USAGE OF PRINT, INTERNET AND SOCIAL MEDIA PLATFORMS OF A MAGAZINE BRAND

ELLA SUGIYANTORESEARCH MANAGERFEMINA GROUPINDONESIA

BACKGROUND

2

PRINT IS DECLINING, INTERNET USAGE IS INCREASING

INDONESIA INTERNET USERS IS 22.7%

INDONESIA FACEBOOK USERS NO 4 IN THE WORLD ( 50 MILLION USERS), TWITTER USERS NO 5 IN THE WORLD ( 29.4 MILLION USERS)

MAGAZINE IS STILL IMPORTANT ( RECENTLY MAGAZINE HAS WEBSITE VERSION)

FEMINA MAGAZINE READERS WERE THE RESPONDENTS TO MEET THE OBJECTIVE OF THIS STUDY

TO FIND OUT THE MEDIA HABIT CONSUMPTION

TO FIND OUT THE HABIT OF READING MAGAZINE AND ACCEPTANCE OF MAGAZINE

TO FIND OUT THE USAGE OF MAGAZINE WEBSITE

TO FIND OUT BUZZ CREATED THROUGH TWITTER AND FACEBOOK OF A MAGAZINE

TO FIND OUT THE ACCEPTANCE OF ADVERTISEMENT IN PRINT MAGAZINE

TO FIND OUT LEVEL OF ADVERTISEMENT AWARENESS OF SEVERAL PRODUCTS IN MAGAZINE

OBJECTIVE

METHOD OF SURVEY AND PROFILE OF RESPONDENTS

Two surveys had been used to gather information : Yearly quantitative survey using self administered method on print and on line

involving 1430 Femina Magazine readers. Period of survey: October 2012.

Phone Interview involving 70 respondents of Femina Magazine readers , to find out Magazine reading habit, Magazine acceptance and Advertisement Acceptance on Print magazine. Period of survey: November 2012.

To analyze impact on Social Media. • Tools used are : Tweet Reach, Twitter followers , number of Facebook fans and

total number of people who liked the Facebook page.

Profile of respondents : • Women from medium to upper class in the age range of 25-39 years old, majority

are working, university graduate, lives in Urban Java , and 70 % are married.

PROFILE OF RESPONDENT

24%

47%

29%

A Class B Class C Class

SOCIAL CLASS

30%

70%

Senior High School / Diploma

EDUCATION

PROFILE OF RESPONDENT

Unmarried

Married

29%

71%

Status

20 - 24 yo

25 - 29 yo

30 - 34 yo

35 - 39 yo

40 - 44 yo

45 - 49 yo

10%

27%

30%

17%

11%

5%Age

1

2

3

4

48%

38%

12%

2%

Number of Child

Student

Entrepreneur

Housewife

Working

4%

12%

15%

69%

Occupation

MEDIA CONSUMPTION

2007 2008 2009 2010 2011 2012

92 93 95 96 94 95

65

42 41

32 29 28

Watch TV yesterday Listening to Radio yesterday

MEDIA PENETRATIONTV viewers are stagnant, Radio listeners are declining

2007 2008 2009 2010 2011 2012

Watching Cinema within past year

Reading newspaper last week

Reading Tabloid past week

Reading Magazine past week

All print last week

Internet Past month

23

21

14

14

8

6

MEDIA PENETRATION

SURVEY RESULT

Watching Television

Internet Access

Reading Newspaper

Reading Magazine

Listening to radio

Reading Tabloid

94 79 73 72

5037

621 27 28

5063

(in %)

No

Yes

MEDIA CONSUMPTION ON DAILY BASIS

24.0

1..

.

02.0

1..

.

03.0

1..

.

05.0

0..

.

07.0

1..

.

09.0

1..

.

11.0

1..

.

13.0

1..

.

15.0

1..

.

17.0

1..

.

19.0

1..

.

21.0

1..

.

23.0

1..

.

4% 4% 5%

19%18%

8%6% 7% 7%

9%

4% 4% 4%3% 2% 3%

16%

8%

5% 4% 5%7%

14%

18%

11%

4%

1% 1% 1%

16%

33%

11%9%

5% 6% 7% 7%4%

1%

Radio Television Newspaper

MORNING NOON AN NIGHT

MEDIA CONSUMPTION

24

.01

– 0

2.0

0

02

.01

– 0

3.0

0

03

.01

– 0

5.0

0

05

.00

– 0

7.0

0

07

.01

– 0

9.0

0

09

.01

– 1

1.0

0

11

.01

– 1

3.0

0

13

.01

– 1

5.0

0

15

.01

– 1

7.0

0

17

.01

– 1

9.0

0

19

.01

– 2

1.0

0

21

.01

– 2

3.0

0

23

.01

– 2

4.0

0

3%2% 2%

3%

8%

15% 15% 15%

12%

6% 6%8%

4%

1% 1% 1%2%

6%8%

11%10%

11%

15%

19%

11%

3%

Internet Magazine

MEDIA CONSUMPTION

MORNING NOON AN NIGHT

DURATION OF ACCESSING INTERNET

< 1 hour 1-2 hours 3-4 hours 4-6 hours 6-8 hours > 8 hours

22%

33%

25%

10%6%

4%

17%

58%

13%

6%3% 3%

37%39%

12%

6%3% 4%

Browsing internet (non social media)Accesing FacebookAccesing Twitter

98%

94%

77%

73%

65%

40%

40%

ACCESSING SOCIAL MEDIA

CHECKING EMAIL

SEEKING FASHION & BEAUTY TREND INFO

SEEKING HEALTH INFO

SEEKING JOBS

E-BANKINGC

BLOGGING

DIGITAL ACTIVITY

MOBILE PHONE

LAPTOP

DESKTOP

TABLET

72%

69%

54%

19%

INTERACTION ON SOCIAL MEDIA USING

Reading Time line

Update status

Looking for specific news

Uploading photos

Online shopping

Online selling

Others

72

69

65

57

42

17

8

(in%)

ACTIVITY IN SOCIAL MEDIA

READING MAGAZINE HABIT

IMPORTANT

QUITE14%

74%VERY11%

HOW IMPORTANT IS A MAGAZINE FOR YOU

REASONS FOR CONSIDERING MAGAZINE IS IMPORTANT FOR ME

MAGAZINE TELLS YOU MANY THINGS,TIPS AND INFORMATION

IT HELPS ME RELAXING WHEN I GOT HOME AT EVENING,

IT IS ME TIME, IT IS REFRESHING

MAGAZINE GIVES YOU UPDATED INFORMATION

COULD READ PRINT MAGAZINE ANYTIME

About 85% of respondents said that the existence of Magazine is very important to them

Within a week ago

Within a month ago

More than a month ago

60%

34%

6%

LAST READ PRINT MAGAZINE

FEMINA

82%AYAHBUNDA

27%PARENTING

21%COSMOPOLITAN

15%READER’S DIGEST

12%

DURATION OF READING MAGAZINE

(%)

NUMBER OF PAGES READ (%)

WAY OF READING MAGAZINE (%)

#

Up to 10 minutes

10-30 minutes

30 minutes-1 hour

1- 2 hours

More than 2 hours

6

46

40

6

3

up to 5 pages

10-25 pages

5-10 pages

More than 25 pages

9

15

35

41 Front to end

Seeking for attractive arti-

cles

Directly goes to an article

Directly read the tips

43

43

11

3

HABIT TO READ MAGAZINE

Information from Magazine is trustworthy

Magazine contains im-portant tips

for me

The infor-mation is up

to date

Reading Mag-azine makes

me feels relax-ing

Magazine is important to

me

94%

92%

89%

86%

83%

4.00 4.003.90 3.90

3.90

Top two box (Strongly Agree and Agree)

Mean Score

OPINION ABOUT

MAGAZINE

MAGAZINE WEBSITE

ACCESSING ANY MAGAZINE WEBSITE IN THE LAST 3 MONTHS

YES

ACCESSING

ANY MAGZ

WEBSITE

(100%)

FEMINA (80%) FEMINA.CO.ID

AYAHBUNDA (46%)

COSMOPOLITAN (23%)

CITA CINTA (17%)

PARENTING (17%)

CLEO (9%)

MOTHER & BABY (9%)

RDI (6%)

OTHERS MAGZ (CHIC, GRAZIA, PESONA, INSTYLE ETC) (31%)

74%

45%

42%

41%

32%

30%

NEWS

FASHION

BEAUTY

CULINARY

HEALTH

TRAVELLING

BEAUTYFASHION

43 % WWW.FEMINA.CO.ID

16% WWW.WOLIPOP.COM

12% WWW.ZALORA.CO.ID

6% WWW.FASHIONESEDAILY.COM

3% WWW.FIMELA.COM

3% WWW.HIJUP.COM

2% WWW.BERRYBENKA.COM

2% WWW.DIANPELANGI.COM

2% WWW.MANGO.COM

1% WWW.CHARLESKEITH.COM

49 % WWW.FEMINA.CO.ID

12% WWW.WOLIPOP.COM

8% WWW.ORIFLAME.COM

8% WWW.THEBODYSHOP.CO.ID

7% WWW.FASHIONESEDAILY.COM

2% WWW.FIMELA.COM

2% WWW.KOSMETIKCANTIK.COM

2% WWW.KOSMETIKWARDAH.COM

2% WWW.STRAWBERY.NET

1% WWW.CITACINTA.COM

CULINARYHEALTH

51% WWW.DETIKHEALTH.COM

15% WWW.FEMINA.CO.ID

6% WWW.AYAHBUNDA.COM

5% WWW.KOMPAS.COM

4% WWW.MEDICASTORE.COM

4%WWW.MOTHERANDBABY.CO.ID

4% WWW.READERSDIGEST.CO.ID

2% WWW.BLOGDOKTERCOM

2% WWW.MILISSEHAT.COM

1% WWW.DOKTERKU-ONLINE.COM

34% WWW.DETIKFOOD.COM

20% WWW.FEMINA.CO.ID

15% WWW.TABLOIDNOVA.COM

5% WWW.HCC.COM

4% WWW.SAJIANSEDAP.COM

3% WWW.KOMPAS.COM

3% WWW.WARISANKULINERCOM

3% WWW.YUKMAKANCOM

2% WWW.WOLIPOP.COM

2% WWW.DAPURMAMI.COM

Easily search various topics in a magazine

website

Able to search various topics

easiliy in a Magazine website

A Magazine Website

makes me eas-ily access to a

content I would like to

read

Content of a Magazine

website is as attractive as a Print Magazine

Prefer to read Print Magazine

compared to Magazine Website

83% 83%80%

46%

36%3.69 3.70 3.70

3.20 3.00

Top 2 Box ( Strongly Agree and Agree)

Mean Score

OPINION ON A MAGAZINE

WEBSITE

80%

20%

When last visiting Fem-ina.co.id

Within last 3 months

More than 3 months ago

58%22%

20%

How long usually visiting Femina.co.id

20-30 minutes<15 minutes

Jan-1

1

Feb-1

1

Mar-

11

Apr-

11

May-

11

Jun-1

1

Jul-11

Aug-1

1

Sep-1

1

Oct

-11

Nov-

11

Dec-

11

Jan-1

2

Feb-1

2

Mar-

12

Apr-

12

May-

12

Jun-1

2

Jul-12

Aug-1

2

Sep-1

2

Oct

-12

Nov-

12

Dec-

12

Jan-1

3

Feb-1

3

Mar-

13

360,566

152178

208388

UNIQUE VISITOR GROWTHWWW.FEMINA.CO.ID

SOCIAL MEDIA

2011Q1 2011Q2 2011Q3 2011Q4 2012Q1 2012Q2 2012Q3 2012Q4

32,88134,856

40,33342,177

44,26346,940

49,475

53,419

15,16016,759 22,58526,571

31,949

37,806

43,559

48,999

FACEBOOK AND TWITTER GROWTH

FB 27% | TWITTER84%

60.000

60.0000

FEMINAFIMELA

FEMALE

COSMOPOLITANFASHIONESEDAI

LYELLE

HERWORLD

GHIBOO

Landscape FB Fans VS Twitter Followers

TWITTER FOLLOWERS / FACEBOOK FANS

Femina

Fimela.com

Ghiboo.com

Female Indonesia

Cosmopolitan Indonesia

Fashionesedaily

Elle Indonesia

Herworld Indonesia

48,999

23,893

46,779

4,724

25,515

17,693

4,824

784

53,419

47,658

7,573

40,184

7,512

7,706

2,836

1,200

Twitter Followers FB Fans

SOCIAL MEDIABUZZ CREATED FROM TWITTER AND FACEBOOK

FEMINA MAGAZINE

TWEETREACH 31 DEC 2012

NO. DATE REACH EXPOSURE EXP/REACHNO OF TWEET

RT REPLY TWEET % RT @MENTION CONTRIBUTORS

1 3-DEC 282,962 1,241,009 4.39 50 17 8 25 34.00% 66.00% 25

2 4-DEC 142,051 1,008,797 7.10 50 18 10 22 36.00% 64.00% 22

3 5-DEC 95,184 667,558 7.01 50 11 17 22 22.00% 78.00% 35

4 6-DEC1,106,40

41,922,207 1.74 50 18 11 21 36.00% 64.00% 31

5 7-DEC 243,083 651,365 2.68 50 16 3 31 32.00% 68.00% 19

6 10-DEC 110,793 829,253 7.48 50 22 2 26 44.00% 56.00% 29

7 11-DEC 93,941 863,157 9.19 50 19 13 18 38.00% 62.00% 31

8 12-DEC 83,378 854,780 10.25 50 20 6 24 40.00% 60.00% 31

9 13-DEC 56,352 395,385 7.02 50 13 19 18 26.00% 74.00% 31

10 14-DEC 120,600 463,524 3.84 50 15 11 24 30.00% 70.00% 34

11 17-DEC 67,626 743,253 10.99 50 21 7 22 42.00% 58.00% 34

12 18-DEC 63,016 403,658 6.41 50 15 10 25 30.00% 70.00% 29

13 19-DEC 153,846 573,789 3.73 50 32 4 14 64.00% 36.00% 34

14 20-DEC 137,268 892,480 6.50 50 19 10 21 38.00% 62.00% 24

15 21-DEC 88,423 575,832 6.51 50 22 11 17 44.00% 56.00% 37

16 24-DEC 78,607 628,681 8.00 50 19 8 23 38.00% 62.00% 32

17 26-DEC 95,454 587,919 6.16 50 24 5 21 48.00% 52.00% 35

18 27-DEC 191,750 701,756 3.66 50 14 12 24 28.00% 72.00% 30

19 28-DEC 76,811 571,805 7.44 50 13 8 29 26.00% 74.00% 30

20 31-DEC 65,515 806,426 12.31 50 28 0 22 56.00% 44.00% 25

TOTAL REACH

3,353,064

15,382,634 132.41 1,000 376 175 449 752% 1248% 598

AVERAGE PER DAY

167,653 769,132 6.62 50 19 9 22 38% 62% 30

TOTAL REACH

3.353.064

TWEETREACH DASHBOARD DEC 2012

FACEBOOK FANS REACH

DATEDAILY

TOTAL REACHWEEKLY

TOTAL REACH28 DAYS

TOTAL REACHLIFETIME TOTAL LIKES (FB FANS)

JAN-12 174,826 493,172 902,637 42,665

FEB-12 172,687 493,044 905,886 43,308

MAR-12 202,581 594,515 1,137,855 44,298

APR-12 235,678 754,498 1,406,759 44,990

MAY-12 226,511 653,100 1,536,129 46,070

JUN-12 285,583 901,536 1,696,919 47,032

JUL-12 470,350 1,396,034 3,412,788 47,945

AUG-12 401,049 1,132,278 2,730,257 48,794

SEP-12 335,031 948,248 1,927,048 49,558

OCT-12 259,096 759,860 1,793,927 50,580

NOV-12 263,481 786,066 1,605,296 52,311

DEC-12 264,255 774,548 1,564,887 53,451JAN-13 309,890 857,310 1,775,078 54,326

53.149 128,120 290,201 1,564,88

742,836,4

59

FBLIKES

PEOPLE TALKING

STORIES CREATED

TOTALREACH

TOTALIMPRESIONS

DASHBOARD OF FACEBOOK

3,353,064

1,564,887

4,917,951

BUZZ

CREATED

50%

29%

9%8%5%

Unique visitor Readership FB Fans Twitter Followers Data Event Youtube

FANS FOLLOWERS VISITOR YOUTUBE READERSHIP EVENT DATA TOTAL

53.451

48.999

305.723

2.733 177.000

28.609 616.515

AGGREGATE AUDIENCE DEC 2012

AGGREGATE AUDIENCE

FEMINA MAGAZINE

616,515

BUZZ CREATED

FEMINA MAGAZINE

4,917,915

POTENTIAL AUDIENCE REACH FROM ALL PLATFORMS

5,534,430Base : Dec 2012

ADVERTISING

TAKE ATTENTION OF A COMMON AD

TAKE ATTENTION OF AN ADVETORIAL

69%

43%

up to 5 minutes

5-10 minutes

10-30 minutes

71%

26%

3%

ATTENTION TO AN ADVERTISEMENT

Consider to buy the product advertised

Discussing the product with other people

I certainly would like to buy the product

I would like to visit the website of the Product Advertised

Keep the advertisement

Recommend the product to friends

Send the information about the product to friends

Would like to look for more information about the product advertised

58

50

51

71

17

71

58

63

73

73

50

74

20

66

67

76

OPINION TOWARDS COMMON AD VS ADVETORIAL

54% COSMETICS

18% MILK

7% HOUSEAPPLIANCES

4% BANK

4% BEVERAGES

4% TOOTHPASTE

4% CLOTH SOFTENER

4% SOAP

4% SHAMPOO

PRODUCT AWARENESSADVERTISED IN FEMINA WITHIN LAST MONTH

0 20 40 60 80 100

97

59

51

3

41

49

Yes No

%

AWARENESS OF PONDS, FRISIAN FLAG AND TUPPERWARE

PERCEIVED OF POND'S FLAWLESS

WHITE ADVERTISEMENT

Advertisement of Pond's Flawless

White encourage me to buy Ponds

Advertisement of Pond's Flawless White in Femina

Magazine gives me knowledge about

the advantage of us-ing Ponds

Advertisement of Pond's Flawless

White is attarctive and communicative

67%

79%

70%

3.21

3.70 3.70

To 2 box Mean Score

PERCEIVED OF FRISIAN FLAG

ADVERTISEMENT

Advertisement of Frisian Flag makes me wants to try the product for my child

Advertisement of Frisian Flag in Fem-ina Magazine gives

me information about the advatage of consuming Frisia

Flag

Advertisement of Frisian Flag is attarctive and communicative

47%

68%

79%

3.31

3.703.78

Top two box Mean Score

PERCEIVED OF TUPPERWARE

ADVERTISEMENT

Advertisement of Tupperware en-

courage me to use the product

Advertisement of Tupperware gives

me information about the advantage

using Tupperware

Advertiement of Tupperware is at-

tractive and Communicative

100%

100%

100%

4.00 4.00 4.00

Top two Box Mean Score

THANK YOU