berlin november 2013 3 x 3 good reasons for using print presenting a powerful case for advertising...

Berlin — November 2013

3 x 3 good reasons for using printPresenting a powerful case for advertising in consumer magazines

INTENSE | PRECISE | ENDURING

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Good reasons for advertising in print

Alexander von Reibnitz

Managing Director of Print Advertising and Digital Media Association of German Magazine Publishers (VDZ)

A lot of money and quick decisions are involved every day in the media business. That is why when media planners and marketing bosses, advertising buyers and sellers are selecting the right communications channels, they need good, solid and relevant reasoning to support the development of their strategy.

Every medium has its intrinsic strengths, which it contributes to the communications mix – but here we focus on the strengths of print, or more precisely on advertising in consumer magazines. Our claim is:

Advertising in magazines is intense, precise and enduring.

As evidence we document here the most compelling reasons, which also provide an overview of the medium’s strengths. For more good reasons, information, data and facts you are welcome to visit printwirkt.de – and of course consult your contact partners at the publishers.

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Overview: 3 x 3 good reasons

1. Print works intensely ... 4

1.1 ... because the readers repeatedly read through their magazine. 61.2 ... because its content and credibility is valued. 111.3 ... because its content’s journalism engages the reader. 15

2. Print works precisely ... 20

2.1 ... because magazines drive readers to specific websites. 222.2 ... because magazines activate a large response from few insertions. 252.3 ... because magazines reach defined target groups accurately. 29

3. Print works enduringly ... 33

3.1 ... because it achieves solid residual effects with great efficiency. 353.2 ... because the ads are appealing and worthy of trust. 393.3 ... because the ads deliver a high return on investment. 42

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1. Print works intensely, because readers value good journalism and they repeatedly read through their magazine.

3 x 3 good reasons for printAdvertising in magazines isintense, precise and enduring.

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Print works intensely,because readers value good journalism and they repeatedly read through their magazine.

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Magazines Television Internet

1.8

1.0 1.0


Double advertising exposure

CONTACTS PER ADVERTISEMENT

Magazines have one big advantage over other types of media: You can pick them up and read them again, and again, and again. Whereas spots and banners disappear forever after just one (paid for) appearance, the ads in magazines are seen on repeated occasions. For advertisers this means paid for once, delivered twice. What other medium offers such a good deal?

Source for magazine value: AIM RFID Contact Study 2009–2011; basis: 2,309 persons in purchasing households, 326,454 double-page contacts based on 27 titles analysed; numbers of contacts per double page with advertising. Source for electronic media: fundamentals of physics.

1.1.1 Print works intensely, because readers repeatedly read through their magazine.

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10 30 50 70 90110

130150

170190

210230

250270

290310

3300.0

1.0

2.0

3.0

4.0

5.0

6.0

7.0

8.0

9.0

Duration of magazine use in minutes

Prop

ortio

n of

read

ers


Reading equivalent to watching a filmDURATION OF MAGAZINE READING

You make time for yourself to enjoy reading a magazine. On average, readers devote an hour and a half in total to reading and flipping through pages.

That is equivalent to the average duration of watching a film on TV – if you disregard all the commercial breaks. In comparison, magazines have the advertising already integrated into the programme.

Source: AIM RFID Contact Study 2009–2011; basis: 2,309 persons in purchasing households, 13,314 magazine contacts based on 27 titles analysed; cumulative values for all usage events

Proportion of readers according to cumulative duration of magazine use in minutes; proportion as percentage of total use.


91 minutesAverage duration of magazine use

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Prime time is also print time

Ganze Woche (Mo-So)

0 - 1 Uhr1 - 2 Uhr2 - 3 Uhr3 - 4 Uhr4 - 5 Uhr5 - 6 Uhr6 - 7 Uhr7 - 8 Uhr8 - 9 Uhr9 - 10 Uhr10 - 11 Uhr11 - 12 Uhr12 - 13 Uhr13 - 14 Uhr14 - 15 Uhr15 - 16 Uhr16 - 17 Uhr17 - 18 Uhr18 - 19 Uhr19 - 20 Uhr20 - 21 Uhr21 - 22 Uhr22 - 23 Uhr23 - 24 Uhr

0 2 4 6 8 10 12

INTENSE | PRECISE | ENDURINGMAGAZINE USE DURING THE DAY

Readers read through their magazines at all times of the day. Some genres of magazine are more popular in the mornings or afternoons, but the majority are read during the prime evening time. Magazines are a highly integral part of the daily lives of their readers.

Source: AIM RFID Contact Study 2009–2011; basis: 2,309 persons in purchasing households, 326,454 double-page contacts based on 27 titles analysed; proportions as percentages.

Proportion of total contacts by time of day in percentages. 1.1.3 Print works intensely, because readers repeatedly read through their magazine.

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Concentrate on what is important

Magazines

Newspapers

Internet

Television

Radio

13

20

20

51

95

USAGE WHILE DOING SOMETHING ELSE

In modern society, the media is a constant presence in daily life – there is scarcely a moment of the day when we are not affected by media or the advertising it carries in some way.

The question is whether we pay attention to the medium: Do we focus on it, or is it simply in the background?

There is practically no medium people engage with as intensely as they do with magazines. Only 13 per cent do not fully focus on it, so that means 87 per cent of readers concentrate exclusively on a magazine. By comparison, only 49 per cent concentrate on the television.

Source: Bauer Media, Zukunftswerkstatt Medien: Medien Funktionen (2006); basis: German-speaking population 14 to 69 years of age (n = 1,005), user interviews.

Figures as percentages 1.1.4 Print works intensely, because readers repeatedly read through their magazine.

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Every day is magazine reading day

Mo Di Mi Do Fr Sa So

13,5 13,1 13,114,4 14,7 15,0

16,2

CONTACT DISTRIBUTION IN THE WEEK

Source: AIM RFID Contact Study 2009-2011; basis: 2,309 persons in purchasing households, 326,454 double-page contacts based on 27 titles analysed; proportions in percentages

Proportion of total contacts by day of the week in percentages

Throughout the working week as well as at the weekend, from Monday to Sunday, magazines generate contacts with their readers. This applies equally to the medium as a whole as it does to the majority of individual titles..

It is only at weekends, a time of relaxation and openness, that all titles experience a slightly higher usage.

These facts provide optimum conditions for intense advertising effectiveness.


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In quality we trust

Testresults (e.g. Stiftung Warentest)

Recommendation of friends/relatives

Article in print media

User rating on online portals

Article in the internet

Corporate website

Ads in newspapers and magazines

Brand sponsoring

Radio spots

TV spots

Ads on Websites

Posters

Social Media

82

72

36

29

29

25

23

16

15

14

13

12

10

Confi dence in sources of informati on

The rapid expansion of online media and technologies has drastically reduced the barriers to access in the information market. And it is good that it has. However, the sheer volume of information requires that users are able to select and evaluate.

One of the most important criteria for this is confidence in the source of information. In terms of trust in them, print media enjoys the highest ratings of all traditional media types. And that applies to their editorial as well as to their advertising content.

Print inspires trust.

Source: GPRA confidence index Q2 2012

Figures as percentages 1.2.1 Print works intensely, because it is worth paying for substance and credibility

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Readers vote with their wallets

Sales43%

Subscription38%

Reading Clubs5%

In-flight3%

Misc.8%

Free3%

INTENSE | PRECISE | ENDURINGMAGAZINE TYPES

More than three quarters of all the German consumer magazines that are printed are bought by readers from their own pockets. They spend some 267 million euros a month for them.*

Obviously whatever people are prepared to pay for, they also make good use of.

Source: IVW, Annual averages 2013 (2013-III), pz-online; excluding customers' free magazines, supplements,tourist and event magazines. Copy prices according to pz-online and presse-im-handel.deRetail and subscription sales of 520 titles in IVW 2012 x respective copy price.

Annual averages 2013 1.2.2 Print works intensely, because its content and credibility is valued.

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Choosing your own means acceptance

Always, often

Infrequently

Never

72.2

20.3

7.5

Source: TdW 2012 III; basis: German-speaking population of 14 years and (70.3 million, n = 20,129)

“I SHOP FOR MY OWN MAGAZINES”Agreement in percentages


Magazines are by far and large a personal matter. Three quarters of all Germans over 14 state they buy magazines for themselves in person.

They assess their personal preference for and interest in magazines so highly that they are not only willing to pay for them, but also go shopping for them in person.

Advertising could hardly be seen with more acceptance by its target group.

1.2.3 Print works intensely, because its content and credibility is valued.

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Lack of bias lends credibility

Sales48%Advertising

52%

Quelle: VDZ Herbstumfrage, 2008

REVENUE STREAMS OF THE PUBLISHERSDistribution between advertising and sales revenues 2008


Roughly a half of the income of magazines comes directly from its readers, rather than completely from advertisers.

That is a significant contrast to most electronic media, such as independent TV channels and the internet. It preserves the independent image of the free press and gives it more credibility with readers.

And this applies equally to editorial and advertising content.

1.2.4 Print works intensely, because its content and credibility is valued.

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Content written by professionals

Newspapers Magazines Public TV Ind.TV/Radio Internet

12,000

9,000

7,000

4,000

1,500

Source: DJV Deutscher Journalisten-Verband, 2012

PERMANENTLY EMPLOYED JOURNALISTSAnnual averages


One major difference between printed media and other forms: Print invests heavily in the quality of its content.

Roughly two-thirds of all German journalists are on the payrolls of printed media, while the remainder are employed by television, radio and the internet.

Content quality is one of the most important factors behind the success of magazines and the respect their readers have for them.

1.3.1 Print works intensely, because its content’s journalism engages the readers.

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Talk of the town

SpiegelBild-Zeitung

SZBamS

ARDFAZZDF

Die WeltFocus

HandelsblattWamS

Die ZeitWirtschaftswoche

TagesspiegelRheinische Post

3,4033,199

2,1331,454

1,3761,287

1,2281,1441,126

922806760

649638637

Magazines exert a significant impact on public discourse in Germany. From the 15 most quoted media of the republic, 13 are printed media, five of which are magazines.

Of course, other media are occasionally much talked about and clips with unusual slip ups and strokes of luck are happily and frequently cited. However, true agenda setting generally arises from the investigative work of magazines – and this draws intense advertising contacts.

Source: pmg Pressemonitor, quote ranking 2012 (1.1.2012–31.12.2012), Cross-media quotes.

1.3.2 Print works intensely, because its content’s journalism engages the readers.

MOST QUOTED MEDIA IN GERMANY Quoted by other media in 2012

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Delight in the new

1990

1991

1992

1993

1994

1995

1996

1997

1998

1999

2000

2001

2002

2003

2004

2005

2006

2007

2008

2009

2010

2011

-150

-100

-50

0

50

100

150

200Saldo Eintritte Austritte

MAGAZINE MARKET

Nido, Landlust, Donna. These are only three examples of numerous new titles introduced in recent years. In 2011 alone, 89 new titles were added to the market – an indicator of the wealth of creativity and innovative capacity in the magazine industry.

And for the high degree of acceptance that good magazine concepts are rewarded with.

Source: WIP Cologne, presseforschung.de; version: September 2011

New titles and closures 1990–2011 1.3.3 Print works intensely, because its content’s journalism engages the readers.

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Magazines trusted online

Magazines89

Newspapers58

Television43

Internet113

USAGE OF ONLINE CONTENT

The extent of the trust that exists between magazines and their readers can be seen every day in the internet usage of Germans.

Among the most popular content-oriented websites about a third originated as internet sites – while a quarter stem from magazine titles.

This means magazines are also stable and popular as online media brands – and promises ideal conditions for intense advertising contacts.

Source: AGOF internet facts 2012-06, Top 100 content-oriented websites, figures in miillions of unique users,: website with own editorial content, excluding email portals, eCommerce and corporate websites, forums, social media platforms and any that mainly consist of user-generated content; classification of the media according to origination of established media brands to the relevant medium

Basis: content-oriented websites; figures in millions of unique users 1.3.4 Print works intensely, because its content’s journalism engages the readers.

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Good mobile content

USAGE OF MAGAZINES ON THE IPAD

The latest generations of devices not only attract young users. The average age of iPad users is 46 and with above-average income – a part of which they are happy to invest to obtain magazine content on their iPad.

More than two-thirds of iPad users read magazines on their device and are willing to pay for good journalism, regardless of the output medium.

Source: VDZ Study: Magazine usage on the iPad; August2012; basis: persons who own an iPad(n = 672)

Proportions as percentages 1.3.5 Print works intensely, because its content’s journalism engages the readers.

Use magazines on the iPad64

Do not usemagazines on the iPad36

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2. Print works precisely, because it quickly activates a large audience and generates clicks from accurately defined target groups.


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Print works precisely,because it quickly activates a large audience and generates clicks from accurately defined target groups.

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Print generates clicks

DRIVE TO WEB

The internet plays a central role in lots of consumer purchasing decisions and it has major significance in marketing for many advertisers. In the digital age, all types of media have to justify how many potential customers they activate online.

On average 39% of observers of an ad with interest in the product will visit the website of the manufacturer or product.

This means that advertising in consumer magazines has very strong drive to web.

Source: AIM Ad Tracking July 2010–August 2013; basis: 14–69-year old internet users(n = 283.404), 4.140 advertising motifs, Actions Taken/Planned

Proportion of persons of each target group that visited the manufacturer or product website, activated by ad contact; figures in percentages

2.1.1 Print works precisely, because magazines drive readers to specific websites.

Total Observers Observers with product in-terest

6

17

39

23


Print awakens interest

Magazines

Internet

Television

Newspapers

53

35

33

29

“MAKES ME AWARE OF INTERESTING THINGS”

Nowhere near the entire media life of a person is spent composing targeted search engine inquiries. Most of the time we have no idea what to look for until we are made aware of its existence by something.

And that “something” is more often than not a magazine. 53 per cent of German media users state that magazines provide them with interesting suggestions. Only 35 per cent say this about the internet, 33 per cent about television, while with newspapers it is only 29per cent.

Source: Medienprofile und Medienbegabungen, Institut für Demoskopie, Allensbach (2011); basis: whole German population of 14 years and over, heavy users of the respective medium; statement: “Frequently makes me aware of interesting things that I would not otherwise know about.”

Agreement in percentages 2.1.2 Print works precisely, because magazines drive readers to specific websites.

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INTENSIV | PRÄZISE | NACHHALTIG

Print motivates

ACTIVATION BY AD MOTIF

Advertisements activate their observers in a variety of ways, ranging from a desire for more information to purchasing the product.

The sum of all conceivable activations of an observer to an ad motif together shows that 43 per cent are motivated to do something. And for every fourth advertisement more than a half of the observers have become more acquainted with the ad or the product – or actually purchased it.

This means the print advertising contributes significantly to the success of a campaign.

Source: AIM Ad Tracking July 2010–October 2013; basis: 14–69 year old internet users, who consciously perceived the corresponding ad, 4,260 advertising motifs

Proportion of observers of an ad, who were motivated to take action, as a percentage

2.1.3 Print works precisely, because magazines drive readers to specific websites.

Seeks in-formation

Studies ad precisely

Willing to purchase

Visits corpo-rate/product

website

Improved impression

Purchased Total activa-tion

10.8

12.4

9.6

9.0

9.1

6.8

43,3

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Print has a big footprint

Magazines

Television

Radio

Internet

Newspapers

93

88

77

74

68

COMPARISON OF AUDIENCES

It is clear that no advertising plan will cover a whole medium. However, the cumulative reach within the whole population of an advertising medium says a lot about its strategic talents: the more reach, the more universally it can be applied.

And no other medium in Germany achieves more reach than consumer magazines. This means print is the absolute number one in the arsenal of the strategic media planner.

Source: AGOF internet facts 2012-06 (internet users); ma 2012 intermedia (TV/SpT, Daily Newspaper/LpA, Consumer Magazine/LpA, Radio/HpT); basis of all reach figures: whole German population of 14 years and over

Figures as percentages 2.2.1 Print works precisely, because magazines activate a large response from few insertions.

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Kiosk beats ATM

SHOPS AND FACILITIES IN GERMANY

Wherever you happen to be in Germany, magazines are already there. Thanks to there being over 118,000 periodical retailers, you are never farther than 1200 meters from the nearest magazine seller, calculated as a pure average.

That is half as far as the nearest cash machine, an order of magnitude closer than the nearest airport, station or bakers – and where you also generally find an extensive range of magazines on offer.

The “technical coverage” – the proportion of households that could use the medium if they so choose to – amounts to practically 100% for magazines.

Sources: sales outlets: structural data of periodical retailers 2012 in Germany; cash machines: Deutsche Bundesbank viabankenverband.de (2012 data); specialist bakery shops: Zentralverband des Deutschen Bäckerhandwerks numbers via baeckerhandwerk.de (2012 data); airports: passanger airports in Germany via wikipedia.org (Nov. 15, 2013); railway stations: Deutsche Bahn, business report 2012

Numbers 2.2.2 Print works precisely, because magazines activate a large response from few insertions.

Periodical re-tailers

Cash machines Bakery shops Railway stations Airports

118,437

56,025

13,6665,350

40

27


Keen to read straight away

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CUMULATIVE MAGAZINE CONTACT

Magazines do not simply appear in the house. The household pays for them and chooses them carefully. Curiosity about what is in each issue is correspondingly great. Half of readers have read the magazine for the first time within the first two days of purchasing it. This applies more or less equally for all weekly, fortnightly and monthly magazines.

That means: magazines reach your target group quickly.

Source: AIM RFID Contact Study 2009–2011; basis: 2,309 persons in purchasing households, 13,314 magazine contacts based on 27 studied titles; proportions as percentages

100 per cent = all first contacts in time studied 2.2.3 Print works precisely, because magazines activate a large response from few insertions

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Audience ratings winners

BunteRTL Exclusiv (Mo-Fr)

sternWer wird Millionär?

SpiegelTagesthemen

TV SpielfilmDSDS

GEOGalileo

3.64

2.46

6.91

5.25

6.00

2.55

5.48

3.80

3.28

1.27

TV AUDIENCES v MAGAZINE CIRCULATION

For years the circulation of consumer magazines have consistently achieved the largest media audiences, out-performing every other medium. Magazines often reach more people than the highest rated TV programmes. Even enormously popular shows like “Wer wird Millionär?” (Who wants to be a millionaire?) achieve an average audience less than the circulation of one issue of “stern” magazine.

Sources: ma Pressemedien 2013 II LpA, total; AGF/GfK television research/TV Scope, media control; averages for the first half of 2013, whole German population of 14 years and above.

Figures in millions of people 2.2.4 Print works precisely, because magazines activate a large response from few insertions.

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Magazines pinpoint better

Target group precision

As a rule, a person who buys a product shares a general interest in products of that type. The most sustainable and efficient way to increase the effectiveness of a campaign is to reach the product interested target group accurately.

An analysis of over 380 campaigns in the AIM Brand Tracking shows that magazine and online ads reach persons with product interest at least 30 per cent better than TV ads do.

Source: AIM Brand Tracking 2012; Basis: Entire population, 14 years of age and older (n=17,450), 383 brands and 214 media; Online=internet display ads; Newspapers=multiregional/national newspapers

Product interested coverage/overall coverage; values shown 2.3.1 Print works precisely, because magazines reach their target groups.

Magazines Online Newspapers Overall Television

125 126117

108102

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Magazines are specialists

Children's magazinesSports magazines

Home and garden magazinesWomen's weekly magazines

Women's monthly magazinesTV programme magazines

Motor trade pressCurrent affairs magazines

Financial pressScience magazines

IT and telecommunications magazinesFood magazines

Teenager magazinesLifestyle magazines

Parenting magazinesFilms, videos, audio, photo magazines

Travel magazinesAerospace magazines

Women's fortnightly magazinesNature magazinesHealth magazines

Society/politics weekly magazines

5141

4034

3030

2825

2121

1715

1212

108

65

44

22

NUMBERS OF TITLES IN MAGAZINE SEGMENTS

Source: pz-online.de/IVW, Q2 2013, consumer magazines excluding tourist and event magazines, shoppers and sundry magazines, supplements.

Number of titles per segment 2.3.2 Print works precisely, because magazines reach defined target groups accurately.

Magazines are an extremely diverse, yet targeted advertising medium. Magazines may aim for young and old, families or best agers, decision-makers, sports fans, car buyers, DIY enthusiasts, men, women, children. The list goes on and on.

For practically any conceivable target group in Germany there is a magazine to address it. There is sure to be a perfect one for your target group.

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The Facebook generation reads

NichtleserLeser

9.8

90.2

YOUNG READERS OF MAGAZINES

Source: CN 15.0; basis: German-speaking population between 14 and 29 years in private households in Germany (14.99 million, n = 4,837); consumer magazine readers: persons who on a normal working day read a magazine for at least half an hour.

Proportion of readers among 14–29 year olds as percentages 2.3.3 Print works precisely, because magazines reach defined target groups accurately.

Just as the majority of Germans, the Facebook generation also likes to read magazines. Is that any surprise? They also like to watch TV and go to the football stadium.

And magazines are not only for those forms of entertainment, they are popular and much used.

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Readers are leaders

Oben 1

2

3

4

5

6

Unten 7

57.5

48.4

44.4

39.1

39.8

38.4

27.8

Above-average magazine usage Below-average magazine-usage

Soci

o-ec

onom

ic s

tatu

s

ABOVE-AVERAGE MAGAZINE USAGE

Source: AWA 2013; basis: entire German population of 14 years and above, n = 25.677 persons

Proportion of intensive magazine usage by socio-economic status, Figures as percentages

2.3.4 Print works precisely, because magazines reach defined target groups accurately.

Reading is an essential cultural ability in the western world. Success or failure in our society depends heavily on access to texts, and this was well-known even before the PISA studies. Without question the media provides lots of our text.

The socio-economic position of a person is determined by the amount of their magazine reading, or perhaps vice versa. What is important is that you have an above-average chance of reaching a target group in the upper echelons through magazines.

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3. Print works enduringly, because advertising in magazines achieves solid residual effects, it is worthy of trust and delivers a high return on investment.


34

Print works enduringly,because advertising in magazines achieves solid residual effects, it is worthy of trust and delivers a high return on investment.

35


Stays in the mind

AD RECOGNITION PERFORMANCE

Source: AIM Ad Tracking July 2010–October 2013; basis: 14–69 year old internet users (n = 291,611) and 4,260 ad motifs

Average recognition of all motifs, figures as percentages 3.1.1 Print works enduringly, because it achieves solid residual effects with great efficiency.

25% overall

54% with product interest As an overall average, a specific advertisement in a magazine is recalled by 25 per cent of all German readers.

That means that advertising in magazines quickly generates an enduring image in the minds of Germans. And when we focus on groups who actually are have an interest in a product of that kind the average is even higher at 54 per cent.

Advertisements really do leave their messages behind in the minds of their readers, deeply and enduringly.

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Lasting residual effects

0 3 6 9 12 15 18 21 24 27 30 33 36 390%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Weeks after first day purchase

Prop

ortio

n of

max

imum

rec

ogni

tion

AD RECOGNITION OVER TIME

Source: AIM Ad Tracking July 2010–February 2011; basis: 14–69 year old internet users (n = 91,188), 984 ad motifs and contacts with 50 consumer magazines.

Figures as percentages of the maximum recall performance 3.1.2 Print works enduringly, because it achieves solid residual effects with great efficiency.

Advertisements stay in the minds of their readers for a very long time. Commencing with the first day of purchase, an average magazine achieves the maximum value for recognition of an ad motif after six weeks, from the cumulative effect of repeated contacts.

After half a year, a good two-thirds are still remembered. The half-life of ad recall, meaning the time it takes before half the original effect has dissipated, amounts to as much as 10 months.

Magazine contacts are therefore a very enduring form of advertising.

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Print is a long seller

EXTENDED CONTACT ACCUMULATION

Source: AIM RFID Contact Study 2009–2011; basis: 2,309 persons in purchasing households, 326,454 double-page contacts based on 27 studied titles; proportions in percentages;Studied period = twice the issue validity

100% = all contacts in analysis period (days from day of first purchase) 3.1.3 Print works enduringly, because it achieves solid residual effects with great efficiency.

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Weekly magazinesalso deliver additional (multiple) contacts after two weeks

Fortnightly magazinesalso deliver additional (multiple) contacts after four weeks

Monthly magazinesAlso deliver additional (multiple) contacts after eight weeks

Magazines are read over and over again. After the initial, rapid contacts, ever more are added over an extended period. So ads communicate their advertising messages equally enduringly.

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Magazines stay visible a long time

Magazines lie about visibly in the liv-ing room of my home

I pass magazines on to others after I have read them

I exchange magazines with others

I keep magazines as a collection

72

38

20

17

MAGAZINES HAVE SOCIAL AUTHORITY

Source: TdW 2012 II; basis: German-speaking population of 14 years and above (70.3 million, n = 20,167)

Agreement to respective statements as percentages 3.1.4 Print works enduringly, because it achieves solid residual effects with great efficiency.Magazines persist in the household for long periods and by preference on show, for example on a coffee table in the lounge. From this we can draw two remarkable conclusions about advertising in consumer magazines:

First, that magazines appear to be a status symbol; they carry social authority. That is a plus for the qualitative effectiveness of the advertising they contain.

Second, they have the possibility to accumulate many additional contacts. And that is a plus for the quantitative effectiveness for the advertising they contain.

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Print enjoys trust

Magazines

Television

Internet

27

20

16

CREDIBILITY OF ADVERTISING

Magazines are so highly valued for the quality and content of their journalism, that people are prepared to pay for them. This level of trust is obviously also extended to the advertising they contain:

Of all types of media, print advertising enjoys the highest of trust. This is especially good for effective brand communications.

Source: CN 15.0; basis: German-speaking population between 14 and 69 years of age (58.99 million, n = 19,032); statement: “On the whole advertising (in the respective medium) is credible: broad/full agreement”

Figures as percentages 3.2.1 Print works enduringly, because the ads are appealing and worthy of trust.

40


Causes no annoyance

Magazines

Newspapers

Mobile Internet

Radio

Internet

Television

9

9

14

21

24

35

“ADS IN THE MEDIUM REALLY ANNOY”

Advertising forms an integral part of magazine content. This causes no annoyance, or at least ads are not regarded as annoying by readers.

In no other advertising medium do ads annoy less than in magazines. The ideal preconditions for building and retaining trust and appeal.

Source: Best for Planning 2013; basis: entire population 14 years and above (n = 30,224)

Agreement in percentages 3.2.2 Print works enduringly, because the ads are appealing and worthy of trust.

41


Print is popular

Popularity of adverti sing channels

Source: Adobe, “Click Here: State of Online Advertising” (2012); Basis: Entire population of each country (n=3,750, 1,250 per country)

Top 3 most popular advertising channels per country; Figures as percentages

3.2.3 Print works enduringly, because its ads are highly likeable and credible.

Magazines qualify as the advertising channel most accepted by consumers, as well as being the most popular. And not just in Germany, but also in France and the UK. This was the conclusion of a study undertaken on behalf of software supplier Adobe.

Thus magazines provide the ideal conditions for the perception and acceptance of advertising messages.

28

2321

Post

ers

Zei

tsch

rift

en

Dis

pla

y

win

do

w39

23

12

Tel

evis

ion

Mag

azin

es

Inte

rnet

31

24 23

Post

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Mag

azin

es

Tel

evis

ion

42


Maximum efficiency

Magazines Newspapers Television Internet

1.02

0.430.38

0.33

EFFICIENCY OF AVERAGE CONTACTS

When we analyse the campaigns of 346 brands by media type using the figures from AIM Tracking, we note some significant differences in the efficiency.

Per average contact, magazine campaigns improve the assisted ad recall only slightly more than internet campaigns, but significantly more than TV and newspaper campaigns.

In this respect, magazine campaigns have maximum efficiency.

Source: AIM Band Tracking 2012 basis: entire population of 14 years and above, n=17,450; modelling based on 383 brands and 214 medias. Legend: magazine campaigns achieve an improvement of the assisted ad recall per average contact by 1.5 percentage points.

Shift of the assisted ad recall per average contact in percentage points 3.3.1 Print works enduringly, because ads deliver a very high return on investment.

43


Capital investment with yield

Share of spending Share of effect

10 12

2333

59 43

7 11

InternetTelevisionMagazinesNewspapers

SPENDING VERSUS EFFECT BY MEDIUM

An analysis of the influence of advertising spending on major key performance indicators such as awareness, appeal and purchasing intention in some 900 models show that in very many instances magazines have a far greater effect in relation to spending. Their effective contribution is around one and a half times the size of the investment part.

That means magazines contribute a very high return on investment.

Source: AIM Brand Tracking 2010; 906 models (ISBA, Nielsen Media Research), brands with spending > 1 million euros in consumer magazines and > 2 million euros in total based on the KPIs purchase intention, appeal, usage, brand awareness, assisted and unassisted ad recall.

Proportions of spending and contributory effect in percentages 3.3.2 Print works enduringly, because ads deliver a very high return on investment.

44

Publisher

VDZ Verband Deutscher Zeitschriftenverleger e.V. (Association of German Magazine Publishers)Die Publikumszeitschriften (Consumer magazines)Markgrafenstr. 15D-10969 Berlin

Responsible

Alexander von Reibnitz, VDZ

Reproduction

All rights reservedReproduction only by permission of the VDZ

ISBN 978-3-942332-06-4

Publication details

berlin november 2013 3 x 3 good reasons for using print presenting a powerful case for advertising...

Documents

magazine contacts

magazine value

strengths of print

director of print advertising

magazines drive readers

genres of magazine

day readers

good reasons