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PROOF OF PERFORMANCE


Fig 3. MAGAZINES AND THE CONSUMER PATH TO PURCHASE Consideration


Stated importance of media: ranked in top two out of 13 Ads in Print magazines


Magazine websites


Magazine apps


Source: Media Connections Study, Magazines Canada, 2013


advertising works harder if accompanied by print magazine advertising (the print ads make viewers perceive, understand and remember more of the TV commercial’s message). There is now a growing body of evidence about the ability of magazine media to generate word of mouth communication. In Canada, for example, the 2013 Media Connections Study from Magazines Canada and BrandSpark International demonstrated this very point. Magazine audiences contained a higher proportion of product influencers in a range of product categories than the audiences of other media.


Magazines work across the consumer journey Canada’s Media Connections Study also showed how magazines work for advertisers across every stage of the consumer journey towards purchase. The Canadians framed the consumer


journey in three stages: consideration (what is available?), evaluation (how do they compare?) and purchase (which is right for me?). A sample of 3,000 consumers active in purchasing food, beauty products or automobiles was asked how important each of 13 media were in influencing their


PANEL 1


SPARKING AN IDEA: “I saw this article on Twitter. It was on weight loss and it gave me some new ideas to try after reading it as I am trying to shift a few pounds before my holiday.”


SEARCHING FOR INFORMATION: “An advert for a sofa caught my eye as it was a rich colour and very contemporary. I visited their website and called to fi nd out prices etc.”


WORD OF MOUTH: “I use apps like snapchat and what’s app to interact with friends about products and clothes. I would take a photo to talk to friends about what I have read in magazines and online.”


PURCHASE: “From InStyle magazine I would likely purchase something as a result of the expert advice off ered.”


Connected Consumers, IPC Media, UK, 2013 Automotive


Evaluation Food


Purchase Beauty


decision-making at each of the three stages. The 13 media were TV, radio, print magazines, magazine websites, magazine apps, paid-for newspapers, free newspapers, online, web search, social media, online games, out of home, and direct mail. For all three product categories, magazines


in two or all three of their platforms frequently ranked among the top two media. To summarise this, Figure 3 shows the outcome for all three stages for, in turn, automotive, food and beauty products. The 2013 Connected Consumers study


from UK’s IPC Media was another project to look at this. IPC identified four stages of the consumer journey among its magazines’ multi-platform readers: sparking an idea, searching for information, generating word of mouth, and purchasing (see Figure 1).


• Sparking an idea: magazines spark ideas across all their platforms: 89 per cent of consumers get ideas from print, 85 per cent get ideas from digital editions, 81 per cent from online, 77 per cent from apps and 72 per cent from social media.


• Searching for information: one in two visit the advertised brand’s website for further information. Four in five search for inspiration for decorating their home.


• Generating word of mouth: More than half have recommended something seen in the magazine brands.


• Purchasing: two in five have bought something online or in-store as a direct result of something they have seen in the magazine brands.


Evolving into multi-platform content providers, magazine publishers are finding that their digital output, as well as printed magazines, is yielding attractive audiences for advertisers - audiences who respond positively to the advertising.


Much more in POP’s second edition


The second edition of FIPP’s Proof of Performance (POP) will contain many more examples of the power and cost-effi ciency of magazine media. Around 150 diff erent studies will be cited, from more than 25 countries. As well as looking at the newer digital channels, it will not neglect printed magazines, where the old truths about print still hold good and the market needs reminding of them.


In Germany, for example, the publisher TV Spielfi lm Verlag and Nielsen have shown how transferring a small portion of a TV budget into print magazines


can improve a campaign’s eff ectiveness. The TV AdLiſt ! study compared a TV-only strategy with using TV plus two insertions in TV Spielfi lm magazine (pictured). Ten campaigns were studied. Aggregating results across the ten campaigns, among consumers who saw the two magazine ads, all the performance indicators were higher.


Consumers exposed to the two magazine advertisements showed distinct increases: 20 per cent higher ad recall, 15 per cent higher brand recall, 42 per cent higher ‘effi ciency’, 5 per cent higher recall of message, and 56 per cent higher likeability.


Moreover, the two magazine insertions delivered these increases at a reduced cost per percentage point. The price in euros


per percentage point of ad recall was 15 per cent lower, the price per percentage point of brand recall was 28 per cent lower and the cost per percentage point of message recall was also 28 per cent lower.


Shiſt ing even very small portions of a TV budget towards TV+magazines cross-media can have a strong impact on campaign effi ciency.


To pre-order your own


copy of POP (launched in September) visit: www.fi pp.com/ publications/Proof- of-Performance-v2


www.fipp.com


issue 84_2014 | Magazine World |17


EUREKA!


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