10 Reasons To Use Magazines
Plus one for luck
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
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
Magazine Advertising Moves Readers To Action
PPA Absorbing Media identifies magazine advertising as most l ikely 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
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
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
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 f ind 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
Magazines Provide Reach To TheMost 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 aff luent adults are easily targeted through magazines
Younger
Upmarket
Men’s Weeklies
Women’s Weeklies
TV Magazines ITV1
Five
Men’s Lifestyle
Women’s LifestyleCinema
Channel 4Outdoor
BBC TV
Multi-channelTVComm. Radio
Sports/Hobbies titles
7.
Source: TGI
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
020406080
23 Au
g 30
Aug
06 Se
p 13
Sep
20 Se
p 27
Sep
04 O
ct 11
Oct
18 O
ct 25
Oct
01 N
ov 08
Nov
15 N
ov 22
Nov
29 N
ov 06
Dec
13 D
ec 20
Dec
27 D
ec 03
Jan
10 Ja
n 17
Jan
24 Ja
n 31
Jan
07 Fe
b 14
Feb
010203040
Weekly GRP - Ave Freq 4.59 Cumm coverage % 60.05 Weekly cover % -
8.
Source: NRS Readership Accumulation
Magazine Audiences Are Bigger Than You May Think
Planning magazine campaigns in ratings via the NRS Readership Accumulation Study helps advertisers exert signif icant levels of influence on their target market.
It is easy to deliver 50 housewife ratings a week through magazines.
9.
Source: NRS Readership Accumulation
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 bel ieved of any medium.
“I can usually trust and believe the advertising”
10.
Source: PPA/Absorbing Media
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 effect ive 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
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