Understanding eMag advertising

Simon Hodgson explains the ins and outs of the K&B Designer eMag

To ensure that your advertising dollars are well researched, well spent and well managed, consistency has to be at the forefront of any decision.

Today there are more ways to deliver your message to the trade and the consumer than ever before. The more visible your brand is, the more opportunities it earns to build trust with your customers and potential customers. The simple fact that your  brand is actively and consistently "in the game" speaks volumes—especially in challenging economic times—and generates genuine momentum for your product, service or offering.

In his book, The Wisdom of Crowds, James Surowiecki makes the case that "together all of us know more than any one of us does." He says, "markets are made up of diverse people with different levels of information and intelligence, and yet when you put all those people together and they start buying and selling, they come up with generally intelligent decisions."

In the world of advertising, consistency is like a scorecard on the wisdom of crowds. People know that advertising is expensive, so the assumption is that the more a company advertises, the more successful it must be. And the more successful it is, the more it means that other people are choosing it and this acts as a tacit referral for your business. Secretly, we all want to keep up with the Joneses.

eMags provide a regular method of delivery to a supplier (and a provider to the end consumer) so should be a reliable vehicle to get your message across. Do eMags work, though? Does the promise from your magazine sales representative live up to expectations?

Some very interesting statistics suggest that the answer is “yes”.

The KBDi eMag, a collaborative production between KBDi and Universal magazines produced some outstanding figures over the last six months:

• a 98.1 per cent delivery rate (ie., only 1.9 per cent didn’t make the intended recipient)
• a 0 per cent unsubscribe rate (not even one!)
• a 34 per cent open rate (eMag industry average is just below 25 per cent)
• a 29 per cent open to clicks (a unique number of recipients who open the eMag and then click on one or more links within)

The clear message from these statistics is that consistency in results is paramount — both that advertisers benefit from consistency in exposure and that this eMag offers an excellent open rate far above-industry averages.

If you would like further information on the KBDi eMag and the opportunities your company can take advantage of, contact Universal Magazines on (02) 9805 0399.

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