Magazine media is effective at building meaningful brand connections and moving important metrics. It can increase consideration, purchase intent, and recommendations. Print magazines are particularly good at delivering relevancy, while TV and magazines drive perceptions of quality. Campaigns using both magazine display and advertorial content have a nearly 20% larger impact on brand metrics than display alone. Combining magazine print and digital assets produces twice the effect on metrics versus print alone. Digital magazine environments also outperform other digital spaces in delivering quality.

2. vs
Short term Long term
What are the metrics that matter?

3. Magazine media moves the metrics
that matter because it achieves
deeper more meaningful connections
with consumers and that’s what
delivers strong brand KPI’s

4. TV
Cinema
+1.77%
+0.89%
%Upliftinmetricpostexposure
+1.59%
Magazines
Source: Magnetic/Millward Brown 2015 MDI Measure: Magazines n=22, TV = 83, Newspapers n=32, Online Display n=68, Radio n=29, OOH n=59, Cinema n=28, Online video n=9
Meaningfully different impact

5. We discovered
that printed
magazines are a
powerful driver of
brand equity

6. METRICS THAT MATTER
Findings from a unique study into
magazines contribution to brand KPI’s

7. ICE works by understanding how media & other
touchpoints drive brand perceptions and KPI’s
Competitor Media
TV
Magazines
Digital
Radio
Experience
Word of Mouth
Consideration
Purchase intent
Recommendation
Preference

8. Prestige
KnowledgePresence
Trust
Quality
Relevance
Some metrics are harder for media to move
HARD EASY

9. Some metrics make a bigger impact on
brand KPI’s than others
0%
1%
2%
3%
4%
5%
6%
7%
8%
9%
10%
PercentagecontributiontobrandKPIS
Evaluation of ICE database made up of 65 studies from 2010 - 2015

10. Relevancy and quality are hard to move but
important for brand KPI’s
+
Relevancy Quality

11. Magazine media channels are most able to
move brand perceptions of relevancy
Magazine Brands TV Social
1. 2. 3.

12. Very delivers relevancy by…
+

13. TV, magazine brands & newsbrands
drive quality perceptions
TV Magazine Brands Newsbrands
1. 2. 3.

14. Phillips delivers quality through...
+

15. TV and outdoor deliver the most impressive
result for presence
TV OOH Radio
1. 2. 3.
(Magazines = No.6)

16. Magazine
brands deliver
a meaningful
connection

17. Understanding the contribution of our
different assets

18. Campaigns with magazine display and advertorial/ native
are almost 20% more impactful than display alone
Partnerships are included in advertorial /native in this instance where the content is relevant D & A = 19 D = 8
AveragemediaKPIcontribution
Campaigns with display
& advertorial/ native
Campaigns with display only
0
0.02
0.04
0.06
0.08
0.1
0.12
0.14
17%

19. This is because of their ability to impact multiple
brand attributes in particular....
+
Trust Innovation

20. 0
0.02
0.04
0.06
0.08
0.1
0.12
0.14
0.16
0.18
AveragemediaKPIcontribution
Campaigns with magazine print & digital are twice as
impactful on brand KPI’s as print alone
54%
Campaigns with dig & print N=10 – Magazines with print only N= 29
Campaigns with digital mag & print Campaigns with print mag only

21. Printed
magazines present
the stronger
opportunity for
brands to express
relevancy

22. Magazine brands online provide the stronger
opportunity for brands to express quality

23. Magazine brands online deliver a stronger impact on
brand KPI’s
Magazine digital n=12 Non-Magazine Digital n=26
AveragemediaKPIcontribution
0
0.02
0.04
0.06
0.08
0.1
0.12
Magazine brands online Other digital environments
41%

24. Attention and quality of engagement online
Interaction rate
18% 30%
Interaction time
Source: Moat

25. • Magazine media delivers meaningful connections
• Relevancy is an important but challenging metric to move,
magazine media plays an enduring role here
• There is a significant synergistic effect when combining our
assets
• Digital magazine environments outperform other digital
environments on quality metrics

26. THANK YOU
www.magnetic.media/spark