Fipp wmc 2011 esther braspenning
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1 ENGAGEMENT
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Transcript of Fipp wmc 2011 esther braspenning
1
ENGAGEMENT
Engagement and the
magazine media
FIPP World Magazine Congress
Esther Braspenning - Sanoma MediaNew Delhi, 12 October 2011
2
Brussels12
“Engagement is like love —
everyone agrees it’s a good
thing, but everyone has a different
definition of what it is.”
Jeffrey Grahamexecutive director customer insight at The New York Times
3
“When it comes to a breakfast of bacon
and eggs, the chicken is involved but the
pig is committed”4
MAGAZINES BELONG TO
MY WORLD
Source: Henley Centre:
Delivering Engagement 2004
My magazine
Ownership
Relevant
Intimate
Trusted
A friend
Why do magazines engage?
SOME INSTITUTIONS
EVERYDAY CONTACTS
COMMUNITY
FRIENDS
FAMILY
MY WORLD
OUR WORLD
THE WORLD
SOME INSTITUTIONS
EVERYDAY CONTACTS
COMMUNITY
FRIENDS
FAMILYMY WORLD
OUR WORLD
THE WORLD
6
Magazines engage in different ways:
• As a trusted friend (or lover*)
• A bridge to interaction and participation
• A spur to inspiration
• Guidance and life-management
• A symbol of status
Why do people read magazines?
Source: Henley Centre, Delivering Engagement 2004;
*Sanoma Media Brain; NUV Engagement Study
FOCUSSED ATTENTION
It is not the time…
9
Magazines are read
only a few minutes
on average per day
Source: Ball State U6am Time of day 11pm
Avera
ge m
inute
s p
er
hour
… it’s the attention
Note that “media only” life activity includes
concurrent exposure of two or more media
Media
Work
Eat
Source: Ball State UMagazine Newspaper TV Radio Web 10
… the primary attention
Source: Source: Smurfit/UCD for
PPAI, Ireland and Ball State U
of multi-media time spent with medium,
% where it receives primary attention
11
15%
17%
35%
59%
79%
TV
Radio
Internet
Newspapers
Magazines
… PICKED UP AND READ
AGAIN AND AGAIN
1,82 1,881,80
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DOUBLE.PRINT WORKS.
two-page spread two-pagewithout advertising
two-pagewith advertising
Total: 2,060 persons (290,299 two-page contacts)Aggregated values on the basis of 24 titles
1.8 contacts per spread per reader
33 seconds average time spent per spread
>> Magazines stay in the household for a long
time. On average they are read by each user six times for a quarter of an hour each time.
14
Source: AIM Ad Impact Monitor 2009; basis: 24 titles in 1,200 magazine-buying households with a total of 2,060 persons
DOUBLE.PRINT WORKS.
MAGAZINES ENGAGE MORE...
Engagement 6/7 1 2 3 5 6/7 8 4 9
Attention 4 6-8 5 2/3 2/3 1 6-8 6-8 9
Appreciation 4/5 3 6 2 4/5 1 8/9 8/9 5T
v
Radio
Daili
es
Mag
azin
es
Inte
rne
t
Cin
em
a
Inte
rne
t T
V
Fre
e s
heets
Source: Mediabeleving 2007, TNS NIPO, NL
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Engagement:
- Close to me
- One of my most favorite
- I miss it
- No other can take it’s place
Engaged readers get more
information, entertainment and stimuli
from their magazine
.... engagement improves media experience
Source: Mediabeleving 2007, TNS NIPO, NLSource: Mediabeleving 2007, TNS NIPO, NL
17
… and the advertising experience
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1%
1%
3%
5%
13%
18%
47%
Outdoor
Direct mail
Internet
Radio
Newspapers
TV
Magazines
'I am more likely to pay attention to an advert if it appears in/on one of my favourite…'
Source: Smurfit/UCD for PPAI, Ireland
.. has more positive drivers
- credibility, trust
- useful information
.. has fewer negative drivers
- less inconvenient moments
- less repetition
.. is not disturbing (79%, vs. TV 47%)
Magazine advertising ..
Source: GfK MRI, 2010
Source: NRS Consumer spring 2007 A / Finland
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3 of 10 pages
pulled as favorites
were ads*
Source: Starcom ACE Print Engagement study, 2005
Engaged readers see more..
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HIGH LOW
Open eyes open book
Category recognized
Ad noted
Product recognized
Source: Sanoma RRO database, 2000-2010)
… and act upon what they see
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75% engaged
readers say ads
are the reason
they visit certain shops or
websites*
*Source: Magazine Engagement Study, NUV 2007
0 10 20 30 40 50 60 70 80
Commercial Radio
Newspapers
Newspaper
Supplements
Websites
Commercial TV
Magazines
Bought something Tried something for the first time Picked up ideas
Source: The Magazine Relationship, IPC Media Values, PPA
Engagement is visible in our brain
Content Page
Print Ad
Difference
Brain activity
23
0
0.05
0.1
0.15
0.2
0.25
0.3
Pages Print Ad TV program TV commercial
Memory
0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
0.8
Pages Print Ad TV program TV commercial
Trust
Result of mix of emotions:
trust of magazine ad is
higher than TV commercial
Magazine ad is processed
and stored in the memory
better than a TV commercial
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Influentials love magazines
190
132
57 110
127
165
Magazines TV Radio Nat. Newspapers
Outdoor Internet
Reaching influentials
Which media do the Influentials in the Clothes category use?
Source : TGI /WOM : Key Influentials and heavy users of medium
Targeting InfluentialsTargeting Influentials
A study of Word of MouthA study of Word of Mouth
PPA Marketing 2008PPA Marketing 2008
Targeting InfluentialsTargeting Influentials
A study of Word of MouthA study of Word of Mouth
PPA Marketing 2008PPA Marketing 2008
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Magazines as best source of information
Magazines
Beauty, Society, Fashion, Gardening, Home Decoration, Relations, Ideas and Tips, Cooking, Raising Children, Health Care, Interviews, Building, Technology, Cars, Arts and Literature, Hobbies, Competitions
TV
Nature and Animals, Wars and Catastrophes, Sports, Consumer Information, Religions and Worldviews, Countries and Cultures
Source: Media Fidelity NRS 2007 (Magazines) / Finland
Newspapers
Radio and TV Programs, Politics, Business
and Economy, Finnish as EU members, Financial Matters
Radio
Music
Source: Trendsformers research, NIPO/Sanoma Uitgevers, the Netherlands28
Source: Trendsformers research, NIPO/Sanoma Uitgevers, the Netherlands29
Magazines are ready for the future
30% of magazine readers report that they have used a
computer or mobile device to visit a magazine’s
website in the past six months.Source: Affinity’s VISTA Service, 2010
Digital is an opportunityContent is key
Digital enhances the magazine experience
31
“Online is a
quick
fix, magazines
are something
to savour”
Total sample
Print magazines and magazines websites serve different purposes 78%
I use magazines to inspire me and the internet for research 77%
I tend to read magazines when they go on sale and use magazine websites to stay updated between issues
49%
I am happy to read magazines in any format as long as the content is good
40%
Q: To what extent do you agree/disagree with each of the following statements?
Source: Vogue Business Report 2011
Digital magazine experience
Source: MPA, Worldwide Certified Profile of the digital edition reader, 2010
Source: Smarter Media Sales / Nxtbook Media/VIVmag, 2010
85%
15%
Satisfied with
digital reading
experience
0% 20% 40% 60% 80%
Video
Extra photo's
Slideshows
Audio
Flash animation
Most enhancing digital extras
CONCLUSIONS
India is not that different(well, when it comes to engagement)
Magazines used to engage
still engage now
and will keep engaging!
33
Future research:
online & tablet magazine reading and engagement
Beware of online engagement!
Google Report: Display Engagement Flat Despite Rise of Rich Media
ADWEEK, 17 Aug.2011
What’s next?
34
