Focus on The Market Basket

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A Walk in the Woods
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(No Transcript)
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• The
• Unprecedenteds

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Consumers Reject Intrusion

• Places you would be in support of eliminating
• marketing and advertising

40
38
34

23
16
10
Source Yankelovich Omniplus, February 2004
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Consumers Reject Intrusion

• For which of the following would you say
  advertising gets in the way of you enjoying

62
55
51
49

28
Source Roper Public Affairs, 2005
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• you need to engage the consumer in some way vs.
  the old-time philosophy of bludgeoning them to
  death
• David Verklin, CEO Carat

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• Searching for a solution!!

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Its Not Enough to Get Noticed You Have to
Get Chosen
Paul Higham, Former CMO, Wal-Mart Stores
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Understanding Magazine Engagement
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Its Emotional!

• It is never boring to read an issue
• The magazine stimulates my thinking about
  things
• Its an escape
• When I read this magazine, I lose myself in the
  pleasure of reading it
• It is an avenue to learning about new products
• I trust it to tell the truth
• Advertising in this magazine says something
  about the brand being advertised
• I like the ads as much as articles

Source Northwestern University Media Management
Center
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Its Part of the Experience!

• Starcom's Engagement Driver Study...
• Respondents asked to pull 10 pages that best
  reflected the title's essence

Source MediaWeek Magazine
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Its Part of the Experience!

• Starcom's Engagement Driver Study...
• Respondents asked to pull 10 pages that best
  reflected the title's essence
• One-third of pages were ads!

Source MediaWeek Magazine
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Its Focused!
Percentage engaging in no other activity while
using medium
Source Mindshare MORE Panel, A 18
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Its Credible!
Magazine Engagement
magazines
43
Consumers can usually trust and believe
advertising in/or
network tv
32
cable tv
15
Source Media Choices
the internet
10
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Magazine Engagement
It Generates Word of Mouth!
saying Magazines contributed to recommendations
in past year
Source Roper Reports "New Insights on
Word-of-Mouth", Feb 24, 2005
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Magazine Engagement
Even more among Influentials
saying Magazines contributed to recommendations
in past year
Source Roper Reports "New Insights on
Word-of-Mouth", Feb 24, 2005
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Its Action-Oriented!
Actions readers took or plan to take as a
result of exposure to specific magazine ads

• Have a more favorable opinion about the
  advertiser 15
• Recommended the product or service to a friend,
• colleague or family member 15
• Gather more information about advertised product
  or service 12
• Visit the advertisers website 12
• Consider purchasing the advertised product or
  service 9
• Visit a store, dealer or other location 8
• Purchase the advertised product or service 7
• Save the ad for future reference 5
• Took any action (net) 50

Based Actions taken based on respondents
recalling specific ads Source Affinity Research
VISTA Print Tracking Service
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Its Action-Oriented!
Magazines Encourage Purchasing on the Web
57
Which media provides you with ideas that
influence how to get information about products
and services on the internet?
Magazines
53
Cable TV
53
Network TV
51
Radio
Source Roper Public Affairs, 2005
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Its On Demand Audience Cume...
When and where your customers are ready to
engage!!
Source MRI
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ACCOUNTABILITY?
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Magazine Engagement
Its Targeted Reach Among Men

Source MRI Spring 05, Nielsen 9/20/04-1/30/05
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Magazine Engagement
Its Targeted Reach Among Women
Source MRI Spring 05, Nielsen 9/20/04-1/30/05
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From the ANA Accountability Forum
XMOS

• Ford
• Kraft/Jell-O
• Nestle/Coffee-mate
• ESPN/Dream Job

Print is the real sleeper in the mix
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From Dynamic Logic All results are not created
equally
Source Dynamic Logic CrossMedia Research
Studies N8 September 2004Delta(Exposed-Contro
l/)Control
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From AdvertisersUnilever Quantified Magazine
Impact Thru

• Unilever Foods Modeling
• Mindshare Proprietary Learnings
• Sales Modeling
• Panel Surveys
• Millward Brown Data
• Other external industry research

Source Unilever
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The Learning

• Print provides significant ROI
• Readers have an intimate relationship and are
  involved with their magazines
• Readers use print as a resource for a variety of
  life options

Source Unilever
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The Impact
Unilever Boosted Magazine Spending 75 in Two
Years
Source Unilever
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From the Hudson River Group
Source How Media Measures Up, 2004 (Hudson River
Group) Note Internet data not sufficient for
inclusion
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From Marketing Management Analytics (MMA)
Relative Return on Investment (Index)
TV
100
ConsumerPackaged Goods Brands
139
Magazines
Non-PackagedGoods Brands
100
TV
Magazines
122
Source Ephron and Pollak (MMA),
ARF/ESOMAR Conference in Los Angeles, May 2003
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• The moral of this story??

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• Without a single word of recorded copy, when a
  tree falls in the Magazine Forest, it will make a
  very

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• Without a single word of recorded copy, when a
  tree falls in the Magazine Forest, it will make a
  very
• LOUD NOISE!!

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(No Transcript)