State of the Magazine Nation November 8, 2014 INNOVATION! GREAT MEDIA IDEAS CONNECT.

State of the Magazine Nation

November 8, 2014

INNOVATION!

GREATMEDIAIDEASCONNECT

John WilpersSenior DirectorInnovation Media Consultingand

EditorInnovations in Magazine Media2014 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 mediais expanding

Print + Web + eReaders + Tablets+ Smartphones + Video + Social + etc.

Not Print vs. Digital

Source: Print Measurement Bureau (PMB), Fall 2014

CONTENT

CONSUMERRELEVANCE

CONTEXT

MAGAZINES

Magazine media is about…

… packaged ineye-opening ways

3,000,000Canadians

read a digital magazinein the past 3 months

UP

Source: Print Measurement Bureau (PMB), Fall 2014

Magazine reader growth by device

+115%+75%

+162%

Source: Print Measurement Bureau (PMB), Fall 2014

Incremental website reachcontinues to expand

+25%

Print + website vs. print only

Source: Print Measurement Bureau (PMB), Fall 2014

Source: Print Measurement Bureau (PMB)

Despite digital growth, the number of print readers remains stable

Average # Readers per PMB-Measured Title(Millions of Readers)

2010 Fall 2011 Fall 2012 Fall 2013 Fall 2014 Fall

1,010,000 1,000,000 1,020,000 1,040,000 1,000,000

80% of digital magazine readers read print magazines

80%

20%

Digital + print readers Digital only readers

Source: Print Measurement Bureau (PMB), Fall 2014

Digital adoption takes time

Must first overcome years of reader habits and inertia

From my cold, dead hands…

Magazine readers are devoted

94%

94%of all consumersexpect to read

the same amountof magazines, or more,in the next 12 months

Source: Magazine Experience Study, Sanoma Uitgevers, Time Inc., 2014.

58%27%

15%

Spent aboutthe same amount oftime

Spentmore time

Spentless time

Since starting to read digital magazines, time spent with print & digital is increasing

Time spent reading magazines(print + digital)

Source: How Magazine Media Readers Evaluate & Use Digital Newsstands, GfK MRI/MPA, November 2012Base: 796 respondents who have used e-newsstands to find, subscribe to and download magazine branded content apps

+12%more time spent

41 42 41 4145

2010 Fall 2011 Fall 2012 Fall 2013 Fall 2014 Fall

Time spent readingprint remains stable

Source: Print Measurement Bureau (PMB)

Minutes per Issue

Reading print at home 63% 49%Watching TV at home 59% 29%Other leisure activities at home 54% 24%In car or on public transport 43% 18%Other locations, e.g. at work; shopping 40% 18%

Reading print is a primary online shopping catalyst

Shopping while reading print at home is the foremost activity performed on tablets (63%) and smartphones (49%). Print content is a primary shopping catalyst.

Which of the following have you done (in location/situation)? Data represents shopping activity

Source: ABI Research Survey, June 2012

Tablet Smartphone

Action ever taken after seeing magazine advertisements (%)

Magazine ads influence purchaseacross all platforms

Source: IPC Media, Connected Consumers, January 2014

PRINTEDITION

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

John WilpersSenior DirectorInnovation Media Consultingand

EditorInnovations in Magazine Media2014 World Report

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Magazines Canada Fact Books

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Special Thanks!