MYTH BUSTING

MAGAZINE MEDIA

GROWTH IN PRINT MIGHT BE FLAT BUT DIGITAL

IS GROWING

PEOPLE DON’T READ

MAGAZINES IN PRINT

ANYMORE

MYTH

LATEST NRS RESULTS SHOWED 35 OUT OF 69 MONTHLY TITLES GREW IN PRINT

29 million adults every

month

56% of the

population

1. 2. 3. 4. 5.

+20% +22% +22% +22% +49%

PRINT MAGAZINES REACH…

Source: NRS PADD October 2015 – September 2016

UNDER 35s DO NOT CONSUME

MAGAZINE MEDIA

MYTH

OVER ¾ OF MILLENNIALS CONSUMER MAGAZINE MEDIA EVERY MONTH

77% of Millennials are monthly

magazine media users

Millennials account for

53% of the

mobile magazine media

audience

18-24yr olds

spend 30% longer per view in comparison to the

all reader average

Over

8 million unique mobile

users

Source: NRS PADD October 2015 – September 2016 I ComScore

MAGAZINES ARE IN

DECLINE

MYTH

IN 2015…

+11.4%

3068 consumer magazines

in the UK in 2015

285

new titles launched

35% Increase in launches compared to 2014

CONSUMERS SPEND OVER £1.2BN ANNUALLY ON MAGAZINE MEDIA WHICH IS MORE THAN…

£316M SPENT ON

SUBSCRIPTIONS IN THE UK

£620M TAKEN AT THE

BOX OFFICE WORLDWIDE

& Source: Frontline Distribution, OFCOM, Cinema UK, ABC Jan-Dec 15

MAGAZINE PUBLISHERS DON’T HAVE

STRONG DIGITAL PLATFORMS

MYTH

MOBILE MAGAZINE MEDIA CONTENT REACHES OVER 50% OF THE MOBILE POPULATION

MOBILE NET REACH

16.6 MILLION

50.5% reach

Source: comScore. MMX MP/MoMX Audience Duplication Reports. May 2016. Net (unduplicated) reach across all titles. Base: All Magnetic media member digital assets (titles with a print equivalent listed on NRS). Full title list available on request

+14% +26.7%

DIGITAL

MOBILE

DIGITAL REACH IS GROWING

MAGAZINE MEDIA IS ONLY ‘PAID MEDIA’

MYTH

MAGAZINE MEDIA HAS A FOLLOWING OF 133 MILLION IN ‘EARNED’ MEDIA

Source: Magnetic/SocialFlow, April 2016 Base: 110 Magnetic Media member print brands with a presence on social media, list available on request

133 MILLION TOTAL LIKES / FOLLOWERS

78.4 MILLION

LIKES

21 MILLION FOLLOWER

S

14 MILLION

+1’S

8.3 MILLION FOLLOWER

S

10.9 MILLION FOLLOWER

S

20 MILLION

NEW INTERACTIONS

4.3 MILLION

NEW INTERACTIONS

2 MILLION

NEW INTERACTIONS

28,000 NEW

INTERACTIONS

36,000 NEW

INTERACTIONS

26 MILLION NEW CONTENT INTERACTIONS

GENERATED IN APRIL

2016 ALONE

PEOPLE ARE SWITCHING

AWAY FROM ADVERTISING

MYTH

DOESN’T DISTRACT FROM THE EXPERIENCE

ADS ARE RELEVANT ACTIVELY READ/ LOOK AT THE ADS

NEWSBRANDS MAGAZINE BRANDS

82% 80%

ADS ARE WELCOMED

35% 21%

32% 19% MAGAZINE BRANDS TV

36% 29%

NEWSBRANDS MAGAZINE BRANDS

MAGAZINE BRANDS TV

CONSUMERS ARE MORE RECEPTIVE TO ADVERTISING MESSAGES

Sources: Moments that Matter 2015

MAGAZINES ARE INCREASINGLY

IRRELEVANT FOR ADVERTISERS

MYTH

Internet 57% TV 25%

Newspapers 16%

TV 19% Content sites 17%

OOH 7%

TV 150 Online 137

Newspapers 103 (index)

INSPIRATION

61% MAGZINES

36% MAGAZINES

167 MAGAZINES

Source: The Rules of Attraction Study 2015, Brand Buzz Survey 2013, PPA Magonomics 2012

CONVERSATIONS HIGHEST ROI FOR FMCG

MAGAZINES ARE GREAT FOR GENERATING…

MAGAZINES AREN’T

EFFECTIVE

MYTH

MAGAZINES HAVE THE LOWEST OVERALL COST TO DELIVER 1% OF MDI

Newspapers Magazines TV Online Display

Radio OOH Cinema

£0.55m £1.62m £3.32m £2.64m £1.45m £3.98m £3.99m

Source: Magnetic/Millward Brown 2015 MDI Measure: Magazines n=22, TV = 83, Newspapers n=32, Online Display n=68, Radio n=29, OOH n=59, Cinema n=28, Online video n=9 *Low base size

Millward Brown research looks at how best to achieve growth for brands, with findings showing that whilst saliency does lead to growth, on average brands which boost salience grow twice as much by being meaningful and different as well. These important metrics are also more likely to drive price premium – an objective not impacted by saliency.

Millward Brown created a single metric which aggregates channel performance across five metrics:

1. Affinity

2. Unique

3. Top of mind

4. Meets their nedds

5. Dynamic

WE REFER TO THIS AS MEANINGFULLY DIFFERENT IMPACT

GOOGLE AND

FACEBOOK ARE MORE EFFECTIVE ONLINE THAN MAGAZINE

BRANDS

MYTH

MAGAZINE BRANDS ONLINE DELIVER A STRONGER IMPACT ON BRAND KPIS

Magazine digital n=12 Non-Magazine Digital n=26

0

0.02

0.04

0.06

0.08

0.1

0.12

Magazine brands online Other digital environments

41% Average media KPI contribution

Source: Metrics That Matter 2016

BLOGGERS AND

VLOGGERS HAVE MORE INFLUENCE AND REACH

THAN MAGAZINE BRANDS ON SOCIAL

MEDIA

MYTH

MAGAZINE AUTHORS ARE BROADCASTING LESS CONTENT TO A LARGER, MORE INFLUENTIAL NETWORK WHILE BLOGGERS PRODUCING MORE CONTENT OVERALL THAT SPREADS LESS

ALTHOUGH BLOGGERS PRODUCED A MUCH HIGHER VOLUME OF CONTENT, THE OVERALL REACH SCORE FOR MAGAZINE AUTHOR CONTENT WAS EQUAL

Press Icon

25,495 Total Posts

5,710 Total Posts

12M Reach Score

12M Reach Score

Bloggers Icon

*Reach score = the potential audience of the original author + audience reached via retweets Source: 2CV

MAG MAG

FOR MORE INFORMATION PLEASE CONTACT: INSIGHT@MAGNETIC.MEDIA