THE RULES OF ATTRACTIONd1ri6y1vinkzt0.cloudfront.net/media/documents/Rules of...Reasons given for...
Transcript of THE RULES OF ATTRACTIONd1ri6y1vinkzt0.cloudfront.net/media/documents/Rules of...Reasons given for...
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THE RULES OF ATTRACTION
MAY 2015 FIPP CONFERENCE
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WHAT ARE WE?
THE NEW MARKETING AGENCY FOR CONSUMER MAGAZINES
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PURPOSE
To champion the power and vitality of magazine media, in all it’s forms and at the broadest level, to the media, advertising and marketing community
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THE RULES OF ATTRACTION
Immersion Belonging Stature Inspiration Influence Growth
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THE RULES OF ATTRACTION STUDY 2015
A NEW LOOK AT MAGAZINE MEDIA
magazine consumers over 2 years
15,000
Online survey Mobile diaries Depths and video
Conducted by Crowd DNA
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IMMERSION
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Reasons given for reading magazines - % Stating:
Source: Crowd DNA Rules of Attraction, 2014/15
#1 MAGAZINES ADDRESS A NUMBER OF IMPORTANT
NEEDS STATES
WAVE 1 2013 WAVE 2 2014
WAVE 1 2013 WAVE 2 2014
1
35
39
47
47
58
62
65
None of these
As a treat
Keep up-to-date
For inspiration
Followpassion/hobby
For entertainment
Get information
To relax
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Personal This media is personal
Indulgent This media is indulgence This media is relaxing
11%
11%
19%
23%
28%
39%
Social media
Newspapers
TV
Radio
Magazines
Internet
3%
3%
4%
8%
12%
20%
27%
Newspapers
Social Media
Radio
Internet
TV
Magazines
Cinema
11%
21%
23%
45%
49%
53%
67%
Newspapers
Social media
Internet
Radio
Cinema
Magazines
TV
Relaxing
#1 THE THREE DRIVERS OF IMMERSION
Source: Crowd DNA Rules of Attraction, 2014/15
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Proportion who associate magazines with each word/phrase
#1 READERS IMMERSE THEMSELVES MORE IN MAGS
35%
46%
55%
31%
45%
51%
Inspirational
Pleasurable
RelaxingWAVE 1 2013 WAVE 2 2014
WAVE 1 2013
WAVE 2 2014
WAVE 1 2013
WAVE 2 2014
Source: Crowd DNA Rules of Attraction, 2014/15
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#1 READERS IMMERSE THEMSELVES MORE IN MAGS
video
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#1 READERS IMMERSE THEMSELVES MORE IN MAGS
VIDEO HERE
STATURE
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#2 STATURE IS ENHANCED BY THE PRINT BOND
The tangibility of print is one of its
main draws – with digital driving
an appreciation of this
Tangibility
9 in 10 agree it just feels better holding a
physical copy
Many readers can’t explain why
they like the print version, they
just feel a strong connection
Emotion
9 in 10 agree they just prefer the printed
version
The force of habit and loyalty to
the print versions is continuing to
drive readership
Habit
7 in 10 like the print version because
it’s what they’ve always bought
Source: Crowd DNA Rules of Attraction, 2014/15
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#2 PRINT CONTINUES TO BE THE PLATFORM OF CHOICE
“Which format is more appealing?”
97
75
17
87
1
10
40
5
0
6
24
3
8
7 11
0 20 40 60 80 100 120
Print Only
Print + Digital
Digital Only
ALL
Apps
Websites
All of these
No opinion
Source: Crowd DNA Rules of Attraction, 2015 only*
Source: Crowd DNA Rules of Attraction, 2014/15
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Just prefer print
Better having physical copy
Feel more relaxed
Always bought
Easier to hold
Keep back issues
Take to more places
Feel safer
Little piece of luxury
#2 PRINT HAS APPEAL FOR A NUMBER OF REASONS
% agree or strongly agree 91% 91% 74% 70% 69% 64% 60% 59% 51% Source: Crowd DNA Rules of Attraction, 2014/15. All print readers
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50% yoy increase in digital readers following
editorial talent
#2 QUALITY COMES FROM CURATION
MUSIC REVIEWS
EQUIPMENT TEST
FILM REVIEWS
CATWALK
CRITIQUE RECIPES
TEST DRIVE
Q
TRAIL
EMPIRE
VOGUE
GOOD FOOD
TOP GUIDE
51% of readers claim to “trust the reviews in my
magazines”
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#2 MAGAZINES ARE ONE OF THE MOST TRUSTED
2%
9%
12%
25%
8%
69%
66%
69%
50%
60%
29%
25%
19%
25%
32%
Low (1-3/10)
Medium (4-7/10
High (8+/10)
How much do you trust these media?
Source: Crowd DNA ‘Rules of Attraction’ 2014 only
Newspapers
Internet
Radio
Magazines
Internet
Source: Crowd DNA Rules of Attraction, 2014/15
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#2 STATURE COMES THROUGH QUALITY
video
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BELONGING
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Audiences identify with magazine brands more than any
other media.PPA. Media Experience Study.
#3 READERS IDENTIFY WITH MAGS BRANDS
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All readers
71%
#3 MANY MAGAZINE READERS HAVE A CLOSE RELATIONSHIP WITH THEIR FAVOURITE TITLES
% Agreeing “I would miss my favourite magazines if they weren’t there”
Women
72%
18-24
69%
Print & digital
74%
ABC1
70%
Source: Crowd DNA Rules of Attraction, 2014/15
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#3 MAGAZINE READERS CLAIM TO SHARE
CONTENT WITH FAMILY & FRIENDS
Source: Crowd DNA ‘Rules of Attraction’ 2014/15
4 in 10 regularly share 58% for digital readers
Source: Crowd DNA Rules of Attraction, 2014/15
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22% follow brand on FB
18% follow on twitter
#3 MAGAZINE READERS ARE KEEN FOLLOWERS ON SOCIAL MEDIA
1 in 3 magazine readers claim
to follow at least 1 brand
Super user group more social usage 1 in 2 on at least one platform
Source: Crowd DNA Rules of Attraction, 2014/15
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#3 LOTS OF REASONS TO FOLLOW MAGAZINES
10%
10%
19%
25%
26%
26%
30%
39%
46%
The average follower
lists 5+ reasons why
they follow their
favourite magazine
brands...
and growing!
Competitions
Videos/Images
Bite-sized info
Follow Talent
Relevant
Keep Up
Feel Closer
Offers/Discounts
Extra Content
Base: All Who Follow Magazine Brand on Social Media Source: Crowd DNA Rules of Attraction Survey, 2014/15
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INSPIRATION
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#4 MORE CONSUMERS TAKE INSPIRATION FROM MAGAZINES THAN ANY OTHER MEDIUM
83% of consumers agree content gives them ideas
and inspiration
81% have bought an item or visited a place after reading about it in a
magazine
32% rate magazines as inspirational in
comparison with 12% average for all other
media
Source: Crowd DNA Rules of Attraction, 2014/15
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35% 38%
54%
39% 41%
61%
Educational Useful Gives me ideas
Wave 1
Wave 2
Proportion who associate magazines with each word/phrase
Source: Crowd DNA Rules of Attraction 2014/15
#4 READERS LOOK TO MAGS FOR INSPIRATION
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INFLUENCE
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#5 INSPIRATION CARRIES OVER TO THE ADVERTISING
“This media contains ads that are most useful for inspiring my interests”
51%
x5
x5 x20
x2 W.W.W
Source: Crowd DNA Rules of Attraction 2014/15 Base: All readers who expressed an opinion (80%)
x20
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#5 INSPIRATION CARRIES OVER TO THE ADVERTISING
“This media contains ads that spark ideas that I act upon”
42%
x4
x5 x14
x2
Source: Crowd DNA Rules of Attraction 2014/15
W.W.W
x20
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#5 MAGAZINE ADVERTISING LESS INTRUSIVE
How much do ads spoil the enjoyment?
61%
14%
20%
53%
27%
44%
30%
35%
36%
38%
36%
36%
9%
51%
44%
9%
37%
20%
Low (1-3/10)
Medium (4-7/10
High (8+
Source: Crowd DNA ‘Rules of Attraction’ 2014 only
Cinema
Radio
Newspapers
Internet
TV
Magazines
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#5 THE THREE DRIVERS OF INFLUENCE
Magazines create further
action – readers are open to
further search, research and
purchase
Action
3 in 4 Have searched for or researched a
product after seeing in a magazine
Magazines are a key source of
information – both from passive
browsing and active searching
Information
2 in 3 agree they read magazines
specifically for the information
they provide
Magazines don’t only give
readers information – they give
them information that they
act on
Inspiration
8 in 10 agree magazines give them ideas
and inspiration
Source: Crowd DNA Rules of Attraction 2014/15
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#5 THE THREE DRIVERS OF INFLUENCE
Inspiration Spark Ideas Functionality
1%
6%
10%
10%
16%
16%
23%
33%
Poster adverts
Newspapers
Social Media
Radio
TV
Cinema
Internet
Magazines
This media is inspirational
4%
13%
16%
18%
18%
25%
57%
61%
Cinema
Radio
Newspapers
Poster adverts
Social media
TV
The internet
Magazines
This media gives me ideas
3%
14%
24%
27%
28%
40%
41%
69%
Cinema
Poster adverts
Radio
Social media
TV
Newspapers
Magazines
The internet
This media is useful
Source: Crowd DNA Rules of Attraction 2014/15
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#5 ACTIVELY SEEKING ADVERTISING LEADS TO IMPACT
9 in 10
magazine readers look at the adverts
1 in 2 often share adverts with
friends and family
Source: Crowd DNA Rules of Attraction 2014/15
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#5 READERS HAVE A MORE POSITIVE ATTITUDE TO ADVERTISING
video
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GROWTH
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#6 DIGITAL OPENS UP NEW OPPORTUNITIES TO ENHANCE THE READERSHIP EXPERIENCE
Apps and digital editions that can
be accessed on the go are
providing readers with content
anywhere, anytime
Access
8 in 10 easily access content on-the-go
Digital formats are allowing
readers to access more up-to-date
content, filling the gap between
print editions
Speed
7 in 10 agree it’s quicker to get the latest
content digitally
Digital platforms are allowing
readers to personalise their
experience by accessing the most
relevant content
Personalisation
6 in 10 agree it’s easy to navigate to the
content they want to see digitally
Source: Crowd DNA Rules of Attraction 2014/15
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#6 GROWTH WILL COME FROM POSITIVE PERCEPTIONS
OVERALL % INCREASE IN POSITIVE PERCEPTIONS: WAVE 1 – WAVE 2
PERSONAL
Source: Crowd DNA ‘Rules of Attraction’ 2014/15
PLEASURABLE INSPIRATIONAL
USEFUL
LUXURIOUS GIVES IDEAS
EDUCATIONAL
TIME-PASSING
RELAXING
FRIENDLY
TRUSTWORTHY
MAGAZINES +11% TELEVISION + 8% INTERNET + 4% RADIO + 2%
NEWSPAPERS - 1%
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#6 GROWTH MAY ALSO COME FROM DIGITAL-ONLY READERS
% OF DIGITAL-ONLY READERS WHO CLAIM THEY ARE LIKELY TO READ PRINT MAGAZINES IN NEXT 12 MONTHS
Equates to 200,000+ potential new print purchasers
29%
Source: Crowd DNA, Rules of Attraction 2015
Meanwhile, 96% of print & digital readers stay they are going to stick with print
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Proportion who associate magazines with each word/phrase
47%
48%
71%
39%
41%
61%
Educational
Useful
Gives me ideas
Overall
Super Users
43%
50%
60%
35%
46%
55%
Inspirational
Pleasurable
Relaxing
FUN
CTI
ON
AL
EMO
TIO
NA
L
#6 DIGITAL CREATES ‘SUPER-USERS’ ACROSS PLATFORMS
Source: Crowd DNA Rules of Attraction, 2014/15
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#6 ‘SUPER-USERS’ ARE EVEN MORE ENGAGED
Proportion who read magazines for each of the following reasons
Source: Crowd DNA Rules of Attraction 2014 only
35
39
48
52
59
64
68
48
44
60
64
70
77
74
To keep up to date
As a treat
For inspiration what/where to buy
To follow passion/hobby
For entertainment
To get information
To relax
Super-Users
All Readers
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IN SUMMARY
•Magazine core readership solid
•Print provides strong foundation
•Digital still to reach potential
•The 6 rules of attraction make sense
•Insight is the vital ingredient
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THANK YOU
TW: @MAGNETIC.MEDIA
LI: MAGNETIC MEDIA UK