Irish magazines advertising revenue at a huge €215 million

New figures for advertising spend in Irish magazines show magazines received a huge
€215 million in advertising revenue putting it in third place, behind only national press and television, and ahead of regional press, outdoor, radio, cinema and the internet.

The Periodical Publishers' Association of Ireland (PPAI) has expressed its satisfaction with the results of this up-to-date survey conducted on advertising revenue in magazines, carried out by Breakdown of Advertising Share and Expenditure (BASE) at the Institute of Advertising Practitioners in Ireland (IAPI).

The Magazine Advertising Revenue Survey is the fourth comprehensive survey conducted on advertising in magazines in Ireland, and it provides an in-depth analysis of advertising revenue and volume. This groundbreaking piece of research covers 317 Irish-published magazines.

This new research correctly values the magazine share of the Irish advertising market for 2008. The relative values show that the advertising spend in Irish magazines accounts for 11% of the total value of Irish advertising, and this compares favourably with international values at similar levels.

"The results of this year's survey is yet another endorsement of the effectiveness and efficiency of the Irish magazine industry to reach core target audiences. The industry publishes over 300 titles covering the full range of demographics and interest groups in Irish society", said Richard Power, Chairman, PPA Ireland.

Click here to download research (Word Doc 80k)

©PPA Ireland

"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