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Magazines Boost Wellbeing and Make Advertising Welcome
- 2. MOMENTS THAT MATTER Findings from a unique study into magazines and wellbeing
- 3. WE WANTED TO UNDERSTAND... The relationship that consumers have with magazine content in the context of the moment and the implications for advertising and marketing
- 5. THE 5 DRIVERS OF WELLBEING... KARMA FOCUS SUCCESS RELATIONSHIPS WORLD POSITIVE EMOTIONS ENGAGEMENT ACHIEVEMENT POSITIVE RELATIONSHIPS MEANING & PURPOSE
- 6. THE 5 DRIVERS OF WELLBEING... KARMA FOCUS SUCCESS RELATIONSHIPS WORLD USING TIME REWARD INFORMATION SHARING CONNECTING
- 7. MAGAZINES HAVE A UNIQUE POSITION IN THE WIDER MEDIA MIX... INFORMATION SHARING CONNECTING Source: JtD online sample. Base: regular users of each channel “Which media channels would you use for each of these moments?” REWARD USING TIME 0% 25% 50% 75% 100% TV Magazines Radio Newspapers Cinema Social media
- 8. PLEASURE PURPOSE EACH MEDIA CHANNEL DELIVERS ON THESE DRIVERS... CINEMA RADIO SOCIAL MEDIA NEWSBRANDS MAGAZINE (DIGITAL) MAGAZINE (PRINT) GENERAL WEB
- 9. WELLBEING IS A COMBINATION OF ‘PLEASURE’ & ‘PURPOSE’... PURPOSEPLEASURE 68% of key magazine moments REWARD INFORMATION
- 11. — + = SWB HAPPY JOYFUL CONTENTED ANXIOUS SAD SATISFIED WITH LIFE POSITIVE AFFECT NEGATIVE AFFECT LIFE SATISFACTION CALCULATING SUBJECTIVE WELLBEING...
- 12. 25.89 IN THE MOMENT +6% (+1.36) 24.54BASELINE CONSUMING MAGAZINE CONTENT DELIVERS A POSITIVE SHIFT IN SUBJECTIVE WELL BEING...
- 13. THE SHIFT IS MORE PRONOUNCED IN CERTAIN MOMENTS... 24.54 26.98 SHARING 25.65 CONNECT 22.51 USING TIME 26.87 REWARD 27.33 INFO
- 14. THE SHIFT IS MORE PRONOUNCED IN CERTAIN MOMENTS... 24.54 27.33 INFO +3% 26.87 REWARD +6%
- 15. MILLENIALS GENERATION X BABY BOOMERS AND FOR YOUNGER GENERATIONS... 24.92 +12% 24.25 +5% 28.66 +1%
- 16. ENGAGEMENT WITH THE MAGAZINE RELATIONSHIP... INFORMATION HAD ATTENTION FULLY ON MAG80% MAKE TIME69% LOVE MAGS77% HAD ATTENTION FULLY ON MAG86% MAKE TIME80% LOVE MAGS89% REWARD
- 17. INFORMATION SHARING CONNECTING RELAXED & REFRESHED SENSE OF HAVING ESCAPED DAY-TO-DAY LIFE SENSE OF ACHIEVEMENT HAVING THINGS TO SHARE INSPIRED & ENGAGED MAGAZINES DELIVER ON THE FIVE MOMENTS IN UNIQUE WAYS... REWARD USING TIME
- 19. ADVERTISING IN MAGAZINES IS MOST POSITIVELY RECEIVED COMPARED TO OTHER MEDIA... Advertising doesnt detract from the experience I look at ads for inspiration I’m open to new products & ideas Adverts are relevant to me I look at/read ads Advertising is welcome 0 10 20 30 40 50 60 70 80 90 TV Radio media Newspaper media Magazine media Cinema Web search Social media
- 20. MAGAZINE ADVERTISING IS WELCOME AND ACCEPTED... OVERALL IN THE MOMENT Ads are welcomed Open to new products Ads are relevant 59% 74% 63% 80% 55% 67% 50% 64% Actively read the ads OVERALL IN THE MOMENT OVERALL IN THE MOMENT OVERALL IN THE MOMENT
- 21. IN SUMMARY
- 22. MAGAZINES INCREASE WELLBEING... Magazines occupy a unique position driving pleasureable reward and purposeful information The magazine moment makes us feel good, and this is especially true for millenials In pleasure moments, print plays a major role and digital drives more purpose
- 23. ADVERTISING IN MAGAZINES IS WELCOME... General openness to magazine advertising Ads are seen as relevant and less disruptive Higher subjective well being increases receptivity and aids memory and recall