State of the Magazine Nation November 8, 2014 INNOVATION! GREAT MEDIA IDEAS CONNECT

John Wilpers Senior Director Innovation Media Consulting and Editor Innovations in Magazine Media 2014 World Report

Features changes exploding on the magazine media front, the move to mobile, global case studies… & more.

State of the Magazine Nation

Consumer demand for magazine media is expanding Print + Web + eReaders + Tablets + Smartphones + Video + Social + etc. Not Print vs. Digital Source: Print Measurement Bureau (PMB), Fall 2014

CONTENT CONSUMER RELEVANCE CONTEXT MAGAZINES Magazine media is about…

… packaged in eye-opening ways

3,000,000 Canadians read a digital magazine in the past 3 months UP Source: Print Measurement Bureau (PMB), Fall 2014

Magazine reader growth by device +115% +75% +162% Source: Print Measurement Bureau (PMB), Fall 2014

Incremental website reach continues to expand +25% Print + website vs. print only Source: Print Measurement Bureau (PMB), Fall 2014

Source: Print Measurement Bureau (PMB) Despite digital growth, the number of print readers remains stable Average # Readers per PMB-Measured Title (Millions of Readers)

80% of digital magazine readers read print magazines Source: Print Measurement Bureau (PMB), Fall 2014

Digital adoption takes time Must first overcome years of reader habits and inertia

From my cold, dead hands…

Magazine readers are devoted 94% of all consumers expect to read the same amount of magazines, or more, in the next 12 months Source: Magazine Experience Study, Sanoma Uitgevers, Time Inc., 2014.

Spent less time Since starting to read digital magazines, time spent with print & digital is increasing Time spent reading magazines (print + digital) Source: How Magazine Media Readers Evaluate & Use Digital Newsstands, GfK MRI/MPA, November 2012 Base: 796 respondents who have used e-newsstands to find, subscribe to and download magazine branded content apps +12% more time spent

Time spent reading print remains stable Source: Print Measurement Bureau (PMB) Minutes per Issue

Reading print at home63%49% Watching TV at home59%29% Other leisure activities at home54%24% In car or on public transport43%18% Other locations, e.g. at work; shopping40%18% Reading print is a primary online shopping catalyst Shopping while reading print at home is the foremost activity performed on tablets (63%) and smartphones (49%). Print content is a primary shopping catalyst. Which of the following have you done (in location/situation)? Data represents shopping activity Source: ABI Research Survey, June 2012 Tablet Smartphone

Action ever taken after seeing magazine advertisements (%) Magazine ads influence purchase across all platforms Source: IPC Media, Connected Consumers, January 2014 PRINT EDITION DIGITAL EDITION WEBSITE EDITION APP SOCIAL MEDIA Sparks ideas89%85%81%77%72% Generates word of mouth64%52%49%52%36% Triggers online search57%67%60%54%NA Influences purchase45%40%34%38%NA

John Wilpers Senior Director Innovation Media Consulting and Editor Innovations in Magazine Media 2014 World Report

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