TO HAVE AND TO HOLD

Millennials, Magazines and Mobile

AEJMC 2012Elizabeth Hendrickson, PhD

School of Journalism and Electronic MediaThe University of Tennessee - Ehendri2@utk.edu

Definition of MILLENNIAL

• Millennial generation refers to those born in or after 1980.

• Other names for this demo: Generation Y, Nexters and the Nexus Generation.

ATTITUDES about TECHNOLOGY

INTERNET and CELL differences

LANDLINES are for squares

A DAY in the LIFE of a TECH USER

How Millennials connect to INTERNET

DEMOGRAPHIC DIFFERENCES in Millennials’ wireless connectivity

Who uses SOCIAL MEDIA

SOCIAL NETWORKING among Millennials

TWITTER use

SOCIAL MEDIA TOOLS THAT ALIGN WITH THIS DEMOGRAPHIC

• FACEBOOK PAGE• TWITTER• PINTEREST• FOURSQUARE

MOST IMPORTANT CONCEPT: SOCIAL SHARING

MAGAZINE BRANDS

PLATFORMS MOST PRIMED

FOR SOCIAL MEDIA TOOLS:

• ONLINE CONTENT

• SPECIAL APPS

MAGAZINE BRANDS

PLATFORMS LESS EFFICIENT FOR SOCIAL MEDIA TOOLS

• PRINT

• TABLET

With this in mind…

EXAMPLES OF HOW MAGAZINE BRANDS

SERVING THE MILLENIAL DEMOGRAPHIC

INTEGRATE SOCIAL MEDIA

GAME INFORMER MAGAZINE: #4 MPA CIRCULATION

*Key: Direct communication channels with tech-savvy audience

COSMOPOLITAN: #15 MPA CIRCULATION*Key: Opportunities to further interact (and invest) with brand

MAXIM: #19 MPA CIRCULATION*Key: Digital brand extensions that use social sharing tools.

SEVENTEEN: #33 MPA CIRCULATION*Key: Legacy brand “Network” digital extensions that expand reach

SIMILARITIES

• These leading legacy platforms (print) are navigating shifts in audience wants and needs by both increasing digital brand extensions and increasing opportunities to interact and identify with brand.

HOPES AND DREAMS

Social media = Interaction

Interaction = Identification

Identification = Loyalty

Loyalty = Hard to come by these days