2. MOMENTS THAT MATTER Findings from a unique study into magazines and well-being

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

4. THE FIVE DRIVERS OF WELL-BEING

5. THE NEED FOR ENGAGEMENT THE NEED FOR ACHIEVEMENT THE NEED FOR POSITIVE EMOTIONS THE NEED FOR MEANING AND PURPOSE THE NEED FOR POSITIVE RELATIONSHIPS THE 5 DRIVERS OF WELL-BEING Source: Moments that Matter 2015

6. THE 5 DRIVERS OF WELL-BEING Source: Moments that Matter 2015 THE NEED FOR ENGAGEMENT THE NEED FOR ACHIEVEMENT THE NEED FOR POSITIVE EMOTIONS THE NEED FOR MEANING AND PURPOSE THE NEED FOR POSITIVE RELATIONSHIPS USING TIME REWARD INFORMATION SHARINGCONNECTING

7. MAGAZINES HAVE A UNIQUE POSITION IN THE WIDER MEDIA MIX USING TIME INFORMATIONREWARDSHARING CONNECTING Source: Moments that Matter 2015

8. EACH MEDIA CHANNEL DELIVERS ON THESE DRIVERS PLEASURE PURPOSE Cinema | Radio | TVMagazines: Print/DigitalNewsbrands |Social Media | General Web Source: Moments that Matter 2015

9. WELL-BEING IS A COMBINATION OF ‘PLEASURE’ & ‘PURPOSE’ 9 NOT PRINT PRINT PURPOSEPLEASURE REWARDINFORMATION 68% OF KEY MAGAZINE MOMENTS Source: Moments that Matter 2015

10. EXPLORING THE MAGAZINE MOMENT

11. CALCULATING SUBJECTIVE WELL-BEING Happy Joyful Contented Anxious Sad Satisfied with life Have all the important things I want in life + - = SWB POSITIVE EFFECT NEGATIVE EFFECT LIFE SATISFACTION

12. CONSUMING MAGAZINE CONTENT DELIVERS A POSITIVE SHIFT IN SUBJECTIVE WELL BEING 24.5425.89 + 6% (+1.36) BASELINE IN THE MOMENT Source: Moments that Matter 2015

13. THE SHIFT IS MORE PRONOUNCED IN CERTAIN MOMENTS 24.54 27.33 INFO 26.87 REWARD 26.98 SHARING 22.51 USING TIME 25.65 CONNECT Source: Moments that Matter 2015

14. THE SHIFT IS MORE PRONOUNCED IN CERTAIN MOMENTS 24.54 27.33 INFORMATION 26.87 REWARD +3% +6% Source: Moments that Matter 2015

15. AND FOR YOUNGER GENERATIONS… 24.92 +12% 24.25 +5% 28.66 +1% MILLENIALSGENERATION XBABY BOOMERS Source: Moments that Matter 2015

16. ENGAGEMENT WITH THE MAGAZINE RELATIONSHIP INFORMATION REWARD 80% HAD ATTENTION FULLY ON MAG 69% MAKE TIME 77% LOVE MAGS 86% HAD ATTENTION FULLY ON MAG 80% MAKE TIME 89% LOVE MAGS Source: Moments that Matter 2015

17. MAGAZINES DELIVER ON THE FIVE MOMENTS IN UNIQUE WAYS RELAXED & REFRESHED SENSE OF HAVING ESCAPED DAY- TO-DAY LIFE SENSE OF ACHIEVEMENT HAVING THINGS TO SHARE INSPIRED & ENGAGED SHARINGCONNECTINGUSING TIMEREWARDINFORMATION Source: Moments that Matter 2015

18. ADVERTISING IN MAGAZINES

19. ADVERTISING IN MAGAZINE MEDIA IS MOST POSITIVELY RECEIVED COMPARED TO OTHER MEDIA Source: Moments that Matter 2015

20. MAGAZINE ADVERTISING IS WELCOME AND ACCEPTED OVERALLIN THE MOMENT ADS ARE RELEVANT OVERALLIN THE MOMENT ADS ARE WELCOMED 59%74% 55%67% OVERALLIN THE MOMENT ACTIVELY READ THE ADS OVERALLIN THE MOMENT OPEN TO NEW PRODUCTS 63%80% 50%64% Source: Moments that Matter 2015

21. IN SUMMARY

22. MAGAZINES INCREASE WELLBEING Magazines occupy a unique position driving pleasurable reward and purposeful information The magazine moment makes us feel good, and this is especially true for millennials 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

24. THANK YOU