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Iabe 2010 (Customer Magazines)

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    Iabe 2010 (Customer Magazines) Iabe 2010 (Customer Magazines) Presentation Transcript

    • Custom Magazines Where digital page-turn editions fail Presented by: Jos Schijns Co-author: Edith Smit (UvA)
    • Custom magazines Definition • “Any regularly published title that is produced by a publishing agency on behalf of a third party and that is offered to customers, employees or members” (Mintel, 2006) • Custom media is a marketing term referring broadly to the development, production and delivery of media (print, digital, audio, video, events) designed to strengthen the relationship between the sponsor of the medium and the medium's audience (Wikipedia) • It is also called branded media, customer media, member media, content marketing, and custom publishing in the US; contract publishing and customer publishing in the UK (Wikipedia) Page 2
    • Custom magazines Examples • Retailing, automotive and financial services are the most popular types of custom publishing • Other important sectors include: charities, leisure/sport, and utilities • In-flight magazines, sponsored by airlines, were one of the first custom media and remain typical of the genre. While other channels have had significant success, the customer magazine is the most successful example of the genre (Wikipedia) Page 3
    • Custom magazines Characteristics Custom media … • … are financed by a specific organization. It’s not the publishing agency who bears the financial risk, but the sponsor • … are made for a specific group of stakeholders (e.g.: customers, potential customers, suppliers, members, donors, employees, alumni or people who registered) • … are published regularly • … contain both editorial and commercial content • … have specific marketing- and/or communication goals – Building stronger relationships – Promoting brand/name awareness – Establishing a desired brand image or positioning – Providing information to their target market(s) – Changing/stimulating behaviour Sources: Bronner, F. (2004); Smit, E. (2007) Page 4
    • Introduction • Research focuses on differences in performance between offline custom magazines and their digital “page-turn” replicas Some reasons why organizations switch to online: 1. Marketers have to deal with shrinking marketing and communication budgets -> shifting budgets from traditional, offline media toward more efficient online media, e.g. online custom magazines – Custom magazines have not been isolated from this shift 2. Online magazines: “Print magazines are – Offer more options for interaction with customers, using rich media bloody expensive to (e.g.: animations, interactive content, hyperlinks, embedded video and print and mail, so I audio, movie clips and commercials), bijv. iFly (KLM) can understand why – Can be more up-to-date there’s such a – Are more measurability dramatic shift to web publishing.” Posted by: Marcello • So, … • However: digital magazines often are nothing more than a digital “page-turn” replica; a non-interactive electronic copy of the magazine in print • Though more efficient, we doubt their effectiveness Page 5
    • Problem statement & research questions • Problem statement: – Are online page-turn custom magazines an equivalent alternative to their offline counterpart? • We’ll focus on the following aspects of effectiveness (performance indicators) between offline and online: 1. Relational aspects, i.e.: satisfaction, trust, commitment, willingness to recommend and willingness to continue the relationship 2. Image of the brand/sponsor 3. Medium' audience s 4. Average reading time 5. Reader-magazine engagement Page 6
    • Research method • Investigating customers of two retailers selling, a.o. luxurious body care products • Issuing both the offline custom magazine and its online ‘page- turn’ replica – Identical with respect to content, structure, design and level of interaction – No use of ‘rich media’ (e.g. animations, interactive content, hyperlinks, embedded video and audio, and movie clips) Page 7
    • Research method • Distinguished four types of readership – Non-readers, offline, online, both offline and online • Webbased survey application (“CendrisMonitor”) – Reached by a link within the e-mail invitation Page 8
    • Response Invited by e-mail: 12,225 Did not receive: 1,530 (e.g. as Received: 10,695 result of wrong or non-existing e- mail addresses) Gross response: 1,576 (=14.7% of 10,695) Not available: 33 (‘out of office’-reply) Refused to cooperate: 4 Net response: 1,539 (=14.4% of 10,695) Customers indicating Used in analysis: 564 other retailer as their Page 9 main supplier
    • Findings 1 Relational aspects 6 5,5 5 4,5 4 Non-readers Online readers Offline readers Offline and (n=174) (n=30) (n=254) online (n=106) Commitment Satisfaction Trust W. to continue W. to recommend Page 10
    • Findings 2 Image of the sponsor 6,5 6 5,5 5 4,5 4 Expert Reliable Attractive Professional Incorruptible Sympathetic Non-readers (n=174) Offline readers (n=254) Online readers (n=30) Offline and Online (n=106) Page 11
    • Findings 3 Quantitative reach (audience reached directly) 100 90 80 70 =64 60 Pure % 50 45 Both 40 30 =24 20 5 10 19 19 0 Offline Online Page 12
    • Findings 3 Quantitative reach (audience reached indirectly; spin-off) Spin-off digital? 20% 66% 14% Spin-off print? 47% 46% 7% 0% 20% 40% 60% 80% 100% Yes No ? Page 13
    • Findings 3 Qualitative reach (Reader’s preferences) 58 14 29 0% 20% 40% 60% 80% 100% Offline (n=222) Online (n=53) Both (n=110) Page 14
    • Findings 3 Qualitative reach (Reader’s preferences) Female (n=270) 63 11 26 Male (n=115) 46 20 34 0% 20% 40% 60% 80% 100% Offline (n=222) Online (n=53) Both (n=110) Page 15
    • Findings 4 Average reading time 25 23 20 15 12,5 Offline ed. Minutes 10 Online ed. 5 0 Page 16
    • Findings 5 Reader-magazine engagement Attached to 7 “I don’t find much time for 6 browsing magazines online, 5 while I will spend the time Miss it 4 Familiar with a printed one.” 3 Posted by: Michael Odza 2 1 Willing to pay Take time to read Loyal Offline ed. (n=366) Online ed. (n=135) “There is a mind set that “Free” is online and at this point I wouldn’t pay for anything online. However, I will Page 17 still pay for the print magazines.” Posted by: ncj
    • Summary of findings Focus of research Performance Offline Custom Online Custom Magazine Indicators Magazine Print ‘Page-turn’ ‘Rich Media’ 1. Relational aspects ++ +(+) ++(+) (e.g. commitment) 2. Image of the sponsor + + +(+) 3. Average reading time +++ + ++ 4. Medium’s audience: • Quantitative: ++ + ++ – Direct – Indirect (spin-off) ++ 0 + • Qualitative (preferences) +++ + ++ 5. Reader-magazine + + + engagement Note: Indications are Note: This column Page 18 relative contains assumptions
    • Conclusions • The facsimile copy of the print edition in a digital page-turn format, does not stand up to print • The screen is not a page and it’s not looked at in the same usability context as a page • So, before we move to jettison the magazine, let’s understand what it is we’re throwing away. Don’t reject the good with the bad! • Paper still ‘feels’ good “Presenting an existing paper magazine in exactly the same • Problem Statement: format on screen, is like – Are online custom magazines an equivalent thinking of cars as horseless alternative to their offline counterpart? carriages.” Posted by: Fleshlight Reviews “People like to collect paper magazines, which is why I don’t19think they will ever be Page replaced by e-magazines.” Posted by: Nikki
    • Implications • Custom magazines have a bright future online, but replicas of the print version distributed online are not the future of the industry • Marketers thinking about replacing their existing paper magazine, and presenting it in exactly the same format on screen: – Rethink/Reconsider it again! It’s an interim technique, soon outdated. • The digital magazine is suggested to compliment (rather than substitute) the print edition very well – Since each medium is good for its own reasons – And might have a different audience! (research suggestion) • If the online magazine doesn’t escape the shackles of the print form, it might (better) be transplanted into an e-Book – Since the market penetration of e-Book Readers and tablets (IPad) increases, – With an e-Book or tablet as a delivery device for content, readers will be able to read and enjoy magazines in a relaxing manner on their sofa (or “The same benefit print the three B’s – Bathroom, Beach, Bus), “lean-backward experience” mags have (offline – For e-Books there is a willingness to pay portability) is a benefit many will see in emags • Otherwise: use Rich Media when going online on ereaders.” Posted by: Peter Page 20
    • For further information Jos Schijns Open Universiteit in The Netherlands School of Management NL-PO Box 2960 6401 DL Heerlen The Netherlands E: jos.schijns@ou.nl Page 21