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PROOF OF PERFORMANCE


turned magazine content into even more of a 24/7 ‘always on’ medium. Of course it was always possible to read a printed magazine at any time, but now the medium also offers content presented in different ways, accessible via additional devices. This has extended the use of magazine editorial and advertising content at work (through all the digital devices), while travelling or on holiday (through smartphones and tablets) and in the home. This was underlined by the Connected Consumers study published by IPC Media in the UK in 2013. It interviewed more than 3,500 consumers about their experience of using seven of IPC’s core multi-platform brands. One of the most striking findings was the depth to which the deep reader- engagement for which printed magazines are renowned transfers across to magazine brands’ digital platforms too. Consumers seamlessly mix old and new


platforms. People still draw inspiration from what they read in their magazines, pass on recommendations to friends and family, and so on. But what has changed is that magazines now offer consumers more opportunities to do this across a range of platforms. This reinforces the power of magazine brands, irrespective of platform. The result is that all the platforms and devices – print, websites, apps, tablets, smartphones and social media – can play significant roles in influencing consumers throughout all stages of decision- making, including decisions about purchases. Consumers turn to magazine brands at multiple times throughout the day, for a variety of purposes, and using a range of platforms, as Figure 1 (opposite) indicates. The Connected Consumers study found that there are three states of mind in which consumers use magazine brands:


1. Catch-up time. Typically (though not only) in the morning when catching up on happenings. Critical in this mind-state is ease of access and the ability to get reliable and trusted updates to bring them up to speed quickly. Magazine apps, websites and social media are particularly relevant here.


2. Focus time. Typically during the day when consumers tend to be more time-deprived. They know what information they want and they know how to get it. Magazine apps, websites, social media and print all fulfil this need.


3. Down time. It’s for escapism, and is when consumers are at their most receptive to advertising. Typically in the evening, when people are relaxing or the children are in bed. Content is accessed across all platforms.


Connected Consumers found high satisfaction levels among readers who only access a magazine brand through one platform, but even higher levels of satisfaction among those who accessed more than one platform. Essentially, the more platforms used, the higher the satisfaction with the brand.


www.fipp.com


Fig 1. WHERE I AM AFFECTS THE CHANNELS I USE Home


Work Commute


Holiday


Out and about


Print


Tablet


Desktop


Mobile


Social media


Base: Multi-platform users of 7 IPC brands: Marie Claire, InStyle, Ideal Home, Woman & Home, Now, Look, NME Source: Connected Consumers, IPC Media, UK, 2013


Digital editions Surveys in several countries have found very positive attitudes among readers of digital editions. One example in 2013 comes from Brazil where publisher Abril and research agency Ipsos released their study Measuring the Level of Engagement of Digital Magazine Readers.


It interviewed 897 readers of digital editions of magazines, and found that the average reading time was more than two hours, an indication of deep engagement. Some 47 per cent read the whole magazine, many picked it up several times, and 9 out of 10 who read more than once did so on different days. Brazilian readers of digital editions readily shared information from the magazine with other people and made recommendations; they often sought more magazine content from other sources such as the title’s website or social networks and showed high levels of satisfaction. Some 56 per cent of readers had commented on the contents of digital editions with friends or family; 45 per cent of readers had done so in person, 15 per cent in blogs or social networks and 12 per cent by email.


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A significant 75 per cent of readers had visited the magazines’ websites, and 30 per cent had sought further information from other online sources or social media. The net effect was that 81 per cent had sought more magazine content after reading a digital edition. Furthermore, 89 per cent had


read advertisements and 77 per cent had interacted with them. There were high scores for intimacy


(“I like my digital magazine very much”, “It is my moment of choice”, “It makes me feel good” and “It’s important for me”), influence (recommending reading the magazine and leading opinion on content topics) and satisfaction (high ratings for satisfaction and intention to continue reading in the digital format).


Publishers’ websites The Atenea Digital project in Spain, commissioned by a consortium of publishers (Hearst, RBA, & G+J Motor Press, with the Asociación de Revistas de Informacion: ARI), has revealed some valuable insights about publishers’ websites.


Surveys in several countries have found very positive attitudes among readers of digital editions.


Atenea Digital is a campaign tracking system in which, within each brand’s defined target audience, two matched samples are compared, differing only in that one sample has been exposed to the relevant websites and/or magazines and the other has not. Among the case studies examined


by Atenea Digital in 2013 was Pantene haircare products, which used advertising on television, print magazines, magazine websites, and non-magazine websites,


issue 84_2014 | Magazine World |13 »


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