THE EMOTIONAL VALUE OF PAID FOR MAGAZINES. Intomart GfK 2013 Emotionele Waarde Betaald vs. Gratis Tijdschrift April

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1 THE EMOTIONAL VALUE OF PAID FOR MAGAZINES Intomart GfK 2013 Emotionele Waarde Betaald vs. Gratis Tijdschrift April

2 CONTENT 1. CONCLUSIONS 2. RESULTS Reading behaviour Appreciation Engagement Advertising 4. RESEARCH SETUP Intomart GfK 2013 Emotionele Waarde Betaald vs. Gratis Tijdschrift April

3 A conscious magazine choice enhances advertising effect Hoofddorp, 10 June Intomart GfK and Sanoma researched the value of magazines among 924 readers. The research shows that magazines are a powerful medium, both in reach and in effectiveness. This power can be explained mostly by the relationship readers have with their favorite magazine. This bond is even stronger when readers make a conscious choice for the magazine. It is significantly more powerful when it is paid for as opposed to freely available magazines as is the case with newspaper supplements. More often to the (web)store The research also proves that a paid for magazine matches the reader s personality more; she recognizes herself more in it and it is fitted to her. She sees the paid for magazine more often as her favorite read. And when her chosen magazine says something she accepts it as a truth. 73% of the readers regard the paid for magazine as a reliable source of information. When a magazine is bought by the reader it is considered to be high quality (81%) where only 52% claims this to be true for free magazines. A paid for magazine makes more curious and is seen as a source of inspiration. That may explain why these paid for magazines lead their reader significantly more often to visit a (web)store compared to free magazines. 90% reach (women) The high reach of magazines confirms the fact that it is a powerful medium: 87% of Dutch people read magazines, over 12 million people. Especially women (90%) and higher income classes (91%) are well targeted with magazines. The reading behaviour, how much of a magazine is read, is of importance to advertising effectiveness. And this turns out to be significantly higher in paid for magazines: 80% (almost) fully reads a paid for magazine. The average reading time of a paid for magazine is over 1 hour whereas free magazines are only read half that time on average. The are picked up more often too: 3.1 x for paid and 2.2 x for free magazines. This means that advertising has a 3x bigger chance to be seen in the paid for magazines! Quality of the magazine moment influences ad effect Paid for magazines are read more often in real relax situations like on the couch, the beach, in the garden, in bath or in bed. The statements in the research confirm this: readers regards the magazine moment as a true me-time moment (paid: 79% vs free: 57%); something you sit down and take the time for (paid: 81% vs free: 66%). Free magazines are thrown out immediately after reading says 60% of the readers while paid for magazines are saved (only 12% thrown away). Much more often they are (all) saved or given away to other people for reading. Reading a paid for magazine is seen as a present to yourself (67%), much less so with free magazines (38%). All these factors influence advertising effectiveness: the relaxter and more positive the reader s mindset the better the message comes across. Intomart GfK 2013 Emotionele Waarde Betaald vs. Gratis Tijdschrift April

4 CONCLUSIONS Intomart GfK 2013 Emotionele Waarde Betaald vs. Gratis Tijdschrift April

5 CONCLUSIONS Paid for magazines have a significantly higher reach (OTS) compared to free magazines: they are (almost) fully read more often, read longer and picked up more frequently Paid for magazines have a significantly stronger bond with the reader than free magazines; she recognizes herself more often in it, the content suits her tastes and interesses better, she regards it more as a reliable source, she recommends it more, she claims it as her favorite magazine, she feels more involved. Paid for magazines inspire significantly more often than free magazines: it enthuses them and makes them curious, she talks to others about what she has read more often, it hepts her to stay up to date with the latest trends and developments, she thinks about what whe reads in the magazine more, it gives her more practical tips and ideas and it inspires her more. Advertising in paid for magazines lead to a significantly higher number of store and webstore visits than ads in free magazines. Intomart GfK 2013 Emotionele Waarde Betaald vs. Gratis Tijdschrift April

6 RESULTS Reading behaviour Appreciation Engagement Advertising Intomart GfK 2013 Emotionele Waarde Betaald vs. Gratis Tijdschrift April

7 Reading behaviour Extent to which it is read 100% Paid for magazines are read significantly better: 80% reads it (almost) fully vs 67% for free magazines 80% 46% 32% I read (almost) fully, I read (almost) all articles I read most 60% I read approx. half 35% 40% 34% I read some articles 13% 20% 11% 11% Significant difference 8% 7% between Paid for and Free 0% 1% 2% Paid for (n=504) Free (n=420) I hardly read it I don't read it at all Reads (almost) fully: Paid for 80% Free 67% Kunt u aangeven hoe u [tijdschrif t] normaal gesproken leest? Intomart GfK 2013 Emotionele Waarde Betaald vs. Gratis Tijdschrift April

8 Reading behaviour Pick up frequency Paid for magazines are picked up more frequently than free magazines (57% pick up the magazine 3x or more compared to 32% with free magazines). On average paid for magazines are picked up 3.1x vs 2.2x for free magazines 100% 80% 60% 40% 10% 7% 10% 32% 3% 3% 9% 17% 37% Don't know More than 5 times 5 x 4 x 3 x 2 x 28% Significant difference Paid for vs Free 20% 0% 12% 1% 2% Paid for (n=504) Free (n=420) 27% Average # of pick ups: Paid for 3.1 Free 2.2 Een nummer van [tijdschrift] kunt u in een keer uitlezen, maar het is ook mogelijk om datzelfde nummer verdeeld over meerdere momenten te lezen of artikelen te herlezen. Wilt u voor [tijdschrift] aangeven hoeveel keer u gemiddeld een nummer ervan ter hand neemt om dit te lezen of in te zien? Intomart GfK 2013 Emotionele Waarde Betaald vs. Gratis Tijdschrift April

9 Reading behaviour Reasons for reading a magazines more than once I read <magazine> more than once because I: The reasons for reading a magazine more than once are similar for paid for and free magazines Main reason in both cases is that readers have not finished reading the issue; over 2/3 of readers state this. There are 3 significant differences: Paid for magazines are picked up again to get ideas, because readers want to reread a specific article and for relaxation. haven't finished reading the issue search for something for relaxation reread a specific article get ideas 35% 34% 27% 21% 29% 20% 27% 20% 68% 68% Paid for (n=434) Free (n=286) find inspiration 15% 11% Significant difference between Paid for and Free to show something to someone 13% 13% to pass the time 12% 11% U heeft aangegeven [tijdschrift] vaker dan 1 keer te lezen. Hieronder kunt u aangeven waarom u [tijdschrift] vaker leest/inkijkt dan één keer. Selectie: leest nummer van tijdschrift meer dan één keer Intomart GfK 2013 Emotionele Waarde Betaald vs. Gratis Tijdschrift April

10 Reading behaviour Average reading time Paid for magazines are read by 70% of readers for over half an hour. This is only true for 31% of free magazine readers Paid for magazines are read significantly longer than free magazines (higher in all categories above 45 min., lower in all categories up to and including 30 min.) 100% 80% 60% 40% 20% 2% 1% 4% 3% 8% 7% 7% 19% 11% 21% 22% 17% 18% 13% 15% Approx. 3 hr or longer Approx. 2.5 hr Approx. 2 hr Approx. 1.5 hr Approx. 1 hr Approx. 45 min Approx. 30 min Approx. 20 min Approx. 15 min Approx. 10 min Approx. 5 min Less than 5 minutes Significant difference between Paid for and Free 0% 9% 4% 2% Paid for (n=504) 8% 3% Free (n=420) Average reading time: Paid for magazines Free magazines: 62 minutes 36 minutes U heeft aangegeven dat u [tijdschrif t] leest. Hoe lang leest u gemiddeld in een nummer van [tijdschrift]? Het gaat hierbij om een schatting. Als u [tijdschrift] normaal gesproken meerdere keren ter hand neemt, dan graag alle tijd bij elkaar optellen. Intomart GfK 2013 Emotionele Waarde Betaald vs. Gratis Tijdschrift April

11 Reading behaviour Locations where magazines are read Top 6 On the couch 69% 86% At the dining table 40% 54% Paid for as well as free magazines are read preferently on the couch and at the dining table. Paid for magazines are read significantly more on the real relax locations like the couch, in the bath or in bed. In bed Outside (beach, garden, etc) At the toilet 17% 20% 12% 11% 31% 30% Paid for (n=504) Free (n=420) Significant difference between Paid for and Free In bath 6% 12% Wij willen graag weten op welke plaats(en) u [tijdschrift] leest. Kunt u aangeven welke dat zijn? Intomart GfK 2013 Emotionele Waarde Betaald vs. Gratis Tijdschrift April

12 Results Reading behaviour Appreciation Engagement Advertising Intomart GfK 2013 Emotionele Waarde Betaald vs. Gratis Tijdschrift April

13 Appreciation Rating magazines The average rating for paid for magazines is significantly higher than for free magazines. The number of readers giving high ratings (8-10) is higher and the number of low ratings (below 6) is smaller. Average: 7.7 Average: 7.3 Significant difference between Paid for and Free Paid for Free Als u [tijdschrift] met een rapportcijfer zou moeten waarderen, welk cijfer geeft u dan? Intomart GfK 2013 Emotionele Waarde Betaald vs. Gratis Tijdschrift April

14 Appreciation Recommendations to others The recommendation ratings show a similar pattern to the overall ratings 10= zeker wel aanbevelen Average 7,6 Average 7, The average for paid for magazines is significantly higher. The Net Promotor Score for paid for magazines is positive (+5%), and negativer for free magazines (-4%). 55% 35% 46% 38% Significant difference between Paid for and Free 0= zeker niet aanbevelen 8% 4% 6% 9% Paid for (n=504) Free (n=420) I never give recommendatio ns NPS +4,7% NPS - 3,6% The Net Promoter Score shows the difference between promotors (score 9-10) and detractors (score 0-6) In hoeverre zou u [tijdschrift] aanbevelen bij anderen? Hierbij staat 0 voor zeker niet en 10 voor zeker wel. Intomart GfK 2013 Emotionele Waarde Betaald vs. Gratis Tijdschrift April

15 RESULTS Reading behaviour Appreciation Engagement Advertising Intomart GfK 2013 Emotionele Waarde Betaald vs. Gratis Tijdschrift April

16 Engagement Statements Paid for magazines Free magazines On all aspects the percentage (totally) agree is significantly higher for paid for magazines compared to free magazines. The difference between paid for and free magaiznes is highest on high quality and one of my favorite magazines High quality Moment for me Reliable source Fits my tastes and interests Curious Favorite magazine 73% 68% 65% 65% 81% 79% 16% 3% 14% 6% 23% 4% 26% 6% 29% 6% 25% 10% 52% 57% 63% 48% 53% 35% 34% 31% 22% 24% 35% 29% 16% 20% 11% 16% 18% 29% Significant difference between Paid for and Free Recognise myself Involved Talk to others 44% 38% 55% 34% 41% 35% 28% 8% 14% 31% 24% 36% 32% (totally) agree Neutral (totally) disagree 38% 39% 43% 23% 30% Kunt u aangeven in hoeverre u het eens bent met de volgende stellingen? Betaald: n=504 Intomart GfK 2013 Emotionele Waarde Betaald vs. Gratis Tijdschrift April Gratis: n=420 16

17 Engagement Statements Paid for magazines Free magazines On alsmost all aspects the percentage (totally) agree is significantly higher for paid for magazines compared to free magazines. Only the statement would miss is very similar for paid for and free magazines (paid for 53% free 51%). Biggest differences between free and paid for magazines are on the statements present to myself and when I finish the issue I am already looking forward to the next one. Take time to sit down Present to myself Fits Keep up to date Enthusiastic Like the magazine Would miss Looking forward to next issue Think about 58% 56% 55% 53% 52% 48% 67% 66% 81% 26% 32% 38% 37% 24% 26% 34% 38% 15% 3% 12% 21% 10% 15% Irritates 4% 8% 88% 7% 11% (totally) agree Neutral (totally) disagree 9% 7% 7% 5% 38% 30% 33% 48% 47% 43% 45% 51% 66% 20% 13% 30% 31% 35% 15% 32% 21% 38% 19% 34% 21% 22% 27% 39% 30% 37% 31% 80% Significant difference between Paid for and Free V8. Kunt u aangeven in hoeverre u het eens bent met de volgende stellingen? Betaald: n=504 Intomart GfK 2013 Emotionele Waarde Betaald vs. Gratis Tijdschrift April Gratis: n=420 17

18 Engagement Action after reading; save/keep, throw out, give away After reading/ looking at the magazine.. Give it away 23% 60% Keep all issues 4% 18% Paid for magazines are passed on to others significantly more often. Free magazines are thrown out more often In significantly more cases all issues of paid for magazines are being stored Save now and then, when interesting content Throw away Save only interesting articles 16% 16% 12% 9% 12% 60% Paid for (n=504) Free (n=420) Significant verschil tussen Betaald en Gratis I fully read it, don't throw out 0% 1% 0% 20% 40% 60% 80% Wat doet u gewoonlijk met de exemplaren van [tijdschrift] nadat u ze heeft gelezen/doorgebladerd? Intomart GfK 2013 Emotionele Waarde Betaald vs. Gratis Tijdschrift April

19 Inspiration Statements Paid for magazines score significantly higher on inspiration and getting useful ideas. Paid for magazines bring people new information significantly more often. Almost half of the readers say they bought something because they saw it in a magazine (paid for 50% and free 45%) Gives me tips and ideas Inspires Buy product/service Paid for magazine 57% 50% 78% 21% 35% 19% 3% 8% 23% 44% 46% Free magazines 63% 16% 36% 22% 32% 14% 19% Cut out 48% 14% 38% 44% 12% 43% Significant difference between Paid for and Free Find out about things 20% 46% 33% 14% 36% 46% Go to a store 3% 13% 85% 1% 8% 89% (totally) agree neutral (totally) disagree Kunt u aangeven in hoeverre u het eens bent met de volgende stellingen? Betaald: n=504 Intomart GfK 2013 Emotionele Waarde Betaald vs. Gratis Tijdschrift April Gratis: n=420 19

20 RESULTS Reading behaviour Appreciation Engagement Advertising Intomart GfK 2013 Emotionele Waarde Betaald vs. Gratis Tijdschrift April

21 Advertising Statements Paid for magazines Free magazines Advertising appreciation shows big differences between paid for and free magazines. Store visit is significantly higher for the first category. Readers believe that paid for magazines contain significantly more often nice extras compared to free magazines. In both types of magazines the share of readers that find advertising a natural part of the magazine is relatively high(paid for 73%, free 69%). Natural part of Newest product/service Visit website Gives me ideas Nice extras Fits my interests Buy product/service 53% 49% 43% 38% 35% 32% 73% 21% 5% 69% 21% 9% 35% 11% 51% 30% 16% 32% 17% 41% 23% 34% 41% 14% 41% 33% 24% 40% 18% 29% 27% 36% 46% 17% 30% 42% 24% 39% 28% 29% 32% 36% Significant difference between Paid for and Free Visit store 31% 42% 25% 23% 35% (totally) agree neutral (totally) disagree 40% Onderstaande stellingen gaan over de advertenties in [tijdschrift]. Kunt u aangeven in hoeverre u het eens bent met de volgende stellingen? Betaald: n=504 Intomart GfK 2013 Emotionele Waarde Betaald vs. Gratis Tijdschrift April 2013 Gratis: n=420 21

22 RESEARCH SETUP Intomart GfK 2013 Emotionele Waarde Betaald vs. Gratis Tijdschrift April

23 Research Method: Online (CAWI) on Intomart GfK Online panel (approx people) Fieldwork period: 13 March March 2013 Target: Female readers of paid for and free magazines, age yrs Sample: Nett n=924 (n=100 per title) Titles: Paid for: Libelle, Margriet, Kinderen, Ouders van Nu, Delicious Free: Vrouw, Volkskrant Magazine, Wij Jonge Ouders, Allerhande Intomart GfK 2013 Emotionele Waarde Betaald vs. Gratis Tijdschrift April

24 More info, questions? Ingrid van der Werf, sr. Research Consultant Sanoma Intomart GfK 2013 Emotionele Waarde Betaald vs. Gratis Tijdschrift April

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