New insight exploring the value of magazine content for today’s consumers, and how evolving channels are changing the role for advertising within premium content environments.
3. WE WANTED TO UNDERSTAND...
The relationship that consumers have with
magazine content
in the context of the moment
and the implications for advertising and marketing
5. THE 5 DRIVERS OF WELLBEING...
KARMA FOCUS SUCCESS RELATIONSHIPS WORLD
POSITIVE
EMOTIONS
ENGAGEMENT ACHIEVEMENT
POSITIVE
RELATIONSHIPS
MEANING &
PURPOSE
6. THE 5 DRIVERS OF WELLBEING...
KARMA FOCUS SUCCESS RELATIONSHIPS WORLD
USING TIME REWARD INFORMATION SHARING CONNECTING
7. MAGAZINES HAVE A UNIQUE POSITION IN THE
WIDER MEDIA MIX...
INFORMATION SHARING CONNECTING
Source: JtD online sample. Base: regular users of each channel
“Which media channels would you use for each of these moments?”
REWARD
USING
TIME
0%
25%
50%
75%
100%
TV
Magazines
Radio
Newspapers
Cinema
Social media
8. PLEASURE PURPOSE
EACH MEDIA CHANNEL DELIVERS ON
THESE DRIVERS...
CINEMA
RADIO
SOCIAL
MEDIA
NEWSBRANDS
MAGAZINE
(DIGITAL)
MAGAZINE
(PRINT)
GENERAL
WEB
9. WELLBEING IS A COMBINATION OF
‘PLEASURE’ & ‘PURPOSE’...
PURPOSEPLEASURE
68% of key magazine moments
REWARD INFORMATION
11. — + = SWB
HAPPY
JOYFUL
CONTENTED
ANXIOUS
SAD
SATISFIED
WITH LIFE
POSITIVE
AFFECT
NEGATIVE
AFFECT
LIFE
SATISFACTION
CALCULATING SUBJECTIVE WELLBEING...
12. 25.89 IN THE MOMENT
+6%
(+1.36)
24.54BASELINE
CONSUMING MAGAZINE CONTENT DELIVERS A POSITIVE
SHIFT IN SUBJECTIVE WELL BEING...
13. THE SHIFT IS MORE PRONOUNCED IN
CERTAIN MOMENTS...
24.54
26.98
SHARING
25.65
CONNECT
22.51
USING
TIME
26.87
REWARD
27.33
INFO
14. THE SHIFT IS MORE PRONOUNCED IN
CERTAIN MOMENTS...
24.54
27.33
INFO
+3%
26.87
REWARD
+6%
15. MILLENIALS GENERATION X BABY BOOMERS
AND FOR YOUNGER GENERATIONS...
24.92
+12%
24.25
+5%
28.66
+1%
16. ENGAGEMENT WITH THE MAGAZINE RELATIONSHIP...
INFORMATION
HAD ATTENTION FULLY ON MAG80%
MAKE TIME69%
LOVE MAGS77%
HAD ATTENTION FULLY ON MAG86%
MAKE TIME80%
LOVE MAGS89%
REWARD
17. INFORMATION SHARING CONNECTING
RELAXED &
REFRESHED
SENSE OF
HAVING
ESCAPED
DAY-TO-DAY
LIFE
SENSE OF
ACHIEVEMENT
HAVING THINGS
TO SHARE
INSPIRED &
ENGAGED
MAGAZINES DELIVER ON THE FIVE MOMENTS
IN UNIQUE WAYS...
REWARD
USING
TIME
19. ADVERTISING IN MAGAZINES IS MOST POSITIVELY
RECEIVED COMPARED TO OTHER MEDIA...
Advertising doesnt detract from
the experience
I look at ads for inspiration I’m open to new products & ideas
Adverts are relevant to me I look at/read ads
Advertising is welcome
0
10
20
30
40
50
60
70
80
90
TV
Radio media
Newspaper media
Magazine media
Cinema
Web search
Social media
20. MAGAZINE ADVERTISING IS WELCOME AND ACCEPTED...
OVERALL IN THE MOMENT
Ads are welcomed Open to new products
Ads are relevant
59% 74% 63% 80%
55% 67% 50% 64%
Actively read the ads
OVERALL IN THE MOMENT
OVERALL IN THE MOMENT OVERALL IN THE MOMENT
22. MAGAZINES INCREASE WELLBEING...
Magazines occupy a unique position driving pleasureable
reward and purposeful information
The magazine moment makes us feel good, and this is
especially true for millenials
In pleasure moments, print plays a major role and digital
drives more purpose
23. ADVERTISING IN MAGAZINES IS WELCOME...
General openness to magazine advertising
Ads are seen as relevant and less disruptive
Higher subjective well being increases receptivity and
aids memory and recall