by clicking the arrows at the side of the page, or by using the toolbar.
by clicking anywhere on the page.
by dragging the page around when zoomed in.
by clicking anywhere on the page when zoomed in.
web sites or send emails by clicking on hyperlinks.
Email this page to a friend
Search this issue
Index - jump to page or section
Archive - view past issues
Media Intelligence : July 2007
Fortunately, magazines provide a powerful and receptive environment for advertising and there is an abundance of information to give advertisers the ROI con dence necessary when making media decisions, according to Magazine Publishers of Australia executive director Helen Kingsmill. "Magazines are the most consistent of all media in delivering both brand awareness and purchase intent. According to a study of 19 multi-media campaigns carried out by US marketing research rm Marketing Evolution, whose clients include Ford, Target, Philips, Kraft Foods and Procter & Gamble, magazines were found to outperform TV and online in driving purchase intent," she says. Addressing the 2006 American Magazine Conference, Marketing Evolution s CEO Rex Briggs said that while TV rated highly in increasing brand awareness, "magazines are the most consistent performer of all media measured if you look at ROI". He added, "Leaving magazines out of the mix is a tremendous mistake." Kingsmill says that the 19 cross-media accountability studies were conducted for Marketing Evolution s clients and the results that were aggregated found patterns of how each medium delivered in brand awareness and purchase intent. The report found magazines drove through the purchase funnel , leading in familiarity (85%), purchase intent (72%) and brand imagery, (where 73% of those surveyed were able to identify a logo based on a magazine ad). Ad expenditure trending up The resilience of the magazine sector has been re ected in the latest main-media advertising-expenditure gures compiled by Commercial Economic and Advisory Service of Australia (CEASA). Magazines increased ad revenue in 2006 by 3% to $749.2 million. Kingsmill says this was in line with the 3% increase reported for total ad spend, all media, which hit $11.9 billion in 2006, up from $11.6 billion the previous year. Magazines maintained their share of overall ad spend (including directories and online) at 6.3% in 2006, but grew their share of ad spend (excluding directories and online) to 7.8%, up from 7.6% in 2005 and 7.3% in 2004. Readership levels maintained The latest Morgan readership survey for the 12 months to March 2007 shows a solid total readership for magazines has been maintained following a sustained period of readership growth among 38 MediaTitles Consumer magazines Magazine brands show resilience in the new media environment Increasingly, advertisers are required to justify the return on investment (ROI) of their advertising investment; were the ads noticed, did consumers act on them, what impact did the ads have on the brand? These are questions now asked of all media. "Magazines are the most consistent of all media in delivering both brand awareness and purchase intent." -- Helen Kingsmill "
2009 - 2010