presentatie over de unieke rol en effectiviteit van magazine media in huidige medialandschap

1. MAGAZINEMEDIA
TELLSANDSELLS
LINDATHOMASBROOKS
President&ChiefExecutiveOfficer
10.09.17
@mpamagmedia | @runltb | #mpatellsandsells

2. THERHETORICIGNORES
THEREALITY

3. Magazinemediabuildsbrands
andsellsproductinasafeand
transparentenvironmentwith
demonstrableresults andmore
rigortoproveitthananyoneelse
WHATIS
SPECIALABOUT
MAGAZINES?

4. THERHETORICIGNORES
THEROLE

5. THEHIERARCHYOFADVERTISINGEFFECTS
BRANDAWARENESS/FAMILIARITY
MESSAGEASSOCIATION
BRANDFAVORABILITY
PURCHASE
INTENT

6. THERHETORICIGNORES
THEREACH

7. Total MM360°
Print+Digital
Web
Mobile
Video
AUDIENCESIZEBYPLATFORM(INMILLIONS)
0
500
1000
1500
2000
Sources for Print+Digital Audiences: GfK MRI's Survey of the American Consumer® and Ipsos Affluent Survey USA
Sources for Online platforms: comScore and Nielsen Online
MAGAZINEMEDIA360°
BRANDAUDIENCEREPORT
AudienceTrend by Platform

8. 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
TOP10TVSHOWS
(Adults18-49in2016-17Season)
TOP10MAGAZINES
(Adults18-49MRISpring2017)
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

9. THERHETORICIGNORES
THERESULTS

10. PRINTPROVIDES
LIFTONAWARENESSMEASURES...
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 Digital
Number Respondents: Print + Online = 30,588; Online + TV = 91,019; Print + TV = 24,563; Print + Online + TV = 10,967

11. ...ANDFORLOWERFUNNELMETRICSTOO
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 Digital
Number Respondents: Print + Online = 30,588; Online + TV = 91,019; Print + TV = 24,563; Print + Online + TV = 10,967

12. NOTEVERYADDOLLARISTHESAME
$3.94
ReturnonAdvertisingSpend
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

14. THERHETORICIGNORES
THERECEPTIVITY

16. Magazinemediaismore
trusted,inspiringandmotivating
thanothermedia.
Source: Simmons Research, Multi-Media Engagement Study, Spring 2016

17. Magazinemediareaderssay
“adsfitwellwiththecontent”
–moresothanonwebsitesandTV.
Source: Simmons Research, Multi-Media Engagement Study, Spring 2016

18. Readers18-49areespecially
receptivetoadvertisinginmagazine
media–morethanwebsitesorTV.
Source: Simmons Research, Multi-Media Engagement Study, Spring 2016

19. Source: Simmons Research, Multi-Media Engagement Study, Spring 2016

20. Higher comprehension
and recall
Stimulates emotions
and desires
Slower reading speeds
Preferred by majority
(even millennials)
More focused attention,
less distraction
Drives sensory involvement
PAPER-BASED
READING

21. THERHETORICIGNORES
THERESPONSIBILITY

23. MAGAZINEMEDIA’SMOMENTINTIME
BRAND SAFE,
BRAND EDIFYING
MEASUREMENT —
AUDITED, VALIDATED,
ACCREDITED
BETTER
VIEWABILITY
IMMERSIVE
USER EXPERIENCE
PROVEN
EFFECTIVENESS

24. LINDATHOMASBROOKS
lthomasbrooks@magazine.org
212.872.3710
magazine.org
MAGAZINEMEDIA
BETTER.BELIEVEIT.