THE VALUE OF PUBLIC PLACE READING
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Transcript of THE VALUE OF PUBLIC PLACE READING
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THE VALUE OF PUBLIC PLACE READING
Insights from a new study sponsored by Time Inc. & Mediaedge
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Research Objective
Objective: Gain insights into the role and value of magazines in public places
Magazines Studied: Entertainment Weekly; Fortune;In Style; Parenting; Sports Illustrated; People
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Research Architecture
Public Place Locations Studied:– Doctors’ and Dentists’ Offices/Hospital and
other Medical Facilities– Hair/Nail/Beauty Salons or Spas (women)– Barber Shops/Hair Salons (men)– Business Reception Areas– Libraries– Airlines
Sample Size:– 2382 Public Place readers– 3062 Subscribers/Newsstand buyers
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Research Insights
Public place reading is a meaningful reading experience. That readers are not paying for the copies read there has little impact on their involvement with the magazine
– Reading is the #1 activity occurring in public place waiting situations
– Contextual relevance is a factor determining which magazines are read
– Having magazines available is a benefit to those waiting, to the location host, to the magazine publisher and to the advertiser
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Research Insights
While reading time in public places is abbreviated, the reading is focused
– Readers experience fewer interruptions, engage in less multitasking and feel less guilty about devoting time to reading
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Research Insights
Actions taken as a result of reading magazines are high regardless of paid or public place copy status
– Little variation in overall action taken exists between public place readers and subscribers/buyers
– Although ad actions taken are somewhat lower for a public place reader vs. a subscriber/buyer, higher RPCs in public places more than offset this
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Public Places are Heavily Trafficked Locations
35%
15%
47%
57%
61%
64%Dr./Dentist
Salon/Barber Shop
Business ReceptionArea
Library
Hospital/MedicalFacility
Airplane
`
Visited in Past 30 Days
Base: Public Place Sample Data Used: Q3
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Reading Magazines is the #1 Activity
While Waiting
75%
52%
79%
82%
85%
92%Dr./Dentist
Salon/Barber Shop
Airplane
Hospital/MedicalFacility
Business ReceptionArea
Library
While in libraries, reading books is the prime activity
Base: Public Place Sample visiting location in past year Data Used: Q9
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Magazine Reading Dominates Other Activities at
Doctor’s/Dentist’s Offices
Base: Public place sample Data Used: Q9
1%Nothing4%Other
4%Play video games9%
28%28%37%47%52%
Doctor’s/Dentist’s Office
WorkWatch TV/moviesUse cell phone+Read book
Talk to someoneRead/Look at newspapersRead/Look at magazines 92%
Nearly twice as many people are reading magazines as engaging in the #2 activity
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Magazines Enhance the Waiting Experience
95% of public place readers report they would be upset, feel underserved or bored if no magazines were available in public places
– 87% claim the time spent waiting would drag– 72% would be upset that magazines were no
longer available– 63% would feel the location was not trying to
make the visit as enjoyable as possible
Base: Public Place Sample Data Used: Q17
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Public Place Magazines Benefit All Constituencies
BenefitsHost
BenefitsPublisher
BenefitsReader
BenefitsAdvertiser
PUBLIC PLACE
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Magazines Offer Significant Benefits
for the Host
Benefits HostWaiting rooms should provide things to read while you wait
97%
Makes time go faster 97%Don’t mind waiting as much 86%Helps take my mind off why I’m there
84%
Base: Public Place Sample Data Used: Q19; top 2 box
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Readers, Publishers and Advertisers All Benefit
Benefits ReaderOpportunity to read without paying
96%
Latest fashion/beauty trends**
87%
Updates on business* 76%
To see what products/services are featured in ads
70%
Trust the articles in magazines found here
62%
If there, magazine is popular
54%
Higher opinion of magazines found there
45%
Trust the ads in magazines found there
44%
Base: Public Place Sample Data Used: Q19; top 2 box**InStyle cell only*Fortune Cell only
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Actions Defined
Edit-driven actions– Used information/ideas I got from the magazine– Talked to someone about something I read in a
magazine– Bought, or intend to buy, a product or
service featured in a story– Tore out an article
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Actions Defined
Ad-driven actions– Researched to find out more about a product
or service advertised in a magazine– Bought, or intend to buy, a product or service
advertised in a magazine– Followed up on an ad in a magazine– Tore out an ad
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Actions Defined
Either ad- or edit-driven actions– Visited a website mentioned in a magazine– Learned about a product or service I was unaware of– Asked beauty/hair salon about something I read or saw– Asked Doctor/Professional about something I
read or saw– Recommended a product/service I learned about
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Public Place Reading Generates High Levels of Follow-up
Actions Taken (Total) 85%Created word-of-mouth* 50%Visited website mentioned in magazine 43%Purchase interest based on ad** 40%Used info/ideas from magazine 40%Learned about product/service I wasn’t aware of 36%Researched to find out more about a product/service advertised 23%Asked beauty salon or Dr./professional*** 14%
*Net. Talked to someone about something I read, Recommended product/service I learned about**Net. Bought/intend to buy product/service advertised, Researched to find out more about a product/service advertised, Followed up on an ad, Tore out an ad***Net. Asked beauty/hair salon about something I read/saw, Asked a Dr./professional about something I read/saw
Base: Public Place
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Public Place Reading Generates Levels of Follow-up Action
at Least Three-Fourths That of Paid Readers
Index PP vs. Paid
Actions Taken (Total) 98
Created word-of-mouth* 86
Visited website mentioned in magazine 88
Purchase interest based on ad** 75
Used info/ideas from magazine 89
Learned about product/service I wasn’t aware of 92
Researched to find out more about a product/service advertised 77
Asked beauty salon or Dr./professional*** 93
*Net. Talked to someone about something I read, Recommended product/service I learned about**Net. Bought/intend to buy product/service advertised, Researched to find out more about a product/service advertised, Followed up on an ad, Tore out an ad***Net. Asked beauty/hair salon about something I read/saw, Asked a Dr./professional about something I read/saw