In her previous blog post, SPH Magazines' Hafizah Hazahal shared how the Google/Youtube ‘brand safety’ chaos has led to the industry’s reawakening to the importance of branding, vis-à-vis the pursuit of conversions in this digital age. When it comes to branding, a study by Magnetic Media has proven that magazine media excels in building “meaningfully different” brands which drives repeat purchase and grow market share.
This article is written by Hafizah Hazahal, analyst at SPH Magazines, and was published previously at sphmagazines.com. You can see the original post here.
Firstly, the nature of magazine as a lean-forward media that readers turn to during their ‘me-time’ to unwind creates a relaxed mind which is more receptive towards commercial messages. This is a powerful environment for brands in an age of banner-blindness and adblocking. Thus, prior to building differentiation, magazine is able to drive awareness for brands that appear within it.
Secondly, the fact that it is a self-selected media hints at the intimate relationship between the media and reader. Brands that appear in the media stand to benefit from this relationship as the affinity towards editorial content spills onto advertisements too. As a result, advertisements enjoy almost the same level of trust and receptivity as content – as proven in our study of over 3,500 readers across 10 key women’s lifestyle magazines in Singapore.
The Advertising ROI Report, 2014, SPH Magazines and GfK Singapore
Last but not least, the key drivers of brand differentiation identified in Millward Brown’s study – uniqueness and dynamism – are strong attributes of magazine media. The deep vertical knowledge of its editors and writers who are at the forefront of happenings in their respective industries inevitably command recognition from readers as trend-setters. Strong editorial voice coupled with distinctive creative production values of magazines work together to build a sense of uniqueness and dynamism which rub off on brands that appear in the media.
A strong testament to the power of magazine is when digital-native brands with already formidable market share and following in their respective sectors chose to partner with a magazine media for their advertising campaigns.
That is exactly the endorsement that SPH Magazines receive when digital brands such as ZUJI, Ctrip and Qoo10 chose to partner with us.
What made them chose us over their natural environment (i.e. digital-only media) with its promise of massive reach? Let’s look at our campaign with ZUJI.
ZUJI, an online travel agent, wanted to engage and excite new customers with original content and promotions. To deliver these objectives, it turned to SPH Magazines to leverage on these key strengths:
Great understanding of our audiences: As a legacy publisher, we know the types of content and delivery formats that resonate with our audiences.
Scalable premium audience across platforms: Research shows that magazine readers are among the most affluent in their respective markets and are prepared to spend. We enabled ZUJI to reach these premium audiences anytime and anywhere, across SPH Magazines’ network of print, websites and digital editions – aggregating a reach of 4.7 million consumers.
Guaranteed brand safety: With their messages appearing alongside our content, ZUJI was able to grow their brand equity in a safe and conducive environment.
As a result, ZUJI’s campaign delivered a clickthrough rate four times the industry average. Read more about ZUJI’s successful campaign here.
More like this
The acceptance of the need to turn data into valuable information has reached a tipping point and will accelerate in the next three years, writes Thomas Howie, COO of events software platform Evessio.11th Feb 2019 Opinion
Rumours of the death of print media have been greatly exaggerated. While online publications have been experiencing tremendous growth in recent years, the fact is that 58 per cent of subscribers still describe themselves as primarily print-oriented, and 60-80 per cent of publisher revenues are still generated from print. It’s true that the majority of print-first subscribers are older, but that doesn’t mean younger audiences won’t pay for print. They will, and they do.16th Jan 2019 Opinion
At UPM Communication Papers we have a long history of demonstrating responsibility for the environment. But few people know that our sustainability agenda extends to also include a commitment to taking care of people and society throughout the value chain whilst simultaneously creating value for our customers through delivering products with high sustainability credentials.26th Nov 2018 Opinion
Forty-four per cent of the world’s news consumers get their news primarily via the smartphone, Reuters Institute states in its 2018 Digital News Report. But although technology has changed the distribution of news dramatically, the stories are still told in the same way as they were 100 years ago.19th Nov 2018 Opinion
A Swiss digital news publisher has found their conversion rate of registered users to paying subscribers has increased by five times since they have altered their approach from building paywalls to creating "dynamic pay gates".14th Mar 2019 Features
After years of shifts, downsizing, and mergers, some magazine media around the world are feeling the pinch. We're all dealing with strained and sometimes non-existent resources, stretched for time, and tasked these days with doing more with less.18th Mar 2019 Features
It is early days for developing new mobile storytelling formats. Despite some successful prototypes, most of the heavy lifting is still about to happen, says Jacob Gjørtz, VP marketing at CCI Europe. Based on what we have learnt this far, brevity, video and AI will be central to what happens next.18th Mar 2019 Features
The Vietnam News Agency (VNA) has made the Innovation in Media 2018-2019 World Report available in Vietnamese.18th Mar 2019 Insight News
There is a lot of discussion within the content marketing, and indeed the publishing industry in general, as to how recent technological innovations are going to change branded communications. Christine Beardsell, chief content officer and board member of C3, and presenter at DIS 2019, is among the figures leading the conversation.18th Mar 2019 Features
Visit our Youtube channelFIND OUT MORE
FIPP newsletters allow you to keep up with industry trends, research, training and events across the worldFIND OUT MORE
What’s happening now, what’s coming next