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Graph - magazine ads positive experience

Magazinelezers staan meer open voor reclame dan andere mediagebruikers

Magazinelezers zijn ontvankelijker voor reclameboodschappen dan digital- en televisie-gebruikers, blijkt uit een recente multimedia engagementstudie. Door de sterke band met de lezers is er meer vertrouwen en een positievere media-ervaring. Merken die in deze veilige kwaliteitsomgeving adverteren kunnen lezers gemakkelijker overtuigen. Én tot actie aanzetten.

Lees ook: Magazines zijn meest contextgevoelige medium

Advertenties zetten meer aan tot actie

De Multi-Media Engagement Study van MRI-Simmons onderzoekt de attitudes van mediagebruikers. Een belangrijke uitkomst is dat lezers van magazines meer betrokken zijn bij de content, met name ook advertenties opmerken en ernaar handelen:

  • 36% van de lezers zegt dat ze aandacht besteden aan advertenties in tijdschriften of deze opmerken;
  • 35% zegt dat magazines relevante advertenties bevatten;
  • en bijna een derde zegt dat magazineadvertenties hen helpen bij het nemen van aankoopbeslissingen.

Daarmee verschillen magazines van websites en televisienetwerken, die op deze punten op of zelfs onder het gemiddelde zitten.

Graph - magazine readers more perceptive to adsDe acties die magazinelezers nemen na het lezen gaan van het positief bijstellen van hun mening over een adverteerder tot product of dienst aanbevelen, een website bezoeken en een product of dienst aankopen.

Tabel - Magazine ads more engaging and valuedSterke positieve band met de lezers

Waarom heb magazinepubliek een bovengemiddelde advertentie-ontvankelijkheid heeft, heeft te maken met de emotionele band die lezers hebben en met de betrouwbaarheid die gebruikers ervaren. Magazinelezers zijn het 1,3 keer zo vaak eens met de stelling dat magazines hen diep raken en inspireren in hun eigen leven, vergeleken met websitegebruikers en televisiekijkers.

Tabel - Magazines more inspiring trustworthyEn bijna de helft van de lezers zegt dat het lezen van een magazine een traktatie is en iets dat ze gebruiken om achterover te leunen en te ontspannen (beide zijn 1,2x hoger bij magazinelezers dan bij alle doelgroepen).

Vertrouwen, rust en positieve media-ervaring

Wat vertrouwen betreft, zegt een indrukwekkende 58% van de lezers dat ze erop vertrouwen dat magazines de waarheid vertellen; 56% zegt dat ze zich geen zorgen maken over de nauwkeurigheid, en zelfs 50% vindt dat hun magazines inhoud niet sensationeel maken. Punt voor punt 1,2x hoger dan het gemiddelde en minstens 8 procentpunt hoger dan websites en televisie.

De rust en de zeer positieve gemoedstoestand van het magazinemoment stimuleert lezers open te staan ​​om over nieuwe producten te leren (48%) of nieuwe dingen uit te proberen (41%) ten gevolge van de ervaring met de gedrukte (of virtueel gedrukte) pagina.

Tabel - Magazines provide values information

Meer resultaten van het onderzoek zijn ook terug te vinden in de MPA Factbook. Dat kunt u hier downloaden

De FIPP Webinar over het MPA Factbook kunt u hier bekijken.

Bron: MPA Media Factbook, FIPP

Gerelateerde artikels:

 

Audience Relationship Funnel

Hoe overleven media in de relatie-economie?

Geef je klanten veel redenen om regelmatig, dagelijks of wekelijks, terug te keren naar je site. Verras ze en help ze om hun leven gemakkelijker en meer fun te maken. Anticipeer en los vervelende kleine problemen voor ze op. Voed hun passies. Dat is de formule voor een succesvolle paywallstrategie, belangrijker dan ooit voor uitgevers én adverteerders in de ‘relationship economy’, de relatie-economie.

Gerelateerde content: Is contextual targeting de oplossing voor het veranderende privacy-landschap?

De grote kracht van magazines

De relatie met de lezer is altijd een grote kracht geweest van magazines, maar bij het optuigen van een goede paywallstrategie is deze cruciaal, concludeert het nieuwe FIPP-rapport ‘Paywalls – How to start your subscription strategy’. Die band tussen lezer en magazine ontstaat door het constant leveren van hoge kwaliteit en van betrouwbare en relevante content, maar ook producten, reclame en diensten. Daardoor creëren magazinemerken betrokkenheid (engagement), klanttevredenheid en waarde.

Audience Relationship FunnelDrie succesfactoren

Er zijn 3 componenten die succes in de relatie-economie bepalen:

  • Data en tools om je meest loyale klanten te identificeren
  • Klantfocus in de organisatie: luisteren met empathie om je klanten beter te kennen en een 360 graden beeld te vormen
  • Waardevolle relaties bouwen door elke gebruiker op zijn wenken te bedienen.

Bedrijven als The Washington Post, The New York Times en de Financial Times zijn de grote voorbeelden die het rapport aanhaalt.

Customer experience

Alles draait om CX, customer experience, en daarbij speelt data een centrale rol. Veel magazineuitgevers beschikken over een robuuste database van hun lezers. De gegevens zijn geoogst uit een veelheid van bronnen, zoals contentregistratie, customer service, e-commerce, wedstrijden en reclame van derden. Dat geeft hen een sterk uitgangspunt om een succesvolle relatiestrategie op te bouwen.

Grafiek: Customer Experience per mediumtype

graph - magazines deliver more positive ad experience

De data is de start van waardevolle inzichten in het gedrag, de behoeften en de wensen van lezers. Een goede relatiestrategie vereist een diepgaand begrip van elke gebruiker en een sterke klantgerichte discipline in de hele organisatie. Data-analyse helpt om lezers langer vast te houden en te engageren. Dat leidt tot grotere loyaliteit en uiteindelijk tot de bereidheid om voor een abonnement of lidmaatschap en voor producten te betalen.

Grote uitdaging van uitgevers

Een advies van Mather Economics in het rapport is om ook te kijken naar de kranten, die de afgelopen decennia onder grote druk veel nieuwe wegen bewandeld hebben. Er zijn inmiddels veel case studies en onderzoeken naar paywalls die magazines kunnen helpen om een meer weloverwogen lange-termijnstrategie te bepalen. Zomaar een paywall installeren, kan catastrofale gevolgen hebben.

Magazine-uitgevers moeten bijvoorbeeld wel in staat zijn om de waarde te leveren die de lezers eisen, en dat met een optimale gebruikservaring. De juiste technologie is belangrijk, maar de waardepropositie is de grote uitdaging voor uitgevers vandaag. Ze moeten dagelijks kwalitatieve content, reclame, e-commerce en entertainment voor elke gebruiker van digitale platformen en nieuwsbrieven voorzien. Dat vergt een ander model van contentgeneratie, een ander type opinieleider om traffic te genereren, data en articifial intellicence. Print magazines vertalen zich slecht naar online, aldus het rapport.

De band met adverteerders

De verwachting is dat reclame-investeringen in print blijven dalen en die trend is met de coronapandemie alleen nog maar versneld. Inkomstenstromen uit reclame hebben een grote deuk opgelopen de afgelopen maanden en zullen zich niet meer herstellen tot op het oude niveau. Dat maakt het voor uitgevers des te urgenter om een goede digitale abonnementenstrategie op te starten.

Dat betekent niet dat adverteerders helemaal buitenspel gezet worden. In een eerder artikel schreven we al dat niemand verwacht dat inkomstenstromen in de toekomst volledig van consumentenactiviteiten zullen komen. Bovendien maakt een sterke positie in de relatie-economie magazines voor adverteerders zeer interessant en relevant.

Het rapport bevat inspirerende succesverhalen en een beschrijving van de verschillende paywalls die magazine-mediabedrijven vandaag al gebruiken.

Bronnen: Whats New in Publishing, MRI Simmons

Gerelateerde artikels:

FIPP Publishing during a pandemic

Publishing during a pandemic and improve your Zoom meetings

FIPP recently published its “Publishing During a Pandemic” report (download the updated report here), looking at the impact of the Covid-19 crisis on our industry. To expand and update the document they now launched a survey from their website. You are invited to take part: let your voice be heard!

Take the ‘Publishing during a pandemic’-survey here

The first report shared insights from more than 20 representatives from national publisher associations around the world, as well as almost two dozen senior executives from international publishing businesses. Collectively they offer clear insight and knowledge of how Covid-19 is impacting publishing right now. You can download the report here.

The updated report looks beyond the immediate doom and gloom to how the industry stood up to the challenge and is preparing itself for a radically different future. Download it here

How to communicate virtually

FIPP has been very active since the start of the corona lockdown with reports and a series of webinars (find all recordings here) to support and guide publishers through the crisis. The organisation continues their efforts now that many countries are starting to get back to a certain kind of normal.

One webinar everyone of us can benefit from is the most recent ‘How to communicate virtually‘. Learn what the world’s best communicators do to have maximum impact, and how we can master the four elements of the perfect virtual communication. Watch the recording here.

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FIPP Insider Webinar header

FIPP Insider Webinars: how publishers turned to e-commerce and opportunities and challenges for publishers in lockdown

FIPP has launched a series of FIPP Insider Webinars. Subjects range from brand thinking and content distribution to subscriptions and ‘intentional evolution’. Wonder how brands are thinking about their marketing in a post-lockdown (or intermittently locked) world? And what this means for you? Thinking about how this new world has impacted media consumption, and what that means for the future? Wishing you could press a reset button, and build your business in the same principles some of the most innovative organisations in the world do?

You can sign up for the next webinars in this FIPP Insider Webinar series.

Sustainable revenue: How European premium publishers turned to e-commerce

Tuesday 19 May, 15.00 hrs Brussels time

InStyle has used e-commerce to create an award winning business model that regularly outperforms advertising and affiliate marketing. In this webinar, Tipser founder Axel Wolrath will take you through the steps of how InStyle developed their concept and how it has helped them carry through times when advertising revenues are in decline.

Sign up now.

Dow Jones on opportunities and challenges for publishers in lockdown

Thursday 21 May, 15.00 hrs Brussels time

The post lockdown or intermittent lockdown world will provide a blend of challenges and opportunities for media organisations. Many long-held business assumptions, strategies and product offerings will require re-evaluation and thought. Success through partnerships will also provide businesses with opportunities to evolve as ‘the new normal’ takes shape. Join FIPP President and CEO James Hewes and three senior Dow Jones executives to discuss some of the work they have been doing to adapt to the changing media landscape.

Sign up now.

You can find all past (recordings) and future FIPP Insider Webinars here. All video’s are also available on the FIPP YouTube channel.

Related:

Kantar Affectiva webinar coverslide

Reclame tijdens lockdown: wat werkt?

Voor iedereen is inmiddels wel duidelijk dat reclame maken op dit moment een mijnenveld is. Maar waar liggen ze, de mijnen die je merk in een klap zoveel schade toe kunnen brengen? Eén advies dat je als merk absoluut ter harte moet nemen: vertel je publiek heel duidelijk en concreet wát je precies doet om hen te helpen in de coronacrisis. Authentieke empathie.

Lees ook: Marketing in tijden van corona: wat (niet) te doen?

We worden om de oren geslagen met tips en advies over communiceren in crisistijd en het is lastig de zin en onzin (en profiteurs) van elkaar te scheiden. Kantar komt gelukkig met een degelijke analyse van onderzoeksresultaten (o.a. COVID-19 Barometer) die ook nog heel praktische adviezen oplevert (zie presentatie onderaan dit artikel). Ook FIPP verzamelde in een webinar met twee topexperts van The River Group en Capgemini een aantal goede tips.

Disruptie van aankoopgedrag

Uit de COVID-19 Barometer blijkt dat 92% van de ondervraagden wereldwijd niet van mening is dat merken moeten stoppen met adverteren (8% wel). Sommige consumenten geven aan reclame een aangename afleiding te vinden, een herinnering aan het normale leven en een teken dat het leven (en de economie) wel gewoon doorgaat.

Het advies is dan ook om juist nu te blijven adverteren en zichtbaar te zijn. Er is sprake van grote disruptie in de aankoopgewoontes van mensen en als merk ben je beter onderdeel van de nieuw te vormen routines.

Wat verwachten mensen van merken?

Merken zouden zich moeten bekommeren om het welzijn van hun werknemers (79%), blijkt uit de Kantar Barometer, donaties doen voor maskers en ziekenhuisapparatuur (49%) en ervoor zorgen dat ze consumenten kunnen blijven bedienen met hun producten en diensten (45%).

Graph Kantar- What should companies do at the moment

74% van de ondervraagden vindt dat merken de situatie niet moeten uitbuiten om het werk te promoten. Dat maakt communiceren lastig en merken zeer kwetsbaar. Haak je in op de situatie of niet? Zo ja, waar moet je op letten? Kan humor wel?

Welke fouten maakten merken?

Eén fout die veel merken al gemaakt hebben, is stoppen met adverteren. Dat illustreerde Kantar in de webinar van 27 april met analyses van eerdere crises: de merken die zichtbaar blijven (op een goede manier) herstellen sneller. Negen keer sneller, volgens de data.

Graph Kantar - brands recovery rate after crisis linked to advertising

De tweede fout is het aanvragen van overheidssteun of een beroep doen op publiekssteun, terwijl de noodzaak er niet is. Zoals grote winstgevende bedrijven (en miljardairs) als Booking.com, Virgin Atlantic, Victoria Beckham en Amazon gedaan hebben. Ook al is het legaal of kun je er juridisch gezien aanspraak op maken, wil dat nog niet zeggen dat het moreel is. Mensen straffen amoreel gedrag van merken op dit moment genadeloos af.

De goede voorbeelden

Het belangrijkste advies van zowel Kantar als The River Group aan merken in de coronacrisis is: als je kúnt helpen, help dan! Dat is niet alleen moreel de beste keuze, maar zal ook de reputatie en kracht van je merk ten goede komen.

Quote van Dr David Nabarro van de WHO:

“Brands must strive to be authentic, accountable, and audacious in their communications. They should lead where they can and work together with NGO’s and governments, recognizing that they have the capacity to jointly enable solutions”

Enkele goede voorbeelden die Kantar en FIPP aanhaalden zijn Formule1 teams die medische apparatuur helpen ontwikkelen en produceren; alcoholmerken (o.a. LVMH) die ontsmettingsmiddelen maken; autobedrijven die consumenten uitstel van betaling geven; gratis toegang tot betaalde services geven (o.a. WhatsApp, Nike); CEO’s (en politici!) die een deel van hun salaris schenken aan goede doelen.

Drie reclamestrategieën

Uit de analyses van Kantar blijkt dat merken drie reclamestrategieën hanteren met wisselend succes bij consumenten. De eerste is het aanbieden van concrete hulp in de huidige situatie. De tweede is sympathie-reclame: we leven mee. De derde is ‘business as usual’.

Vooral de eerste strategie kan op veel positieve reacties rekenen, mits oprecht en passend bij je merkwaarden. Een simpel voorbeeld is een supermarkt die heel duidelijk demonstreert hoe zij de veiligheid van klanten tijdens het winkelen waarborgen.

Heel belangrijk bij deze strategie is dat je niet alleen zegt dat je goed bezig bent. Je moet ook heel duidelijk en concreet maken wát je precies doet. Be good and tell. Anders loop je het risico dat consumenten het als een slap verhaaltje afdoen of zelfs tegen je gebruiken.

Vage sympathieke geluiden, lege solidariteit en steunbetuigingen zijn geen goede strategie en worden zeker niet gesmaakt, aldus Kantar. Beter is dan om de hele crisis gewoon te negeren in je communicatie. Uit het onderzoek blijkt dat mensen nu helemaal niet zo anders reageren op reclame van voor de corona-situatie.

Humor is voor mensen geen probleem (vaak integendeel) en evenmin het tonen van situaties die op dit moment verboden zijn, zoals massa-events, feestjes en dergelijke, wanneer die onderdeel van het verhaal zijn. Het aanmoedigen om regels te overtreden, lachen met de situatie zelf en moedwillige ongehoorzaamheid waarderen we echter niet.

Het nieuwe normaal

De versoepeling van de maatregelen zijn inmiddels aangekondigd, maar de situatie zal niet terug naar ‘normaal’ gaan en social distancing blijft de norm. E-commerce, videocommunicatie en automatisering hebben een boost gekregen, die niet meer weggaat. We zullen veel vaker in rijen staan wachten in elk geval. Luxe winkels en merken geven in China al de mogelijkheid om een tijdslot te boeken om dat te voorkomen.

Te verwachten is ook een golf van zgn. ‘revenge spending’, waarmee mensen zichzelf straks belonen. Daar moeten merken zich ook op voorbereiden door nu zichtbaar te zijn. Anderzijds zijn veel mensen bewuster geworden, ook van de waarde van bepaalde zaken, wat gedrag op allerlei fronten zal beïnvloeden.

De FIPP Webinar kunt u zelf hier bekijken

De presentatie van Kantar:

Lees ook: 

Heart of Britain logo - TI Media

FIPP Insight Award: TI Media discovers a forgotten target ‘Heart of Britain’

TI Media won a Silver FIPP Insight Award in the category Research B2B for their ‘Heart of Britain’ project. ‘Heart of Britain’ are the 14 million people who make the household decisions, buy products and bind our nation together.  Brands that focus on the perceived affluence of ABC1 and millennial consumers may be missing out on a £350bn commercial opportunity. The research was aimed at urging media buyers to “look outside of the London bubble”.

Lees ook: Media mix uit balans: adverteerders accepteren sub-optimale ROI

In partnership with research firm Differentology and using innovative methods like machine learning, video and AI, TI Media set out to better understand this audience and discovered a “forgotten economic powerhouse” and the “driving force” behind local communities and high streets.

Much has been said about the alleged inability of the UK’s media and advertising industry to communicate with ordinary working Britons. These women – dubbed by TI Media as the “Heart of Britain” (HoB) – sit “at the centre of families, communities and the nation as a whole”. Without this group there’d be no NHS, no customer service, schools would close, and the British economy would be £350m a year lighter.  And yet, they don’t have the appeal of the likes of Millennials and are thus an often neglected and misunderstood media audience.

Heart of Britain average and total income

The original influencers

Our findings featured around 5 core pillars:

  • Strength: They are the nations caregivers; full of empathy, compassion and generosity.  They have an optimistic outlook and embrace authenticity and honesty in the world around them, particularly in their media choices.

Graph Heart of Britain typology

  • Economic power: They are the forgotten economic powerhouse; representing 14 million women and £350bn in economic income (vs. AB audience £324bn, Millennial audience £190bn).  Representing more spend than both AB and Millennial audiences across key categories including groceries, Christmas, holidays and even automotive.

Graph Heart of Britain purchasing power 1

  • Savviness: the misconception is that this audience is driven by ‘cheap’ but the reality is that they are incredibly savvy with understanding and evaluating ‘value’.  They are willing to pay the extra price tag, but only when it is really worth it.

Graph Heart of Britain savviness

  • The original influencers: They have a presence in multiple communities from their family through to neighbourhoods, customer service and the wider world. They are powerful advocates within their networks connecting the dots for the community around her, with 58% actively recommending products they like to their peer group.

Importance of magazines and ads

From each of these pillars, we ultimately found the importance of magazines (and adverts specifically within magazines): our Heart of Britain audience are actively looking to magazines for inspiration and guidance that directly influences their wallet and purchasing decisions.

A key finding of the study was how much the female figure in the house holds the purse strings and the likes of Iceland, Wilko and Lidl are all in advanced partnership discussions having previously done little to no weekly print media with TI.  Beyond this, Heart of Britain has informed TI Media’s approach to insight generation, and sales approach for Q4/Christmas period, expecting to hit £250k revenue in the Christmas TV issues alone, with the commercial offering fuelled by the Heart of Britain research.

We took an often under estimated audience and shone a light on their value. Stepping out against the repetition of Millennial projects and demonstrating the value of mainstream audiences. The project has, (and continues to) service one of its primary functions, which is to open doors and start conversations with clients direct, who we previously may have struggled to engage with. Or, get access to planners/comms/strategy teams that are higher up the planning chain.

Goals and methodology

There were 2 core objectives to the Heart of Britain project which we have measured success against. Objective 1: To break ranks and illuminate the value of the often mis-understood, ill-represented and under estimated, audience of aged 35+ C2DE women. Objective 2: To open doors and start conversations for TI Media directly with clients, who previously may not have engaged with their print publications. Or, (where applicable) to gain access to planners/comms/strategy teams that are higher up the planning chain.

Methodology: to shine a light on this overlooked audience we took a large scale, mixed methodology approach blending in-depth ethnography, peer-led quads (to remove the researcher effect), AI semiotic and semantic analysis turning qualitative transcripts into at scale data points, along with a robust online survey.  The results were brought to life using LivingLens video diaries to influence everything from ad sales to editorial and using AI analysis on qualitative transcripts allowed us to create impactful, data driven charts from a large-scale ethnographic study (a media research first!). This innovation allowed us to understand beyond what is said in an ethnographic setting, mapping emotions and archetypes to deliver a comprehensive understanding of this audience, and how media is able to influence their purchasing decisions.

Differentology and TI pride themselves on research innovation.  A key criteria for the project was to deliver a media research first that sparked attention but also delivered incremental value.  To do this we used semiotic and semantic machine learning into a qualitative environment, turning ethnographic transcripts into scalable data points.  Alongside this we brought the project to life through the use of video in order to ensure the project was able to live on and influence the business beyond the point of debrief!

Source: FIPP

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FIPP Award winner: Conscious Reach, the new planning metric

Axel Springer won a gold FIPP Insight Award in the category Best Use of Insight B2B. Their Award entry shows the development of a new metric for media effectiveness: ‘Conscious Reach’. The old metrics are not enough in times of Google and Facebook, Axel Springer says. ”Conscious Reach“ is their new approach to analyze, evaluate and optimize media planning strategies and channel decisions. “For the first time ever, cause-effect relationships can be included in media planning alongside purely descriptive features such as reach, CTP and affinity.”

Reach, affinity and CPT are commonly used to evaluate the effectiveness of media channels. Reach must be more qualified, because the quality of the contact drives the advertising impact, according to Axel Springer. That is the reason they started this study to find a new metric, better suited to today’s media landscape.

For this project, the media company formed a partnership with a media agency, advertising clients, science and research institute to combine knowledge and to promote the establishment of a new standard to measure and compare media effectiveness. Their award winning work is only the first step and will be followed by more in-depth research this year.

A new measure based on real impact

A first study in 2018 showed that social media does not come close to classic media brands in terms of “Conscious Reach”. Classic media like print-based brands or TV are more top-of-mind and more likely to receive the relevant attention from the reader/user.

Graph most important and reliable news sources

A lot of relevant data is available for classical media, like print media, TV, radio and so on within market-media studies in Germany. But there is no comparable standard for social media and Google. Axel Springer states that qualitative weighting factors are therefore needed, based on the real impact for individual media genres in order to create a predictable measure.
Graph advertising recall per media type

This new measure, including reach, affinity and CPT, enables a transparent, comparative positioning of TV, print, radio and social media. Axel Springer promotes the “Conscious Reach” as a new standard to evaluate media effectiveness for all media – classical and social. Advertisers will get a deeper understanding of the advertising effectiveness, but also have the possibility to spend their advertising money better and more effectively.

Reach, reputation, attention, content

The “Conscious Reach 2.0” project leverages a multi-method study design combining a secondary meta-analysis of applied and scientific research (approx. 1800 studies, verified sources that investigate causal relationships), qualitative interviews and focus group discussions(110 interviewees / participants) as well as a combination of explicit and implicit (psychophysiological) methods.

As the first main result of the analysis it can be stated, that the “Conscious Reach” consists of four relevant drivers: reach, reputation, attention and content.

Graph conscious reach media types

Next steps?

These dimensions for the “Conscious Reach 2.0” now need to be further validated. A new measure, a new index, for the media industry is to be developed in an application- and practice-oriented way.

This index has to be incorporated into media planning as a weighting criterion thereby including cause-effect relationships in media planning alongside reach, CTP and affinity. All advertising impact effects that are normally documented ex-post are bundled in advance and incorporated into the planning process as a key decision criterion.

Axel Springer hopes to spark an international debate in the media industry with their Conscious Reach study, which will result in the aim of setting a new international standard.

Source: Axel Springer

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Pay Attention campaign: Mike Florence

FIPP Award winner 2019: Magazines offer high quality attention at a lower cost than other media

The overall winner of the FIPP Insight Awards 2019 was Magnetic, the UK magazine industry initiative promoting the medium (similar to Magazine Media). For the jury, consisting of marketing and research people from magazine media companies all over the world, the Pay Attention project is a textbook example of how magazine media associations can influence the dialogue and dynamic around the medium in the advertising market. 

On the dedicated Pay Attention website (click here to view) all insights from their own and third party research can be consulted and downloaded: “Why magazines? Discover why attention matters and the role magazines play in the modern marketing mix.” Everything is ready to use and easy to download for agencies, sales houses and advertisers.

Why are magazines relevant for advertisers?

The first report that resulted from the Pay Attention project, published early 2019, lists the insights from recent research:

  • Magazine readers are more likely to give their full attention when reading magazines than when engaging with other media
  • 82% of readers welcome magazine advertising
  • 58% of readers said they don’t do anything else whilst reading a magazine (third behind cinema and newspapers)
  • 43% agreed that magazine advertising is relevant; more than any other channel
  • 57% agreed that magazine advertising is part of the experience; more than for any other channel
  • Magazines offer high quality attention at a lower cost than other media
  • Magazines provide an environment where advertising is welcomed as part of the experience and where consumers exercise prolonged engagement with the material. In a world where there are increasing demands on our attention, magazines offer a very valuable opportunity to reach engaged audiences in a meaningful way. When CPT data is considered, the value of magazines really shows.

Optimising for profit

The second report in 2019, called ‘Optimising for profit’, focuses on ROI effects of magazine advertising. We already discussed the findings in this article: Media mix uit balans: adverteerders accepteren sub-optimale ROI.

Maybe the biggest achievement of Magnetic Media was to convince a selection of media experts and industry leaders to testify in the Pay Attention campaign.

Gavin Sheppard - Magazines WorkTom George - Group MPay Attention campaign: Mike Florence

In the video below a selection of industry leaders share their thoughts on why attention matters in today’s media and communication landscape.

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Big Mag -role of print magazine

FIPP Award Winner: The power of magazine brands is stronger than ever

The digital era has disrupted offline media in more ways than anyone may have expected. The perception of different media is changing as a result of the changing role in consumer lives. Marketers and agencies are re-evaluating magazine media more negatively than they deserve based on the data and appreciation of readers (also read: Re-evaluation media in Belgium). 

The Dutch MMA concluded that it was high time to research the current role and unique value of magazine brands. They presented the result at MAGnify 2019 and  won a FIPP Insight Award in Texas earlier this month.

Also read: Nancy Detrixhe, MMA:”“Met magazines bepaal je zelf je eigen algoritme”

The role of magazine brands

In the current media landscape, magazines have transformed to magazine brands with a range of offline and online channels. The main questions of the research was: what is the strength of magazine brands in the current turbulent media landscape? How is consumption changed? What is the value and relevance of magazine brands in comparison with other media?

The research includes a qualitative and quantitative part. By using an online community –  an interactive platform – the idea was to get an in depth look at the motivations and associations of consumers to different media (internet, tv, radio, books, social media) and especially magazine brands. For the quantitative approach, MMA used the outcomes of the online community to quantify results in general and per magazine categories. The results were used for promotional purposes.

Summary of the main results:

88% say that magazines are indispensable!

The unique value of magazine brands

…lies in the individual character of reading a magazine. A magazine moment is a special moment for readers. Readers fully recharge themselves (relaxation, time out, digital detox). No other medium gives that feeling. These moments are very important, valuable and needed. So in the digital age, the strength of magazines hasn’t changed. The function of relaxation/me time has always been an important strength of magazines, but the research learned that this strength is even more powerful than ever.

With magazines you determine your own algorithm.

The research showed that the reading experience is a very important part, not to be underestimated. The reading experience is very intense and the fact that you can determine when, how, where to read is a big advantage in comparison with other media. Other media are often consumed linear or there is a lot of negative diversion and interruptions. That’s not the case with magazines

Magazines give readers satisfaction

Magazine readers believe there is a good balance between time spent and the gain from it. Magazines give you the feeling that you’re up to date and that you haven’t missed anything (because there is a beginning and an end). Internet gives a lot of information but it never stops, so the feeling that you miss things is bigger here.

Young people appreciate offline moment

Young people appreciate the strengths of magazines as mentioned above, in part even more than older target groups. (Also read: Print is terug van nooit weggeweest). Having an offline moment without any interruption is an important motivation for young people for reading magazines. (Press Pause: read more here)

Shift to online channels

‘Passive’ ways of following magazine brands. like online, social, turn out to be important triggers for people to connect with magazine brands (offline and online). Online channels of magazine brands make the brands more visible and more accessible. Readers follow their favorite brands often in more passive ways like social media and newsletters. The reasons for more ‘active’ ways of following a magazine brand (like website visit) are mostly information and inspiration.

Big Mag - use of social media - app- website

Different functions for different channels

In general online channels fulfill the need for readers to stay up-to-date in real time. Social channels are also consumed to fight boredom (like waiting room and commuting moments). Print magazines are a relaxation and me-time/quality time medium. The combination of the offline and online channels make magazine brands attractive.

Big Mag - different media different roles

Magazine advertising is no mood killer

82% has the opinion that advertising belongs to the content of magazines. In other media advertising is perceived as interrupting. This result confirms results from other studies.

The next step for the MMA is to use the insights from the research to develop a campaign for the promotion of magazine brands in the Netherlands in 202o.

Related articles: 

More information about the research method

The study involves all channels of magazine brands. 

An online community: an interactive platform especially developed for this research where 135 respondents conducted several exercises to get in depth insights from consumers about the power and value of magazine brands. The community offers a lot of space for creativity and discussion, for example uploading of photos and videos, quotes. Goal is to expose the subconscious and collect deep insights of the consumption of magazine content, changes in consumption of magazine media, the role and value of magazines compared to other mediatypes, imaging of magazines and magazine platforms (online, social). Fieldwork from 8-19 April 2019

Online panel survey: 1,007 respondents have been questioned. In this part of the study results of the online community were quantified and further deepened. The quantitative part of the survey is also important for promotional purposes. Fieldwork from 6-14 May.

Target group for both studies: male/female, 18-65 years, all consume once or more times in a month magazine media (offline and/or online), spread over different magazine categories.

 

 

Radiant woman with grey hair in brown dress - Defiant

FIPP Insight Awards: Defiant, are 50+ women invisible?

Logo FIPP Insight AwardsOne of the FIPP Insight Award winners this year is an interesting project from Bauer Australia: Defiant, I am who I am. 50+ women are an influential, powerful and affluent target group which seems to be totally overseen by brands. Bauer conducted a research into the lives of these women. The presentation on the Australian market led to more focus on the target by marketers.  

Also read: The power of magazine brands is stronger than ever

Society has not come to terms with the fact that everyone is leading much longer lives. Ageing is still associated with catastrophe and we are still coming to grips with the fact that women are living longer and the opportunities this might present to brands and marketers. But the way we represent a women in her 50s has barely changed. As the Bauer researchers say: we need to re-frame longevity.

‘Invisible’ women

Despite women 50+ making up almost 20% of the population, having greater financial clout, increased life expectancy and a refusal to grow old the ways their parents have –few brands target them directly or if they do -revert to older stereotypes that are out of step with reality. You may have even heard that this women is ‘invisible’.

Bauer embarked on a research journey to understand the real story surrounding this women’s life and if in fact she really did feel ‘invisible’?

Growing, not growing old

What they found through the research was not in line with the narrative we were anticipating. What they uncovered was a group of women supremely confident, recreating social norms, leading the way and ‘growing’ not ‘growing old’. This woman was having one hell of a secret life party that no marketers or advertisers were invited to.

37% of 50+ women in the research said no categories were doing a good job of representing women like them in their advertising. In fact less than 5% of these women feel technology and automotive brands represent them. Because when advertisers do turn up, they treat her like she’s “my mother”, “an idiot”, “technologically inept” and “fighting against who I am supposed to be”. This is a group of women challenging and recreating social norms. She is leading the way, influencing and showing other women her age what life could look like. And of course she has the confidence to be leading the way. All you need to see is what has lead her to this point in her life…

Read more in the Defiant white paper below:

Not only do the results from the research tell a brand new narrative, we have also seen an increase in advertising briefs received targeting women over 50. The research has been requested by and presented over 35 times (and counting) to a wide range of direct client and agency audiences across Australia with requests to see the research still being received.

The winners were announced at the Opening Reception of the FIPP World Media Congress, taking place in Las Vegas on 12 November 2019. Check out the full award winners list here

More interesting research: