ppa ireland. agenda brief update on ppa ireland research objectives methodology key findings

PPA IRELAND

Agenda

• Brief update on PPA Ireland

• Research

• Objectives

• Methodology

• Key Findings

PPA Ireland

• Formed in 1999

• 40 Publishers; 150 magazines across all category sector

• Our mission – to encourage, promote & raise professional standards amongst our members.

• Our recent activities have included:– PPA Ireland Magazine Awards

– Code of Verification of Circulation

– Industry Specific Training Programmes

– Research & Marketing

Research - Background & Objectives

• Research already exists (TGI/JNRR/PPA UK/MPA)

• “Dig Deeper” about magazines in an ‘Irish’ context

• Understand better the relationship between consumers & their media and also between consumers & their magazines.

• Invest in our industry and prove to you what we believe to be true– that advertising in magazines works

Research - Methodology

• In-depth interviews with media directors.

• 400 face-to-face in-depth questionnaires with consumers on the island of Ireland.

• Representative sample in terms of gender/age/ region/occupation.

• All research was conducted independently through the Michael Smurfit Graduate School of Business at UCD.

Research Criteria

• Wide ranging questionnaire encompassing:

– Consumer relationship to each media– Effects of advertising in each media.

– Specific magazine and print media.

Consumer Relationship to

Each Media

As A Primary Source of Information

Media as Primary Source of

Information (First Preference)

48

18

14

8

41 1

0

5

10

15

20

25

30

35

40

45

50

%

Internet Magazines TV Newspapers Radio Direct Mail Outdoor

Media That is Tailored to Meet My

Individual Needs

Media That is Tailored to Meet My Individual Need (First Preference)

35

19

14

12

6

3 1

0

5

10

15

20

25

30

35

%

Mags Internet Newspapers TV Radio D.M Outdoor

Media That Best Reflects Personal Beliefs and

Attitudes

Media That Best Reflects Personal Beliefs and Attitudes (First Preference)

30

15

8 8

4 1 1

0

2

4

6

8

10

12

14

16

18

20

22

24

26

28

30

%

Mags Newspapers TV Radio Internet Direct Mail Outdoor

A Media with Content that I am mostly

interested in

A Media with Content that I am mostly interested in

32

20

18 18

7

1 1

0

5

10

15

20

25

30

35

%

Magazines Newspaper TV Internet Radio Direct Mail Outdoor

Observations

• Compared to other media, magazines have a

closer,

more personal,more individualRelationship with their customers

“It’s a huge selling point. Magazines are consumed at a much more personal moment of your time.”

Media Director

Effectiveness of Advertising in

Each Media

Media That I Almost Always Actively Avoid

The Advertising

Media That I Almost Always Actively Avoid The Advertising

5

7 7

1112

25

33

0

5

10

15

20

25

30

35

%

Magazines Outdoor Newspapers TV Radio Internet Direct Mail

Media I Find Most Helpful as a Guide Before Purchasing

Media I Find Most Helpful as a Guide Before Purchasing (First Preference)

33

19

18

14

5 1 1

0

5

10

15

20

25

30

35

%

Mags Npapers Internet TV Radio Direct Mail Outdoor

Media Where I Am Most Likely to Purchase as a

Direct Result of Advertising

Media Where I Am Most Likely to Purchase as a Direct Result of Advertising

35

20

14

10

42

1

0

5

10

15

20

25

30

35

%

Magazines TV Newspapers Internet Radio Direct Mail Outdoor

Media Where I Find Advertising Most

Relevant

Media Where I Find Advertising Most Relevant

43

16

13

87 2

1

0

5

10

15

20

25

30

35

40

45

%

Magazines Newspaper TV Internet Radio Direct Mail Outdoor

Observations

• Compared to other media, advertising in magazines is shown to be morecredibleand relevant.

• It can have a strong influence on the purchase decision.

• Compared to other media, magazines contain little or no advertising waste.

Specific Magazine & Print Information

Proportion Read

Proportion of Newspapers Read

% of Newspapers Read

2

6 6

12

2019

14

10

4

7

0

2

4

6

8

10

12

14

16

18

20

%

10 20 30 40 50 60 70 80 90 100

35% of Readers read more than 70% of a newspaper

Proportion of Magazine Read

12

34

1011

1516

11

27

0

5

10

15

20

25

30

%

10 20 30 40 50 60 70 80 90 100

69% of Readers read more than

70% of a Magazine

% of Magazines Read

Where Read?

Magazines vs Newspapers (Where Read)

80

70

8

17

7 6 58

0

10

20

30

40

50

60

70

80

%

Home Work Travelling Other

Magazines Newspapers

Time Referred to Current Issue

Magazines vs Newspapers (Time Referred to Current Issue)

78

37

0

10

20

30

40

50

60

70

80

%

2+Times

Magazines Newspapers

Observations

• In relation to newspapers, magazines:

– Are significantly read more from cover to cover.

– Are “referred back” more often and therefore advertising works harder.

– Are read in a relaxed environment.

Summary

• Compared to other media, magazines have a closer, more personal, more individual relationship with their customers.

• It is the medium that respondents felt best reflected their personal beliefs and attitudes.

• Advertising in magazines is shown to be more credible and relevant.

• Magazines can have a strong influence on the purchase decision.

(continued)

• Compared to other media, magazines contain little or no advertising waste.

• In relation to newspapers, magazines:

– are significantly read more from cover to cover

– are ‘referred back’ more often and therefore advertising works harder

Please consider these qualitative issues when planning your advertising media

budgets.

Thank you.