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DIGITAL vs GLOSSY. 11 Facts About Magazines 1.- Magazine readership has grown over the past five years. (Source: MRI) 2.- Average paid subscriptions reached.

Apr 02, 2015

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Page 1: DIGITAL vs GLOSSY. 11 Facts About Magazines 1.- Magazine readership has grown over the past five years. (Source: MRI) 2.- Average paid subscriptions reached.

DIGITAL vs GLOSSY

Page 2: DIGITAL vs GLOSSY. 11 Facts About Magazines 1.- Magazine readership has grown over the past five years. (Source: MRI) 2.- Average paid subscriptions reached.

11 Facts About Magazines

1.- Magazine readership has grown over the past five years. (Source: MRI)

2.- Average paid subscriptions reached nearly 300 million in 2009.(Source: MPA estimates based on ABC first and second half 2009 data)

3.- 4 out of 5 adults read magazines. (Source: MRI)

4.- Magazines deliver more ad impressions than TV or Web in half-hour period. (Source: McPheters & Company)

5.- Magazine readership in the 18 to 34 segment is growing. (Source: MRI)

6.- Since Facebook was founded, magazines gained more than one million young adult readers. (Source: MRI)

7.- The average reader spends 43 minutes reading each issue. (Source: MRI)

Page 3: DIGITAL vs GLOSSY. 11 Facts About Magazines 1.- Magazine readership has grown over the past five years. (Source: MRI) 2.- Average paid subscriptions reached.

8.- Magazines are the No. 1 medium of engagement – across all dimensions measured. Simmons' Multi-Media Engagement Study find magazines continue to score significantly higher than TV or the Internet in ad receptivity and all of the other engagement dimensions, including "trustworthy" and "inspirational." (Source: Simmons Multi-Media Engagement Study)

9.- Magazines and magazine ads garner the most attention: BIGresearch studies show that when consumers read magazines they are much less likely to engage with other media or to take part in non-media activities compared to the users of TV, radio or the Internet. (Source: BIGresearch Simultaneous Media Usage Study)

10.- Magazines outperform other media in driving positive shifts in purchase consideration/intent. (Source: Dynamic Logic)

11.- Magazines rank No. 1 at influencing consumers to start a search online – higher than newer media options. (Source: BIGresearch Simultaneous Media Usage Study)

Page 4: DIGITAL vs GLOSSY. 11 Facts About Magazines 1.- Magazine readership has grown over the past five years. (Source: MRI) 2.- Average paid subscriptions reached.

Readership and ReachMagazine Readership Continues to Grow

Page 5: DIGITAL vs GLOSSY. 11 Facts About Magazines 1.- Magazine readership has grown over the past five years. (Source: MRI) 2.- Average paid subscriptions reached.

Readership and ReachMagazines Appeal toYounger Adults

Page 6: DIGITAL vs GLOSSY. 11 Facts About Magazines 1.- Magazine readership has grown over the past five years. (Source: MRI) 2.- Average paid subscriptions reached.

Circulation Revenue

Bulk of Paid Circulation Revenue Comes fromSubscriptions — and Increasingly from theWeb

In 2009, subscriptions accounted for 70% of total paid circulation revenue,while single copy sales accounted for the remaining 30%.

Page 7: DIGITAL vs GLOSSY. 11 Facts About Magazines 1.- Magazine readership has grown over the past five years. (Source: MRI) 2.- Average paid subscriptions reached.

Digital / E-ReadingMagazine Readers Want to ExperienceContent in Print and Digital Versions

Two separate sources show consumers’ interest in reading across platforms.

www.magazine.org/handbook

The Effect of Magazine Web Site Usage on Print Magazine Loyalty International Journal on Media Management Volume 12, Issue 1, 2010, Pages 21 - 37 Authors: Hanna-Kaisa Ellonena; Anssi Tarkiainena; Olli Kuivalainena DOI: 10.1080/14241270903502994

http://www.informaworld.com/smpp/title~db=all~content=t775653657~tab=issueslist~branches=12
http://www.informaworld.com/smpp/title~db=all~content=t775653657~tab=issueslist~branches=12
http://www.informaworld.com/smpp/gotoissue~db=all~content=a922883380
http://www.informaworld.com/smpp/gotoissue~db=all~content=a922883380
Page 8: DIGITAL vs GLOSSY. 11 Facts About Magazines 1.- Magazine readership has grown over the past five years. (Source: MRI) 2.- Average paid subscriptions reached.

Digital / E-ReadingThe E-Reading Market is Projected to GrowRapidly

Page 9: DIGITAL vs GLOSSY. 11 Facts About Magazines 1.- Magazine readership has grown over the past five years. (Source: MRI) 2.- Average paid subscriptions reached.

Digital / E-ReadingConsumers Desire Magazine Content onE-Readers—and Are Willing to Pay for It

4 in 5 prospective e-readers want toread magazines on e-readers/tablets.

Page 10: DIGITAL vs GLOSSY. 11 Facts About Magazines 1.- Magazine readership has grown over the past five years. (Source: MRI) 2.- Average paid subscriptions reached.

The number of consumer magazinewebsites has increased nearly 50%since 2006, extending the reach andinfluence of magazines’ editorial andadvertising messages to an even wideraudience.

Digital / E-Reading

The Number of MagazineWebsitesContinues to GrowEven as Print Magazines

Page 11: DIGITAL vs GLOSSY. 11 Facts About Magazines 1.- Magazine readership has grown over the past five years. (Source: MRI) 2.- Average paid subscriptions reached.

In an Age of Multitasking, Magazines EngageMagazines are the Medium of Engagement

New data from Simmons’ Multi-Media Engagement Study findmagazines continue to scoresignificantly higher than TV orthe Internet in ad receptivityand a number of otherengagement dimensions,including “trustworthy” and“inspirational.”

Page 12: DIGITAL vs GLOSSY. 11 Facts About Magazines 1.- Magazine readership has grown over the past five years. (Source: MRI) 2.- Average paid subscriptions reached.

Accountability: Magazines Get ResultsMagazines Excel at Driving Results Through thePurchase Funnel, Especially at Key Lower Stages

Through all stages of thepurchase funnel magazinesperformed most consistentlywith significant lift at eachof the five stages. Amongconsumers with opportunityto see all three media,magazines were the onlymedium to contributeone-third or more to thetotal point change atevery stage of the

purchase funnel.

Page 13: DIGITAL vs GLOSSY. 11 Facts About Magazines 1.- Magazine readership has grown over the past five years. (Source: MRI) 2.- Average paid subscriptions reached.

Magazines readers are highlytrusted for their advice across anumber of categories.

Magazines are most likely tocomplement the web in reachingsocial networkers who build buzz.

Magazines InfluenceWord-of-Mouth—ReachingSocial Networkers and Gaining Trust

Page 14: DIGITAL vs GLOSSY. 11 Facts About Magazines 1.- Magazine readership has grown over the past five years. (Source: MRI) 2.- Average paid subscriptions reached.
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Construcción y valor de marca…

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“ LAS PERSONAS NO NECESITAN MAS COSAS EN SUS VIDAS, DESEAN COSAS PARA AMAR. LAS PERSONAS NO NECESITAN MAS LUGARES PARA IR EN SUS VIDAS, DESEAN EXPERIENCIAS QUE RECORDAR Y DE LAS CUALES PLANEAR PARA VOLVER A VIVIRLAS…”Marc Gobé – Emotional Branding

“ La Marca es el parque de diversiones y el producto es el souvenir! ”Nick Graham, Presidente y CEO, Joe Boxer

Page 19: DIGITAL vs GLOSSY. 11 Facts About Magazines 1.- Magazine readership has grown over the past five years. (Source: MRI) 2.- Average paid subscriptions reached.
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DETECCION DE LA

NECESIDAD

BUSQUEDA DEALTERNATIVAS

ELECCION DE ALTERNATIVA

COMPRA

PROCESO DE RECOMPRAY LEALTAD

DE MARCA

MARKETING

BRANDING

A considerar, comoditización…..

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¿ Qué venden estas marcas?

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Hamburguesa ?

Comida Rápida ?

Obesidad ?

Papas Fritas ?

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“Having Fun”, diversión. Mc Donald´s es uno de aquellos muchos pequeños placeres de la vida que millones de personas alrededor del

mundo disfrutan cada día. Excelente comida. Diversión al comer. Entorno casual. Local y familiar. Y, siempre algo nuevo!

Kjladkjfshkhgsdhfvg kjdflghdslfjhgsdsjhg dfjhgsdkfjhgddl

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Hazlo a tu manera: Sabor, poder y customización.

Burger King

Page 29: DIGITAL vs GLOSSY. 11 Facts About Magazines 1.- Magazine readership has grown over the past five years. (Source: MRI) 2.- Average paid subscriptions reached.

…… ¿Y nuevamente preguntamos,

qué venden estas marcas?

Page 30: DIGITAL vs GLOSSY. 11 Facts About Magazines 1.- Magazine readership has grown over the past five years. (Source: MRI) 2.- Average paid subscriptions reached.

Lujo, calidad superior, status……

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Definiendo la marca…

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Range of

No go area

Go Area

Secondary Layer

BRAND CIRCLES

Essential Core

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SISTEMA DE IMPLEMENTACION DE IDENTIDAD DE MARCA

ANALISIS ESTRATEGICO DE LA MARCA

Análisis del Consumidor Tendencias Motivación Necesidades

no satisfechas Segmentación

Análisis de la Competencia Imagen/identidad

de Marca Fortalezas,

estrategias Vulnerabilidades Posicionamiento

Análisis Interno Imagen de marca

existente Herencia de

marca Fortalezas,

estrategias Valores

organizacionales

SISTEMA DE IDENTIDAD DE MARCA

Marca como un producto Scope de producto Atributos Calidad/Valor Usos Usuarios Pais de origen

Marca como una persona Personalidad Relaciones consumidor

/ Marca

Marca como una organización Atributos

organizacionales Local vs Global

Marca como un símbolo Imagen visual y

metaforas Herencia marcaria

Core

Extendido

Propuesta de Valor Beneficios

funcionales Beneficios

emocionales Beneficios de

autoexpresión

Relaciones

Credibilidad Apoya otras marcas

TRACKING

PROGRAMAS DE CONSTRUCCION DE MARCA

ELABORACION DE IDENTIDAD DE MARCA

B.P.S

Modelo de planificación de indentidad de marca

Fuente : Aaker y Joachminsthaler (2000)

B. Essence

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CONSISTENCIA

Page 40: DIGITAL vs GLOSSY. 11 Facts About Magazines 1.- Magazine readership has grown over the past five years. (Source: MRI) 2.- Average paid subscriptions reached.

Definición de Identidad Marcaria

¿Qué voy a decir?

Posicionamiento(BPS)

¿Cómo lo voy a decir?

MarketingOperativo

¿Cuándo y donde lo voy a

decir?

ImagenDe Marca

Lo que el consumidor ve

Creación de Valor de Marca

Page 41: DIGITAL vs GLOSSY. 11 Facts About Magazines 1.- Magazine readership has grown over the past five years. (Source: MRI) 2.- Average paid subscriptions reached.

MarketingOperativo

¿Cuándo y donde lo voy a

decir?

ImagenDe Marca

Consistencia 360°Touch Points

Posicionamiento(BPS)

Lo que el consumidor ve

¿Cómo lo voy a decir?

CONCORDANCIA

Page 42: DIGITAL vs GLOSSY. 11 Facts About Magazines 1.- Magazine readership has grown over the past five years. (Source: MRI) 2.- Average paid subscriptions reached.

TOUCHPOINTS

Cada Touchpoint es una oportunidad para incrementar el awareness y construir lealtad

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TOUCHPOINTS

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Elementos coordinados del mix de marketing a través de los distintos

Touchpointsconstruyen identidad

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Solo algunos ejemplos…

Experiencia de compra?

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CHILE

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AUSTRALIA

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Impresión ?…

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Participación de

Mercado

Protección de los

márgenes

CREACIÓN CONTINUA

DE BRAND EQUITY

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EL ENTORNO COMUNICACIONAL ESTA CAMBIANDO…

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La publicidad en la pre era de medios masivos : de una persona a otra

Local, lenta y sin medición

Page 66: DIGITAL vs GLOSSY. 11 Facts About Magazines 1.- Magazine readership has grown over the past five years. (Source: MRI) 2.- Average paid subscriptions reached.

La publicidad en la era de medios masivos : de una marca a muchas

personas

Global, rápida y medible

Page 67: DIGITAL vs GLOSSY. 11 Facts About Magazines 1.- Magazine readership has grown over the past five years. (Source: MRI) 2.- Average paid subscriptions reached.

INSTRUMENTOS

CANALES

VoIP

Internet Banda Ancha

IPTV

UMTS

EL CAMBIO MAS RADICAL DE LA TECNOLOGIA HOY EN DIA : DIGITALIZACION DE LOS MEDIOS

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CONTENIDOINFORMACION(ej. : CNN en linea)

CONVERSACION(ej.: e-mail)

ENTRETENCION(ej.: MP3)

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EL RESULTADO : LA DEMOCRATIZACION DE LOS MEDIOS. HOY CUALQUIERA PUEDE CREAR; SUBIR O RECIBIR

CONTENIDO DE LA RED

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”Technology is shifting thepower away from the

editors, the publishers, theestablishment, the media elite.

Now, it’s the people whoare in control”

Rupert Murdoch Wired Magazine 2006

EL ABANDONO DE UN CONTROL CENTRAL SOBRE LOS MEDIOS ES UN CAMBIO IRREVERSIBLE EN EL PODER

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Consumidor

Consumidor

Participante

ProductorMultiplicador

ComunidadPersona

En este nuevo mundo de los medios por primera vez los consumidores participan activamente en el marketing

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Brand

Consumidor

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Brand

Consumidor

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Brand

ConsumidorConversación!

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Esto significa que :

1.- Por primera vez las personas influencia a las marcas y sus percepciones tanto en forma positiva como negativa

2.- Y este contenido e información no es transitorio se mantiene por siempre para todos.

3.- Esto lleva a que las personas estén mucho más informadas y por tanto más críticos. “76% de los consumidores no creen que las compañías estén diciendo la verdad en sus publicidades” Yankelowich Monitor

4.- Es por ésto que la publicidad sea cada vez menos aceptada como una fuente confiable de información sobre los productos

5.- Hoy las personas más confian en las recomendaciones y juicios de otras personas que de las marcas y la publicidad

6.- Por lo tanto uno de los medios que esta probándose como efectivo es el Word of Mouth (WOM)

7.- Y por ende una comunicación efectiva ocurrirá en contraste a antes en dos dimensiones : SOV (Share of Voice) y SOT (Share of Talk)

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La comunicación es más atractiva y tiene mayor potencial de WoM a través de tópicos de interés

BRAND - CENTRIC Communication

TOPIC - CENTRIC Communication

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Como todo comienza : ñas personas voluntariamente se agrupan alrededor de un tópico que les es de interés y hablan de él

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Las marcas deben encontrar tópicos que se ajusten a su personalidad y a su target y contribuir con contenido relevante

“Social Media se refiere a conversación. Las marcas solo tienen un rol si ellas pueden hacer la conversación más interesante. La publicidad no podrá ser exitosa contra la conversación pero puede influenciar y contribuir a la conversación”

Richard Huntington, Planning Director, United London

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4 reglas para una comunicación centrada en el tópico

Voluntario Profundo

Intercambio Valor

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Voluntario

El objetivo más importante de la comunicación es la disputa voluntaria con la marca, no forzar la atención.

Dele a las personas una razón para hablar acerca suyo voluntariamente y

sea parte de la conversación

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Profundidad

En el futuro el alcance va a ser logrado por relevancia cualitativa más que amplitud cuantitativa

Sea relevante contribuyendo a los tópicos que le interesan a las personas y que se ajustan a la marca al mismo tiempo

Sorprenda, mucho contenido multifacético es interesante para las personas. Mensajes facilmente predecibles no lo son.

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Intercambio

No solo es importante donde lo digo sino que también que la gente esté dispuesta a escuchar en ese momento

Ya no es el tema acerca de llenar un plan de medios unilateral con contenido, la idea domina el mediamix interactivo

No vea a los consumidores como receptores , sino que como co- creadores

Sea abierto, comparta , de y reciba

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Valor

No solo el producto sino que también la comunicación tiene que

agregar valor.

Sea un facilitador. Ofrezca beneficio y diversión

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El principio del “Topic – Circle”

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Share of Voice

Share of Talk

Bajo Alto

Bajo

Alto

Marcas Invisibles

Marcas Visibles Marcas Magnéticas

Marcas que destacan

Matriz de presencia de marca S&F

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THINK DIFFERENTTHINK NEW

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THINK NEW

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1. Todo lo que su marca haga se hará transparente

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2. El Futuro le pertenece a los ‘nerds’

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3. Aprenda a decir ‘link’

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4.Todo se refiere a una conversación

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y 50% de una conversación es escuchar

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...y online

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Y en todos lados

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Y el otro 50% es hablar

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6. Compartir es preocuparse

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7. Enfoque!

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NO se trata de alcanzar 1000 000 de manera de

vender a 100

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Es acerca de alcanzar 10 personas

que alcancen a 100 personas que alcancen a1000 personas

que ...

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“Are magazines a dying breed? Never. What about Fashion magazines? Is that even a question? Gen Y is too sophisticated to not read magazines. Gen X is benched between the internet and the ideals of print. And the echelon of taste-makers are too powerful. Fashion magazines are addictive. It’s deeper than the editorial spreads or designer profiles. You’re learning a library of history in the span of an article. To hold a glossy magazine, in your hands, then create a zeitgeist going as far back as 10 years (in my case, I have Vogue from 1984) – that’s a trajectory to the smart stars.” British Vogue

http://www.vogue.com/
http://safraducreay.files.wordpress.com/2010/07/sophie_dahl_british_vogue_nov07.jpg
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http://www.vistelacalle.com/
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Su próximo cliente …..


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