magazines offer moments that matter
TRANSCRIPT
WE WANTED TO UNDERSTAND. . .
The relationship that consumers have with
magazine content
in the context of the moment
and the implications for advertising and marketing
THE 5 DRIVERS OF WELLBEING. . .
KARMA FOCUS SUCCESS RELATIONSHIPS WORLD
POSITIVEEMOTIONS
ENGAGEMENT ACHIEVEMENTPOSITIVE
RELATIONSHIPSMEANING &
PURPOSE
THE 5 DRIVERS OF WELLBEING. . .
KARMA FOCUS SUCCESS RELATIONSHIPS WORLD
USING TIME REWARD INFORMATION SHARING CONNECTING
MAGAZINES HAVE A UNIQUE POSITION IN THE
WIDER MEDIA MIX. . .
INFORMATION SHARING CONNECTING
Source: JtD online sample. Base: regular users of each channel“Which media channels would you use for each of these moments?”
REWARDUSINGTIME
0%
25%
50%
75%
100%
TVMagazinesRadioNewspapersCinemaSocial media
PLEASURE PURPOSE
EACH MEDIA CHANNEL DELIVERS ON
THESE DRIVERS. . .
CINEMA
RADIO
SOCIALMEDIA
NEWSBRANDSMAGAZINE(DIGITAL)
MAGAZINE(PRINT)
GENERALWEB
WELLBEING IS A COMBINATION OF
‘PLEASURE’ & ‘PURPOSE’. . .
PURPOSEPLEASURE
68% of key magazine moments
REWARD INFORMATION
— + = SWB
HAPPYJOYFUL
CONTENTED
ANXIOUSSAD
SATISFIEDWITH LIFE
POSITIVE
AFFECT
NEGATIVE
AFFECT
LIFE
SATISFACTION
CALCULATING SUBJECTIVE WELLBEING. . .
25.89 IN THE MOMENT
+6%(+1.36)
24.54BASELINE
CONSUMING MAGAZINE CONTENT DELIVERS A POSITIVE
SHIFT IN SUBJECTIVE WELL BEING. . .
THE SHIFT IS MORE PRONOUNCED IN
CERTAIN MOMENTS. . .
24.54
26.98SHARING
25.65CONNECT
22.51USINGTIME
26.87REWARD
27.33INFO
ENGAGEMENT WITH THE MAGAZINE RELATIONSHIP. . .
INFORMATION
HAD ATTENTION FULLY ON MAG80%
MAKE TIME69%
LOVE MAGS77%
HAD ATTENTION FULLY ON MAG86%
MAKE TIME80%
LOVE MAGS89%
REWARD
INFORMATION SHARING CONNECTING
RELAXED &REFRESHED
SENSE OF HAVING ESCAPED
DAY-TO-DAY LIFE
SENSE OF ACHIEVEMENT
HAVING THINGS TO SHARE
INSPIRED & ENGAGED
MAGAZINES DELIVER ON THE FIVE MOMENTS
IN UNIQUE WAYS. . .
REWARDUSINGTIME
ADVERTISING IN MAGAZINES IS MOST POSITIVELY
RECEIVED COMPARED TO OTHER MEDIA. . .Advertising doesnt detract from
the experience
I look at ads for inspiration I’m open to new products & ideas
Adverts are relevant to me I look at/read ads
Advertising is welcome
0 10 20 30 40 50 60 70 80 90
TV
Radio media
Newspaper media
Magazine media
Cinema
Web search
Social media
MAGAZINE ADVERTISING IS WELCOME AND ACCEPTED. . .
OVERALL IN THE MOMENT
Ads are welcomed Open to new products
Ads are relevant
59% 74% 63% 80%
55% 67% 50% 64%
Actively read the ads
OVERALL IN THE MOMENT
OVERALL IN THE MOMENT OVERALL IN THE MOMENT
MAGAZINES INCREASE WELLBEING. . .
Magazines occupy a unique position driving pleasureable
reward and purposeful information
The magazine moment makes us feel good, and this is
especially true for millenials
In pleasure moments, print plays a major role and digital
drives more purpose
ADVERTISING IN MAGAZINES IS WELCOME. . .
General openness to magazine advertising
Ads are seen as relevant and less disruptive
Higher subjective well being increases receptivity and
aids memory and recall