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1. Introduction
2. Speaker's background
3. Agenda
4. Talk outline
5. Readers' relationship with their magazines
6. 'The Reader's Perspective'
7. Attitudes to chosen magazines
8. Readers' relationship with their magazines - PPAI
9. Magazines are most tailored to audience
10. The "You and Your Money" example
11. Magazines are well read
12. Extensive reading time for magazines
13. Magazines are less used with multi tasking
14. Using 2+ media simultaneously
15. It's a multi-tasking media world
16. Magazines attract primary attention
17. Readers are receptive to the ads
18. Readers are receptive to the ads - PPAI results
19. Magazine ads are relevant
20. Lowest ad avoidance for magazines
21. Magazines and the purchase process
22. Magazine ads helpful as a buying guide
23. Magazine ads stimulate purchases
24. Reader survey by Image magazine
25. Magazines and decision-making process
26. Dynamic Logic's CrossMedia studies
27. Magazines add substantial impact to TV
28. Dynamic Logic's CrossMedia studies - 3 media
29. Magazines add substantial impact to TV and web
30. Dynamic Logic's studies - conclusions
31. 'Marketing Evolution' studies
32. Brand awareness
33. Brand familiarity
34. Intention to purchase
35. 'Marketing Evolution' studies - conclusions
36. Magazines effect on digital media and buzz
37. Magazines drive online searching
38. Magazine ads lead to online search and purchase
39. Campaigns should use both magazines and web
40. Cycling magazines and their websites
41. Magazines create more buzz
42. Magazine advertising creates sales
43. The 'Sales Uncovered' study
44. The 'Sales Uncovered' study - details
45. Magazine ads increase sales by 11.6 percent
46. Incremental sales increase
47. Return on investment in medium term
48. 'Sales Uncovered" - impact of medium
49. Magazines achievement are similar to TV's
50. Magazines are more cost effective than TV's
51. Diminishing marginal returns
52. Nielsen 'Sales Scan'
53. Nielsen 'Sales Scan' - results
54. Nielsen 'Sales Scan' - conclusion
55. 'Measuring magazine effectiveness'
56. The sales effect of each dollar
57. Sales effectiveness of 3 media
58. Magazines ads increase TV's effectiveness
59. Magazines make TV work harder
60. STAS analysis
61. STAS analysis - calculation
62. STAS analysis - TV and magazines average index
63. STAS analysis - conclusions
64. Summary
65. Further sources
66. Thank you

Topics Covered

• Readers develop a personal relationship with their magazines
• Magazines are well read
• Readers are receptive to the advertising
• Magazine advertising influences the purchase decision-making process
• Magazines make digital media and buzz work harder -Magazine advertising creates sales

Links

Series:

• Magazine and Newspaper Advertising

Categories:

• Marketing & Sales

Talk Citation

Publication History

• Published on August 30, 2009
• Archived on November 27, 2022