MYTH BUSTING MAGAZINE MEDIA GROWTH IN PRINT MIGHT BE FLAT BUT DIGITAL IS GROWING PEOPLE DONT READ MAGAZINES IN PRINT ANYMORE MYTH LATEST NRS RESULTS SHOWED 35 OUT OF 69 MONTHLY TITLES GREW IN PRINT ID: 763596
Download Presentation The PPT/PDF document "MYTH BUSTING MAGAZINE MEDIA GROWTH IN P..." is the property of its rightful owner. Permission is granted to download and print the materials on this web site for personal, non-commercial use only, and to display it on your personal computer provided you do not modify the materials and that you retain all copyright notices contained in the materials. By downloading content from our website, you accept the terms of this agreement.
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% o f 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 c onsumer 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 FOLLOWERS 14 MILLION +1’S 8.3 MILLION FOLLOWERS 10.9 MILLION FOLLOWERS 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: Affinity Unique Top of mind Meets their nedds 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 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: insight@magnetic.media