Magazine Media Tells and Sells. LINDA THOMAS BROOKS President and Chief Executive Officer MPA The Association of Magazine Media
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1 Magazine Media Tells and Sells LINDA THOMAS BROOKS President and Chief Executive Officer MPA The Association of Magazine Media
2 You are here
3 There's no place like home
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7 SOCIAL DATA MAGAZINE MEDIA SURVEY WEB PROGRAMMATIC FACEBOOK TV FRAGMENTATION CONSUMER NATIVE TEXTS DIRECT MAIL TWEETS REACH VIDEO INTEGRATED WORD OF MOUTH E-COMMERCE QUIZ RADIO INSTAGRAM PINTEREST S SEGMENTATION NEW BILLBOARDS TEXT MESSAGES SNAPCHAT PRESS CRM MULTI-CHANNEL DIGITAL BLAH BLAH BLAH RATINGS ENGAGEMENT PHONE CALLS
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9 Higher Comprehension and Recall Preferred by Majority (Even Millennials) Stimulates Emotions and Desires PAPER- BASED READING More Focused Attention, Less Distraction Reading Speeds Differ Contributes to Its Impact on Readers
10 MAJORITY (EVEN MILLENNIALS) PREFER PRINT-ON-PAPER READING Nearly every study found in this scan that asked respondents direct questions about their preferred format for reading, paper came out on top even among digital natives
11 PRINT SIGNIFICANTLY BOOSTED THE EFFECTIVENESS OF CROSS-PLATFORM CAMPAIGNS Campaigns that used PRINT + ONLINE improved Persuasion Metrics by more than 10% 4 Campaigns that used PRINT + TV improved Purchase Intent by 17%
12 PRINT PROVIDES LIFT IN COMBINATION WITH EVERY OTHER MEDIA CHANNEL ON AWARENESS 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 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 AND FOR LOWER 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
14 PRINT GENERATES HIGHEST LIFTS IN PERSUASION METRICS 15% 10% 11% 11% 5% 0% 4% 8% 4% 8% BRAND FAVORABILITY PURCHASE INTENT Online Delta Print Delta TV Delta significant increase at 95% confidence Number Respondents: Online = 253,421; Print = 88,014; TV = 198,479 Source: Millward Brown Digital
15 TOP 10 TV SHOWS (Adults in season) NBC Sunday Night Football 7.3 Empire 7.1 CBS + NFLN Thursday Night Football 5.9 The Big Bang Theory 5.6 Sunday Night NFL Pre-Kickoff 5.3 The OT 4.6 The Big Bang Theory Modern Family 4.3 Scandal 4.3 The Voice 4.0 TOP 10 MAGAZINES (MRI Doublebase; Adults 18-49) People 18.6 Better Homes & Gardens 13.7 National Geographic 12.4 Cosmopolitan 9.5 Sports Illustrated 9.1 The Costco Connection 9.0 ESPN The Magazine 8.4 Parents 8.2 US Weekly 7.7 Rolling Stone 7.2 Source: Lisa de Morales, "Full TV Season Series Rankings: Football & Empire Ruled" on Deadline Hollywood, May 21, 2015
16 MAGAZINES BEAT TV IN REACHING ADULTS ANY WAY YOU LOOK AT IT! The nation s number 1 magazine (People) has a bigger reach than the top 2 TV shows (Sunday Night Football + Empire) combined. The top 10 magazines reach nearly double the audience that the top 10 TV shows can. The nation s top 5 magazines reach double the audience of the top 5 TV shows combined. The top 25 magazines have an 82% bigger total audience than the top 25 TV shows. Source: 2015 Doublebase GfK MRI weighted to Population (000) - Base: All; Source: "Full TV Season Series Rankings: Football & Empire Ruled" on Deadline Hollywood, May 21, 2015 (Full TV Season Ratings, , A Live+7 thru May 3 and Live+SD for May 4-20)
17 THE POWER OF MAGAZINE MEDIA The five top-ranking automotive IMAG magazine brands Motor Trend, Hot Rod, Automobile, 4 Off-Road, and Four Wheeler each beat all of the automotive shows on television. If Dwell were a TV show, it would be the highest rated shelter and home décor show of its kind, beating all in its category. The magazine Cooking with Paula Deen has a bigger audience than Hell s Kitchen, Master Chef, or even Top Chef. Discover magazine s audience is the size of TV s Family Guy, and bigger than that of Survivor, The Bachelor or The Simpsons. Source: Lisa de Morales, "Full TV Season Series Rankings: Football & Empire Ruled" on Deadline Hollywood, May 21, 2015; GfK MRI 2015 Doublebase Report, 18-49
18 THE HIERARCHY OF ADVERTISING EFFECTS BRAND AWARENESS/FAMILIARITY MESSAGE ASSOCIATION BRAND FAVORABILITY PURCHASE INTENT
19 Tells + Sells
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22 #1 Social Actions vs. All Media
23 BEST CARS OF out of 5 BEST 2016 CARS 2 out of CARS COMING OUT 4 out of 5 CAR REVIEWS 3 out of 5 CAR OF THE YEAR 2 out of 5 4 out of 5 HOME DECOR TIPS 4 out of 5
24 MAGAZINE MEDIA 360 FUN FACTS In 2015, magazine media audience reached 1.8 billion across various platforms: Print + Digital, Web, Mobile Web, and Video. Magazine media brands create more social media content than TV, radio, or newspapers. The #1 brand on Facebook, Twitter and Instagram is a magazine media brand. Readers of digital edition magazines spend an average of 50 minutes per issue. Source: MPA, Magazine Media 360, 2016; Shareablee 2016; GfK MRI, Fall 2015
25 Source: SocialFlow 2016; Facebook, Twitter, Google+, Instagram, Pinterest: Automatic collection through the social networks APIs (Application Program Interface).
26 This image cannot currently be displayed. 138 MAGAZINE BRANDS Sources: GfK MRI and Ipsos; comscore and Nielsen Online
27 Magazine Brands: #1 in Social Media The #1 brand on Facebook, Twitter and Instagram is a magazine media brand (National Geographic) 24 of the top 100 brands on Facebook, Twitter and Instagram are magazine media brands Magazine media brands beat out brands like the NFL, Fox News, E! Online, ABC News and CNN on Facebook, Twitter and Instagram In 2015, magazine media captured over 9.5 billion social actions across Facebook, Twitter, and Instagram and Youtube outperforming TV, online media, radio, or newspapers Source: Shareablee 2016
28 Mobile Web +37.4% Video Viewing +49.9% Sources: Magazine Media 360 YTD for 2016 (Jan-March) vs YTD 2015
29 7,000 titles +2% launches
30 2,000 ATTENDEES 12,000 MAGAZINES DISTRIBUTED
31 LINDA THOMAS BROOKS
MAGAZINE MEDIA TELLS AND SELLS
MAGAZINE MEDIA TELLS AND SELLS LINDA THOMAS BROOKS PRESIDENT AND CHIEF EXECUTIVE OFFICER lthomasbrooks@magazine.org 212.872.3710 magazine.org @mpamagmedia @runltb #mpatellsandsells Higher comprehension
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