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CONTENTS
2 CONTENTS 37 MAGAZINE ADS LEAVE A POSITIVE IMPRESSION
3 NUMBER OF CANADIAN MAGAZINES 38 MAGAZINE AD PAGES GET SAVED
4 MAGAZINES PER CAPITA 39 CONSUMERS TRUST MAGAZINES
5 LAUNCHES AND CLOSURES 40 CONSUMERS PAY ATTENTION TO ADS
6 LAUNCHES BY EDIT CATEGORY 41 ENGAGEMENT DRIVES AD EFFECTIVENESS
7 EDITORIAL CATEGORY CIRCULATION 42 ADS OFFER HELPFUL IDEAS & DETAIL
8 CIRCULATION SIZE GROUPINGS 43 MAGAZINES RANK HIGHEST ON KEY USER PERCEPTIONS
9 U.S. SPILL TREND 44 MAGAZINE READERS TAKE ACTION
10 CANADIAN CONTENT ATTITUDES 45 MAGAZINE AD EFFECTIVENESS UP 10%
11 AD PAGE GROWTH TREND 46 MAGAZINE AD RECALL INCREASING
12 AD REVENUE GROWTH TREND 47 HOW AN COPY IS ACQUIRED DOESN”T AFFECT RESPONSE
13 MAGAZINE AD INFLATION 48 MAGAZINES INFLUENCE WORD-OF-MOUTH
14 MAGAZINE REVENUE VS. OTHER MAJOR MEDIA 49 MAGAZINES DRIVE SEARCH
15 TOP MAGAZINE AD CATEGORIES 50 ONLINE SEARCH INFLUENCERS BY DEMO

2
16 LEADING MARKETERS DEPEND ON MAGAZINES 51 MAGAZINE ADS DRIVE CATEGORY PURCHASE
17 ADVERTISERS INCREASE MAGAZINE USE 52 MAGAZINE AD URLs DRIVE READERS TO WEB
18 CANADA VS. U.S. AD PAGE GROWTH 53 MAGAZINES PROMPT ACTION AFTER VIEWING ADS
19 GLOBAL AD REVENUE TREND 54 MAGAZINES DRIVE SALES RESPONSE
20 MAGAZINE READERSHIP TREND 55 P&G INCREASES SALES WITH MAGAZINES
21 MAGAZINE REACH 56 MAGAZINES + TV INCREASE UNILEVER SALES
22 MGAZINE READERS ARE “BEST CUSTOMERS” 57 MAGAZINES HELP OPTIMIZE ROI
23 MAGAZINES ARE READ BY ALL AGE GROUPS 58 MAGAZINES VITAL THRU PURCHASE FUNNEL
24 TIME SPENT & READER IINTEREST TREND 59 MAGAZINES IMPROVE ROI IN A MIX
25 MAGAZINE READING SEASONALITY 60 MAGAZINES DRIVE PURCHASE INTENT
26 AD IMPACT BY UNIT SIZE 61 MAGAZINESW DELIVER LOW COST PER IMPACT
27 AD IMPACT FOR COVER POSITIONS 62 MAGAZINE INFLUENCE IS GREATER THAN % SPENDING
28 LEFT vs. RIGHT PAGE & FRONT vs. BACK 63 MAGAZINES OPTIMIZE AUTO PURCHASE INTENT
29 ADVERTORIALS 64 MAGAZINES COMMUNICATE AUTO BENEFITS
30 AD CLUTTER 65 MAGAZINES ARE A TOP HEALTHCARE RESOURCE
31 CONSUMERS PAY ATTENTION TO MAGAZINE ADS 66 CREATIVE USE OF MAGAZINES
32 MAGAZINE WEAROUT 67/68 TOP 10 REASONS TO USE MAGAZINES
33 MAGAZINES WIN ENGAGEMENT DIMENSIONS 69 ABOUT MAGAZINES CANADA
34 HOW CONSUMERS VALUE MAGAZINE ADS 70 MAGAZINE ECO KIT
35 MAGAZINE ADS ARE INTEGRAL TO CONTENT 71 AdDIRECT AD PREFLIGHT & DELIVERY PORTAL
36 READERS ACTUALLY ENJOYMENT MAGAZINE ADS 72 GOT QUESTIONS? CONTACT US
A MAGAZINE
FOR EVERYONE
Magazines fulfill personal Number of Canadian Consumer Magazines, 1999-2008
needs and passions. YEAR # CONSUMER TITLES
1999 908
There’s a magazine for 2000 941
every passion and a passion
2001 961
for every magazine.
2002 1,000

3 For more info, click here. 2003


2004
2005
1,032
1,114
1,160
2006 1,201
2007 1,244
2008 1,282

Sources: Magazines Canada estimates; Statistics Canada; Masthead magazine


CANADIANS
LOVE MAGAZINES
Canadians love their Number of Consumer Magazines per Capita
magazines!
Canada

Canada has access to more France


consumer magazine titles per
UK
capita than most other

4
countries in the world. 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 YEAR LAUNCHES CLOSURES NET
produced so many 1999 70 22 48
outstanding magazines. 2000 49 15 34
2001 43 23 20
Their content spans the
2002 63 24 39
unique needs of Canadian

5
readers to feed their 2003 56 23 33

personal passions. 2004 100 18 82


2005 67 21 46
No medium does this 2006 60 19 41
better than magazines. 2007 54 11 43
2008 58 20 38
For more info about
10-Year
launches by editorial Average
62 20 42

category, click here.

Source: Masthead Magazine Annual Tally


A MAGAZINE
FOR EVERYONE
The number of Canadian Number of Launches
consumer magazine launches INTEREST CATEGORY
PAST 5
2008
YEARS
continue across most editorial
Arts/Cultural/Entertainment 28 3
categories, fulfilling personal
needs and passions, from Business/News/Finance/Technology 11 3

fashion to food to home décor, City/Regional General Interest 65 9

6
or just a great read. Gays/Lesbians 1 0
Health/Fitness/Wellness 21 4
In fact, 59% of all Canadian Leisure/Recreation/Sports/Travel 62 7
magazines available today Lifestyle 31 5
were launched after the Men’s 11 3
internet became commercially Parenting 5 1
available in 1989. Seniors/Mature Market 1 1
Shelter/Food 30 7
There’s a magazine for every Women’s 27 4
passion and a passion for Youth/Children/Student 28 7
every magazine. For more Miscellaneous 18 4
info, click here.
Total 339 58
Source: Masthead Magazine
EDITORIAL CATEGORY
CIRCULATION
The General Interest Average Issue Circulation (‘000)
magazine category accounts
2008
for the highest average RANK EDITORIAL CATEGORY
CIRCULATION
issue circulation in Canada.
1 General Interest 7,863
Women’s magazines and
2 Women’s 6,072
City/Regional magazines

7
follow. 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

Source: CARD; Magazines Canada

Source: LNA
MAGAZINES ENGAGE,
BIG OR SMALL
Big or small, each magazine % OF
CIRC SIZE # OF GROUP % OF TOTAL
reaches and fulfills the GROUPING TITLES
TOTAL
CIRCULATION CIRCULATION
TITLES
personal needs of its
readers in every niche. 1 Million + 7 0.8% 11,157,108 15.2%

500,000 to
If you are looking to engage 999,999
19 2.2% 12,287,820 16.7%

8
a tightly defined audience, 250,000 to
put magazines of every size 499,999
28 3.3% 8,998,416 12.2%

to work. 100,000 to
129 15.1% 19,454,530 26.4%
249,999
50,000 to
159 18.6% 10,922,208 14.8%
99,999
20,000 to
275 32.0% 8,341,161 11.3%
49,999

1 to 19,999 240 28.0% 2,473,565 3.4%

Source: Titles reporting circulation in CARD


U.S. SPILL IN
LONG TERM DECLINE
U.S. spill has been in decline AVERAGE
TOTAL SPILL
since Magazines Canada YEAR
CIRCULATION
INDEX CIRCULATION INDEX
PER TITLE*
started measurement tracking
in 1983. 1983 10,705,000 100 26,303 100

1989 9,969,000 93 21,031 80


Overall spill circulation has
1998

9
declined 32% whereas average 9,155,000 86 16,203 62

circulation spill-per-title has 2000 8,518,000 80 15,716 60


declined by nearly half. 2002 15,396
8,160,000 76 59

For more info, click here. 2004 7,899,000 74 14,055 53

2006 7,666,000 72 13,664 52

2008 7,322,000 68 13,435 51

Source: ABC
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
STATEMENT 1:

I am more inclined to look


for information in Canadian
magazines than U.S.
STATEMENT 2:

Advertisements in
Canadian magazines are
more relevant to me than
that a magazine have editorial magazines when I am in advertisements in U.S.
content created specifically for the market to purchase a magazines.
Canadian readers product.

• 90% feel that U.S. titles don’t AGREE 77 AGREE 83


effectively cover Canadian issues DISAGREE 23 DISAGREE 17
Source: Industry questionnaire conducted by Totum Research Source: Reader’s Digest Magazines (Canada)
AD PAGE GROWTH

In the face of the worse Ad Page Growth Index 1996-2008


(1996 = 100)
economic recession in many 200
decades, magazine ad pages
experienced a rare dip. The
150
reason has little to do with
reader attitudes towards

11
magazines and everything to 100
do with advertiser cutbacks.
50
Despite this short-term slip in
performance, a who’s who of
Canada’s–and the world’s– 0
'96 '97 '98 '99 '00 '01 '02 '03 '04 '05 '06 '07 '08
largest advertisers increased English French Fr & Eng
their presence in magazines.

For more info, click here.

Source: Statistics Canada; Leading National Advertisers (LNA)


AD REVENUE GROWTH

As go ad pages, so do Ad $ Growth Index


1996-2008 (1996 = 100)
advertising revenues. 250

Overall revenue growth is 200

real growth, having


averaged below Consumer 150

12
Price Index (CPI) growth
100
over the past 10 years.
50
For more info, click here.
0
'96 '97 '98 '99 '00 '01 '02 '03 '04 '05 '06 '07 '08

English French Fr & Eng

Source: Statistics Canada; Leading National Advertisers (LNA)


MAGAZINE AD
INFLATION PACES CPI
Magazine ad page inflation Magazine Ad Page Inflation
(1996 = 100)
has trended at or below the 130
consumer price index (CPI)
for the past ten years. 120

Index 1999 = 100


During this time, magazine
110

13
ad page inflation and CPI
have each grown by 2.3%
100
per year, on average.

90
'99 '00 '01 '02 '03 '04 '05 '06 '07 '08

Magazines CPI

Source: Statistics Canada; Leading National Advertisers (LNA)


MAGAZINE REVENUE
OUTPACES MAJOR MEDIA
The relationship between a Average Annual Compound Growth Index
1999-2008 (1999 = 100)
magazine and its reader is
a powerful thing. This bond 150
translates to industry growth.
Perhaps this connection 140

between magazines and


130

14
readers is why magazine
advertising revenues continue 120
to grow faster than all other
major media combined. 110

100
For more info, click here.
90
1999 2000 2001 2002 2003 2004 2005 2006 2007 2008

Magazines Other Major Media CPI


CPI = Consumer Price Index

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

15
RANK AD CATEGORY
24% 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
76%
10 Household Equipment & Supplies

Top 10 Categories Remaining Categories

Source: Leading National Advertisers (LNA), 2007


LEADING MARKETERS
DEPEND ON MAGAZINES 2008 AD 2008 AD
RANK ADVERTISER RANK ADVERTISER
SPEND 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
8 Kao Brands Canada 6,498,552 33 The Loyalty Group 3,451,787
9 Laboratoires Garnier 6,309,467 34 TD Canada Trust 3,360,975

16
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

Abbott Laboratories +595 Jamieson Laboratories +144


Alberto Culver +54 Kao Brands +13
Aldo Group +18 Kraft General Foods +26
American Apparel +26 Kruger Products +119
Avon +99 Labatt Breweries +29
Bell Canada +42 Lipton +25
Best Buy +360 L’Oreal +9
Best Foods +38 Lotto Quebec +31

17
Black & Decker +20 Manulife Financial +508
BMO Financial Group +60 Mazda +75
Cadbury Beverages +72 McCain Foods +243
Canadian Tire +9 Parmalat +31
Church & Dwight +15 Pfizer +77
Clover Leaf Seafoods +15 Reckitt Benckiser +220
The Co-Operators +24 Royal Bank of Canada +11
Dairy Farmers of Canada +94 S.C. Johnson & Son +51
Diageo +51 Samsung +21
General Mills +44 Scotiabank +74
General Motors +12 Smucker Foods +17
Groupe Marcelle +65 Telus Mobility +22
Hewlett Packard +14 Universal Studios +47
Home hardware +18 Whirlpool +12
Hudson’s Bay Co. +215 Wyeth Consumer Healthcare +50

Source: Leading National Advertisers (LNA) A Partial Listing


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

180 Recession Recession

18
Page Growth Index

160

140

120

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

United States Canada


Source: PIB; Leading National Advertisers
CANADA A GLOBAL
REVENUE GROWTH LEADER
Canadian magazine ad revenue growth is pacing the world market.

140
Global Magazine Revenue Growth
Index (2001 = 100)

Canada

19 120
United States
Australia
France
UK
Japan
Germany
100 Spain
Switzerland
Italy

80
2001 2002 2003 2004 2005 2006 2007

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


PMB READERSHIP
REMAINS CONSTANT
Average readership of PMB- Average Magazine Readership of PMB Measured Titles
Millions of Readers
measured magazines 1.25
1.06 1.06 1.05
remains constant over the 1.03

past four reports despite the 1.00

launch of over 125 new


0.75
consumer titles in Canada

20 during that three year period. 0.50

0.25

0.00
PMB 2007 PMB 2008 PMB Spr 2009 PMB Fall 2009

Source: Print Measurement Bureau (PMB)


MAGAZINES DELIVER
STRONG REACH
Consumers read magazines % Reach of Canadians
92 91
every day. They are anticipated, 87 85
89 89 88
83
welcomed, held closely, read 78
from cover to cover and often 72
69
kept. Magazines are read by 62
influential opinion leaders who

21 are often sought out for word-


of-mouth recommendation.

Every minute spent with a


29
33
35

magazine is prime time.

Yesterday Past Week Past Month Past 2 Months Past 3 Months

Adults 12+
Professionals
HHLD Income $100K+

Source: Print Measurement Bureau (PMB)


MAGAZINE READERS ARE
“BEST CUSTOMERS”
Magazines readers are an HEAVY
HEAVY TV
advertiser’s best customer, MAGAZINE
VIEWERS
READERS
typically more affluent,
Average Home Value $263,779 $206,347
holding professional
managerial, executive or Value of Securities $74,951 62,994

owner positions with the Men’s Clothing* $493 $393

22 income to purchase
advertised brands.

Heavy magazine readers


Women’s Clothing*

Furniture*
Footwear*
$755

$1,205
$180
$536

$1,098
$135
Fine Jewellery* $628 $549
outspend heavy TV viewers Watches* $109 $79
across a wide variety of
Face & Body Skincare* $528 $420
product categories.
Hair Salon* $342 $275
* Past 12 months

Source: Print Measurement Bureau (PMB)


MAGAZINES ARE READ
BY ALL AGE GROUPS
Readers age 18-24 read 7
more issues per month 5.9 5.8 5.7
6 5.2
than the average magazine 5.0

Issues Read per Month


reader. 5
3.7
4
Readership is strong
3

23
across all demos, reaching
Canadians in virtually every 2

life phase. 1

0
12 - 17 18-24 25-34 35-49 50-64 65+

Source: Print Measurement Bureau (PMB)


TIME SPENT & READER
INTEREST CONSISTENT
Qualitative readership scores Qualitative Readership
remain stable: time spent
Qualitative
reading and “average degree Readership
PMB PMB PMB
2005 2007 2009 Fall
of interest” scores across all Scores
measured magazines. Time Spent
Reading 40.4 40.9 41.3

24
(minutes/issue)
Avg. Degree
of Interest 6.7 6.7 6.8
(10 point scale)

Source: Print Measurement Bureau (PMB)

Source: PMB
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 FALL
PMB Readership Seasonality

WINTER SPRING SUMMER

Sept/Oct/Nov Dec/Jan/Feb Mar/Apr/May Jun/Jul/Aug


Index to full-
101 101 101 97
year average

Source: Print Measurement Bureau (PMB)


AD IMPACT
BY UNIT SIZE
AD TYPE RECALL INDEX
Ad unit size does matter.
Page 4C Advertisement 100
Use ad impact data from
Starch Research to help P4C + 1/3 Page 4C 120
you plan the most Inside Spread 4C 115
impactful campaign P4C + 1/2 P4C 112
possible within the
1/2 Spread 4C 88

26
confines of your media
budget. 1/6 Page 4C 85
1/2 Page 4C 80
For more info, click here. 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
When extra impact is required, Index of Noted Scores
covers can help make the 120
difference. Consider an outside 116
108
or inside cover when launching 100
or repositioning a brand, or when
planning a seasonal or promotional

27
heavy up.

For more info, click here.

Inside 2nd 3rd 4th


Pages Cover Cover Cover
(IFC) (IBC) (OBC)

Source: Starch Research; Magazines Canada Magazine Essentials


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.

105 106
100 100 103 100 100 103

28 Ads on Right-Hand Page

All P4C Front Middle Back Ads on Noted Associated Read


Ads* 1/3 of 1/3 of 1/3 of Left-Hand Most
Magazine Magazine Magazine Page

Index of Noted Scores Index of Noted Scores

Source: Starch Research; Magazines Canada Magazine Essentials (Differences are not statistically significant)
ADVERTORIALS PROVIDE
USEFUL INFORMATION
Consumers view magazine % Strongly Agree (7-10 out of 10)
advertorials as a good way for
advertisers to communicate ADVERTORIALS… TOTAL
information about products. A good way for advertisers to communicate
76
info about products

They are a source of new They generally provide more information than
68

29
a regular ad
ideas and generally provide
It should be made clear that these are ads or
more information than a promotional messages and not part of the 66
regular ad. They are magazine’s editorial content
particularly useful at Are a source of new ideas and ways to use
62
products
communicating ways to use
an advertiser’s product.

However, consumers want


clear reassurance that they
are ads not editorial.
Source: Starch Research, 2009
AD CLUTTER IS NOT AN
ISSUE IN MAGAZINES
Magazine ads are evenly AVERAGE AD SCORE INDEX
distributed throughout each Ad on same/preceding/next page 100
issue, not arranged in pods. No ad on same/preceding/next page 101
This means that magazine
ads are more likely to stand No competitor in same issue 100
out. Plus, consumers can select
1 competitor in same issue 102

30
the order in which they choose
2 competitors in same issue 102
to view the ads and the time
they spend with each ad. 3-4 competitors in same issue 103
5-8 competitors in same issue 101
Therefore, an advertiser’s
impact is not affected by Less than 20% ad radio 100

whether there are other ads 20% to 30% ad radio 104


nearby, including direct 30% to 40% ad radio 109
competitor’s ads, or how many
ads there are in the magazine.

Source: Medialogue, Stop/watch, 2005


CONSUMERS PAY
ATTENTION TO ADS
In today’s environment, it’s important Pay attention to advertising (%)
that consumers are paying attention 40
to your ad messages. Consumers Magazines
35

rate magazines highly based on how Television


34
27
likely they are to pay attention to
41
advertising messages in various Radio
34

31
media. Internet
36
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
Magazine ads maintain their Johnson’s Baby Oil
effectiveness in creating recall 22 measured ad insertions over 3 quarters

and driving purchase intent Q1 Q2 Q3


even after repeated exposure. Average recall 43% 43% 51%
Evidence from two recent ad
Plan to purchase 20% 21% 20%
campaigns suggests that

32
magazine ad wearout is more
fiction than fact. Ambien CR
35 measured ad insertions over 4 quarters

Q1 Q2 Q3 Q4
Where possible, multiple
creative executions within a Average recall 58% 61% 61% 59%
campaign remains a good idea Plan to purchase 12% 13% 14% 15%
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.
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
Advertising adds to the enjoyment of the following:
Magazine readers welcome
Reading Magazines 48%
advertising as part of their
magazine reading Listening to Radio 36%

experience. They read Watching Cable TV 32%

magazine advertising in
Watching Network TV 32%
much the same way as they

34
read a magazine’s editorial. Using the Internet 21%

Source: Roper Public Affairs, 2005


Magazine advertising is seen Very/somewhat positive attitude toward advertising:
to be an essential part of the Magazines 61%

magazine package.
TV 52%

Radio 46%

Internet 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): I find advertising in/on (medium) most annoying:

36
Magazines 53% Magazines 11%

Television 42% Television 51%

Newspapers 22% Newspapers 6%

Internet 16% Internet 38%

Radio 16% Radio 29%

OOH 8% OOH 13%

Source: Starch Research, 2009


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 Very/somewhat positive attitude toward advertising:
performance areas:
Magazines 54%
Ads (in this 1 Magazines

37 medium) made
a positive
impression:
2
3
4
In-store
Television
Newspapers
Television

Radio

Internet 24%
44%
52%

Source: Dynamic Logic AdReaction 4, 2007


5 Radio
Enjoying content 1 Video games
(in this medium)
at the time I saw 2 Magazines
the ad: 3 Radio
4 Television
5 Newspapers
Source: The Futures Company Yankelovich Monitor/Sequest Partners, 2008
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
In a world where trust I trust and believe the advertising in/on (medium)
is becoming an Magazines 48%
endangered concept, Television 37%
it’s good to know that Newspapers 42%
readers trust magazine Internet 15%
advertising, more so Radio 16%

39
than television, online, OOH 6%
newspapers radio and Source: Starch Research, 2009
out-of-home.
Percent of millennials* who trust advertising in:
Magazines 20%
A similar pattern holds
true for millennials Television 13%

(consumers born Radio 11%

between 1977 and Internet 6%

1996) as well. 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 WATCH LISTEN READ GO
MAGAZINES TV TO RADIO NEWSPAPERS 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.
Overall ad recall and actions taken Individual actions taken
in response to magazine advertising in response to magazine advertising

Ad Recall More favourable opinion

41 Actions Taken
46%
56%
Gather more information

Visit advertiser’s website

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
Purchase consideration
Disagree with engagement statements
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 66% Magazines 57%

42
Television 35% Television 34%

Newspapers 45% Newspapers 39%

Internet 22% Internet 21%

Radio 15% Radio 14%

OOH 5% OOH 2%

Ads in/on (medium) are generally helpful


Magazines 55%

Television 41%

Newspapers 40%

Internet 18%

Radio 16%

OOH 3%

Source: Starch Research, 2009


MAGAZINES RANK HIGHEST
ON KEY USER PERCEPTIONS
Magazines ads rank highest MAGAZINE MAGAZINE
on their ability to provide INDEX vs. INDEX vs.
TELEVISION INTERNET
usable ideas, generate trust
Ads provide ideas 147 300
and believability plus they
inform by providing important Ads are generally informative 135 322

details. Magazine ads are Ads contain important details 168 271

43 most likely to be noted for


future reference.

At the same time, magazine


Ads are generally helpful

The advertising is most


relevant to my interests
The medium that provides
134

138
306

229

108 129
knowledgeable/usable ideas
ads are most enjoyed and
I generally enjoy the ads 126 331
are least likely to be
I trust and believe the ads 124 313
annoying or ignored.
I have saved or made note of
124 209
an ad for future reference
I ignore the ad messages 59 41
I find the ads most annoying 22 29
Source: Starch Research, 2009
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 Consider purchasing the advertised product/service 21%
action after exposure to Have a more favourable opinion about the advertiser 12%
specific magazine ads. 12%
Gather more info about the advertised product/service

Visit the advertiser’s website 11%


Whether it’s visiting a website,
Visit a store, dealer or other location 9%
a store or a dealer or having

44
gained a more favourable Purchase the advertised product or service 8%

opinion about the advertiser, Save the ad for future reference 7%

magazine readers respond to Recommend the product/service to a friend, colleague or family member 5%
magazine ads and with an Took any action (net) 56%
action orientation.
ACTIONS TAKEN AS A RESULT OF READING SPECIFIC
FEATURES/ARTICLES
68% of readers take action 29%
Saved article for future reference
after reading specific magazine
Passed article along to someone 24%
articles or features.
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%
Increasingly, consumers take action Magazine advertising actions taken (%)
after reading magazine advertising,
2005 51 100 Index
up 10% over the last four years.
2006 51 100 Index
Perhaps it’s the high level of trust, or
2007 54 106 Index
the helpful, detailed nature of
2008 56 110 Index
magazine ads driving this trend at a

45
time when positive consumer actions
are more important than ever.

Source: Affinity Research VISTA Print Tracking Service, 2008. Actions taken based on respondents recalling specific ads
MAGAZINE AD RECALL
INCREASING
Magazine ad effectiveness, as Magazine advertising recall (%)
measured by advertising recall, is up
2005 53 100 Index
6% over the past four years. That’s a
2006 53 100 Index
significant increase in media impact
2007 55 104 Index
sure to impact advertiser ROI.
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 (%)
Paid Non-paid Pass-along Ttl Readers

47 Consider purchasing the advertised product/service

Have a more favourable opinion about the advertiser

Gather more info about the advertised product/service


21%

12%

12%
19%

11%

12%
20%

11%

12%
21%

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


5% 5% 6% 5%
or family member

Took any action (net) 57% 55% 56% 56%

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 Read in magazine 54
grail of many advertisers.
Saw in a store 53
More than half of consumers Saw on TV 53
agree that magazines are a Read in a newspaper 47

48
leading contributor to word-
of-mouth product Coupon/discount 44
recommendation. Heard on the radio 37

Saw/read on the web 35


Free sample 31

E-mail 18

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


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:
Media that trigger online search Which media provides you with
42 ideas that influence how to get
38 information about products and
37
services on the Internet?
33 32

49 29 Magazines 57%
27
Cable TV 54%
23
21 Network TV 53%
Radio 51%
11 10
7 7
V

-to rs

gs
ds

es
rd

er
ab e
es

l
TV

et
ai
ew t T

ac

di
e

om oa
rn

th
lo
iti
M

lA
ro zin

Fa pap

Ra
-F

le
s

O
un
e

B
b
ct
ca

ai

do Int
a

i ll
s
ag

m
re

m
ad

B
C
ce

E
Di
M

or
N
B

C
e
ut

in
O

nl
O

Source: BIGresearch Simultaneous Media Usage Study (SIMM 13), December 2008
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 Total Male Female 18-24 25-34 35-44 45-54 55-64


Magazines 42 41 43 38 39 44 44 45

50 TV/Broadcast
Newspapers
Cable TV
Face-to-Face
38
37
33
32
41
38
33
36
36
37
32
28
31
25
39
43
36
29
38
40
40
35
33
34
41
41
32
31
39
47
27
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
TV Ads Magazine Ads Newspaper Ads Radio Ads

40

51 20

O
To

Fo

Cl

En

Ca

Tr
Co

Fa

Ho

Ho

El

th
us

oli
ot

av

ec
ile

od
sh

te

rs
sm

bb

us

er
hi

da
ic

el

t ro
rt a
tri
io

eh
ie
ng
et

y
e
n

Ti

nic
inm

s
ics

ol
s
Ac

ck

s
en

et
ce

Ap
s
tT
ss

p.
or

ick
ie

et
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.

Ads WITHOUT Web Address Ads WITH Web Address

52 Home

Financial

Fashion
122

152
203

Men’s 138

Travel 286

Women’s Service 198


Action index: Visit Advertisers Website
Base: Actions taken based on respondents recalling specific ads
MAGAZINES PROMPT ACTION
AFTER VIEWING ADS
Magazine websites ACTIONS TAKEN AFTER Went to
Clicked
Talked to
Went to
Searched on Store to
are more likely than VIEWING ONLINE VIDEO Company
for Info Banner
Friends
Check
ADS Website or Family
other media websites Ad Product

to prompt consumer Magazine Sites 45% 38% 30% 27% 29%

action. They visited Online Only News/Info Sites 42% 35% 29% 22% 26%
websites, searched for National Newspaper Sites 40% 37% 25% 23% 22%

53
more info, clicked on National Broadcast TV Sites 38% 31% 25% 22% 19%
banner ads, talked to Cable TV Sites 38% 30% 25% 22% 20%
friends or went to a
Portals 37% 34% 25% 27% 24%
store to check out a
User-generated Sites 35% 24% 20% 18% 14%
product. Consumers
“act” after viewing
magazine 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%
$1 spent in 12 month

54 + 11.6%
magazine
advertising
Sales
$ROI
% increase in sales

10.0%
$1 $2.77

No Exposure to Exposed to
Magazines Magazines
Source: Return to Spender, Sales Uncovered, PPA 2005 (chosen by Media Week magazine as one of the best global media studies of 2005)
MAGAZINES DRIVE
SALES FOR P&G
Alone or in combination with 107

Increase in sales volume (Index)


TV, Procter & Gamble 106
proved that, dollar for dollar,
Canadian magazines
effectively drive sales
response. Following this test,
100

55
P&G significantly increased
its use of magazines from
5% to 29% of total ad spend.

100% 100% 80% TV


Television Magazine 20% Magazines

Source: Procter & Gamble Inc., 1999


MAGAZINES + TV
DELIVER SALES
Unilever proved that the

Increase in sales volume (Index)


combination of magazines 106
and television delivered
incremental reach and
increased exposure among
lighter TV viewers while
100

56
confirming previously
documented benefits of the
“multiplier effect”.

100% 75% TV
Television 25% Magazines

Source: HYP&N, 2002


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)

57 200

150
100
Total Brand Awareness

138
153
182
200

150
Purchase Intent

144
151

100 101
100 100

50 50

0 0
e

es
y

e
es
in

nl
nl

in

e
e

in
nl

O
in
O

in
nl
in

az
O

az

nl
TV

O
nl
TV

ag
+

O
ag

+
TV

+
+
M

TV

es
es

+
+

in
in

TV
TV

az
az

ag
ag

M
M

+
+

TV
TV

Source: Measuring Media Effectiveness, Marketing Evolution 2006


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 TV
Only
AIDED
BRAND
AWARENESS

100
ADVERTISING
AWARENESS

100
BRAND
FAVOURABILITY

100
PURCHASE
INTENT

100 Results reflect


the impact of
different
TV +
149 145 155 122 media
Online
combinations
TV + expressed as
175 218 352 252 an index with
Magazines
TV as the
TV + base (100)
Magazines + 224 230 407 274
Online

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


MAGAZINES IMPROVE ROI
IN A MEDIA MIX
When media optimization is
required, media optimization
expert Marketing Evolution
69%
An increase in magazine spending is
recommends advertisers recommended 69% of the time to
reallocate media spending as increase return on investment (ROI)
follows:

59 • Magazine share of spending


should increase as much as 30%
in 11 of 16 studies (69%)
• Online share of spending should
Recommendation for allocation of media spending
Percentage of studies where spending should increase for medium

Magazines 69%
increase as much as 10% in 7 of
16 studies (44%) Online 44%
• TV share of spending should
increase as much as 10% in 3 of
TV 19%
16 studies (19%)
TV Online Magazines

%
Source: Marketing Evolution, 2006
MAGAZINES DRIVE
PURCHASE INTENT
The addition of magazines in
Aided Brand
a media mix influences Awareness
7.6 3.7 5.7 17.0
results throughout the
purchase funnel. Magazines Ad Awareness 9.8 4.4 8.3 22.5
perform strongest in driving
Message
brand favourability and Association
3.9 1.7 3.4 9.0

60
purchase consideration, two
of the hardest metrics to Brand Favourability 2.9 1.6 7.3 11.8
influence.
Purchase
4.6 1.0 7.0 12.6
Consideration

17% Base: 32 studies TV Online Magazines


Incremental
45%
effect across
38%
purchase
funnel overall

Magazines Television Online

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


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

$0.98
ROI analyses across 38 cross- Brand
$1.08
Awareness
media accountability studies $1.97

indicate magazines deliver low $2.61


Brand
cost per impact (CPI) in Familiarity
$1.40
$2.58
generating brand awareness and,
$1.77
in particular, when generating Purchase

61
$1.23
Intent
brand familiarity and purchase $2.61

intent where magazines rank #1 $0.00 $1.00


Television $2.00 Online
Magazines $3.00

vs. television and online.


Automotive cost per impact (CPI)
Aggregate of 6 studies
Six automotive studies,
encompassing domestic and Brand
$2.45
$7.20

imported cars and trucks , Familiarity $3.92

magazines proved to deliver the $7.60


Purchase
lowest CPI when generating brand Intent
$1.84
$2.65
familiarity and purchase intent.
$ 0 .0 0 Television
$ 2 .0 0 $ 4 .0 Magazines
0 $ 6 .0 0 $Online
8 .0 0

Source: Marketing Evolution 2008


MAGAZINE INFLUENCE IS
GREATER THAN % SPENDING
Magazines contribute AUTOMOTIVE AD SPEND GENERAL
FORD TOYOTA
significantly to communication vs. PURCHASE INFLUENCE MOTORS
of both “practical” and Magazine Spend 12% 13% 13%
“emotional” benefits of Magazine Influence 17% 17% 19%
automotive nameplates. Index: Influence divided by Spend 142 131 146

62
Practical purchase stimulators
Television Spend 40% 41% 40%
include basic price, special
Television Influence 18% 18% 17%
offers and promotions as well
as equipment and features. Index: Influence divided by Spend 45 44 43

Emotional purchase stimulators


include quality, trust, “fits my Online Spend 4% 4% 3%
personality” and appearance Online Influence 9% 8% 9%
and style. 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
The launch of Jeep Compass Purchase Consideration
depended heavily on magazine Q: The next time you are looking to buy or lease
advertising to drive purchase a new vehicle, how likely are you to consider the
consideration, having following small/compact SUVs?*
contributed more than other 109
media when analyzed alone or TV Only

63
in combination with other 122
media. For more info, click Magazines Only
here. 78
Online Only
117
Index
TV + Online
Individual Media
165
Two Media Combination Magazines + Online
Three Media Combination 143
* Results shown are for Jeep Magazines + TV
Compass only. The question 170
referred to the Jeep Compass
within a competitive set of brands.
Magazines + TV + Online
Source: Dynamic Logic, 2007
MAGAZINES COMMUNICATE
AUTO BENEFITS
Magazines contribute PURCHASE STIMULATORS
Practical Emotional
significantly to communication FOR AUTOMOTIVE BRANDS
of both “practical” and Television 33% 23%
“emotional” benefits of Magazines 30% 20%
automotive nameplates. Newspapers 28% 12%

Radio 17% 10%

64
Practical purchase stimulators
Loose Inserts or Flyers 15% 8%
include basic price, special
Movie Theatre Ads 11% 9%
offers and promotions as well
as equipment and features. Internet Ads 11% 7%

Emotional purchase stimulators Sponsorship Events 6% 7%


include quality, trust, “fits my Outdoor 6% 6%
personality” and appearance Public Transportation 5% 6%
and style. Percent of consumers who indicated these information sources “perform well”
for practical/emotional purchase indicators

Source: PointLogic M3 Automotive Survey, 2008


MAGAZINES ARE A TOP
HEALTHCARE RESOURCE
Magazines are an important LEADING SOURCES OF
VERY MUCH/
HEALTHCARE INFORMATION
source of healthcare FOR CONSUMERS
SOMEWHAT

information for consumers. Doctors 69%


Magazine articles and ads Pharmacists 56%
are both valued sources. Friends/Spouses/Relatives 54%
Nurses/Physician Assistants 53%

65 Ads/Brochures/Pamphlets in Dr’s Office


Medical Journals
Magazines in Dr’s Offices
42%
38%
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%
Source: MARS OTC/CTC Study, 2008
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 wow-


power!

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.

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

67 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.

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.

68 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.

Magazines Canada strives to supply the advertising industry with solid information to help advertisers

69
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
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

70
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
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

71 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.

Web: www.magazinescanada.ca

72 Email:

Tel:
adinfo@magazinescanada.ca

416.596.5382

Fax: 416.504.0437

We’re here to help.