Top Reasons to Advertise in Magazines

a comprehensive guide and handbook 2009/10 www.magazine.org

MAGAZINESthe medium of action

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. According to

research from JackMyers, when consumers were asked to rate media based on how likely they are to pay attention

to the advertising messages, magazines ranked at or near the top of the list. — see pages 30 and 32

Magazine advertising is valuable content: Consumers value magazine

advertising, according to numerous studies. Yankelovich and Dynamic Logic both report that consumers are more

likely to have a positive attitude toward advertising in magazines compared to other media. In addition, consumers

are more likely to turn to magazines to search for information across a variety of categories compared to the

internet, based on research from MediaVest — see pages 31, 54, 55, 57 and 66

Magazines supply credibility: Consumers trust and believe magazines and magazine

advertising more than other media. Simmons Multi-Media Engagement Study shows magazines score higher on

being “trustworthy” compared to TV or the internet. Other independent research confirms that consumers place

significant trust in magazine advertising. — see pages 29 and 35

Magazine print and digital audiences are growing: The number

of magazine readers as well as the average number of magazine issues read in the past month has grown over the

past five years. In addition, magazine website usage is growing faster than web usage overall. — see pages 7 and 10

www.magazine.org/handbook

Top Reasons to Advertise in Magazines

Magazine advertising is relevant and targeted: Consumers consider

magazine advertising more relevant than advertising in other media.With a range of titles that appeal to a wide variety

of demographics, lifestyles and interests, advertisers can hone in on targets that fit their needs. — see pages 34 and 12

Magazines are a leading influence on word-of-mouth:Magazine readers are more likely than users of other media to influence friends and family on products across

a variety of categories. Magazines are also most likely to complement the web in reaching social networkers, whom

marketers increasingly favor in generating buzz. — see page 73

Magazine audiences accumulate faster than you think—and with lasting impact: The average monthly magazine accumulates approximately

60% of its audience within a month’s time, and the average weekly magazine accumulates nearly 80% of its

audience in two weeks. — see page 74

Magazine advertising sells: Several studies demonstrate that magazines are generally

the strongest driver of purchase intent. Perhaps this is because more than half of all readers act on magazine ads,

according to Affinity Research. — see pages 36 and 42




Magazines improve advertising ROI: Based on a recent analysis of cross-media

accountability studies, Marketing Evolution found magazines most consistently generate a favorable cost per

impact throughout the purchase funnel. Multiple studies confirm that allocating more money to magazines in the

media mix improves marketing and advertising ROI across a broad range of product categories. — see page 43 and 44

Magazine advertising drives web search, traffic and action taking: BIGresearch proves that magazines lead other media in influencing consumers to

start a search for merchandise online, ranking at or near the top by gender as well as by age. In addition, studies

from Marketing Evolution, JupiterResearch and the OPA show that ads in magazines or on magazine websites

boost web traffic, spur online purchase and offline behavior. — see pages 70 – 72

Magazine advertising drives effectiveness throughout the purchase funnel: Magazines generally contribute more than other media when looking

at consumers’ purchase decision-making process. As a result, magazines boost the effectiveness of other media

at all stages of the funnel. — see pages 41 and 42

Magazines deliver reach: Across major demographic groups, the combination of the

top 25 magazines delivers considerably more rating points than the top 25 TV shows. — see page 75


CONTENTS

THE MAGAZINE HANDBOOK 2009/10www.magazine.org/handbook

A Comprehensive Guide

for Advertisers, Advertising

Agencies and Consumer

Magazine Marketers

1 Top Reasons to Advertise in Magazines

Magazine/Audience Metrics7 Magazine Readership Remains Strong8 Number of Magazines9 Magazine Websites Continue to Grow

10 Magazine Website Usage is Growing Faster than Web Usage Overall11 Magazines Continue to Target Consumers’ Interests12 Magazines Inform and Entertain13 Editorial and Advertising Contribute to the Reader Experience

Circulation Metrics14 Magazines Let Consumers Choose15 Magazines Reach Mass and Niche Audiences16 Consumers Invest in Their Magazines17 Bulk of Paid Circulation Revenue is Subscription Based18 Consumers Rely on Multiple Outlets to Buy Their Magazines19 Magazines Make the Cash Register Ring20 Multiple Sources Contribute to a Magazines Bottom Line21 Public Place Copies Have Great Appeal

Advertising Metrics22 Magazine Advertising Rate Card Revenue Exceeds $23 Billion23 Magazine Spending by Quarter24 Magazines’ Share of Media Spending Stays Strong25 The Top 12 Advertising Categories26 Top 50 Magazine Advertisers27 Recall of Magazine Advertising by Type of Unit, Color and Position28 Unit Size Affects Ad Impact

Magazine Engagement29 Magazines Are #1 Medium of Engagement30 Consumers Pay Attention to Magazines

Magazine Publishers of America

810 Seventh Avenue, 24th Floor

New York, NY 10019-5818

The Magazine Handbook © Copyright 2009

Magazine Publishers of America, Inc.

31 Consumers Enjoy Magazine Ads More Than Other Media32 Consumers Like and Pay Attention to Magazine Ads33 Consumers Feel Positive About Magazine Advertising34 Magazines Provide a Relevant Advertising Experience35 Consumers Trust Magazine Advertising the Most

Magazine Advertising Accountability36 Magazine Advertising and Editorial Gets Readers to Act37 Magazine Ad Effectiveness Continues to Grow38 Readers Value and Respond to Magazines39 Magazines Deliver More Ad Impressions Than TV or Web40 Magazines Lead in Ad Influence Relative to Time Spent41 Magazines Boost the Power of Other Media42 Magazines Drive Results Through the Purchase Funnel 43 Magazines Improve Marketing and Advertising ROI44 Magazines Consistently Produce a Low Cost per Impact

Accountability by Category45 Magazines Influence Purchase Behavior Across Categories46 Magazine Readers Are Influential Consumers Across Categories47 Auto: Magazines Play a Major Role in Auto Purchase48 Auto: Magazines Are More Efficient Than Other Media49 Auto: Magazines Deliver ROI Across the Purchase Funnel50 Auto: Magazines Communicate the Benefits for Brands51 Auto: Magazines Exert Sizable Influence on Purchasers 52 Electronics: Magazines Generate Results and Influence53 Entertainment: Magazines Play a Leading Role in Results54 Consumers of Entertainment Products Choose Magazines55 Fashion/Beauty: Making Ad Results More Attractive 56 Financial: Magazines Pay Dividends on Media Investments57 Food: Magazines Spice Up Results58 Green: Targeting Environmentally Conscious Consumers59 Home Improvement: Magazines Motivate Consumers to Act

60 Luxury Goods: Buyers More Likely to Use Magazines and Web61 Packaged Goods: Influencing Consumer Purchasing Decisions62 Packaged Goods: Magazines Boost ROI/Target Shoppers63 Pharmaceutical: A Prescription for Positive Results64 Pharmaceutical: Magazines Are a Top Healthcare Resource65 Pharmaceutical: Magazines Lead in Driving Purchase Intent66 Pharmaceutical: Magazines Provide Healthy Ad Results67 Retail: Magazines Improve ROI and Influence Purchases68 Technology: Magazines Target Key Purchase Influencers69 Travel: Magazines Are A Destination for Travel Aficionados70 Magazines Excel in Driving Web Search71 Magazine Ads Build Web Traffic across Purchase Funnel 72 Magazines Prompt Online Action Taking73 Magazines Influence Word of Mouth 74 Magazines Accumulate Reach Faster Than Commonly Believed75 Magazines Provide Better Reach Compared to TV

Reader Characteristics76 Magazine Readers are Innovators77 Magazines Appeal to Younger Adults78 Magazines Appeal to Diverse Readers79 Magazine Reading by Location

Creative Effectiveness80 Magazines Link Ad Engagement and Ad Effectiveness 81 Engagement Findings Can Predict Creative Impact82 Including a URL in Magazine Ads Increases Web Visits83 Magazines Show Immunity to Ad Wearout

Case Studies84 The 28th Annual Kelly Award Winners87 Resources88 MPA Resources

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of the Magazine Handbook.

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COVER: 120 lb. dull TEXT: 80 lb. dull

7Readership Trends

Magazine Readership Remains Strong

More then 4 out of 5 U.S. adults

read magazines.

Magazine audience —including readership

among younger adults—has remained

strong over the past five years despite

the growth of new media options.


Magazine Readers (000) 2004 2008

Adults 18+ 179,373 189,681

Index to 2004 100 106

Adults 18–34 58,916 60,461

Index to 2004 100 103

Average Issues/MonthAdults 18+ 11.0 11.5

Index to 2004 100 105

Adults 18–34 12.1 13.1

Index to 2004 100 108

CoverageAdults 18+ 84% 85%

Index to 2004 100 101

Adults 18–34 88% 88%

Index to 2004 100 100

Base: Magazine Readers, U.S. Adults 18+, 230 Measured MagazinesSource: MRI, Fall Studies 2004 and 2008

8Number of Magazine Titles

A Magazine for Everyone

Reading a magazine is an

intimate, involving experience

that fulfills the personal needs

and reflects the values of the

reader. This is one reason the

average reader spends over 43

minutes reading each issue.

For a list of the number of magazines by

category, visit www.magazine.org.

Number of Magazines 1999 – 2008

year total* consumer

1999 17.970 9,311

2000 17,815 8,138

2001 17,694 6,336

2002 17,321 5,340

2003 17,254 6,234

2004 18,821 7,188

2005 18,267 6,325

2006 19,419 6,734

2007 19,532 6,809

2008 20,590 7,383

*Includes, but is not limited to, consumer magazines in North Americaregardless of publishing frequency.Source: MRI Fall, 2008, National Directory of Magazines, 2009


9Number of Magazines with Websites

Magazine Websites Continue to GrowEven as Print Magazines Are Valued

The number of consumer magazine

websites has increased 78% since 2005,

extending the reach and influence of

magazines’ editorial and advertising

messages to an even wider audience.

Consumers who use both magazine

websites and their print counterparts

overwhelmingly state that the printed

magazine still has value.

Keep up with the latest magazine digital

initiatives at www.magazine.org/digital.

Number of Magazines with Websites 2005 – 2009

year total consumer only

2005 10,131 4,712

2006 10,818 5,395

2007 11,623 5,950

2008 13,247 6,453

2009 15,204 7,473

Source: MediaFinder, 2009 (data as of March, 2009)


Dual Magazine-Website Users Value Print by percent

% strongly agree: “Online version could easily replace print version in next five years”

Fashion/Beauty 15%

Entertainment 13

Health & Wellness 12

Food/Cooking 10

Base: Dual users of magazine related website (by genre)Source: MediaVest Print/Digital Study, 2008


10Magazine Website Traffic

Magazine Website Usage is Growing FasterThan Web Usage Overall

Magazine Website Growthunique visitors reach sessions total minutes

(millions) (percent) (millions) (billions)

Fourth Quarter 2006 62.5 39% 386.6 1.7

Fourth Quarter 2007 67.5 42% 434.3 1.8

Fourth Quarter 2008 75.0 45% 546.2 2.4

Percent of Change 2008 vs. 2006 20% 15% 41% 41%

U.S. Web Growth 2008 vs. 2006 4%

First Quarter 2007 63.2 40% 427.7 1.9

First Quarter 2008 70.7 43% 497.3 2.2

First Quarter 2009 75.8 45% 538.4 2.3

Percent of Change 2009 vs. 2007 20% 13% 26% 21%

U.S. Web Growth 2009 vs. 2007 7%

Source: Nielsen Online analysis, based on quarterly averages of 476 magazine brands online, Q4 2008, Q1 2009


11New Magazine Launches

Magazines Continue to Target Consumers’ Interests

18 Metropolitan/Regional/State

18 Sports

14 Crafts/Games/Hobbies/Models

13 Automotive

11 Home/Home Service

9 Epicurean

9 Nature/Ecology

9 Special Interest

8 Fashion/Beauty/Grooming

8 Women’s

7 Political/Social Topics

5 Fitness

5 Health

5 Religion

4 Black/Ethnic

3 Boating

3 Business/Finance

3 Camping/Outdoor Recreation

3 Dogs/Pets

3 Literary/Reviews/Writing

3 Music

2 Art

2 Bridal

2 Children’s

2 Comic Technique/Comics

2 Computers

2 Dressmaking

2 Entertainment/Performing Arts

2 Gaming

2 Gay/Lesbian

2 Military/Naval

2 Motorcycles

2 Photography

2 Science/Technology

2 Sex

1 Fishing/Hunting

1 Gardening

1 Men’s

1 Mystery

1 Teen

1 Travel

195 Total New Magazine Launches

New U.S. Magazine Launches by Category in 2008

Note: This list represents weekly, bi-monthly, monthly, and quarterly titles only. Source: Samir Husni’s Guide to New Consumer Magazines, 2009.

Every year a plethora of new magazines

are introduced to satisfy consumers’

growing need to be informed and

entertained.

The variety of new magazine titles

launched each year is a testament to the

magazine industry’s commitment to

meeting the needs and interests of

consumers.

New magazine launch announcements

are highlighted on a monthly basis at

www.magazine.org/launches.


12Percent of Total Editorial Pages by Subject

Magazines Inform and Entertain

In 2008, the 160 magazines measured by Hall’s Magazine Reports showed that the top three subject categories

were Entertainment/Celebrity, Wearing Apparel/Accessories, and Travel/Transportation.

Number of Editorial Pages 2008

type of editorial pages percent

Entertainment/Celebrity 28,496.0 15.8%

Wearing Apparel/Accessories 21,835.6 12.1

Travel/Transportation 15,178.4 8.4

Home Furnishings/Management 14,998.0 8.3

Food & Nutrition 12,943.4 7.2

Culture 11,279.1 6.3

Business & Industry 10,281.1 5.7

Sports/Recreation/Hobby 8,367.6 4.6

Health/Medical Science 7,934.3 4.4

Beauty & Grooming 7,350.3 4.1

National Affairs 7,030.7 3.9

Source: Hall’s Magazine Reports, 2009

type of editorial pages percent

General Interest 6,825.0 3.8%

Self-Help/Relationships 5,257.4 2.9

Building 4,641.7 2.6

Personal Finance 4,483.7 2.5

Fitness/Beauty 3,726.0 2.1

Global/Foreign Affairs 2,408.9 1.3

Gardening & Farming 2,380.3 1.3

Children 2,287.7 1.3

Consumer Electronics 1,743.6 1.0

Fiction 618.0 0.3

Total Editorial 180,066.8 100.0%


13Editorial/Advertising Ratios

Editorial and Advertising Contributeto the Reader Experience

Most magazines contain both editorial

and advertising content. Over the past

ten years, the ratio of editorial and

advertising content has remained

relatively equal.

Editorial vs.Advertising Pages 1999 – 2008

year % editorial % advertising

1999 50.6 49.4

2000 49.7 50.3

2001 54.9 45.1

2002 53.4 46.6

2003 52.1 47.9

2004 51.9 48.1

2005 52.8 47.2

2006 53.0 47.0

2007 52.9 47.1

2008 53.8% 46.2%

Source: Hall’s Magazine Reports, 2009

editorial pages 53.8%advertising pages 46.2%

14Circulation Mix

Magazines Let Consumers Choose

While some consumers prefer the

convenience of home or work delivery,

others choose to buy copies of their

favorite magazines at supermarkets

and other retail outlets. In 2008, 88%

of total circulation was from magazine

subscriptions, while single copy sales

accounted for the remaining 12%.

Subscription/Single Copy Sales 1999 – 2008

year subscription single copy total

1999 310,074,081 62,041,749 372,115,830

2000 318,678,718 60,240,260 378,918,978

2001 305,259,583 56,096,430 361,356,013

2002 305,438,345 52,932,601 358,370,946

2003 301,800,237 50,800,854 352,601,091

2004 311,818,667 51,317,183 363,135,850

2005 313,992,423 48,289,137 362,281,559

2006* 321,644,445 47,975,657 369,062,102

2007* 322,359,612 47,433,976 369,793,587

2008* 324,818,012 43,664,772 368,363,773

*Paid and Verified -Effective 2006, ABC established verified subscription circulation as a category.Source: Averages calculated by MPA from each year's ABC Publishers Statements,1999-2008. Comics, annuals and international editions are not included.


subscription 88%single copy 12%

15Number of Magazine Titles by Circulation Size

Magazines Reach Mass and Niche Audiences

Total Paid and Verified Circulation 2008 Magazines by Circulation Size Groups

MAGAZINES TOTAL CIRCULATIONcirculation size # in Group % of total for group % of total circ.

Over 10,000,000 2 0.3% 44,495,582 13.2%

5,000,000 – 9,999,999 3 0.5 21,023,504 5.7

2,000,000 – 4,999,999 33 5.6 93,329,504 25.3

1,000,000 – 1,999,999 55 9.3 77,121,142 20.9

750,000 – 999,999 34 5.7 30,226,207 8.2

500,000 – 749,999 56 9.5 34,866,999 9.5

250,000 – 499,999 90 15.2 32,357,727 8.8

100,000 – 249,999 139 23.5 22,867,641 6.2

Under 100,000 180 30.4 8,075,849 2.2

Totals 592 100.0% 368,363,773 100.0%

Source: Averages calculated by MPA from Audit Bureau of Circulations Publishers Statements, 2008. Comics, annuals and international editions are not included.


Magazines with circulation ranging from 750,000 to 4.9 million represent more than

half of total reported circulation.

16Average Single Copy/Subscription Price

Consumers Invest in Their Magazines

Over the years, consumers have

proven their commitment to

magazines by spending their

hard-earned money to purchase

them on the newsstand and/or

by subscription.

Cost of Magazines 1999 – 2008

average price average price 1-yearyear single copy basic subscription

1999 3.44 24.83

2000 3.83 24.41

2001 3.88 25.30

2002 4.11 25.70

2003 4.22 26.55

2004 4.40 25.93

2005 4.40 26.78

2006 4.46 27.30

2007 4.53 27.83

2008 4.70 28.01

Sources: Averages calculated by MPA from ABC Publishers Statements,1999-2008


17Circulation Revenue

Bulk of Paid Circulation Revenue is Subscription Based

In 2008, subscriptions accounted for 68% of total paid circulation revenue,

while single copy sales accounted for the remaining 32%

Paid Circulation Revenue 2008

Subscriptions $ 6,703,555,697

Single Copy $ 3,116,510,643

Total $ 9,820,066,340

Source: Averages calculated by MPA from ABC Publishers Statements,2008. Verified circulation is not included in revenue calculations.


subscription 68%single copy 32%


18Location of Single Copy Purchases

Consumers Rely on Multiple Outlets to Buy Their Magazines

The top three newsstand outlets account for more than 60% of retail sales

Retail Sales by Channel 2008 by percent

Source: Harrington Associates, 2009

Supermarkets

Supercenters

Drugstores

Bookstores

Discount Stores

Terminals

Convenience Stores

Newsstand

Club-Bargain

Others

37%

15%

9%

8%

6%

5%

5%

3%

2%

11%


19Magazines at Retail

Magazines Make the Cash Register Ring

Magazines (in dollars)

Snacks

Gum

Candy

Carbonated Beverages

.58

.34

.27

.12

.08

Source: Willard Bishop Grocery Super Study, 2007

Magazines (by percent)

Candy, Gum, Mints

Snacks

Beverages

Gift Cards

Base: U.S. Adults 18+Source: WSL Strategic Retail, Magazine Purchaser Survey, 2007

80%

73

56

50

34

20


Magazine Revenue Mix

Advertising and Circulation Revenue Contribute to a Magazine’s Bottom Line

2006 2007

Advertising

Subscriptions

Single Copy

57%

59%

31%

28%

12%

13%

Source: PriceWaterhouseCoopers Financial Survey, conducted for MPA, 2008, 2007

Magazine Revenue

21Public Place Readership

Public Place Copies Have Great Appeal

Public Place Copies Build Audience

• 80% of all adults have read magazines in a public place at some time in the past month

• Public place magazines generate an average of 19 readers per copy per month

Public Place Readers Are Engaged Readers public place total mag

readers readers

Time spent reading magazines per month (hours) 6.4 5.9

Number of individual titles read 5.1 4.6

Number of magazines purchased per month 2.3 2.3

Source: McPheters & Co. AudienceLab, 2008


Public place readers have positive

attitudes about the experience

• 87% pay the same or more attention

to magazines read in a public place

compared to non-public place reading

• 68% look for their favorite magazines

when visiting public places

• 52% use the opportunity to try

magazines they don't ordinarily read

22Magazine Ad Pages and Revenue Trend

Magazine Advertising Rate Card RevenueExceeds $23 Billion

Ad pages and revenue are updated

quarterly on the MPA website at

www.magazine.org/pib. Revenue

is reported at one-time open rate

card rates.

Magazines Ad Pages and Rate Card Revenue1999–2008

year pages rate card revenue

1999 255,383 $ 15,508,357,011

2000 286,932 17,665,305,333

2001 237,612 16,213,541,737

2002 225,619 17,254,061,740

2003 225,831 19,216,085,358

2004 234,428 21,313,206,734

2005 243,305 23,068,182,388

2006 244,907 23,996,768,141

2007 244,737 25,501,793,278

2008 220,813 $ 23,652,018,530

Note: Sunday supplements excluded.Source: PIB (data as of January 2009)


23Magazine Spending by Quarter

Magazine Advertising Rate Card Revenue isHighest in the Second and Fourth Quarters

Magazine Rate Card Revenue 2008

billions

First Quarter $ 5.3

Second Quarter 6.3

Third Quarter 5.5

Fourth Quarter 6.6

Total $ 23.7



First

Second

Third

Forth

22%

27%

23%

28%

1st

3rd

4th

first quarter 22%second quarter 27%

third quarter 23%forth quarter 28%

Percent of Total by Quarter

Percent of Total by Quarter

2nd


24Advertising Share of Market: All Media

Magazines’Share of Media Spending Stays StrongOnly three media showed increases of one point or more for 2008 vs. 2004:consumer magazines, cable TV and internet

Share of Advertising Dollars by Medium2004 2005 2006 2007 2008

Consumer Magazines 15.1% 15.8% 15.8% 16.7% 16.3%

Sunday Magazines 1.1 1.2 1.3 1.3 1.3

Local Magazines 0.3 0.3 0.3 0.3 0.3

Hispanic Magazines 0.1 0.1 0.1 0.1 0.1

B-to-B Magazines 3.7 3.4 3.0 2.7 2.7

Network TV 16.5 16.1 15.9 15.5 16.3

Cable TV 10.4 11.2 11.5 12.5 13.6

Spot TV 13.2 11.7 12.5 11.3 11.7

Syndicated TV 2.8 2.9 2.8 2.7 3.1

Spanish Language TV 1.9 2.1 2.2 2.3 2.5

National Newspapers 2.3 2.3 2.3 2.2 2.0

Local Newspapers 17.4 17.1 15.9 14.9 13.8

Hispanic Newspapers 0.2 0.2 0.2 0.2 0.2

Network Radio 0.7 0.7 0.7 0.7 0.7

National Spot Radio 1.8 1.8 1.8 1.6 1.5

Local Radio 5.2 5.1 4.9 4.7 4.4

Internet 5.1 5.7 6.4 7.7 6.9

Outdoor 2.3 2.4 2.5 2.6 2.7

Total 100.0 100.0 100.0 100.0 100.0

Source: TNS Media Intelligence (data as of March 2009)

25Magazine Advertising Categories

TheTop12 Advertising Categories Account for 87% of All Spending

In 2008, Toiletries & Cosmetics was the

largest magazine advertising category,

followed by Drugs & Remedies, and

Food & Food Products, according to the

Publishers Information Bureau (PIB).

Magazine rate card reported revenue

by class is made available quarterly at

www.magazine.org/pib.

Magazine Advertising Rate Card Reported RevenueTop Categories 2007/2008

category 2007 2008

Toiletries and Cosmetics $ 2,575,541,213 $ 2,476,298,686

Drugs and Remedies 2,599,844,272 2,223,066,800

Food and Food Products 2,124,215,174 2,099,542,708

Apparel and Accessories 2,175,732,680 2,035,274,756

Retail 1,897,826,789 1,881,949,565

Media and Advertising 1,781,356,052 1,743,892,205

Direct Response Companies 1,824,735,774 1,670,112,388

Automotive 2,015,547,632 1,602,279,970

Home Furnishings and Supplies 1,564,281,317 1,384,338,034

Financial, Insurance and Real Estate 1,383,329,587 1,231,277,017

Public Transportation, Hotels and Resorts 1,170,687,367 1,152,174,703

Technology 1,079,264,176 974,403,735

Top Categories Total $ 22,192,362,033 $ 20,474,610,567



26Top 50 Magazine Advertisers

Leading Marketers Depend on MagazinesTop 50 Marketers’ Spending Equals 33% of Overall Magazine Revenue


1 Procter & Gamble Co $ 899,693,375

2 General Motors Corp 432,953,105

3 Kraft Foods Inc 389,597,247

4 Johnson & Johnson 364,117,555

5 L’Oréal SA 312,704,476

6 Unilever 199,530,830

7 Time Warner Inc 195,088,460

8 GlaxoSmithKline PLC 187,975,032

9 LVMH Möet Hennessy Louis Vuitton SA 184,548,006

10 Pfizer Inc 172,862,312

11 Campbell Soup Co 172,368,799

12 Walt Disney Co 171,013,429

13 Advance Publications Inc 165,923,523

14 Joh A Benckiser GMBH 163,652,993

15 PepsiCo Inc 162,702,663

16 Clorox Co 145,582,421

17 Nissan Motor Co LTD 141,503,333

18 Toyota Motor Corp 139,185,348

19 Honda Motor Co LTD 137,838,336

20 Wal-Mart Stores Inc 134,363,337

21 Mars Inc 132,383,906

22 US Government 128,933,377

23 Berkshire Hathaway Inc 118,467,058

24 Kellogg Co 117,455,436

25 Ford Motor Co 117,106,223

Note: Sunday supplements excluded. Source: PIB (data as of January 2009)

26 GE General Electric Co $ 113,279,308

27 Nestlé SA 111,210,484

28 Estée Lauder Cos Inc 108,931,283

29 Hearst Corp 106,389,891

30 Target Corp 104,004,022

31 Merck & Co Inc 103,897,553

32 Astrazeneca PLC 103,297,354

33 Bayer AG Group 101,993,804

34 Sony Corp 99,510,541

35 Verizon Communications Inc 97,033,997

36 CitiGroup 93,573,650

37 Bose Corp 88,495,725

38 Bristol-Myers Squibb Co 84,945,883

39 Iovate Health Sciences Inc 84,599,147

40 Women’s Marketing Inc 84,440,921

41 Synergistics Marketing Inc 83,563,067

42 Cerberus Capital Mgt LP 80,447,184

43 GAP Inc 77,022,474

44 Church & Dwight Co Inc 76,854,990

45 Sanofi-Aventis 75,289,904

46 Bradford Exchange LTD 74,353,465

47 Coca-Cola Co 73,022,332

48 Dillards Inc 71,813,286

49 Media Networks Inc 71,559,003

50 Abbott Lab 71,279,716

Total Top 50 Rate Card Reported Spending $ 7,728,359,564

27Readership by Advertising Unit Type

Recall of Magazine Advertising byType of Unit, Color and Position

A compilation of studies done by Affinity

Research shows that creative execution

affects recall, as seen in the data for unit

size and paper stock.

Comparable recall rates among readers

for ads in both the first half and second

half of magazine issues demonstrate that

a reader’s interest in the magazine is

sustained throughout the entire issue.


Impact of Magazine Ads (average)

type of magazine advertisement recall index

UNIT* Full page 100

Inside front cover 109

Inside back cover 106

Back cover 116

Multiple-page units 115

Two-page spread 109

Less-than-full-page 84

COLOR Black and white 100

Spot color(s) 96

*4-Color 108

POSITION Second half of issue 100

First half of issue 102

PAPER STOCK Regular Paper 100

**Heavy Paper 118

0 > 100>*Four color, (including 5th color or metallics) ** “Heavy” defined as any paper weight heavier than run-of-book stockSource: Affinity Research VISTA Print Rating Service, 2009

28Readership by Advertising Unit Size

Unit Size Affects Ad Impact

MRI Starch finds that unit size has an

impact on advertising results. MRI Starch’s

data show that, as ad size increased, so

did readership. “Noted” and “read some”

scores generally show greater increases

than “read most” scores as the number of

ad pages increased. This indicates that,

though readers may elect not to read a

longer advertisement in its entirety, it still

has positive impact.


Readership of Multiple-Page Ads – Averages Indexed vs 4-Color Spread Ads

noted associated read some read most

Spread 100 100 100 100

2-page insert* 105 106 108 107

3-page run-of-book 116 115 124 93

3-page insert 120 121 137 121

3-page gatefold 124 125 139 143

4-page run-of-book 124 123 139 121

4-page insert 118 115 134 121

4-page gatefold 124 127 137 136

6-page run-of-book 136 146 155 129

8-page run-of-book 151 125 197 121

8-page insert 127 127 147 136

* Differs from a spread in that an insert is on a single page but comprises both sides of the same page.Note: Read Most scores are based on ads with 50+ words only.Source: MRI Starch In-Person Studies (January 2004 – December 2007)

29In an Age of Interruption, Magazines Engage

Magazines Are #1 Medium of Engagement — Across All Dimensions Measured

New data from 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.”

www.magazine.org/handbook Source: Simmons Multi-Media Engagement Study, 2008 Full-Year Study

Comparing Media Channels Average engagement dimension scores ( 100 = least engaged / 500 = most engaged )

magazinestelevisioninternet

100 150 200 250 300 350

Inspirational

Trustworthy

Life-Enhancing

Social Interaction

Personal Timeout

Ad Receptivity

100 150 200 250 300 350

Ad Receptivity

Trustworthy

Life-Enhancing

Social Interaction

Personal Timeout

Inspirational

337279

318

304217

279

315285288

312311

260

286212

234

284250

232


Consumers Pay Attention to Magazines

BIGresearch found that magazine

readers are least likely of all media

users to engage in other (non-media)

activities while reading.

In addition, their data show that when

consumers read magazines, they are

much less likely to engage in other

media. Only 9% of magazine readers will

simultaneously go online, only 14% will

listen to the radio, and only one in four

(23%) will watch TV.

See page 80 for research that links reader

engagement to increased ad recall and

action taking.


Consumers Pay Attention to Magazines by percentLower percentage = better performance.

regularly engage in other read watch listen to read gomedium when you... magazines watch tv radio newspapers online

read magazines n/a 23% 14% n/a 9%

read newspaper n/a 28 16 n/a 11

go online 8 41 25 13 n/a

listen to radio 10 11 n/a 15 21

watch tv 12 n/a 6 14 30

Source: BIGresearch Simultaneous Media Usage Study, 2008

listen to radio

go online

watch tv

read newspapers

read magazines

27%

25%

20%

10%

9%

Consumers Pay Attention to Magazines by percentPercent of consumers who regularly engage in non-media activities while using media. Lower percentage = better performance.

Source: BIGresearch Simultaneous Media Usage Study, 2008


Consumers Enjoy Magazine Advertising More Than Advertising in Other Media


68%

58%

55%

34%

30%

54%

52%

44%

24%

Advertising made a positive impression

Very/somewhat positive attitude toward advertising

Source: Yankelovich Monitor/Sequent Partners, 2008

Source: Dynamic Logic AdReaction 4, 2007

Magazines

TV

Radio

Email

Internet Banner

Social Networking Site

magazines

tv

radio

internet

28%

Top 5 Ranking (of 16 Media) on Key Ad Performance Areas:

Ads (in this medium) made 1 magazinesa positive impression: 2 in-store

3 tv4 newspapers5 radio

Enjoying content (in this medium) 1 video gamesat the time I saw the ad: 2 magazines

3 radio4 tv5 newspapers

Source: The Futures Company Yankelovich MONITOR/Sequent Partners, 2008

Yankelovich reports that magazines

rank #1 out of 16 media for consumers

having a positive impression of

advertising. This may be because

magazines are second only to video

games for consumers enjoying the

content at the time they saw the ad.

Magazines also rank very highly for

the relevance of information in the

medium and consumers’ overall

opinion of the medium (see page 34).

Similarly, magazine readers have a

positive attitude to the advertising in the

medium, according to research from

Dynamic Logic.


Consumers Like and Pay Attentionto Magazine Ads

When consumers were asked to rate

media based on how likely they are to

pay attention to the advertising messages

within their respective environments,

magazines were number one for total

adults (age 18-64) and a close number two

among adults 18-24. Younger adults (age

18-24) proved to be more attentive than

adults (age 18-64) to ads in all media.

People are more likely to agree that the

advertising in magazines enhances their

overall media experience, more so than

advertising on TV or on the Internet.


magazines

television

radio

internet

35%

40%

27%

34%

34%

41%

30%

36%

Age 18–64

Age 18–24

Note: Adults who use medium and say they are likely to pay attention to advertising.Source: JackMyers Emotional Connections Survey, 2007

Attention to Advertising

Ads Enhance Overall Enjoyment of

magazines

tv

online

22%

12%

7%

Source: Time, Inc., Magazine Experience Study, 2007

magazines

television

radio

internet

35%

40%

27%

34%

34%

41%

30%

36%

Age 18–64

Age 18–24

Note: Adults who use medium and say they are likely to pay attention to advertising.Source: JackMyers Emotional Connections Survey, 2007

Attention to Advertising

Ads Enhance Overall Enjoyment of

magazines

tv

online

22%

12%

7%

Source: Time, Inc., Magazine Experience Study, 2007


Consumers Feel Positive About Magazine Advertising

Consumers—including younger consumers

—consider magazine advertising useful

and valuable.

Consumers more strongly attributed

negative attributes to advertising in

broadcast media and the Internet:

• Print advertising, including magazines,

intruded the least and was considered

the most trustworthy

• Consumers viewed advertising on TV,

radio and the Internet as repetitive

and inconvenient

• TV, radio and Internet advertising did

not stand out—30% or more of all

consumers believed that “all ads in this

medium are alike”


Consumer Experiences with Advertising by percent

Positive Drivers age magazines tv radio newspapers internet

Ads provide useful 18+ 48% 55% 38% 50% 36%information about 18–24 42 52 37 42 34new products/services

Ads provide information 18+ 39 40 30 40 26about product use 18–24 37 38 30 35 31of other consumers

Negative Drivers

Ads have no credibility 18+ 17 33 24 16 3118–24 24 33 30 21 36

Ads appear at 18+ 19 54 38 16 47inconvenient moments 18–24 25 49 19 20 49

All ads are alike 18+ 23 32 30 21 3018–24 28 36 38 28 38

Ads are repeated 18+ 27 64 47 21 43too often 18–24 30 57 50 26 45

Source: MRI, Fall 2008


Magazines Provide a Positive and RelevantAdvertising Experience


Opinions of General Ad Formats

Newspaper Ads

Magazine Ads

TV Ads

Billboard/Outdoor Ads

Radio Ads

Cinema Ads

Opt-in Email Ads

Direct Mail

Product Placement

Online Search Ads

Online Ads

Ads on Mobile Devices

Non-Opt-In Email Ads

Relevance of Ads in Various Media

Source: Dynamic Logic AdReaction Study, 2007

0 20 40 60 80 100 0 20 40 60 80 100

Very/Somewhat Positive Neutral Very/Somewhat Negative Very/Somewhat Relevant or Useful Neutral

Not Very/Not at All Relevant or Useful

56%

53

50

48

43

39

33

30

27

26

24

11

7

62%

57

58

50

47

39

35

38

26

30

26

11

8


Consumers Trust Magazine Advertising the Most


Magazine advertising is more trusted than advertising in other media, regardless of age

6%

13%

20%

11%

40%

40%

48%magazines

television

internet

magazines

television

radio

internet

Percent of Adults Age 18 – 54 Who Trust Advertising in Medium

Percent of Millennials* Who Trust Advertising in Medium

Source: Time Inc. “Storytelling in a Multiplatform World,” 2008

*Consumers born between 1977 and 1996Source: MORI Research, 2006

36Accountability: Magazines Get Results

Magazine Advertising and Editorial Get Readers to Act

More than half (56%) of readers

took action on magazine ads or had

a more favorable opinion about the

advertiser because of magazine

advertising, according to the latest

research from Affinity’s VISTA Print

Effectiveness Rating Service.

An analysis of Affinity data over the past

four years shows magazine advertising

recall and action-taking have increased

during this time (see page 37).

Similarly, more than two out of three

(68%) readers took action based on

editorial content. The research shows

that magazine engagement goes far

beyond just “feeling”—it prompts

consumers to act.


Actions Readers Took or Plan to Take as a Resultof Exposure to Specific Magazine Ads

Consider purchasing the advertised product or service 21%

Have a more favorable opinion about the advertiser 12

Gather more information about advertised product or service 12

Visit the advertiser’s website 11

Visit a store, dealer or other location 9

Purchase the advertised product or service 8

Save the ad for future reference 7

Recommend the product or service to a friend, colleague or family member 5

Took any action (net) 56

Actions Taken as a Result of Reading Specific Features/Articles

Saved article for future reference 29%

Passed article along to someone 24

Gathered more information about the topic 15

Visited a related website 12

Took any action (net) 68

Source: Affinity’s VISTA Print Effectiveness Rating Service, 2008


Magazine Ad Effectiveness Continues to Grow


Note: Actions taken based on readers recalling specific ads.Source: Affinity’s VISTA Print Effectiveness Rating Service, 2005 – 2008

2005

2006

2007

2008

2005

2006

2007

2008

Magazine Advertising Recall

53% 100

53% 100

55% 104

56% 106

51% 100

51% 100

54% 106

56% 110

Magazine Advertising Actions Taken

Two measures of ad effectiveness for

magazines—ad recall and actions taken

as a result of seeing an ad—both

continue to grow, according to Affinity’s

VISTA Print Effectiveness Rating Service.

• Ad recall has increased by 6% over

the past four years

• Action-taking (based on readers

recalling specific ads) increased

by 10%

Magazine ad effectiveness hit

an all-time high in 2008.


Readers Value and Respond to Magazines Regardless of How They Acquire the Magazine


Actions Taken or Plan to Take in Response to Magazine Advertising by percent

paid nonpaid pass-along total readers

Consider purchasing the advertised product or service 21% 19% 20% 21%

Have a more favorable opinion about the advertiser 12 11 11 12

Gather more information about product or service 12 12 12 12

Visit the advertiser’s website 12 10 11 11

Visit a store, dealer or other location 9 8 8 9

Purchase the advertised product or service 9 7 8 8

Save the ad for future reference 7 6 7 7

Recommend the product or service 5 5 6 5

Took any action (net) 57 55 56 56

Base: Actions taken based on respondents recalling specific adsSource: Affinity's VISTA Print Effectiveness Rating Service, 2008


Magazines Deliver More Ad Impressions Than TV or Web in Half-Hour Period


Magazines Deliver More Ad Impressions than TV or the Internet in a Half-hour Period

no. of ads no. of adsexposed absorbed

Magazines (full-page, 4C) 65.1 24.4

TV (30-second primetime) 16.2 11.7

Internet (standard banner) 27.8 3.8

Source: McPheters & Company, 2009 for Condé Nast Publications & CBS-TV

New research from McPheters & Company

shows that for each half-hour spent with

the medium:

• Magazine readers are exposed to twice

as many ads as internet users and four

times as many as primetime TV viewers

• As a result, magazines effectively

deliver more than twice the number

of advertising impressions as TV and

six times the number of ad impressions

as the internet

This study demonstrates that time spent

with a medium is not a good predictor of

advertising effectiveness.


Magazines Lead in Ad Influence Relative to Time Spent


magazines

newspapers

internet

television

radio

5.5

4.9

2.5

2.3

1.1

Time-Ad Impact RatioThe ad influence of a medium relative to time spent with that medium

Time-Ad Impact = Media Influence/Share of Total Time SpentSources: MRI MediaDay, 2008. Deloitte “State of the Media Democracy” Study, 2008

By dividing a medium’s influence by the share of total time spent

with that medium, a Time-Ad Impact Ratio can be calculated.

Results show advertisers that magazines’ ratio is more than two

time higher than that of TV or the internet and more than five

times higher than that of radio.

Magazines outperform other

media when looking at the

“Time-Ad Impact Ratio.”

A new analysis of time spent with media

focuses on the influence of advertising in

a medium relative to the more common

metric of time spent. This analysis,

dubbed the “Time-Ad Impact Ratio,” is

made up of two components:

• Share of time consumers spend with

each medium in an average day, and

• The percentage of U.S. consumers who

said advertising in a medium has the

most influence on their buying

decisions


Magazines Boost the Power of Other Media

Dynamic Logic’s analysis revealed that magazines play a leading role in boosting overall advertising effectiveness.

The combination of TV and magazines provided significantly more lift (versus TV alone) than did TV plus online.


tv onlytv + onlinetv + magazinestv + magazines + online

100 149 175 224Aided Brand Awareness

Advertising Awareness

Brand Favorability

Purchase Intent

Note: Results reflect the impact of different media combinations expressed as an index with TV as the base medium. Results are an aggregate of 32 studies.Source: Dynamic Logic/Millward Brown CrossMedia Research, 2007

Cumulative Effects of Different Media CombinationsPre/Post Point Change (Index versus TV alone; TV alone = 100)

0 100 200 300 400 500

100 145 218 230

100 155 352 407

100 122 252 274

tv only tv + online tv + tv + mags mags + online


Magazines Excel at Driving Results Through thePurchase Funnel, Especially at Key Lower Stages


magazines 45%television 38%

online 17%

Incremental Effect AcrossPurchase Funnel Overall

Base: 32 StudiesSource: Dynamic Logic/Millward Brown

CrossMedia Research Studies, 2004 – 2007

Incremental Effect of Medium on Brand Metrics: Overall StudiesAverage Percentage Point Increase Over Unexpected (Control) Baseline

Base: 32 StudiesSource: Dynamic Logic/Millward Brown CrossMedia Research Studies, 2004 – 2007

aided brand awareness

ad awareness

message association

brand favorability

purchase consideration

7.6 3.7 5.7 17.0

9.8 4.4 8.3 22.5

3.9 1.7 3.4 9.0

2.9 1.6 7.3 11.8

4.6 1.0 7.0 12.6

tv

online

magazines

In an analysis of 32 client-commissioned studies, media research firm Dynamic Logic found that magazines, in a

media mix that included online and TV, contributed:

• 45% of overall effects, indexing 118 compared to TV and 265 compared to online

• 62% of the total increase in brand favorability (7.3% of a total 11.8% shift)

• 56% of the total increase in purchase intent (7.0% of a total 12.6% shift), nearly three times stronger than TV’s

influence and seven times stronger than online’s influence


Magazines Improve Marketing and Advertising ROI


69%

Recommendation for Reallocation of Media SpendingPercentage of studies where spending should increase for medium

Source: Marketing Evolution, 2006

19%

44%

magazine

online

tv

For many of the accountability studies it conducted, Marketing Evolution made recommendations to marketers

to reallocate their media mix. They advised that:

• Share of spending for magazines should increase as much as 30 points in 11 of the 16 studies (69%)

• Share of spending for online should increase as much as 10 points in 7 of the 16 studies (44%)

• Share of spending for TV should increase as much as 10 points in 3 of the 16 studies (19%)

When marketers implemented

the recommended reallocation

of media, their average return on

investment (ROI) increased 23%

at comparable budget levels.


Magazines Most Consistently Produce a Low Cost per Impact Throughout the Purchase Funnel

When analyzing ROI across 38 cross-

media accountability studies, Marketing

Evolution found:

• TV leads in cost efficiency for brand

awareness with magazines a close second

• Magazines generated a superior cost-

per-impact for brand familiarity with

TV and online performing at almost

double magazines’ CPI

• For purchase intent magazines

yielded a far more efficient cost per

impact than TV or online

Magazines outperformed TV and online

when looking at the # 1 ranking as well

as the combined ranking for # 1 and 2

across the individual categories studied—

auto (page 48), electronics (page 52),

entertainment (page 53), and pharma-

ceuticals (page 66).


Aggregate Trends Across the Purchase FunnelCost Per Impact (CPI)Brand Awareness

Brand Familiarity

Purchase Intent

$0.98

$1.08

$1.97

$2.61

$1.40

$2.58

$1.77

$1.23

$2.61

Aggregate of 38 studies.Source: Marketing Evolution, 2008

television

magazines

online

Overall Media Performance Across Categories for CPIBased on number of times each medium ranked #1, 2 or 3 throughout the purchase funnel

media rank #1 #2 #3

TV 5 6 3

Magazines 8 5 2

Online 2 4 6

Base: Automotive, Electronics, Entertainment and Pharmaceutical categories.Source: Marketing Evolution, 2008


Magazines Influence Purchase BehaviorAcross Categories


Top Media That Influence Purchase by Age and Categorytotal adults age 18–24 age 25–34

Apparel/ magazines 25% magazines 35% Magazines 29%Clothing newspaper 23 email 25 broadcast tv 24

broadcast tv 21 broadcast tv 25 Email 23

email 19 Internet 23 Internet 19

Home broadcast tv 20% broadcast tv 20% broadcast tv 20%

Improvement magazines 19 magazines 17 magazines 17newspaper 19 cable tv 16 cable tv 15

cable tv 14 newspaper 14 newspaper 13

Car/Truck broadcast tv 20% broadcast tv 19% broadcast tv 21%

newspaper 19 newspaper 19 newspaper 17

magazines 15 magazines 17 magazines 15radio 13 cable tv 17 radio 15

Medicines broadcast tv 14% broadcast tv 14% broadcast tv 14%

magazines 9 Cable TV 12 cable tv 10

cable tv 9 magazines 10 magazines 9newspaper 9 newspaper 8 newspaper 7

Electronics broadcast tv 27% broadcast tv 32% broadcast tv 29%

magazines 23 internet 33 internet 25

newspaper 22 radio 32 email 24

internet 22 magazines 30 magazines 23

Source: BIGresearch, Simultaneous Media Usage Survey (SIMM13), December 2008

When looking at a variety of product

categories, BIGresearch found that

magazines are one of the top four

out of 17 possible media choices

influencing the purchases of U.S.

adult consumers. The categories

include apparel, home improvement,

car/truck, medicines and electronics.

The finding holds for the 18-to-24

and 25-to-34 year-old segments even

though such youth-centric media as

text messaging, video on cell phones,

instant messaging and online video

game advertising were included among

the 17 media studied.


Magazine Readers Are Super InfluentialConsumers Across Categories


Number of times medium ranks #1 or #2 among Super InfluentialConsumers across 60 productcategories

Magazines 51

Internet 54

Outdoor 19

Newspapers 4

Radio 1

Television 0

Top Quintile of Usage for Each MediumSource: MRI, Fall 2008

Across 60 product categories, magazines

and the internet most often rank #1

or #2 (out of six media) in delivering

the highest concentration of Super

Influential Consumers.

“Super Influentials” are defined by MRI

as the people who have great experience

in this product area and whose advice on

this category is trusted by friends and

family members.

The next 24 pages will delve deeper into individual product categories to show how magazines are both effective and efficient in driving ad results.

Product category information is updated throughout the year and available atwww.magazine.org/advertising.


Magazines Play a Major Role in Auto Purchase


Upper Funnel 6–5 months prior to purchase

Television Ads 15.1%

Magazine Ads 10.3

Friends / Relatives 10.3

Manufacturer Websites 9.7

Consumer Reports 7.3

Middle Funnel 4–2 months prior to purchase

Third Party Sites* 11.9%

Television Ads 11.4

Magazine Ads 11.0



Lower Funnel 4–2 weeks prior to purchase

Local Newspaper Ads 13.4%


Friends / Relatives 10.1

Dealer Websites 8.6


*Third Party Sites: i.e. Edmunds, Kelley, AOL Auto, etc.Consumer Magazines, Local Newspapers and Consumer Reports include both print and digital versions.Source: Time Inc. / CNW Marketing Purchase Process Study, 2008

Primary Source of Information — Top 5 of 25 Sources

The Time Inc. /CNW Purchase Process Study shows that there is a handoff of information sources as automotive

purchase intenders move from stage to stage. Magazine ads form an integral part of influencing the buyer’s

auto consideration set by playing a key role in both the upper and middle funnel stages.


Magazines Are More Efficient Than Other Media at Critical Lower Stages of the Auto Purchase Funnel


Across six studies encompassing

domestic and imported cars and trucks,

including new launches and repositioning

of existing brands, analysis by Marketing

Evolution showed:

• Magazines had a superior cost per

impact (CPI) for brand familiarity—

two-thirds that of TV and nearly 40%

less than online

• Magazines also had the lowest CPI

for purchase intent—three-quarters

that of TV and about one-third the

CPI of online

To see how magazines produced the

lowest cost per impact throughout the

purchase funnel across 38 cross-media

accountability studies, see page 44.

Cost Per Impact (CPI) by Medium by index

TV = 100. Lower Index = Better Performance.

Brand Familiarity

Purchase Intent


televisionmagazinesonline

$7.20

$2.45

$3.92

$7.60

$1.84

$2.65

100

100

34

54

24

35


Magazines Deliver ROI Across theAutomotive Purchase Funnel


Dynamic Logic examined the efficiency

of each medium and combination of

media for each stage of the purchase

funnel for a Jeep product launch

campaign. Their findings included:

• Magazines in isolation or magazines

plus online were the most efficient

of the various media and media

combinations

• Except for unaided brand awareness,

TV in isolation or in combination with

other media was the least efficient

medium for this campaign

Calculated Cost-per-Person (CPP) by Metric and Exposure Cell Lower Index = Greater Efficiency

tv+ tv+ mags + tv+magstv mags web mags web web + web

Unaided Brand Awareness 133 — 190 177 420 100 157

Aided Brand Awareness 236 100 131 314 282 133 207

Aided AdAwareness 434 100 167 380 1666 147 212

MessageAssociation 186 113 115 239 644 100 322

BrandFavorability 594 112 — 330 2496 100 317

Purchase Consideration — — — 1887 — 100 960

Notes: Index of 100 represents the most efficient medium or media combination and all other costs were indexed against the most efficient cost. A dash means that the metric did not increase or theincrease was under one percentage point.Source: Dynamic Logic, 2007


Magazines Contribute Significantly atCommunicating the Benefits for Automotive Brands


PointLogic’s independent automotive

advertising research confirms that

magazines contribute significantly at

communicating both emotional and

practical purchase stimulators at all

stages of the auto purchase funnel.

Emotional purchase stimulators include

such factors as quality, level of trust,“fits

my personality,” and appearance/style.

Practical purchase stimulators include

basic price, special offers and promotions,

and equipment/features.

Purchase Stimulators for Automotive BrandsPercent of consumers who indicated these information sources “perform well” for practical/emotional purchase indicators

practical emotional

Television 33% 23%

Magazines 30 20

Newspaper 28 12

Radio 17 10

Loose Inserts or Flyers 15 8

Movie Theatre Advertising 11 9

Internet Advertising 11 7

Sponsorship Events 6 7

Outdoor 6 6

Public Transportation 5 6

Source: PointLogic M3 Automotive Survey, 2008


Magazines Exert Sizable Influenceon Auto Purchasers


If you look at which media customers say

influence them to purchase a car and

then compare that to the allocation of

advertising dollars, you will see auto makers

are under-spending on magazines and the

web, while over-allocating dollars to TV.

Magazines command about 17% of the

influence to purchase a car, but garner

only about 12-13% of the ad budget.

Above average users of magazines and

the internet are more likely to be Super

Influential Consumers for automotive

purchases of friends and family,

including cars, trucks/vans/SUVs, and

aftermarket products.

For information on influencing the

purchase of environmentally-friendly

vehicles see page 58.

Automotive Ad Spending vs. Influence to Purchase by percent

General Motors Ford Toyota

Magazine Spend 12% 13% 13%

Magazine Influence 17 17 19

TV Spend 40 41 40

TV Influence 18 18 17

Internet Spend 4 4 3

Internet Influence 9 8 9Source: BIGresearch, 2008 and analysis of AdAge Domestic Car Spending by Category, 2006

Super Influential Consumers for Auto Purchases Are Heavy Users of Magazines and the Web

4.25 x 1” per group box

Automobiles

Other Vehicles

Automotive Products

136 magazines113 newspapers

110 radio71 tv

163 internet

133102

12988

145

131106

12279

146Base: Top Quintile of Usage for Each MediumSource: MRI Fall 2008. Super Influentials defined as people who have great experience in this topic and whose advice on this topic is trusted by friends and family members.


Electronics: Magazines Generate Results and Influence


Super Influential Consumers for Electronics PurchasesAre Heavy Users of Magazines and the Web


Base: Top Quintile of Usage for Each MediumSource: MRI Fall 2008. Super Influentials defined as people who have great experience in this topic and whose advice on this topic is trusted by friends and family members.

magazines

newspapers

radio

television

internet

Home Electronics

Computers

Mobile Cell Phones


116 radio64 tv

177 internet

138105105

59191

15895

13272

179

Heavy users of magazines and the internet are more likely to be Super

Influential Consumers for electronics purchases from computers to

mobile cell phones.

Electronics Cost Per Impact for Purchase Intent cpi /indexTV = 100. Lower Index = Better Performance.

Online $ 3.80 494

Television $ 0.77 100

Magazines $ 0.88 114

Source: Marketing Evolution, 2008

For more about how magazines produce the lowest CPI throughout the purchase funnel, see page 44.

In eight cross-media accountability

studies for electronics items ranging

from cell phones to electric toothbrushes,

Marketing Evolution found that

magazines work with TV to improve

results efficiently at all stages

of the purchase funnel with their most

significant role at the bottom of the

electronics purchase funnel.


Entertainment: Magazines Play a Leading Role in Producing Results


Super Influential Consumers for Entertainment PurchasesAre Heavy Users of Magazines and the Web


Movies

TV Shows

Music

Other Entertainment

Video Games


122 radio87 tv

157 internet

146111

124120

163

14398

13276

160

14893

112105

174

14780

12868

172


Heavy users of magazines and the web

are more likely to be Super Influential

Consumers for the entertainment

purchases of friends and family members.

Magazines have a significantly lower cost per impact (CPI) for purchaseintent of entertainment products (DVDreleases, TV show promotions, andtheatrical releases) than TV or online.

Entertainment Cost Per Impact for Purchase Intent cpi /indexTV = 100. Lower Index = Better Performance.

Online $ 2.23 114


Magazines $ 1.27 65


Magazines produced the lowest CPI

across the purchase funnel, see page 44.


Consumers of Entertainment ProductsChoose Magazines


Among those who use each medium once a week or more for

entertainment/celebrity information, more than half (55%) use

magazines compared to 37% who use the internet.

Magazines readers provide a key target for entertainment advertisers.

Consumers of a variety of entertainment products tend to be

above average magazine readers and below-average TV viewers.

These consumers also tend to be heavy users of the Internet.

Top Media Quintiles for Entertainment Products by index

magazines newspapers radio tv internet

Attended movies 2-3 times per month in last 90 days 129 97 98 93 126

Category influential consumers: movies 136 95 112 89 138

Prefer to see a new movie on opening weekend 131 100 100 91 130

Purchased 3+ video games in past 12 months 130 96 106 74 141

Likely to buy portable DVD player in next 12 months 121 91 114 108 108

Bought a home theatre/entertainment system in last 12 months 136 98 105 82 133

Bought 10+ pre-recorded CD’s/audio tapes in last 12 months 134 116 117 96 113

Base: U.S. Adults 18+Source: MRI, Fall 2008

Source: MediaVest Print/Digital Study, 2008

Percent Using Each Medium Once a Week or More Often for Entertainment/Celebrity Informationmagazines

internet

55%

37%


Fashion/Beauty: Magazines Make Ad Results More Attractive


Super Influential Consumers for Fashion/Beauty Purchases Are Heavy Users of Magazines and the Web


Beauty

Clothes

Shoes

Other Fashion

Shopping


125 radio77 tv

182 internet

180108

13069

176

167113

12372

177

177103

11484

187

157103

10882

165


Above average users of magazines

and the web are more likely to be

Super Influential Consumers for the

fashion and beauty purchases of

friends and family.

Among those who use each medium

once a week or more for fashion/beauty

information, nearly half (47%) use

magazines compared to 33% who use

the internet.

Percent Using Each Medium Once a Week or More Often for Fashion/Beauty Information


magazines

internet

47%

33%


Financial: Magazines Pay Dividends on Media Investments


Super Influential Consumers for Financial Purchases Are Heavy Users of Magazines and the Web


Finance/Investments

Real Estate

Insurance


118 radio80 tv

195 internet

139140

10895

181

135158

102105

196


Heavy users of print and the internet

are more likely to be Super Influential

Consumers for financial purchases,

including investments, real estate and

insurance.

Heavy users of magazines are also

more likely to be affluent investors.

They index higher for having used any

brokerage service in the past year and

to have financial accounts with a total

value of $250,000 or more.

Affluent Investors Read Magazines — in Past Year by index

mags tv web

Used any brokerage 121 101 108(full service, discount, other)

Value of total financial 116 102 100accounts $250,000+

Heavy media users. Base: Heads of House, HHI $100,000+Source: Mendelsohn Affluent Survey, 2008


Food: Magazines Spice Up Results


Super Influential Consumers for Food PurchasesAre Heavy Users of Magazines and the Web


Grocery Shopping

New Food Items

Snacks

Soft Drinks

Coffee


126 radio90 tv

155 internet

140102

11696

136

170101

117101

147

149113

12395

152

174118118

65164


Heavy users of magazines and the

internet are more likely to be Super

Influential Consumers for food

purchases, including snacks, coffee, new

food items, and grocery shopping.

Magazines are a leading source of food

information according to a recent study

from MediaVest. Among those who used

each medium once a week or more for

food information, more than one in three

(35%) used magazines compared to 27%

who used the internet.

Percent Using Each Medium Once a Week or More Often for Food/Cooking Information


35%magazines

Internet 27%


Green: Magazines Target Environmentally Conscious Consumers


Environmentally-Friendly Consumers Use Magazines and Web Most


Super influential consumer for environmentally-friendly products

I have great experience in environmentally-friendly products

My family/friends trust my advice on environmentally-friendly products

I participate in environmental groups/causes

Agree completely: I buy vehicles that reflect my commitment to the environment


111 radio69 tv

160 internet

121111

10397

108

131108

114114

97

156151

10157

168

120100

10391

107


Segmentation by Environmental Friendliness by index

mags tv web

Green Advocates 159 69 160

Green at Their Best 104 93 106

UnGreen (least green) 92 107 94

Base: Top Quintile of Usage for Each Medium; six segmentsidentified. Source: MRI Fall, 2008

Above average users of magazines and

the web are most likely to be Super

Influential Consumers for the purchase

of green products by friends and family.

Likewise, in a segmentation based on

environmental friendliness, heavy magazine

readers and internet users index highest

in the top two of six segments. Heavy TV

viewers index highest in the least green

segment.


Home Improvement: Magazines MotivateConsumers to Act


Super Influential Consumers for Home Improvement Purchases Are Heavy Users of Magazines and the Web


Home Remodeling

Household Furnishings

Interior Decorating

Gardening


121 radio78 tv

136 internet

140105

12191

138

144111

9880

136

127115

10889

141


Nearly half of all home improvers (45%)

cited magazines as their primary source

of motivation for beginning a new home

improvement project. Magazine editorial

(24%) and magazine advertising (21%)

contributed almost equally.

Consumers Who Source Home Improvement Ideas from Specific Media by percent

Magazine Editorial 24%

Magazine Ads 21

Home Show/Other Demos 13

Friend/Neighbor/Contractor 12

Retail Exposure 7

TV Program 5

TV Ads 5

Primary Sources of Home Improvement Projects.Source: Meredith Corporation & CNW Market Research, 2007

Heavy users of magazines and the internet are more likely

to be Super Influential Consumers for home improvement

purchases, including home remodeling, household furnishings

and interior decorating.


Luxury Goods Buyers More Likely to UseMagazines and the Internet


Super Influential Consumers for Luxury Goods Purchases Are Heavy Users of Magazines and the Web


Fashion

Beauty

Alcoholic Beverages

Interior Decorating


120 radio68 tv

179 internet

156105

12577

182

153121

11979

161

144111

9880

136


Heavy users of magazines and the

internet are more likely to be Super

Influential Consumers for luxury goods

purchases, including fashion, beauty,

and alcoholic beverages.

Heavy users of magazines are also more

likely to be affluent luxury goods buyers.

Affluent Luxury Goods Buyers Spending in Past Year by index

spent/designer items mags tv web

$2,000+ Watches 167 107 153

$5,000+ Jewelry 162 117 128

$2,000+ Clothes 186 101 138

$1,000+ Day Spa 190 96 144

Any Cruise (14+ days) 156 119 97

Base: Top Quintile of Usage for Each Medium. Source: 2008 Mendelsohn Affluent Survey, Heads of House, HHI $100,000+


Packaged Goods: Magazines Influence Consumers’ Purchasing Decisions


In an analysis of cross-media accountability

studies for the consumer packaged

goods category, Dynamic Logic found

magazines excelled at the critical

bottom stages of the funnel:

• Increasing brand favorability three

times more than online and more than

double that of TV

• Boosting purchase intent/consideration

the most, nearly double that of TV and

three times that of online

Base: 14 StudiesSource: Dynamic Logic/Millward Brown CrossMedia Research, 2007

15.0

Incremental effect of Medium on Brand Metrics: CPG StudiesPercentage Average Percentage Point Increase Over Unexposed (Control) Baseline

tv

online

magazines

Aided Brand Awareness

Ad Awareness

Message Association

Brand Favorability

Purchase Intent/Consideration

24.4

11.9

11.7

12.6

7.2

11.0

6.3

2.6

3.5

3.5

4.8

1.8

2.0

2.5

4.3

8.6

3.8

7.1

6.6


Packaged Goods: Magazines Boost ROI and Target the Right Shoppers


Super Influential Consumers for Packaged Goods Purchases Are Heavy Users of Magazines and the Web


Cleaning Products

New Food Items

Snacks

Healthcare

Products for Babies + Children


117 radio99 tv

137 internet

140102

11696

136

170101

117101

147

156119

10171

152

145103103

97124


Heavy users of magazines are morelikely to be Super Influential Consumersfor packaged goods purchases byfriends and family members.

Consequently, magazines providedsuperior ROI for two brands of aconsumer packaged goods marketer.For Brand A, magazines performed threetimes more efficiently than TV; for Brand B, magazines provided a thirdbetter efficiency than TV.

Source: Marketing Management Analytics (MMA) presentation, 2006

Brand A

Brand B

100

100

317

131

ROI Effectiveness Score magazines

tv


Pharmaceutical: Magazines Are a Prescription for Positive Results


Actions Taken in Response to Healthcare AdvertisingIndex of Heavy Media Users Compared to the General Public


Source: MARS OTC/DTC Study, 2008

Discussed an ad with your doctor

Called toll-free number to get information

Switched to a different brand

Visited any website

Asked your doctor for a product sample of prescription drug


139 radio104 tv

121 internet

202148

164144147

186145

143117

110

154105

133122

185

185131

129107

113

The MARS OTC/DTC study revealed that

magazine readers are by far the most

likely to take action on healthcare ads

when compared to the users of any

other medium. One example, magazine

readers were twice as likely as the general

public to discuss an ad with their doctor.

In addition to the data presented on

the chart, magazine readers were:

• Two and a half times more likely to

return a sample card

• Nearly twice as likely to discuss an

ad with a friend or relative compared

to the general public


Pharmaceutical: Magazines Are a Top Healthcare Resource for Consumers


Magazines — including both editorial

content and advertising — are the

leading sources of healthcare

information for consumers.

According to MARS OTC/DTC Study:

• Three of the top 15 most valued sources

for healthcare information are

magazine-related consumer media

• Magazine articles surpass the editorial

content of other consumer media as

a leading source (except for brochures/

pamphlets in-office)

• Magazine and television ads rank

highest as top advertising resources

(except for ads in doctors’ offices)

Magazine Ads/Articles Are Top Resourcesfor Healthcare Information

very much/somewhat

Doctors 69%

Pharmacists 56

Friends / Spouse / Other Relatives 54

Nurses / Physician Assistants 53

Ads / Brochures / Pamphlets / Wallboards in Doctors’ Offices 42

Medical Journals 38

Magazines in Doctors’ Offices 35

Magazine Articles 33

Product Packaging / Labels 32

Newspaper Articles 29

Internet-Other Health Websites 26

TV Programs or Reports 26

Magazine Ads 22

TV Ads 22

Internet-General Websites 21

Source: MARS OTC/DTC Study, 2008


Pharmaceutical: Magazines Lead in Driving Purchase Intent


Pharmaceutical Purchase IntentDefined as intention to talk to doctor/physician

Base: Aggregate of 2 studies.Source: Marketing Evolution, 2006

4%

7%

Magazines

Television

Online

3

2%

4%

2

6%

0

6%

pre-control

post-control

point difference

Affinity/VISTA surveyed consumers on their recall and response to

pharmaceutical direct-to-consumer (DTC) ads seen in magazines and

on television. The study found that:

• Recall scores for magazine DTC ad campaigns skewed much

higher than those for TV

• Magazines indexed more than half again higher than TV for

actions taken in response to DTC advertising, based on those

who recalled the ad

Marketing Evolution found that magazines

drove consumers’ pharmaceutical

purchase consideration—based on intent

to talk to a doctor/physician—more than

TV or online.

Magazines Lead in Recall and Actions Taken for DTC

recall action/recall action/recallad recall index percentage index

Magazine Ads 50% 139 17% 155

TV Commercials 36% 100 11% 100

Source: Affinity’s VISTA Print Effectiveness Rating Service, 2007


Pharmaceutical: Magazines Provide Healthy AdResults and Are a Key Health Resource


Marketing Evolution found that

magazines’ average cost per impact

for purchase intent —phrased as an

intention to talk to a doctor/physician

—was almost half that of TV.

To see how magazines produced the

lowest cost per impact throughout the

purchase funnel across 38 cross-media

accountability studies, see page 44.

Magazines are a leading source of

healthcare information according to a

recent study from MediaVest. Among

those who used each medium once a

week or more for health and wellness

information, 37% used magazines

compared to 33% who used the internet.

Intent to talk to doctor/physician

$19.05

56

Pharmaceutical Cost Per Impact index

TV=100. Lower Index = Better Performance.Aggregate of 2 studies. Source: Marketing Evolution, 2008

television

magazines

online not significant

100

$10.67

Percent Using Each MediumOnce a Week or More Oftenfor Health & Wellness Information

37%


magazines

internet 33%

67


Accountability: Magazines Get Results

Retail: Magazine Ads Improve ROI andInfluence Purchases

Super Influential Consumers for Retail PurchasesAre Heavy Users of Magazines and the Web


Beauty

Clothes

Shopping

Home Electronics

Household Furnishings


125 radi77 tv

182 internet

180108

13069

176

157103

10882

165

155112

11664

177

140105

12191

138


Above average users of magazines

and the internet are most likely to be

Super Influential Consumers for retail

purchases of friends and family.

Magazines were the most efficient

medium for this retail brand’s core

campaign objective: intent to purchase

apparel. On a cost-per-impact basis,TV was

three times more expensive and online was

a third more expensive than magazines.

Retail Cost Per Impact for Purchase Intent* cpi/indexTV = 100. Lower Index = Better Performance.


Online $ 8.54 39

Magazines $ 6.28 29

*Based on intent to purchase apparel. Aggregate of 8 studies. Source: Marketing Evolution, 2005


Technology: Magazines Target Key Purchase Influencers


Super Influential Consumers for Technology PurchasesAre Heavy Users of Magazines and the Web


New Technology

Computers

Mobile Phones


112 radio69 tv

206 internet

138105105

59191

15895

13272

179


Two independent sources show that above average magazine readers are key influencers for technology

products. IntelliQuest reports that heavy users of magazines are more likely to be decision makers for the purchase

of their company’s technology products—even more so than heavy users of the internet.

Heavy users of magazines and the web are also more likely to be Super Influential Consumers for technology

purchases, including computers, mobile phones and new technology products and services.

Decision Makers for Purchase ofCompany’s Technology Products% heavy users mags tv web

Computer Servers 34.9 12.9 30.1

Desktop + Notebook PC 33.6 15.4 25.6

Handheld Devices 31.0 18.5 23.0

Networking/Telecom 29.9 21.2 27.4

Source: IntelliQuest Business Study, Spring, 2008


Travel: Magazines Are a Destination for Travel Aficionados


Magazines and Web Excel at Influencing Travel Purchases


Agree completely/somewhat: Others ask my advice about vacation travel

Very/somewhat likely in next 12 months: vacation within the U.S.

Very/somewhat likely in next 12 months: vacation abroad

Very/somewhat likely in next 12 months: take a cruise (more than one day)


101 radio92 tv

108 internet

110110

10082

118

113112

8887

121

118109

10191

118

Base: Top Quintile of Usage for Each MediumSource: MRI Fall 2008

Heavy users of print and the internet

are more likely to be vacationers of all

types: domestic, foreign and cruise.

Magazine readers are also more likely

to be affluent travelers, heads of house

with household incomes of $100,000

or more who have traveled to Europe

in the past three years or to Hawaii or

Florida in the past year.

Affluent Travelers Use Magazines Most index

travel activity mags tv web

Europe/past 3 years 140 91 113

Hawaii /past year 128 89 118

Florida/past year 120 100 106

Base: Top Quintile of Usage for Each Medium. Source: Mendelsohn Affluent Survey, Heads of House, HHI $100,000+

70Magazines Role in Building Web Metrics

Magazines Excel in Driving Web SearchAcross Various Demographics


Magazines perform best

overall at influencing

consumers to start a

search for merchandise

online —ahead of online

media and word-of-mouth,

according to the latest data

from BIGresearch. What’s

more, magazines rank

among the top three media

by gender as well as all

age groups.

Media that Trigger an Online Search by Age and Gender

medium (percent) overall M F 18 –24 25 –34 35 –44 45 –54 55+

Magazines 42% 41% 43% 38% 39% 44% 44% 45%

TV/Broadcast 38 41 36 31 36 40 41 39

Newspapers 37 38 37 25 29 35 41 47

Face-to-Face 33 33 32 39 38 33 32 27

TV/Cable 32 36 28 43 40 34 31 23

Radio 29 33 24 28 31 32 31 24

Direct Mail 27 25 28 21 26 27 28 29

E-mail Advertising 23 22 23 23 25 24 23 20

Internet Advertising 21 24 18 28 24 22 20 16

Outdoor Billboard 11 12 9 14 14 12 10 7

Online Communities 10 10 9 24 16 9 5 3

Blogs 7 8 6 17 10 7 5 3

Other 7 7 7 4 5 7 8 9

Source: BIGresearch Simultaneous Media Usage Study (SIMM13), December 2008


Magazine Ads Build Web Traffic Overalland Across the Purchase Funnel


An analysis by Marketing Evolution

showed more than a 40% lift in web

traffic occurred after consumers were

exposed to magazine advertisements

compared to a control group of

respondents who were not exposed

to magazine ads.

For insights on how including a URL in

magazine ads can further boost web

traffic, see page 82.

Percent of Group to Visit Brand Website

Aggregated base sizes Control n = 21,410 Exposed n = 22,619Source: Marketing Evolution, 2004–2007

7%

10%

3

pre-control

post-control

point difference

Magazines contributed to building web traffic at each stage of

the purchase funnel, especially excelling at influencing purchase

intent, often considered the most important stage. These results

parallel those seen in overall purchase funnel analysis.

11%

13%

2

21%

25%

4

30%

39%

9

Analysis completed at the individual respondent level. Control n = 4,260 Exposed n = 4,492Source: Marketing Evolution, 2004 – 2007

pre-controlpost-controlpoint difference

Percent of Group to Visit Brand Websiteat Each Stage of the Purchase Funnel

Aware of product or brand

Intend to get more information

Intend to purchase


Magazine Ads and Magazine Websites Prompt Action Taking Online and Off


The Online Publishers Association (OPA)

found magazine websites were more

likely than other media websites to

prompt viewers to take some kind of

action as a result of watching an online

video ad. JupiterResearch showed

magazine and newspaper ads are the

most influential media at generating

qualified traffic (consumers who made a

purchase after conducting an online search).

Actions Taken from Viewing Online Video Ads by percent

medium checked out searched clicked talked went/storecompany for info on banner to friends to checkwebsites ad or family product

Magazine Sites 45 38 30 27 29

Online Only News/Info Sites 42 35 29 22 26

Natl. Newspaper Sites 40 37 25 23 22

Natl. Broadcast TV Sites 38 31 25 22 19

Cable TV Sites 38 30 25 22 20

Portals 37 34 25 27 24

User-generated Sites 35 24 20 18 14

Source: Online Publishers Association, June 2007

Offline Sources that DriveQualified Traffic to Websitesmade purchase after conducting an online search percent

Magazine/Newspaper Ad 30%

Television Ad 23

Radio Ad 22

Billboard/Indoor/Sports Venue Sign 19

Source: JupiterResearch, 2007

73Magazines Role in Building Buzz

Magazines Influence Word of Mouth


Word-of-Mouth Influencers for Family/Friends by Media UseProduct category influenced — index vs. total adults

Base: Top Quintile of Usage for Each MediumSource: MRI Omnibus Recontact Study, 2008

Automotive

Personal Finance

Food

Technology

Travel


103 radio108 tv

96 internet

125107

112101

108

112102

9998

104

120101101

103119

118105

9793

103

Magazines excel in reaching consumers

who impact the attitudes and behaviors

of people within their sphere of influence:

• Based on an analysis of word-of-

mouth influencers, heavy magazine

readers are far more likely to influence

family and friends across a range

of product categories

• Magazines are most likely to

complement the web in reaching

social networkers who build buzz

Social Networkers by Media UseUsed Facebook/MySpace in Past 30 Days – index

Magazines 149

Newspaper 87

Radio 113

Television 65

Internet 181

Base: Top quintile of usage for each mediumSource: MRI Fall 2008

74Magazine Reach

Magazines Accumulate Reach Faster ThanCommonly Believed—and When Consumers Choose


Magazine Audience Accumulation Over Time

Source: MRI, Fall 2008

on-saledate

Magazine reach begins accumulating

audience before the actual on-sale

date. The average monthly accumulates

approximately 60% of its audience

within the first month. The average

weekly magazine accumulates 80% of

its audience within the first two weeks.

Because consumers control their

media experience with magazines,

magazines provide “on-demand”

audience accumulation.

Note: The on-sale date is the actual date the magazine will appear on the newsstand or is likelyto arrive in subscriber households. For weeklies it is generally one week earlier than the cover date of the magazine. For monthlies, the on sale date is generally weeks ahead of the cover date.

75Magazine Reach

Top 25 Magazines Outperform Top 25 Prime-TimeTV Programs in Reaching Adults and Teens


Gross Rating Points of Top 25 Magazines and Prime-Time TV Programs

Sources: Carat Insight; Nielsen September 2007 – May 2008 (Prime regularly scheduled);MRI Fall 2008; MRI Twelveplus 2008

adults 18+

adults 18 – 34

adults 18 – 49

men 18 – 49

men 18 – 49 HHI $75K+

women 18 – 49

women 18 – 49 HHI $75K+

african americans 18 – 49

teens 12 – 17

140 234 +94

100 260 +160

114 236 +122

102 258 +156

109 234 +156

138 318 +180

153 353 +200

118 402 +284

72 186 +114

prime-time tv programs

magazines

adults 18+

adults 18 – 34

adults 18 – 49

men 18 – 49

men 18 – 49 HHI $75K+

women 18 – 49

women 18 – 49 HHI $75K+

african americans 18 – 49

teens 12 – 17

140

234

100260

114

236

102258

109234

138318

153353

118402

72186

Sources: Carat Insight; Nielsen September 2007 – May 2008 (Prime regularly scheduled programs);MRI Fall 2008; MRI Twelveplus 2008

prime-time tv programs

magazines

Gross Rating Points of Top 25 Magazines and Prime-Time TV Programs

Magazines provide superior reach

compared to TV programs for major

target audiences, including adults

18–49, women 18–49, African Americans

18–49 and teens 12–17, when Carat’s

cross-media research compared the top

25 prime-time TV programs and top 25

magazines.

Note: Total GRPs equal the rating of each

of the top 25 vehicles of each medium

added together.

76Reader Characteristics

Magazine Readers Are Innovators


Early Adopters and Media Use heavy media users (index=100)

product category magazines tv newspapers radio internet

Leisure 127 31 93 104 181

Food 117 84 101 104 113

Electronics 152 68 113 106 187

Financial 107 65 138 86 151

Home Appliance 112 83 112 93 134

Personal Care/Health 122 97 105 101 105

Super Innovators (3+ segments) 140 44 112 102 184

Base: U.S. Adults, 18+ Source: MRI, Fall 2008

Consumer Innovators are the consumers who are most open and most active in trying new products across a

range of categories. According to MRI, above-average readers of magazines along with above-average users

of the Internet are more likely than average consumers to be innovators overall and in all six product categories

studied—the only two media with this distinction.


Magazines Appeal to Younger Adults


Readership by Age

MRI Total 18–24 25–34 35–44 45–54 55–64 65+

Issues Read/Past Month (median) 5.7 7.5 7.1 6.2 6.0 4.8 3.4

Index 100 132 125 109 105 84 60

“Heavy” Magazine Readers – Top Quintile 20.0 25.2 25.6 20.8 21.5 15.6 11.0

Index 100 126 128 104 108 78 55

Base: U.S. Adults 18+ Source: MRI, Fall 2008

An analysis of MRI data demonstrates that:

• Adults under 35 years old read more issues per month than adults who are over 35

• As a consequence, younger adults are more likely to be in the top quintile of magazine

readership—the most avid or “heaviest” readers overall


Magazines Appeal to Diverse Readers


The MPA Market Profiles offer an in-depth

look at the African-American/ Black, Asian

American, Hispanic/Latino and Teen

markets. Each group is an important,

growing segment of the U.S. population

that uniquely redefines the culture of the

United States in areas such as food,

apparel and music. Not surprisingly, each

group displays specific magazine

readership patterns.

For more on Market Profiles, visit

www.magazine.org/marketprofiles.

Source: MRI, Fall 2008; ABC; National Directory of Magazines;Oxbridge Communications, 2009; MRI Teenmark, 2008;Carat Insight, 2008

• More than eight out of ten African-American/Black adults (84%)

are magazine readers. They read an average of 13.6 issues per

month, compared to 9.7 issues per month for all U.S. adults.

• More than two out of three African-American/Black adults (69%)

who read magazines are between the ages of 18 to 49, compared

to only 62% of the U.S. adult population.

• There were on average over 100 titles targeting Asian-Americans

in the five-year period from 2004 to 2008.

• Asian-American magazine readers are younger, more affluent,

and better educated than magazine readers overall.

• More than 75% of adult Hispanic/Latinos read magazines.

They read an average of 10.0 issues per month, slightly higher

than the U.S. average.

• From 2004 to 2008, the total paid and verified circulation for

ABC-measured Hispanic/Latinos magazine titles grew by 22.6%.

• Three-quarters of teens, 75%, read magazines.

• A cross-media comparison conducted by Carat Insight found

that the top 25 magazines lead the top 25 primetime TV shows

in reaching teens age 12 to 17.


The Portability of Magazines Allows Consumersto Read Them at Home or Away


Magazine Reading by Location

In Own Home 81%

Out of Home 78

Doctor /Dentist Office 36

Someone Else’s Home 27

Newsstand /Store 26

Work 26

Beauty /Barber Shop 15

Library /Club /School 9

Somewhere Else 8

Airplane 7

Business /Reception Room 7

During Other Travel 3

Traveling To /From Work 2

Note: Percentages add up to more than 100% due to multiple responses.Source: MRI, Fall 2008

80Increasing Creative Effectiveness

Magazines Show a Direct Link BetweenAd Engagement and Ad Effectiveness


Research from Affinity, using a battery of

26 key attributes that drove engagement in

a Study from Northwestern University*,

confirmed that greater reader engagement

is directly linked to increased advertising

recall and actions taken.

Overall, compared to less engaged readers:

• Engaged readers recalled ads

22% more often

• Engaged readers were 35% more likely to

take action in response to magazine ads

Individual Actions Taken in Response to Magazine Advertising

4.5 x 2 - box size

0 2 4 6 8 10 12

more favorable opinion

gather more information

visit advertiser’s website

visit store/dealer/other

save ad for future reference

recommend product/service


purchase product/service

Overall Ad Recall and Actions Taken in Response to Magazine Adsad recall

actions taken

56%46%

31%23%

agree with engagement statements

disagree with engagement statements

Top/bottom 2 box scores among total respondentsSource: Affinity, 2006




*Findings from Northwestern University’s Magazine Reader

Experience Study are available at www.magazine.org/research.

Individual Actions Taken in Response to Magazine Advertising

4.5 x 2 - box size

0 2 4 6 8 10 12

more favorable opinion

gather more information

visit advertiser’s website

visit store/dealer/other

save ad for future reference

recommend product/service


purchase product/service

Overall Ad Recall and Actions Taken in Response to Magazine Adsad recall

actions taken

56%46%

31%23%








Engagement Findings Can Be Used to Predict Creative Impact


Results tested in the lab and

marketplace confirm that engagement

attributes can be utilized to help

understand and even predict the

effectiveness of magazine advertising

creative. Six brands — two from each

of three different categories — were

used for testing in the lab, while two

brands — Bayer Aspirin and Lincoln —

participated in marketplace tests.

These results were utilized to develop a

“Creative Diagnostic Tool,” available at

www.magazine.org/accountability.

Source: Affinity, 2006

Beauty–Night Cream

average recall

average actions taken

engagement rating

Packaged Foods–Cereal

average recall


engagement rating

Travel–Cruise Line

average recall


engagement rating

+37%

product a = 100 product b = increase in impact

+29%

+42%

+61%

+29%

+48%

+45%

+41%

+31%

100 137

129

129

142

161

148

145

141

131

by index

Beauty–Night Creamaverage recall


engagement rating

Packaged Foods–Cerealaverage recall


engagement rating

Travel–Cruise Lineaverage recall


engagement rating

100

100

100

100

100

100

100

100

100

137

129

142

161

129

148

145

141

131

Source: Affinity, 2006

product a = 100 product b = increase in impact by index


Including a URL in Magazine Ads Increases Web Visits


5%

7%

2

13%

19%

6

NO URL included

URL included

Percent of Group to Visit Brand Website

pre-controlpost-controlpoint difference

Analysis completed at the study level. 4 studies include URL and 5 studies do not include URL.Aggregated base sizes Control n = 21,410 Exposed n = 22,619Source: Marketing Evolution, 2004 – 2007

Affinity found that magazine ads with URLs are more likely to drive

readers to advertiser websites across a range of magazine genres.

Ads With URLs Compared to Ads Without URLsDrive Readers to Advertiser Websites by index

Action Index: Visit Advertiser’s WebsiteBase: Actions taken based on respondents recalling specific adsSource: Affinity’s VISTA Print Effectiveness Rating Service, 2007

100

203

122

152

138

286

163

198

ads WITHOUT web address ads WITH web address

home

financial

fashion

men’s

travel

women’s service

women’s service

When a URL was included in the

magazine advertising creative, the

percent change in visits tripled from

two to six points in Marketing

Evolution’s research.


Magazines Show Immunity to Ad Wearout


VISTA research, using examples from two

recent magazine ad campaigns where the

same creative approach was employed

over an extended period of time, found

that the ads did not exhibit any

measurable declines in effectiveness.

Magazines Show Immunity to Ad Wearout

Base: Actions Taken Based on Readers Recalling Specific AdsSource: Affinity’s VISTA Print Effectiveness Rating Service, 2008

Ambien CRTime Period: 4 quarters. Measured ad occurences: 35

average recall plan to ask doctor about the product

Q1

Q2

Q3

Q4

12% 58%

13% 61%

14% 61%

15% 59%

Johnson’s Baby Oil Time Period: 3 quarters. Measured ad occurences: 22

average recall plan to purchase the product

Q1

Q2

Q3

20% 43%

21% 43%

20% 51%

Q1

Q2

Q3

Q4

Q1

Q2

Q3

12%

58%

13%

61%

14%

61%

15%

59%

20%

43%

21%

43%

20%

51%

Base: Actions Taken Based on Readers Recalling Specific AdsSource: Affinity’s VISTA Print Effectiveness Rating Service, 2008

Johnson’s Baby Oil Time Period: 3 quarters. Measured ad occurences: 22

average recall plan to purchase the product

Magazine Ad Recall and Actions Stay Strong Across TimeAmbien CRTime Period: 4 quarters. Measured ad occurences: 35

average recall plan to ask doctor about the product

84Case Histories: The 28th Annual Kelly Award Winners for Outstanding Advertising

Grand Prize WinnerGoodby, Silverstein & Partners for the National Basketball Association

G R A N D P R I Z E

Goodby, Silverstein & Partners,

NBA campaign,“There Can Only Be One,“

increased ratings by 61%

The MPA Kelly Awards recognize the

best magazine advertising as defined by

advertising that demonstrates creative excellence

and produces positive marketplace results.

All the Kelly Award winners and finalists

campaigns are available for viewing in an interactive,

virtual gallery at www.kellyawardsgallery.org.

Case studies from nearly 250

previous years’ finalists are available at

www.magazine.org/casestudies.


Gold AwardGoodby, Silverstein & Partners for Häagen-Dazs


G O L D A W A R D

Goodby, Silverstein & Partners

for “Honey Bees” effort

for Häagen-Dazs

grew revenue by 7%

Best campaign-by-size winners included:

F U L L PA G E

Ogilvy’s “IER” ads for Perrier lifted sales

by 11% — beating a 15-year record

S P R E A D

Carmichael Lynch’s “Dark Custom”

campaign for Harley Davidson

led to a 24% jump in sales among

young adults

I N S E R T / O U T S E R T

GSD&M Idea City’s “No” Booklet ad for

BMW inspired 67,360 new vehicle sales —

exceeding their goal by +6%


Silver AwardEnergy BBDO for Canadian Club

S I LV E R A W A R D

Energy BBDO’s Canadian Club campaign,

“Damn Right Your Dad Drank It,”

outpaced the category leader — producing

results that led to a 4% sales bump in the

first three months of the campaign

Winning campaign categories included:

I N T E G R AT E D

McCann Erickson New York’s “Priceless Search” effort

for MasterCard Worldwide increased brand awareness

among their key target by 7%

P U B L I C S E R V I C E

TBWA’s ads for The Ad Council’s US Olympic Committee

“Don’t Be An Asterisk” campaign led to a 1,200% soar

in web traffic from launch

E F F E C T I V E N E S S A W A R Dbrought to you by MRI Starch

BBDO New York’s “Laminate Flooring Campaign”

for Armstrong generated a +64% spike in brand awareness

R E S O U R C E S

I N D U S T R Y P E R I O D I C A L S A N DW E B S I T E R E S O U R C E S

Advertising Agewww.adage.comA leading authority on advertising,marketing and media news.

Adweekwww.adweek.comFeaturing creative, client/agencyrelationships and advertisingstrategies.

Audience Developmentwww.audiencedevelopment.comCovers consumer marketing, retail anddirect mail for magazines.

Capell’s Circulation ReportNewsletter of magazine circulation.

Circ MattersNewsletter devoted to magazinecirculation analysis.

The CirculatorA weekly e-newsletter from CirculationManagement.

CreativityDevoted to the most importantelement of advertising - the work.

DM Newswww.dmnews.comThe weekly "Newspaper of Record" forthe direct marketing industry.

Foliowww.foliomag.comStrategies and tactics for magazinemanagement.

Mediaweekwww.mediaweek.comTargeting media specialists.

Newsstand Resourcewww.NRMag.comMagazine for the newsstand industry.

The New Single Copywww.nscopy.comNews and trends about the retailenvironment.

PrintCriticwww.printcritic.comA resource covering innovative ads.

Romenesko’s MediaNewswww.poynter.org/News from the Poynter Institute, aschool for journalists.

R E S E A R C H / R E F E R E N C E

Affinity Researchwww.affinityresearch.neta marketing and media researchcompany specializing in advertisingeffectiveness and media engagement.

American Journalism Reviewwww.ajr.orgA joint venture of American JournalismReview and NewsLink Associates. Itswebsite posts magazine andjournalism listings.

A.M.I.C. The Advertising MediaInternet Centerwww.amic.comA collection of links to media-relatedresources, message boards, andresearch tools.

Audit Bureau of Circulations (ABC)www.accessabc.comAudit organization for consumerperiodicals.

Business of Performing AuditsWorldwide (BPAW)www.bpaww.comAuditing services for trade/businessand consumer publications.

Columbia Journalism Review www.cjr.orgInformation about journalism andpublic policy including “Who OwnsWhat,” a database of media owners.

Experian Simmonswww.smrb.comSyndicated and custom research forpublishers and advertising agencies.

Gebbie Presswww.gebbieinc.comA media directory listing, for TV, radio,newspapers and magazines.

Hall’s Reportswww.hallsreports.comMeasurement of magazine editorialcategories with ad/edit ratios.

Ipsos Mendelsohnwww.ipsosmediact.com/A provider of affluent syndicated andcustom research.

Mediafinderwww.mediafinder.comA comprehensive listing of magazines,newspapers, catalogs and newsletters.

Media Info Centerwww.mediainfocenter.orgNorthwestern University's MediaManagement Center websiteproviding media management news.

Mediamark Research & Intelligence (MRI)www.mediamark.comProvider of research data and servicesfor the advertising industry.

Mr. Magazine: Samir Husniwww.mrmagazine.comSamir Husni is the Professor ofJournalism at the University ofMississippi.The website tracks newlaunches of magazines monthly.

Publishers Information Bureau (PIB)www.magazine.org/pibTracks the amount and type ofadvertising in consumer magazines.

PubList.comwww.publist.comContains over 150,000 print andelectronic publications.

Standard Rate & Data Service (SRDS)www.srds.comPublisher of media rates and data formagazines and other media.

TNS Media Intelligencewww.tns-mi.comA provider of strategic advertisingintelligence.

D I R E C TO R I E S

Bacon’s Directorieswww.cision.comPhone: (312)-922-2400

Benn’s Media Directorywww.wbime.com/bennsmedia.htmPhone: 44-20-7549-8666

Encyclopedia of AssociationsThomson Galewww.gale.cengage.comPhone: 800-354-9706

Gale Directory of Publicationsand Broadcast Mediawww.gale.cengage.comPhone: 800-354-9706

LexisNexis Advertising Red Bookswww.redbooks.comPhone: 800-340-3244

National Directory of Magazineswww.mediafinder.comPhone: 800-955-0231

Samir Husni’s Guide to New Consumer Magazineswww.mrmagazine.comPhone: 662-915-1414

Standard Rate & Data Service (SRDS)www.srds.comPhone: 800-851-SRDS

Ulrich’s International PeriodicalDirectorywww.Ulrichspub.comPhone: 866-737-4257

87

M PA R E S O U R C E S

ACCOUNTABILITY ANDEFFECTIVENESS

Case Studies Nearly 250 examples show howadvertisers have successfully used magazines:www.magazine.org/casestudies.

NEW! Category Fact Sheets downloadableone-sheets show how magazines driveresults across 17 categories.

Accountability Studies from Affinity Research,Dynamic Logic, Hudson River Group andmore analyze media mix dynamics andprovide compelling proof that magazinespositively impact sales. PowerPoint slideshighlighting magazines’ key role in drivingconsumer action are available online at www.magazine.org/accountability.

Measuring Media Effectiveness Across thePurchase Funnel, research from MarketingEvolution, demonstrates magazines’ significantcontribution across the purchase funnel.

Creative Diagnostic Tool makes magazinecreative accountable based on feedback fromadvertisers.The tool can provide insightsquickly and detail the learning on mediaengagement.

Quantifying Influentials’ Relationship withMagazines reveals that Influentials—the 21million Americans who influence the decisionsof the rest of the population—rank magazinesas their key source of news and informationand find magazine advertising valuable.

NEW! Magazine Myths Versus Reality Thirdparty research is used in these 3 toplines todebunk common misperceptions aboutmedia’s strengths in driving consumer action,media efficiency and magazines’ role at retail.

NEW! Time-Ad Impact Ratio links timespent with media to ad impact, using thirdparty sources helps marketers evaluate timespent in a way that aligns with their desirefor better results.

Accountability II: How Media Drive Resultsand Impact Online Success A compilation of accountability research, based on multipleindependent studies, the strengths ofmagazines and their role with other media.

Accountability: A Guide to Measuring ROI and ROO Across Media examinesaccountability research across media.

C R E AT I V E

Kelly Awards Gallery Guide, video and inter-active online gallery (kellyawardsgallery.org)showcase the best magazine ads and themarketplace results they achieved.

The Power of Print: Starch Ad Database and Tools is a presentation that surveys the usefulness of Starch Ad Readershipstudies and discusses the “Ten Principles for Effective Print Advertising.”

R E A D E R S A N D R E A D E R S H I P

The Value of Magazine Readership: ReaderDynamics and Ad Impact on Readers ofPass-Along Copies shows that readers valuepass-along copies and take action at a similarrate as readers overall.

The Value of Magazine Readership: ReaderDynamics and Ad Impact Among Paid andNonpaid Readers demonstrates that howmuch a consumer pays for a magazine or howthe magazine was acquired does not affectthe level of magazine engagement or likelihood to act on the advertising.

African-American/Black, Asian-American,Hispanic/Latino and Teen Market Profilesconsolidate research on these targets.

E N G AG E M E N T

Engagement: Understanding Consumers’Relationships with Media a media-neutralapproach that shows how consumers connectwith advertising-supported media: television,newspapers, radio, the Internet and magazines.

Understanding Magazine Circulation:A Guide for Advertising Buyers and Sellersoffers insights on key strategic concepts incirculation to help facilitate communicationbetween advertisers and publishers.

Magazine Reader Experience Study examines what consumers experience when they read a magazine and how thoseexperiences drive readership and advertisingimpact. The research, conducted by the Media Management Center at NorthwesternUniversity, offers significant insights for advertisers, consumer marketers,publishers and editors.

E N V I R O N M E N T

MPA Environment Handbook An in depth educational guide on environ-mental policies and procedures of interest to our magazines and companies. Thehandbook includes the many facets ofmagazine manufacturing — from harvestingtrees, to the printing, distribution, and final disposition by our readers.

Forest Certification An authoritative reviewand analysis of forest and forest productcertification schemes in North America to help publishers understand paper purchasingconsiderations.

G E N E R A L

2008-2007 Handbook of Consumer Marketing Practices contains importantinformation on effective circulation practices,the value of readership, subscriptionmarketing regulations as well as overviews of the retail picture for magazines.

Media Research Index puts more than 1,000research studies from 1950 to 2003 at yourfingertips. The index is available online atwww.magazine.org/mediaresearchindex and free of charge to MPA members andadvertisers. Listings are searchable by mediatype, study type, author, title or keyword. Alsoavailable in two-volume printed version.

M AG A Z I N E I N D U S T RY CO N F E R E N C E S A N D E V E N T S• Independent Magazine Group

(IMAG) Conference• Lifetime Achievement Awards• Magazines 24/7— Digital Conference• Magazine Innovation Summit• MPA Kelly Awards for Outstanding

Magazine Advertising (online only)• National Magazine Awards• Professional Development• Retail Conference:The Marketing

of Magazines and Bookswww.magazine.org/events

For all these resources and more,visit www.magazine.org or [email protected].

88

Stay updated on how magazines can work for you

Visit www.magazine.org The MPA website offers information on a wide array of topics

central to consumer magazines, including advertising, circulation, editorial, government action, digital

initiatives, finance and operations and industry events. You can download an electronic copy of the

Handbook and access dozens of other resources with up-to-the-minute research and a myriad of

facts and figures about the magazine industry.

Contact MPA’s Information Center For MPA members, advertisers and their agencies

the MPA Information Center offers personalized research services. The staff can provide data on

historical trends, industry statistics, news and much more. For more information, you can e-mail

requests to [email protected] or make an appointment to visit the Center in New York.

Staff is available 9 a.m. to 5 p.m. Eastern time, Monday through Friday.

The Please Recycle initiative is an industry-wide publiceducation campaign. For more information and to downloadthe logo, visit www.magazine.org/environment.

Top Reasons to Advertise in Magazines

Entertainment & Humor

sunday supplements

mars otcdtc

super influentials

mendelsohn

samir husnis

mediavest

abc publishers

measured ad