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  • 1. Reader Experiences: New Tools for Magazines For MPA & ASME by Media Management Center Northwestern University
  • 2.
    • Thinking of ‘Magazines’ as brands, how would you manage them today to benefit readers and advertisers?
  • 3. Brands Are Challenged
    • All brands face same challenges
      • Share of pocketbook
        • Economy, competition
      • Share of mind
        • Lifestyle, clutter
      • Hesitancy to commit
        • Consumer cynicism; waiting for what’s next
  • 4. Brands Are Challenged #
    • Less brand loyalty creates customer drain
    • Best strategy for most brands is to
      • Increase commitment among current, light customers
      • Move them from light heavy users
        • For magazines, every 1% gain in renewals = $46mm+
  • 5. Magazines Take The Challenge
    • To value magazines’ power, focus on consumers’ experiences
      • Not size or exposures
    • To explore development of consumer focused vs. product focused metrics
      • Quantitative measures that reflect qualitative consumer experiences across magazines
      • Beyond just advertising
  • 6. Magazines Take The Challenge
    • Phase I: Benchmark study across magazines
      • Provides executional insights and potential research applications
    • Phase II: Under Consideration: Individual magazines conduct own research
      • Provides foundation for benchmarking
  • 7. National Surveys Defined Consumer Experiences 100 in-depth interviews 220 descriptions 4,347 surveys on single titles 100 top MRI 27 categories 39 experiences that drive reader usage NFO PANEL
  • 8. Key Findings
    • Experiences can be measured
    • Experiences can be ranked based on their correlation to how readers use magazines
    • Experience rankings differ by reader segments
    • Experience rankings provide insights for editors, consumer marketers and advertisers
    • Findings provide foundation for evolving industry metrics
  • 9. DEFINE EXPERIENCES AND USAGE
  • 10. Carnival
  • 11. Walt Disney World
  • 12. Experience Findings
    • 39 experiences
      • 35 motivate usage
      • 4 inhibit usage
        • Only one of top 26 inhibits usage
    • Across reader segments, four are important
      • I get value for my time and money
      • It disappoints me
      • It makes me smarter
      • It’s my personal time out
  • 13. Descriptors Form Consumer Experiences
    • Experience names are labels
      • Descriptors quote consumers
      • Cluster statistically together
    • Number of descriptors varies by experience
      • Does not affect relative importance
    • Descriptors must be viewed as a group, not individually
      • ‘ The parts are greater than the sum of the whole’
  • 14. Descriptors for Consumer Experience I get value for my time and money “ It is hard to put down when I am really into it” “ I want to read it cover-to-cover” “ I would think of it as a possible gift for a friend” “ It is never boring to read an issue” “ It is time well spent” “ It’s worth every penny they charge for it” “ I feel like I am getting a very good deal on this magazine” “ I expect to continue reading this magazine for a long time”
  • 15. Descriptors for Second Experience that Drives Usage It disappoints me “ I try to skim the articles as quickly as I can” “ Some of the articles I start but don’t finish” “ I find myself reading less of the magazine than I used to” “ I find my mind wandering while reading this magazine” “ I only read the articles that I especially want to read” “ It’s mainly good for when I don’t have anything else to do” “ While I am reading the magazine the activity going on in the room around me is also on my mind” “ Sometimes I feel it is the same from issue to issue” “ It can be pretty shallow” “ After finishing the magazine, I find it easy to put it out of my mind” “ It tried to cover too much. They should split it up ” “ Some people would think this magazine is dumb”
  • 16. Descriptors for Third Experience that Drives Usage It makes me smarter “ I look at the magazine as educational. I am gaining something” “ It is important to remember later what I have read in this magazine” “ I get ideas from the magazine” “ Even if I disagree with things in the magazine, I feel I have learned something” “ It updates me on things I try to keep up with” “ It addresses issues or topics of special concern to me” “ The magazine stimulates my thinking about things” “ I am mentally involved when reading” “ I remember at least some things I have read in the magazine for a long time”
  • 17. Descriptors for Consumer Experience It’s my personal timeout “ It is a quiet time” “ I like to kick back and wind down with it” “ Reading this magazine is my time alone” “ My goal is to relax with the magazine” “ It’s an escape” “ It’s a treat for me” “ The magazine takes my mind off other things that are going on” “ It is my reward for doing other things” “ I feel less stress after reading it” “ It is important to me to get comfortable when I read it” “ When I read this magazine, I lose myself in the pleasure of reading it” “ Reading this magazine is a bit of a luxury”
  • 18. Reader Experiences
      • I get value for my time and money
      • It disappoints me
      • It makes me smarter
      • It’s my personal timeout
      • I often reflect on it
      • The stories absorb me
      • I learn things first here
      • It’s part of my routine
      • I find magazine high-quality and sophisticated
      • I trust it
      • I feel good when I read it
      • It’s relevant and useful to me
      • It’s brief and easy for me to read
      • I build relationships by talking about and sharing it
      • I find unique and surprising things
    39 experiences ranked by ties to readership
      • (Inhibitors are in italics)
  • 19. Reader Experiences
      • It improves me and helps me try new things
      • I save and refer to it
      • I keep or share articles
      • I think others in the household would enjoy the magazine
      • It’s for people like me
      • It grabs me visually
      • I’m inspired
      • I get a sense of place
      • I’m touched
      • I feel I know the writers
      • I relate to people of color
      • This magazine irritates me
      • I like its seasonality
      • I like some of the ads a lot
      • I dislike some of the ads
      • It helps me keep track of celebrities
    39 experiences ranked by ties to readership
  • 20. Reader Experiences
      • I relate to the ads
      • It requires me to focus
      • I read the ads
      • It reinforces my faith
      • It helps me look good; it’s sensual, even sexy
    39 experiences ranked by ties to readership
      • I want more ad information
      • This magazine’s Web site is important to me
      • It leaves me feeling bad
  • 21. Experiences, Usage and RUM
    • Experiences are tools to drive usage
      • Differs from popularity rankings
    • Usage based on statistical analysis of multiple questions
    • Two factors explain magazine usage
      • Time spent by readers with magazine
      • Frequency reading magazine
          • (Reading frequency is not publication frequency)
    • These two factors can be rolled into RUM (Reader Usage Measure)
  • 22. RUM: Reader Usage Measure
    • Consists of average score (1-7) of four questions dependent on time, frequency
      • “ How much time in total did you spend reading or looking into a copy of ____ last time it came out?”
      • “ How many different days did you read or look into a copy of ____ that last time it came out?”
      • “ How many different times do you read or look into any issues of ____ in a typical month?”
      • “ In a typical month, how much total time do you spend reading or looking into any issues of ____?”
  • 23. Other Factors Considered for RUM
    • Usage measures that were not significant
      • Number of issues read
      • Total pages read (completion)
      • Days of week read
      • Time of day read
      • Time since started reading
      • Overall satisfaction rating
  • 24. Experiences Drive Usage Content Usage Experiences
  • 25. Experiences and Segments
    • Generation
      • Post-Boomers
      • Older Boomers
      • Younger Boomers
      • Gen X
      • Gen Y
    • Ethnicity
      • Hispanic
      • Asian-American
      • African-American
    • Gender
      • Female
      • Male
    Found experiences for these segments that can enhance usage across magazines
  • 26. Other Variables
    • Did not correlate across magazines
      • Lifestyle
        • Personality traits
        • Personal interests
      • Media usage
        • TV viewership
        • Newspaper readership
      • Acquisition of magazine
        • Buyer / non-buyer
        • Subscriber, single copy, pass-along
  • 27. Rank of Experiences Differ by Gender Men vs. Women
    • Top RUM drivers for Men
      • It disappoints me
      • Value for time, money
      • Makes me smarter
      • Stories absorb me
      • Learn things here first
      • Often reflect on it
      • Personal timeout
      • Relevant to me
      • Trust it
      • Build relationships by talking about, sharing it
    • Top RUM drivers for Women
      • Value for time, money
      • Makes me smarter
      • Personal timeout
      • It disappoints me
      • Feel good when I read it
      • Stories absorb me
      • Part of my routine
      • Often reflect on it
      • Learn things here first
      • Find magazine high-quality, sophisticated
  • 28. Experiences Differ by Ethnicity African Americans vs. Hispanics
    • Top RUM Drivers for African Americans
      • Makes me smarter
      • Value for time, money
      • Stories absorb me
      • It disappoints me
      • Build relationships by talking about, sharing it
      • I’m touched
      • Grabs me visually
      • It’s relevant and useful to me
      • I get a sense of place
      • Others in the household would enjoy this magazine
    • Top RUM Drivers for Hispanics
      • It disappoints me
      • Makes me smarter
      • Value for time, money
      • Stories absorb me
      • Feel good when I read it
      • Learn things first here
      • Improves me, helps me try new things
      • Magazine irritates me
      • Others in the household would enjoy this magazine
      • It’s relevant and useful to me
  • 29. Experiences Differ by Age Women vs. Gen Y Women (ages 13-26; born 1977-1990)
    • Top RUM Drivers For Women
      • Value for time, money
      • Makes me smarter
      • Personal timeout
      • It disappoints me
      • Feel good when I read it
      • Stories absorb me
      • Part of my routine
      • Often reflect on it
      • Learn things here first
      • Find magazine high- quality, sophisticated
    • Top RUM Drivers For Gen Y Women
      • Value for time, money
      • Feel good when I read it
      • Personal timeout
      • Find magazine high-quality, sophisticated
      • Build relationships by talking about, sharing it
      • Often reflect on it
      • It disappoints me
      • Makes me smarter
      • Stories absorb me
      • Grabs me visually
  • 30. Experiences and Gen Y Women ages 13-26; born 1977-1990 # I build relationships by talking about and sharing it “ Reading this magazine is a little like belonging to an organization or a group” “ I like to have the magazine around so that others might read it” “ I show some things in the magazine to people in my family so they will understand” “ I bring things up I’ve read in the magazine in conversations with many other people” “ A big reason I read is to make myself more interesting to other people” “ I like for other people to know that I read this magazine”
  • 31. Experiences and Gen Y Women ages 13-26; born 1977-1990 # I feel good when I read it “ Overall, it leaves you with a good feeling” “ I like stories in the magazine about the weird things that can happen” “ It makes me laugh” “ When reading this magazine, I am worry free”
  • 32. I Build Relationships I Feel Good
  • 33. I Build Relationships I Feel Good Terrific TUMMY TIPS
    • Boost Your Body
    • Confidence
    • Terrific Tummy Tips
  • 34. I Build Relationships I Feel Good # Fall’s HOTTEST HAIRCUTS Page 98 WOW! Your Hair Looks Great! Hot hairstyles for Fall Page 98
  • 35. I Build Relationships I Feel Good Help! My Boyfriend’s Upsetting Me Boyfriend Blues? Smart Girls Share Top Secrets
  • 36. I Build Relationships I Feel Good
    • Minis
    • Bags
    • BACK TO SCHOOL
    • Fashions
    • The Best Jackets
    • Jeans, Jeans, Jeans
    • for Every Body & Budget
    100 Fall Fashions That Bring Out Your Best
  • 37. Editorial Opportunities
    • Use experiences to boost usage
      • Capitalize on what appeals to different reader segments
      • Fine-tune mix and approaches against reader experiences to increase RUM
      • Consider in light of related research
    • Differentiate “similar” magazines within corporate portfolio
  • 38. Usage and Experience Findings
  • 39. Usage Findings
    • Myth: Readers of magazines purchased on newsstand are “better” than subscribers
    • Findings
      • Across magazines not the case
      • RUM (Reader Usage Measure) essentially the same for both groups of consumers
        • 3.03 newsstand vs. 3.11 subscriber
  • 40. Usage Findings
    • Myth: Lower subscription price paid means readers use magazines less
    • Findings
      • Across magazines not true
      • RUM unaffected by average net subscription price
        • Based on cluster analysis
    Source: ABC/BPAI publishers statements
  • 41. Usage Findings
    • Myth: Public-place readers have very low usage
    • Findings
      • Public-place magazine readers’ RUM twice very light readers’
        • Very light readers = 1.1
        • Public Place = 2.1
      • Similar experiences for buyers and non-buyers can be used to increase RUM and convert to buyers
  • 42. Usage Findings
    • Myth: Thinner books have less usage
    • Finding
      • Across magazines no relationship between RUM and total page count
        • Based on cluster analysis
    Source: Hall’s Magazine Reports used for size of book
  • 43. Experience Finding
    • Myth: Experiences affecting magazine readers who prefer magazines differ from those of magazine readers who prefer TV
    • Finding: Experiences that matter most are same for both groups
    • TV Centric
      • I get value for my time and money
      • It disappoints me
      • It makes me smarter
      • The stories absorb me
      • It’s my personal timeout
      • I often reflect on it
      • I learn things first here
      • I save and refer to it
      • I find magazine high-quality and sophisticated
      • I build relationships by talking about and sharing it
    *Based on respondents’ attitudes and time spent with medium
    • Magazine Centric
      • It disappoints me
      • I get value for my time and money
      • It makes me smarter
      • The stories absorb me
      • I learn things first here
      • I often reflect on it
      • I find magazine high-quality and sophisticated
      • I save and refer to it
      • It’s part of my routine
  • 44. Consumer Marketing Opportunities Experiences Can Enhance Renewals
    • African-Americans more motivated than overall readers by
      • I’m touched
      • It grabs me visually
      • I get a sense of place
      • I think others in household would enjoy magazine
  • 45. Experiences and Renewals # Dear Ms. Smith: You’ve been enjoying AF AM Life for one of the most vibrant periods of our history. We know you won’t want to miss what’s in store in coming issues. Please take the time to consider what AF AM Life means to you … features about Black Culture you can’t get anywhere else. The highlights of African-American …
  • 46. I’m Touched # Dear Ms. Smith: AF AM Life helps you see that there are good people in the world - people who make you proud of our Black Culture. Take a moment to consider what AF AM Life means to you … a way to be touched deep down… a window on the world going by. The highlights of African-American ...
  • 47. Experiences Drive Ad Impact Content Ad Impact Experiences
  • 48. Advertising Impact
    • Told readers of 100 magazines that generic “pure” ad was in their magazine
      • Only difference across respondents was magazine in which ad appeared
      • Test “source effect”
    • Examined impact of “pure” using standard copy-testing measures
  • 49. Experiences Gave Ad “Lift”
    • Across magazines, readers of those magazines that had stronger experiences/usage also correlated strongly to a positive impact of the “pure” water ad
      • Implying that magazines with stronger experiences provide this strength to their advertisers
      • That there is a proven “halo” effect of context upon content (advertising)
  • 50. RUM and Implications to Ad Impact
    • I get value for my time and money
    • It disappoints me
    • It makes me smarter
    • It’s my personal timeout
    • I often reflect on it
    • The stories absorb me
    • I learn things first here
    • It’s part of my routine
    • I find magazine high-quality, sophisticated
    • I trust it
    • The stories absorb me
    • I like some ads a lot
    • I find magazine high-quality, sophisticated
    • I often reflect on it
    • It makes me smarter
    • I trust it
    • I learn things here first
    • It improves me and helps me try new things
    • I feel good when I read it
    • It’s my personal timeout
    Top 10 RUM Drivers “ pure” Impact Drivers Magazines with greater usage and positive experiences correlated to high impact test scores for the “pure” ad
  • 51. Advertising Implications
    • Reinforces the value of looking at strengthening experiences for usage as well as ad impact
    • Determining implications of experience rankings on ad impact would require additional work
      • May be explored in future phases or proprietary partnerships
  • 52. Advertising Opportunities
    • Go beyond front of book, endemic to experience-informed adjacencies
      • Beer Social
      • Beauty Feel Good/Confidence
    • Value added can be based upon experiences that connect to brand learnings
    • … There are also ad creative/content opportunities
  • 53. Gen Y: Relationship Sharing Ad (right) stresses sharing and relationships
  • 54. Ad Measurement Opportunities
    • Jump-start dialogue to develop next steps on magazine ad measurements
      • Potential role of RUM and Experiences
      • Relate experience and usage measures to exposure and other measurements
        • Examining reader segments
        • Consider links to brand attributes
  • 55. STUDY SUMMARY AND NEXT STEPS
  • 56. Summary
    • Reading magazines involves rich set of multi-dimensional experiences
    • Experiences motivate or inhibit reading
    • Magazines with stronger experiences have greater usage
    • Stronger reader experiences lift ad impact
    • Experiences can be used to enhance effectiveness of editorial, advertising, and consumer marketing
  • 57. Next Steps
    • Continue industry communications
    • Deepen understanding of current data
    • Member tool kit has been developed and distributed to study individual magazines
    • Jump-start dialogue on advertising applications and metrics
  • 58. Next Steps Editorial/Consumer Marketing
    • Can we
      • Engage you/your peers for further learning's?
      • Begin a dialogue with your publication to field Reader Experience Research?
      • Partner and apply learnings about experience mediated…
        • Content?
        • Marketing?
  • 59. Next Steps-Advertisers
    • Can we
      • Engage you/your clients for further learning's?
      • Partner and learn further about experience mediated…
        • Ad impact?
        • Creative content/development?
        • Positioning/adjacencies?
  • 60. Reader Experiences: New Tools for Power of Magazines For MPA & ASME by Media Management Center Northwestern University www.magazine.org
  • 61. APPENDICES
  • 62. Appendix I: Top 100 Magazines
  • 63. Surveyed Magazines and MRI Categories
    • automotive
    • babies
    • bridal
    • business / finance
    • children
    • computers
    • entertainment
    • epicurean
    • fish & hunt
    • fitness
    • general
    • golf
    • health
    • home / garden
    • home service
    • lifestyle
    • men’s
    • music
    • news-weeklies
    • parenthood
    • science / tech
    • sports
    • teen
    • travel
    • women’s fashion
    • women’s entertainment
    • women’s health
    • 100 magazines span major MRI categories
  • 64. Top 100 MRI Magazine Selection Process
    • Slightly modified top list
      • Removed
        • Yahoo Internet Life – ceased publication
        • Consumer Reports – no advertising
      • Replaced with
        • Fortune and Business Week
          • Just under top 100 and filled out business magazines
        • O – not yet on MRI list
        • Rosie – ceased publication
  • 65. Magazine Selection Focus - top 100 consumer magazines
    • “ American Baby”
    • “ American Rifleman”
    • “ Architectural Digest”
    • “ Automobile”
    • “ Baby Talk”
    • “ Better Homes & Gardens”
    • “ Bon Appetit”
    • “ Bride’s”
    • “ Business Week”
    • “ Cable Guide Magazine”
    • “ Car & Driver”
    • “ Child”
    • “ Cooking Light”
    • “ Cosmopolitan”
    • “ Country Living”
    • “ Country Music”
  • 66. Magazine Selection Focus - top 100 consumer magazines
    • “ Discover”
    • “ Ebony”
    • “ Elle”
    • “ Entertainment Weekly”
    • “ ESPN The Magazine”
    • “ Essence”
    • “ Family Circle”
    • “ Family Handyman”
    • “ Field & Stream”
    • “ First For Women”
    • “ Fitness”
    • “ Food & Wine”
    • “ Forbes”
    • “ Fortune”
    • “ Game & Fish”
    • “ Glamour”
  • 67. Magazine Selection Focus - top 100 consumer magazines
    • “ Golf Digest”
    • “ Golf Magazine”
    • “ Good Housekeeping”
    • “ Gourmet”
    • “ GQ”
    • “ Guideposts”
    • “ Guns & Ammo”
    • “ Health”
    • “ Home”
    • “ Hot Rod”
    • “ House & Garden”
    • “ House Beautiful”
    • “ In Style”
    • “ Jet”
    • “ Ladies Home Journal”
    • “ Martha Stewart Living”
  • 68. Magazine Selection Focus - top 100 consumer magazines
    • “ Maxim”
    • “ Men’s Fitness”
    • “ Men’s Health”
    • “ Modern Bride”
    • “ Money”
    • “ Motor Trend”
    • “ Muscle & Fitness”
    • “ National Enquirer”
    • “ National Geographic”
    • “ National Geo. Traveler”
    • “ National Wildlife”
    • “ Newsweek”
    • “ North American Fisherman”
    • “ North American Hunter”
    • “ Outdoor Life”
    • “ Parenting”
  • 69. Magazine Selection Focus - top 100 consumer magazines
    • “ Parents”
    • “ PC Magazine”
    • “ PC World”
    • “ People”
    • “ Playboy”
    • “ Popular Mechanics”
    • “ Popular Science”
    • “ Prevention”
    • “ Readers Digest”
    • “ Redbook”
    • “ Road & Track”
    • “ Rolling Stone”
    • “ Scholastic”
    • “ Self”
    • “ Seventeen”
    • “ Shape”
  • 70. Magazine Selection Focus - top 100 consumer magazines
    • “ Smithsonian”
    • “ Soap Opera Digest”
    • “ Soap Opera Weekly”
    • “ Source”
    • “ Southern Living”
    • “ Sports Illustrated”
    • “ Star”
    • “ Sunset”
    • “ Teen People”
    • “ This Old House”
    • “ Time”
    • “ Travel + Leisure”
    • “ TV Guide”
    • “ US News & World Report”
    • “ Vanity Fair”
    • “ Vibe”
  • 71. Magazine Selection Focus - top 100 consumer magazines
    • “ Vogue”
    • “ Woman’s Day”
    • “ Woman’s World”
    • “ World Wrestling Entertainment”
  • 72. Appendix II: 39 Experiences
  • 73. Reader Experiences
      • I get value for my time and money
      • It disappoints me
      • It makes me smarter
      • It’s my personal timeout
      • I often reflect on it
      • The stories absorb me
      • I learn things first here
      • It’s part of my routine
      • I find magazine high-quality and sophisticated
      • I trust it
      • I feel good when I read it
      • It’s relevant and useful to me
      • It’s brief and easy for me to read
      • I build relationships by talking about and sharing it
      • I find unique and surprising things
    39 experiences ranked by ties to readership
      • (Inhibitors are in italics)
  • 74. Reader Experiences
      • It improves me and helps me try new things
      • I save and refer to it
      • I keep or share articles
      • I think others in the household would enjoy the magazine
      • It’s for people like me
      • It grabs me visually
      • I’m inspired
      • I get a sense of place
      • I’m touched
      • I feel I know the writers
      • I relate to people of color
      • This magazine irritates me
      • I like its seasonality
      • I like some of the ads a lot
      • I dislike some of the ads
      • It helps me keep track of celebrities
    39 experiences ranked by ties to readership
  • 75. Reader Experiences
      • I relate to the ads
      • It requires me to focus
      • I read the ads
      • It reinforces my faith
      • It helps me look good; it’s sensual, even sexy
    39 experiences ranked by ties to readership
      • I want more ad information
      • This magazine’s Web site is important to me
      • It leaves me feeling bad
  • 76. Descriptors for Consumer Experience I get value for my time and money “ It is hard to put down when I am really into it” “ I want to read it cover-to-cover” “ I would think of it as a possible gift for a friend” “ It is never boring to read an issue” “ It is time well spent” “ It’s worth every penny they charge for it” “ I feel like I am getting a very good deal on this magazine” “ I expect to continue reading this magazine for a long time” “ I look forward to getting this magazine”
  • 77. Descriptors for Consumer Experience It disappoints me “ I try to skim the articles as quickly as I can” “ Some of the articles I start but don’t finish” “ I find myself reading less of the magazine than I used to” “ I find my mind wandering while reading this magazine” “ I only read the articles that I especially want to read” “ It’s mainly good for when I don’t have anything else to do” “ While I am reading the magazine the activity going on in the room around me is also on my mind” “ Sometimes I feel it is the same from issue to issue” “ It can be pretty shallow” “ After finishing the magazine, I find it easy to put it out of my mind” “ It tried to cover too much. They should split it up ” “ Some people would think this magazine is dumb”
  • 78. Descriptors for Consumer Experience It makes me smarter “ I look at the magazine as educational. I am gaining something” “ It is important to remember later what I have read in this magazine” “ I get ideas from the magazine” “ Even if I disagree with things in magazine, I feel I have learned something” “ It updates me on things I try to keep up with” “ It addresses issues or topics of special concern to me” “ The magazine stimulates my thinking about things” “ I am mentally involved when reading” “ I remember at least some of the things I have read in the magazine for a long time”
  • 79. Descriptors for Consumer Experience It’s my personal timeout “ It is a quiet time” “ I like to kick back and wind down with it” “ Reading this magazine is my time alone” “ My goal is to relax with the magazine” “ It’s an escape” “ It’s a treat for me” “ The magazine takes my mind off other things that are going on” “ It is my reward for doing other things” “ I feel less stress after reading it” “ It is important to me to get comfortable when I read it” “ When I read this magazine, I lose myself in the pleasure of reading it” “ Reading this magazine is a bit of a luxury”
  • 80. Descriptors for Consumer Experiences The stories absorb me “ It has good stories about things that happen and how they turn out” “ Almost anyone could get something out of this magazine” “ It tried to include different sides of a story” “ When I am reading a story in the magazine, I always want to find out how it ends” “ I value the way it presents the opinions of readers”
  • 81. Descriptors for Consumer Experience I learn things first here “ The magazine itself is pretty cool” “ You see things here first” “ It is an avenue to learning about new products” “ They pack a lot of information into it”
  • 82. Descriptors for Consumer Experience It’s part of my routine “ I know the layout of the magazine well and where to find things” “ I always go through the same routine when I first get it” “ I have settled into a routine with reading the magazine”
  • 83. Descriptors for Consumer Experience I find the magazine high-quality and sophisticated “ It is very professional” “ The magazine is very sophisticated” “ The articles touch me deep down” “ They do a good job covering things. They don’t miss things”
  • 84. Descriptors for Consumer Experience I trust it “ It does not sensationalize things” “ It is unbiased in its reporting” “ You don’t have to worry about accuracy with this magazine” “ I trust it to tell the truth” “ The magazine gives good advice”
  • 85. Descriptors for Consumer Experience I feel good when I read it “ Overall, it leaves you with a good feeling” “ I like stories in the magazine about the weird things that can happen” “ It makes me laugh” “ When reading this magazine, I am worry free”
  • 86. Descriptors for Consumer Experience It’s relevant and useful to me “ The magazine leads me to new experiences” “ I can picture myself a the scene of the events and places described” “ The magazine is relevant to my everyday life” “ It helps me to plan what I want to see or do” “ Reading the magazine adds to my enjoyment of other things I do”
  • 87. Descriptors for Consumer Experience It’s brief and easy for me to read “ None of the articles are too long” “ If I don’t have a lot of time, this magazine is perfect” “ It’s easy to put down and come back to” “ I like the short pieces you read quickly” “ In reading the magazine I always have a good sense of what I haven’t read and what I want to read later”
  • 88. Descriptors for Consumer Experience I build relationships by talking about and sharing it “ A big reason I read it is to make myself more interesting to other people” “ I bring up things I’ve read in the magazine in conversations with many other people” “ I like for other people to know I read this magazine” “ Reading this magazine is a little like belonging to an organization or a group” “ I like to have this magazine around so that others might read it” “ I show some things in this magazine to people in my family so they will understand”
  • 89. Descriptors for Consumer Experience I find unique and surprising things “ It always has something that surprises me” “ Some things you would only see in this magazine” “ You can’t go very long without reading it because you will fall behind”
  • 90. Descriptors for Consumer Experience It improves me and helps me try new things “ It makes me want to go shopping” “ It shows me how to do things the right way” “ I really like the tips in the magazine” “ I use the magazine to learn how to make things” “ The magazine gets me to try new things” “ It probably makes me more likely to buy the things I see in the magazine” “ It helps me make up my mind and make decisions”
  • 91. Descriptors for Consumer Experience I save and refer to it “ I save back issues for a period of time” “ I sometimes go back to old issues to find things” “ I collect the magazine”
  • 92. Descriptors for Consumer Experience I keep or share articles “ I tear out articles to keep” “ I routinely carry the magazine with me” “ I like to send people things from magazines”
  • 93. Descriptors for Consumer Experience I think others in the household would enjoy the magazine “ Someone of the opposite sex would think it interesting” “ Other people in my home enjoy the magazine” “ This magazine is directed entirely toward females”
  • 94. Descriptors for Consumer Experience It’s for people like me “ It fits my own political views” “ The magazine deals with the same situations I find myself in with my friends” “ I like that it focuses on average people” “ It’s mainly for people like me”
  • 95. Descriptors for Consumer Experience It grabs me visually “ I like to look at the pictures even if I don’t read the story” “ Most often I look at the pictures before reading the article” “ I like to look at pictures for awhile” “ I look at the pictures in it and think, ‘Wow’” “ I sometimes show a picture in it to someone else” “ The magazine uses pictures to convey important information” “ The cover really makes me want to read the magazine” “ While reading the magazine, I like to picture things in my own mind”
  • 96. Descriptors for Consumer Experience I’m inspired “ It makes me feel like I can do things” “ Reading it makes me want to match what others have done” “ It inspires me in my own life” “ It makes me value what I have” “ Reading this magazine makes me feel good about myself”
  • 97. Descriptors for Consumer Experience I get a sense of place “ This magazine gives me a feel for what different places are like” “ The magazine makes me feel like I am there”
  • 98. Descriptors for Consumer Experience I’m touched “ It helps me to see that there are good people in the world” “ Some articles touch me deep down” “ It features people who make you proud” “ The magazine definitely affects me emotionally”
  • 99. Descriptors for Consumer Experience I often reflect on it “ It always leaves me wanting more” “ I often pause while reading it to think about what I am reading” “ I often reread articles to get the most out of them” “ It would be interesting to go back through old issues to see how things have changed” “ I find the table of contents useful”
  • 100. Descriptors for Consumer Experience I feel I know the writers “ I look forward to reading certain writers in the magazine” “ I feel like I get to know the people writing the articles”
  • 101. Descriptors for Consumer Experience I like seeing people of color in this magazine “ This magazine includes people of color” “ I like seeing people of color in this magazine”
  • 102. Descriptors for Consumer Experience This magazine irritates me “ I know that they will have articles on topics I cannot stand” “ It is hard to follow articles in this magazine because they are continued on too many pages” “ The page numbers are very hard to use” “ Sometimes it comes too late to be relevant” “ I wish I had more control over when I get it”
  • 103. Descriptors for Consumer Experience I like its seasonality “ I particularly like to read articles if they are connected to holidays” “ They do a nice job of gearing to the time of year”
  • 104. Descriptors for Consumer Experience I like some of the ads a lot “ Some of the ads interest me a lot, some do not interest me at all” “ Advertising in this magazine says something about the brand being advertised” “ I like how colorful the ads are” “ I like ads for unusual things”
  • 105. Descriptors for Consumer Experience I dislike some of the ads “ Sometimes the ads are over-the-top or weird” “ The number of ads makes it harder to read articles” “ I don’t like that ads are trying to sell me things” “ All too often the ads are sexist” “ The ads are so similar in style they blend together” “ Sometimes it is hard to tell whether something is an article or whether it’s advertising” “ Too many of the ads in the magazine are for things I am not going to buy”
  • 106. Descriptors for Consumer Experience It helps me keep track of celebrities “ I am interested in the stories about celebrities” “ I like to check out who is on the cover” “ You see how normal some well-known people can be”
  • 107. Descriptors for Consumer Experience I relate to the ads “ Mostly the ads are for products related to the subject matter of the magazine” “ The ads are for someone like me”
  • 108. Descriptors for Consumer Experience It requires me to focus “ I can read the magazine and watch TV at the same time” “ I can’t read it when there are too many distractions”
  • 109. Descriptors for Consumer Experience I read the ads “ I like the ads as much as articles” “ I read ads because they are there” “ I make a special effort to skip over and avoid the ads” “ I look at most of the ads”
  • 110. Descriptors for Consumer Experience It reinforces my faith “ The magazine reinforces my religious faith” “ I think of the magazine as faith based”
  • 111. Descriptors for Consumer Experience It helps me look good; it’s sensual, even sexy “ It is more for single people” “ You learn how to improve you appearance” “ You could get an erotic dream or daydream from reading this magazine” “ There are things in the magazine I find very sexy” “ The magazine makes you want to get in shape” “ The magazine helps me to understand the opposite sex better” “ There is a sensual aspect to the magazine” “ Occasionally the magazine tries to shock you”
  • 112. Descriptors for Consumer Experience I want more ad information “ The ads could use more information about where to buy things” “ The ads should include more information about prices”
  • 113. Descriptors for Consumer Experience This magazine’s web site is important to me “ I sometimes use the internet to follow up on things I have read about in the magazine” “ For me, the magazine’s web site is an important part of the magazine” “ I read the magazine less in print than before because of the internet”
  • 114. Descriptors for Consumer Experience It leaves me feeling bad “ I worry about what I am reading about” “ Some of the stories make me feel bad”
  • 115. Appendix III: Weights by Age, Gender & Race Plus List of Other Controls
  • 116. Weights by Age
  • 117. Weights by Gender
  • 118. Weights by Race
  • 119. Appendix IV: Readership Usage Measure and RUM Questions
  • 120. Readership Usage Measure: RUM
    • Consists of average score (1-5) of four questions dependent on time and frequency
      • “ How much time in total did you spend reading or looking into a copy of ____ last time it came out?”
      • “ How many different days did you read or look into a copy of ____ that last time it came out?”
      • “ How many different times do you read or look into any issues of ____ in a typical month?”
      • “ In a typical month,” how much total time do you spend reading or looking into any issues of ____?
  • 121. Experiences Differ by Age Gen Y Women vs. Gen Y Men ages 13-26; born 1977-1990
    • For Gen Y Men
      • It disappoints me
      • Value for time, money
      • Makes me smarter
      • Stories absorb me
      • This magazine irritates me
      • Build relationships by talking about, sharing it
      • Learn things first here
      • It’s for people like me
      • It’s relevant and useful to me
      • It’s part of my routine
    • For Gen Y Women
      • Value for time, money
      • Feel good when I read it
      • Personal timeout
      • Find magazine high-quality, sophisticated
      • Build relationships by talking about, sharing it
      • Often reflect on it
      • It disappoints me
      • Makes me smarter
      • Stories absorb me
      • Grabs me visually

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