1. MAGAZINES
CANADA
MEDIA
CONNECTIONS
STUDY

2. WE TALKED TO 3,000 RANDOMLY SELECTED
CANADIAN CONSUMERS. A FOCUS ON ACTIVE
SHOPPERS IN THREE CATEGORIES OF INTEREST…
AUTO
BEAUTY
FOOD
INCLUDING HABITS AND ATTITUDES TOWARDS ALL CONSUMED MEDIA,
AND THE ROLE ADVERTISEMENTS PLAY IN THEIR PURCHASE DECISIONS.
Source: Magazines Canada Media Connections Study 2013, BrandSpark International
2

3. HIGHLIGHTS
• Magazine Media, both print and digital, are the most effective channels at
reaching and engaging with Early Adopters and Category Influencers.
• Magazine advertising is seen as a positive part of the magazine experience,
capturing and holding the attention of readers.
• Magazines build deep connections with their audience, with readers more
likely to be inspired and persuaded by advertising.
• Magazine media is able to play a role at all stages of a consumer’s path
to purchase.
• Magazines are among the most efficient media channels at converting
advertising dollars into actual influence in purchase decisions.
Source: Magazines Canada Media Connections Study 2013, BrandSpark International
3

4. ADVERTISING IN
MAGAZINES GIVES
YOU ACCESS TO HIGH
VALUE CONSUMERS.
4

5. NOT ALL CONSUMERS ARE
CREATED EQUAL.
I like to be the first to
try new products!
I like being recognized
as an authority!
EARLY ADOPTERS
INFLUENCERS
BrandSpark International’s proprietary
Early Adopter segmentation identifies consumers
who actively seek out and purchase new products.
Influencers are perceived category experts,
these consumers take pride in informing themselves and others
about these product categories.
Reaching Early Adopters
is key to driving uptake of
your new product.
Source: Magazines Canada Media Connections Study 2013, BrandSpark International
Reaching Influencers
is key to leveraging
word of mouth.
5

6. MAGAZINES DELIVER EARLY ADOPTERS &
CATEGORY INFLUENCERS MOST EFFECTIVELY!
% Composition
Early Adopters
Category Influencers
40%
Magazines (digital)
BRAND
LOYALTY
WORD OF
MOUTH
47%
Magazines (print)
37%
41%
Social Media
36%
40%
General Websites
35%
39%
SOCIAL
NETWORKING
Radio
32%
38%
Newspapers
32%
36%
Television
32%
35%
BRAND
ADVOCATES
Leveraging print and digital
Magazines in your campaign will
give you access to the key
customer segments you need.
k
Source: Magazines Canada Media Connections Study 2013, BrandSpark International
6

7. PRINT MAGAZINE ADVERTISING CAPTURES AND HOLDS
ATTENTION, WHILE DIGITAL MAGAZINES PERFORM
WELL RELATIVE TO DIGITAL COUNTERPARTS.
How often do you pay attention to advertising in…?
Influencer
Total
Print Magazines
32%
27%
TV
Direct Mail
Paid News
Free News
21%
19%
15%
Radio
15%
Web Search
15%
Social Media
15%
Source: Magazines Canada Media Connections Study 2013, BrandSpark International
Magazine Websites
13%
Magazine Apps
12%
Out of Home
9%
Mobile
8%
Online
Games
6%
3%
Not only are magazines more
efficient at reaching influencers,
advertisements in magazines are
better able to capture their attention.
7

8. ADVERTISING IN
MAGAZINES GIVE YOU ACCESS
TO CONSUMERS THAT…
• ARE LOOKING FOR NEW PRODUCTS
• ARE INFLUENCERS AMONGST THEIR PEERS
•PAY ATTENTION TO ADVERTISING
Source: Magazines Canada Media Connections Study 2013, BrandSpark International
8

9. ADVERTISING IN
MAGAZINES ALLOWS
YOU TO DEEPLY
CONNECT WITH
CONSUMERS.
9

10. UNDERSTANDING THE MEDIA-CONSUMER
CONNECTION: MEDIA CONNECTIVITY MODEL
RELATIONSHIP
What mind-state is the audience in when they are
consuming media from this channel?
• Do they feel engaged?
• Do they feel in control
• Are they valuing the time they are spending?
• Do they trust information from this channel?
RECEPTIVITY
How do they process content from this channel?
• Does the channel have their full attention?
• Does the channel inspire them?
• Are the advertisements a good part of the experience?
PERSUASION
Does this channel drive its
audience to act?
• Is the content relevant to them?
• Are the advertisements relevant?
• Are they looking to learn about products?
Source: Magazines Canada Media Connections Study 2013, BrandSpark International
10

11. RELATIONSHIP
Advertising in Magazines allows you
to reach people who are feeling in control,
are valuing their time, and trust the
information they are receiving.
Indexed to TV
Television
Print Magazines
Online
Feeling engaged
100
Feeling in control
100
140
Feel it’s a good use of my time
100
145
Has information I trust
100
Source: Magazines Canada Media Connections Study 2013, BrandSpark International
106
96
113
119
181
158
11

12. RECEPTIVITY
Magazine readers are comparatively
more likely to give their full attention, be
inspired, and to see advertisement as a
good part of their experience.
Indexed to TV
Print Magazines
Television
Has my full attention
100
Inspiring
100
Advertisements are a good
part of the experience
100
Source: Magazines Canada Media Connections Study 2013, BrandSpark International
Online
107
76
122
107
86
48
12

13. PERSUASION
Compared to TV, Magazines are seen by
consumers as better avenues for relevant
content, including new products.
Indexed to TV
Television
Print Magazines
Learning things that are relevant to me
100
Has relevant advertisements
100
A source to learn about new products
100
Source: Magazines Canada Media Connections Study 2013, BrandSpark International
Online
135
107
124
127
54
124
13

14. THE NATURE OF THE MAGAZINE
EXPERIENCE PROVIDES MAGAZINE
ADVERTISEMENTS A HALO OF…
TRUST
INSPIRATION
Source: Magazines Canada Media Connections Study 2013, BrandSpark International
RELEVANCE
14

15. MAGAZINE MEDIA
HAS A ROLE TO
PLAY THROUGH ALL
STAGES OF
CONSUMERS’ PATH
TO PURCHASE.
15

16. A PATH TO PURCHASE
FRAMEWORK WAS USED TO
UNCOVER MEDIA’S INFLUENCE ON
CONSUMER DECISION MAKING.
What is
available?
CONSIDERATION
How do they
compare?
EVALUATION
Source: Magazines Canada Media Connections Study 2013, BrandSpark International
Which is right
for me?
PURCHASE
16

17. FOR AUTO PURCHASES, MAGAZINE MEDIA IS
STRONGEST AT GETTING BRANDS AND MODELS
ONTO CONSUMERS’ CONSIDERATION SETS.
Auto Purchases
Consideration
Evaluation
Purchase
Ads in Print Magazines
15%
11%
9%
Ads on Magazine Websites
14%
9%
9%
8%
7%
7%
Ads on Magazine Apps
STATED IMPORTANCE OF MAGAZINE MEDIA
(TOP TWO-BOX)
Source: Magazines Canada Media Connections Study 2013, BrandSpark International
17

18. ALONG THE FOOD PATH TO PURCHASE,
MAGAZINE MEDIA IS STRONGEST AT THE
EVALUATION AND PURCHASE STAGES.
Food Purchases
Consideration
Evaluation
Purchase
Ads in Print Magazines
10%
17 %
17 %
Ads on Magazine Websites
7%
14%
11%
Ads on Magazine Apps
5%
10%
10%
STATED IMPORTANCE OF MAGAZINE MEDIA
(TOP TWO-BOX)
Source: Magazines Canada Media Connections Study 2013, BrandSpark International
18

19. MAGAZINE MEDIA HAS THE STRONGEST
IMPACT AT THE FINAL STAGES OF THE
BEAUTY PATH TO PURCHASE.
Beauty Purchases
Purchase
Consideration
Evaluation
17 %
19%
24%
Ads on Magazine Websites
8%
16%
19%
Ads on Magazine Apps
5%
9%
11%
Ads in Print Magazines
STATED IMPORTANCE OF MAGAZINE MEDIA
(TOP TWO-BOX)
Source: Magazines Canada Media Connections Study 2013, BrandSpark International
19

20. ADVERTISING IN MAGAZINE MEDIA
CAN PLAY AT ALL STAGES ALONG A
CONSUMER’S PATH TO PURCHASE.
Ads in Print
Magazines
Ads on Magazine
Websites
Ads on
Magazine Apps
MAGAZINE
MEDIA
Consideration
Source: Magazines Canada Media Connections Study 2013, BrandSpark International
Evaluation
Purchase
20

21. MAGAZINE
ADVERTISING
GENERATES THE
STRONGEST IMPACT
ON PURCHASE PER
MEDIA DOLLAR SPENT.
21

22. BY REVEALING THE IMPORTANCE OF
ADS IN CONSUMER PURCHASE DECISIONS
ACROSS MULTIPLE CATEGORIES, WE CAN
UNDERSTAND WHICH MARKETING SPENDS
ARE HAVING THE GREATEST IMPACT.
$
MEDIA
INVESTMENT
Source: Magazines Canada Media Connections Study 2013, BrandSpark International
IMPACT ON
PURCHASE DECISION
22

23. EVEN WITH FEWER MEDIA DOLLARS INVESTED THAN
TELEVISION, MAGAZINES HAVE A BIGGER IMPACT
ON CONSUMER BEAUTY PRODUCT DECISIONS.
Beauty Purchases
$
INVESTMENT
IN CHANNEL
IMPACT ON
PURCHASE DECISIONS
Proportion of
2012 Ad Spend
Stated Importance of Ads in Recent/
upcoming purchase decision
Television
45%
Print Magazines
Online
19%
35%
16%
20%
8%
IMPACT
EFFICIENCY
(Indexed to TV)
1.0
1.3
1.2
Other channels accounting for 4% of total media spends
Source: Magazines Canada Media Connections Study 2013, BrandSpark International
23

24. FOR FOOD PRODUCTS, MAGAZINES AND OOH
ARE THE MOST EFFICIENT CHANNELS TO
IMPACT PURCHASE DECISIONS.
Food Purchases
$
INVESTMENT
IN CHANNEL
IMPACT ON
PURCHASE DECISIONS
Proportion of
2012 Ad Spend
Stated Importance Of ads in Recent/
upcoming purchase decision
Television
75%
Print Magazines
8%
Online
8%
20%
Out of Home
5%
15%
9%
11%
IMPACT
EFFICIENCY
(Indexed to TV)
1.0
6.7
4.2
8.7
Other channels accounting for 4% of total media spends
Source: Magazines Canada Media Connections Study 2013, BrandSpark International
24

25. MAGAZINES AND OOH ARE THE MOST EFFICIENT
SPEND IN AUTO COMPARED TO OTHER CHANNELS.
Auto Purchases
$
INVESTMENT
IN CHANNEL
IMPACT ON
PURCHASE DECISIONS
Proportion of
2012 Ad Spend
Stated Importance Of ads in Recent/
upcoming purchase decision
61%
Television
Print Magazines
3%
Out of Home
Radio
Newspaper
11%
12%
Online
14%
IMPACT
EFFICIENCY
(Indexed to TV)
1.0
16.5
3.3
9%
11%
5%
14%
Source: Magazines Canada Media Connections Study 2013, BrandSpark International
12.0
11%
4%
9.6
16%
5.0
25

26. ACROSS
ALL CATEGORIES,
ADVERTISING IN
MAGAZINES IS AN
EXTREMELY EFFICIENT
WAY FOR MARKETERS
TO IMPACT
PURCHASE INTENT.
26

27. FOR MORE INFORMATION,
CONTACT MAGAZINES CANADA AT
ADINFO@MAGAZINESCANADA.CA
OR 416.596.5382
Magazines Canada acknowledges
the support of the Ontario Media
Development Corporation.