8 Charts On Why Magazines

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Alcuni buoni motivi per pianificare la stampa periodica.Fonte: PPA Marketing Uk

Published in: Business, Spiritual
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8 Charts On Why Magazines

  1. 1. Why Magazines?
  2. 2. <ul><li>The number of consumer magazines published in the UK has grown by 57% over the last decade. </li></ul><ul><li>The money spent by consumers on their magazines has grown by 72% over the last decade. </li></ul><ul><li>There are 525,600 minutes in a year - For every minute of 2005 consumers purchased 120 more magazines than in 1995. </li></ul><ul><li>Total expenditure on consumer magazines was over £2.85bn in 2004. </li></ul><ul><li>Advertising Association 2005 </li></ul>A g r o w i n g m e d i u m
  3. 3. An engaging medium <ul><li>Magazines are particularly well-placed to develop reader engagement by; </li></ul><ul><li>Delivering trust, acting both as friend and advocate </li></ul><ul><li>Enabling participation and providing a bridge to interaction </li></ul><ul><li>Offering readers help and support in managing their lives </li></ul><ul><li>Conferring and boosting readers’ personal status </li></ul><ul><li>Henley Centre; Delivering Engagement 2004 </li></ul><ul><li>“ In a media environment increasingly characterised by interruption, magazines remain an oasis of engagement”. </li></ul><ul><li>Renatta McCann, CEO, Starcom MediaVest Group. </li></ul>
  4. 4. A flexible medium <ul><li>Awareness, Saliency, Endorsement, Credibility. </li></ul>
  5. 5. A flexible medium <ul><li>Interaction, Direct Response, Trial, Information, Research. </li></ul>
  6. 6. A flexible medium <ul><li>Retail Support, Sales Promotion, Events. </li></ul>
  7. 7. A proven medium <ul><li>“ For every £1 spent, the magazine campaigns examined in the research produced £1.79 in the short term.” </li></ul><ul><li>TNS – Sales Uncovered 2005 </li></ul><ul><li>In 80% of cases the magazine campaign had a positive impact on sales. </li></ul><ul><li>TNS – Sales Uncovered 2005 </li></ul><ul><li>The average sales increase attributable to magazines across the 20 brands measured was 11.6% </li></ul><ul><li>TNS – Sales Uncovered 2005 </li></ul>
  8. 8. A medium of scale <ul><li>“ Print can deliver significant coverage of mass or specific target markets weekly”. </li></ul><ul><li>John Billett: PPA Planning Uncovered 2005 </li></ul><ul><li>More men read a general monthly magazine than read a national daily newspaper. </li></ul><ul><li>NRS 2005 </li></ul><ul><li>A magazine schedule can achieve 60%+ coverage of most target markets within its first week. </li></ul><ul><li>Telmar Timeplan </li></ul><ul><li>NRS Accumulation Data. </li></ul>
  9. 9. An under-used medium! <ul><li>The average magazine campaign appears to run at a weight of just 8 ratings per week. </li></ul><ul><li>PPA Marketing: Analysis of 100 magazine campaigns in 2005. </li></ul><ul><li>A minimum target reach of 30% to 35% seems necessary for advertising effects to be read in the market.” </li></ul><ul><li>‘ Talking Paper’ - Erwin Ephron (Ephrononmedia.com) </li></ul><ul><li>“ Media scheduling practice may be more the cause of any magazine effectiveness weaknesses than any reason of consumer response” </li></ul><ul><li>John Billett - `Magazines 2005` conference </li></ul>Watch Your Weight! Planning Warning: Too few magazines are bad for your schedule.

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