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PUBLICATION: PROOF OF PERFORMANCE POP questions the


The imminent second edition of FIPP’s Proof of Performance (POP) report will be a resource packed with data, charts and insights, making the case for the effectiveness of magazine media. Guy Consterdine reveals what we can expect from this authoritative and crucial review of recent media research.


The new edition of POP will be launched at the FIPP Ibero-American Magazine Media Conference in São Paulo (22-23 September). www.fippsaopaulo.comwww.fipp.com/POP


What is the principal aim of POP? To use research from around the world to demonstrate how and why magazine media advertising continues to deliver a very positive return on investment (ROI) for advertisers.


What are the main trends you have seen since the first edition of POP was published two years ago? One trend is more research on how consumers use digital media – websites, tablets, smartphones, social media. There is mounting evidence that advertising on these publisher platforms is very effective in selling products. Another trend, linked to this, is more research on how the different magazine media platforms work together. There is a multiplier effect. A third trend is the volume of studies


examining ROI, from many different countries. The same conclusion is found everywhere: investment in magazine advertising produces handsome results in terms of increased sales, often with ROI figures that surpass those of other media.


Who is POP aimed at?


There are three primary audiences: ❤❤Media owners; especially their sales and marketing departments.


❤❤Marketers; to inform them about a wide range of opportunities.


❤❤Advertising and media agencies; to help them advise their clients as to the best allocation of their budgets There are also some secondary audiences,


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with other media, in moving consumers towards purchase


❤❤Demonstrating the continuing value of publishers’ B2B media


All of the studies received as entries for the FIPP Research Awards will be featured in the new edition of POP.


such as academics and students of media studies, journalism and related subjects.


You have received a considerable number of entries for this year’s FIPP Research Awards. Are there predominant themes among the entries? I see the major themes as: ❤❤Consumers’ complementary use of print and digital platforms


❤❤Reader engagement with printed magazines


❤❤Using neuroscience to understand emotional responses to content


❤❤The effectiveness of advertising on magazine websites and digital editions


❤❤Proof of printed magazines’ cost-effectiveness, and their ability to drive sales


❤❤Case studies of partnering with marketing companies to create a range of magazine- centred activities


❤❤Developing better tools for measuring advertising cost-efficiency


❤❤Comparisons of magazines


PoP can be used to promote the strengths of magazines and to reach agencies and advertisers with critical information about the value of advertising across all magazine media...


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What is the ‘multiplier effect’? Recent evidence shows print is just as powerful as before when used on its own. But when print is used in combination with publishers’ digital and other properties, magazines’ offering to advertisers strengthens. There is a multiplier effect when consumers see an advertiser’s messages in a printed magazine, on its digital editions, and on TV or radio. For decades we have published research


showing how magazines and other media such as TV can create a multiplier effect in message delivery. Now we’re seeing the same thing when publishers’ use multiple platforms in combination.


If you have any new pieces of research to consider for inclusion


in the second edition of POP, send to


Guy@consterdine.com.


POP quotes research from many countries. But is research in one country relevant to another? We find the same broad conclusions in every country, regardless of the media scene. Consumers love magazines in much the same way everywhere, and there is growing evidence that the same applies to their websites and digital editions.


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