Magazine

Experiences
Europe 2008
Agenda

Setting the scene

Goals and method

Emerging themes

Wrap up
Setting the scene
Today’s media landscape is complex and dynamic:
Media usage and multi-usage has never been higher
More choice/new outlets

But at the same time:

Less loyalty
Less time
We already know who reads magazines in Europe, when they are consumed and how
frequently – we know our readers!

But, there is little information on ‘how’ and ‘why’ magazines are consumed and how the
changing media landscape may impact the European magazine industry
Background
ƒ Europe extension of Time Inc. US Magazine Experiences 2007 commissioned by Betsy Frank,
Time Inc. Head of Insight

ƒ Over 80 US client/agency presentations to date

ƒ Headline paper at 2007 World Readership Symposium in Vienna

ƒ Magazine Experiences Europe 2008, commissioned by TIME and FORTUNE

Goals of the Europe study

ƒ Understand the unique elements of the magazine experience in Europe

ƒ Unearth new insights that will confirm the value of magazines in peoples lives

ƒ Ultimately reveal ‘how’ and ‘why’ magazines are consumed

Method
Nationally representative survey among adults aged 18-54 across UK, France and Germany

Online methodology using London based ICD Research

Fieldwork - December 2007

Total sample n=3,175 (UK 1,054, Germany 1,064, France 1,057)

Projected universe = 106 million (UK 31 million, Germany 43 million, France 32 million)
Demographics
44% male, 56% female

Average age 35

27% degree level or above

51% own home outright

24% work in management

4% C-suite (population = 3.8m)

Mean household income = €38,300

Emerging themes – The Magazine Experience

106 million

5. Sustainable 1. Attracting & retaining attention

The Magazine
Experience
4. Advertising 2. Connecting with the
receptiveness personal self
& call to action

3. Educational &
Knowledge building
Underlying theme – The C-Suite Experience
The magazines experience resonates among lucrative and influential European C-Suite executives

5. Sustainable 1. Attracting & retaining attention

3.8 million

4. Advertising C-Suite Experience 2. Connecting with the

receptiveness personal self
& call to action

3. Educational &
Knowledge building
1. Attracting & retaining attention
Achieving stand out in a multi-media world is critical and attracting and
retaining consumer attention is key. Magazines have an unique
connection with the consumer that other media do not enjoy

Life would be easier if there were still media loyalists (TV viewers, radio listeners or
magazine readers)

But we live in a dynamic world of exploding options and smart multi-tasking consumers
who change their behavior based on relevance, convenience and choice

The increase in media choice, and the number of information access points has fuelled a
rise in ‘media multi-tasking’. We’re all multimedia pluralists - everyone is doing everything!

This is particularly true for TV and the Internet:

Almost four in ten TV viewers (38%) surf the Internet while watching TV. Three in ten (29%)
claim to use a mobile phone at the same time, 31% read a magazine, and 23% read a
newspaper

Over a third (35%) of Internet users watch TV while surfing the net, a quarter (26%) use a
mobile phone, and a quarter (25%) listen to music
 1. Attracting & retaining attention
Which of the following forms of media might you use at the same time as each primary activity?

Primarily surfing the Internet while… Primarily watching TV while…

Watching TV Using the Internet

40 40

38%
35%
Using a PDA 30

Using cell phone Using a PDA

30

Using cell phone

31%
20 20
29%

10
11% 10

7%
Using gaming device 5% 0

26% Listening to music Using gaming device 14% 0

6% Listening to music

6% 5%
8%
23% 18%

Reading a newspaper Reading a book Reading a newspaper Reading a book

31%

Reading a magazine Reading a magazine

Source: Magazine Experiences Base: All adults 18-54 (UK, France, Germany)
 1. Attracting & retaining attention
Which of the following forms of media might you use at the same time as each primary activity?

Primarily reading magazines while…

But magazines are consumed differently to
TV and the Internet
Watching TV
40

34% Readers are more likely to be singularly

Using a PDA Using cell phone
focused on their magazines and less likely to
30

20

multi-task (and this is particularly true for C-

10
12% Suite executives)
3%
Using gaming device 2% 0

20% Listening to music

4% 4%
The magazine multi-tasking footprint is
9% similar across the markets although the
French are ‘most likely’ and the Germans
Reading a newspaper Reading a book ‘least likely’ to consume other media while
reading
Accessing the Internet

C-Suite

Source: Magazine Experiences Base: All adults 18-54 (UK, France, Germany), All C-Suite
2. Connecting with the personal self
Having made a ‘connection’, consumers can often develop a close and long lasting relationship
with their magazines as they become an integral part of their every day lives

Making an emotional connection with the consumer is key.

Magazines are a personal and often singular medium, with seven

out of ten consumers (68%) saying they are alone when reading
compared to only 24% for TV (a more social/family experience)

Over half (52%) agree with the statement; ‘My choice of

magazines says something about the kind of person I am’

Consumers like to have magazines close to them. 57% say

‘There are always magazines in my house’ increasing to 60%
amongst C-Suite executives

A ‘me time’ medium, a third (34%) of consumers set aside a

‘special time’ for reading magazines (increasing to 45% amongst
C-Suite executives). This compares to 28% for surfing the
Internet, and 26% for watching TV
2. Connecting with the personal self
To what extent do you agree with these statements relating to magazines? (% agree)

All respondents
C-suite
64%
60% 61%
+32% 57%

45%

34%

19% 19%

I'm always looking for new I have a specific There are always I usually pick up a magazine
magazines to try out routine/ritual for reading my magazines in my house several times before I am
favourite magazine finished with it

Source: Magazine Experiences Base: All adults 18-54 (UK, France, Germany), All C-Suite
2. Connecting with the personal self
ƒ When asked, which of the following emotions/personal responses do you feel when
you sit down to spend time with magazines, TV or the Internet? consumers are more
likely to consider their magazine reading experience ‘Like a gift to myself’ (22%) compared
to their TV viewing and Internet experiences (10% and 16% respectively)

ƒ A third agree ‘I would feel like I was missing something if I did not read my favourite
magazines every week or month’

ƒ In addition, 35% say they ‘Can’t wait to do it’ (read magazines) vs. 11% for TV viewing, and
27% for surfing the Internet

ƒ 17% agree ‘strongly’ that magazines ‘Help me relax’ compared to 11% for TV, and 9%
Internet
3. Educational and knowledge building
Relevant content and personal appeal are essential in building engagement and readers consider
magazines a good source of reference and learning within their personal, and business lives

Almost two thirds of consumers (63%) agree with the statement;

‘Magazines help me learn new things’

78% of all consumers agree that magazines inform them of news and
events (Germany 80%, France 86%, UK 65%)

31% of the population agree with the statement; ‘I use magazines for
advice when working on a project’ increasing to 38% among C-Suite
executives

Magazines are a thought provoking medium. One in five consumers

(19%) ‘strongly agree’ that magazines ‘Make me think’ compared to
8% for TV, and 10% for online

Consumers like their magazines to be honest and transparent - 60% of

consumers agree with the statement; ‘I like magazines to be realistic
and down to earth’ (This increases to 66% among C-Suite executives)
3. Educational and knowledge building
Please indicate how much each of the following statements applies to the following media
experiences (% strongly agree)

Watching TV
Online
Reading magazines +90%
+54%
19%
17%
+44%
x2
13%
12%
11%
10% 10%
9%
8% 8%
6%
5%

Inspires me Stimulates my imagination Gives me time for myself Makes me think

Source: Magazine Experiences Base: All adults 18-54 (UK, France, Germany)
3. Educational & knowledge building
When asked, which of the following emotions/personal
responses do you feel when you spend time with magazines,
TV or the Internet? 56% of consumers consider their magazine
reading experience to be ‘Curious’ compared to 31% for TV (and
60% for the internet)

TV is perceived to be a ‘switch off’ medium where consumers are

more likely to agree that the medium ‘Helps me escape’ and ‘Helps
me take my mind off things’ compared to magazines or the
Internet

The C-Suite audience is less likely than the population as a whole to

agree with the statement; ‘Magazines help me pass the time
without thinking too much’ (38% vs. 48%)

The Internet is considered by many consumers to offer timely

information. The attribute ‘Keeps me up-to-date’ is rated highly for
the Internet among surfers (19%), however readers rate magazines
more highly (26%)
4. Advertising receptiveness & call to action
Having developed a connection with their magazine, readers are more susceptible to persuasion
and more inclined to take action as a result of editorial and advertising content

ƒ We all know that consumers can be cynical about advertising,

but the C-Suite audience is more likely to trust magazine
advertising vs. the population as a whole - 17% of all consumers
agree with the statement; ‘I trust the advertiser more when
they are advertising in a magazine I trust’. This increases to
22% among the C-Suite

ƒ Only 16% of all consumers consider magazine advertising to

‘strongly detract’ from their media consumption experience, this
compares to 18% for TV ads and 26% for online ads

ƒ Unsurprisingly, advertising in magazines is more likely to be

favoured by regular readers. Heavy magazine readers are twice
as likely than the average to see advertising as an
‘enhancer’ to the magazine experience
4. Advertising receptiveness & call to action
Please indicate your level of agreement with the following statements about advertising in
magazines (% agree)

38%
Magazine ads are visually
40%
appealing
42%

36%
I only look at certain kinds of
41%
ads in magazines
44%

23%
Magazine ads are informative 28%
35%

22%
Has ads for products/services
30%
I want to know more about
33%

18% All respondents

Enjoy the entertaining aspects C-Suite
26%
of magazine ads
25% 6+ hours reading magazines per week

Source: Magazine Experiences Base: All adults 18-54 (UK, France, Germany), All C-Suite, All 6+ magazine users
4. Advertising receptiveness & call to action
To what extent do you agree with the following statements related to magazines? (% agree)

ƒ Importantly, magazines can drive web traffic. Half of all respondents claim to have ‘Visited a
website after seeing an advert in a magazine’, increasing to 54% among C-Suite executives

54%
All respondents
50%
C-suite +46%

35%

24%

The ads are an important part of the magazine I have visited a website after seeing an advert in a
magazine

Source: Magazine Experiences Base: All adults 18-54 (UK, France, Germany), All C-Suite
5. Sustainable
The amount of media choice available today is having limited impact on the magazine
experience. Magazines remain an ever popular medium with high levels of continued
consumption and a healthy intention to consume more in the future

ƒ 92% of consumers read a magazine at least once a week

ƒ 56% claim to read a news/business magazine at least once a

week, increasing to 80% among C-Suite executives

ƒ 94% of all consumers (100 million) expect to read magazines

the same amount or more in the next 12 months (95% of all C-
Suite execs)

ƒ 6% claim that they will read more magazines and 7% more

newspapers (both are higher than the % forecasting to do less)

ƒ The tactile nature of print is a key component of the magazine

experience. Over half (54%) claim that they like the look and
feel of a magazine
5. Sustainable
ƒ The paper experience remains essential in a digital
world. Two thirds of consumers would still prefer to read
a paper copy of a magazine rather than an electronic
version

ƒ 5% claim that they will watch more TV in the next 12

months, whilst a higher proportion (9%) think they will
watch less!

ƒ The TV experience is perceived to be ‘The same old

thing’ among 36% of consumers compared to the
Internet scoring 8% and magazines 3%

ƒ 22% of consumers claim that they are likely to access

the Internet more in the next 12 months

ƒ Interestingly, 18% claim that their use of blogs will

decrease, so are we beginning to see a wavering level of
trust and confidence in consumer/self generated
content?
5. Sustainable
Over the next 12 months, how do you think your current habits will change for each media type?

Accessing the internet 2 78 20

Accessing the internet (C-Suite) 2 77 21

Watch TV 9 85 5
Watch TV (C-Suite) 10 81 6

Participate in blogs 18 76 6 Will do less

Participate in blogs (C-Suite) 10 73 6 Stay the same
Will do more
Reading newspapers 5 89 6
Reading newspapers (C-Suite) 3 89 7

View newspaper websites 8 83 9

View newspaper websites (C-Suite) 4 79 11

View magazine websites 10 83 7

View magazine websites (C-Suite) 6 82 8

Reading magazines 5 88 6
Reading magazines (C-Suite) 4 87 8

Source: Magazine Experiences Base: All adults 18-54 (UK, France, Germany), All C-Suite
Summary
Magazines resonate among C-Suite executives

Five main insights emerged revealing the role of magazines in peoples lives:

1. Attracting & retaining attention

This is critical in a world of multi-choice media. Magazines
have a privileged connection with the consumer that other
media do not enjoy

2. Connecting with the personal self

Magazines have an emotional bond with the consumer that
can often develop into a long term relationship as they
become integrated into consumer lives
Summary
3. Educational & knowledge building
Relevant content and personal appeal are essential in
building engagement and readers consider magazines
as a good source of reference and learning

4. Connecting with the personal self

Magazines have an emotional bond with the consumer
that can often develop into a long term relationship as
they become integrated into consumer lives

5. Sustainable
Magazines remain an ever popular medium with high
levels of continued intention to read
Magazine
Experiences
Europe 2008