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Media research: Magazines make their mark
Jim Jarrett, Marcos Perreira and Marius Cloete, Admap, April 2013, pp. 27-29
'Magonomics' analytics suggests that brands should reconsider magazines as a media choice and increase ad investment.
'Magonomics' analytics suggests that brands should reconsider magazines as a media choice and increase ad investment. The reader relationship has always been at the heart of the business argument for magazines as it crosses over into the reader's relationship with the magazine's advertising. However, there has been little empirical evidence of this claim, leaving unanswered questions about how this translates into return on investment and how the medium's performance compares with other media. To prove the real value of the reader relationship, the Professional Publishers Association engaged several metrics, designed to account for the unique way that consumers engage with magazines. The key finding demonstrated that magazines offer the highest ROI of any media channel.
Judging a Magazine by Its Advertising: Exploring the Effects of Advertising Content on Perceptions of a Media Vehicle
Sara Rosengren and Micael Dahlén, Journal of Advertising Research, Vol. 53, No. 1, 2013, pp. 61-70
This article explores how changes in advertising content can lead to different perceptions of a media vehicle.
This article explores how changes in advertising content can lead to different perceptions of a media vehicle. In two experimental studies, the advertising content of a magazine is manipulated in terms of being high-end-versus-low-end, for high-versus-low reputation brands, and high-versus-low execution quality. The results show how the advertising content can be either beneficial or detrimental for magazine perceptions. By looking at the influence of advertising content—rather than advertising quantity—the studies complement advertising-clutter research and point to different ways in which media owners can manage their advertising content.
Understanding magazine audiences
Andrew Green, Warc Best Practice, September 2011
For years, television and newspapers dominated marketing campaigns worldwide, with magazines playing, effectively, third fiddle.
For years, television and newspapers dominated marketing campaigns worldwide, with magazines playing, effectively, third fiddle. In 2009, the medium moved one more place down the rankings when it was also overtaken by internet advertising. While magazine adspend is in the decline, it is still forecasted that it accounts for 9% of global adspend. They are amongst the most fragmented of media but 'fragmented' can also be re-written as 'segmented': there is a magazine for almost every conceivable interest and hobby. The medium as a whole may arguably be under less threat from new ad avoidance technologies than its rivals. However the proliferation of new formats for magazine brands has brought with it new challenges. Like all papers in the Warc Best Practice Series, it includes a list of related articles and items for further reading, many of which are available on Warc.
The March to Reliable Metrics: A Half-Century of Coming Closer to the Truth
Edith G. Smit and Peter C. Neijens, Journal of Advertising Research, Vol. 51, No. 1, 2011, 50th Anniversary Supplement, pp. 124-135
Reach and frequency are key concepts advertisers face when selecting media for their campaigns. Around the world, the advertising industry relies on audience research for insights into how different media outlets perform on these key concepts.
Reach and frequency are key concepts advertisers face when selecting media for their campaigns. Around the world, the advertising industry relies on audience research for insights into how different media outlets perform on these key concepts. In this contribution, the authors discuss the developments in audience research in three themes: (syndicated) audience research into readership of print media, ratings of television, and Internet, studies on the reach of individual advertisements, studies on the quality of reach, in particular the influence of the media context. The authors conclude with some suggestions: the need for cross-media data, the need for hybrid data collection that includes electronic and passive measurement of media use and the need for new metrics, such as measures of implicit processing of sponsored media content and measures of consumer generated brand communications.
Checking the Pulse of Print Media: Fifty Years of Newspaper and Magazine Advertising Research
Gergely Nyilasy, Karen Whitehill King and Leonard N. Reid; Insights from Scott C. McDonald, Journal of Advertising Research, Vol. 51, No. 1, 2011, 50th Anniversary Supplement, pp. 167-181
This article examines the state of newspapers and consumer magazine print advertising as reflected in the public research literature over the past 50 years.
This article examines the state of newspapers and consumer magazine print advertising as reflected in the public research literature over the past 50 years. Its purpose is not to present a scientific and in-depth analysis of every research article on newspaper and magazine advertising published since 1960 but (1) to identify key findings that advance the interface between the academic study and practice of advertising and then (2) to develop research-based recommendations to guide future researchers. Articles were categorized into major content areas (readership, recall and recognition, executional/stylistic components, social issues, cross-media comparisons, engagement, and media models), and key findings are reported. Future research issues are suggested to advance advertising research on the two media analyzed.
Media placement versus advertising execution
Edward C. Malthouse and Bobby J. Calder, International Journal of Market Research, Vol. 52, No. 2, 2010, pp. 217-230
We make three contributions towards understanding how engagement with the surrounding editorial context affects reactions to ads.
We make three contributions towards understanding how engagement with the surrounding editorial context affects reactions to ads. First, while previous studies have shown that respondent-level engagement affects ads, we argue that vehicle-level engagement is more relevant to placement decisions, and show that magazine-level engagement affects actions taken from seeing an ad. Second, we compare the relative importance of engagement to the execution factors size, position and colour, and show that engagement is of comparable importance. Third, evaluations are done with more realistic procedures than previous studies and with real ads.
From "Mommy" to "Mom/me": New insights on moms
Betsy Frank, ARF Key Issue Forum, Re:Think conference, 2010
This paper describes research by Time into mothers, with the aim of defining them, understanding the role of magazines in their lives and determining the best ways to engage them with communications.
This paper describes research by Time into mothers, with the aim of defining them, understanding the role of magazines in their lives and determining the best ways to engage them with communications. It finds that while the role of "Mom" is primary, it is not singular, and mothers seek to connect with their non-parental persona by carefully planning their "Me-Time". That said, they are always receptive to mother-relevant messaging. Mothers' favorite brands provide modern, relaxing, relatable content that does not necessarily reflect their traditional parental role. Marketers therefore need to connect to mothers' "Mom" and "non-Mom" sides; marketing programs should allow them to play out both roles; and the full scope of "Me-Time" should be reflected and celebrated.
From media research to people research? UK audience measurement in 2010
James Aitchison, Event Reports, MRG Annual, December 2009
At the Media Research Group's 2009 annual conference, a series of 'industry update' sessions from various UK audience research bodies outlined their respective priorities, challenges and innovations for 2010.
At the Media Research Group's 2009 annual conference, a series of 'industry update' sessions from various UK audience research bodies outlined their respective priorities, challenges and innovations for 2010. This article summarises those sessions, given by BARB (TV), which is launching a new panel; RAJAR (radio), which is experimenting with online diaries; UKOM (online), which is launching an online planning currency; Postar (outdoor), which is introducing a GPS-driven travel survey; the NRS (print), which is looking to extent readership measurement to non-print sources; and the IPA's Touchpoints survey, which is now considering how to measure word of mouth.
Doubts over newspaper readerships in the UK
Manfred Mareck, Admap, November 2008, Issue 499 , pp. 11-11
This article discusses magazine readership research. Average issue readership (AIR) remains the preferred currency on which magazines are bought, in spite of much criticism over the past 30 years.
This article discusses magazine readership research. Average issue readership (AIR) remains the preferred currency on which magazines are bought, in spite of much criticism over the past 30 years. However, during the last few years both in the U.S. and UK, issue-specific readership has been measured, using separate weekly online surveys. These have provided evidence of the extent to which readership if issues may vary, according to their content and other factors. Some evidence of lower readership estimates makes it less popular with publishers, but in the long term it should strengthen print media by delivering a harder currency to sell with.
Audience measurement using RFID and PPM
Pat Pellegrini, Admap, September 2008, Issue 497, pp. 56-59
This article discusses the use of Radio Frequency Identification (RFID) in media audience research, including experiments which combine RFID with the Arbitron Portable People Meter (PPM) over five years.
This article discusses the use of Radio Frequency Identification (RFID) in media audience research, including experiments which combine RFID with the Arbitron Portable People Meter (PPM) over five years. Combining these technologies means that both audio and non-audio media consumption can be measured at individual level with a single meter, providing multi-media single-source measurement, and giving print equivalence to broadcast media. There are two types of RFID devices: 'passive' (which the person who carries it operates) and 'active' (which contains a power source). RFID was found to detect magazine reading equally well whether audio was present in the background or not, and over different types and thicknesses of binding. Other recent findings include: high detection and exposure rates; exposure shows variation because fast page turning (skimming) is not detected; detection rates are high across all reading styles; exposure rates are high when reading is occurring but decrease when less reading (more skimming) is occurring; if the definition of 'reading exposure' (five minutes) is changed, detection and exposure rates converge once the threshold is set to exclude short skimming sessions (typically less than a minute).
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