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News Release from: PPA Marketing | Subject: Magazine Advertising Conference
Edited by the Marketingservicestalk Editorial
Team on 24 September 2007
The magazine revolution continues
PPA Marketing is calling for magazine publishers to leverage reader relationships.
Alpha groups of consumers, termed "influencers", read a quarter more magazine titles than non-influencers, leading PPA Marketing to urge publishers to further enhance the magazine medium to become key forums for influencers driving word of mouth marketing for advertisers Speaking at the PPA Marketing Magazine Advertising Conference, held at London's IMAX Cinema, Dr Peter Marsden, Director of Clickadvisor and buzz marketing specialist, demonstrated that despite ongoing technological advancements and the popularity of viral email campaigns, consumer magazines are the channel for advertisers looking to harness the power of word of mouth marketing
This article was originally published on Marketingservicestalk on 3 Aug 2007 at 8.00am (UK)
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The relationships magazines engender with their readers tick all of the boxes needed to activate an "influencer", including sneaky peaks (sharing unknown information), VIP Vote (the right to reply) and the inside scoop (exclusive behind the scenes information).
Moreover, the fact that the average influencer creates at least 62 conversations surrounding a product or service shows that magazines have a very key role to play in word of mouth marketing.
Keynote speaker Mark Price, Managing Director of Waitrose, added to the credibility of the medium by revealing that magazines and TV advertising were solely responsible for driving footfall by 1.3 million and adding GBP17.5 million extra sales to Waitrose's bottom line.
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He went on to add that, given the "highly competitive" nature of magazine advertising, it is the most cost effective way of establishing and building a brand.
Building on the "Magazine Revolution", a campaign launched by PPA Marketing in March to challenge the way agencies and clients regard magazine advertising in the current evolving communication climate, PPA Marketing revealed its latest research report investigating magazines and online search and purchase.
Magazine advertising has been found to be the primary driver of online purchases in over 70 per cent of product categories including cosmetics, clothing and travel.
Other findings show that magazines and TV dominate the driving of online search and that magazines are the most cost-effective way to drive consumers to research on the net.
Commenting on the results Tim Lucas, managing director of White Lodge, said: "In today's world it is essential for magazine publishers to be able to demonstrate the continued relevance of magazine advertising to brands.
"With this new research PPA Marketing has bolstered the magazine armoury and provided its members, agencies and clients with even more compelling evidence as to the effectiveness of the medium.
"The fact that 58 per cent of UK adults have made a purchase online as a result of offline advertising is extremely persuasive, but add to this proof that magazines, alongside TV, dominate this space, advertisers wanting to drive search and online purchase would be mad to ignore the medium".
Peter Herdman, exploratory research manager at ArjoWiggins, explored the psychology of paper, reinforcing its longevity even in this the digital age.
Delegates were presented with innovative, yet realistic visions of the ways that magazines can link with cutting-edge technology to increase interactivity and bring new experiences to the magazine/reader relationship.
Phil Cutts, Director of Marketing PPA Marketing, summing up the conference, said: "This is only the second year we have held a dedicated conference and awards for consumer magazine advertising, away from the annual Magazines Conference.
"It is clear however, from the level of attendance, the record number of award entries; the high calibre of speakers and most of all the positive feedback that this is a fantastic forum for the industry to celebrate excellence in the use of the magazine medium to drive business.
"We will continue to work with our members, agencies and clients to ensure we best support this exciting and innovative medium".
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