How Magazine Advertising

EXECUTIVE SUMMARYThis report is a synthesis of the large body of existingresearch which demonstrates how readers usemagazines, how the advertising within them works, andthat magazine advertising sells products.THE READER RELATIONSHIP EXECUTIVE SUMMARY The magazine medium’s essential strength lies inthe active way in which readers choose and usetheir magazines. Magazines are an active medium,with the reader in control.Since different categories of magazine fulfildifferent needs they work in different ways, whichare well adapted to their readers’ requirements.Similarly, within categories there are vitaldistinctions of character between individual titles,giving each title its own unique positioning.Readers become deeply engaged with theirmagazines. As a result a strong relationship, a bondof trust, grows up between the reader and his orher chosen magazines. Reading a favouritemagazine is like talking with a friend.A reader’s identification with an engagingmagazine can go well beyond the simple provision of information and ideas. When a magazine strikesa chord it can reinforce the reader’s own self-image.This creates a particularly powerful and trustingrelationship.Readers give commitment to their magazines. Thetime spent reading is substantial, and the copies areread thoroughly. Copies tend to be read repeatedly,often picked up more than once during a day andon more than one day. More than 90% of all pagesare opened by the typical reader. The average pagein a paid-for magazine is looked at 2.5 times byeach reader.Readers have their own repertoire of magazines tomeet different needs and moods. Matching themood and the magazine reinforces the values ofthe personal relationship and ensures that readingtakes place in a highly receptive frame of mind.THE ADVERTISER RELATIONSHIP The intimacy between reader and magazinebenefits advertisers. The magazine environmentdelivers a reader in the right frame of mind to bereceptive to the advertising. In the sympatheticcontext of the right magazine, the strong positivebrand values of the magazine can transfer onto theadvertisements.The stronger the reader’s affiliation with themagazine as a brand, the higher the level ofendorsement that the advertising receives from themagazine’s personality.Advertising is seen as an integral part of magazines.Relevant advertising is valued by readers, and isconsumed with interest. Readers screenadvertisements in much the same way as theyscreen the editorial - looking for items that interest,intrigue, catch the eye, entertain, inform.Because advertisements are relevant and valued, adclutter is not a problem in magazines. Clutter doesnot depress reading of ads, and may create a marketplace.Readers take action as a result of seeing advertisingin magazines.Targeting with precision and without wastage is akey strength of magazines.The communication can be enhanced by usingdifferent creative executions in different types ofmagazine - targeting through the creative work aswell as through selecting the appropriate audience.Creative formats such as gatefolds, textures, specialpapers, samples, sponsorship, advertisementfeatures (‘advertorials’), and so on can createadditional impact and interaction.The ‘presenter effect’ means that the interpretationof a given advertisement can be influenced by thespecific publication in which it appears.It is wise to pre-test the creative executions in orderto ensure that they take maximum advantage ofthis active involvement in advertisements, and thatthey communicate the intended messages.EVIDENCE THAT MAGAZINE ADVERTISING SELLS PRODUCTS 6The landmark ‘Ad Track’ survey proved thatmagazine advertising can generate markedincreases in advertising awareness. ‘Ad Track’ also proved that magazines can generatemovement in willingness to consider buying theadvertised brands.HOW MAGAZINE ADVERTISING WORKS

PPA’s ‘Sales Uncovered’, a 2005 analysis of TNSSuperpanel data, showed that magazineadvertising was associated with an 11.6% uplift insales of fmcg products, in money terms. In volumeterms, the uplift was 18.1%. There were alsoincreases in market share, brand penetration, andweight of purchase.‘Sales Uncovered’ also showed that the mediumterm (12 month) return on investment from magazine advertising was 2.77 for the averagefmcg brand. This is comparable with that oftelevision advertising.There are many studies and case histories in whichmagazine campaigns are shown to sell productseffectively and sometimes dramatically. PPA, IPA,FIPP and individual publishers have all releasedexamples.CHANNEL PLANNING: POSITIONING MAGAZINES WITHIN THE TOTALMEDIA ENVIRONMENT There is growth in multi-tasking – using anothermedium or doing some other activity whileconsuming media – but magazine reading hasrelatively low distraction. When sharing time withtelevision or radio, magazines attract the mainattention.Magazines and the internet work well together.Information in magazines sometimes leads readersto obtain more details on the internet, and theymay then purchase something as a result ofexposure to both media.Customer magazines improve the brand image ofthe commissioning companies, and boostconsumer spending on the brand by about 8%.Sales promotions work better when accompaniedby magazine advertising. However promotions arenot necessarily profitable at all.MIXED-MEDIA ADVERTISING: THE EFFECTIVENESS OF COMBININGMAGAZINES AND TELEVISION Magazines and television are complementary toone another. TV advertising is powerful, intrusivebut fleeting. Magazine advertising is under thecontrol of the readers, carries the readerrelationship values, and can reach light viewers.There is clear evidence that a TV-plus-magazinesstrategy will be more effective than a TV-onlycampaign.Most TV-only campaigns give inadequate weight toimportant sectors of the market - lighter viewers ofcommercial television, who tend to be younger,upmarket and better educated. A combination oftelevision and magazines can achieve a veryconsiderable improvement in the way exposures aredistributed across the audience. In other words,better targeting. Because of the different ways in which the twomedia work, the communication from a TVcampaign can be enhanced by adding magazines.Magazines can both convey new information that isnot in the TV commercial, and lead people toperceive the TV commercial in new ways. The resultis a richer, more complete communication.Magazines make television work harder. The pageand the screen nourish each other.Magazine campaigns create awareness at a verysimilar level to television. The Adtrack study showedthat across a range of campaigns, the averageawareness achieved by 100 gross rating points in TVwas 13%, and in magazines the average was exactlythe same, 13%. But the magazine exposures aregenerated at roughly half the cost of TV.HOW MAGAZINE ADVERTISING WORKS7EXECUTIVE SUMMARY ‘Channel planning’ is a fresh way of looking at on’ is wider than ‘advertising’. Agreater number of communication channels arebeing considered than in previous decades. Thisimposes fresh requirements on the provision ofresearch.Publishers need to spell out how magazines fit intothe mix of channels, defining the uniquecontribution of magazines.In comparisons between six media – magazines,newspapers, newspaper supplements, TV, radio andwebsites – magazines lead in terms of providinginteresting information and being tailored to users’needs.Advertising in magazines is seen more positivelythan advertising in other media.Magazines, followed by websites, are the mostaction-oriented of the six media.

EXECUTIVE SUMMARY 8Evidence from America reached the sameconclusion: dollar for dollar, magazines deliversignificantly higher advertising awareness levelsthan television.PPA’s ‘Sales Uncovered’ 2005 study showed thatmagazine advertising has a similar sales effect totelevision advertising, but at a much lower cost.Reinforcing this, PPA’s earlier analyses of consumerpanel data also found that magazines producesignificant gains in market share when used incombination with television advertising. Among theheavier-reading section of magazine readers,magazine advertising increased average brandshare by 11%, over and above the effect of thetelevision advertising.Other analyses from America showed that, dollarfor dollar, magazines generate more sales thantelevision.More and more market tests and case histories, inUK and elsewhere, are proving that mixed-mediaTV-plus-magazines campaigns out-perform the TVonly strategy in selling products.The improved performance from a mixed-mediacampaign is due to a combination of upmarket segments) and morepowerful communication than television alone candeliver.The 2004 NRS Readership Accumulation Survey enables exposures to magazine advertising to bedistributed through time in an accurate way,reflecting the rate of build-up of readers of amagazine issue. This means that magazineadvertising can be planned in the same way astelevision advertising: through weekly ratings pointsand weekly reach estimates.All media are subject to diminishing returns, andmany television campaigns appear to have reachedthe point of very low marginal returns. Themarginal TV money would be better spent inanother medium, especially magazines.There are strong arguments for continuousadvertising pressure (as opposed to heavy burstswith gaps in between). Magazines are excellent atdelivering this, whether on their own or incombination with other media.When TV and magazines are being used together, itpays to put at least 25%-30% of the budget intomagazines, according to several studies.Television and magazine advertisements should runtogether rather than at different times, so themessages can interact for maximum synergy.In times of recession, it pays to maintain or evenincrease one’s advertising instead of cutting it.This report has its own website for providing updatesand new research, and more detailed information:www.hmaw.netHOW MAGAZINE ADVERTISING WORKS

(A) THE READER RELATIONSHIP1. PEOPLE HAVE A VARIETY OF INTERESTS AND NEEDSThe strength of magazines begins with the fact thatpeople have strong interests and needs, and theseinterests vary from person to person.The Henley Centre [2] has identified nine basic medianeeds, split into two main classes: informational needsand cultural needs. The nine are:Even among those interested in a particular broadsubject area there are distinctions between people interms of the nature of their interest in the subject. Thesedistinctions are much less obvious than those betweenbroad subject areas. The gardening market furnishes anexample. A survey conducted by Marketing Direction forEMAP Apex [1] used cluster analysis to segment themarket in terms of attitudes and reasons for interest ingardening. Eight clusters were identified. Ranked inorder of size, they were labelled:Accomplished flower gardenerLeisure gardenerMaintainerDeveloping EnthusiastCulinary gardenerSecond career gardenerPrivate hobbyistLow budget gardenerInformation needs: Instrumental: information for daily life such asweather, transport, traffic, sales, opening andclosing times, etc. Analysis: to understand the world, form views,have opinions. Enlightenment: keeping up with the world,national and local events; being and becominginformed. Self-enhancement: bettering ourselves, selfenhancement, knowledge for its own sake or forlater application; acquisition of skills.These different groups have different requirements fromgardening magazines. And the magazines serving themhave developed varied characteristics, with many ofthem appealing to different shades of interest. Thereaders are in fact served by about a dozen mainstreamgardening magazines and also a variety of very narrowlyfocused titles. This specialisation means that eachmagazine can get very close to the people with theparticular attitude and focus which the title offers.Cultural needs: Ritual: media use which frames daily routines, suchas getting up, going to work, relaxing after work,accompanying domestic chores. Default: absorbing media because it is there orbecause others within the social context are using it. Relaxation: passive absorption of media,unwinding. Entertainment: keeping ourselves amused,keeping others amused, having fun. Escapism: frees the user mentally from theimmediate constraints and/or dullness of daily life,enabling him/her to enter into new experiencesvicariously.HOW MAGAZINE ADVERTISING WORKS9THE READER RELATIONSHIPNINE BASIC MEDIA NEEDSAPEOPLE’S INTERESTS VARY

2. THE GREAT VARIETY OF MAGAZINES MEANS THAT READERS’NEEDS CAN BE METThis wide range of needs, by subject matter and byHenley-style categories, creates a demand whichmagazines can meet because there is such a variety ofthem. And it is a growing variety. The increasing numberof consumer magazines not only declares a very healthymarket but is also a visible sign of increasingfragmentation. Each subject area tends to be brokendown by magazines focusing on more and morespecialist areas within it, and thus striking anincreasingly personal link with those readers who areespecially interested in a given subsector. Judie Lannonvividly described this process at a PPA seminar as “massmarketing becoming mass customisation” [3].different needs, the Henley Centre made the point that“the fulfilment of these needs is not just a function ofthe content delivered in the magazine, it can also be afunction of the values and associations of the magazinebrand and of the physical qualities of the magazine. Forexample, a glossy woman’s monthly delivers much morethan content on style and fashion. It may also representany of the following: an association with the magazinebrand, a self indulgent treat, time to oneself, escapism,and so on” [2].The Henley Centre devised a chart to represent thedegree to which each of a dozen categories ofmagazine satisfied the nine media needs alreadydescribed:ATHE READER RELATIONSHIPWith so many different types of magazine fulfillingInformational needsContent ing***Current affairsEnt/listingsCultural needsEnlight- Selfenha-**enment ******Erotic****Food, drink********Hobbies*********Lifestyle, home*******Local interest***Sport**Style & ************Note that no magazines fulfil the 'Default' function. Noone reads a magazine because it is already 'on' magazines are only read when someone makes adeliberate personal choice.10Escapism*****Relax-*This chart underlines a vital point in a simple way:different kinds of magazine fulfil different needs andtherefore work in different ways. The implication is thatthe readers who choose a given type of magazine findthat they develop a relationship with it.HOW MAGAZINE ADVERTISING WORKS

3. FOUR WAYS IN WHICH MAGAZINES DELIVER ENGAGEMENTA separate study in 2004 by the Henley Centre,‘Planning For Consumer Change’ [4] – summarised inPPA’s report ‘Delivering Engagement’ [5] - approachedthe topic from a different direction. People have becomeso overloaded with media exposure and informationbombardment that it is no longer sufficient for amedium or an advertisement to win consumers’attention: it is necessary to win their active involvementand truly engage them. The Henley Centre concludedthat magazines have the characteristics to achieve thisengagement in four ways: trust, support, status andparticipation.scale: personal, requiring active use, and representingchoice. The reader is in control. Favourite magazinesbecome part of the personal networks of trust. Othermedia are placed further out from the centre, and themore they represent public, passive, choice-lessexposure, the further out they are – the more distantfrom consumers’ own world, and the more difficult toattract trust and engagementTRUST: A FRIEND AND ADVOCATEAThe Henley Centre found that people’s trust intraditional external sources of authority continues towane while cynicism grows. Instead people areincreasingly putting their faith in their closest, mostimmediate networks of family and friends. Trust resideslargely in what the Henley Centre termed ‘MY world’rather than ‘THE world’. Diagrammatically, the closer tothe centre of the concentric circles, the higher thedegree of trust there is likely to be.People are increasingly concerned with selfimprovement. Just as the Victorians were renowned fortheir self-help attitudes, so the quest for new skills,expertise and insight has led the Henley Centre to callthe growing numbers caught up in this trend the ‘newVictorians’. Magazines are well placed to act as mentorand coach, and achieve the depth of engagement thatensues. There are magazines of every type to match theindividual’s interests and requirements.Magazines dovetail well with the concept of ‘MY world’because they enjoy many of the same characteristics ofa close friend (a point that is further developed later inthis report). They also earn a place at the centre of ‘MYworld’ on three key dimensions: Individuals today bounce through their lives in a morevaried and complex way than did previous generations.Most people are faced by a greater number of so-called‘life events’: changing jobs (repeatedly), moving home,getting divorced, starting an exercise regime, changingfrom full-time to part-time work, etc. As their lifechanges and they face new challenges they needsources to turn to for information and advice.Magazines have a significant role here, supporting themand helping them manage.STATUS: OUR SENSE OF POSITION, BELONGING ANDCONFIDENCEPersonal versus publicActive versus passiveChoice versus no choiceOn each of these, magazines are at the ‘me’ end of theStatus rewards us with a sense of position, belongingand confidence. It’s not simply how others see us, butalso how we see our own selves. Our quest for status isHOW MAGAZINE ADVERTISING WORKS11THE READER RELATIONSHIPSUPPORT: HELP IN MANAGING OUR LIVES

of fundamental emotional importance. The philosopherAlain de Botton has even written a best-selling bookabout it, ‘Status Anxiety’ [6].ATHE READER RELATIONSHIPThe Henley Centre study showed that magazines can bea powerful way for individuals to build, reinforce andboost their status. A particular title can make a publicstatement about the reader’s position in the world, andprovide the reader with self-esteem. The choice ofmagazine says something about the reader. ‘You arewhat you read’. These expressive values can be deliveredin a number of ways, such as expertise, exclusivity andbadging.Expertise: making readers feel they are sharing inexpertise, specialist knowledge and up-to-dateinformation helps them to sense that they are gainingan edge in personal skills and interests, and that they areequipped for informal networking and gossip.Exclusivity: magazines can help readers feel they are abit special and exclusive, elevating them and givingthem a cosy warm feeling of clubbiness. Devices such asa letters page, reader offers, clubs, etc help to indicateand reinforce an exclusive positioning anddifferentiation.for themselves. If they want to know something, theyexpect to be able to find it out, and more or lessinstantly. They feel more in control of information thanpreviously. It’s less of a mass-media world than it was,and more of a personalised-media world. This meansmore involvement and engagement.For decades publishers have said that no other majormedium puts the user in control as much as print does.When reading a magazine or newspaper, the reader canspend as much or as little time as desired in looking atan article or an advertisement. By contrast, whenviewing television or listening to radio, it is thebroadcaster who is in control of the time spent exposedto each piece of information or entertainment. A 20second commercial lasts for 20 seconds and no longer.But a print advertisement can be studied for as long asthe reader wants, and repeatedly too.Suddenly the internet has appeared and overtaken printmedia in this respect. The internet user is even more incontrol than the magazine or newspaper reader.Where

Advertising Works a helpful guide to getting the most from advertising in the medium. This report is a synthesis of the large body of existing research which demonstrates how readers use magazines, how the advertising within them works, and that magazine advertising sells products.