magazines matter the enduring power of magazine...
TRANSCRIPT
Magazines matterThe enduring powerof magazine media
Linda Thomas BrooksCEO, MPA, USA
MAGAZINE MEDIA TELLS AND SELLS
LINDA THOMAS BROOKSPresident & Chief Executive Officer
10.09.17
@ m pam agm edia | @ runltb | #m patellsandsells
THE RHETORIC IGNORES THE REALITY
WHAT IS SPECIAL ABOUT MAGAZINES?Magazine media builds brands
and sells product in a safe and transparent environment with demonstrable results and more rigor to prove it than anyone else
WHAT IS SPECIAL ABOUT MAGAZINES?
THE RHETORIC IGNORES THE ROLE
THE HIERARCHY OF ADVERTISING EFFECTS
BRAND AWARENESS/FAMILIARITY
MESSAGE ASSOCIATION
BRAND FAVORABILITY
PURCHASE INTENT
THE RHETORIC IGNORES THE REACH
Total MM360°
Print+Digital
Web
Mobile
Video
AUDI
ENCE
SIZE
BYPL
ATFO
RM(I
NM
ILLI
ONS)
0
500
1000
1500
2000
Sources for Print+Digital Audiences: GfK MRI's Survey of the American Consumer® and Ipsos Affluent Survey USASources for Online platforms: comScore and Nielsen Online
MAGAZINE MEDIA 360°BRAND AUDIENCE REPORT
AudienceTrend by Platform
The Walking Dead AMC 8.0
Sunday Night Football NBC 6.9
Thursday Night Football NBC 5.2
Thursday Night Football CBS 5.0
The Big Bang Theory CBS 4.9
This Is Us NBC 4.8
Empire FOX 4.3
NFL Monday Night Football ESPN 3.9
Modern Family ABC 3.7
Grey’s Anatomy ABC 3.5
People 15.6
Better Homes & Gardens 12.7
National Geographic 12.4
The Costco Connection 9.4
Cosmopolitan 8.3
ESPN The Magazine 8.0
Sports Illustrated 7.6
Game Informer 7.0
Parents 6.6
Men’s Health 6.3
TOP 10 TV SHOWS(Adults 18-49 in 2016-17 Season)
TOP 10 MAGAZINES(Adults 18-49 MRI Spring 2017)
Source: Nielsen Media Research, 2016‐2017 season to date through May 14, 2017, in ratings points. Nielsen prelim Live+7 Day, Prime, Originals only, Programs with majority of telecasts airing in season. Excludes: Repeats, Specials, Post‐Season Sports, Pre/Post Sports Commentary, Mini‐Series (<5 telecasts in season) and News.; GfK MRI, adults 18‐49, Spring 2017
THE RHETORIC IGNORES THE RESULTS
PRINT PROVIDES LIFT ON AWARENESS MEASURES . . .
0%
5%
10%
15%
20%
AIDED AWARENESS
15%13%
6%
10%
ONLINE AD AWARENESS
11%
7%
11%
PRINT AD AWARENESS
11%11%10%
TV AD AWARENESS
12%
15% 15%
UNAIDED AWARENESS
3% 4%6%
4%
Online + Print Delta Online + TV Delta Print + TV Delta Online + Print + TV Delta
Source: Millward Brown DigitalNumber Respondents: Print + Online = 30,588; Online + TV = 91,019; Print + TV = 24,563; Print + Online + TV = 10,967
. . . AND FOR LOWER FUNNEL METRICS TOO
Online + Print Delta Online + TV Delta Print + TV Delta Online + Print + TV Delta
significant increase at 95% confidence
0%
5%
10%
15%
20%
PURCHASE INTENT
8%
17% 17%
11%
BRAND FAVORABILITY
7%
15% 14%
10%
MESSAGE ASSOCIATION
9%11%
10%8%
Source: Millward Brown DigitalNumber Respondents: Print + Online = 30,588; Online + TV = 91,019; Print + TV = 24,563; Print + Online + TV = 10,967
NOT EVERY AD DOLLAR IS THE SAME
$3.94Return on Advertising Spend
Source: Nielsen Catalina Solutions, analysis of 1,400 campaigns measured across media type. Multi‐Media Sales Effects Studies from 2004‐Q4 2015. Copyright 2016 Nielsen Catalina Solutions
THE RHETORIC IGNORES THE RECEPTIVITY
Magazine media is more trusted, inspiring and motivating
than other media.
Magazine media readers say“ads fit well with the content”
–more so than on websites and TV.
Readers 18-49are especially receptive to advertising in magazine media –more than websites or TV.
Source: Simmons Research, Multi‐Media Engagement Study, Spring 2016
Higher com prehension and recall
Stim ulates em otions and desires
Slow er reading speeds
Preferred by m ajority(even m illennials)
M ore focused attention, less distraction
Drives sensory involvem ent
PAPER-BASED READING
THE RHETORIC IGNORES THE RESPONSIBILITY
MAGAZINE MEDIA’S MOMENT IN TIME
BRAND SAFE, BRAND EDIFYING
M EASUREM ENT —AUDITED, VALIDATED,
ACCREDITED
BETTER VIEW ABILITY
IM M ERSIVE USER EXPERIENCE
PRO VEN EFFECTIVENESS
LINDA THOMAS BROOKS
lthom asbrooks@ m agazine.org
212.872.3710
m agazine.org
MAGAZINE MEDIABETTER. BELIEVE IT.