Proof of Performance:Making the case for magazine media

Chris LlewellynPresident & CEO, FIPP

Esther BraspenningInternational Advertising Resource Manager,

Sanoma Media, Belgium

Guy ConsterdineCEO, Guy Consterdine Associates, and

FIPP Research Consultant

Proof of Performance:Objectives

• To review some of the research-based evidence on how consumers are using printed and digital magazine content around the world;

• To demonstrate the effectiveness of the advertising these media carry;

• To present a narrative of the case for magazine media, a narrative which will apply in any country and could be populated with local research evidence; and

• To stimulate ideas for publishers and others in planning their own research programmes.

Australia, Austria, Belgium, Canada, Czech Republic, Greece, Finland, France, Germany, India, Indonesia, Ireland, Malaysia, Netherlands, Poland, Russia, Singapore, Spain, Sweden, Taiwan, Thailand, UK, USA, Australia, Austria, Belgium, Canada, Czech Republic, Greece, Finland, France, Germany, India, Indonesia, Ireland, Malaysia, Netherlands, Poland, Russia, Singapore, Spain, Sweden, Taiwan, Thailand, UK, USA, Australia, Austria, Belgium, Canada, Czech Republic, Greece, Finland, France, Germany, India, Indonesia, Ireland, Malaysia, Netherlands, Poland, Russia, Singapore, Spain, Sweden, Taiwan, Thailand, UK, USA, Australia, Austria, Belgium, Canada, Czech Republic, Greece, Finland, France, Germany, India, Indonesia, Ireland, Malaysia, Netherlands, Poland, Russia, Singapore, Spain, Sweden, Taiwan, Thailand, UK, USA,

112 studies quotedfrom 23 countries

“Magazine media has been swept up in a tide of reinvention,

experimentation and optimism. We are at the advent of

possibly the greatest creative revolution in the history of

magazines. Technology is driving innovation in our print

magazines, making them more interactive. Our content is

incredibly well suited to digital platforms, especially the tablet.

Magazine publishers who have successfully positioned their

brands to serve their audiences and advertisers on all

platforms are eager to embrace the future.”

Nina Link, MPA, USA, 2011

Topics

Magazines in print

Magazines in digital formats

Comparing magazines & other media

Advertising effectiveness

Magazines in print

Engagement Survey:Association of Indian Magazines

Magazines in digital formats

REINVENTS THE EXPERIENCE OF EDITORIAL CONTENT.

Print and online

How do our readers experience such developments? What are they expecting?

CONTENT

RICHER DEEPER MORE COMPLETE

I CAN ACCESS RICHER CONTENT (VIDEOS,

SLIDESHOWS,DOCUMENTS …) GIVING ME BETTER

EXPERIENCE OF THE NEWS.

I CAN DIG DEEPER TO FIND OUT MORE

ON A GIVEN SUBJECT.

I FEEL A REAL COMPLEMENTARITY OF INFORMATION BETWEEN

A NEWSPAPER OR MAGAZINE AND THE CORRESPONDING

WEBSITE.

INTERACTIONS

INTERACT SHARE COMMUNICATE

I CAN INSTANTLY REACT TO AN ARTICLE OR A

COMMENTARY.

I CAN SHARE WITH OTHERS,

INFORMATION WHICH SEEMS

IMPORTANT TO ME.

I CAN COMMUNICATE WITH JOURNALISTS,

EXPERTS.

RELATIONSHIPS

MULTI-PLATFORM

TRUST ENGAGEMENT

I FIND IT VERY NATURAL TO READ A NEWSPAPER

OR A MAGAZINE AND VISIT ITS WEBSITE OR MOBILE

APPLICATION.

I TRUST THE WEBSITE OF A

NEWSPAPER OR A MAGAZINE AS MUCH AS THE NEWSPAPER

OR MAGAZINE ITSELF

I FEEL MORE ENGAGED TO THE PRINT BRANDS I AM MOST FAMILIAR WITH

Comparing magazines &

other media

Primary attention when multi-tasking

Advertising effectiveness

Atenea:ARI (Spanish magazines association)

31

32

Distribution ofProof of Performance

Digital copies distributed free to all FIPP members.

Available free to all on request.

Printed copies:

Pre-order from www.fipp.com/publications.

Bulk orders & translation rights: Helen Bland at FIPP: helen@fipp.com

POP microsite: www.fipp.com/POP

To continuein 2013