Complementarity of Print and Digital for Print Brands: The relevance of a multi-media approach

The aim of research by SPM (the French Magazine Association and its Marketing Advertising Committee) was to focus on print and web complementarity for magazine brands and to promote media brands to advertisers and agencies, which are still organised with separate print and digital departments, explained Nicolas Cour, Prisma Press France and chairman of FIPP’s Research Committee. 

He said that print executives in media agencies were very interested in this approach, giving them new arguments to recommend more print and web campaigns.

“Print media brands are now significant players in consumers ‘connection choices’,” said Cour, adding: “On the French ad market, press websites in the Top 100 (brands) reach 21million users (52 per cent of all web users). In addition, the number of visits to print brand websites has increased faster than other media websites over the last two years – up 13 per cent, against 5 per cent, respectively.”

“Some 81 per cent of web users have visited magazine or newspaper websites and 39 per cent of readers using a smartphone, use print brands digital applications,” said Cour.

Getting the data involved creating a mega panel of SPM publishers and the 12 most important ad networks in France. Globally, almost 55,000 panellists were contacted to take part, with the survey looking at three different magazine categories – news and picture magazines, women (beauty and fashion) and automotive.

The research created a Hierarchy of Values, which demonstrated different elements for the different categories. For news, for example, the Hierarchy of Values demonstrated the idealised status of the news, with readers strongly expecting relevance and reliability in return for trust and engagement.

For women’s, the Hierarchy of Values revealed that readers are very close to their traditional functions and duties with a specific focus on iconic values, aesthetics, openness and trustworthiness to build up confidence. The top benefits that were flagged up were “pleasant to read”, “Gives me time just for myself”, and “Keeps me informed about fashion/beauty”.

Cour said there is complete complementarity between print and digital benefits based on a strong engagement, both for editorial and advertising content.” Some 98 per cent of web users’ perceived values can be found again on the websites of print brands and on their mobile applications. 

As far as digital magazines are concerned, 82 per cent found they produced richer content (videos, etc), while 73 per cent said you could dig deeper and 72 per cent thought they were more complete. Interaction also scored extremely high for digital, while 75 per cent said it was very natural to read a newspaper or a magazine and visit its website or mobile application. Some 71 per cent of participants said they trust the website as much as the print version, while 67 per cent said they feel more engaged with the print brands.

In conclusion, magazine print and digital media brands enhance the advertisers campaigns. They build on solid print values, take advantage of digital benefits and maximise the impact on relevant targets.