“Mixed Media” is basically a term used to describe the choices and methods that we use to access various information. In this context we are referring to advertising and publishing. Every day and in every aspect of our lives, we engage with a mix of digital and print magazine media. Words are everywhere and the delivery methods available for them to reach us are increasing all the time. The platform may change by time-of-day or by need, but engagement with magazine content in a relevant context remains extremely important. People who have become early adopters of new technology are known to be at the avant-garde in many things, and they are generally the first to know and the first to buy the newest of everything.
While people of all generations use a mix of digital and traditional media during the course of any given day, it has become evident that Millennials spend more time with media than any other generation during a typical week, and they choose digital media slightly more than traditional media. All other generations consume more time with traditional media such as print, radio and television, increasing with age.
Most consumers turn to magazine brands at multiple times throughout the day, for a variety of purposes and use a range of platforms depending on their requirements at the time. Most people turn to magazines to fill their needs for down time or relaxation, to gather information for a specific task or project, or to increase their knowledge in some way.
Millennials are comfortable with multiple devices, and are using their smartphones to stay connected at all times. They are very comfortable making connections with companies via social media, and electronic transactions are becoming the default method of making retail purchases of all kinds.
An interesting trend that has been observed in various research studies is that readers tend to be highly focused and engaged with content when it is being viewed on a tablet or smartphone. There is something about the interaction and physical contact that people have with their devices, including touching, tapping, swiping and pinching the screen, that keeps them engaged in the actual content that they are viewing.
Digital magazine readers view the ads within their publications as valuable sources of information almost as much as the editorial articles and general content in the magazine. The ability to engage with ads and content through a variety of media such as video and photo galleries from within the same publication increases engagement, brand perception and calls to action.
Digital magazine readers want to be among the first to know about and buy new things directly from the page. They are quick to spot trends and in fact are the influencers that create trends. They often bookmark pages for future reference and want tools to get details about items shown in magazines that they can compare and buy. Magazines have always had a significant impact on consumer decision making, and the new digital multimedia is increasing that trend.