["The power of accurate observation is commonly called cynicism by those who have not got it." - George Bernard Shaw (1856 - 1950) ]
Today by Chris King
Research launched today by IPC Media has found that magazines drive consumers towards purchase, are highly engaging and trusted, and are the medium most likely to hold consumers’ sole attention.
The study, AdSense, sought to test the effectiveness of magazine advertising and understand its role in the overall media mix. 13 brands across six categories were included in the project.
AdSense evaluated two different advertisements for each brand and analysed the impact the ads had on consumers.
The study found that magazines are highly engaging, with 49% of respondents turning to magazines for “me time” and 45% in order to treat themselves.
AdSense also discovered that regardless of the age of the consumer, magazines are trusted. Here are some of the findings:
* 18% of all magazine readers said they trust magazine advertising and among heavy magazine readers this rises to 24%
* Overall, magazine ads are 80% more likely to be trusted than those in newspapers and 125% more trusted that radio ads
The study also looked at the action that consumers took after seeing a campaign in a magazine. AdSense discovered that:
* 46% of women were more likely to purchase a product that they’ve seen advertised in a magazine
* 14% actually purchased the brand advertised
* 10% had recommended the brand
* Nearly one in five (18%) had talked about the brand
AdSense found that magazines are an ideal partner for cross-media campaigns, and when magazine advertising is used alongside online or TV, brand recall and understanding is increased. Of those surveyed:
* 56% remembered the brand more after seeing both online and magazine ads
* 61% were more likely to remember the brand after seeing magazine and TV advertising
Director of IPC Insight, Amanda Wigginton commented on the research: “AdSense is the largest study of this kind that IPC has undertaken in over 17 years and proves that magazines generate results.
“As well as driving purchase, our study found that magazines prompt other actions, including encouraging footfall in-store, driving traffic to brand websites as well as in-store trials and online searches.
“The results confirm that not only is magazine advertising incredibly effective on its own, but also that it is an important element in cross-media campaigns.”
by Jeff Sonderman
The class of semi-portable, two-hands-required, touch-screen devices we generically refer to as “tablets” really contains two distinct species.
There are the 10-inch screens, where the $499-and-up iPad dominates and has reigned all tablets as best-in-class.
And then there is the insurgent class of 7-inch screens led by the Amazon Kindle Fire. Are they as good as the iPad? No. But they’re more than half as good for less than half the price – and so they offer a compelling value to the budget-conscious consumer.
In the next month or two, expect to see a new wave of impressive innovation in this smaller class of tablets.
Amazon is expected to debut the Kindle Fire 2 by August. This month Google will launch its own Nexus 7, which critics say is “the best 7-inch tablet yet” and “Applesque in its fluid touch response.” And if you believe the less-certain rumors from Bloomberg and the Wall Street Journal, Apple may launch its own “iPad mini” later this year.
These cheaper, lighter 7-inch devices have the potential to accelerate the tablet market to critical mass much more quickly than the iPad alone. The introduction of the first 7-inch Kindle Fire late last year contributed to total tablet ownership among U.S. adults nearly doubling in one month.
These trends are notable for the long-term future of journalism. A new study by Gartner finds about seven in 10 tablet owners use them for news consumption, and most “prefer to read news, magazines and books on screen, rather than on paper.” Some of the shift shows up in the times of day people use different devices, with tablet use peaking in the evenings.
This study seems more credible than many other recent ones, because participants kept a week-long diary of their device usage rather than just answer survey questions about how they think they use them.