Magazines offer Moments that matter

MOMENTS

THAT MATTERFindings from a unique studyinto magazines and wellbeing

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

THE 5

DRIVERS OF

WELLBEING

THE 5 DRIVERS OF WELLBEING. . .

KARMA FOCUS SUCCESS RELATIONSHIPS WORLD

POSITIVEEMOTIONS

ENGAGEMENT ACHIEVEMENTPOSITIVE

RELATIONSHIPSMEANING &

PURPOSE

THE 5 DRIVERS OF WELLBEING. . .

KARMA FOCUS SUCCESS RELATIONSHIPS WORLD

USING TIME REWARD INFORMATION SHARING CONNECTING

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?”

REWARDUSINGTIME

0%

25%

50%

75%

100%

TVMagazinesRadioNewspapersCinemaSocial media

PLEASURE PURPOSE

EACH MEDIA CHANNEL DELIVERS ON

THESE DRIVERS. . .

CINEMA

RADIO

SOCIALMEDIA

NEWSBRANDSMAGAZINE(DIGITAL)

MAGAZINE(PRINT)

GENERALWEB

WELLBEING IS A COMBINATION OF

‘PLEASURE’ & ‘PURPOSE’. . .

PURPOSEPLEASURE

68% of key magazine moments

REWARD INFORMATION

EXPLORING

THE MAGAZINE

MOMENT

— + = SWB

HAPPYJOYFUL

CONTENTED

ANXIOUSSAD

SATISFIEDWITH LIFE

POSITIVE

AFFECT

NEGATIVE

AFFECT

LIFE

SATISFACTION

CALCULATING SUBJECTIVE WELLBEING. . .

25.89 IN THE MOMENT

+6%(+1.36)

24.54BASELINE

CONSUMING MAGAZINE CONTENT DELIVERS A POSITIVE

SHIFT IN SUBJECTIVE WELL BEING. . .

THE SHIFT IS MORE PRONOUNCED IN

CERTAIN MOMENTS. . .

24.54

26.98SHARING

25.65CONNECT

22.51USINGTIME

26.87REWARD

27.33INFO

THE SHIFT IS MORE PRONOUNCED IN

CERTAIN MOMENTS. . .

24.5427.33INFO

+3%

26.87REWARD

+6%

MILLENIALS GENERATION X BABY BOOMERS

AND FOR YOUNGER GENERATIONS. . .

24.92+12%

24.25+5%

28.66+1%

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

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. . .

REWARDUSINGTIME

ADVERTISING

IN MAGAZINES

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

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

IN SUMMARY

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

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

THANK YOU

—

QUESTIONS?