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Iabe 2010 (Customer Magazines)


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Iabe 2010 (Customer Magazines)

  1. 1. Custom Magazines Where digital page-turn editions fail Presented by: Jos Schijns Co-author: Edith Smit (UvA)
  2. 2. Custom magazines Definition • “Any regularly published title that is produced by a publishing agency on behalf of a third party and that is offered to customers, employees or members” (Mintel, 2006) • Custom media is a marketing term referring broadly to the development, production and delivery of media (print, digital, audio, video, events) designed to strengthen the relationship between the sponsor of the medium and the medium's audience (Wikipedia) • It is also called branded media, customer media, member media, content marketing, and custom publishing in the US; contract publishing and customer publishing in the UK (Wikipedia) Page 2
  3. 3. Custom magazines Examples • Retailing, automotive and financial services are the most popular types of custom publishing • Other important sectors include: charities, leisure/sport, and utilities • In-flight magazines, sponsored by airlines, were one of the first custom media and remain typical of the genre. While other channels have had significant success, the customer magazine is the most successful example of the genre (Wikipedia) Page 3
  4. 4. Custom magazines Characteristics Custom media … • … are financed by a specific organization. It’s not the publishing agency who bears the financial risk, but the sponsor • … are made for a specific group of stakeholders (e.g.: customers, potential customers, suppliers, members, donors, employees, alumni or people who registered) • … are published regularly • … contain both editorial and commercial content • … have specific marketing- and/or communication goals – Building stronger relationships – Promoting brand/name awareness – Establishing a desired brand image or positioning – Providing information to their target market(s) – Changing/stimulating behaviour Page 4 Sources: Bronner, F. (2004); Smit, E. (2007)
  5. 5. Introduction Page 5 • Research focuses on differences in performance between offline custom magazines and their digital “page-turn” replicas Some reasons why organizations switch to online: 1. Marketers have to deal with shrinking marketing and communication budgets -> shifting budgets from traditional, offline media toward more efficient online media, e.g. online custom magazines – Custom magazines have not been isolated from this shift 2. Online magazines: – Offer more options for interaction with customers, using rich media (e.g.: animations, interactive content, hyperlinks, embedded video and audio, movie clips and commercials), bijv. iFly (KLM) – Can be more up-to-date – Are more measurability • So, … • However: digital magazines often are nothing more than a digital “page-turn” replica; a non-interactive electronic copy of the magazine in print • Though more efficient, we doubt their effectiveness “Print magazines are bloody expensive to print and mail, so I can understand why there’s such a dramatic shift to web publishing.” Posted by: Marcello
  6. 6. Problem statement & research questions Page 6 • Problem statement: – Are online page-turn custom magazines an equivalent alternative to their offline counterpart? • We’ll focus on the following aspects of effectiveness (performance indicators) between offline and online: 1. Relational aspects, i.e.: satisfaction, trust, commitment, willingness to recommend and willingness to continue the relationship 2. Image of the brand/sponsor 3. Medium's audience 4. Average reading time 5. Reader-magazine engagement
  7. 7. Research method • Investigating customers of two retailers selling, a.o. luxurious body care products • Issuing both the offline custom magazine and its online ‘page- turn’ replica – Identical with respect to content, structure, design and level of interaction – No use of ‘rich media’ (e.g. animations, interactive content, hyperlinks, embedded video and audio, and movie clips) Page 7
  8. 8. Research method • Distinguished four types of readership – Non-readers, offline, online, both offline and online • Webbased survey application (“CendrisMonitor”) – Reached by a link within the e-mail invitation Page 8
  9. 9. Response Page 9 Invited by e-mail: 12,225 Did not receive: 1,530 (e.g. as result of wrong or non-existing e- mail addresses) Received: 10,695 Gross response: 1,576 (=14.7% of 10,695) Net response: 1,539 (=14.4% of 10,695) Not available: 33 (‘out of office’-reply) Refused to cooperate: 4 Used in analysis: 564 Customers indicating other retailer as their main supplier
  10. 10. Findings 1 Relational aspects Page 10 4 4,5 5 5,5 6 Non-readers (n=174) Online readers (n=30) Offline readers (n=254) Offline and online (n=106) Commitment Satisfaction Trust W. to continue W. to recommend
  11. 11. Findings 2 Image of the sponsor Page 11 4 4,5 5 5,5 6 6,5 Expert Reliable Attractive Professional Incorruptible Sympathetic Non-readers (n=174) Offline readers (n=254) Online readers (n=30) Offline and Online (n=106)
  12. 12. Findings 3 Quantitative reach (audience reached directly) Page 12 19 5 19 45 0 10 20 30 40 50 60 70 80 90 100 Offline Online % Pure Both ːːːː=24 ːːːː=64
  13. 13. Findings 3 Quantitative reach (audience reached indirectly; spin-off) Page 13 47% 20% 46% 66% 7% 14% 0% 20% 40% 60% 80% 100% Spin-off print? Spin-off digital? Yes No ?
  14. 14. Findings 3 Qualitative reach (Reader’s preferences) Page 14 58 14 29 0% 20% 40% 60% 80% 100% Offline (n=222) Online (n=53) Both (n=110)
  15. 15. Findings 3 Qualitative reach (Reader’s preferences) Page 15 46 63 20 11 34 26 0% 20% 40% 60% 80% 100% Male (n=115) Female (n=270) Offline (n=222) Online (n=53) Both (n=110)
  16. 16. Findings 4 Average reading time Page 16 23 12,5 0 5 10 15 20 25 Minutes Offline ed. Online ed.
  17. 17. Findings 5 Reader-magazine engagement Page 17 1 2 3 4 5 6 7 Attached to Familiar Take time to read Loyal Willing to pay Miss it Offline ed. (n=366) Online ed. (n=135) “There is a mind set that “Free” is online and at this point I wouldn’t pay for anything online. However, I will still pay for the print magazines.” Posted by: ncj “I don’t find much time for browsing magazines online, while I will spend the time with a printed one.” Posted by: Michael Odza
  18. 18. Online Custom MagazineOffline Custom Magazine Performance Indicators +++5. Reader-magazine engagement ++ + ++ + 0 + ++ ++ +++ 4. Medium’s audience: • Quantitative: – Direct – Indirect (spin-off) • Qualitative (preferences) ++++++3. Average reading time +(+)++2. Image of the sponsor ++(+)+(+)++1. Relational aspects (e.g. commitment) ‘Rich Media’‘Page-turn’Print Summary of findings Page 18 Note: Indications are relative Note: This column contains assumptions Focus of research
  19. 19. Conclusions Page 19 • The facsimile copy of the print edition in a digital page-turn format, does not stand up to print • The screen is not a page and it’s not looked at in the same usability context as a page • So, before we move to jettison the magazine, let’s understand what it is we’re throwing away. Don’t reject the good with the bad! • Paper still ‘feels’ good “Presenting an existing paper magazine in exactly the same format on screen, is like thinking of cars as horseless carriages.” Posted by: Fleshlight Reviews “People like to collect paper magazines, which is why I don’t think they will ever be replaced by e-magazines.” Posted by: Nikki • Problem Statement: – Are online custom magazines an equivalent alternative to their offline counterpart?
  20. 20. Implications Page 20 • Custom magazines have a bright future online, but replicas of the print version distributed online are not the future of the industry • Marketers thinking about replacing their existing paper magazine, and presenting it in exactly the same format on screen: – Rethink/Reconsider it again! It’s an interim technique, soon outdated. “The same benefit print mags have (offline portability) is a benefit many will see in emags on ereaders.” Posted by: Peter • The digital magazine is suggested to compliment (rather than substitute) the print edition very well – Since each medium is good for its own reasons – And might have a different audience! (research suggestion) • If the online magazine doesn’t escape the shackles of the print form, it might (better) be transplanted into an e-Book – Since the market penetration of e-Book Readers and tablets (IPad) increases, – With an e-Book or tablet as a delivery device for content, readers will be able to read and enjoy magazines in a relaxing manner on their sofa (or the three B’s – Bathroom, Beach, Bus), “lean-backward experience” – For e-Books there is a willingness to pay • Otherwise: use Rich Media when going online
  21. 21. For further information Page 21 Jos Schijns Open Universiteit in The Netherlands School of Management NL-PO Box 2960 6401 DL Heerlen The Netherlands E: