Gold Coast Business News - Make Me Media Savvy (May 18, 2011) Presentation by Natasha Leventhal

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Gold Coast Business News - Make Me Media Savvy (May 18, 2011) Presentation by Natasha Leventhal complete with GCBN Media Kit and research article, Why magazine advertising still works.

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Gold Coast Business News - Make Me Media Savvy (May 18, 2011) Presentation by Natasha Leventhal

  1. 1. PRINT MEDIA
  2. 2. the 3 must’s.REACH + FREQUENCY + CREATIVE
  3. 3. reach.YOUR TARGET DEMOGRAPHICWho are theyWhich mediabest reaches them ?
  4. 4. media .MAGAZINE TELEVISION RADIO NEWSPAPERS MAGAZINES OUTDOOR ONLINE DIRECT MAIL...
  5. 5. free to air TV - Gold Coast.
  6. 6. local newspapers & magazines. 2011 ISSUE 3 $4.95 issue 3 april - june 2011 blank eat surfers Spearhead canvas bazaar paradise Michael Franti festival rethink your precinct seriously entertaining TraVeL hola Mexico Steve parish BeeBuzz a life in species under threat pictures blank canvas sun of a gun Gary Ablett Jr savour Bazaar Restaurant drink Stingray Lounge blending out Black Coffee Lyrics Napoleon Perdis cutting edge Mods & Rockers WIN • MOVIE TICKETS • BOOKS • CDS
  7. 7. radio.
  8. 8. example of reach target audience: managers & professionals - Gold Coast .Gold Coast Bulletin reaches Gold Coast23,000 Business Newsof Gold Coast’s professionals/ reaches more than vsmanagers on a Saturday and 35,000 every month15,000 on a weekday.
  9. 9. example of reach mass audience - Gold Coast .Gold Coast Bulletin Gold Coast154,000 Business News reaches more than vson a saturday 35,000 every month
  10. 10. frequency.
  11. 11. FOR SALEBrand New Porsche $ 1This is not a joke! Phone: 0404 414141
  12. 12. frequency.Be in front of your newpotential customerswhen they are readyBe top of mindCreate credibility
  13. 13. frequency. x x x$ $ Hot air balloon analogy
  14. 14. creative.Have the RIGHT creativeHave a CLEAR messageSpeak DIRECTLY to yourtarget audience
  15. 15. creative. A good headline is imperative 1 illustration is sufficient 1message of benefit4BC_VisitTBC_210x297.indd 1 24/1/11 9:44:53 PM * With FREQUENCY you can change your message and still keep your brand with the consumer
  16. 16. John Johnson & Sons P: 0410447344 We are a family business that started on the gold coast over 25 years agoJohn Johnson & Son’s has beenservicing Gold Coast businessesfor over 25 years we are taxspecialists and can have yourreturn to you within 10 days oflodgment.Call us now!
  17. 17. REACH + FREQUENCY + CREATIVE = ADVERTISING THAT WORKS
  18. 18. 2011 MEDIA KIT P:1300 764 664 Business News Publications Media Kit 2011 1www.brisbanebusinessnews.com.au www.goldcoastbusinessnews.com.au
  19. 19. MEET OUR READERS 89% of our readers make the big buying decisions: 41 years : $102,076 Average age Average personal income of THEY MAKE DECISIONS ON • finance • professional services (legal, accountancy, tax etc) • commercial real estate • motor vehicles • training and education • office equipment • supplies and corporate entertainment • marketing THEY ARE PROFESSIONALS IN • Law Firms • Real Estate • Finance & Accounting • Commercial Property Owners • Medicine • Tourism • Manufacturing • IT & Telecommunications • Retail • Hospitality • Property Development • Government Positions *Business News Publications Readership Survey June 2010. Total respondents Brisbane and Gold Coast 1,685 P:1300 764 664 Business News Publications Media Kit 2011 2www.brisbanebusinessnews.com.au www.goldcoastbusinessnews.com.au
  20. 20. THEY ARE BUSINESS DECISION MAKERS Our readers are: 28% business owners 18% senior management 15% executive directors 15% management 14% professionals 10% other The number of employees in their organisation Less than 10 32% 10 to less than 20 17% 20 to less than 50 14% 50 to less than 100 11% 100 to less than 250 8% 250 to less than 500 7% 500 to less than 1000 5% 1000+ 8% *Business News Publications Readership Survey June 2010. Total respondents Brisbane and Gold Coast 1,685 P:1300 764 664 Business News Publications Media Kit 2011 3www.brisbanebusinessnews.com.au www.goldcoastbusinessnews.com.au
  21. 21. THEY HAVE INVESTMENTS 1in5 of our readers intend to purchase an investment The average readers property in the next 12 37% investment portfolio months of readers have invested more in shares and real estate : $731,280 during the current economic climate 41% of our readers are planning making further investments in property and shares in the next 12 months *Business News Publications Readership Survey June 2010. Total respondents Brisbane and Gold Coast 1,685 P:1300 764 664 Business News Publications Media Kit 2011 4www.brisbanebusinessnews.com.au www.goldcoastbusinessnews.com.au
  22. 22. THEY ENJOY LIFE more than 1/2 of readers are planning international travel in the next 12 months 1 out of 3 readers are planning on 30% purchasing a new car in the next 12 months of our readers are planning to do further studies in the near future 77% of our readers will pay more for services from organisations that practice ethical or environmental policies *Business News Publications Readership Survey June 2010. Total respondents Brisbane and Gold Coast 1,685 P:1300 764 664 Business News Publications Media Kit 2011 5www.brisbanebusinessnews.com.au www.goldcoastbusinessnews.com.au
  23. 23. MEDIA HABITS: TELEVISION & RADIO 8 out of10 of readers listen to less than 2 hours of radio per day 65% of readers watch less The majority of our readers ABC listen to a non-commercial networks than 2 hours of TV per day radio station *Business News Publications Readership Survey June 2010. Total respondents Brisbane and Gold Coast 1,685 P:1300 764 664 Business News Publications Media Kit 2011 6www.brisbanebusinessnews.com.au www.goldcoastbusinessnews.com.au
  24. 24. HOW WE COMPARE TO THE LOCAL NEWSPAPERSThe Courier Mail reaches 105,000 professionals/managers in Brisbane on a weekday and 135,000 of this group on a Saturday. The cost to reach 1,000 of those readers is $152 on a weekday and $159 on a Saturday.To reach more than 105,000 of South-East Queensland business executives with BrisbaneBusiness News and Gold Coast Business News cost only $64 per 1,000 readers. READERSHIP - BRISBANE REACH PROFESSIONAL FULL PAGE COST PER DURATION /MANAGER COLOUR ‘000 OF EXPOSURE BRISBANE BUSINESS NEWS 70,000 $4,750 $68 1-2 MONTHS COURIER MAIL MON - FRI 105,000 $15,985 $152 1-2 DAYS vs COURIER MAIL SATURDAY 135,000 $20,172 $149 1-2 DAYS READERSHIP - GOLD COAST PROFESSIONAL FULL PAGE COST PER DURATION REACH /MANAGER COLOUR ‘000 OF EXPOSURE GOLD COAST BUSINESS NEWS 35,000 $2,990 $85 1-2 MONTHS GOLD COAST BULLETIN MON - FRI 15,000 $5,407 $360 1-2 DAYS GOLD COAST BULLETIN SATURDAY 26,000 $6,914 $266 1-2 DAYS vs READERSHIP - BRISBANE & PROFESSIONAL FULL PAGE COST PER DURATION GOLD COAST REACH /MANAGER COLOUR ‘000 OF EXPOSURE DUAL BUY 105,000 $6,750 $64 1-2 MONTHS *SOURCE: Roy Morgan Research, December 2010 P:1300 764 664 Business News Publications Media Kit 2011 7www.brisbanebusinessnews.com.au www.goldcoastbusinessnews.com.au
  25. 25. HOW WE COMPARE TO THE NATIONALBUSINESS PUBLICATIONS IN QLD Readership comparison of national publications in Queensland? Gold Coast Business News vs & Brisbane Business News 105,000 BRW 38,000* Financial Review 39,155* *SOURCE: ABC, April-June 2010 P:1300 764 664 Business News Publications Media Kit 2011 8www.brisbanebusinessnews.com.au www.goldcoastbusinessnews.com.au
  26. 26. OUR READERSHIP AND CIRCULATION BRISBANE BUSINESS NEWS • 70,000 readership • 20,000 circulation GOLD COAST BUSINESS NEWS • 35,000 readership • 10,000 circulation COMBINED READERSHIP: 105,000 DISTRIBUTION • Mailed direct by name and title to subscribers and business leaders • Newsagents • Corporate functions and events • Qantas, Emirates and Virgin business lounges in Brisbane and Gold Coast • 5 star hotels and business centres P:1300 764 664 Business News Publications Media Kit 2011 9www.brisbanebusinessnews.com.au www.goldcoastbusinessnews.com.au
  27. 27. BRISBANE BUSINESS NEWSADVERTISING RATES 2011 SIZE DESCRIPTION SINGLE ISSUE 3 ISSUES 5 ISSUES 10 ISSUES (HEIGHT x WIDTH) 297 x 420 DOUBLE PAGE $8,900 $8,455 $8,000 $7,120 (plus 3mm bleed) 297 x 210 FULL PAGE $4,750 $4,515 $4,275 $3,800 (plus 3mm bleed) HALF PAGE (H) 134 x 186 $2,550 $2,375 $2,250 $2,000 HALF PAGE (V) 265 x 90 $2,550 $2,375 $2,250 $2,000 THIRD PAGE (V) 265 x 58 $2,000 $1,900 $1,800 $1,600 QUARTER PAGE (B) 134 x 90 $1,350 $1,285 $1,215 $1,080 QUARTER PAGE (H) 65 x 186 $1,350 $1,285 $1,215 $1,080 All rates are exclusive of GST. LOADINGS: Back Page 30% Inside front & back page 25% Page 2-9 20% Right hand page 10% CREATIVE CHARGES QUARTER PAGE - $100 + GST HALF PAGE - $125 + GST FULL PAGE - $175 + GST ALTERATION CHARGES APPLY P:1300 764 664 Business News Publications Media Kit 2011 10www.brisbanebusinessnews.com.au www.goldcoastbusinessnews.com.au
  28. 28. GOLD COAST BUSINESS NEWSADVERTISING RATES 2011 SIZE DESCRIPTION SINGLE ISSUE 3 ISSUES 5 ISSUES 10 ISSUES (HEIGHT X WIDTH) 297 x 420 DOUBLE PAGE $5,100 $4,850 $4,590 $4,100 (plus 3mm bleed) 297 x 210 FULL PAGE $2,990 $2,850 $2,690 $2,400 (plus 3mm bleed) HALF PAGE (H) 134 x 186 $1,650 $1,565 $1,485 $1,350 HALF PAGE (V) 265 x 90 $1,650 $1,565 $1,485 $1,350 THIRD PAGE (V) 265 x 58 $1,250 $1,188 $1,125 $1,000 QUARTER PAGE (B) 134 x 90 $995 $945 $895 $800 QUARTER PAGE (H) 65 x 186 $995 $945 $895 $800 All rates are exclusive of GST. LOADINGS: Back Page 30% Inside front & back page 25% Page 2-9 20% Right hand page 10% CREATIVE CHARGES QUARTER PAGE - $100 + GST HALF PAGE - $125 + GST FULL PAGE - $175 + GST ALTERATION CHARGES APPLY P:1300 764 664 Business News Publications Media Kit 2011 11www.brisbanebusinessnews.com.au www.goldcoastbusinessnews.com.au
  29. 29. GOLD COAST BUSINESS NEWS & BRISBANE BUSINESS NEWSDOUBLE BUY RATES GOLD COAST BUSINESS NEWS BRISBANE BUSINESS NEWS STANDARD RATE DOUBLE BUY RATE DOUBLE BUY RATE - SPLIT DOUBLE BUY RATE - SPLIT SINGLE ISSUE FULL PAGE $7,740 $6,850 $2,550 $4,300 HALF PAGE $4,200 $3,800 $1,500 $2,300 THIRD PAGE $3,250 $2,925 $1,125 $1,800 QUARTER PAGE $2,345 $2,100 $900 $1,200 3 + ISSUE FULL PAGE $7,740 $6,350 $2,455 $3,895 HALF PAGE $4,200 $3,500 $1,350 $2,150 THIRD PAGE $3,250 $2,730 $1,100 $1,630 QUARTER PAGE $2,345 $1,995 $825 $1,170 5 + ISSUE FULL PAGE $7,740 $5,990 $2,320 $3,670 HALF PAGE $4,200 $3,250 $1,275 $1,975 THIRD PAGE $3,250 $2,600 $1,000 $1,600 QUARTER PAGE $2,345 $1,850 $800 $1,050 10 + ISSUE FULL PAGE $7,740 $5,390 $2,095 $3,295 HALF PAGE $4,200 $2,950 $1,200 $1,790 THIRD PAGE $3,250 $2,400 $905 $1,500 QUARTER PAGE $2,345 $1,750 $725 $1,000All rates are exclusive of GST. P:1300 764 664 Business News Publications Media Kit 2011 12www.brisbanebusinessnews.com.au www.goldcoastbusinessnews.com.au
  30. 30. PUBLICATION DEADLINESOn sale 2nd week of each month On sale 1st week of each monthBRISBANE BUSINESS NEWS GOLD COAST BUSINESS NEWS EDITION BOOKING DEADLINE MATERIAL DEADLINE EDITION BOOKING DEADLINE MATERIAL DEADLINEMARCH Friday 18 February Tuesday 22 Feb MARCH Friday 18 February Tuesday 22 FebAPRIL Friday 25 March Tuesday 29 March APRIL Friday 18 March Tuesday 22 MarMAY Thursday 21 April Tuesday 26 April MAY Friday 15 April Tuesday 19 AprilJUNE Friday 27 May Tuesday 31 May JUNE Friday 20 May Tuesday 24 MayJULY Friday 2 July Tuesday 5 July JULY Friday 17 June Tuesday 22 JuneAUGUST Friday 29 July Tuesday 2 August AUGUST Friday 22 July Tuesday 26 JulySEPTEMBER Friday 26 August Tuesday 20 August SEPTEMBER Friday 19 August Tuesday 23 AugustOCTOBER Friday 30 Sept Tuesday 4 October OCTOBER Friday 30 Sept Tuesday 4 SeptNOVEMBER Friday 28 October Tuesday 1 Nov NOVEMBER Friday 28 October Tuesday 1 Nov P:1300 764 664 Business News Publications Media Kit 2011 13www.brisbanebusinessnews.com.au www.goldcoastbusinessnews.com.au
  31. 31. MATERIAL SPECIFICATIONS ARTWORK SPECIFICATIONS: PDF Format Maximum file size: 6 megabytes Compatibility: Acrobat 5.0 Fonts: All fonts must be embedded Images: 300 dpi PDF generated from within an application (eg: Adobe Indesign, Illustrator) must comply with our specifications. Post scripting the file to Acrobat Distiller is the preferred method. The PDF viewing file is not colour managed so therefore colour variations will occur when printing. Emailed / Posted artwork must be supplied via the following format 1. All fonts converted to ‘curves’ or ‘outlines’ or font inclusion must be selected in the creation of the eps. All links and imports supplied. Double-Page Spread Full Page 1/2 Page H 2. Images to be attached as TIF, EPS, JPG at 300dpi resolution 297mm(h) x 420mm(w) + 3mm bleed 297mm(h) x 210mm(w) 134mm(h) x 186mm(w) at 100% placement (note most digital camera images are + 3mm bleed 72 resolution, so cropping in on a small portion of an image may render file unsuitable) ALSO Inside Cover Double-Page Spread ALSO Back Cover and Inside Cover 3. It is unacceptable to supply text, images or graphics as part of a Microsoft Office documents such as Word, Excel, Publisher or PowerPoint. 4. Colour images must be supplied in CMYK colour format, not RGB. 5. Photoshop (psd) file must be supplied with all working layers. 6. Colour proof and disk contents list must be supplied with all supplied artwork. 7. PDF supplied, must have font converted to paths, and saved as press format. Ads not supplied in one of the above formats will incur an additional artwork charge. SENDING ARTWORK: 1/2 Page V 1/3 Page V 1/4 Page B 1/4 Page H art@businessnewspublications.com.au 265mm(h) x 90mm(w) 265mm(h) x 65mm(w) 134mm(h) x 90mm(w) 65mm(h) x 186mm(w) For more information please contact Martha Clegg on 1300 764 664(H): HEIGHT (W): WIDTH P:1300 764 664 Business News Publications Media Kit 2011 14www.brisbanebusinessnews.com.au www.goldcoastbusinessnews.com.au
  32. 32. THE DEFINITIVE SOURCE FOR BUSINESS NEWS IN SOUTH EAST QUEENSLAND ADVERTISING ENQUIRIES CALL 1300 764 664 sales@brisbanebusinessnews.com.au sales@goldcoastbusinessnews.com.au Brisbane Business News - GPO Box 2087, Brisbane QLD 4001 Gold Coast Business News - PO Box 2154, Surfers Paradise QLD 4217 P:1300 764 664 Business News Publications Media Kit 2011 15
  33. 33. Magazines Keep Engaging 01 in a Rising Media Tide 50 Readers in Millions  Australians love magazines. Per capita, we are among the 45 biggest consumers of magazines worldwide. 40 35  More than 230 million magazines are purchased annually*. 30 That’s more than 13 for every person aged over 14 years. 25  Total readership** of consumer magazines remains 20 remarkably robust, despite the growing choice of media 90 91 92 93 94 95 96 97 98 99 00 01 02 03 04 05 06 07 08 09 options. Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Gross Readership All Magazines in Print Survey  Gross magazine readership currently stands at 39 million, similar to a decade ago. + 14 e al + + 14 m 14 Fe  8 in 10 people read 1+ magazines - 84% of females & 76% op e al P M of males. 80% 84% 76%  1 in 4 people read 4+ issues. * Industry estimate based on ABC audited and non-audited magazine sales 2009. Read 1+ Magazines **Based on gross average issue readership, people 14+ yrs, all consumer magazines in the Morgan Readership Survey Apr 09-Mar 1012 MAGAZINE TRUTHS www.magazines.org.au
  34. 34. Magazines & Readers 02 Share a Close Bond  Magazines are a considered purchase. People actively seek out magazines that interest, inform and inspire them. Something I The info reward myself is tailored for  Magazines add meaning to their favourite subjects. with and enjoy my interests  Not surprisingly, magazines are more relevant to and Magazines 50% 44% valued by their audiences. FTV 23% 18%  In fact, 1 in 2 people value magazines as something they Newspapers 13% 24% reward themselves with and enjoy, associations that no Internet 30% 45% other media can match. PayTV 18% 13% Radio 06% 09%  More than 4 in 10 people say the information in magazines is tailored to their needs, more than double the scores of Source: Media Matchmaker Study, conducted by Roy Morgan Research for MPA 2007. N= 1051, nationally representative sample 14-69. TV and radio, with only the internet scoring as well.12 MAGAZINE TRUTHS www.magazines.org.au
  35. 35. Magazines Reach 03 National Audiences  In a single media buy using magazines, advertisers can reach large national audiences – no need for complex and expensive network schedules.  FACT: Australia’s top 10 consumer magazines combined reach: almost 4 in 10 people 14+ yrs more than 1 in 2 females 14+ yrs more than 1 in 5 males 18+ yrs.  AND: they deliver a representative 59:41 Cap. City/Regional audience split. Pop. Females Females Males One Insertion in each 14+ 14+ 25-49 18+ Womens Weekly + Womans Day + Better Homes and Gardens + New Idea + Thats Life + TV Week + Super Food Ideas + Take 5 + Readers Digest + Who Net Reach (mill) 6.757 4.819 2.029 1.829 Net Reach (%) 37.8% 53.3% 52.4% 22.3% Source: Roy Morgan Single Source Apr 09-Mar 1012 MAGAZINE TRUTHS www.magazines.org.au
  36. 36. Magazines Are More Targeted 04 = Less Wastage  Magazines know their readers and what they want. es They target the content, including the ads, to their in az audience profile. ag M s  This means magazine advertising has much 44 er ap greater relevance for audiences than ads in other sp ew media. N 30 V FT  44% say the ads in magazines “are more relevant 24 et to me”, compared to just 24% for TV ads and 14% rn te for ads on the internet. In io ad 14 V R T  In magazines, advertisers can focus their message ay 09 P on key consumer segments – without the wastage 05 that occurs in other media. Ads here are more relevant to me (%) Source: Media Matchmaker Study, conducted by Roy Morgan Research for MPA 2007. N= 1051, nationally representative sample 14-69.12 MAGAZINE TRUTHS www.magazines.org.au
  37. 37. Magazines – the Best 05 Ad Environments es in s az er ap ag  People are more receptive to ads in magazines than other sp M ew 41 N media, because magazine ads are targeted and relevant to 36 readers. V FT  More than 4 in 10 people say they “like magazines to carry 23 et io advertising”. Only 23% say the same for TV and just 10% rn ad te R In V for the internet. T 11 ay 10 P 05 I like this medium to carry ads (%)  Ads in other media, especially TV, annoy and prompt Ads Annoy Avoid Ads avoidance behaviour much more than ads in magazines. FTV 76 67 Nearly 8 in 10 say the ads on TV “annoy me” and 67% Radio 37 32 “avoid the ads if I can”. Internet 25 30 PayTV 20 23 Newspapers 14 23 Magazines 14 19 Source: Media Matchmaker Study, conducted by Roy Morgan Research for MPA 2007. N= 1051, nationally representative sample 14-69.12 MAGAZINE TRUTHS www.magazines.org.au
  38. 38. Magazines Take Ad Clutter 06 Out of Play .1 Ad Position in Magazine Index: 100=ROB 4C er er er er rt rt rt ua rt ua ua  Advertising is part of the information package that ua Q Q Q Q t 1s d d h 2n 3r consumers readily buy into when they select 4t 103 100 98 98 magazines.  In fact, magazines achieve the highest ranking of all media for “I like this medium to carry advertising”, with a score of 44%.  Targeted ads in a targeted media environment are Noted scores, Australia less likely to be impacted by a clutter effect. d  STARCH scores for ‘noting’ of magazine ads show ir 4C d d th ir ir th th e B dl there is little positioning influence on the O t k R on id ac M ll Fr A B performance of ads. 100 100 103 100 Source: MPA, Starch database, 11,000+ ads tested to Dec. 2000. Noted scores, Starch International Magazines Canada, Starch Research, 200612 MAGAZINE TRUTHS www.magazines.org.au
  39. 39. Magazines Take Ad Clutter 06 Out of Play .2 Impact of Competitive Ads in the Same Issue  Magazines are designed to meet the needs of their readers. Therefore, their targeted ds ds ds content, including the ads, is more relevant to A ds A ds A 9+ d A 4 A A 8 3- their audience. 5- 2 1 0 103 107 100 102 102 101  Studies show the impact of magazine ads is not affected by ads nearby, or competitive ads. Number of Competitive Ads Index of Recognition Scores Source: Medialogue, Belgium, Stop/watch, 2005, from Magazines Canada ‘Magazine Essentials’ www.magazinescanada.ca12 MAGAZINE TRUTHS www.magazines.org.au
  40. 40. Magazine Readers Influence 07 Others & Drive WOM  Magazines keep people up to date with latest trends and what’s new. Heavy users of magazines are more likely to be ‘in the know’. They are the Early Adopters so valued by marketers.  Other people also turn to them for advice on a range of topics, from beauty and fashion to new food and supermarket products, from home decorating and appliances to health and nutrition. Early Adopters Index Pop. =100 Trusted Advisers Index Pop. =100 50 100 150 50 100 150 New Health Health & Food Nutrition Latest Fashion Fashions New Season’s Skin Care/ Cosmetics Beauty Prods. Latest Mobile Mobile Phones Phones Update Home Home Deco. Interiors Ideas New Food New Food Products Products New Super- New Super- market Brands market Brands Source: Roy Morgan Single Heavy Magazines Heavy Commercial TV Heavy Commercial Radio Heavy Newspapers Heavy Internet Source Apr 09-Mar 10 (4+ Issues read) Excl. NIMs (3+ hrs/day) (3+ hrs/day) (8+ Issues/wk) Incl. NIMs (15+ hrs/wk)12 MAGAZINE TRUTHS www.magazines.org.au
  41. 41. Magazines Multiply 08 the Performance of TV .1  As media channels, magazines and TV complement each other like no other duo.  Heavy magazine readers tend to be the opposite of heavy TV viewers, i.e. younger and more affluent. Index of Heavy Media Users 50 100 150 Higher T14-17 Socio Economic T18-24 Heavy Magazine T25-34 Readers Older T35-49 Younger T50-64 Heavy TV Viewers T65+ Fem. 14-34/AB Lower Socio Heavy Magazines Heavy Commercial TV Economic (4+ Issues read) Excl. NIMs (3+ hrs/day) Source: Roy Morgan Single Source Apr 09-Mar 1012 MAGAZINE TRUTHS www.magazines.org.au
  42. 42. Magazines Multiply 08 the Performance of TV .2 Spontaneous Comprehension  Magazines boost the performance of heavy-weight of 4 Key Messages (%) TV campaigns in two important ways: - adding reach in light TV-viewing demographics TV + Print 57 20 28 13 - multiplying the communication effectiveness of the brand message, because magazine ads are relevant to their audiences and can carry the detail. TV + TV 60 08 22 08  Studies consistently show that adding magazines to TV campaigns improves consumers’ understanding and 1x TV 59 06 18 06 takeout of advertising messages. Message 01 Message 02 Message 03 Message 04 Source: ‘The Media Multiplier Effect: TV + Print Improves Communication’, Rolf Speetzen, ESOMAR, Paris 2001. From ‘How Magazine Advertising Works’, PPA, 2005. Shows understanding of three of the four key messages of Ford’s Cougar “The Return of Freedom” campaign was higher for the TV + magazines group.12 MAGAZINE TRUTHS www.magazines.org.au
  43. 43. Magazines Prompt 09 Online Action .1  Studies show that more people are prompted to search online after reading or seeing ads in magazines.  Magazines act as a trigger to visit websites or go online for more information. Visited a Website After Seeing Ads Here (%) Media that Trigger Online Search (%) 0 50 es in az Magazines ag s M er V ap 34 FTV FT sp et ew 30 rn N Newspapers te In 25 22 Radio or do V Internet Ads T ut io ay O ad P R 08 07 Outdoor 06 All 18+ Females 18+ Source: Media Matchmaker Study, conducted by Roy Morgan Research Source: BIGresearch Simultaneous Usage Study (SIMM 13) USA, Dec 2008. for MPA 2007. N= 1051, nationally representative sample 14-69. www.magazine.org12 MAGAZINE TRUTHS www.magazines.org.au
  44. 44. Magazines Prompt 09 Online Action .2  Internet users also gravitate to magazines more than other media.  Magazine readers are more likely to use the internet for shopping, search and information, blogging and social networking. Internet Activities Done in Last 4 Weeks Index of Heavy Users of Media (Pop. =100) Heavy Heavy Heavy Heavy Magazines Commercial Commercial Newspapers (4+ Iss. read) Television Radio (8+ Issues/wk) Excl. NIMs (3+hrs/day) (3+hrs/day) Incl. NIMs Shopping, Buying, Selling 110 84 90 98 Research & Information 104 82 84 100 Entertainment & Amusement 105 87 82 88 Blogging & Online Communities 106 78 78 82 Source: Roy Morgan Single Source Apr 09-Mar 1012 MAGAZINE TRUTHS www.magazines.org.au
  45. 45. Magazines Reach 10 the New GENs Index of Heavy Magazine Readers in Age Groups (Pop. =100) Excl. NIMs  Magazines are still a favourite of teens and young adults. 118  Eight out of 10 teens aged 14-17 yrs read 1+ magazines. 100 103 104 101  They are more likely to be heavy readers of magazines, 92 indexing at 107 vs. the population average.  18-24 year olds are the heaviest magazine readers with an index score of 117. Almost 3 in 10 read 4+ issues. 50 14-17 18-24 25-34 35-49 50+ Read any Watch Access the Listen Read any Watch Magazine Commercial Internet Commercial Newspaper PayTV (Last Issue) TV Normal at Least Radio Normal Last 7 Days Last 7 Days Weekday Monthly Weekday Pop 14+ 80% 93% 77% 62% 73% 20% 14-17 y/o 77% 96% 88% 71% 56% 17% 18-24 y/o 77% 90% 82% 64% 66% 17% Source: Roy Morgan Single Source Apr 09-Mar 1012 MAGAZINE TRUTHS www.magazines.org.au
  46. 46. Magazines Are 11 Cost Effective  Magazines are one of the most cost Pop. Females effective ways to put advertisers’ messages One Insertion in each 14+ 14+ in front of national audiences. Womens Weekly + Womans Day + Better Homes & Gardens +  They offer competitive rates to reach New Idea + Thats Life + TV Week + Super Food Ideas + millions of people around Australia. Take 5 + Readers Digest + Who  For example, the top 10 magazines offer Net Reach (mill) 6.757 4.819 FPC rate-card CPMs ranging from $11 to Net Reach (%) 37.8% 53.3% $22*. Av. Frequency 1.91 2.05  1 FPC ad in each of the top 10 magazines Cost/’000 Net Reach $28.53 $39.99 (Asteroid FPC casual rates @ 06/10) will reach 6.76 million people aged 14+ for a FPC rate-card CPM of $28.53. Source: Roy Morgan Single Source Apr 09-Mar 10  The same schedule will target 4.80 million females aged 14+ for a CPM of just under $40. * Based on Asteroid data for casual FPC rate @ 06/1012 MAGAZINE TRUTHS www.magazines.org.au
  47. 47. Magazines Best for Making Aware of New Products 12 0 10 20 30 40 50 60 70 Get Results .1 Magazines TV  Magazines influence consumers in key stages Newspapers of the purchase process: Internet sourcing ideas and inforation PayTV weighing up the options Radio making the purchase. Best for Information to Make Purchase Decisions 0 10 20 30 40 50 60 70 Magazines Best Source of Ideas and Information TV Clothes & Skin & Food & Home Health & H’hold Fashion Hair Care Cooking Decorating Fitness Appliances Newspapers Magazines 51 44 35 49 26 21 TV 16 25 29 18 25 24 Internet Newspapers 12 06 08 09 15 26 PayTV Internet 05 05 09 08 19 18 PayTV 03 02 12 07 06 02 Radio Radio 0 01 01 0 03 01 Media Matchmaker Study, conducted by Roy Morgan research for MPA, 2007. Clothes & Skin & Food Houshold Health Fashion Hair Care Products Furnishings Products12 MAGAZINE TRUTHS www.magazines.org.au
  48. 48. Magazines 12 Magazine Ads Motivate People Get Results .2 to Shop for Products Have shopped for a product or service after seeing ads here  Studies* show magazine ads motivate people to shop Magazines 44 and excel at driving: TV 45 brand favourability Newspapers 39 Internet 22 purchase consideration/intent. Outdoor 12 Radio 10 PayTV 07 Media Matchmaker Study, conducted by Roy Morgan research for MPA, 2007. Brand Favourability  Magazine advertising contributes significantly more to 2.5 1.9 6.5 the total point change in these outcomes than either TV or online ads. Purchase Consideration/intent 3.6 1.6 6.7 TV only Online Magazines * Dynamic Logic, specialist in advertising accountability research, CrossMedia Research™ 2009, aggregation of added added to 39 studies on how TV, magazines and online ads combine to impact the purchase funnel. Taking total increase to TV TV & Online across the three media, for brand favourability = 10.9pts; for purchase intent = 11.9pts. www.magazine.org12 MAGAZINE TRUTHS www.magazines.org.au
  49. 49. 12 Magazine Truths  Magazines Keep Engaging in a Rising Media Tide  Magazines and Readers Share a Close Bond  Magazines Reach National Audiences  Magazines Are More Targeted = Less Wastage  Magazines – the Best Ad Environments  Magazines Take Ad Clutter Out of Play  Magazine Readers Influence Others and Drive WOM  Magazines Multiply the Performance of TV  Magazines Prompt Online Action  Magazines Reach the New GENs  Magazines Are Cost Effective  Magazines Get Results12 MAGAZINE TRUTHS www.magazines.org.au

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