1 + 1 = 3

At AdConnection, we have recently been running a number of campaigns for our clients where we have looked to use the ‘media multiplier’ effect to help our clients advertising spend work harder for them. Put simply, the media multiplier effect is the added benefit that is derived from including more than one media to an advertising plan.

This isn’t a new phenomenon. There have been numerous studies over the years, mainly carried out by trade bodies representing differing media channels, which prove that advertising recall is significantly increased by the use of multiple media.

It’s a bit like ordering a burger – on its own it’s good, but the addition of fries makes the meal!

What AdConnection have done recently is to use this knowledge around advertising recall and add in some insight regarding how consumers are now watching and crucially responding to advertising messages.

The latest Ofcom report into the communications market has shown that UK adults are now spending almost half of their waking hours consuming media. However, the tendency to consume some media simultaneously means that the actual time spent with media is less. For further proof of this just open up your laptop or smartphone and watch Twitter or Facebook when X Factor, Big Brother or a sporting event is on. This is multi-tasking in real time.

So consumers are online whilst watching TV. They listen to the radio whilst reading their favourite magazines. They are on their internet enabled smartphones whilst doing almost every and anything. How can we capitalise on this behaviour?

For a number of clients recently we have run TV advertising and online advertising (both Display and PPC) combined. This has had some dramatic effects, with CTRs being boosted by an average of 50%. In addition recently we have started including mobile activity, through our sister agency Fetch Media on out of home plans. This has had the effect of turning outdoor into a direct response media, and has dramatically increased calls and click-throughs to client websites from our outdoor advertising creative.

If you would like to know more about how we can make your advertising work harder through the addition of complementary media, or would simply like a burger and chips with us please get in contact.

ABC Circulation Data Review – January-July 2010

Home Interest

The latest ABC release shows a stellar performance from magazines in the Home Interest sector, with all titles seeing an increase in circulation compared with this time last year.

The overall market, which seems to be the least affected by the recession, has seen a positive 4.3% year on year upturn.

NatMag's Good Housekeeping remains the most popular title in the category with a substantial lead on its nearest competitor, IPC's Ideal Home.

However, Hubert Burda Media UK, which has seen mixed results in other sectors, can boast the highest percentage increase this year. Your Home was up by almost 14% to more than 130,000 copies.

It was also an exceptionally good period for Elle Decoration, 25 Beautiful Homes, Country Homes & Interiors and Country Living.

TV Listings

It was a poor period for TV Listings magazines, with only two titles managing an increase in circulation.

TV Choice remains the most popular listings magazine among television viewers, with IPC's What's On TV as its closest competitor. However, both titles saw their circulations decline this year.

IPC Media's TV & Satellite Week and H Bauer's Total TV Guide were the only titles to boost their circulations this year.

However, these increases weren't enough to prevent an overall market decline of 4.3% year on year. Although, the closure of H Bauer's TV Quick may provide a small boost to other TV Listing titles in the next release.

Women’s Weekly

It was a mixed period for the Women's Weekly magazine sector. Like most other sectors, some titles did exceptionally well while others struggled to maintain their circulations in a post-recession market.

However, having said that, the overall market is up 3.8% on this time last year, which is hopefully an indication of a continued rise.

Take A Break has a clear lead on its rival titles at the top of the Women's Weekly sector, with an impressive total of more than 855,000 copies, despite seeing some of its readers drop off over the year.

The biggest story has to be Northern & Shell's performance. Owner Richard Desmond, who has diverted his attention to Channel 5 in recent weeks, will be pleased with New! and Star's results. The titles have seen a remarkable improvement on last year's figures, with year on year increases around the 40% mark.

In contrast, the media tycoon might not be so overjoyed with OK!'s performance. The weekly title, which is perhaps one of the most well-known celebrity magazines, suffered a significant drop this period.

Hubert Burda Media UK also had a mixed six months. The publisher's Full House magazine has enjoyed a substantial boost to its circulation compared with this time last year, however, the former News International title Love It! continues to see a significant drop.

Women’s Monthly

Condé Nast's Glamour still tops the Women's Monthly sector with a total circulation of more than 526,000 copies, despite seeing no change over the year.

The handbag-sized magazine's circulation remains similar to this time last year, however, its two closest competitors have lost readers, which will have helped it maintain its leading position.

Despite being the second and third most popular titles in this sector, ASOS.com and NatMag's Cosmopolitan have had a poor quarter, both suffering year on year declines. However, they aren't the only ones. A total of 13 titles in our Women's Monthly analysis saw their circulation figures drop this year.

Cosmo, Pyschologies, Candis and Spirit & Destiny posted the highest year on year percentage declines.

However, its not all doom and gloom in the Women's Monthly sector - a number of titles enjoyed a boost this period, including IPC Media's woman&home, Essentials and InStyle. NatMag's Prima, Harpers Bazaar and Zest also performed well, as did Hachette Filipacchi's Red.

Of the 25 titles in our Women's Monthly analysis, the total circulation is down 1.3% on last year.

Men’s Lifestyle

Shortlist remains in poll position after a small year on year increase, while fellow freebie Sport has held on to second place, despite posting an identical figure to this time last year.

NatMag's Esquire was one of the few paid-for titles to put in a good performance, up by more than 10% on last year. Bristol Magazine's BBC Focus also had a relatively good period.

However, many of the leading titles put in weak performances, which is reflected in the overall market result - down 3.7% on last year.

FHM, Nuts, Zoo and Loaded all posted significant declines between 18 and 27%. Men's Health also saw a small drop but has managed to retain its position as the most popular paid-for Men's Lifestyle magazine.