THE RULES OF ATTRACTION
MAY 2015 FIPP CONFERENCE
WHAT ARE WE?
THE NEW MARKETING AGENCY FOR CONSUMER MAGAZINES
PURPOSE
To champion the power and vitality of magazine media, in all it’s forms and at the broadest level, to the media, advertising and marketing community
THE RULES OF ATTRACTION
Immersion Belonging Stature Inspiration Influence Growth
THE RULES OF ATTRACTION STUDY 2015
A NEW LOOK AT MAGAZINE MEDIA
magazine consumers over 2 years
15,000
Online survey Mobile diaries Depths and video
Conducted by Crowd DNA
IMMERSION
Reasons given for reading magazines - % Stating:
Source: Crowd DNA Rules of Attraction, 2014/15
#1 MAGAZINES ADDRESS A NUMBER OF IMPORTANT
NEEDS STATES
WAVE 1 2013 WAVE 2 2014
WAVE 1 2013 WAVE 2 2014
1
35
39
47
47
58
62
65
None of these
As a treat
Keep up-to-date
For inspiration
Followpassion/hobby
For entertainment
Get information
To relax
Personal This media is personal
Indulgent This media is indulgence This media is relaxing
11%
11%
19%
23%
28%
39%
Social media
Newspapers
TV
Radio
Magazines
Internet
3%
3%
4%
8%
12%
20%
27%
Newspapers
Social Media
Radio
Internet
TV
Magazines
Cinema
11%
21%
23%
45%
49%
53%
67%
Newspapers
Social media
Internet
Radio
Cinema
Magazines
TV
Relaxing
#1 THE THREE DRIVERS OF IMMERSION
Source: Crowd DNA Rules of Attraction, 2014/15
Proportion who associate magazines with each word/phrase
#1 READERS IMMERSE THEMSELVES MORE IN MAGS
35%
46%
55%
31%
45%
51%
Inspirational
Pleasurable
RelaxingWAVE 1 2013 WAVE 2 2014
WAVE 1 2013
WAVE 2 2014
WAVE 1 2013
WAVE 2 2014
Source: Crowd DNA Rules of Attraction, 2014/15
#1 READERS IMMERSE THEMSELVES MORE IN MAGS
video
#1 READERS IMMERSE THEMSELVES MORE IN MAGS
VIDEO HERE
STATURE
#2 STATURE IS ENHANCED BY THE PRINT BOND
The tangibility of print is one of its
main draws – with digital driving
an appreciation of this
Tangibility
9 in 10 agree it just feels better holding a
physical copy
Many readers can’t explain why
they like the print version, they
just feel a strong connection
Emotion
9 in 10 agree they just prefer the printed
version
The force of habit and loyalty to
the print versions is continuing to
drive readership
Habit
7 in 10 like the print version because
it’s what they’ve always bought
Source: Crowd DNA Rules of Attraction, 2014/15
#2 PRINT CONTINUES TO BE THE PLATFORM OF CHOICE
“Which format is more appealing?”
97
75
17
87
1
10
40
5
0
6
24
3
8
7 11
0 20 40 60 80 100 120
Print Only
Print + Digital
Digital Only
ALL
Apps
Websites
All of these
No opinion
Source: Crowd DNA Rules of Attraction, 2015 only*
Source: Crowd DNA Rules of Attraction, 2014/15
Just prefer print
Better having physical copy
Feel more relaxed
Always bought
Easier to hold
Keep back issues
Take to more places
Feel safer
Little piece of luxury
#2 PRINT HAS APPEAL FOR A NUMBER OF REASONS
% agree or strongly agree 91% 91% 74% 70% 69% 64% 60% 59% 51% Source: Crowd DNA Rules of Attraction, 2014/15. All print readers
50% yoy increase in digital readers following
editorial talent
#2 QUALITY COMES FROM CURATION
MUSIC REVIEWS
EQUIPMENT TEST
FILM REVIEWS
CATWALK
CRITIQUE RECIPES
TEST DRIVE
Q
TRAIL
EMPIRE
VOGUE
GOOD FOOD
TOP GUIDE
51% of readers claim to “trust the reviews in my
magazines”
#2 MAGAZINES ARE ONE OF THE MOST TRUSTED
2%
9%
12%
25%
8%
69%
66%
69%
50%
60%
29%
25%
19%
25%
32%
Low (1-3/10)
Medium (4-7/10
High (8+/10)
How much do you trust these media?
Source: Crowd DNA ‘Rules of Attraction’ 2014 only
Newspapers
Internet
Radio
Magazines
Internet
Source: Crowd DNA Rules of Attraction, 2014/15
#2 STATURE COMES THROUGH QUALITY
video
BELONGING
Audiences identify with magazine brands more than any
other media.PPA. Media Experience Study.
#3 READERS IDENTIFY WITH MAGS BRANDS
All readers
71%
#3 MANY MAGAZINE READERS HAVE A CLOSE RELATIONSHIP WITH THEIR FAVOURITE TITLES
% Agreeing “I would miss my favourite magazines if they weren’t there”
Women
72%
18-24
69%
Print & digital
74%
ABC1
70%
Source: Crowd DNA Rules of Attraction, 2014/15
#3 MAGAZINE READERS CLAIM TO SHARE
CONTENT WITH FAMILY & FRIENDS
Source: Crowd DNA ‘Rules of Attraction’ 2014/15
4 in 10 regularly share 58% for digital readers
Source: Crowd DNA Rules of Attraction, 2014/15
22% follow brand on FB
18% follow on twitter
#3 MAGAZINE READERS ARE KEEN FOLLOWERS ON SOCIAL MEDIA
1 in 3 magazine readers claim
to follow at least 1 brand
Super user group more social usage 1 in 2 on at least one platform
Source: Crowd DNA Rules of Attraction, 2014/15
#3 LOTS OF REASONS TO FOLLOW MAGAZINES
10%
10%
19%
25%
26%
26%
30%
39%
46%
The average follower
lists 5+ reasons why
they follow their
favourite magazine
brands...
and growing!
Competitions
Videos/Images
Bite-sized info
Follow Talent
Relevant
Keep Up
Feel Closer
Offers/Discounts
Extra Content
Base: All Who Follow Magazine Brand on Social Media Source: Crowd DNA Rules of Attraction Survey, 2014/15
INSPIRATION
#4 MORE CONSUMERS TAKE INSPIRATION FROM MAGAZINES THAN ANY OTHER MEDIUM
83% of consumers agree content gives them ideas
and inspiration
81% have bought an item or visited a place after reading about it in a
magazine
32% rate magazines as inspirational in
comparison with 12% average for all other
media
Source: Crowd DNA Rules of Attraction, 2014/15
35% 38%
54%
39% 41%
61%
Educational Useful Gives me ideas
Wave 1
Wave 2
Proportion who associate magazines with each word/phrase
Source: Crowd DNA Rules of Attraction 2014/15
#4 READERS LOOK TO MAGS FOR INSPIRATION
INFLUENCE
#5 INSPIRATION CARRIES OVER TO THE ADVERTISING
“This media contains ads that are most useful for inspiring my interests”
51%
x5
x5 x20
x2 W.W.W
Source: Crowd DNA Rules of Attraction 2014/15 Base: All readers who expressed an opinion (80%)
x20
#5 INSPIRATION CARRIES OVER TO THE ADVERTISING
“This media contains ads that spark ideas that I act upon”
42%
x4
x5 x14
x2
Source: Crowd DNA Rules of Attraction 2014/15
W.W.W
x20
#5 MAGAZINE ADVERTISING LESS INTRUSIVE
How much do ads spoil the enjoyment?
61%
14%
20%
53%
27%
44%
30%
35%
36%
38%
36%
36%
9%
51%
44%
9%
37%
20%
Low (1-3/10)
Medium (4-7/10
High (8+
Source: Crowd DNA ‘Rules of Attraction’ 2014 only
Cinema
Radio
Newspapers
Internet
TV
Magazines
#5 THE THREE DRIVERS OF INFLUENCE
Magazines create further
action – readers are open to
further search, research and
purchase
Action
3 in 4 Have searched for or researched a
product after seeing in a magazine
Magazines are a key source of
information – both from passive
browsing and active searching
Information
2 in 3 agree they read magazines
specifically for the information
they provide
Magazines don’t only give
readers information – they give
them information that they
act on
Inspiration
8 in 10 agree magazines give them ideas
and inspiration
Source: Crowd DNA Rules of Attraction 2014/15
#5 THE THREE DRIVERS OF INFLUENCE
Inspiration Spark Ideas Functionality
1%
6%
10%
10%
16%
16%
23%
33%
Poster adverts
Newspapers
Social Media
Radio
TV
Cinema
Internet
Magazines
This media is inspirational
4%
13%
16%
18%
18%
25%
57%
61%
Cinema
Radio
Newspapers
Poster adverts
Social media
TV
The internet
Magazines
This media gives me ideas
3%
14%
24%
27%
28%
40%
41%
69%
Cinema
Poster adverts
Radio
Social media
TV
Newspapers
Magazines
The internet
This media is useful
Source: Crowd DNA Rules of Attraction 2014/15
#5 ACTIVELY SEEKING ADVERTISING LEADS TO IMPACT
9 in 10
magazine readers look at the adverts
1 in 2 often share adverts with
friends and family
Source: Crowd DNA Rules of Attraction 2014/15
#5 READERS HAVE A MORE POSITIVE ATTITUDE TO ADVERTISING
video
GROWTH
#6 DIGITAL OPENS UP NEW OPPORTUNITIES TO ENHANCE THE READERSHIP EXPERIENCE
Apps and digital editions that can
be accessed on the go are
providing readers with content
anywhere, anytime
Access
8 in 10 easily access content on-the-go
Digital formats are allowing
readers to access more up-to-date
content, filling the gap between
print editions
Speed
7 in 10 agree it’s quicker to get the latest
content digitally
Digital platforms are allowing
readers to personalise their
experience by accessing the most
relevant content
Personalisation
6 in 10 agree it’s easy to navigate to the
content they want to see digitally
Source: Crowd DNA Rules of Attraction 2014/15
#6 GROWTH WILL COME FROM POSITIVE PERCEPTIONS
OVERALL % INCREASE IN POSITIVE PERCEPTIONS: WAVE 1 – WAVE 2
PERSONAL
Source: Crowd DNA ‘Rules of Attraction’ 2014/15
PLEASURABLE INSPIRATIONAL
USEFUL
LUXURIOUS GIVES IDEAS
EDUCATIONAL
TIME-PASSING
RELAXING
FRIENDLY
TRUSTWORTHY
MAGAZINES +11% TELEVISION + 8% INTERNET + 4% RADIO + 2%
NEWSPAPERS - 1%
#6 GROWTH MAY ALSO COME FROM DIGITAL-ONLY READERS
% OF DIGITAL-ONLY READERS WHO CLAIM THEY ARE LIKELY TO READ PRINT MAGAZINES IN NEXT 12 MONTHS
Equates to 200,000+ potential new print purchasers
29%
Source: Crowd DNA, Rules of Attraction 2015
Meanwhile, 96% of print & digital readers stay they are going to stick with print
Proportion who associate magazines with each word/phrase
47%
48%
71%
39%
41%
61%
Educational
Useful
Gives me ideas
Overall
Super Users
43%
50%
60%
35%
46%
55%
Inspirational
Pleasurable
Relaxing
FUN
CTI
ON
AL
EMO
TIO
NA
L
#6 DIGITAL CREATES ‘SUPER-USERS’ ACROSS PLATFORMS
Source: Crowd DNA Rules of Attraction, 2014/15
#6 ‘SUPER-USERS’ ARE EVEN MORE ENGAGED
Proportion who read magazines for each of the following reasons
Source: Crowd DNA Rules of Attraction 2014 only
35
39
48
52
59
64
68
48
44
60
64
70
77
74
To keep up to date
As a treat
For inspiration what/where to buy
To follow passion/hobby
For entertainment
To get information
To relax
Super-Users
All Readers
IN SUMMARY
•Magazine core readership solid
•Print provides strong foundation
•Digital still to reach potential
•The 6 rules of attraction make sense
•Insight is the vital ingredient
THANK YOU
TW: @MAGNETIC.MEDIA
LI: MAGNETIC MEDIA UK