1. HEIGHTENED ATTENTION

2. MAGAZINE MEDIA IS EFFECTIVE AT SUSTAINED ATTENTION AND MEMORY ENCODING Attention is complex and evolving. Our attention is much more distracted than it used to be. There are some arguments that attention varies by platform. However new evidence suggest that context is more influential than platform and that quality publisher environments are the key to higher attention levels. Research by Magnetic makes the link between happiness and memory encoding. Proving magazines don’t only benefit from sustained attention but they also score highly on positive emotional attachment metrics such as happiness and that this benefits advertising in this environment.

3. DIGITAL BEHAVIOUR IS INCREASING OUR USE OF ALTERNATING ATTENTION Source: OFCOM Communications Market Report SELECTIVESUSTAINED ALTERNATING Keeping focus when faced with competing distractions The core attention skill we use to focus for long periods Switching quickly between different tasks at once

4. ALTERNATING ATTENION IMPAIRS MEMORY ENCODING “The kind of rapid, continual shifting we do with multitasking causes the brain to burn through fuel so quickly that we feel exhausted and disoriented after even a short time. We’ve literally depleted the nutrients in our brain. This leads to compromises in both cognitive and physical performance. Among other things, repeated task switching leads to anxiety, which raises levels of the stress hormone cortisol in the brain.” DANIEL LEVITIN: t he organised mind: thinking straight in the age of information overload’

5. MAGAZINES ATTRACT SUSTAINED ATTENTION SUSTAINED The core attention skill we use to focus for long periods Magazine content is never passively or coincidentally consumed. Engaging with magazine content is an active choice and as such enjoys solus attention. The AdSense study showed that only 5% of readers do something else while they read magazines. Source: Time Inc. AdSense 2012

6. MAGAZINE MEDIA STIMULATE THE 3 FACTORS THAT DRIVE MEMORY ENCODING Engagement Emotional Intensity Narrative Magazine media readers proactively select and consume the narrative that are of peak interest to them Magazine media delivers a positive in the moment shift in subjective wellbeing Magazine media engages the reader from the outset and content is immediately encoded into the long-term memory

7. MAGNETIC EXPLORED THE ABILITY OF MEDIA TO DRIVE IN THE MOMENT HAPPINESS Source: Moments that Matter 2015 THE NEED FOR ENGAGEMENT THE NEED FOR ACHIEVEMENT THE NEED FOR POSITIVE EMOTIONS THE NEED FOR MEANING AND PURPOSE THE NEED FOR POSITIVE RELATIONSHIPS USING TIME REWARD INFORMATION SHARINGCONNECTING

8. USING TIME INFORMATIONREWARDSHARING CONNECTING Source: Moments that Matter 2015 MAGAZINE MEDIA IS PARTICULARLY POTENT AT DRIVING PURPOSE (INFORMATION) AND PLEASURE (REWARD)

9. CONSUMING MAGAZINE CONTENT DELIVERS A POSITIVE SHIFT IN SUBJECTIVE WELL BEING 24.5425.89 + 6% (+1.36) BASELINE IN THE MOMENT Source: Moments that Matter 2015

10. MAGAZINE MEDIA ENGAGMENT RESULT IN HIGHER LEVELS OF MEMORY ENCODING Source: ACP Science of Love 2011 110% 88% emotional intensity memory encoding In a neuroscience study by ACP, respondents showed an uplift in emotional intensity 110% higher than the average for all other media, and an uplift in memory encoding 88% higher than the average for all other media