1. ENGAGEMENT
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2. Engagement and the
magazine media
FIPP World Magazine Congress
Esther Braspenning - Sanoma Media
New Delhi, 12 October 2011
esther.braspenning@sanomamedia.be
Brussels12 2

3. “Engagement is like love —
everyone agrees it’s a good thing,
but everyone has a different
definition of what it is.”
Jeffrey Graham
executive director customer insight at The New York Times
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4. “When it comes to a breakfast of bacon
and eggs, the chicken is involved but the
pig is committed”
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5. MAGAZINES BELONG TO
MY WORLD

6. Why do magazines engage?
SOME INSTITUTIONS
My magazine
Ownership EVERYDAY CONTACTS
THE WORLD
COMMUNITY
Relevant
THE WORLD
FRIENDS OUR WORLD
Intimate OUR WORLD
FAMILY
Trusted MY WORLD
MY WORLD
A friend
Source: Henley Centre:
Delivering Engagement 2004
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7. Why do people read magazines?
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
Source: Henley Centre, Delivering Engagement 2004;

8. FOCUSSED ATTENTION

9. It is not the time…
Magazines are read
Average minutes per hour
only a few minutes
on average per day
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6am Time of day 11pm Source: Ball State U

10. … it’s the attention
Eat
Work
Media Note that “media only” life activity includes
concurrent exposure of two or more media
Magazine Newspaper TV Radio Web Source: Ball State U 10

11. … the primary attention
Magazines 79%
Newspaper
59%
s
of multi-media time spent with medium,
Internet 35% % where it receives primary attention
Radio 17%
TV 15%
Source: Source: Smurfit/UCD for 11

12. … PICKED UP AND READ
AGAIN AND AGAIN

13. PRINT WORKS. DOUBLE.
1,82 1,88
1,80
1.8 contacts per spread per reader
33 seconds average time spent per spread
two-page spread two-page two-page
without advertising
with advertising
Total: 2,060 persons (290,299 two-page contacts)
Aggregated values on the basis of 24 titles 13

14. PRINT WORKS. DOUBLE.
>> 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.
Source: AIM Ad Impact Monitor 2009; basis: 24 titles in 1,200 magazine-buying households with a total of 2,060 persons
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15. MAGAZINES ENGAGE MORE...

16. Engagement:
- Close to me
- One of my most favorite
- I miss it
Free sheets
- No other can take it’s place
Magazines
Internet TV
Cinema
Internet
Dailies
Radio
Mail
Tv
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 5
Source: Mediabeleving 2007, TNS NIPO, NL
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17. .... engagement improves media experience
Engaged readers get more
information, entertainment and stimuli
from their magazine
Source: Mediabeleving 2007, TNS NIPO, NL
Source: Mediabeleving 2007, TNS NIPO, NL
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18. … and the advertising experience
'I am more likely to pay attention to an advert if it appears in/on one of my favourite…'
Magazines 47%
TV 18%
Newspapers 13%
Radio 5%
Internet 3%
Direct mail 1%
Outdoor 1% Source: Smurfit/UCD for PPAI, Ireland
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19. Magazine advertising .. 3 of 10 pages
pulled as favorites
were ads*
.. has more positive drivers
- credibility, trust
- useful information
.. has fewer negative drivers
- less inconvenient moments
- less repetition
.. is not disturbing (79%, vs. TV 47%)
Source: GfK MRI, 2010 Source: Starcom ACE Print Engagement study, 2005
Source: NRS Consumer spring 2007 A / Finland
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20. Engaged readers see more..
HIGH LOW
Open eyes open book
Ad noted
Category recognized
Product recognized
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Source: Sanoma RRO database, 2000-2010)

21. 75% engaged
… and act upon what they see readers say ads
are the reason
they visit
Bought something Tried something for the first time Picked up ideas certain shops or
websites*
Magazines
Commercial TV
Websites
Newspaper
Supplements
Newspapers
Commercial Radio
0 10 20 30 40 50 60 70 80
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22. Engagement is visible in our brain

23. Brain activity
Content Page
Print Ad
Difference
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24. Trust
0.8
0.7
0.6
0.5 Result of mix of emotions:
0.4
0.3
trust of magazine ad is
0.2
0.1
higher than TV commercial
0
Pages Print Ad TV program TV commercial
Memory
0.3
0.25
Magazine ad is processed
0.2
and stored in the memory
0.15
0.1 better than a TV commercial
0.05
0
Pages Print Ad TV program TV commercial
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25. Influentials love magazines

26. Reaching influentials Targeting Influentials
A study of Word of Mouth
Which media do the Influentials in the Clothes category use?
PPA Marketing 2008
190
165
132
127
57 110
Magazines TV Radio Nat. Outdoor Internet
Newspapers
Source : TGI /WOM : Key Influentials and heavy users of medium
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27. Magazines as best source of information
Magazines TV
Beauty, Society, Fashion, Gardening, Home
Decoration, Relations, Ideas and Nature and Animals, Wars and
Tips, Cooking, Raising Children, Health Catastrophes, Sports, Consumer
Care, Interviews, Building, Technology, Cars, Art Information, Religions and
Worldviews, Countries and Cultures
s and Literature, Hobbies, Competitions
Newspapers Radio
Radio and TV Programs, Politics, Business
and Economy, Finnish as EU Music
members, Financial Matters
Source: Media Fidelity NRS 2007 (Magazines) / Finland

28. Source: Trendsformers research, NIPO/Sanoma Uitgevers, the Netherlands
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29. Source: Trendsformers research, NIPO/Sanoma Uitgevers, the Netherlands
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30. 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

31. “Online is a
Digital is an opportunity quick
fix, magazines
Content is key are something
to savour”
Digital enhances the magazine experience
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 49%
websites to stay updated between issues
I am happy to read magazines in any format as long as the content is 40%
good
Q: To what extent do you agree/disagree with each of the following statements?
Source: Vogue Business Report 2011 31

32. Digital magazine experience
Most enhancing digital extras
15%
Flash animation
Audio
Satisfied with Slideshows
85% digital reading
experience Extra photo's
Video
0% 20% 40% 60% 80%
Source: MPA, Worldwide Certified Profile of the digital edition reader, 2010
Source: Smarter Media Sales / Nxtbook Media/VIVmag, 2010

33. CONCLUSIONS
India is not that different
(well, when it comes to engagement)
Magazines used to engage
still engage now
and will keep engaging!
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34. What’s next?
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
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35. esther.braspenning@sanomamedia.be
Brussels12
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