  the  magazine  industry.   50   And  for  the  high  degree  of  acceptance  that   good  magazine  concepts  are  rewarded  with.   0   -­‐50   -­‐100   -­‐150   1990   1995   2000   2005   2010  Source:  WIP  Cologne,  presseforschung.de;  version:  September  2011   16  
  17. 17. Magazines trusted onlineUSAGE  OF  ONLINE  CONTENT   INTENSE  |  PRECISE  |  ENDURING  Basis:  content-­‐oriented  websites;  figures  in  millions  of  unique  users     1.3.4  Print  works  intensely,  because  its   content’s  journalism  engages  the  readers.   The  extent  of  the  trust  that  exists  between   magazines  and  their  readers  can  be  seen  every   Internet   day  in  the  internet  usage  of  Germans.   Magazines   107   89   Among  the  most  popular  content-­‐oriented   websites  about  a  third  originated  as  internet   sites  –  while  a  quarter  stem  from  magazine   @tles.   This  means  magazines  are  also  stable  and   popular  as  online  media  brands  –  and   promises  ideal  condi@ons  for  intense   adver@sing  contacts.   Television     Newspapers     51   61  Source:  AGOF  Internet  Facts  2011-­‐03;  defini@on  of  content-­‐oriented:  website  with  own  editorial  content,  excluding  email  portals,  eCommerce  and  corporate  websites,  forums,  social  media  plavorms  and  any  that  mainly  consist  of  user-­‐generated  content;  classifica@on  of  the  media  according  to  origina@on  of  established  media  brands  to  the  relevant  medium   17  
  18. 18. Good mobile contentUSAGE  OF  MAGAZINES  ON  THE  IPAD   INTENSE  |  PRECISE  |  ENDURING  Propor@ons  as  percentages   1.3.5  Print  works  intensely,  because  its   content’s  journalism  engages  the  readers.   The  latest  genera@ons  of  devices  not  only   Use  magazines  on  the   alract  young  users.  The  average  age  of  iPad   iPad   users  is  42  and  with  above-­‐average  income  –     67.5%   a  part  of  which  they  are  happy  to  invest  to   obtain  magazine  content  on  their  iPad.    Do  not  use  magazines  on   More  than  two-­‐thirds  of  iPad  users  read  the  iPad   magazines  on  their  device  and  are  willing  to  32.5%   pay  for  good  journalism,  regardless  of  the   output  medium.  Source:  VDZ  Study:  Magazine  usage  on  the  iPad;  September  2011;  basis:  persons  who  own  an  iPad  (n  =  3,353)   18  
  19. 19. 3  x  3  good  reasons  for  print  Adver@sing  in  magazines  is  intense,  precise  and  enduring.   2.  Print  works  precisely,   because  it  quickly  ac@vates  a   large  audience  and  generates   clicks  from  accurately  defined   target  groups.   19  
  20. 20. Print works precisely,because  it  quickly  ac@vates  a  large  audience  and  generates  clicks  from  accurately  defined  target  groups.   20  
  21. 21. Print generates clicksDRIVE  TO  WEB   INTENSE  |  PRECISE  |  ENDURING  Propor@on  of  persons  of  each  target  group  that  visited  the  manufacturer  or   2.1.1  Print  works  precisely,  because  product  website,  ac@vated  by  ad  contact;  figures  in  percentages   magazines  drive  readers  to  specific  websites.   The  internet  plays  a  central  role  in  lots  of   consumer  purchasing  decisions  and  it  has   34,6   major  significance  in  marke@ng  for  many   adver@sers.  In  the  digital  age,  all  types  of   media  have  to  jus@fy  how  many  poten@al   customers  they  ac@vate  online.     15,8   On  average  34.6%  of  observers  of  an  ad  with   interest  in  the  product  will  visit  the  website  of   the  manufacturer  or  product.     6,0   This  means  that  adver@sing  in  consumer   magazines  has  very  strong  drive  to  web.   Total   Observers   Observers  with  product   interest  Source:  AIM  Ad  Tracking  July  2010–September  2011;  basis:  14–69  year  old  internet  users  (n  =  131,962  ),  1,920  adver@sing  mo@fs   21  
  22. 22. Print googlesONLINE  SEARCHES  ORIGINATED  BY  MEDIA  USAGE   INTENSE  |  PRECISE  |  ENDURING  Agreement  as  percentages   2.1.2  Print  works  precisely,  because   magazines  drive  readers  to  specific  websites.   Magazines   42   Clearly  a  lot  of  visits  to  company  and   Television   38   campaign  websites  originate  from  search   Newspaper 37   engines,  rather  than  direct  entry  of  the  web   s   Friends   33   address.  The  ques@on  is  which  medium   Radio   29   prompts  the  majority  of  searches?   Direct  Mail   27   And  here  magazines  occupy  the  top  ranking  in   eMails   23   a  media  comparison.  Naturally,  because   Banners   21   magazines  inspire,  they  are  important   Posters   11   mo@vators,  delivering  ideas  and  guiding  their   Communi@ 10   readers  to  online  targets.  Magazines  are   es   Blogs   7   hugely  successful  as  click  generators.     Others   7  Source:  Big  Research,  simultaneous  media  usage  study  (SIMM13);  December  2008     22  
  23. 23. Print motivatesACTIVATION  BY  AD  MOTIF   INTENSE  |  PRECISE  |  ENDURING  Propor@on  of  observers  of  an  ad,  who  were  mo@vated  to  take  ac@on,  as  a   2.1.3  Print  works  precisely,  because  percentage   magazines  drive  readers  to  specific  websites.   Adver@sements  ac@vate  their  observers  in  a   42.1   variety  of  ways,  ranging  from  a  desire  for   more  informa@on  to  purchasing  the  product.     The  sum  of  all  conceivable  ac@va@ons  of  an   6,6   observer  to  an  ad  mo@f  together  shows  that   8,6   42  percent  are  mo(vated  to  do  something.   And  for  every  fifh  adver@sement  more  than  a   8,3   half  of  the  observers  have  become  more   9,2   acquainted    with  the  ad  or  the  product  –  or   12,1   actually  purchased  it.   10,4   This  means  the  print  adver@sing  contributes   significantly  to  the  success  of  a  campaign.   Seeks   Studies  ad   Willing  to   Visits   Improved   Purchased   Total   informa@on   precisely   purchase   corporate/   impression   ac@va@on   product   website  Source:  AIM  Ad  Tracking  July  2010–September  2011;  basis:  14–69  year-­‐old  internet  users,  who  consciously  perceived  the  corresponding  ad,  1,920  adver@sing  mo@fs   23  
  24. 24. Print awakens interest“MAKES  ME  AWARE  OF  INTERESTING  THINGS”   INTENSE  |  PRECISE  |  ENDURING  Agreement  in  percentages   2.1.4  Print  works  precisely,  because   magazines  drive  readers  to  specific  websites.   Nowhere  near  the  en@re  media  life  of  a   person  is  spent  composing  targeted  search   engine  inquiries.  Most  of  the  @me  we  have  no   Magazines   62   idea  what  to  look  for  un@l  we  are  made  aware   of  its  existence  by  something.   And  that  “something”  is  more  ofen  than  not   Television   40   a  magazine.  62  per  cent  of  German  media   users  state  that  magazines  provide  them  with   interes@ng  sugges@ons.  Only  40  per  cent  say   Newspapers   30   this  about  television,  while  with  newspapers   and  the  internet,  it  is  only  30  per  cent.   Internet   30  Source:  Medienprofile  und  Medienbegabungen,  Ins@tut  für  Demoskopie,  Allensbach  (2008);  basis:  persons  14–69  years,  heavy  users  of  the  respec@ve  medium;  statement:  “Frequently  makes  me  aware  of  interes@ng  things  that  I  would  not  otherwise  know  about.”   24  
  25. 25. Print has a big footprintCOMPARISON  OF  AUDIENCES   INTENSE  |  PRECISE  |  ENDURING  Figures  as  percentages     2.2.1  Print  works  precisely,  because  magazines   ac@vate  a  large  response  from  few  inser@ons.   It  is  clear  that  no  adver@sing  plan  will  cover  a   Magazines   94   whole  medium.  However,  the  cumula@ve   reach  within  the  whole  popula@on  of  an   Television   89   adver@sing  medium  says  a  lot  about  its   strategic  talents:  the  more  reach,  the  more   universally  it  can  be  applied.   Radio   77   And  no  other  medium  in  Germany  achieves   more  reach  than  consumer  magazines.  This   Internet   72   means  print  is  the  absolute  number  one  in  the   arsenal  of  the  strategic  media  planner.   Newspapers   71  Source:  AGOF  internet  facts  2011-­‐03;  ma  2010  intermedia  (TV/SpT,  Daily  Newspaper/LpA,  Consumer  Magazine/LpA,  Radio/HpT);  basis  of  all  reach  figures:  whole  German  popula@on  of  14  years  and  over   25  
  26. 26. Kiosk beats ATMSHOPS  AND  FACILITIES  IN  GERMANY   INTENSE  |  PRECISE  |  ENDURING  Numbers   2.2.2  Print  works  precisely,  because  magazines   ac@vate  a  large  response  from  few  inser@ons.   Wherever  you  happen  to  be  in  Germany,   122.272   magazines  are  already  there.  Thanks  to  there   being  over  120,000  periodical  retailers,  you   are  never  farther  than  1200  meters  from  the   nearest  magazine  seller,  calculated  as  a  pure   average.     60.012   That  is  half  as  far  as  the  nearest  cash  machine,   an  order  of  magnitude  closer  than  the  nearest   airport,  sta@on  or  bakers  –  and  where  you   15.337   also  generally  find  an  extensive  range  of   5.700   magazines  on  offer.   39   The  “technical  coverage”  –  the  propor@on  of   Periodical   Cash  machines   Bakery  shops   Railway  sta@ons   Airports   retailers   households  that  could  use  the  medium  if  they   so  choose  to  –  amounts  to  prac@cally  100%   for  magazines.  Sources:  sales  outlets:  structural  data  of  periodical  retailers  2010  in  Germany;  cash  machines:  Deutsche  Bundesbank  via  bundesbank.de  (2010  data);  bakers:  specialist  bakery  shops  via  baeko-­‐magazin.de  (2010  data);  airports:  passenger  airports  in  Germany  via  wikipedia,org  (Oct.  27,  2011);  railways  sta@ons:  Deutsche  Bahn,  business  report  2010.   26  
  27. 27. Keen to read straight away CUMULATIVE  MAGAZINE  CONTACT   INTENSE  |  PRECISE  |  ENDURING   100  per  cent  =  all  first  contacts  in  @me  studied   2.2.3  Print  works  precisely,  because  magazines   ac@vate  a  large  response  from  few  inser@ons.   100   Magazines  do  not  simply  appear  in  the  house.   90   The  household  pays  for  them  and  chooses  Cumula@ve  propor@on  of  first   them  carefully.  Curiosity  about  what  is  in  each   80   issue  is  correspondingly  great.  Half  of  readers   70   have  read  the  magazine  for  the  first  @me   60   within  the  first  two  days  of  purchasing  it.  This   contacts   applies  more  or  less  equally  for  all  weekly,   50   fortnightly  and  monthly  magazines.   40   That  means:  magazines  reach  your  target   30   group  quickly.   20   10   0   DFP   4   8   12   16   20   24   28   32   36   40   44   48   52   56   Days  following  day  of  first  purchase  Source:  AIM  RFID  Contact  Study  2009–2011;  basis:  2,309  persons  in  purchasing  households,  13,314  magazine  contacts  based  on  27  studied  @tles;  propor@ons  as  percentages     27  
  28. 28. Audience ratings winnersTV  AUDIENCES  v  MAGAZINE  CIRCULATION   INTENSE  |  PRECISE  |  ENDURING  Figures  in  millions  of  people     2.2.4  Print  works  precisely,  because  magazines   ac@vate  a  large  response  from  few  inser@ons.   Galileo   1,83   GEO   3,65   For  years  the  circula@on  of  consumer   magazines  have  consistently  achieved  the   largest  media  audiences,  out-­‐performing   DSDS   5,89   every  other  medium.  Magazines  ofen  reach   TV  Spielfilm  plus   7,99   more  people  than  the  highest  rated  TV   programmes.  Even  enormously  popular  shows   like  “Wer  wird  Millionär?”  (Who  wants  to  be  a   Tagesthemen   2,38   millionaire?)  achieve  an  average  audience  less   Spiegel   6,53   than  the  circula@on  of  one  issue  of  “stern”   magazine.   Wer  wird  Millionär?   6,32   stern   7,85   RTL  Exclusiv  (Mo-­‐Fr)   2,58   Bunte   4,27  Sources:  ma  Pressemedien  2011  II  LpA,  total;  AGF/GfK  television  research/TV  Scope,  media  control;  averages  for  2010,  whole  German  popula@on  of  14  years  and  above.   28  
  29. 29. Magazines are specialistsNUMBERS  OF  TITLES  IN  MAGAZINE  SEGMENTS   INTENSIV  |  PRÄZISE  |  NACHHALTIG  Number  of  @tles  per  segment   2.3.1  Print  works  precisely,  because   magazines  reach  defined  target  groups   54   Sports  magazines   46   accurately.   Home  and  garden  magazines   41   Financial  press   41   Magazines  are  an  extremely  diverse,  yet   Childrens  magazines   39   targeted  adver@sing  medium.  Magazines  may   Society/poli@cs  weekly  magazines   36   aim  for  young  and  old,  families  or  best  agers,   Motor  trade  press   35   Womens  weekly  magazines   29   decision-­‐makers,  sports  fans,  car  buyers,  DIY   TV  programme  magazines   28   enthusiasts,  men,  women,  children.  The  list   Womens  monthly  magazines   28   goes  on  and  on.   Science  magazines   25   Lifestyle  magazines   25   For  prac@cally  any  conceivable  target  group  in   Current  affairs  magazines   18   IT  and  telecommunica@ons  magazines   17   Germany  there  is  a  magazine  to  address  it.   Food  magazines   15   There  is  sure  to  be  a  perfect  one  for  your   Paren@ng  magazines   14   target  group.   Films,  videos,  audio,  photo  magazines   14   Nature  magazines   13   Teenager  magazines   9   Travel  magazines   7   Health  magazines   6   Aerospace  magazines   3   Womens  fortnightly  magazines   2   DIY  magazines   1   Internet  magazines  Source:  pz-­‐online.de/IVW,  Q3  2011,  consumer  magazines  excluding  tourist  and  event  magazines,  shoppers  and  sundry  magazines,  supplements.   29  
  30. 30. The Facebook generation readsYOUNG  READERS  OF  MAGAZINES   INTENSE  |  PRECISE  |  ENDURING  Propor@on  of  readers  among  14–29  year  olds  as  percentages   2.3.2  Print  works  precisely,  because   magazines  reach  defined  target  groups   accurately.   Just  as  the  majority  of  Germans,  the  Facebook   genera@on  also  likes  to  read  magazines.  Is   90,2   that  any  surprise?  They  also  like  to  watch  TV   and  go  to  the  football  stadium.   And  magazines  are  not  only  for  those  forms  of   entertainment,  they  are  popular  and  much   used.   9,8   Readers   Non-­‐readers  Source:  CN  15.0;  basis:  German-­‐speaking  popula@on  between  14  and  29  years  in  private  households  in  Germany  (14.99  million,  n  =  4,837);  consumer  magazine  readers:  persons  who  on  a  normal  working  day  read  a  magazine  for  at  least  half  an  hour.   30  
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