1. Is Trust the Differentiator?
Sanoma Brussels, May 2013

2. 2
what is print power?
• We promote the use of print media among media decision makers
by
•Promoting the effectiveness of print (Print Power)
•Demonstrating the environmental friendliness of print (Two
Sides)

3. 3
what is print power?
What makes Print Power initiative unique?
Promoting benefits and taking away barriers
B2B audience and B2C
Covers various print media channels (advertising in newspapers and
magazines, direct mail, customer magazines, door drops and catalogues)
Lean central organisation - country organisations in 13 countries
Entire value chain involved
Production Distribution Printing Content Delivery
Paper manufacturers Paper merchants Printers Publishers Postal operators

4. 4
Two brands
what is print power?
Effectiveness campaign Sustainability campaign

5. 5
Print Power - campaigns

6. 6
Print Power - Campaigns

7. 7
Print Power - active countries

8. 8
Magazines under pressure
Magazines under attack of many forces
Agencies
Consumers MagazinesMagazines
Advertisers

9. 9
Advertising Expenditures Western-Europe
Growth and decline of advertising expenditures
Source: ZenithOptimedia April 2013

10. 10
Advertising Expenditures- Western-Europe
Market shares media types
Source: ZenithOptimedia April 2013
%

11. 11
Advertising Expenditures- Country differences
Market shares media in selected countries (2013)
Source: ZenithOptimedia April 2013
$ mio
10%
50%
40%
30%
20%
52,4%
36,6%
31,9%
25,1%
24,6%
22,2%
48,7%
%
Print
Share

12. 12
Advertising Expenditures Belgium
Growth of advertising expenditures per capita
Source: ZenithOptimedia April 2013
$

13. 13
Advertising Expenditures Belgium
Evolution media types
Source: ZenithOptimedia April 2013
$ mio

14. 14
Consumers downloading or reading newspapers and magazines
online
Consumer reading patterns - Subsitition
Source: Eurostat 2012
69-91%
55-69%
47-55%
36-47%
30-36%

15. 15
Time used to consume media and media investments
Martin Sorrell: media investments should be inline with the time consumers
spent reading or watching media

16. 16
Time used to consume media and media investments
However where does this leave us with
How to correct for differences in cost/GRP
How to correct for attention for ads
How to correct for situational factors
How to correct for objectives of advertisements
Does simultaneous media use has the same value as single focus
How to correct for trust level of media brand

17. 17
Cost per 100 GRPs in five major countries
Cost per GRP comparison - magazines
Source: WARC 2012
€ 000

18. 18
UK - cost per 100GRPs
Cost per GRP - UK
Source: WARC 2012
€ 000

19. 19
Indexed evolution cost per GRP
Cost per GRP - UK
Source: WARC 2012

20. 20
Multitasking # productivity
Worker 2 - The distracted
Procrastinator
Worker 1 - A Manager’s Dream
Source: HBR 2013

21. 21
Multitasking - Simultaneous media use
What is the effectiveness of a TV commercial when you’re at the same
time checking your email?

22. 22
Multitasking - Simultaneous media use
Simultaneous media consumption requires bite-size information
Watchers and readers can only scan the surface
Capacity for deep reading and deep thinking will reduce

23. 23
Consumers and their preference for Paper
Research in Belgium: preference for paper version of newspapers 62% and
magazines 83% (Source:ivox 2013)
Research among 4,500 consumers in Europe
Results Digital Natives (18-24):
Source: IPSOS 2012
Reading from paper is nicer than off screen
Print is more pleasant to handle and to touch
Prefer to keep important documents on paper

24. 24
Trust dimensions
Trust essential in human relations
Also in media and brand relations
Of increasing importance with online conversations
TrusTrus
tt
People
Media
Institutions
Brands
Advertising in
media

25. Aim of Survey
Evaluating the role of printed media in
consumers’ everyday life as well as their
attitudes towards advertising in
different channels
Magazine
Newspaper
TV
Radio
Internet
DM addressed
DM non-addressed
Catalogue
Social Media
Media covered

26. Slow BonsVivants
- Older people than other segments
- Printed media most important channel
- Advertising in print media is judged as useful
- Advertising in print media is used to support purchasing
decisions

27. - Largest consumer segment
- Larger family size and more children (<18y)
- Wealthy segment
- Very attached to print media
- Digital media is part of their everyday life
- Advertising in various channels is judged useful, with print
media on top
- Magazines and Internet first sources of information supporting
purchasing decisions
Busy Mix-and-Matchers

28. - Younger people, less money to spend
- Appreciate to choose from a variety of media
- More positive attitude towards digital media
- Advertising in variety of media useful, with magazines and
newspapers on top
- Although advertising on Internet first source of information
for purchase decisions, print media remain important
Tolerant Surfers

29. - Younger people, mostly from the cities
- Internet is dominant channel
- Advertising on Internet judged as most useful, magazines,
newspapers and catalogues more useful than social media
- Print media most trustworthy advertising channel
Youthful Digilovers

30. Proportions of different age groups
in consumer segments
%

31. Trust towards advertising
63%
25%
41%

32. Slow BonsVivants and their
trust in advertising
%

33. Youthful Digilovers and their
trust in advertising
%

34. Print media are most trusted
advertising media
%

35. Trust in advertising: direct mail vs social media
%

36. Trust in advertising: catalogues vs Internet
%

37. Thank you for your attention
ulbe.jelluma@printpower.eu
#Printpower
#ulbe