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Media Intelligence : 2008 Intelligence
For information on your sector go to www.mediabiznet.com.au Number one in print Mark O’Keefe, GM, ConsumerDivision, L’Oreal tells MT+Swhy magazines are fundamental to building brands. Where are magazines placed in the overall communications strategy for L’Oreal? Pretty consistently. We spend about 30% of our media money on magazines. We are the biggest advertiser in health and beauty in the mass market in Australia. When we look at our share of voice in magazines, we play in eight mass markets and for those markets, we have 53% of all of the pages in those eight categories of health and beauty. It is more than everyone else put together. Within that 53% are our three brands which are the one, two and three advertised brands in terms of the number of pages. L’Oreal Paris is the biggest, Garnier at number two and Maybelline number three in print. Being number one in print has been a deliberate tactic for quite some time, and in that sense, magazines are an integral part. Are you satisfi ed with the information and research that is being provided to evaluate your ROI? To be honest, there isn’t a lot of information and research that is provided to justify in hard terms what print will give you more than another medium. We make a number of judgement calls based on what we feel about results. One of the difficulties, is that print is such an integral part of our strategy, and it is in every campaign that we do. Because it is such a big part of what we do, it is quite hard to separate it out. Apart from circulation and cost per thousand, and what we feel about the environment, we are not getting hard numbers that would say “you should do magazines over something else”. To be honest, I’m not aware of what tools there would be to clearly help you understand in what way magazines would be as eff ective or more effective than something else. Because it is a big part of our strategy, we fundamentally believe in them, so we aren’t checking to see whether they are stronger or weaker than any other forms. We do support some products exclusively through print, and obviously we can measure those products, so that is relatively straightforward. All of our promotions around special events are strongly supported in print, and in those promotions, we can measure the number of entries and then the number of sales themselves. In that sense we have continual feedback on the strength of print and what it is doing, but we don’t have, outside of that, independent auditing or measurements that could help us understand more. Sometimes there is a tendency to overcomplicate things. We are happy with the environment, we can see a direct impact on sales. I’m not sure what more wewould need. We obviously knowwhere we sit in terms of our share of voice. At some point in our business, we have to use our intuition, and magazines are a key part of the strategy. Tell us about a campaign that drewon the strengths of magazines to achieve success Last year we ran a promotion through Coles supermarkets which was a competition to win tickets to “Day on the Green”– a series of concerts at vineyards featuring people like Lionel Ritchie and Rod Stewart. It was a specifi c promotion that wewent to Coles exclusively with, and we strongly supported it with weekly magazines. There was also a TV component, but we had the two highest weeks of the year for the Garnier brand as a result of that promotion, both weeks in excess of a million dollars, and our highest number of entries for a print promotion, which was 5000. 2008 ? MEDIA Trends + Strategy 47