Table of Contents for the Digital Edition of FIPP - Proof of Performance FIPP - Proof of Performance Contents Foreward Introduction Executive Summary Each magazine has its own personality Motivations for reading magazines A personal relationship between reader and magazine Engagement/involvement The ‘magazine moment’ Connecting with the personal self Trust and ‘me time’ Time spent reading Repeat reading Keeping copies for reference Specialist and general magazines Readership accumulation Ads are part of the desired magazine content Relevance for readers means targeting for advertisers Ad noting: what it is measuring Ad noting: some results Beyond ad noting: actions stimulated by seeing print ads Engagement increases ad effectiveness Ad clutter is not a problem in magazines Readers with a predisposition to buy Ad impact: it’s worldwide, and in the nature of printed magazines Creative format = premium impact Samples, booklets & inserts linked to ads Advertorials/Branded content Scented ads Mobile action codes Print and websites complement each other Complementary – but print is preferred to websites Penetration of digital editions Profile of readers of digital editions Reasons for reading digital editions Time spent reading Mode of reading In-home, out-of-home Tablets are changing consumers’ expectations and behaviour Tablets are fun – and indispensible Digital editions increase total consumption of magazine content Engagement Preferences for print or digital editions Why print will co-exist with digital formats Publishers’ audience profiles trending towards digital The importance of trusted brands Polish case studies Visibility of online ads: only 69% are ‘in view’ Desirable target audiences Receptive to advertising in digital editions Ads in digital editions match or better the performance of print ads In-app ads outscore print and digital replica ads Readers have high demands of tablet advertisements Advertisements on iPads stimulate action Creative work in tablet ads needs to be more creative Tablets versus smartphones Overview of each medium The personal medium Time spent on media Multi-tasking Primary attention The ads: interruptive and annoying, or welcomed? Actions taken Magazines as drivers of online activity Magazines as drivers of word of mouth Distinctive positioning for magazines as communicators, influencers and motivators Meredith analysis shows 10% uplift in sales PPA analysis shows 11.6% uplift in sales Synergy between media The consumer journey Dynamic Logic/Millward Brown’s CrossMedia research Marketing Evolution’s purchase funnel Magazines initiate the media multiplier – and make TV work harder The Media Observer: evidence of under-spending on magazines Share of spending versus share of effect Sales Uncovered Magazines outperform TV in Henkel Swarzkopf case study The effect of diminishing returns P&G shifts ad spend from TV to magazines What is econometric modelling? What modelling can teach us: the Henkel studies in Sweden Five problems for magazine media Distributing magazine exposures Magazine ROI under-estimated by a fifth Why is accumulation data commonly not used? What can be done about it? Other kinds of data on magazines A continuous readership diary panel? Reference Index About FIPP/ The Author FIPP - Proof of Performance FIPP - Proof of Performance - FIPP - Proof of Performance (Page Cover1) FIPP - Proof of Performance - FIPP - Proof of Performance (Page Cover2) FIPP - Proof of Performance - Contents (Page 3) FIPP - Proof of Performance - Contents (Page 4) FIPP - Proof of Performance - Contents (Page 5) FIPP - Proof of Performance - Foreward (Page 6) FIPP - Proof of Performance - Foreward (Page 7) FIPP - Proof of Performance - Introduction (Page 8) FIPP - Proof of Performance - Introduction (Page 9) FIPP - Proof of Performance - Executive Summary (Page 10) FIPP - Proof of Performance - Executive Summary (Page 11) FIPP - Proof of Performance - Executive Summary (Page 12) FIPP - Proof of Performance - Executive Summary (Page 13) FIPP - Proof of Performance - Executive Summary (Page 14) FIPP - Proof of Performance - Executive Summary (Page 15) FIPP - Proof of Performance - A personal relationship between reader and magazine (Page 16) FIPP - Proof of Performance - A personal relationship between reader and magazine (Page 17) FIPP - Proof of Performance - Engagement/involvement (Page 18) FIPP - Proof of Performance - The ‘magazine moment’ (Page 19) FIPP - Proof of Performance - Time spent reading (Page 20) FIPP - Proof of Performance - Repeat reading (Page 21) FIPP - Proof of Performance - Repeat reading (Page 22) FIPP - Proof of Performance - Specialist and general magazines (Page 23) FIPP - Proof of Performance - Readership accumulation (Page 24) FIPP - Proof of Performance - Readership accumulation (Page 25) FIPP - Proof of Performance - Readership accumulation (Page 26) FIPP - Proof of Performance - Ads are part of the desired magazine content (Page 27) FIPP - Proof of Performance - Ads are part of the desired magazine content (Page 28) FIPP - Proof of Performance - Ad noting: what it is measuring (Page 29) FIPP - Proof of Performance - Ad noting: some results (Page 30) FIPP - Proof of Performance - Beyond ad noting: actions stimulated by seeing print ads (Page 31) FIPP - Proof of Performance - Beyond ad noting: actions stimulated by seeing print ads (Page 32) FIPP - Proof of Performance - Beyond ad noting: actions stimulated by seeing print ads (Page 33) FIPP - Proof of Performance - Beyond ad noting: actions stimulated by seeing print ads (Page 34) FIPP - Proof of Performance - Ad clutter is not a problem in magazines (Page 35) FIPP - Proof of Performance - Readers with a predisposition to buy (Page 36) FIPP - Proof of Performance - Ad impact: it’s worldwide, and in the nature of printed magazines (Page 37) FIPP - Proof of Performance - Creative format = premium impact (Page 38) FIPP - Proof of Performance - Creative format = premium impact (Page 39) FIPP - Proof of Performance - Advertorials/Branded content (Page 40) FIPP - Proof of Performance - Advertorials/Branded content (Page 41) FIPP - Proof of Performance - Mobile action codes (Page 42) FIPP - Proof of Performance - Mobile action codes (Page 43) FIPP - Proof of Performance - Print and websites complement each other (Page 44) FIPP - Proof of Performance - Print and websites complement each other (Page 45) FIPP - Proof of Performance - Complementary – but print is preferred to websites (Page 46) FIPP - Proof of Performance - Profile of readers of digital editions (Page 47) FIPP - Proof of Performance - Time spent reading (Page 48) FIPP - Proof of Performance - Mode of reading (Page 49) FIPP - Proof of Performance - In-home, out-of-home (Page 50) FIPP - Proof of Performance - Tablets are fun – and indispensible (Page 51) FIPP - Proof of Performance - Engagement (Page 52) FIPP - Proof of Performance - Engagement (Page 53) FIPP - Proof of Performance - Why print will co-exist with digital formats (Page 54) FIPP - Proof of Performance - Why print will co-exist with digital formats (Page 55) FIPP - Proof of Performance - Publishers’ audience profiles trending towards digital (Page 56) FIPP - Proof of Performance - The importance of trusted brands (Page 57) FIPP - Proof of Performance - The importance of trusted brands (Page 58) FIPP - Proof of Performance - Visibility of online ads: only 69% are ‘in view’ (Page 59) FIPP - Proof of Performance - Receptive to advertising in digital editions (Page 60) FIPP - Proof of Performance - Ads in digital editions match or better the performance of print ads (Page 61) FIPP - Proof of Performance - In-app ads outscore print and digital replica ads (Page 62) FIPP - Proof of Performance - In-app ads outscore print and digital replica ads (Page 63) FIPP - Proof of Performance - Readers have high demands of tablet advertisements (Page 64) FIPP - Proof of Performance - Creative work in tablet ads needs to be more creative (Page 65) FIPP - Proof of Performance - Tablets versus smartphones (Page 66) FIPP - Proof of Performance - Tablets versus smartphones (Page 67) FIPP - Proof of Performance - Overview of each medium (Page 68) FIPP - Proof of Performance - Overview of each medium (Page 69) FIPP - Proof of Performance - The personal medium (Page 70) FIPP - Proof of Performance - Multi-tasking (Page 71) FIPP - Proof of Performance - The ads: interruptive and annoying, or welcomed? (Page 72) FIPP - Proof of Performance - The ads: interruptive and annoying, or welcomed? (Page 73) FIPP - Proof of Performance - Actions taken (Page 74) FIPP - Proof of Performance - Magazines as drivers of online activity (Page 75) FIPP - Proof of Performance - Magazines as drivers of word of mouth (Page 76) FIPP - Proof of Performance - Distinctive positioning for magazines as communicators, influencers and motivators (Page 77) FIPP - Proof of Performance - Meredith analysis shows 10% uplift in sales (Page 78) FIPP - Proof of Performance - Meredith analysis shows 10% uplift in sales (Page 79) FIPP - Proof of Performance - PPA analysis shows 11.6% uplift in sales (Page 80) FIPP - Proof of Performance - PPA analysis shows 11.6% uplift in sales (Page 81) FIPP - Proof of Performance - Synergy between media (Page 82) FIPP - Proof of Performance - Synergy between media (Page 83) FIPP - Proof of Performance - Dynamic Logic/Millward Brown’s CrossMedia research (Page 84) FIPP - Proof of Performance - Dynamic Logic/Millward Brown’s CrossMedia research (Page 85) FIPP - Proof of Performance - Marketing Evolution’s purchase funnel (Page 86) FIPP - Proof of Performance - Magazines initiate the media multiplier – and make TV work harder (Page 87) FIPP - Proof of Performance - Magazines initiate the media multiplier – and make TV work harder (Page 88) FIPP - Proof of Performance - The Media Observer: evidence of under-spending on magazines (Page 89) FIPP - Proof of Performance - Share of spending versus share of effect (Page 90) FIPP - Proof of Performance - Magazines outperform TV in Henkel Swarzkopf case study (Page 91) FIPP - Proof of Performance - Magazines outperform TV in Henkel Swarzkopf case study (Page 92) FIPP - Proof of Performance - Magazines outperform TV in Henkel Swarzkopf case study (Page 93) FIPP - Proof of Performance - Magazines outperform TV in Henkel Swarzkopf case study (Page 94) FIPP - Proof of Performance - The effect of diminishing returns (Page 95) FIPP - Proof of Performance - The effect of diminishing returns (Page 96) FIPP - Proof of Performance - P&G shifts ad spend from TV to magazines (Page 97) FIPP - Proof of Performance - P&G shifts ad spend from TV to magazines (Page 98) FIPP - Proof of Performance - What is econometric modelling? (Page 99) FIPP - Proof of Performance - What modelling can teach us: the Henkel studies in Sweden (Page 100) FIPP - Proof of Performance - What modelling can teach us: the Henkel studies in Sweden (Page 101) FIPP - Proof of Performance - Five problems for magazine media (Page 102) FIPP - Proof of Performance - Magazine ROI under-estimated by a fifth (Page 103) FIPP - Proof of Performance - Why is accumulation data commonly not used? (Page 104) FIPP - Proof of Performance - Other kinds of data on magazines (Page 105) FIPP - Proof of Performance - A continuous readership diary panel? (Page 106) FIPP - Proof of Performance - A continuous readership diary panel? (Page 107) FIPP - Proof of Performance - Reference (Page 108) FIPP - Proof of Performance - Reference (Page 109) FIPP - Proof of Performance - Reference (Page 110) FIPP - Proof of Performance - Index (Page 111) FIPP - Proof of Performance - Index (Page 112) FIPP - Proof of Performance - Index (Page 113) FIPP - Proof of Performance - About FIPP/ The Author (Page 114) FIPP - Proof of Performance - About FIPP/ The Author (Page Cover3) FIPP - Proof of Performance - About FIPP/ The Author (Page Cover4) http://www.nxtbook.com/nxtbooks/fipp/201213_worldmagtrends http://www.nxtbook.com/nxtbooks/fipp/2012q4_magworld http://www.nxtbook.com/nxtbooks/fipp/201213_mediafactbook_v2 http://www.nxtbook.com/nxtbooks/fipp/201213_mediafactbook http://www.nxtbook.com/nxtbooks/NXTbook/new_survey http://www.nxtbook.com/nxtbooks/fipp/2012q3_magworld http://www.nxtbook.com/nxtbooks/fipp/proofofperformance http://www.nxtbook.com/nxtbooks/nxtbook_samples/promo_loc http://www.nxtbook.com/nxtbooks/fipp/2013mbmc_brochure http://www.nxtbook.com/nxtbooks/fipp/2012q2_magworld http://www.nxtbook.com/nxtbooks/fipp/worldtrends_2012 http://www.nxtbook.com/nxtbooks/fipp/2012q1_magworld http://www.nxtbook.com/nxtbooks/fipp/2011q4_magworld http://www.nxtbook.com/nxtbooks/fipp/2012dpc_brochure http://www.nxtbook.com/nxtbooks/fipp/2011q3_magworld http://www.nxtbook.com/nxtbooks/fipp/2011q2_magworld http://www.nxtbook.com/nxtbooks/fipp/2011mbrshp_brochure http://www.nxtbook.com/nxtbooks/fipp/2011dpc_brochure http://www.nxtbook.com/nxtbooks/fipp/2011mbmc_brochure http://www.nxtbook.com/nxtbooks/fipp/2011q1_magworld http://www.nxtbook.com/nxtbooks/fipp/2010q4_magworld http://www.nxtbook.com/nxtbooks/fipp/worldtrends_2011 http://www.nxtbook.com/nxtbooks/fipp/2010q3_magworld http://www.nxtbook.com/nxtbooks/fipp/2010q2_magworld http://www.nxtbook.com/nxtbooks/fipp/2010_intntlHndBk http://www.nxtbook.com/nxtbooks/fipp/2010_MBMCbrochure http://www.nxtbook.com/nxtbooks/fipp/2010_DPCbrochure http://www.nxtbook.com/nxtbooks/fipp/2010Q1_magworld http://www.nxtbook.com/nxtbooks/fipp/worldtrends_2010 http://www.nxtbook.com/nxtbooks/fipp/2009Q4_magazineworld http://www.nxtbook.com/nxtbooks/fipp/2010dpc_brochure http://www.nxtbook.com/nxtbooks/fipp/2009Q3_magazineworld http://www.nxtbook.com/nxtbooks/fipp/magazines_environment http://www.nxtbook.com/nxtbooks/fipp/2009Q2_magazineworld http://www.nxtbookMEDIA.com
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