BoSacks Readers Speak Out: MPA Response to Meeker's 2017 Trend Report, High Times, and Marketer's Struggles

By BoSacks Readers on July 26, 2017

 BoSacks Speaks Out: Key Takeaways From Mary Meeker's 2017 Internet Report

Hi Bo-It was great to catch up with you at IMAG last week.  I was also happy that you lent your authority (and timeliness!) to analysis of the 2017 Internet Trends Report.   As you can imagine, our MPA team gets a lot of questions about this data too.   I thought you might like to see some topline comments from our team to add to your analysis, specifically the Time Spent chart. 

For starters, "Print" combines magazines and newspapers, making it a useless analysis for understanding either media. No detail is offered in terms of how many brands of either newspapers or magazines are used or which specific brands are part of this "Print" channel.  Forgetting that for a moment, as you point out, the data ignores the fact that magazine brands live across formats and channels-and consumers find and enjoy them in all those places. Magazine brands populate and drive internet and mobile platforms with their branded media; therefore magazine media make up vast parts of the internet and mobile experience and are part of that "time spent" too. 

The Time Spent chart doesn't address Return on Advertising Spend. Nielsen Catalina Solutions data shows magazines lead all other media by large margins when it comes to return on investment.  And we know that magazine media is effective in driving business metrics across the upper and lower funnel. Qualitative research validates that magazines still lead all other media in consumer ad receptivity, trust, and engagement.   The presumption in this report seems to be that marketers don't realize that their spending is not allocated in proportion to consumer time spent; we believe that marketers are actually very savvy and know which media channels deliver business results.  Their allocations reflect that. Time spent does not correlate to advertising business results. 

As marketers have begun to address the recent issues around "viewability," quality, and effectiveness of internet, digital and online video ads, there have been case studies demonstrating what happens when marketers pull back their online advertising.  In a highly publicized instance, Chase Bank reduced its online ad placements from 400,000 down to 5,000, and saw no change in business results or ads viewed. 

Finally, it is worth noting that Mary Meeker is a partner at the Silicon Valley venture capital firm Kleiner Perkins Caufield & Byers. Her analysis needs to be viewed through the lens of her role, defending her company's investments  in incubation, early stage and growth companies.Hope you find our perspective helpful.   I'd be happy to discuss further at any time by Linda Thomas Brooks - President and CEO | MPA -The Association of Magazine Media)      

BoSacks Speaks Out: Key Takeaways From Mary Meeker's 2017 Internet Report

Bo, thank you for the sharp analysis. There are all kinds of ways to split data and no pundit doesn't have an agenda to sell, but as best as I can figure your rants lean towards brutal honesty. I don't always agree with you, but you are a breath of reliable fresh air. Keep it coming.(Submitted by a multi-title Publisher)

 

Re: High Times Magazine Sold In Deal Valued At $70 Million

Feels overvalued, even with the branding opportunities that will be utilized. But, good for high times! (Submitted by a Printer)

Re: High Times Magazine Sold In Deal Valued At $70 Million 

I remember when you were there and High Times was considered a fringe "hippy" magazine (Submitted by a retired Production Director at a major magazine)

 

Re: High Times Magazine Sold In Deal Valued At $70 Million

(Guessing at the question on why BoSacks Left High Times) Hi Bob, You probably went out to get some munchies and forgot how to get back to the office. (Submitted by a Publisher) 

Re: High Times Magazine Sold In Deal Valued At $70 Million

Truly the end of an era!  Under the "trusteeship" after Tom's death, wasn't the company left to the employees or has my mind deteriorated so much that my memory is fuzzy?   We had a great time back then and I for one have always subscribed to the banner that someone (?) had on a wall saying "reality is for people who can't handle drugs".  Sadly in today's world, it truer than ever! Hope all is well and I too wish the new owners success. (Submitted by a senior Circulation specialist)  (Bo Replied - Whom would that someone be? Why Bo of course. It was above my desk)            

Re: High Times Magazine Sold In Deal Valued At $70 Million

Bo I will always remember coming to your office as a salesperson. The High Times offices were like nowhere else I ever called. You were always level headed no matter what crisis was happening in that nutty place. I have no idea how you did it, but I always respected your honesty and problem-solving personality. It was a pleasure doing business with you. (Submitted by a paper person and one of Bo's oldest reader's)  

Re: Marketers and Magazines Struggle With Viewability IRL, Too

A number of years back, I worked with a publisher who spent an enormous amount of money annually on corrugate displays and the running joke, even within their own offices was that the average life span of one of the dump displays was about 10 minutes. Obviously an exaggeration, but not by much. The other side of the coin, however, is that if you don't put these displays out, then you lose sales. So the question becomes, is the cost of the sale, worth the expense to make it. Considering what happened to the publisher when they pulled the plug on their displays, I think the answer is "Yes." It just means that you have to work hard on compliance and keep pushing that boulder up the hill. Who wants to get squashed? (Submitted by a Newsstand Consultant)  

Re: Marketers and Magazines Struggle With Viewability IRL, Too

Pritchard's line in the sand is fine but it's all so much F'G BS. The other unspoken side of this coin is marketers putting their agencies on 120 day payment terms, the agencies not paying their media partners timely and, in a printer's case, publishers thinking that 90 day terms are now the norm.  This is not any way to do business. Advertisers, pay your agencies!  Agencies, pay your media partners!  Publishers, pay your printers! And do this the American way, on time for jobs well done. (Submitted by a Printer)


By BoSacks Readers| July 26, 2017
Categories:  Readers Speak Out

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