Flow Magazine: Print media generating buzz on the web!
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ANALYSIS OF FLOW MAGAZINE, PERFORMED BY DYNVIBE – MARCH 2015 1 Social Media Intelligence March 2015 Analysis Flow Magazine: Print media generating buzz on the web! An analysis of the phenomenon by Dynvibe Since February 12, Flow, the new women’s magazine from Prisma Media, has been generating buzz at newsstands – and on the web! The bimonthly publication is an ode to creativity and simple pleasures, a genuine expression of a love for paper. Throughout its 140 pages, it invites readers to linger in its poetic world both from an editorial and visual point of view. Dynvibe, the Social Media Intelligence specialist, took advantage of the launch of this newcomer to world of women’s magazines, analyzing the reactions of French readers. A plethora of positive posts Specializing in consumer research on social media, Dynvibe performed an analysis of this recent media industry sensation. From February 10-17, the week of the magazine’s launch, French readers made 724 posts regarding Flow on their social networks, mainly on Twitter (82% of posts) and Instagram (17%). The results are clear: 99% of the posts are positive, meaning that internet users who have discovered the new magazine are unanimously raving about it. In analyzing these postings on social media, certain words and expressions appeared with particular frequency, including: - “nouveau” (“new”) – the internet community describes the magazine as having an original format, referring to it as “a new experience” (by virtue of the topics covered, the choices of paper, the layout, etc.) According to readers who have expressed themselves on the web, Flow is a breath of fresh air and innovativeness among magazines in general – and among women’s magazines in particular. - The hashtag, #jesuisflowish, suggested by the magazine, is often used by those who share their opinions about the publication on social media. Percentage of reader satisfaction after the launch of the first issue of Flow Magazine (February 2015)
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Transcript of Flow Magazine: Print media generating buzz on the web!
ANALYSIS OF FLOW MAGAZINE, PERFORMED BY DYNVIBE – MARCH 2015
1
Social Media Intelligence
March 2015
Analysis
Flow Magazine: Print media generating buzz on the web!
An analysis of the phenomenon by Dynvibe
Since February 12, Flow, the new women’s magazine from Prisma Media, has been generating buzz
at newsstands – and on the web! The bimonthly publication is an ode to creativity and simple
pleasures, a genuine expression of a love for paper. Throughout its 140 pages, it invites readers to
linger in its poetic world both from an editorial and visual point of view.
Dynvibe, the Social Media Intelligence specialist, took advantage of the launch of this newcomer to
world of women’s magazines, analyzing the reactions of French readers.
A plethora of positive posts
Specializing in consumer research on social media, Dynvibe
performed an analysis of this recent media industry sensation.
From February 10-17, the week of the magazine’s launch,
French readers made 724 posts regarding Flow on their social
networks, mainly on Twitter (82% of posts) and Instagram (17%).
The results are clear: 99% of the posts are positive, meaning that
internet users who have discovered the new magazine are
unanimously raving about it.
In analyzing these postings on social media, certain words and
expressions appeared with particular frequency, including:
- “nouveau” (“new”) – the internet community describes the magazine as having an original
format, referring to it as “a new experience” (by virtue of the topics covered, the choices of
paper, the layout, etc.) According to readers who have expressed themselves on the web,
Flow is a breath of fresh air and innovativeness among magazines in general – and among
women’s magazines in particular.
- The hashtag, #jesuisflowish, suggested by the magazine, is often used by those who share
their opinions about the publication on social media.
Percentage of reader satisfaction after
the launch of the first issue of Flow
Magazine (February 2015)
ANALYSIS OF FLOW MAGAZINE, PERFORMED BY DYNVIBE – MARCH 2015
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Social Media Intelligence
March 2015
Analysis
- “découverte” (“discovery/find”, particularly referring to it as a “great find”) and “merci”
(“thank you”) – often appearing in posts where readers either thank Flow directly, or thank a
friend for recommending the magazine to them.
- “bien” (“good”), used repeatedly in various contexts, such as “It’s really good” and even “It
makes you feel good” – a phrase that comes up quite often.
An invitation to take one’s time
A cross between a magazine and a notebook, Flow has enhanced each issue with two surprise inserts
(stickers, postcards, posters, etc.) as well as detachable photos and artwork. Accordingly, the
publication is a genuine invitation to dream, to take one’s time, to let go.
And this is greatly appreciated by the readers whose online posts and comments demonstrate that
the magazine offers them an opportunity to take a break. They often take photos to show the
environment in which they are reading – with a cup of tea or coffee, curled up on the sofa or in bed.
Mission accomplished for the magazine that extols the virtues of taking one’s time to enjoy simple
pleasures in life!
The next issue will reach newsstands on April 9th.
ANALYSIS OF FLOW MAGAZINE, PERFORMED BY DYNVIBE – MARCH 2015
3
Social Media Intelligence
March 2015
Analysis
Here’s what Anne-Cécile Guillemot, co-founder of Dynvibe and head of the
company’s analytical research unit, has to say:
“The unanimity of readers’ positive reactions upon discovering Flow magazine
is remarkable, especially for the magazine industry. Prisma Media has
apparently managed to perfectly anticipate the emerging tendency among
some French women who want to slow things down, savor the moment, gain
confidence, feel alive, think positively, and so on. The magazine’s content, in
conjunction with its creative format, really speaks to a whole community of
women who are active on social media. Attempting to entice this community
with a print publication was quite a challenge, and the initial returns are highly
encouraging. It’s proof that when the magazine industry knows how to reinvent
itself, the feedback is positive and favorable.”
Prisma Media is not a client of Dynvibe.
About Dynvibe
Founded in 2009 by Anne-Cécile and Nicolas Guillemot, Dynvibe is one of the pioneers and leaders
of Social Media Intelligence. At the cutting edge of innovation, Dynvibe's strategic analysis unit
produces and delivers complete consumer research studies on the various global markets based on
data available on the social media.
Dynvibe collects and analyzes this information using two simple complementary platforms also
available to their clients:
Dynvibe Sphere: dashboards and powerful intuitive analysis tools to listen, observe, follow and
analyze the social media sphere.
Dynvibe Pages: a tool for measuring and following Facebook pages' performance and
comparing them to the competition’s.
Dynvibe's international clients include L’Oréal, Walt Disney, Dior, PUIG (Paco Rabanne, Nina Ricci,
One Million, etc.), Luxottica (Ray Ban, Lenscrafter, Oakley, etc.), Canal +, Les Galeries Lafayette, La
Redoute, etc.
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A demonstration of Dynvibe solutions can be arranged on request.
