Leisure and lifestyle magazines: Facing the digital future

?Will advertisers continue to support magazines online?

What does a magazine have to sell?

Advertisers

Content Readership

DUAL PRODUCT

1. Subscription: Premium online article and/or multi-media content

2. Search ads to web-site visitors, banner ads, affiliations to retail web sites, classified ads, product-purchase capabilities, advertiser directory links, or alternative informational/commercial purpose

Why does advertising matter?

Business model of magazines online

Content: Print & Online

Interests. Beliefs. Values.

Content online

“Ingredients” to satisfy readers & advertisers online:

• Great features and columns• Exclusive (Interviews)• Archives• Q&A

Multimedia elements

• Images• video & audio, Flash, Podcasts, Infographs, etc

• Interactivity: Blog comments/Forum discussion, Social media, RSS, UGC,

• Speed and depth: Latest, Current, Up-to-the-minute,

Content online

“Ingredients” to attract advertisers online:

• Multimedia with ads: Branded video and audio, pop up ads, RSS with ads

• Display advertising• Classified advertising• Advertorials• Search engine• Pay per click, unique user ads

Readership of magazines online

• 74% of adults in the UK are reached by one of the NRS listed magazines each average issue period

• 81% of women and over 67% of men are reached by an NRS title each average issue period

15-24 year olds are the age group most likely to be reached by

magazines. 79% of young adults in the UK are reached by one of the NRS titles each average issue period

56% of adults “almost always” read at least one of these titles

Source: NRS Jan to June 2009 PPA – Adults reading one of the 147 titles listed on the NRS

Facts that advertisers like:

Readership of magazines online

• Magazine readers pay attention to magazines and are much less likely to engage in other activities relative to how they use other media.

Facts that advertisers like:

Source: PPA Absorbing Media / Recency Planning Advocates

Readership of magazines online

Almost everyone who reads the title. 90% of pages are viewed – its up to the advert to catch attention and communicate

• 48% of readers agree that advertising adds to the enjoyment of reading

• 63% of Influentials say magazine advertising has influenced their recommendations

Magazines have highest attention of all media. Readers are least likely to be doing ‘something else’ than users of any other medium

Facts that advertisers like:

Source: NRS Jan to June 2009 PPA – Adults reading one of the 147 titles listed on the NRS

Readership of magazines online

• Readers are getting used to the free content online nowadays

• How many paying readers out there and remember ads or take action on them?

• Web2.0 & Web3.0: Magazines (online) are facing tough competitions from social media, other websites that provide similar content to magazines may take away readers

• How to measure the effectiveness of online advertising?

Facts that concern advertisers

“Fish where the fish are and

you will be a lot more successful”

Sergio Zyman (2002)First CMO for Coca Cola

Anyway…

Stats & trends

• Most are “very satisfied” or “satisfied” with their digital publications

• Timelier, easier, environmentally friendly, and more searchable.

• Spending longer reading online publications compared to print versions

Digital magazine readers

Source: Qmags. (2010). 2010 Annual Digital Magazine Readership Survey

Stats & trends

• More creative and engaging by having the ability to use different media

• Audio or video giving the reader a different experience • Clearly capturing the readers’ attention

• 55% of the survey respondents said they had clicked on a link within an advertisement

What about advertising in digital edition?

Source: Qmags. (2010). 2010 Annual Digital Magazine Readership Survey

“ In the near future, most

digital content will be free. Who will pay for it? The advertisers will. ”

2020 Shaping ideasJeffrey Cole (2010)

Will advertisers continue to support magazines online?

• Printed advertisement income has shown moderate growth

• Online advertisements are driving growth• More opportunities for advertisers with

interactive content in a way not possible in print at lower costs

Going digital is the future

Will advertisers continue to support magazines online?

• Bearing implications of dual products in mind: Content + Readership

• Readers are migrating online• Advertisers can directly reach target

audience online

Will advertisers continue to support magazines online?

• Print: Circulation is low/on the decline • Online: Few unique visitor

• Glossy lifestyle and leisure titles• Print: High circulation• Online: High traffics• Quality content • Attractive readership demographics & profiles

Thank you. @Rachel Zhong