Magazines Ireland’s Lunch & Learn event enlightened members on how to use advertising trends to maximise sales opportunities, with Nielsen’s Karen Mooney taking us through the latest studies and advertising trends affecting the magazine industry, and the Irish media as a whole.
In a data-rich presentation, Mooney revealed the breakdown of ad spend across all channels, who the biggest spenders are and what industries are spending more than ever. Attendees were treated to details on the top spenders and categories, but we won’t give it all away here! We will say that discounters are dominating ad spend and enjoying high conversion rates.
Nielsen reports an overall increase in consumer confidence, and a fall in unemployment. Customer spending has yet to match consumer confidence, but there is light at the end of the tunnel.
Mooney broke down how Nielsen measures magazine data, meeting with agencies each quarter to maintain an accurate discount.
Nielsen can only do what we send them, so the importance of sending in each title is paramount. If there are gaps in data due to titles who fail to submit their titles, it is reflected in an overall drop in revenue across the entire magazine industry.
The vital need for all of our members to submit their data to Nielsen cannot be emphasised enough. If our entire industry is portrayed as experiencing drops in advertising, it will result in real losses, as brands won’t want to invest their budget in an industry that is going down in numbers.
Pictures and Words – Christine Maguire
