1. BUSTING MAGAZINE MEDIA
MYTH
BUSTING MAGAZINE MEDIA

2. 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

3. 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

4. MAGAZINE PUBLISHERS DON’T GET DIGITAL
MYTH

5. 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 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

6. MAGAZINES ARE IN DECLINE
MYTH

7. 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

8. MAGAZINE MEDIA IS ONLY ‘PAID MEDIA’
MYTH

9. 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

10. UNDER 35s DO NOT CONSUME MAGAZINE MEDIA
MYTH

11. 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

12. MYTH
MAGAZINES AREN’T
EFFECTIVE

13. 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

14. ARE SWITCHING AWAY FROM ADVERTISING
MYTH
PEOPLE
ARE SWITCHING AWAY FROM ADVERTISING

15. 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?

16. MAGAZINES ARE INCREASINGLY IRRELEVANT FOR ADVERTISERS
MYTH
MAGAZINES ARE INCREASINGLY IRRELEVANT FOR ADVERTISERS

17. 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