Bauer Media Magazines

THE READER RELATIONSHIP

• The magazine medium’s essential strength lies in the active way in which readers choose and use their magazines. Magazines are an active medium, with the reader in control

• Since different categories of magazine fulfil different needs they work in different ways, which are well adapted to their readers’ requirements

• Similarly, within categories there are vital distinctions of character between individual titles, giving each title its own unique positioning

• Readers become deeply engaged with their magazines. As a result a strong relationship, a bond of trust, grows up between the reader and his or her chosen magazines. Reading a favourite magazine is like talking with a friend

• A reader’s identification with an engaging magazine can go well beyond the simple provision of information and ideas. When a magazine strikes a chord it can reinforce the reader’s own self-image. This creates a particularly powerful and trusting relationship

• Readers give commitment to their magazines. The time spent reading is substantial, and the copies are read thoroughly. Copies tend to be read repeatedly, often picked up more than once during a day and on more than one day. More than 90% of all pages are opened by the typical reader. The average page in a paid-for magazine is looked at 2.5 times by each reader

• Readers have their own repertoire of magazines to meet different needs and moods. Matching the mood and the magazine reinforces the values of the personal relationship and ensures that reading takes place in a highly receptive frame of mind

THE ADVERTISER RELATIONSHIP

• The intimacy between reader and magazine benefits advertisers. The magazine environment delivers a reader in the right frame of mind to be receptive to the advertising. In the sympathetic context of the right magazine, the strong positive brand values of the magazine can transfer onto the advertisements

• The stronger the reader’s affiliation with the magazine as a brand, the higher the level of endorsement that the advertising receives from the magazine’s personality

• Advertising is seen as an integral part of magazines. Relevant advertising is valued by readers, and is consumed with interest. Readers screen advertisements in much the same way as they screen the editorial - looking for items that interest, intrigue, catch the eye, entertain, inform

• Because advertisements are relevant and valued, ad clutter is not a problem in magazines. Clutter does not depress reading of ads, and may create a marketplace

• Readers take action as a result of seeing advertising in magazines

• Targeting with precision and without wastage is a key strength of magazines

• The communication can be enhanced by using different creative executions in different types of magazine - targeting through the creative work as well as through selecting the appropriate audience

• Creative formats such as gatefolds, textures, special papers, samples, sponsorship, advertisement features (‘advertorials’), and so on can create additional impact and interaction

• The ‘presenter effect’ means that the interpretation of a given advertisement can be influenced by the specific publication in which it appears.

• It is wise to pre-test the creative executions in order to ensure that they take maximum advantage of this active involvement in advertisements, and that they communicate the intended messages

10 reasons to love magazines
 
Magazines are thriving

•    There are 3,212 consumer magazines in the UK
•    They reach 87% of the total adult population
•    UK consumers will spend £2.5bn on magazines this year
 
Magazines are adored by the youth market

•    15 to 24-year-olds are the age group most likely to read magazines
•    91% of this age group read magazines but are light users of broadcast media
•    They read 24% more titles than the average British adult
 
Magazines understand and meet consumers’ needs

•    Magazines are seen as a trusted friend
•    They are kept and referred to
•    They are viewed as long term companions
 
Magazines command trust and greater attention

•    They spark conversations with friends, family and colleagues
•    Magazines are an advocate for communities of common interest
•    They bring a halo effect to advertising featured alongside relevant content
 
Magazines drive word of mouth

•    Magazines and television are the most effective media in driving word of mouth
•    Outperform newspapers, radio and the internet in 10 out of 11 categories
•    Magazines drive WOM among 57% of the population
 
Magazines provide a bridge to further interaction

•    They provide access to natural networks of common interest
•    Magazines stimulate interest in a topic and then direct readers to further avenues to explore
•    They work hand in hand with digital because core magazine readers are techno-savvy
 
Magazines advertising is valued and absorbed

•    The targeted nature of magazines means that ads are relevant
•    They’re not an interruption of content, but part of the offering
•    As a result, there is no issue of advertising clutter in magazines
 
Magazines drive online behaviour

•    Magazines are the primary driver of online purchase in 70% of product categories
•    They are the most effective medium to drive online purchase of cosmetics, fashion accessories, toiletries,  entertainment tickets, food, clothing, travel tickets, and holidays
 
Magazines deliver more cost effective marketing

•    They deliver a 79% ROI during the campaign
•    Expanding to 177% over a 12 month period
 
Magazines can optimise audience reach

•    At a 1/3 of the cost of television
•    Increasing the reach of light TV viewers by 50%
•    Increasing frequency by 25%


Source: PPA