Database marketing helps give Southam well-targetted approach

Faced with declining advertising volumes, Southam Magazine Group has turned to database marketing to harness the reach and consumer advertising potential of its many trade and professional titles.Bill Mann, president of Southam Magazine Group, says by marrying database marketing to its...

Faced with declining advertising volumes, Southam Magazine Group has turned to database marketing to harness the reach and consumer advertising potential of its many trade and professional titles.

Bill Mann, president of Southam Magazine Group, says by marrying database marketing to its business-to-business press his division of Southam offers advertisers ‘an unusually well-targetted approach.’

Mann, in an exclusive interview with Strategy, says the key to Southam Select is the intensity with which senior executives and professionals read his division’s magazines.

He says an Angus Reid Group survey in August found this affluent group read the Southam Magazine Group titles they receive with more intensity than they read Maclean’s, Time, The Financial Post, Canadian Business and Report on Business Magazine.

Mann says Southam Select comes in three packages.

The first is the Professional Package, which targets more than 42,000 professionals such as architects, engineers, insurance executives and dentists using four professional journals: Canadian Architect, Canadian Consulting Engineer, Canadian Underwriter and either Oral Health or Dental Practice Management.

Mann says advertisers can buy space in two, three or four of any of those titles at a frequency they choose.

And by doing so, advertisers save up to 40% of what it would cost to advertise separately in each of those professional magazines.

The Executive Package of Southam Select allows advertisers to target mopes (Managers, Owners, Professionals, Entrepreneurs), Mann says, offering space in any number of 19 Southam business publications serving specific industries such as forestry, mining, communications and retail.

Frequency, again, is at the discretion of the buyer, he says.

72% off

Background material from Southam Magazine Group – which has only just been sent to media buyers and planners – says The Executive Package saves advertisers 72% off the cost of buying space separately in each of the 19 titles offered.

Moreover, the document says, one of the features of this package is the ‘bonus’ audience advertisers get.

They pay for reaching only those 153,853 readers with senior executive titles, but not the extra 123,900 readers whose positions are not at the senior executive level.

Mann says the third element in Southam Select is the combination Professional/Executive Package, which targets professionals and senior executives.

It allows advertisers to place an ad – at the frequency they want – in 23 professional journals and business magazines for 72% off the regular individual combined rate, says the Southam background material.

Targetted sectors

Mann says the advertisers Southam Select hopes to attract are in the automotive, financial services, computer, consumer electronics, travel and high-end wine and liquor industries.

Although he says there is not enough information available to suggest a trend towards consumer advertising in trade titles and professional journals, he adds it is not unknown.

Earlier this year, one of Southam’s physicians magazines carried advertising for Lexus cars, the upmarket division of Toyota.

According to background material, the typical Southam Select reader is married, overwhelmingly male, aged 35-64, with a concentration in the 35-49 age group, and a university graduate.

Typical reader

The document says this typical reader has a high position in business – no lower than a senior manager – and is found mainly in Ontario, then Quebec and b.c.

His household income is high, at $75,000+, and skews towards $100,000. His personal income is also high – $75,000+ skewing to $100,000.

A one-time, full-page, four-color insertion in two Professional Package magazines costs $5,555.

A one-time, full-page, four-color insertion in 19 bundled publications in the Executive Package costs $14,160, and the same ad in 23 bundled titles in the Professional /Executive Package costs $16,000.

Charter advertisers are eligible for a 10% discount.