MAKING THE
CASE FOR
MAGAZINE MEDIA
GUY CONSTERDINE
THE POWERFUL RELATIONSHIP
BETWEEN READERS AND
THEIR FAVOURITE MAGAZINES
3
Magazine medium’s essential strength:
§  Way in which readers choose and use their magazines
Through its content and the way it is packaged
each magazine has it’s own, distinct personality
§  Readers choose magazines that connect with the personal self
4
5
It’s similar to the
way in which we choose our
friends
§ 
The magazine and its
content matches the reader’s own
personality and situation
Readers then develop an
emotional attachment to
their favourite
magazine(s)
§ 
What follows is a close, personal
relationship with the brand:
o  ‘My’ magazine
o  A feeling of ownership
o  An informed friend
6
A feeling of
ownership
develops – this is
“my” magazine
Reader has
own
perception
of person
(s)he wants
to be
7
When
magazine
chimes in with
self-image
there is a strong
connection
Growing sense
that “my
magazine helps
me to be who I
want to be”
Trusting
relationship
develops
between the
reader and his/
her magazine
To check out prices
For a treat or reward
To escape from reality
To uplift my mood
To keep me company
To be entertained
Something to talk about
To fill time
To keep up to date
To have 'me' time
To give me ideas
To relax and unwind
To learn things
Content suits my tastes/interests
0
8
5
10
15
Source: Carat Consumer Connection System, UK, 2010
20
25
30
35
40
45
50
Trust is established
Readers make time to read an issue
•  Of their own choosing
•  The same copy is often read at several intervals
There is focused attention – readers
savour the ‘magazine moment’
9
10
PPA UK describes
the typical
magazine reading
experience as the
magazine moment.
From its ‘Absorbing
Media’ study:
11
“The magazine moment was
described warmly and positively
by all respondents. It was
treasured, as a break from work/
housework/homework/etc., a
totally different activity which
transported the readers from their
everyday situation…”
Respondents who said they are alone
when reading a magazine*
12
Respondents who watched TV or took part in social/
family experiences when reading a magazine*
Source: Magazine Experiences Europe study published in 2008 by Time and Fortune magazines. *France, Germany, UK
“Magaz
ines are
an
‘appoin
tment to
view’
medium
which o
valuabl
ffers
e ‘me t
ime’. C
tend to
opies
be read
as a tre
when re
at,
laxing,
and for
taking a
break..
."
13
are in a
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r
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d
a
e
“R
ood –
m
e
v
i
t
p
e
rec
ll the
a
o
t
e
v
i
t
recep
ine,
z
a
g
a
m
of the
contents
the
including
ng..."
i
s
i
t
r
e
v
d
a
From an AdSense study by IPC Media in the UK
How a 38 year old woman in Germany read an issue of Vogue:
13 May
from
09:59
18 May
from
13:50
21 May
from
18:05
1 June
form
10:27
5 June
from
06:46
Ad Impact Monitor (AIM) study (RFID Contact Study) / Germany: 2009 to 2012
14
18 June
from
12:19
>>
Attentive, emotionally
involved audience
Repeat reading
Warm,
treasured
moments
A break from
work and other
everyday
duties
>>
Receptive to all
content, including
advertising
>>
Repeat opportunities
for engagement
Readers are in control of what
and when they read
15
They create ‘magazine
moments’ to engage with their
magazines
Key consideration for
advertisers
16
Magazines are
unique in the extent
to which ads are
welcomed by the
audience
Readers
choose
magazines that
reflect their
personalities
and interests
choice
choice
Advertisers
choose
magazines
with audiences
that fit their
audience and
brand
It’s a virtuous
circle
Match
Media Matchmaker: It’s About
Relationships. Magazine
Publishers of Australia 2009
17
Relevance builds
Connections
Starcom in the US asked consumers to tear out from their
favourite magazines 10 pages which between them
represented the essence of the magazines
3/10
pages were ads
18
“A magazine’s power rests in the
fact that the reader takes time to
read and is focusing on the
magazine. It is not only ‘your
moment’, but also the moment for
the advertiser. This is the
opportunity for the advertiser to
have an exclusive encounter with
consumers.”
Report on Magazine Engagement Study, The Netherlands
19
PPA Magnify Study (UK, 2011) found :
èNoting scores for editorial
and ads were similar,
indicating magazines are a
very hospitable environment
for ads
20
èReading some or all of the content
was higher for editorial, but action
taken after reading tended to be
stronger for ads
Actions
❤  Familiarity with
product
Magnify conclusion
❤  Information
gathering
Engagement
with ad
Reader’s
attention to
ads
21
Presentation
of ads in
hospitable
magazine
environment
Drives
action
❤  Purchase
consideration
❤  Purchase
MAGAZINES AS DRIVERS OF BEHAVIOUR ON THE CONSUMER JOURNEY (HIGHLIGHTS)
EDITORIAL
AD
54%
54%
Gathered more info after seeing article/ad
13%
18%
Visited brand website
11%
16%
Noting score
INFORMATION GATHERING
IMPACT ACTIONS:
Have a more favourable opinion about the product
19%
Recommended the product (word of mouth)
14%
CONSIDERATION AND PURCHASE:
22
Considering purchase
12%
22%
Purchased
4%
9%
Overall net action score
66%
63%
Magnify, PPA, 2011, UK
Magazines are unique in the way in which readers
welcome ads as part of the magazine’s essence
• A perfect ‘dating arrangement’
Magazine moments = advertising moments
• Opportunity for advertisers to have an exclusive encounter with consumers
Ads in magazines drive action
• Through the consumer journey to purchase
23
PROOF OF PERFORMANCE
Ø  110 evidence-based
studies
Ø  23 countries
Ø  116 pages
²  This is the first of a
5-set presentation: the
additional slide sets are
available at:
²  Full (free) digital
edition available from:
²  Order print copies
from:
Proof of Performance was written for FIPP by Guy Consterdine
www.fipp.com/POP