Industry Trends
Number of Canadian Magazine Titles
# Canadian Consumer & B2B Titles
2,000
1,793
1,711 1,754
1,692
1,650
2,068 2,053 2,062 2,070 2,070
1,989 2,029
1,940
1,889
1,500
1,000
500
0
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
RECESSION
3
Source: Statistics Canada; Masthead Magazine
2010
2011
2012
Average Issue Circulation
Consumer + B2B
85.2
Million
79.4
Million
2006
3
2008
R
E
C
E
S
S
I
O
N
83.5
Million
79.9 Million
2010
79.7 Million
71.1 Million
2013
2015
2012
Source: Canadian Advertising Rates and Data (CARD); Magazines Canada
Number of new
launches in the
past 5 years
Number of new
launches in the
past 10 years
Average Readership Sold:
1,000,000 per Title
Average # Readers per Vividata-Measured Title
(Average Issue Readership: Millions of Readers)
Print and Digital Magazines
1108
1045
937
892
382
371
Q4 2015
Q1 2016
Print + Digital
9
Print
Source: Vividata
Digital
Time Spent Reading Remains Stable
Minutes per Issue
35.7 35.2
18+
31.4 32.4
33.5 33.4
32.8 32.5
18-24
25-34
35-49
Q4 2015
12
Q1 2016
Source: Vividata
36.5 36.0
37.0 35.7
50-64
65+
Magazines Are Read By All Age Groups
% Read a Vividata-Measured Magazine in the Past 90 Days
83.54 83.39
83.26 82.41
87.4 86.46
90.88 89.99
77.46 75.85
69.27 68.33
18+
18-24
25-34
Q4 2015
14
Source: Vividata
35-49
Q1 2016
50-64
65+
The
Future
of Magazines
Magazines, As Content Providers Are
Brands That Easily Span Platforms and
Devices
16
The Reading Experience:
Paper Wins
Print involves more emotional processing and leave a deeper
footprint in the brain, which is important for memory and
brand associations. They produce more brain responses
connected with internal feelings, suggesting greater
“internalization” of the ads.
Two thirds of consumers would still prefer to read
a paper copy of a magazine rather than an
electronic version.
25%
Traditional
Tangibility
The tangibility of
print is one of its
main draws – with
digital driving an
appreciation of
this
Electronic
75%
17
9 in 10
agree it just feels
better holding a
physical copy
Emotion
Many readers
can’t explain why
they like the print
version, they just
feel a strong
connection
Habit
The force of habit
and loyalty to the
print versions is
continuing to drive
readership
9 in 10
agree they just
prefer the printed
version
7 in 10
Like the print
version because
it’s what they’ve
always bough
Sources: Millward Brown: Case Study Using Neuroscience to Understand the Role of Direct Mail, 2009. Magazine Experiences Europe 2008,
Fortune Time; Crowd DNA Rules of Attraction, Magnetic, 2014/15
Print vs. Digital Editions:
What Do Readers Prefer?
Print continues to be the platform of choice
Print has appeal for a number of reasons
“Which format is more appealing?”
% agree or strongly agree
ALL
Digital Only
87
17
40
24
7 11
Print
Apps
Websites
All of these
Pring + Digital
Print Only
18
75
10 6 8
97
91%
Just prefer print
91%
Better having physical copy
74%
Feel more relaxed
70%
Always bought
69%
Easier to hold
64%
Keep back issues
60%
Take to more places
59%
Feel safer
51%
Little piece of luxury
53
No opinion
Source: Crowd DNA Rules of Attraction, Magnetic, 2014/15
Print Magazines Preferred By Affluents
Consumers in high income households love magazines more than any other media—in fact, the higher the income,
the higher the readership rate.
HHI $150K+ (index)
Print magazines
136
Internet*
122
TV
42
Radio
81
Newspapers
119
HHI $75K-$149,999
Print magazines
106
Internet*
108
TV
64
Radio
99
Newspapers
98
*Includes internet magazine activity
19
Top quintile of usage for each medium,
indexed to adults 18+
Source: GfK MRI, Spring 2014; MPA Factbook 2015
Digital Magazines Enhance and Nourish
the Reading Experience
Digital opens up new opportunities to enhance the readership experience.
Access
Apps and digital
editions that can
be accessed onthe-go are
providing readers
with content
anywhere,
anytime
8 in 10
easily access
content on-the-go
20
Speed
Digital formats are
allowing readers
to access more
up-to-date
content, filling the
gap between print
editions
7 in 10
agree it’s quicker
to get the latest
content digitally
Personalisation
Digital platforms
are allowing
readers to
personalise their
experience by
accessing the
most relevant
content
6 in 10
agree it’s easy to
navigate to the
content they want
to see digitally
Source: Crowd DNA Rules of Attraction, Magnetic, 2014/15
Digital Editions Earn
High Reader Satisfaction
Magazine readers have high satisfaction with their digital subscription experience. Easy access and interactivity lead the
benefits that digital magazine edition subscribers value most.
Benefits of digital edition subscription
Satisfaction with digital subscriptions
SUBSCRIBERS
Very Satisfied
NEW CROSSPLATFORM
LOYAL CROSSPLATFORM
DIGITAL
ONLY
88%
92%
82%
Have access to multiple issues right in
one device
61%
Interactive enhancements (e.g. links to
more content, video slideshows, etc.)
56%
Convenience
Intend to Renew
81%
93%
Note: Cross-platform subscribers are those who have access to both print & digital
editions. The “New Cross-Platform” group is on their first subscription contract; the
“Loyal Cross-Platform” group is on their third or higher contract.
Quick access to additional information on
the web
40%
Can read in low-light conditions
Fun to read
Faster access to issues
Can forward/share things I read with
friends more easily
21
54%
73%
Source: Conde Nast Digital Subscriber Survey, Magazine Media MPA Factbook 2013/2014.
37%
28%
27%
22%
Magazines and the Future
The ongoing launch of digital brand extensions ensures:
 Continued relevance to readers
 Build-out new and emerging audiences
 Continued industry competitiveness
 360˚ marketing surround
zinesCanada
Magazines will be ready
when the reader is ready…
22
How Do Magazines Add Value?
Tight Targeting
Demographics
Geography
Passions
Needs
Tight Targeting Choices
2,043 Titles
112 117
Consumer
categories
25
B2B
categories
Most Engaging
Digital Ad Engagement Mirrors Print
Equal numbers of consumers noted a print or digital magazine ad.
Print vs. digital magazines (%)
52%
Average noting
52%
59%
Any action taken
71%
Print ads
27
Digital ads
Source: GfK MRI Starch/Starch Digital, 2012 . Magazine Media MPA Factbook 2013/2014
Engagement Dimensions
Magazines are #1 in reader engagement
113
Ad attention/receptivity
97
95
Inspirational
98
97
110
109
104
Life-enhancing
90
Magazine media
Websites
Trustworthy
108
100
96
TV
106
Personal time-out
92
106
Social interaction
28
106
97
100
Source: Experian Marketing Services, Simmons Multi-Media Engagement Study, Fall 2013; Magazine Media MPA Factbook 2014/2015
Most Focused
Magazine Reading Process Drives
Attention & Understanding
The brain’s response
to watching TV
Passive, slow brain waves
The brain’s response
to reading Magazines
Active, fast brain waves
The brain works at a fully engaged, high level to process the printed word.
30
Source: Electroencephalographic Aspects of Low Involvement: Implications for the McLuhan Hypothesis, General Electric Co.
The fully engaged reading process
allows readers to quickly absorb
detailed messages at their own pace,
increasing understanding of brand
benefits
Advertising Receptivity
Magazine Reach and Engage
All Consumers
Net Worth
Rankings of advertising
platforms’ estimated potential
reach and engagement
levels.
33
ALL
ADULTS
UNDER $1 MILLION
$1 MILLION OR MORE
REACH
REACH
ENGAGEMENT
REACH
ENGAGEMENT
%
RANK
RANK
RANK
RANK
Television
57
1
3
1
11
Magazines: printed
42
3
5
4
9
In mail sent to your home
42
4
12
3
17
Facebook
42
2
16
8
10
In e-amils
40
5
17
6
12
Websites
37
6
15
2
16
Radio
34
7
13
7
8
Newspapers: printed
33
9
9
5
1
Billboards
32
8
19
10
19
Inside stores
30
10
11
9
12
YouTube
28
11
7
14
6
Tablets
14
16
6
18
12
Magazines: digital
13
17
18
17
7
Source: Insights into Luxury, Affluence and Wealth, Shullman Luxury, Affluence and Wealth Pulse, April 2014.
Marketer & Consumer Ad Preferences
Q: Where do you prefer to look at an ad?
Professional Marketers
Favourite Print Magazine
55%
Favourite TV Show
Favourite Website
Billboard
Social Media
Favourite Digital Magazine
Apps
34
Consumers
21%
3%
4%
2%
3%
1%
Favourite Print Magazine
45%
Favourite TV Show
23%
Favourite Website
11%
Billboard
10%
Social Media
3%
Favourite Digital Magazine
Apps
2%
0%
Source: Adobe Study, October 2012 (Q: Where do you prefer to look at an ad?)
Magazine Ads Are Seen As Essential
Readers were asked to pull 10 pages
that best exhibit the essence of their Magazine
3 of 10 were
advertisements
35
Source: Starcom, In-home Consumer Interviews
Provides Information & Inspiration
Magazines Inspire & Inform
Magazines score high on inspiration, sparking ideas and education. Readers look to magazine editorial and advertising
content when doing research and are influenced to take further action after seeing a product in a magazine.
The three drivers of influence
Information
Magazines are a key source
of information – both passive
browsing and active
searching
Inspiration
Magazines don’t only give
readers information – they
give them information they
act on
2 in 3
8 in 10
3 in 4
agree magazines give
them ideas and inspiration
Have searched for or
researched a product after
seeing it in a magazine
agree they read magazines
specifically for the information
they provide
37
Source: Magnetic, The Laws of Attraction, 2015
Action
Magazines create further
action – readers are open to
further search, research and
purchase
Throw to Web & Search
Magazine Ads Drive Online Search
lf
ADULTS
18+
MALE
FEMALE
18-24
25-34
35-44
45-54
55-64
65+
31%
28%
33%
30%
30%
32%
31%
34%
27%
TV/Broadcast
32
35
30
31
29
32
35
34
32
Cable TV
30
35
26
40
39
33
28
34
19
Newspaper
26
27
24
16
17
22
28
34
36
Internet advertising
24
25
22
33
27
26
23
21
14
Radio
21
23
20
22
25
26
24
19
12
Magazine
*The sum of the percent totals may be greater than 100 because the respondents can select more than one answer.
39
Source: Prosper Media Behaviors & Influence Survey, December 2012. Magazine Media MPA Factbook 2013/2014.
Digital Edition Magazine Ads
Drive Consumers to Action
Digital magazine edition ads: interactive
and non-interactive actions taken (%)
INTERACTIVE ACTIONS TAKEN
40
%
Accessed a website through the ad
34%
Touched/clicked the ad to expand
31%
Watched a video or commercial
30%
Viewed multiple pages of advertising content
30%
Viewed a gallery
28%
Downloaded an app
NON-INTERACTIVE ACTIONS TAKEN
%
Watched/plan to watch show
24%
Have a more favourable opinion about the advertiser
23%
Considered purchasing the product/service
20%
Looked for more info about the product/service
20%
26%
Visited their website
18%
Accessed a social network through the ad
25%
Recommended the product/service
18%
Touched/clicked the ad for more information
23%
Took any action (non-interactive)
70%
Interacted with the ad by moving/turning/shaking it
23%
Used any features (interactive)
49%
Source: GfK MRI Starch Digital, June to December, 2013
Word-of-Mouth
Magazine Media Deliver
Early Adopters & Influencers
% Composition
Early Adopters
Brand
Loyalty
Category Infuencers
40%
Magazines (digital)
47%
37%
Magazines (print)
41%
Radio
Newspapers
Television
42
Word Of
Mouth
36%
Social Media
General websites
Brand
Advocates
40%
35%
Social
Networking
39%
32%
38%
32%
36%
32%
35%
Leveraging print and digital Magazines
in your campaign will give you access to
the key customer segments you need.
Source: Media Connections Study, BrandSpark International/Magazines Canada. July 2013
Magazine Readers are Heavy
Social Media Users
Which, if any, of the following forms of social media are
you currently using?
Used Facebook, Twitter, Pinterest or
LinkedIn in past 30 days (index)
91% 90%
Total Respondents
61%
67%
Avid Magazine Readers
40%
46%
33%
39%
24%
28%
24% 26%
12%
43
15%
9%
12%
9%
Print magazines
114
Internet*
147
Radio
103
Newspapers
81
TV
74
15%
3% 4%
Source: Adobe Digital Marketing Insights: The Impact of Tablet Visitors on Retail Websites, 2012
Magazine Readers…
Take Action
Readers Have an Action-Orientation
Magazine media ads drive response regardless of platform.
Print and digital magazines (index)
Noted (average)
53% of magazine readers
Digital Ads
made a purchase based on a
print ad in their favourite
magazine
70%
Print Ads
61%
58% of magazine readers have
Took any action (average)
45
Digital Ads
52%
looked for more information
based on a print magazine ad—
Print Ads
52%
and that is even higher (65%)
for 25-34 year olds
Any action taken based on readers who noted the ad
Source: GfK MRI Starch/Starch Digital 2013; ORC Caravan, March 2014; MPA Factbook 2014/2015
Magazine Readers Save Ad Pages
Immediacy of Action
Magazine Readers Act Immediately
Upon Reading
Immediacy of reading a typical print issue
Same day I receive it
92%
43%
Within 2-3 days
34%
Within 1 week
15%
Within 2 weeks
5%
Two weeks or longer
3%
77%
Immediacy of sales impact is
virtually identical, upon exposure
100
75
50
Magazines
Television
Source: Affinity’s VISTA Service, 2010. Base: All magazines
25
Immediacy of reading a digital magazine issue
Same day I receive it
58%
0
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8
Source: Texterity-BPA Worldwide Certified Profile of the
Digital Edition Reader, 2010
49
Source: Media Marketing Assessment (MMA)
Purchase Intent
Magazine Ads Work Through the
Path-to-Purchase
Average brand lift due to exposure
9%
Brand favourability
4%
7%
8%
Brand purchase intent
Print magazines
Online
4%
7%
TV
6%
Brand ad awareness
3%
5%
Data is delta: Delta = Control – Exposed
Number of respondents: Magazine n=69,877; Online n=188,872; TV n=136,217
51
Source: InsightExpress, 2014. Magazine Media MPA Factbook 2015.
Magazine Advertising Increases
Sales & ROI
Households exposed to the magazine media campaign spent significantly more than those note exposed (test vs. control). Positive ROI for all brands
ranged from $1.59 to $19.99 incremental for every media dollar spent.
Average ROI: $7.45
Campaign Period: 2009-2015
Food
Baked goods
Butter substitute
Candy
Coffee
Cookies
Frozen Entrée
Juice
Kids’ juice
Lunch Kit
Lunch meat
Margarine
Pasta
Pasta sauce
Portable juice
Refrigerated chicken
Salad dressing
Sandwich spread
Soup
Tea
52
Average sales lift
Beauty
Anti-aging
Bar soap
Body wash
Lipstick
Lotion
Moisturizer
Sun care
+17%
+11%
+11%
HH Goods
Air freshener
Liquid soap
Toilet paper
+7%
+4%
Other
Feminine care
Home retail
Mouthwash
Nasal decongestant
Pet food
Average ROI per
Pet care
dollar spent on
magazine campaign
Food
$7.80
Beauty
$6.07
HH Goods
$4.59
Note: Based on comparison of exposed to matched unexposed control. Average dollar purchases per
household/year (includes non-buyers)
Source: Meredith Corporation/Nielsen Catalina Solution, MPA Factbook 2015.
Other
$9.37
All Campaigns
$7.45
Multiplier Effect
Two media are
better than one
Communication Effect
and Targeting Effect
Multiply Sales
Multiplier Effect Benefits
Improved Communication Experience
•
•
•
•
•
•
•
•
•
54
Xtra attentiveness – Each medium peaks interest in the other
Xtra involvement – A richer experience across two media
Xtra learning – Ability to read and reread adds vs. TV
Xtra recall of message – Print spells it out in black and white
Xtra credibility – Print adds credibility to more emotive TV spots
Xtra action – Intensified ‘intent to purchase’
Xtra reach – Magazines reach light TV viewers
Xtra audience quality – Upscale; opinion leaders
Xtra targeting – Go beyond demos to passions
Print and Digital Magazines Deliver
Most Desirable Consumers
Affluent consumers who saw
advertising in print or digital
magazines expressed greater
interest in that advertising than
those who saw advertising in
other media. Among affluent
consumers, advertising in print
and digital magazines attracts
the most interest.
55
Considerable or some interest in any advertising seen or heard in the past 30 days
HHI
$75K+
HHI
$150K+
70%
62%
Print magazines
66
56
TV
61
50
Print newspapers
59
57
Movie theaters
58
50
Tablets
57
43
Sports stadiums or arenas
55
51
Facebook
52
43
Radio
50
38
Websites
50
48
Smartphones
49
49
Office building lobbies
49
38
Medical offices
48
38
Digital newspapers
47
37
Digital magazines
Source: Special tabulations from the Shullman Luxury and Affluence Monthly Pulse, October 2014. Magaazine Media MPA Factbook 2015
How Do Magazines Measure Up?
•
•
•
•
In a world where Canadians are getting harder to
impact meaningfully, readers opt in to magazines,
driven by personal or business needs
Great content and the focused act of reading means
magazines win across all engagement metrics
Ads are accepted and an integral part of the magazine
package driving advertising receptivity, not
avoidance
Magazine readers have an action orientation after
reading ads. Magazines drive:
o
o
o
•
56
to advertisers’ websites & search
word-of-mouth recommendation
purchase intent and advertiser favourability
Magazines are proven business builders when used
alone or in combination with other media
For More Information
www.magazinescanada.ca
[email protected]