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BUSTING MAGAZINE MEDIA
MYTH BUSTING MAGAZINE MEDIA
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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
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29 million adults every month
PRINT MAGAZINES REACH… 1. 2. 3. 4. 5. 29 million adults every month 56% of the population +49% +22% +22% +22% +20% LATEST NRS RESULTS SHOWED 35 OUT OF 69 MONTHLY TITLES GREW IN PRINT Source: NRS PADD October 2015 – September 2016
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UNDER 35s DO NOT CONSUME MAGAZINE MEDIA
MYTH
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77% OVER ¾ of millennials consumer magazine media every month
account for 53% 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 Over 8 million unique mobile users Source: NRS PADD October 2015 – September 2016 I ComScore
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MAGAZINES ARE IN DECLINE
MYTH
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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
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MAGAZINE PUBLISHERS DON’T HAVE STRONG DIGITAL PLATFORMS
MYTH
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MOBILE MAGAZINE MEDIA CONTENT REACHES OVER 50% OF THE MOBILE POPULATION
MOBILE NET REACH DIGITAL REACH IS GROWING 16.6 MILLION +14% +26.7% 50.5% reach DIGITAL MOBILE Source: comScore. MMX MP/MoMX Audience Duplication Reports. May 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
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MAGAZINE MEDIA IS ONLY ‘PAID MEDIA’
MYTH
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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
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ARE SWITCHING AWAY FROM ADVERTISING
MYTH PEOPLE ARE SWITCHING AWAY FROM ADVERTISING
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CONSUMERS ARE MORE RECEPTIVE TO ADVERTISING MESSAGES
DOESN’T DISTRACT FROM THE EXPERIENCE ADS ARE WELCOMED NEWSBRANDS MAGAZINE BRANDS MAGAZINE BRANDS NEWSBRANDS 82% 80% 35% 21% ADS ARE RELEVANT ACTIVELY READ/ LOOK AT THE ADS MAGAZINE BRANDS TV MAGAZINE BRANDS TV 32% 19% 36% 29% Sources: Moments that Matter 2015
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MAGAZINES ARE INCREASINGLY IRRELEVANT FOR ADVERTISERS
MYTH MAGAZINES ARE INCREASINGLY IRRELEVANT FOR ADVERTISERS
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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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MYTH MAGAZINES AREN’T EFFECTIVE
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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
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GOOGLE AND FACEBOOK ARE MORE EFFECTIVE ONLINE THAN MAGAZINE BRANDS
MYTH GOOGLE AND FACEBOOK ARE MORE EFFECTIVE ONLINE THAN MAGAZINE BRANDS
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MAGAZINE BRANDS ONLINE DELIVER A STRONGER IMPACT ON BRAND KPIS
41% Average media KPI contribution Magazine brands online Other digital environments We also compared magazine brands online with other digital environments and found that magazine brands online delivered a stronger impact on brand KPI’s than other environments like You Tube, news sites, and portals. Magazine digital n=12 Non-Magazine Digital n=26 Source: Metrics That Matter 2016
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BLOGGERS AND VLOGGERS HAVE MORE INFLUENCE AND REACH THAN MAGAZINE BRANDS ON SOCIAL MEDIA
MYTH
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MAGAZINE AUTHORS ARE BROADCASTING LESS CONTENT TO A LARGER, MORE INFLUENTIAL NETWORK WHILE BLOGGERS PRODUCING MORE CONTENT OVERALL THAT SPREADS LESS Press Icon Bloggers Icon MAG MAG 5,710 Total Posts 25,495 Total Posts 12M Reach Score 12M Reach Score ALTHOUGH BLOGGERS PRODUCED A MUCH HIGHER VOLUME OF CONTENT, THE OVERALL REACH SCORE FOR MAGAZINE AUTHOR CONTENT WAS EQUAL Source: 2CV *Reach score = the potential audience of the original author + audience reached via retweets
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For more information please contact: insight@magnetic.media
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