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THE VALUE OF PUBLIC PLACE READING Insights from a new study sponsored by Time Inc. & Mediaedge.

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Presentation on theme: "THE VALUE OF PUBLIC PLACE READING Insights from a new study sponsored by Time Inc. & Mediaedge."— Presentation transcript:

1 THE VALUE OF PUBLIC PLACE READING Insights from a new study sponsored by Time Inc. & Mediaedge

2 2 Research Objective Objective: Gain insights into the role and value of magazines in public places Magazines Studied: Entertainment Weekly; Fortune; In Style; Parenting; Sports Illustrated; People

3 3 Research Architecture Public Place Locations Studied: –Doctors and Dentists Offices/Hospital and other Medical Facilities –Hair/Nail/Beauty Salons or Spas (women) –Barber Shops/Hair Salons (men) –Business Reception Areas –Libraries –Airlines Sample Size: –2382 Public Place readers –3062 Subscribers/Newsstand buyers

4 4 Research Insights Public place reading is a meaningful reading experience. That readers are not paying for the copies read there has little impact on their involvement with the magazine –Reading is the #1 activity occurring in public place waiting situations –Contextual relevance is a factor determining which magazines are read –Having magazines available is a benefit to those waiting, to the location host, to the magazine publisher and to the advertiser

5 5 Research Insights While reading time in public places is abbreviated, the reading is focused –Readers experience fewer interruptions, engage in less multitasking and feel less guilty about devoting time to reading

6 6 Research Insights Actions taken as a result of reading magazines are high regardless of paid or public place copy status –Little variation in overall action taken exists between public place readers and subscribers/buyers –Although ad actions taken are somewhat lower for a public place reader vs. a subscriber/buyer, higher RPCs in public places more than offset this

7 7 Public Places are Heavily Trafficked Locations Visited in Past 30 Days Base: Public Place Sample Data Used: Q3

8 8 Reading Magazines is the #1 Activity While Waiting While in libraries, reading books is the prime activity Base: Public Place Sample visiting location in past year Data Used: Q9

9 9 Magazine Reading Dominates Other Activities at Doctors/Dentists Offices Base: Public place sample Data Used: Q9 1%Nothing 4%Other 4%Play video games 9% 28% 37% 47% 52% Doctors/Dentists Office Work Watch TV/movies Use cell phone+ Read book Talk to someone Read/Look at newspapers Read/Look at magazines92% Nearly twice as many people are reading magazines as engaging in the #2 activity

10 10 Magazines Enhance the Waiting Experience 95% of public place readers report they would be upset, feel underserved or bored if no magazines were available in public places –87% claim the time spent waiting would drag –72% would be upset that magazines were no longer available –63% would feel the location was not trying to make the visit as enjoyable as possible Base: Public Place Sample Data Used: Q17

11 11 Public Place Magazines Benefit All Constituencies Benefits Host Benefits Publisher Benefits Reader Benefits Advertiser PUBLIC PLACE

12 12 Magazines Offer Significant Benefits for the Host Benefits Host Waiting rooms should provide things to read while you wait 97% Makes time go faster 97% Dont mind waiting as much 86% Helps take my mind off why Im there 84% Base: Public Place Sample Data Used: Q19; top 2 box

13 13 Readers, Publishers and Advertisers All Benefit Benefits Reader Opportunity to read without paying 96% Latest fashion/beauty trends** 87% Updates on business* 76% To see what products/services are featured in ads 70% Trust the articles in magazines found here 62% If there, magazine is popular 54% Higher opinion of magazines found there 45% Trust the ads in magazines found there 44% Base: Public Place Sample Data Used: Q19; top 2 box **InStyle cell only *Fortune Cell only

14 14 Actions Defined Edit-driven actions –Used information/ideas I got from the magazine –Talked to someone about something I read in a magazine –Bought, or intend to buy, a product or service featured in a story –Tore out an article

15 15 Actions Defined Ad-driven actions –Researched to find out more about a product or service advertised in a magazine –Bought, or intend to buy, a product or service advertised in a magazine –Followed up on an ad in a magazine –Tore out an ad

16 16 Actions Defined Either ad- or edit-driven actions –Visited a website mentioned in a magazine –Learned about a product or service I was unaware of –Asked beauty/hair salon about something I read or saw –Asked Doctor/Professional about something I read or saw –Recommended a product/service I learned about

17 17 Public Place Reading Generates High Levels of Follow- up Actions Taken (Total)85% Created word-of-mouth*50% Visited website mentioned in magazine43% Purchase interest based on ad**40% Used info/ideas from magazine40% Learned about product/service I wasnt aware of36% Researched to find out more about a product/service advertised23% Asked beauty salon or Dr./professional***14% *Net. Talked to someone about something I read, Recommended product/service I learned about **Net.Bought/intend to buy product/service advertised, Researched to find out more about a product/service advertised, Followed up on an ad, Tore out an ad ***Net. Asked beauty/hair salon about something I read/saw, Asked a Dr./professional about something I read/saw Base: Public Place

18 18 Public Place Reading Generates Levels of Follow-up Action at Least Three-Fourths That of Paid Readers Index PP vs. Paid Actions Taken (Total)98 Created word-of-mouth*86 Visited website mentioned in magazine88 Purchase interest based on ad**75 Used info/ideas from magazine89 Learned about product/service I wasnt aware of92 Researched to find out more about a product/service advertised77 Asked beauty salon or Dr./professional***93 *Net. Talked to someone about something I read, Recommended product/service I learned about **Net.Bought/intend to buy product/service advertised, Researched to find out more about a product/service advertised, Followed up on an ad, Tore out an ad ***Net. Asked beauty/hair salon about something I read/saw, Asked a Dr./professional about something I read/saw


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