factbook13-f1B
8/9/13
10:29 AM
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powerful relationships that influence, inspire and endure
dual immersion in edit and ads extraordinary engagement positive ad receptivity
factbook13-f1B
8/9/13
10:29 AM
Page 2
Welcome to the 2013/2014 MPA Magazine Media Factbook. As publishers continue to innovate and experiment across print and digital, I am excited and optimistic about the future of our industry. This year’s Factbook shows that magazine media brands satisfy readers when, where and how they choose—and our expanded digital section helps prove it. I am confident you’ll find our annual overview of magazine media facts, figures and trends both useful and enlightening—and I invite you to contact me with any questions, observations or good news. As I’ve said before, there’s never been a better time to be in the magazine media industry! — Mary G. Berner
President and Chief Executive Officer, MPA — The Association of Magazine Media
MAGAZINE MEDIA USP Magazine media deliver powerful relationships that influence, inspire and endure. The magazine media brand experience is based on trusted editorial, complemented by relevant advertising. This dual immersion in edit and ads satisfies the interests and passions of millions of readers—when, where and how they choose. The reader’s commitment to this unique brand experience results in superior levels of ad receptivity, online search, purchase intent and extraordinary engagement in and sharing of both edit and ads.
powerful relationships 91% of all adults, 94% of adults under 35 and 96% of adults under 25 read print or digital magazines. —page 7 The top 25 print magazines reach far more adults and teens than the top 25 regularly scheduled primetime TV shows. —page 12 90% of college students read magazine media in the past month. —page 22
Magazine readers are more likely than nonreaders to make online purchases. —page 23
Magazine media apps are top sellers in key iPad categories. —page 61 The digital-only magazine media audience grew 84% from spring 2012 to spring 2013. —page 62
Since starting to read digital magazines, more than 25% say they have increased their reading time spent with magazine media. —page 69
influence, inspire and endure Magazines and magazine readers influence purchase decisions. —pages 14-15, 21-22, 26-30, 32-50
Across 60 product categories, magazines rank #1 or #2 among super influentials — more than any other medium. —page 32
More than half of digital magazine consumers read or reread back issues. —page 78 Magazine media readers are extremely active social media users. —pages 79-81 More than 150 print magazine titles have thrived for more than 50 years; only 9 TV programs can say the same. —page 84
2
dual immersion/superior ad receptivity Magazines outperform most other media in: fit with content, credibility, delivering valuable information and influencing purchase decisions. —pages 14 and 17 Print magazines are the most preferred place to look at advertising and rank #1 in commanding consumer attention and advertising acceptance. —page 16 Both print and digital readers take action as a result of magazine media ads. —page 72
extraordinary engagement in and sharing of edit and ads Print magazines are #1 in triggering QR code response. —page 24 Digital readers want to buy directly from magazine media ads (67%) and articles (62%). —page 72 Consumers are thoroughly engaged with magazine media across social networking platforms. —pages 79-81
superior purchase intent/online search Magazine readers spend time and money online. —page 23 Magazine media advertising outperforms TV and online for critical purchase drivers. Viewing ad campaigns multiple times pushes awareness metrics even higher. —pages 26-27 Magazine advertising increases sales across key categories. —pages 28-29 Magazines deliver influential consumers who take action and influence purchases of friends and family. —pages 32-35, 37, 39-49
3
Magazine Media Factbook 2013/2014
TA B L E O F C O N T E N T S
Readership 7 8 9 10 11 12
Readership is high across age groups Readership is consistent across generations Young adults read more magazines than adults 35+ Readership is diverse Magazine media accumulate reach quickly Magazines outreach primetime TV
13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 30
Magazines are #1 in reader engagement Magazines are influential Magazine ads motivate readers to take action Consumers and marketers value magazines Consumers value magazine advertising September issue fashion advertising Magazine ads attract affluent consumers Magazine readers are early adopters Magazine readers are trusted influencers Readership is high among college students Magazine readers spend more time and money online Magazines trigger QR code response Magazine readers are cell phone savvy Magazines impact critical purchase drivers Ad frequency improves brand metrics Magazine ads increase sales Magazines are critical to food purchases
Engagement
Influence and Accountability 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50
Magazine readers are super influencers Affluent: Luxury goods buyers read magazines Auto: Magazines drive automotive growth Auto: Magazines reach purchasers and influencers Auto: Magazine media ads motivate purchase Retail: Magazines make an impact in every shopping segment Finance: Affluent investors read magazines Food: Super influencers consume magazines Going green: Environmental influencers read magazines Healthcare: Magazines reach super influencers Healthcare: Magazine readers take action Healthcare: Magazine readers are #1 healthcare influencers Entertainment: Enthusiasts are magazine readers Technology: Magazine readers are super influencers Home: Magazines reach purchasers and super influencers Home: Magazines inspire remodeling and renovations Travel: Magazines reach travelers Retail: Super influencers read magazines Marketing mix modeling
Digital Devices 52 53 54 55
Profile: Digital edition readers Profile: Tablet owner demographics U.S. tablet penetration Tablet usage/market share (OEM) 4
Magazine Media Factbook 2013/2014
56 57 58 59 60
TA B L E O F C O N T E N T S
Tablet owner profile Tablets drive reader engagement Tablet owners are magazine readers Smartphone growth/market share (OEM) Smartphone owner profile
Digital Editions and Apps 61 62 63 64 65 66 67 68 69 70
Magazine apps are top sellers Magazine apps are increasing Magazine issue downloads are up Magazine downloads by category Paid digital content overview Digital newsstand user profile Satisfaction with digital subscriptions Digital magazine shopping behavior Time spent with digital editions Where print/digital editions are read
Digital Readers 71 72 73 74 75
Digital magazines drive online action Digital magazine ad engagement Digital magazine ads lead to results Tablets boost brand awareness U.S. mobile shopping trends
77 Tablet metrics 78 Readership of enhanced ads
Social Media 79 Avid readers are socially savvy 80 Readers are social media enthusiasts 81 Activity on social networks
Audience and Distribution 83 84 85 86 87 88
Magazine launches by category Magazine titles endure Number of magazines 2003-2012 Audience/subscription/single-copy sales Print and digital distribution Retail: Behavior and sales
Editorial and Advertising 89 90 91 92 93 94
Top ad categories by revenue Ad pages and rate card ad revenue Magazines in the advertising mix Top brands by magazine ad spending Editorial to advertising ratio Impact of ad unit size and position and readership by month and quarter 95 Pages by editorial category
Digital Metrics 76 Digital Edition Standardization Initiative (DESI)
96 MPA Information Center and contacts 5
Get the FREE MPA Factbook NOW! GET THE APP! Download the free MPA Factbook app from the App Store™ or Google Play™ store. Quick link to download the app ScanNow.mobi/MPA. SCAN With the app launched, hold your smartphone above any page in the printed Factbook and tap your phone to scan it. GET MORE! See the pages of the Factbook come to life! Get up-to-date content and information, share stats with colleagues and experience interactive print first-hand. Provided by Nellymoser in collaboration with MPA.
6
91% of Americans read magazine media Magazines read in the last six months (print and digital editions)
91%
94%
96%
of adults
of those under 35
of those under 25
Base: U.S. adults 18+ Source: GfK MRI, Spring 2013
readership
7
Print magazine readership is more consistent across generations than other media Median age by media usage
(index)
U.S. population 46.0
GenXers
born 1965–1976
Millennials born 1977–1994
magazines
99
106
98
internet
83
93
141
118
74
61
96
116
100
49.5
newspapers
46.9
tv
45.2
magazines
44.7
radio
internet
41.7
Boomers
born 1946–1964
tv radio
Base: Percent of coverage among adults 18+, HHI $50K+ Note: Heavy media usage = top quintile of usage for each medium (ranking excludes newspaper) Source: GfK MRI, Fall 2012
Note: Magazine and newspaper numbers represent print only Source: GfK MRI, Fall 2012
readership
8
Adults under 35 read more magazines per month than adults 35+ Print readership by age issues read in past month (median) index
“heavy” magazine readers–top quintile index
total
under 25
under 35
35+
50+
6.4
6.7
6.4
6.4
6.2
100
105
100
100
97
20.0
22.8
21.1
19.5
18.2
100
114
106
98
91
Base: U.S. adults 18+ Source: GfK MRI, Spring 2013
readership
9
Magazine readership is diverse
91%
87%
86%
of African–American adults
of Asian–American adults
of Hispanic–American adults
are print magazine readers.
read print magazines. They
read print magazines. They
They read an average of 14.6
read an average of 9.5 issues
read an average of 10.2 issues
issues per month, compared
a month, close to the average
per month, slightly higher than
to 10.0 issues per month for
number of issues for all
the U.S. average.
all U.S. adults.
U.S. adults.
Source: GfK MRI, Fall 2012
readership
10
Readership starts strong and keeps growing–across platforms Weekly/Biweekly audience accumulation by week
Monthly audience accumulation by week
100
100
80
80
60
60
40
40
20
20
0
0 -1
1
2
3
4
5 print
6 digital
-1
1
2
3
4
5
6 print
7
8
digital
Note: Print magazine reach begins accumulating audience before the actual on-sale date. The on-sale date is the actual date the magazine will appear on the newsstand or is likely to arrive in subscriber households. For weeklies, it is generally one week earlier than the cover date of the magazine. For monthlies, the on-sale date is generally weeks ahead of the cover date. Source (print): GfK MRI, Fall 2012. GfK MRI variable used cume % GRPs Source (digital): Time Inc. Digital Magazine Ad Reporting, 2012. Findings reported based on data for all Time Inc. titles
readership
11
Gross ratings points (GRPs) of top 25 magazines and primetime TV programs adults 18+ 198 134
Magazines steal the show vs. primetime
magazines primetime tv adults 18-34
205 79 adults 18-49 197 95 men 18-49 208 98 men 18-49 HHI $75K+ 223 99 women 18-49 270 100
The top 25 print magazines reach more adults (+48%) and teens (+193%) than the top 25 regularly scheduled primetime TV programs.
women 18-49 HHI $75K+ 316 114 african-americans 18-49 327 111 teens 12-17 158 54 Note: Total GRPs equal the rating of the top 25 vehicles of each medium added together Source: Carat Insight/Nielsen, September 2012-March 2013 (regularly scheduled, primetime programs). Nielsen defines primetime as Monday to Saturday 8pm to 11pm and Sunday 7pm to 11pm; GfK MRI, Fall 2012; GfK MRI Twelveplus, 2012; TV ratings based on Live+7 data
readership
12
Magazines are #1 in reader engagement The average reader spends 40 minutes reading each print issue. Source: GfK MRI, Fall 2012
#1 in ad receptivity (index) ad attention / receptivity magazines
116 internet
95
+
96
tv
inspirational 112 95 99 life-enhancing 111 103 89 trustworthy 108 100 95 social interaction 106 96 101 +Ad-supported programs only Source: Experian Marketing Services, Simmons Multi-Media Engagement Study, Fall 2012
engagement
13
(index)
People are most influenced and inspired by magazine media
ad-supported tv networks
magazines
websites
I pay attention to or notice ads
145
85
90
Ads fit well with the content
139
96
86
It is a way to learn about new products
135
100
77
Inspires me in my own life
135
96
88
Gets me to try new things
131
100
81
I get valuable info from the ads
130
96
83
Ads help me make purchase decisions
130
100
85
I am more likely to buy products in ads
125
95
85
Inspires me to buy things
122
109
78
I trust it to tell the truth
113
107
84
It is an escape for me
111
77
114
Source: Experian Marketing Services, Simmons Multi-Media Engagement Study, Fall 2012
engagement
14
59% of readers took action or plan to take action as a result of exposure to specific print magazine ads.
Advertising effectiveness by position noted
action taken
first quarter of book
55%
58%
second quarter of book
50
58
third quarter of book
49
60
fourth quarter of book
50
59
actions include: have a more favorable opinion about the advertiser consider purchasing the advertised product or service gather more information about advertised product or service
Note: Includes all ads, size/color and cover positions Source: GfK MRI Starch, January-December 2012
recommend the product or service visit the advertiser’s website purchase product or service clip or save the ad visit or plan to visit dealership Source: GfK MRI Starch, January-December 2012
engagement
15
Ad wantedness: Magazines are #1 for consumers and marketers Where do you prefer to look at an ad?
Media that command consumers’ full attention consumers marketers
ads in print
26%
favorite print magazine
45%
55%
tv commercials
18
favorite tv show
23
21
billboards
16
favorite website
11
13
radio ads
15
billboard
10
4
online ads
7
6
2
ads in mobile apps or games
5
Note: Percent who rated their attention level 4 or 5 on a scale of 1-5 Source: Adobe Systems Click Here Study, October 2012
window display social media
3
2
apps
0
1
Source: Adobe Systems Click Here Study, October 2012
Advertising acceptance — adults stating where ads should be eliminated in the websites visited
43%
in the tv programs watched
42
on the radio stations listened to
35
in the magazines read
24
Source: ORC Caravan, February 2013
engagement
16
Magazines: Where the ads are welcome Consumer experiences with advertising age
print magazines
internet
tv
radio
newspapers
MORE POSITIVE DRIVERS
Ads provide useful information about new products and services
18+ 18-24
47% 41
35% 39
54% 50
36% 35
47% 33
Ads provide information about product use of other consumers
18+ 18-24
38 36
30 36
40 40
30 31
40 32
Ads have no credibility
18+ 18-24
20 24
31 35
31 30
25 29
18 23
Ads appear at inconvenient moments
18+ 18-24
21 25
44 45
50 46
36 40
19 22
All ads are alike
18+ 18-24
24 29
32 38
33 38
31 38
21 27
Ads are repeated too often
18+ 18-24
28 30
45 48
63 59
48 49
23 26
FEWER NEGATIVE DRIVERS
Statements: Agree strongly or agree somewhat Source: GfK MRI, Fall 2012
engagement
17
Passion for fashion: What’s a September issue without advertising? Number of print ad units 1/3-page or larger (September issues) 1,592
1,582
1,663
1,681
2011
2012
1,355
2008
2009
2010
Note: Ad units are not equivalent to ad pages, as an ad unit can number one or more pages Source: GfK MRI Starch, 2008-2012. The following 12 women’s fashion titles were included in the analysis: Allure, Cosmopolitan, Elle, Glamour, Harper’s Bazaar, InStyle, Lucky, Marie Claire, Self, Vanity Fair, Vogue and W
engagement
18
Magazine media grab the attention of affluent consumers Considerable or some interest in any advertising seen or heard in the past 30 days total adults
<35
35-54
55+
HHI $75K+
HHI $100K+
inside airplanes
84%
94%
49%
50%
46%
35%
magazines
71
76
75
62
68
67
tv
70
70
70
68
64
64
smartphones
68
66
67
81
52
41
newspapers
66
66
66
66
63
61
medical offices
64
79
68
54
61
48
tablets
62
72
57
57
49
52
airports or airport lounges
59
58
40
71
53
49
Facebook and other social media
59
70
54
53
57
54
office building lobbies
56
78
63
4
39
32
Source: Special tabulations from the Shullman Luxury and Affluence Monthly Pulse, March 2013
engagement
19
Magazine readers are early adopters
Early adopters and media use
(index)
print magazines
internet*
tv
radio
electronics
141
177
59
101
81
leisure
137
217
58
108
65
super innovators (3+ segments)
137
188
53
100
80
personal care/health
129
109
73
105
99
food
122
120
74
95
101
financial
119
165
57
96
84
newspapers
Base: Top quintile of usage for each medium, indexed to adults 18+ Source: GfK MRI, Fall 2012
engagement
20
Trusted influencers are heavy print magazine users (index) vacation travel
Magazine readers recommend products and services to others
123 111 85 103 107
magazines internet tv radio newspapers
healthcare 119 103 107 100 113 automotive 119 104 96 113 101 finance 118 113 99 109 112 technology 116 141 82 104 79 food 109 106 93 100 96 Source: GfK MRI, Fall 2012. Top quintile of usage for each medium, indexed to adults 18+. Category influentialsâ&#x20AC;&#x201D;recommenders are defined as people who frequently recommend products and services
engagement
21
Magazine media: Head of the class among college students 90% read a magazine in the last month.
89% visit websites they see in magazines
When was the last time you...
84% purchase an item after seeing it in a magazine
84% redeem specials and promotions they see in magazines
63% use coupons from magazines to make purchases
read a magazine got a fashion idea from a magazine
within last year
100% 85
within last 6 months
within last month
within last week
97%
90%
65%
74
54
24
How often do you... monthly
(about) every 6 months
(about) once every year
visit websites you see in magazines
34%
21%
11%
take advantage of specials or promotions you see in magazines
35
18
12
use coupons from magazines to make a purchase
22
15
9
purchase an item after seeing it in a magazine
27
32
21
ADDITIONAL FINDINGS
84% keep magazines for at least a month, with 25% keeping them longer than a year
70% share magazines with friends and/or borrow them from friends
Note: 387 students surveyed Source: Shweiki/Study Breaks College Media, May 2013
engagement
22
Print magazine readers spend more timeâ&#x20AC;&#x201D;and moneyâ&#x20AC;&#x201D;online
Heavy media usage among consumers with online activity in past 30 days (index)
Magazine readers vs. nonreaders (in the last 30 days)
used the internet magazine readers
83%
nonreaders of magazines
magazines
tv
radio
obtained information for new or used car purchase
151
76
124
97
obtained child care or parenting information
147
63
105
60
looked up movie listings or showtimes
146
69
102
81
obtained information about real estate
144
63
107
97
obtained medical information
142
87
105
105
made personal or business travel plans
139
55
96
112
looked for recipes
128
76
103
101
obtained financial information
123
65
98
94
Base: Top quintile of usage for each medium, indexed to adults 18+ Source: GfK MRI, Fall 2012
64%
Magazines in top tier for driving online search
made a purchase online 45% 26% Source: GfK MRI, Fall 2012
newspapers
adults 18+ male
magazine
31%
28%
female
18-24
25-34
35-44
45-54
55-64
65+
33%
30%
30%
32%
31%
34%
27%
tv/broadcast
32
35
30
31
29
32
35
34
32
cable tv
30
35
26
40
39
33
28
24
19
newspaper
26
27
24
16
17
22
28
34
36
internet advertising
24
25
22
33
27
26
23
21
14
radio
21
23
20
22
25
26
24
19
12
Note: The sum of the percent totals may be greater than 100 because the respondents can select more than one answer. Source: Prosper Media Behaviors & Influenceâ&#x201E;˘ Survey, December 2012
engagement
23
Print magazines are #1 in triggering QR code response
QR code use among younger U.S. consumers is high age 18-24
age 25-34
39%
magazines
36% 38
36 32 31
packaging
19% of Americans have used a QR code.
35
poster
25 21
websites
17 14
email tv
16 9 12 Base: 2,000 consumers in the U.S. Source: Pitney Bowes, QR Codes Use in the U.S. and Europe, 2012
On average, 9.1% of advertising pages had an action code in 2012. Source: Nellymoser Inc., 2012
I have captured QR codes in the following location magazines
15%
13
packaging
13
poster
10 8
websites 5
email tv
4 Base: 2,000 consumers in the U.S. and 1,000 in France, Germany and the UK, respectively Source: Pitney Bowes, QR Codes Use in the U.S. and Europe, 2012
engagement
24
Heavy media usage among consumers who used cell phones in the last 30 days (index) watched a video clip
Print magazine readers are cell phone savvy
140 200 64 115 54
magazines internet tv radio newspapers
used a text message to respond to an ad or make a purchase 136 162 86 121 76 redeemed a mobile coupon 133 161 64 101 66 visited any website 121 157 61 106 71 downloaded an app 115 137 67 112 73 Base: Top quintile of usage for each medium, indexed to adults 18+ Source: GfK MRI, Fall 2012
engagement
25
Magazines outperform TV and online for critical purchase drivers Average impact by single channel exposure % brand ad awareness 11 6 12
magazines online tv
brand favorability 8 3 6 brand purchase intent 7 3 6 Data is Delta. Delta=Controlâ&#x20AC;&#x201C;Exposed Number of respondents: magazine n=49,965; online n=119,901; TV n=79,375 Source: InsightExpress, 2013
engagement
26
More is better! Magazine media frequency improves brand metrics Magazine frequency
Viewing a magazine campaign multiple times pushes awareness
21%
magazine ad awareness brand favorability
18%
purchase intent
metrics even higher.
14% 12% 11%
For the important consumer packaged goods (CPG) category, ad awareness improved 23% for 5+ exposures.
9%
9%
7% 1-2 Exposures
3-4 Exposures
5+ Exposures
Data is Delta. Number of respondents: 1-2 Exp n=37,963, 3-4 Exp n=7,281, 5+ Exp n=4,784 Source: InsightExpress, 2013
engagement
27
Magazine advertising increases sales Households exposed to the print magazine campaign spent significantly more (+3% to +36%) than those
Sales lift per average household Test (exposed) vs. control (unexposed)
FOOD
not exposed (test vs. control). +18%
Positive ROI for all brands +14%
ranged from $1.69 to $19.99 incremental for every media dollar spent. Average ROI: $7.81
+7% +7% +3%
+3%
baked goods
soup
+4% +4%
+5%
+8%
+8%
+5%
Campaign period: 2009-2012 juice
lunch kit
cookies margarine butter frozen substitute entree
pasta sandwich refrigerated salad sauce spread chicken dressing
Note: Average dollar purchases per panel/year (includes nonbuyers) Source: Meredith Corporation/The Nielsen Company, 2012
engagement
28
...across multiple categories +36% +32%
Sales lift per average household Test (exposed) vs. control (unexposed)
OTC
PET CARE
HH GOODS
BEAUTY
+16% +13% +9%
+8% +6% +3% nasal decongestant
pet care
liquid soap
+4%
+5%
air toilet freshener paper
+4%
mouthwash
+10%
+5%
body wash
lotion
feminine care
skin care
bar anti-aging lipstick soap cream
Note: Average dollar purchases per panel/year (includes nonbuyers) Source: Meredith Corporation/The Nielsen Company, 2012
engagement
29
Magazines put your brand on the menu On average, consumers turn to 4.5 information platforms to inform food purchases.
Print magazines are critical in 2 out of 4 stages of influence for food purchase decisions.
1 Demand
Creation
2 Information Processing
3 Trip
Planning
4 Pre-Retail
Preparation
get ideas discover new foods find new uses
create meal plans reinforce choices get nutritional info
create a shopping list find where to get best price/quality
get alerts for deals get coupons save time deciding
• magazines
• magazines
• websites
• circulars
• tv
• tv
• circulars
• websites
• word of mouth
• websites
• social • mobile
Source: Time Inc. and Nielsen, Understanding the Food Purchase Path Study, 2012
engagement
30
Influence and Accountability 32 Magazine readers are super influencers 33 Affluent: Luxury goods buyers read magazines 34 Auto: Magazines drive automotive growth 35 Auto: Magazines reach purchasers and influencers 36 Auto: Magazine media ads motivate purchase 37 Retail: Magazines make an impact in every shopping segment 38 Finance: Affluent investors read magazines 39 Food: Super influencers consume magazines 40 Going green: Environmental influencers read magazines 41 Healthcare: Magazines reach super influencers 42 Healthcare: Magazine readers take action 43 Healthcare: Magazine readers are #1 healthcare influencers 44 Entertainment: Enthusiasts are magazine readers 45 Technology: Magazine readers are super influencers 46 Home: Magazines reach purchasers and super influencers 47 Home: Magazines inspire remodeling and renovations 48 Travel: Magazines reach travelers 49 Retail: Super influencers read magazines 50 Marketing mix modeling
31
Number of times medium ranks #1 or #2 among super influential consumers across 60 product categories: print magazines 42
Magazine readers are super influencers
internet 38 radio 30 outdoor 6 tv 4 newspapers 2 Base: Top quintile of usage for each medium among adults with a HHI of $50K+ Super influentials are defined as people who have great experience in this topic and whose advice on this topic is trusted by friends and family members Source: GfK MRI, Fall 2012
Includes internet magazine activity
influence and accountability
32
Affluent buyers are print magazine readers
Affluent luxury goods buyersâ&#x20AC;&#x2122; spending in past year (index) $1,000+ watches magazines
180 143 108 144
web tv radio
$1,000+ fine jewelry 151 123 103 139 $3,000+ fine jewelry 154 131 115 163
Heavy media usage among super influential consumers for luxury goods purchases (index) magazines *internet
tv
$10,000+ apparel and accessories
newsradio papers
beauty
153
164
66
123
72
fashion
142
176
79
145
94
interior decorating
139
134
76
122
105
Base: Top quintile of usage for each medium, indexed to adults 18+ Source: GfK MRI, Fall 2012. Super influentials are defined as people who have great experience in this topic and whose advice on this topic is trusted by friends and family members
169 149 113 141 $1,000+ day spa 177 159 78 126 $2,000+ skin care/cosmetics/fragrance 168 154 132 139 Heavy media users, indexed to adults 18+, HHI $100,000+ Source: Mendelsohn Affluent Survey, 2012
influence and accountability
33
Magazines drive automotive growth among affluent consumers Average new vehicle price was a record high $28,586. Median HHI of a new car buyer or lessee was $94,619â&#x20AC;&#x201D; 60% higher than the median HHI for the total U.S. (2012).
Print magazines deliver consumers with the highest auto purchase intent (index to general population) Very likely to buy or lease a new car in the next 12 months 131
magazines
110
internet
99
tv radio
115 newspapers
93
Note: Reflects heavy users of each medium (1 on 5 point scale) Source: GfK MRI, 2012
Print magazines and internet index highest for reaching affluent consumers (index to general population) Heavy media usage among those with HHI $100K+ 120 121 49 88 114 Source: GfK MRI, Fall 2012
Includes internet magazine activity
Sources: J.D. Power and Associates as reported by Automotive News; GfK MRI, Fall 2012
influence and accountability
34
Print magazines take the wheel: #1 or #2 in influencing auto buyers
Heavy media usage among consumers who intend to purchase a vehicle (index) very/somewhat likely to buy in next 12 months magazines
internet*
tv
radio
newspapers
hybrid/alt. fuel vehicle
121
111
86
116
78
4-door car
119
112
91
114
91
sport utility vehicle
116
116
87
113
86
any vehicle
112
107
92
112
89
Base: Top quintile of usage for each medium, indexed to adults 18+ Source: GfK MRI, Fall 2012
Heavy magazine usage among auto super influential consumers (index) 112
magazines
119
internet
76
tv
107
radio newspapers
92
Base: Top quintile of usage for each medium among adults with a HHI of $100K+, indexed to adults with same HHI Source: GfK MRI, Fall 2012. Super influentials are defined as people who have great experience in this topic and whose advice on this topic is trusted by friends and family members
Includes internet magazine activity
influence and accountability
35
Magazine media ads motivate auto purchase Magazines beat online and TV in the automotive category.
In combination, magazines excel with both online and TV in driving awareness of advertising.
Automotive: average impact by single-channel exposure
Automotive: average impact by channel combinations
% brand ad awareness 5
% brand ad awareness magazines
11 online
tv
9
18
magazines + online
17
online + tv
brand favorability
brand favorability 7
7
3
7
4
magazines
11
4 brand purchase intent
brand purchase intent
4
4
1
1
4
2 Note: Data is Delta: Delta=Control-Exposed. Number of respondents: magazine n=12,139; online n=18,908; TV n=6,188 Source: InsightExpress, 2013
Note: Data is Delta: Delta=Control-Exposed. Number of respondents: magazine only n=12,139; magazine + online n=3,423; online + TV n=2,767 Source: InsightExpress, 2013
influence and accountability
36
In every shopping segment, print magazines make an impact
Heavy media usage among super influential consumer segment (index) beauty 150 146 77 112 72
magazines internet tv radio newspapers
household furnishings 147 126 105 100 129 fashion (clothes, shoes and other fashion) 145 166 97 137 101 home electronics 124 154 108 113 86 Base: Top quintile of usage for each medium among adults with a HHI of $50K+, indexed to adults with same HHI Source: GfK MRI, Fall 2012. Super influentials are defined as people who have great experience in this topic and whose advice on this topic is trusted by friends and family members
Includes internet magazine activity
influence and accountability
37
On the money: Affluent investors read print magazines used full-service broker in past year (index) 142
magazines
104
web
113
tv
115
radio
value of financial accounts by HH (liquid assets) $250,000+ 117 98 104 98 Heavy media users, indexed to adults 18+, HHI $100,000+ Source: Mendelsohn Affluent Survey, 2012
Includes internet magazine activity
influence and accountability
38
Food influencers consume print magazines
Heavy media usage among super influential consumers for food purchases (index) grocery shopping magazines
137
internet
122 tv
83
radio
132 newspapers
105 new food items 131 135 88 124 101 snacks 144 151 75 143 81
Base: Top quintile of usage for each medium, indexed to adults 18+ Source: GfK MRI, Fall 2012. Super influentials are defined as people who have great experience in this topic and whose advice on this topic is trusted by friends and family members
Includes internet magazine activity
influence and accountability
39
Going green: Print magazines reach environmentally conscious consumers
tv
145
143
33
green at their best
113
99
91
93
102
101
Base: Top quintile of usage for each medium, indexed to adults 18+ Source: GfK MRI, Fall 2012
magazines
121 97 99 120 93
internet tv radio newspapers
I have a great deal of knowledge/experience in environmentally friendly products
I have participated in public activities in the past 12 months
green advocates
ungreen (least green)
My family and friends often ask for and trust my advice on environmentally friendly products
115 110 86 111 94
Segmentation by environmental friendliness magazines internet*
Media usage among environmentally friendly consumers (index)
110 106 92 99 112 Super influential consumers for environmentally friendly products 142 134 55 150 110 Base: Top quintile of usage for each medium, indexed to adults 18+ Source: GfK MRI, Fall 2012
Includes internet magazine activity
influence and accountability
40
Print magazines: Just what the doctor ordered
Heavy media usage among super influential consumers for healthcare categories (index) prescription drugs magazines
149 132 69 122 95
internet tv radio newspapers
physical fitness 134 129 60 120 87 healthy lifestyle 132 140 58 113 96 healthcare 129 125 72 122 102 Base: Top quintile of usage for each medium, indexed to adults 18+ Source: GfK MRI, Fall 2012. Super influentials are defined as people who have great experience in this topic and whose advice on this topic is trusted by friends and family members
Includes internet magazine activity
influence and accountability
41
Magazine media are the #1 prescription for healthy results vs.all media Magazine readers are far more likely to take action on healthcare ads than users of any other medium.
Actions taken in the last 12 months as a result of healthcare advertising (index) magazines
internet*
tv
radio
newspapers
returned a free sample card
170
113
117
148
100
switched to a different brand
155
90
132
134
130
discussed an ad with a friend or relative
152
104
131
129
126
visited a pharmaceutical companyâ&#x20AC;&#x2122;s website
147
136
116
87
82
consulted a pharmacist
143
91
114
107
118
asked a doctor for a prescription sample
141
87
128
113
108
discussed an ad with your doctor
133
84
111
120
120
asked doctor to prescribe a specific drug
132
106
120
92
115
purchased a nonprescription product
125
101
115
104
106
Base: Top two quintiles by medium, indexed to adults 18+ Source: Kantar Media, MARS Consumer Health Study, 2013
influence and accountability
42
Magazine readers: #1 in influencing healthcare decisions Consumers who make their own personal healthcare decisions and influence those of their friends and family are most likely to be magazine readers. Consumer attitudes any agreement
magazines
internet*
tv
radio
newspapers
I am more knowledgeable about medicines because of the information provided in pharmaceutical advertising
131
96
111
98
116
I trust pharmaceutical companies that advertise the medications I take
131
84
120
103
105
Friends come to me for advice about healthcare and medications
125
118
102
96
120
I often discuss new prescription medicines with my doctor
124
94
117
101
107
I am willing to pay extra for prescription drugs not covered by health insurance
119
96
103
99
116
I research healthcare information so that I am better informed about different healthcare options
117
109
95
100
110
Base: Top two quintiles by medium, indexed to adults 18+ Source: Kantar Media, MARS Consumer Health Study, 2013
influence and accountability
43
Magazines are a hit among entertainment enthusiasts Top media usage for entertainment activities (index) print magazines
internet*
tv
radio
newspapers
attended movies 2–3 times per month in last 90 days
134
152
85
117
103
category influential consumers: movies
129
140
91
104
83
prefer to see a new movie on opening weekend
121
132
90
109
83
purchased 3+ video games in past 12 months
130
137
74
109
63
bought 5+ CDs in last 6 months
118
127
92
108
117
bought a home theater or entertainment system in last 12 months
118
118
91
117
72
very/somewhat likely to buy portable DVD player in next 12 months
117
103
102
117
81
Base: Top quintile of usage for each medium, indexed to adults 18+ Note: Heavy newspaper and heavy radio is unstable for “bought a home theater or entertainment system” Source: GfK MRI, Fall 2012
influence and accountability
44
Print magazine readers are tech influencersâ&#x20AC;&#x201D; second only to online
Heavy media usage among super influential consumers for technology purchases (index) home electronics magazines
131 176
internet tv
82
radio
118 newspapers
79 mobile phones 130 170 64 124 75 new technology 118 198 60 107 80
Base: Top quintile of usage for each medium, indexed to adults 18+ Source: GfK MRI, Fall 2012. Super influentials are defined as people who have great experience in this topic and whose advice on this topic is trusted by friends and family members
Includes internet magazine activity
influence and accountability
45
Magazines are prime real estate for reaching home influencers Heavy media usage among super influential consumers for home improvement purchases (index)
Print magazine readers #1 of all media in home spending (index) magazines
web*
tv
household furnishings
radio
144
magazines
$1,000+ HH appliances
121
111
112
103
$3,000+ HH appliances
129
121
92
122
122
radio
$3,000+ furniture
133
121
104
117
122
newspapers
$1,000+ decorating services
134
124
119
148
139
$3,000+ decorating services
149
139
111
162
$5,000+ decorating services
139
140
108
176
$10,000+ remodeling services 134
123
124
138
132
internet
81
tv
interior decorating 134 76 122 105
Heavy media users, indexed to adults 18+, HHI $100,000+ Note: Dollars reflect money spent in last year Source: Mendelsohn Affluent Survey, 2012
home remodeling 121 114 72 133 99 Base: Top quintile of usage for each medium, indexed to adults 18+ Source: GfK MRI, Fall 2012. Super influentials are defined as people who have great experience in this topic and whose advice on this topic is trusted by friends and family members
influence and accountability
46
Magazines build passion for remodeling and renovation Heavy media usage among consumers who intend to make home improvements (index) very/somewhat likely in next 12 months print magazines
internet*
tv
radio
buy second house or vacation home
129
117
93
122
87
convert room to home office
123
109
95
91
115
add rooms or exterior additions
123
106
92
103
96
remodel kitchen
105
103
97
96
107
newspapers
Base: Top quintile of usage for each medium, indexed to adults 18+ Source: GfK MRI, Fall 2012
Includes internet magazine activity
influence and accountability
47
Magazines: The #1 destination for travelers
Heavy media usage among travelers (index) very/somewhat likely next 12 months: take a cruise (1 day+) 121 112 86 106 108
magazines internet tv radio newspapers
very/somewhat likely next 12 months: vacation abroad 116 116 80 94 104 very/somewhat likely next 12 months: vacation in the U.S.
Affluent travelers use print magazines most travel activity
web*
tv
radio
Europe in past 3 years 132
magazines
120
89
108
$5,000+ vacation outside U.S.
121
96
101
110 105 77 97 106 agree completely/somewhat: others ask my advice about vacation travel
125
Heavy media users, indexed to adults 18+, HHI $100,000+ Source: Mendelsohn Affluent Survey, 2012
111 109 93 109 93 Base: Top quintile of usage for each medium, indexed to adults 18+ Source: GfK MRI, Fall 2012
influence and accountability
48
Magazines influence every shopping segment
Super influential consumers for packaged goods purchases are heavy users of print magazines (index) cleaning products magazines
158 114 99 151 98
internet tv radio newspapers
snacks 144 151 75 143 81 new food items 131 135 88 124 101 products for babies and children 130 121 54 112 62 healthcare 129 125 72 122 102 Base: Top quintile of usage for each medium, indexed to adults 18+ Source: GfK MRI, Fall 2012. Super influentials are defined as people who have great experience in this topic and whose advice on this topic is trusted by friends and family members
influence and accountability
49
New insight strengthens marketing mix story Magazines have traditionally been represented in ROIrelated analyses through average or single issue net audience. Incorporating average page exposure and audience accumulation more accurately represents gross impressions per issue.
More granular magazine data increases accuracy of magazine delivery reach for weeklies
APX adjusted gross impressions for weeklies
reach for monthlies
APX adjusted gross impressions for monthlies
+571%
+337%
-3 -2 -1 1
3
5
7
9
11
13
15
17
19
21
23
25
Source: GfK MRI/ The Martin Agency, 2012
influence and accountability
50
Digital Devices
Digital Readers
52 Profile: Digital edition readers
71 Digital magazines drive online action
53 Profile: Tablet owner demographics
72 Digital magazine ad engagement
54 U.S. tablet penetration
73 Digital magazine ads lead to results
55 Tablet usage/market share (OEM)
74 Tablets boost brand awareness
56 Tablet owner profile
75 U.S. mobile shopping trends
57 Tablets drive reader engagement 58 Tablet owners are magazine readers 59 Smartphone growth/market share (OEM) 60 Smartphone owner profile
Digital Metrics 76 Digital Edition Standardization Initiative (DESI) 77 Tablet metrics
Digital Editions and Apps
78 Readership of enhanced ads
61 Magazine apps are top sellers 62 Magazine apps are increasing
Social Media
63 Magazine issue downloads are up
79 Avid readers are socially savvy
64 Magazine downloads by category
80 Readers are social media enthusiasts
65 Paid digital content overview
81 Activity on social networks
66 Digital newsstand user profile 67 Satisfaction with digital subscriptions 68 Digital magazine shopping behavior 69 Time spent with digital editions 70 Where print/digital editions are read
51
Who reads digital editions? subscribers
digital only
print only
median age
44.6
54.8
male
60%
47%
female
40%
53%
130.0K
117.4K
average income
Source: CondĂŠ Nast Digital Subscriber Survey, June 2012
Profile: Tablet magazine readers male female
percent
index
54.6 45.4
111 89
5.3 15.3 28.2 21.1 17.5 7.4 5.3
87 106 127 108 94 70 61
7.8 17.5 19.4 16.6 38.7
87 99 98 97 107
age 13-17 18-24 25-34 35-44 45-54 55-64 65+ annual household income less than $25,000 $25,000-$50,000 $50,000-$75,000 $75,000-$100,000 $100,000+
Note: Magazine readership on tablets (3-month average ending August 2012; percent of total U.S. tablet owners, age 13+) and index to average tablet owner Source: comScore TabLens, October 2012
digital devices
52
Tablet owners: Affluent and educated
Adults who own a tablet computer all adults (n=2,252) men (n=1,029) women (n=1,223)
34% 32 35
age 18-24 (n=243) 25-34 (n=284) 35-44 (n=292) 45-54 (n=377) 55-64 (n=426) 65+ (n=570)
33 37 49 38 28 18
race/ethnicity white, non-Hispanic (n=1,571) black, non-Hispanic (n=252) Hispanic (n=249)
33 32 34
annual household income less than $30,000/yr (n=580) $30,000-$49,999 (n=374) $50,000-$74,999 (n=298) $75,000+ (n=582)
20 28 38 56
education level less than high school (n=168) high school graduate (n=630) some college (n=588) college graduate+ (n=834)
17 26 35 49
Source: Pew Research Centerâ&#x20AC;&#x2122;s Internet & American Life Project, Tracking Survey, April 17-May 19, 2013. N=2,252 adults ages 18+. Interviews were conducted in English and Spanish and on landline and cell phones. Margin of error is +/- 2.3 percentage points
digital devices
53
Home and away: Half of U.S. adults will own a tablet by 2014 40% of online U.S. adults now own a tablet. Source: Consumer Electronics Association (CEA) ® CEA’s Consumer Outlook on Tablets: Q2 2013
U.S. tablet users and penetration 2011-2016 tablet users (millions) percent of population percent of internet users
+11.1 143.2
percent of change
Percent of American adults ages 18+ who own a tablet computer
+7.8 154.5
+18.8 129.0 +37.3 108.6
34
+134.6 79.1 18 44 +158.6 33.7 8
33 34
15
40
56
59
44
47
2015
2016
25
3 2010
51
2011
2012
2013
Source: Pew Research Center’s Internet and American Life Project tracking surveys May 2010-2013
11 2011
2012
2013
2014
Note: Individuals of any age who use a tablet at least once per month Source: eMarketer, December 2012
digital devices
54
Apple: The core of tablet sales Tablet usage share by OEM
iPad tops global tablet shipments with 65.7 million in 2012 (units in millions)
5% Samsung Galaxy tablets 7% Amazon Kindle Fire
Q2
Q3
Q4
full year
11.8
17.0
14.0
22.9
65.7
52.5%
Samsung
2.3
2.4
4.6
7.9
16.1
12.9
Amazon
0.7
1.3
2.5
6.0
10.5
8.4
ASUS
0.6
0.9
2.4
3.1
6.4
5.1
Barnes & Noble
n/a
n/a
0.2
1.0
1.2
1.0
Other
3.7
3.5
6.5
11.6
25.3
20.2
Apple
3% Other 1% Other Android tablets 1% Barnes & Noble NOOK 2% Google Nexus tablets
82% Apple iPads (all)
+share of market
Q1
+ Estimated Source: IDC, 2013
Tablet market share Q1 2012 vs. Q1 2013
Note: Share of U.S. and Canadian tablet web traffic Source: Chitika, Inc., May 2013
2012
2013
Apple
58.1%
39.6%
Samsung
11.3
17.9
percent of growth
-31.8% 58.4%
Source: IDC Worldwide Tablet Tracker, May 2013
digital devices
55
Tablet owner profile Original equipment manufacturer (OEM) base
Apple
Samsung
Amazon
Barnes & Noble
iPad 925
Galaxy 193
Kindle Fire 396
NOOK 99
male
52%
54%
40%
39%
female
48
46
60
61
Tablet owner by gender male 49%
female 51%
Base: Adults 18+ Source: Ipsos MediaCT LMX Study, Wave 10, Fall 2012
Tablet owner by age 18-34
49
46
39
37
35-54
38
46
46
43
55+
12
8
15
19
HHI <$100K
71
86
76
74
HHI $100K+
24
11
17
19
Base: Adults 18+ Note: HHI does not add up to 100% as there is a “Prefer Not to Answer” selection Source: Ipsos MediaCT LMX Study, Wave 10, Fall 2012
7%
13%
17%
17%
18%
13-17
18-24
25-34
35 - 4 4
45 - 5 4
15% 55 -64
14% 65+
Tablet owner by income 17% <$25K
22% $25K to <$50K
21%
14%
$50K to <$75K $75K to <$100K
25% $100K+
Source: comScore TabLens, U.S., 3-month average ending December 2012
digital devices
56
Magazines available on both tablets and smartphones see increased engagement Consumers want to read digital magazines wherever they go. When a magazine is available on a tablet and a smartphone, readers access it on both platforms, increasing the number of reading sessions per month and the number of pages read per session. Reading session usage February 2013
30.3
Mobile reading: engagement by device type reads on tablet 75% of the time
2% other
tablets smartphones 10.0 2.9
1.7
frequency reads per month
reads on smartphone 23% of the time
engagement pages per session
Note: Analysis based on 223.5 million reading sessions to 100 digital magazine apps between January 2012 and February 2013. Source: Adobe Systems Incorporated, 2013
digital devices
57
Traditional media consumption by owners of tablets and e-readers (index)
Tablet owners = magazine media readers
own any tablet magazines
124 152 57 94 92
internet tv radio newspapers
own any e-reader 121 137 72 87 114
Tablet owners who read magazines
own any iPad 121 151 51 87 90
almost every day 10% at least once a week 13%
own any Kindle 1-3 times a month 17% once a month 40% Base: Total U.S. tablet owners age 13+ Source: comScore TabLens, 3-month average ending August 2012
122 138 66 96 120 Source: GfK MRI, Fall 2012
Includes internet magazine activity
digital devices
58
Smartphones dominate U.S. mobile market U.S. smartphone growth (millions) January 2012
U.S. smartphone subscriber market share by OEM
101.3
August 2012
116.5
14% Other January 2013 May 2013
129.4 141.0
Base: Total U.S. smartphone subscribers age 13+ Source: comScore MobiLens, 2012-2013
7% LG 8% Motorola
39% Apple
Smartphone owners with multiple devices 28% also own a tablet
9% HTC
10% e-reader 4% handheld device
23% Samsung
Note: Share of U.S. smartphone subscribers Source: comScore MobiLens, U.S., 3-month average ending December 2012 Base: Total U.S. smartphone subscribers age 13+ Source: comScore MobiLens, 3-month average ending May 2013
digital devices
59
Smartphone owner profile
Adults within each group who own a smartphone all adults (n=2,252) men (n=1,029) women (n=1,223)
56% 59 53
age
Smartphone owner by gender male 48%
female 52%
18-24 (n=243) 25-34 (n=284) 35-44 (n=292) 45-54 (n=377) 55-64 (n=426) 65+ (n=570)
79 81 69 55 39 18
race/ethnicity
Base: Adults 18+ Source: Ipsos MediaCT LMX Study, Wave 10, Fall 2012
white, non-Hispanic (n=1,571) black, non-Hispanic (n=252) Hispanic (n=249)
Smartphone owner by age
53 64 60
annual household income
7% 13 -17
12%
22%
18 -24
25 -34
21%
18%
12% 8%
35 - 44
45-54
55 - 6 4
65+
less than $30,000/yr (n=580) $30,000-$49,999 (n=374) $50,000-$74,999 (n=298) $75,000+ (n=582)
43 52 61 78
education level
Smartphone owner by income 9%
17%
<$25K $25K to <$50K
20%
17%
$50K to <$75K $75K to <$100K
Source: comScore MobiLens, U.S., 3-month average ending December 2012
36% $100K+
less than high school (n=168) high school graduate (n=630) some college (n=588) college graduate+ (n=834)
36 46 60 70
Source: Pew Research Centerâ&#x20AC;&#x2122;s Internet & American Life Project, Tracking Survey, April 17-May 19, 2013. N=2,252 adults ages 18+. Interviews were conducted in English and Spanish and on landline and cell phones. Margin of error is +/- 2.3 percentage points
digital devices
60
Magazine apps are top sellers in key iPad categories Top-grossing iPad apps as of July 2013 Lifestyle Apps 1
GQ
2 3
News Apps
Health and Fitness Apps
1
NYTimes
1
Men’s Health
O, The Oprah Magazine
2
New York Post
2
Women’s Health
Cosmopolitan
3
The Economist
3
Jillian Michaels Slim-Down Solution
4
Crestron Mobile Pro G
4
Zinio—5,000+ Digital Magazines
4
Runner’s World
5
Real Simple
5
The New Yorker
5
SELF
6
HGTV
6
The Wall Street Journal
6
Fitness
7
Car and Driver
7
National Geographic
7
Prevention
8
Martha Stewart Living
8
TIME
8
ShapeMag
9
Maxim+ Magazine
9
WIRED
9
Men’s Fitness
10
InStyle
10
Popular Mechanics
10
Food Diary and Calorie Tracker
11
Esquire
11
The Week U.S.
11
Yoga Studio
12
Better Homes and Gardens
12
Mac Life Magazine
12
South Beach Diet
13
Glamour
13
Mr. Reader
13
Bicycling
14
People StyleWatch
14
SFGate
14
FitnessClass
15
Interior Design for iPad
15
Bloomberg Businessweek
15
Muscle & Fitness
Source: iPad App Store, July 2013
digital editions and apps
61
Magazine media apps: More, more, more! Number of U.S. magazine-branded apps released +19.4 number of magazine apps percent of change
+19.2
Average quarterly increase since 2011 = 28%
Digital-only audience grew 84% from 9.2 to 16.9 million.
+22.0
Increase since Q1 2011 = 559% +30.0 +39.2 +26.5 +23.2 +34.5
Source: GfK MRI, Spring 2012 vs. Spring 2013
+38.4 339 Q1 ’11
456
562
Q2 ’11
Q3 ‘11
711
990
1,287
1,570
1,871
2,234
Q4 ’11
Q1 ’12
Q2 ’12
Q3 ’12
Q4 ’12
Q1 ’13
Source: iMonitor™, McPheters & Company, 2011-2013
digital editions and apps
62
Downloads up! 170% increase vs. prior year Number of magazine downloads +39.0 number of magazine issues downloaded (millions) percent of change
64 million issues were delivered in the last year (about 300,000 every day).
Average quarterly increase since 2011 = 36%
+30.3
Increase since Q2 2011 = 699% +12.4 +32.7 +13.2 +85.5
Source: Adobe Systems Incorporated, data as of April 2013
+40.6
2.72
3.83
7.10
8.04
10.67
11.99
15.62
21.72
Q2 ’11
Q3 ’11
Q4 ’11
Q1 ’12
Q2 ’12
Q3 ’12
Q4 ’12
Q1 ’13
Source: Adobe Systems Incorporated, 2011-2013
digital editions and apps
63
Digital magazine downloads by category
food
35 %
celebrity/entertainment
28
computers
24
health
23
women’s
23
sports
22
news
21
travel
19
science/technology
19
house/home
19
business/finance
18
men’s
15
women’s fashion
15
automotive/motorcycle
13
music
12
outdoor
9
bridal
6
general editorial
5
parenting/babies
3
boating
1 Base: 796 respondents who have used e-newsstands to find, subscribe to and download magazine-branded content apps Source: How Magazine Media Readers Evaluate and Use Digital Newsstands, GfK MRI/MPA, November 2012
digital editions and apps
64
Paid digital content reaches 78% Paid content
63%
10% single issues
“Pricing seems fair for digital magazines.” 35% print and digital bundles
73%
“I like having the ability to pay a flat subscription fee for a large library of magazine brands.”
Note: Percent who somewhat/strongly agree with each statement. Base: 796 respondents who have used e-newsstands to find, subscribe to and download magazine-branded content apps Source: How Magazine Media Readers Evaluate and Use Digital Newsstands, GfK MRI/MPA, November 2012
34% digital subscriptions
22% free
Source: Adobe Digital Index, percent purchase instances, February 2013
digital editions and apps
65
Digital newsstand user profile
Digital newsstands
Any newsstand (796)
total adults 18+
100%
adults 18-34
adults 35+
33%
67%
50%
50%
23%
36%
29%
male
female
HHI <$50K
HHI $50-$100K
HHI $100K+
Apple iTunes (317)
40
37
63
49
51
21
34
34
Amazon Kindle (285)
36
34
66
47
53
23
37
29
Google Play Magazines (206)
26
43
57
59
41
29
39
22
Barnes & Noble NOOK (200)
25
31
69
43
57
25
37
26
Zinio (108)
14
20
80
52
48
23
33
32
Base: 796 respondents who have used e-newsstands to find, subscribe to and download magazine-branded content apps Source: How Magazine Media Readers Evaluate and Use Digital Newsstands, GfK MRI/MPA, November 2012
digital editions and apps
66
Digital subscriptions: Accessible, satisfying, convenient Satisfaction with digital subscriptions Subscribers
new loyal cross-platform cross-platform
Benefits of digital edition subscription
digital only
have access to multiple issues right in one device interactive enhancements (e.g. links to more content, video, slideshows, etc.)
very satisfied
88%
92%
82%
intend to renew
81%
93%
73%
Note: Cross-platform subscribers are those who have access to both print and digital editions. The New group is on their first subscription contract; the Loyal group is on their third or higher contract Source: CondĂŠ Nast Digital Subscriber Survey, June 2012
61% 56% convenience 54% quick access to additional information on the web 40% can read in low-light conditions 37% fun to read 28% faster access to issues 27% can forward/share things I read with friends more easily 22% Note: Results based on total digital users Source: CondĂŠ Nast Digital Subscriber Survey, June 2012
digital editions and apps
67
Method for choosing a digital magazine
Digital newsstand shopping behaviors
Look for specific magazines that I have identified in advance 79% Choose based on the cover or articles 24% Look at the “featured” or “best-selling” area to see what is being promoted 23% Go to categories or specific key words in the “newsstand” or app store
On traditional newsstands, covers compete for the browsing consumer’s attention. Only 24% of total respondents on digital newsstands choose magazines based on covers or articles.
20% Search in the “newsstand/magazine” section as opposed to the app store 17% Other 2% Note: Respondents were allowed to choose multiple responses Base: 796 respondents who have used e-newsstands to find, subscribe to and download magazine-branded content apps Source: How Magazine Media Readers Evaluate and Use Digital Newsstands, GfK MRI/MPA, November 2012
digital editions and apps
68
Digital editions: Time well spent Since starting to read digital magazines,
Over the last year, time spent per reader has
more than 1 in 4 say they have increased
averaged 30 minutes with each digital issue
their reading time spent with magazine
and readers have accessed digital issues an
media (both print and digital).
average of 2.5 times. Source: Adobe Digital Index, 2013
Time spent reading magazines (print + digital)
15% less time
27% more time
With more reading options, total time spent with magazines is growing among subscribers subscribers
58% about the same amount of time
Base: 796 respondents who have used e-newsstands to find, subscribe to and download magazine-branded content apps Source: How Magazine Media Readers Evaluate and Use Digital Newsstands, GfK MRI/MPA, November 2012
digital only
print only
new loyal cross-platform cross-platform
time spent (minutes)
print issues
n/a
85.4
67.9
78.8
digital issues
70.2
n/a
46.4
47.0
total time spent
70.2
85.4
114.3
125.8
Note: Cross-platform subscribers are those who have access to both print and digital editions. The New group is on their first subscription contract; the Loyal group is on their third or higher contract Source: CondĂŠ Nast Digital Subscriber Survey, June 2012
digital editions and apps
69
Digital editions: When, where and how readers choose to read Where magazines are read most subscribers
digital only
print only
new cross-platform
loyal cross-platform
PRINT EDITIONS
at home
29%
79%
75%
76%
outside of the home•
20
20
19
19
at home
56
15
38
38
outside of the home•
43
17
53
52
DIGITAL EDITIONS
• e.g., at work, when traveling, commuting, and so on
Note: Cross-platform subscribers are those who have access to both print and digital editions. The New group is on their first subscription contract; the Loyal group is on their third or higher contract Source: Condé Nast Digital Subscriber Survey, June 2012
digital editions and apps
70
Digital magazines drive readers to online action 80% of total respondents took some form of action after downloading the digital version of a magazine.
total (796)
18-34 (262)
35+ (534)
any (net)
80%
85%
78%
visited the magazineâ&#x20AC;&#x2122;s website
53
59
51
recommended the magazine to someone
32
38
30
visited the magazine on Facebook, Twitter or other social media site
26
35
22
Base: 796 respondents who have used e-newsstands to find, subscribe to and download magazine-branded content apps Source: How Magazine Media Readers Evaluate and Use Digital Newsstands, GfK MRI/MPA, November 2012
digital editions and apps
71
Digital ad engagement mirrors print Digital readers want to buy directly from their magazine apps:
Equal numbers of consumers noted a print or digital magazine ad.
67% are interested in purchasing products
Print vs. digital magazines (index)
and services directly from the ads they see in digital magazines.
62% are interested in buying products and services directly from the articles and features they read in digital magazines. Source: ORC Caravan, May 2013
average noting print ads
100
52%
digital ads
100
52%
any action taken 100
59% 120
71%
Note: Any action taken based on readers who noted the ad; Starch Digital measures top 45 magazine titles and results shown reflect noninteractive actions taken Source: GfK MRI Starch/Starch Digital, 2012
digital readers
72
Interactive actions taken
Digital magazine ads lead to positive advertising results
used any interactive features
48%
interacted with the ad by moving/turning/shaking
32
touched/clicked the ad to expand
32
watched a video or commercial
30
viewed multiple pages of advertising content
30
accessed a website through the ad
30
viewed a gallery
28
touched/clicked the ad for more information
27
accessed a social network through the ad
21
downloaded an app
19
Noninteractive actions taken noted
52%
any action taken (noninteractive)
71
watched/plan to watch show
27
have a more favorable opinion about the advertiser
23
considered purchasing the product/service
22
looked for more info about the product/service
21
visited their website
19
recommended the product/service
19
saw/plan to see movie
19
Source: GfK MRI Starch Digital, June-December 2012 Digital magazine ads on tablets and e-readers. Top 45 magazine titles. Interactive actions taken: Not all ads have these features
digital readers
73
Tablets boost brand awareness Tablet media show strength in building brand awareness at a higher rate than mobile campaigns. Findings suggest potential for cross-branding of traditional print magazines and their digital counterparts. Comparison of mobile InsightNorms to tablet InsightNorms for ad awareness mobile 26% tablet 41% Mobile: 271 campaigns; tablet: 43 campaigns. Note: Data is Delta: Delta=Control-Exposed. Number of respondents: mobile n=86,348; tablet n=34,989 Source: InsightExpress, 2013
digital readers
74
At your fingertips: Mobile buyers (and sales) on the rise 15% of online retail sales take place via mobile devices. U.S. retail m-commerce sales 2011-2017
U.S. mobile buyers by device 2011-2017
$108.56
retail m-commerce sales (billions) percent of retail e-commerce
$92.39
$71.16
$53.41
2011
2012
2013
2014
2015
2016
2017
mobile buyers (millions)
34.0
57.0
79.4
98.9 114.9 128.7 138.8
% of digital buyers
24
38
51
61
69
74
77
buyers on smartphones (millions) 26.2
41.3
52.3
63.4
73.9
83.0
89.7
% of smartphone users
29
35
39
41
43
45
45
% of mobile buyers
77
72
66
64
64
65
65
% of digital buyers
18
28
34
39
44
48
50
buyers on tablets (millions)
15.5
50.0
70.6
88.2 102.2 116.5 125.1
% of tablet users
50
58
63
68
72
77
78
% of mobile buyers
46
88
89
89
89
91
90
% of digital buyers
11
33
45
55
61
67
70
$38.84 $24.81 $13.63
2011
15%
2012
2013
2014
2015
2016
2017
Note: Includes products or services ordered using the internet via mobile devices, regardless of the method of payment or fulfillment; excludes travel and event ticket sales Source: eMarketer, April 2013
Note: Ages 14+; mobile device users who have used their mobile device to make at least one purchase via web browser or mobile app during the calendar year Source: eMarketer, April 2013
digital readers
75
TABLET METRICS Digital Edition Standardization Initiative (DESI) To address the collective needs of the publisher and advertising communities, standardized metrics have been developed by the MPA, its members, and agency and technology partners.
initial recommended metrics for use by publishers, agencies and advertisers
1 Total consumer paid digital issues — A circulation metric, defined as an unauthenticated/bundled issue, which has been paid for by an end user (sponsored, corporate or “free” editions will not be counted)
2 Total number of digital edition readers per issue — An audience metric, This baseline circulation and audience measurement criteria have been adopted by the industry’s leading providers to allow publishers and agency partners to accurately and uniformly measure the key indicators of digital edition magazine reader activity on every device, including notebooks, smartphones, e-readers and tablets, and across digital newsstands.
technically defined as the total number of “unique” readers who have opened a full digital edition on a device for the first time
3 Total number of sessions per issue — An audience metric, defined as the total number of aggregate sessions for all versions of a specified digital edition across all digital newsstands
4 Average amount of time spent per reader per issue — An audience/ engagement metric, derived from the aggregate total time spent across all measured digital editions divided by the total number of “unique readers”
5 Average number of sessions per reader per issue — An audience/ engagement metric, derived from the aggregate total number of sessions across all measured digital editions divided by the total number of “unique readers” Source: MPA Digital Edition Standardization Task Force, 2013
digital metrics
76
TABLET METRICS Data collection and reporting time frames The time frame for capture is defined as the on-sale period (time available as the newest edition) plus an additional 4 weeks. At a high level, this would break down as: • Weekly Magazine
7 days + 28 days
=
35 days
• Biweekly Magazine
14 days + 28 days
=
42 days
• Monthly Magazine
28 days + 28 days
=
56 days
• Quarterly Magazine
84 days + 28 days
= 112 days
• Special Editions: variable duration as specified by the publisher
Individual title on-sale may vary, and as such the reporting may be variable per title/publisher. Reports for the time frame specified by the pilot program shall be generated and certified: • Weekly Magazine
63 days post-start of the on-sale period
• Biweekly Magazine
84 days post-start of the on-sale period
• Monthly Magazine
84 days post-start of the on-sale period
• Quarterly Magazine
112 days post-start of the on-sale period
digital metrics
77
Digital readers spend more time with enhanced ads For the same brand, digital magazine readers spent more time with ads enhanced for tablets (EFT) than with straight from print (SFP)— almost twice as much.
Multiple visits create the potential for increased opportunity to see (OTS) an advertiser’s message.
Time spent with ad (seconds) ads enhanced for tablets (EFT)
+90% 190
static ads—straight from print (SFP)
55%
read or reread back issues of their digital editions
100 Note: Comparisons are for the same brand in Time Inc. tablet magazines Only one page ads; cover 2 and cover 4 excluded Source: Time Inc. Research and Insights, 2012
Base: 796 respondents who have used e-newsstands to find, subscribe to and download magazine-branded content apps Source: How Magazine Media Readers Evaluate and Use Digital Newsstands, GfK MRI/MPA, November 2012
digital metrics
78
Magazine media readers are social Avid magazine readers are more social media savvy than the general population. Avid magazine readers are more engaged with social media
total respondents
avid readers
I like to share information about my daily activities with my family and friends
47%
66%
The experience of interacting with media is generally enhanced when shared with others
48
67
Magazines for me are one of the most highly credible sources of information for the areas that I am personally interested in
33
62
I trust the opinion of a magazine editor
30
54
Download coupons from a company’s Facebook page
53
63
Enter contests on Facebook or Twitter to win products or receive discounts
59
66
Redeem an offer from a “check-in” service such as Foursquare
29
41
Shopping activities
(frequently/sometimes)
Redeem an offer from a company’s Twitter feed or Facebook page
51
61
Seek the opinion of your Facebook friends before buying a product
50
62
Tell your friends on Facebook or Twitter about a special sale that you heard about
53
62
I love to share articles or products that I see in magazines immediately with others
35
54
I like to use social media to talk about what I am reading in magazines
29
47
It is important to me to be able to engage with a magazine brand on social media platforms
27
46
Agreement with social media involvement statements
Source: Magazines and Social Media, GfK MRI/MPA, The Marketing Democracy, 2012
social media
79
Magazines and social media are #BFFs Among adults 18-34 who read magazines and use social media: 37% read or looked into a digital magazine in the past 60 days. Nearly half say that the experience of interacting with other media is generally enhanced when shared with others. 35% love to share articles or products that they see in magazines immediately with others. Nearly half have visited a magazine’s Facebook page. Nearly
3/4 have “liked” a magazine on Facebook. 69%
have posted a magazine article to Facebook. More
than 6 in10 have chatted with friends
on Facebook while reading a magazine and shared what they were reading. More than half posted photos to a magazine’s Facebook page. More
than half have uploaded content (such as recipes) to a magazine’s Facebook page. More than 2/3 have followed a magazine editor or columnist on Twitter. Nearly 3/4 have followed a magazine on Twitter. 3 in 4 have followed a magazine on Pinterest or have repinned content from a magazine. Source: Magazines and Social Media, GfK MRI/MPA, 2012
social media
80
Magazine brands: Winning with pinning
Used Facebook, Twitter or LinkedIn in past 30 days (index)
Pinterest boards with the most repins Blogger Recipes We Love Better Homes and Gardens
1,021,643
155
Blogger Faves from BHG.com Better Homes and Gardens
444,215
105
Real Simple Finds: Recipes to Try Real Simple
289,908
Wedded Bliss Swarovski
253,296
Yum! Recipes to Share Etsy
249,195
magazines (print)
116
internet radio newspapers
80
tv
73
Base: Top quintile of usage for each medium, indexed to adults 18+ Source: GfK MRI, Fall 2012
Source: Mashable.com, May 2013
social media
81
Audience and Distribution 83 Magazine launches by category 84 Magazine titles endure 85 Number of magazines 2003-2012 86 Audience/subscription/single-copy sales 87 Print and digital distribution 88 Retail: Behavior and sales
Editorial and Advertising 89 Top ad categories by revenue 90 Ad pages and rate card ad revenue 91 Magazines in the advertising mix 92 Top brands by magazine ad spending 93 Editorial to advertising ratio 94 Impact of ad unit size and position and readership by month and quarter 95 Pages by editorial category
82
231 magazines launched in 2012 93 have launched in the first half of 2013.
U.S. print magazine launches by category (2012) 23 crafts/games/hobbies/models
4 literary/reviews/writing
19 special interest/lifestyle
4 gay/lesbian
18 metropolitan/regional/state
4 music
15 popular culture
4 gaming
13 sports
3 politics
11 epicurean
3 computers
10 military/naval
3 bridal
9 home
3 health
8 children’s
3 travel
8 ethnic
3 pets
8 automotive
2 business
7 men’s
2 entertainment
7 fitness
2 teen
6 women’s
2 equine
5 fashion/beauty/grooming
1 religion
5 art /antiques
1 photography
5 fishing and hunting
1 camping/outdoor recreation
4 comic technique/comics
1 parenting
4 motorcycles Note: This list represents weekly, bimonthly, monthly and quarterly titles only Source: mrmagazine.com; Samir Husni’s Guide to New Consumer Magazines, 2013
audience and distribution
83
Magazines influence, inspire and endure
More than 150 print magazines have thrived for more than 50 years (only 9 TV programs can say the same). 47 titles have succeeded for more than 100 years. Source: MPA Info Center, MediaFinder.com, Serial Solutions, Ulrichâ&#x20AC;&#x2122;s web, Museum of Broadcast Communications; 2012 data
audience and distribution
84
Number of U.S. magazines 2003-2012 year
consumer magazines
2012
7,390
2011
7,179
2010
7,163
For the past five years,
2009
7,110
the total number of consumer
2008
7,383
2007
6,809
2006
6,734
2005
6,325
2004
7,188
2003
6,234
Staying power print magazines has remained above 7,000. Source: Mediafinder.com, 2013
Source: National Directory of Magazines/Mediafinder.com, 2013
audience and distribution
85
Magazine media audience remains strong and circulation is stable Total 18+ magazine audience year
2013
Subscription/single copy sales 2003-2012 year
187,055,000
2012
+
subscription
single copy
total
285,148,911
26,535,140
311,684,051
+
282,919,614
29,558,699
312,478,313
2012
186,992,000
2011
2011
191,022,000
2010+
292,237,864
32,999,207
325,237,070
2010
189,772,000
2009
+
310,433,396
36,138,517
346,571,912
2009
189,315,000
2008+
324,818,012
43,664,772
368,363,773
2008
188,893,000
2007
+
322,359,612
47,433,976
369,793,587
2007
185,523,000
2006+
321,644,445
47,975,657
369,620,102
2006
183,405,000
2005
313,992,423
48,289,137
362,281,559
2005
180,620,000
2004
311,818,667
51,317,183
363,135,850
2004
178,723,000
2003
301,800,237
50,800,854
352,601,091
Note: Measured magazine titles excluding Sunday magazines and newspapers Source: GfK MRI, Spring 2013
+Paid and Verified â&#x20AC;&#x201C;Effective 2006, AAM established verified subscription circulation as a category Source: Averages calculated by MPA from each yearâ&#x20AC;&#x2122;s AAM Publishers Statements, 2003-2012 Comics, annuals and international editions are not included. The AAM ruled in 2012 that digital editions would be reported as part of this data; as of 2012 digital editions make up approximately 2.2% of these estimates
audience and distribution
86
Print and digital distribution Digital subscription purchases by type
11% six-month
31% monthly
2% <multiyear
56% one-year
Base: Purchased digital subscription to magazine (255) Source: How Magazine Media Readers Evaluate and Use Digital Newsstands, GfK MRI/MPA, November 2012
Print magazine distribution
Print magazine distribution revenue
9%
25%
single copy
single copy
91%
75%
subscription
paid subscription
Source: Averages calculated by MPA from AAM Publishers Statements, 2012. Comics, annuals and international editions are not included. The AAM ruled in 2012 that digital editions would be reported as part of the Fas Fax data; as of 2012 digital editions make up approximately 2.2% of these estimates
Source: Estimates calculated by MPA from AAM Publishers Statements, 2012. Verified circulation is not included in these revenue calculations. The AAM ruled in 2012 that digital editions would be reported as part of the Fas Fax data; as of 2012 digital editions make up approximately 2.2% of these estimates
audience and distribution
87
Readers seek out their favorite magazines at retail 59% look for a specific print magazine at retail. 73% are influenced to purchase products advertised in magazines
53% agree that the magazine section at my favorite retailer is a welcome stop where magazines are â&#x20AC;&#x153;freshâ&#x20AC;? weekly and monthly
41% would like to see more magazines displayed by their retailer
36% are likely to look through a magazine at checkout
35% report making a purchase at retail as a result of seeing it in a magazine ad
22% would go to another store if they couldnâ&#x20AC;&#x2122;t find the magazine they were looking for Source: ORC Caravan, May 2013
Retail sales by channel 2012 34%
supermarkets
15%
supercenters
11%
drugstores
10%
bookstores
8%
terminals
7%
mass merchandisers
5%
convenience stores
4%
other
3%
club stores
2%
newsstand locations
2%
discount stores Source: Harrington Associates, 2013 (2012 data)
audience and distribution
88
revenue
Print magazine advertising rate card reported revenue: Top 12 categories 2012
toiletries and cosmetics
$3,182,116,432
share
16.3%
drugs and remedies
1,961,725,710
10.1
apparel and accessories
1,819,580,552
9.3
food and food products
1,642,958,211
8.4
media and advertising
1,520,342,537
7.8
retail
1,449,446,346
7.4
direct response companies
1,112,181,566
5.7
automotive
1,008,276,580
5.2
financial, insurance and real estate
983,118,045
5.0
home furnishings and supplies
937,983,819
4.8
technology
810,270,311
4.2
public transportation, hotels and resorts
747,409,505
3.8
$13,993,293,182
71.9
Top categories total Note: Sunday magazines excluded Source: PIB and Kantar Media, January 2013
editorial and advertising
89
Magazine ad revenue is stable at $19 billion Magazine rate card revenue 2012 200+ PIB-measured print magazines
Magazine ad pages and rate card ad revenue among measured print magazines 2003-2012
(billions)
(percent)
year
first quarter
4.1
21
second quarter
5.2
third quarter fourth quarter
pages
rate card revenue
2012
150,699
$19,475,062,008
27
2011
164,225
20,086,199,882
4.6
23
2010
169,634
20,083,795,458
5.6
29
2009
169,218
19,450,949,765
19.5
100
2008
220,813
23,652,018,530
2007
244,737
25,501,793,278
2006
244,907
23,996,768,141
2005
243,305
23,068,182,388
2004
234,428
21,313,206,734
2003
225,831
19,216,085,358
Note: Sunday magazines excluded Source: PIB and Kantar Media, January 2013
Note: Sunday magazines excluded Source: PIB and Kantar Media, January 2013
editorial and advertising
90
Share of advertising spend by medium 2012
2011
2010
2009
2008
13.8%
14.6%
15.1%
15.4%
16.4%
sunday magazines (print)
1.1
1.2
1.3
1.3
1.3
local magazines (print)
0.2
0.2
0.3
0.3
0.3
Hispanic magazines (print)
0.1
0.1
0.1
0.1
0.1
B-to-B magazines (print)
1.9
2.0
2.1
2.3
2.7
internet*
8.7
9.1
7.6
7.9
6.7
network tv
17.1
16.4
17.2
17.3
16.3
cable tv
17.5
17.3
16.1
15.5
13.6
spot tv
11.7
11.0
11.9
10.3
11.7
syndicated tv
3.6
3.5
3.1
3.4
3.1
Spanish language tv
3.2
3.0
2.8
2.8
2.5
national newspapers (print)
1.5
1.8
1.9
1.9
2.0
10.3
10.9
11.5
12.7
13.9
Hispanic newspapers (print)
0.2
0.2
0.2
0.2
0.2
network radio
0.8
0.7
0.7
0.7
0.7
national spot radio
1.4
1.4
1.5
1.3
1.5
local radio
4.0
3.9
3.9
4.0
4.4
consumer magazines (print)
Consumer magazines are a vital part of the advertising mix
local newspapers (print)
outdoor Total
3.0 100.00
2.9
2.8
2.7
2.7
100.0
100.0
100.0
100.0
Source: Kantar Media, 2008-2012, Consumer Magazine Data, PIB. Data as of March 2013
editorial and advertising
91
Leading marketers believe in magazines Total 2012 top marketers’ print magazine rate card reported spend $7,563,839,371 Top 50 marketers’ spending equals 39% of overall magazine rate card revenue. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25
Procter & Gamble Co L’Oréal SA Pfizer Inc Time Warner Inc LVMH Moët Hennessy Louis Vuitton SA Joh A Benckiser Gmbh Unilever Johnson & Johnson Estée Lauder Cos Inc Advance Publications Inc Toyota Motor Corp Berkshire Hathaway Inc Mars Inc Nestlé SA Kellogg Co Campbell Soup Co Kraft Foods Inc General Motors Corp Merck & Co Inc Hearst Corp Church & Dwight Co Inc Honda Motor Co Ltd Walt Disney Co Allergan Inc Ford Motor Co
$913,192,199 794,345,509 301,776,218 278,722,070 259,482,200 257,357,827 243,686,029 221,362,961 205,943,925 180,668,534 163,357,102 162,283,041 162,227,345 155,713,419 140,941,940 139,920,823 136,753,389 129,774,405 128,508,080 122,773,294 119,073,704 113,586,121 111,152,990 109,552,448 106,642,436
26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50
Gap Inc Comcast Corp Target Corp GlaxoSmithKline Plc Pepsico Inc Reckitt Benckiser Plc Kao Corp PPR SA Meredith Corp Chanel SA Chrysler Group LLC Revlon Inc Bose Corp Clorox Co Macy’s Inc Blackstone Group L.P. Phillips-Van Heusen Corp AT&T Inc Nissan Motor Co Ltd Kimberly-Clark Corp Synergistic Marketing LLC Citigroup Inc Abbott Lab VF Corp ConAgra Foods Inc
101,977,838 98,050,434 93,318,718 92,817,770 87,936,636 85,643,715 82,691,803 81,805,865 80,565,492 79,948,817 79,349,217 78,395,426 76,102,181 75,823,466 73,649,497 69,594,014 67,741,607 67,369,303 64,988,643 63,071,547 62,655,579 62,042,628 61,219,186 59,394,517 58,887,463
Note: Sunday magazines excluded. Source: PIB and Kantar Media, data as of January 2013
editorial and advertising
92
Editorial and advertising go hand in hand Magazine media rank #1 for advertising acceptance (76%). Source: ORC Caravan, February 2013
Editorial 55% Advertising 45%
Editorial vs. advertising pages 2003-2012 (print) year
% editorial
% advertising
2012
55.0
45.0
2011
54.8
45.2
2010
54.1
45.9
2009
56.0
44.0
2008
53.8
46.2
2007
52.9
47.1
2006
53.0
47.0
2005
52.8
47.2
2004
51.9
48.1
2003
52.1
47.9
Note: Sunday magazines excluded Source: Hallâ&#x20AC;&#x2122;s Magazine Reports, 2013
editorial and advertising
93
Magazine advertising works in all sizes and positions â&#x20AC;&#x201D;and readership doesnâ&#x20AC;&#x2122;t take a vacation Impact of print magazine advertising
Issue-specific audiences
type/size of magazine ads
all measured publications by month/quarter
all ads size/color
noted 52%
action taken 59%
AD SIZE
multiple pages (excluding spreads)
69
60
gatefold ads
61
57
spread
56
58
full page
51
58
half page
43
62
third page
41
63
less than half page
41
63
four color
51
59
black and white
40
56
COLOR
2012 issue January February March April May June July August September October November December
inside back cover
60
58
back cover
63
58
quarterly January-March April-June July-September October-December
adjacent to table of contents
59
57
June-August
PREMIUM POSITION
inside front cover
75
57
Source: GfK MRI Starch Advertising Research, January-December 2012
audience 1,934,605 1,790,942 1,941,672 2,288,366 2,062,500 2,027,054 2,128,503 1,853,741 2,098,900 2,111,826 2,030,767 2,196,162 24,465,038
percent 7.9 7.3 7.9 9.4 8.4 8.3 8.7 7.6 8.6 8.6 8.3 9.0 100.0
5,667,219 6,377,920 6,081,144 6,338,755
23.2 26.1 24.9 25.9
6,009,298
24.6
Source: GfK MRI, 2012
editorial and advertising
94
Magazines satisfy consumer passions and interests Number of editorial print pages 2012 type of editorial
pages
percent
type of editorial
pages
percent
entertainment/celebrity
18,724.2
14.6
general interest
4,502.4
3.5
wearing apparel/accessories
16,902.4
13.1
health/medical science
4,134.9
3.2
food and nutrition
10,913.1
8.5
self-help/relationships
3,921.9
3.0
business and industry
9,079.0
7.1
personal finance
2,996.0
2.3
home furnishings/management
8,765.4
6.8
fitness/beauty
2,455.7
1.9
culture
7,464.0
5.8
building
2,380.3
1.9
travel/ transportation
6,975.8
5.4
global/foreign affairs
2,132.9
1.7
miscellaneous
6,258.0
4.9
gardening and farming
1,415.7
1.1
beauty and grooming
6,233.9
4.8
children
1,246.3
1.0
sports/recreation/hobby
5,738.9
4.5
consumer electronics
1,098.1
0.9
national affairs
4,919.8
3.8
fiction
403.1
0.3
128,661.8
100.0
Note: Sunday magazines excluded Source: Hallâ&#x20AC;&#x2122;s Magazine Reports, 2013
Total editorial
editorial and advertising
95
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Magazine Media Factbook 2013 / 2014 Our thanks to the following for their research contribution:
Adobe Systems Inc.
Hallâ&#x20AC;&#x2122;s Reports
Nellymoser, Inc.
Alliance for Audited Media
Harrington Associates
The Nielsen Company
Apple
InsightExpress
Opinion Research Corporation
Association of National Advertisers
International Data Corporation (IDC)
Oxbridge Communications
Carat Insight
Ipsos MediaCT
Pew Research Center
comScore, Inc.
Ipsos Mendelsohn
Pitney Bowes Inc.
CondĂŠ Nast Publications
J.D. Power and Associates
Professor Samir Husni
Consumer Electronics Association
Kantar Media
Prosper Business Development
DJG Marketing Services
Kantar Media MARS
Publishers Information Bureau (PIB)
eMarketer
The Martin Agency
Shullman Research Center
Experian Marketing Services
Mashable, Inc.
Shweiki Media
GfK MRI
McPheters & Company
Time Inc.
GfK MRI Starch
Meredith Corporation
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