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


4. Advertisingreceptiveness

& call to action

The magazines experience resonates among lucrative and influential European C-Suite executives


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!


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)


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


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)


+32%


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)


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


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)


+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?


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

Business

Time Magazine Experiences