Top Reasons to Advertise in Magazines
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«Magazines: The Medium Of Action»: A Comprehensive Guide and Handbook 2009/10 from Magazine.org.

«Magazines: The Medium Of Action»: A Comprehensive Guide and Handbook 2009/10 from Magazine.org.

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    Top Reasons to Advertise in Magazines Top Reasons to Advertise in Magazines Presentation Transcript

    • MAGAZINES the medium of action a comprehensive guide and handbook 2009/10 www.magazine.org
    • Top Reasons to Advertise in Magazines Magazines and magazine ads garner the most attention: BIGresearch studies show that when consumers read magazines they are much less likely to engage with other media or to take part in non-media activities compared to the users of TV, radio or the internet. According to research from JackMyers, when consumers were asked to rate media based on how likely they are to pay attention to the advertising messages, magazines ranked at or near the top of the list. — see pages 30 and 32 Magazine advertising is valuable content: Consumers value magazine advertising, according to numerous studies. Yankelovich and Dynamic Logic both report that consumers are more likely to have a positive attitude toward advertising in magazines compared to other media. In addition, consumers are more likely to turn to magazines to search for information across a variety of categories compared to the internet, based on research from MediaVest — see pages 31, 54, 55, 57 and 66 Magazines supply credibility: Consumers trust and believe magazines and magazine advertising more than other media. Simmons Multi-Media Engagement Study shows magazines score higher on being “trustworthy” compared to TV or the internet. Other independent research confirms that consumers place significant trust in magazine advertising. — see pages 29 and 35 Magazine print and digital audiences are growing: The number of magazine readers as well as the average number of magazine issues read in the past month has grown over the past five years. In addition, magazine website usage is growing faster than web usage overall. — see pages 7 and 10 www.magazine.org/handbook
    • Top Reasons to Advertise in Magazines Magazine advertising is relevant and targeted: Consumers consider magazine advertising more relevant than advertising in other media.With a range of titles that appeal to a wide variety of demographics, lifestyles and interests, advertisers can hone in on targets that fit their needs. — see pages 34 and 12 Magazines are a leading influence on word-of-mouth: Magazine readers are more likely than users of other media to influence friends and family on products across a variety of categories. Magazines are also most likely to complement the web in reaching social networkers, whom marketers increasingly favor in generating buzz. — see page 73 Magazine audiences accumulate faster than you think— and with lasting impact: The average monthly magazine accumulates approximately 60% of its audience within a month’s time, and the average weekly magazine accumulates nearly 80% of its audience in two weeks. — see page 74 Magazine advertising sells: Several studies demonstrate that magazines are generally the strongest driver of purchase intent. Perhaps this is because more than half of all readers act on magazine ads, according to Affinity Research. — see pages 36 and 42 www.magazine.org/handbook
    • Top Reasons to Advertise in Magazines Magazines improve advertising ROI: Based on a recent analysis of cross-media accountability studies, Marketing Evolution found magazines most consistently generate a favorable cost per impact throughout the purchase funnel. Multiple studies confirm that allocating more money to magazines in the media mix improves marketing and advertising ROI across a broad range of product categories. — see page 43 and 44 Magazine advertising drives web search, traffic and action taking: BIGresearch proves that magazines lead other media in influencing consumers to start a search for merchandise online, ranking at or near the top by gender as well as by age. In addition, studies from Marketing Evolution, JupiterResearch and the OPA show that ads in magazines or on magazine websites boost web traffic, spur online purchase and offline behavior. — see pages 70 – 72 Magazine advertising drives effectiveness throughout the purchase funnel: Magazines generally contribute more than other media when looking at consumers’ purchase decision-making process. As a result, magazines boost the effectiveness of other media at all stages of the funnel. — see pages 41 and 42 Magazines deliver reach: Across major demographic groups, the combination of the top 25 magazines delivers considerably more rating points than the top 25 TV shows. — see page 75 www.magazine.org/handbook
    • CONTENTS 1 Top Reasons to Advertise in Magazines Magazine/Audience Metrics 7 Magazine Readership Remains Strong 8 Number of Magazines 9 Magazine Websites Continue to Grow 10 Magazine Website Usage is Growing Faster than Web Usage Overall 11 Magazines Continue to Target Consumers’ Interests 12 Magazines Inform and Entertain THE MAGAZINE 13 Editorial and Advertising Contribute to the Reader Experience HANDBOOK 2009/10 Circulation Metrics www.magazine.org/handbook 14 Magazines Let Consumers Choose 15 Magazines Reach Mass and Niche Audiences 16 Consumers Invest in Their Magazines A Comprehensive Guide 17 Bulk of Paid Circulation Revenue is Subscription Based for Advertisers, Advertising 18 Consumers Rely on Multiple Outlets to Buy Their Magazines 19 Magazines Make the Cash Register Ring Agencies and Consumer 20 Multiple Sources Contribute to a Magazines Bottom Line Magazine Marketers 21 Public Place Copies Have Great Appeal Advertising Metrics 22 Magazine Advertising Rate Card Revenue Exceeds $23 Billion 23 Magazine Spending by Quarter 24 Magazines’ Share of Media Spending Stays Strong 25 The Top 12 Advertising Categories 26 Top 50 Magazine Advertisers Magazine Publishers of America 27 Recall of Magazine Advertising by Type of Unit, Color and Position 810 Seventh Avenue, 24th Floor 28 Unit Size Affects Ad Impact New York, NY 10019-5818 Magazine Engagement The Magazine Handbook © Copyright 2009 29 Magazines Are #1 Medium of Engagement Magazine Publishers of America, Inc. 30 Consumers Pay Attention to Magazines
    • 31 Consumers Enjoy Magazine Ads More Than Other Media 60 Luxury Goods: Buyers More Likely to Use Magazines and Web 32 Consumers Like and Pay Attention to Magazine Ads 61 Packaged Goods: Influencing Consumer Purchasing Decisions 33 Consumers Feel Positive About Magazine Advertising 62 Packaged Goods: Magazines Boost ROI/Target Shoppers 34 Magazines Provide a Relevant Advertising Experience 63 Pharmaceutical: A Prescription for Positive Results 35 Consumers Trust Magazine Advertising the Most 64 Pharmaceutical: Magazines Are a Top Healthcare Resource 65 Pharmaceutical: Magazines Lead in Driving Purchase Intent Magazine Advertising Accountability 66 Pharmaceutical: Magazines Provide Healthy Ad Results 36 Magazine Advertising and Editorial Gets Readers to Act 67 Retail: Magazines Improve ROI and Influence Purchases 37 Magazine Ad Effectiveness Continues to Grow 68 Technology: Magazines Target Key Purchase Influencers 38 Readers Value and Respond to Magazines 69 Travel: Magazines Are A Destination for Travel Aficionados 39 Magazines Deliver More Ad Impressions Than TV or Web 70 Magazines Excel in Driving Web Search 40 Magazines Lead in Ad Influence Relative to Time Spent 71 Magazine Ads Build Web Traffic across Purchase Funnel 41 Magazines Boost the Power of Other Media 72 Magazines Prompt Online Action Taking 42 Magazines Drive Results Through the Purchase Funnel 73 Magazines Influence Word of Mouth 43 Magazines Improve Marketing and Advertising ROI 74 Magazines Accumulate Reach Faster Than Commonly Believed 44 Magazines Consistently Produce a Low Cost per Impact 75 Magazines Provide Better Reach Compared to TV Accountability by Category Reader Characteristics 45 Magazines Influence Purchase Behavior Across Categories 76 Magazine Readers are Innovators 46 Magazine Readers Are Influential Consumers Across Categories 77 Magazines Appeal to Younger Adults 47 Auto: Magazines Play a Major Role in Auto Purchase 78 Magazines Appeal to Diverse Readers 48 Auto: Magazines Are More Efficient Than Other Media 79 Magazine Reading by Location 49 Auto: Magazines Deliver ROI Across the Purchase Funnel 50 Auto: Magazines Communicate the Benefits for Brands Creative Effectiveness 51 Auto: Magazines Exert Sizable Influence on Purchasers 80 Magazines Link Ad Engagement and Ad Effectiveness 52 Electronics: Magazines Generate Results and Influence 81 Engagement Findings Can Predict Creative Impact 53 Entertainment: Magazines Play a Leading Role in Results 82 Including a URL in Magazine Ads Increases Web Visits 54 Consumers of Entertainment Products Choose Magazines 83 Magazines Show Immunity to Ad Wearout 55 Fashion/Beauty: Making Ad Results More Attractive 56 Financial: Magazines Pay Dividends on Media Investments Case Studies 57 Food: Magazines Spice Up Results 84 The 28th Annual Kelly Award Winners 58 Green: Targeting Environmentally Conscious Consumers 87 Resources 59 Home Improvement: Magazines Motivate Consumers to Act 88 MPA Resources
    • Photography courtesy of Getty Images INSIDE FRONT COVER dv1284046/Digital Vision/Flying Colours Ltd AA033268/Photodisc/Hoby Finn 200486521-001/Riser/Leon Special thanks to NewPage for 10159978/Riser/China Tourism Press contributing the paper for this year’s edition BACK COVER of the Magazine Handbook. dv819005/Digital Vision 200211974-001/Photodisc/David De Lossy dv342083/Photodisc Sterling® Ultra 200513227-001/Riser/ Thomas Northcut COVER : 120 lb. dull TEXT : 80 lb. dull
    • Readership Trends 7 Magazine Readership Remains Strong More then 4 out of 5 U.S. adults Magazine Readers (000) 2004 2008 Adults 18+ 179,373 189,681 read magazines. Index to 2004 100 106 Adults 18 – 34 58,916 60,461 Magazine audience —including readership Index to 2004 100 103 among younger adults — has remained strong over the past five years despite Average Issues/Month Adults 18+ 11.0 11.5 the growth of new media options. Index to 2004 100 105 Adults 18 – 34 12.1 13.1 Index to 2004 100 108 Coverage Adults 18+ 84% 85% Index to 2004 100 101 Adults 18 – 34 88% 88% Index to 2004 100 100 Base: Magazine Readers, U.S. Adults 18+, 230 Measured Magazines Source: MRI, Fall Studies 2004 and 2008 www.magazine.org/handbook
    • Number of Magazine Titles 8 A Magazine for Everyone Reading a magazine is an Number of Magazines 1999 – 2008 intimate, involving experience year total* consumer 1999 17.970 9,311 that fulfills the personal needs 2000 17,815 8,138 and reflects the values of the 2001 17,694 6,336 reader. This is one reason the 2002 17,321 5,340 average reader spends over 43 2003 17,254 6,234 minutes reading each issue. 2004 18,821 7,188 2005 18,267 6,325 For a list of the number of magazines by category, visit www.magazine.org. 2006 19,419 6,734 2007 19,532 6,809 2008 20,590 7,383 *Includes, but is not limited to, consumer magazines in North America regardless of publishing frequency. Source: MRI Fall, 2008, National Directory of Magazines, 2009 www.magazine.org/handbook
    • Number of Magazines with Websites 9 Magazine Websites Continue to Grow Even as Print Magazines Are Valued The number of consumer magazine Number of Magazines websites has increased 78% since 2005, with Websites 2005 – 2009 extending the reach and influence of year total consumer only magazines’ editorial and advertising 2005 10,131 4,712 messages to an even wider audience. 2006 10,818 5,395 Consumers who use both magazine 2007 11,623 5,950 websites and their print counterparts 2008 13,247 6,453 overwhelmingly state that the printed 2009 15,204 7,473 magazine still has value. Source: MediaFinder, 2009 (data as of March, 2009) Keep up with the latest magazine digital initiatives at www.magazine.org/digital. Dual Magazine-Website Users Value Print by percent % strongly agree: “Online version could easily replace print version in next five years” Fashion/Beauty 15% Entertainment 13 Health & Wellness 12 Food/Cooking 10 Base: Dual users of magazine related website (by genre) Source: MediaVest Print/Digital Study, 2008 www.magazine.org/handbook
    • Magazine Website Traffic 10 Magazine Website Usage is Growing Faster Than Web Usage Overall Magazine Website Growth unique visitors reach sessions total minutes (millions) (percent) (millions) (billions) Fourth Quarter 2006 62.5 39% 386.6 1.7 Fourth Quarter 2007 67.5 42% 434.3 1.8 Fourth Quarter 2008 75.0 45% 546.2 2.4 Percent of Change 2008 vs. 2006 20% 15% 41% 41% U.S. Web Growth 2008 vs. 2006 4% First Quarter 2007 63.2 40% 427.7 1.9 First Quarter 2008 70.7 43% 497.3 2.2 First Quarter 2009 75.8 45% 538.4 2.3 Percent of Change 2009 vs. 2007 20% 13% 26% 21% U.S. Web Growth 2009 vs. 2007 7% Source: Nielsen Online analysis, based on quarterly averages of 476 magazine brands online, Q4 2008, Q1 2009 www.magazine.org/handbook
    • New Magazine Launches 11 Magazines Continue to Target Consumers’ Interests Every year a plethora of new magazines New U.S. Magazine Launches by Category in 2008 are introduced to satisfy consumers’ 18 Metropolitan/Regional/State 2 Art growing need to be informed and 18 Sports 2 Bridal entertained. 14 Crafts/Games/Hobbies/Models 2 Children’s 13 Automotive 2 Comic Technique/Comics The variety of new magazine titles 11 Home/Home Service 2 Computers 9 Epicurean 2 Dressmaking launched each year is a testament to the 9 Nature/Ecology 2 Entertainment / P erforming Arts magazine industry’s commitment to 9 Special Interest 2 Gaming meeting the needs and interests of 8 Fashion/Beauty/Grooming 2 Gay/Lesbian consumers. 8 Women’s 2 Military/Naval 7 Political/Social Topics 2 Motorcycles New magazine launch announcements 5 Fitness 2 Photography are highlighted on a monthly basis at 5 Health 2 Science/Technology www.magazine.org/launches. 5 Religion 2 Sex 4 Black/Ethnic 1 Fishing/Hunting 3 Boating 1 Gardening 3 Business/Finance 1 Men’s 3 Camping/Outdoor Recreation 1 Mystery 3 Dogs/Pets 1 Teen 3 Literary/Reviews/Writing 1 Travel 3 Music 195 Total New Magazine Launches Note: This list represents weekly, bi-monthly, monthly, and quarterly titles only. Source: Samir Husni’s Guide to New Consumer Magazines, 2009. www.magazine.org/handbook
    • Percent of Total Editorial Pages by Subject 12 Magazines Inform and Entertain In 2008, the 160 magazines measured by Hall’s Magazine Reports showed that the top three subject categories were Entertainment/Celebrity, Wearing Apparel/Accessories, and Travel/Transportation. Number of Editorial Pages 2008 type of editorial pages percent type of editorial pages percent Entertainment/Celebrity 28,496.0 15.8% General Interest 6,825.0 3.8% Wearing Apparel/Accessories 21,835.6 12.1 Self-Help/Relationships 5,257.4 2.9 Travel/Transportation 15,178.4 8.4 Building 4,641.7 2.6 Home Furnishings/Management 14,998.0 8.3 Personal Finance 4,483.7 2.5 Food & Nutrition 12,943.4 7.2 Fitness/Beauty 3,726.0 2.1 Culture 11,279.1 6.3 Global/Foreign Affairs 2,408.9 1.3 Business & Industry 10,281.1 5.7 Gardening & Farming 2,380.3 1.3 Sports/Recreation/Hobby 8,367.6 4.6 Children 2,287.7 1.3 Health/Medical Science 7,934.3 4.4 Consumer Electronics 1,743.6 1.0 Beauty & Grooming 7,350.3 4.1 Fiction 618.0 0.3 National Affairs 7,030.7 3.9 Total Editorial 180,066.8 100.0% Source: Hall’s Magazine Reports, 2009 www.magazine.org/handbook
    • Editorial/Advertising Ratios 13 Editorial and Advertising Contribute to the Reader Experience Editorial vs. Advertising Pages 1999 – 2008 year % editorial % advertising 1999 50.6 49.4 2000 49.7 50.3 2001 54.9 45.1 2002 53.4 46.6 editorial pages 53.8% advertising pages 46.2% 2003 52.1 47.9 2004 51.9 48.1 Most magazines contain both editorial 2005 52.8 47.2 and advertising content. Over the past 2006 53.0 47.0 ten years, the ratio of editorial and advertising content has remained 2007 52.9 47.1 relatively equal. 2008 53.8% 46.2% Source: Hall’s Magazine Reports, 2009 www.magazine.org/handbook
    • Circulation Mix 14 Magazines Let Consumers Choose Subscription/Single Copy Sales 1999 – 2008 year subscription single copy total 1999 310,074,081 62,041,749 372,115,830 2000 318,678,718 60,240,260 378,918,978 2001 305,259,583 56,096,430 361,356,013 2002 305,438,345 52,932,601 358,370,946 subscription 88% single copy 12% 2003 301,800,237 50,800,854 352,601,091 2004 311,818,667 51,317,183 363,135,850 While some consumers prefer the 2005 313,992,423 48,289,137 362,281,559 convenience of home or work delivery, others choose to buy copies of their 2006* 321,644,445 47,975,657 369,062,102 favorite magazines at supermarkets 2007* 322,359,612 47,433,976 369,793,587 and other retail outlets. In 2008, 88% 2008* 324,818,012 43,664,772 368,363,773 of total circulation was from magazine *Paid and Verified -Effective 2006, ABC established verified subscription circulation as a category. subscriptions, while single copy sales Source: Averages calculated by MPA from each year's ABC Publishers Statements,1999-2008. accounted for the remaining 12%. Comics, annuals and international editions are not included. www.magazine.org/handbook
    • Number of Magazine Titles by Circulation Size 15 Magazines Reach Mass and Niche Audiences Magazines with circulation ranging from 750,000 to 4.9 million represent more than half of total reported circulation. Total Paid and Verified Circulation 2008 Magazines by Circulation Size Groups MAGAZINES TOTAL CIRCULATION circulation size # in Group % of total for group % of total circ. Over 10,000,000 2 0.3% 44,495,582 13.2% 5,000,000 – 9,999,999 3 0.5 21,023,504 5.7 2,000,000 – 4,999,999 33 5.6 93,329,504 25.3 1,000,000 – 1,999,999 55 9.3 77,121,142 20.9 750,000 – 999,999 34 5.7 30,226,207 8.2 500,000 – 749,999 56 9.5 34,866,999 9.5 250,000 – 499,999 90 15.2 32,357,727 8.8 100,000 – 249,999 139 23.5 22,867,641 6.2 Under 100,000 180 30.4 8,075,849 2.2 Totals 592 100.0% 368,363,773 100.0% Source: Averages calculated by MPA from Audit Bureau of Circulations Publishers Statements, 2008. Comics, annuals and international editions are not included. www.magazine.org/handbook
    • Average Single Copy/Subscription Price 16 Consumers Invest in Their Magazines Over the years, consumers have Cost of Magazines 1999 – 2008 average price average price 1-year proven their commitment to year single copy basic subscription magazines by spending their 1999 3.44 24.83 hard-earned money to purchase 2000 3.83 24.41 them on the newsstand and/or 2001 3.88 25.30 2002 4.11 25.70 by subscription. 2003 4.22 26.55 2004 4.40 25.93 2005 4.40 26.78 2006 4.46 27.30 2007 4.53 27.83 2008 4.70 28.01 Sources: Averages calculated by MPA from ABC Publishers Statements, 1999-2008 www.magazine.org/handbook
    • Circulation Revenue 17 Bulk of Paid Circulation Revenue is Subscription Based In 2008, subscriptions accounted for 68% of total paid circulation revenue, while single copy sales accounted for the remaining 32% Paid Circulation Revenue 2008 Subscriptions $ 6,703,555,697 Single Copy $ 3,116,510,643 Total $ 9,820,066,340 Source: Averages calculated by MPA from ABC Publishers Statements, 2008. Verified circulation is not included in revenue calculations. subscription 68% single copy 32% www.magazine.org/handbook
    • Location of Single Copy Purchases 18 Consumers Rely on Multiple Outlets to Buy Their Magazines The top three newsstand outlets account for more than 60% of retail sales Retail Sales by Channel 2008 by percent Supermarkets 37% Supercenters 15% Drugstores 11% Bookstores 9% Discount Stores 8% Terminals 5% Convenience Stores 5% Newsstand 2% Club-Bargain 3% Others 6% Source: Harrington Associates, 2009 www.magazine.org/handbook
    • Magazines at Retail 19 Magazines Make the Cash Register Ring Magazines (in dollars) Magazines (by percent) .58 80% Snacks Candy, Gum, Mints .34 73 Gum Snacks .27 56 Candy Beverages .12 50 Carbonated Beverages Gift Cards .08 34 Source: Willard Bishop Grocery Super Study, 2007 Base: U.S. Adults 18+ Source: WSL Strategic Retail, Magazine Purchaser Survey, 2007 www.magazine.org/handbook
    • Magazine Revenue Mix 20 Advertising and Circulation Revenue Contribute to a Magazine’s Bottom Line Magazine Revenue 2006 2007 Advertising 57% 59% Subscriptions 31% 28% Single Copy 12% 13% Source: PriceWaterhouseCoopers Financial Survey, conducted for MPA, 2008, 2007 www.magazine.org/handbook
    • Public Place Readership 21 Public Place Copies Have Great Appeal Public Place Copies Build Audience • 80% of all adults have read magazines in a public place at some time in the past month • Public place magazines generate an average of 19 readers per copy per month Public place readers have positive Public Place Readers Are Engaged Readers attitudes about the experience public place total mag readers readers • 87% pay the same or more attention to magazines read in a public place Time spent reading magazines per month (hours) 6.4 5.9 compared to non-public place reading Number of individual titles read 5.1 4.6 • 68% look for their favorite magazines Number of magazines purchased per month 2.3 2.3 when visiting public places Source: McPheters & Co. AudienceLab, 2008 • 52% use the opportunity to try magazines they don't ordinarily read www.magazine.org/handbook
    • Magazine Ad Pages and Revenue Trend 22 Magazine Advertising Rate Card Revenue Exceeds $23 Billion Ad pages and revenue are updated Magazines Ad Pages and Rate Card Revenue 1999 – 2008 quarterly on the MPA website at year pages rate card revenue www.magazine.org/pib. Revenue 1999 255,383 $ 15,508,357,011 is reported at one-time open rate 2000 286,932 17,665,305,333 card rates. 2001 237,612 16,213,541,737 2002 225,619 17,254,061,740 2003 225,831 19,216,085,358 2004 234,428 21,313,206,734 2005 243,305 23,068,182,388 2006 244,907 23,996,768,141 2007 244,737 25,501,793,278 2008 220,813 $ 23,652,018,530 Note: Sunday supplements excluded. Source: PIB (data as of January 2009) www.magazine.org/handbook
    • Third Forth 28% Magazine Spending by Quarter 23 Magazine Advertising Rate Card Revenue is Highest in the Second and Fourth Quarters Percent of Total by Quarter Magazine Rate Card Revenue 2008 billions First Quarter $ 5.3 4th 1st Second Quarter 6.3 Third Quarter 5.5 3rd 2nd Fourth Quarter 6.6 Total $ 23.7 first quarter 22% Note: Sunday supplements excluded. second quarter 27% Source: PIB (data as of January 2009) third quarter 23% forth quarter 28% www.magazine.org/handbook
    • Advertising Share of Market: All Media 24 Magazines’Share of Media Spending Stays Strong Only three media showed increases of one point or more for 2008 vs. 2004: consumer magazines, cable TV and internet Share of Advertising Dollars by Medium 2004 2005 2006 2007 2008 Consumer Magazines 15.1% 15.8% 15.8% 16.7% 16.3% Sunday Magazines 1.1 1.2 1.3 1.3 1.3 Local Magazines 0.3 0.3 0.3 0.3 0.3 Hispanic Magazines 0.1 0.1 0.1 0.1 0.1 B-to-B Magazines 3.7 3.4 3.0 2.7 2.7 Network TV 16.5 16.1 15.9 15.5 16.3 Cable TV 10.4 11.2 11.5 12.5 13.6 Spot TV 13.2 11.7 12.5 11.3 11.7 Syndicated TV 2.8 2.9 2.8 2.7 3.1 Spanish Language TV 1.9 2.1 2.2 2.3 2.5 National Newspapers 2.3 2.3 2.3 2.2 2.0 Local Newspapers 17.4 17.1 15.9 14.9 13.8 Hispanic Newspapers 0.2 0.2 0.2 0.2 0.2 Network Radio 0.7 0.7 0.7 0.7 0.7 National Spot Radio 1.8 1.8 1.8 1.6 1.5 Local Radio 5.2 5.1 4.9 4.7 4.4 Internet 5.1 5.7 6.4 7.7 6.9 Outdoor 2.3 2.4 2.5 2.6 2.7 Total 100.0 100.0 100.0 100.0 100.0 Source: TNS Media Intelligence (data as of March 2009) www.magazine.org/handbook
    • Magazine Advertising Categories 25 TheTop12 Advertising Categories Account for 87% of All Spending In 2008, Toiletries & Cosmetics was the Magazine Advertising Rate Card Reported Revenue largest magazine advertising category, Top Categories 2007/2008 followed by Drugs & Remedies, and category 2007 2008 Food & Food Products, according to the Toiletries and Cosmetics $ 2,575,541,213 $ 2,476,298,686 Publishers Information Bureau (PIB). Drugs and Remedies 2,599,844,272 2,223,066,800 Food and Food Products 2,124,215,174 2,099,542,708 Magazine rate card reported revenue Apparel and Accessories 2,175,732,680 2,035,274,756 by class is made available quarterly at www.magazine.org/pib. Retail 1,897,826,789 1,881,949,565 Media and Advertising 1,781,356,052 1,743,892,205 Direct Response Companies 1,824,735,774 1,670,112,388 Automotive 2,015,547,632 1,602,279,970 Home Furnishings and Supplies 1,564,281,317 1,384,338,034 Financial, Insurance and Real Estate 1,383,329,587 1,231,277,017 Public Transportation, Hotels and Resorts 1,170,687,367 1,152,174,703 Technology 1,079,264,176 974,403,735 Top Categories Total $ 22,192,362,033 $ 20,474,610,567 Note: Sunday supplements excluded. Source: PIB (data as of January 2009) www.magazine.org/handbook
    • Top 50 Magazine Advertisers 26 Leading Marketers Depend on Magazines Top 50 Marketers’ Spending Equals 33% of Overall Magazine Revenue 1 Procter & Gamble Co $ 899,693,375 26 GE General Electric Co $ 113,279,308 2 General Motors Corp 432,953,105 27 Nestlé SA 111,210,484 3 Kraft Foods Inc 389,597,247 28 Estée Lauder Cos Inc 108,931,283 4 Johnson & Johnson 364,117,555 29 Hearst Corp 106,389,891 5 L’Oréal SA 312,704,476 30 Target Corp 104,004,022 6 Unilever 199,530,830 31 Merck & Co Inc 103,897,553 7 Time Warner Inc 195,088,460 32 Astrazeneca PLC 103,297,354 8 GlaxoSmithKline PLC 187,975,032 33 Bayer AG Group 101,993,804 9 LVMH Möet Hennessy Louis Vuitton SA 184,548,006 34 Sony Corp 99,510,541 10 Pfizer Inc 172,862,312 35 Verizon Communications Inc 97,033,997 11 Campbell Soup Co 172,368,799 36 CitiGroup 93,573,650 12 Walt Disney Co 171,013,429 37 Bose Corp 88,495,725 13 Advance Publications Inc 165,923,523 38 Bristol-Myers Squibb Co 84,945,883 14 Joh A Benckiser GMBH 163,652,993 39 Iovate Health Sciences Inc 84,599,147 15 PepsiCo Inc 162,702,663 40 Women’s Marketing Inc 84,440,921 16 Clorox Co 145,582,421 41 Synergistics Marketing Inc 83,563,067 17 Nissan Motor Co LTD 141,503,333 42 Cerberus Capital Mgt LP 80,447,184 18 Toyota Motor Corp 139,185,348 43 GAP Inc 77,022,474 19 Honda Motor Co LTD 137,838,336 44 Church & Dwight Co Inc 76,854,990 20 Wal-Mart Stores Inc 134,363,337 45 Sanofi-Aventis 75,289,904 21 Mars Inc 132,383,906 46 Bradford Exchange LTD 74,353,465 22 US Government 128,933,377 47 Coca-Cola Co 73,022,332 23 Berkshire Hathaway Inc 118,467,058 48 Dillards Inc 71,813,286 24 Kellogg Co 117,455,436 49 Media Networks Inc 71,559,003 25 Ford Motor Co 117,106,223 50 Abbott Lab 71,279,716 Note: Sunday supplements excluded. Total Top 50 Rate Card Reported Spending $ 7,728,359,564 Source: PIB (data as of January 2009) www.magazine.org/handbook
    • Readership by Advertising Unit Type 27 Recall of Magazine Advertising by Type of Unit, Color and Position A compilation of studies done by Affinity Impact of Magazine Ads (average) Research shows that creative execution type of magazine advertisement recall index affects recall, as seen in the data for unit UNIT * Full page 100 size and paper stock. Inside front cover 109 Inside back cover 106 Comparable recall rates among readers Back cover 116 for ads in both the first half and second Multiple-page units 115 half of magazine issues demonstrate that Two-page spread 109 a reader’s interest in the magazine is Less-than-full-page 84 sustained throughout the entire issue. COLOR Black and white 100 Spot color(s) 96 *4-Color 108 POSITION Second half of issue 100 First half of issue 102 PAPER STOCK Regular Paper 100 **Heavy Paper 118 0> 100 > *Four color, (including 5th color or metallics) ** “Heavy” defined as any paper weight heavier than run-of-book stock Source: Affinity Research VISTA Print Rating Service, 2009 www.magazine.org/handbook
    • Readership by Advertising Unit Size 28 Unit Size Affects Ad Impact MRI Starch finds that unit size has an Readership of Multiple-Page Ads – Averages Indexed vs 4-Color Spread Ads impact on advertising results. MRI Starch’s noted associated read some read most data show that, as ad size increased, so Spread 100 100 100 100 did readership. “Noted” and “read some” 2-page insert* 105 106 108 107 scores generally show greater increases than “read most” scores as the number of 3-page run-of-book 116 115 124 93 ad pages increased. This indicates that, 3-page insert 120 121 137 121 though readers may elect not to read a 3-page gatefold 124 125 139 143 longer advertisement in its entirety, it still has positive impact. 4-page run-of-book 124 123 139 121 4-page insert 118 115 134 121 4-page gatefold 124 127 137 136 6-page run-of-book 136 146 155 129 8-page run-of-book 151 125 197 121 8-page insert 127 127 147 136 * Differs from a spread in that an insert is on a single page but comprises both sides of the same page. Note: Read Most scores are based on ads with 50+ words only. Source: MRI Starch In-Person Studies (January 2004 – December 2007) www.magazine.org/handbook
    • In an Age of Interruption, Magazines Engage 29 Magazines Are #1 Medium of Engagement — Across All Dimensions Measured New data from Simmons’ Multi-Media Comparing Media Channels magazines Average engagement dimension scores television Engagement Study find magazines internet ( 100 = least engaged / 500 = most engaged ) continue to score significantly higher Ad Receptivity than TV or the Internet in ad 286 receptivity and all of the other 212 234 engagement dimensions, including Trustworthy “trustworthy” and “inspirational.” 337 279 318 Life-Enhancing 304 217 279 Social Interaction 315 285 288 Personal Timeout 312 311 260 Inspirational 284 250 232 100 150 200 250 300 350 www.magazine.org/handbook Source: Simmons Multi-Media Engagement Study, 2008 Full-Year Study
    • In an Age of Interruption, Magazines Engage 30 Consumers Pay Attention to Magazines BIGresearch found that magazine Consumers Pay Attention to Magazines by percent Percent of consumers who regularly engage in non-media activities while readers are least likely of all media using media. Lower percentage = better performance. users to engage in other (non-media) listen to radio 27% activities while reading. go online 25% In addition, their data show that when watch tv 20% consumers read magazines, they are read newspapers 10% much less likely to engage in other read magazines 9% media. Only 9% of magazine readers will Source: BIGresearch Simultaneous Media Usage Study, 2008 simultaneously go online, only 14% will listen to the radio, and only one in four Consumers Pay Attention to Magazines by percent (23%) will watch TV. Lower percentage = better performance. regularly engage in other read watch listen to read go medium when you... magazines watch tv radio newspapers online See page 80 for research that links reader read magazines n/a 23% 14% n/a 9% engagement to increased ad recall and action taking. read newspaper n/a 28 16 n/a 11 go online 8 41 25 13 n/a listen to radio 10 11 n/a 15 21 watch tv 12 n/a 6 14 30 Source: BIGresearch Simultaneous Media Usage Study, 2008 www.magazine.org/handbook
    • In an Age of Interruption, Magazines Engage 31 Consumers Enjoy Magazine Advertising More Than Advertising in Other Media Yankelovich reports that magazines Top 5 Ranking (of 16 Media) on Key rank #1 out of 16 media for consumers Ad Performance Areas: having a positive impression of Advertising made a positive 1 Ads (in this medium) made magazines impression advertising. This may be because a positive impression: 2 in-store Magazines 3 tv 68% magazines are second only to video 4 newspapers TV 58% games for consumers enjoying the 5 radio content at the time they saw the ad. Radio 55% Enjoying content (in this medium) 1 video games Magazines also rank very highly for at the time I saw the ad: Email 2 magazines 34% 3 radio the relevance of information in the Internet Banner 4 30% tv medium and consumers’ overall 5 newspapers Social Networking Site 28% opinion of the medium (see page 34). Source: The Futures Company Yankelovich MONITOR/Sequent Partners, 2008 Source: Yankelovich Monitor/Sequent Partners, 2008 Similarly, magazine readers have a Very/somewhat positive attitude toward advertising positive attitude to the advertising in the magazines 54% medium, according to research from tv 52% Dynamic Logic. radio 44% internet 24% Source: Dynamic Logic AdReaction 4, 2007 www.magazine.org/handbook
    • In an Age of Interruption, Magazines Engage 32 Consumers Like and Pay Attention to Magazine Ads When consumers were asked to rate Attention to Advertising media based on how likely they are to 35% magazines Age 18–64 pay attention to the advertising messages Age 18–24 40% within their respective environments, magazines were number one for total television 27% adults (age 18-64) and a close number two 34% among adults 18-24. Younger adults (age 18-24) proved to be more attentive than radio 34% adults (age 18-64) to ads in all media. 41% People are more likely to agree that the advertising in magazines enhances their internet 30% overall media experience, more so than 36% advertising on TV or on the Internet. Note: Adults who use medium and say they are likely to pay attention to advertising. Source: JackMyers Emotional Connections Survey, 2007 Ads Enhance Overall Enjoyment of magazines 22% tv 12% online 7% Source: Time, Inc., Magazine Experience Study, 2007 www.magazine.org/handbook
    • In an Age of Interruption, Magazines Engage 33 Consumers Feel Positive About Magazine Advertising Consumers—including younger consumers Consumer Experiences with Advertising by percent —consider magazine advertising useful Positive Drivers age magazines tv radio newspapers internet and valuable. Ads provide useful 18+ 48% 55% 38% 50% 36% information about 18–24 42 52 37 42 34 Consumers more strongly attributed new products/services negative attributes to advertising in Ads provide information 18+ 39 40 30 40 26 broadcast media and the Internet: about product use 18–24 37 38 30 35 31 • Print advertising, including magazines, of other consumers intruded the least and was considered the most trustworthy Negative Drivers • Consumers viewed advertising on TV, Ads have no credibility 18+ 17 33 24 16 31 radio and the Internet as repetitive 18–24 24 33 30 21 36 and inconvenient Ads appear at 18+ 19 54 38 16 47 • TV, radio and Internet advertising did inconvenient moments 18–24 25 49 19 20 49 not stand out—30% or more of all All ads are alike 18+ 23 32 30 21 30 consumers believed that “all ads in this 18–24 28 36 38 28 38 medium are alike” Ads are repeated 18+ 27 64 47 21 43 too often 18–24 30 57 50 26 45 Source: MRI, Fall 2008 www.magazine.org/handbook
    • In an Age of Interruption, Magazines Engage 34 Magazines Provide a Positive and Relevant Advertising Experience Opinions of General Ad Formats Relevance of Ads in Various Media 56% Newspaper Ads 62% 53 Magazine Ads 57 50 TV Ads 58 48 Billboard/Outdoor Ads 50 43 Radio Ads 47 39 Cinema Ads 39 33 Opt-in Email Ads 35 30 Direct Mail 38 27 Product Placement 26 26 Online Search Ads 30 24 Online Ads 26 11 Ads on Mobile Devices 11 7 Non-Opt-In Email Ads 8 0 20 40 60 80 100 0 20 40 60 80 100 Very/Somewhat Positive Neutral Very/Somewhat Negative Very/Somewhat Relevant or Useful Neutral Not Very/Not at All Relevant or Useful Source: Dynamic Logic AdReaction Study, 2007 www.magazine.org/handbook
    • In an Age of Interruption, Magazines Engage 35 Consumers Trust Magazine Advertising the Most Magazine advertising is more trusted than advertising in other media, regardless of age Percent of Adults Age 18 – 54 Who Trust Advertising in Medium magazines 48% television 40% internet 40% Source: Time Inc. “Storytelling in a Multiplatform World,” 2008 Percent of Millennials* Who Trust Advertising in Medium magazines 20% television 13% radio 11% internet 6% *Consumers born between 1977 and 1996 Source: MORI Research, 2006 www.magazine.org/handbook
    • Accountability: Magazines Get Results 36 Magazine Advertising and Editorial Get Readers to Act More than half (56%) of readers Actions Readers Took or Plan to Take as a Result took action on magazine ads or had of Exposure to Specific Magazine Ads a more favorable opinion about the Consider purchasing the advertised product or service 21% advertiser because of magazine Have a more favorable opinion about the advertiser 12 advertising, according to the latest Gather more information about advertised product or service 12 research from Affinity’s VISTA Print Visit the advertiser’s website 11 Effectiveness Rating Service. Visit a store, dealer or other location 9 An analysis of Affinity data over the past Purchase the advertised product or service 8 four years shows magazine advertising Save the ad for future reference 7 recall and action-taking have increased Recommend the product or service to a friend, colleague or family member 5 during this time (see page 37). Took any action (net) 56 Similarly, more than two out of three Actions Taken as a Result of Reading (68%) readers took action based on Specific Features/Articles editorial content. The research shows Saved article for future reference 29% that magazine engagement goes far Passed article along to someone 24 beyond just “feeling”— it prompts Gathered more information about the topic 15 consumers to act. Visited a related website 12 Took any action (net) 68 Source: Affinity’s VISTA Print Effectiveness Rating Service, 2008 www.magazine.org/handbook
    • Accountability: Magazines Get Results 37 Magazine Ad Effectiveness Continues to Grow Magazine ad effectiveness hit Magazine Advertising Recall 2005 53% 100 an all-time high in 2008. 2006 53% 100 Two measures of ad effectiveness for 2007 55% 104 magazines—ad recall and actions taken as a result of seeing an ad—both 2008 56% 106 continue to grow, according to Affinity’s VISTA Print Effectiveness Rating Service. Magazine Advertising Actions Taken 2005 51% 100 • Ad recall has increased by 6% over 2006 51% 100 the past four years 2007 54% 106 • Action-taking (based on readers 2008 56% 110 recalling specific ads) increased Note: Actions taken based on readers recalling specific ads. by 10% Source: Affinity’s VISTA Print Effectiveness Rating Service, 2005 – 2008 www.magazine.org/handbook
    • Accountability: Magazines Get Results 38 Readers Value and Respond to Magazines Regardless of How They Acquire the Magazine Actions Taken or Plan to Take in Response to Magazine Advertising by percent paid nonpaid pass-along total readers Consider purchasing the advertised product or service 21% 19% 20% 21% Have a more favorable opinion about the advertiser 12 11 11 12 Gather more information about product or service 12 12 12 12 Visit the advertiser’s website 12 10 11 11 Visit a store, dealer or other location 9 8 8 9 Purchase the advertised product or service 9 7 8 8 Save the ad for future reference 7 6 7 7 Recommend the product or service 5 5 6 5 Took any action (net) 57 55 56 56 Base: Actions taken based on respondents recalling specific ads Source: Affinity's VISTA Print Effectiveness Rating Service, 2008 www.magazine.org/handbook
    • Accountability: Magazines Get Results 39 Magazines Deliver More Ad Impressions Than TV or Web in Half-Hour Period New research from McPheters & Company Magazines Deliver More Ad Impressions than TV shows that for each half-hour spent with or the Internet in a Half-hour Period the medium: no. of ads no. of ads exposed absorbed • Magazine readers are exposed to twice Magazines (full-page, 4C) 65.1 24.4 as many ads as internet users and four times as many as primetime TV viewers TV (30-second primetime) 16.2 11.7 • As a result, magazines effectively Internet (standard banner) 27.8 3.8 deliver more than twice the number Source: McPheters & Company, 2009 for Condé Nast Publications & CBS-TV of advertising impressions as TV and six times the number of ad impressions as the internet This study demonstrates that time spent with a medium is not a good predictor of advertising effectiveness. www.magazine.org/handbook
    • Accountability: Magazines Get Results 40 Magazines Lead in Ad Influence Relative to Time Spent Magazines outperform other Time-Ad Impact Ratio The ad influence of a medium relative to time spent with that medium media when looking at the magazines 5.5 “Time-Ad Impact Ratio.” newspapers 4.9 A new analysis of time spent with media internet 2.5 focuses on the influence of advertising in television 2.3 a medium relative to the more common radio 1.1 metric of time spent. This analysis, Time-Ad Impact = Media Influence/Share of Total Time Spent dubbed the “Time-Ad Impact Ratio,” is Sources: MRI MediaDay, 2008. Deloitte “State of the Media Democracy” Study, 2008 made up of two components: • Share of time consumers spend with each medium in an average day, and By dividing a medium’s influence by the share of total time spent • The percentage of U.S. consumers who with that medium, a Time-Ad Impact Ratio can be calculated. said advertising in a medium has the Results show advertisers that magazines’ ratio is more than two most influence on their buying time higher than that of TV or the internet and more than five decisions times higher than that of radio. www.magazine.org/handbook
    • Accountability: Magazines Get Results 41 Magazines Boost the Power of Other Media Dynamic Logic’s analysis revealed that magazines play a leading role in boosting overall advertising effectiveness. The combination of TV and magazines provided significantly more lift (versus TV alone) than did TV plus online. Cumulative Effects of Different Media Combinations Pre/Post Point Change (Index versus TV alone; TV alone = 100) Aided Brand Awareness 100 149 175 224 tv only tv + online tv + tv + mags tv only mags + online tv + online tv + magazines Advertising Awareness tv + magazines + online 100 145 218 230 Brand Favorability 100 155 352 407 Purchase Intent 100 122 252 274 Note: Results reflect the impact of different media combinations expressed as an index with TV as the base medium. Results are an aggregate of 32 studies. Source: Dynamic Logic/Millward Brown CrossMedia Research, 2007 www.magazine.org/handbook
    • Accountability: Magazines Get Results 42 Magazines Excel at Driving Results Through the Purchase Funnel, Especially at Key Lower Stages In an analysis of 32 client-commissioned studies, media research firm Dynamic Logic found that magazines, in a media mix that included online and TV, contributed: • 45% of overall effects, indexing 118 compared to TV and 265 compared to online • 62% of the total increase in brand favorability (7.3% of a total 11.8% shift) • 56% of the total increase in purchase intent (7.0% of a total 12.6% shift), nearly three times stronger than TV’s influence and seven times stronger than online’s influence Incremental Effect Across Incremental Effect of Medium on Brand Metrics: Overall Studies Purchase Funnel Overall Average Percentage Point Increase Over Unexpected (Control) Baseline aided brand awareness tv online 7.6 3.7 5.7 17.0 magazines ad awareness 9.8 4.4 8.3 22.5 message association 3.9 1.7 3.4 9.0 magazines 45% brand favorability television 38% 7.3 11.8 2.9 1.6 online 17% Base: 32 Studies purchase consideration Source: Dynamic Logic/Millward Brown CrossMedia Research Studies, 2004 – 2007 4.6 1.0 7.0 12.6 Base: 32 Studies www.magazine.org/handbook Source: Dynamic Logic/Millward Brown CrossMedia Research Studies, 2004 – 2007
    • Accountability: Magazines Get Results 43 Magazines Improve Marketing and Advertising ROI For many of the accountability studies it conducted, Marketing Evolution made recommendations to marketers to reallocate their media mix. They advised that: • Share of spending for magazines should increase as much as 30 points in 11 of the 16 studies (69%) • Share of spending for online should increase as much as 10 points in 7 of the 16 studies (44%) • Share of spending for TV should increase as much as 10 points in 3 of the 16 studies (19%) When marketers implemented Recommendation for Reallocation of Media Spending Percentage of studies where spending should increase for medium the recommended reallocation magazine 69% of media, their average return on online investment (ROI) increased 23% 44% at comparable budget levels. tv 19% Source: Marketing Evolution, 2006 www.magazine.org/handbook
    • Accountability: Magazines Get Results 44 Magazines Most Consistently Produce a Low Cost per Impact Throughout the Purchase Funnel When analyzing ROI across 38 cross- Aggregate Trends Across the Purchase Funnel media accountability studies, Marketing Cost Per Impact (CPI) television Evolution found: Brand Awareness magazines $0.98 online • TV leads in cost efficiency for brand $1.08 awareness with magazines a close second $1.97 • Magazines generated a superior cost- Brand Familiarity per-impact for brand familiarity with $2.61 $1.40 TV and online performing at almost $2.58 double magazines’ CPI Purchase Intent • For purchase intent magazines $1.77 yielded a far more efficient cost per $1.23 impact than TV or online $2.61 Aggregate of 38 studies. Source: Marketing Evolution, 2008 Magazines outperformed TV and online when looking at the # 1 ranking as well Overall Media Performance Across Categories for CPI as the combined ranking for # 1 and 2 Based on number of times each medium ranked # 1, 2 or 3 throughout the purchase funnel across the individual categories studied— media rank #1 #2 #3 auto (page 48), electronics (page 52), TV 5 6 3 entertainment (page 53), and pharma- ceuticals (page 66). Magazines 8 5 2 Online 2 4 6 Base: Automotive, Electronics, Entertainment and Pharmaceutical categories. Source: Marketing Evolution, 2008 www.magazine.org/handbook
    • Accountability: Magazines Get Results 45 Magazines Influence Purchase Behavior Across Categories When looking at a variety of product Top Media That Influence Purchase by Age and Category categories, BIGresearch found that total adults age 18–24 age 25 – 34 magazines are one of the top four Apparel/ magazines 25% magazines 35% Magazines 29% out of 17 possible media choices Clothing newspaper 23 email 25 broadcast tv 24 broadcast tv 21 broadcast tv 25 Email 23 influencing the purchases of U.S. email 19 Internet 23 Internet 19 adult consumers. The categories include apparel, home improvement, Home broadcast tv 20% broadcast tv 20% broadcast tv 20% Improvement magazines 19 magazines 17 magazines 17 car/truck, medicines and electronics. newspaper 19 cable tv 16 cable tv 15 cable tv 14 newspaper 14 newspaper 13 The finding holds for the 18-to-24 and 25-to-34 year-old segments even Car/Truck broadcast tv 20% broadcast tv 19% broadcast tv 21% though such youth-centric media as newspaper 19 newspaper 19 newspaper 17 magazines 15 magazines 17 magazines 15 text messaging, video on cell phones, radio 13 cable tv 17 radio 15 instant messaging and online video game advertising were included among Medicines broadcast tv 14% broadcast tv 14% broadcast tv 14% magazines 9 Cable TV 12 cable tv 10 the 17 media studied. cable tv 9 magazines 10 magazines 9 newspaper 9 newspaper 8 newspaper 7 Electronics broadcast tv 27% broadcast tv 32% broadcast tv 29% magazines 23 internet 33 internet 25 newspaper 22 radio 32 email 24 internet 22 magazines 30 magazines 23 www.magazine.org/handbook Source: BIGresearch, Simultaneous Media Usage Survey (SIMM13), December 2008
    • Accountability: Magazines Get Results 46 Magazine Readers Are Super Influential Consumers Across Categories Across 60 product categories, magazines Number of times medium ranks and the internet most often rank #1 #1 or #2 among Super Influential or #2 (out of six media) in delivering Consumers across 60 product categories the highest concentration of Super Magazines 51 Influential Consumers. Internet 54 “Super Influentials” are defined by MRI Outdoor 19 as the people who have great experience Newspapers 4 in this product area and whose advice on Radio 1 this category is trusted by friends and Television 0 family members. Top Quintile of Usage for Each Medium Source: MRI, Fall 2008 The next 24 pages will delve deeper into individual product categories to show how magazines are both effective and efficient in driving ad results. Product category information is updated throughout the year and available at www.magazine.org/advertising. www.magazine.org/handbook
    • Accountability: Magazines Get Results 47 Magazines Play a Major Role in Auto Purchase The Time Inc. /CNW Purchase Process Study shows that there is a handoff of information sources as automotive purchase intenders move from stage to stage. Magazine ads form an integral part of influencing the buyer’s auto consideration set by playing a key role in both the upper and middle funnel stages. Primary Source of Information — Top 5 of 25 Sources Upper Funnel Middle Funnel Lower Funnel 6 – 5 months prior to purchase 4 – 2 months prior to purchase 4 – 2 weeks prior to purchase Television Ads 15.1% Third Party Sites* 11.9% Local Newspaper Ads 13.4% Magazine Ads 10.3 Television Ads 11.4 Consumer Reports 10.3 Friends / Relatives 10.3 Magazine Ads 11.0 Friends / Relatives 10.1 Manufacturer Websites 9.7 Consumer Reports 10.1 Dealer Websites 8.6 Consumer Reports 7.3 Manufacturer Websites 7.4 Manufacturer Websites 8.1 *Third Party Sites: i.e. Edmunds, Kelley, AOL Auto, etc. Reports include both print and digital versions. Consumer Magazines, Local Newspapers and Consumer Source: Time Inc. / CNW Marketing Purchase Process Study, 2008 www.magazine.org/handbook
    • Accountability: Magazines Get Results 48 Magazines Are More Efficient Than Other Media at Critical Lower Stages of the Auto Purchase Funnel Across six studies encompassing Cost Per Impact (CPI) by Medium by index television TV = 100. Lower Index = Better Performance. magazines domestic and imported cars and trucks, online including new launches and repositioning Brand Familiarity $7.20 100 of existing brands, analysis by Marketing Evolution showed: $2.45 34 • Magazines had a superior cost per $3.92 54 impact (CPI) for brand familiarity— two-thirds that of TV and nearly 40% Purchase Intent less than online $7.60 100 • Magazines also had the lowest CPI $1.84 24 for purchase intent—three-quarters $2.65 35 that of TV and about one-third the Aggregate of 6 studies. CPI of online Source: Marketing Evolution, 2008 To see how magazines produced the lowest cost per impact throughout the purchase funnel across 38 cross-media accountability studies, see page 44. www.magazine.org/handbook
    • Accountability: Magazines Get Results 49 Magazines Deliver ROI Across the Automotive Purchase Funnel Dynamic Logic examined the efficiency Calculated Cost-per-Person (CPP) by Metric of each medium and combination of and Exposure Cell Lower Index = Greater Efficiency media for each stage of the purchase tv + tv + mags + tv + mags tv mags web mags web web + web funnel for a Jeep product launch Unaided Brand campaign. Their findings included: Awareness 133 — 190 177 420 100 157 • Magazines in isolation or magazines Aided Brand plus online were the most efficient Awareness 236 100 131 314 282 133 207 of the various media and media Aided Ad combinations Awareness 434 100 167 380 1666 147 212 • Except for unaided brand awareness, Message TV in isolation or in combination with Association 186 113 115 239 644 100 322 other media was the least efficient Brand medium for this campaign Favorability 594 112 — 330 2496 100 317 Purchase Consideration — — — 1887 — 100 960 Notes: Index of 100 represents the most efficient medium or media combination and all other costs were indexed against the most efficient cost. A dash means that the metric did not increase or the increase was under one percentage point. Source: Dynamic Logic, 2007 www.magazine.org/handbook
    • Accountability: Magazines Get Results 50 Magazines Contribute Significantly at Communicating the Benefits for Automotive Brands PointLogic’s independent automotive Purchase Stimulators for Automotive Brands advertising research confirms that Percent of consumers who indicated these information sources “perform well” for practical/emotional purchase indicators magazines contribute significantly at practical emotional communicating both emotional and Television 33% 23% practical purchase stimulators at all stages of the auto purchase funnel. Magazines 30 20 Newspaper 28 12 Emotional purchase stimulators include Radio 17 10 such factors as quality, level of trust,“fits my personality,” and appearance/style. Loose Inserts or Flyers 15 8 Practical purchase stimulators include Movie Theatre Advertising 11 9 basic price, special offers and promotions, Internet Advertising 11 7 and equipment/features. Sponsorship Events 6 7 Outdoor 6 6 Public Transportation 5 6 Source: PointLogic M3 Automotive Survey, 2008 www.magazine.org/handbook
    • Accountability: Magazines Get Results 51 Magazines Exert Sizable Influence on Auto Purchasers If you look at which media customers say 4.25 x 1” per group box Automotive Ad Spending vs. Influence to Purchase by percent influence them to purchase a car and General Motors Ford Toyota Magazine Spend 12 % 13 % 13 % then compare that to the allocation of Magazine Influence 17 17 19 advertising dollars, you will see auto makers TV Spend 40 41 40 are under-spending on magazines and the TV Influence 18 18 17 web, while over-allocating dollars to TV. Internet Spend 4 4 3 Magazines command about 17% of the Internet Influence 9 8 9 influence to purchase a car, but garner Source: BIGresearch, 2008 and analysis of AdAge Domestic Car Spending by Category, 2006 only about 12-13% of the ad budget. Super Influential Consumers for Auto Purchases Are Heavy Users of Magazines and the Web Above average users of magazines and Automobiles the internet are more likely to be Super 136 magazines 113 newspapers Influential Consumers for automotive 110 radio 71 tv purchases of friends and family, 163 internet including cars, trucks/vans/SUVs, and Other Vehicles 133 aftermarket products. 102 129 88 145 For information on influencing the Automotive Products purchase of environmentally-friendly 131 106 vehicles see page 58. 122 79 146 Base: Top Quintile of Usage for Each Medium Source: MRI Fall 2008. Super Influentials defined as people who have great experience in this topic www.magazine.org/handbook and whose advice on this topic is trusted by friends and family members.
    • Accountability: Magazines Get Results 52 Electronics: Magazines Generate Results 4.25 x 1” per group box and Influence In eight cross-media accountability Heavy users of magazines and the internet are more likely to be Super studies for electronics items ranging Influential Consumers for electronics purchases from computers to from cell phones to electric toothbrushes, mobile cell phones. Marketing Evolution found that magazines work with TV to improve Super Influential Consumers for Electronics Purchases results efficiently at all stages Are Heavy Users of Magazines and the Web Home Electronics of the purchase funnel with their most 155 magazines magazines 112 newspapers significant role at the bottom of the newspapers 116 radio radio 64 tv electronics purchase funnel. television 177 internet internet Computers Electronics Cost Per Impact 138 for Purchase Intent cpi /index 105 105 TV = 100. Lower Index = Better Performance. 59 191 Online $ 3.80 494 Mobile Cell Phones 158 Television $ 0.77 100 95 132 Magazines $ 0.88 114 72 179 Source: Marketing Evolution, 2008 Base: Top Quintile of Usage for Each Medium Source: MRI Fall 2008. Super Influentials defined as people who have great experience in this topic and whose advice on this topic is trusted by friends and family members. For more about how magazines produce the lowest CPI throughout the purchase funnel, see page 44. www.magazine.org/handbook
    • 4.25 x 1” per group box Accountability: Magazines Get Results 53 Entertainment: Magazines Play a Leading Role in Producing Results Heavy users of magazines and the web Super Influential Consumers for Entertainment Purchases are more likely to be Super Influential Are Heavy Users of Magazines and the Web Consumers for the entertainment Movies 150 magazines purchases of friends and family members. 96 newspapers 122 radio 87 tv 157 internet Magazines have a significantly lower TV Shows cost per impact (CPI) for purchase 146 111 intent of entertainment products (DVD 124 120 releases, TV show promotions, and 163 theatrical releases) than TV or online. Music 143 98 Entertainment Cost Per Impact 132 76 for Purchase Intent cpi /index 160 TV = 100. Lower Index = Better Performance. Other Entertainment 148 Online $ 2.23 114 93 112 Television $ 1.95 100 105 174 Magazines $ 1.27 65 Video Games 147 Aggregate of 20 studies. 80 Source: Marketing Evolution, 2008 128 68 172 Magazines produced the lowest CPI Base: Top Quintile of Usage for Each Medium Source: MRI Fall 2008. Super Influentials defined as people who have great experience in this topic across the purchase funnel, see page 44. and whose advice on this topic is trusted by friends and family members. www.magazine.org/handbook
    • Accountability: Magazines Get Results 54 Consumers of Entertainment Products Choose Magazines Percent Using Each Medium Once Among those who use each medium once a week or more for a Week or More Often for entertainment/celebrity information, more than half (55%) use Entertainment/Celebrity Information magazines compared to 37% who use the internet. magazines 55% internet 37% Magazines readers provide a key target for entertainment advertisers. Source: MediaVest Print/Digital Study, 2008 Consumers of a variety of entertainment products tend to be above average magazine readers and below-average TV viewers. These consumers also tend to be heavy users of the Internet. Top Media Quintiles for Entertainment Products by index magazines newspapers radio tv internet Attended movies 2-3 times per month in last 90 days 129 97 98 93 126 Category influential consumers: movies 136 95 112 89 138 Prefer to see a new movie on opening weekend 131 100 100 91 130 Purchased 3+ video games in past 12 months 130 96 106 74 141 Likely to buy portable DVD player in next 12 months 121 91 114 108 108 Bought a home theatre/entertainment system in last 12 months 136 98 105 82 133 Bought 10+ pre-recorded CD’s /audio tapes in last 12 months 134 116 117 96 113 Base: U.S. Adults 18+ Source: MRI, Fall 2008 www.magazine.org/handbook
    • 4.25 x 1” per group box Accountability: Magazines Get Results 55 Fashion/Beauty: Magazines Make Ad Results More Attractive Above average users of magazines Super Influential Consumers for Fashion/Beauty and the web are more likely to be Purchases Are Heavy Users of Magazines and the Web Super Influential Consumers for the Beauty 156 magazines fashion and beauty purchases of 105 newspapers 125 radio friends and family. 77 tv 182 internet Clothes Among those who use each medium 180 108 once a week or more for fashion/beauty 130 69 information, nearly half (47%) use 176 magazines compared to 33% who use Shoes 167 the internet. 113 123 72 177 Percent Using Each Medium Once a Week or More Often Other Fashion 177 for Fashion/Beauty Information 103 114 magazines 47% 84 187 internet 33% Shopping Source: MediaVest Print/Digital Study, 2008 157 103 108 82 165 Base: Top Quintile of Usage for Each Medium Source: MRI Fall 2008. Super Influentials defined as people who have great experience in this topic and whose advice on this topic is trusted by friends and family members. www.magazine.org/handbook
    • 4.25 x 1” per group box Accountability: Magazines Get Results 56 Financial: Magazines Pay Dividends on Media Investments Heavy users of print and the internet Super Influential Consumers for Financial Purchases are more likely to be Super Influential Are Heavy Users of Magazines and the Web Consumers for financial purchases, Finance/Investments 144 magazines including investments, real estate and 140 newspapers 118 radio insurance. 80 tv 195 internet Real Estate Heavy users of magazines are also 139 140 more likely to be affluent investors. 108 95 They index higher for having used any 181 brokerage service in the past year and Insurance 135 to have financial accounts with a total 158 102 value of $250,000 or more. 105 196 Base: Top Quintile of Usage for Each Medium Affluent Investors Read Magazines Source: MRI Fall 2008. Super Influentials defined as people who have great experience in this topic — in Past Year by index and whose advice on this topic is trusted by friends and family members. mags tv web Used any brokerage 121 101 108 (full service, discount, other) Value of total financial 116 102 100 accounts $250,000+ Heavy media users. Base: Heads of House, HHI $100,000+ Source: Mendelsohn Affluent Survey, 2008 www.magazine.org/handbook
    • 4.25 x 1” per group box Accountability: Magazines Get Results 57 Food: Magazines Spice Up Results Heavy users of magazines and the Super Influential Consumers for Food Purchases internet are more likely to be Super Are Heavy Users of Magazines and the Web Influential Consumers for food Grocery Shopping 144 magazines purchases, including snacks, coffee, new 113 newspapers 126 radio food items, and grocery shopping. 90 tv 155 internet New Food Items Magazines are a leading source of food 140 information according to a recent study 102 116 96 from MediaVest. Among those who used 136 each medium once a week or more for Snacks 170 food information, more than one in three 101 117 (35%) used magazines compared to 27% 101 147 who used the internet. Soft Drinks 149 Percent Using Each Medium 113 123 Once a Week or More Often for 95 152 Food/Cooking Information magazines 35% Coffee 174 Internet 27% 118 118 Source: MediaVest Print/Digital Study, 2008 65 164 Base: Top Quintile of Usage for Each Medium Source: MRI Fall 2008. Super Influentials defined as people who have great experience in this topic and whose advice on this topic is trusted by friends and family members. www.magazine.org/handbook
    • 4.25 x 1” per group box Accountability: Magazines Get Results 58 Green: Magazines Target Environmentally Conscious Consumers Above average users of magazines and Environmentally-Friendly Consumers Use the web are most likely to be Super Magazines and Web Most Influential Consumers for the purchase Super influential consumer for environmentally-friendly products 162 magazines of green products by friends and family. 139 newspapers 111 radio 69 tv 160 internet Likewise, in a segmentation based on I have great experience in environmentally-friendly products environmental friendliness, heavy magazine 121 111 readers and internet users index highest 103 97 in the top two of six segments. Heavy TV 108 viewers index highest in the least green My family/friends trust my advice on environmentally-friendly products 131 segment. 108 114 114 97 Segmentation by Environmental I participate in environmental groups/causes Friendliness by index 156 mags tv web 151 101 57 Green Advocates 159 69 160 168 Agree completely: I buy vehicles that reflect my commitment to the environment Green at Their Best 104 93 106 120 100 UnGreen (least green) 92 107 94 103 91 107 Base: Top Quintile of Usage for Each Medium; six segments Base: Top Quintile of Usage for Each Medium identified. Source: MRI Fall, 2008 Source: MRI Fall 2008. Super Influentials defined as people who have great experience in this topic and whose advice on this topic is trusted by friends and family members. www.magazine.org/handbook
    • Accountability: Magazines Get Results 59 Home Improvement: Magazines Motivate 4.25 x 1” per group box Consumers to Act Nearly half of all home improvers (45%) Heavy users of magazines and the internet are more likely cited magazines as their primary source to be Super Influential Consumers for home improvement of motivation for beginning a new home purchases, including home remodeling, household furnishings improvement project. Magazine editorial and interior decorating. (24%) and magazine advertising (21%) Super Influential Consumers for Home Improvement contributed almost equally. Purchases Are Heavy Users of Magazines and the Web Home Remodeling Consumers Who Source 128 magazines 100 newspapers Home Improvement Ideas 121 radio from Specific Media by percent 78 tv 136 internet Magazine Editorial 24% Household Furnishings 140 Magazine Ads 21 105 121 Home Show/Other Demos 13 91 138 Friend/Neighbor/Contractor 12 Interior Decorating 144 Retail Exposure 7 111 98 80 TV Program 5 136 TV Ads 5 Gardening 127 Primary Sources of Home Improvement Projects. 115 Source: Meredith Corporation & CNW Market Research, 2007 108 89 141 Base: Top Quintile of Usage for Each Medium Source: MRI Fall 2008. Super Influentials defined as people who have great experience in this topic and whose advice on this topic is trusted by friends and family members. www.magazine.org/handbook
    • Accountability: Magazines Get Results 60 Luxury Goods Buyers More Likely to Use Magazines and the Internet Heavy users of magazines and the Super Influential Consumers for Luxury Goods Purchases internet are more likely to be Super Are Heavy Users of Magazines and the Web Fashion Influential Consumers for luxury goods 174 magazines 109 newspapers purchases, including fashion, beauty, 120 radio 68 tv and alcoholic beverages. 179 internet Beauty Heavy users of magazines are also more 156 105 likely to be affluent luxury goods buyers. 125 77 182 Alcoholic Beverages Affluent Luxury Goods Buyers 153 Spending in Past Year by index 121 119 spent /designer items mags tv web 79 161 $2,000+ Watches 167 107 153 Interior Decorating 144 $5,000+ Jewelry 162 117 128 111 98 80 $2,000+ Clothes 186 101 138 136 $1,000+ Day Spa 190 96 144 Base: Top Quintile of Usage for Each Medium Source: MRI Fall 2008. Super Influentials defined as people who have great experience in this topic and whose advice on this topic is trusted by friends and family members. Any Cruise (14+ days) 156 119 97 Base: Top Quintile of Usage for Each Medium. Source: 2008 Mendelsohn Affluent Survey, Heads of House, HHI $100,000+ www.magazine.org/handbook
    • Accountability: Magazines Get Results 61 Packaged Goods: Magazines Influence Consumers’ Purchasing Decisions In an analysis of cross-media accountability Incremental effect of Medium on Brand Metrics: CPG Studies Percentage Average Percentage Point Increase Over Unexposed (Control) Baseline studies for the consumer packaged goods category, Dynamic Logic found Aided Brand Awareness tv online magazines excelled at the critical 7.2 3.5 4.3 15.0 magazines bottom stages of the funnel: Ad Awareness • Increasing brand favorability three 11.0 4.8 8.6 24.4 times more than online and more than Message Association double that of TV 6.3 1.8 3.8 11.9 • Boosting purchase intent/consideration Brand Favorability the most, nearly double that of TV and 2.6 2.0 7.1 11.7 three times that of online Purchase Intent/Consideration 3.5 2.5 6.6 12.6 Base: 14 Studies Source: Dynamic Logic/Millward Brown CrossMedia Research, 2007 www.magazine.org/handbook
    • 4.25 x 1” per group box Accountability: Magazines Get Results 62 Packaged Goods: Magazines Boost ROI and Target the Right Shoppers Heavy users of magazines are more Super Influential Consumers for Packaged Goods likely to be Super Influential Consumers Purchases Are Heavy Users of Magazines and the Web for packaged goods purchases by Cleaning Products 158 magazines friends and family members. 119 newspapers 117 radio 99 tv Consequently, magazines provided 137 internet New Food Items superior ROI for two brands of a 140 102 consumer packaged goods marketer. 116 96 For Brand A, magazines performed three 136 times more efficiently than TV; for Snacks 170 Brand B, magazines provided a third 101 117 better efficiency than TV. 101 147 ROI Effectiveness Score magazines Healthcare 156 tv 119 Brand A 101 71 317 152 100 Products for Babies + Children 145 Brand B 103 131 103 97 124 100 Base: Top Quintile of Usage for Each Medium Source: Marketing Management Analytics (MMA) presentation, 2006 Source: MRI Fall 2008. Super Influentials defined as people who have great experience in this topic and whose advice on this topic is trusted by friends and family members. www.magazine.org/handbook
    • 4.25 x 1” per group box Accountability: Magazines Get Results 63 Pharmaceutical: Magazines Are a Prescription for Positive Results The MARS OTC/DTC study revealed that Actions Taken in Response to Healthcare Advertising magazine readers are by far the most Index of Heavy Media Users Compared to the General Public Discussed an ad with your doctor likely to take action on healthcare ads 201 magazines when compared to the users of any 112 newspapers 139 radio other medium. One example, magazine 104 tv 121 internet readers were twice as likely as the general Called toll-free number to get information 202 public to discuss an ad with their doctor. 148 164 144 In addition to the data presented on 147 the chart, magazine readers were: Switched to a different brand 186 • Two and a half times more likely to 145 143 return a sample card 117 110 • Nearly twice as likely to discuss an Visited any website 154 ad with a friend or relative compared 105 133 to the general public 122 185 Asked your doctor for a product sample of prescription drug 185 131 129 107 113 Source: MARS OTC/DTC Study, 2008 www.magazine.org/handbook
    • Accountability: Magazines Get Results 64 Pharmaceutical: Magazines Are a Top Healthcare Resource for Consumers Magazines — including both editorial Magazine Ads/Articles Are Top Resources content and advertising — are the for Healthcare Information very much/ leading sources of healthcare somewhat information for consumers. Doctors 69% Pharmacists 56 According to MARS OTC/DTC Study: • Three of the top 15 most valued sources Friends / Spouse / Other Relatives 54 for healthcare information are Nurses / Physician Assistants 53 magazine-related consumer media Ads / Brochures / Pamphlets / Wallboards in Doctors’ Offices 42 • Magazine articles surpass the editorial Medical Journals 38 content of other consumer media as Magazines in Doctors’ Offices 35 a leading source (except for brochures/ Magazine Articles 33 pamphlets in-office) Product Packaging / Labels 32 • Magazine and television ads rank highest as top advertising resources Newspaper Articles 29 (except for ads in doctors’ offices) Internet- Other Health Websites 26 TV Programs or Reports 26 Magazine Ads 22 TV Ads 22 Internet- General Websites 21 Source: MARS OTC/DTC Study, 2008 www.magazine.org/handbook
    • Accountability: Magazines Get Results 65 Pharmaceutical: Magazines Lead in Driving Purchase Intent Marketing Evolution found that magazines Affinity/VISTA surveyed consumers on their recall and response to drove consumers’ pharmaceutical pharmaceutical direct-to-consumer (DTC) ads seen in magazines and purchase consideration—based on intent on television. The study found that: to talk to a doctor/physician—more than • Recall scores for magazine DTC ad campaigns skewed much TV or online. higher than those for TV • Magazines indexed more than half again higher than TV for Pharmaceutical Purchase Intent Defined as intention to talk to doctor/physician actions taken in response to DTC advertising, based on those Magazines who recalled the ad pre-control 4% post-control 7% Magazines Lead in Recall and Actions Taken for DTC point difference 3 recall action/recall action/recall ad recall index percentage index Television 2% Magazine Ads 50% 139 17% 155 4% 2 TV Commercials 36% 100 11% 100 Online Source: Affinity’s VISTA Print Effectiveness Rating Service, 2007 6% 6% 0 Base: Aggregate of 2 studies. Source: Marketing Evolution, 2006 www.magazine.org/handbook
    • Accountability: Magazines Get Results 66 Pharmaceutical: Magazines Provide Healthy Ad Results and Are a Key Health Resource Marketing Evolution found that Pharmaceutical Cost Per Impact index magazines’ average cost per impact Intent to talk to doctor/physician for purchase intent —phrased as an television $19.05 intention to talk to a doctor/physician 100 —was almost half that of TV. magazines $10.67 56 To see how magazines produced the online not significant lowest cost per impact throughout the purchase funnel across 38 cross-media TV=100. Lower Index = Better Performance. Aggregate of 2 studies. Source: Marketing Evolution, 2008 accountability studies, see page 44. Magazines are a leading source of Percent Using Each Medium healthcare information according to a Once a Week or More Often for Health & Wellness Information recent study from MediaVest. Among magazines 37% those who used each medium once a week or more for health and wellness internet 33% Source: MediaVest Print/Digital Study, 2008 information, 37% used magazines compared to 33% who used the internet. www.magazine.org/handbook
    • 4.25 x 1” per group box Accountability: Magazines Get Results 67 Retail: Magazine Ads Improve ROI and Influence Purchases Above average users of magazines Super Influential Consumers for Retail Purchases and the internet are most likely to be Are Heavy Users of Magazines and the Web Beauty Super Influential Consumers for retail 156 magazines purchases of friends and family. 105 newspapers 125 radi 77 tv 182 internet Magazines were the most efficient Clothes medium for this retail brand’s core 180 108 campaign objective: intent to purchase 69 130 apparel. On a cost-per-impact basis,TV was 176 Shopping three times more expensive and online was 157 103 a third more expensive than magazines. 108 82 165 Retail Cost Per Impact Home Electronics for Purchase Intent* cpi/index 155 112 TV = 100. Lower Index = Better Performance. 116 64 177 Television $ 21.98 100 Household Furnishings Online $ 8.54 39 140 105 121 Magazines $ 6.28 29 91 138 *Based on intent to purchase apparel. Aggregate of 8 studies. Base: Top Quintile of Usage for Each Medium Source: Marketing Evolution, 2005 Source: MRI Fall 2008. Super Influentials defined as people who have great experience in this topic and whose advice on this topic is trusted by friends and family members. www.magazine.org/handbook
    • Accountability: Magazines Get Results 68 Technology: Magazines Target Key Purchase Influencers 4.25 x 1” per group box Two independent sources show that above average magazine readers are key influencers for technology products. IntelliQuest reports that heavy users of magazines are more likely to be decision makers for the purchase of their company’s technology products— even more so than heavy users of the internet. Heavy users of magazines and the web are also more likely to be Super Influential Consumers for technology purchases, including computers, mobile phones and new technology products and services. Decision Makers for Purchase of Super Influential Consumers for Technology Purchases Company’s Technology Products Are Heavy Users of Magazines and the Web % heavy users mags tv web New Technology 149 magazines Computer Servers 34.9 12.9 30.1 109 newspapers 112 radio 69 tv Desktop + Notebook PC 33.6 15.4 25.6 206 internet Computers Handheld Devices 31.0 18.5 23.0 138 105 Networking/Telecom 29.9 21.2 27.4 105 59 Source: IntelliQuest Business Study, Spring, 2008 191 Mobile Phones 158 95 132 72 179 Base: Top Quintile of Usage for Each Medium Source: MRI Fall 2008. Super Influentials defined as people who have great experience in this topic and whose advice on this topic is trusted by friends and family members. www.magazine.org/handbook
    • 4.25 x 1” per group box Accountability: Magazines Get Results 69 Travel: Magazines Are a Destination for Travel Aficionados Heavy users of print and the internet Magazines and Web Excel at Influencing are more likely to be vacationers of all Travel Purchases types: domestic, foreign and cruise. Agree completely/somewhat: Others ask my advice about vacation travel 115 magazines 105 newspapers 101 radio Magazine readers are also more likely 92 tv 108 internet to be affluent travelers, heads of house Very/somewhat likely in next 12 months: vacation within the U.S. with household incomes of $100,000 110 110 or more who have traveled to Europe 100 82 in the past three years or to Hawaii or 118 Florida in the past year. Very/somewhat likely in next 12 months: vacation abroad 113 112 Affluent Travelers Use 88 87 Magazines Most index 121 travel activity mags tv web Very/somewhat likely in next 12 months: take a cruise (more than one day) 118 Europe /past 3 years 140 91 113 109 101 91 Hawaii /past year 128 89 118 118 Florida /past year 120 100 106 Base: Top Quintile of Usage for Each Medium Source: MRI Fall 2008 Base: Top Quintile of Usage for Each Medium. Source: Mendelsohn Affluent Survey, Heads of House, HHI $100,000+ www.magazine.org/handbook
    • Magazines Role in Building Web Metrics 70 Magazines Excel in Driving Web Search Across Various Demographics Magazines perform best Media that Trigger an Online Search by Age and Gender overall at influencing medium (percent) overall M F 18 – 24 25 – 34 35 – 44 45 – 54 55+ consumers to start a Magazines 42% 41% 43% 38% 39% 44% 44% 45% search for merchandise online —ahead of online TV/Broadcast 38 41 36 31 36 40 41 39 media and word-of-mouth, Newspapers 37 38 37 25 29 35 41 47 according to the latest data Face-to-Face 33 33 32 39 38 33 32 27 from BIGresearch. What’s TV/Cable 32 36 28 43 40 34 31 23 more, magazines rank among the top three media Radio 29 33 24 28 31 32 31 24 by gender as well as all Direct Mail 27 25 28 21 26 27 28 29 age groups. E-mail Advertising 23 22 23 23 25 24 23 20 Internet Advertising 21 24 18 28 24 22 20 16 Outdoor Billboard 11 12 9 14 14 12 10 7 Online Communities 10 10 9 24 16 9 5 3 Blogs 7 8 6 17 10 7 5 3 Other 7 7 7 4 5 7 8 9 Source: BIGresearch Simultaneous Media Usage Study (SIMM13), December 2008 www.magazine.org/handbook
    • Magazines Role in Building Web Metrics 71 Magazine Ads Build Web Traffic Overall and Across the Purchase Funnel An analysis by Marketing Evolution Magazines contributed to building web traffic at each stage of showed more than a 40% lift in web the purchase funnel, especially excelling at influencing purchase traffic occurred after consumers were intent, often considered the most important stage. These results exposed to magazine advertisements parallel those seen in overall purchase funnel analysis. compared to a control group of Percent of Group to Visit Brand Website pre-control respondents who were not exposed at Each Stage of the Purchase Funnel post-control to magazine ads. point difference Aware of product or brand 11% Percent of Group to Visit Brand Website 13% pre-control 7% 2 post-control 10% Intend to get more information point difference 3 21% Aggregated base sizes Control n = 21,410 Exposed n = 22,619 25% Source: Marketing Evolution, 2004–2007 4 For insights on how including a URL in Intend to purchase 30% magazine ads can further boost web 39% traffic, see page 82. 9 Analysis completed at the individual respondent level. Control n = 4,260 Exposed n = 4,492 Source: Marketing Evolution, 2004 – 2007 www.magazine.org/handbook
    • Magazines Role in Building Web Metrics 72 Magazine Ads and Magazine Websites Prompt Action Taking Online and Off The Online Publishers Association (OPA) Actions Taken from Viewing Online Video Ads by percent found magazine websites were more medium checked out searched clicked talked went/store company for info on banner to friends to check likely than other media websites to websites ad or family product prompt viewers to take some kind of Magazine Sites 45 38 30 27 29 action as a result of watching an online Online Only News/Info Sites 42 35 29 22 26 video ad. JupiterResearch showed magazine and newspaper ads are the Natl. Newspaper Sites 40 37 25 23 22 most influential media at generating Natl. Broadcast TV Sites 38 31 25 22 19 qualified traffic (consumers who made a Cable TV Sites 38 30 25 22 20 purchase after conducting an online search). Portals 37 34 25 27 24 Offline Sources that Drive User-generated Sites 35 24 20 18 14 Qualified Traffic to Websites made purchase after conducting Source: Online Publishers Association, June 2007 an online search percent Magazine/Newspaper Ad 30% Television Ad 23 Radio Ad 22 Billboard/Indoor/Sports Venue Sign 19 Source: JupiterResearch, 2007 www.magazine.org/handbook
    • Magazines Role in Building Buzz 73 Magazines Influence Word of Mouth Magazines excel in reaching consumers Word-of-Mouth Influencers for Family/Friends by Media Use who impact the attitudes and behaviors Product category influenced — index vs. total adults of people within their sphere of influence: Automotive • Based on an analysis of word-of- 128 magazines 100 newspapers mouth influencers, heavy magazine 103 radio 108 tv readers are far more likely to influence 96 internet family and friends across a range Personal Finance 125 of product categories 107 112 • Magazines are most likely to 101 108 complement the web in reaching Food 112 social networkers who build buzz 102 99 98 Social Networkers by Media Use 104 Used Facebook/MySpace in Past 30 Days – index Technology 120 Magazines 149 101 101 Newspaper 87 103 119 Radio 113 Travel Television 65 118 105 97 Internet 181 93 103 Base: Top quintile of usage for each medium Base: Top Quintile of Usage for Each Medium Source: MRI Fall 2008 Source: MRI Omnibus Recontact Study, 2008 www.magazine.org/handbook
    • Magazine Reach 74 Magazines Accumulate Reach Faster Than Commonly Believed—and When Consumers Choose Magazine reach begins accumulating Magazine Audience Accumulation Over Time audience before the actual on-sale date. The average monthly accumulates approximately 60% of its audience within the first month. The average weekly magazine accumulates 80% of its audience within the first two weeks. Because consumers control their media experience with magazines, magazines provide “on-demand” audience accumulation. Note: The on-sale date is the actual date the magazine will appear on the newsstand or is likely to arrive in subscriber households. For weeklies it is generally one week earlier than the cover date of the magazine. For monthlies, the on sale date is generally weeks ahead of the cover date. on-sale date Source: MRI, Fall 2008 www.magazine.org/handbook
    • Magazine Reach 75 Top 25 Magazines Outperform Top 25 Prime-Time TV Programs in Reaching Adults and Teens Magazines provide superior reach Gross Rating Points of Top 25 Magazines g Points of Topcompared to TV programs for major 25 Magazines and Prime-Time TV Programs Time TV Programs audiences, including adults adults 18+ target 140 prime-time tv programs 18– 49, women 18– 49, African Americans 234 140 234 +94 prime-time magazines adults 18 – 34 18– 49 and teens 12– 17,programs tv when Carat’s 100 cross-media research compared the top magazines 260 0 260 +160 25 prime-time TV programs and top 25 adults 18 – 49 114 114 magazines. 236 +122 236 men 18 – 49 02 Note: Total GRPs equal the rating of each 258 +156 102 258 $75K+ of the top 25 vehicles of each medium men 18 – 49 HHI $75K+ 109 added together. 234 +156 109 234 women 18 – 49 138 318 +180 138 HI $75K+ 318 153 353 +200 women 18 – 49 HHI $75K+ 153 18 – 49 353 118 402 +284 african americans 18 – 49 118 186 +114 402 teens 12 – 17 t; Nielsen September 2007 – May 2008 (Prime regularly scheduled); 72 welveplus 2008 186 Sources: Carat Insight; Nielsen September 2007 – May 2008 (Prime regularly scheduled programs); www.magazine.org/handbook MRI Fall 2008; MRI Twelveplus 2008
    • Reader Characteristics 76 Magazine Readers Are Innovators Consumer Innovators are the consumers who are most open and most active in trying new products across a range of categories. According to MRI, above-average readers of magazines along with above-average users of the Internet are more likely than average consumers to be innovators overall and in all six product categories studied—the only two media with this distinction. Early Adopters and Media Use heavy media users (index =100) product category magazines tv newspapers radio internet Leisure 127 31 93 104 181 Food 117 84 101 104 113 Electronics 152 68 113 106 187 Financial 107 65 138 86 151 Home Appliance 112 83 112 93 134 Personal Care/ Health 122 97 105 101 105 Super Innovators (3+ segments) 140 44 112 102 184 Base: U.S. Adults, 18+ Source: MRI, Fall 2008 www.magazine.org/handbook
    • Reader Characteristics 77 Magazines Appeal to Younger Adults An analysis of MRI data demonstrates that: • Adults under 35 years old read more issues per month than adults who are over 35 • As a consequence, younger adults are more likely to be in the top quintile of magazine readership—the most avid or “heaviest” readers overall Readership by Age MRI Total 18 – 24 25 – 34 35 – 44 45 – 54 55 – 64 65 + Issues Read/Past Month (median) 5.7 7.5 7.1 6.2 6.0 4.8 3.4 Index 100 132 125 109 105 84 60 “Heavy” Magazine Readers – Top Quintile 20.0 25.2 25.6 20.8 21.5 15.6 11.0 Index 100 126 128 104 108 78 55 Base: U.S. Adults 18+ Source: MRI, Fall 2008 www.magazine.org/handbook
    • Reader Characteristics 78 Magazines Appeal to Diverse Readers The MPA Market Profiles offer an in-depth • More than eight out of ten African-American/Black adults (84%) look at the African-American/ Black, Asian are magazine readers. They read an average of 13.6 issues per American, Hispanic/Latino and Teen month, compared to 9.7 issues per month for all U.S. adults. markets. Each group is an important, • More than two out of three African-American/Black adults (69%) growing segment of the U.S. population who read magazines are between the ages of 18 to 49, compared that uniquely redefines the culture of the to only 62% of the U.S. adult population. United States in areas such as food, apparel and music. Not surprisingly, each • There were on average over 100 titles targeting Asian-Americans group displays specific magazine in the five-year period from 2004 to 2008. readership patterns. • Asian-American magazine readers are younger, more affluent, and better educated than magazine readers overall. For more on Market Profiles, visit www.magazine.org/marketprofiles. • More than 75% of adult Hispanic/Latinos read magazines. They read an average of 10.0 issues per month, slightly higher Source: MRI, Fall 2008; ABC; National Directory of Magazines; Oxbridge Communications, 2009; MRI Teenmark, 2008; than the U.S. average. Carat Insight, 2008 • From 2004 to 2008, the total paid and verified circulation for ABC-measured Hispanic/Latinos magazine titles grew by 22.6%. • Three-quarters of teens, 75%, read magazines. • A cross-media comparison conducted by Carat Insight found that the top 25 magazines lead the top 25 primetime TV shows in reaching teens age 12 to 17. www.magazine.org/handbook
    • Reader Characteristics 79 The Portability of Magazines Allows Consumers to Read Them at Home or Away Magazine Reading by Location In Own Home 81% Out of Home 78 Doctor / Dentist Office 36 Someone Else’s Home 27 Newsstand / Store 26 Work 26 Beauty / Barber Shop 15 Library / Club / School 9 Somewhere Else 8 Airplane 7 Business / Reception Room 7 During Other Travel 3 Traveling To / From Work 2 Note: Percentages add up to more than 100% due to multiple responses. Source: MRI, Fall 2008 www.magazine.org/handbook
    • gather more information Increasing Creative Effectiveness visit advertiser’s website 4.5 x 2 - box size 80 Magazines Show a Direct Link Between visit store/dealer/other Ad Engagement and Ad Effectiveness save ad for future reference recommend product/service Research from Affinity, using a battery of Individual Actions Taken in Response to purchase attributes that drove engagement in 26 key consideration Magazine Advertising more favorable opinion a Study from Northwestern University*, purchase product/service confirmed that greater reader engagement gather more information is directly linked to increased advertising 0 recall and 2 4 actions taken. 6 8 visit advertiser’s website 10 12 agree with engagement statements Overall, compared to less engaged readers: disagree with engagement statements visit store/dealer/other Top/bottom 2 box readers recalled ads • Engaged scores among total respondents Source: Affinity, 2006 22% more often save ad for future reference • Engaged readers were 35% more likely to take action in response to magazine ads recommend product/service Overall Ad Recall and Actions Taken purchase consideration in Response to Magazine Ads ad recall purchase product/service 56% 46% actions taken 0 2 4 6 8 10 12 31% agree with engagement statements 23% disagree with engagement statements agree with engagement statements Top/bottom 2 box scores among total respondents disagree with engagement statements Source: Affinity, 2006 Top/bottom 2 box scores among total respondents Source: Affinity, 2006 *Findings from Northwestern University’s Magazine Reader www.magazine.org/handbook Experience Study are available at www.magazine.org/research. Overall Ad Recall and Actions Taken
    • Increasing Creative Effectiveness 81 Engagement Findings Can Be Used to Predict Creative Impact ct b = increase in impact by index Results tested in the lab and product a = 100 product b = increase in impact by index m 100 marketplace+37% 137 confirm that engagement Beauty–Night Cream attributes can be utilized to help average recall 129 +29% 100 understand and even predict the 137 average actions taken effectiveness+42% 142 of magazine advertising 100 creative. Six brands — two from each 129 engagement rating ereal of three different categories — were 100 142 used for testing in 161 lab, while two the +61% brands — Bayer Aspirin and Lincoln — 129 +29% Packaged Foods–Cereal average recall participated in marketplace tests. 100 148 +48% 161 average actions taken These results were utilized to develop a 100 “Creative Diagnostic Tool,” available at 129 145 +45% engagement rating www.magazine.org/accountability. 100 148 141 +41% Travel–Cruise Line 131 +31% average recall 100 145 average actions taken 100 141 engagement rating 100 131 www.magazine.org/handbook Source: Affinity, 2006
    • Increasing Creative Effectiveness 82 Including a URL in Magazine Ads Increases Web Visits When a URL was included in the Affinity found that magazine ads with URLs are more likely to drive magazine advertising creative, the readers to advertiser websites across a range of magazine genres. percent change in visits tripled from two to six points in Marketing Ads With URLs Compared to Ads Without URLs Evolution’s research. Drive Readers to Advertiser Websites by index ads WITHOUT web address ads WITH web address Percent of Group to Visit home 203 Brand Website financial 122 NO URL included pre-control 5% post-control fashion 152 7% point difference men’s 138 2 travel 286 URL included 13% women’s service 163 19% women’s service 198 6 100 Action Index: Visit Advertiser’s Website Analysis completed at the study level. 4 studies include Base: Actions taken based on respondents recalling specific ads URL and 5 studies do not include URL. Source: Affinity’s VISTA Print Effectiveness Rating Service, 2007 Aggregated base sizes Control n = 21,410 Exposed n = 22,619 Source: Marketing Evolution, 2004 – 2007 www.magazine.org/handbook
    • d ad occurences: 35 ct 58% Increasing Creative Effectiveness 83 Magazines Show Immunity to Ad Wearout 61% 61% 59% d ad occurences: 22 VISTA research, using examples from two Magazine Ad Recall and Actions Stay Strong Across Time recent magazine ad campaigns where the Ambien CR Time Period: 4 quarters. Measured ad occurences: 35 same creative approach was employed 43% average recall plan to ask doctor about the product over an extended period of time, found 43% 12% that the ads did not exhibit any Q1 58% 51% measurable declines in effectiveness. 13% alling Specific Ads Q2 ating Service, 2008 61% 14% Q3 61% 15% Q4 59% Johnson’s Baby Oil Time Period: 3 quarters. Measured ad occurences: 22 average recall plan to purchase the product 20% Q1 43% 21% Q2 43% 20% Q3 51% Base: Actions Taken Based on Readers Recalling Specific Ads Source: Affinity’s VISTA Print Effectiveness Rating Service, 2008 www.magazine.org/handbook
    • Case Histories: The 28th Annual Kelly Award Winners for Outstanding Advertising 84 Grand Prize Winner Goodby, Silverstein & Partners for the National Basketball Association GRAND PRIZE Goodby, Silverstein & Partners, NBA campaign,“There Can Only Be One,“ increased ratings by 61% The MPA Kelly Awards recognize the best magazine advertising as defined by advertising that demonstrates creative excellence and produces positive marketplace results. All the Kelly Award winners and finalists campaigns are available for viewing in an interactive, virtual gallery at www.kellyawardsgallery.org. Case studies from nearly 250 previous years’ finalists are available at www.magazine.org/casestudies.
    • Case Histories: The 28th Annual Kelly Award Winners for Outstanding Advertising 85 Gold Award Goodby, Silverstein & Partners for Häagen-Dazs G O L D AWA R D Goodby, Silverstein & Partners for “Honey Bees” effort for Häagen-Dazs grew revenue by 7% Best campaign-by-size winners included: F U L L PA G E Ogilvy’s “IER” ads for Perrier lifted sales by 11% — beating a 15-year record SPREAD Carmichael Lynch’s “Dark Custom” campaign for Harley Davidson led to a 24% jump in sales among young adults INSERT/OUTSERT GSD&M Idea City’s “No” Booklet ad for BMW inspired 67,360 new vehicle sales — exceeding their goal by +6% www.magazine.org/handbook
    • Case Histories: The 28th Annual Kelly Award Winners for Outstanding Advertising 86 Silver Award Energy BBDO for Canadian Club S I LV E R A W A R D Energy BBDO’s Canadian Club campaign, “Damn Right Your Dad Drank It,” outpaced the category leader — producing results that led to a 4% sales bump in the first three months of the campaign Winning campaign categories included: I N T E G R AT E D McCann Erickson New York’s “Priceless Search” effort for MasterCard Worldwide increased brand awareness among their key target by 7% PUBLIC SERVICE TBWA’s ads for The Ad Council’s US Olympic Committee “Don’t Be An Asterisk” campaign led to a 1,200% soar in web traffic from launch E F F E C T I V E N E S S AWA R D brought to you by MRI Starch BBDO New York’s “Laminate Flooring Campaign” for Armstrong generated a + 64% spike in brand awareness
    • RESOURCES 87 INDUSTRY PERIODICALS AND Mediaweek Audit Bureau of Circulations (ABC) Media Info Center D I R E C TO R I E S WEBSITE RESOURCES www.mediaweek.com www.accessabc.com www.mediainfocenter.org Targeting media specialists. Audit organization for consumer Northwestern University's Media Bacon’s Directories Advertising Age periodicals. Management Center website www.cision.com www.adage.com Newsstand Resource providing media management news. Phone: (312)-922-2400 A leading authority on advertising, www.NRMag.com Business of Performing Audits marketing and media news. Magazine for the newsstand industry. Worldwide (BPAW) Mediamark Research & Benn’s Media Directory www.bpaww.com Intelligence (MRI) www.wbime.com/bennsmedia.htm Adweek The New Single Copy Auditing services for trade/business www.mediamark.com Phone: 44-20-7549-8666 www.adweek.com www.nscopy.com and consumer publications. Provider of research data and services Featuring creative, client/agency News and trends about the retail for the advertising industry. Encyclopedia of Associations relationships and advertising environment. Columbia Journalism Review Thomson Gale strategies. www.cjr.org Mr. Magazine: Samir Husni www.gale.cengage.com PrintCritic Information about journalism and www.mrmagazine.com Phone: 800-354-9706 Audience Development www.printcritic.com public policy including “Who Owns Samir Husni is the Professor of www.audiencedevelopment.com A resource covering innovative ads. What,” a database of media owners. Journalism at the University of Gale Directory of Publications Covers consumer marketing, retail and Mississippi.The website tracks new and Broadcast Media direct mail for magazines. Romenesko’s MediaNews Experian Simmons launches of magazines monthly. www.gale.cengage.com www.poynter.org/ www.smrb.com Phone: 800-354-9706 Capell’s Circulation Report News from the Poynter Institute, a Syndicated and custom research for Publishers Information Bureau (PIB) Newsletter of magazine circulation. school for journalists. publishers and advertising agencies. www.magazine.org/pib LexisNexis Advertising Red Books Tracks the amount and type of www.redbooks.com Circ Matters RESEARCH/REFERENCE Gebbie Press advertising in consumer magazines. Phone: 800-340-3244 Newsletter devoted to magazine www.gebbieinc.com circulation analysis. Affinity Research A media directory listing, for TV, radio, PubList.com National Directory of Magazines www.affinityresearch.net newspapers and magazines. www.publist.com www.mediafinder.com The Circulator a marketing and media research Contains over 150,000 print and Phone: 800-955-0231 A weekly e-newsletter from Circulation company specializing in advertising Hall’s Reports electronic publications. Management. effectiveness and media engagement. www.hallsreports.com Samir Husni’s Guide to Measurement of magazine editorial Standard Rate & Data Service (SRDS) New Consumer Magazines Creativity American Journalism Review categories with ad/edit ratios. www.srds.com www.mrmagazine.com Devoted to the most important www.ajr.org Publisher of media rates and data for Phone: 662-915-1414 element of advertising - the work. A joint venture of American Journalism Ipsos Mendelsohn magazines and other media. Review and NewsLink Associates. Its www.ipsosmediact.com/ Standard Rate & Data Service (SRDS) DM News website posts magazine and A provider of affluent syndicated and TNS Media Intelligence www.srds.com www.dmnews.com journalism listings. custom research. www.tns-mi.com Phone: 800-851-SRDS The weekly "Newspaper of Record" for A provider of strategic advertising the direct marketing industry. A.M.I.C. The Advertising Media Mediafinder intelligence. Ulrich’s International Periodical Internet Center www.mediafinder.com Directory Folio www.amic.com A comprehensive listing of magazines, www.Ulrichspub.com www.foliomag.com A collection of links to media-related newspapers, catalogs and newsletters. Phone: 866-737-4257 Strategies and tactics for magazine resources, message boards, and management. research tools.
    • M PA R E S O U R C E S 88 ACCOUNTABILITY AND NEW! Time-Ad Impact Ratio links time African-American/Black, Asian-American, GENERAL EFFECTIVENESS spent with media to ad impact, using third Hispanic/Latino and Teen Market Profiles party sources helps marketers evaluate time consolidate research on these targets. 2008-2007 Handbook of Consumer Case Studies Nearly 250 examples show how spent in a way that aligns with their desire Marketing Practices contains important advertisers have successfully used magazines: for better results. E N G AG E M E N T information on effective circulation practices, www.magazine.org/casestudies. the value of readership, subscription Engagement: Understanding Consumers’ Accountability II: How Media Drive Results marketing regulations as well as overviews NEW! Category Fact Sheets downloadable Relationships with Media a media-neutral and Impact Online Success A compilation of the retail picture for magazines. one-sheets show how magazines drive approach that shows how consumers connect of accountability research, based on multiple results across 17 categories. with advertising-supported media: television, independent studies, the strengths of Media Research Index puts more than 1,000 newspapers, radio, the Internet and magazines. magazines and their role with other media. research studies from 1950 to 2003 at your Accountability Studies from Affinity Research, Understanding Magazine Circulation: fingertips. The index is available online at Dynamic Logic, Hudson River Group and Accountability: A Guide to Measuring more analyze media mix dynamics and A Guide for Advertising Buyers and Sellers www.magazine.org/mediaresearchindex ROI and ROO Across Media examines and free of charge to MPA members and provide compelling proof that magazines offers insights on key strategic concepts in accountability research across media. positively impact sales. PowerPoint slides circulation to help facilitate communication advertisers. Listings are searchable by media highlighting magazines’ key role in driving between advertisers and publishers. type, study type, author, title or keyword. Also C R E AT I V E consumer action are available online available in two-volume printed version. at www.magazine.org/accountability. Kelly Awards Gallery Guide, video and inter- Magazine Reader Experience Study active online gallery (kellyawardsgallery.org) examines what consumers experience M AG A Z I N E I N D U S T RY Measuring Media Effectiveness Across the showcase the best magazine ads and the when they read a magazine and how those CO N F E R E N C E S A N D E V E N T S Purchase Funnel, research from Marketing marketplace results they achieved. experiences drive readership and advertising • Independent Magazine Group Evolution, demonstrates magazines’ significant impact. 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READERS AND READERSHIP • National Magazine Awards MPA Environment Handbook The Value of Magazine Readership: Reader An in depth educational guide on environ- • Professional Development Quantifying Influentials’ Relationship with Dynamics and Ad Impact on Readers of mental policies and procedures of interest • Retail Conference: The Marketing Magazines reveals that Influentials—the 21 Pass-Along Copies shows that readers value to our magazines and companies. The of Magazines and Books million Americans who influence the decisions pass-along copies and take action at a similar handbook includes the many facets of www.magazine.org/events of the rest of the population—rank magazines rate as readers overall. magazine manufacturing — from harvesting as their key source of news and information trees, to the printing, distribution, and and find magazine advertising valuable. The Value of Magazine Readership: Reader final disposition by our readers. Dynamics and Ad Impact Among Paid and NEW! 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    • Stay updated on how magazines can work for you Visit www.magazine.org The MPA website offers information on a wide array of topics central to consumer magazines, including advertising, circulation, editorial, government action, digital initiatives, finance and operations and industry events. You can download an electronic copy of the Handbook and access dozens of other resources with up-to-the-minute research and a myriad of facts and figures about the magazine industry. Contact MPA’s Information Center For MPA members, advertisers and their agencies the MPA Information Center offers personalized research services. The staff can provide data on historical trends, industry statistics, news and much more. For more information, you can e-mail requests to infocenter@magazine.org or make an appointment to visit the Center in New York. Staff is available 9 a.m. to 5 p.m. Eastern time, Monday through Friday. The Please Recycle initiative is an industry-wide public education campaign. For more information and to download the logo, visit www.magazine.org/environment.