Magazine Media Tells and Sells
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1 MAY Magazine Media Tells and Sells Print Campaign Analysis Nancy Telliho Senior Vice President, Marketing and Digital Initiatives MPA The Association of Magazine Media
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7 PROGRAMMATIC S RATINGS NATIVE RADIO CRM VIDEO INTEGRATED QUIZ FACEBOOK TEXTS PINTEREST NEW ENGAGEMENT MAGAZINE MEDIA SURVEY SOCIAL DATA DIRECT MAIL WEB TWEETS TV FRAGMENTATION CONSUMER REACH WORD OF MOUTH E-COMMERCE INSTAGRAM SEGMENTATION BILLBOARDS TEXT MESSAGES SNAPCHAT MULTI-CHANNEL PRESS PHONE CALLS DIGITAL BLAH BLAH BLAH
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9 Higher Comprehension and Recall Preferred by Majority (Even of Millennials) Stimulates Emotions and Desires PAPER- BASED READING More Focused Attention, Less Distraction Reading Speeds Differ Contributes to Its Impact on Readers Source: What Can Neuroscience Tell Us About Why Print Magazine Advertising Works? 2015
10 MAJORITY (EVEN OF 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 Source: What Can Neuroscience Tell Us About Why Print Magazine Advertising Works? 2015
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% Source: Millward Brown Digital, 2015
12 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 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 Source: Lisa de Morales, "Full TV Season Series Rankings: Football & Empire Ruled" on Deadline Hollywood, May 21, 2015; GfK MRI 2015 Doublebase Report,
16 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 Costco Connection, The 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; GfK MRI 2015 Doublebase Report,
17 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)
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 MASCARA 3 out of 5 DIET TIPS 5 out of 5 FITNESS TIPS 5 out of 5 FOOD RECIPES 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 Sources: GfK MRI and Ipsos; comscore and Nielsen Online 138 MAGAZINE BRANDS
26 Source: SocialFlow 2016; Facebook, Twitter, Google+, Instagram, Pinterest: Automatic collection through the social networks APIs (Application Program Interface).
27 Magazine Brands: #1 in Social Media Magazine media brands create more social media content than TV, radio, or newspapers. 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. The #1 brand on Facebook, Twitter and Instagram is a magazine media brand (National Geographic). 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 Video Viewing +49.9% Mobile Web +37.4% Sources: Magazine Media 360 YTD for 2016 (Jan-March) vs YTD 2015
29 2,000 ATTENDEES 12,000 MAGAZINES DISTRIBUTED
30 Boston, MA
31 Nancy Telliho magazine.org
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