Tim Lucas presentation AllerDagarna

The Power of Magazines Tim Lucas White Lodge Media (UK)

The Power of Magazines The Nature of Magazines The Advertising Opportunity The Creative Opportunity The Challenge we face

The Nature of Magazines

Communities of Interest Consumers have huge diversity of interests and needs. An equally diverse magazine market caters for these needs.

Communities of Interest

The Perfect Life

Communities of Interest Publishers create content that entertains and informs the community. The most enthusiastic consumers form the core magazine readership

Active Consumer Control Lean forward Co l nt n tro re ex rol co osu po ov No exp su er re er ov Lean back

Relevant, Intimate, Trusted My magazine SOME INSTITUTIONS Ownership EVERYDAY CONTACTS Relevant THE WORLD COMMUNITY Intimate THE WORLD FRIENDS OUR WORLD On the reader’s side OUR WORLD Trusted FAMILY MY WORLD MY WORLD A friend Source: Henley Centre: Delivering Engagement 2004

The Advertising Opportunity “The editorial / reader relationship is a one-to-one conversation, and in time it creates a bond of trust, of belief, expectation and empathy. It is through the quality of this relationship that an aperture or opening to the reader’s mind and heart is created, through which we advertisers can establish communication.” UK Advertiser.

Engagement

Engagement The medium is actively chosen.

Engagement The medium is actively chosen. The medium is paid for.

Engagement The medium is actively chosen. The medium is paid for. The medium is the primary focus.

Engagement The medium is actively chosen. The medium is paid for. The medium is the primary focus. Advertising is seen as integral and welcomed.

Engagement The medium is actively chosen. The medium is paid for. The medium is the primary focus. Advertising is seen as integral and welcomed. Advertising expected to be relevant.

“An oasis of engagement”

Word of Mouth

Word of Mouth Influencers “are particularly heavy users of print media” (Pirto 1992) Influencers “are 26% more likely to be regular readers of magazines” (Keller and Berry 2003) Influencers “read on average 25% more magazines than non-influencers” (Vernette 2004) “Information-rich media [such as magazines] allow influencers to manage their status as opinion leaders” (Burt 1999) “One key finding from this research is a clear influencer preference for print media, particularly magazines. (Brand Genetics 2007)

Word of Mouth “48% of ‘buzz’ in the US directly mentions advertising”. Emanuel Rosen.

Search and Purchase

Search and Purchase 67% of online population driven to search by offline channels (iProspect ’07) 70% of online adults have been prompted to search by offline messaging (PPA Marketing 08) Magazines are the primary driver of web traffic (AAF ’06) Magazines are the primary driver of online search (RAMA ’07) Magazines and WOM most effective at generating online purchases (iProspect ’07) In over 70% of product categories magazine advertising is the primary driver of online purchase. (PPA Marketing 08)

The Killer argument The Original™ Search Engine Positioning Firm “It’s iProspect’s belief that the inherent advantages the print and word of mouth channels have ….. cause them to produce more interested, more motivated searchers who are farther down the attention, interest, desire, action path at the point at which they launch their first search …………” Offline Channel Influence on Online Search Behaviour Study - August 2007

Brand Metrics Relationship to Sales Aided Ad Awareness Message Association Brand Favourability Purchase Intent SALES !

CrossMedia Research™ 200+ cross-media studies 32 Television/Online/Magazine Multiple categories Comparable target audience composition / reach and frequency / campaign length Aggregated results

Awareness TV 100 TV /O nl in e TV 145 /M ag TV az /M in es ag az 218 in es /O nl in e 230

TV TV 100 /O nl in e Brand Preference TV 155 /M ag TV az /M in es ag az 352 in es /O nl in e 407

TV 100 TV /O nl in e TV 122 /M ag TV az /M in es ag az 252 in Purchase Intent es /O nl in e 274

The Creative Opportunity

The Creative Opportunity Magazines allow advertising to reflect the ‘community’ it is targeting and so increase relevance & trust.

Relevance

The Creative Opportunity Search/Choose “I exist” Consider/Search “This is what makes me special” “Thanks for using me” Endorsement/Credibility Experience/Re-purchase “Even the experts agree” “Thanks for Buy buying me” Choose/Buy “Why don’t you Buy/Experience “ Here’s an try me?” incentive to buy”

Generating Awareness

Adding Saliency

Endorsement and Credibility

Using the Senses Sound Smell Sight Taste Touch

Beyond the magazine Internet Mobile Events Magazine Web TV/Radio Retail Theatre Interactive

The Power of Magazines Engagement Relevance Targeting Impact Right People, Right Message, Right Results

The Challenges.

Watch your Weight!

Relative weights TV burst 300 – 400 spots Typical weight 400 TV ratings over 4 weeks. Delivers 75%+ reach @ 5+ frequency. Weekly weight 100 TV ratings – 55% reach @ 1.8 frequency

Relative weights TV burst 300 – 400 spots Typical weight 400 TV ratings over 4 weeks. Delivers 75%+ reach @ 5+ frequency. Weekly weight 100 TV ratings – 55% reach @ 1.8 frequency Magazine Schedule 10 – 15 insertions Typical weight 200 Gross ratings over 12 weeks. Delivers 50%+ reach @ 4 frequency. Weekly weight 16.5 Gross ratings – 12% reach @ 1.3 frequency

Relative weights Why does TV need 20x the number of insertions? Why does TV need 6x the media weight? Would you have any other media running at this weekly weight? Is a campaign that misses 88% of an audience each week acceptable?

Relative weights Why does TV need 20x the number of insertions? Why does TV need 6x the media weight? Would you have any other media running at this weekly weight? Is a campaign that misses 88% of an audience each week acceptable? Can you extend the magazine schedule without wastage?

Targeting (UK) Total Audience 2,701,000 ABC1 Women 1,115,000 Target Profile 41% Total Audience 5,308,000 ABC1 Women 1,808,000 Target Profile 29% Source : BARB

Targeting (UK) Total Audience 2,701,000 ABC1 Women 1,115,000 Target Profile 41% 41% Total Audience 5,308,000 ABC1 Women 1,808,000 Target Profile 29% 31% Source : BARB / NRS

Targeting (UK) Title Profile Red 72% Every title at least… Easy Living 68% Grazia 68% Woman & Home 67% …50% better than Glamour 66% Good Housekeeping 66% Marie Claire 65% Elle 63% …100% better than Company 62% Cosmopolitan 61% Prima 58% Source : NRS

The Challenges Increase weight of magazine schedules to …. … create significant and measurable campaign delivery … use your media budget more efficiently

The ‘Old’ model Repetition not relevance Broadcast not targeted. Single message to broadcast audience.

Relevance

Single message to broadcast audience

Because dogs don’t always have it easy

Single message to broadcast audience

Leave the pain for those that like it.

The Challenges Enhance your campaign creativity by…. … matching the brand proposition to the audience … being brave with your brand … pre-testing your creative

The Power of Magazines Enthusiasm Passion

The Power of Magazines Enthusiasm Passion Relevant Trusted

The Power of Magazines Enthusiasm Passion Relevant Trusted Welcome Engaging

The Power of Magazines Enthusiasm Passion Relevant Trusted Welcome Engaging Word of Mouth Search/Purchase Brand Preference Purchase Intent

The Power of Magazines Enthusiasm Make the Passion most of the Relevant creative opportunity Trusted Welcome Engaging Word of Mouth Increase weight Search/Purchase to maximise Brand Preference Purchase Intent return on investment

The Power of Magazines Thank you for listening Tim Lucas White Lodge Media (UK)

Tim Lucas presentation AllerDagarna

by susberg on Nov 20, 2008

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