MOMENTS THAT MATTER Findings from a unique study into magazines and well-being

WE WANTED TO UNDERSTAND The relationship that consumers have with magazine content in the context of the moment and the implications for advertising and marketing

THE FIVE DRIVERS OF WELL-BEING

THE NEED FOR ENGAGEMENT THE NEED FOR ACHIEVEMENT THE NEED FOR POSITIVE EMOTIONS THE NEED FOR MEANING AND PURPOSE THE NEED FOR POSITIVE RELATIONSHIPS THE 5 DRIVERS OF WELL-BEING Source: Moments that Matter 2015

THE 5 DRIVERS OF WELL-BEING 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

MAGAZINES HAVE A UNIQUE POSITION IN THE WIDER MEDIA MIX USING TIME INFORMATIONREWARDSHARING CONNECTING Source: Moments that Matter 2015

EACH MEDIA CHANNEL DELIVERS ON THESE DRIVERS PLEASURE PURPOSE Cinema | Radio | TVMagazines: Print/DigitalNewsbrands |Social Media | General Web Source: Moments that Matter 2015

WELL-BEING IS A COMBINATION OF ‘PLEASURE’ & ‘PURPOSE’ 9 NOT PRINT PRINT PURPOSEPLEASURE REWARDINFORMATION 68% OF KEY MAGAZINE MOMENTS Source: Moments that Matter 2015

EXPLORING THE MAGAZINE MOMENT

CALCULATING SUBJECTIVE WELL-BEING Happy Joyful Contented Anxious Sad Satisfied with life Have all the important things I want in life + - = SWB POSITIVE EFFECT NEGATIVE EFFECT LIFE SATISFACTION

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

THE SHIFT IS MORE PRONOUNCED IN CERTAIN MOMENTS INFO REWARD SHARING USING TIME CONNECT Source: Moments that Matter 2015

THE SHIFT IS MORE PRONOUNCED IN CERTAIN MOMENTS INFORMATION REWARD +3% +6% Source: Moments that Matter 2015

AND FOR YOUNGER GENERATIONS… % % % MILLENIALSGENERATION XBABY BOOMERS Source: Moments that Matter 2015

ENGAGEMENT WITH THE MAGAZINE RELATIONSHIP INFORMATION REWARD 80% HAD ATTENTION FULLY ON MAG 69% MAKE TIME 77% LOVE MAGS 86% HAD ATTENTION FULLY ON MAG 80% MAKE TIME 89% LOVE MAGS Source: Moments that Matter 2015

MAGAZINES DELIVER ON THE FIVE MOMENTS IN UNIQUE WAYS RELAXED & REFRESHED SENSE OF HAVING ESCAPED DAY- TO-DAY LIFE SENSE OF ACHIEVEMENT HAVING THINGS TO SHARE INSPIRED & ENGAGED SHARINGCONNECTINGUSING TIMEREWARDINFORMATION Source: Moments that Matter 2015

ADVERTISING IN MAGAZINES

ADVERTISING IN MAGAZINE MEDIA IS MOST POSITIVELY RECEIVED COMPARED TO OTHER MEDIA Source: Moments that Matter 2015

MAGAZINE ADVERTISING IS WELCOME AND ACCEPTED OVERALLIN THE MOMENT ADS ARE RELEVANT OVERALLIN THE MOMENT ADS ARE WELCOMED 59%74% 55%67% OVERALLIN THE MOMENT ACTIVELY READ THE ADS OVERALLIN THE MOMENT OPEN TO NEW PRODUCTS 63%80% 50%64% Source: Moments that Matter 2015

IN SUMMARY

MAGAZINES INCREASE WELLBEING Magazines occupy a unique position driving pleasurable reward and purposeful information The magazine moment makes us feel good, and this is especially true for millennials In pleasure moments, print plays a major role and digital drives more purpose

ADVERTISING IN MAGAZINES IS WELCOME General openness to magazine advertising Ads are seen as relevant and less disruptive Higher subjective well being increases receptivity and aids memory and recall

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