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Clutter in Magazines
Is anyone really seeing me ad?
2
The Debate

• It is a truth universally acknowledged that there
  is more advertising clutter than ever before in
  todays crowded media landscape
• Consumers are also becoming more savvy at
  avoiding ads and now they have the tools to do
  it with the advent of Sky et al
• So whats an advertiser to do? How do they know
  their target consumer is seeing their ad at all?
  And does it matter that their carefully crafted
  ads are nestling alongside a hundred others, all
  vying for consumers attention?
• In particular, some magazines are often perceived
  as having a particularly high level of clutter,
  so how does this affect ad recall?
• Perhaps most importantly, does clutter even exist
  in magazines at all?

3
Summary of Findings

• There is undoubtedly more clutter now compared to
  even 10 years ago
• However, advertising is not all bad if its
  relevant, its seen as beneficial
• Clutter doesnt appear to exist in magazines
• - There is a difference between ad recall in
  magazines with low versus high levels of
  advertising. However, the difference is the
  reverse of what would be expected the more
  competitive ads, the better the recall
• This is due to
• - Magazines giving readers control over how they
  consume ads
• - Ads having a high degree of relevance to the
  consumer
• - The huge choice of magazines which makes them
  uniquely tailored to the reader

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Contents

• The growth of Clutter
• - And how consumers are counteracting it
• Advertising in Magazines
• - Competitive advertising
• - AdEd ratio
• - Consumer perception and needs
• Secrets of Magazines Success

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The Growth of Advertising Clutter
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Media Was Once Pretty Simple
It used to be defined as spots and insertions
situated in the midst of our beloved sporting
events, news, comedies and favorite magazines.
Once the family would obediently gather around
the TV set when the clock struck eight to watch a
show theyd looked forward to all week. In those
days, a phone was just a phone and mobile media
was called a magazine.
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Media Fragmentation
UK Media 30 Years Ago
UK Media Today
9,000 magazine titles
58.4 TV channels per home
3 TV channels per home
130 Digital Audio Broadcast Stations
320 radio stations
6 radio stations
3,500 Magazine titles
8.0 billion pages indexed by Google
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Increase In Advertising Messages
On average, consumers are exposed to over 3,000
advertisements per day
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The Audience Have Taken Control

• Developments in technology mean more editorial
  control than ever for consumers
• - VoD, EPG, PVR, iPod.
• We can now edit broadcast media and tailor it to
  our own individual taste

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Empowering New Technologies
PVRs
Opt-in Regulation
Pop-up Blockers
Spam Filters

• 5.2m UK households at end 2008
• 13.2m UK households expected by 2012

• Active since Dec. 2003
• European wide, covers both SMS and Online

• Used by 30 of Internet users world wide
• Will grow with integration into security suites

• Used by 84 of U.S. businesses, nearing 100 by
  2009
• Used by 54 of U.S. consumers at home

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Avoiding Fast Forward

• However, advertising can still be seen as
  beneficial and useful
• - When its relevant
• - New News
• Consumers do want to be advertised to, but on
  their terms
• - Products theyre interested in
• - When theyre interested in learning about them
• - In the right media
• Creative is the key to success
• - Making it engaging, enjoyable, informative and
  appropriate to the audience and the medium

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Advertising In Magazines
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The Perception

• Magazines contain a very high volume of
  advertising
• - This is particularly true of fashion magazines
  (though the aded ratio will never be above
  4060)
• Much of it is in competing categories
• - Fashion
• - Beauty
• - Hair
• Therefore, its impossible for advertisers to cut
  through this competitive noise and be noticed
• However, recent research dispels this myth

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Adverts In Close Proximity
Adverts in close proximity make no difference to
recall In broadcast media, the inference is that
ads in a bank interfere with each other, thus
the demand for first in break and shorter ad
breaks. Magazines hand the exposure framework
over to the reader so breaks do not occur PLUS
research suggests all adverts are regarded as
valuable.
Source Medialogue Stopwatch
15
Competitor Activity
Increasing numbers of competitors are no
detriment to recall In broadcast media, its
presumed that competitor ads interfere with each
other, hence just one advert per category per
break. Magazine research suggests competitive
adverts make a market and each advert is
equally valuable.
Source Medialogue Stopwatch
16
EdAd Ratio
A higher number of adverts per magazine issue is
no detriment to recall As broadcast media carry
an increasing number of adverts, ad avoidance
occurs and impact reduces. Research suggests this
is not the case in magazines.
Stop/watch suggests an increase in recall. Note
magazines with higher pagination tend to be
womens monthlies with very relevant
advertising Clutter does not impact upon
magazine advertising effectiveness
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Why Is This?

• Starcom found out that when readers were asked to
  tear out 10 pages of a magazine which described
  its essence 1/3 were ad pages
• Advertising is seen as an integral part of the
  magazine
• - Its providing a service telling readers about
  new things they might be interested in
• - High relevance of advertising to the editorial
  content and reader means that its well
  received
• The reader is in control
• - They can choose whether to skip over an ad if
  they dont think its relevant read it now or
  go back to it later
• - Pages can be torn out for reference to call
  a number or go on the web, or even take into a
  shop

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ControlAcceptance
How acceptable do you find each of the
following advertising methods?
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Consumers Are Happy With The Amount of
Advertising In Magazines
Consumer Perceptions About the Amount of
Advertising in Different Media
TV
Radio
Magazines
Internet
Too much 81 Right amount 18.9 Not enough
0.1
Too much 55.2 Right amount 43.3 Not
enough 1.4
Too much 50.4 Right amount 48.7 Not
enough 0.8
Too much 50.4 Right amount 48.7 Not
enough 0.8
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In Fact, Consumers WANT Magazines Advertising To
Keep Them Informed
Where do you get information about a product
youve never bought before?
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Secrets of Success
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Secrets of Success
Choice Participation
Relevance Control
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Secrets of Success
Actively chosen from a huge variety catering for
very specific attitudes, values and needs
Relevance Control
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Secrets of Success
An investment of money and time - generates an
emotional link my favourite magazines is like a
close friend
Choice Control
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Secrets of Success
Readers target their magazine. Buying into the,
information, advice, entertainment, attitude and
values of the brand.
Choice Control
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Secrets of Success
Where, when, for how long and who with its all
up to the reader. There is no interruption and no
clutter
Choice Participation
Control
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Summary of Findings

• There is undoubtedly more clutter now compared to
  even 10 years ago
• However, advertising is not all bad if its
  relevant, its seen as beneficial
• Clutter doesnt appear to exist in magazines
• - There is a difference between ad recall in
  magazines with low versus high levels of
  advertising. However, the difference is the
  reverse of what would be expected the more
  competitive ads, the better the recall
• This is due to
• - Magazines giving readers control over how they
  consume ads
• - Ads having a high degree of relevance to the
  consumer
• - The huge choice of magazines which makes them
  uniquely tailored to the reader