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PROOF OF PERFORMANCE V2 All the evidence you need to show how magazine ads deliver, across platforms


proof performanceof


V2 making the case for magazine media guy consterdine 1


Connected consumers and the 24/7 medium


Consumers are connected to magazine brands across multiple platforms, seamlessly mixing old and new means of accessing publishers’ content. This deepens the reader relationship, and consumers’ receptiveness to the advertising. The emotional ties with magazine brands are strengthened. Advertisers are offered an even more enticing proposition.


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Consumers’ use of magazines in print


Readers’ choose magazines whose personalities and interests


match their own. It creates an involved trusting relationship, like a friend. This means attentive, thorough and repeated reading. Readership accumulates through time.


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Impact of ads in print


Advertisements in printed magazines are a valued part of their contents, because readers have chosen their magazines, and so have the advertisers. Readers notice and take action after seeing relevant ads, while formats such as gatefolds, scent strips and advertorials further enhance response. Readers are moved further along the journey towards purchase.


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Consumers use digital editions in much the same way as they use printed magazines, and for as long. Digital readers are an attractive target audience for advertisers: well educated and affluent, with a relatively young profile. They are receptive to digital advertising. Digital ads perform as well as, or even better than, print ads.


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4 DIGITAL EDITIONS


5 PUBLISHERS’ WEBSITES


“This treasure trove of knowledge bundles everything you ever needed


and wanted to know.” ESTHER BRASPENNING, MEDIA KNOWLEDGE MANAGER, THE PPRESS, BELGIUM


GET POP V2. CONVINCE YOUR


CLIENTS.


Publishers’ print editions and websites complement each other. The innate values of the print brands – such as trust – transfer onto their websites, which rubs off onto advertisers. Publisher websites’ self-selected audiences means the ads (like the editorial content) have high relevance for visitors. The multiplier effect from using a brand’s print and website properties benefits advertisers, and key performance indicators improve. Advertising on magazine websites has lifted sales by an average 8% ( for?)


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COMPARING MAGAZINES AND OTHER MEDIA


SOCIAL MEDIA


 Social media and magazine brands are about communities and are a natural destination for marketers’ messages.


 Magazine readers are enthusiastic users of social media.


 Among the adult population, magazine readers are more likely to follow favourite brands, have conversations, make recommendations and act on recommendations.  They are ‘conversation catalysts’.  Digital conversations are frequently stimulated – to a high degree – by magazine websites.


 All media have strengths, and a mix of media produces the most complete communication.  Magazines’ strengths are to do with engagement, inspiration, trust and practical use.


 Other strong assets include low multi-tasking, high primary attention, positive attitudes to advertising, and the ability to induce action and purchase.


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Magazine media make a big contribution at all stages of the consumer journey. Calculations of ROI show magazines among the most cost-efficient media. When magazines are combined with other media a beneficial multiplier effect occurs. It makes TV work harder. Adding magazines to a media mix campaign improves campaign Key Performance Indicators (KPIs).


Magazines can generate sales, both on their own and as part of a media mix. Controlled tests show substantial sales uplifts from magazine advertising. It applies to new and established products, and to short-term and longer-term measurement. Magazines deliver high return on investment – on average higher than TV. Campaigns could generate more sales if magazine advertising was added or increased.


Econometric modelling is increasingly used for guiding media strategy decisions. Magazines can benefit, yielding very competitive figures for return on investment, providing the right inputs are used. This includes weekly ratings, readership accumulation data, and a process for making it easy for modellers to access the information.


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CAMPAIGN EFFECTIVENESS: KEY PERFORMANCE INDICATORS


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CAMPAIGN EFFECTIVENESS: SALES


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ECONOMETRIC MODELS AND MEDIA EFFECTIVENESS


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