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Category Archives: Marketing

The 3 Hard Truths Publishers Must Face in 2018

Keith Sibson writing for Publishing Executive:

Truth #1: Facebook Is Not Your Friend. […]
Chasing platform traffic isn’t viable in the long term when it leads publishers to commit to a strategy likely to be rendered irrelevant by the next Facebook algorithm tweak. Publishers are left with large “audiences” they can’t directly reach, while being in an industry increasingly reliant on meaningful audience engagement. […]

Truth #2: Ad Revenue Won’t Be Enough to Sustain Quality Publishers. […]
The past year also saw many publishers combat declining ad revenue by monetizing their audience directly with a paywall. Still, if publishers want to drive revenue from their audience, they must build strong relationships with that audience first. […]

Truth #3: Publishers Must Choose Between Pursuing Quality and Chasing Scale. […]
Publishers can enlist themselves in the fight for fleeting attention with mass-produced content, or they can align themselves fully with a (smaller) audience, pursue subscription revenue models, and then devote themselves to creating content those audiences are passionate enough to pay for.

Tuned In: The Brain’s Response to Ad Sequencing

The U.S. Postal Service Office of Inspector General (OIG) and Temple University’s Center for Neural Decision Making conducted a neuromarketing study to understand the human response to the sequencing of digital and physical advertisements. (PDF download link.)

For example, if a consumer first receives an ad in the mail and later sees the same ad via email, did the order in which she viewed the ads influence the ads’ effectiveness? Would a reversed, digital-physical media sequence have resonated more powerfully with her? How about if she had seen two advertising mailpieces instead?

The results of the lab portion indicated that the physical-physical sequence was particularly effective at eliciting ad recognition, brand recall, and ad likability. […]

The field study campaigns, although not statistically conclusive, showed a higher consumer response to a physical-digital ad sequence compared to a digital-digital sequence… Other findings from the lab study have practical implications for marketers and the Postal Service: faces spurred higher recall rates than scenes or words, and the physical-physical sequence was best for brand-building messages.

Proof That Magazine Media Still Deliver the Best Results for Advertisers

Sadie Hale of FIPP reports on Linda Thomas Brooks’ (CEO at MPA, USA) FIPP World Congress keynote:

Based on her experience, and research conducted and collated by MPA, Linda made the strong case that no medium is more trustworthy (and trusted) than magazines when it comes to selling ads. “Our research proves that magazine brands help tell stories and sell products for advertisers,” Linda began. […]

The data shows that rather than abandoning print, people are just adding other methods of consumption — Instagram, Facebook, and other platforms, for example. “The lesson is, consumers are holding onto their print editions,” Linda said. […]

She used an impressive case study to demonstrate how magazine media delivers for advertisers. Out of a total of 80 measured campaigns, all 80 delivered positive ROI for the advertiser.

Print vs. Digital: How We Really Consume Our Magazines – 2017 edition

A survey by the Freeport Press found:

When it comes to our magazines, we read more, read longer and subscribe more often to print than digital. […]

25.8% of respondents had NOT read a print magazine this past month. Nearly 44% have read 1 or 2. 30% have read 3 or more print magazines.

59% of respondents had NOT read a digital magazine this past month. 27% have read 1 or 2. Only 14% have read 3 or more digital magazines.

45% do NOT subscribe to print magazines. 32% of respondents subscribe to 1-2 print magazines. 23% subscribe to 3 or more.

76% do NOT subscribe to any digital magazines. 17.2% subscribe to 1-2 digital magazines. Only 7% subscribe to 3 or more.

There are several other interesting conclusions in the survey too. Most striking to me, is that despite all the marketing to entice publishers to provide their news through social media platforms, there’s no long term relationship created that way:

75% of our survey takers do not follow magazine content on social media. 7% follow 1 magazine, 12% follow 2-3 magazines, 4% follow 4-5 magazines on social media. Only 1% follow 6-10 and about 1.2% follow more than 10 magazines on social media.

Will Facebook Ever Stop Bullsh*tting?

From the The Ad Contrarian:

For years anyone with a brain has known that Facebook “metrics” are a joke. They make shit up, imbeciles at agencies believe it, dimwit clients fund it, and – bingo – more ad money. Most famously, not long ago they inflated video viewing time on their site by as much as 80%. […]

According to Brian Wieser of Pivotal Research Group, one of the industry’s most respected media analysts, Facebook is at it again.

Facebook’s Ads Manager says that the website is capable of reaching 41 million Americans between the ages of 18 and 24. The problem is there are only 31 million Americans of that age. But hey, what’s 10 million people here or there?

You have to admire Facebook for their ability to reach 10 million imaginary 18-24 year olds. But as well as they do against imaginary 18-24 year olds, where they really excel is against non-existent 25-34 year olds. They reach 60 million of them. Unfortunately, there are only 45 million alive.

Catalogs Are Experiencing a Renaissance

David Pilcher discussing the new Land’s End catalog for the FreeportPress:

Print has this incredible ability to convey important information about your brand – far beyond the mere act of putting ink on paper. Done right, a reader should get a gut reaction, an emotional affinity, for what your brand is all about.  As a great example, let’s look at the new WorkWear Outfitters catalog from Land’s End.

Catalogs are experiencing a renaissance; they are smarter and better looking than ever and are being used in ways far beyond the typical sales tool. They are increasingly being used to tell the brand story in a very real and tangible way. Land’s End apparently understands this.

Brands Found In Print Magazines More Trusted

Zoe Samios writing for Mumbrella:

Advertising campaigns which include print magazines amongst their mix of media channels have a 22% increase in brand trust, a new study commissioned by Magazine Networks suggests.

Various studies have found that ads in print magazine are more trusted, so this isn’t a surprise. But this studies goes on to examine how that trust multiplies the effectiveness of advertising in other media:

According to the study, print magazines combined with out of home advertising, were found to drive brand interest and purchase intent, with consumers 3.2 times more likely to identify the brand and find out more about it.

Chart of the Week: Ads in Legacy Media Are Still the Most Tolerated

David Pilcher at FreeportPress comments on a recent survey:

Luxury brands know the score. So do big brands like Proctor & Gamble. And consumers have made their preference loud and clear with their massive adoption of ad blocking technology.

Now Kantar Research is the latest source to confirm what is becoming increasingly well-known: consumers prefer advertisements in legacy media, and especially in print magazines, and tend to dislike new digital media formats.

Still in Vogue: Luxury Magazines Defy Print Market Gloom

Mark Sweney writing for The Guardian:

Nicholas Coleridge, international president of Vogue to Tatler owner Condé Nast, said that content on a tablet or iPad cannot match the experience of that “magazine moment”.

“It is very hard to replicate the physical allure of a luxury magazine on other platforms,” he said. “[It is] something to do with the sheen of the paper, the way that the ink sits on the page, the smell of money and desire that wafts off the page. Readers move into a different mode when they engage with a glossy. Advertisers understand this.” […]

And returning to the discussion about page size from earlier this year:

In a seemingly costly, and counterintuitive, move [Glamour] magazine is to get bigger, to the size of Wired, even though paper costs are expected to rise because of the weakness in the pound since the Brexit vote..

Publishing director Jamie Jouning says that the move is fuelled by a demand from premium advertisers, who felt that the smaller size “has not always done full justice to their creative”.

2016: The Year of Living Dangerously

Sue Todd at Mediatel Newsline:

Our bias for the new and unfamiliar of course varies by individual, but I won’t be the first to say that the media and advertising community (and I include myself in here) also thrive on the new. […]

What if our collective bias blind spot is having a profound effect on our decisions when it comes to media planning and buying? […]

Our own work at Magnetic – ‘Metrics that Matter’ (released this year with Carat), and ‘Why being different makes a difference’ (with Millward Brown) supports these views and showed magazines to be strong at driving long-term, relevant and meaningful connections for brands.

Millward Brown’s own brand equity measurement framework showed that magazines are one of the top three media channels for achieving salience, meaningfulness and difference, and that by focusing on these attributes, brands command a higher price premium, greater loyalty and ultimately long-term growth.

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