Why Magazines?

♥ The number of consumer magazines published in the UK has grown by 57% over the last decade.

♥ The money spent by consumers on their magazines has grown by 72% over the last decade.

♥ There are 525,600 minutes in a year - For every minute of 2005 consumers purchased 120 more magazines than in 1995.

♥ Total expenditure on consumer magazines was over £2.85bn in 2004.

Advertising Association 2005

A growing medium

An engaging medium

Magazines are particularly well-placed to develop reader engagement by;

♥ Delivering trust, acting both as friend and advocate♥ Enabling participation and providing a bridge to interaction♥ Offering readers help and support in managing their lives

♥ Conferring and boosting readers’ personal statusHenley Centre; Delivering Engagement 2004

“In a media environment increasingly characterised by interruption, magazines remain an oasis of engagement”.Renatta McCann, CEO, Starcom MediaVest Group.

A flexible medium

♥ Awareness, Saliency, Endorsement, Credibility.

A flexible medium

♥ Interaction, Direct Response, Trial, Information, Research.

A flexible medium

♥ Retail Support, Sales Promotion, Events.

A proven medium

♥ “For every £1 spent, the magazine campaigns examined in the research produced £1.79 in the short term.”TNS – Sales Uncovered 2005

♥ In 80% of cases the magazine campaign had a positive impact on sales. TNS – Sales Uncovered 2005

♥ The average sales increase attributable to magazines across the 20 brands measured was 11.6%TNS – Sales Uncovered 2005

A medium of scale

♥ “Print can deliver significant coverage of mass or specific target markets weekly”.John Billett: PPA Planning Uncovered 2005

♥ More men read a general monthly magazine than read a national daily newspaper.NRS 2005

♥ A magazine schedule can achieve 60%+ coverage of most target markets within its first week. Telmar Timeplan

NRS Accumulation Data.

Adult Ratings and Coverage

101106 104 102 103

114107

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606264

6061616059

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An under-used medium!

♥ The average magazine campaign appears to run at a weight of just 8 ratings per week. PPA Marketing: Analysis of 100 magazine campaigns in 2005.

♥ A minimum target reach of 30% to 35% seems necessary for advertising effects to be read in the market.” ‘Talking Paper’ - Erwin Ephron (Ephrononmedia.com)

♥ “Media scheduling practice may be more the cause of any magazine effectiveness weaknesses than any reason of consumer response”John Billett - `Magazines 2005` conference

Watch Your Weight! : Planning Warning Too few magazine s are bad for your

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