Leveraging the combined strength of IPC brands across all platforms
CONSUMERS NOW INTERACT WITH OUR BRANDS Producing 250,000,000 interactions per year across 60 BRANDS 10 times per second
CONNECTING WITH CONSUMERS MORE THAN EVER 4 million Readers IPC 2 4 3 1. million million million 9 Emails every Twitter Facebook month followers likes 2 6. 8. 6. million million million Unique mobile visits Unique website visits 2 5 App shell downloads
HOW, WHEN, WHERE AND WHY DO CONSUMERS CONNECT WITH OUR BRANDS? 14 hours 3,543 respondents online 84 hours online diaries face to face interviews 4.5 hours telephone interviews
TRADITIONAL PRINT HABITS REMAIN I took a screengrab of a recipe just to make sure I had it saved and it was easy to have on my phone whilst I was cooking MEMORY BANKING I also like to cut things out of magazines and keep them in a folder for future reference - recipes, designs and inspiring ideas etc. I also like to pass on magazines to friends
CORE BRAND ATTRIBUTES EXTEND ACROSS ALL PLATFORMS INHERENT TRUST QUALITY CONTENT 82% AGREE their brand has quality content across all platforms. I trust NME the most, as I feel it has the most authority for UK alternative music of all sorts 78% AGREE their brand contains interesting content. I have read Look for so long that I know what to expect and the quality that will always be at the forefront of the magazine
MAGAZINE BRANDS ARE ENDURING BUT SOME THINGS HAVE CHANGED
TRADITIONAL ME TIME HAS EVOLVED OUR BRANDS NOW FULFIL DIFFERENT NEEDS AT DIFFERENT TIMES OF THE DAY Different times of the day will often dictate the platform I use
3 NEW MIND STATES 1. CATCH UP TIME 2. FOCUS TIME 3. DOWN TIME
CATCH UP TIME GETTING UP TO SPEED Apps, Social Media, Print, Digital Edition, Website 6AM NOON
FOCUS TIME TIME DEPRIVED Social Media, Apps, Website, Print NOON 6PM
DOWN TIME ESCAPISM Apps, Social Media, Print, Digital Edition, Website 6PM MIDNIGHT
BRAND AFFINITY INCREASES WITH TOUCHPOINTS 10.0 8.3 1 PLATFORM 2 PLATFORMS 3 PLATFORMS 4 PLATFORMS 5 PLATFORMS
THE CONSUMER JOURNEY Digital Edition Website Apps Print Social Media
JOURNEYS DIFFER BY MAGAZINE BRAND
AFTER USING THE NME APP 71% Will go on to search for more information online 42% 61% Talk about and discuss with family & friends through social media Will visit our magazine brand website 45% 53% Talk about something they have seen with family/friends Buy something online 47% Seek inspiration for purchases
AFTER READING THE MARIE CLAIRE PRINT MAGAZINE 67% Talk about something they have seen with friends and family Buy something in-store 47% 59% Seek inspiration for purchases Show family and friends 52% 56% Read about products and visit their website 54% Search for more information online
HOW CAN ADVERTISERS BENEFIT?
MAGAZINE BRANDS INFLUENCE THROUGHOUT THE PURCHASE JOURNEY SPARK Almost 9 in 10 get ideas from print SEARCH 67% have searched for more information online from digital edition SHOP 2 in 5 purchased something instore/online from digital platforms SHARE 64% have shared from our print brands
SPARKING AN IDEA 4 in 5 find ideas from our brands 1 in 2 seek inspiration for purchases from our brands I picked this article up via my newsfeed on Twitter. It caught my eye and so I went and read the article. The article was on weight loss and it gave me some new ideas to try after reading it as I am trying to shift a few pounds before my holiday at the moment
GENERATING SEARCH 1 in 2 visit the advertised brands website for further information 4 in 5 search for inspiration for decorating their home An advert I remember in a IPC magazine was for sofa.com. It caught my eye as it was a rich colour fabric and very contemporary. I visited their website and called to find out prices etc.
CREATING A SALE 2 in 5 have bought something online or in-store as a result of something they have seen in our brands From InStyle magazine I would likely purchase something as a result of the expert advice offered In regards to the magazine, it will almost always make me end up looking at new designers/shops that they have written pieces on, so I can keep up and see what the next few things to come along will be
CREATING A SALE Victoria video
GENERATING WORD OF MOUTH Over 1 in 2 have recommended something from our brands I interact with the magazine by taking photos of I use apps like snapchat and what s app to interact with friends about products and clothes. I would take a facebook photo to talk to friends about what I have read in magazines and online something I think a friend would like and sending this over to her on email
THE CHANGING BEAUTY MARKET Women spending more money than ever on looking good But beauty shopping can be overwhelming Consumers engaging with brands via multiple touch points Need for edited choice, trusted content and integrated experience
MAGAZINE BRANDS AT THE HEART OF THE BEAUTY JOURNEY 70% often notice beauty ads in magazines 67% searched for more information online after seeing a product in a digital edition 4 in 10 likely to show a beauty product in a magazine to friends/family 1 in 2 have bought a beauty product after trying a magazine sample
THINGS TO REMEMBER
MAGAZINE BRANDS are strong and enduring deliver quality, deeply trusted content across all platforms fulfil different needs, in different places, throughout the day are integral to all stages of the purchase journey
Leveraging the combined strength of IPC brands across all platforms