Consumer Magazine Fact Book 2009 Eng

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CONTENTS

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CONTENTS NUMBER OF CANADIAN MAGAZINES MAGAZINES PER CAPITA LAUNCHES AND CLOSURES LAUNCHES BY EDIT CATEGORY EDITORIAL CATEGORY CIRCULATION CIRCULATION SIZE GROUPINGS U.S. SPILL TREND CANADIAN CONTENT ATTITUDES AD PAGE GROWTH TREND AD REVENUE GROWTH TREND MAGAZINE AD INFLATION MAGAZINE REVENUE VS. OTHER MAJOR MEDIA TOP MAGAZINE AD CATEGORIES LEADING MARKETERS DEPEND ON MAGAZINES ADVERTISERS INCREASE MAGAZINE USE CANADA VS. U.S. AD PAGE GROWTH GLOBAL AD REVENUE TREND MAGAZINE READERSHIP TREND MAGAZINE REACH MGAZINE READERS ARE “BEST CUSTOMERS” MAGAZINES ARE READ BY ALL AGE GROUPS TIME SPENT & READER IINTEREST TREND MAGAZINE READING SEASONALITY AD IMPACT BY UNIT SIZE AD IMPACT FOR COVER POSITIONS LEFT vs. RIGHT PAGE & FRONT vs. BACK ADVERTORIALS AD CLUTTER CONSUMERS PAY ATTENTION TO MAGAZINE ADS MAGAZINE WEAROUT MAGAZINES WIN ENGAGEMENT DIMENSIONS HOW CONSUMERS VALUE MAGAZINE ADS MAGAZINE ADS ARE INTEGRAL TO CONTENT READERS ACTUALLY ENJOYMENT MAGAZINE ADS

37 38 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

MAGAZINE ADS LEAVE A POSITIVE IMPRESSION MAGAZINE AD PAGES GET SAVED CONSUMERS TRUST MAGAZINES CONSUMERS PAY ATTENTION TO ADS ENGAGEMENT DRIVES AD EFFECTIVENESS ADS OFFER HELPFUL IDEAS & DETAIL MAGAZINES RANK HIGHEST ON KEY USER PERCEPTIONS MAGAZINE READERS TAKE ACTION MAGAZINE AD EFFECTIVENESS UP 10% MAGAZINE AD RECALL INCREASING HOW AN COPY IS ACQUIRED DOESN”T AFFECT RESPONSE MAGAZINES INFLUENCE WORD-OF-MOUTH MAGAZINES DRIVE SEARCH ONLINE SEARCH INFLUENCERS BY DEMO MAGAZINE ADS DRIVE CATEGORY PURCHASE MAGAZINE AD URLs DRIVE READERS TO WEB MAGAZINES PROMPT ACTION AFTER VIEWING ADS MAGAZINES DRIVE SALES RESPONSE 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 MAGAZINESW DELIVER LOW COST PER IMPACT MAGAZINE INFLUENCE IS GREATER THAN % SPENDING MAGAZINES OPTIMIZE AUTO PURCHASE INTENT MAGAZINES COMMUNICATE AUTO BENEFITS MAGAZINES ARE A TOP HEALTHCARE RESOURCE CREATIVE USE OF MAGAZINES TOP 10 REASONS TO USE MAGAZINES ABOUT MAGAZINES CANADA MAGAZINE ECO KIT AdDIRECT AD PREFLIGHT & DELIVERY PORTAL GOT QUESTIONS? CONTACT US

A MAGAZINE FOR EVERYONE Magazines fulfill personal needs and passions.

Number of Canadian Consumer Magazines, 1999-2008

There’s a magazine for every passion and a passion for every magazine.

3

For more info, click here.

Sources: Magazines Canada estimates; Statistics Canada; Masthead magazine

YEAR

# CONSUMER TITLES

1999

908

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

CANADIANS LOVE MAGAZINES Canadians love their magazines!

4

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

Number of Consumer Magazines per Capita Canada France UK Australia Italy Germany Japan US 0

25

50

75

100

Index Number of consumer magazines per capita in Canada = Index of 100

Source: FIPP World Magazine Trends

INCREASING CHOICE Never before has Canada produced so many outstanding magazines.

5

Their content spans the unique needs of Canadian readers to feed their personal passions. No medium does this better than magazines. For more info about launches by editorial category, click here.

Source: Masthead Magazine Annual Tally

YEAR

LAUNCHES

CLOSURES

NET

1999

70

22

48

2000

49

15

34

2001

43

23

20

2002

63

24

39

2003

56

23

33

2004

100

18

82

2005

67

21

46

2006

60

19

41

2007

54

11

43

2008

58

20

38

10-Year Average

62

20

42

A MAGAZINE FOR EVERYONE

6

The number of Canadian consumer magazine launches continue across most editorial 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. There’s a magazine for every passion and a passion for every magazine. For more info, click here. Source: Masthead Magazine

Number of Launches PAST 5 YEARS

2008

Arts/Cultural/Entertainment

28

3

Business/News/Finance/Technology

11

3

City/Regional General Interest

65

9

Gays/Lesbians

1

0

Health/Fitness/Wellness

21

4

Leisure/Recreation/Sports/Travel

62

7

Lifestyle

31

5

Men’s

11

3

Parenting

5

1

Seniors/Mature Market

1

1

Shelter/Food

30

7

Women’s

27

4

Youth/Children/Student

28

7

Miscellaneous

18

4

339

58

INTEREST CATEGORY

Total

EDITORIAL CATEGORY CIRCULATION

7

The General Interest magazine category accounts for the highest average issue circulation in Canada. Women’s magazines and City/Regional magazines follow.

Source: CARD; Magazines Canada

Source: LNA

Average Issue Circulation (‘000) RANK

EDITORIAL CATEGORY

2008 CIRCULATION

1

General Interest

7,863

2

Women’s

6,072

3

City & Regional

5,471

4

TV & Radio

5,141

5

Health

4,512

6

Entertainment

4,420

7

Homes/Gardening

4,248

8

Senior/Mature Market

4,131

9

Sports/Recreation

3,624

10

Food & Beverage

3,496

MAGAZINES ENGAGE, BIG OR SMALL Big or small, each magazine reaches and fulfills the personal needs of its readers in every niche.

8

If you are looking to engage a tightly defined audience, put magazines of every size to work.

Source: Titles reporting circulation in CARD

CIRC SIZE GROUPING

# OF TITLES

% OF TOTAL TITLES

GROUP CIRCULATION

% OF TOTAL CIRCULATION

1 Million +

7

0.8%

11,157,108

15.2%

500,000 to 999,999

19

2.2%

12,287,820

16.7%

250,000 to 499,999

28

3.3%

8,998,416

12.2%

100,000 to 249,999

129

15.1%

19,454,530

26.4%

50,000 to 99,999

159

18.6%

10,922,208

14.8%

20,000 to 49,999

275

32.0%

8,341,161

11.3%

1 to 19,999

240

28.0%

2,473,565

3.4%

U.S. SPILL IN LONG TERM DECLINE U.S. spill has been in decline since Magazines Canada started measurement tracking in 1983.

9

Overall spill circulation has declined 32% whereas average circulation spill-per-title has declined by nearly half. For more info, click here.

Source: ABC

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

RELEVANT CONTENT FOR CANADIANS 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.

10

•

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

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 GROWTH

11

In the face of the worse economic recession in many decades, magazine ad pages experienced a rare dip. The reason has little to do with reader attitudes towards magazines and everything to do with advertiser cutbacks. Despite this short-term slip in performance, a who’s who of Canada’s–and the world’s– largest advertisers increased their presence in magazines. For more info, click here. Source: Statistics Canada; Leading National Advertisers (LNA)

Ad Page Growth Index 1996-2008 (1996 = 100) 200

150

100

50

0

'96

'97

'98

'99

'00

English

'01

'02

French

'03

'04

Fr & Eng

'05

'06

'07

'08

AD REVENUE GROWTH As go ad pages, so do advertising revenues.

12

Overall revenue growth is real growth, having averaged below Consumer Price Index (CPI) growth over the past 10 years. For more info, click here.

Ad $ Growth Index 1996-2008 (1996 = 100) 250

200

150

100

50

0

'96

'97

'98

'99

'00 English

Source: Statistics Canada; Leading National Advertisers (LNA)

'01

'02

French

'03

'04

Fr & Eng

'05

'06

'07

'08

MAGAZINE AD INFLATION PACES CPI

13

During this time, magazine ad page inflation and CPI have each grown by 2.3% per year, on average.

Magazine Ad Page Inflation (1996 = 100) 130

Index 1999 = 100

Magazine ad page inflation has trended at or below the consumer price index (CPI) for the past ten years.

120

110

100

90 '99

'00

'01

'02

'03

Magazines

Source: Statistics Canada; Leading National Advertisers (LNA)

'04

'05

CPI

'06

'07

'08

MAGAZINE REVENUE OUTPACES MAJOR MEDIA

14

The relationship between a magazine and its reader is a powerful thing. This bond translates to industry growth. Perhaps this connection between magazines and readers is why magazine advertising revenues continue to grow faster than all other major media combined. For more info, click here.

Average Annual Compound Growth Index 1999-2008 (1999 = 100) 150 140 130 120 110 100 90

1999

2000

2001

2002

Magazines

2003

2004

2005

Other Major Media

CPI = Consumer Price Index

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

2006 CPI

2007

2008

TOP 10 MAGAZINE AD CATEGORIES The top 10 magazine advertising categories account for three quarters of total magazine spending. Toiletries and Toilet Goods was the largest category in both 2007 and 2008, followed by Food, Business & Consumer Services, Retail Stores and Drugs & Remedies. For more info, click here.

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RANK 24%

76% Top 10 Categories

Remaining Categories

Source: Leading National Advertisers (LNA), 2007

AD CATEGORY

1

Toiletries & Toilet Goods

2

Food & Food Products

3

Business & Consumer Services

4

Retail Stores

5

Drugs & Remedies

6

Travel, Hotels & Resorts

7

Apparel, Footwear & Accessories

8

Automotive

9

Entertainment & Amusement

10

Household Equipment & Supplies

LEADING MARKETERS DEPEND ON MAGAZINES RANK

16

ADVERTISER

2008 AD SPEND

RANK

ADVERTISER

2008 AD SPEND

1

Procter & Gamble

73,960,640

26

Hudson’s Bay

4,207,558

2

L'Oreal Canada

27,596,118

27

Kellogg Canada

4,050,927

3

Kraft General Foods Canada

15,300,447

28

Rogers Publishing Canada

3,970,035

4

Dairy Farmers of Canada

9,255,888

29

Maybelline

3,929,317

5

Johnson & Johnson

8,646,269

30

Air Canada

3,898,594

6

Nestle Canada

8,478,506

31

IBM Canada

3,756,875

7

Rogers Communications

7,937,047

32

Alberto-Culver Canada

3,571,100

The Loyalty Group

3,451,787

8

Kao Brands Canada

6,498,552

33

9

Laboratoires Garnier

6,309,467

34

TD Canada Trust

3,360,975

10

Wyeth Consumer Healthcare

6,080,227

35

Loblaw Companies

3,340,953

11

Kruger Products

5,908,408

36

Nabisco

3,318,449

12

Kimberly-Clark of Canada

5,843,626

37

Sony Of Canada Ltd

3,200,190

13

Government of Quebec

5,486,911

38

Shoppers Drug Mart

3,016,474

14

Nissan Canada Inc.

5,480,804

39

Glaxo Smithkline

2,853,236

15

Coty Canada

5,432,565

40

Best Foods Canada

2,634,191

16

Government of Canada

5,241,336

41

Mars Canada

2,618,841

17

Revlon Canada

4,839,247

42

Pfizer Canada

2,585,371

18

Lever Pond’s

4,807,346

43

Reader’s Digest Association Canada

2,574,273

19

Hewlett Packard (Canada)

4,759,182

44

Mark’s Work Wearhouse

2,523,080

20

General Motors of Canada

4,694,032

45

Smucker Foods of Canada

2,500,032

21

Toyota Canada

4,672,692

46

American Express Canada

2,489,399

22

Lipton

4,636,433

47

Canadian Imperial Bank Of Commerce

2,447,876

23

Campbell Soup

4,441,309

48

H&M Hennes and Mauritz

2,446,423

24

Ford Motor Co of Canada

4,348,393

49

Wal-Mart Canada

2,444,641

25

Royal Bank of Canada

4,154,233

50

Telus Communications

2,422,892

Source: Leading National Advertisers (LNA)

ADVERTISERS INCREASE USE OF MAGAZINES Sample of Advertisers who Increased Magazine Ad Spending in 2008 vs. 2007

17

Abbott Laboratories Alberto Culver Aldo Group American Apparel Avon Bell Canada Best Buy Best Foods Black & Decker BMO Financial Group Cadbury Beverages Canadian Tire Church & Dwight Clover Leaf Seafoods The Co-Operators Dairy Farmers of Canada Diageo General Mills General Motors Groupe Marcelle Hewlett Packard Home hardware Hudson’s Bay Co. Source: Leading National Advertisers (LNA)

+595 +54 +18 +26 +99 +42 +360 +38 +20 +60 +72 +9 +15 +15 +24 +94 +51 +44 +12 +65 +14 +18 +215

Jamieson Laboratories +144 Kao Brands +13 Kraft General Foods +26 Kruger Products +119 Labatt Breweries +29 Lipton +25 L’Oreal +9 Lotto Quebec +31 Manulife Financial +508 Mazda +75 McCain Foods +243 Parmalat +31 Pfizer +77 Reckitt Benckiser +220 Royal Bank of Canada +11 S.C. Johnson & Son +51 Samsung +21 Scotiabank +74 Smucker Foods +17 Telus Mobility +22 Universal Studios +47 Whirlpool +12 Wyeth Consumer Healthcare +50

A Partial Listing

CANADA OUTPACES U.S. PAGE GROWTH Canadian ad page growth has consistently outpaced U.S. ad page growth.

18

Page Growth Index

180

Recession

Recession

160

140

120

100 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008

United States Source: PIB; Leading National Advertisers

Canada

CANADA A GLOBAL REVENUE GROWTH LEADER Canadian magazine ad revenue growth is pacing the world market. 140

Global Magazine Revenue Growth Index (2001 = 100)

19

Canada United States Australia France UK

120

Japan Germany 100

Spain Switzerland Italy

80 2001

2002

2003

2004

2005

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

2006

2007

PMB READERSHIP REMAINS CONSTANT

20

Average readership of PMBmeasured magazines remains constant over the past four reports despite the launch of over 125 new consumer titles in Canada during that three year period.

Average Magazine Readership of PMB Measured Titles Millions of Readers 1.25

1.06

1.06

1.03

1.05

1.00 0.75 0.50 0.25 0.00

PMB 2007

Source: Print Measurement Bureau (PMB)

PMB 2008

PMB Spr 2009

PMB Fall 2009

MAGAZINES DELIVER STRONG REACH

21

Consumers read magazines every day. They are anticipated, welcomed, held closely, read from cover to cover and often kept. Magazines are read by influential opinion leaders who are often sought out for wordof-mouth recommendation.

% Reach of Canadians 87

85

89

89

92 88

91

83

78 72

69

62

29

33

35

Every minute spent with a magazine is prime time. Yesterday

Past Week

Adults 12+ Professionals HHLD Income $100K+

Source: Print Measurement Bureau (PMB)

Past Month

Past 2 Months Past 3 Months

MAGAZINE READERS ARE “BEST CUSTOMERS”

22

Magazines readers are an advertiser’s best customer, 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

Source: Print Measurement Bureau (PMB)

MAGAZINES ARE READ BY ALL AGE GROUPS

23

Readership is strong across all demos, reaching Canadians in virtually every life phase.

7

5.9

Issues Read per Month

Readers age 18-24 read more issues per month than the average magazine reader.

6

5.8

5.7 5.2

5.0

5

3.7 4 3 2 1 0 12 - 17

Source: Print Measurement Bureau (PMB)

18-24

25-34

35-49

50-64

65+

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

24 Source: Print Measurement Bureau (PMB)

Source: PMB

Qualitative Readership Qualitative Readership Scores

PMB 2005

PMB 2007

PMB 2009 Fall

Time Spent Reading (minutes/issue)

40.4

40.9

41.3

Avg. Degree of Interest (10 point scale)

6.7

6.7

6.8

MAGAZINES WORK 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.

25

PMB Readership Seasonality

Index to fullyear average

FALL

WINTER

SPRING

SUMMER

Sept/Oct/Nov

Dec/Jan/Feb

Mar/Apr/May

Jun/Jul/Aug

101

101

101

97

Source: Print Measurement Bureau (PMB)

AD IMPACT BY UNIT SIZE

26

Ad unit 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.

AD TYPE

RECALL INDEX

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

COVERS GENERATE EXTRA IMPACT

27

When extra impact is required, covers can help make the difference. Consider an outside or inside cover when launching or repositioning a brand, or when planning a seasonal or promotional heavy up.

Index of Noted Scores

120 116 100

108

For more info, click here.

Inside Pages

Source: Starch Research; Magazines Canada Magazine Essentials

2nd Cover (IFC)

3rd Cover (IBC)

4th Cover (OBC)

LEFT vs. RIGHT PAGE & FRONT vs. BACK Research proves that magazine ads generate equal impact no matter where they are positioned in the magazine: front, middle or back; left-page or right-page. A reader’s interest is maintained throughout the entire magazine. For more info, click here.

28

100

100

103

100

100

105

103

106

Ads on Right-Hand Page

All P4C Ads*

Middle Front Back 1/3 of 1/3 of 1/3 of Magazine Magazine Magazine Index of Noted Scores

Source: Starch Research; Magazines Canada Magazine Essentials

Ads on Left-Hand Page

Noted

Associated

Read Most

Index of Noted Scores (Differences are not statistically significant)

ADVERTORIALS PROVIDE USEFUL INFORMATION Consumers view magazine advertorials as a good way for advertisers to communicate information about products.

29

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. 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

30

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. 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. Source: Medialogue, Stop/watch, 2005

AVERAGE AD SCORE

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

CONSUMERS PAY ATTENTION TO ADS

31

In today’s environment, it’s important 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 18-64

Age 18-24

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

MAGAZINES SHOW IMMUNITY TO WEAROUT

32

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 wearout 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.

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

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 creating 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.

33

Engagement Dimensions Measured Across Media Channels MAGAZINES

TELEVISION

INTERNET

Ad Receptivity

286

212

234

Inspirational

284

250

232

Trustworthy

337

279

318

Life-Enhancing

304

217

279

Social Interaction

315

285

288

Personal Timeout

312

311

260

Source: Simmons Multi-Media Engagement Study, 2008 Full-Year Study

CONSUMERS VALUE MAGAZINE ADS

34

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

48%

Listening to Radio

36%

Watching Cable TV

32%

Watching Network TV

32%

Using the Internet

21%

Source: Roper Public Affairs, 2005

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

Very/somewhat positive attitude toward advertising: Magazines

61%

TV

52%

Radio Internet

46%

30%

Source: Dynamic Logic AdReaction 4, 2005

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.

35

3 of 10 Pages were advertisements

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

36

Magazines

53%

Television

42%

Newspapers

22%

Internet Radio OOH

I find advertising in/on (medium) most annoying: Magazines Television Newspapers

16%

Internet

16%

Radio

8%

Source: Starch Research, 2009

11%

OOH

51% 6% 38% 29% 13%

MAGAZINE ADS LEAVE A POSITIVE IMPRESSION Consumers have a positive impression of magazine advertising ranking magazines as #1 out of 16 media. Top 5 ranking (of 16 media) on key ad performance areas:

Very/somewhat positive attitude toward advertising: Magazines

37

Ads (in this medium) made a positive impression:

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

1

Magazines

2

In-store

3

Television

4

Newspapers

5

Radio

1

Video games

2

Magazines

3

Radio

4

Television

5

Newspapers

54%

Television

52%

Radio Internet

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

44% 24% Source: Dynamic Logic AdReaction 4, 2007

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 something.

38 73% of readers regularly/sometimes save a magazine ad page for future reference

Source: Media Effectiveness Study, Thompson Lightstone

CONSUMERS TRUST MAGAZINES

39

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

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

48%

Television

37%

Newspapers

42%

Internet

15%

Radio OOH

16% 6% Source: Starch Research, 2009

Percent of millennials* who trust advertising in: 20%

Magazines 13%

Television 11%

Radio Internet

6%

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

CONSUMERS PAY ATTENTION 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. Only 8% simultaneously go online and just 12% watch TV at the same time. Regularly engage in another medium at the same time:

40

READ MAGAZINES

WATCH TV

LISTEN TO RADIO

READ NEWSPAPERS

GO ONLINE

Read Magazines

N/A

23%

14%

N/A

9%

Read Newspapers

N/A

28%

16%

N/A

11%

Go Online

8%

41%

25%

13%

N/A

Listen to Radio

10%

11%

N/A

15%

21%

Watch TV

12%

N/A

6%

14%

30%

Source: BIGresearch Simultaneous Media Usage Study, 2008

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. Individual actions taken in response to magazine advertising

Overall ad recall and actions taken in response to magazine advertising

41

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

Source: Affinity, 2006

0

2

4

6

8

10

12

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. Ads in/on (medium) provide ideas

Ads in/on (medium) contain important details

Magazines

42

66%

Television

OOH

OOH

5%

Ads in/on (medium) are generally helpful Magazines

55%

Television

41%

Newspapers

40% 18%

Radio OOH

16% 3%

Source: Starch Research, 2009

21%

Radio

15%

Internet

39%

Internet

22%

Radio

34%

Newspapers

45%

Internet

57%

Television

35%

Newspapers

Magazines

14% 2%

MAGAZINES RANK HIGHEST ON KEY USER PERCEPTIONS

43

Magazines 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.

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

56% of magazine readers take action after exposure to specific magazine ads.

44

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

Consider purchasing the advertised product/service

21%

Have a more favourable opinion about the advertiser

12%

Gather more info about the advertised product/service

12%

Visit the advertiser’s website

11%

Visit a store, dealer or other location

9%

Purchase the advertised product or service

8%

Save the ad for future reference

7%

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

5%

Took any action (net)

56%

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 Tracking Service, 2008. Actions taken based on respondents recalling specific ads

MAGAZINE AD EFFECTIVENESS UP 10%

45

Increasingly, consumers take action after reading magazine advertising, up 10% over the last four years. 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 (%) 2005

51 100 Index

2006

51 100 Index

2007 2008

Source: Affinity Research VISTA Print Tracking Service, 2008. Actions taken based on respondents recalling specific ads

54 106 Index 56 110 Index

MAGAZINE AD RECALL INCREASING Magazine ad effectiveness, as measured by advertising recall, is up 6% over the past four years. That’s a significant increase in media impact sure to impact advertiser ROI.

Magazine advertising recall (%) 2005

53 100 Index

2006

53 100 Index

2007

55 104 Index

2008

56 106 Index

46

Source: Affinity Research VISTA Print Tracking Service, 2008. Actions taken based on respondents recalling specific ads

HOW A COPY IS ACQUIRED DOESN’T AFFECT RESPONSE 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 advertisers’ website or gather more information. ACTIONS TAKEN OR PLAN TO TAKE IN RESPONSE TO MAGAZINE ADVERTISING (%)

47

Paid

Non-paid

Pass-along

Ttl Readers

Consider purchasing the advertised product/service

21%

19%

20%

21%

Have a more favourable opinion about the advertiser

12%

11%

11%

12%

Gather more info about the advertised product/service

12%

12%

12%

12%

Visit the advertiser’s website

12%

10%

11%

11%

Visit a store, dealer or other location

9%

8%

8%

9%

Purchase the advertised product or service

9%

7%

8%

8%

Save the ad for future reference

7%

6%

7%

7%

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

5%

5%

6%

5%

57%

55%

56%

56%

Took any action (net)

Source: Affinity Research VISTA Print Tracking Service, 2008. Actions taken based on respondents recalling specific ads

MAGAZINES INFLUENCE WORD-OF-MOUTH Word-of-mouth recommendation is the holy grail of many advertisers.

48

More than half of consumers agree that magazines are a leading contributor to wordof-mouth product recommendation.

(%) Read in magazine

54

Saw in a store

53

Saw on TV

53

Read in a newspaper

47 44

Coupon/discount

37

Heard on the radio Saw/read on the web

35

Free sample E-mail

Source: Roper Reports: What Prompts, Consumer Word of Mouth, 2005

31 18

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

Media that trigger online search 42 38

33

32

Magazines

29 27

Cable TV

23 21

Network TV Radio 11

10 7

7

M ag a B ro zin es ad ca s N ew t T V s Fa pap e ce -to rs -F ac C ab e le TV Ra Di di re o ct M ai E m l ai lA O ds ut do Int O e or rn nl et in B i ll e b C om oa rd m un iti es B lo gs O th er

49

37

Source: BIGresearch Simultaneous Media Usage Study (SIMM 13), December 2008

57% 54% 53% 51%

ONLINE SEARCH INFLUENCERS BY DEMO Across gender and age demos, Magazines successfully drive consumers to search online. “What medium influences you to start a search online?” (% by medium) Medium

50

Total

Male

Female

18-24

25-34

35-44

45-54

55-64

Magazines

42

41

43

38

39

44

44

45

TV/Broadcast

38

41

36

31

36

40

41

39

Newspapers

37

38

37

25

29

35

41

47

Cable TV

33

33

32

39

38

33

32

27

Face-to-Face

32

36

28

43

40

34

31

23

Radio

29

33

24

28

31

32

31

24

Direct Mail

27

25

28

21

26

27

28

29

E-mail Advertising

23

22

23

23

25

24

23

20

Internet Advertising

21

24

18

28

24

22

20

16

OOH Billboards

11

12

9

14

14

12

10

7

Online Community

10

10

9

24

16

9

5

3

Blogs

7

8

6

17

10

7

5

3

Other

7

7

7

4

5

7

8

9

Source: BIGresearch In-Market Media Usage Survey among 15,000 adults, ages 18 to 65, Simm13, December 2008

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

51

TV Ads

Magazine Ads

Newspaper Ads

Radio Ads

40

20

0 O th

ec El

er

t ro

ol

s

d

nic

eh

s ick et

s ie or

tT

ss

p. Ap

en

ce

y da s oli et ck Ti

el

ic

us Ho

H

us

av Tr

M

rs Ca

ie

inm

s

ng

rt a te

bb Ho

En

e tri

Ac

ics et

n io

od

ile

sh

hi ot Cl

Fo

To

Fa

sm Co

s Source: Base: 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.

MAGAZINE AD URLs DRIVE READERS TO WEB Magazines 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.

52

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 Base: Actions taken based on respondents recalling specific ads

286 198

MAGAZINES PROMPT ACTION AFTER VIEWING ADS

53

Magazine websites are more likely than other media websites to prompt consumer action. They visited websites, searched for more info, clicked on banner ads, talked to friends or went to a store to check out a product. Consumers “act” after viewing magazine ads.

Went to Company Website

Searched for Info

Clicked on Banner Ad

Talked to Friends or Family

Went to Store to Check Product

Magazine Sites

45%

38%

30%

27%

29%

Online Only News/Info Sites

42%

35%

29%

22%

26%

National Newspaper Sites

40%

37%

25%

23%

22%

National Broadcast TV Sites

38%

31%

25%

22%

19%

Cable TV Sites

38%

30%

25%

22%

20%

Portals

37%

34%

25%

27%

24%

User-generated Sites

35%

24%

20%

18%

14%

ACTIONS TAKEN AFTER VIEWING ONLINE VIDEO ADS

Source: Online Publishers Association (OPA), 2007

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. 21.6%

54 % 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)

55

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.

Increase in sales volume (Index)

MAGAZINES DRIVE SALES FOR P&G 107 106

100

100% Television

Source: Procter & Gamble Inc., 1999

100% Magazine

80% TV 20% Magazines

56

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”.

Increase in sales volume (Index)

MAGAZINES + TV DELIVER SALES 106

100

100% Television

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. Cumulative Effects of Different Media Combinations Aggregate of 20 Studies (Pre/Post Point Change) Purchase Intent 200

O nl in e

M ag az in es

in es

O nl in e

M ag az

O nl y

+

+ +

M ag az + TV

TV

+

in es

M ag az in es

TV

+

TV +

Source: Measuring Media Effectiveness, Marketing Evolution 2006

TV

0 O nl in e

0 O nl in e

50

O nl y

50

101

TV

100

100

TV

100

100

151

144

150

138

+

182

153

150

TV

57

Total Brand Awareness

200

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. Index of Cumulative Effects of Different Media Combinations (Aggregate of 32 Studies) Pre/Post Point Change (Index Versus TV Alone)

58

AIDED BRAND AWARENESS

ADVERTISING AWARENESS

BRAND FAVOURABILITY

PURCHASE INTENT

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

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

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

MAGAZINES IMPROVE ROI IN A MEDIA MIX

59

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%)

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

% Source: Marketing Evolution, 2006

Magazines

MAGAZINES DRIVE PURCHASE INTENT

60

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

17%

Base: 32 studies

Incremental effect across purchase funnel overall

45% 38%

Magazines

Television

Online

Source: Dynamic Logic/Millward Brown, CrossMedia Research Studies, 2007

4.4

9.8

3.9

2.9

4.6

5.7

3.7

7.6

1.7

1.6

3.4

1.0 TV

11.8

7.0 Online

8.3

9.0

7.3

17.0

12.6

Magazines

22.5

MAGAZINES DELIVER LOW COST PER IMPACT Cost per impact (CPI) across the purchase funnel Aggregate of 36 studies

61

ROI analyses across 38 crossmedia 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.

$0.98

Brand Awareness

$1.08 $1.97 $2.61

Brand Familiarity

$1.40 $2.58 $1.77

Purchase Intent $0.00

$1.23 $2.61 $1.00 Television

$2.00 Online Magazines

Automotive cost per impact (CPI)

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

Aggregate of 6 studies

Brand Familiarity

Purchase Intent $ 0 .0 0

Source: Marketing Evolution 2008

$7.20 $2.45 $3.92 $7.60 $1.84 $2.65 $ 2 .0 0 $ 4 .0 Magazines 0 $ 6 .0 0 Television

$Online 8 .0 0

$3.00

MAGAZINE INFLUENCE IS GREATER THAN % SPENDING Magazines contribute significantly to communication of both “practical” and “emotional” benefits of automotive nameplates.

62

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.

AUTOMOTIVE AD SPEND vs. PURCHASE INFLUENCE

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 OPTIMIZE AUTO PURCHASE CONSIDERATION

63

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. Source: Dynamic Logic, 2007

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

MAGAZINES COMMUNICATE AUTO BENEFITS Magazines contribute significantly to communication of both “practical” and “emotional” benefits of automotive nameplates.

64

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.

Source: PointLogic M3 Automotive Survey, 2008

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

MAGAZINES ARE A TOP HEALTHCARE RESOURCE Magazines are an important source of healthcare information for consumers. Magazine articles and ads are both valued sources.

65 Source: MARS OTC/CTC Study, 2008

LEADING SOURCES OF HEALTHCARE INFORMATION FOR CONSUMERS

VERY MUCH/ SOMEWHAT

Doctors

69%

Pharmacists

56%

Friends/Spouses/Relatives

54%

Nurses/Physician Assistants

53%

Ads/Brochures/Pamphlets in Dr’s Office

42%

Medical Journals

38%

Magazines in Dr’s Offices

35%

Magazine Articles

33%

Product Packaging/Labels

32%

Newspaper Articles

29%

Internet-Other Health websites

26%

TV Programs or Reports

26%

Magazine Ads

22%

TV Ads

22%

Internet-General websites

21%

CREATIVE USE OF MAGAZINES 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 new ad campaign?

66

Magazines can deliver the wowpower! Whether it’s an ROP page, an insert that carries a scent, carries a tune, pops-up or 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.

Tipped-on paint stir-stick with coupon

TOP 10 REASONS TO USE MAGAZINES 10. 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.

67

9. 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. 8. 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. 7. 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. 6. 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…

TOP 10 REASONS TO USE MAGAZINES (Cont’d)

5. 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.

68

4. 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. 3. Magazines drive the purchase funnel: Magazines are effective across all stages of the purchase funnel, especially brand favourability and purchase consideration, the most sought after metrics that are hardest to sway. 2. Magazine advertising enhances ROI: Allocating more ad dollars to magazines in the media mix improves marketing and advertising ROI. 1. Magazines sell: 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.

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.

69

Magazines Canada strives to supply the advertising industry with solid information to help advertisers and their agencies understand how magazine advertising works and how it may best be put to work for them. For examples of information available, please click on the following: 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 – Best magazine ad creative from around the world Creative Advantage – Creative use of the magazine medium magWorks – New, cost-effective way to test magazine advertising creative

MAGAZINE ECO KIT

70

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.

AdDirect™ AD PORTAL

71

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.

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.

72

Web:

www.magazinescanada.ca

Email:

[email protected]

Tel:

416.596.5382

Fax:

416.504.0437

We’re here to help.