state of the magazine nation november 8, 2014 innovation! great media ideas connect
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John WilpersSenior DirectorInnovation Media Consultingand
EditorInnovations in Magazine Media2014 World Report
Features changes exploding on the magazine media front, the move to mobile, global case studies… & more.
Consumer demand for magazine mediais expanding
Print + Web + eReaders + Tablets+ Smartphones + Video + Social + etc.
Not Print vs. Digital
Source: Print Measurement Bureau (PMB), Fall 2014
3,000,000Canadians
read a digital magazinein the past 3 months
UP
Source: Print Measurement Bureau (PMB), Fall 2014
Incremental website reachcontinues to expand
+25%
Print + website vs. print only
Source: Print Measurement Bureau (PMB), Fall 2014
Source: Print Measurement Bureau (PMB)
Despite digital growth, the number of print readers remains stable
Average # Readers per PMB-Measured Title(Millions of Readers)
2010 Fall 2011 Fall 2012 Fall 2013 Fall 2014 Fall
1,010,000 1,000,000 1,020,000 1,040,000 1,000,000
80% of digital magazine readers read print magazines
80%
20%
Digital + print readers Digital only readers
Source: Print Measurement Bureau (PMB), Fall 2014
Magazine readers are devoted
94%
94%of all consumersexpect to read
the same amountof magazines, or more,in the next 12 months
Source: Magazine Experience Study, Sanoma Uitgevers, Time Inc., 2014.
58%27%
15%
Spent aboutthe same amount oftime
Spentmore time
Spentless time
Since starting to read digital magazines, time spent with print & digital is increasing
Time spent reading magazines(print + digital)
Source: How Magazine Media Readers Evaluate & Use Digital Newsstands, GfK MRI/MPA, November 2012Base: 796 respondents who have used e-newsstands to find, subscribe to and download magazine branded content apps
+12%more time spent
41 42 41 4145
2010 Fall 2011 Fall 2012 Fall 2013 Fall 2014 Fall
Time spent readingprint remains stable
Source: Print Measurement Bureau (PMB)
Minutes per Issue
Reading print at home 63% 49%Watching TV at home 59% 29%Other leisure activities at home 54% 24%In car or on public transport 43% 18%Other locations, e.g. at work; shopping 40% 18%
Reading print is a primary online shopping catalyst
Shopping while reading print at home is the foremost activity performed on tablets (63%) and smartphones (49%). Print content is a primary shopping catalyst.
Which of the following have you done (in location/situation)? Data represents shopping activity
Source: ABI Research Survey, June 2012
Tablet Smartphone
Action ever taken after seeing magazine advertisements (%)
Magazine ads influence purchaseacross all platforms
Source: IPC Media, Connected Consumers, January 2014
PRINTEDITION
DIGITAL EDITION
WEBSITE EDITION APP SOCIAL
MEDIA
Sparks ideas 89% 85% 81% 77% 72%
Generates word of mouth 64% 52% 49% 52% 36%
Triggers online search 57% 67% 60% 54% NA
Influences purchase 45% 40% 34% 38% NA
John WilpersSenior DirectorInnovation Media Consultingand
EditorInnovations in Magazine Media2014 World Report