BUSTING MAGAZINE MEDIA MYTH BUSTING MAGAZINE MEDIA

DON’T READ MAGAZINES IN PRINT PEOPLE DON’T READ MAGAZINES IN PRINT ANYMORE MYTH GROWTH IN PRINT MIGHT BE FLAT BUT DIGITAL IS GROWING

30 million adults every month PRINT MAGAZINES REACH… 1. 2. 3. 4. 5. 30 million adults every month 57% of the population +29% +27% +22% +21% +19% LATEST NRS RESULTS SHOWED 32 OUT OF 66 MONTHLY TITLES GREW IN PRINT Source: NRS PADD April 2015 – March 2016

MAGAZINE PUBLISHERS DON’T GET DIGITAL MYTH

MOBILE MAGAZINE MEDIA CONTENT REACHES OVER 50% OF THE MOBILE POPULATION MOBILE NET REACH DIGITAL REACH IS GROWING 14.2 MILLION +11.4% +26.7% 51.1% reach DIGITAL MOBILE Source: comScore. MMX MP/MoMX Audience Duplication Reports. February 2016. Net (unduplicated) reach across all titles. Base: All Magnetic media member digital assets (titles with a print equivalent listed on NRS). Full title list available on request Plus: multiplatform gross monthly users Jan ‘16 versus ‘15

MAGAZINES ARE IN DECLINE MYTH

IN 2015… CONSUMERS SPEND OVER £1.2BN ANNUALLY ON MAGAZINE MEDIA WHICH IS MORE THAN… 3068 consumer magazines in the UK in 2015 285 new titles launched +11.4% £620M TAKEN AT THE BOX OFFICE WORLDWIDE £316M SPENT ON SUBSCRIPTIONS IN THE UK & 35% Increase in launches compared to 2014 Source: Frontline Distribution, OFCOM, Cinema UK, ABC Jan-Dec 15

MAGAZINE MEDIA IS ONLY ‘PAID MEDIA’ MYTH

TOTAL LIKES / FOLLOWERS NEW CONTENT INTERACTIONS Magazine media has a Following of 133 million in ‘earned’ media 133 MILLION TOTAL LIKES / FOLLOWERS 78.4 MILLION LIKES 21 MILLION FOLLOWERS 14 MILLION +1’S 10.9 MILLION FOLLOWERS 8.3 MILLION FOLLOWERS 26 MILLION NEW CONTENT INTERACTIONS GENERATED IN APRIL 2016 ALONE 20 MILLION NEW INTERACTIONS 4.3 MILLION NEW INTERACTIONS 2 MILLION NEW INTERACTIONS 36,000 NEW INTERACTIONS 28,000 NEW INTERACTIONS Source: Magnetic/SocialFlow, April 2016 Base: 110 Magnetic Media member print brands with a presence on social media, list available on request

UNDER 35s DO NOT CONSUME MAGAZINE MEDIA MYTH

77% OVER ¾ of millennials consumer magazine media every month account for 44% of the mobile magazine media audience 18-24yr olds spend 30% longer per view in comparison to the all reader average 77% of Millennials are monthly magazine media users Nearly 8 million unique mobile users Source: NRS PADD: NRS January – December 2015 & comScore November 2015

MYTH MAGAZINES AREN’T EFFECTIVE

MAGAZINES HAVE THE LOWEST OVERALL COST TO DELIVER 1% OF MDI Millward Brown research looks at how best to achieve growth for brands, with findings showing that whilst saliency does lead to growth, on average brands which boost salience grow twice as much by being meaningful and different as well. These important metrics are also more likely to drive price premium – an objective not impacted by saliency. Millward Brown created a single metric which aggregates channel performance across five metrics: Affinity Unique Top of mind Meets their nedds Dynamic WE REFER TO THIS AS MEANINGFULLY DIFFERENT IMPACT £0.55m £1.62m £3.32m £2.64m £1.45m £3.98m £3.99m Magazines TV Newspapers Online Display Radio OOH Cinema Source: Magnetic/Millward Brown 2015 MDI Measure: Magazines n=22, TV = 83, Newspapers n=32, Online Display n=68, Radio n=29, OOH n=59, Cinema n=28, Online video n=9 *Low base size

ARE SWITCHING AWAY FROM ADVERTISING MYTH PEOPLE ARE SWITCHING AWAY FROM ADVERTISING

MAGAZINE MEDIA OFFERS THE MOST WELCOMING ENVIRONMENT FOR COMMERCIAL MESSAGES Magazine Ads TV Website Billboard Shop window Social 38% 23% 12% 11% 10% 3% Sources: Adobe Systems: Click Here study 2012 On a scale of 1-5 where 5 is full undivided attention and 1 is no attention at all, how much attention do you pay to each of the following?

MAGAZINES ARE INCREASINGLY IRRELEVANT FOR ADVERTISERS MYTH MAGAZINES ARE INCREASINGLY IRRELEVANT FOR ADVERTISERS

61% 36% 167 INSPIRATION CONVERSATIONS HIGHEST ROI FOR FMCG MAGAZINES ARE GREAT FOR GENERATING… INSPIRATION CONVERSATIONS HIGHEST ROI FOR FMCG 61% MAGZINES 36% MAGAZINES 167 MAGAZINES Internet 57% TV 25% Newspapers 16% TV 19% Content sites 17% OOH 7% TV 150 Online 137 Newspapers 103 (index) Source: The Rules of Attraction Study 2015, Brand Buzz Survey 2013, PPA Magonomics 2012

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