Magazines Uncovered

• Sales Uncovered - Using magazines to boost sales and deliver return on investment (launched on 4 May at Magazines 2005)]
• Planning Uncovered - Using magazines to optimise planning targets (launched in August 2005)
• Communication Uncovered - Using magazines to boost campaign performance (launched in December 2005)

Sales Uncovered

This booklet explores how the use of magazines can contribute to a variety of sales-related campaign objectives.

• Boost sales by more than 11 percent on average
• Build market share and penetration by boosting market share volumes by more than 8 percent, for example
• Improve sales performance further by increasing magazines’ share of the budget
• Win new customers by delivering more than 8 percent additional market penetration on average – and, in addition, boost average weight of purchase
• Give positive support to below-the-line promotion by adding 7
  percent more market value share on average
• Work effectively with television advertising by contributing to a 30 per cent overall increase in sales when used with TV
• Generate similar sales levels as TV but at substantially lower cost
• Delivered a positive return on investment by generating an average return of more than two-and-a-half times the investment, over the course of a year

Download the Sales Uncovered booklet [PDF]

Download Richard Hemming's Sales Uncovered presentation from Magazines 2005 [3MB]

Planning Uncovered

This booklet explains how magazines can make media budgets work harder - improving the efficiency of schedules and optimising media planning targets. It explains how:

• Sales performance can be boosted by incorporating magazines in mixed-media scheduling
• Audience delivery of ratings, reach and repetition can be optimised by increasing magazines' budget allocation
• Ad awareness can be improved by the cost-effective addition of magazine advertising

Download the Planning Uncovered booklet [PDF]

Communication Uncovered

This booklet explains how:

• Brands must engage with their customers in order to succeed
  In a changing media environment it is not enough just to grab consumers' attention. Consumers are gaining more control of their exposure to advertising and will ignore the unsolicited and irrelevant.
• Magazines are particularly suited to engagement
  Consumers approach media with different expectations and in different frames of mind. Because of the way they are purchased and used, the relationship between magazine and reader means that magazines share the characteristics of a close friend. These attributes are becoming increasingly important for successful communication.
• Brands can capitalise on magazines' power of communication
  Fitting the medium to the message denies advertisers access to huge audiences: successful brands will find ways of fitting the brand messages to the attitudes, values and interests of audiences that have been aggregated by magazines
• Readers see magazine advertising as a fundamental part of their media consumption
  The nature of the reading experience and the control that consumers have on their exposure to advertising means that there are no issues with clutter, proximity or competitive activity in the same issue of a magazine - unlike other types of media consumption.
• Effective communication means magazines deliver results
  The ability of magazines to work on their own - or with other media - is well researched. The magnitude of the improvement in communication is hard to over-emphasise and underlines the fundamental power of magazine communication. The resultant boost.
• In awareness and sales effects should leave advertisers confident that their money is well spent in magazines.

Download the Communication Uncovered booklet [PDF]