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Experience the lighthouse effect

CONTENT. Experience the lighthouse effect. May 2009. We live in difficult times. Credit crunch Failing banks Rising unemployment Reduced ad spends. Communication is becoming more complex. Digital WOM/Influentials Fragmentation Need for better consumer engagement

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Experience the lighthouse effect

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  1. CONTENT Experience the lighthouse effect May 2009

  2. We live in difficult times • Credit crunch • Failing banks • Rising unemployment • Reduced ad spends

  3. Communication is becoming more complex • Digital • WOM/Influentials • Fragmentation • Need for better consumer engagement • Budgets must work harder

  4. The strong will survive • International media offer certainty in a changing world • Loyal readership • Trusted • Well researched • Our readers seek reliable content produced by professionals – the channel is irrelevant. • Our readers want facts, opinions, insights and advice from a trusted source

  5. Our consumers truly value our content • They see it as powerful, authoritative, trusted, familiar, established, influential and effective I appreciate the accuracy of the information in internationals. I trust them. Source: WPG Study

  6. Why is this? • We offer an unbeatable combination of insightful and reliable news and analysis, produced by professional journalists • This content is compelling, insightful and top quality – which makes it essential reading

  7. Experience the lighthouse effect Trusted Effective Good advice Established Illuminating Reliable Influential CONTENT

  8. Content transcends the medium • Our strength derives from our heritage of outstanding journalism, and that is true however our content is accessed • Print • Web • Mobile • TV • RSS • Wherever people access our content, it is always highly valued

  9. Our readers Loyal and value our titles above any others Base: Elite Source: Driving Brand Enhancement, 2007

  10. Our readers are affluent and influential Readers of Non-Readers Index on EMS Population (Index = 100) World Media Group Top 3% 186 91 €150,000+ Personal Income 284 80 €950,000+ Personal Investments (Excluding Mortgage/Home) 174 92 C-Suite 187 91 Influential Opinion Leader 176 92 Above €1,000,000 - Involvement In Capital Expenditure 234 86 First Or Business/Club - Class Of Travel 166 93 Total Air Trips: 6+ 273 82 Total Air Trips: 11+ 332 75 Source: EMS Winter 2008

  11. Our readers access us on the web too 5.2 million of the Top 13% of Europeans visited a WMG website in the last week 700,000 people in the C Suite visited a WMG website in the last week Source: EMS Winter 2008

  12. Our readers are influential • WOM is hugely important these days – and our readers deliver this • Compared to other affluent Europeans our readers are hugely influential in the key areas of digital and business – people listen to what they have to say Source: The Influentials, 2008, GfK

  13. We add value to advertised brands Base: Elite Source: Driving Brand Enhancement, 2007

  14. Adding value to advertised brands Yes, it reinforces the message. A luxury brand adds to it’s prestige if you see it in… Base: Elite Source: Driving Brand Enhancement, 2007

  15. *BBC World, Bloomberg, CNN, CNBC, Euronews, France 24, Sky News, TV5 Monde Adding quantitative value to schedules A typical corporate campaign aimed at the “C” suite might plan a schedule using pan-regional TV. By adding our titles to the schedule you would achieve the following benefits. • Increased reach • Not all of the members of this hard to reach group are TV viewers. • In fact 45% do not watch any of the pan-regional TV news/business* stations in an average week • Therefore including our category on the schedule will increase the reach of the campaign significantly • Reduced CPT • As print is generally more cost efficient than TV, the increased reach can be achieved at the same time as reducing the overall CPT • Added impact • The well known media multiplier effect applies as much to pan-regional media as it does to local media. Several research studies have shown that TV + Print schedules are typically 10-20% more impactful with consumers, when compared to solus TV schedules. *BBC World, Bloomberg, CNN, CNBC, Euronews, France 24, Sky News, TV5 Monde

  16. Adding value to schedules • Similarly, for a luxury goods campaign which would typically tend to use a selection of local country quality titles. Increased reach • Pan-regional titles will add reach to a local market schedule. It could be in the region of 10% increased reach Reduced CPT • The efficiencies of our titles will generate a reduced CPT Minimal wastage • Our titles are tightly targeted and reduce wastage to a minimum • Whether you are considering a pan-regional TV campaign, or a local market print campaign, we can demonstrate how the inclusion of our titles will add quality and value to your activity

  17. Our category delivers a superior range of benefits to advertisers Qualitative benefits • Top quality, loyal readers who trust the titles • They engage with the medium • The quality of the content and environment adds value to advertised brands Quantitative benefits • Cost effective • Tightly targeted (no wastage) • Can add reach to local titles • Multiplier effect means that it is a necessary addition to pan-regional TV schedules

  18. Experience the lighthouse effect Highly desirable consumers and readers Trusted Effective Good advice Established Illuminating Reliable Influential Trust and engage with the medium Outstanding range of values which are more powerful and necessary than ever in this cluttered, fragmented and difficult environment Buy your products Have a better image of your company Tell other people

  19. Don’t just take our word for it “The international press provide a reference for all journalists. They possess a quality of editorial which is unsurpassed. The English language allows them to reach the economic and business elite. This is a concentration of influence which is at the heart of decision making” “I associate internationals with high quality, globally branded products” Source: WPG Study Nicolas Beytout – Editor Les Echos

  20. Try it for yourself Benefits Ad runs in all 8 WMG publications 2 x ads EMEA, Page 4/col Mags, ¼ page 4/col newspapers Value €675,259 Reach 2,205,000 C-Suite and Influential Opinion Leaders across Europe (Source EMS Summer 2008) Eligibility All new advertisers appearing in 5+ WMG publications are eligible! Cost £10,000 for creative and production by creative agency

  21. For further details • The Influentials http://www.world-media-group.com/why_us.html • Driving Brand Enhancement http://www.world-media-group.com/research.html • EMS http://ems.synovate.nl • Web statistics : contact the individual publishers directly

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