3x3 Arguments for print

3 x 3 good reasons for using print Presenting a powerful case for advertising in consumer magazines

INTENSE | PRECISE | ENDURING

Berlin — November 2011

2

Good reasons for adver@sing in print

A lot of money and quick decisions are involved every day in the media business. That is why when media planners and marke@ng bosses, adver@sing buyers and sellers are selec@ng the right communica@ons channels, they need good, solid and relevant reasoning to support the development of their strategy.

Every medium has its intrinsic strengths, which it contributes to the communica@ons mix – but here we focus on the strengths of print, or more precisely on adver@sing in consumer magazines. Our claim is:

Adver(sing in magazines is intense, precise and enduring.

As evidence we document here the most compelling reasons, which also provide an overview of the medium’s strengths. For more good reasons, informa@on, data and facts you are welcome to visit printwirkt.de – and of course consult your contact partners at the publishers.

Alexander von Reibnitz

Managing Director of Print Adver@sing and Digital Media Associa@on of German Magazine Publishers (VDZ)

3

Overview: 3 x 3 good reasons

1. Print works intensely ... 4 1.1 ... because the readers repeatedly read through their magazine. 6 1.2 ... because its content and credibility is valued. 11 1.3 ... because its content’s journalism engages the reader. 14

2. Print works precisely ... 19 2.1 ... because magazines drive readers to specific websites. 21 2.2 ... because magazines ac@vate a large response from few inser@ons. 25 2.3 ... because magazines reach defined target groups accurately. 29

3. Print works enduringly ... 32 3.1 ... because it achieves solid residual effects with great efficiency. 34 3.2 ... because the ads are appealing and worthy of trust. 38 3.3 ... because the ads deliver a high return on investment. 40

4

1. Print works intensely, because readers value good journalism and they repeatedly read through their magazine.

3 x 3 good reasons for print Adver@sing in magazines is intense, precise and enduring.

5

Print works intensely, because readers value good journalism and they repeatedly read through their magazine.

6


Double advertising exposure

1,8

1,0 1,0

Magazines Television Internet

CONTACTS PER ADVERTISEMENT

Magazines have one big advantage over other types of media: You can pick them up and read them again, and again, and again. Whereas spots and banners disappear forever afer just one (paid for) appearance, the ads in magazines are seen on repeated occasions. For adver@sers this means paid for once, delivered twice. What other medium offers such a good deal?

Source for magazine value: AIM RFID Contact Study 2009–2011; basis: 2,309 persons in purchasing households, 326,454 double-‐page contacts based on 27 @tles analysed; numbers of contacts per double page with adver@sing. Source for electronic media: fundamentals of physics.

Numbers of contacts per published adver@sement 1.1.1 Print works intensely, because readers repeatedly read through their magazine.

7


Reading equivalent to watching a film

DURATION OF MAGAZINE READING

You make @me for yourself to enjoy reading a magazine. On average, readers devote an hour and a half in total to reading and flipping through pages.

That is equivalent to the average dura@on of watching a film on TV – if you disregard all the commercial breaks. In comparison, magazines have the adver@sing already integrated into the programme.

Source: AIM RFID Contact Study 2009–2011; basis: 2,309 persons in purchasing households, 13,314 magazine contacts based on 27 @tles analysed; cumula@ve values for all usage events

Propor@on of readers according to cumula@ve dura@on of magazine use in minutes; propor@on as percentage of total use.

1.1.2 Print works intensely, because readers repeatedly read through their magazine.

0,0

1,0

2,0

3,0

4,0

5,0

6,0

7,0

8,0

9,0

10 30 50 70 90 110 130 150 170 190 210 230 250 270 290 310 330

Prop

or@o

n of re

aders

Dura@on of magazine use in minutes

91 minutes Average dura@on of magazine use

8


Prime time is also print time

MAGAZINE USE DURING THE DAY

Readers read through their magazines at all @mes of the day. Some genres of magazine are more popular in the mornings or afernoons, but the majority are read during the prime evening @me. Magazines are a highly integral part of the daily lives of their readers.

Source: AIM RFID Contact Study 2009–2011; basis: 2,309 persons in purchasing households, 326,454 double-‐page contacts based on 27 @tles analysed; propor@ons as percentages.

Propor@on of total contacts by @me of day in percentages. 1.1.3 Print works intensely, because readers repeatedly read through their magazine.

Hour Whole week (Mon-Sun) 00 – 01 01 – 02 02 – 03 03 – 04 04 – 05 05 – 06 06 – 07 07 – 08 08 – 09 09 – 10 10 – 11 11 – 12 12 – 13 13 – 14 14 – 15 15 – 16 16 – 17 17 – 18 18 – 19 19 – 20 20 – 21 21 – 22 22 – 23 23 – 24

0 2 4 6 8 10 12

9


Concentrate on what is important

13

20

20

51

95

Magazines

Newspapers

Internet

Television

Radio

USAGE WHILE DOING SOMETHING ELSE

In modern society, the media is a constant presence in daily life – there is scarcely a moment of the day when we are not affected by media or the adver@sing it carries in some way.

The ques@on is whether we pay alen@on to the medium: Do we focus on it, or is it simply in the background?

There is prac@cally no medium people engage with as intensely as they do with magazines. Only 13 per cent do not fully focus on it, so that means 87 per cent of readers concentrate exclusively on a magazine. By comparison, only 49 per cent concentrate on the television.

Source: Bauer Media, Zukunfswerkstal Medien: Medien Funk@onen (2006); basis: German-‐speaking popula@on 14 to 69 years of age (n = 1,005), user interviews.

Figures as percentages 1.1.4 Print works intensely, because readers repeatedly read through their magazine.

10


Every day is magazine reading day

13,5 13,1 13,1 14,4 14,7 15,0

16,2

MON TUE WED THU FRI SAT SUN

CONTACT DISTRIBUTION IN THE WEEK

Throughout the working week as well as at the weekend, from Monday to Sunday, magazines generate contacts with their readers. This applies equally to the medium as a whole as it does to the majority of individual @tles..

It is only at weekends, a @me of relaxa@on and openness, that all @tles experience a slightly higher usage.

These facts provide op@mum condi@ons for intense adver@sing effec@veness.

Source: AIM RFID Contact Study 2009-‐2011; basis: 2,309 persons in purchasing households, 326,454 double-‐page contacts based on 27 @tles analysed; propor@ons in percentages

Propor@on of total contacts by day of the week in percentages 1.1.5 Print works intensely, because readers repeatedly read through their magazine.

11


Readers vote with their wallets

Sales: 39%

Subscription: 41%

Reading Clubs: 4% In-Flight:

3% Misc.: 7%

Free: 6%

MAGAZINE TYPES

More than three quarters of all the German consumer magazines that are printed are bought by readers from their own pockets. They spend some 283 million euros a month for them.*

Obviously whatever people are prepared to pay for, they also make good use of.

Source: IVW, Annual averages 2011; excluding customers' free magazines, supplements, tourist and event magazines. * Retail and subscrip@on sales of 572 @tles in IVW 2009 x respec@ve copy price.

Annual averages 2011 1.2.1 Print works intensely, because its content and credibility is valued.

12


Choosing your own means acceptance

76,2

17,5

6,3

Always, ofen

Infrequently

Never

“I SHOP FOR MY OWN MAGAZINES”

Magazines are by far and large a personal maler. Three quarters of all Germans over 14 state they buy magazines for themselves in person.

They assess their personal preference for and interest in magazines so highly that they are not only willing to pay for them, but also go shopping for them in person.

Adver@sing could hardly be seen with more acceptance by its target group.

Source: TdW 2011 III; basis: German-‐speaking popula@on of 14 years and above (70.5 million, n = 20,129)

Agreement in percentages 1.2.2 Print works intensely, because its content and credibility is valued.

13


Lack of bias lends credibility

Sales: 48%

Adver@sing: 52%

REVENUE STREAMS OF THE PUBLISHERS

Roughly a half of the income of magazines comes directly from its readers, rather than completely from adver@sers.

That is a significant contrast to most electronic media, such as independent TV channels and the internet. It preserves the independent image of the free press and gives it more credibility with readers.

And this applies equally to editorial and adver@sing content.

Source: VDZ Autumn Survey 2008

Distribu@on between adver@sing and sales revenues 2008 1.2.3 Print works intensely, because its content and credibility is valued.

14


Content written by professionals

12.000

9.000

5.520

3.680

1.500

Newspapers Magazines Public TV Ind.TV/Radio Internet

PERMANENTLY EMPLOYED JOURNALISTS

One major difference between printed media and other forms: Print invests heavily in the quality of its content.

Roughly two-‐thirds of all German journalists are on the payrolls of printed media, while the remainder are employed by television, radio and the internet.

Content quality is one of the most important factors behind the success of magazines and the respect their readers have for them.

Source: DJV Deutscher Journalisten-‐Verband, 2010

Annual averages 2010 1.3.1 Print works intensely, because its content’s journalism engages the readers.

15


Talk of the town

2.828 1.841

1.489 1.353 1.340

1.102 1.102 1.093

812 786 782

698 695

608

662

Spiegel Bild-‐Zeitung

SZ Focus BamS

Handelsblal FAZ ARD ZDF

stern Abendblal

Deutschlandradio Tagesspiegel

WamS Frankfurter Rundschau

MOST QUOTED MEDIA IN GERMANY

Magazines exert a significant impact on public discourse in Germany. From the 15 most quoted media of the republic, 12 are printed media, four of which are magazines.

Of course, other media are occasionally much talked about and clips with unusual slip ups and strokes of luck are happily and frequently cited. However, true agenda sebng generally arises from the inves@ga@ve work of magazines – and this draws intense adver@sing contacts.

Source: pmg Pressemonitor, quote ranking 2010 (whole year), Cross-‐media quotes.

Quoted by other media in 2010 1.3.2 Print works intensely, because its content’s journalism engages the readers.

16


Delight in the new

-‐150

-‐100

-‐50

0

50

100

150

200

1990 1995 2000 2005 2010

Net Starts Closures

MAGAZINE MARKET

Nido, Landlust, Donna. These are only three examples of numerous new @tles introduced in recent years. In 2011 alone, 89 new @tles were added to the market – an indicator of the wealth of crea@vity and innova@ve capacity in the magazine industry.

And for the high degree of acceptance that good magazine concepts are rewarded with.

Source: WIP Cologne, presseforschung.de; version: September 2011

New @tles and closures 1990–2011 1.3.3 Print works intensely, because its content’s journalism engages the readers.

17


Magazines trusted online

Internet 107

Magazines 89

Newspapers 61

Television 51

USAGE OF ONLINE CONTENT

The extent of the trust that exists between magazines and their readers can be seen every day in the internet usage of Germans.

Among the most popular content-‐oriented websites about a third originated as internet sites – while a quarter stem from magazine @tles.

This means magazines are also stable and popular as online media brands – and promises ideal condi@ons for intense adver@sing contacts.

Source: AGOF Internet Facts 2011-‐03; defini@on of content-‐oriented: website with own editorial content, excluding email portals, eCommerce and corporate websites, forums, social media plavorms and any that mainly consist of user-‐generated content; classifica@on of the media according to origina@on of established media brands to the relevant medium

Basis: content-‐oriented websites; figures in millions of unique users 1.3.4 Print works intensely, because its content’s journalism engages the readers.

18


Good mobile content

USAGE OF MAGAZINES ON THE IPAD

The latest genera@ons of devices not only alract young users. The average age of iPad users is 42 and with above-‐average income – a part of which they are happy to invest to obtain magazine content on their iPad.

More than two-‐thirds of iPad users read magazines on their device and are willing to pay for good journalism, regardless of the output medium.

Source: VDZ Study: Magazine usage on the iPad; September 2011; basis: persons who own an iPad (n = 3,353)

Propor@ons as percentages 1.3.5 Print works intensely, because its content’s journalism engages the readers.

Use magazines on the iPad 67.5%

Do not use magazines on the iPad 32.5%

19

2. Print works precisely, because it quickly ac@vates a large audience and generates clicks from accurately defined target groups.


20

Print works precisely, because it quickly ac@vates a large audience and generates clicks from accurately defined target groups.

21


Print generates clicks

DRIVE TO WEB

The internet plays a central role in lots of consumer purchasing decisions and it has major significance in marke@ng for many adver@sers. In the digital age, all types of media have to jus@fy how many poten@al customers they ac@vate online.

On average 34.6% of observers of an ad with interest in the product will visit the website of the manufacturer or product.

This means that adver@sing in consumer magazines has very strong drive to web.

Source: AIM Ad Tracking July 2010–September 2011; basis: 14–69 year old internet users (n = 131,962 ), 1,920 adver@sing mo@fs

Propor@on of persons of each target group that visited the manufacturer or product website, ac@vated by ad contact; figures in percentages

2.1.1 Print works precisely, because magazines drive readers to specific websites.

6,0

15,8

34,6

Total Observers Observers with product interest

22


Print googles

42 38 37

33 29

27 23

21 11 10

7 7

Magazines Television

Newspapers Friends Radio

Direct Mail eMails

Banners Posters

Communi@es Blogs Others

ONLINE SEARCHES ORIGINATED BY MEDIA USAGE

Clearly a lot of visits to company and campaign websites originate from search engines, rather than direct entry of the web address. The ques@on is which medium prompts the majority of searches?

And here magazines occupy the top ranking in a media comparison. Naturally, because magazines inspire, they are important mo@vators, delivering ideas and guiding their readers to online targets. Magazines are hugely successful as click generators.

Source: Big Research, simultaneous media usage study (SIMM13); December 2008

Agreement as percentages 2.1.2 Print works precisely, because magazines drive readers to specific websites.

23


Print motivates

ACTIVATION BY AD MOTIF

Adver@sements ac@vate their observers in a variety of ways, ranging from a desire for more informa@on to purchasing the product.

The sum of all conceivable ac@va@ons of an observer to an ad mo@f together shows that 42 percent are mo(vated to do something. And for every fifh adver@sement more than a half of the observers have become more acquainted with the ad or the product – or actually purchased it.

This means the print adver@sing contributes significantly to the success of a campaign.

Source: AIM Ad Tracking July 2010–September 2011; basis: 14–69 year-‐old internet users, who consciously perceived the corresponding ad, 1,920 adver@sing mo@fs

Propor@on of observers of an ad, who were mo@vated to take ac@on, as a percentage

2.1.3 Print works precisely, because magazines drive readers to specific websites.

10,4

12,1 9,2

8,3

8,6

6,6

Seeks informa@on

Studies ad precisely

Willing to purchase

Visits corporate/ product website

Improved impression

Purchased Total ac@va@on

42.1

24


Print awakens interest

62

40

30

30

Magazines

Television

Newspapers

Internet

“MAKES ME AWARE OF INTERESTING THINGS”

Nowhere near the en@re media life of a person is spent composing targeted search engine inquiries. Most of the @me we have no idea what to look for un@l we are made aware of its existence by something.

And that “something” is more ofen than not a magazine. 62 per cent of German media users state that magazines provide them with interes@ng sugges@ons. Only 40 per cent say this about television, while with newspapers and the internet, it is only 30 per cent.

Source: Medienprofile und Medienbegabungen, Ins@tut für Demoskopie, Allensbach (2008); basis: persons 14–69 years, heavy users of the respec@ve medium; statement: “Frequently makes me aware of interes@ng things that I would not otherwise know about.”

Agreement in percentages 2.1.4 Print works precisely, because magazines drive readers to specific websites.

25


Print has a big footprint

94

89

77

72

71

Magazines

Television

Radio

Internet

Newspapers

COMPARISON OF AUDIENCES

It is clear that no adver@sing plan will cover a whole medium. However, the cumula@ve reach within the whole popula@on of an adver@sing medium says a lot about its strategic talents: the more reach, the more universally it can be applied.

And no other medium in Germany achieves more reach than consumer magazines. This means print is the absolute number one in the arsenal of the strategic media planner.

Source: AGOF internet facts 2011-‐03; ma 2010 intermedia (TV/SpT, Daily Newspaper/LpA, Consumer Magazine/LpA, Radio/HpT); basis of all reach figures: whole German popula@on of 14 years and over

Figures as percentages 2.2.1 Print works precisely, because magazines ac@vate a large response from few inser@ons.

26


Kiosk beats ATM

SHOPS AND FACILITIES IN GERMANY

Wherever you happen to be in Germany, magazines are already there. Thanks to there being over 120,000 periodical retailers, you are never farther than 1200 meters from the nearest magazine seller, calculated as a pure average.

That is half as far as the nearest cash machine, an order of magnitude closer than the nearest airport, sta@on or bakers – and where you also generally find an extensive range of magazines on offer.

The “technical coverage” – the propor@on of households that could use the medium if they so choose to – amounts to prac@cally 100% for magazines.

Sources: sales outlets: structural data of periodical retailers 2010 in Germany; cash machines: Deutsche Bundesbank via bundesbank.de (2010 data); bakers: specialist bakery shops via baeko-‐magazin.de (2010 data); airports: passenger airports in Germany via wikipedia,org (Oct. 27, 2011); railways sta@ons: Deutsche Bahn, business report 2010.

Numbers 2.2.2 Print works precisely, because magazines ac@vate a large response from few inser@ons.

122.272

60.012

15.337 5.700

39

Periodical retailers

Cash machines Bakery shops Railway sta@ons Airports

27


Keen to read straight away

0

10

20

30

40

50

60

70

80

90

100

DFP 4 8 12 16 20 24 28 32 36 40 44 48 52 56

Cumula@

ve propo

r@on

of fi

rst

contacts

Days following day of first purchase

CUMULATIVE MAGAZINE CONTACT

Magazines do not simply appear in the house. The household pays for them and chooses them carefully. Curiosity about what is in each issue is correspondingly great. Half of readers have read the magazine for the first @me within the first two days of purchasing it. This applies more or less equally for all weekly, fortnightly and monthly magazines.

That means: magazines reach your target group quickly.

Source: AIM RFID Contact Study 2009–2011; basis: 2,309 persons in purchasing households, 13,314 magazine contacts based on 27 studied @tles; propor@ons as percentages

100 per cent = all first contacts in @me studied 2.2.3 Print works precisely, because magazines ac@vate a large response from few inser@ons.

28


Audience ratings winners

4,27

2,58

7,85

6,32

6,53

2,38

7,99

5,89

3,65

1,83

Bunte

RTL Exclusiv (Mo-‐Fr)

stern

Wer wird Millionär?

Spiegel

Tagesthemen

TV Spielfilm plus

DSDS

GEO

Galileo

TV AUDIENCES v MAGAZINE CIRCULATION

For years the circula@on of consumer magazines have consistently achieved the largest media audiences, out-‐performing every other medium. Magazines ofen reach more people than the highest rated TV programmes. Even enormously popular shows like “Wer wird Millionär?” (Who wants to be a millionaire?) achieve an average audience less than the circula@on of one issue of “stern” magazine.

Sources: ma Pressemedien 2011 II LpA, total; AGF/GfK television research/TV Scope, media control; averages for 2010, whole German popula@on of 14 years and above.

Figures in millions of people 2.2.4 Print works precisely, because magazines ac@vate a large response from few inser@ons.

29

INTENSIV | PRÄZISE | NACHHALTIG

Magazines are specialists

54 46

41 41

39 36 35

29 28 28

25 25

18 17

15 14 14 13

9 7 6

3 2 1

Sports magazines

Home and garden magazines

Financial press

Children's magazines

Society/poli@cs weekly magazines

Motor trade press

Women's weekly magazines

TV programme magazines

Women's monthly magazines

Science magazines

Lifestyle magazines

Current affairs magazines

IT and telecommunica@ons magazines

Food magazines

Paren@ng magazines

Films, videos, audio, photo magazines

Nature magazines

Teenager magazines

Travel magazines

Health magazines

Aerospace magazines

Women's fortnightly magazines

DIY magazines

Internet magazines

NUMBERS OF TITLES IN MAGAZINE SEGMENTS

Magazines are an extremely diverse, yet targeted adver@sing medium. Magazines may aim for young and old, families or best agers, decision-‐makers, sports fans, car buyers, DIY enthusiasts, men, women, children. The list goes on and on.

For prac@cally any conceivable target group in Germany there is a magazine to address it. There is sure to be a perfect one for your target group.

Source: pz-‐online.de/IVW, Q3 2011, consumer magazines excluding tourist and event magazines, shoppers and sundry magazines, supplements.

Number of @tles per segment 2.3.1 Print works precisely, because magazines reach defined target groups accurately.

30


The Facebook generation reads

9,8

90,2

Non-‐readers Readers

YOUNG READERS OF MAGAZINES

Just as the majority of Germans, the Facebook genera@on also likes to read magazines. Is that any surprise? They also like to watch TV and go to the football stadium.

And magazines are not only for those forms of entertainment, they are popular and much used.

Source: CN 15.0; basis: German-‐speaking popula@on between 14 and 29 years in private households in Germany (14.99 million, n = 4,837); consumer magazine readers: persons who on a normal working day read a magazine for at least half an hour.

Propor@on of readers among 14–29 year olds as percentages 2.3.2 Print works precisely, because magazines reach defined target groups accurately.

31


Readers are leaders

64,0

57,4

55,5

48,4

45,9

43,5

36,4

Upper 1

2

3

4

5

6

Lower 7

Socio-‐econ

omic status

Above-‐average magazine usage Below-‐average magazine usage

ABOVE-‐AVERAGE MAGAZINE USAGE

Reading is an essen@al cultural ability in the western world. Success or failure in our society depends heavily on access to texts, and this was well-‐known even before the PISA studies. Without ques@on the media provides lots of our text.

The socio-‐economic posi@on of a person is determined by the amount of their magazine reading, or perhaps vice versa. What is important is that you have an above-‐average chance of reaching a target group in the upper echelons through magazines.

Source: AWA 2011; basis: en@re German popula@on of 14 years and above, persons with above-‐average (PZ plus) and below-‐average (PZ minus) magazine contact values, n = 20,990 persons.

Propor@on of intensive magazine usage by socio-‐economic status, Figures as percentages

2.3.3 Print works precisely, because magazines reach defined target groups accurately.

32

3. Print works enduringly, because adver@sing in magazines achieves solid residual effects, it is worthy of trust and delivers a high return on investment.


33

Print works enduringly, because adver@sing in magazines achieves solid residual effects, it is worthy of trust and delivers a high return on investment.

34


Stays in the mind

AD RECOGNITION PERFORMANCE

As an overall average, a specific adver@sement in a magazine is recalled by 26 per cent of all German readers.

That means that adver@sing in magazines quickly generates an enduring image in the minds of Germans. And when we focus on groups who actually are have an interest in a product of that kind the average is even higher at 55 per cent.

Adver@sements really do leave their messages behind in the minds of their readers, deeply and enduringly.

Source: AIM Ad Tracking July 2010–September 2011; basis: 14–69 year old internet users who consciously recall the respec@ve adver@sement, and 1,920 ad mo@fs

Average recogni@on of all mo@fs, figures as percentages 3.1.1 Print works enduringly, because it achieves solid residual effects with great efficiency.

26% overall

55% with product interest

35


Lasting residual effects

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

0 6 12 18 24 30 36 42 48 54

Prop

or@o

n of m

axim

um re

cogni@on

Weeks afer first day of purchase

AD RECOGNITION OVER TIME

Adver@sements stay in the minds of their readers for a very long @me. Commencing with the first day of purchase, an average magazine achieves the maximum value for recogni@on of an ad mo@f afer six weeks, from the cumula@ve effect of repeated contacts.

Afer half a year, a good two-‐thirds are s@ll remembered. The half-‐life of ad recall, meaning the @me it takes before half the original effect has dissipated, amounts to as much as 10 months.

Magazine contacts are therefore a very enduring form of adver@sing.

Source: AIM Ad Tracking July 2010–February 2011; basis: 14–69 year old internet users (n = 91,188), 984 ad mo@fs and contacts with 50 consumer magazines.

Figures as percentages of the maximum recall performance 3.1.2 Print works enduringly, because it achieves solid residual effects with great efficiency.

36


Print is a long seller

EXTENDED CONTACT ACCUMULATION

Magazines are read over and over again. Afer the ini@al, rapid contacts, ever more are added over an extended period. So ads communicate their adver@sing messages equally enduringly.

Source: AIM RFID Contact Study 2009–2011; basis: 2,309 persons in purchasing households, 326,454 double-‐page contacts based on 27 studied @tles; propor@ons in percentages; Studied period = twice the issue validity

100% = all contacts in analysis period (days from day of first purchase) 3.1.3 Print works enduringly, because it achieves solid residual effects with great efficiency.

0 2 4 6 8

10 12

DFP + 4 + 8 + 12

0 1 2 3 4 5 6 7

DFP + 4 + 8 + 12 + 16 + 20 + 24 + 28

0

2

4

6

8

DFP + 4 + 8 + 12 + 16 + 20 + 24 + 28 + 32 + 36 + 40 + 44 + 48 + 52 + 56

Weekly magazines also deliver addi@onal (mul@ple) contacts afer two weeks

Fortnightly magazines also deliver addi@onal (mul@ple) contacts afer four weeks

Monthly magazines Also deliver addi@onal (mul@ple) contacts afer eight weeks

37


Magazines stay visible a long time

73

36

20

16

Magazines lie about visibly in the living room of my home

I pass magazines on to others afer I have read them

I exchange magazines with others

I keep magazines as a collec@on

MAGAZINES HAVE SOCIAL AUTHORITY

Magazines persist in the household for long periods and by preference on show, for example on a coffee table in the lounge. From this we can draw two remarkable conclusions about adver@sing in consumer magazines:

First, that magazines appear to be a status symbol; they carry social authority. That is a plus for the qualita@ve effec@veness of the adver@sing they contain.

Second, they have the possibility to accumulate many addi@onal contacts. And that is a plus for the quan@ta@ve effec@veness for the adver@sing they contain.

Source: TdW 2011 III; basis: German-‐speaking popula@on of 14 years and above (70.5 million, n = 20,129)

Agreement to respec@ve statements as percentages 3.1.4 Print works enduringly, because it achieves solid residual effects with great efficiency.

38


Print enjoys trust

27

20

16

Magazines

Television

Internet

CREDIBILITY OF ADVERTISING

Magazines are so highly valued for the quality and content of their journalism, that people are prepared to pay for them. This level of trust is obviously also extended to the adver@sing they contain:

Of all types of media, print adver@sing enjoys the highest of trust. This is especially good for effec@ve brand communica@ons.

Source: CN 15.0; basis: German-‐speaking popula@on between 14 and 69 years of age (58.99 million, n = 19,032); statement: “On the whole adver@sing (in the respec@ve medium) is credible: broad/full agreement”

Figures as percentages 3.2.1 Print works enduringly, because the ads are appealing and worthy of trust.

39


Causes no annoyance

7

7

18

21

73

Magazines

Newspapers

Radio

Internet

Television

“ADS IN THE MEDIUM REALLY ANNOY”

Adver@sing forms an integral part of magazine content. This causes no annoyance, or at least ads are not regarded as annoying by readers.

In no other adver@sing medium do ads annoy less than in magazines. The ideal precondi@ons for building and retaining trust and appeal.

Source: Medienprofile und Medienbegabungen, Ins@tut für Demoskopie, Allensbach (2008); basis: en@re popula@on 14–69 years of age (n = 4,000)

Agreement in percentages 3.2.2 Print works enduringly, because the ads are appealing and worthy of trust.

40


Three is all you need

2,4 2,2

1,6

1,2

Magazines Internet Television Newspapers

EFFECTIVE WITH LOW CONTACT DOSES

Ul@mately, adver@sing effec@veness is always a ques@on of dosage, along with the medium employed. Frequently the most important ques@on is: How can the maximum effect be achieved for a modest budget?

The answer is rela@vely simple: by using consumer magazines. Here we show that magazine adver@sing effec@veness is, for example on assisted ad recall afer comparably low with other types of media.

Source: AIM Brand Tracking 2010/2011; basis: en@re popula@on of 14 years and above; modelling based on 346 campaigns (n = 21,038). Legend: persons with 1–3 magazine contacts increase the assisted ad recall by 2.4 percentage points.

Shif of assisted ad recall afer 1–3 contacts, in percentage points 3.3.1 Print works enduringly, because ads deliver a very high return on investment.

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Optimum mix

CONTACT MIX WITH LOW CONTACT DOSES

In combina@on with the internet, magazine campaigns are very effec@ve for modest budgets with low contact doses, too.

The uplif on ad recall for a combina@on of magazines/internet is marginally beler than for a TV/internet combina@on.

This means magazines and the internet compliment each other exceedingly well.

Source: AIM Brand Tracking 2010/2011; basis: en@re popula@on of 14 years and above; modelling based on 346 campaigns (n = 21,038). Legend: persons with 1–3 mixed contacts in magazines and internet increase the assisted ad recall by 5,0 percentage points.

Shif of assisted ad recall afer 1–3 contacts, in percentage points, for campaign contact mixes of magazines and internet, TV and internet

3.3.2 Print works enduringly, because ads deliver a very high return on investment.

Magazines + Internet Television + internet

Magazines 3.3

Internet 1.7 Internet

2.2

Television 2.3

5.0 4.5

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Maximum efficiency

1,5 1,4

0,9 0,8

Magazines Internet Television Newspapers

EFFICIENCY OF AVERAGE CONTACTS

When we analyse the campaigns of 346 brands by media type using the figures from AIM Tracking, we note some significant differences in the efficiency.

Per average contact, magazine campaigns improve the assisted ad recall only slightly more than internet campaigns, but significantly more than TV and newspaper campaigns.

In this respect, magazine campaigns have maximum efficiency.

Source: AIM Band Tracking 2010/2011; basis: en@re popula@on of 14 years and above; modelling based on 346 campaigns (n = 21,038). Legend: magazine campaigns achieve an improvement of the assisted ad recall per average contact by 1.5 percentage points.

Shif of the assisted ad recall per average contact in percentage points 3.3.3 Print works enduringly, because ads deliver a very high return on investment.

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0 1 2 3 4 5 6 7 8 9 10

0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30

Shif in percentage po

ints

Average contact dosage per person

Magazines Internet

Television

Shif


Extreme leverage

LAW OF DIMINISHING RETURNS

Like prac@cally everything in commercial life, adver@sing is subject to the law of diminishing returns: Each addi@onal contact has a lesser effect.

The technology and business models of TV sta@ons and websites ofen operate so they deliver very high contact doses per target person. This brings only @ny incremental returns on investment.

Campaigns in consumer magazines generally operate with rela@vely low contact doses. For more investment this usually results in very high returns.

This means ads in consumer magazines exert a high degree of leverage on the ROI.

Source: AIM Brand Tracking 2010/2011; basis: en@re popula@on of 14 years and above; modelling based on 346 campaigns (n = 21,038). Example: an average campaign achieves with 10 average contacts a parameter uplif of 5.0 percentage points, for 13 average contacts it is 5.4 percentage points.

Parameter shif per average contact in percentage points 3.3.4 Print works enduringly, because ads deliver a very high return on investment.

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Capital investment with yield

10

12

23

33

0 50 100

Share of spending

Share of effect

Internet

Television

Magazines

Newspapers

SPENDING VERSUS EFFECT BY MEDIUM

An analysis of the influence of adver@sing spending on major key performance indicators such as awareness, appeal and purchasing inten@on in some 900 models show that in very many instances magazines have a far greater effect in rela@on to spending. Their effec@ve contribu@on is around one and a half @mes the size of the investment part.

That means magazines contribute a very high return on investment.

Source: AIM Brand Tracking 2010; 906 models (ISBA, Nielsen Media Research), brands with spending > 1 million euros in consumer magazines and > 2 million euros in total based on the KPIs purchase inten@on, appeal, usage, brand awareness, assisted and unassisted ad recall.

Propor@ons of spending and contributory effect in percentages 3.3.5 Print works enduringly, because ads deliver a very high return on investment.

10 12

23 33

59 43

7 11

Share of spending Share of effect

Internet

Television

Magazines

Newspapers

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Published by

VDZ Verband Deutscher Zeitschrifenverleger e.V. Consumer magazines Markgrafenstr. 15 10969 Berlin

Responsible

Alexander von Reibnitz, VDZ

Reproduc(on

All rights reserved Reproduc@on only by consent of the VDZ

ISBN 978-‐3-‐942332-‐06-‐4

Masthead

VDZ Verband Deutscher Zeitschrifenverleger e.V.

Die Publikumszeitschrifen

Markgrafenstr. 15 10969 Berlin

[email protected] T: +49 -‐ 30 -‐ 72 62 98 -‐ 150 F: +49 -‐ 30 -‐ 72 62 98 -‐ 151

ISBN 978-‐3-‐942332-‐06-‐4

3x3 Arguments for print

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