President & Chief Executive Officer MAGAZINE...

MAGAZINE MEDIA TELLS AND SELLS

LINDA THOMAS BROOKSPresident & Chief Executive Officer

10.09.17

@mpamagmedia | @runltb | #mpatellsandsells

THE RHETORIC IGNORES THE REALITY

Magazine media builds brands and sells product in a safe and transparent environment with demonstrable results and more rigor to prove it than anyone else

WHAT IS SPECIAL ABOUT

MAGAZINES?

THE RHETORIC IGNORES THE ROLE

THE HIERARCHY OF ADVERTISING EFFECTS

BRAND AWARENESS/FAMILIARITY

MESSAGE ASSOCIATION

BRAND FAVORABILITY

PURCHASE INTENT

THE RHETORIC IGNORES THE REACH

Total MM360°

Print+Digital

Web

Mobile

Video

AUDI

ENCE

SIZE

BYPL

ATFO

RM(I

NM

ILLI

ONS)

0

500

1000

1500

2000

Sources for Print+Digital Audiences: GfK MRI's Survey of the American Consumer® and Ipsos Affluent Survey USASources for Online platforms: comScore and Nielsen Online

MAGAZINE MEDIA 360°BRAND AUDIENCE REPORT

AudienceTrend by Platform

The Walking Dead AMC 8.0

Sunday Night Football NBC 6.9

Thursday Night Football NBC 5.2

Thursday Night Football CBS 5.0

The Big Bang Theory CBS 4.9

This Is Us NBC 4.8

Empire FOX 4.3

NFL Monday Night Football ESPN 3.9

Modern Family ABC 3.7

Grey’s Anatomy ABC 3.5

People 15.6

Better Homes & Gardens 12.7

National Geographic 12.4

The Costco Connection 9.4

Cosmopolitan 8.3

ESPN The Magazine 8.0

Sports Illustrated 7.6

Game Informer 7.0

Parents 6.6

Men’s Health 6.3

TOP 10 TV SHOWS(Adults 18-49 in 2016-17 Season)

TOP 10 MAGAZINES(Adults 18-49 MRI Spring 2017)

Source: Nielsen Media Research, 2016-2017 season to date through May 14, 2017, in ratings points. Nielsen prelim Live+7 Day, Prime, Originals only, Programs with majority of telecasts airing in season. Excludes: Repeats, Specials, Post-Season Sports, Pre/Post Sports Commentary, Mini-Series (<5 telecasts in season) and News.; GfK MRI, adults 18-49, Spring 2017

THE RHETORIC IGNORES THE RESULTS

PRINT PROVIDES LIFT ON AWARENESS MEASURES . . .

0%

5%

10%

15%

20%

AIDED AWARENESS

15%13%

6%

10%

ONLINE AD AWARENESS

11%

7%

11%

PRINT AD AWARENESS

11%11%10%

TV AD AWARENESS

12%

15% 15%

UNAIDED AWARENESS

3% 4%6%

4%

Online + Print Delta Online + TV Delta Print + TV Delta Online + Print + TV Delta

Source: Millward Brown DigitalNumber Respondents: Print + Online = 30,588; Online + TV = 91,019; Print + TV = 24,563; Print + Online + TV = 10,967

. . . AND FOR LOWER FUNNEL METRICS TOO

Online + Print Delta Online + TV Delta Print + TV Delta Online + Print + TV Delta

significant increase at 95% confidence

0%

5%

10%

15%

20%

PURCHASE INTENT

8%

17% 17%

11%

BRAND FAVORABILITY

7%

15% 14%

10%

MESSAGE ASSOCIATION

9%11%

10%8%

Source: Millward Brown DigitalNumber Respondents: Print + Online = 30,588; Online + TV = 91,019; Print + TV = 24,563; Print + Online + TV = 10,967

NOT EVERY AD DOLLAR IS THE SAME

$3.94Return on Advertising Spend

Source: Nielsen Catalina Solutions, analysis of 1,400 campaigns measured across media type. Multi-Media Sales Effects Studies from 2004-Q4 2015. Copyright 2016 Nielsen Catalina Solutions

THE RHETORIC IGNORES THE RECEPTIVITY

Magazine media is more trusted, inspiring and motivating

than other media.

Source: Simmons Research, Multi-Media Engagement Study, Spring 2016

Magazine media readers say“ads fit well with the content”

– more so than on websites and TV.

Source: Simmons Research, Multi-Media Engagement Study, Spring 2016

Readers 18-49 are especially receptive to advertising in magazine

media – more than websites or TV.

Source: Simmons Research, Multi-Media Engagement Study, Spring 2016

Source: Simmons Research, Multi-Media Engagement Study, Spring 2016

Higher comprehension and recall

Stimulates emotions and desires

Slower reading speeds

Preferred by majority(even millennials)

More focused attention, less distraction

Drives sensory involvement

PAPER-BASED READING

THE RHETORIC IGNORES THE RESPONSIBILITY

MAGAZINE MEDIA’S MOMENT IN TIME

BRAND SAFE, BRAND EDIFYING

MEASUREMENT —AUDITED, VALIDATED,

ACCREDITED

BETTER VIEWABILITY

IMMERSIVE USER EXPERIENCE

PROVEN EFFECTIVENESS

LINDA THOMAS BROOKS lthomasbrooks@magazine.org

212.872.3710

magazine.org

MAGAZINE MEDIABETTER. BELIEVE IT.