CONTENTS 2 3/4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38

2

CONTENTS 10 REASONS TO USE MAGAZINES INDUSTRY TRENDS AT A GLANCE NUMBER OF CANADIAN MAGAZINES MAGAZINES PER CAPITA LAUNCHES AND CLOSURES LAUNCHES BY EDIT CATEGORY LARGEST EDITORIAL CATEGORIES BY CIRCULATION CIRCULATION SIZE GROUPINGS U.S. MAGAZINE SPILL TREND U.S. SPILL VS. CANADIAN REACH COMPARING SPILL & CANADIAN CIRCULATION BY CATEGORY CANADIAN CONTENT ATTITUDES AD PAGE PERFORMANCE TREND AD REVENUE PERFORMANCE TREND MAGAZINE AD INFLATION MAGAZINE REVENUE VS. OTHER MAJOR MEDIA PwC REVENUE GROWTH PROJECTION: 2011-2015 TOP MAGAZINE AD CATEGORIES LEADING MARKETERS DEPEND ON MAGAZINES ADVERTISERS INCREASE MAGAZINE USE GLOBAL AD REVENUE PERSPECTIVE GLOBAL GROWTH LEADERSHIP: 2011-2015 MAGAZINE READERSHIP TREND MAGAZINE REACH MAGAZINE READING BY AGE GROUP MAGAZINE READERS ARE “BEST CUSTOMERS” TIME SPENT & READER INTEREST TREND AD INFLUENCE RELATIVE TO TIME SPENT READING MAGAZINE READING SEASONALITY POSITIONING & PERFORMANCE AD IMPACT BY UNIT SIZE COVER POSITIONS IMPACT AD RECALL & ACTION BY SIZE, COLOUR, POSITION LEFT vs. RIGHT PAGE POSITIONING IMPACT FRONT vs. BACK OF BOOK POSITIONING IMPACT

39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54/55 56 57 58 59 60 61 62 63 64 65 66 67 68 69 70 71 72 73 74 75

ADVERTORIAL ATTITUDES AD CLUTTER MAGAZINE WEAROUT IMMUNITY MAGAZINE WEAROUT NOT EVIDENT CONSUMERS PAY ATTENTION TO MAGAZINE ADS HOW MAGAZINES WORK MAGAZINE READING IMMEDIACY MAGAZINES WIN ENGAGEMENT DIMENSIONS HOW CONSUMERS VALUE MAGAZINE ADS MAGAZINE ADS PROVIDE A POSITIVE EXPERIENCE MAGAZINE ADS ARE INTEGRAL TO CONTENT READERS ACTUALLY ENJOY MAGAZINE ADS MAGAZINES OFFER A POSITIVE ENVIRONMENT FOR ADS MAGAZINE AD PAGES GET SAVED CONSUMERS TRUST MAGAZINES CONSUMERS PAY ATTENTION TO MAGAZINE ADS MAGAZINE ADS DEMEND HIGH READER INTEREST ENGAGEMENT DRIVES AD EFFECTIVENESS MAGAZINE ADS OFFER HELPFUL IDEAS & DETAIL MAGAZINES RANK HIGHEST ON KEY USER PERCEPTIONS MAGAZINE READERS TAKE ACTION AFTER READING ADS ACTIONS TAKEN BY HOW MAGAZINE CAME INTO READERS’ HANDS MAGAZINE AD EFFECTIVENESS UP MAGAZINE AD RECALL UP MAGAZINES INFLUENCE WORD-OF-MOUTH MAGAZINE ADS CREATE BUZZ AD CREATIVE QUALITY DRIVES EFFECTIVENESS PRINT MAGAZINES THROW TO WEB MAGAZINES ADS DRIVE READERS TO THE WEB MAGAZINES DRIVE SEARCH ONLINE SEARCH INFLUENCERS BY DEMO MAGAZINE ADS DRIVE PURCHASE MAGAZINE ADS DRIVE ONLINE PURCHASE MAGAZINES PROMPT ONLINE ACTION MAGAZINE ADS DRIVE CATEGORY PURCHASE READERS TAKE ACTION ON MAGAZINE WEB SITES

76 77 78 79 80 81 82 83 84 85 86 87 88 89 90 91 92 93 94 95 96 97 98 99 100 101 102 103 104/105 106 107 108 109 110

MAGAZINE AD URLs DRIVE READERS TO WEB DIGITAL MAGAZINE MEDIA (VIEW DIGITAL MAGAZINE MEDIA FACTBOOK) THE READING EXPERIENCE: PAPER WINS PRINT STILL TOPS WITH AFFLUENTS MAGAZINES IN A MEDIA MIX P&G INCREASES SALES WITH MAGAZINES MAGAZINES + TV INCREASE UNILEVER SALES MAGAZINES HELP OPTIMIZE ROI MAGAZINES VITAL THRU PURCHASE FUNNEL MAGAZINES IMPROVE ROI IN A MIX MAGAZINES DRIVE PURCHASE INTENT MAGAZINES DRIVE PACKAGED GOODS (CPG) PURCHASE INTENT MAGAZINES BRING MORE BANG FOR THE BUCK MAGAZINES DRIVE RESULT EFFICIENCIES MAGAZINES DELIVER LOW COST PER IMPACT MAGAZINE INFLUENCE IS GREATER THAN % SPENDING (AUTO) MAGAZINES’ ROLE IN THE AUTO PURCHASE PROCESS MAGAZINES INFLUENCE AUTO CONSIDERATION MORE MAGAZINE READING = HIGHER PRICES PAID (AUTO) MAGAZINES COMMUNICATE AUTO BENEFITS MAGAZINES OPTIMIZE AUTO PURCHASE INTENT MAGAZINES ARE A TOP HEALTHCARE RESOURCE MAGAZINE ADS PROMPT HEALTHCARE ACTION MAGAZINES DRIVE HOME IMPROVEMENT DECISIONS MAGAZINES DRIVE SALES RESPONSE OTHER USFUL INFO ABOUT MAGAZINES CANADA CREATIVE USE OF MAGAZINES BEST ON PAGE AWARDS BEST ON PAGE “PEOPLES CHOICE” WINNERS MAGAZINE ECO KIT AdDIRECT AD PREFLIGHT & DELIVERY PORTAL magWorks CREATIVE TESTING SOLUTION GOT QUESTIONS? CONTACT US

10 REASONS TO USE MAGAZINES 1. Magazines and magazine ads capture focused attention: The focused process of magazine reading leads to less media multi-tasking, ensuring single-minded attention to advertising. 2. Magazine advertising is targeted: Magazines engage readers in very personal ways. There’s a magazine for every passion and a passion for every magazine. Use magazines to reach your target audience in a meaningful way — a way in which Specialty TV just can’t compare. Plus, magazine readers reach the affluent, those with disposable income to buy advertised brands.

3

3. Magazine advertising is relevant and welcomed: Consumers value magazine advertising, reading it almost as much as the editorial itself. The ads are accepted as an essential part of the magazine mix. 4. Magazines are credible: Consumers trust magazines so much that they are the leading sources of information that readers recommend by word-of-mouth to others. 5. Magazines offer a lasting message: Ads keep working 24/7. They provide a lasting, durable message with time to study a brand’s benefits. Consumers clip and save magazine ads for future reference. Continued…

10 REASONS TO USE MAGAZINES (cont’d) 6. Magazines deliver brand-relevant imagery: Magazine editorial imbues ads with brand-relevant imagery, associations and a frame of reference that delivers greater reader receptivity to brand ads. 7. Magazine advertising drives web searches and visits: Magazines are where consumers go for ideas and inspiration. That’s why magazine ads are leading influencers, driving readers to advertiser websites and to start a search. 8. Magazines drive the purchase funnel: Magazines are effective across all stages of the purchase funnel,

4

especially brand favourability and purchase consideration, the most sought after metrics that are hardest to sway. 9. Magazine advertising sells brands and enhances ROI: Allocating more ad dollars to magazines in the media mix improves marketing and advertising ROI. Study after study prove that magazines help drive sales objectives, as a stand alone medium or in combination with others. Over half of readers act on exposure to magazine ads. 10. Magazines are becoming 360º marketing providers: Magazines are rapidly migrating to digital platforms—web, smartphones, iPad—delivering 360º marketing opportunity to mass and targeted audiences.

INDUSTRY TRENDS Consumer Magazine Trends at a Glance

5

INCREDIBLE CHOICE: NICHE AND MASS 1,276 English and French titles were available in 2009, a 36% increase over the previous 10 years. During this same time frame, Canada’s population grew by just 10%.

Number of Canadian Consumer Magazines, 2000-2009

24%

76%

English Titles

6

French Titles

YEAR

# CONSUMER TITLES

2000

941

2001

961

2002

1,000

2003

1,032

2004

1,114

2005

1,160

2006

1,201

2007

1,244

2008

1,282

2009

1,276

CANADIANS LOVE MAGAZINES Canada has access to more consumer magazine titles per capita than most other developed countries in the world.

Number of Consumer Magazines per Capita (Index) Canada

100

France

61

UK

53

Australia

52

Germany Japan

USA

7

45 27 23

MAGAZINE LAUNCH & CLOSURE HISTORY Canada continues to produce a wide array of outstanding magazines.

Content spans the unique needs of Canadian readers to feed their personal passions. While launches slowed, predictably, during a recessionary 2009, closures faired better than the10-year average.

8

YEAR

LAUNCHES Eng Fr

CLOSURES Eng Fr

NET Eng Fr

2000

45

4

13

2

32

2

2001

41

2

22

1

19

1

2002

55

8

21

3

34

5

2003

51

5

23

0

27

5

2004

88

12

17

1

71

11

2005

61

6

18

3

43

3

2006

53

7

18

1

36

6

2007

53

1

9

2

44

-1

2008

51

7

15

5

36

2

2009

10

1

17

0

-6

0

10-Year Average

51

5

17

2

34

3

A MAGAZINE FOR EVERYONE Number of Launches by Category

Despite a recessionary economy, Canadian consumer magazine launches continued, albeit at a lower pace, in several categories fulfilling personal needs and passions, from fashion to food to home décor, or just a great read. In fact, 59% of all Canadian magazines available today were launched after the internet became commercially available in 1989.

9

EDITORIAL CATEGORY

2009 Eng Fr

13

6

1

0

5

1

0

0

City/Regional General Interest

41

1

2

0

Gays/Lesbians

1

0

0

0

Health/Fitness/Wellness

16

2

0

0

Leisure/Recreation/Sports/Travel

45

3

3

0

Lifestyle

31

1

0

0

Men’s

9

1

1

0

Parenting

5

1

0

0

Seniors/Mature Market

1

0

0

0

Shelter/Food

18

7

2

0

Women’s

14

4

0

0

Youth/Children/Student

21

0

1

0

Miscellaneous

7

2

0

1

227

29

Arts/Cultural/Entertainment Business/News/Finance/Technology

Total Source: Masthead Magazine

LAUNCHES PAST 5 YRS Eng Fr

10 1

EDITORIAL CATEGORY CIRCULATION Average Issue Circulation (‘000)

The General Interest magazine category accounts for the highest average issue circulation in Canada. City/Regional magazines and Women’s magazines follow with Homes/Gardening and Entertainment magazines rounding out the top five.

10

Source: CARD; Magazines Canada

RANK

EDITORIAL CATEGORY

2010 CIRCULATION TOTAL ENGLISH FRENCH

1

General Interest

9,587

8,072

1,515

2

City & Regional

5,897

5,114

783

3

Women’s

5,779

4,414

1,365

4

Homes/Gardening

5,651

4,219

1,432

5

Entertainment

4,444

3,686

758

6

Food & Beverage

3,662

3,082

580

7

Sports/Recreation

3,093

1,205

1,888

8

Travel

2,827

1,721

1,106

9

Senior/Mature Market

2,666

2,266

400

10

Health

2,404

1,623

781

MAGAZINES ENGAGE, BIG OR SMALL If you need to engage a tightly defined audience, put magazines of every size to work. Big or small, magazines are wanted. They reach and fulfill the personal needs and passions of its readers in every niche.

11

Source: Titles reporting circulation in CARD

CIRC SIZE GROUPING

# OF TITLES

% OF TOTAL TITLES

GROUP CIRCULATION

% OF TOTAL CIRCULATION

1 Million +

4

0.5%

5,674,935

8.6%

500,000 to 999,999

19

2.2%

13,037,199

19.8%

250,000 to 499,999

23

2.7%

7,722,464

11.7%

100,000 to 249,999

125

14.6%

18,138,252

27.6%

50,000 to 99,999

146

17.0%

10,188,225

15.5%

20,000 to 49,999

289

33.8%

8,429,975

12.8%

1 to 19,999

250

29.2%

2,553,343

3.9%

U.S. SPILL IN LONG TERM DECLINE U.S. spill has been in decline since Magazines Canada started measurement tracking in 1983. As more and more Canadian magazines launch, the more choices readers have available.

Overall spill circulation has declined 41% whereas average circulation spill-per-title has declined by 46%.

YEAR

TOTAL SPILL CIRCULATION

INDEX

AVERAGE CIRCULATION PER TITLE*

INDEX

1983

10,705,000

100

26,303

100

1989

9,969,000

93

21,031

80

1998

9,155,000

86

16,203

62

2000

8,518,000

80

15,716

60

2002

8,160,000

76

15,396

59

2004

7,899,000

74

14,055

53

2006

7,666,000

72

13,664

52

2008

7,322,000

68

13,435

51

2010

6,349,000

59

14,235

54

* Average Issue Circulation

12

Source: ABC

CANADIAN MAGAZINES ARE A “MUST BUY” Three U.S. spill titles penetrate Canada’s top 100 titles list, as measured by circulation, taking the 35th, 53rd and 79th rankings.

2.1%

U.S. Spill circulation accounts for just 2.1% of total circulation delivered by the Top 100 titles available in Canada. Canadian titles are a must buy to reach Canadian consumers in a meaningful way.

13

Source: ABC

* Average Issue Circulation.

97.9%

Canadian Circulation

US Spill Circulation

CANADIAN MAGAZINES PROVIDE COVERAGE Comparing the total circulation of the top 5 Canadian titles and the top 5 U.S. spill titles, Canadian magazines provide needed coverage. Advertising campaigns cannot mount effective impact with U.S.-only spill circulation.

Women’s Magazines

Business Magazines

9.0%

72.0% 18.0%

28.0%

Canadian Circulation

14

General Interest Magazines

82.0% 91.0%

US Spill Circulation

Canadian Circulation

Source: CARD; ABC Average Issue Circulation.

US Spill Circulation

Canadian Circulation

US Spill Circulation

U.S. SPILL IN LONG TERM DECLINE Given a choice, Canadians prefer magazines that tell Canadian stories and reflect Canadian needs. Canadians prefer content that reports on products and services available in Canada and priced in Canadian dollars.

•

• •

92% agree that Canadian magazines play a significant role in informing Canadians about each other

88% feel it is personally important that a magazine have editorial content created specifically for Canadian readers 90% feel that U.S. titles don’t effectively cover Canadian issues

Source: Industry questionnaire conducted by Totum Research

15

STATEMENT 1:

STATEMENT 2:

I am more inclined to look for information in Canadian magazines than U.S. magazines when I am in the market to purchase a product.

Advertisements in Canadian magazines are more relevant to me than advertisements in U.S. magazines.

AGREE

77

AGREE

83

DISAGREE

23

DISAGREE

17

Source: Reader’s Digest Magazines (Canada)

AD PAGE PERFORMANCE With the worst of the global economic recession behind us, ad page performance is rebounding. The rare dip in 200809 ad page performance had little to do with reader attitudes towards magazines and everything to do with advertiser cutbacks.

Ad Page Growth Index 1996-2010 (1996 = 100) 200

Recession

Recession

150

100

50

For more info, click here. 0 '96

'97

'98

'99

'00

'01

English

16

Source: Statistics Canada; Leading National Advertisers (LNA)

'02

'03

French

'04

'05

Fr & Eng

'06

'07

'08

'09

'10

AD REVENUE PERFORMANCE As ad pages rebound so do ad revenues, although many U.S.based advertisers continue to suffer from a sluggish economic recovery at home.

Ad Revenue Growth Index 1996-2010 (1996 = 100) 250

Recession

Recession

200

150

For more info, click here. 100

50

0 '96

'97

'98

'99

'00

'01

English

17

Source: Statistics Canada; Leading National Advertisers (LNA)

'02

'03

French

'04

'05

Fr & Eng

'06

'07

'08

'09

'10

MAGAZINE AD INFLATION PACES CPI Magazine Ad Page Inflation

Over the last decade, magazine ad inflation has paced at or below the Consumer Price Index (CPI), although higher transportation costs (due to increasing oil prices) and higher subscription postage rates have been a counter trend to the flattened 2008-09 recessionary CPI. 2010 magazine inflation has trended back towards overall CPI.

(1999 = 100) 130

120

110

100

90 '00

'01

'02

'03

'04

'05

'06

Magazines

18

Source: Statistics Canada; Leading National Advertisers (LNA)

'07

'08

'09

'10

MAJOR REVENUE vs. MAJOR MEDIA All media were affected by the economic recession. However, the relationship between a magazine and its reader endures.

Average Annual Compound Performance Index (1999 = 100) 150 140

The short term decline in magazine revenues has little to do with reader attitudes towards magazines and everything to do with recession-driven advertiser cutbacks.

130 120 110 100 90 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 Magazines

19

Other Major Media

CPI

Source: TVB; Statistics Canada. Other Major Media = Television, Newspapers, Radio and Out-of-Home

PwC PROJECTS CONTINUED MAGAZINE GROWTH Looking forward, magazine media advertising revenue, print and digital, is projected to be a significant growth leader in Canada throughout 2011-2015, both B2B and consumer.

Compound Average Advertising Revenue Growth Rate (%) (Canada 2011-2015)

Internet

14.9

B2B Magazines

7.9

Out-of-Home

6.4

Consumer Magazines

5.3

Total Advertising

5.2

Television

4.7

Radio Newspapers

20

3.9

2.3

Source: Entertainment & Media Outlook: 2011-2015, PwC (PricewaterhouseCoopers), 2011

TOP 10 MAGAZINES AD CATEGORIES The top 10 magazine advertising categories account for three quarters of total magazine ad spending, as measured by LNA. Toiletries and Toilet Goods was the largest category in 2010, followed by Food, Retail Stores, Business & Consumer Services and Drugs & Remedies. For more info, click here. RANK 23.3%

76.7%

Top 10 Categories

21

Remaining Categories

AD CATEGORY

TOTAL RANK

ENGLISH RANK

FRENCH RANK

1

Toiletries & Toilet Goods

1

1

1

2

Food & Food Products

2

2

2

3

Retail Stores

3

4

3

4

Business & Consumer Services

4

3

5

5

Drugs & Remedies

5

5

4

6

Automotive

6

7

8

7

Apparel, Footwear & Accessories

7

9

7

8

Travel, Hotels & Resorts

8

8

12

9

Entertainment & Amusement

9

6

17

10

Household Equipment & Supplies

10

10

10

Source: Leading National Advertisers (LNA), 2010

LEADING MARKETERS DEPEND ON MAGAZINES RANK 1 2 3 4

2010 AD SPEND ($)

RANK

ADVERTISER

2010 AD SPEND ($)

93,786,758

26

Revlon Canada Inc.

3,631,872

L'Oreal Canada

26,742,511

27

Reitmans Canada

3,584,955

Kraft Canada Inc.

17,237,025

28

Volkswagen Canada

3,389,030

16,620,146

29

Daimler Chrysler Canada Inc.

3,350,530

Procter & Gamble

Johnson & Johnson Inc.

5

Unilever Canada Limited

12,730,226

30

Church & Dwight

3,286,662

6

Laboratoires Garnier (Div. of L’Oreal)

11,199,805

31

Kruger Products

3,192,339

10,308,531

32

Rogers Communications Inc.

3,167,537

9,290,183

33

Coty Canada Inc.

3,120,956

8,384,206

34

Beef Information Centre

3,061,264

7

Kellogg Canada Inc.

8

Best Buy Canada Ltd.

9

Dairy Farmers of Canada

10

IKEA Canada

7,844,217

35

Wyeth Consumer Healthcare Inc.

3,039,772

11

Alberto-Culver Canada Inc.

7,549,815

36

Carswell, a Thomson Reuters Business

2,788,716

12

TD Canada Trust

5,565,262

37

World Vision Canada

2,770,681

13

Kimberly-Clark of Canada Ltd.

5,210,371

38

Sears Canada Inc.

2,758,344

5,128,963

39

Sobeys Inc.

2,745,866

14

Breck’s Limited

15

Nestle Canada Inc.

5,109,336

40

Reckitt Benckiser Canada Inc.

2,677,678

16

Kao Brands Canada Inc.

4,561,067

41

Colgate-Palmolive Canada

2,497,770

17

Air Canada

4,339,665

42

Rogers Broadcasting Ltd.

2,459,870

18

General Motors of Canada Ltd.

4,305,021

43

Canadian Tire Corporation Ltd.

2,454,795

4,166,747

44

Loblaw Companies Ltd.

2,428,440

19

22

ADVERTISER

Royal Bank Of Canada

20

Mercedes-Benz Canada Inc.

3,960,364

45

Société des Attractions Touristiques du Que

2,351,811

21

Government of Canada

3,942,847

46

Bose Corporation

2,349,840

22

Maybelline (Div. of L’Oreal)

3,902,932

47

TJX Companies, Inc.

2,303,968

23

Mars Canada Inc.

3,734,461

48

Honda Canada Inc.

2,247,501

24

LVMH Group

3,721,183

49

Scotiabank

2,202,307

3,646,724

50

Clarins Canada Inc.

2,130,231

25

Ford Motor Company. of Canada Ltd.

Source: Leading National Advertisers (LNA)

ADVERTISERS INCREASE USE OF MAGAZINES Sample of Advertisers Who Increased Magazine Ad Spending in 2010 vs. 2009 (% change)

23

3M Canada Alberto-Culver Canada Aldo Group Apple Canada Astral Media BCBG Max Azria Best Buy BMO Financial Group BMW Canada Breck’s Ltd. Canadian Tire Corporation Cascades Church & Dwight Clorox Company of Canada Clover Leaf Seafoods Coca-Cola Beverages Dairy Farmers of Canada Danone DHL Express Canada Diesel Canada Ford Motor Car Co. of Canada General Mills Canada General Motors of Canada Home Depot, The Honda Canada HSBC Bank Canada Hyundai Auto Canada IBM Canada

Source: Leading National Advertisers (LNA)

+80 +17 +24 +586 +15 +84 +234 +63 +133 +20 +34 +38 +117 +44 +65 +71 +6 +203 +65 +61 +232 +84 +126 +230 +21 +274 +15 +16

IKEA Canada Johnson & Johnson Kellogg Canada Kraft Canada Laboratoires Garnier Lego Canada Longo’s Manulife Bank of Canada Mars Canada Mastercard International Mazda Canada Molson Coors Canada Procter & Gamble Reebok Canada RIM Research in Motion Schering-Plough Health Care Scotiabank Sears Canada Shell Canada Sony of Canada Subaru Auto Canada Sun Life Assurance Co. Telus Mobility TJX Companies Unilever Canada Virgin Mobile Wal-mart Canada Walt Disney Co. Canada

+384 +51 +7 +36 +73 +375 +105 +56 +53 +8 +63 +118 +17 +31 +17 +10 +21 +97 +105 +32 +21 +78 +47 +37 +33 +61 +58 +17

CANADA A GLOBAL AD GROWTH LEADER Over the past few years, Canada outpaced the twelve leading countries around the world in magazine ad revenue performance, particularly during recessions. Canadian Magazine Revenue Growth 2001-2009 Indexed vs. 12 Leading Countries

12 Global Leaders (2001-2009)

140

130

120

Canada 12 Leading Countries 110

100

90

24

2001 2002 2003 2004 2005 2006 2007 2008 2009

Source: ZenithOptimedia, FIPP World Magazine Trends; All currencies converted to $US

Australia Belgium Canada France Germany Italy Japan Spain Sweden Switzerland United Kingdom United States

CANADA A GLOBAL AD GROWTH LEADER THROUGH 2011-2015 Looking forward from 2011 to 2015, the Canadian consumer magazine industry is forecast to remain a global ad growth leader across most all developed nations, as forecast by PwC.

Compound Average Advertising Revenue Growth Rate (%) (Consumer Magazine Global Outlook 2011-2015)

Latin America

8.1

United States

5.7

Canada

5.3

Global Europe/Middle East/Africa Asia/Pacific

25

4.5 3.5 2.8

Source: Entertainment & Media Outlook: 2011-2015, PwC (PricewaterhouseCoopers), 2011

PMB READERSHIP REMAINS CONSTANT Average readership of PMBmeasured magazines remains constant despite the launch of XXX new consumer titles in Canada during the last four years.

Average Magazine Readership of PMB Measured Titles Millions of Readers 1.1

PMB 2007

26

Source: Print Measurement Bureau (PMB)

1.1

PMB 2008

1.0

1.1

1.0

1.0

PMB Spr PMB Fall PMB Spr PMB Fall 2009 2009 2010 2010

MAGAZINES DELIVER STRONG REACH % Reach of Canadians

All media were affected by the economic recession. However, the relationship between a magazine and its reader endures. The short term decline in magazine revenues has little to do with reader attitudes towards magazines and everything to do with recession-driven advertiser cutbacks.

84

68

84

71

60

Past Month Past 2 Months Past 3 Months

Adults 12+ MOPEs Personal Income $75K+

27

81

92 87

77

Past Week

Source: Print Measurement Bureau (PMB), Fall 2010

90 91

88 89

85

Past Year

92

MAGAZINES ARE READ BY ALL AGES Readership is strong across all demos, reaching Canadians in virtually every life phase.

80

80

80

79

77 69

Despite the adoption of digital platforms, readers age 12-24 read as much, if not more, than the average magazine reader. 12-17

28

Source: Print Measurement Bureau (PMB), Fall 2010

18-24

25-34

35-49

50-64

65+

MAGAZINE READERS ARE “BEST CUSTOMERS” Magazines readers are an advertiser’s best customer: they’re typically more affluent, holding professional managerial, executive or owner positions with the income to purchase advertised brands.

Heavy magazine readers outspend heavy TV viewers across a wide variety of product categories.

HEAVY MAGAZINE READERS

HEAVY TV VIEWERS

Average Home Value

$263,779

$206,347

Value of Securities

$74,951

62,994

Men’s Clothing*

$493

$393

Women’s Clothing*

$755

$536

Furniture*

$1,205

$1,098

Footwear*

$180

$135

Fine Jewellery*

$628

$549

Watches*

$109

$79

Face & Body Skincare*

$528

$420

Hair Salon*

$342

$275

* Past 12 months

29

Source: Print Measurement Bureau (PMB)

TIME SPENT & READER INTEREST CONSISTENT Qualitative readership scores remain stable. Time spent reading and “average degree of interest” scores are consistent across all measured magazines.

Qualitative Readership

30

Qualitative Readership Scores

PMB 2005

PMB 2007

PMB 2009 Fall

Time Spent Reading (minutes/issue)

40.4

40.9

41.3

40.6

Avg. Degree of Interest (10 point scale)

6.7

6.7

6.8

6.8

Source: Print Measurement Bureau (PMB)

PMB 2010 Fall

AD INFLUENCE RELATIVE TO TIME SPENT Magazines lead when measuring the ad impact of various media relative to time spent (divide a medium’s influence by the share of time spent with that medium). The ratio for magazines is more than two times that of TV and Internet. Every minute spent with a magazine is quality time. It’s “prime time” every time.

Time-Ad Impact Ratio The ad influence of a medium relative to time spent with that medium

Magazines

5.5

Newspapers

4.9

Internet

2.5

Television Radio

31

2.3 1.1

Source: Deloitte “State of the Media Democracy” Study, 2008

MAGAZINES WORK HARD YEAR ROUND Magazines are read consistently across all four seasons, delivering fresh content, without reruns, in each and every issue. Magazines can be counted upon to deliver effective brand presence and efficient message continuity throughout the year, connecting brand purchase cycles when consumers are most ready to buy.

PMB Readership Seasonality

Index to fullyear average

32

FALL

WINTER

SPRING

SUMMER

Sept/Oct/Nov

Dec/Jan/Feb

Mar/Apr/May

Jun/Jul/Aug

102

104

99

96

Source: Print Measurement Bureau (PMB)

POSITIONING & PERFORMANCE Get more from magazines

33

AD IMPACT BY SIZE Ad size does matter. Use ad impact data from Starch Research to help you plan the most impactful campaign possible within the confines of your media budget. For more info, click here.

34

AD TYPE

RECALL

Page 4C Advertisement

100

P4C + 1/3 Page 4C

120

Inside Spread 4C

115

P4C + 1/2 P4C

112

1/2 Spread 4C

88

1/6 Page 4C

85

1/2 Page 4C

80

1/3 Page 4C

76

1/3 Page Square 4C

71

1/4 Page 4C

71

Double ¾ Column Page 4C

68

1/2 Page B/W

64

Guide Page 4C

54

1/3 Page 2C

54

Source: Starch Research; Magazines Canada Magazine Essentials

INDEX

COVERS GENERATE EXTRA IMPACT Ad size does matter. Use ad impact data from Starch Research to help you plan the most impactful campaign possible within the confines of your media budget.

Index of Noted Scores

120 116 100

108

For more info, click here.

Inside Pages

35

Source: Starch Research; Magazines Canada Magazine Essentials

2nd Cover (IFC)

3rd Cover (IBC)

4th Cover (OBC)

AD RECALL & ACTION BY SIZE, COLOUR & POSITION Impact of magazine ads (%)

Two research sources confirm high recall of magazine ad messaging (from 53% to 59% overall). Ad response, as measured by “actions taken” increases when colour ads, larger ad sizes and premium positions are used.

36

TYPE/SIZE OF AD

Ad Size Multiple pages (excl. spreads) Gatefold ads Double-page spread Full page Half-page spread Half-page Third page Less than full page Colour Four colour B/W Premium Position Inside front cover Inside back cover Back cover Opposite table of contents Total

VISTA

STARCH Action Noted Taken

Total Recall

Action Taken

65 70 63 59 57 48 48 49

58 58 54 53 58 51 51 51

68 61 58 53 52 45 43 53

61 60 58 59 63 62 63 54

60 57

54 48

53 42

60 58

66 60 66 62 59%

54 51 50 53 54%

76 60 64 60 53%

58 59 59 59 60%

Sources: Affinity VISTA (1P4), January – December 2010; Starch (1P4), January - December 2010

IMPACT OF FRONT vs. BACK OF MAGAZINE Front, middle or back, two recent research studies prove that magazine ads generate equal impact regardless of where they are positioned in a magazine. A reader’s interest is maintained throughout the entire magazine. Ad Effectiveness by Location in Magazine (%) VISTA

37

STARCH

Total Recall

Action Taken

Noted

Action Taken

Full Issue

59%

53%

53%

60%

First 25% of Magazine

61%

53%

55%

60%

2nd 25% of Magazine

59%

53%

53%

59%

3rd 25% of Magazine

59%

54%

52%

60%

4th 25% of Magazine

57%

51%

51%

59%

Sources: Affinity VISTA (1P4), January – December 2010; Starch (1P4), January - December 2010

IMPACT OF LEFT vs. RIGHT PAGE Research proves that magazine ads generate equal impact regardless of where they are positioned in the magazine. Ads on the left-page or right-page have equal impact. For more info, click here.

100

105

103

106

Ads on Right-Hand Page

Ads on Left-Hand Page

Noted

Associated

Index of Noted Scores

38

Source: Starch Research; Magazines Canada Magazine Essentials

Read Most

ADVERTORIALS PROVIDE USEFUL INFORMATION Consumers view magazine advertorials as a good way for advertisers to communicate information about products. They are a source of new ideas and generally provide more information than a regular ad. They are particularly useful at communicating ways to use an advertiser’s product. However, consumers want clear reassurance that they are ads, not editorial. For more info, click here.

39

Source: Starch Research, 2009

% Strongly Agree (7-10 out of 10) ADVERTORIALS…

TOTAL

A good way for advertisers to communicate info about products

76

They generally provide more information than a regular ad

68

It should be made clear that these are ads or promotional messages and not part of the magazine’s editorial content

66

Are a source of new ideas and ways to use products

62

AD CLUTTER IS NOT AN ISSUE IN MAGAZINES Magazine ads are evenly distributed throughout each issue, not arranged in pods. This means that magazine ads are more likely to stand out. Plus, consumers can select the order in which they choose to view the ads and the time they spend with each ad.

AVERAGE AD SCORE

Therefore, an advertiser’s impact is not affected by whether there are other ads nearby, including direct competitor’s ads or how many ads there are in the magazine.

40

Source: Medialogue, Stop/watch, 2005

INDEX

Ad on same/preceding/next page

100

No ad on same/preceding/next page

101

No competitor in same issue

100

1 competitor in same issue

102

2 competitors in same issue

102

3-4 competitors in same issue

103

5-8 competitors in same issue

101

Less than 20% ad radio

100

20% to 30% ad radio

104

30% to 40% ad radio

109

MAGAZINES SHOW IMMUNITY TO WEAROUT Magazine ads maintain their effectiveness in creating recall and driving purchase intent, even after repeated exposure. Evidence from two recent ad campaigns suggests that magazine ad wear-out is more fiction than fact. Where possible, multiple creative executions within a campaign remains a good idea to enhance communication momentum. As ever, the creative concept is king. Great creative generates a life and longevity of its own, including a strong ROI for advertisers.

41

Johnson’s Baby Oil 22 measured ad insertions over 3 quarters Q1

Q2

Q3

Average recall

43%

43%

51%

Plan to purchase

20%

21%

20%

Ambien CR 35 measured ad insertions over 4 quarters Q1

Q2

Q3

Q4

Average recall

58%

61%

61%

59%

Plan to purchase

12%

13%

14%

15%

Source: Affinity’s VISTA Views, 2009. Base: Actions taken based on readers recalling specific ads

MAGAZINE WEAROUT NOT EVIDENT For Toyota and Target, full-year magazine campaigns support existing evidence that neither ad recall nor actions taken over the course of the campaign declined. Magazine advertising wearout was not evident.

42

Toyota 495 measured ad insertions over 4 quarters Q1

Q2

Q3

Q4

Average recall

55%

52%

50%

53%

Actions taken (net)

39%

38%

39%

40%

Target 344 measured ad insertions over 4 quarters Q1

Q2

Q3

Q4

Average recall

67%

63%

64%

67%

Visit a store

35%

32%

35%

32%

Source: Affinity’s VISTA Service, 2010. Base: Actions taken based on readers recalling specific ads

CONSUMERS PAY ATTENTION TO ADS In today’s environment when consumers are getting harder to reach in a meaningful way, it’s important to ensure that consumers are paying attention to your ad messages. Consumers rate magazines highly based on how likely they are to pay attention to advertising messages in various media. Pay Attention to Advertising (%) 40

Magazines

35 34

Television

27 41

Radio

34 36

Internet

30

Age 18-24

43

Age 18-64

Source: Jack Myers Emotional Connections Survey, 2007. Adults who use medium and say they are likely to pay attention to advertising.

MAGAZINES WORK The cornerstone of most any communication plan

44

MAGAZINE READING IMMEDIACY Print magazine readers look forward to receiving their magazines in the mail. A typical print issue is read the same day it is received by 43% of readers; 77% begin reading their magazine within the first three days; and 92% within that first week.

Immediacy of reading a typical print issue Same day I receive it

43%

Within 2-3 days

34%

Within I week

15%

Within 2 weeks

5%

Two weeks or longer

3%

Source: Affinity’s VISTA Service, 2010. Base: All magazines

58% of digital magazine readers begin reading an issue the same day it is received.

Immediacy of reading a digital magazine issue Same day I receive it

58%

Source: Texterity-BPA Worldwide Certified Profile of the Digital Edition Reader, 2010

45

MAGAZINES WIN ON ENGAGEMENT As it becomes harder and harder to gain the attention of today’s consumer, engagement is increasingly important. The more engaging the medium and the message, the better chance advertisers have of achieving a meaningful, relevant relationship with the target audience. It’s good to know that magazines win on all engagement dimensions, including Ad Receptivity. For more info, click here. 350

300

Magazines Television Internet 250

200

Inspirational

46

Trustworthy

Life-Enhancing

Social Interaction

Ad Receptivity

Source: Experian Simmons Multi-Media Engagement Study, Spring 2010 Experian Simmons uses a 100-500 rating scale with 500 being the highest score

MAGAZINE READING IMMEDIACY Magazine readers welcome advertising as part of their magazine reading experience. They read magazine advertising in much the same way as they read a magazine’s editorial.

Advertising adds to the enjoyment of the following: Reading Magazines Listening to Radio

36%

Watching Cable TV

32%

Watching Network TV

32%

Using the Internet

Magazine advertising is seen to be a service, an essential part of the magazine package.

48%

21%

Source: Roper Public Affairs, 2005

Very/somewhat positive attitude toward advertising: Magazines

61%

TV

47

52%

Radio

46%

Internet

30% Source: Dynamic Logic AdReaction 4, 2005

MAGAZINES PROVIDE A POSITIVE EXPERIENCE Magazine ads provide a positive and relevant advertising experience. Opinions of General Ad Formats

Relevance of Ads in Various Media

Very/Somewhat Positive

Very/Somewhat Positive

Newspaper Ads

56

Magazine Ads

53

Television Ads

50

OOH Ads

48

Radio Ads

43

Cinema Ads

39

Opt-in Email Ads

33

Direct Mail

30

Product Placement

27

Online Search Ads

26

Online Ads

24

Ads on Mobile Devices Non-opt-in Email Ads

48

11 7

Source: Dynamic Logic AdReaction Study, 2007

Newspaper Ads

62

Magazine Ads

57

Television Ads

58

OOH Ads

50

Radio Ads

47

Cinema Ads

39

Opt-in Email Ads

35

Direct Mail

38

Product Placement

26

Online Search Ads

30

Online Ads Ads on Mobile Devices Non-opt-in Email Ads

26 11 8

ADS ARE INTEGRAL TO MAGAZINE CONTENT When Starcom Research asked consumers to pull those 10 pages that best exhibit the essence of the magazine they were reading, three of the ten were advertisements.

3 of 10 Pages were advertisements!

49

Source: Starcom, In-home Consumer Interviews, 2004

READERS ENJOY MAGAZINE ADS Magazine advertising is enjoyed and seen as an integral part of magazine content. As a result, magazines ads are low on the annoyance scale. Readers use magazine ads to catch up with what’s new in fashion, food, home décor, toiletries, retail, automotive, business services and much more. For more info, click here. I find advertising in/on (medium) most annoying:

I generally enjoy the advertising in/on (medium): Magazines

53%

Television

42%

Newspapers

22%

Magazines Television Newspapers

Internet

16%

Internet

Radio

16%

Radio

OOH

50

8%

Source: Starch Research, 2009

11%

OOH

51% 6% 38% 29% 13%

MAGAZINES OFFER A POSITIVE ENVIRONMENT Magazines are a positive and enjoyable environment for ad messaging, ranking #1 out of 16 media. Top 5 ranking (of 16 media) on key ad performance areas:

Ads (in this medium) made a positive impression:

Enjoying content (in this medium) at the time I saw the ad:

51

1

Magazines

2

In-store

3

Television

4

Newspapers

5

Radio

1

Video games

2

Magazines

3

Radio

4

Television

5

Newspapers

Source: The Futures Company Yankelovich Monitor/Sequest Partners, 2008

MAGAZINE AD PAGES GET SAVED Saving a magazine ad page proves a high level of engagement, advertising receptivity and a propensity to do something, i.e.: go online; visit a store or dealer; buy the product.

73% of readers regularly/sometimes save a magazine ad page for future reference

52

Source: Media Effectiveness Study, Thompson Lightstone

CONSUMERS TRUST MAGAZINES In a world where trust is becoming an endangered concept, it’s good to know that readers trust magazine advertising, more so than television, online, newspapers radio and outof-home.

I trust and believe the advertising in/on (medium) Magazines Television

37%

Newspapers

42%

Internet

15%

Radio OOH

A similar pattern holds true for millennials (consumers born between 1977 and 1996) as well.

48%

16% 6%

Source: Starch Research, 2009

Percent of millennials* who trust advertising in: Magazines

20%

Television

13%

Radio Internet

11%

6%

Source: MORI Research, 2006 * Consumers born between 1977 and 1996

53

CONSUMERS PAY ATTENTION (1) When consumers read a magazine, they are least likely to multi-task other media. The personal and engaging nature of magazines, combined with the highly active and focused process of reading, keeps the reader’s eyes glued to the page. When consumers read magazines, only 11% simultaneously go online and 21% watch TV at the same time. Regularly engage in another medium at the same time (lower percentage = better performance)

54

READ MAGAZINES

WATCH TV

LISTEN TO RADIO

READ NEWSPAPERS

GO ONLINE

Read Magazines

-

21%

13%

-

11%

Read Newspapers

-

25%

14%

-

13%

Go Online

10%

44%

24%

13%

-

Listen to Radio

10%

11%

-

13%

21%

Watch TV

11%

-

6%

12%

33%

Source: BIGresearch Simultaneous Media Usage Study, 2010

CONSUMERS PAY ATTENTION (2) Not only do magazines readers engage less in other media activities while reading, they also engage less in non-media activities at the same time, one-third less than radio and online users and just half of television viewers. When consumers choose to read a magazine, they lock-on at the exclusion of all else. Regularly engage in non-media activities while using media (lower percentage = better performance) Read Magazines

Read Newspapers

10% 11%

Watch Television Listen to Radio Go Online

55

Source: BIGresearch Simultaneous Media Usage Study, 2010

20% 26%

27%

MAGAZINE ADS DEMAND HIGH READER INTEREST Among 31 key advertising touchpoints, magazines rank highest in generating “considerable/some interest in seeing ads”. Key advertising touchpoints Saw ad in past 6 mos (millions)

Have considerable or some interest among those seeing ad

Bookstores

18.9

50.8%

63.1%

Video screen ads

18.0

27.3%

41.6%

Sports stadiums/arenas

17.5

40.6%

33.9

62.9%

Café/coffee houses

15.2

36.1%

Websites

33.4

50.0%

Hair/nail salons

15.2

35.3%

Grocery stores

32.2

59.7%

Pubs/bars

14.9

34.2%

Billboards

31.8

37.9%

Elevators

14.5

26.6%

Shopping Malls

27.4

48.6%

Airport lounges

14.1

27.0%

Department stores

26.8

54.9%

Health clubs

13.4

30.9%

Gas stations

26.4

33.1%

Taxi roofs

12.7

19.3%

Movie theatres

26.2

42.3%

Buses

12.2

24.2%

Restaurants

24.4

46.2%

Drugstores

23,7

41.7%

Bus/subway/train stations

9.5

25.8%

Airports

22.8

30.8%

Trains

9.1

24.9%

Subways

8.6

26.1%

Inside taxis

7.6

20.4%

Saw ad in past 6 mos (millions)

Have considerable or some interest among those seeing ad

Television

38.6

63.1%

Magazines

35.5

Mail sent to home

35.0

Newspapers

Advertising Touchpoints

56

Convenience stores

21.5

36.4%

Medical offices

20.3

41.1%

Advertising Touchpoints

Source: Ipsos Mendelsohn Affluent Survey, 2010. Base: Heads of house, HHI $100,000+

ENGAGEMENT DRIVES AD EFFECTIVENESS Greater reader engagement is directly linked to increased advertising recall. Engaged readers recalled ads 22% more often and were 35% more likely to take action in response to magazine advertising. Overall ad recall and actions taken in response to magazine advertising

Individual actions taken in response to magazine advertising

Ad Recall

More favourable opinion 56% 46%

Gather more information Visit advertiser’s website

Actions Taken 31%

Visit store/dealer/other

23% Top/bottom 2 box scores among total respondents

Save ad for future reference Recommend product/service

Agree with engagement statements Disagree with engagement statements

Purchase consideration Purchase product/service

57

Source: Affinity, 2006

MAGAZINE ADS OFFER HELPFUL IDEAS & DETAIL Magazine advertising generally provides consumers with helpful ideas and detailed information about what’s new and what to buy. It’s no wonder that magazine ads excel at creating brand favourability and purchase intent. Click here for more info. Ads in/on (medium) provide ideas

Ads in/on (medium) contain important details

Magazines

66%

Television

OOH

OOH

5%

Ads in/on (medium) are generally helpful 55%

Television

41%

Newspapers

58

OOH

14% 2%

Advertising in this medium is helpful as a buying guide

Magazines

40% 18%

Radio

21%

Radio

15%

Internet

39%

Internet

22%

Radio

34%

Newspapers

45%

Internet

57%

Television

35%

Newspapers

Magazines

16% 3%

Source: Starch Research, 2009; PPAI, 2009

Magazines

33%

Television

14%

Newspapers

19%

Internet

18%

Radio OOH

5% 1%

MAGAZINES RANK HIGHEST ON KEY USER PERCEPTIONS Magazine ads rank highest on their ability to provide usable ideas, generate trust and believability plus they inform by providing important details. Magazine ads are most likely to be noted for future reference. At the same time, magazine ads are most enjoyed and are least likely to be annoying or ignored.

59

Source: Starch Research, 2009

MAGAZINE INDEX vs. TELEVISION

MAGAZINE INDEX vs. INTERNET

Ads provide ideas

147

300

Ads are generally informative

135

322

Ads contain important details

168

271

Ads are generally helpful

134

306

The advertising is most relevant to my interests

138

229

The medium that provides knowledgeable/usable ideas

108

129

I generally enjoy the ads

126

331

I trust and believe the ads

124

313

I have saved or made note of an ad for future reference

124

209

I ignore the ad messages

59

41

I find the ads most annoying

22

29

MAGAZINE READERS TAKE ACTION 56% of magazine readers take action after exposure to specific magazine ads.

ACTIONS READERS TOOK OR PLAN TO TAKE AS A RESULT OF EXPOSURE TO SPECIFIC MAGAZINE ADS

Whether it’s visiting a website, a store or a dealer or having gained a more favourable opinion about the advertiser, magazine readers respond to magazine ads and with an action orientation.

Consider purchasing the advertised product/service

19%

Have a more favourable opinion about the advertiser

12%

Gather more info about the advertised product/service

12%

Visit the advertiser’s website

10%

Purchase the advertised product or service

8%

Visit a store, dealer or other location

8%

Save the ad for future reference

6%

Recommend the product/service to a friend, colleague or family member

5%

Took any action (net)

68% of readers take action after reading specific magazine articles or features.

60

53%

ACTIONS TAKEN AS A RESULT OF READING SPECIFIC FEATURES/ARTICLES Saved article for future reference

29%

Passed article along to someone

24%

Gather more info about the topic

15%

Visit a related website

12%

Took any action (net)

68%

Source: Affinity Research VISTA Print Effectiveness Rating Service, 2010. Actions taken based on respondents recalling specific ads

ACTIONS TAKEN BY HOW COPY WAS OBTAINED Regardless of how magazine issues come into readers’ hands, they respond to their magazines in very similar ways taking nearly identical actions. Purchase intent of advertised products is consistent as is the desire to visit an advertiser’s website or gather more information. ACTIONS READERS TOOK OR PLAN TO TAKE AS A RESULT OF EXPOSURE TO SPECIFIC MAGAZINE ADS

PAID

PASSALONG

NONPAID

TOTAL READERS

Consider purchasing the advertised product/service

19%

18%

18%

19%

Have a more favourable opinion about the advertiser

12%

11%

11%

12%

Gather more info about the advertised product/service

12%

11%

11%

12%

Visit the advertiser’s website

11%

10%

9%

10%

Purchase the advertised product or service

8%

7%

7%

8%

Visit a store, dealer or other location

8%

8%

7%

8%

Save the ad for future reference

7%

6%

5%

6%

Recommend the product/service to a friend, colleague or family member

5%

5%

5%

5%

53%

57%

52%

53%

Took any action (net)

61

Source: Affinity’s VISTA Service, 2010. Actions taken based on respondents recalling specific ads

MAGAZINE AD EFFECTIVENESS IS UP Increasingly, consumers take action after reading magazine advertising. Perhaps it’s the high level of trust, or the helpful, detailed nature of magazine ads driving this trend at a time when positive consumer actions are more important than ever. Magazine advertising actions taken (%) INDEX

2005

2010

62

51

53

100

104

Source: Affinity Research VISTA Print Tracking Service, 2010. Actions taken based on respondents recalling specific ads

MAGAZINE AD RECALL UP 11% As consumers become harder to impact in a meaningful way, magazine ad effectiveness, as measured by advertising recall is up 11%. That’s a significant increase in media recall, sure to impact advertiser ROI. Magazine advertising recall (%) INDEX

2005

2010

63

100

53

59

111

Source: Affinity Research VISTA Print Tracking Service, 2010, Actions taken based on respondents recalling specific ads

MAGAZINES INFLUENCE WORD-OF-MOUTH Word-of-mouth recommendation is the holy grail for many advertisers. More than half of adult consumers and 61% of influential consumers agree that magazines are a leading contributor to word-of-mouth product recommendation. % saying medium contributed to personal recommendations 61 54

58

53

53 55

53 47

45

44 37

35 26 18

Adults Influentials

64

Source: Roper Reports: What Prompts, Consumer Word of Mouth

MAGAZINES ADS CREATE BUZZ Magazines, with the strong personal relationships and trust that they create, generate the buzz needed to give a brand prominence through word-of-mouth recommendation among friends and family. How likely are each of the following types of ads to influence whether you would talk to others about a product category? (%) Magazine ads

70

Television ads

70 51

Internet ads Newspaper ads Radio ads

65

Source: Targeting Influentials, BMRB, 2008

42 40

AD CREATIVE QUALITY DRIVES EFFECTIVENESS A study conducted by DRAFTFCB and Meredith verifies what many have believed for years, that creative quality is the main driver of ad recall and sales effectiveness. Ad recall that can be explained

Influence on shifts in brand sales (digital advertising)

Ad quality 7%

5%

Involvement 18%

Other magazine characteristics Magazine exposure 30%

48% 52%

Media plan & weight, price, other

Category participation

Source: Identifying Key Metrics for Magazine Planning, Ware (Meredith Corp.), Baron (DRAFTFCB) & Edge (Knowledge Networks), worldwide Readership Research Symposium (Prague). Base: 27% of ad recall that could be explained.

66

Creative quality

40%

Source: comScore ARS Glogal Validation Summary. Numbers represent the percent variance in sales shifts explained by the corresponding factors. Creative quality is based on the ARS Consumer Choice Score/ A lift in the score is highly correlated with brand sales results.

PRINT MAGAZINES THROW TO WEB Magazines feed the digital space

67

MAGAZINE ADS DRIVE READERS TO THE WEB Magazine ads have a major impact on driving consumers to the web. Readers shop magazines for new ideas and what to buy. This natural curiosity and desire to stay in-theknow is a perfect environment for staging throws to advertiser’s web sites.

68

Effectiveness of media driving consumers to the web

Medium

Effectiveness

Magazines

26.0%

Broadcast TV

17.8%

Cable TV

16.4%

Newspapers

13.7%

Radio

11.0%

Out-of-home

8.2%

Other

6.8%

Source: ICOM, American Advertising Federation, July 2009

MAGAZINES DRIVE SEARCH Magazines have the most influence on consumers going to the web to get more info on products and services and to start a search for merchandise. Which media provides you with ideas that influence how to get information about products and services on the Internet?

Media that trigger online search 36

35

35 31

31

Magazines 24

23

23

23

Cable TV

57% 54%

Network TV 15

Radio 10

M ag az Br in oa dc es a s Fa ce t TV -to Ne Fac e w sp ap Ca er bl e TV Ra di Di o re ct M Em ail ai lA O nl ds in I n e Co ter ne m t m un iti es O O H Bl og s

8

69

Source: BIGresearch Simultaneous Media Usage Study (SIMM 17), December 2010

51%

ONLINE SEARCH INFLUENCERS BY DEMO Across gender and age demos, magazines successfully drive consumers to search online, ahead of online media and word-of-mouth. Magazines are the only medium to score within the top three media across each age group and gender. “Which of the following triggers you to start an online search?” (% by medium)

70

MEDIUM Magazines

TOTAL 36

MALE FEMALE 34 39

18-24 37

25-34 36

35-44 37

45-54 36

55+ 37

TV/Broadcast

35

38

34

35

34

35

37

36

Face-to-Face

35

34

35

41

38

37

34

29

Newspapers

31

31

30

23

21

28

32

40

Cable TV

31

36

27

46

40

32

27

23

Radio

24

25

22

30

28

27

24

17

Direct Mail

23

22

24

19

23

23

24

24

E-mail Advertising

23

23

23

27

26

25

23

20

Internet Advertising

23

25

20

31

27

24

21

17

Online Communities

15

14

16

29

22

17

11

7

Outdoor Billboard

10

11

8

14

13

11

9

5

Blogs

8

9

8

20

15

8

4

3

Source: BIGresearch Simultaneous Media Usage Study (SIMM 17), December 2010 Note: The sum of the percentage totals may be greater than 100% because the respondents can select more than one answer.

MAGAZINE ADS DRIVE PURCHASE After seeing an ad in a magazine, readers sometimes make a purchase as a direct result:

I sometimes purchase a product or service as a direct result of the advertising in…: Magazines

35%

Television

20%

Newspapers

14%

Internet

10%

Radio Direct Mail OOH

71

4% 2% 1%

Source: Starch Research, 2009

MAGAZINE ADS DRIVE ONLINE PURCHASE Research demonstrates that engaged magazine readers, those who claimed a specific magazine title(s) to be a favourite, found the ads in those magazines to be more helpful and informative, leading to online purchase. Engagement makes a significant difference in leading magazine readers to make online purchases. While all four measured media experienced an engagement lift, magazines generated the most powerful result. Did any of the following help you with ideas or information on any of the online purchases you made?

MEDIUM

OVERALL

FAVOURITES

Magazine ads

32%

55%

TV ads

32%

43%

Newspaper Ads

21%

46%

Radio Ads

10%

26%

Base: 16-64 online adults who have a favourite …(Magazine, TV programme, Radio programme, Newspaper) + have gone online in last 12 months to look for info on products considering buying + have made an online purchase.

72

Source: Magazines in the Driving Seat, BMRB 2007

MAGAZINES PROMPT ONLINE ACTION Magazine readers are more likely to use the internet for shopping, search and information, blogging and social networking. Internet activities done in the past 4 weeks Index of heavy media users (pop. = 100) HEAVY MAGAZINES (4+ ISSUES/MOS)

HEAVY BROADCAST TV (3+ HRS/DAY)

HEAVY RADIO (3+ HRS/DAY)

HEAVY NEWSPAPERS (8+ ISSUES/WK)

Shopping, buying, selling

110

84

90

98

Research & information

104

82

84

100

Entertainment & amusement

105

87

82

88

Blogging & online communities

106

78

78

82

ACTIONS

73

Source: 12 Magazine Truths, Ray Morgan Single Source, April 2009 – March 2010

MAGAZINES ADS DRIVE CATEGORY PURCHASE "Did any of the following (media) help you with ideas or information on any of the online purchases you made? " % Agree 60

TV Ads

Magazine Ads

Newspaper Ads

Radio Ads

40

20

0

74

Source: Magazines in the Driving Seat, PPA, 2007. 16-64 online adults who have gone online in last 12 months to look for info on products considering buying + have made an online purchase.

READERS TAKE ACTION ON MAGAZINE WEB SITES Magazine readers perform a wide array of activities while visiting a magazine website, from reading articles to clicking on ads or forwarding an article. Nearly half of readers go online to find more information about the advertising in their printed magazines. ACTIVITIES PERFORMED BY MAGAZINE READERS WHO VISIT A MAGAZINE WEBSITE

48% 52%

Yes

75

Read an article online

72%

Forward an article to someone

24%

View/click on ad

24%

Bookmark the magazine’s site

21%

Download/print an article

20%

Purchase a product /service

10%

Subscribe to a magazine

8%

Post a comment/blog

8%

Download an application

5%

Some other activity

24%

No

Source: Affinity VISTA Service, January – December 2010..

MAGAZINE AD URLs DRIVE READERS TO WEB Magazine ads with URLs are significantly more likely to drive readers to advertiser websites across a variety of editorial categories. This result should not be surprising as readers need not search for a pen and paper or try to memorize an advertiser’s URL. Ads WITHOUT Web Address

Ads WITH Web Address

Home Financial

Fashion Men’s

203 122 152

138

Travel Women’s Service Action index: Visit Advertisers Website Source: Vista, 2009. Base: Actions taken based on respondents recalling specific ads

76

286 198

DIGITAL MAGAZINE MEDIA Magazines play in the digital space

zinesCanada

Click here to view the new

Digital Magazine Media Fact Book

77

THE READING EXPERIENCE: PAPER WINS Paper versions of magazines, newspapers and books continue to be the preferred method of reading, particularly magazines where the gap between paper and digital devices is greatest. % who are “extremely/very satisfied” with reading activities on paper/device* 90 * Among consumers who have tried or currently do each activity

80

Paper

70

eReader 60

Tablet Smartphone

50

40 30

Reading books

78

Reading magazines Reading newspapers

Source: Content Consumption in the Digital Age (Webinar Presentation Deck), Harrison Group, 2011

PRINT MAGAZINES STILL TOPS WITH AFFLUENTS Magazine readers in households with income $100,000+ still prefer hard copy print editions over their digital counterparts viewed on various platforms and devices. Print remains the background of magazine brands. How magazines and other media are consumed in households with $100,000+ income

79

Magazines

Newspapers

Television

Websites

Read hard copy

93%

86%

--

--

View on computer

27%

39%

23%

94%

View on smartphone

9%

14%

7%

32%

View on television

6%

7%

94%

13%

View on tablet computer

6%

7%

6%

15%

View on tablet via website

5%

6%

3%

14%

View on tablet via app

5%

4%

4%

8%

View on e-reader

4%

3%

--

5%

Source: Mendelsohn Affluent Barometer, March/May 2011

MAGAZINES IN A MEDIA MIX Surround your target audience with 360º marketing

80

Alone or in combination with TV, Procter & Gamble proved that dollar for dollar, Canadian magazines effectively drive sales response. Following this test, P&G significantly increased its use of magazines from 5% to 29% of total ad spend. Click here for more info.

Increase in sales volume (Index)

MAGAZINES DRIVE SALES FOR P&G 107 106

100

100% Television

81

Source: Procter & Gamble Inc., 1999

100% Magazine

80% TV 20% Magazines

Unilever proved that the combination of magazines and television delivered incremental reach and increased exposure among lighter TV viewers while confirming previously documented benefits of the “multiplier effect.” Click here for more info.

Increase in sales volume (Index)

MAGAZINES + TV DELIVER SALES 106

100

100% Television

82

Source: HYP&N, 2002

75% TV 25% Magazines

MAGAZINES HELP OPTIMIZE ROI Throughout the purchase funnel, from awareness to purchase intent, magazines help to optimize ROI in different media combinations. Add magazines to a mix of television and/or online to make your media campaign work harder. Index of Cumulative Effects of Different Media Combinations (Aggregate of 32 Studies) Pre/Post Point Change (Index Versus TV Alone) AIDED BRAND AWARENESS

ADVERTISING AWARENESS

TV Only

100

100

100

100

TV + Online

149

145

155

122

TV + Magazines

175

218

352

252

TV + Magazines + Online

224

230

407

274

83

BRAND FAVOURABILITY

Sources: Dynamic Logic/Millward Brown, CrossMedia Research, 2007

PURCHASE INTENT Results reflect the impact of different media combinations expressed as an index with TV as the base (100)

MAGAZINES VITAL THRU PURCHASE FUNNEL Across 32 cross-media studies, magazines prove vital throughout the purchase funnel, consistently increasing market impact in combination with television and/or online. Dollar for dollar, magazines add more bang for the media buck. Cumulative Effects of Different Media Combinations Aggregate of 20 Studies (Pre/Post Point Change; TV = 100) Brand Awareness TV Only TV + Online TV + Mags TV + Mags + Online

84

Brand Familiarity

100 138 153 182

Purchase Intent

TV Only

100

TV Only

100

TV + Online

104

TV + Online

101

TV + Mags TV + Mags + Online

Source: Measuring Media Effectiveness, Marketing Evolution 2006

135 161

TV + Mags TV + Mags + Online

144 151

MAGAZINES IMPROVE ROI IN A MEDIA MIX When media optimization is required, media optimization expert Marketing Evolution recommends advertisers reallocate media spending as follows:

• • •

Magazine share of spending should increase as much as 30% in 11 of 16 studies (69%) Online share of spending should increase as much as 10% in 7 of 16 studies (44%) TV share of spending should increase as much as 10% in 3 of 16 studies (19%)

85

Source: Marketing Evolution, 2006

69% An increase in magazine spending is recommended 69% of the time to increase return on investment (ROI)

Recommendation for allocation of media spending Percentage of studies where spending should increase for medium

Magazines

69%

Online

TV

44%

19% TV

Online

Magazines

MAGAZINES DRIVE PURCHASE INTENT The addition of magazines in a media mix influences results throughout the purchase funnel. Magazines perform strongest in driving brand favourability and purchase consideration, two of the hardest metrics to influence.

Aided Brand Awareness Ad Awareness Message Association Brand Favourability Purchase Consideration

Incremental effect across purchase funnel overall

42%

31%

86

4.6

4.2

2.5

3.6

Television

Online

Source: Dynamic Logic, 2009

7.5

2.9

1.9

1.6

} 12.9%

4.7

7.8

TV

27%

Magazines

3.6

3.7

6.5

6.7 Online

7.7

} 10.8% } 10.9% } 11.9%

Magazines

} 23.0%

MAGAZINES DRIVE CPG PURCHASE INTENT Magazines play a leading role in driving consumer packaged goods success throughout the purchase funnel. Magazines contribute most strongly in generating brand favourability and purchase intent, the two hardest metrics to influence.

Aided Brand Awareness Ad Awareness

Brand Favourability

Incremental effect across purchase funnel overall

43% 32%

Television

Online

Source: Dynamic Logic, 2009

4.4

3

3.4

1.9

} 14.4%

7.8

2.9

5.6

4.8

8.5

3.1

TV

25%

87

4.3

8

Message Association

Purchase Consideration

Magazines

5.7

7.7 Online

8.2

} 3.3% } 13.4% } 14.2%

Magazines

} 24.0%

MAGAZINES BRING MORE BANG FOR THE BUCK Magazines deliver more bang for your media buck, increasing purchase intent significantly more than other media.

Internet

0.3

Magazines Television

88

4.8 0.8

Source: Dynamic Logic ,2009. Aggregation of 10 ROI studies

MAGAZINES DRIVE

RESULT EFFICIENCIES Magazines alone or in combination with other media prove to be highly efficient at each stage of the purchase funnel, from awareness through to purchase intent.

Which Medium or Media Contribution was Most Efficient at Each Purchase Funnel Stage TV

Mags

TV + Online

TV + Mags

Mags + Online

Aided Brand Awareness

1

2

Ad Awareness

1

2

Message Association

89

Online

TV + Mags + Online

1 indicates most cost-effective medium

2

1

Brand Favourability

2

Purchase Intent/ Consideration

1

Source: Dynamic Logic ,2009. Aggregation of 10 ROI studies

1 2

for each metric 2 indicates second most cost-effective medium for each metric

MAGAZINES DELIVER LOW COST PER IMPACT ROI analyses across 38 cross-media accountability studies indicate magazines deliver low Cost Per Impact (CPI) in generating brand awareness and, in particular, when generating brand familiarity and purchase intent where magazines rank #1 vs. television and online.

Cost per impact (CPI) across the purchase funnel Aggregate of 38 studies

$0.98

Brand Awareness

$1.08 $1.97

$2.61

Brand Familiarity

$1.40 $2.58 $1.77

Purchase Intent

$1.23 $2.61

Six automotive studies, encompassing domestic and imported cars and trucks, magazines proved to deliver the lowest CPI when generating brand familiarity and purchase intent.

$0.00

90

$2.00

$3.00

Automotive cost per impact (CPI) Aggregate of 6 studies

$7.20

Brand Familiarity

Purchase Intent $0.00

Source: Marketing Evolution 2008

$1.00

$2.45 $3.92 $7.60 $1.84 $2.65 $2.00

$4.00

$6.00

$8.00

MAGAZINE INFLUENCE IS GREATER THAN % SPENDING Magazines exert significant influence on auto intenders providing opportunity to further optimize purchase intent. AUTOMOTIVE AD SPEND vs. PURCHASE INFLUENCE

91

GENERAL MOTORS

FORD

TOYOTA

Magazine Spend

12%

13%

13%

Magazine Influence

17%

17%

19%

Index: Influence divided by Spend

142

131

146

Television Spend

40%

41%

40%

Television Influence

18%

18%

17%

Index: Influence divided by Spend

45

44

43

Online Spend

4%

4%

3%

Online Influence

9%

8%

9%

Index: Influence divided by Spend

225

200

300

Percent of advertising spend versus percent of resulting purchase influence

Source: BIGresearch, 2008 and analysis of AdAge Car Spending

MAGAZINES’ ROLE IN THE AUTO PURCHASE PROCESS Magazines, print and digital, play a significant role in the information gathering and shortlisting stages of the auto purchase process where auto intenders decide which make/model to buy, as opposed to the lower funnel stage where price, financing and location are key decision variables. Primary Source of Information – Top 5 of 32 Information Sources UPPER PURCHASE FUNNEL

MIDDLE PURCHASE FUNNEL

LOWER PURCHASE FUNNEL

Awareness Stage - Build Demand 6-5 months prior to purchase

Information Stage - Maintain Consideration 4-2 months prior to purchase

Decision Stage - Commit to Spend 4-2 weeks prior to purchase

Television Ads

13.7%

Third Party Sites

12.7%

Local Newspaper Ads

13.8%

Auto Manufacturer Websites

10.5%

Consumer Magazine Ads

11.3%

Consumer Reports

11.1%

Consumer Magazine Ads

10.3%

Consumer Reports

10.9%

Dealer Websites

8.9%

Friend / Relative

10.2%

Television Ads

10.0%

Friends / Relatives

8.4%

Third Party Sites

7.6%

Business Associates

7.6%

Auto Manufacturer Websites

7.8%

Note: Consumer Magazines, Local Newspapers and Consumer Reports include both print and digital versions.

92

Source: Time Inc./ CNW Marketing Purchase Process Study, 2010

MAGAZINES INFLUENCE AUTO CONSIDERATION Magazines play an important role throughout the awareness and information stages as consumers build, narrow and evaluate those models that top their consideration set. It is from this important short-list that final purchase is made. Creating a New Car Shopping List – 2007 to 2009 Average number of vehicles in consumer consideration set

Awareness Stage

Information Stage

Decision Stage

2009 6.8 5.7

5.5 3.8

2008

3.4

3.1 1.8

6.7 5.8

5.4 4.0

2007

3.3

2.8 1.7

6.3 5.4

5.0 3.7

3.1

2.5

Magazine ads

1.5

Television ads Onlne ads Newspaper ads

93

6 mos.

5 mos.

4 mos.

3 mos.

2 mos.

Source: Time Inc. / CNW Marketing Purchase Process Study, 2010. Note: Arrows indicate stages at which each medium plays a leading role.

1 mos.

2 wks.

MORE MAGAZINES READ = HIGHER PRICE PAID The more magazines read, the higher the price paid for an automobile. The number of magazines read is also a predictor of higher prices paid for eco-friendly autos. Magazine readers – Price paid for new vehicle

Read 1-3 magazines

Read 4-9 magazines

Read 1-3 magazines

$27,041

$28,389

Read 10+ magazines

94

Magazine readers will pay more for an environmentally-friendly vehicle

Source: J. D. Power & Associates, 2011

$29,041

Read 4-9 magazines

Read 10+ magazines

44%

47%

52%

MAGAZINES COMMUNICATE AUTO BENEFITS Magazines contribute significantly to communication of both “practical” and “emotional” benefits of automotive nameplates. Practical purchase stimulators include basic price, special offers and promotions as well as equipment and features. Emotional purchase stimulators include quality, trust, “fits my personality” and appearance and style.

PURCHASE STIMULATORS FOR AUTOMOTIVE BRANDS

PRACTICAL

EMOTIONAL

Television

33%

23%

Magazines

30%

20%

Newspapers

28%

12%

Radio

17%

10%

Loose Inserts or Flyers

15%

8%

Movie Theatre Ads

11%

9%

Internet Ads

11%

7%

Sponsorship Events

6%

7%

Outdoor

6%

6%

Public Transportation

5%

6%

Percent of consumers who indicated these information sources “perform well” for practical/emotional purchase indicators

95

Source: PointLogic M3 Automotive Survey, 2008

MAGAZINES OPTIMIZE AUTO PURCHASE CONSIDERATION The launch of Jeep Compass depended heavily on magazine advertising to drive purchase consideration, having contributed more than other media when analyzed alone or in combination with other media. For more info, click here.

Purchase Consideration Q: The next time you are looking to buy or lease a new vehicle, how likely are you to consider the following small/compact SUVs?*

109 TV Only 122 Magazines Only 78

Index Individual Media Two Media Combination Three Media Combination * Results shown are for Jeep Compass only. The question referred to the Jeep Compass within a competitive set of brands.

96

Source: Dynamic Logic, 2007

Online Only 117 TV + Online 165 Magazines + Online 143 Magazines + TV 170 Magazines + TV + Online

MAGAZINES ARE A TOP HEALTHCARE RESOURCE Magazines are an important source of healthcare information for consumers. Magazine ads in general and, in particular, magazines in doctors’ offices, are leading info sources.

LEADING SOURCES OF HEALTHCARE INFORMATION FOR CONSUMERS

Percent using each medium once a week or more often for health and wellness options

Magazines

Internet

97

37%

33%

Materials in doctors’ offices

39%

Brochures in dentists’ offices

33%

Magazines in doctors’ offices

31%

Brochures in grocery/drug stores

25%

Television ads

24%

Magazine ads

22%

Television programs in doctors’ offices

21%

Newspaper ads

17%

Radio ads

16%

In-store television

15%

Internet ads

14%

In-store radio

13%

Posters/wallboards at health clubs

11%

Movie theatre on-screen ad

8%

Posters/wallboards at bars/clubs

5%

Source: MARS OTC/CTC Study, 2011 Source: MediaVest Print/Digital Study, 2008

VERY MUCH/ SOMEWHAT

MAGAZINES ADS PROMPT HEALTHCARE ACTION Magazines readers are more likely to take action on healthcare ads, compared to users of other media. Actions Taken Last 12 Months Due to Healthcare Advertising ACTIONS TAKEN

MAGAZINES

NEWSPAPER

RADIO

TELEVISION

INTERNET

Returned free sample card

142

126

122

123

117

Discussed an ad with your Dr

163

128

116

115

90

Called a toll free # to get additional info

159

123

120

123

109

Asked Dr for a prescription sample

151

117

111

106

100

Visited website

131

116

126

110

145

Consulted a pharmacist

140

111

102

117

95

Switched to a different brand

144

123

115

124

116

Discussed an ad with a friend/relative

149

121

122

115

111

Asked Dr to prescribe a specific drug

131

105

106

117

107

Purchased a non-prescription product

120

112

107

116

101

98

Source: MARS OTC/DTC Study, 2011 Base: Top two quintiles by medium, indexed to adults 18+

MAGAZINES DRIVE HOME IMPROVEMENT DECISIONS Home renovators turn to magazines for motivation and assistance in making key decisions about products, features, design and price. Primary Influence in past 2 weeks by decision type Kitchen Remodeling Projects 2010 MOTIVATION

NEEDS

PRODUCTS

FEATURES

STYLE/ DESIGN

PRICE

WHOLE PROJECT AVERAGE

Magazines

43%

44%

46%

39%

34%

11%

36%

Newspapers

*

6%

10%

*

5%

23%

9%

5%

6%

*

*

*

*

*

*

*

*

*

*

*

*

Store visit

11%

13%

8%

19%

23%

50%

21%

Live event

8%

6%

5%

*

*

*

*

Personal contacts

9%

*

*

*

*

*

*

Websites/online ads

11%

11%

17%

19%

21%

10%

15%

Online search

6%

7%

6%

9%

5%

*

6%

Social media

*

*

*

*

*

*

*

INFLUENCERS

Television Radio

99

* Indicates influence level is less than 5%

Source: Meredith HomeSight 2010, CNW Market Research Base: 55,960 kitchen projects for calendar year 2010

MAGAZINES DRIVE SALES RESPONSE Magazines have been proven, time and time again, to drive sales response and return on investment. In a study of 20 brands, consumer exposure to magazine advertising lifted sales more than double that of unexposed consumers. ROI was nearly three times the media expenditure in just 12 months. Click here for more info.

100

21.6%

% increase in sales

+ 11.6%

10.0%

No Exposure to Magazines

$1 spent in magazine advertising

12 month Sales $ROI

$1

$2.77

Exposed to Magazines

Source: Return to Spender, Sales Uncovered, PPA 2005 (chosen by Media Week magazine as one of the best global media studies of 2005)

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OTHER USEFUL INFO Magazines Canada can help

ABOUT MAGAZINES CANADA Magazines Canada is Canada’s professional magazine industry association, representing the country's top consumer and business titles. As a not-for-profit organization, it strives to serve Canadian magazines through advocacy, direct-to-retail distribution, professional development, marketing and advertising services. Magazines Canada strives to supply the advertising industry with solid information to help advertisers and agencies understand how magazine advertising works and how they may be put to work for them. For examples of information available, please click on the following:

102

FastFacts – A series of one-page fact sheets for most-requested topics magblast – A series of podcasts designed to inform and educate PAGE newsletter – A monthly newsletter reporting news and latest research Magazine research information – An archive of major magazine research Magazine Essentials – A summary of magazine planning information Put Magazines to Work – A summary of the latest magazine industry info Best on Page Awards – Best magazine ad creative from Canada and the world Creative ADvantage – Creative use of the magazine medium magWorks – A cost-effective way to test magazine advertising creative

MAGAZINES ARE A TOP HEALTHCARE RESOURCE Looking for eye-catching, exciting, interactive creative ideas that get talked about and acted upon? Perhaps a new brand launch, a relaunch or an impactful way to kick-off a seasonal campaign? Magazines can deliver the wow-power! Whether it’s an ROP page, an insert that carries a scent, carries a tune, pops-up, folds-out or perhaps an integrated campaign that works online or at retail, talk to your friendly magazine sales professional to help you meet your communication objectives and budget. For more ideas, click here.

103

Tipped-on paint stir-stick with coupon

The 2011 Best on Page Awards awarded top honours to Canada’s best magazine ad creative. The awards for Best of Show went to: Agency: Bensimon Byrne Advertiser: UFC Execution: “Face Punch” For more info, click here.

104

The 2011 Best on Page Awards awarded top honours to Canada’s best magazine ad creative. The award for Best Campaign went to: Agency: Grey Canada Advertiser: Tourism PEI Executions: “Tourism PEI”

For more info, click here.

105

BEST ON PAGE ‘PEOPLE’S CHOICE’ WINNERS Attendees of the 2011 Best on Page event voted for their favourite ads. The winners are. For more info, click here. Advertiser: Bangalore Traffic Police Campaign: “Talk them Dead, Housewife” Agency: Mudra Country: India

106

People’s Choice Winner

Advertiser: Fedex Express Campaign: “USA-Brazil” Agency: DDB Country: Brazil

People’s Choice Runner-up

MAGAZINE ECO KIT The Canadian magazine industry is putting environmental policies in place that support forest conservation. Magazines are doing their part to identify and gain access to environmentally friendly papers available to protect and preserve the natural resources upon which we all depend. The Magazine Eco Kit offers a collection of ideas and best practices that publishers may adopt as their own for a more sustainable publishing industry. For your copy, click here.

107

MAGAZINE CREATIVE TESTING Exercise greater control over the effectiveness and competitiveness of your print investment:

• Test ads or campaigns before they’ve hit the market or monitor them to understand • • • • •

what works among your target consumers Learn the effectiveness and competitiveness of your competitor’s ads Ensure consistent communication of key brand attributes across various campaigns over time Guarantee that individual ads clearly communicate the brand name and that ad copy engages and persuades consumers of your category Ensure that ads create/reinforce a positive brand image and that consumers are motivated to purchase Let magWorks increase the effectiveness of your magazine advertising. Visit magworks.ca for further information or to submit a request for quotation

108

AdDirect AD PORTAL ™

Magazines Canada AdDirect™ is a web-based ad preflight portal, designed to streamline the ad delivery process between clients and participating magazines. AdDirect™ allows advertisers and agencies to preflight, approve and automatically deliver a PDF ad file to a publication. All ads are checked against each magazine’s individual specifications. Clients receive a real-time preflight report showing that the ad has been successfully preflighted and delivered or, a listing of any warnings or errors that have occurred during the preflight process. This report allows clients to immediately fix any potential problem saving time and money. Visit the addirect.sendmyad.com home page to view a brief video on how to use the ad preflight portal system, download the User Guide or click on links to view frequently asked questions. AdDirect™ is a free service to agencies and advertisers.

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GOT QUESTIONS CONTACT US If you have questions about how magazine advertising can be put to work, chances are we have the answers. We have a large library of research information beyond what you’ll find on the Magazines Canada website. Information is just an email or phone call away. Web:

www.magazinescanada.ca

Email:

[email protected]

Tel:

416.596.5382

Fax:

416.504.0437

We’re here to help.

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