1. INTENSE
|
PRECISE
|
ENDURING
3 x 3 good reasons for using print
Presenting a powerful case for
advertising in consumer magazines
Berlin
—
November
2011

2. Good
reasons
for
adver@sing
in
print
A
lot
of
money
and
quick
decisions
are
involved
every
day
in
the
media
business.
That
is
why
when
media
planners
and
marke@ng
bosses,
adver@sing
buyers
and
sellers
are
selec@ng
the
right
communica@ons
channels,
they
need
good,
solid
and
relevant
reasoning
to
support
the
development
of
their
strategy.
Every
medium
has
its
intrinsic
strengths,
which
it
contributes
to
the
communica@ons
mix
–
but
here
we
focus
on
the
strengths
of
print,
or
more
precisely
on
adver@sing
in
consumer
magazines.
Our
claim
is:
Adver(sing
in
magazines
is
intense,
precise
and
enduring.
As
evidence
we
document
here
the
most
compelling
reasons,
which
also
provide
an
overview
of
the
medium’s
strengths.
For
more
good
reasons,
informa@on,
data
and
facts
you
are
welcome
to
visit
printwirkt.de
–
and
of
course
consult
your
contact
partners
at
the
publishers.
Alexander
von
Reibnitz
Managing
Director
of
Print
Adver@sing
and
Digital
Media
Associa@on
of
German
Magazine
Publishers
(VDZ)
2

3. Overview:
3
x
3
good
reasons
1.
Print
works
intensely
...
4
1.1
...
because
the
readers
repeatedly
read
through
their
magazine.
6
1.2
...
because
its
content
and
credibility
is
valued.
11
1.3
...
because
its
content’s
journalism
engages
the
reader.
14
2.
Print
works
precisely
...
19
2.1
...
because
magazines
drive
readers
to
specific
websites.
21
2.2
...
because
magazines
ac@vate
a
large
response
from
few
inser@ons.
25
2.3
...
because
magazines
reach
defined
target
groups
accurately.
29
3.
Print
works
enduringly
...
32
3.1
...
because
it
achieves
solid
residual
effects
with
great
efficiency.
34
3.2
...
because
the
ads
are
appealing
and
worthy
of
trust.
38
3.3
...
because
the
ads
deliver
a
high
return
on
investment.
40
3

4. 3
x
3
good
reasons
for
print
Adver@sing
in
magazines
is
intense,
precise
and
enduring.
1.
Print
works
intensely,
because
readers
value
good
journalism
and
they
repeatedly
read
through
their
magazine.
4

5. Print works intensely,
because
readers
value
good
journalism
and
they
repeatedly
read
through
their
magazine.
5

6. Double advertising exposure
CONTACTS
PER
ADVERTISEMENT
INTENSE
|
PRECISE
|
ENDURING
Numbers
of
contacts
per
published
adver@sement
1.1.1
Print
works
intensely,
because
readers
repeatedly
read
through
their
magazine.
Magazines
have
one
big
advantage
over
other
types
of
media:
You
can
pick
them
up
and
1,8
read
them
again,
and
again,
and
again.
Whereas
spots
and
banners
disappear
forever
1,0
1,0
afer
just
one
(paid
for)
appearance,
the
ads
in
magazines
are
seen
on
repeated
occasions.
For
adver@sers
this
means
paid
for
once,
delivered
twice.
What
other
medium
offers
such
a
good
deal?
Magazines
Television
Internet
Source
for
magazine
value:
AIM
RFID
Contact
Study
2009–2011;
basis:
2,309
persons
in
purchasing
households,
326,454
double-­‐page
contacts
based
on
27
@tles
analysed;
numbers
of
contacts
per
double
page
with
adver@sing.
Source
for
electronic
media:
fundamentals
of
physics.
6

7. Reading equivalent to watching a film
DURATION
OF
MAGAZINE
READING
INTENSE
|
PRECISE
|
ENDURING
Propor@on
of
readers
according
to
cumula@ve
dura@on
of
magazine
use
in
1.1.2
Print
works
intensely,
because
readers
minutes;
propor@on
as
percentage
of
total
use.
repeatedly
read
through
their
magazine.
9,0
91
minutes
You
make
@me
for
yourself
to
enjoy
reading
a
Average
dura@on
magazine.
On
average,
readers
devote
an
8,0
of
magazine
use
hour
and
a
half
in
total
to
reading
and
flipping
7,0
through
pages.
Propor@on
of
readers
6,0
That
is
equivalent
to
the
average
dura@on
of
5,0
watching
a
film
on
TV
–
if
you
disregard
all
the
commercial
breaks.
In
comparison,
magazines
4,0
have
the
adver@sing
already
integrated
into
3,0
the
programme.
2,0
1,0
0,0
10
30
50
70
90
110
130
150
170
190
210
230
250
270
290
310
330
Dura@on
of
magazine
use
in
minutes
Source:
AIM
RFID
Contact
Study
2009–2011;
basis:
2,309
persons
in
purchasing
households,
13,314
magazine
contacts
based
on
27
@tles
analysed;
cumula@ve
values
for
all
usage
events
7

8. Prime time is also print time
MAGAZINE
USE
DURING
THE
DAY
INTENSE
|
PRECISE
|
ENDURING
Propor@on
of
total
contacts
by
@me
of
day
in
percentages.
1.1.3
Print
works
intensely,
because
readers
repeatedly
read
through
their
magazine.
Hour Whole week (Mon-Sun)
00 – 01 Readers
read
through
their
magazines
at
all
01 – 02
02 – 03
@mes
of
the
day.
Some
genres
of
magazine
03 – 04 are
more
popular
in
the
mornings
or
04 – 05 afernoons,
but
the
majority
are
read
during
05 – 06
06 – 07 the
prime
evening
@me.
Magazines
are
a
07 – 08 highly
integral
part
of
the
daily
lives
of
their
08 – 09 readers.
09 – 10
10 – 11
11 – 12
12 – 13
13 – 14
14 – 15
15 – 16
16 – 17
17 – 18
18 – 19
19 – 20
20 – 21
21 – 22
22 – 23
23 – 24
0 2 4 6 8 10 12
Source:
AIM
RFID
Contact
Study
2009–2011;
basis:
2,309
persons
in
purchasing
households,
326,454
double-­‐page
contacts
based
on
27
@tles
analysed;
propor@ons
as
percentages.
8

9. Concentrate on what is important
USAGE
WHILE
DOING
SOMETHING
ELSE
INTENSE
|
PRECISE
|
ENDURING
Figures
as
percentages
1.1.4
Print
works
intensely,
because
readers
repeatedly
read
through
their
magazine.
In
modern
society,
the
media
is
a
constant
presence
in
daily
life
–
there
is
scarcely
a
Magazines
13
moment
of
the
day
when
we
are
not
affected
by
media
or
the
adver@sing
it
carries
in
some
way.
Newspapers
20
The
ques@on
is
whether
we
pay
alen@on
to
the
medium:
Do
we
focus
on
it,
or
is
it
simply
in
Internet
20
the
background?
There
is
prac@cally
no
medium
people
engage
with
as
intensely
as
they
do
with
magazines.
Television
51
Only
13
per
cent
do
not
fully
focus
on
it,
so
that
means
87
per
cent
of
readers
concentrate
Radio
95
exclusively
on
a
magazine.
By
comparison,
only
49
per
cent
concentrate
on
the
television.
Source:
Bauer
Media,
Zukunfswerkstal
Medien:
Medien
Funk@onen
(2006);
basis:
German-­‐speaking
popula@on
14
to
69
years
of
age
(n
=
1,005),
user
interviews.
9

10. Every day is magazine reading day
CONTACT
DISTRIBUTION
IN
THE
WEEK
INTENSE
|
PRECISE
|
ENDURING
Propor@on
of
total
contacts
by
day
of
the
week
in
percentages
1.1.5
Print
works
intensely,
because
readers
repeatedly
read
through
their
magazine.
Throughout
the
working
week
as
well
as
at
the
weekend,
from
Monday
to
Sunday,
16,2
magazines
generate
contacts
with
their
14,4
14,7
15,0
readers.
This
applies
equally
to
the
medium
as
13,5
13,1
13,1
a
whole
as
it
does
to
the
majority
of
individual
@tles..
It
is
only
at
weekends,
a
@me
of
relaxa@on
and
openness,
that
all
@tles
experience
a
slightly
higher
usage.
These
facts
provide
op@mum
condi@ons
for
intense
adver@sing
effec@veness.
MON
TUE
WED
THU
FRI
SAT
SUN
Source:
AIM
RFID
Contact
Study
2009-­‐2011;
basis:
2,309
persons
in
purchasing
households,
326,454
double-­‐page
contacts
based
on
27
@tles
analysed;
propor@ons
in
percentages
10

11. Readers vote with their wallets
MAGAZINE
TYPES
INTENSE
|
PRECISE
|
ENDURING
Annual
averages
2011
1.2.1
Print
works
intensely,
because
its
content
and
credibility
is
valued.
Sales: 39% More
than
three
quarters
of
all
the
German
consumer
magazines
that
are
printed
are
bought
by
readers
from
their
own
pockets.
They
spend
some
283
million
euros
a
month
Subscription: for
them.*
41%
Obviously
whatever
people
are
prepared
to
pay
for,
they
also
make
good
use
of.
Free: 6%
Reading Clubs:
Misc.: 7% In-Flight: 4%
3%
Source:
IVW,
Annual
averages
2011;
excluding
customers'
free
magazines,
supplements,
tourist
and
event
magazines.
*
Retail
and
subscrip@on
sales
of
572
@tles
in
IVW
2009
x
respec@ve
copy
price.
11

12. Choosing your own means acceptance
“I
SHOP
FOR
MY
OWN
MAGAZINES”
INTENSE
|
PRECISE
|
ENDURING
Agreement
in
percentages
1.2.2
Print
works
intensely,
because
its
content
and
credibility
is
valued.
Magazines
are
by
far
and
large
a
personal
maler.
Three
quarters
of
all
Germans
over
14
state
they
buy
magazines
for
themselves
in
Always,
ofen
76,2
person.
They
assess
their
personal
preference
for
and
interest
in
magazines
so
highly
that
they
are
not
only
willing
to
pay
for
them,
but
also
go
shopping
for
them
in
person.
Infrequently
17,5
Adver@sing
could
hardly
be
seen
with
more
acceptance
by
its
target
group.
Never
6,3
Source:
TdW
2011
III;
basis:
German-­‐speaking
popula@on
of
14
years
and
above
(70.5
million,
n
=
20,129)
12

13. Lack of bias lends credibility
REVENUE
STREAMS
OF
THE
PUBLISHERS
INTENSE
|
PRECISE
|
ENDURING
Distribu@on
between
adver@sing
and
sales
revenues
2008
1.2.3
Print
works
intensely,
because
its
content
and
credibility
is
valued.
Sales:
48%
Roughly
a
half
of
the
income
of
magazines
comes
directly
from
its
readers,
rather
than
completely
from
adver@sers.
That
is
a
significant
contrast
to
most
electronic
media,
such
as
independent
TV
channels
and
the
internet.
It
preserves
the
independent
image
of
the
free
press
and
gives
it
more
credibility
with
readers.
And
this
applies
equally
to
editorial
and
adver@sing
content.
Adver@sing:
52%
Source:
VDZ
Autumn
Survey
2008
13

14. Content written by professionals
PERMANENTLY
EMPLOYED
JOURNALISTS
INTENSE
|
PRECISE
|
ENDURING
Annual
averages
2010
1.3.1
Print
works
intensely,
because
its
content’s
journalism
engages
the
readers.
One
major
difference
between
printed
media
and
other
forms:
Print
invests
heavily
in
the
12.000
quality
of
its
content.
Roughly
two-­‐thirds
of
all
German
journalists
9.000
are
on
the
payrolls
of
printed
media,
while
the
remainder
are
employed
by
television,
radio
and
the
internet.
5.520
Content
quality
is
one
of
the
most
important
3.680
factors
behind
the
success
of
magazines
and
the
respect
their
readers
have
for
them.
1.500
Newspapers
Magazines
Public
TV
Ind.TV/Radio
Internet
Source:
DJV
Deutscher
Journalisten-­‐Verband,
2010
14

15. Talk of the town
MOST
QUOTED
MEDIA
IN
GERMANY
INTENSE
|
PRECISE
|
ENDURING
Quoted
by
other
media
in
2010
1.3.2
Print
works
intensely,
because
its
content’s
journalism
engages
the
readers.
Spiegel
2.828
Magazines
exert
a
significant
impact
on
public
Bild-­‐Zeitung
1.841
discourse
in
Germany.
From
the
15
most
SZ
1.489
quoted
media
of
the
republic,
12
are
printed
Focus
1.353
media,
four
of
which
are
magazines.
BamS
1.340
Of
course,
other
media
are
occasionally
much
Handelsblal
1.102
talked
about
and
clips
with
unusual
slip
ups
FAZ
1.102
and
strokes
of
luck
are
happily
and
frequently
ARD
1.093
cited.
However,
true
agenda
sebng
generally
ZDF
812
arises
from
the
inves@ga@ve
work
of
stern
786
magazines
–
and
this
draws
intense
adver@sing
contacts.
Abendblal
782
Deutschlandradio
698
Tagesspiegel
695
WamS
608
Frankfurter
Rundschau
662
Source:
pmg
Pressemonitor,
quote
ranking
2010
(whole
year),
Cross-­‐media
quotes.
15

16. Delight in the new
MAGAZINE
MARKET
INTENSE
|
PRECISE
|
ENDURING
New
@tles
and
closures
1990–2011
1.3.3
Print
works
intensely,
because
its
content’s
journalism
engages
the
readers.
Nido,
Landlust,
Donna.
These
are
only
three
200
examples
of
numerous
new
@tles
introduced
Net
Starts
Closures
in
recent
years.
In
2011
alone,
89
new
@tles
150
were
added
to
the
market
–
an
indicator
of
the
wealth
of
crea@vity
and
innova@ve
100
capacity
in
the
magazine
industry.
50
And
for
the
high
degree
of
acceptance
that
good
magazine
concepts
are
rewarded
with.
0
-­‐50
-­‐100
-­‐150
1990
1995
2000
2005
2010
Source:
WIP
Cologne,
presseforschung.de;
version:
September
2011
16

17. Magazines trusted online
USAGE
OF
ONLINE
CONTENT
INTENSE
|
PRECISE
|
ENDURING
Basis:
content-­‐oriented
websites;
figures
in
millions
of
unique
users
1.3.4
Print
works
intensely,
because
its
content’s
journalism
engages
the
readers.
The
extent
of
the
trust
that
exists
between
magazines
and
their
readers
can
be
seen
every
Internet
day
in
the
internet
usage
of
Germans.
Magazines
107
89
Among
the
most
popular
content-­‐oriented
websites
about
a
third
originated
as
internet
sites
–
while
a
quarter
stem
from
magazine
@tles.
This
means
magazines
are
also
stable
and
popular
as
online
media
brands
–
and
promises
ideal
condi@ons
for
intense
adver@sing
contacts.
Television
Newspapers
51
61
Source:
AGOF
Internet
Facts
2011-­‐03;
defini@on
of
content-­‐oriented:
website
with
own
editorial
content,
excluding
email
portals,
eCommerce
and
corporate
websites,
forums,
social
media
plavorms
and
any
that
mainly
consist
of
user-­‐generated
content;
classifica@on
of
the
media
according
to
origina@on
of
established
media
brands
to
the
relevant
medium
17

18. Good mobile content
USAGE
OF
MAGAZINES
ON
THE
IPAD
INTENSE
|
PRECISE
|
ENDURING
Propor@ons
as
percentages
1.3.5
Print
works
intensely,
because
its
content’s
journalism
engages
the
readers.
The
latest
genera@ons
of
devices
not
only
Use
magazines
on
the
alract
young
users.
The
average
age
of
iPad
iPad
users
is
42
and
with
above-­‐average
income
–
67.5%
a
part
of
which
they
are
happy
to
invest
to
obtain
magazine
content
on
their
iPad.
Do
not
use
magazines
on
More
than
two-­‐thirds
of
iPad
users
read
the
iPad
magazines
on
their
device
and
are
willing
to
32.5%
pay
for
good
journalism,
regardless
of
the
output
medium.
Source:
VDZ
Study:
Magazine
usage
on
the
iPad;
September
2011;
basis:
persons
who
own
an
iPad
(n
=
3,353)
18

19. 3
x
3
good
reasons
for
print
Adver@sing
in
magazines
is
intense,
precise
and
enduring.
2.
Print
works
precisely,
because
it
quickly
ac@vates
a
large
audience
and
generates
clicks
from
accurately
defined
target
groups.
19

20. Print works precisely,
because
it
quickly
ac@vates
a
large
audience
and
generates
clicks
from
accurately
defined
target
groups.
20

21. Print generates clicks
DRIVE
TO
WEB
INTENSE
|
PRECISE
|
ENDURING
Propor@on
of
persons
of
each
target
group
that
visited
the
manufacturer
or
2.1.1
Print
works
precisely,
because
product
website,
ac@vated
by
ad
contact;
figures
in
percentages
magazines
drive
readers
to
specific
websites.
The
internet
plays
a
central
role
in
lots
of
consumer
purchasing
decisions
and
it
has
34,6
major
significance
in
marke@ng
for
many
adver@sers.
In
the
digital
age,
all
types
of
media
have
to
jus@fy
how
many
poten@al
customers
they
ac@vate
online.
15,8
On
average
34.6%
of
observers
of
an
ad
with
interest
in
the
product
will
visit
the
website
of
the
manufacturer
or
product.
6,0
This
means
that
adver@sing
in
consumer
magazines
has
very
strong
drive
to
web.
Total
Observers
Observers
with
product
interest
Source:
AIM
Ad
Tracking
July
2010–September
2011;
basis:
14–69
year
old
internet
users
(n
=
131,962
),
1,920
adver@sing
mo@fs
21

22. Print googles
ONLINE
SEARCHES
ORIGINATED
BY
MEDIA
USAGE
INTENSE
|
PRECISE
|
ENDURING
Agreement
as
percentages
2.1.2
Print
works
precisely,
because
magazines
drive
readers
to
specific
websites.
Magazines
42
Clearly
a
lot
of
visits
to
company
and
Television
38
campaign
websites
originate
from
search
Newspaper 37
engines,
rather
than
direct
entry
of
the
web
s
Friends
33
address.
The
ques@on
is
which
medium
Radio
29
prompts
the
majority
of
searches?
Direct
Mail
27
And
here
magazines
occupy
the
top
ranking
in
eMails
23
a
media
comparison.
Naturally,
because
Banners
21
magazines
inspire,
they
are
important
Posters
11
mo@vators,
delivering
ideas
and
guiding
their
Communi@ 10
readers
to
online
targets.
Magazines
are
es
Blogs
7
hugely
successful
as
click
generators.
Others
7
Source:
Big
Research,
simultaneous
media
usage
study
(SIMM13);
December
2008
22

23. Print motivates
ACTIVATION
BY
AD
MOTIF
INTENSE
|
PRECISE
|
ENDURING
Propor@on
of
observers
of
an
ad,
who
were
mo@vated
to
take
ac@on,
as
a
2.1.3
Print
works
precisely,
because
percentage
magazines
drive
readers
to
specific
websites.
Adver@sements
ac@vate
their
observers
in
a
42.1
variety
of
ways,
ranging
from
a
desire
for
more
informa@on
to
purchasing
the
product.
The
sum
of
all
conceivable
ac@va@ons
of
an
6,6
observer
to
an
ad
mo@f
together
shows
that
8,6
42
percent
are
mo(vated
to
do
something.
And
for
every
fifh
adver@sement
more
than
a
8,3
half
of
the
observers
have
become
more
9,2
acquainted
with
the
ad
or
the
product
–
or
12,1
actually
purchased
it.
10,4
This
means
the
print
adver@sing
contributes
significantly
to
the
success
of
a
campaign.
Seeks
Studies
ad
Willing
to
Visits
Improved
Purchased
Total
informa@on
precisely
purchase
corporate/
impression
ac@va@on
product
website
Source:
AIM
Ad
Tracking
July
2010–September
2011;
basis:
14–69
year-­‐old
internet
users,
who
consciously
perceived
the
corresponding
ad,
1,920
adver@sing
mo@fs
23

24. Print awakens interest
“MAKES
ME
AWARE
OF
INTERESTING
THINGS”
INTENSE
|
PRECISE
|
ENDURING
Agreement
in
percentages
2.1.4
Print
works
precisely,
because
magazines
drive
readers
to
specific
websites.
Nowhere
near
the
en@re
media
life
of
a
person
is
spent
composing
targeted
search
engine
inquiries.
Most
of
the
@me
we
have
no
Magazines
62
idea
what
to
look
for
un@l
we
are
made
aware
of
its
existence
by
something.
And
that
“something”
is
more
ofen
than
not
Television
40
a
magazine.
62
per
cent
of
German
media
users
state
that
magazines
provide
them
with
interes@ng
sugges@ons.
Only
40
per
cent
say
Newspapers
30
this
about
television,
while
with
newspapers
and
the
internet,
it
is
only
30
per
cent.
Internet
30
Source:
Medienprofile
und
Medienbegabungen,
Ins@tut
für
Demoskopie,
Allensbach
(2008);
basis:
persons
14–69
years,
heavy
users
of
the
respec@ve
medium;
statement:
“Frequently
makes
me
aware
of
interes@ng
things
that
I
would
not
otherwise
know
about.”
24

25. Print has a big footprint
COMPARISON
OF
AUDIENCES
INTENSE
|
PRECISE
|
ENDURING
Figures
as
percentages
2.2.1
Print
works
precisely,
because
magazines
ac@vate
a
large
response
from
few
inser@ons.
It
is
clear
that
no
adver@sing
plan
will
cover
a
Magazines
94
whole
medium.
However,
the
cumula@ve
reach
within
the
whole
popula@on
of
an
Television
89
adver@sing
medium
says
a
lot
about
its
strategic
talents:
the
more
reach,
the
more
universally
it
can
be
applied.
Radio
77
And
no
other
medium
in
Germany
achieves
more
reach
than
consumer
magazines.
This
Internet
72
means
print
is
the
absolute
number
one
in
the
arsenal
of
the
strategic
media
planner.
Newspapers
71
Source:
AGOF
internet
facts
2011-­‐03;
ma
2010
intermedia
(TV/SpT,
Daily
Newspaper/LpA,
Consumer
Magazine/LpA,
Radio/HpT);
basis
of
all
reach
figures:
whole
German
popula@on
of
14
years
and
over
25

26. Kiosk beats ATM
SHOPS
AND
FACILITIES
IN
GERMANY
INTENSE
|
PRECISE
|
ENDURING
Numbers
2.2.2
Print
works
precisely,
because
magazines
ac@vate
a
large
response
from
few
inser@ons.
Wherever
you
happen
to
be
in
Germany,
122.272
magazines
are
already
there.
Thanks
to
there
being
over
120,000
periodical
retailers,
you
are
never
farther
than
1200
meters
from
the
nearest
magazine
seller,
calculated
as
a
pure
average.
60.012
That
is
half
as
far
as
the
nearest
cash
machine,
an
order
of
magnitude
closer
than
the
nearest
airport,
sta@on
or
bakers
–
and
where
you
15.337
also
generally
find
an
extensive
range
of
5.700
magazines
on
offer.
39
The
“technical
coverage”
–
the
propor@on
of
Periodical
Cash
machines
Bakery
shops
Railway
sta@ons
Airports
retailers
households
that
could
use
the
medium
if
they
so
choose
to
–
amounts
to
prac@cally
100%
for
magazines.
Sources:
sales
outlets:
structural
data
of
periodical
retailers
2010
in
Germany;
cash
machines:
Deutsche
Bundesbank
via
bundesbank.de
(2010
data);
bakers:
specialist
bakery
shops
via
baeko-­‐magazin.de
(2010
data);
airports:
passenger
airports
in
Germany
via
wikipedia,org
(Oct.
27,
2011);
railways
sta@ons:
Deutsche
Bahn,
business
report
2010.
26

27. Keen to read straight away
CUMULATIVE
MAGAZINE
CONTACT
INTENSE
|
PRECISE
|
ENDURING
100
per
cent
=
all
first
contacts
in
@me
studied
2.2.3
Print
works
precisely,
because
magazines
ac@vate
a
large
response
from
few
inser@ons.
100
Magazines
do
not
simply
appear
in
the
house.
90
The
household
pays
for
them
and
chooses
Cumula@ve
propor@on
of
first
them
carefully.
Curiosity
about
what
is
in
each
80
issue
is
correspondingly
great.
Half
of
readers
70
have
read
the
magazine
for
the
first
@me
60
within
the
first
two
days
of
purchasing
it.
This
contacts
applies
more
or
less
equally
for
all
weekly,
50
fortnightly
and
monthly
magazines.
40
That
means:
magazines
reach
your
target
30
group
quickly.
20
10
0
DFP
4
8
12
16
20
24
28
32
36
40
44
48
52
56
Days
following
day
of
first
purchase
Source:
AIM
RFID
Contact
Study
2009–2011;
basis:
2,309
persons
in
purchasing
households,
13,314
magazine
contacts
based
on
27
studied
@tles;
propor@ons
as
percentages
27

28. Audience ratings winners
TV
AUDIENCES
v
MAGAZINE
CIRCULATION
INTENSE
|
PRECISE
|
ENDURING
Figures
in
millions
of
people
2.2.4
Print
works
precisely,
because
magazines
ac@vate
a
large
response
from
few
inser@ons.
Galileo
1,83
GEO
3,65
For
years
the
circula@on
of
consumer
magazines
have
consistently
achieved
the
largest
media
audiences,
out-­‐performing
DSDS
5,89
every
other
medium.
Magazines
ofen
reach
TV
Spielfilm
plus
7,99
more
people
than
the
highest
rated
TV
programmes.
Even
enormously
popular
shows
like
“Wer
wird
Millionär?”
(Who
wants
to
be
a
Tagesthemen
2,38
millionaire?)
achieve
an
average
audience
less
Spiegel
6,53
than
the
circula@on
of
one
issue
of
“stern”
magazine.
Wer
wird
Millionär?
6,32
stern
7,85
RTL
Exclusiv
(Mo-­‐Fr)
2,58
Bunte
4,27
Sources:
ma
Pressemedien
2011
II
LpA,
total;
AGF/GfK
television
research/TV
Scope,
media
control;
averages
for
2010,
whole
German
popula@on
of
14
years
and
above.
28

29. Magazines are specialists
NUMBERS
OF
TITLES
IN
MAGAZINE
SEGMENTS
INTENSIV
|
PRÄZISE
|
NACHHALTIG
Number
of
@tles
per
segment
2.3.1
Print
works
precisely,
because
magazines
reach
defined
target
groups
54
Sports
magazines
46
accurately.
Home
and
garden
magazines
41
Financial
press
41
Magazines
are
an
extremely
diverse,
yet
Children's
magazines
39
targeted
adver@sing
medium.
Magazines
may
Society/poli@cs
weekly
magazines
36
aim
for
young
and
old,
families
or
best
agers,
Motor
trade
press
35
Women's
weekly
magazines
29
decision-­‐makers,
sports
fans,
car
buyers,
DIY
TV
programme
magazines
28
enthusiasts,
men,
women,
children.
The
list
Women's
monthly
magazines
28
goes
on
and
on.
Science
magazines
25
Lifestyle
magazines
25
For
prac@cally
any
conceivable
target
group
in
Current
affairs
magazines
18
IT
and
telecommunica@ons
magazines
17
Germany
there
is
a
magazine
to
address
it.
Food
magazines
15
There
is
sure
to
be
a
perfect
one
for
your
Paren@ng
magazines
14
target
group.
Films,
videos,
audio,
photo
magazines
14
Nature
magazines
13
Teenager
magazines
9
Travel
magazines
7
Health
magazines
6
Aerospace
magazines
3
Women's
fortnightly
magazines
2
DIY
magazines
1
Internet
magazines
Source:
pz-­‐online.de/IVW,
Q3
2011,
consumer
magazines
excluding
tourist
and
event
magazines,
shoppers
and
sundry
magazines,
supplements.
29

30. The Facebook generation reads
YOUNG
READERS
OF
MAGAZINES
INTENSE
|
PRECISE
|
ENDURING
Propor@on
of
readers
among
14–29
year
olds
as
percentages
2.3.2
Print
works
precisely,
because
magazines
reach
defined
target
groups
accurately.
Just
as
the
majority
of
Germans,
the
Facebook
genera@on
also
likes
to
read
magazines.
Is
90,2
that
any
surprise?
They
also
like
to
watch
TV
and
go
to
the
football
stadium.
And
magazines
are
not
only
for
those
forms
of
entertainment,
they
are
popular
and
much
used.
9,8
Readers
Non-­‐readers
Source:
CN
15.0;
basis:
German-­‐speaking
popula@on
between
14
and
29
years
in
private
households
in
Germany
(14.99
million,
n
=
4,837);
consumer
magazine
readers:
persons
who
on
a
normal
working
day
read
a
magazine
for
at
least
half
an
hour.
30

31. Readers are leaders
ABOVE-­‐AVERAGE
MAGAZINE
USAGE
INTENSE
|
PRECISE
|
ENDURING
Propor@on
of
intensive
magazine
usage
by
socio-­‐economic
status,
Figures
as
2.3.3
Print
works
precisely,
because
percentages
magazines
reach
defined
target
groups
accurately.
Upper
1
64,0
Reading
is
an
essen@al
cultural
ability
in
the
western
world.
Success
or
failure
in
our
2
57,4
society
depends
heavily
on
access
to
texts,
Socio-­‐economic
status
and
this
was
well-­‐known
even
before
the
PISA
3
55,5
studies.
Without
ques@on
the
media
provides
lots
of
our
text.
4
48,4
The
socio-­‐economic
posi@on
of
a
person
is
determined
by
the
amount
of
their
magazine
5
45,9
reading,
or
perhaps
vice
versa.
What
is
important
is
that
you
have
an
above-­‐average
6
43,5
chance
of
reaching
a
target
group
in
the
upper
echelons
through
magazines.
Lower
7
36,4
Above-­‐average
magazine
usage
Below-­‐average
magazine
usage
Source:
AWA
2011;
basis:
en@re
German
popula@on
of
14
years
and
above,
persons
with
above-­‐average
(PZ
plus)
and
below-­‐average
(PZ
minus)
magazine
contact
values,
n
=
20,990
persons.
31

32. 3
x
3
good
reasons
for
print
Adver@sing
in
magazines
is
intense,
precise
and
enduring.
3.
Print
works
enduringly,
because
adver@sing
in
magazines
achieves
solid
residual
effects,
it
is
worthy
of
trust
and
delivers
a
high
return
on
investment.
32

33. Print works enduringly,
because
adver@sing
in
magazines
achieves
solid
residual
effects,
it
is
worthy
of
trust
and
delivers
a
high
return
on
investment.
33