MAGAZINE ESSENTIALS
making the most of magazines
2
Compilation Of Information Most Requested By Media Planners
3
Contents 3 Contents
4 Definitions: Starch Tested Copy
5 Digest vs. Standard Page Size
6 Bleed vs. Non-bleed
7 Colour vs. Black & White
8/9 Left-hand vs. Right-hand Ad Positioning
10/11 Position within the Magazine
12 Inside Front Cover (IFC) Positioning
13 Inside Back Cover (IBC) Positioning
14 Outside Back Cover (OBC) Positioning
15 Cover Spreads
16/17 Ad Recall Norms by Ad Size
18 Impact of Competitive Ads
19 Ads Facing Edit vs. Other Ads
20 Product Specific Ads vs. Ads for a Range of Products
21 Teaser Ads
22 Multi-page Ads in Direct Succession
23 Multi-page Ads in Alternate Page Succession
24 Multi-page Ads in Separated Run-of-Book Positions
25 Multi-page Fractional Ads in Alternate Page Succession
26 Sideways Ads vs. Traditional Ads
27 Business Reply Cards
28 Response to Ads in Business/Professional Magazines
29 Inserts
30 Interactive Inserts
31 Advertorials
32 Special Sections/Supplements
33 Scent Strips
34 Bound-in or Glued-in Booklets
35 Gatefold Covers
36 Gatefold Inserts
37 Pop-up Ads
38 Ads with Coupons
39 Non-traditional Ads
40 Acetate Overlays
41 Ads with Premium Offers
42 Ads with Recipes
43 Glued-on Product Samples
44 Product Samples
45 Sampling: Shampoo Case Study
46 Polybag Ads
47-48 Ad Clutter
49-54 Advertising Wearout
55-57 Creative Considerations
58 Long vs. Short Headlines
59 Length of Headline
60 Headline Position on Page
61 Headline Colour
62 Headline background
63 Headline Type Size
64 Positive Headlines
65 Image Size
66 Photos vs. Illustrations
67-69 Long vs. Short Copy
70 Humour in Ads
71 People in Ads
72 Celebrity Ads
73 Number of Brand Mentions in Copy
74 Size of Product Name
75 Size of Product Shot
76 Logo Positioning
77 Creative Dos
78 Ad Analysis Chart
79 Contact Us
4
Definitions: Starch Tested Copy
Noted Score: A measure of the size of the
audience that remembered seeing the ad
Associated Score: A measure of those who
looked at the ad long enough to learn what brand
is advertised
Read Most Score: A measure indicating whether
interest in the ad was strong enough to pull the
reader through most of the ad
5
Physical Size of the Magazine Page
Does Not Affect Readership
Source: Starch Tested Copy, Vol. 1. No. 12
99 100
Standard Size
Digest Size
Index of Noted Scores
6
Bleed Ads Increase Readership
Source: Starch Tested Copy, Vol. 1. No. 5
115
100
Page 4C Bleed Ads
Non-Bleed Ads
111
Page B/W Bleed Ads
Index of Noted Scores
7
Colour vs. B/W
Source: Starch Tested Copy, Vol. 1, No. 1
Index of Noted Scores
100 100
145
DPS 4C
DPS B/W
Page 4C
153
Page B/W
8
Left-Hand and Right-Hand
Positioning has Equal Impact
Source: Starch Research
100 106 103 105
Ad Pages on Left-Hand
Page
Read Most
Associated Noted
Ads on Right-Hand Page
Index
(Differences are not statistically significant)
9
Left-Hand vs. Right-Hand
Positioning by Ad Category
Source: Starch Research
100 100 100 104
Left-Hand Page 4C
F o o d
Right-Hand Page 4C
Index of Noted Scores
102 100
T o i l e t r i e s
A u t o m o t i v e
C o m p u t e r s
O T C
D r u g s
A p p a r e l
F i n a n c i a l
C o s m e t i c s
100 106
95
10
Position Within the Book
is Not an Issue
Source: Starch Research
100 100 103 100
All P4C Ads* Back Third of
Magazine
Middle Third of
Magazine
Front Third of
Magazine
Index of Noted Scores
* Excluding covers
11
Ads are Effective
Throughout the Book
VISTA STARCH
Total Recall Index
Action
Taken Index
Noted Index
Action
Taken Index
Full Issue 100 100 100 100
1st Quarter of Magazine
103 100 104 100
2nd Quarter of Magazine
100 100 100 98
3rd Quarter of Magazine
100 102 98 100
4th Quarter of Magazine
97 96 96 98
Sources: Affinity’s VISTA Service (P4C), 2010; Starch (P4C)
12
Do Inside Front Cover Positions
Increase Impact?
Source: StarchMetrix
100
121
Inside Pages
2nd Cover (IFC)
Index of Noted Scores
13
Do Inside Back Cover Positions
Increase Impact?
Source: StarchMetrix
Index of Noted Scores
117
3rd Cover (IBC)
100
Inside Pages
14
Do Outside Back Cover Positions
Increase Impact?
Source: StarchMetrix
Index of Noted Scores
123
4th Cover (OBC)
100
Inside Pages
15
Do Cover Spreads
Increase Impact?
Source: StarchMetrix
Index of Noted Scores
134
Cover Spreads
100
Inside Pages
16
Recall of Magazine Ad by Size (in descending order)
Source: Starch Research
Ad Type Recall Index
Page 4C Advertisement 100
P4C + 1/3 Page 4C 120
Inside Spread 4C 115
P4C + 1/2 P4C 112
1/2 Spread 4C 88
1/6 Page 4C 85
1/2 Page 4C 80
1/3 Page 4C 76
1/3 Page Square 4C 71
1/4 Page 4C 71
Double ¾ Column Page 4C 68
1/2 Page B/W 64
Guide Page 4C 54
1/3 Page 2C 54
17
Ads are Effective
Throughout the Book
Sources: Affinity VISTA (P4C); Starch (P4C)
TYPE/SIZE OF AD VISTA STARCH
Total
Recall
Action
Taken Noted
Action
Taken Ad Size Multiple pages (excl. spreads) 65 58 68 61
Gatefold ads 70 58 61 60
Double-page spread 63 54 58 58
Full page 59 53 53 59
Half-page spread 57 58 52 63
Half-page 48 51 45 62
Third page 48 51 43 63
Less than full page 49 51 53 54
Colour
Four colour 60 54 53 60
B/W 57 48 42 58
Premium Position
Inside front cover 66 54 76 58
Inside back cover 60 51 60 59
Back cover 66 50 64 59 Opposite table of contents 62 53 60 59
Total 59% 54% 53% 60%
Impact of Magazine Ads (%)
18
Impact of Competitive Ads
in the Same Issue
Source: Medialogue, Stop/Watch
100 102 102
0
Number of Competitive Ads
Index of Recognition Scores
103 107 101
1 2 3-4 5-8 9+
19
Ads Facing Editorial or Other Ads
have Similar Impact
Source: Starch Research
100 95
102
Ads Facing
Full Editorial Page
Index of Noting Scores
Ads Facing
Editorial + Fractional
Ad
Ads Facing
Full Ad Page
20
Ads Work for Single or
Multiple Products
Source: Medialogue, Stop/Watch
104 100
Product Specific
Ads
P4C Ads
Index of Recognition Scores
Range of
Products
108
21
Do Teaser Ads Work?
100
130 120
All Ads Effectiveness Attribution
Index
105
Recognition
Teaser Ads
Source: Medialogue, Stop/Watch
22
Multi-Page Ads in Succession*
Increase Impact
Source: Starch Tested Copy, Vol. 2. No. 25
127
100
Noted Any Page of Ad
Noted First Ad Page
* A series of ads
in direct
succession
Index
23
Multi-Page Ads in Alternate
Succession* Increase Impact
Source: Starch Tested Copy, Vol. 2. No. 25
141
100
Noted Any Page of Ad
Noted First Ad Page
* A series of ads
(2, 3 or 4) on
alternating
following pages
Index
24
Multi-Page Ads in Separated Run-
of-Book Positions* Increase Impact
Source: Starch Tested Copy, Vol. 2. No. 25
148
100
Noted Any Page of Ad
Noted First Ad Page
* A series of page ads
(2, 3 or 4) run in
widely separated
positions within
the issue
Index
25
Multi-Page Fractional Ads in Alternate
Succession* Increase Impact
Source: Starch Tested Copy, Vol. 2. No. 25
113
100
Two Alternate
Pages
Page 4C
* A series of
fractional ads
(1/2 page or
less) in
alternating
succession
115
Three Alternate
Pages
Index
26
“Sideways” Ads Don’t Measure Up
to Traditional Full Page Ads
Source: Starch Tested Copy, Vol. 3, No. 9
100
83
100
Full Page
2 Horizontal Half Pages
Full Page
Index
86
2 Horizontal Half Pages
Women Men
27
Business Reply Cards
Increase Readership
Source: Cahners Advertising Research Report, No. 114.2
129
100
Ads With BRCs
All Ads
“Remembered Seeing” Index Scores
28
How Readers Respond to Ads in
Business/Professional Magazines
Source: Canadian Business Press
1%
44%
55%
Use BRC
Contact Advertiser
Directly
Contact Publication
Directly
% of Time
29
Inserts Increase Impact
Source: Starch Research
100 136
144
ROP Page 4C
Index of Read Most Scores
All Inserts
Inserts (up to
6 panels)
188
Inserts (8+ panels)
Inserts = Supplied pre-printed materials, excluding Business Reply Cards (BRCs)
30
Interactive Inserts are a Sure
Way to Involve Consumers
Source: Exploration of Magazine Advertising Formats, Starch Research
Total Male Female Starch
Norm
(7-10 out of 10) % % % %
Interesting 71 78 64 54
Innovative 72 68 76 50
Visually Appealing 84 80 88 60
Eyecatching 75 72 78 60
Average Scores 76 75 77 56
Interactive inserts are a great way to catch attention and demonstrate
product benefits.
31
Advertorials Deliver Details
and New Ideas
Source: Starch Research
Total %
They are a good way for advertisers to communicate info
about their products 76%
They generally provide me with more information than a
regular advertisement 68%
It should be made clear that these are advertisements or
promotional messages and not part of the magazine’s
editorial content
66%
Advertorials are sources of new ideas and ways to use
products 62%
% Agree Strongly (7-10 out of 10)
32
Special Sections - Supplements
Source: Medialogue, Stop/Watch
This study suggests that ad scores for “special sections” versus ROP ads are quite
similar. However, it is believed that that readers most interested in the topic/category
are most likely to opt-in resulting in a higher percentage of those who are of greatest
target value.
94 100
Recognition P4C Ads
Index
90
Attribution
33
Do Scent Strips Make Sense?
Source: Medialogue, Stop/Watch
123
100
Recognition P4C Ads
Index
125
Attribution
34
Do Ads with Bound-in or Glued-in
Booklets Perform?
Source: Starch Tested Copy, Vol. 2, No. 23
100
243
115
Ads With No Booklet
Read Most
Associated
Index
118
Noted
Ads With Booklet
35
Cover Gatefolds...Unfolded
Source: Starch Tested Copy, Vol. 2. No. 10
144
100
Gatefold (IFC)
P4C Ads
Index of Noted Scores
159
100
Gatefold (IFC)
Page
All Ads Auto Ads
36
Gatefold Inserts
Source: Medialogue, Stop/Watch
121
100
Recognition P4C Ads
Index
114
Attribution
Gatefolds – No Cover Position
37
Magazine Pop-Up Ads
Increase Readership
Source: Starch INRA Hooper Inc. (Dr. D. Morgan Neu) - Reported in Inside Print
566
230
Regular Spread
Read Most Associated
Index
196
Noted
Pop-Up Ads
100
100
117
Regular
Spread
Pop-Up
Spread
Positive Attitude
Towards Ad
38
Coupons Influence Ad Awareness
Source: Starch Tested Copy, Vol. 1, No. 13
100
129 110
No Coupon
Read Most Associated
109
Noted
Coupon Offer
Index
39
Non-Traditional Creative Ads
Deliver Strong Reader Impact
Source: Exploration of Magazine Advertising Formats, Starch Research
Total Male Female Starch
Norm
(7-10 out of 10) % % % %
Interesting 59 57 60 54
Innovative 58 56 60 50
Visually Appealing 64 62 65 60
Eyecatching 66 64 69 60
Average Scores 62 60 64
Non-traditional creative concepts (consecutive fractionals, pop-ups,
product samples, booklets, clear acetates and interactive inserts) were
shown to reach a high proportion of readers of the issues in which they
appeared.
40
Acetate Overlays
Involve Consumers
Source: Exploration of Magazine Advertising Formats, Starch Research
Total Male Female Starch
Norm
(7-10 out of 10) % % % %
Interesting 79 73 84 54
Innovative 77 73 81 50
Visually Appealing 84 82 86 60
Eyecatching 86 85 87 60
Average Scores 82 78 85 56
Clear acetate overlay ads generate extremely high levels of interest and
appeal, proving to be eye-catching and innovative.
41
Premium Offers
Increase Impact
Source: Starch Tested Copy, Vol. 1, No. 13
100
157
123
No Premium
Read Most Associated
Index
113
Noted
Premium Offer
42
Recipe Ads
Increase Impact
Source: Starch Research
100
179
138
No Recipe
Read Most Associated
Index
112
Noted
Recipe Ads
43
Glued-on Samples
Deliver the Goods
Source: Exploration of Magazine Advertising Formats, Starch Research
Total Male Female Starch
Norm
(7-10 out of 10) % % % %
Interesting 78 74 82 54
Innovative 72 76 68 50
Visually Appealing 75 78 72 60
Eyecatching 75 74 76 60
Average Scores 75 76 75 56
Glued-on product samples are an impactful, eyecatching way to put
brands in the hands of prospective users.
44
Product Samples
Source: Medialogue, Stop/Watch
100
152
P4C Ads Attributed
Index
141
Recognition
Samples
45
Sampling in Magazines Works (Case Study – Shampoo)
Source: Starch -- Reader’s Digest (Canada), Shampoo sample
Did you receive this sample of _______?
Yes 78%
No 17%
Have you or do you intend on using this sample of _______?
Have used 37%
Intend to use 42%
Have/intend to use 79%
How likely are you to purchase this product?
Very likely 15%
Somewhat likely 30%
Very/somewhat likely 45%
How interested are you in receiving samples for various products in future magazine issues?
Very interested 48%
Somewhat interested 19%
Very/somewhat interested 67%
46
Magazine PolyBag (Case Study – Automotive)
Source: Starch -- Reader’s Digest (Canada), Automotive Polybag
Do you recall seeing this advertisement?
Males Females
Yes 61% 32%
Did you know who this advertiser was?
Males Females
Yes, knew advertiser 49% 25%
Did you read any of the print on the ad?
Males Females
Yes, read print on ad 31% 14%
47
Ad Clutter Not an Issue
Source: Starch Tested Copy, Vol. 5, No. 5 & No. 6
Ad Noting Indices
Women’s Women’s
# Pages Business Service Fashion
< 126 101 101 N/A
126-175 101 101 N/A
176-225 101 100 N/A
226-275 94 100 109
276-325 104 98 104
325+ 96 N/A 96
Note: Unit measured is Page 4C.
48 Source: Roper Starch Worldwide Inc.
Noted Indices
# Pages in Magazine Full Page DPS
< 200 101 102
200-249 101 101
250+ 98 97
Ad Clutter Not an Issue
49 Source: Exploration of Magazine Advertising Formats, Starch Research
Creative Wearout (Case #1)
Index of Noted Scores
(Three or more successive insertions of the same ad in the same magazine)
# of # of Campaigns Successive Insertions Measured Insertions
1st 2nd 3rd 4th 5th 6th 7th
3 91 100 103 103
4 28 100 101 101 109
5 11 100 112 103 112 102
6 6 100 102 89 115 107 98
7 4 100 97 104 99 101 100 101
50 Source: Exploration of Magazine Advertising Formats, Starch Research
Creative Wearout (Case #2)
Exposure Level Index
1st Exposure 100
2nd Exposure 100
3rd Exposure 75
4th Exposure 25
5th Exposure+ 10
51 Source: Affinity’s VISTA Views. Actions based on readers recalling specific ads
Creative Wearout (Case #3)
Johnson’s Baby Oil 22 measured ad insertions over 3 quarters
Q1 Q2 Q3
Average Recall 43% 43% 51%
Plan to Purchase 20% 21% 20%
No wearout was evident in ad recall or the percentage of readers who
indicated they planned to purchase the advertised product.
52 Source: Affinity’s VISTA Views. Actions based on readers recalling specific ads
Creative Wearout (Case #4)
Ambien CR 35 measured ad insertions over 4 quarters
Q1 Q2 Q3 Q4
Average Recall 58% 61% 61% 59%
Plan to Ask
Doctor about
the Product
12% 13% 14% 15%
No wearout was detected in ad recall or the percentage of readers reporting
that they planned to ask a doctor or other medical professional about the
advertised product.
53 Source: Affinity’s VISTA Service. Base: Actions taken based on readers recalling specific ads
Creative Wearout (Case #5 & 6)
For Toyota and Target, full-year
magazine campaigns support
existing evidence that neither ad
recall nor actions taken over the
course of the campaign declined.
Magazine advertising wearout was
not evident.
Toyota 495 measured ad insertions over 4 quarters
Target 344 measured ad insertions over 4 quarters
Q1 Q2 Q3 Q4
Average
recall 55% 52% 50% 53%
Actions
taken (net) 39% 38% 39% 40%
Q1 Q2 Q3 Q4
Average
recall 67% 63% 64% 67%
Visit a store 35% 32% 35% 32%
54 Source: Affinity’s VISTA Views. Actions based on readers recalling specific ads
Creative Wearout (Summary)
• Of six case studies, five suggest that ad wearout is not a concern. Even after multiple exposures, ad recall and intent to purchase/learn more remains strong.
• Considerations:
o Research suggests that the ‘active process of reading’ plus the ability
to spend as much time as the reader wishes with an ad, helps ensure
communication of detailed ad messages rather quickly
o Creative dependency (good creative generates a life and longevity of
its own)
• It is recommended that multiple creative executions within a campaign remains a good idea to enhance communication momentum.
• As ever, the creative idea is king. Great creative generates a life and
longevity of its own, including a strong ROI.
55
Creative Considerations
56
Great Creative is often
about “breaking the rules”,
creating the unexpected
57
Know the rules
before you break them
58
Long vs. Short Headlines
Source: Starch Tested Copy, Vol. 4, No. 6
100
115 107
16+ Words
1-3 Words
4-9 Words
Index of Noted Scores
105
10-15 Words
Headline Word Length
59
Length of Headline
Source: Starch Tested Copy, Vol. 4, No. 6
16+ Words
1-3 Words
4-9 Words
Index of Noted Scores
10-15 Words
Headline Word Length
100
58
86 90
60
Headline Position:
Is the Top the Best?
Source: Starch Tested Copy, Vol. 4, No. 6
100 100 105
Top of Page
Split Position
Bottom of Page
Index of Noted Scores
100
Middle of Page
Position of Headline on Page
61
Headline Colour:
Is Black the Only Choice?
Source: Starch Tested Copy, Vol. 4, No. 6
100 100 109
Black Mixed Colours
One Colour
Index of Noted Scores
102
White
Colour of Headline
62
Headline Background
Positioning
Source: Starch Tested Copy, Vol. 4, No. 6
100 105 110
White Plain
Solid Dark
Solid Light
Index of Noted Scores
112
On Picture
Headline Background
63
Headline Type Size:
Is Bigger Better?
Source: Starch Tested Copy, Vol. 4, No. 6
100 105
100
Medium Tiny Huge
Index of Noted Scores
Size of Type in Headline
64
Positive Headlines Pull Best
Source: Starch Tested Copy, Vol. 1. No. 8
135
100
Positive Headline
Negative Headline
Index of Noted Scores
65
Picture Size Matters
Source: Starch Tested Copy, Vol. 1. No. 12
15%
42%
1/3 Page or Less
2/3 Page or Larger
Percent of “Best-Read” Ads, By Picture Size
66
Photos Pull Better Than
Illustrations
Source: Starch Tested Copy, Vol. 2, No. 30
100
118
100
Drawing Drawing
Index of Noted Scores
113
Photograph
Women Men
Photograph
67
Long vs. Short Copy
Source: Starch Tested Copy, Vol. 2, No. 11
Financial Automotive
5-50 51-100 101-150 151-200 201-250 251+
0
10
20
30
40
50
60
70
Travel
Noted Scores
# of Words
“It’s not how long
you make your
copy, it’s how you
make it long.”
68
The Less Body Copy,
the Greater the Impact
Source: Medialogue, Stop/Watch
93 100
34-66% 0-33%
Index of Recognition Scores
88
67-100%
Percent of ad area devoted to body copy
69
Information is a Plus,
if Handled Properly
Source: Starch Tested Copy, Vol. 2, No. 11
Perceived
Informativeness
Low High Moderate
Interest in advertising 65 58 45
Stimulated purchase interest 56 49 35
Association with the advertiser 40 50 63
70
Does Humour Work?
Source: Poole-Adamson Research Consultants, Notes From The P.A.R.C. Bench, Release # 8
100 100 100
Non- Humorous
Humorous Non- Humorous
Index
100
Humorous
Humour in Magazine Advertising
Involvement Conviction
71
Impact of People in Ads
Source: Medialogue, Stop/Watch
107 100
Person in Ad
No Person in Ad
Index of Recognition Scores
72
Do Celebrity Ads Work?
Source: Starch Tested Copy, Vol. 2, No. 5
100 110
100
Non-Celebrity Ads
Celebrity Ads
Non-Celebrity Ads
Index of Noted Scores
115
Celebrity Ads
Women Men
73
The # of Brand Mentions in an Ad
has Little Impact on Recognition
Source: Medialogue, Stop/Watch
101 100
3-5 Brand
Mentions
0-2 Brand
Mentions
Index of Recognition Scores
102
6+ Brand
Mentions
74 Source: Medialogue, Stop/Watch
Size of Product Name in the Ad
Can Make a Difference
103 100
Medium 1-1.5 cm
Small < 1 cm
Index of Recognition Scores
109
Large >1.5 cm
(Height Scale in Centimeters)
75 Source: Medialogue, Stop/Watch
Size of Product Shot has
Minor Impact
100 100
34-66% 0-33%
Index of Recognition Scores
104
67-100%
(Percent of ad area devoted to the product shot)
76 Source: Starch Tested Copy, Vol. 2. N0. 4
All Segments of the Page
Offer Strong Logo Exposure
86.4 86.3
87.3 92.5
86.7 89.4 87.8
88.8
86.1
Associated Score ÷ Noted Score (%)
(by position of logo)
77
Creative Dos
• Make the Most of the Medium: The most effective magazine ads are
created specifically for magazines.
• Create Visual Interest: High visual appeal maximizes stopping power and
consumer involvement in the ad.
• Keep it Simple: While magazines are great for communicating a long or
detailed message, do not confuse detail with clutter. Visual simplicity aids
interest.
• Interactivity: Magazine ads have staying power because they are used as
information sources -- they are read, reread, clipped and saved. Consider
web addresses, 1-800 numbers, reply cards, etc. when developing creative.
• Out-of-the-Box Ideas: Consider inserts, supplements, advertorials,
distinctive paper stocks, special inks, die-cuts, poly-bags, etc. to increase
interest.
78
Ad Analysis Chart Evaluate ad on each characteristic: check (√) appropriate box
Source: Starch Tested Copy, Vol. 2. No. 17
1. Dominant focal centre
2. Attractive, pleasing layout
3. Action in picture
4. Multiple sections
5. News, curiosity, freshness
in picture
6. News, curiosity, freshness
in headline
7. Follow-through, continuity
in text
8. Sharpens reader needs, wants,
problems, benefits, solutions
9. Specific, concrete, factual
information
10. Believable, persuasive
Definitely
Moderately
Definitely
Moderately
Neither
1. Confused, cluttered, no focus
2. Displeasing, unattractive layout
3. Static, no action
4. Continuous, unbroken text
5. Dull, flat picture
6. Dull, flat, over-worked phrases
in headline
7. Unexciting, stuffy, routine
8. Trivial, unimportant, irrelevant
9. Generalities, meaning unclear
10. Unbelievable, dubious, blatant
+ -