Archive for July, 2013

More Good News About Magazines

In our continuing exploration of the ways and reasons that magazines are more relevant than ever, these times of upheaval in the publishing industry and the evolving world of digital publishing, it is important to remember that the fundamentals of the magazine format are sound, and revenue generating opportunities abound.

Magazines work because…

Magazines are motivating. More than 60% of print magazine readers took action as a result of a magazine ad. Digital magazines also drive response, with 91% taking action after reading a digital issue. Studies show that 43% of magazine readers make online purchases vs. 21% of non-readers.

Magazines continue to score higher than TV or the internet in “ad receptivity” and other engagement measures. Readers spend an impressive 41 minutes with each issue. Among digital readers, 73% read or tap on advertisements appearing in electronic magazines.

Consumers trust and believe magazines — and embrace advertising as a part of the brand experience. In fact, studies show that ads in magazines rank higher in trust than ads on TV, radio or online. 96% of adults under 25 read magazines — and those under 35 read more issues per month than adults 35+. Studies also show that the top 25 magazines reach more adults and teens than primetime television.

Magazine readers are more likely than users of other media to influence friends and family on product purchases across a variety of advertising categories. Magazine readers rank as #1 or #2 super influential consumers across 60 product categories and make an impact in every shopping segment.

Readers have a positive attitude toward advertising in magazines and believe the ads provide useful information. This holds true among digital readers — and they further like to explore interactive ad tools and features.

Magazines and social media go hand-in-hand. 69% of readers have posted a magazine article on Facebook, and more than 6 in 10 have shared magazine content while chatting with friends on Facebook.

For those who are considering adding digital publishing to their offering, it is interesting to note that magazine apps are among the top grossing apps in key categories in the iPad App Store. Magazine readers are heavy smartphone users. And, magazines also rank #1 in driving consumers online among adults 18+.

MPA The Association of Magazine Media publishes a yearly Magazine Media Factbook, and the latest edition, 2012/2013 has lots more interesting facts and statistics. All of the numbers quoted in this blog article are from this report. You can find more information and updates at magazine.org/factbook.

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Sharing Magazine Content is Important to Young Digital Readers

We are continuing our examination of the key research findings in a recent study done by MPA titled Magazine Media Readers Are Social. All statistics in this article come from that study.

26% of respondents have followed a magazine on Twitter or ‘liked’ a magazine on Facebook after accessing that magazine’s content via a newsreader and men more readily ‘followed’ a magazine on Twitter or ‘liked’ a magazine on Facebook after accessing magazine content via a newsreader.

A very interesting finding for digital publishers is that 37% of total respondents and 47% of avid magazine readers have gone to a magazine’s website for more information after following a magazine on Facebook, Twitter or other social applications like a newsreader.

When asked whether they were more interested in following the magazine brand itself, or the magazine’s editors, writers or columnists, respondents overwhelmingly cited the magazine brand itself (51%) over both equally (39%) and editors at 10%. Women favored the magazine brand to the highest degree (56%) over men at 44%.

Opportunities to sample new products and offer insights (50%) and special offers from advertisers available only to subscribers (44%) were cited most as most desired exclusive offers for magazine subscribers on Facebook or Twitter.  Interest was highest among women (58% and 48%) and avid readers (52% and 43%).

These findings make it clear that digital publishers must offer multiple social media outlets for their publications, and that having a presence on Facebook and Twitter, at a minimum, are required to satisfy the demand for connectivity from young digital readers.

48% of avid magazine readers and 37% of total respondents claim that it is important to them that a magazine has a Facebook page.  (More important to men than women, slightly more for younger vs. older respondents) For 34% of avid magazine readers and 26% of total respondents, it is deemed important for a magazine to have a Twitter account.

The importance of being able to share digital magazine content with friends is highest among avid magazine readers at 54% and 51% of total respondents and 66% of avid magazine readers re-tweet articles from a magazine’s Twitter feed.

Facebook, among all social media platforms, was named the best product for use in engaging with a magazine brand by a wide margin.

Talk to us about creating a complete digital/social experience.

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Magazine Readers 18–34 Are Highly Connected Social Media Users

According to key research findings in a recent study done by MPA titled Magazine Media Readers Are Social:

The 18–34 year old segment clearly represents highly connected users of social media. They heavily use social media to enhance their media experience and particularly place an importance on sharing magazine content.
Some interesting findings of the study are:

Social media is enhancing the magazine reading among 18–34 year olds

• 56% of total Twitter users and 65% of avid readers ‘follow’ a magazine editor or columnist on Twitter.
• 51% of respondents have re-tweeted to a magazine editor’s Twitter and 42% chat with friends on

Facebook while reading a magazine and share what they’re reading.
Magazine readers 18–34 are highly connected social media users

• Most respondents are using Facebook (91%), YouTube (61%) and Twitter (40%) as social media.
> Men are more likely to use YouTube, Twitter and Google+ than women.
> Users of YouTube and Twitter skew younger.
> Pinterest has more than twice the number of female users (31%) as male users (12%).
> Among Twitter users, 22% have multiple accounts.
> Nearly 30% of Tumblr users have more than one account.

• The majority of respondents (80%) personally own a digital device.
> 69% own a smartphone.
> 41% own a tablet.
> 27% own an e-Reader.

• Smartphone ownership is now mainstream. 72% of men 18-34 and more than 67% of women own a smartphone.

The data is very interesting for digital publishers when looking at the response to the following questions posed in the survey: “Thinking about magazines and social media… Have you ever done the following:

“Visited any magazine’s Facebook page”
total respondents = 49%
avid magazine readers = 63%
digital magazine readers = 69%

“Liked a magazine’s Facebook page?”
total respondents = 41%
avid magazine readers = 54%
digital magazine readers = 57%

Base: Total respondents (1,019); multiple responses

The data shows that digital magazine readers are the most engaged in the publications that they read and they take the additional steps to seek out the brand via social media. They cite relevant content as the chief reason for visiting a magazine’s Facebook page, which makes it imperative for publishers to offer a complete reading experience. We can help you do it.

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