Future of magazines

Magazines: the next ‘new’ thing Predictions made over the decades, in which each new medium was forecast to kill an existing one … Television was predicted to kill the movies Cable would put an end to broadcast The Internet would demolish television Source: Merrill Lynch, Media Post 15.6.2010 © Sanoma Magazines 2

Magazines: the next ‘new’ thing EVENT MEDIA “EXPERTS” 1922: first BBC radio broadcast “Print is dead” 1928: first BBC TV broadcast “Radio is dead. And so is print, by the way” 1995: first free daily newspaper “Paying print is dead” Launched in Stockholm by Metro 2006: US Online advertising “TV and radio are dead. Growth: + 24% And print is even more dead” Source: Merrill Lynch, Media Post 15.6.2010 © Sanoma Magazines 3

Magazines: the next ‘new’ thing And now … reality: Consumers will keep anything that is relevant to them in their lives, even if it means adopting new behaviours and habits Media usage has grown as consumers find more compelling, personalized, and relevant new options, and integrate them into their daily media menus Magazines will stay relevant in an increasingly digital landscape Source: Magazine Experience Study, The Time Inc 15.6.2010 © Sanoma Magazines 4

Magazines: the next ‘new’ thing A changing multimedia world … • The amount of media choice available today is having limited impact on the magazine experience • 92% of consumers read a magazine at least once a week • 94% of all consumers expect to read the same amount of magazines or more in the next 12 months Source: Magazine Experiences Europe 2008, Fortune Time 15.6.2010 © Sanoma Magazines 5

Magazines: the next ‘new’ thing A changing multimedia world … • Magazines allow consumers to customize their reading experiences Consumers want to be in control. They want to suit their reading experiences to their own tastes. Where they read magazines, how they read magazines, when they read magazines. Consumer controls results in engaged reach Source: Magazine Experience Study, The Time Inc 15.6.2010 © Sanoma Magazines 6

Magazines: the next ‘new’ thing A changing multimedia world … • Magazines are described in terms of pleasure; their tactility and portability are key components of that pleasure • 54% of consumers claim that they like the look and feel of a magazine • Two thirds of consumers would still prefer to read a paper copy of a magazine rather than an electronic version The tactile nature of a printed magazine remains essential in a digital world Source: Magazine Experiences Europe 2008, Fortune Time 15.6.2010 © Sanoma Magazines 7

Magazines: the next ‘new’ thing A changing multimedia world … • Magazines are a ‘me-time’ medium: readers are less likely to multitask • Almost four in ten TV viewers (38%) surf the internet while watching TV • Over a quarter of Internet users (26%) uses a mobile phone at the same time One third of consumers (34%) set aside ‘special time’ for magazines Source: Magazine Experiences Europe 2008, Fortune Time 15.6.2010 © Sanoma Magazines 8

Magazines: the next ‘new’ thing A changing multimedia world … • Magazines have the characteristics of a close friend ‘My choice of magazines says something about the kind of person I am’ ‘Reading a magazine is like a gift to myself’ ‘I would feel like I was missing something if I did not read my favourite magazine every week or month’ Magazines remain an oasis of engagement Source: Magazine Experiences Europe 2008, Fortune Time 15.6.2010 © Sanoma Magazines 9

Magazines: the next ‘new’ thing A changing multimedia world … • A magazine is really good at serendipity Serendipity, the art of making happy and unexpected discoveries … While reading a magazine, you can flip to a random page and find something new that you never would have thought to search for. 15.6.2010 © Sanoma Magazines 10

Magazines: the next ‘new’ thing A changing multimedia world … • Magazines are tactile, inspirational and beautiful. They are an experience that takes you somewhere unexpected. A magazine is not about ephemeral data but much more about inspiration and discovery 15.6.2010 © Sanoma Magazines 11

Magazines: the next ‘new’ thing A changing multimedia world … • Magazines are the definitive means of establishing a regular dialogue with Key Influentials Word-of-mouth recommendation is becoming the holy grail in an environment where consumer trust is critical to communicate and engage effectively Magazines influence word of mouth Source: Targeting Influentials 2008, PPA Marketing. 15.6.2010 © Sanoma Magazines 12 Source: Trendsformers research, NIPO/Sanoma Uitgevers, the Netherlands –

Magazines: the next ‘new’ thing A changing multimedia world … • Magazine ads generated web traffic at each stage of the buying process, especially purchase intent • More than a 40% rise in web traffic after consumers were exposed to magazine ads • Including a URL in magazine ads significantly increased web visits Magazines drive online traffic Source:Magazine Publishers of America, Marketing Evolution. 15.6.2010 © Sanoma Magazines 13

New formats The digital revolution, a time of convergence … • Digital usage will grow because of digital generation • Magazines also have a high social currency value, serving as the basis of interactive and passionate communities Magazines become multiplatform content Activation of communities/brands 15.6.2010 © Sanoma Magazines 14

New formats The magazine industry has strong assets to succeed in crossing media boundaries • Magazines = trusted brands - This allows magazines to go beyond print without stretching the credulity of consumers - Magazines can offer multiplatform contact points under the auspices of a single-brand relationship with consumers Source: Passion and Power, PPA 15.6.2010 © Sanoma Magazines 15

New formats • Magazines = passionate communities - Magazines are uniquely suited to take advantage of the digital future. They have a special relationship with their audience, characterized by unusual loyalty, affinity and community - Media companies can engage their communities in a world of social connections, networking and common conversations - Publishers move from the role of content provider to the role of content facilitator Source: Global Opportunities for Magazine Publishers in the Digital Era, IDG 15.6.2010 © Sanoma Magazines 16

New formats • Magazines = compelling, relevant, in-depth content - Magazines have not been commoditized: they create content with unique value and will continue to do so across media - Relevancy also means selecting the right mix of channels to help consumers get more out of their passions - Online media involve consumers in the production of content Source: Global Opportunities for Magazine Publishers in the Digital Era, IDG 15.6.2010 © Sanoma Magazines 17

New formats • By adding the unique strength of digital media to the paper version, magazines: deepen their relationship with their existing readers introduce themselves to new readers create added value 15.6.2010 © Sanoma Magazines 18

New formats • A change in thinking about how to see magazine brands: The new perspective is that brands are “liquid content”, which needs to live in many forms, including online, mobile, TV and radio Cathie Black, president Hearst Magazines, Advertising Age, November 2009 15.6.2010 © Sanoma Magazines 19

New formats Extended influence of magazine brands beyond the print product … • Websites are powerful, content-rich brand extensions 15.6.2010 © Sanoma Magazines 20

Example: Autoweek.nl The ideal marriage between magazine and website • The site is a perfect extension of the magazine • Makes use of all the possibilities internet has to offer (database of tests and reviews, interaction with others, games & gamble, breaking news, …) • The reference in online automotive • The site is a reinforcement of the Autoweek brand 15.6.2010 © Sanoma Magazines 21

Other Examples The launch of mobile versions of online magazines Clickable leader board banner with call to action Interactive shout Main categories box Linking to sub pages with pull-open button. Generating recurring traffic. Constantly refreshed-UGC Carousel of teasers Randomized recent magazine topics and/or top Sanoma Magazines 15.6.2010 © topicals 23

Example: the 360° approach of Focus on the community The unique bond between the brand and the readers is being used and valued in a multimedia environment to the benefit of the readers AND advertisers 15.6.2010 © Sanoma Magazines 24

New formats The emerging digital magazine brand … • Web-cam based augmented reality » December issue of Esquire magazine » Square stickers with black-and-white designs on the cover and on several pages in the magazine » These markers, when held up to a webcam, trigger interactive video segments featuring cover subject Robert Downey Jr., as well as an ad for Lexus 15.6.2010 © Sanoma Magazines 25

New formats The emerging digital magazine brand … • Personalized & customized magazines » Mine = experiment Time Inc. » The reader gets a printed issue, tailored to his interests, filled with articles from different Time Inc. magazines » Mine gives readers much of what they like about the Web in a practical, attractive package » Attractive model for advertisers = targeted advertising “Mine exposed me to stuff that I liked but probably wouldn’t have sought out on my own” (Farhad Manjoo on www.slate.com) 15.6.2010 © Sanoma Magazines 26

New formats The emerging digital magazine brand … • User Generated Content » Co-creation of Yes magazine by its readers » Readers write articles themselves, can launch ideas on new sections, determine which celebrities are to be interviewed, … » Election of the reader with the best idea by the end of the year » The winner becomes editor in chief of Yes magazine for one week! 15.6.2010 © Sanoma Magazines 27

New formats What is more to come … The next generation e-readers: colour, video, sound and interactivity will improve the e-reading experience Read more: Magazine Future: e-paper prediction Translating the print experience to a tablet format: View video The development of a digital newsstand: five US publishers (Condé Nast, Hearst, Meredith, News Corp and Time Inc) are developing a cross platform for e-reader technology, advertising and digital sales 15.6.2010 © Sanoma Magazines 28

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Future of magazines

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