THE RULES OF ATTRACTION

MAY 2015 FIPP CONFERENCE

WHAT ARE WE?

THE NEW MARKETING AGENCY FOR CONSUMER MAGAZINES

PURPOSE

To champion the power and vitality of magazine media, in all it’s forms and at the broadest level, to the media, advertising and marketing community

THE RULES OF ATTRACTION

Immersion Belonging Stature Inspiration Influence Growth

THE RULES OF ATTRACTION STUDY 2015

A NEW LOOK AT MAGAZINE MEDIA

magazine consumers over 2 years

15,000

Online survey Mobile diaries Depths and video

Conducted by Crowd DNA

IMMERSION

Reasons given for reading magazines - % Stating:

Source: Crowd DNA Rules of Attraction, 2014/15

#1 MAGAZINES ADDRESS A NUMBER OF IMPORTANT

NEEDS STATES

WAVE 1 2013 WAVE 2 2014

WAVE 1 2013 WAVE 2 2014

1

35

39

47

47

58

62

65

None of these

As a treat

Keep up-to-date

For inspiration

Followpassion/hobby

For entertainment

Get information

To relax

Personal This media is personal

Indulgent This media is indulgence This media is relaxing

11%

11%

19%

23%

28%

39%

Social media

Newspapers

TV

Radio

Magazines

Internet

3%

3%

4%

8%

12%

20%

27%

Newspapers

Social Media

Radio

Internet

TV

Magazines

Cinema

11%

21%

23%

45%

49%

53%

67%

Newspapers

Social media

Internet

Radio

Cinema

Magazines

TV

Relaxing

#1 THE THREE DRIVERS OF IMMERSION

Source: Crowd DNA Rules of Attraction, 2014/15

Proportion who associate magazines with each word/phrase

#1 READERS IMMERSE THEMSELVES MORE IN MAGS

35%

46%

55%

31%

45%

51%

Inspirational

Pleasurable

RelaxingWAVE 1 2013 WAVE 2 2014

WAVE 1 2013

WAVE 2 2014

WAVE 1 2013

WAVE 2 2014

Source: Crowd DNA Rules of Attraction, 2014/15

#1 READERS IMMERSE THEMSELVES MORE IN MAGS

video

#1 READERS IMMERSE THEMSELVES MORE IN MAGS

VIDEO HERE

STATURE

#2 STATURE IS ENHANCED BY THE PRINT BOND

The tangibility of print is one of its

main draws – with digital driving

an appreciation of this

Tangibility

9 in 10 agree it just feels better holding a

physical copy

Many readers can’t explain why

they like the print version, they

just feel a strong connection

Emotion

9 in 10 agree they just prefer the printed

version

The force of habit and loyalty to

the print versions is continuing to

drive readership

Habit

7 in 10 like the print version because

it’s what they’ve always bought

Source: Crowd DNA Rules of Attraction, 2014/15

#2 PRINT CONTINUES TO BE THE PLATFORM OF CHOICE

“Which format is more appealing?”

97

75

17

87

1

10

40

5

0

6

24

3

8

7 11

0 20 40 60 80 100 120

Print Only

Print + Digital

Digital Only

ALL

Print

Apps

Websites

All of these

No opinion

Source: Crowd DNA Rules of Attraction, 2015 only*

Source: Crowd DNA Rules of Attraction, 2014/15

Just prefer print

Better having physical copy

Feel more relaxed

Always bought

Easier to hold

Keep back issues

Take to more places

Feel safer

Little piece of luxury

#2 PRINT HAS APPEAL FOR A NUMBER OF REASONS

% agree or strongly agree 91% 91% 74% 70% 69% 64% 60% 59% 51% Source: Crowd DNA Rules of Attraction, 2014/15. All print readers

50% yoy increase in digital readers following

editorial talent

#2 QUALITY COMES FROM CURATION

MUSIC REVIEWS

EQUIPMENT TEST

FILM REVIEWS

CATWALK

CRITIQUE RECIPES

TEST DRIVE

Q

TRAIL

EMPIRE

VOGUE

GOOD FOOD

TOP GUIDE

51% of readers claim to “trust the reviews in my

magazines”

#2 MAGAZINES ARE ONE OF THE MOST TRUSTED

2%

9%

12%

25%

8%

69%

66%

69%

50%

60%

29%

25%

19%

25%

32%

Low (1-3/10)

Medium (4-7/10

High (8+/10)

How much do you trust these media?

Source: Crowd DNA ‘Rules of Attraction’ 2014 only

Newspapers

Internet

Radio

Magazines

Internet

Source: Crowd DNA Rules of Attraction, 2014/15

#2 STATURE COMES THROUGH QUALITY

video

BELONGING

Audiences identify with magazine brands more than any

other media.PPA. Media Experience Study.

#3 READERS IDENTIFY WITH MAGS BRANDS

All readers

71%

#3 MANY MAGAZINE READERS HAVE A CLOSE RELATIONSHIP WITH THEIR FAVOURITE TITLES

% Agreeing “I would miss my favourite magazines if they weren’t there”

Women

72%

18-24

69%

Print & digital

74%

ABC1

70%

Source: Crowd DNA Rules of Attraction, 2014/15

#3 MAGAZINE READERS CLAIM TO SHARE

CONTENT WITH FAMILY & FRIENDS

Source: Crowd DNA ‘Rules of Attraction’ 2014/15

4 in 10 regularly share 58% for digital readers

Source: Crowd DNA Rules of Attraction, 2014/15

22% follow brand on FB

18% follow on twitter

#3 MAGAZINE READERS ARE KEEN FOLLOWERS ON SOCIAL MEDIA

1 in 3 magazine readers claim

to follow at least 1 brand

Super user group more social usage 1 in 2 on at least one platform

Source: Crowd DNA Rules of Attraction, 2014/15

#3 LOTS OF REASONS TO FOLLOW MAGAZINES

10%

10%

19%

25%

26%

26%

30%

39%

46%

The average follower

lists 5+ reasons why

they follow their

favourite magazine

brands...

and growing!

Competitions

Videos/Images

Bite-sized info

Follow Talent

Relevant

Keep Up

Feel Closer

Offers/Discounts

Extra Content

Base: All Who Follow Magazine Brand on Social Media Source: Crowd DNA Rules of Attraction Survey, 2014/15

INSPIRATION

#4 MORE CONSUMERS TAKE INSPIRATION FROM MAGAZINES THAN ANY OTHER MEDIUM

83% of consumers agree content gives them ideas

and inspiration

81% have bought an item or visited a place after reading about it in a

magazine

32% rate magazines as inspirational in

comparison with 12% average for all other

media

Source: Crowd DNA Rules of Attraction, 2014/15

35% 38%

54%

39% 41%

61%

Educational Useful Gives me ideas

Wave 1

Wave 2

Proportion who associate magazines with each word/phrase

Source: Crowd DNA Rules of Attraction 2014/15

#4 READERS LOOK TO MAGS FOR INSPIRATION

INFLUENCE

#5 INSPIRATION CARRIES OVER TO THE ADVERTISING

“This media contains ads that are most useful for inspiring my interests”

51%

x5

x5 x20

x2 W.W.W

Source: Crowd DNA Rules of Attraction 2014/15 Base: All readers who expressed an opinion (80%)

x20

#5 INSPIRATION CARRIES OVER TO THE ADVERTISING

“This media contains ads that spark ideas that I act upon”

42%

x4

x5 x14

x2

Source: Crowd DNA Rules of Attraction 2014/15

W.W.W

x20

#5 MAGAZINE ADVERTISING LESS INTRUSIVE

How much do ads spoil the enjoyment?

61%

14%

20%

53%

27%

44%

30%

35%

36%

38%

36%

36%

9%

51%

44%

9%

37%

20%

Low (1-3/10)

Medium (4-7/10

High (8+

Source: Crowd DNA ‘Rules of Attraction’ 2014 only

Cinema

Radio

Newspapers

Internet

TV

Magazines

#5 THE THREE DRIVERS OF INFLUENCE

Magazines create further

action – readers are open to

further search, research and

purchase

Action

3 in 4 Have searched for or researched a

product after seeing in a magazine

Magazines are a key source of

information – both from passive

browsing and active searching

Information

2 in 3 agree they read magazines

specifically for the information

they provide

Magazines don’t only give

readers information – they give

them information that they

act on

Inspiration

8 in 10 agree magazines give them ideas

and inspiration

Source: Crowd DNA Rules of Attraction 2014/15

#5 THE THREE DRIVERS OF INFLUENCE

Inspiration Spark Ideas Functionality

1%

6%

10%

10%

16%

16%

23%

33%

Poster adverts

Newspapers

Social Media

Radio

TV

Cinema

Internet

Magazines

This media is inspirational

4%

13%

16%

18%

18%

25%

57%

61%

Cinema

Radio

Newspapers

Poster adverts

Social media

TV

The internet

Magazines

This media gives me ideas

3%

14%

24%

27%

28%

40%

41%

69%

Cinema

Poster adverts

Radio

Social media

TV

Newspapers

Magazines

The internet

This media is useful

Source: Crowd DNA Rules of Attraction 2014/15

#5 ACTIVELY SEEKING ADVERTISING LEADS TO IMPACT

9 in 10

magazine readers look at the adverts

1 in 2 often share adverts with

friends and family

Source: Crowd DNA Rules of Attraction 2014/15

#5 READERS HAVE A MORE POSITIVE ATTITUDE TO ADVERTISING

video

GROWTH

#6 DIGITAL OPENS UP NEW OPPORTUNITIES TO ENHANCE THE READERSHIP EXPERIENCE

Apps and digital editions that can

be accessed on the go are

providing readers with content

anywhere, anytime

Access

8 in 10 easily access content on-the-go

Digital formats are allowing

readers to access more up-to-date

content, filling the gap between

print editions

Speed

7 in 10 agree it’s quicker to get the latest

content digitally

Digital platforms are allowing

readers to personalise their

experience by accessing the most

relevant content

Personalisation

6 in 10 agree it’s easy to navigate to the

content they want to see digitally

Source: Crowd DNA Rules of Attraction 2014/15

#6 GROWTH WILL COME FROM POSITIVE PERCEPTIONS

OVERALL % INCREASE IN POSITIVE PERCEPTIONS: WAVE 1 – WAVE 2

PERSONAL

Source: Crowd DNA ‘Rules of Attraction’ 2014/15

PLEASURABLE INSPIRATIONAL

USEFUL

LUXURIOUS GIVES IDEAS

EDUCATIONAL

TIME-PASSING

RELAXING

FRIENDLY

TRUSTWORTHY

MAGAZINES +11% TELEVISION + 8% INTERNET + 4% RADIO + 2%

NEWSPAPERS - 1%

#6 GROWTH MAY ALSO COME FROM DIGITAL-ONLY READERS

% OF DIGITAL-ONLY READERS WHO CLAIM THEY ARE LIKELY TO READ PRINT MAGAZINES IN NEXT 12 MONTHS

Equates to 200,000+ potential new print purchasers

29%

Source: Crowd DNA, Rules of Attraction 2015

Meanwhile, 96% of print & digital readers stay they are going to stick with print

Proportion who associate magazines with each word/phrase

47%

48%

71%

39%

41%

61%

Educational

Useful

Gives me ideas

Overall

Super Users

43%

50%

60%

35%

46%

55%

Inspirational

Pleasurable

Relaxing

FUN

CTI

ON

AL

EMO

TIO

NA

L

#6 DIGITAL CREATES ‘SUPER-USERS’ ACROSS PLATFORMS

Source: Crowd DNA Rules of Attraction, 2014/15

#6 ‘SUPER-USERS’ ARE EVEN MORE ENGAGED

Proportion who read magazines for each of the following reasons

Source: Crowd DNA Rules of Attraction 2014 only

35

39

48

52

59

64

68

48

44

60

64

70

77

74

To keep up to date

As a treat

For inspiration what/where to buy

To follow passion/hobby

For entertainment

To get information

To relax

Super-Users

All Readers

IN SUMMARY

•Magazine core readership solid

•Print provides strong foundation

•Digital still to reach potential

•The 6 rules of attraction make sense

•Insight is the vital ingredient

THANK YOU

TW: @MAGNETIC.MEDIA

LI: MAGNETIC MEDIA UK