Know your audience A key to a profitable publishing business

1. Know your audienceA key to a profitable publishing business Guy Consterdine Guy Consterdine Associates & FIPP Research Consultant

2. Know your audience – in order to attract advertising This paper focuses on types of information needed for selling advertisement space It will not cover: Readers’ editorial requirements Circulation auditing Market research techniques

3. How many readers? Many possible definitions Most national readership surveys throughout world: The number of people who read a copy – any copy – within the last publishing interval Daily paper: number who read a copy yesterday Weekly: number who read a copy in last 7 days Monthly: number who read a copy in last month

4. What are the readers like? Profile of readers by demographics: Gender (e.g. 60% are men, 40% are women) Age Region Social category Working status Life stage Etc

5. What are the readers like? Profile of readers by: Interests Attitudes Psychological characteristics Product purchasing Etc

6. How do readers use their publications?

7. How copies are obtained Delivered to my home Bought it myself Someone else in my household bought it Passed on by someone else Office/work copy Read elsewhere outside home

8. How copies are obtained Data summarised: Primary readers Secondary readers Example: The Sun newspaper (UK NRS) Primary readers 82% Secondary readers 18%

9. Time spent reading “How long do you usually spend in total reading or looking at an issue of ….. by the time you’ve finished with it?” Examples (UK Quality of Reading Survey): What’s On TV (weekly) 48 minutes The Economist (weekly) 61 New Scientist (weekly) 77 Reader’s Digest (monthly) 85 Yours (monthly) 91

10. Proportion of issues read “What proportion of pages do you usually open of an issue of ….. by the time you’ve finished with it?” Examples (UK Quality of Reading Survey): The Daily Telegraph 80% The Sunday Times 80%

11. Number of times picked up “How many times do you usually pick up an issue of ….. by the time you’ve finished with it?” Examples (UK Quality of Reading Survey): Top of the Pops (monthly) 2.8 times Woman (weekly) 3.7 Time (weekly) 4.2 Cosmopolitan (Monthly) 5.0 What’s On TV (weekly) 10.3

12. Average times the average page is opened Examples (UK Quality of Reading Survey): Average magazine 2.54 exposures per page Take A Break (weekly) 2.17 Men’s Health (monthly) 2.38 Practical Parenting (monthly) 3.40 25 Beautiful Homes (monthly) 5.80

13. Readership accumulation

14. Readership accumulation (UK NRS)

15. Readership accumulation (UK NRS)

16. How readers experience their magazines ‘Absorbing Media’ survey Periodical Publishers Association (PPA) in UK 2002 The ‘magazine moment’ - typical set of circumstances in which a magazine is consumed

17. The ‘magazine moment’ Intensely personal experience Reader is absorbed Cocooned from external intrusion Read in relaxed situation Treasured time Active input liked: selecting, dipping in Controlled by user: read in an order and pace which suits the individual

18. Reader-magazine relationship A close relationship develops between readers and their favourite magazines It creates a bond of trust It rubs off onto the advertising Advertisers benefit from this relationship

19. Readers value the advertising ‘Media Values’ survey, IPC Media “The advertisements are an essential part of this magazine” Motoring magazines 80% of readers agreed House/decoration monthlies 75% Fashion & beauty monthlies 75% Average magazine 65% Romantic story magazines 47%

20. Readers enjoy the advertising ‘Media Values’ survey, IPC Media “I enjoy the advertisements in this magazine” Average magazine 62% of readers agreed

21. Readers take action ‘Absorbing Media’ survey: Action taken as a result of reading a magazine: Picked up ideas 68% of readers Followed some advice given 43% Tried something for first time 36% Bought something 41% Any of these 87%

22. Readers buy products There are many examples of proof that advertising in newspapers and magazines increases sales Print advertising used on its own Print advertising used with other media, such as TV In many countries around the world

23. Kenco coffee: regional media test 35% of UK: magazines + TV 65% of UK: TV only (control region) Equivalent budget levels 8 months test Monitored by sales and tracking studies

24. Test region’s brand share Before: 19.8% higher than control region After: 25.4% higher than control region 28% gain in brand share

25. Tim Tam chocolate biscuits History: had never used magazine advertising Mixed-media test: Magazines + TV, for 15 weeks Nielsen Household Panel monitored sales Sales during campaign period: Non-readers of magazines +5% Readers of magazines +32%

26. Summary Know your audience It’s key to winning ad revenue and profit

27. Know and prove… How many readers What they are like How they use the publication Their close relationship with the publication Their involvement with the advertisements The actions they take Print ads sell products, generate high return on investment How their exposure to print ads enhances the advertising in other media

28. Thank you!