Transcript Document
State of the Magazine Nation INNOVATION! GREAT MEDIA IDEAS CONNECT November 8, 2014 John Wilpers Senior Director Innovation Media Consulting and Editor Innovations in Magazine Media 2014 World Report Features changes exploding on the magazine media front, the move to mobile, global case studies… & more. State of the Magazine Nation Consumer demand for magazine media is expanding Not Print vs. Digital Print + Web + eReaders + Tablets + Smartphones + Video + Social + etc. Source: Print Measurement Bureau (PMB), Fall 2014 Magazine media is about… CONTENT CONTEXT MAGAZINES CONSUMER RELEVANCE … packaged in eye-opening ways 3,000,000 Canadians read a digital magazine in the past 3 months UP Source: Print Measurement Bureau (PMB), Fall 2014 Magazine reader growth by device +75% +115% Source: Print Measurement Bureau (PMB), Fall 2014 +162% Incremental website reach continues to expand +25% Print + website vs. print only Source: Print Measurement Bureau (PMB), Fall 2014 Despite digital growth, the number of print readers remains stable Average # Readers per PMB-Measured Title (Millions of Readers) 1,010,000 1,000,000 1,020,000 1,040,000 1,000,000 2010 Fall 2011 Fall 2012 Fall 2013 Fall 2014 Fall Source: Print Measurement Bureau (PMB) 80% of digital magazine readers read print magazines 20% 80% Digital + print readers Source: Print Measurement Bureau (PMB), Fall 2014 Digital only readers Digital adoption takes time Must first overcome years of reader habits and inertia From my cold, dead hands… Magazine readers are devoted 94% 94% Source: Magazine Experience Study, Sanoma Uitgevers, Time Inc., 2014. of all consumers expect to read the same amount of magazines, or more, in the next 12 months Since starting to read digital magazines, time spent with print & digital is increasing Time spent reading magazines (print + digital) Spent less time 15% +12% more time spent Spent more time 27% Source: How Magazine Media Readers Evaluate & Use Digital Newsstands, GfK MRI/MPA, November 2012 Base: 796 respondents who have used e-newsstands to find, subscribe to and download magazine branded content apps 58% Spent about the same amount of time Time spent reading print remains stable 41 42 41 41 45 2010 Fall 2011 Fall 2012 Fall 2013 Fall 2014 Fall Minutes per Issue Source: Print Measurement Bureau (PMB) Reading print is a primary online shopping catalyst Which of the following have you done (in location/situation)? Data represents shopping activity Reading print at home Watching TV at home Other leisure activities at home In car or on public transport Other locations, e.g. at work; shopping Tablet Smartphone 63% 59% 54% 43% 40% 49% 29% 24% 18% 18% Shopping while reading print at home is the foremost activity performed on tablets (63%) and smartphones (49%). Print content is a primary shopping catalyst. Source: ABI Research Survey, June 2012 Magazine ads influence purchase across all platforms Action ever taken after seeing magazine advertisements (%) PRINT EDITION 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 Source: IPC Media, Connected Consumers, January 2014 John Wilpers Senior Director Innovation Media Consulting and Editor Innovations in Magazine Media 2014 World Report John’s Presentation Magazines Canada Fact Books Now available Coming soon… Save the Date http://www.fippcongress.com/ Special Thanks!