MAGAZINE MEDIA TELLS AND SELLS

Transcription

1 MAGAZINE MEDIA TELLS AND SELLS LINDA THOMAS BROOKS PRESIDENT AND CHIEF EXECUTIVE #mpatellsandsells

2 MPA S ROLE 01 Showcase Magazine Media s distinction 02 Share that distinction with marketers and agencies 03 Support Magazine Media s needs in DC

3 HOW DO WE DO THAT? Feet on the street meetings... and counting in NY and across the country Dedicated, senior, connected staff in DC working The Hill every day

4 WHAT IS SPECIAL ABOUT MAGAZINES? Magazine media builds brands and sells product in a safe and transparent environment with demonstrable results and more rigor to prove it than anyone else

5 Magazine media is more trusted, inspiring and motivating than other media. Magazine media readers say ads fit well with the content more so than on websites and TV. Readers are especially receptive to advertising in magazine media more than websites or TV. Source: Simmons Research, Multi-Media Engagement Study, Spring 2016

6 Higher comprehension and recall Preferred by majority (even millennials) Stimulates emotions and desires PAPER-BASED READING More focused attention, less distraction Slower reading speeds Drives sensory involvement

7 PRINT SIGNIFICANTLY BOOSTED THE EFFECTIVENESS OF CROSS-PLATFORM CAMPAIGNS 10% 17% Campaigns that used PRINT & ONLINE improved Persuasion Metrics by more than 10% Campaigns that used PRINT & TV improved Purchase Intent by more than 17%. Source: Millward Brown Digital

8 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 Number Respondents: Print + Online = 30,588; Online + TV = 91,019; Print + TV = 24,563; Print + Online + TV = 10,967 Source: Millward Brown Digital

9 ...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

10 PRINT GENERATES HIGHEST LIFTS ACROSS METRICS 15% 10% 11% 11% 5% 0% 4% 8% 4% 8% BRAND FAVORABILITY PURCHASE INTENT significant increase at 95% confidence Online Delta Print Delta TV Delta Number Respondents: Online = 253,421; Print = 88,014; TV = 198,479 Source: Millward Brown Digital

11 NOT EVERY AD DOLLAR IS THE SAME $3.94 Return on Advertising Spend Source: Nielsen Catalina Solutions, Multi-Media Sales Effects Studies from 2004-Q Copyright 2016 Nielsen Catalina Solutions

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17 MAGAZINE MEDIA SALES GUARANTEE 80 SUCCESSFULLY DELIVERED POSITIVE ROI

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19 TOP 10 TV SHOWS (Adults in Season) GRP 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 MRI Spring 2017) GRP 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

20 MAGAZINES BEAT TV IN REACHING ADULTS #1 The nation s #1 magazine has bigger reach than the nation s number one show. 88% The top 25 magazines have an 88% bigger total reach than the top 25 TV shows. 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

21 THE POWER OF MAGAZINE MEDIA The three top-ranking automotive magazine media brands Motor Trend, Hot Rod, Car and Driver each beat all of the automotive shows on television. If People were a TV show, it would be the number one show on TV. Cosmopolitan has a bigger audience at 11.2 million than ANY TV show that targets women. Better Homes & Gardens has 59% bigger reach than AMC s The Walking Dead. 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

22 THE POWER OF PREMIUM DIGITAL: PREMIUM PUBLISHER DISPLAY & VIDEO ADS DELIVER 67% Higher Brand Lift 3x More Effectiveness in Mid-Funnel Metrics Favorability, Consideration, Intent to Recommend Source: 2016 comscore research with DCN

23 THE POWER OF PREMIUM DIGITAL Higher Effectiveness is evident even after factoring out the difference in viewability Overall Effectiveness Viewability = = 1.51 Halo Effect Source: 2016 comscore research with DCN

24 Fitness Tips Diet Tips Best Mascara Food Recipes Home Decorating Tips

25 MAGAZINE MEDIA POWER ACROSS PLATFORMS Readers of digital edition magazines average 50 minutes per issue. The #1 brand on Facebook, Twitter and Instagram is a magazine media brand. In 2016, magazine media audience reached 1.8 billion across various platforms: Print & Digital, Web, Mobile Web and Video. Source: GfK MRI, Fall 2016; Shareablee, 2016; Magazine Media 360 Brand Audience Report, 2017

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28 SOURCES: Facebook, Twitter, Google+, Instagram, Pinterest: Automatic collection through the social networks APIs (Application Program Interface).

29 A NEW REPORT FROM MPA MEASURING AUDIENCE ENGAGEMENT

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39 MAGAZINE MEDIA S MOMENT IN TIME Brand Safe, Brand Edifying Measurementaudited, validated, accredited Better Viewability Immersive User Experience Proven Effectiveness

40 MAGAZINE MEDIA TELLS AND SELLS FACT FACT FACT FACT People process print content with greater focus of attention and with intense emotional reverberations vs. the screen format Print in your media mix moves both upper and lower funnel metrics 1,400 client studies show that print has a Return on Ad Spend (ROAS) of $3.94 for every $1 spent. Magazine media offers the only industry-wide sales guarantee What Can Neuroscience Tell Us About Why Print Advertising Works? By Scott McDonald, PhD, July 2015 The Print Campaign Analysis A meta-analysis of nearly 100 advertiser commissioned ad effectiveness studies. By Millward Brown, 2015 Nielsen Catalina Solutions Multi-Media Sales Effect Studies from 2004 Q Magazine Media Sales Guarantee IMPACT IMPACT IMPACT IMPACT Higher comprehension and recall Higher persuasion and purchase intent Magazine show the highest return on advertising spend No risk over 80 campaigns have shown that advertising in magazine media drives both sales and ROI.