2. THE POWERFUL RELATIONSHIP
BETWEEN READERS AND
THEIR FAVOURITE MAGAZINES

3. 3

4. 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 self
4

5. 5

6. 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 friend
6

7. 7

8. 8 Source: Carat Consumer Connection System, UK, 2010

9. 9

10. 10

11. 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

12. 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, UK
12

13. 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 UK
13

14. How a 38 year old woman in Germany read an issue of Vogue:
Ad Impact Monitor (AIM) study (RFID Contact Study) / Germany: 2009 to 2012
14

15. 15

16. 16

17. Magazines are Readers Advertisers
choose choose
unique in the extent magazines that magazines
to which ads are reflect their with audiences
welcomed by the personalities that fit their
and interests audience and
audience
choice choice brand
It’s a virtuous circle
Match Relevance builds
Connections
Media Matchmaker: It’s About
Relationships. Magazine
Publishers of Australia 2009
17

18. 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 ads
18

19. “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 Netherlands
19

20. PPA Magnify Study (UK, 2011) found :
20

21. Actions
❤Familiarity with
Magnify conclusion product
❤Information
gathering
❤Purchase
consideration
❤Purchase
21

22. 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

23. 23

24. 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