Magazines still favorite for inspiration about deco

Some 77% of Belgian women are looking for some kind of inspiration about (interior) decoration. Despite the rise of Pinterest and TV 'makeover' programs, it seems like Belgian women still rely on 'traditional' information sources with magazines on top (29%). They were asked to mention their favorite information source when they intend to buy (interior) decoration items:

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It's particularly true for trendformers (women that are seen as expert, can give advice on the topic and can convince others - a small minority). 

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If I can give one tip to advertisers active in the sector: don't put all your eggs in digital and continue to work on great 'printed' inspirational campaigns to market your products to Belgian women. It's definitely worth the investment as magazines are (still) top of mind. 

This blog post was made possible thanks to the information researched in the survey #Femininsight, part of the Belgian project I'm every WOMAN by Sanoma Media. Some 3.000 Belgian women, aged between 15 and 75 years, were surveyed about their daily life and media consumption behavior (February - May 2011).

Belgian Beauty Secrets

What makes women beautiful? Some say make-up, most agree it’s linked to the inner beauty. Belgium is no exception: 70% of Belgian women agree that beauty comes from within. Definitions of beauty from the study #Femininsight by Sanoma Media (see previous posts): having charisma (63%), being intelligent (72%), being self-confident (68%) or feeling good (69%). So, happy? Yes, 88% is (very) happy. But only 50% is satisfied with her appearance. Nearly 60% is convinced that good looking people are more successful in their social life.

So, it's not a surprise that she - the Belgian women- thinks there's no harm in helping the inner beauty. It seems that beauty products are also essential to feel good - boosting self-confidence (48% agrees) - and part of the daily routine (54% seldom leaves the house without make-up on). Fortunately, she likes being occupied with her appearance (56%). Beauty, a pleasant necessity?

40% of Belgian women are occasional users of make-up (less than once a week). The ones who like using make-up tend to be the same women that use make-up on a daily basis (41%). It's well-known that the eyes are the ultimate weapon of seduction.What else? Long, thick, black lashes seems to be the lethal accessories as 24% of Belgian women could not live without mascara. Eyeliners and kohl pencils are other essential accessories in Belgian make-up beauty cases.

For inspiration about beauty and make-up, women turn to traditional channels with magazines on top of the list (23%). The point-of-sales (22%) and brochures (21%) are next in the top 3.  Women's magazines are the best information source about new beauty trends (42%) and advertisements featuring beauty products clearly add value to the content: 35% thinks beauty ads in women's magazines are the best information sources about new beauty products.

With 67% of Belgian women looking for some kind of information about beauty products, magazines could be used in different ways to put your make-up accessories in the spotlight: classic ads or advertorials with testimonials/beauty tips/scientific explanations, sample for liquids, coupons for free testers or discount, leaflets, ... Women welcome smart advertising in the right context. Women's magazines are (still!) the right context.

Find additional information about the different types of beauty consumers and the link between (women's) magazines and beauty ads in the presentation below. This presentation and blog post were made possible thanks to the information researched in the survey #Femininsight, part of the Belgian project I'm every WOMAN by Sanoma Media. Some 3.000 Belgian women, aged between 15 and 75 years, were surveyed about their daily life and media consumption behavior (in February - May 2011). Feel free to share and download.

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She's a Reader

Yesterday was the yearly World Book Day. Time to celebrate the written word and to encourage our closed ones to discover/to share the pleasure of reading. I've found my own way to celebrate this day and I took the time yesterday to analyze the reading behavior of Belgian women. Because reading - books or other media - is a great way to escape our daily life!

Belgian women loves reading

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Source: research study #Femininsight - part of the project I'm every WOMAN-  some 3.000 Belgian women, aged between 15 and 75 years, were surveyed about their daily life (in February - May 2011)

#Femininsight for Best Media Research

Discover how to use #Femininsight when planning a campaign or launching a new product. Besides general insights about women's daily life and their consumption behavior, this research makes it possible to target on lifestyle(s) and specific interests.

On March 15th, I’ve exposed this indispensable research in the first round for the Best Media Research at the Annual Masters of Media Awards(AMMA). In this round, the 5 best cases have been shortlisted by an audience of professionals. This shortlist will be examined by a special jury who will finally identify THE Best Media Research for Belgium.

The most difficult thing when you only have 12 minutes to defend your case, is to focus on the practical use of this research without neglecting the variety of topics and items it contains. If I made the choice to put the most important results in the spotlight, more than half of the audience (in need of practical information) would’ve been bored. So, instead of a theoretical presentation about methodology and the flow of the #Femininsight survey, I have compiled a case, in line with the reality of my business to illustrate how it can be used at its best. Find this case below and don't hesitate to ask questions about it.

#Femininsight on the AMMA Shortlist

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20 Tweetable Truths about Belgian Women, Food and Media

Almost every day I fear this one question: what will I cook/eat this evening? First thing, I always ask my boyfriend. Most of the times, he struggles with the same lack of inspiration as I do. We both love food but not the preparation of the daily meal. So, I have to admit that I often turn to women's magazines to inspire me about recipes, and the French-written Belgian weekly Femmes d'Aujourd'hui in particular. And that's what inspire me to write this blog post:  What about Belgian women? How do they find inspiration? According to the research survey #Femininsight, 67% of the Belgian women mostly rely on magazines for (inspiration about) cooking recipes. The second preferred  information channel is very 'classic' too: culinary books (47%).

When it comes to food, drinks, restaurants or recipes, Belgian women turn to traditional information sources: brochures, the point of sales, magazines, TV,... I don't underestimate the power of digital media. As you will discover in the presentation below, e-newsletters and (traditional) websites are still powerful tools to inform  women. Social Media (Facebook, etc) are not very top of mind as preferred channel. Unfortunately, apps were not (yet) included in this edition.

In the presentation below, available for download on SlideShare, I've tried to compile information that can help marketeers in charge of food brands about the use of magazines in their media mix. Advertorials with recipes are great tools to integrate your brand in a non-intrusive way. Inspire women: 50% often tries a recipe after having seen it in a magazine and 48% follow tips read in culi editorials. Despite the huge amount of information available online, women cited magazines as the n°1 information sources about cooking recipes. Play that asset.

Belgian Women, Food and Media

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10 Tweetable Truths about Women and Social Networks

I've already talked (written) about the research study #Femininsight - part of the project I'm every WOMAN-  some 3.000 Belgian women, aged between 15 and 75 years, were surveyed about their daily life (in February - May 2011). Besides sector-related information, we, marketeers at Sanoma Media Belgium, were also curious about the media consumption and media behavior of Belgian ladies. 

My colleagues Trui Lanckriet and Marie Carranza were guest speakers at the last Media Session at the GRP about the evolution of media habits in Belgium. Their presentation will be available soon on the official website of the media sales house of Sanoma Media Belgium. I was really inspired by their presentation and wanted to add my personal touch to their analysis. So, I've focused on the use of social networks by Belgian women. THE HOT TOPIC nowadays.

With only 4% of Belgian women sharing information through blogs and fora - 2% on social networks - the easiest conclusion should be: Belgian women don't care. But that's just one side of the medal. Belgian women are digital ladies: 35% visits social networks daily and women with a profile on facebook even more: 22% checks it more than once a day. And nearly 1 out of  5 agrees with the fact that Internet helps to avoid ‘bad buys’. Discover more about Belgian women and social networks in the presentation below. Feel free to share and to spread the word. As usual, you can download this presentation on SlideShare .

10 Tweetable Truths about Belgian Women and Social Networks

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The audience I try to reach through my blog is made out of people with a busy agenda. That's why I like the difficult exercise to put information in so-called Tweetable Truths, summarizing facts and figures in less than 140 characters. Right now, I'm just wondering about the ideal numbers of slides/truths. I guess, somewhere between 20 and 50. Let me know if I'm right. 

50 Tweetable Truths about Women in Belgium

It's been a while since my last blog post. September is usually a tough month with the release of the Print Audience Study (always on September 15th). But this year was particular: besides analysis on the evolution of the Print Audience Study, I have this other beautiful and interesting project at work: the project I'm every WOMAN with the announcement and launch of #Femininsight .

#Femininsight is so much more than another quantitative research. Some 3.000 Belgian women, aged between 15 and 75 years, were surveyed about their daily life and media consumption behavior (in February - May 2011). Enriched with facts and figures about beauty, fashion and food. But the cherry on the cake - in my point of view - is the specific typology that describes 6 different types of women. It's a powerful and inspirational tool for marketeers and creative people.

You could probably write a book with all the information included in this research. But I've started with a PowerPoint presentation. But one with a feminine - practical- and viral touch; summarizing more than 50 facts and figures about women's daily life in less than 140 characters.

My specific task on this project is to feed @iewoman and monitor this account. I will also regularly add new information through this blog and the corporate website of the media sales house of Sanoma Media Belgium, my employer. Enjoy and don't hesitate to spread the word :-)

50 tweetable truths about Belgian women

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Belgians Still in Love with Magazines

Personal message to marketeers and media specialists: as you may have seen in specialized shops, printed media are still alive. That's because they are still relevant to a lot of different people. Not only to the old grumpy retiree or the discount hunter in search of good deals in local free sheets.

With 9 out of 10 reading one I dare to say Belgians are still in love with magazines. Take a look at the presentation below. It contains the latest audience figures of printed media in Belgium (based on annual CIM Audience Study - release 15th September 2011). 

Belgians in Love with Magazines

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Which Media Diet for Light TV Viewers?

(FMCG) Advertisers continue to spend large amounts on expensive TV campaigns. The (long time ago) announced death of the TV-spot is still not a reality. On the contrary! Honestly I'm wondering why, knowing that 4 out of 10 Belgians are light TV viewers. My gut feeling says that these people don't like pushy TV ads. Unfortunately, the CIM-PMPA*-study - which contains data about media audiences and frequency of usage - doesn't measure advertising likeability. But it defintely can help you in your media choice with specific analysis on light and non TV viewers.

Why would advertisers be interested in reaching light and non TV viewers? According to an analysis I've made on the CIM-PMPA, this category represents 3.700.000 people in Belgium (over 12 years old). Not a minority. More than half are the ones in charge of picking up the groceries (the so-called Main Responsible for Purchases). My 'investigations' also demonstrate that light viewers have a more attractive demographic profile: 37% of them are classified in the highest socio-economic groups (1-2)  and 36% are highly educated. It's also a very gender-balanced profile with 51% women. So don't make the wrong match:

LIGHT or NON TV USER =  

MAN or CHILD PLAYING with a MOBILE/COMPUTERLIKE THING

Talking about segmentation, it seems that cultural differences don't play a big role in the media behavior. But gender does. It was really not a surprise to me that women tend to be more print-minded and heavy users of magazines (both weeklies and monthlies). Men seem to appreciate internet and the seats (or popcorn?) of movie theatres more.

Female light viewers represent 20% of the Belgian population. As an employee of Sanoma Media Belgium, with a women-oriented portfolio, I have a strong interest in the media behavior of this target.The CIM-PMPA study gives me insight into the reach and the coverage of magazines in general and of our titles specifically. The most important findings are summarized in a presentation below. As usual, you can download this material for free on SlideShare, with speaker notes for the most difficult slides :-) If you like it, feel free to share.

Not a Minority: Light TV Viewers in Belgium

 

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Even with its limitations, the CIM-PMPA survey is a wonderful tool. All the (most important) media brands with a 'Belgian' ratecard are taken into account. It has one handicap: it doesn't measure (big) foreign channels/titles and of course, non-subscribers. That could be a little bit tricky, especially when 'measuring' the 'real' impact (reach) of TV and some radio channels in the south of the country. Why? It's commonly known that a lot of French-speaking Belgians turn to French TV-shows for entertainment. Each survey has limitations. This is one of them. It's not the Holy Grail. But even if it only gives us an indication of each medium, it's still a valuable tool with a qualitative and quantitative sample. 

*CIM- Center for Information about Media in Belgium
  PMPA: Pluri-Media/Products/Attitudes

Overview: Magazines in Belgium

With 9 Belgians out of 10 reading magazines and 7 out of 10 buying (at least) one each week, I cannot understand why advertisers, creatives and media planners don't use this powerful medium more often. Perhaps this video will help them to understand the added value of my favorite medium.

5 Belgian Tweetable Truths about Smartphones & Tablets: Part 3

Third and last part of my 5 Tweetable Truths about the adoption of mobile devices in my little country. Still based on what I've heard at the last Media Session organized by the GRP (see previous posts). This chapter focuses on the difference between Belgian men and women. With some extra data -like socio-demographics and purchase intentions - in some slides. Up to you to be creative with these pieces of extra information. Feel free to steal this presentation from Slideshare and to spread the knowledge :-)

5 tweetable findings tablets and smartphones in Belgium: part 3

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La Nouvelle Ménagère: un homme comme les autres?

Cette sacrée ménagère. Objet de toutes les attentions. Pour preuve, un des derniers Lunch BMMA avait pour thématique "Il ne faut pas la lui faire à la nouvelle ménagère", avec Marc Vandercammen du CRIOC (Centre de Recherches et d'Information des Organisations de Consommateurs). J'avoue: je n'y étais pas. Pour toute consolation: ne pas devoir entendre la notion nouvelle ménagère 150 fois en moins d'une heure.

Pour le coup, j'ai une nette préférence pour le terme PRA (principal responsable des achats) quand on parle d'achats d'ordre domestique, et de principal responsable pour la préparation des repas chauds ou du choix des marques dans un domaine particulier. Ce n'est pas pour rien que le Centre d'Information sur les Médias (CIM) fait la distinction. Et c'est nettement moins sexiste. De plus, ça pourrait peut-être contribuer à faire évoluer les mentalités de ces messieurs :-)

J'entrevois déjà le lever de boucliers! Malgré l'avènement de l'homme aux fourneaux, c'est encore madame qui range, qui nettoie le plan de travail et qui décide principalement des marques et aliments qui sont servis à table. Principale conclusion à tirer: la nouvelle ménagère a pour principal défaut de ne pas assez imposer la contribution des autres membres du ménage quand il s'agit des corvées domestiques. Plusieurs études, dont l'étude CIM-PMPA (pour volet Plurimédia-Produits-Attitudes), démontrent que les femmes sont toujours  n°1 lorsqu'il s'agit de cibler les décideurs de (marques de) produits ménagers. Exit le nouvel homme?

La Nouvelle Ménagère

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Honnêtement, je me demande encore qui ça peut étonner. Mais alors, pourquoi certains annonceurs utilisent des voix masculines et/ou acteurs pour nous vendre leur marque? Pourquoi ce genre de spots/pubs existent-ils encore et jouent-ils sur des clichés où l'expert est masculin? Pensez-y à deux fois lors de la conception de vos campagnes.

Dans une prochaine analyse: les enfants et les proches, quelle influence pour les marques de grande distribution? Timing prévu: fin du mois de juin.

5 Belgian Tweetable Truths about Smartphones & Tablets: Part 2

Five new tweetable truths about mobile devices in Belgium. The presentation below also summarizes notes I took at the last Media Session organized by the GRP - a group of media specialists from agencies, publishing houses, market research agencies. Four speakers talked about Mobile Internet in Belgium and the Influence on Search. I was mainly interested in the Global Survey Mobile Study by Havas Media and the research Me, My Smartphone and Brands by Space.

5 tweetable findings on tablets and smartphones in Belgium: part 2

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5 Belgian Tweetable Truths about Smartphones & Tablets

I have absolutely no doubts about the rise of mobile internet usage and the tablet/smartphone penetration in Belgium. Mobile Internet is still too pricy - the prices are too high in comparison to our neighbouring countries France and the Netherlands - but telecom players are finally adapting their strategies to seduce "the average Belgian consumer".

Reason enough to follow the last Media Session organized by the GRP - a group of media specialists from agencies, publishing houses, market research agencies. Four speakers talked about Mobile Internet in Belgium and the Influence on Search. It was really nice to get a quantitative point of view on Belgian tablet and smartphone usage by Huges Rey (Havas Media - study Global Survey Mobile) on the one hand, and qualitative insights about smartphone owners and their expectations by Françoise Gehin (Space - study Me, My Smartphone and Brands) on the other.

Below you can find 5 tweetable findings I heard on this seminar. Feel free to steal and spread. Although most of these make (common) sense, it is sometimes good to have recent proof about this fast evolving market.

5 tweetable findings on tablets and smartphones in Belgium

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Is papier leuker dan digitaal?

Hoe zit het nu met digitaal lezen in Vlaanderen? Memori, een expertiscentrum van de Lessius Hogeschool, onderzocht het fenomeen dit voorjaar. Net voor de commercialisering van de iPad2. 

Zo'n 2.770 personen namen deel aan een online enquête. Er werd niet alleen gepeild naar hun interesse in e-reading maar ook naar hun verwachtingen en de betalingsbereidheid op het vlak van digitaal lezen.

Eén van de meest frappante conclusies (pdf) heeft betrekking op jongeren. Hoe jonger, hoe groter de bereidheid te betalen voor digitale content. Die jongeren waarvan de meeste denken: zij willen toch niet betalen. Diezelfde jongeren die opgevoed zijn in het 'nieuws is gratis op internet' - tijdperk. Nog sterker: andere internationale onderzoeken kwamen tot dezelfde conclusie.

Klik voor een groter beeld

Vrouwen, laagopgeleiden, 60+ers en niet-bezitters van tablets zijn minder bereid te betalen voor digitale content. Hoogopgeleiden scoren goed op beide soorten publicaties. Op zich niet zo opmerkelijk. Maar net vrouwen, 50+ers en hoogopgeleiden blijken vaker voorstander te zijn van papieren publicaties.

Cijfermatig kan je stellen dat vrouwen en 60+ers niet echt tot de early adopters van technologische snufjes à la iPad behoren. Maar mijn buikgevoel zegt dat er veel meer aan de gang is. Er bestaat  namelijk ook zo'n tendens als: Neen, nu even niet connected. En als je stelt dat 50+ers de laatste 15 jaar overconnected zijn, hoogopgeleiden met een goede baan bijna altijd en overal connected zijn, dat vrouwen dat in hun genen hebben of het nu live of digitaal of telefonisch is...

Je hebt af en toe een pauze nodig, een moment voor jezelf. 82% van de respondenten hebben aangeven dat ze lezen nog steeds prettiger vinden op papier. En dat snap ik best. Het laat je toe om je volledig te verdiepen in het lezen zonder enige afleiding (mail bvb, open vensters op het internet, ...). Daarbij ben je zichtbaar met iets anders bezig en zullen de meeste toch (even) aarzelen met jou te storen. Het leesmoment heeft nog iets heiligs. En dat had wat mij betreft ook één van de conclusies kunnen zijn.

Andere resultaten vind je ook op deze link (pdf) : http://www.memori.be/sites/default/files/attachments/20110518-onderzoeksresultaten_digitaal_.pdf

Uitgevers verdienen nog niks op iPad maar...

Goedele op iPad is een geweldige tool voor de redactie om 'out of the box' te denken en te experimenteren met de mogelijkheden die tablets met zich mee brengen.

Waarom op iPad? Omdat deze tablet voorlopig nog koploper is wat gebruikers betreft en aankoopintenties. En het is over deze markt dat ik het wil hebben. Niet zozeer over de verkoopcijfers van de Goedele edities op iPad die aangehaald worden in het artikel van de krant De Morgen.( Editie van vandaag, 05 mei - geen link naar het artikel want niet gevonden op de site). Context is ook belangrijk. En wat het artikel niet aanhaalt is net de adoptie van de tablet computers door de Belgen.

Volgens een recent onderzoek van de Online Publishers Assocation (OPA) zijn 6% van de Belgische surfers uitgerust met een tablet. Een studie uit eigen bodem, de Chocolate Barometer van Aegis Media, wijst op een penetratiegraad van 3% in de Belgische huishoudens. Men kan dus moeilijk spreken over een mass market product. Toegegeven: met zo'n lage penetratiegraad in ons land geloof ik nooit dat één enkele Belgische uitgever nu al winst maakt met de verkoop van iPadedities van Belgische printmerken. Daarbij speelt op onze markt ook nog de taalverdeling: volgens de OPA is de typische tabletuser eerder Franstalig.

Toch kunnen we vermoeden dat tablets binnenkort hun status van nicheproduct gaan verliezen: zowat 30% van de Belgische surfers geeft aan een tablet te willen aanschaffen in de komende maanden. Een mooie vooruitzicht voor uitgevers die al vertrouwd zijn met het medium.

Met Goedele op iPad wilt de redactie meer dan een doodgewone bladerformule/surfformule - met of zonder zoommogelijkheden- bieden aan zijn lezers. Goedele op iPad moet entertainen, verrassen, overvallen,...  Een maandelijkse challenge die deze straffe madam, samen met een sterk én beperkt team, weet te realiseren sinds een klein aantal maanden. Een première op de markt van de Belgische maandbladen, een voorbeeld voor alle printuitgevers. En hopelijk, een succesvolle zet in een nabije toekomst.

Magazines are sales tools: Flair pumps case

One of the main complaints of advertisers is "the effect of magazines on sales can't be measured". Together with: "Magazines are slow in building traffic". Well, thanks to the Flemish Flair readers I have recent proof that these statements are not true. If done in a good way. (Knowing your audience).

Flair pumps

Flair is a weekly aimed at young women (15-35 y.o.) who like getting fun out of life. The typical Flair-reader likes: affordable luxury. So yes, she can combine luxury brands with cheaper (fashion and beauty) brands. Today there was a special offer in the magazine with a coupon for Flair-branded pumps for 15€. It's the second time that retailer Torfs chose Flair as a favored partner (as a kind of seasonal launch for the new collections?). 

The results? Some sales points were out of stock this afternoon. According to some tweets I have read, there was (is?) a stock of at least 20,000 pairs.

On the 'twitterprofile' of Wouter Torfs, CEO of Schoenen Torfs, you can read that this CEO is passionate about rebuilding his company as a community. And he's using communities, in this case, the community of the Flair-lovers, to make the match on a commercial level. Well done! 

I surrendered for the @flair @torfs Mkt Campaign

Belgian daily switches language

Our little country is complicated. That's a fact. For Belgians, and for foreigners. Everyday our International Sales, responsible for taking care of advertisers and agencies abroad, struggle with the same problem: explaining the differences between Flemish people, people living in Brussels and Walloon people.


As a marketeer, it is my responsibility to help them with relevant information and insights about these matters. Besides the political issues, it's really passionating. Because North and South think different. Don't dare call a Brussels native a Walloon! And don't forget the small group of German-speakers in eastern Wallonia. For the info: I don't like talking with socio-demographic datas but in Belgium, it helps a lot to understand the situation. A speed training 'History of Belgium for Dummies' is also a plus. 


The point is: media of one language community don't interact with media of the other language community. Except for a few exceptions such as national surveys and charitable causes. And of course, on the advertising market. Especially when the media sales house is integrated into the publisher, as Sanoma or Roularta are.


Le Soir is known as a French-written quality daily with strong roots in Brussels and surroundings. Editor-in-chief Béatrice Delvaux is a kind of an Iron Lady, passionated about her job and her (media)brand. Tomorrow, publisher Rossel will publish a special edition in Flanders, with the first five pages written in Dutch. The purpose? To let discover the tone-of-voice and the specific insights about the political issues and the analysis about Flanders. In other words: to feed the debate. In a positive way. I'd like to say: chapeau! Let's hope it will make the other language community curious. But I have doubts... Knowing the sales figures of newspapers these days...