A study by Sanoma Media and Neurensics about magazine engagement, using the MRI scanner. This is the presentation of the FIPP Research Forum 2011, where it was awarded as best innovation in magazine research. Mail dennis.hoogervorst@sanomamedia.nl for more information.

1. The Mediabrain
The impact of the reader-magazine relationship proven by brain research
Dennis Hoogervorst, Manager Sales Intelligence
FIPP Research Forum, April 15, 2011

2. 3 questions, 36 women, 1 MRI scanner
Reading the reader

3. Why?
We have assumed the existence
of a reader-magazine relationship
and its importance for a longer
time, but never really proved it

4. You can’t ask if a favorite magazine
is a best friend; an emotional bond is
created by unconscious processes
Traditional research does not comply

5. Trust Distrust
What people are saying to buy has nothing to do
with what they actually will buy
Neural activity during a scan is a much
better predictor of behavior change
The subconscious decides

6. Neurosciense: the fifth revolution
fMRI* makes it possible to literally
read what is going on in someone's
brain while seeing certain stimuli
*Functional Magnetic Resonance Imaging (fMRI) is a type
of specialized MRI scan, which measures the change
in blood flow related to neural activity in the brain

7. Content page Print Ad Difference
How?
Mapping the brain
• Use of neural ‘mappers’; stimuli are shown which are
known to generate certain emotions or behavior
• During the displaying of stimuli the blood supply (=the
activity of the brain) is mapped
• In a network of brain regions is marked which voxels
(the ‘pixels’ of the brain) were active to what extent
• Then the activity of this network is measured as a result
of a particular stimulus, such as a brand or advertising
7

8. The scanner knows what people want better than they do themselves
Scientific research
• The study was conducted by Neurensics*, led by
prof. dr. Victor Lamme; October/November 2010
• 36 women 25-49 years old; 60 minutes in a MRI scanner
• 3 substudy’s; 4 magazines, 4 television shows
*Neurensics is Europe's first neuro-economic research
agency, a partnership between brand consultancy
EQ Brands and the University of Amsterdam

9. It’s a different kind of research
60 minutes, 3 questions
1. Is a reader-magazine relationship comparable to
an interpersonal relationship?
2. Is the reaction of the brain to print ads moderated
by the reader-magazine relationship?
3. Is there a difference in response in the brain to
a commercial break on television vs print?

10. other
mags
1.
Similarity analysis: favorite magazine vs photos of lovers/friends
There is a strong reader-magazine
relationship (not comparable to an
interpersonal relationship)
Readers see their 'own' magazine as very different than any
other magazine. The relationship is not as between two people,
therefore the processes in the brain are too complicated.

11. 2.
Brain Rating: a magazine cover is shown, followed by an ad
Ads in the 'own' magazine attract
more attention, create more desire,
provide more trust in the advertiser
and are better processed in memory
As a direct engagement effect a reader processes ads in her favorite
magazine much better than advertising in another magazine.

12. 3.
Interrupting magazine content by ads vs TV shows by commercials
A TV spot is sexier and generates
more desire, but also more distrust;
the brain processes print ads better
Both print ads and TV commercials attract considerable
attention. Irritation occurs when a TV program is interrupted;
these negative emotions surpass the positive ones.

13. Trust Desire Procession
Conclusion and advice
A strong reader-magazine relationship
exists, based on trust, which
advertisers can benefit from
• Ads with a fit will be more effective than randomly planned ads
• Not only sex sells; all evolutionarily attractive associations do

14. Questions? More information?
d.hoogervorst@sanomamedia.nl
@dhoogervorst
www.researchblog.nl