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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: [email protected]