Editorial Creativity – Changing Lifestyles and Attitudes Nobody’s Unpredictable FIPP Paris May 2003

Subtitled - Is the world turning grey and should we be writing articles about the turbo-powered Stenna stairlift? Nobody’s Unpredictable FIPP Paris May 2003

3 Premises Population is getting older? People have more leisure time?

4 Questions How do these changes affect the magazine marketplace? Does it have an impact on our editorial output?

5 an ageing population…? Source: Ipsos/MRI median age

6 Other dynamics… % of population of Hispanic/Spanish descent or origin rose from 4% in 1991 to 11% in 2002 Source: MRI median age

7 Picture of 44 year old man!

8 Assets - 82% own their home Loaded - income 30% higher than the average Well educated - 20% have been to college/university Spending – 38% improving their home the 44 year old adult in the UK… Source: Ipsos NRS 2002

9 more leisure time…? Source: USA - Families and Work Institute, 1997

10 total number of consumer magazines 1997 Source: FIPP World Magazine Trends 2002/3

11 total number of consumer magazines Source: FIPP World Magazine Trends 2002/3

12 readership – any magazine Source: Ipsos UK NRS

13 average women readers’ age Source: Ipsos UK NRS 1991 & 2002 (all women)

14 Elle – female profile in UK 33% 40% Source: Ipsos UK NRS 1991 & 2002 (all women)

15 average women readers’ age Source: Ipsos UK NRS 1991 & 2002 (all women)

16 Cosmopolitan – female profile in UK 36% 44% Source: Ipsos UK NRS 1991 & 2002 (all women)

17 The rise of men’s magazines

18 Readership of Men’s Magazines France 10.8% 11.1% 12.7% 14% 10.5% Source: Ipsos France AEPM

19 Readership of Men’s Magazines France 9% 17% Source: Ipsos France AEPM

20 Readership of Magazines France 26% 33% Men Reading Women's Magazines Source: Ipsos France AEPM

21 To reach 50 million participants… Radio took 38 years TV took 13 years …the worldwide web has taken 4 years Source: The Internet Society

22 US – Internet access & average age Source: MRI

23 UK – Internet access & average age Source: Ipsos UK NRS

24 Tim Berners-Lee The Future… “There are many parts of the original dream which are not yet implemented. For example, very few people have an easy, intuitive tool for putting their thoughts into hypertext. And many of the reasons for, and meaning of, links on the web is lost. But these can and I think will change.”

25 Internet usage and age Source: Ipsos*in last 30 days

26 Internet usage amongst 15/18-24’s Source: Ipsos*in last 30 days

27 Media comparison - Brazil 5% 8% 23% 35% 57% 69% Source: Ipsos EGM 2002 reading magazines via the net internet access magazine readership

28 Media Comparison - Argentina Source: Ipsos EGM 2002

29 Media comparison - Mexico Source: Ipsos EGM 2002

30 Media comparison - Chile Source: Ipsos EGM 2002

31 What they do on the Internet - Brazil Source: Ipsos EGM 2002 base: Internet Users

32 Internet usage – where? Source: Ipsos*in last 30 days

33 Internet Usage in the last week - Brazil Source: Ipsos EGM 2002

34 Average daily consumption – weekdays 16-30’s minutes Source: Ipsos Medias France

35 Discussion subjects 16-30’s Source: Ipsos Medias France

36 Statements where the Internet was preferred to magazines A media which allows people like me to express themselves A media which reacts to changes in society Ease of access to find information A media which is very close to my personal concerns Source: Ipsos Medias France

37 Statements where magazines were preferred to the Internet A media I can trust Produced by professionals Which makes me think A media which shapes public opinion Ability to choose the time when you are informed Source: Ipsos Medias France

38 Summary People do not have more time for leisure but they want to make more time. The internet is eating into the precious time that they spend with magazines. The number of magazines and websites continue to grow but Elle and Cosmopolitan demonstrated that you can grow your readers It is also possible to ‘extend’ your brand franchise (eg Smash Hits and Kerrang into digital radio)

39 Summary Perceptions and relationship of readers with websites and magazines are v.different  Websites - personal and influenced by society  Magazines - trusted authority and influences society Key is to build and differentiate that relationship

40 Internet Usage -Daily - Argentina Source: Ipsos EGM 2002

41 Media comparison - Brazil Source: Ipsos EGM 2002