Magazines matter The enduring power of magazine media Linda Thomas Brooks

Transcription

1 Magazines matter The enduring power of magazine media Linda Thomas Brooks CEO, MPA, USA

2 LINDA THOM AS BROOKS President& ChiefExecutive Officer pam agm runltb #m patellsandsells MAGAZINE MEDIA TELLS AND SELLS

3 THE RHETORIC IGNORES THE REALITY

4 IS SPECIAL WHAT IS ABOUT MAGAZINES? SPECIAL ABOUT MAGAZINES? Magazine media builds brands and se ls productin a safe and transparentenvironm entwith dem onstrable results and more rigorto prove itthan anyone else

5 THE RHETORIC IGNORES THE ROLE

6 THE HIERARCHY OF ADVERTISING EFFECTS BRAND AW ARENESS/FAMILIARITY MESSAGE ASSOCIATION BRAND FAVORABILITY PURCHASE INTENT

7 THE RHETORIC IGNORES THE REACH

8 MAGAZINE MEDIA 360 BRAND AUDIENCE REPORT 2000 AUDIENCE SIZE BY PLATFORM (IN MILLIONS) Total MM360 Print+Digital Web Mobile Video Sources for Print+Digital Audiences: GfK MRI's Survey of the American Consumer and Ipsos Affluent Survey USA Sources for Online platforms: comscore and Nielsen Online Audience Trend by Platform

9 TOP 10 TV SHOW S (Adults in Season) The Walking Dead AMC 8.0 Sunday Night Football NBC 6.9 Thursday Night Football NBC 5.2 Thursday Night Football CBS 5.0 The Big Bang Theory CBS 4.9 This Is Us NBC 4.8 Empire FOX 4.3 NFL Monday Night Football ESPN 3.9 Modern Family ABC 3.7 Grey s Anatomy ABC 3.5 TOP 10 MAGAZINES (Adults MRISpring 2017) People 15.6 Better Homes & Gardens 12.7 National Geographic 12.4 The Costco Connection 9.4 Cosmopolitan 8.3 ESPN The Magazine 8.0 Sports Illustrated 7.6 Game Informer 7.0 Parents 6.6 Men s Health 6.3 Source: Nielsen Media Research, season to date through May 14, 2017, in ratings points. Nielsen prelim Live+7 Day, Prime, Originals only, Programs with majority of telecasts airing in season. Excludes: Repeats, Specials, Post Season Sports, Pre/Post Sports Commentary, Mini Series (<5 telecasts in season) and News.; GfK MRI, adults 18 49, Spring 2017

10 THE RHETORIC IGNORES THE RESULTS

11 PRINT PROVIDES LIFT ON AW ARENESS MEASURES... 20% 15% 10% 10% 13% 15% 11% 11% 10% 11% 11% 12% 15% 15% 5% 0% 4% 3% 4% 6% 6% 7% UNAIDED AWARENESS AIDED AWARENESS ONLINE AD AWARENESS PRINT AD AWARENESS TV AD AWARENESS Online + Print Delta Online + TV Delta Print + TV Delta Online + Print + TV Delta Number Respondents: Print + Online = 30,588; Online + TV = 91,019; Print + TV = 24,563; Print + Online + TV = 10,967 Source: Millward Brown Digital

12 ...AND FOR LOW ER FUNNEL METRICS TOO 20% 15% 15% 14% 17% 17% 10% 5% 8% 9% 11% 10% 10% 7% 11% 8% 0% MESSAGE ASSOCIATION BRAND FAVORABILITY PURCHASE INTENT Online + Print Delta Online + TV Delta Print + TV Delta Online + Print + TV Delta significant increase at 95% confidence Number Respondents: Print + Online = 30,588; Online + TV = 91,019; Print + TV = 24,563; Print + Online + TV = 10,967 Source: Millward Brown Digital

13 NOT EVERY AD DOLLAR IS THE SAM E $3.94 Return on Advertising Spend Source: Nielsen Catalina Solutions, analysis of 1,400 campaigns measured across media type. Multi Media Sales Effects Studies from 2004 Q Copyright 2016 Nielsen Catalina Solutions

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15 THE RHETORIC IGNORES THE RECEPTIVITY

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17 Readers Magazine 18-49are media readers especia is more say ly receptive trusted,inspiring ads fitwelwith to advertising and the motivating content in magazine more media more so than than othermedia. than on websites and ortv. Source: Simmons Research, Multi Media Engagement Study, Spring 2016

18 Higher com prehension and recall Preferred by m ajority (even m illennials) Stim ulates em otions and desires PAPER-BASED READING More focused atten tion, less distraction Slow er read ing speeds Drives sensory involvem ent

19 THE RHETORIC IGNORES THE RESPONSIBILITY

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21 MAGAZINE MEDIA S MOMENT IN TIME BRAND SAFE, BRAND ED IFYING M EASU REM EN T AUDITED,VALIDATED, ACCREDITED BETTER VIEW ABILITY IM MERSIVE USER EXPERIEN C E PRO VEN EFFEC TIVEN ESS

22 MAGAZINE MEDIA BETTER.BELIEVE IT. LINDA THOM AS BROOKS lthom m agazine.org magazine.org