Page 23

Smiles & Faces - The art and science of magazine marketing

ORDER YOUR OWN BESPOKE PERSONALISED MAGAZINE TODAY! VISIT OUR WEBSITE: www.smilesandfaces.net 23 MAGAZINES DRIVE ONLINE BEHAVIOUR ✔ Magazines are the primary driver of online purchase in 70% of product categories. ✔ Magazines are the most effective medium to drive online purchase of cosmetics, fashion accessories, toiletries, entertainment tickets, food, clothing, travel tickets, and holidays. Source: 10 Things to Love About Magazines from The Professional Publishers Associaion (PPA) MAGAZINES DELIVER MORE COST EFFECTIVE MARKETING ✔ They deliver a 79% ROI during the campaign. ✔ Expanding to 177% over a 12 month period. Source: 10 Things to Love About Magazines from The Professional Publishers Associaion (PPA) MAGAZINES IMPROVE MARKETING AND ADVERTISING ROI For many of the accountability studies it conducted, Marketing Evolution made recommendations to marketers to reallocate their media mix. They advised that: ✔ Share of spending for magazines should increase as much as 30 points in 11 of the 16 studies (69%) ✔ Share of spending for online should increase as much as 10 points in 7 of the 16 studies (44%) ✔ Share of spending for TV should increase as much as 10 points in 3 of the 16 studies (19%) Source: A comprehensive guide and handbook 2009/2010 www.magazine.org When marketers implemented the recommended reallocation of media, their average return on investment (ROI) increased 23% at comparable budget levels. NEW INSIGHT STRENGTHENS MARKETING MIX STORY Magazines have traditionally been represented in ROI related analyses through average or single issue net audience. Incorporating average page exposure and audience accumulation more accurately represents gross impressions per issue. Source: MPA Magazine Media Factbook 2013/2014 (USA) RECOMMENDATION FOR REALLOCATION OF MEDIA SPENDING Percentage of studies where spending should increase for medium MAGAZINE +571% +337% MORE GRANULAR MAGAZINE DATA INCREASES ACCURACY OF MAGAZINE DELIVERY -3 -2 -1 1 3 5 7 9 11 13 15 17 19 21 23 25 REACH FOR WEEKLIES REACH FOR MONTHLIES APX ADJUSTED GROSS IMPRESSIONS FOR WEEKLIES APX ADJUSTED GROSS IMPRESSIONS FOR MONTHLIES ONLINE TV 69% 19% 44%


Smiles & Faces - The art and science of magazine marketing
To see the actual publication please follow the link above