3. Sources Referenced
NatMag Web Survey Survey Interactive
Understanding Women IPC SouthBank
Total Market Report Marketforce
Tesco Research Marketforce/SPA
Specialist Magazine Publishers Jim Bilton Wassenden/Brandlab
Promotional Effectiveness Marketforce/SPA
PPA Absorbing Media PPA
Magazines in a Supermarket Economy Jim Bilton Wassenden/Brandlab
Magazines and the Independent Retailer im Bilton Wassenden/Brandlab
Magazines and the Multiple Retailer Jim Bilton Wassenden/Brandlab
Magazine Town Research Jim Bilton Wassenden/Brandlab
IPC Media Values IPC Media
IGD UK Grocery Outlook 2007 IGD
Henley Centre, Magazines into 2000 Henley Centre
Henley Centre, Delivering Engagement Henley Centre
Convenience, What do shoppers want in‐store IGD
ABC Reports Marketforce
A Case for Magazines at Retail Comag, Time Warner US
Purchase Behaviour 2005 Frontline
Purchase Behaviour 2002 Frontline
Magazine Footfall Dunhumby
Supermarket Cross Purchase LMG Nectar
Marketforce Promotions Marketforce
11. “I used your week by week guide to
teach my autistic son about our new arrival”
Rebecca Bennett
12. “After 150 job
applications you
gave me the
confidence boost I
needed to get on
track”
Anna Jakes, London
13. The only safe tan is a fake tan…thanks for looking
after us! Cath, Kent
14. “I’ve been using so
much porn, I can’t face
my wife.
Thanks for the sex tips”
name not supplied!
15. “I was taking drugs at 13, a
heroin addict by 18, clean at
28, and now a runner. I have
just completed my first
marathon”
Jessica Stait chose LIFE
16. A trusted friend…
54% say that magazines
are a
source of information they
trust
82% say that magazines are a useful source for ideas of what they should buy
67% say that they are more likely to buy a product or service endorsed by a magazine
17. Can still be attractive in tough trading times
• Recession can work in favour of magazines in a “stay at home” culture if
we get the messaging right.
• An inexpensive indulgence
• On average, read for two hours versus cinema costs of £9.50 and theatre of
£30 plus
19. British shoppers spend £1.6 billion on magazines
Consumers have a huge diversity of interests and passions
85% of adults read magazines; 80% men and 89% women
3,409 consumer magazines are published in the UK
80% of 15‐24s read one or more of these
78% of ABC1s read one or more of these (NRS)
read one or more of these
An equally diverse magazine market caters for these needs
22. Our magazines drive shopper behaviour
Advertising in this medium is helpful to guide buying
M agazines 35%
TV 24%
Newspapers 22%
Web 14%
Supplements 13%
Radio 6%
Source: Absorbing Media 2002
24. Magazines are the key footfall driver for non‐food
More people buy magazines than other non‐food...
41.9% of all Tesco shoppers buy into the magazine category
– higher than Chocolate Bars, White Goods and Hardback Fiction
White Goods 0.1%
Chocolate Bars 35.3%
Hard Back Fiction 7.2%
Dunnhumby
Previous Period: 26 weeks from 18‐Feb‐08 to 17‐Aug‐08
Most Recent Period: 26 weeks from 18‐Aug‐08 to 15‐Feb‐09
25. Magazines play an important role in top up shop
(%) Total
Total
I am just picking up Almost a 1/3 of magazine shoppers
one or two items are just popping to the kiosk area
in store (e.g. 30
lunch/snacks/magazines/ (on a lunch time)
papers/cigarettes etc)
Main shop – I am
doing most of my food and
grocery shopping for this 36
week during this visit to the
store
Top‐up shop – I am
picking up a few bits and
pieces for the household for 31
the next few days
Other 1
Source: Marketforce Promotional Effectiveness 2007
27. High frequency and repeat purchase
(%) Total
Total
Once a week or more 38
Over a 1/3 are buying Once every couple of 14
weeks
magazines once a week
or more Once a month
30
Once every couple of
8
months
Once every six months 2
Source: Marketforce Promotional Effectiveness 2007
29. Magazine shoppers are the most valuable…
Magazine purchasers over index as
being
165 Tesco’s core Premium shoppers
160 (high frequency, high spend)
138
140
120
110
100
80
83
60
70
40
42
Premium Standard Potential Uncommitted Lapsing Gone‐aways
Source: DunnHumby June 2008 MAT
30. …and they are also the most popular secondary
purchase
21%
Magazines are the most popular secondary purchase in
supermarkets, followed by flowers
10%
9%
8% 8%
5% 5%
4% 3% 3%
2% 1% 1% 1% 1%
CDs/DVDs/Games
Electrical products
Confectionery
Lottery Tickets
Alcoholic drinks
Greeting cards
leisure products
Newspapers
Soft drinks
Sandwiches
Magazines
Flowers
Groceries
Tobacco
Books
Outdoor and
Source: PPA Project Newsstand 2006
33. Magazines make the
shopping experience
more enjoyable
“Because the food shop is so
boring, I like to look at the
magazines first”
82% of shoppers say that they
enjoy the process of choosing
which magazine to buy
Survey Interactive May 2009
34. Magazines and Retail
Generally people spend 4.4 minutes browsing
5.0
5.0
4.8 4.8
4.8
4.6
4.4 4.5
4.4
4.4
4.2
4.2
4.0
3.8
TOTAL Young TV Trad Home Int Celeb Fashion &
Women Guides Weeklies Weeklies Lifestyle
Source: Understanding Women, IPC SouthBank 2005
37. The most enjoyable part of shopping…
Enjoyment Of Store Areas
(ASDA & Sainsbury’s)
Enjoy
Enjoy
Shopping
Shopping
There
There
Magazines 63
73% of respondents said that they bought
Magazines 63
magazines ‘on the spur of the moment “when
Bakery
Bakery 49
49
they catch my eye”
Music /DVD
Music /DVD 48
48
Books
Books 46
46
Fresh fruit & vegetables
Fresh fruit & vegetables 42
42
Health & beauty
Health & beauty 41
41
Beers, Wines & Spirits
Beers, Wines & Spirits 36
36
Deli /Take-Away counters
Deli /Take-Away counters 36
36
Fresh meat & poultry
Fresh meat & poultry 31
31
Frozen food
Frozen food 24
24
Source: Promotional Effectiveness / SPA 2007
38. Enhancing the Retail Experience
Endorsing product choice
Magazine brands edit choice
for the consumer
Products and services endorsed by trusted brands can increase
response rates by over 100%
