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presentatie van Proof of Performance webinar van 19 juni
Citation preview
Proof of Performance:Making the case for magazine media
Chris LlewellynPresident & CEO, FIPP
Esther BraspenningInternational Advertising Resource Manager,
Sanoma Media, Belgium
Guy ConsterdineCEO, Guy Consterdine Associates, and
FIPP Research Consultant
Proof of Performance:Objectives
• To review some of the research-based evidence on how consumers are using printed and digital magazine content around the world;
• To demonstrate the effectiveness of the advertising these media carry;
• To present a narrative of the case for magazine media, a narrative which will apply in any country and could be populated with local research evidence; and
• To stimulate ideas for publishers and others in planning their own research programmes.
Australia, Austria, Belgium, Canada, Czech Republic, Greece, Finland, France, Germany, India, Indonesia, Ireland, Malaysia, Netherlands, Poland, Russia, Singapore, Spain, Sweden, Taiwan, Thailand, UK, USA, Australia, Austria, Belgium, Canada, Czech Republic, Greece, Finland, France, Germany, India, Indonesia, Ireland, Malaysia, Netherlands, Poland, Russia, Singapore, Spain, Sweden, Taiwan, Thailand, UK, USA, Australia, Austria, Belgium, Canada, Czech Republic, Greece, Finland, France, Germany, India, Indonesia, Ireland, Malaysia, Netherlands, Poland, Russia, Singapore, Spain, Sweden, Taiwan, Thailand, UK, USA, Australia, Austria, Belgium, Canada, Czech Republic, Greece, Finland, France, Germany, India, Indonesia, Ireland, Malaysia, Netherlands, Poland, Russia, Singapore, Spain, Sweden, Taiwan, Thailand, UK, USA,
112 studies quotedfrom 23 countries
“Magazine media has been swept up in a tide of reinvention,
experimentation and optimism. We are at the advent of
possibly the greatest creative revolution in the history of
magazines. Technology is driving innovation in our print
magazines, making them more interactive. Our content is
incredibly well suited to digital platforms, especially the tablet.
Magazine publishers who have successfully positioned their
brands to serve their audiences and advertisers on all
platforms are eager to embrace the future.”
Nina Link, MPA, USA, 2011
Topics
Magazines in print
Magazines in digital formats
Comparing magazines & other media
Advertising effectiveness
Magazines in print
Engagement Survey:Association of Indian Magazines
Magazines in digital formats
REINVENTS THE EXPERIENCE OF EDITORIAL CONTENT.
Print and online
How do our readers experience such developments? What are they expecting?
CONTENT
RICHER DEEPER MORE COMPLETE
I CAN ACCESS RICHER CONTENT (VIDEOS,
SLIDESHOWS,DOCUMENTS …) GIVING ME BETTER
EXPERIENCE OF THE NEWS.
I CAN DIG DEEPER TO FIND OUT MORE
ON A GIVEN SUBJECT.
I FEEL A REAL COMPLEMENTARITY OF INFORMATION BETWEEN
A NEWSPAPER OR MAGAZINE AND THE CORRESPONDING
WEBSITE.
INTERACTIONS
INTERACT SHARE COMMUNICATE
I CAN INSTANTLY REACT TO AN ARTICLE OR A
COMMENTARY.
I CAN SHARE WITH OTHERS,
INFORMATION WHICH SEEMS
IMPORTANT TO ME.
I CAN COMMUNICATE WITH JOURNALISTS,
EXPERTS.
RELATIONSHIPS
MULTI-PLATFORM
TRUST ENGAGEMENT
I FIND IT VERY NATURAL TO READ A NEWSPAPER
OR A MAGAZINE AND VISIT ITS WEBSITE OR MOBILE
APPLICATION.
I TRUST THE WEBSITE OF A
NEWSPAPER OR A MAGAZINE AS MUCH AS THE NEWSPAPER
OR MAGAZINE ITSELF
I FEEL MORE ENGAGED TO THE PRINT BRANDS I AM MOST FAMILIAR WITH
Comparing magazines &
other media
Primary attention when multi-tasking
Advertising effectiveness
Atenea:ARI (Spanish magazines association)
31
32
Distribution ofProof of Performance
Digital copies distributed free to all FIPP members.
Available free to all on request.
Printed copies:
Pre-order from www.fipp.com/publications.
Bulk orders & translation rights: Helen Bland at FIPP: [email protected]
POP microsite: www.fipp.com/POP
To continuein 2013