{"id":6859,"date":"2016-02-05T12:20:51","date_gmt":"2016-02-05T11:20:51","guid":{"rendered":"http:\/\/www.magazinemedia.be\/?p=6859"},"modified":"2016-07-13T13:40:46","modified_gmt":"2016-07-13T12:40:46","slug":"print-magazine-sales-guarantee-niet-verkocht-geld-terug","status":"publish","type":"post","link":"https:\/\/wemedia.be\/magazinemedia\/nieuws\/print-magazine-sales-guarantee-niet-verkocht-geld-terug\/","title":{"rendered":"Print Magazine Sales Guarantee: niet verkocht? Geld terug!"},"content":{"rendered":"<p>De Amerikaanse magazinefederatie MPA biedt adverteerders de mogelijkheid geld\/ruimte terug te krijgen wanneer een magazinecampagne niet resulteert in stijgende verkopen en een positieve ROI op de magazine-investeringen.<\/p>\n<p>Deze \u2018Sales Guarantee\u2019 is de logische vervolgstap in het Magazine 360\u00b0 programma dat sinds enkele jaren loopt. Door het combineren van verschillende onderzoeken en ander databronnen kon de MPA aantonen dat de vraag naar magazinecontent stijgende is.<\/p>\n<p>De Sales Guarantee is eerder al door een aantal grote bedrijven (Time Inc., Hearst Magazines, Cond\u00e9 Nast, Meredith Corporation) ingevoerd, maar geldt nu voor alle aangesloten mediabedrijven (72% van de markt). Er is inmiddels zo vaak aangetoond dat print magazines verkopen doen stijgen (zie bv. <a href=\"http:\/\/www.magazinemedia.be\/nl\/wat-zegt-de-neuroscience-over-magazinereclame\/\" target=\"_blank\">artikel over neuroscience<\/a>), dat niemand bang is om zichzelf hiermee in de vingers te snijden.<\/p>\n<p>Analyse van honderden campagnes door Nielsen toonde al aan dat de ROI van magazines aanzienlijk hoger ligt dan van andere media:<\/p>\n<ul>\n<li>print magazines: gemiddeld 8,68 USD<\/li>\n<li>magazine websites: 7,35 USD<\/li>\n<li>TV: 2,44 USD<\/li>\n<li>niet-magazine premium content websites: 2,89 USD<\/li>\n<li>portals: 2,59 USD<\/li>\n<\/ul>\n<p>Het MPA Magazine Media 360\u00b0 Brand Audience Report laat zien dat magazinemerken relevant blijven, terwijl de consumptie van de content over meerdere platformen verdeeld raakt. Het rapport voegt alle consumptie van magazinecontent samen, waardoor duidelijk is geworden dat de consumptie stijgende is (+10% in 2015).<\/p>\n<p><strong>Hoe werkt de garantie?<\/strong><\/p>\n<p><a href=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2016\/02\/Sales-Guarantee.jpg\"><img decoding=\"async\" class=\"alignleft wp-image-6854 \" style=\"margin: 10px;\" src=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2016\/02\/Sales-Guarantee-203x300.jpg\" alt=\"Sales Guarantee\" width=\"240\" height=\"355\" srcset=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2016\/02\/Sales-Guarantee-203x300.jpg 203w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2016\/02\/Sales-Guarantee-693x1024.jpg 693w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2016\/02\/Sales-Guarantee.jpg 1385w\" sizes=\"(max-width: 240px) 100vw, 240px\" \/><br \/>\n<\/a><\/p>\n<p>Er zijn een paar voorwaarden, zoals de beschikbaarheid van sales data via een gerenommeerd bureau en een minimumcampagne van 150 GRP\u2019s (18 jaar en ouder) in een periode van 12 maanden. Het aantal magazine-GRP\u2019s moet een stijging zijn ten opzichte van de voorgaande 12 maanden.<\/p>\n<p>Wanneer de stijging in verkopen lager is dan de investering in de magazinecampagne (geen positieve ROI), wordt het verschil tussen de twee aan de adverteerder teruggegeven in cash of advertentieruimte. De MPA betaalt het bijbehorende onderzoek.<\/p>\n<p>In de nabije toekomst hoopt men ook de nodige benchmarks te hebben voor digital advertising ROI, zodat de Sales Guarantee kan worden uitgebreid naar andere platformen van magazine media. Enkele MPA-leden, zoals Time Inc en Meredith zijn daar al mee bezig.<\/p>\n<p>Bron: <a href=\"http:\/\/www.magazine.org\/insights-resources\/print-magazine-sales-guarantee\" target=\"_blank\">MPA<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>De Amerikaanse magazinefederatie MPA biedt adverteerders de mogelijkheid geld\/ruimte terug te krijgen wanneer een magazinecampagne niet resulteert in stijgende verkopen en een positieve ROI op de magazine-investeringen. Deze \u2018Sales Guarantee\u2019 is de logische vervolgstap in het Magazine 360\u00b0 programma dat sinds enkele jaren loopt. Door het combineren van verschillende onderzoeken&#8230;<\/p>\n","protected":false},"author":3,"featured_media":6856,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[1039,1038],"class_list":["post-6859","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-research","tag-terugbetaling","tag-tevreden"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.12 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Print Magazine Sales Guarantee: niet verkocht? 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