Magazines

Media360: Magazines

Duan Stokes: Publishing Director Hot Press

Chairperson Magazines Ireland

Magazines in Ireland: Market &

Merit

Who are Irish Magazines

Why Magazines Work

Magazines & Digital

Magazines do MORE

Who Are Irish Magazines

They are

Brands

Credible

Informed

With TRUST created by loyalty

Starcom in the US asked consumers to tear out from their favourite magazines

10 pages which between them represented the essence of the magazines

5

3/10 pages were ads

6

PPA Magnify Study (UK, 2011) found :

Noting scores for editorial and ads were similar, indicating magazines are a very hospitable environment for ads

Reading some or all of the content was higher for editorial, but action taken after

reading tended to be stronger for ads

7

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%Magnify, PPA, 2011, UK

8

Magazines ranked first

on four factors: • Identification

• Stimulation

• Innovation

• Practical use

CONSUMERS’ EXPERIENCE OF 5 MEDIA:

RANKED Ma

ga

zin

es

Ne

wsp

ap

ers

TV Ra

dio

Inte

rne

t

Identification: recognise yourself in, feel involved

1 3 2 5 4

Stimulation: made enthusiastic, fascination 1 4 2 5 3

Innovation: surprises me, keeps me informed of trends

1 2 5 4 3

Practical use: tips, motivated to do something

1 3 4-5 4-5 2

Information: something new, useful, credible

2 1 4 5 3

Enjoyment: pleasure, relaxation, transformation

2 5 3 1 4

Pastime: filling empty moments 2 1 5 3-4 3-4

Topicality: quickly informed, ensured I'm up to date

3 1 4 5 2

Disturbing: makes me worried, disturbs me 3-4 1 2 5 3-4

Social interaction: sharing, in contact with others

3-4 2 3-4 5 1

9

Magazines score well here, across several markets :

Agree: ads are an interference (Taiwan) Agree: ads in this medium really annoy me (Germany)

Base: Adults reading mags for at least an hour per week. Source:

Survey on Consumption Trends of Magazine Readers in

Taiwan, MBAT, Taiwan, 2011

Base: All adults. Source: Medienprofile & Medienbegabungen, Institut für

Demoskopie, Allensbach, Germany, 2008

(%) (%)

Impact of Advertisements

Do they work?

Image Publications:

82% had bought a product that advertised in Image

81% had tried new health & beauty services which had

been featured in the magazine

Cleo (Australasia Women’s Magazine)

Asked “What prompts you to try and new brand”

78% Saw it advertised in Cleo

71% Sampling opportunity

68% Featured in a magazine

Magazines & Digital

Magazines vs Websites vs Digital Editions

Magazines & Websites run in complementary manner.

hotpress.com : essential building block for Hot Press

Different Strengths

Music News is round the clock 7 days a week

Interviews & features take days/weeks to create

Digital Editions

Magazine Content was rarely “given away”

The burgeoning tablet market is proving fertile ground

Development still early

ABC in UK has started to adapt to Digital Editions & Digital

Publications

US early adopter: UK & Ireland following

Magazine Publishers Do MORE

Understanding & creating for our readers

Means we understand and create for others

Magazines power

Events – Media 360 !

Awards – Irish Tatler Woman of the Year

Exhibitions – Philip Lynott Exhibtion