Publisher

Jonathan HarrisCEO

Questions?

What is magazine reader engagement?

How do you model it?

How do you measure it?

How do you plan around it?the hell

<

The secret of all

effective originality in

advertising is not the creation of

new and

tricky words and pictures, but

one of putting familiar words

and pictures into new

relationships.

Leo Burnett (October 21, 1891 – June 7 1971)

Creative

Relationships

Idea, message and

media selection

ROIReader

Engagement

Idea

Message

Media

Magazines understand this better than any other media

Engage

Presentand future

Word

Picture

Editorial decision

Every week or everymonth

Advertising Research Foundation (USA)

Engagement Trust Targeted Contacts Brand Impact

WHO + HOW = WOW

Who is BLACK FEMALE

How is

EngagementMAPPING

WOW IS ROI

EngagementMAPPING is the light switch

In our factories we make

lipstick.

In our advertising we sell hope.Peter Nivio Zarlenga (Author & Intellect)

Take less risk

Achieve greater impact

Raise ROI

Simple & effective tool

EngagementQUADRANT

Solution:

ResearchMETHODOLOGY

Readers

Move! Real True Love Cosmopolitan

YOU Drum Bona

1x Black females LSM 6-8

1x Black female LSM 6-8

1x Black femaleLSM 6-8

1x Black female LSM 6-8

1x Black female LSM 6-8

1x Black female LSM 6-8

1x Black femaleLSM 6-8

1x Black female LSM 6-8

1x Black female LSM 6-8

1x Black female LSM 6-8

1x Black females LSM 6-8

1x Black femaleLSM 6-8

Sub-Total

2 2 2 2 2 1 1

Total 12x Focus Groups

Sample

• All respondents recruited were required to fulfil the following criteria for that particular title:

• Personally purchase and read at least 3 out of every 4 issues of the title

• Read a minimum of 3 articles of each issue

• All respondents were aged 25-34 years

• All groups were recruited from Johannesburg and surrounds

• Fieldwork was conducted from 13 August to 27 August 2009

METHODOLOGY: Qualitative group focus groups

ResearchFINDINGS

Rational Benefits

Reader Engagement

Emotional Benefits

Unique reader experienceReader DNA

Engagement is not a simple or linear concept

Combination of a

number of key dynamics

CAUSAL ENGAGEMENT MODEL

Attitudes, perceptions & beliefs

Engagement

Interactions & experiences

Behaviour

Strength of emotional

connection and/or

responseThe extent to which the material draws readers in

and how much of their attention it

occupies at the moment of

consumptionThe impact/effect the material has on the reader

Prompts re-reading

All readers engage with their title of

choice

The nature of the engagement is

different

Primary layers of

ENGAGEMENTMAPPING

EngagementPREDICTABILITYContentAFFINITY

ReaderCLUSTERS

3 defined groupsReader CLUSTERS

I like to enjoy life and not worry about the futureI find I’m easily swayed by other people viewsI often do things on the spur of themoment

I have a practical outlookYou should seize opportunities inlifeIt is important to be well informedabout things

It is important ot be well informed about things

I am happy with my life as it isI am perfectly happy with

my standard of living

I find I am easily swayed by other peoples viewsI like taking risks

I like to enjoy life and not worry about the future

It is important to be well informed about thingsYou should seize opportunitiesIt is important to feel respected by my peers

I am happy with my life as it isThere is little I can do to change my lifeI am pefectly happy with my standard of living.

Carefree and spontaneous

Assured and considered

Longing opportunity seeker

A “Here & Now” view of reality.

Reflective & relevant to my life & lifestyle.

Educates, developes and advises on real life

circumstances.

Fashion and beauty advice all directed to ME as a Black

Woman.

Empowers and builds self esteem.

Pushes me and builds independance through

challenging content

3 defined magazine groupingsSouth Africa

Magazine function CLUSTERS

Entertainment, current news & trends, scandal & gossip.

Broad spectrum of topics.

At times pratical but also taboo.

A way to escape.

Beyond the local world.

My magazine entices me - giving me a glimpse into someone else's world .

It informs me of global contemporary news and trends.

Provides expert & professional advice.

Pushing me beyond the tangible or accessible.

Current World MAGAZINES

Immediate World MAGAZINES

Expanded WorldMAGAZINES

SOME INSTITUTIONS

EVERYDAY CONTACTS

COMMUNITY

FREINDS

FAMILY IMMEDIATE WORLD

CURRENT WORLD

EXPANDED WORLD

SPHERES OF INFLUENCE

THE ROLE OF MAGAZINES

Magazines are crucial to people generating

points of view

Magazines are triggers for

conversations between friends and exhibit many of the same

characteristics as friends

Magazines are a trusted agent

THE ROLE OF MAGAZINES

Trust is a principal driver of brand development and

reinforcement

Assured and considered CLUSTER = IMMEDIATEWORLD

Carefree and spontaneous CLUSTER = CURRENTWORLD

Longing opportunity seeker CLUSTER = EXPANDEDWORLD

MATCHING TYPESREADERS AND MAGAZINE CLUSTERS

Magazines target like no other media

Drives engagement and ROI

MATRIX OF ENGAGEMENTREADER SEGMENT PSYCHOGRAPHICS(Quant/Qual)

CAREFREE & SPONTANEOUS

ASSURED & CONSIDERED

LONGING & OPPORTUNITY

SEEKER

LEVEL OF LIFESTYLE STABILITY

REFL

EC

TIV

EN

ESS O

F C

ON

TEN

T

CURRENT IMMEDIATE

EXPANDED

PEOPLE LIKEME

PEOPLEDIFFEREN

TTO ME

DIFFERENT LIFE

MY LIFE

MATRIX OF ENGAGEMENTBRAND CLUSTERS IN SEGMENTS – MY WORLDBlack female

EXPANDEDMARKET SIZE

(1.2M)

CURRENTMARKET SIZE

(2,5M)

IMMEDIATEMARKET SIZE

(4.0M)

LEVEL OF LIFESTYLE STABILITY

(62%)

REFL

EC

TIV

EN

ESS O

F C

ON

TEN

T

COSMOPOLITAN (18%)OPRAHFAIRLADYELLEGLAMOURFEMINA

TRUE LOVEMOVEREALBONASOUL

YOU (27%)DRUM (47%)TV PLUS

SOURCE: AMPS 2008BTGI 2008C

PEOPLE LIKEME

PEOPLEDIFFEREN

TTO ME

DIFFERENT LIFE

MY LIFE

LEVEL OF LIFESTYLE STABILITY

REFL

EC

TIV

EN

ESS O

F C

ON

TEN

T

MATRIX OF ENGAGEMENTREADER NEEDS - RATIONAL & EMOTIONAL DRIVERS

DIRECTION

RESPECTS

CHALLENGES

SUFFICIENT

GROWTHWORLDLY

EXPERT & EXPERIENCED

DIVERSE

PRACTICALSTORIES

INFORMATION &ENTERTAIN

ESCAPISMTABOO

SKILLS

CONFIDENCE & SECURITY

EDUCATES

PRACTICALGUIDE

INDEPENDENCE

NURTURE

ADVICE NOT READILY DISCUSSED

CONTEMPORARY

PEOPLE LIKEME

PEOPLEDIFFEREN

TTO ME

DIFFERENT LIFE

MY LIFE

CURRENT IMMEDIATE

EXPANDED

MATRIX OF ENGAGEMENTREADER SEGMENTS – CONTENT INTERACTION

LEVEL OF LIFESTYLE STABILITY

REFL

EC

TIV

EN

ESS O

F C

ON

TEN

T

PEOPLE LIKEME

PEOPLEDIFFEREN

TTO ME

CONTENT AFFINITY

DIFFERENT LIFE

MY LIFE

MY EXPANDEDWORLD – COSMO

CURRENT IMMEDIATE

EXPANDED

MATRIX OF ENGAGEMENTREADER SEGMENTS – CONTENT INTERACTION

CONTENT AFFINITY

QU

AN

TIT

Y O

F C

ON

TEN

T C

ON

SU

MEDCOMPLET

E

SELECTIVE

ENGAGEMENTPREDICTABILITY

INTANGIBLE

TANGIBLE

MY IMMEDIATEWORLD AND MY EXPANDEDWORLD – TRUE LOVE VS

COSMO

Secondary layers of

ENGAGEMENTMAPPING

EngagementATTRITIONAdAFFINITY

AdMESSAGE

EngagementMAPPINGPlot IDEA & MESSAGE affinity with

strategic intent

Current

MESSAGE PLANNING

TEMPTPRODUCTQUALIITY

UNIVERSAL

PROUDLY SA

PRICE

Immediate

HELP & INFORM

REFLECTSAMPLEREPRESENTATIVE

RELEVANTPOSITIVE

Expand

ENTERTAINEXPOSESAMPLE

INTRIGUE

NOVEL TRENDSBEYOND

IDEA & MESSAGE NEEDS

EN

TER

TA

INTEM

PT

HELP

&

INFO

RM

Low risk

High Risk

Medium Risk

RISK MATRIX

EXPANDEDWORLD

CURRENTWORLD

IMMEDIATEWORLD

AD AFFINITY

IDEA, MESSAGE + MEDIA COMBINEDEFFECTIVENESS RISK

PLOTTING

CAMPAIGNRISK

High risk

Low Risk

Medium Risk

Actual Risk

ENGAGEMENT PREDICTABILITY

AD

AFF

INIT

Y

ENGAGEMENT ATTRITIONThe diminishing efficacy of an ad and an increase in risk

If the message and the environment are NOT perfectly synchronised ENGAGEMENT ATTRITION is the result.

RISK MATRIXENGAGEMENT ATTRITION

COMPLETE

ENGAGEMENTMAPPING

Campaign

Spheres of INFLUENCE ENGAGEMENT & ROI

CONTENT AFFINITY

ENGAGEMENT PREDICTABILITY

RETURN ON INVESTMENT

ENGAGEMENT ATTRITION

MARKET SIZE

AD AFFINITY

Conclusions

You can reduce risk in a segment

You can’t move from one segment to the next with the

same message and execution

You can’t remove risk from a segment

You can complement strategy across segments

Different markets (titles) have different levels of

SYSTEMIC risk and return

ENGAGEMENT ATTRITION

MA

RK

ET S

IZE

MATRIX OF ENGAGEMENTPOSSIBLE ROI OUTCOMES

BRAND X

EXPANDEDWORLD

SYSTEMIC RISKEach segment has its own level of sytemmic risk

CURRENTWORLD

IMMEDIATEWORLD

ROI

What next

ENGAGEMENTMAPPING

Engage with us about your goals

Let us work with you to map your strategy