Fipp wmc 2011 esther braspenning

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ENGAGEMENT

Engagement and the magazine media
FIPP World Magazine Congress
Esther Braspenning - Sanoma Media
New Delhi, 12 October 2011
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esther.braspenning@sanomamedia.be
Brussels12

“Engagement is like love —everyone agrees it’s a good thing, but everyone has a different definition of what it is.”
Jeffrey Grahamexecutive director customer insight at The New York Times
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“When it comes to a breakfast of bacon and eggs, the chicken is involved but the pig is committed”
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MAGAZINES BELONG TO MY WORLD

Why do magazines engage?
SOME INSTITUTIONS
SOME INSTITUTIONS
EVERYDAY CONTACTS
EVERYDAY CONTACTS
THE WORLD
COMMUNITY
COMMUNITY
THE WORLD
FRIENDS
FRIENDS
OUR WORLD
OUR WORLD
FAMILY
FAMILY
MY WORLD
MY WORLD
My magazine
Ownership
Relevant
Intimate
Trusted
A friend
Source: Henley Centre:
Delivering Engagement 2004
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Magazines engage in different ways:
As a trusted friend (or lover*)
A bridge to interaction and participation
A spur to inspiration
Guidance and life-management
A symbol of status
Why do people read magazines?
Source: Henley Centre, Delivering Engagement 2004;
*Sanoma Media Brain; NUV Engagement Study

FOCUSSED ATTENTION

It is not the time…
Magazines are read
only a few minutes
on average per day
Average minutes per hour
6am Time of day 11pm
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Source: Ball State U

… it’s the attention
Eat
Work
Media
Note that “media only” life activity includes concurrent exposure of two or more media
Magazine Newspaper TV Radio Web
Source: Ball State U
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… the primary attention
of multi-media time spent with medium, % where it receives primary attention
Source: Source: Smurfit/UCD for
PPAI, Ireland and Ball State U
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… PICKED UP AND READ AGAIN AND AGAIN

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DOUBLE.
PRINT WORKS.
1.8 contacts per spread per reader
33 seconds average time spent per spread
two-page spread
two-page
without advertising
two-pagewith advertising
Total: 2,060 persons (290,299 two-page contacts)Aggregated values on the basis of 24 titles

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DOUBLE.
PRINT WORKS.
>> Magazines stay in the household for a long time. On average they are read by each user six times for a quarter of an hour each time.
Source: AIM Ad Impact Monitor 2009; basis: 24 titles in 1,200 magazine-buying households with a total of 2,060 persons

MAGAZINES ENGAGE MORE...

Tv
Radio
Dailies
Magazines
Internet
Cinema
Internet TV
Mail
Free sheets
Engagement:
Close to me
One of my most favorite
I miss it
No other can take it’s place
Engagement 6/7 1 2 3 5 6/7 8 4 9
Attention 4 6-8 5 2/3 2/3 1 6-8 6-8 9
Appreciation 4/5 3 6 2 4/5 1 8/9 8/9 5
Source: Mediabeleving 2007, TNS NIPO, NL
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Engaged readers get more information, entertainment and stimuli from their magazine
.... engagement improves media experience
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… and the advertising experience
'I am more likely to pay attention to an advert if it appears in/on one of my favourite…'
Source: Smurfit/UCD for PPAI, Ireland
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Magazine advertising ..
.. has more positive drivers
- credibility, trust
- useful information
.. has fewer negative drivers
- less inconvenient moments
- less repetition
.. is not disturbing (79%, vs. TV 47%)
3 of 10 pages pulled as favorites were ads*
Source: GfK MRI, 2010
Source: NRS Consumer spring 2007 A / Finland
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Source: Starcom ACE Print Engagement study, 2005

Engaged readers see more..
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HIGH
LOW
Open eyes open book
Ad noted
Category recognized
Product recognized
Source: Sanoma RRO database, 2000-2010)

… and act upon what they see
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75% engaged readers say ads are the reason they visit certain shops or websites*
*Source: Magazine Engagement Study, NUV 2007
Source: The Magazine Relationship, IPC Media Values, PPA

Engagement is visible in our brain

Content Page
Print Ad
Difference
Brain activity
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Result of mix of emotions:
trust of magazine ad is
higher than TV commercial
Magazine ad is processed
and stored in the memory
better than a TV commercial
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Influentials love magazines

Reaching influentials
Which media do the Influentials in the Clothescategory use?
Source : TGI /WOM : Key Influentials and heavy users of medium
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Magazines as best source of information
Magazines
Beauty, Society, Fashion, Gardening, Home Decoration, Relations, Ideas and Tips, Cooking, Raising Children, Health Care, Interviews, Building, Technology, Cars, Arts and Literature, Hobbies, Competitions
TV
Nature and Animals, Wars and Catastrophes, Sports, Consumer Information, Religions and Worldviews, Countries and Cultures
Newspapers
Radio and TV Programs, Politics, Business and Economy, Finnish as EU members, Financial Matters
Radio
Music
Source: Media Fidelity NRS 2007 (Magazines) / Finland

Source: Trendsformers research, NIPO/Sanoma Uitgevers, the Netherlands
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Source: Trendsformers research, NIPO/Sanoma Uitgevers, the Netherlands
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Magazines are ready for the future
30%of magazine readers report that they have used a computer or mobile device to visit a magazine’s website in the past six months.
Source: Affinity’s VISTA Service, 2010

Digital is an opportunity
Content is key
Digital enhances the magazine experience
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“Online is a quick fix, magazines are something to savour”
Q: To what extent do you agree/disagree with each of the following statements?
Source: Vogue Business Report 2011

Digital magazine experience
Most enhancing digital extras
Satisfied with
digital reading
experience
Source: MPA, Worldwide Certified Profile of the digital edition reader, 2010
Source: Smarter Media Sales / Nxtbook Media/VIVmag, 2010

CONCLUSIONS
India is not that different
(well, when it comes to engagement)
Magazines used to engage
still engage now
and will keep engaging!
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Future research:
online & tablet magazine reading and engagement
Beware of online engagement!
Google Report: Display Engagement Flat Despite Rise of Rich Media
ADWEEK, 17 Aug.2011
What’s next?
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esther.braspenning@sanomamedia.be
Brussels12

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Fipp wmc 2011 esther braspenning

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