Gold Coast Business News - Make Me Media Savvy (May 18, 2011) Presentation by Natasha Leventhal

the 3 must’s.

REACH + FREQUENCY + CREATIVE

reach.

YOUR TARGET DEMOGRAPHIC

Who are they
Which media
best reaches them ?

media .
MAGAZINE

TELEVISION
RADIO
NEWSPAPERS
MAGAZINES
OUTDOOR
ONLINE
DIRECT MAIL...

local newspapers & magazines.

2011 ISSUE 3
$4.95

issue 3 april - june 2011

blank eat surfers Spearhead
canvas bazaar paradise Michael
Franti
festival
rethink your
precinct
seriously entertaining

TraVeL
hola Mexico Steve
parish
BeeBuzz a life in
species under threat pictures
blank canvas sun of a gun Gary Ablett Jr savour Bazaar Restaurant drink Stingray Lounge
blending out Black Coffee Lyrics Napoleon Perdis cutting edge Mods & Rockers WIN • MOVIE TICKETS • BOOKS • CDS

example of reach
target audience: managers & professionals - Gold Coast .

Gold Coast Bulletin reaches
Gold Coast
23,000 Business News
of Gold Coast’s professionals/ reaches more than vs
managers on a Saturday and
35,000 every month
15,000 on a weekday.

example of reach
mass audience - Gold Coast .

Gold Coast Bulletin Gold Coast
154,000 Business News
reaches more than vs
on a saturday
35,000 every month

FOR SALE
Brand New Porsche
$ 1

This is not a joke! Phone: 0404 414141

frequency.
Be in front of your new
potential customers
when they are ready
Be top of mind
Create credibility

frequency.

x x x

$ $
Hot air balloon analogy

creative.

Have the RIGHT creative

Have a CLEAR message
Speak DIRECTLY to your
target audience

creative.
A good headline is
imperative
1 illustration
is sufficient
1message
of benefit
4BC_VisitTBC_210x297.indd 1 24/1/11 9:44:53 PM

* With FREQUENCY you can change your message and
still keep your brand with the consumer

John Johnson & Sons
P: 0410447344
We are a family business
that started on the gold
coast over 25 years ago

John Johnson & Son’s has been
servicing Gold Coast businesses
for over 25 years we are tax
specialists and can have your
return to you within 10 days of
lodgment.
Call us now!

REACH + FREQUENCY + CREATIVE
=
ADVERTISING THAT WORKS

2011 MEDIA KIT

P:1300 764 664 Business News Publications Media Kit 2011 1
www.brisbanebusinessnews.com.au www.goldcoastbusinessnews.com.au

MEET OUR READERS 89% of our readers make
the big buying decisions

: 41 years : $102,076
Average age Average personal income of

THEY MAKE DECISIONS ON
• finance
• professional services (legal, accountancy, tax etc)
• commercial real estate
• motor vehicles
• training and education
• office equipment
• supplies and corporate entertainment
• marketing

THEY ARE PROFESSIONALS IN
• Law Firms • Real Estate
• Finance & Accounting • Commercial Property Owners
• Medicine • Tourism
• Manufacturing • IT & Telecommunications
• Retail • Hospitality
• Property Development • Government Positions

*Business News Publications Readership Survey June 2010.
Total respondents Brisbane and Gold Coast 1,685

THEY ARE BUSINESS DECISION MAKERS

Our readers are:
28% business owners
18% senior management
15% executive directors
15% management
14% professionals
10% other
The number of employees in
their organisation
Less than 10 32%
10 to less than 20 17%
1000+ 8%

THEY HAVE INVESTMENTS
1in5
of our readers intend to
purchase an investment
The average readers
property in the next 12

37% investment portfolio
months

of readers have invested more in
shares and real estate : $731,280
during the current economic climate

41%
of our readers are planning making
further investments in property and
shares in the next 12 months


THEY ENJOY LIFE

more than 1/2
of readers are planning
international travel
in the next 12 months
1 out of 3
readers are planning on

30%
purchasing a new car in
the next 12 months
of our readers are planning
to do further studies in the
near future

77%
of our readers will pay more
for services from organisations
that practice ethical or
environmental policies


MEDIA HABITS: TELEVISION & RADIO

8 out of10
of readers listen to less than
2 hours of radio per day

65%
of readers watch less The majority of our readers ABC
listen to a non-commercial networks
than 2 hours of TV
per day radio station


HOW WE COMPARE TO THE LOCAL NEWSPAPERS
The Courier Mail reaches 105,000 professionals/managers in Brisbane on a weekday and
135,000 of this group on a Saturday. The cost to reach 1,000 of those readers is $152 on a
weekday and $159 on a Saturday.

To reach more than 105,000 of South-East Queensland business executives with Brisbane
Business News and Gold Coast Business News cost only $64 per 1,000 readers.

READERSHIP - BRISBANE REACH PROFESSIONAL FULL PAGE COST PER DURATION
/MANAGER COLOUR ‘000 OF EXPOSURE

BRISBANE BUSINESS NEWS 70,000 $4,750 $68 1-2 MONTHS

COURIER MAIL MON - FRI 105,000 $15,985 $152 1-2 DAYS vs
COURIER MAIL SATURDAY 135,000 $20,172 $149 1-2 DAYS

READERSHIP - GOLD COAST PROFESSIONAL FULL PAGE COST PER DURATION
REACH /MANAGER COLOUR ‘000 OF EXPOSURE

GOLD COAST BUSINESS NEWS 35,000 $2,990 $85 1-2 MONTHS

GOLD COAST BULLETIN MON - FRI 15,000 $5,407 $360 1-2 DAYS

GOLD COAST BULLETIN SATURDAY 26,000 $6,914 $266 1-2 DAYS
vs
READERSHIP - BRISBANE & PROFESSIONAL FULL PAGE COST PER DURATION
GOLD COAST REACH /MANAGER COLOUR ‘000 OF EXPOSURE

DUAL BUY 105,000 $6,750 $64 1-2 MONTHS

*SOURCE: Roy Morgan Research, December 2010

HOW WE COMPARE TO THE NATIONAL
BUSINESS PUBLICATIONS IN QLD

Readership comparison of national
publications in Queensland?
Gold Coast Business News vs
& Brisbane Business News 105,000
BRW 38,000*
Financial Review 39,155*

*SOURCE: ABC, April-June 2010

OUR READERSHIP AND CIRCULATION
BRISBANE BUSINESS NEWS
• 70,000 readership
• 20,000 circulation

GOLD COAST BUSINESS NEWS
• 35,000 readership
• 10,000 circulation

COMBINED READERSHIP:
105,000
DISTRIBUTION
• Mailed direct by name and title to subscribers and business leaders
• Newsagents
• Corporate functions and events
• Qantas, Emirates and Virgin business lounges in Brisbane and Gold Coast
• 5 star hotels and business centres


BRISBANE BUSINESS NEWS
ADVERTISING RATES 2011
SIZE
DESCRIPTION SINGLE ISSUE 3 ISSUES 5 ISSUES 10 ISSUES
(HEIGHT x WIDTH)

297 x 420
DOUBLE PAGE $8,900 $8,455 $8,000 $7,120
(plus 3mm bleed)
297 x 210
FULL PAGE $4,750 $4,515 $4,275 $3,800
(plus 3mm bleed)
HALF PAGE (H) 134 x 186 $2,550 $2,375 $2,250 $2,000
HALF PAGE (V) 265 x 90 $2,550 $2,375 $2,250 $2,000
THIRD PAGE (V) 265 x 58 $2,000 $1,900 $1,800 $1,600
QUARTER PAGE (B) 134 x 90 $1,350 $1,285 $1,215 $1,080
QUARTER PAGE (H) 65 x 186 $1,350 $1,285 $1,215 $1,080
All rates are exclusive of GST. LOADINGS: Back Page 30% Inside front & back page 25% Page 2-9 20% Right hand page 10%
CREATIVE CHARGES
QUARTER PAGE - $100 + GST
HALF PAGE - $125 + GST
FULL PAGE - $175 + GST
ALTERATION CHARGES APPLY


GOLD COAST BUSINESS NEWS
ADVERTISING RATES 2011
SIZE
DESCRIPTION SINGLE ISSUE 3 ISSUES 5 ISSUES 10 ISSUES
(HEIGHT X WIDTH)

297 x 420
DOUBLE PAGE $5,100 $4,850 $4,590 $4,100
(plus 3mm bleed)

297 x 210
FULL PAGE $2,990 $2,850 $2,690 $2,400
(plus 3mm bleed)

HALF PAGE (H) 134 x 186 $1,650 $1,565 $1,485 $1,350
HALF PAGE (V) 265 x 90 $1,650 $1,565 $1,485 $1,350
THIRD PAGE (V) 265 x 58 $1,250 $1,188 $1,125 $1,000
QUARTER PAGE (B) 134 x 90 $995 $945 $895 $800
QUARTER PAGE (H) 65 x 186 $995 $945 $895 $800
All rates are exclusive of GST. LOADINGS: Back Page 30% Inside front & back page 25% Page 2-9 20% Right hand page 10%
CREATIVE CHARGES
QUARTER PAGE - $100 + GST
HALF PAGE - $125 + GST
FULL PAGE - $175 + GST
ALTERATION CHARGES APPLY


GOLD COAST BUSINESS NEWS & BRISBANE BUSINESS NEWS
DOUBLE BUY RATES
GOLD COAST BUSINESS NEWS BRISBANE BUSINESS NEWS
STANDARD RATE DOUBLE BUY RATE DOUBLE BUY RATE - SPLIT DOUBLE BUY RATE - SPLIT

SINGLE ISSUE
FULL PAGE $7,740 $6,850 $2,550 $4,300
HALF PAGE $4,200 $3,800 $1,500 $2,300
THIRD PAGE $3,250 $2,925 $1,125 $1,800
QUARTER PAGE $2,345 $2,100 $900 $1,200

3 + ISSUE
FULL PAGE $7,740 $6,350 $2,455 $3,895
HALF PAGE $4,200 $3,500 $1,350 $2,150
THIRD PAGE $3,250 $2,730 $1,100 $1,630
QUARTER PAGE $2,345 $1,995 $825 $1,170

5 + ISSUE
FULL PAGE $7,740 $5,990 $2,320 $3,670
HALF PAGE $4,200 $3,250 $1,275 $1,975
THIRD PAGE $3,250 $2,600 $1,000 $1,600
QUARTER PAGE $2,345 $1,850 $800 $1,050

10 + ISSUE
FULL PAGE $7,740 $5,390 $2,095 $3,295
HALF PAGE $4,200 $2,950 $1,200 $1,790
THIRD PAGE $3,250 $2,400 $905 $1,500
QUARTER PAGE $2,345 $1,750 $725 $1,000
All rates are exclusive of GST.


PUBLICATION DEADLINES
On sale 2nd week of each month On sale 1st week of each month

BRISBANE BUSINESS NEWS GOLD COAST BUSINESS NEWS
EDITION BOOKING DEADLINE MATERIAL DEADLINE EDITION BOOKING DEADLINE MATERIAL DEADLINE

MARCH Friday 18 February Tuesday 22 Feb MARCH Friday 18 February Tuesday 22 Feb
APRIL Friday 25 March Tuesday 29 March APRIL Friday 18 March Tuesday 22 Mar
MAY Thursday 21 April Tuesday 26 April MAY Friday 15 April Tuesday 19 April
JUNE Friday 27 May Tuesday 31 May JUNE Friday 20 May Tuesday 24 May
JULY Friday 2 July Tuesday 5 July JULY Friday 17 June Tuesday 22 June
AUGUST Friday 29 July Tuesday 2 August AUGUST Friday 22 July Tuesday 26 July
SEPTEMBER Friday 26 August Tuesday 20 August SEPTEMBER Friday 19 August Tuesday 23 August
OCTOBER Friday 30 Sept Tuesday 4 October OCTOBER Friday 30 Sept Tuesday 4 Sept
NOVEMBER Friday 28 October Tuesday 1 Nov NOVEMBER Friday 28 October Tuesday 1 Nov


MATERIAL SPECIFICATIONS ARTWORK SPECIFICATIONS:
PDF Format
Maximum file size: 6 megabytes
Compatibility: Acrobat 5.0
Fonts: All fonts must be embedded
Images: 300 dpi

PDF generated from within an application (eg: Adobe Indesign,
Illustrator) must comply with our specifications.
Post scripting the file to Acrobat Distiller is the preferred method.
The PDF viewing file is not colour managed so therefore colour
variations will occur when printing.
Emailed / Posted artwork must be supplied via the following format
1. All fonts converted to ‘curves’ or ‘outlines’ or font inclusion must
be selected in the creation of the eps. All links and imports
supplied.
Double-Page Spread Full Page 1/2 Page H 2. Images to be attached as TIF, EPS, JPG at 300dpi resolution
297mm(h) x 420mm(w) + 3mm bleed 297mm(h) x 210mm(w) 134mm(h) x 186mm(w)
at 100% placement (note most digital camera images are
+ 3mm bleed 72 resolution, so cropping in on a small portion of an image
may render file unsuitable)
ALSO Inside Cover Double-Page Spread ALSO Back Cover and Inside Cover
3. It is unacceptable to supply text, images or graphics as part
of a Microsoft Office documents such as Word, Excel,
Publisher or PowerPoint.
4. Colour images must be supplied in CMYK colour format,
not RGB.
5. Photoshop (psd) file must be supplied with all working layers.
6. Colour proof and disk contents list must be supplied with all
supplied artwork.
7. PDF supplied, must have font converted to paths, and saved as
press format.

Ads not supplied in one of the above formats will incur an
additional artwork charge.

SENDING ARTWORK:
1/2 Page V 1/3 Page V 1/4 Page B 1/4 Page H art@businessnewspublications.com.au
265mm(h) x 90mm(w) 265mm(h) x 65mm(w) 134mm(h) x 90mm(w) 65mm(h) x 186mm(w) For more information please contact Martha Clegg on
1300 764 664
(H): HEIGHT (W): WIDTH


THE DEFINITIVE SOURCE FOR BUSINESS
NEWS IN SOUTH EAST QUEENSLAND
ADVERTISING ENQUIRIES CALL
1300 764 664

sales@brisbanebusinessnews.com.au
sales@goldcoastbusinessnews.com.au

Brisbane Business News - GPO Box 2087, Brisbane QLD 4001
Gold Coast Business News - PO Box 2154, Surfers Paradise QLD 4217


Magazines Keep Engaging
01 in a Rising Media Tide
50 Readers in Millions

Australians love magazines. Per capita, we are among the 45

biggest consumers of magazines worldwide. 40

35

More than 230 million magazines are purchased annually*.
30
That’s more than 13 for every person aged over 14 years.
25

Total readership** of consumer magazines remains 20
remarkably robust, despite the growing choice of media

90
91
92
93
94
95
96
97
98
99
00
01
02
03
04
05
06
07
08
09
options.

Y
Y
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Y
Y
Y
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Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Gross Readership All Magazines in Print Survey

Gross magazine readership currently stands at 39 million,
similar to a decade ago.

+
14
e
al
+

+
14

m

14
Fe

8 in 10 people read 1+ magazines - 84% of females & 76%

op

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al
P

M
of males.
80% 84%
76%

1 in 4 people read 4+ issues.

* Industry estimate based on ABC audited and non-audited magazine sales 2009. Read 1+ Magazines
**Based on gross average issue readership, people 14+ yrs, all consumer magazines in the Morgan Readership Survey Apr 09-Mar 10

12 MAGAZINE TRUTHS www.magazines.org.au

Magazines & Readers
02 Share a Close Bond

Magazines are a considered purchase. People actively
seek out magazines that interest, inform and inspire them.
Something I The info
reward myself is tailored for

Magazines add meaning to their favourite subjects. with and enjoy my interests

Not surprisingly, magazines are more relevant to and Magazines 50% 44%
valued by their audiences. FTV 23% 18%

In fact, 1 in 2 people value magazines as something they Newspapers 13% 24%
reward themselves with and enjoy, associations that no Internet 30% 45%
other media can match. PayTV 18% 13%
Radio 06% 09%

More than 4 in 10 people say the information in magazines
is tailored to their needs, more than double the scores of Source: Media Matchmaker Study, conducted by Roy Morgan Research for
MPA 2007. N= 1051, nationally representative sample 14-69.
TV and radio, with only the internet scoring as well.


Magazines Reach
03 National Audiences

In a single media buy using magazines, advertisers can reach large national audiences –
no need for complex and expensive network schedules.

FACT: Australia’s top 10 consumer magazines combined reach:
almost 4 in 10 people 14+ yrs
more than 1 in 2 females 14+ yrs
more than 1 in 5 males 18+ yrs.

AND: they deliver a representative 59:41 Cap. City/Regional audience split.

Pop. Females Females Males
One Insertion in each 14+ 14+ 25-49 18+

Women's Weekly + Woman's Day +
Better Homes and Gardens +
New Idea + That's Life + TV Week +
Super Food Ideas + Take 5 +
Reader's Digest + Who

Net Reach (mill) 6.757 4.819 2.029 1.829
Net Reach (%) 37.8% 53.3% 52.4% 22.3%
Source: Roy Morgan Single Source Apr 09-Mar 10


Magazines Are More Targeted
04 = Less Wastage

Magazines know their readers and what they want.

es
They target the content, including the ads, to their

in
az
audience profile.

ag
M

s

This means magazine advertising has much 44

er
ap
greater relevance for audiences than ads in other

sp
ew
media.

N
30

V
FT

44% say the ads in magazines “are more relevant
24

et
to me”, compared to just 24% for TV ads and 14%

rn
te
for ads on the internet.

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io
ad
14

V
R

T

In magazines, advertisers can focus their message

ay
09

P
on key consumer segments – without the wastage 05
that occurs in other media.
Ads here are more relevant to me (%)

Source: Media Matchmaker Study, conducted by Roy Morgan Research for
MPA 2007. N= 1051, nationally representative sample 14-69.


Magazines – the Best
05 Ad Environments

es
in

s
az

er
ap
ag

People are more receptive to ads in magazines than other

sp
M

ew
41

N
media, because magazine ads are targeted and relevant to 36
readers.

V
FT

More than 4 in 10 people say they “like magazines to carry 23

et

io
advertising”. Only 23% say the same for TV and just 10%

rn

ad
te

R
In

V
for the internet.

T
11

ay
10

P
05

I like this medium to carry ads (%)

Ads in other media, especially TV, annoy and prompt Ads Annoy Avoid Ads
avoidance behaviour much more than ads in magazines. FTV 76 67
Nearly 8 in 10 say the ads on TV “annoy me” and 67% Radio 37 32
“avoid the ads if I can”. Internet 25 30
PayTV 20 23
Newspapers 14 23
Magazines 14 19
Source: Media Matchmaker Study, conducted by Roy Morgan Research
for MPA 2007. N= 1051, nationally representative sample 14-69.


Magazines Take Ad Clutter
06 Out of Play .1 Ad Position in Magazine Index: 100=ROB 4C

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Advertising is part of the information package that

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consumers readily buy into when they select

4t
103 100
98 98
magazines.

In fact, magazines achieve the highest ranking of
all media for “I like this medium to carry
advertising”, with a score of 44%.

Targeted ads in a targeted media environment are Noted scores, Australia

less likely to be impacted by a clutter effect.

d

STARCH scores for ‘noting’ of magazine ads show

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th

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B

dl
there is little positioning influence on the

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id

ac
M
ll

Fr
A

B
performance of ads. 100 100 103 100

Source: MPA, Starch database, 11,000+ ads tested to Dec. 2000.
Noted scores, Starch International
Magazines Canada, Starch Research, 2006


Magazines Take Ad Clutter
06 Out of Play .2
Impact of Competitive Ads in the Same Issue

Magazines are designed to meet the needs of
their readers. Therefore, their targeted

ds
ds

ds
content, including the ads, is more relevant to

A
ds

A
ds

A

9+
d

A

4
A
A

8
3-
their audience.

5-
2
1
0
103 107
100 102 102 101

Studies show the impact of magazine ads is
not affected by ads nearby, or competitive ads.

Number of Competitive Ads

Index of Recognition Scores

Source: Medialogue, Belgium, Stop/watch, 2005, from Magazines Canada
‘Magazine Essentials’ www.magazinescanada.ca


Magazine Readers Influence
07 Others & Drive WOM

Magazines keep people up to date with latest trends and what’s new. Heavy users of magazines
are more likely to be ‘in the know’. They are the Early Adopters so valued by marketers.

Other people also turn to them for advice on a range of topics, from beauty and fashion to new food
and supermarket products, from home decorating and appliances to health and nutrition.
Early Adopters Index Pop. =100 Trusted Advisers Index Pop. =100
50 100 150 50 100 150
New Health Health &
Food Nutrition

Latest
Fashion
Fashions

New Season’s Skin Care/
Cosmetics Beauty Prods.

Latest Mobile Mobile
Phones Phones

Update Home Home Deco.
Interiors Ideas

New Food New Food
Products Products

New Super- New Super-
market Brands market Brands

Source: Roy Morgan Single Heavy Magazines Heavy Commercial TV Heavy Commercial Radio Heavy Newspapers Heavy Internet
Source Apr 09-Mar 10 (4+ Issues read) Excl. NIMs (3+ hrs/day) (3+ hrs/day) (8+ Issues/wk) Incl. NIMs (15+ hrs/wk)


Magazines Multiply
08 the Performance of TV .1

As media channels, magazines and TV complement each other like no other duo.

Heavy magazine readers tend to be the opposite of heavy TV viewers, i.e. younger
and more affluent.
Index of Heavy Media Users
50 100 150
Higher T14-17
Socio
Economic
T18-24
Heavy
Magazine T25-34
Readers
Older T35-49
Younger
T50-64
Heavy
TV
Viewers T65+

Fem. 14-34/AB

Lower
Socio Heavy Magazines Heavy Commercial TV
Economic (4+ Issues read) Excl. NIMs (3+ hrs/day)



Magazines Multiply
08 the Performance of TV .2
Spontaneous Comprehension

Magazines boost the performance of heavy-weight of 4 Key Messages (%)
TV campaigns in two important ways:
- adding reach in light TV-viewing demographics
TV + Print 57 20 28 13

- multiplying the communication effectiveness of the
brand message, because magazine ads are relevant to
their audiences and can carry the detail. TV + TV 60 08 22 08

Studies consistently show that adding magazines to TV
campaigns improves consumers’ understanding and 1x TV 59 06 18 06

takeout of advertising messages.
Message 01 Message 02 Message 03 Message 04

Source: ‘The Media Multiplier Effect: TV + Print Improves Communication’, Rolf Speetzen, ESOMAR, Paris 2001. From ‘How Magazine Advertising Works’, PPA, 2005.
Shows understanding of three of the four key messages of Ford’s Cougar “The Return of Freedom” campaign was higher for the TV + magazines group.


Magazines Prompt
09 Online Action .1

Studies show that more people are prompted to search online after reading or seeing ads in
magazines.

Magazines act as a trigger to visit websites or go online for more information.

Visited a Website After Seeing Ads Here (%) Media that Trigger Online Search (%)

0 50
es
in
az

Magazines
ag

s
M

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V

ap

34 FTV
FT

sp

et
ew

30
rn
N

Newspapers
te
In

25
22 Radio
or
do

V

Internet Ads
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ay
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P

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08 07 Outdoor
06

All 18+ Females 18+

Source: Media Matchmaker Study, conducted by Roy Morgan Research Source: BIGresearch Simultaneous Usage Study (SIMM 13) USA, Dec 2008.
for MPA 2007. N= 1051, nationally representative sample 14-69. www.magazine.org


Magazines Prompt
09 Online Action .2

Internet users also gravitate to magazines more than other media.

Magazine readers are more likely to use the internet for shopping, search and information, blogging and
social networking.

Internet Activities Done in Last 4 Weeks
Index of Heavy Users of Media (Pop. =100)

Heavy Heavy Heavy Heavy
Magazines Commercial Commercial Newspapers
(4+ Iss. read) Television Radio (8+ Issues/wk)
Excl. NIMs (3+hrs/day) (3+hrs/day) Incl. NIMs

Shopping, Buying, Selling 110 84 90 98
Research & Information 104 82 84 100
Entertainment & Amusement 105 87 82 88
Blogging & Online Communities 106 78 78 82


Magazines Reach
10 the New GENs Index of Heavy Magazine Readers
in Age Groups (Pop. =100) Excl. NIMs

Magazines are still a favourite of teens and young adults. 118

Eight out of 10 teens aged 14-17 yrs read 1+ magazines. 100 103 104
101

They are more likely to be heavy readers of magazines, 92
indexing at 107 vs. the population average.

18-24 year olds are the heaviest magazine readers with an
index score of 117. Almost 3 in 10 read 4+ issues.
50
14-17 18-24 25-34 35-49 50+

Read any Watch Access the Listen Read any Watch
Magazine Commercial Internet Commercial Newspaper PayTV
(Last Issue) TV Normal at Least Radio Normal Last 7 Days Last 7 Days
Weekday Monthly Weekday

Pop 14+ 80% 93% 77% 62% 73% 20%
14-17 y/o 77% 96% 88% 71% 56% 17%
18-24 y/o 77% 90% 82% 64% 66% 17%


Magazines Are
11 Cost Effective

Magazines are one of the most cost Pop. Females
effective ways to put advertisers’ messages One Insertion in each 14+ 14+

in front of national audiences. Women's Weekly + Woman's
Day + Better Homes & Gardens +

They offer competitive rates to reach New Idea + That's Life +
TV Week + Super Food Ideas +
millions of people around Australia.
Take 5 + Reader's Digest + Who

For example, the top 10 magazines offer Net Reach (mill) 6.757 4.819
FPC rate-card CPMs ranging from $11 to Net Reach (%) 37.8% 53.3%
$22*.
Av. Frequency 1.91 2.05

1 FPC ad in each of the top 10 magazines Cost/’000 Net Reach
$28.53 $39.99
(Asteroid FPC casual rates @ 06/10)
will reach 6.76 million people aged 14+ for
a FPC rate-card CPM of $28.53. Source: Roy Morgan Single Source Apr 09-Mar 10

The same schedule will target 4.80 million
females aged 14+ for a CPM of just under
$40.

* Based on Asteroid data for casual FPC rate @ 06/10


Magazines Best for Making Aware of New Products

12
0 10 20 30 40 50 60 70

Get Results .1 Magazines

TV

Magazines influence consumers in key stages Newspapers

of the purchase process: Internet

sourcing ideas and inforation PayTV
weighing up the options
Radio
making the purchase.
Best for Information to
Make Purchase Decisions
0 10 20 30 40 50 60 70

Magazines

Best Source of Ideas and Information TV
Clothes & Skin & Food & Home Health & H’hold
Fashion Hair Care Cooking Decorating Fitness Appliances
Newspapers
Magazines 51 44 35 49 26 21
TV 16 25 29 18 25 24 Internet

Newspapers 12 06 08 09 15 26
PayTV
Internet 05 05 09 08 19 18
PayTV 03 02 12 07 06 02
Radio
Radio 0 01 01 0 03 01
Media Matchmaker Study, conducted by Roy Morgan research for MPA, 2007. Clothes & Skin & Food Houshold Health
Fashion Hair Care Products Furnishings Products


Magazines
12
Magazine Ads Motivate People

Get Results .2 to Shop for Products
Have shopped for
a product or service
after seeing ads here

Studies* show magazine ads motivate people to shop Magazines 44
and excel at driving: TV 45

brand favourability Newspapers 39
Internet 22
purchase consideration/intent.
Outdoor 12
Radio 10
PayTV 07
Media Matchmaker Study, conducted by Roy Morgan research for MPA, 2007.

Brand Favourability

Magazine advertising contributes significantly more to 2.5 1.9 6.5
the total point change in these outcomes than either
TV or online ads. Purchase Consideration/intent

3.6 1.6 6.7

TV only Online Magazines
* Dynamic Logic, specialist in advertising accountability research, CrossMedia Research™ 2009, aggregation of added added to
39 studies on how TV, magazines and online ads combine to impact the purchase funnel. Taking total increase to TV TV & Online
across the three media, for brand favourability = 10.9pts; for purchase intent = 11.9pts. www.magazine.org


12 Magazine Truths

Magazines Keep Engaging in a Rising Media Tide

Magazines and Readers Share a Close Bond

Magazines Reach National Audiences

Magazines Are More Targeted = Less Wastage

Magazines – the Best Ad Environments

Magazines Take Ad Clutter Out of Play

Magazine Readers Influence Others and Drive WOM

Magazines Multiply the Performance of TV

Magazines Prompt Online Action

Magazines Reach the New GENs

Magazines Are Cost Effective

Magazines Get Results


Gold Coast Business News - Make Me Media Savvy (May 18, 2011) Presentation by Natasha Leventhal

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Gold Coast Business News - Make Me Media Savvy (May 18, 2011) Presentation by Natasha Leventhal