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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Unprecedented.

• Brand Choice
• Advertising Clutter
• Time Compression

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Consumers Push Back
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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Next stop

• Panicsville!

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Searching for a Solution
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• Cable TV?
• The Internet?
• Branded Entertainment?
• Product Placement?
• Gaming?
• VOD?
• Cell Phones?
• The iPod?
• Turnstiles?
• Magazines?

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Were not in business to get noticed. Were in
business to get chosen.
Paul Higham, Former CMO, Wal-Mart Stores
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Engagement and ROI
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Engagement 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

One-third of the pages selected were ads!
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One on One Engagement
Percent of consumers engaging in no other
activity while using medium
Source Mindshare MORE Panel, A 18
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Its Action-Oriented
Actions readers took, or plan to take, as a
result of exposure to specific magazine ads

• Consider purchasing the advertised product or
  service 19
• Have a more favorable opinion about the
  advertiser 12
• Gather more information about advertised product
  or service 11
• Visit the advertisers website 10
• Purchase the advertised product or service 8
• Visit a store, dealer or other location
  7
• Save the ad for future reference 6
• Recommended the product or service to a friend,
• colleague or family member 5
• Took any action (net) 51

Source Affinitys VISTA Print Effectiveness
Rating Service Base Actions Taken based on
respondents recalling specific ads
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Its Web-Friendly
Magazines Encourage Purchasing on the Web
57
Which media provide 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!!

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Accountability
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From the ANA Accountability Forum
XMOS

• Ford
• Kraft/Jell-O
• Nestle/Coffeemate
• ESPN/Dream Job

Print is the real sleeper in the mix
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Ford F-150 Launch

• While television and magazines produced similar
  point gains in purchase consideration,
• magazines were less than half the cost per person
  influenced

Source Marketing Evolution Report Evaluating
the Return on Marketing Objectives The Case of
the 2004 Ford F-150 Launch.
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From Dynamic Logic Ad Results are not created
equally
Source Dynamic Logic CrossMedia Research
Studies N8 September 2004Delta(Exposed-Contro
l/)Control
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From Unilever

• We have to better understand the impact of
  magazines

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From Unilever

• We have to better understand the impact of
  magazines
• Unilever Research and Modeling
• Mindshare Research and Modeling
• Millward Brown
• Industry Research

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Unilever Findings

• Intimate relationships
• Resource for life options
• Significant ROI

Source Unilever
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Unilever Findings

• Intimate relationships
• Resource for life options
• Significant ROI
• Increased magazine spend 75

Source Unilever
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Magazines are more effective in driving people to
purchase
Source How Media Measure Up, 2004 (Hudson River
Group) Note Internet data not sufficient for
inclusion
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• Industry Specific
• Accountability
• Data

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From Automotive

• Warm and fuzzy wont cut it anymore.

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Automotive What we can prove right now

• TV saturation drives down ROI
• (Source HRG)
• Magazines own the middle of purchase funnel
• (Source XMOS, Dynamic Logic, Time Inc.)
• Magazines better than TV driving people to web
• (Source XMOS, Dynamic Logic, Time Inc.)
• Magazines twice as efficient as TV driving people
  to web
• (Source XMOS)

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From the Pharma Industry

• Doctor visits are the new currency of success.

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Pharmaceutical What we can prove right now

• Magazines build trust
• (Source Northwestern, Starcom, Rodale, Mars)
• Magazines are a preferred source of healthcare
  advice
• (Source Rodale, Readers Digest)
• Magazines generate 2X more doctor visits than TV
• (Source XMOS)
• Magazines are 3X more efficient than TV, and more
  efficient than the web in driving
  those visits.
• (Source XMOS)

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The Actual Numbers
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From Retail

• We dont feel the impact

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(No Transcript)
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The Results
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The moral of this story?
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• When a tree falls in the magazine forest, it will
  make a very

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• When a tree falls in the Magazine Forest, it will
  make a very
• Loud Noise!!