Fipp wmc 2011 esther braspenning

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Fipp wmc 2011 esther braspenning

  1. 1. 1<br />ENGAGEMENT<br />
  2. 2. Engagement and the magazine media<br />FIPP World Magazine Congress<br />Esther Braspenning - Sanoma Media<br />New Delhi, 12 October 2011<br />2<br />esther.braspenning@sanomamedia.be<br />Brussels12<br />
  3. 3. “Engagement is like love —everyone agrees it’s a good thing, but everyone has a different definition of what it is.”<br />Jeffrey Grahamexecutive director customer insight at The New York Times<br />3<br />
  4. 4. “When it comes to a breakfast of bacon and eggs, the chicken is involved but the pig is committed”<br />4<br />
  5. 5. MAGAZINES BELONG TO MY WORLD<br />
  6. 6. Why do magazines engage?<br />SOME INSTITUTIONS<br />SOME INSTITUTIONS<br />EVERYDAY CONTACTS<br />EVERYDAY CONTACTS<br />THE WORLD<br />COMMUNITY<br />COMMUNITY<br />THE WORLD<br />FRIENDS<br />FRIENDS<br />OUR WORLD<br />OUR WORLD<br />FAMILY<br />FAMILY<br />MY WORLD<br />MY WORLD<br />My magazine<br />Ownership<br />Relevant<br />Intimate<br />Trusted<br />A friend<br />Source: Henley Centre:<br />Delivering Engagement 2004<br />6<br />
  7. 7. Magazines engage in different ways:<br />As a trusted friend (or lover*)<br />A bridge to interaction and participation<br />A spur to inspiration<br />Guidance and life-management<br />A symbol of status<br />Why do people read magazines?<br />Source: Henley Centre, Delivering Engagement 2004;<br />*Sanoma Media Brain; NUV Engagement Study<br />
  8. 8. FOCUSSED ATTENTION<br />
  9. 9. It is not the time…<br />Magazines are read<br />only a few minutes <br />on average per day<br /> Average minutes per hour<br />6am Time of day 11pm<br />9<br />Source: Ball State U<br />
  10. 10. … it’s the attention<br />Eat<br />Work<br />Media<br />Note that “media only” life activity includes concurrent exposure of two or more media<br />Magazine Newspaper TV Radio Web<br />Source: Ball State U<br />10<br />
  11. 11. … the primary attention<br />of multi-media time spent with medium, % where it receives primary attention<br />Source: Source: Smurfit/UCD for <br />PPAI, Ireland and Ball State U<br />11<br />
  12. 12. … PICKED UP AND READ AGAIN AND AGAIN<br />
  13. 13. 13<br />DOUBLE.<br />PRINT WORKS.<br />1.8 contacts per spread per reader<br />33 seconds average time spent per spread<br />two-page spread<br />two-page<br />without advertising<br />two-pagewith advertising<br />Total: 2,060 persons (290,299 two-page contacts)Aggregated values on the basis of 24 titles<br />
  14. 14. 14<br />DOUBLE.<br />PRINT WORKS.<br />>> Magazines stay in the household for a long time. On average they are read by each user six times for a quarter of an hour each time.<br />Source: AIM Ad Impact Monitor 2009; basis: 24 titles in 1,200 magazine-buying households with a total of 2,060 persons<br />
  15. 15. MAGAZINES ENGAGE MORE...<br />
  16. 16. Tv<br />Radio<br />Dailies<br />Magazines<br />Internet<br />Cinema<br />Internet TV<br />Mail<br />Free sheets<br />Engagement:<br /><ul><li>Close to me
  17. 17. One of my most favorite
  18. 18. I miss it
  19. 19. No other can take it’s place</li></ul>Engagement 6/7 1 2 3 5 6/7 8 4 9<br />Attention 4 6-8 5 2/3 2/3 1 6-8 6-8 9<br />Appreciation 4/5 3 6 2 4/5 1 8/9 8/9 5<br />Source: Mediabeleving 2007, TNS NIPO, NL<br />16<br />
  20. 20. Engaged readers get more information, entertainment and stimuli from their magazine<br />.... engagement improves media experience<br />Source: Mediabeleving 2007, TNS NIPO, NL<br />Source: Mediabeleving 2007, TNS NIPO, NL<br />17<br />
  21. 21. … and the advertising experience<br />'I am more likely to pay attention to an advert if it appears in/on one of my favourite…'<br />Source: Smurfit/UCD for PPAI, Ireland<br />18<br />
  22. 22. Magazine advertising ..<br />.. has more positive drivers<br />- credibility, trust<br />- useful information<br />.. has fewer negative drivers<br />- less inconvenient moments<br />- less repetition<br />.. is not disturbing (79%, vs. TV 47%) <br />3 of 10 pages pulled as favorites were ads*<br />Source: GfK MRI, 2010<br />Source: NRS Consumer spring 2007 A / Finland<br />19<br />Source: Starcom ACE Print Engagement study, 2005<br />
  23. 23. Engaged readers see more..<br />20<br />HIGH<br />LOW<br />Open eyes open book<br />Ad noted<br />Category recognized<br />Product recognized<br />Source: Sanoma RRO database, 2000-2010)<br />
  24. 24. … and act upon what they see<br />21<br />75% engaged readers say ads are the reason they visit certain shops or websites*<br />*Source: Magazine Engagement Study, NUV 2007 <br />Source: The Magazine Relationship, IPC Media Values, PPA<br />
  25. 25. Engagement is visible in our brain<br />
  26. 26. Content Page<br />Print Ad<br />Difference<br />Brain activity<br />23<br />
  27. 27. Result of mix of emotions:<br /> trust of magazine ad is <br /> higher than TV commercial<br /> Magazine ad is processed <br />and stored in the memory <br />better than a TV commercial<br />24<br />
  28. 28. Influentials love magazines<br />
  29. 29. Reaching influentials<br />Which media do the Influentials in the Clothescategory use?<br />Source : TGI /WOM : Key Influentials and heavy users of medium<br />26<br />
  30. 30. Magazines as best source of information<br />Magazines <br />Beauty, Society, Fashion, Gardening, Home Decoration, Relations, Ideas and Tips, Cooking, Raising Children, Health Care, Interviews, Building, Technology, Cars, Arts and Literature, Hobbies, Competitions<br />TV <br />Nature and Animals, Wars and Catastrophes, Sports, Consumer Information, Religions and Worldviews, Countries and Cultures<br />Newspapers<br />Radio and TV Programs, Politics, Business and Economy, Finnish as EU members, Financial Matters<br />Radio<br /> Music<br />Source: Media Fidelity NRS 2007 (Magazines) / Finland<br />
  31. 31. Source: Trendsformers research, NIPO/Sanoma Uitgevers, the Netherlands<br />28<br />
  32. 32. Source: Trendsformers research, NIPO/Sanoma Uitgevers, the Netherlands<br />29<br />
  33. 33. Magazines are ready for the future<br />30%of magazine readers report that they have used a computer or mobile device to visit a magazine’s website in the past six months.<br />Source: Affinity’s VISTA Service, 2010<br />
  34. 34. Digital is an opportunity<br />Content is key<br />Digital enhances the magazine experience<br />31<br />“Online is a quick fix, magazines are something to savour”<br />Q: To what extent do you agree/disagree with each of the following statements?<br />Source: Vogue Business Report 2011<br />
  35. 35. Digital magazine experience<br />Most enhancing digital extras<br />Satisfied with<br />digital reading<br />experience<br />Source: MPA, Worldwide Certified Profile of the digital edition reader, 2010 <br />Source: Smarter Media Sales / Nxtbook Media/VIVmag, 2010<br />
  36. 36. CONCLUSIONS<br />India is not that different<br />(well, when it comes to engagement)<br />Magazines used to engage<br />still engage now<br />and will keep engaging!<br />33<br />
  37. 37. Future research:<br />online & tablet magazine reading and engagement<br />Beware of online engagement!<br />Google Report: Display Engagement Flat Despite Rise of Rich Media<br />ADWEEK, 17 Aug.2011<br />What’s next?<br />34<br />
  38. 38. 35<br />esther.braspenning@sanomamedia.be<br />Brussels12<br />

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