APRIL 09, 2012

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Announcement
Idea Fair Recap
Condé Nast Research and Insights recently held its first Idea Fair. The Idea Fair consisted of four learning tracks (Deep Brand Audit, Social Listening, Path to Purchase and New Product Development). 22 vendors presented on these topics to over 100 employees from the Condé Nast brands, as well as corporate groups that included Consumer Marketing, Brand Marketing, Media, Studio, Tech and Research. Of the attendees surveyed, 94% were satisfied with the day and 98% said they would attend again. Click the link below to access the official CNRI vendor analysis.
So what? As our first Idea Fair was a success, we plan on holding a second one in the fall. Ideas for tracks, vendors, and format are all welcome. Please contact either Daniel_Stubbs@condenast.com or Philip_Paparella@condenast.com to submit your ideas.
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Media
Social Media & the CEO
A recent report from eMarketer found that consumers feel more positive about brands that have CEOs that engage in social media. The majority of respondents felt CEO participation in social media led to improved brand image. Respondents overwhelmingly said they were more likely to trust a company that had a CEO that communicated through social media.
So what? Condé Nast has a number of well-known editors, writers and executives that have built a presence on social media. These findings indicate that to be an effective strategy. Readers look to our writers and editors to set trends, and a social media relationship should further solidify their presence as a trusted source for consumers.
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Should Advertisers Always Use Idealized Models? Depends on Who's Reading
A study of 347 French woman found that self-esteem affects brand sentiment following certain advertising exposures. The study measured the relationship between one's self-esteem and ads with ideal images of models, or more real images (nonidealized), and how it made the women feel about the brand. The researchers found that women with higher self-esteem held positive feelings toward a brand after reviewing an ad with an idealized image of a model in it; however this group of higher self-esteem women actually had a more negative sentiment to a brand when they saw an ad that used a more real -- nonidealized -- model in its advertisements. Females with lower self-esteem had a completely opposite reaction. Women with lower self-esteem held negative feelings toward a brand after reviewing an ad with an idealized image of a model in it and more positive sentiment to a brand when they saw an ad that used a more real -- nonidealized -- model in its advertisements.
So what? This research speaks volumes about the importance of knowing your audience. Advertisers and magazines that have an audience that skews toward those with a higher level of personal confidence may find it serves them best to illustrate beauty at its best. But, those brands with a wider reach that rely more heavily on business from those with lower self-esteem, might find it more effective to paint a more realistic portrait within their advertisements.
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Technology
Insights on Magazine Tablet Advertising
Tablet adoption continues to grow rapidly -- it is projected that 55 million Americans will have a tablet by the end of the year. Kantar Media recently published the firm’s top insights on magazine advertising on iPads, based on findings collected within tablet issues of 52 publications in January and February 2012. This report provides a broad look at advertisements within digital editions. Some of the important findings include: --Tablet advertisers are print advertisers – Kantar found that just 10% of ads within iPad editions were unique to the tablet edition (not found in the print edition). --Tablet issues have fewer ads – on average the ad load within tablet editions was only 60% of the load found in print, but the study found a significant range with some editions holding just 10% of the print ads within its digital edition and some with 150%. --Most advertisers do not create custom executions optimized for the tablets – the majority of ads don’t have interactive features or change when rotated.
So what? This snapshot of the tablet advertising marketplace shows that while there is interest, there is some reservation as well. Marketers are showing some hesitation to invest capital into creating tablet ads. Research presented by Condé Nast Research & Insights in March of 2012 suggested that advertisers can afford to be more aggressive with their creative budgets as ads that were interactive on tablets showed a 200% lift in engagement over those that weren’t.
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Quick Takes
iPhone users More Likely to use Wi-Fi than Android Users
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The Hunger Games Had Third Largest Opening Weekend in Box Office History
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Louis Vuitton and Hermès are World’s Two Most Valuable Luxury Brands According to Millward Brown
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Hispanics and Asians Have Experienced Faster Job Growth during Recovery than Other Groups
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Condé Nast
Feedback, questions, ideas for future issues? Please contact:

Phil Paparella
Condé Nast Research & Insights | Associate Director
1166 6th Avenue, 14th fl. | NY, NY 10036 | office 212.790.6044 | philip_paparella@condenast.com

Contributors:
Tamar Rimmon | Senior Manager, Digital Analytics
Robyn Hightower | Manager, Research & Insights