September 2011 m c nair research Prepared for Publishers Australia REPORT Custom Magazines
INTRODUCTION m c nai r It is no secret that media consumption is fragmenting. With the aid of technology the media landscape has rapidly changed over the past two decades. Prior to 1990 there were essentially four main media that were considered in the marketing mix: Newspapers Consumer Magazines Radio Television Now there is an ever increasing number of communication channels being considered by marketers to influence brand choice than in previous decades. They include: emails, text messages, telemarketing, direct mail, books, directories, word of mouth, as well as advertising in television, newspapers, cinema, posters, internet and magazines.
INTRODUCTION m c nai r A key influence on brand choice is the consumer s previous experience with that brand. Custom magazines communicate with existing customers of a brand or members of an organisation and provide an opportunity for an ongoing relationship between the two. Magazines in general have a special relationship with their readers. Study after study has demonstrated that magazines are a medium of trust, a medium of information and an active medium (PPA How Magazine Advertising Works, 2005)
INTRODUCTION m c nai r Custom Magazines provide all the benefits of the magazine medium with the added benefit of speaking to consumers who already have an existing relationship with the brand or organisation. A study conducted in the UK demonstrate the special relationship that Custom Magazines readers have with the brand or organsiation. Readers of Custom Magazines were shown to have greater affinity with the brand, and found the brand more appealing than non-readers of the magazine. (The APA Advantage, Millward Brown 1998). Existing customers are the best future prospects. Another study in the UK demonstrated that Custom Magazines have a positive effect on brand image. (Consumer Attitudes to Customer Magazines, 2003). According to the APA, Custom Magazines increase brand loyalty by 32.
RESEARCH OBJECTIVES m c nai r The key to successful Custom Magazine publishing is to provide interesting and engaging content. There has been no measure of content effectiveness for custom media in Australia. The main objective of this research therefore was to establish the value and strength of content found in Custom Magazines. Specifically the survey was designed to: address whether consumers are able to tell the difference between different types of content; assess how important content is in driving interaction with the brand; and prove the return on investment (ROI) of the magazine content economy.
EXECUTIVE SUMMARY m c nai r Part A Content and Engagement The value of editorial as a connector- Custom Magazines connect with their audiences strongly 81 of people sent the magazine read it The majority of readers keep their magazines for more than a month Three quarters of custom magazine receivers read their magazine immediately and after that the majority say that it sits in a common area. On average 2.3 people read each copy of a Custom Magazine. Custom magazines are read on 2.2 different reading occasions. Two thirds of readers read most or all of the magazine. Custom Magazines are read for 39.7 minutes on average. Eight in ten readers would recommend their Custom Magazine to a friend.
EXECUTIVE SUMMARY m c nai r Part A Content and Engagement The value of editorial as an experience- Custom Magazines readers find the content of their magazines relevant to themselves and the brand. The magazines are informative and entertaining. 91 of readers know that the magazine is a promotion for the brand or organisation 90 of readers say that the content of the magazine is relevant to the brand 87 of readers say that the content is relevant to the reader 90 of readers say that the magazine is a good source of information 82 of readers say that they enjoy reading the magazine Readers are more than four times as likely to agree than non-readers that the brand or organisation: Provides added benefits to their loyal customers Is a brand or organsiation they can trust Is a brand or organisation that they love Is a brand or organisation that is relevant to them
EXECUTIVE SUMMARY m c nai r Part A Content and Engagement The value of editorial as an experience- Custom Magazines drive customers to a response 64 of readers say that they talked to someone about the product or service as a result of reading the magazine 54 of readers say that they visited the website of the brand or service 53 of readers say that they looked for the product or service as a result of reading the magazine 75 of readers say that they usually notice advertising in the magazines 51 of readers say that they use the ads in the magazine as a point of reference when shopping around.
EXECUTIVE SUMMARY m c nai r Part B Content Validation and Valuation The quality of editorial. The most important content aspects for readers are: Providing useful information Accurate and free of errors Australian content Makes for easy reading The magazines deliver best in: Providing content that is accurate and free of errors Content that makes for easy reading Content that has a positive outlook Custom Magazines are considered to be the most credible medium in reporting information about the relevant brand or organisation.
EXECUTIVE SUMMARY m c nai r Part B Content Validation and Valuation Content as a high capacity channel with room for brands to expand into The majority of respondents would prefer not to receive any more content in specific media than they already do. The types of media that respondents are most willing to accept more content in are: Online search Branded websites for personal use Custom magazines for personal use E-newsletters for personal use.
READERSHIP Q1a Magazines Read in the last 2 months Recent reading Overall 81 of people had read their magazine in the last two months. The best read magazine was Weight Watchers. Total Weight Watchers 81 98 *Volkswagen is published twice a year. Coles Baby 79 Restaurant & Catering 89 Volkswagen 64 N=976: 200 WW; 200 Coles Baby; 200 Volkswagen; 201 REINSW; 175 R&C REINSW 74
RECEIPT Q2 Which of the following magazines have you received in the past two months/six months? Overall 95 of people who were sent magazines recalled receiving the magazine within the time frame of the publishing cycle. Weight Watchers had 100 recall of receipt of the magazine. Total Weight Watchers Coles Baby Restaurant & Catering Received 95 100 98 94 Volkswagen 90 N=976: 200 WW; 200 Coles Baby; 200 Volkswagen; 201 REINSW; 175 R&C REINSW 93
HOW OFTEN RECEIVED Q3 The... is published monthly/bi-monthly/bi-annually. How often do you think you normally receive the... Most respondents received the magazine regularly, in line with the publishing cycle. Total Weight Watchers Received 0 20 40 60 80 100 0 54 34 61 0 98 10 *Volkswagen is published twice a year Coles Baby 0 19 66 8 2 Restaurant & Catering 2 86 710 Volkswagen 08 67 18 1 REINSW 0 78 14 1 N=924: 199 WW; 195 Coles Baby; 179 Volkswagen; 187 REINSW; 164 R&C Every two weeks About once every two or three months Never About once a month Less often than that
WHERE DELIVERED Q4 Where is the... normally delivered to? The magazines aimed at a general consumer were most likely to be delivered to a letterbox. The business titles were more likely to be delivered to an office or post office box. Total Weight Watchers Coles Baby Restaurant & Catering Received 61 02 14 20 86 88 113 8 26 717 30 26 Volkswagen 85 111 REINSW 12 31 40 44 N=924: 199 WW; 195 Coles Baby; 179 Volkswagen; 187 REINSW; 164 R&C Letterbox Common area outside Office Front door step Building Foyer Post Office Box
PERSONALLY ADDRESSED Q5 Was the... personally addressed to you? The majority of the magazines were personally addressed to the respondent. The business magazines, Restaurant & Catering and REINSW were less likely to be personally addressed to the actual respondent. Total Weight Watchers Coles Baby Restaurant & Catering 84 98 96 68 Volkswagen 87 N=924: 199 WW; 195 Coles Baby; 179 Volkswagen; 187 REINSW; 164 R&C REINSW 65
DURATION KEPT Q6 How long do you usually keep the... in your household/office? The majority of the respondents kept their magazines for more than a month. Total Weight Watchers 15 10 9 15 23 14 16 13 15 8 9 52 19 Coles Baby 15 16 12 16 27 8 6 9 Restaurant & Catering 19 12 12 21 26 4 7 7 Volkswagen 36 16 12 16 23 5 7 9 REINSW 14 6 11 18 26 9 8 16 A day A week Between a fortnight and a month Between 7 and 12 months More than 2 years N=924: 199 WW; 195 Coles Baby; 179 Volkswagen; 187 REINSW; 164 R&C A few days A fortnight Between one and six months 1-2 years
ACTIONS TAKEN WHEN FIRST RECEIVED Q7a Which of the following happens when you first receive...? The majority of the respondents read the magazine immediately. Total Weight Watchers 74 91 16 9 16 2 13 561 Coles Baby 85 46 91 Restaurant & Catering 70 16 15 21 2 Volkswagen 65 28 2 18 4 REINSW 56 20 18 27 1 You read it It is thrown away N=924: 199 WW; 195 Coles Baby; 179 Volkswagen; 187 REINSW; 164 R&C Everyone in the household/office reads it Someone else reads it It sits in a common area
ACTIONS TAKEN AFTER A FEW DAYS Q7b And after a few days, which of these happens? After the magazine is read by the addressee, the majority of respondents say that the magazine sits in a common area after a few days. Total Weight Watchers Coles Baby 8 20 3 14 8 6 19 6 10 52 76 60 13 10 2 Restaurant & Catering 9 35 11 27 16 Volkswagen 10 16 6 48 23 REINSW 11 21 22 46 16 You read it It is thrown away N=909: 198 WW; 193 Coles Baby; 172 Volkswagen; 185 REINSW; 161 R&C Everyone in the household/office reads it Someone else reads it It sits in a common area
NUMBER OF READERS PER COPY Q8 Apart from yourself, how many other people in your household/office read in the last month? 0 100 The business magazines were more likely to have multiple readers per copy than the consumer magazines. On average 2.3 people read a copy of any of the magazines. On average 3.5 people read a copy of Restaurant & Catering or REINSW. Total Weight Watchers Coles Baby Restaurant & Catering Volkswagen 16 44 24 11 8 5 8 63 67 22 24 9 61 91 18 21 19 10 16 47 44 61 2 REINSW 20 16 14 13 12 24 N=924: 199 WW; 195 Coles Baby; 179 Volkswagen; 187 REINSW; 164 R&C One Two Three Four Five Six or more
NUMBER OF READING OCCASIONS Q9 On how many different occasions did you read the latest issue? 0 100 On average respondents read their copy on 2.2 different reading occasions. Total Weight Watchers 10 30 14 21 15 20 15 8 13 36 12 6 Coles Baby 33 27 15 5 11 10 Restaurant & Catering 38 32 12 6 5 6 Volkswagen 31 21 15 8 7 18 REINSW 42 15 11 64 21 N=924: 199 WW; 195 Coles Baby; 179 Volkswagen; 187 REINSW; 164 R&C One Two Three Four Five Did not read
PROPORTION READ Q10 Approximately how much of the latest issue of did you read? The majority of readers read most or all of the magazine. Total Weight Watchers 27 44 39 38 12 100 12 7 50 6 Coles Baby 37 42 5 60 10 Restaurant & Catering 18 49 16 1016 Volkswagen 18 34 16 15 0 17 REINSW 14 32 18 14 1 21 N=924: 199 WW; 195 Coles Baby; 179 Volkswagen; 187 REINSW; 164 R&C Read Cover to Cover Read particular section(s) Read less than a page Read most of it Read very little Did not read
TIME SPENT READING Q11 Approximately how long in total did you read the latest issue of? Magazines were read for 39.7 minutes on average. Total 13 26 17 14 8 6 5 11 Weight Watchers 3 13 13 19 20 14 14 6 Coles Baby 14 38 16 9 7 43 9 Restaurant & Catering 16 34 23 15 51 5 Volkswagen 14 22 16 15 4 9 3 16 REINSW 19 26 16 11 342 20 N=924: 199 WW; 195 Coles Baby; 179 Volkswagen; 187 REINSW; 164 R&C Less than 15 minutes 15 mins to 30 mins 30 mins to 45 mins 45 mins to 1 hour 1 hour to 1.5 hour 1.5 hour to 2 hours More than 2 hours Did not read
RECOMMENDATION Q12 Would you recommend to a friend? Nearly four in ten respondents would recommend their magazine to a friend or colleague. Total Weight Watchers 78 96 Coles Baby 96 Restaurant & Catering 73 Volkswagen 59 N=924: 199 WW; 195 Coles Baby; 179 Volkswagen; 187 REINSW; 164 R&C REINSW 61
REACTION TO BRAND OR ASSOCIATION Q13 After reading have you? More than nine in ten readers knew that the magazine was a promotion for the relevant brand or organisation. Two thirds of respondents talked to someone about the product or service after reading the magazine. More than half visited the website of the brand or service, clipped or saved the magazine or looked for the product or service of the relevant brand. Seen or read sufficient of this magazine to know it is a promotion for Visited the website of Clipped or saved any part of this magazine Contacted. By mail/phone/email Looked for the product or service of the brand Would recommend the product or service of the brand 25 54 53 53 44 91 N=781: 195 WW; 158 Coles Baby; 128 Volkswagen; 148 REINSW; 152 R&C Talked to someone about the product or service of the brand 64
REACTION TO THE BRAND - WEIGHTWATCHERS Q13 After reading have you? Seen or read sufficient of this magazine to know it is a promotion for WeightWatchers 96 Visited the website of 73 More than nine in ten readers knew that the magazine was a promotion for Weight Watchers. Three quarters of respondents talked to someone about the product or service after reading the magazine. Three quarters visited the website of the brand or service, clipped or saved the magazine. N=195 WW Clipped or saved any part of this magazine Contacted. By mail/phone/email Looked for the product or service of the brand Would recommend the product or service of the brand Talked to someone about the product or service of the brand 22 74 64 63 74
REACTION TO THE BRAND COLES BABY Q13 After reading have you? Seen or read sufficient of this magazine to know it is a promotion for Coles Baby 89 Visited the website of 45 Nearly nine in ten readers knew that the magazine was a promotion for Coles baby products and services. Two thirds visited the website of the brand or service, clipped or saved the magazine. Six in ten respondents talked to someone about the product or service after reading the magazine or looked for the product or service. N=158 Coles Baby Clipped or saved any part of this magazine Contacted. By mail/phone/email Looked for the product or service of the brand Would recommend the product or service of the brand Talked to someone about the product or service of the brand 13 41 61 59 66
RESTAURANT & CATERING ASSOCIATION Q13 After reading have you? REACTION TO THE BRAND More than eight in ten readers knew that the magazine was a promotion for Restaurant & Catering Association. Nearly two thirds of respondents talked to someone about the product or service after reading the magazine. More than six in ten respondents looked for the product or service. N=152 R&C Seen or read sufficient of this magazine to know it is a promotion for Restaurant & Visited the website of Clipped or saved any part of this magazine Contacted. By mail/phone/email Looked for the product or service of the brand Would recommend the product or service of the brand Talked to someone about the product or service of the brand 39 37 46 59 64 62 84
REACTION TO THE BRAND VOLKSWAGEN Q13 After reading have you? Seen or read sufficient of this magazine to know it is a promotion for Volkswagen 98 Visited the website of 34 Nearly all readers knew that the magazine was a promotion for Volkswagen. Nearly two thirds of respondents talked to someone about the product or service after reading the magazine. Clipped or saved any part of this magazine Contacted. By mail/phone/email Looked for the product or service of the brand 9 13 27 Would recommend the product or service of the brand 49 N=128 Volkswagen Talked to someone about the product or service of the brand 63
REACTION TO THE BRAND REAL ESTATE INSTITUTE NSW Q13 After reading have you? Seen or read sufficient of this magazine to know it is a promotion for Real Estate 88 Visited the website of 51 Nearly nine in ten readers knew that the magazine was a promotion for the Real Estate Institute NSW. Six in ten respondents talked to someone about the product or service after reading the magazine. Clipped or saved any part of this magazine Contacted. By mail/phone/email Looked for the product or service of the brand 52 42 43 Would recommend the product or service of the brand 28 N=148 REINSW Talked to someone about the product or service of the brand 59
ATTITUDES TO CONTENT IN CUSTOM MAGAZINES Q14a Thinking about... on a scale of 1-5, where 5 is very important and 1 is not at all important, how important it to you that... has...? The most important aspects of content are: It provides useful information; It is accurate and free of errors; Is Australian; Makes for easy reading. Content provides useful Information Content is accurate and free of errors Australian Content Content makes for easy reading Content has a positive outlook A variety of Sections Content provides timely news The content relates to the brand or service Excellent writing 43 42 74 69 63 62 55 54 53 35 38 28 23 35 30 23 30 21 3 1 431 1012 710 13 32 9 21 12 31 16 15 52 41 Original Content 28 36 24 9 3 Beautiful Photography 24 29 32 10 5 Long articles 9 24 39 19 9 Very Important Neither Important nor unimportant Not at all important N=781: 195 WW; 158 Coles Baby; 128 Volkswagen; 148 REINSW; 152 R&C Somewhat Important Somewhat unimportant
ATTITUDES TO CONTENT IN CUSTOM MAGAZINES Q14b Thinking about... on a scale of 1-5, where 5 is very satisfied and 1 is not at all satisfied, how satisfied are you that... has...? Readers are most satisfied that: The content is accurate and free of errors; The content makes for easy reading; The content has a positive outlook. Content is accurate and free of errors Content makes for easy reading Content has a positive outlook Content provides useful Information Australian Content Content provides timely news A variety of Sections The content relates to the brand or service Excellent writing 49 49 48 49 46 39 37 36 32 37 32 44 41 42 36 39 37 37 12 21 10 1 14 1 12 21 19 20 16 19 22 1 31 21 21 31 Beautiful Photography 32 34 29 42 Original Content 32 37 25 42 Long articles 14 34 43 72 Very Satisfied Neither satisfied nor unsatisfied Not at all satisfied N=781: 195 WW; 158 Coles Baby; 128 Volkswagen; 148 REINSW; 152 R&C Somewhat Satisfied Somewhat unsatisfied
IMPORTANCE VS SATISFACTION Satisfaction correlates strongly (0.80) with importance. Areas to improve satisfaction are found above the trend line. Low Satisfaction/ High Importance 80.0 70.0 60.0 Australian Content High Satisfaction/ High Importance Useful Information Accurate Easy to read 50.0 Variety of sections Timely News Positive Outlook 40.0 Excellent writing Relates to Brand 30.0 20.0 OriginalContent Beautiful Photography 10.0 Long articles Low Satisfaction/ Low Importance High Satisfaction/ Low Importance 0.0 0.0 10.0 20.0 30.0 40.0 50.0 60.0
VISITED WEBSITE RELATED TO PRODUCT OR SERVICE AREAS Q15a In the last week which of the following have you done? Have you visited a website about...? Magazine readers are more likely than non-readers to visit websites that have similar content to their magazine. Cars or motoring Weight loss 15 33 21 39 Babies or children 8 63 Restaurants or catering 20 60 Real Estate 30 85 Not read related magazine Weightwatchers readers N=976: 200 WW; 200 Coles Baby; 200 Volkswagen; 201 REINSW; 175 R&C Coles Baby readers Volkswagen readers Restaurant & Catering readers REINSW readers
READ AN E-NEWSLETTER RELATED TO PRODUCT OR SERVICE AREAS Q15b In the last week which of the following have you done? Have you read an e-newsletter about...? Magazine readers are more likely than non-readers to read e-newsletters that have similar content to their magazine. Cars or motoring Weight loss 1 5 14 32 Babies or children 5 40 Restaurants or catering 6 46 Real Estate 12 65 Not read related magazine Weightwatchers readers N=976: 200 WW; 200 Coles Baby; 200 Volkswagen; 201 REINSW; 175 R&C Coles Baby readers Volkswagen readers Restaurant & Catering readers REINSW readers
RECEIVED A BROCHURE RELATED TO PRODUCT OR SERVICE AREAS Q15c In the last week which of the following have you done? Have you received a brochure about...? Business magazine readers are more likely than nonreaders to received brochures that have similar content to their magazine. Readers of consumer magazines are only slightly more likely than nonreaders to receive brochures. Cars or motoring Weight loss Babies or children Restaurants or catering 7 6 3 7 3 7 16 24 Real Estate 11 37 Not read related magazine Weightwatchers readers N=976: 200 WW; 200 Coles Baby; 200 Volkswagen; 201 REINSW; 175 R&C Coles Baby readers Volkswagen readers Restaurant & Catering readers REINSW readers
MOST CREDIBLE MEDIUM REPORTING RELATED TO INFORMATION Q16a Please think about each media and tell me which is the most credible in reporting information about RELATED BRAND or ASSOCIATION? 0 20 40 Overall custom magazines are considered to be the most credible medium to report information about the brand or association. Custom magazines Websites 29 31 Consumer magazines 15 Newspapers 13 Brochures 9 N=976: 200 WW; 200 Coles Baby; 200 Volkswagen; 201 REINSW; 175 R&C Brand newsletters 4
MOST CREDIBLE MEDIUM REPORTING RELATED TO INFORMATION Q16a Please think about each media and tell me which is the most credible in reporting information about RELATED BRAND or ASSOCIATION? Overall custom magazines are considered to be the most credible medium to report information about the brand or association. Weight Watchers readers and Volkswagen readers were most likely to report custom magazines as being most credible. REINSW readers are most likely to report that websites are the most credible medium to report information about real estate. Coles baby readers are most likely to report that brochures are the most credible medium to report information about Coles baby products and services. Custom magazines Websites Consumer magazines Newspapers Brochures Brand newsletters 0 20 40 60 31 15 30 27 34 29 28 30 22 22 15 13 15 22 7 16 4 13 10 16 20 17 3 9 3 29 1 11 3 4 3 5 1 5 46 44 Total Reader Weightwatchers reader N=976: 200 WW; 200 Coles Baby; 200 Volkswagen; 201 REINSW; 175 R&C Coles Baby readers Volkswagen readers Restaurant & Catering readers REINSW readers
LEAST CREDIBLE MEDIUM REPORTING RELATED TO INFORMATION Q16b Please think about each media and tell me which is the least credible in reporting information about RELATED BRAND or ASSOCIATION? 0 20 40 Overall newspapers are considered to be the least credible medium to report information about the brand or association. Newspapers Brochures 23 42 Consumer magazines 13 Websites 9 Brand newsletters 9 N=976: 200 WW; 200 Coles Baby; 200 Volkswagen; 201 REINSW; 175 R&C Custom magazines 4
LEAST CREDIBLE MEDIUM REPORTING RELATED TO INFORMATION Q16a Please think about each media and tell me which is the least credible in reporting information about RELATED BRAND or ASSOCIATION? Overall newspaper are considered to be the least credible medium to report information about the brand or association. Weight Watchers readers and REINSW readers were most likely to report newspapers as being least credible. Custom magazines Websites Consumer magazines Newspapers Brochures Brand newsletters 0 20 40 60 3 4 6 3 4 4 6 9 7 16 7 11 11 13 10 15 12 18 42 40 54 29 35 48 23 15 23 24 33 19 3 9 12 14 7 9 Total Reader Weightwatchers reader N=976: 200 WW; 200 Coles Baby; 200 Volkswagen; 201 REINSW; 175 R&C Coles Baby readers Volkswagen readers Restaurant & Catering readers REINSW readers
BEST SOURCE OF INFORMATION Q16a Please think about each media and tell me which is the best source of information for.cars? 0 20 40 60 Websites are considered to be the best source of information for cars. Readers of custom car magazines (e.g. Volkswagen Magazine) are more likely to consider custom magazines to be the best source of information for cars than non-readers. Consumer Magaszines Newspapers Custom Magazines Brand newsletters Websites 1 1 11 17 10 16 9 17 11 14 10 53 50 53 Brochures 8 9 8 N=976: n=148 Volkswagen reader; n= 828 non-reader Volkswagen Total Volkswagen Readers Non- Reader Volkswagen
BEST SOURCE OF INFORMATION Q16a Please think about each media and tell me which is the best source of information for.real ESTATE? Websites are considered to be the best source of information for real estate. Readers of REINSW are more likely to consider custom magazines to be the best source of information for real estate than non-readers, Readers are more likely to consider custom magazines the best source of information for real estate than: consumer magazines; newspapers; brand newsletters; and brochures. Consumer Magaszines Newspapers Custom Magazines Brand newsletters Websites Brochures 4 3 4 7 6 11 5 1 1 1 5 5 26 29 59 56 79 N=976: n=150 REINSW reader; n= 826 non-reader REINSW Total REINSW reader Non- Reader REINSW
BRAND OR ORGANISATION OPINIONS - CARES ABOUT THEIR CUSTOMERS/MEMBERS Q17 Thinking about... can you tell me how much you agree or disagree with the following statements: Readers of the magazines are more than twice as likely as non-readers to agree that the brand or organisation cares about their customers or members. Average magazine Weight Watchers Coles Baby 32 44 41 84 89 77 Restaurant & Catering 24 82 Volkswagen 32 84 REINSW 21 86 N=976: 200 WW; 200 Coles Baby; 200 Volkswagen; 201 REINSW; 175 R&C Reader Non-Reader
BRAND OR ORGANISATION OPINIONS IS ACTIVE IN COMMUNICATING WITH THEIR CUSTOMERS OR MEMBERS Q17 Thinking about... can you tell me how much you agree or disagree with the following statements: Readers of the magazines are more than twice as likely as non-readers to agree that the brand or organisation is active in communicating with its customers or members. Even a large public brand such as Coles has 43 more readers than non-readers agreeing that it is active in communicating with its customers. Average magazine Weightwatchers Coles Baby Restaurant & Catering Volkswagen REINSW 33 39 16 25 23 61 86 91 87 82 79 89 N=976: 200 WW; 200 Coles Baby; 200 Volkswagen; 201 REINSW; 175 R&C Reader Non-Reader
BRAND OR ORGANISATION OPINIONS IS PROVIDES ADDED BENEFITS TO THEIR LOYAL CUSTOMERS Q17 Thinking about... can you tell me how much you agree or disagree with the following statements: Readers of the magazines are more than three times as likely as non-readers to agree that the brand or organisation provides added benefits to their loyal customers or members. Average magazine Weightwatchers Coles Baby 22 27 44 68 71 71 Restaurant & Catering 12 69 Volkswagen 15 51 REINSW 11 77 N=976: 200 WW; 200 Coles Baby; 200 Volkswagen; 201 REINSW; 175 R&C Reader Non-Reader
BRAND OR ORGANISATION OPINIONS IS A BRAND OR ORGANISATION THAT I CAN TRUST Q17 Thinking about... can you tell me how much you agree or disagree with the following statements: Readers of the magazines are more than twice as likely as non-readers to agree that the brand or organisation is one that they can trust. Average magazine Weightwatchers Coles Baby 31 39 45 84 81 91 Restaurant & Catering 17 75 Volkswagen 34 84 REINSW 18 90 N=976: 200 WW; 200 Coles Baby; 200 Volkswagen; 201 REINSW; 175 R&C Reader Non-Reader
BRAND OR ORGANISATION OPINIONS IS A BRAND OR ORGANISATION THAT I LOVE Q17 Thinking about... can you tell me how much you agree or disagree with the following statements: Readers of the magazines are more than five times as likely as non-readers to agree that the brand or organisation is one that they love. Average magazine Weightwatchers Coles Baby 9 13 24 61 68 75 Restaurant & Catering 8 41 Volkswagen 16 68 REINSW 8 55 N=976: 200 WW; 200 Coles Baby; 200 Volkswagen; 201 REINSW; 175 R&C Reader Non-Reader
BRAND OR ORGANISATION OPINIONS IS A BRAND OR ORGANISATION THAT IS RELEVANT TO ME Q17 Thinking about... can you tell me how much you agree or disagree with the following statements: Readers of the magazines are more than four times as likely as non-readers to agree that the brand or organisation is one that is relevant to them. Average magazine Weightwatchers Coles Baby 20 10 50 89 92 87 Restaurant & Catering 10 85 Volkswagen 15 85 REINSW 14 95 N=976: 200 WW; 200 Coles Baby; 200 Volkswagen; 201 REINSW; 175 R&C Reader Non-Reader
MAGAZINE OPINIONS Q18 How much do you agree or disagree with the following statements that describe your opinion of...? ALL MAGAZINES The majority of readers have positive opinions about their magazines. In particular readers of custom magazines agree that : N=781 the magazine is a good source of information; the content is relevant to the brand; they trust the information in the magazine; and the content is relevant to the reader. Net Agree Relevant Brand Only It is a good source of information I trust the information in the magazine It is entertaining to read I enjoy reading it I rarely skip it I look forward to reading it The content is well designed It tells me all I need to know about... I would look for it if it wasn't delivered The content is relevant to me The content is relevant to the brand I have not seen it in quite some time 11 49 74 70 66 64 82 82 90 89 87 90
MAGAZINE OPINIONS Q18 How much do you agree or disagree with the following statements that describe your opinion of...? WEIGHT WATCHERS Net Agree Relevant Brand Only Readers of Weight Watchers magazine relate extremely positively to the magazine and this reflects on the relationship with the brand. In particular readers agree that: N=209 the content is relevant to the brand; the magazines is a good source of information; and They enjoy reading the magazine. It is a good source of information I trust the information in the magazine It is entertaining to read I enjoy reading it I rarely skip it I look forward to reading it The content is well designed It tells me all I need to know about,, I would look for it if it wasn't delivered The content is relevant to me The content is relevant to the brand I have not seen it in quite some time 6 Read Weightwatchers 85 82 97 95 92 89 88 96 93 94 97
MAGAZINE OPINIONS Q18 How much do you agree or disagree with the following statements that describe your opinion of...? COLES BABY Net Agree Relevant Brand Only Readers of Coles Baby magazine relate extremely positively to the magazine and this reflects on the relationship with the brand. In particular readers agree that: N=172 The magazine is a good source of information; They enjoy reading the magazine; and They trust the information in the magazine. It is a good source of information I trust the information in the magazine It is entertaining to read I enjoy reading it I rarely skip it I look forward to reading it The content is well designed It tells me all I need to know about,, I would look for it if it wasn't delivered The content is relevant to me The content is relevant to the brand I have not seen it in quite some time 24 Read Coles Baby 45 52 75 74 81 81 91 89 90 87 85
MAGAZINE OPINIONS Q18 How much do you agree or disagree with the following statements that describe your opinion of...? RESTAURANT & CATERING Net Agree Relevant Brand Only Readers of Restaurant & Catering magazine relate extremely positively to the magazine and this reflects on the relationship with the brand. In particular readers agree that: N=158 the content is relevant to them; the content is relevant to the association; and the magazine is a good source of information. It is a good source of information I trust the information in the magazine It is entertaining to read I enjoy reading it I rarely skip it I look forward to reading it The content is well designed It tells me all I need to know about,, I would look for it if it wasn't delivered The content is relevant to me The content is relevant to the brand I have not seen it in quite some time 9 40 54 59 70 66 Read Restaurant & Catering 77 75 85 84 89 86
MAGAZINE OPINIONS Q18 How much do you agree or disagree with the following statements that describe your opinion of...? VOLKSWAGEN Net Agree Relevant Brand Only Readers of Volkswagen magazine relate extremely positively to the magazine and this reflects on the relationship with the brand. In particular readers agree that: N=144 the content is relevant to the brand; They trust the information in the magazine; and the magazine is a good source of information and the content is well designed. It is a good source of information I trust the information in the magazine It is entertaining to read I enjoy reading it I rarely skip it I look forward to reading it The content is well designed It tells me all I need to know about,, I would look for it if it wasn't delivered The content is relevant to me The content is relevant to the brand I have not seen it in quite some time 12 28 Read Volkswagen 47 53 58 65 74 76 83 85 83 92
MAGAZINE OPINIONS Q18 How much do you agree or disagree with the following statements that describe your opinion of...? REINSW Net Agree Relevant Brand Only Readers of REINSW magazine relate extremely positively to the magazine and this reflects on the relationship with the brand. In particular readers agree that: N=150 they trust the information in the magazine; and the magazine is a good source of information; and the content is relevant to the brand. It is a good source of information I trust the information in the magazine It is entertaining to read I enjoy reading it I rarely skip it I look forward to reading it The content is well designed It tells me all I need to know about,, I would look for it if it wasn't delivered The content is relevant to me The content is relevant to the brand I have not seen it in quite some time 3 Read REINSW 39 57 53 65 63 60 74 84 91 92 91
MAGAZINE ADVERTISING OPINIONS Q19 Thinking about advertising in..., which of the following statements describe your opinions? ALL MAGAZINES Agree Three quarters of readers of custom magazines will notice the advertising in the magazine and two thirds will usually read the advertisements. Nearly all readers expect to see advertisements in their magazine. I usually notice the advertisements I usually read the advertisements The advertising in.. Is usually relevant to me The advertising in..is attractively laid out 75 63 65 86 I expect to see ads in the magazine 93 I use the ads as a reference point when shopping around 51 I keep the ads for items of interest 34 N=781 I will often respond to the advertising buy calling a number, going to a website, visiting a store etc. Total 45
MAGAZINE ADVERTISING OPINIONS Q19 Thinking about advertising in..., which of the following statements describe your opinions? WEIGHT WATCHERS Agree More than four in five readers of Weight Watchers magazine will notice the advertising in the magazine and three quarters will usually read the advertisements. Nearly all readers expect to see advertisements in their magazine. Nearly two thirds of Weight Watchers magazine readers use the ads as a point of reference when shopping around. I usually notice the advertisements I usually read the advertisements The advertising in.. Is usually relevant to me The advertising in..is attractively laid out I expect to see ads in the magazine 84 73 72 91 94 I use the ads as a reference point when shopping around 63 I keep the ads for items of interest 34 N=209 I will often respond to the advertising buy calling a number, going to a website, visiting a store etc. 43 Weight Watchers
MAGAZINE ADVERTISING OPINIONS Q19 Thinking about advertising in..., which of the following statements describe your opinions? COLES BABY Agree More than four in five readers of Coles Baby Magazine will notice the advertising in the magazine and seven in ten readers will usually read the advertisements. Nearly all readers expect to see advertisements in their magazine. More than half the readers of Coles Baby Magazine say they will often respond to the advertisements. I usually notice the advertisements I usually read the advertisements The advertising in.. Is usually relevant to me The advertising in..is attractively laid out I expect to see ads in the magazine 84 71 76 92 95 I use the ads as a reference point when shopping around 62 I keep the ads for items of interest 40 N=172 I will often respond to the advertising buy calling a number, going to a website, visiting a store etc. Coles Baby 55
MAGAZINE ADVERTISING OPINIONS Q19 Thinking about advertising in..., which of the following statements describe your opinions? RESTAURANT & CATERING Agree Four in five readers of Restaurant & Catering Magazine will notice the advertising in the magazine and two thirds will usually read the advertisements. Nearly all readers expect to see advertisements in their magazine. Four in ten readers will keep the ads for items of interest. I usually notice the advertisements I usually read the advertisements The advertising in.. Is usually relevant to me The advertising in..is attractively laid out 79 66 66 83 I expect to see ads in the magazine 94 I use the ads as a reference point when shopping around 55 I keep the ads for items of interest 40 N=158 I will often respond to the advertising buy calling a number, going to a website, visiting a store etc. 51 Restaurant & Catering
MAGAZINE ADVERTISING OPINIONS Q19 Thinking about advertising in..., which of the following statements describe your opinions? VOLKSWAGEN Agree Nearly nine out of ten Volkswagen Magazine readers expect to see advertisements in their magazine. Nearly four in five readers agree that the advertising is attractively laid out. I usually notice the advertisements I usually read the advertisements The advertising in.. Is usually relevant to me 56 47 42 The advertising in..is attractively laid out 78 I expect to see ads in the magazine 87 I use the ads as a reference point when shopping around 31 I keep the ads for items of interest 21 N=144 I will often respond to the advertising buy calling a number, going to a website, visiting a store etc. 31 Volkswagen
MAGAZINE ADVERTISING OPINIONS Q19 Thinking about advertising in..., which of the following statements describe your opinions? REINSW Agree Three quarters of readers of REINSW Magazine will notice the advertising in the magazine. Two thirds agree that the advertising is relevant to them. Nearly all readers expect to see advertisements in their magazine. I usually notice the advertisements I usually read the advertisements The advertising in.. Is usually relevant to me 73 55 68 The advertising in..is attractively laid out 84 I expect to see ads in the magazine 95 I use the ads as a reference point when shopping around 40 I keep the ads for items of interest 36 N=150 I will often respond to the advertising buy calling a number, going to a website, visiting a store etc. REINSW 49
HAPPY TO RECEIVE MORE OF Q21 For each of the following types of media can you please tell me if you would be happy to receive/visit more, than you presently receive/visit? Net Happy to receive/visit more The majority of respondents would not be happy to receive more of any of the specified media. The media respondents are most happy to receive more of are: online search; branded websites for personal use; and custom magazines for personal use. N=976: 200 WW; 200 Coles Baby; 200 Volkswagen; 201 REINSW; 175 R&C Online search Branded websites for personal use Custom magazines for personal use E-newsletters for personal use Branded websites for business use Custom Magazines delivered to your E-newsletters for business use E-magazines for personal use Direct mail for personal use Television Custom magazine for business use Radio E-magazines for business use Outdoor advertising Electronic Direct marketing for Direct mail for business use Electronic direct marketing for Custom magazines delivered out of Ads in social media Online display advertising Mobile magazines for personal use Mobile magazines for business use 0 20 40 Receive more 46 44 41 39 39 36 35 34 34 34 33 33 31 30 28 27 26 26 23 22 19 17
STRATEGIC DIRECTIONS m c nai r PROMOTE THE MEDIUM THAT PROMOTES DEEPER RELATIONSHIPS WITH BRANDS Readers of Custom Magazines have a strong relationship with their brand or organisation. This is borne out in the research by readers agreement with positive statements about the brand as well as by the fact that the vast majority understand that the magazine is a promotion for the brand yet read the magazine thoroughly and respond to the magazine. Current Customers are a brand s best prospects. Not only that readers of Custom Magazines will recommend the brand or organisation to a friend or colleague, talk to someone about the brand or organisation and respond to the brand in some way. Custom Magazines should gain a greater share of the marketing budget than currently exists and should be promoted as an integral part of the marketing mix as it drives repeat purchasing and new customers alike.
STRATEGIC DIRECTIONS m c nai r PROMOTE THE MEDIUM AS EFFECTIVE MAGAZINES IN THEIR OWN RIGHT Custom Magazines are well read they are read regularly, thoroughly and repetitively, just like consumer magazines. Readers find the magazines informative and entertaining. Readers of Custom Magazines expect to see advertising in the magazines and will notice and read the advertising in these magazines. Whilst it may not be possible to charge a cover price for Custom Magazines they may enjoy the benefit of the other revenue stream found in magazines advertising revenue. There is room for advertising not only from the main brand or organisation but rom related products and services also.
STRATEGIC DIRECTIONS m c nai r PROMOTE THAT CUSTOM MAGAZINES ARE VALUED IN A CROWDED MEDIA ENVIRONMENT Amongst a plethora of media available, a sizable portion of consumers agreed that they would be happy to receive more custom magazines, particularly for personal use. In fact they are more willing to receive more custom magazines than to receive promotions in main media. This is because Custom Magazines are relevant to the consumer and can be targeted so that they are providing useful and entertaining information. Custom Magazines should demonstrate the efficient targeting of their medium against the unwanted new and old types of promotions.
STRATEGIC DIRECTIONS m c nai r OPPORTUNITY TO IMPROVE CUSTOM MAGAZINES Custom Magazines do a good job in providing informative and entertaining products. The research found that there is some room for improvement in some factor that are important to consumers. Particularly in accuracy and in providing Australian content. It would also be wise to bear in mind how important it is to provide useful information and also variety in content. The editorial in Custom Magazines should be developed in the same way that paid for magazines is developed; with original, relevant content that is checked for accuracy.
DEMOGRAPHICS m c nai r
DEMOGRAPHICS Q22 Do you have Internet access at home or work? Q25 When do you next intend to buy a car? Have Internet 0 100 Intend to buy a car 0 50 Home Work Neither home or work 3 5 3 1 1 4 69 56 48 64 94 94 95 93 99 92 88 97 In the next 3 moonths In the next 4-6 months In the next 7-12 months In the next 1-2 years In the next 2-3 years Not sure 2 4 8 4 2 5 4 5 5 3 8 8 3 7 6 9 18 15 14 15 8 22 19 32 33 38 2530 32 37 30 43 32 21 45 Total Read Coles baby Read Volkswagen N=976 Read Weightwatchers Read Restaurant & Catering Read REINSW Total Read Coles baby Read Volkswagen Read Weightwatchers Read Restaurant & Catering Read REINSW
DEMOGRAPHICS Q23 Are you the main grocery buyer in your household? Grocery Buyer Total N=976 Yes No Shared Read Coles baby Read Volkswagen 0 100 6 4 19 23 30 32 20 14 12 24 30 18 62 79 84 53 40 50 Read Weightwatchers Read Restaurant & Catering Read REINSW Q24 How often do you go grocery shopping? Total Grocery Buying Frequency Daily Weekly Every two weeks Read Coles baby Monthly Read Volkswagen Yearly Never 0 100 10 9 12 11 13 7 12 11 19 11 13 9 4 2 47 5 1 1 3 3 0 13 11 70 77 68 66 69 65 Read Weightwatchers Read Restaurant & Catering Read REINSW
DEMOGRAPHICS Q32 Do you own your own home? Home Ownership 0 100 Q26 Do you intend to do any of the following in the next year? Real Estate Purchase 0 100 Own Home Paying Off Home Rent Home Other Home Ownership 40 45 23 29 60 40 39 43 49 47 28 35 16 9 24 23 7 19 4 3 1 5 6 Rent a house Purchase a first House Purchase a new house (not first) Purchase an investment property Purchase house to upgrade Purchase house to downgrade None of these 4 7 15 29 6 2 3 14 4 4 5 7 18 4 7 11 9 10 14 22 5 6 9 2 6 2 4 1 1 2 70 60 76 68 59 79 Total Read Coles baby Read Volkswagen N=976 Read Weightwatchers Read Restaurant & Catering Read REINSW Total Read Coles baby Read Volkswagen Read Weightwatchers Read Restaurant & Catering Read REINSW
DEMOGRAPHICS Q27 What is your work status? N=976 Employment Status Employed Full time Employed Part time Retired Student ome Duties Looking for Work Unemployed (not looking) Total Read Coles baby Read Volkswagen 0 100 60 24 41 60 1830 6 35 1 12 9 1 12 24 1 12 15 12 0 1 1 2 1 37 93 98 Read Weightwatchers Read Restaurant & Catering Read REINSW Q29 Which of these groups most correctly describes the occupation of your household head? Occupation Total Professional or Managerial Sales or Clerical Tradesperson Home Duties Student Retired Unemployed Read Coles baby Read Volkswagen Other 0 100 11 13 511 6 17 10 11 4 20 18 2 5 1 01 12 811 1 20 1 45 36 1 5463 55 61 82 80 Read Weightwatchers Read Restaurant & Catering Read REINSW
DEMOGRAPHICS Q28 What is the highest educational level you reached? Educational Level Primary School Year 9 School Certificate Higher School Certificate TAFE/Diploma University Degree Higher Degree Other 0 100 0 1 2 13 9 8 16 56 7 20 23 17 20 20 23 2431 33 2437 44 25 28 27 32 20 35 9 10 411 1 2 13 Q30 What would be the total income of everyone in your household, before tax, per annum? Household Income Under $70,000 $70,000-$129,999 $130, or more Refused 0 100 18 19 25 18 16 9 37 39 48 41 21 37 26 23 17 20 35 39 18 19 10 22 28 15 Total Read Coles baby Read Volkswagen N=976 Read Weightwatchers Read Restaurant & Catering Read REINSW Total Read Coles baby Read Volkswagen Read Weightwatchers Read Restaurant & Catering Read REINSW
DEMOGRAPHICS S1 RECORD GENDER S2 I just need to check, in which of these age groups do you belong? S3 Do you have children under 16 years living in the household? Gender 0 100 Age 0 100 Children 0 100 Male Female 2 3 34 57 68 53 66 43 32 47 98 97 18-24 25-34 35-49 50-59 60+ 1 5 7 4 9 12 23 59 5 13 22 34 31 40 24 46 33 21 2 32 27 19 29 14 16 1 9 17 38 No Children in household under 16 Children in Household under 16 17 44 38 39 20 34 56 62 61 80 66 83 Total Read Weightwatchers Read Coles baby Read Restaurant & Catering Read Volkswagen Read REINSW N=976 Total Read Weightwatchers Read Coles baby Read Restaurant & Catering Read Volkswagen Read REINSW Total Read Weightwatchers Read Coles baby Read Restaurant & Catering Read Volkswagen Read REINSW
APPENDIX m c nai r
METHOD m c nai r This survey was conducted by telephone and online by McNair Ingenuity Research Pty Ltd amongst receivers of Weight Watchers Magazine, Coles Baby magazine, Volkswagen Magazine, Restaurant & Catering Magazine and REINSW Journal. A total of 975 people - 200 people from each magazine group completed the survey (except Restaurant & Catering where 175 completed). The subject of the research was to investigate the relationship that people have with Custom Magazines. A sample of people who receive each of the five magazines was used as the sample frame. No age and gender quotas were applied. All analysis was conducted by McNair Ingenuity Research. Validations were conducted on interviewing and data entry to ensure the highest possible standards. Fieldwork was carried out in August and September 2011.
TABLES m c nai r
September 2011 m c nair research Prepared for Publishers Australia REPORT Custom Magazines