Presentatie Fipp WMC 2011 door Esther Braspenning

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  • NUV Engagement studyMy favourite magazine:motivates me to do something 61%frequently gives me ideas to buy something 54%frequently makes me call or visit a shop 41%Save magazines after reading 77%Tear out / cut pages from magazines 61%Takes a magazine to the shop to show a product to the salesmen 22%67% of readers say that advertisements in magazinesare the reason they visit certain shops or websites, in engaged* readers this is even 75%66% indicated that they were persuaded to buy a product or try a new service
  • Presentatie Fipp WMC 2011 door Esther Braspenning

    1. 1. ENGAGEMENT 1
    2. 2. Engagement and the magazine mediaFIPP World Magazine CongressEsther Braspenning - Sanoma MediaNew Delhi, 12 October 2011esther.braspenning@sanomamedia.be Brussels12 2
    3. 3. “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 3
    4. 4. “When it comes to a breakfast of baconand eggs, the chicken is involved but the pig is committed” 4
    5. 5. MAGAZINES BELONG TO MY WORLD
    6. 6. Why do magazines engage? SOME INSTITUTIONS My magazine Ownership EVERYDAY CONTACTS THE WORLD COMMUNITY Relevant THE WORLD FRIENDS OUR WORLD Intimate OUR WORLD FAMILY Trusted MY WORLD MY WORLD A friendSource: Henley Centre:Delivering Engagement 2004 6
    7. 7. Why do people read magazines?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 Source: Henley Centre, Delivering Engagement 2004;
    8. 8. FOCUSSED ATTENTION
    9. 9. It is not the time… Magazines are readAverage minutes per hour only a few minutes on average per day 9 6am Time of day 11pm Source: Ball State U
    10. 10. … it’s the attentionEat WorkMedia Note that “media only” life activity includes concurrent exposure of two or more media Magazine Newspaper TV Radio Web Source: Ball State U 10
    11. 11. … the primary attentionMagazines 79%Newspaper 59% s of multi-media time spent with medium, Internet 35% % where it receives primary attention Radio 17% TV 15% Source: Source: Smurfit/UCD for 11
    12. 12. … PICKED UP AND READ AGAIN AND AGAIN
    13. 13. PRINT WORKS. DOUBLE. 1,82 1,88 1,80 1.8 contacts per spread per reader 33 seconds average time spent per spread two-page spread two-page two-page without advertising with advertising Total: 2,060 persons (290,299 two-page contacts) Aggregated values on the basis of 24 titles 13
    14. 14. PRINT WORKS. DOUBLE. >> 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 14
    15. 15. MAGAZINES ENGAGE MORE...
    16. 16. Engagement:- Close to me- One of my most favorite- I miss it Free sheets- No other can take it’s place Magazines Internet TV Cinema Internet Dailies Radio Mail TvEngagement 6/7 1 2 3 5 6/7 8 4 9Attention 4 6-8 5 2/3 2/3 1 6-8 6-8 9Appreciation 4/5 3 6 2 4/5 1 8/9 8/9 5 Source: Mediabeleving 2007, TNS NIPO, NL 16
    17. 17. .... engagement improves media experience Engaged readers get more information, entertainment and stimuli from their magazine Source: Mediabeleving 2007, TNS NIPO, NL Source: Mediabeleving 2007, TNS NIPO, NL 17
    18. 18. … and the advertising experience I am more likely to pay attention to an advert if it appears in/on one of my favourite… Magazines 47% TV 18%Newspapers 13% Radio 5% Internet 3% Direct mail 1% Outdoor 1% Source: Smurfit/UCD for PPAI, Ireland 18
    19. 19. Magazine advertising .. 3 of 10 pages pulled as favorites were ads*.. has more positive drivers - credibility, trust - useful information.. has fewer negative drivers - less inconvenient moments - less repetition.. is not disturbing (79%, vs. TV 47%)Source: GfK MRI, 2010 Source: Starcom ACE Print Engagement study, 2005Source: NRS Consumer spring 2007 A / Finland 19
    20. 20. Engaged readers see more.. HIGH LOW Open eyes open book Ad noted Category recognized Product recognized 20Source: Sanoma RRO database, 2000-2010)
    21. 21. 75% engaged … and act upon what they see readers say ads are the reason they visit Bought something Tried something for the first time Picked up ideas certain shops or websites* Magazines Commercial TV Websites Newspaper Supplements NewspapersCommercial Radio 0 10 20 30 40 50 60 70 80 21
    22. 22. Engagement is visible in our brain
    23. 23. Brain activity Content Page Print Ad Difference 23
    24. 24. Trust0.80.70.60.5 Result of mix of emotions:0.40.3 trust of magazine ad is0.20.1 higher than TV commercial 0 Pages Print Ad TV program TV commercial Memory 0.30.25 Magazine ad is processed 0.2 and stored in the memory0.15 0.1 better than a TV commercial0.05 0 Pages Print Ad TV program TV commercial 24
    25. 25. Influentials love magazines
    26. 26. Reaching influentials Targeting Influentials A study of Word of Mouth Which media do the Influentials in the Clothes category use? PPA Marketing 2008 190 165 132 127 57 110Magazines TV Radio Nat. Outdoor Internet Newspapers Source : TGI /WOM : Key Influentials and heavy users of medium 26
    27. 27. Magazines as best source of informationMagazines TVBeauty, Society, Fashion, Gardening, HomeDecoration, Relations, Ideas and Nature and Animals, Wars andTips, Cooking, Raising Children, Health Catastrophes, Sports, ConsumerCare, Interviews, Building, Technology, Cars, Art Information, Religions and Worldviews, Countries and Culturess and Literature, Hobbies, CompetitionsNewspapers RadioRadio and TV Programs, Politics, Businessand Economy, Finnish as EU Musicmembers, Financial Matters Source: Media Fidelity NRS 2007 (Magazines) / Finland
    28. 28. Source: Trendsformers research, NIPO/Sanoma Uitgevers, the Netherlands 28
    29. 29. Source: Trendsformers research, NIPO/Sanoma Uitgevers, the Netherlands 29
    30. 30. Magazines are ready for the future30% of magazine readers report that they have used acomputer or mobile device to visit a magazine’swebsite in the past six months.Source: Affinity’s VISTA Service, 2010
    31. 31. “Online is a Digital is an opportunity quick fix, magazinesContent is key are something to savour”Digital enhances the magazine experience Total samplePrint magazines and magazines websites serve different purposes 78%I use magazines to inspire me and the internet for research 77%I tend to read magazines when they go on sale and use magazine 49%websites to stay updated between issuesI am happy to read magazines in any format as long as the content is 40%good Q: To what extent do you agree/disagree with each of the following statements? Source: Vogue Business Report 2011 31
    32. 32. Digital magazine experience Most enhancing digital extras15% Flash animation Audio Satisfied with Slideshows 85% digital reading experience Extra photos Video 0% 20% 40% 60% 80% Source: MPA, Worldwide Certified Profile of the digital edition reader, 2010 Source: Smarter Media Sales / Nxtbook Media/VIVmag, 2010
    33. 33. CONCLUSIONS India is not that different (well, when it comes to engagement)Magazines used to engage still engage now and will keep engaging! 33
    34. 34. What’s next? Future research: online & tablet magazine reading and engagementBeware of online engagement!Google Report: Display Engagement Flat Despite Rise of Rich MediaADWEEK, 17 Aug.2011 34
    35. 35. esther.braspenning@sanomamedia.be Brussels12 35

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