5. Top magazine ad categories
Jan-June 2012
% 2012
TOP Magazine Ad Categories 2012 DOLLARS
dollars
$1,514,248,313 16.3
TOILETRIES & COSMETICS -4% in
DRUGS & REMEDIES $981,569,423 10.6 dollars
8.6 -9% in
APPAREL & ACCESSORIES $799,882,612
pages
FOOD & FOOD PRODUCTS $772,151,454 8.3
MEDIA & ADVERTISING $762,777,371 8.2
RETAIL $650,431,982 7.0
DIRECT RESPONSE COMPANIES $541,499,900 5.8
FINANCIAL, INSURANCE & REAL 5.4
ESTATE $502,325,715
AUTOMOTIVE $449,983,227 4.8
HOME FURNISHINGS & SUPPLIES $446,314,109 4.8
ASME Internship Program
PUBLIC TRANSPORTATION, Source: Publishers Information Bureau 5
4.3 Source: PIB
HOTELS & RESORTS $404,462,607
6. Magazine circulation
Jan-June 2012
• Total circulation, including digital iPad, was flat in first half 2012.
• Paid subscriptions were up 1% to 260 million copies.
• Single copy sales account for 10% of total distribution.
• Single copy sales were down 9.6%.
• General interest titles were up 27.7%.
• All retail magazine sales channels were down first half.
• Supermarkets, by far the top channel for magazine retail
sales, were at 34% (down from 34.4% in 2011).
• Unit sales of most supermarket item categories were down for
the 12 months ending June 2012.
Source: Audit Bureau of Circulations (ABC) 2011 6
9. Multi-channel programs mean infinite
consumer touch points
Food & Wine + Toyota Prius The Economist+ Bon Appétit + BMW
“Star Chef’s Kids Cook” “Ideas on the Table”
9
10. Magazines power
content marketing evolution
Branded content spending at all-time high:
$1.9 million+ per company
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11. Magazines have “sending power”
The drive to digital
TV
Brand
Awareness Powerful brand and
message awareness builder
ONLINE
Message Boosts brand awareness,
message and sponsorship
association
Favorability
MAGAZINE
Most effective at influencing
Purchase purchase intention and
Intent brand favorability
11
13. Smartphones: The bridge between
platforms, programs and persuasion
Ad Related Cell Phone Activities in Last 30 Days by Medium
(Heavy Users Indexed to General Population).
200
150
Magazines
Television
100 Internet
50
0
Visited Used Texting Redeemed Watched a
Downloaded
Advertiser to
Mobile Video Clip an App
Website Respond to Ad Coupon
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Source: GfK MRI, Fall 2011
17. The digital newsstand opportunity
Digital newsstand across different devices and platforms
Kindle Fire
• Kindle Store
iPad
•
•
•
Nook
iOS5
Newsstand
Android
• Zinio
Nook Color/
• iTunes
• Zinio
Tablet
• Nook Newsstand
• Next Issue Media
• Nook Newsstand
18. Magazine media tablet study
Nov 2011
The tablet study was conducted to provide an
understanding of magazine readership,
engagement and actions taken as a result of
tablet usage.
The study was conducted among adult
magazine readers using tablets to access
magazine content.
19. Magazine media tablet study
Key findings
Magazine readers are embracing electronic access to magazine content on their
mobile devices:
• 73% spend one hour or more reading electronic magazines on
mobile devices.
• 59% say that the amount of time they spend reading electronic issues of magazines
increased since they first acquired their mobile device.
• 66% expect to increase this type of reading in the next year.
• Nearly 50% say their total magazine readership (both printed and electronic) has
grown compared to a year ago.
Source: Affinity/MPA 2011
20. Magazine media tablet study
Key findings
Readers of electronic magazines are engaged readers:
• 63% visited the magazine’s website as a result of downloading an electronic magazine version or select content.
• 74% have downloaded up to five magazine apps (median is 3.7).
• 55% read both current and some back issues of electronic magazines.
• 86% access an issue at least twice with the median at nearly three.
• 73% read or tap on ads in electronic magazines – and those more engaged with mobile devices are more likely to see
the value of the these ads.
Source: Affinity/MPA 2011
21. Magazines + e-commerce =
consumers BUY NOW
70% want the ability to purchase products and
services directly from electronic magazines.
Source: Affinity/MPA Program
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22.
23. The promise …
The tablet offers an unprecedented opportunity to deliver
extraordinary content in creative new ways:
Interactive, immersive reader experience
• • •
Immediate and dynamic content
• • •
Broader, more affluent, educated and premium audience
• • •
24. How we got here
October 12, 2011
iOS 5 newsstand launch.
Leads to authentication/
subscriptions/push
notification/automatic
downloads.
April 3, 2010
2012
Apple launches iPad.
Opportunity for
Steve Jobs includes
tablet measurement
Wired and TIME
becomes viable.
in his demo.
25. MPA Tablet Metrics Task Force
MPA led a team – a broad coalition of members in sales, marketing, consumer
marketing, consumer research and insights – to take on the challenge.
26. Input solicited from leading agencies
“It’s been two years, you must
“Metrics will help encourage
have something on
clients to invest in tablet
subscriptions and readership.”
creative.”
“Numbers will help us
convince clients they “Getting publishers to
should be in this space.” agree to the same
thing? Good luck with
“Everyone has a different term for that.”
the same thing. It’s confusing.”
“How soon and how often
can we get numbers?” “Will everyone give us
the exact same
information?”
27. Focus on three key elements
> Metrics
> Time Frames
> Tablet Terms
28.
29.
30. Tablets
The range of tablet/wireless
touchscreen devices including iPad,
Kindle Fire, and all larger than
smartphone devices.
36. Paid Single
Issues
Tablet issue access via the
purchase of a single issue
from a digital newsstand
37. Authenticated
Access
Digital issue access provided
to print edition subscribers
38. SFP
(Straight From Print) Editorial or advertising content where the
page on the screen looks exactly like the print page. With no
interactive enhancements except for the activation links
39. SFP+
Editorial or advertising
content where the page
on the screen looks
exactly like the print page
— with some interactive
enhancements (beyond
activation of links)
40. DFT
(Designed For Tablet)
Editorial or advertising
content where the page
on the screen has been
re-designed specifically
for reading on the tablet
and is meant to be
displayed at 100% (that
is, there is no need to tap
and zoom)
Editorial- O Magazine
41. EFT
(Enhanced For Tablet)
Adding enhancements
and bonus content to
designed for tablet (DFT)
editorial or advertising
content to more fully
utilize the tablet medium
(e.g.,hotspots,
photographic slideshows,
video, audio, in-app
Editorial- GQ
browser)
42. SITI
(Special Interest
Tablet Issues)
contain the native
or uniquely
curated content
that is not part of
the regular
frequency
Ad- Cook Fresh
43. So what’s next?
Adoption and use of metrics, timelines and terminology:
• It’s early days; only a handful of the companies that created
the guidelines can currently provide metrics.
• Key publishers have joined the MPA Tablet Metrics Task
Force: Active Interest Media, American Express, The
Economist, National Geographic, New York Magazine,
Rodale.
• Development of corresponding measures for advertising
and engagement.
44. Tablet metrics: Continuing the conversation
Voluntary Tablet metric guidelines received a positive
reception by the media community – and we continue to
move ahead to:
• Share the information with agency and client communities to
socialize within their organizations.
• Facilitate development of innovative and forward-thinking editorial
and advertising tablet creative.
• Partner with magazine media to ensure that metrics are shared as
they become available
• Extend adoption globally.
45. Magazine media social media study
MPA released a benchmark study on
social media and the magazine
reading experience in 2012, conducted
by GfK MRI.
The study revealed that social media
usage among adults 18-34 enhances
the magazine reading experience.
46. Magazine media social media study
Key findings
• Magazine readers are highly connected social
media users…with a very high propensity “to share”
content.
• The benefits accruing from readers’ desire to
“connect and to share” will be significant for both
editors and advertisers.
• Content that has real value to consumers is the
key to social interaction with brands.
47. Magazine media smartphone study
A benchmark smartphone research study was
conducted to understand the impact of smaller
screen on magazine content engagement and
actions taken.
The study was conducted by GfK MRI among adult
magazine readers 18-34 who own smartphones
and read magazine content on them.
48. Magazine media smartphone study
Key findings
• Among magazine readers, there is pervasive
downloading of magazine content onto Android
and iPhone devices.
• Magazine content on smartphones is stimulating
increased magazine usage in total.
• Melding of smartphones and magazine content is
resulting in very high levels of content
“socialization.”
49. SUMMARY
Magazine Media in the Digital Age:
Summary
• Magazine media are evolving to maximize and leverage
digital opportunities.
• MPA took a leadership role in defining tablet audience
metrics - and will lead the effort to establish advertising
and engagement metrics.
• Tablets and smartphones will prove to be the ideal web-
based platform extensions for magazines (and their
advertisers).
• Advertisers who “take the plunge” now will reap
significant benefits as magazine apps come of age.
