Research Studies

HELLO! DRIVES SALES

• 78% of readers agree that advertisements in HELLO! helps reinforce their decision to buy the advertised product
• 53% of readers have bought or tried a product after seeing it advertised in HELLO!

Source: GFK NOP Reader Research 2007 and PPA Absorbing Media 2002

HELLO! MAGAZINE MARKET PLACE

HELLO! – REACHING WOMEN OF ALL AGES

• Our readers do not grow out of HELLO!
• Loyalty to HELLO! offers consistency for brand building over time
• HELLO! now offers the most balanced reach of women 15-44 year olds of all magazines in the celebrity marketplace

Source: NRS Jul-Dec 2007

POSTAL PREFERENCE SURVEY 2002

Objective:

• To better understand the readers relationship with HELLO!
• To understand the HELLO! reader’s shopping habits.
• To understand the HELLO! reader’s reading habits.

Methodology:

• Questionnaire was carried in issue 740 (on sale 12th November) as a loose insert.
• Total sample size 4,832.
• 90% female - 10% male.

Results:

• Information on expenditure, purchasing habits, decision-making, media consumption and demographics.

Conclusion:

• HELLO! readers are big spenders on clothing and fashion, grooming, motors and travel.
• HELLO! readers respond well to advertising.
• HELLO! readers fall into a high socio economic category.

RTA CONSUMER RESEARCH 2003

Objective:

• To better understand the readers relationship with HELLO!
• To establish what sort of person reads HELLO!?
• To understand the HELLO! reader’s reading habits of other titles.

Methodology:

• HELLO! carried out a number of focus groups in Manchester, Surrey & London with 8 people in each in August 2003.
• Groups were divided into distinct groups: 15-24, 25-34 and 35-54
• Regular Readers & Non-Readers

Results:

• HELLO! is perceived to be read by a more upmarket audience than other celebrity weekly magazines.
• It does appear obvious to all that there is a marked difference between HELLO! and OK! and that they are not interchangeable.
• HELLO! is read thoroughly by its readers and it stays in the home for a long period of time.
• Inside Story proved the most popular editorial section amongst both loyal and non-readers of HELLO! regardless of age or location.
• The LifeStyle section also proved popular amongst all groups in particular the fashion, beauty, cookery & travel.

Conclusion:

• HELLO! readers are brand loyal.
• HELLO! readers value the unique proposition of the title.

RTA INDUSTRY RESEARCH 2004

Objectives:

• To understand the perceptions of HELLO!
• To evaluate the key benefits of and objections to HELLO!
• Establish the awareness of elements of the magazine.
• To ascertain the perceived market position of HELLO!

Methodology:

• 21 face-to-face in depth interviews (approx. 30-45 mins).
• February - March 2004.
• Range of agencies, range of seniority

Results:

• A useful insight into the benefits of placing HELLO! on a schedule.

Conclusion:

• Brand and Marketing development.

NOP Reader Research 2005

Objectives:

• To inform advertisers about the purchasing cycles of HELLO!
• To provide information about the HELLO! reader above and beyond NRS/TGI
• To look at notable differences, if any, between primary and secondary readers
• To determine the readers’ perceptions of HELLO! and our advertising
• To understand the HELLO! reader’s buying habits of other weekly titles

Methodology:

• 1,200 self-completion questionnaires and HELLO! issue number 875 (on sale 7 July 2005) were sent out to readers from the HELLO! reader database
• 744 useable questionnaires were received back, giving a response rate of 62%

Results:

• The purchasing cycle of HELLO! is between 1 - 4 issues per month
• Personal incomes are significantly higher than on TGI
  • 18% earn £40K - £100K, compared with 6% on TGI
  • 2% earn over £100K which is not broken down on TGI
• Secondary readers consume their copy of HELLO! in a very similar way to primary readers:
  • Both spend over an hour reading their copy of HELLO!
  • Both read HELLO! from cover to cover – over 90% read over half the magazine
  • 40% of primary and secondary readers agree that they read HELLO! rather than other celebrity titles because it is more upmarket and more informative
• HELLO! readers are difficult to reach through other weekly magazines or weekend national newspapers
• HELLO! readers purchase products as a direct result of the advertising in the magazine

Conclusion:

• Secondary readers are as valuable as primary readers
• Secondary readers are less likely to read other weekly titles – so you need to use HELLO! to reach them
• HELLO! can quickly drive sales of products advertised in the magazine

For more information on the any of the above research, please contact HELLO! Advertising department on 020 7667 8740

GFK NOP READER RESEARCH 2007

Objectives:

• In repeating research from 2005 we were looking for trends or notable differences between readership patterns and habits noted in 2007 over 2005.
• To inform advertisers about the HELLO! purchasing cycle i.e. how often do our buyers buy
• To look at notable differences, if any, between primary and secondary readers
• To determine whether advertising in HELLO! reinforces their decision to purchase products
• To evaluate what editorial features are of interest to the HELLO! reader
• To understand the HELLO! reader’s buying habits of other weekly titles

Methodology:

• 1,254 self-completion questionnaires and HELLO! issue number 980 (on sale 24 July 2007) were sent out to readers from the HELLO! database
• 728 questionnaires were received back, giving a response rate of 58%

Results:

• The purchasing cycle is between 1-4 issue per month
• Secondary readers consume their copy of HELLO! in a very similar way to primary readers
  • Both spend over an hour reading their copy of HELLO!
  • 91% of primary readers read over half of the magazine and 76% of secondary readers read over half
  • Nearly two thirds of primary readers and over half of secondary readers read HELLO! because it is more upmarket and informative than other celebrity titles
• HELLO! drives sales – 78% of readers agree that advertisements in HELLO! helps reinforce their decision to buy the advertised product and 48% of readers have bought or tried a product after seeing it advertised in HELLO!
• HELLO! readers enjoy a wide range of editorial sections. The key drivers of enjoyment are the celebrity content and the front cover stories. The fact that HELLO! has a low ad : ed ratio is hugely important to our readers
• HELLO! readers are difficult to reach through other weekly magazines or weekend national newspapers

Conclusion:

• The results from the 2007 reader research are very much inline with those from 2005
• Secondary readers are still as valuable as primary readers – just harder to reach
• HELLO! can quickly drive sales of products

OTHER MAGAZINE RESEARCH

For more information on industry based research and more specifically The Power of Magazines, please visit the PPA website.