The document discusses how magazines targeting Millennials are integrating social media to engage this demographic. It notes that Millennials have high rates of internet and mobile connectivity and are very active on social networks like Facebook, Twitter, and Pinterest. Several magazine brands are highlighted for how they are using digital platforms and social media tools to directly communicate with and further interact with their Millennial audiences.

1. TO HAVE AND TO HOLD
Millennials, Magazines and Mobile
AEJMC 2012
Elizabeth Hendrickson, PhD
School of Journalism and Electronic Media
The University of Tennessee -

2. Definition of MILLENNIAL
• Millennial generation refers to those born in
or after 1980.
• Other names for this demo: Generation
Y, Nexters and the Nexus Generation.

3. ATTITUDES about TECHNOLOGY

4. INTERNET and CELL differences

5. LANDLINES are for squares

6. A DAY in the LIFE of a TECH USER

7. How Millennials connect to INTERNET

8. DEMOGRAPHIC DIFFERENCES in
Millennials’ wireless connectivity

9. Who uses SOCIAL MEDIA

10. SOCIAL NETWORKING among Millennials

11. TWITTER use

12. SOCIAL MEDIA TOOLS THAT ALIGN
WITH THIS DEMOGRAPHIC
• FACEBOOK PAGE
• TWITTER
• PINTEREST
• FOURSQUARE
MOST IMPORTANT CONCEPT:
SOCIAL SHARING

13. MAGAZINE BRANDS
PLATFORMS MOST PRIMED
FOR SOCIAL MEDIA TOOLS:
• ONLINE CONTENT
• SPECIAL APPS

14. MAGAZINE BRANDS
PLATFORMS LESS EFFICIENT
FOR SOCIAL MEDIA TOOLS
• PRINT
• TABLET

15. With this in mind…
EXAMPLES OF HOW MAGAZINE BRANDS
SERVING THE MILLENIAL DEMOGRAPHIC
INTEGRATE SOCIAL MEDIA

16. GAME INFORMER MAGAZINE: #4 MPA CIRCULATION
*Key: Direct communication channels with tech-savvy audience

17. COSMOPOLITAN: #15 MPA CIRCULATION
*Key: Opportunities to further interact (and invest) with brand

18. MAXIM: #19 MPA CIRCULATION
*Key: Digital brand extensions that use social sharing tools.

19. SEVENTEEN: #33 MPA CIRCULATION
*Key: Legacy brand “Network” digital extensions that expand reach

20. SIMILARITIES
• These leading legacy platforms (print) are
navigating shifts in audience wants and
needs by both increasing digital brand
extensions and increasing opportunities
to interact and identify with brand.

21. HOPES AND DREAMS
Social media = Interaction
Interaction = Identification
Identification = Loyalty
Loyalty = Hard to come by these days