FIPP World Magazine Trends 2011

The effects of the recession are still being deeply felt in Ireland. Although exports have been buoyant, consumer spending remains weak and seems likely to remain in that state for at least the next two years. Increased general taxes and more in- creases in interest rates will further dampen spending. As a result, the advertising spend in the magazine market continues to decline sharply. It declined 35% over the past three years, with sharp restrictions on spending by advertising continuing this year. Little upswing is forecast for 2012. With little or no improvement in the economy, including any reduction in the unemployment rate of close to 15%, this year is very challenging for the magazine industry and looks like it will stay that way in 2012. The recession hit Irish consumers earlier and harder than their counterparts in the UK, so the magazine sector as a whole has seen a decline of close to 20% in 2011....

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"Decision-Makers' Attitudes to Business to Business Magazines"

The objective of the research was to determine the perceptions and attitudes of key decision makers in the business community towards different media. The findings are most encouraging for publishers of B2B magazines and validate research that is already available in the UK and in America. Basically, it verifies that advertising in B2B magazines works.

The research was commissioned by the magazine publishers' group - The Periodical Publishers' Association of Ireland (PPAI) and was conducted by the Michael Smurfit Graduate School of Business at UCD during the last quarter of 2003. The main findings conclude that B2B publications are pre-eminent in:

• Helping respondents to gain information on their sector
• Containing advertising which is most relevant and useful
• Keeping respondents up to date on new product launches
• Providing respondents with the best information on new products and services
• Being the most trusted medium for information on the respondents' business sector
• Containing the most effective and relevant advertising

Grace Aungier, Chief Executive, PPA Ireland said, "B2B magazines dominate other media in terms of their usefulness to business decision-makers. This research shows B2B magazines to be an essential medium which readers use to keep themselves up to date with what's going on in their industry. It arms our members with an even stronger case to make to advertisers on the power of B2B magazines as a medium".

Click here to download presentation (PPT 1.5 MB)

©PPA Ireland

An Analysis of the Effectiveness and Efficiency of Advertising on the island of Ireland

The findings are most encouraging for magazine publishers and validate research which is already available in the UK and in America which verifies that magazine advertising works.
The research was commissioned by the magazine publishers' group – The Periodical Publishers' Association of Ireland (PPAI) and was conducted by the Michael Smurfit Graduate School of Business at UCD. It covers both consumer and B2B magazines on the island of Ireland.

The main findings conclude that:

• Compared to other media, magazines have a closer, more personal, more individual relationship with their readers.
• It is the medium that respondents felt best reflected their personal beliefs and attitudes.
• Advertising in magazines is shown to be more credible and relevant.
• Magazines can have a strong influence on the purchase decision.
• Compared to other media, magazines contain little or no advertising waste.
• In relation to newspapers, magazines:
  • are significantly read more from cover to cover
  • are "referred back to" more often and therefore the advertising works harder.

Grace Aungier, Chief Executive, PPA Ireland said "This research now arms our members with an even stronger case to make to advertisers on the power of magazines as a medium. It gives advertising agencies concrete proof of the benefits of magazines as a major advertising medium within the Irish market".

Click here to download presentation (PPT 1.4 MB)

©PPA Ireland