This week the PPA held a presentation entitled Children’s Magazine Research at The London Toy and Model Museum. After a tour of, among other toys, Power Rangers, Action Men, and old Teddy Bears, the presentation began.
Chrissie Wells and Caroline Buck began by highlighting how under researched children’s research is. New research has been carried out by Diagnostics, Social And Market Research Ltd who also compiled the report on behalf of PPA .
There were three elements in the research; Qualitative research among mothers and children, desk research on the subject of children and press and telephone interviews among marketeers with an interest in reaching children. The small scale of the research means that the findings are exploratory rather than authoritative. Nevertheless, the PPA feel that the research raises important issues and provides sufficient foundation for reappraising the potential of this medium.
According to research, magazines play a very significant role in a child’s growth and development. Magazines are read and re-read by children to the extent that they are known by heart, the research states. When children have finished devouring their magazines, they become part of prized collections.
For older children, collection and ownership of magazines have significant importance, and the re-reading of these titles is evident, especially among 8-11 year olds. Repeated exposures are not formally measured (unlike repeated exposure to a TV ad). This tends not to be taken into account in formal cost effectivness analysis.
Having established that advertising in childrens magazines has high exposure, what could be the next step to develop childrens press as an advertising medium?
The presentation ended with the PPA suggesting more research, both qualitative and quantative, to demonstrate their effectiveness and to make it easier to plan and buy a campaign using a range of titles.
