Mobile, Dear Companion of Print

About ten days ago, the Interactive Advertising Bureau (IAB) released an in-depth research report (link to pdf) that reveals how receptiveness to advertising and media consumption varies by device, time of day, location and gender. Even if the results are US-based, I still think it's interesting to 'travel' outside Europe to look in which way 'older' (or younger!) mobile market are evolving.

Key roles

'Smartphones are mission-critical devices for life' while 'tablets are media consumptions hubs'.  70% of the smartphones users surveyed won't leave home without their phone. Tablet users insist on the 'entertainment' function of their gadget. Both types of devices are affecting 'traditional' media consumption. And that is a good news... and a bad news for the 'dinosaurs' in the industry (irony). 

Media companies must face one truth: two audiences are emerging – one that drives traditional media through mobile; another that detracts. This phenomenon goes beyond print with 24% of tablet users watching less traditional TV due to tablet based viewing. This is especially true for women. About one-quarter of smartphone users report that their device is changing their consumption of both print AND TV. 

Print Companion 

Many specialists tend to focus on the use of tablets and/or smartphones when watching TV, the so-called 'second-screen'. In this survey, the researchers were also curious about the use of mobile devices during the consumption of printed content (magazines and newspapers). 

Tablet users seem to multitask more with their devices when reading magazines or newspapers. Some 81% of the concerned respondents have indicated that their tablet is a companion of the 'Print Reading activity' (vs 48% for use of smartphone). Some 73% browses the internet and 63% is doing some shopping.

Click on pic for better view

Respondents who use their smartphone during the 'print reading activity' tend to browse the internet as primary multitasking activity (73%). Access social media ranks third (53% vs 65% for the use of tablets) and shopping fourth (63%).

So, take a look at the opportunities. Keep adding (smart) features in printed ads in order to access these devices more smoothly. Strategic print planners, it does make sense to repeat to advertisers and agencies to add this product/company URL in your print ad. Take all the advantages print can give you. But please be subtil and clear with
-sometimes ugly but sometimes useful-  QR-codes. 

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

View more presentations from Vanessa Sanctorum

5 Must-Read about Magazines

I like to think that my blog is a kind of logbook where I can post my thoughts on things I have read. An open archive. This week I've read a lot of interesting stuff about magazines - printed and digital - and I thought it would be a nice idea to make a selection. I can't promise this post is the start of a serie. It will depend on what I've spotted online. This week: a healthy mix of research and creativity.

Print is NOT dead - Marketing Mag
Recent proof that magazines can optimise advertising effects. Or when neuroscience proves that placing an ad in a magazine not only helps consumers gain brand retention, but also adds positive brand salience for your brand.

Digital Subscriptions Will Lift Magazines But Not Newspapers - Jeff Bercovici's blog on Forbes.com
Over the next five years, both magazines and newspapers will enjoy large gains in paid digital circulation, PwC forecasts. But the revenue generated will grow far faster for magazines than it will for newspapers.

25 Creative Use of Magazines - Magazinespunt.nl on SlideShare
Magazinespunt.nl has made several ppt with examples of creative advertising in magazines. Each presentation focuses on another sense. This one contains treats for the eyes (Sight is the sense in the picture in this chapter). Enjoy!

Apple iPad usage habits {INFOGRAPHIC} - The Telegraph
In May 2011, app specialist imano conducted a survey among 2008 iPad users in the UK. The findings were highlighted in an infographic. Some 69% use their device to read newspapers and/or magazines. Learn more about their usage and behavior.

Shieldtox: Natural Protection - CreativeCriminals

Click to see greater format

An insecticide is not a very sexy product to advertise. But creativity is the most important key. Euro RSCG Bangkok has done a great job for Shieldtox, a natural insecticide. The central idea: natural predators. Spotted by the CreativeCriminals, 3 guys of the advertising world that present each day a selection of the most creative ads from around the globe. Click on link for another campaign visual.

Online News is like Chinese Food

(Celebrity) Information Diet is a very nice idea of ADWEEK. I like reading this little Q&A section. I was reading the (last?) one with Dr Who's Matt Smith, when I saw an interview with actor and stand-up comedian Kevin Nealon. As a lot of my French-speaking friends I discovered this guy in the comedy Weeds - as pot lover and accountant Doug Wilson.

Actually, it seems that Mr Nealon is a mobile phone addict, checking breaking news on twitter and playing Angry Birds when bored. Nevertheless, he has his own words to describe the added value of newspapers and magazines and why a lot of people still turn to print(ed) media. I smiled, I hope you too. Click to enlarge:

picture by Michael Schwartz

Read more about the media diet of Kevin Nealon

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

Magazine Readers'Expectations

"Readers expect much more from publishers on tablets than two-dimensional content. They expect digital narratives; along with content they can read, watch, touch and share. It means we need to learn to design for eyes and for fingers simultaneously. It means we must change workflows in our newsrooms. It means we must rethink subscription and advertising models. It means we must innovate as never before."

Juan Senor and John Wilpers, editors of 2nd Innovations in Magazines 2011 World Report
(Source: FIPP)

Written Portraits

Nice ad(s) to promote "The week of books 2011" in the Netherlands (16th March - 26th March). Featuring books in the shape of faces. Spotted on Creative Criminals:

For other examples, go to Creative Criminals. It's worth a visit!

An old recipe for new media

Paginated Media? Never heard of it until today. My colleague at the ARC, who's doing a great job of international knowledge sharing between "Sanoma countries", drew my attention to it.

According to a mediaIDEAS paper Paginated Media has 3 key properties (excerpt):

1. metered: the media is divided into defined pages of content that are presented together (as in magazines, books, newspapers, article, section,... ) or individually;
2. edited: the role of the editor - he or she selects the articles, media, images and rich media that fill each page;
3. designed: the included content is arranged and formatted to enhance the reading (e.g. columns and typography) and visual experience (e.g. white spaces and positioning of elements).

Do any of these characteristics seem familiar to you? This list summarizes the main reasons why I think print editors have the best armed forces to win the battle in media land. And let it be clear: the media debate is no longer about which devices consumers use. A 'healthy debate' must be about the emotional relationship between (a) media brand(s) and it's consumers. When it comes to passion printed media brands have a huge asset.

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... 

From Print to Tablets

Spotted on Dutch Cowboys: an infographic, which I'm a huge fan of, about the evolution of print and the introduction of the tablet:

Flavia Marinho