MAGAZINE ESSENTIALS. making the most of magazines

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1 MAGAZINE ESSENTIALS making the most of magazines

2 Compilation Of Information Most Requested By Media Planners 2

3 Contents 3 Contents 4 Definitions: Starch Tested Copy 5 Digest vs. Standard Page Size 6 Bleed vs. Non-bleed 7 Colour vs. Black & White 8/9 Left-hand vs. Right-hand Ad Positioning 10/11 Position within the Magazine 12 Inside Front Cover (IFC) Positioning 13 Inside Back Cover (IBC) Positioning 14 Outside Back Cover (OBC) Positioning 15 Cover Spreads 16/17 Ad Recall Norms by Ad Size 18 Impact of Competitive Ads 19 Ads Facing Edit vs. Other Ads 20 Product Specific Ads vs. Ads for a Range of Products 21 Teaser Ads 22 Multi-page Ads in Direct Succession 23 Multi-page Ads in Alternate Page Succession 24 Multi-page Ads in Separated Run-of-Book Positions 25 Multi-page Fractional Ads in Alternate Page Succession 26 Sideways Ads vs. Traditional Ads 27 Business Reply Cards 28 Response to Ads in Business/Professional Magazines 29 Inserts 30 Interactive Inserts 31 Advertorials 32 Special Sections/Supplements 33 Scent Strips 34 Bound-in or Glued-in Booklets 35 Gatefold Covers 36 Gatefold Inserts 37 Pop-up Ads 38 Ads with Coupons 39 Non-traditional Ads 40 Acetate Overlays 41 Ads with Premium Offers 42 Ads with Recipes 43 Glued-on Product Samples 44 Product Samples 45 Sampling: Shampoo Case Study 46 Polybag Ads Ad Clutter Advertising Wearout Creative Considerations 58 Long vs. Short Headlines 59 Length of Headline 60 Headline Position on Page 61 Headline Colour 62 Headline background 63 Headline Type Size 64 Positive Headlines 65 Image Size 66 Photos vs. Illustrations Long vs. Short Copy 70 Humour in Ads 71 People in Ads 72 Celebrity Ads 73 Number of Brand Mentions in Copy 74 Size of Product Name 75 Size of Product Shot 76 Logo Positioning 77 Creative Dos 78 Ad Analysis Chart 79 Contact Us 3

4 Definitions: Starch Tested Copy Noted Score: A measure of the size of the audience that remembered seeing the ad Associated Score: A measure of those who looked at the ad long enough to learn what brand is advertised Read Most Score: A measure indicating whether interest in the ad was strong enough to pull the reader through most of the ad 4

5 Physical Size of the Magazine Page Does Not Affect Readership 99 Digest Size Standard Size Index of Noted Scores 5 Source: Starch Tested Copy, Vol. 1. No. 12

6 Bleed Ads Increase Readership Non-Bleed Ads Page B/W Bleed Ads Index of Noted Scores Page 4C Bleed Ads 6 Source: Starch Tested Copy, Vol. 1. No. 5

7 Colour vs. B/W Page B/W Page 4C DPS B/W Index of Noted Scores DPS 4C 7 Source: Starch Tested Copy, Vol. 1, No. 1

8 Left-Hand and Right-Hand Positioning has Equal Impact Ads on Right-Hand Page Ad Pages on Left-Hand Page Noted Index Associated (Differences are not statistically significant) Read Most 8 Source: Starch Research

9 9 Left-Hand vs. Right-Hand Positioning by Ad Category Source: Starch Research 104 Left-Hand Page 4C F o o d Right-Hand Page 4C Index of Noted Scores 102 T o i l e t r i e s A u t o m o t i v e C o m p u t e r s O T C D r u g s A p p a r e l F i n a n c i a l C o s m e t i c s

10 Position Within the Book is Not an Issue 103 All P4C Ads* * Excluding covers Front Third of Magazine Middle Third of Magazine Index of Noted Scores Back Third of Magazine 10 Source: Starch Research

11 Ads are Effective Throughout the Book Total Recall Index VISTA Action Taken Index Noted Index STARCH Action Taken Index Full Issue 1 st Quarter of Magazine 2 nd Quarter of Magazine 3 rd Quarter of Magazine 4 th Quarter of Magazine Sources: Affinity s VISTA Service (P4C), 2010; Starch (P4C)

12 Do Inside Front Cover Positions Increase Impact? 121 Inside Pages 2 nd Cover (IFC) Index of Noted Scores 12 Source: StarchMetrix

13 Do Inside Back Cover Positions Increase Impact? 117 Inside Pages 3 rd Cover (IBC) Index of Noted Scores 13 Source: StarchMetrix

14 Do Outside Back Cover Positions Increase Impact? 123 Inside Pages 4 th Cover (OBC) Index of Noted Scores 14 Source: StarchMetrix

15 Do Cover Spreads Increase Impact? 134 Inside Pages Cover Spreads Index of Noted Scores 15 Source: StarchMetrix

16 Recall of Magazine Ad by Size (in descending order) Ad Type Recall Index Page 4C Advertisement P4C + 1/3 Page 4C 120 Inside Spread 4C 115 P4C + 1/2 P4C 112 1/2 Spread 4C 88 1/6 Page 4C 85 1/2 Page 4C 80 1/3 Page 4C 76 1/3 Page Square 4C 71 1/4 Page 4C 71 Double ¾ Column Page 4C 68 1/2 Page B/W 64 Guide Page 4C 54 1/3 Page 2C Source: Starch Research

17 Ads are Effective Throughout the Book TYPE/SIZE OF AD VISTA STARCH Ad Size Multiple pages (excl. spreads) Impact of Magazine Ads (%) Total Recall Action Taken Noted Action Taken Gatefold ads Double-page spread Full page Half-page spread Half-page Third page Less than full page Colour Four colour B/W Premium Position Inside front cover Inside back cover Back cover Opposite table of contents Total 59% 54% 53% 60% 17 Sources: Affinity VISTA (P4C); Starch (P4C)

18 Impact of Competitive Ads in the Same Issue Number of Competitive Ads Index of Recognition Scores 18 Source: Medialogue, Stop/Watch

19 Ads Facing Editorial or Other Ads have Similar Impact Ads Facing Full Editorial Page Ads Facing Editorial + Fractional Ad Index of Noting Scores Ads Facing Full Ad Page 19 Source: Starch Research

20 Ads Work for Single or Multiple Products P4C Ads Product Specific Ads Index of Recognition Scores Range of Products 20 Source: Medialogue, Stop/Watch

21 Do Teaser Ads Work? Teaser Ads All Ads Recognition Index Attribution Effectiveness 21 Source: Medialogue, Stop/Watch

22 Multi-Page Ads in Succession* Increase Impact 127 * A series of ads in direct succession Noted First Ad Page Index Noted Any Page of Ad 22 Source: Starch Tested Copy, Vol. 2. No. 25

23 Multi-Page Ads in Alternate Succession* Increase Impact 141 * A series of ads (2, 3 or 4) on alternating following pages Noted First Ad Page Index Noted Any Page of Ad 23 Source: Starch Tested Copy, Vol. 2. No. 25

24 Multi-Page Ads in Separated Runof-Book Positions* Increase Impact 148 * A series of page ads (2, 3 or 4) run in widely separated positions within the issue Noted First Ad Page Index Noted Any Page of Ad 24 Source: Starch Tested Copy, Vol. 2. No. 25

25 Multi-Page Fractional Ads in Alternate Succession* Increase Impact * A series of fractional ads (1/2 page or less) in alternating succession Page 4C Index Two Alternate Pages Three Alternate Pages 25 Source: Starch Tested Copy, Vol. 2. No. 25

26 Sideways Ads Don t Measure Up to Traditional Full Page Ads Women Men Full Page 2 Horizontal Half Pages Index Full Page 2 Horizontal Half Pages 26 Source: Starch Tested Copy, Vol. 3, No. 9

27 Business Reply Cards Increase Readership 129 All Ads Ads With BRC s Remembered Seeing Index Scores 27 Source: Cahners Advertising Research Report, No

28 How Readers Respond to Ads in Business/Professional Magazines 55% % of Time 44% 1% Contact Advertiser Directly Use BRC Contact Publication Directly 28 Source: Canadian Business Press

29 Inserts Increase Impact ROP Page 4C All Inserts Inserts (up to 6 panels) Index of Read Most Scores Inserts (8+ panels) Inserts = Supplied pre-printed materials, excluding Business Reply Cards (BRCs) 29 Source: Starch Research

30 Interactive Inserts are a Sure Way to Involve Consumers Total Male Female Starch Norm (7-10 out of 10) % % % % Interesting Innovative Visually Appealing Eyecatching Average Scores Interactive inserts are a great way to catch attention and demonstrate product benefits. 30 Source: Exploration of Magazine Advertising Formats, Starch Research

31 Advertorials Deliver Details and New Ideas % Agree Strongly (7-10 out of 10) Total % They are a good way for advertisers to communicate info about their products They generally provide me with more information than a regular advertisement It should be made clear that these are advertisements or promotional messages and not part of the magazine s editorial content Advertorials are sources of new ideas and ways to use products 76% 68% 66% 62% 31 Source: Starch Research

32 Special Sections - Supplements This study suggests that ad scores for special sections versus ROP ads are quite similar. However, it is believed that that readers most interested in the topic/category are most likely to opt-in resulting in a higher percentage of those who are of greatest target value P4C Ads Recognition Index Attribution 32 Source: Medialogue, Stop/Watch

33 Do Scent Strips Make Sense? P4C Ads Recognition Index Attribution 33 Source: Medialogue, Stop/Watch

34 Do Ads with Bound-in or Glued-in Booklets Perform? Ads With Booklet Ads With No Booklet Noted Index Associated Read Most 34 Source: Starch Tested Copy, Vol. 2, No. 23

35 Cover Gatefolds...Unfolded All Ads 144 Auto Ads 159 P4C Ads Gatefold (IFC) Page Index of Noted Scores Gatefold (IFC) 35 Source: Starch Tested Copy, Vol. 2. No. 10

36 Gatefold Inserts Gatefolds No Cover Position P4C Ads Recognition Attribution Index 36 Source: Medialogue, Stop/Watch

37 Magazine Pop-Up Ads Increase Readership Positive Attitude Towards Ad 117 Pop-Up Ads Regular Spread Pop-Up Spread 196 Regular Spread Noted Index Associated Read Most 37 Source: Starch INRA Hooper Inc. (Dr. D. Morgan Neu) - Reported in Inside Print

38 Coupons Influence Ad Awareness Coupon Offer No Coupon Noted Index Associated Read Most 38 Source: Starch Tested Copy, Vol. 1, No. 13

39 Non-Traditional Creative Ads Deliver Strong Reader Impact Total Male Female Starch Norm (7-10 out of 10) % % % % Interesting Innovative Visually Appealing Eyecatching Average Scores Non-traditional creative concepts (consecutive fractionals, pop-ups, product samples, booklets, clear acetates and interactive inserts) were shown to reach a high proportion of readers of the issues in which they appeared. 39 Source: Exploration of Magazine Advertising Formats, Starch Research

40 Acetate Overlays Involve Consumers Total Male Female Starch Norm (7-10 out of 10) % % % % Interesting Innovative Visually Appealing Eyecatching Average Scores Clear acetate overlay ads generate extremely high levels of interest and appeal, proving to be eye-catching and innovative. 40 Source: Exploration of Magazine Advertising Formats, Starch Research

41 Premium Offers Increase Impact Premium Offer No Premium Noted Index Associated Read Most 41 Source: Starch Tested Copy, Vol. 1, No. 13

42 Recipe Ads Increase Impact Recipe Ads No Recipe Noted Index Associated Read Most 42 Source: Starch Research

43 Glued-on Samples Deliver the Goods Total Male Female Starch Norm (7-10 out of 10) % % % % Interesting Innovative Visually Appealing Eyecatching Average Scores Glued-on product samples are an impactful, eyecatching way to put brands in the hands of prospective users. 43 Source: Exploration of Magazine Advertising Formats, Starch Research

44 Product Samples 141 Samples 152 P4C Ads Recognition Index Attributed 44 Source: Medialogue, Stop/Watch

45 Sampling in Magazines Works (Case Study Shampoo) Did you receive this sample of? Yes 78% No 17% Have you or do you intend on using this sample of? Have used 37% Intend to use 42% Have/intend to use 79% How likely are you to purchase this product? Very likely 15% Somewhat likely 30% Very/somewhat likely 45% How interested are you in receiving samples for various products in future magazine issues? Very interested 48% Somewhat interested 19% Very/somewhat interested 67% 45 Source: Starch -- Reader s Digest (Canada), Shampoo sample

46 Magazine PolyBag (Case Study Automotive) Do you recall seeing this advertisement? Males Females Yes 61% 32% Did you know who this advertiser was? Males Females Yes, knew advertiser 49% 25% Did you read any of the print on the ad? Males Females Yes, read print on ad 31% 14% 46 Source: Starch -- Reader s Digest (Canada), Automotive Polybag

47 Ad Clutter Not an Issue Ad Noting Indices Women s Women s # Pages Business Service Fashion < N/A N/A N/A N/A 96 Note: Unit measured is Page 4C. 47 Source: Starch Tested Copy, Vol. 5, No. 5 & No. 6

48 Ad Clutter Not an Issue Noted Indices # Pages in Magazine Full Page DPS < Source: Roper Starch Worldwide Inc.

49 Creative Wearout (Case #1) Index of Noted Scores (Three or more successive insertions of the same ad in the same magazine) # of # of Campaigns Successive Insertions Measured Insertions st 2 nd 3 rd 4 th 5 th 6 th 7 th Source: Exploration of Magazine Advertising Formats, Starch Research

50 Creative Wearout (Case #2) Exposure Level Index 1 st Exposure 2 nd Exposure 3 rd Exposure 75 4 th Exposure 25 5 th Exposure Source: Exploration of Magazine Advertising Formats, Starch Research

51 Creative Wearout (Case #3) Johnson s Baby Oil 22 measured ad insertions over 3 quarters Q1 Q2 Q3 Average Recall 43% 43% 51% Plan to Purchase 20% 21% 20% No wearout was evident in ad recall or the percentage of readers who indicated they planned to purchase the advertised product. 51 Source: Affinity s VISTA Views. Actions based on readers recalling specific ads

52 Creative Wearout (Case #4) Ambien CR 35 measured ad insertions over 4 quarters Q1 Q2 Q3 Q4 Average Recall 58% 61% 61% 59% Plan to Ask Doctor about the Product 12% 13% 14% 15% No wearout was detected in ad recall or the percentage of readers reporting that they planned to ask a doctor or other medical professional about the advertised product. 52 Source: Affinity s VISTA Views. Actions based on readers recalling specific ads

53 Creative Wearout (Case #5 & 6) For Toyota and Target, full-year magazine campaigns support existing evidence that neither ad recall nor actions taken over the course of the campaign declined. Magazine advertising wearout was not evident. Toyota 495 measured ad insertions over 4 quarters Average recall Actions taken (net) Q1 Q2 Q3 Q4 55% 52% 50% 53% 39% 38% 39% 40% Target 344 measured ad insertions over 4 quarters Average recall Q1 Q2 Q3 Q4 67% 63% 64% 67% Visit a store 35% 32% 35% 32% 53 Source: Affinity s VISTA Service. Base: Actions taken based on readers recalling specific ads

54 Creative Wearout (Summary) Of six case studies, five suggest that ad wearout is not a concern. Even after multiple exposures, ad recall and intent to purchase/learn more remains strong. Considerations: o Research suggests that the active process of reading plus the ability to spend as much time as the reader wishes with an ad, helps ensure communication of detailed ad messages rather quickly o Creative dependency (good creative generates a life and longevity of its own) It is recommended that multiple creative executions within a campaign remains a good idea to enhance communication momentum. As ever, the creative idea is king. Great creative generates a life and longevity of its own, including a strong ROI. 54 Source: Affinity s VISTA Views. Actions based on readers recalling specific ads

55 Creative Considerations 55

56 Great Creative is often about breaking the rules, creating the unexpected 56

57 Know the rules before you break them 57

58 Long vs. Short Headlines Headline Word Length Words Words 4-9 Words 1-3 Words Index of Noted Scores 58 Source: Starch Tested Copy, Vol. 4, No. 6

59 Length of Headline Headline Word Length Words Words 4-9 Words 1-3 Words Index of Noted Scores 59 Source: Starch Tested Copy, Vol. 4, No. 6

60 Headline Position: Is the Top the Best? Position of Headline on Page 105 Top of Page Middle of Page Bottom of Page Split Position Index of Noted Scores 60 Source: Starch Tested Copy, Vol. 4, No. 6

61 Headline Colour: Is Black the Only Choice? Colour of Headline Black White One Colour Mixed Colours Index of Noted Scores 61 Source: Starch Tested Copy, Vol. 4, No. 6

62 Headline Background Positioning Headline Background White Plain On Picture Solid Light Solid Dark Index of Noted Scores 62 Source: Starch Tested Copy, Vol. 4, No. 6

63 Headline Type Size: Is Bigger Better? Size of Type in Headline 105 Medium Huge Tiny Index of Noted Scores 63 Source: Starch Tested Copy, Vol. 4, No. 6

64 Positive Headlines Pull Best 135 Negative Headline Positive Headline Index of Noted Scores 64 Source: Starch Tested Copy, Vol. 1. No. 8

65 Picture Size Matters Percent of Best-Read Ads, By Picture Size 42% 15% 2/3 Page or Larger 1/3 Page or Less 65 Source: Starch Tested Copy, Vol. 1. No. 12

66 Photos Pull Better Than Illustrations Women 113 Men 118 Drawing Photograph Drawing Photograph Index of Noted Scores 66 Source: Starch Tested Copy, Vol. 2, No. 30

67 Long vs. Short Copy 70 Noted Scores Automotive Travel Financial It s not how long you make your copy, it s how you make it long # of Words 67 Source: Starch Tested Copy, Vol. 2, No. 11

68 The Less Body Copy, the Greater the Impact Percent of ad area devoted to body copy % 34-66% 67-% Index of Recognition Scores 68 Source: Medialogue, Stop/Watch

69 Information is a Plus, if Handled Properly Perceived Informativeness Low High Moderate Interest in advertising Stimulated purchase interest Association with the advertiser Source: Starch Tested Copy, Vol. 2, No. 11

70 Does Humour Work? Humour in Magazine Advertising Involvement Conviction Non- Humorous Humorous Index Non- Humorous Humorous 70 Source: Poole-Adamson Research Consultants, Notes From The P.A.R.C. Bench, Release # 8

71 Impact of People in Ads 107 No Person in Ad Person in Ad Index of Recognition Scores 71 Source: Medialogue, Stop/Watch

72 Do Celebrity Ads Work? Women Men Non-Celebrity Ads Celebrity Ads Non-Celebrity Ads Celebrity Ads Index of Noted Scores 72 Source: Starch Tested Copy, Vol. 2, No. 5

73 The # of Brand Mentions in an Ad has Little Impact on Recognition Brand Mentions 3-5 Brand Mentions Index of Recognition Scores 6+ Brand Mentions 73 Source: Medialogue, Stop/Watch

74 Size of Product Name in the Ad Can Make a Difference (Height Scale in Centimeters) Small < 1 cm Medium cm Index of Recognition Scores Large >1.5 cm 74 Source: Medialogue, Stop/Watch

75 Size of Product Shot has Minor Impact (Percent of ad area devoted to the product shot) % 34-66% 67-% Index of Recognition Scores 75 Source: Medialogue, Stop/Watch

76 All Segments of the Page Offer Strong Logo Exposure Associated Score Noted Score (%) (by position of logo) Source: Starch Tested Copy, Vol. 2. N0. 4

77 Creative Dos Make the Most of the Medium: The most effective magazine ads are created specifically for magazines. Create Visual Interest: High visual appeal maximizes stopping power and consumer involvement in the ad. Keep it Simple: While magazines are great for communicating a long or detailed message, do not confuse detail with clutter. Visual simplicity aids interest. Interactivity: Magazine ads have staying power because they are used as information sources -- they are read, reread, clipped and saved. Consider web addresses, numbers, reply cards, etc. when developing creative. Out-of-the-Box Ideas: Consider inserts, supplements, advertorials, distinctive paper stocks, special inks, die-cuts, poly-bags, etc. to increase interest. 77

78 Ad Analysis Chart Evaluate ad on each characteristic: check ( ) appropriate box + - Moderately Moderately Definitely Neither Definitely 1. Dominant focal centre 2. Attractive, pleasing layout 3. Action in picture 4. Multiple sections 5. News, curiosity, freshness in picture 6. News, curiosity, freshness in headline 7. Follow-through, continuity in text 8. Sharpens reader needs, wants, problems, benefits, solutions 9. Specific, concrete, factual information 10. Believable, persuasive 1. Confused, cluttered, no focus 2. Displeasing, unattractive layout 3. Static, no action 4. Continuous, unbroken text 5. Dull, flat picture 6. Dull, flat, over-worked phrases in headline 7. Unexciting, stuffy, routine 8. Trivial, unimportant, irrelevant 9. Generalities, meaning unclear Unbelievable, dubious, blatant Source: Starch Tested Copy, Vol. 2. No. 17

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