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Smiles & Faces - The art and science of magazine marketing

22 DESIGN SERVICES BY LUSH DESIGN, CONTACT US TODAY: website:www.lushdesign.biz telephone:+44 (0)1494 430617 MAGAZINES CAN OPTIMISE AUDIENCE REACH ✔ At a 1/3 of the cost of television. ✔ Increasing the reach of light TV viewers by 50% ✔ Increasing frequency by 25% TOP 25 MAGAZINES OUTPERFORM TOP 25 PRIME-TIME TV PROGRAMS IN REACHING ADULTS AND TEENS Magazines provide superior reach compared to TV programs for major target audiences, including adults 18–49, women 18–49, African Americans 18–49 and teens 12–17, when Carat’s cross-media research compared the top 25 prime-time TV programs and top 25 magazines. Note: Total GRPs equal the rating of each of the top 25 vehicles of each medium added together. 140 100 114 102 109 138 153 Source: A comprehensive guide and handbook 2009/2010 www.magazine.org Source: 10 Things to Love About Magazines from The Professional Publishers Associaion (PPA) ADULTS 18+ 234 ADULTS 18 – 34 260 ADULTS 18 – 49 236 MEN 18 – 49 258 MEN 18 – 49 HHI $75K+ 234 WOMEN 18 – 49 318 WOMEN 18 – 49 HHI $75K+ 353 AFRICAN AMERICANS 18 – 49 402 118 186 72 TEENS 12 – 17 PRIME-TIME TV PROGRAMS MAGAZINES MAGAZINES INFLUENCE PURCHASE BEHAVIOUR ACROSS CATEGORIES When looking at a variety of product categories, BIGresearch found that magazines are one of the top four out of 17 possible media choices infl uencing the purchases of U.S. adult consumers. The categories include apparel, home improvement, car/truck, medicines and electronics. The fi nding holds for the 18-to-24 and 25-to-34 year-old segments even though such youth-centric media as text messaging, video on cell phones, instant messaging and online video game advertising were included among the 17 media studied. Total adults Age 18–24 Age 25–34 Apparel/ Clothing Magazines 25% Newspaper 23 Broadcast Tv 21 Email 19 Source: A comprehensive guide and handbook 2009/2010 www.magazine.org Magazines 35% Email 25 Broadcast Tv 25 Internet 23 Magazines 29% Broadcast Tv 24 Email 23 Internet 19 Home Improvement Broadcast Tv 20% Magazines 19 Newspaper 19 Cable Tv 14 Broadcast Tv 20% Magazines 17 Cable Tv 16 Newspaper 14 Broadcast Tv 20% Magazines 17 Cable Tv 15 Newspaper 13 Car/Truck Broadcast Tv 20% Newspaper 19 Magazines 15 Radio 13 Broadcast Tv 19% Newspaper 19 Magazines 17 Cable Tv 17 Broadcast Tv 21% Newspaper 17 Magazines 15 Radio 15 Medicines Broadcast Tv 14% Magazines 9 Cable Tv 9 Newspaper 9 Broadcast Tv 14% Cable Tv 12 Magazines 10 Newspaper 8 Broadcast Tv 14% Cable Tv 10 Magazines 9 Newspaper 7 Electronics Broadcast Tv 27% Magazines 23 Newspaper 22 Internet 22 Broadcast Tv 32% Internet 33 Radio 32 Magazines 30 Broadcast Tv 29% Internet 25 Email 24 Magazines 23


Smiles & Faces - The art and science of magazine marketing
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