Diese Präsentation wurde erfolgreich gemeldet.
Wir verwenden Ihre LinkedIn Profilangaben und Informationen zu Ihren Aktivitäten, um Anzeigen zu personalisieren und Ihnen relevantere Inhalte anzuzeigen. Sie können Ihre Anzeigeneinstellungen jederzeit ändern.

Fipp wmc 2011 esther braspenning

1.635 Aufrufe

Veröffentlicht am

Veröffentlicht in: Business, News & Politik
  • Als Erste(r) kommentieren

Fipp wmc 2011 esther braspenning

  1. 1. 1<br />ENGAGEMENT<br />
  2. 2. Engagement and the magazine media<br />FIPP World Magazine Congress<br />Esther Braspenning - Sanoma Media<br />New Delhi, 12 October 2011<br />2<br />esther.braspenning@sanomamedia.be<br />Brussels12<br />
  3. 3. “Engagement is like love —everyone agrees it’s a good thing, but everyone has a different definition of what it is.”<br />Jeffrey Grahamexecutive director customer insight at The New York Times<br />3<br />
  4. 4. “When it comes to a breakfast of bacon and eggs, the chicken is involved but the pig is committed”<br />4<br />
  5. 5. MAGAZINES BELONG TO MY WORLD<br />
  6. 6. Why do magazines engage?<br />SOME INSTITUTIONS<br />SOME INSTITUTIONS<br />EVERYDAY CONTACTS<br />EVERYDAY CONTACTS<br />THE WORLD<br />COMMUNITY<br />COMMUNITY<br />THE WORLD<br />FRIENDS<br />FRIENDS<br />OUR WORLD<br />OUR WORLD<br />FAMILY<br />FAMILY<br />MY WORLD<br />MY WORLD<br />My magazine<br />Ownership<br />Relevant<br />Intimate<br />Trusted<br />A friend<br />Source: Henley Centre:<br />Delivering Engagement 2004<br />6<br />
  7. 7. Magazines engage in different ways:<br />As a trusted friend (or lover*)<br />A bridge to interaction and participation<br />A spur to inspiration<br />Guidance and life-management<br />A symbol of status<br />Why do people read magazines?<br />Source: Henley Centre, Delivering Engagement 2004;<br />*Sanoma Media Brain; NUV Engagement Study<br />
  8. 8. FOCUSSED ATTENTION<br />
  9. 9. It is not the time…<br />Magazines are read<br />only a few minutes <br />on average per day<br /> Average minutes per hour<br />6am Time of day 11pm<br />9<br />Source: Ball State U<br />
  10. 10. … it’s the attention<br />Eat<br />Work<br />Media<br />Note that “media only” life activity includes concurrent exposure of two or more media<br />Magazine Newspaper TV Radio Web<br />Source: Ball State U<br />10<br />
  11. 11. … the primary attention<br />of multi-media time spent with medium, % where it receives primary attention<br />Source: Source: Smurfit/UCD for <br />PPAI, Ireland and Ball State U<br />11<br />
  12. 12. … PICKED UP AND READ AGAIN AND AGAIN<br />
  13. 13. 13<br />DOUBLE.<br />PRINT WORKS.<br />1.8 contacts per spread per reader<br />33 seconds average time spent per spread<br />two-page spread<br />two-page<br />without advertising<br />two-pagewith advertising<br />Total: 2,060 persons (290,299 two-page contacts)Aggregated values on the basis of 24 titles<br />
  14. 14. 14<br />DOUBLE.<br />PRINT WORKS.<br />>> Magazines stay in the household for a long time. On average they are read by each user six times for a quarter of an hour each time.<br />Source: AIM Ad Impact Monitor 2009; basis: 24 titles in 1,200 magazine-buying households with a total of 2,060 persons<br />
  15. 15. MAGAZINES ENGAGE MORE...<br />
  16. 16. Tv<br />Radio<br />Dailies<br />Magazines<br />Internet<br />Cinema<br />Internet TV<br />Mail<br />Free sheets<br />Engagement:<br /><ul><li>Close to me
  17. 17. One of my most favorite
  18. 18. I miss it
  19. 19. No other can take it’s place</li></ul>Engagement 6/7 1 2 3 5 6/7 8 4 9<br />Attention 4 6-8 5 2/3 2/3 1 6-8 6-8 9<br />Appreciation 4/5 3 6 2 4/5 1 8/9 8/9 5<br />Source: Mediabeleving 2007, TNS NIPO, NL<br />16<br />
  20. 20. Engaged readers get more information, entertainment and stimuli from their magazine<br />.... engagement improves media experience<br />Source: Mediabeleving 2007, TNS NIPO, NL<br />Source: Mediabeleving 2007, TNS NIPO, NL<br />17<br />
  21. 21. … and the advertising experience<br />'I am more likely to pay attention to an advert if it appears in/on one of my favourite…'<br />Source: Smurfit/UCD for PPAI, Ireland<br />18<br />
  22. 22. Magazine advertising ..<br />.. has more positive drivers<br />- credibility, trust<br />- useful information<br />.. has fewer negative drivers<br />- less inconvenient moments<br />- less repetition<br />.. is not disturbing (79%, vs. TV 47%) <br />3 of 10 pages pulled as favorites were ads*<br />Source: GfK MRI, 2010<br />Source: NRS Consumer spring 2007 A / Finland<br />19<br />Source: Starcom ACE Print Engagement study, 2005<br />
  23. 23. Engaged readers see more..<br />20<br />HIGH<br />LOW<br />Open eyes open book<br />Ad noted<br />Category recognized<br />Product recognized<br />Source: Sanoma RRO database, 2000-2010)<br />
  24. 24. … and act upon what they see<br />21<br />75% engaged readers say ads are the reason they visit certain shops or websites*<br />*Source: Magazine Engagement Study, NUV 2007 <br />Source: The Magazine Relationship, IPC Media Values, PPA<br />
  25. 25. Engagement is visible in our brain<br />
  26. 26. Content Page<br />Print Ad<br />Difference<br />Brain activity<br />23<br />
  27. 27. Result of mix of emotions:<br /> trust of magazine ad is <br /> higher than TV commercial<br /> Magazine ad is processed <br />and stored in the memory <br />better than a TV commercial<br />24<br />
  28. 28. Influentials love magazines<br />
  29. 29. Reaching influentials<br />Which media do the Influentials in the Clothescategory use?<br />Source : TGI /WOM : Key Influentials and heavy users of medium<br />26<br />
  30. 30. Magazines as best source of information<br />Magazines <br />Beauty, Society, Fashion, Gardening, Home Decoration, Relations, Ideas and Tips, Cooking, Raising Children, Health Care, Interviews, Building, Technology, Cars, Arts and Literature, Hobbies, Competitions<br />TV <br />Nature and Animals, Wars and Catastrophes, Sports, Consumer Information, Religions and Worldviews, Countries and Cultures<br />Newspapers<br />Radio and TV Programs, Politics, Business and Economy, Finnish as EU members, Financial Matters<br />Radio<br /> Music<br />Source: Media Fidelity NRS 2007 (Magazines) / Finland<br />
  31. 31. Source: Trendsformers research, NIPO/Sanoma Uitgevers, the Netherlands<br />28<br />
  32. 32. Source: Trendsformers research, NIPO/Sanoma Uitgevers, the Netherlands<br />29<br />
  33. 33. Magazines are ready for the future<br />30%of magazine readers report that they have used a computer or mobile device to visit a magazine’s website in the past six months.<br />Source: Affinity’s VISTA Service, 2010<br />
  34. 34. Digital is an opportunity<br />Content is key<br />Digital enhances the magazine experience<br />31<br />“Online is a quick fix, magazines are something to savour”<br />Q: To what extent do you agree/disagree with each of the following statements?<br />Source: Vogue Business Report 2011<br />
  35. 35. Digital magazine experience<br />Most enhancing digital extras<br />Satisfied with<br />digital reading<br />experience<br />Source: MPA, Worldwide Certified Profile of the digital edition reader, 2010 <br />Source: Smarter Media Sales / Nxtbook Media/VIVmag, 2010<br />
  36. 36. CONCLUSIONS<br />India is not that different<br />(well, when it comes to engagement)<br />Magazines used to engage<br />still engage now<br />and will keep engaging!<br />33<br />
  37. 37. Future research:<br />online & tablet magazine reading and engagement<br />Beware of online engagement!<br />Google Report: Display Engagement Flat Despite Rise of Rich Media<br />ADWEEK, 17 Aug.2011<br />What’s next?<br />34<br />
  38. 38. 35<br />esther.braspenning@sanomamedia.be<br />Brussels12<br />

×