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The powerful relationship between readers and their favourite magazines

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The powerful relationship between readers and their favourite magazines

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  3. 3. Magazine medium’s essential strength:  Way in which readers choose and use their magazines Through its content and the way it is packaged each magazine has it’s own, distinct personality  Readers choose magazines that connect with the personal self4
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  5. 5. Readers then develop an It’s similar to the emotional attachment to way in which we choose our their favourite magazine(s) friends  The magazine and its  What follows is a close, personal relationship with the brand: content matches the reader’s own o ‘My’ magazine personality and situation o A feeling of ownership o An informed friend6
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  7. 7. 8 Source: Carat Consumer Connection System, UK, 2010
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  10. 10. PPA UK describes “The magazine moment was the typical described warmly and positively magazine reading by all respondents. It was experience as the treasured, as a break from magazine moment. work/housework/homework/etc., a totally different activity which From its ‘Absorbing transported the readers from their Media’ study: everyday situation…”11
  11. 11. Respondents who said they are alone Respondents who watched TV or took part in when reading a magazine* social/family experiences when reading a magazine* Source: Magazine Experiences Europe study published in 2008 by Time and Fortune magazines. *France, Germany, UK12
  12. 12. e in a a “Magaz “Magazine i s aders ar e in “Re a d e “Re r s ar ‘appoin nes are an ‘appointme are an od – e mo – ptive mo od rece ptiv tm nt to medium ent to view’ view’ rece the medium wh ive to all the recept ive to a l l valuabl valuable ‘m which offer ich offe s recept zine, e, e ‘me time rs the maga zin of the maga contents of e time’. Co tend to tend to be ’. Copies read as a tr es pi contents the e including th be read as when re when relax a treat, e incl uding laxing, and at, . .." taking a ing, and fo taking a br for r ad vertising ..." ad ver tising eak..." break.. ." From an AdSense study by IPC Media in the UK13
  13. 13. How a 38 year old woman in Germany read an issue of Vogue: Ad Impact Monitor (AIM) study (RFID Contact Study) / Germany: 2009 to 201214
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  16. 16. Magazines are Readers Advertisers choose chooseunique in the extent magazines that magazinesto which ads are reflect their with audienceswelcomed by the personalities that fit their and interests audience andaudience choice choice brandIt’s a virtuous circle Match Relevance builds Connections Media Matchmaker: It’s About Relationships. Magazine Publishers of Australia 200917
  17. 17. Starcom in the US asked consumers to tear out from their favourite magazines 10 pages which between them represented the essence of the magazines 3/10 pages were ads18
  18. 18. “A magazine’s power rests in the fact that the reader takes time to read and is focusing on the magazine. It is not only ‘your moment’, but also the moment for the advertiser. This is the opportunity for the advertiser to have an exclusive encounter with consumers.” Report on Magazine Engagement Study, The Netherlands19
  19. 19. PPA Magnify Study (UK, 2011) found :20
  20. 20. Actions ❤Familiarity with Magnify conclusion product ❤Information gathering ❤Purchase consideration ❤Purchase21
  21. 21. MAGAZINES AS DRIVERS OF BEHAVIOUR ON THE CONSUMER JOURNEY (HIGHLIGHTS) EDITORIAL AD Noting score 54% 54% INFORMATION GATHERING Gathered more info after seeing article/ad 13% 18% Visited brand website 11% 16% IMPACT ACTIONS: Have a more favourable opinion about the product 19% Recommended the product (word of mouth) 14% CONSIDERATION AND PURCHASE: Considering purchase 12% 22% Purchased 4% 9% Overall net action score 66% 63%22 Magnify, PPA, 2011, UK
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  23. 23. PROOF OF PERFORMANCE 110 evidence-based  This is the first of a 5-set presentation: the studies additional slide sets are available at: 23 countries  Full (free) digital 116 pages edition available from: www.fipp.com/POP  Order print copies from:Proof of Performance was written for FIPP by Guy Consterdine