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10 reasons to use magazines
- 1. 10 Reasons To Use Magazines Plus one for luck
- 2. Magazine Advertising Engages Multiple studies show that consumers are more likely to find magazine advertising… acceptable useful enjoyable …compared to advertising in other media. In addition, they find magazine advertising less interruptive and less annoying. 1. Source: PPA
- 3. Magazine Advertising Is Considered Valuable Content Consumers value magazine advertising above all other mainstream forms, according to numerous studies. Starcom (USA): Readers were asked to pull out ten pages that best demonstrate the essence of their favourite magazine. Three out of every ten pages were adverts And in IPC’s Media Values research: 65% of readers regard adverts as an essential part of their reading experience 2. Source: PPA
- 4. Magazine Advertising Moves Readers To Action PPA Absorbing Media identifies magazine advertising as most likely to generate purchase consideration. The PPA’s Absorbing Media study shows that magazine advertising is most likely to be used as a buying guide. 6 13 14 22 24 35 Radio Supplement s I nt ernet New spapers TV Magazines %resp More than half of USA readers, according to Affinity Research, took action based on a magazine advert or had a more favourable opinion about the advertiser than before exposure. “Advertising in this medium is helpful to guide buying...” 3. Source: PPA/Absorbing Media
- 5. Magazine Advertising Improves Return On Investment Multiple studies, most notable the PPA’s Sales Uncovered, demonstrate that (to a point) increasing magazines share of influence in the media mix improves ROI across a broad range of categories. However, very few campaigns are ‘at that point’. Sales Uncovered goes on to prove how much return on sales an advertiser can expect from their magazine campaign. Short -term ROI £1 £1.79 Medium-term ROI £1 £2.77 4. Source: PPA Sales Uncovered
- 6. Magazine Advertising Sells Short Term Advertising Strength (STAS) identified that rating for rating magazine advertising is equally as effective as television exposure at driving sales, when each is used on its own. Of course, magazines do it all much cheaper. PPA Sales Uncovered demonstrated that that all other things being equal, exposure to a magazine campaign will increase a product’s sales revenue by 11.6%. 10.0% 21.6% 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% Non-exposed Exposed +11.6% 5. Source: PPA Sales Uncovered
- 7. Magazine Advertising Is Relevant and Targeted Consumers consider magazine advertising to be for them, for products they might buy. The PPA’s Absorbing Media study shows that magazines are seen to have the most relevant advertising. “The medium has advertising I find relevant ...” 5 9 10 18 23 34 Radio Supplement s I nternet New spapers TV Magazines % resp With 3,366 consumer paid-for titles to choose from in the UK, advertisers can hone in on targets that fit their needs. 6. Source: PPA/Absorbing Media
- 8. Magazines Provide Reach To The Most Desirable Customers Everyone reads magazines, those that do it the most tend to be among the highest spenders across most product categories. Even the notoriously hard to reach consumers such as young men and affluent adults are easily targeted through magazines Younger Upmarket Men’s Weeklies Women’s Weeklies TV Magazines ITV1 Five Men’s Lifestyle Women’s Lifestyle Cinema Channel 4Outdoor BBC TV Multi-channel TVComm. Radio Sports/Hobbies titles 7. Source: TGI
- 9. Magazine Audiences Accrue Quicker Than You May Think Planning magazine campaigns in ratings via the NRS Readership Accumulation Study identifies just how quickly magazine campaigns can deliver (and stop delivering) their ratings. Weekly Ratings and Reach 0 20 40 60 80 23Aug 30Aug 06Sep 13Sep 20Sep 27Sep 04Oct 11Oct 18Oct 25Oct 01Nov 08Nov 15Nov 22Nov 29Nov 06Dec 13Dec 20Dec 27Dec 03Jan 10Jan 17Jan 24Jan 31Jan 07Feb 14Feb 0 10 20 30 40 Weekly GRP- Ave Freq 4.59 Cumm coverage % 60.05 Weekly cover % - 8. Source: NRS Readership Accumulation
- 10. Magazine Audiences Are Bigger Than You May Think Planning magazine campaigns in ratings via the NRS Readership Accumulation Study helps advertisers exert significant levels of influence on their target market. It is easy to deliver 50 housewife ratings a week through magazines. 9. Source: NRS Readership Accumulation
- 11. Magazines Supply Credibility Magazine advertising is seen to be more credible by consumers than advertising in any other media. 7 8 10 17 22 23 I nt ernet Radio Supplements New spapers TV Magazines % resp The PPA’s Absorbing Media study shows that magazine advertising is the most trusted and believed of any medium. “I can usually trust and believe the advertising” 10. Source: PPA/Absorbing Media
- 12. Magazine Advertising Drives Awareness Multiple studies, most notably IPC Ad Track, identify the level of awareness magazine campaigns can achieve in a defined market. "The average for TV is 13% per 100 TVRs and for print 13%. But that is before we take into account that the print exposures will be generated at roughly half the cost" Millward Brown Report Rating for rating magazine advertising is equally as effective as television exposure at raising advertising awareness. 13 13 Magazines TV (22 campaigns) (11 campaigns) campaign average Average Ad Awareness By Medium Bonus. Source: Millward Brown/IPC Ad Track