Time Magazine Experiences
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Transcript of Time Magazine Experiences
Magazine Experiences Europe 2008
Setting the scene
Goals and method
Emerging themes
Wrap up
Agenda
Today’s media landscape is complex and dynamic:
Media usage and multi-usage has never been higher
More choice/new outlets
But at the same time:
Less loyalty
Less time
We already know who reads magazines in Europe, when they are consumed and how frequently – we know our readers!
But, there is little information on ‘how’ and ‘why’ magazines are consumed and how the changing media landscape may impact the European magazine industry
Setting the scene
Background
Europe extension of Time Inc. US Magazine Experiences 2007 commissioned by Betsy Frank, Time Inc. Head of Insight
Over 80 US client/agency presentations to date
Headline paper at 2007 World Readership Symposium in Vienna
Magazine Experiences Europe 2008, commissioned by TIME and FORTUNE
Understand the unique elements of the magazine experience in Europe
Unearth new insights that will confirm the value of magazines in peoples lives
Ultimately reveal ‘how’ and ‘why’ magazines are consumed
Goals of the Europe study
Method
Nationally representative survey among adults aged 18-54 across UK, France and Germany
Online methodology using London based ICD Research
Fieldwork - December 2007
Total sample n=3,175 (UK 1,054, Germany 1,064, France 1,057)
Projected universe = 106 million (UK 31 million, Germany 43 million, France 32 million)
44% male, 56% female
Average age 35
27% degree level or above
51% own home outright
24% work in management
4% C-suite (population = 3.8m)
Mean household income = €38,300
Demographics
Emerging themes – The Magazine Experience
The Magazine Experience
5. Sustainable 1. Attracting & retaining attention
2. Connecting with the personal self
4. Advertisingreceptiveness
& call to action
106 million
3. Educational &Knowledge building
Underlying theme – The C-Suite Experience
3.8 million
C-Suite Experience
5. Sustainable
3. Educational &Knowledge building
1. Attracting & retaining attention
2. Connecting with the personal self
4. Advertisingreceptiveness
& call to action
The magazines experience resonates among lucrative and influential European C-Suite executives
1. Attracting & retaining attention
Life would be easier if there were still media loyalists (TV viewers, radio listeners or magazine readers)
But we live in a dynamic world of exploding options and smart multi-tasking consumers who change their behavior based on relevance, convenience and choice
Achieving stand out in a multi-media world is critical and attracting and retaining consumer attention is key. Magazines have an unique connection with the consumer that other media do not enjoy
This is particularly true for TV and the Internet:
Almost four in ten TV viewers (38%) surf the Internet while watching TV. Three in ten (29%) claim to use a mobile phone at the same time, 31% read a magazine, and 23% read a newspaper
Over a third (35%) of Internet users watch TV while surfing the net, a quarter (26%) use a mobile phone, and a quarter (25%) listen to music
The increase in media choice, and the number of information access points has fuelled a rise in ‘media multi-tasking’. We’re all multimedia pluralists - everyone is doing everything!
1. Attracting & retaining attention
6%
29%
31%
23% 18%
11%
14%
38%
0
10
20
30
40
Using the Internet
Using cell phone
Listening to music
Reading a book
Reading a magazine
Reading a newspaper
Using gaming device
Using a PDA
Source: Magazine Experiences Base: All adults 18-54 (UK, France, Germany)
31%
26%
5%8%
6%
5%
7%
35%
0
10
20
30
40
Watching TV
Using cell phone
Listening to music
Reading a book
Reading a magazine
Reading a newspaper
Using gaming device
Using a PDA
Primarily surfing the Internet while… Primarily watching TV while…
Which of the following forms of media might you use at the same time as each primary activity?
But magazines are consumed differently to TV and the Internet
Readers are more likely to be singularly focused on their magazines and less likely to multi-task (and this is particularly true for C-Suite executives)
1. Attracting & retaining attention
12%
20%4%
9%
4%2%3%
34%
0
10
20
30
40
Watching TV
Using cell phone
Listening to music
Reading a book
Accessing the Internet
Reading a newspaper
Using gaming device
Using a PDA
Primarily reading magazines while…
C-Suite
The magazine multi-tasking footprint is similar across the markets although the French are ‘most likely’ and the Germans ‘least likely’ to consume other media while reading
Which of the following forms of media might you use at the same time as each primary activity?
Source: Magazine Experiences Base: All adults 18-54 (UK, France, Germany), All C-Suite
2. Connecting with the personal self
Making an emotional connection with the consumer is key.
Magazines are a personal and often singular medium, with seven out of ten consumers (68%) saying they are alone when reading compared to only 24% for TV (a more social/family experience)
Over half (52%) agree with the statement; ‘My choice of magazines says something about the kind of person I am’
Consumers like to have magazines close to them. 57% say ‘There are always magazines in my house’ increasing to 60% amongst C-Suite executives
A ‘me time’ medium, a third (34%) of consumers set aside a ‘special time’ for reading magazines (increasing to 45% amongst C-Suite executives). This compares to 28% for surfing the Internet, and 26% for watching TV
Having made a ‘connection’, consumers can often develop a close and long lasting relationship with their magazines as they become an integral part of their every day lives
19%
34%
57%
64%
19%
45%
60% 61%
I'm always looking for newmagazines to try out
I have a specificroutine/ritual for reading my
favourite magazine
There are alwaysmagazines in my house
I usually pick up a magazineseveral times before I am
finished with it
All respondentsC-suite
2. Connecting with the personal selfTo what extent do you agree with these statements relating to magazines? (% agree)
Source: Magazine Experiences Base: All adults 18-54 (UK, France, Germany), All C-Suite
+32%
2. Connecting with the personal self
When asked, which of the following emotions/personal responses do you feel when you sit down to spend time with magazines, TV or the Internet? consumers are more likely to consider their magazine reading experience ‘Like a gift to myself’ (22%) compared to their TV viewing and Internet experiences (10% and 16% respectively)
A third agree ‘I would feel like I was missing something if I did not read my favourite magazines every week or month’
In addition, 35% say they ‘Can’t wait to do it’ (read magazines) vs. 11% for TV viewing, and 27% for surfing the Internet
17% agree ‘strongly’ that magazines ‘Help me relax’ compared to 11% for TV, and 9% Internet
3. Educational and knowledge building
Almost two thirds of consumers (63%) agree with the statement; ‘Magazines help me learn new things’
78% of all consumers agree that magazines inform them of news and events (Germany 80%, France 86%, UK 65%)
31% of the population agree with the statement; ‘I use magazines for advice when working on a project’ increasing to 38% among C-Suite executives
Magazines are a thought provoking medium. One in five consumers (19%) ‘strongly agree’ that magazines ‘Make me think’ compared to 8% for TV, and 10% for online
Consumers like their magazines to be honest and transparent - 60% of consumers agree with the statement; ‘I like magazines to be realistic and down to earth’ (This increases to 66% among C-Suite executives)
Relevant content and personal appeal are essential in building engagement and readers consider magazines a good source of reference and learning within their personal, and business lives
5%
8%
10%
8%
6%
9%
11%10%
12%13%
17%
19%
Inspires me Stimulates my imagination Gives me time for myself Makes me think
Watching TVOnlineReading magazines
Please indicate how much each of the following statements applies to the following media experiences (% strongly agree)
3. Educational and knowledge building
Source: Magazine Experiences Base: All adults 18-54 (UK, France, Germany)
x2+44%
+54%+90%
3. Educational & knowledge building
When asked, which of the following emotions/personal responses do you feel when you spend time with magazines, TV or the Internet? 56% of consumers consider their magazine reading experience to be ‘Curious’ compared to 31% for TV (and 60% for the internet)
TV is perceived to be a ‘switch off’ medium where consumers are more likely to agree that the medium ‘Helps me escape’ and ‘Helps me take my mind off things’ compared to magazines or the Internet
The C-Suite audience is less likely than the population as a whole to agree with the statement; ‘Magazines help me pass the time without thinking too much’ (38% vs. 48%)
The Internet is considered by many consumers to offer timely information. The attribute ‘Keeps me up-to-date’ is rated highly for the Internet among surfers (19%), however readers rate magazines more highly (26%)
4. Advertising receptiveness & call to action
We all know that consumers can be cynical about advertising, but the C-Suite audience is more likely to trust magazine advertising vs. the population as a whole - 17% of all consumers agree with the statement; ‘I trust the advertiser more when they are advertising in a magazine I trust’. This increases to 22% among the C-Suite
Only 16% of all consumers consider magazine advertising to ‘strongly detract’ from their media consumption experience, thiscompares to 18% for TV ads and 26% for online ads
Unsurprisingly, advertising in magazines is more likely to be favoured by regular readers. Heavy magazine readers are twice as likely than the average to see advertising as an ‘enhancer’ to the magazine experience
Having developed a connection with their magazine, readers are more susceptible to persuasion and more inclined to take action as a result of editorial and advertising content
38%
36%
23%
22%
18%
40%
41%
28%
30%
26%
42%
44%
35%
33%
25%
Magazine ads are visuallyappealing
I only look at certain kinds ofads in magazines
Magazine ads are informative
Has ads for products/servicesI want to know more about
Enjoy the entertaining aspectsof magazine ads
All respondentsC-Suite6+ hours reading magazines per week
Please indicate your level of agreement with the following statements about advertising in magazines (% agree)
4. Advertising receptiveness & call to action
Source: Magazine Experiences Base: All adults 18-54 (UK, France, Germany), All C-Suite, All 6+ magazine users
24%
50%
35%
54%
The ads are an important part of the magazine I have visited a website after seeing an advert in amagazine
All respondentsC-suite
4. Advertising receptiveness & call to action
Importantly, magazines can drive web traffic. Half of all respondents claim to have ‘Visited a website after seeing an advert in a magazine’, increasing to 54% among C-Suite executives
To what extent do you agree with the following statements related to magazines? (% agree)
Source: Magazine Experiences Base: All adults 18-54 (UK, France, Germany), All C-Suite
+46%
5. Sustainable
92% of consumers read a magazine at least once a week
56% claim to read a news/business magazine at least once a week, increasing to 80% among C-Suite executives
94% of all consumers (100 million) expect to read magazines the same amount or more in the next 12 months (95% of all C-Suite execs)
6% claim that they will read more magazines and 7% more newspapers (both are higher than the % forecasting to do less)
The tactile nature of print is a key component of the magazine experience. Over half (54%) claim that they like the look and feel of a magazine
The amount of media choice available today is having limited impact on the magazine experience. Magazines remain an ever popular medium with high levels of continued consumption and a healthy intention to consume more in the future
5. Sustainable
The paper experience remains essential in a digital world. Two thirds of consumers would still prefer to read a paper copy of a magazine rather than an electronic version
5% claim that they will watch more TV in the next 12 months, whilst a higher proportion (9%) think they will watch less!
The TV experience is perceived to be ‘The same old thing’ among 36% of consumers compared to the Internet scoring 8% and magazines 3%
22% of consumers claim that they are likely to access the Internet more in the next 12 months
Interestingly, 18% claim that their use of blogs will decrease, so are we beginning to see a wavering level of trust and confidence in consumer/self generated content?
45
610
48
35
1018
109
22
8788
8283
7983
8989
7376
8185
7778
86
87
119
76
66
65
2120
Reading magazines (C-Suite)Reading magazines
View magazine websites (C-Suite)View magazine websites
View newspaper websites (C-Suite)View newspaper websites
Reading newspapers (C-Suite)Reading newspapers
Participate in blogs (C-Suite)Participate in blogs
Watch TV (C-Suite)Watch TV
Accessing the internet (C-Suite)Accessing the internet
Will do lessStay the sameWill do more
5. SustainableOver the next 12 months, how do you think your current habits will change for each media type?
Source: Magazine Experiences Base: All adults 18-54 (UK, France, Germany), All C-Suite
2. Connecting with the personal selfMagazines have an emotional bond with the consumer that can often develop into a long term relationship as they become integrated into consumer lives
Magazines resonate among C-Suite executives
Five main insights emerged revealing the role of magazines in peoples lives:
Summary
1. Attracting & retaining attentionThis is critical in a world of multi-choice media. Magazines have a privileged connection with the consumer that other media do not enjoy
3. Educational & knowledge buildingRelevant content and personal appeal are essential in building engagement and readers consider magazines as a good source of reference and learning
Summary
4. Advertising receptiveness & call to actionHaving developed a connection with their magazine, readers are more susceptible to persuasion and more inclined to take action as a result of editorial and advertising content
5. SustainableMagazines remain an ever popular medium with high levels of continued intention to read
Magazine Experiences Europe 2008