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Smiles & Faces - The art and science of magazine marketing

ORDER YOUR OWN BESPOKE PERSONALISED MAGAZINE TODAY! VISIT OUR WEBSITE: www.smilesandfaces.net 21 MAGAZINE ADVERTISING IS VALUED AND ABSORBED ✔ The targeted nature of magazines means that ads are relevant ✔ They’re not an interruption of content, but part of the offering ✔ There is no issue of advertising clutter READERS VALUE AND RESPOND TO MAGAZINES REGARDLESS OF HOW THEY ACQUIRE THE MAGAZINE Actions Taken or Plan to Take in Response to Magazine Advertising Paid Nonpaid Pass-along Total readers Consider purchasing the advertised product or service 21% 19% 20% 21% Have a more favorable opinion about the advertiser 12% 11% 11% 12% Gather more information about product or service 12% 12% 12% 12% Visit the advertiser’s website 12% 10% 11% 11% Visit a store, dealer or other location 9% 8% 8% 9% Purchase the advertised product or service 9% 7% 8% 8% Save the ad for future reference 7% 6% 7% 7% Recommend the product or service 5% 5% 6% 5% Took any action (net) 57% 55% 56% 56% Base: Actions taken based on respondents recalling specifi c ads Source: A comprehensive guide and handbook 2009/2010 www.magazine.org Source: 10 Things to Love About Magazines from The Professional Publishers Associaion (PPA) MAGAZINES EXCEL IN DRIVING WEB SEARCH ACROSS VARIOUS DEMOGRAPHICS Magazines perform best overall at infl uencing consumers to start a search for merchandise online — ahead of online media and word-of-mouth, according to the latest data from BIGresearch. What’s more, magazines rank among the top three media by gender as well as all age groups. MEDIA THAT TRIGGER AN ONLINE SEARCH BY AGE AND GENDER Medium (percent) overall M F 18 –24 25 –34 35 –44 45 –54 55+ Magazines 42% 41% 43% 38% 39% 44% 44% 45% TV/Broadcast 38 41 36 31 36 40 41 39 Newspapers 37 38 37 25 29 35 41 47 Face-to-Face 33 33 32 39 38 33 32 27 TV/Cable 32 36 28 43 40 34 31 23 Radio 29 33 24 28 31 32 31 24 Direct Mail 27 25 28 21 26 27 28 29 E-mail Advertising 23 22 23 23 25 24 23 20 Internet Advertising 21 24 18 28 24 22 20 16 Source: A comprehensive guide and handbook 2009/2010 www.magazine.org Outdoor Billboard 11 12 9 14 14 12 10 7 Online Communities 10 10 9 24 16 9 5 3 Blogs 7 8 6 17 10 7 5 3 Other 7 7 7 4 5 7 8 9


Smiles & Faces - The art and science of magazine marketing
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