Media Connections study - Magazines Canada

MEDIACONNECTIONS

STUDY

MAGAZINESCANADA

Source: Magazines Canada Media Connections Study 2013, BrandSpark International 2

WE TALKED TO 3,000 RANDOMLY SELECTED CANADIAN CONSUMERS. A FOCUS ON ACTIVE

SHOPPERS IN THREE CATEGORIES OF INTEREST…

INCLUDING HABITS AND ATTITUDES TOWARDS ALL CONSUMED MEDIA, AND THE ROLE ADVERTISEMENTS PLAY IN THEIR PURCHASE DECISIONS.

BEAUTYAUTO FOOD


• Magazine Media, both print and digital, are the most effective channels at reaching and engaging with Early Adopters and Category Influencers.

• Magazine advertising is seen as a positive part of the magazine experience, capturing and holding the attention of readers.

• Magazines build deep connections with their audience, with readers more likely to be inspired and persuaded by advertising.

• Magazine media is able to play a role at all stages of a consumer’s path to purchase.

• Magazines are among the most efficient media channels at converting advertising dollars into actual influence in purchase decisions.

HIGHLIGHTS

azine

4

ADVERTISING IN MAGAZINES GIVES

YOU ACCESS TO HIGH VALUE CONSUMERS.


NOT ALL CONSUMERS ARECREATED EQUAL.

I like to be the first to try new products!

Influencers are perceived category experts,these consumers take pride in informing themselves and others

about these product categories.

I like being recognized as an authority!

INFLUENCERSEARLY ADOPTERS

BrandSpark International’s proprietaryEarly Adopter segmentation identifies consumerswho actively seek out and purchase new products.

Reaching Influencersis key to leveraging

word of mouth.

Reaching Early Adoptersis key to driving uptake of

your new product.


MAGAZINES DELIVER EARLY ADOPTERS & CATEGORY INFLUENCERS MOST EFFECTIVELY!

BRANDADVOCATES

BRANDLOYALTY

SOCIALNETWORKING

WORD OFMOUTH

Magazines (digital)

Magazines (print)

Social Media

General Websites

Radio

Newspapers

Television

40%47%

37%41%

36%40%

35%39%

32%38%

32%36%

32%35%

Early Adopters Category Influencers

% Composition

key to levera

Leveraging print and digitalMagazines in your campaign will

give you access to the keycustomer segments you need.


PRINT MAGAZINE ADVERTISING CAPTURES AND HOLDS ATTENTION, WHILE DIGITAL MAGAZINES PERFORM WELL RELATIVE TO DIGITAL COUNTERPARTS.How often do you pay attention to advertising in…?

32%

27%

21%

19%

15%

15%

15%

Print Magazines

TV

Direct Mail

Paid News

Free News

Radio

Web Search

Social Media 15%

9%

8%

13%

6%

12%

3%

Magazine Websites

Magazine Apps

Out of Home

Mobile

Online

Games

Not only are magazines moreefficient at reaching influencers,advertisements in magazines are

better able to capture their attention.

Influencer Total


ADVERTISING IN MAGAZINES GIVE YOU ACCESS

TO CONSUMERS THAT…

• ARE LOOKING FOR NEW PRODUCTS• ARE INFLUENCERS AMONGST THEIR PEERS

•PAY ATTENTION TO ADVERTISING

9

ADVERTISING IN MAGAZINES ALLOWS

YOU TO DEEPLYCONNECT WITH

CONSUMERS.


UNDERSTANDING THE MEDIA-CONSUMERCONNECTION: MEDIA CONNECTIVITY MODEL

RELATIONSHIPWhat mind-state is the audience in when they are consuming media from this channel?• Do they feel engaged?• Do they feel in control• Are they valuing the time they are spending?• Do they trust information from this channel?

PERSUASIONDoes this channel drive itsaudience to act? • Is the content relevant to them?• Are the advertisements relevant?• Are they looking to learn about products?

RECEPTIVITYHow do they process content from this channel?• Does the channel have their full attention?• Does the channel inspire them?• Are the advertisements a good part of the experience?


RELATIONSHIP

Advertising in Magazines allows youto reach people who are feeling in control,

are valuing their time, and trust theinformation they are receiving.

Indexed to TV

Feeling engaged

Feeling in control

Feel it’s a good use of my time

Has information I trust

100 96106

100 113140

100 119145

100 158181

Television Print Magazines Online


RECEPTIVITY

Has my full attention

Inspiring

Advertisements are a good part of the experience

76

86

48

107

122

107

100

100

100


Magazine readers are comparatively more likely to give their full attention, be inspired, and to see advertisement as a

good part of their experience.Indexed to TV


Learning things that are relevant to me

Has relevant advertisements

A source to learn about new products

127135

54107

100

100

100 124124

PERSUASION


Compared to TV, Magazines are seen by consumers as better avenues for relevant

content, including new products.

Indexed to TV


INSPIRATION RELEVANCETRUST

THE NATURE OF THE MAGAZINE EXPERIENCE PROVIDES MAGAZINE

ADVERTISEMENTS A HALO OF…

15

MAGAZINE MEDIA HAS A ROLE TO

PLAY THROUGH ALL STAGES OF

CONSUMERS’ PATH TO PURCHASE.


What isavailable?

How do theycompare?

PURCHASEEVALUATIONCONSIDERATION

Which is rightfor me?

A PATH TO PURCHASEFRAMEWORK WAS USED TO

UNCOVER MEDIA’S INFLUENCE ON CONSUMER DECISION MAKING.


FOR AUTO PURCHASES, MAGAZINE MEDIA IS STRONGEST AT GETTING BRANDS AND MODELS ONTO CONSUMERS’ CONSIDERATION SETS.

Ads in Print Magazines

Ads on Magazine Websites

Ads on Magazine Apps

Consideration PurchaseEvaluation

15% 11%

9%

9%

9%

8% 7% 7%

STATED IMPORTANCE OF MAGAZINE MEDIA(TOP TWO-BOX)

Auto Purchases

14%


ALONG THE FOOD PATH TO PURCHASE, MAGAZINE MEDIA IS STRONGEST AT THE EVALUATION AND PURCHASE STAGES.





10% 17%

14%

17%

11%

10% 10%

Food Purchases


7%

5%


MAGAZINE MEDIA HAS THE STRONGEST IMPACT AT THE FINAL STAGES OF THE BEAUTY PATH TO PURCHASE.





17% 19%

16%

24%

19%

5% 9% 11%

8%

Beauty Purchases



ADVERTISING IN MAGAZINE MEDIA CAN PLAY AT ALL STAGES ALONG A CONSUMER’S PATH TO PURCHASE.

MAGAZINEMEDIA


Ads in PrintMagazines

Ads on MagazineWebsites

Ads onMagazine Apps

21

MAGAZINEADVERTISING

GENERATES THE STRONGEST IMPACT

ON PURCHASE PER MEDIA DOLLAR SPENT.


BY REVEALING THE IMPORTANCE OF ADS IN CONSUMER PURCHASE DECISIONS ACROSS MULTIPLE CATEGORIES, WE CAN

UNDERSTAND WHICH MARKETING SPENDS ARE HAVING THE GREATEST IMPACT.

MEDIAINVESTMENT

IMPACT ONPURCHASE DECISION

$


EVEN WITH FEWER MEDIA DOLLARS INVESTED THAN TELEVISION, MAGAZINES HAVE A BIGGER IMPACT ON CONSUMER BEAUTY PRODUCT DECISIONS.

Television

Print Magazines

Online

45% 19% 1.035% 20% 1.3

16% 8% 1.2

INVESTMENTIN CHANNELProportion of2012 Ad Spend

IMPACT ONPURCHASE DECISIONSStated Importance of Ads in Recent/upcoming purchase decision

$IMPACTEFFICIENCY(Indexed to TV)

Other channels accounting for 4% of total media spends

Beauty Purchases


FOR FOOD PRODUCTS, MAGAZINES AND OOHARE THE MOST EFFICIENT CHANNELS TOIMPACT PURCHASE DECISIONS.

Television

Print Magazines

Online

Out of Home

75% 20% 1.08% 15% 6.7

8.75% 11%

8% 9% 4.2


$IMPACT ONPURCHASE DECISIONSStated Importance Of ads in Recent/upcoming purchase decision

IMPACTEFFICIENCY(Indexed to TV)

Other channels accounting for 4% of total media spends

Food Purchases


Television

Print Magazines

Online

Out of Home

Radio

Newspaper


$IMPACT ONPURCHASE DECISIONSStated Importance Of ads in Recent/upcoming purchase decision

IMPACTEFFICIENCY(Indexed to TV)

MAGAZINES AND OOH ARE THE MOST EFFICIENT SPEND IN AUTO COMPARED TO OTHER CHANNELS.

61% 14% 1.0

12% 9% 3.3

4% 11% 12.0

14% 16% 5.0

5% 11% 9.6

Auto Purchases

3% 11% 16.5

26

ACROSSALL CATEGORIES, ADVERTISING IN

MAGAZINES IS ANEXTREMELY EFFICIENT WAY FOR MARKETERS

TO IMPACTPURCHASE INTENT.

FOR MORE INFORMATION,CONTACT MAGAZINES CANADA [email protected]

OR 416.596.5382

Magazines Canada acknowledges the support of the Ontario Media

Development Corporation.

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Media Connections study - Magazines Canada