1.
The unique value of magazine brands
Nancy Detrixhe
Research Manager Magazine Media Association (MMA)

2.
The unique value of magazine brands

3.
members
135 Male
123
Onder die steden,
welke vanoud.
8 April 2019 until 19 April 2019
Field work
METHOD
Community study
TARGET
GROUPm/f 18 - 65 years
Magazine media users (>1x p/mnd)
Offline/online
Multiple magazine categories
METHOD
QUALITATIVE
Data collection online
QUANTITATIVE
n=1,007
Sample size 6 May 2019 – 14 May 2019
Field work

4.
On a wonderfully rainy Saturday afternoon reading
Quest at home with a nice cup of tea and cake! A real
indulgence moment for yourself...! I think I will save the
article on preventing cavities for next time ;-). Enjoyment
now and then is allowed! Magazines need to provide relaxation
My partner watches TV and I leaf through the Happinez.
Lovely to be together and still do your own thing
It is Friday afternoon, almost half past 2, a nice
cup of coffee, wood stove is on, a sock on the
knitting needles with the first just finished and
leafing through Knippie, the sewing magazine
for children's clothes! Wonderfully relaxed
afternoon, no stress, no buzz. Our daughter
and granddaughter of 3 months are visiting so
all in all a nice relaxed afternoon just before
the weekend!

5.
Wine life on the table next to a cup of coffee, travelguide
Lissabon and a bottle of water. A standard morning ritual in
the weekends. This magazine is a good expansion of our
hobby which is good wine, recipes and information on
beautiful wine regions. Ideal for leafing through and finding
inspiration for road trips
Just received the latest
Kampioen. A moment of
reading on a park bench in
the sun. Getting inspiration
for Spring and Summer.
Lovely!

6.
Power of diversity.
1 unique value.

7.
Magazines are the ultimate
realization
of a me-moment

8.
Satisfaction.
Value for time.

9.
Reading experience:
The power of print.

10.
With magazines you
determine your own
algorythm.

11.
83%
82%
79%
77%
prefer magazines to online because of the ultimate reading experience
perceive magazines as a source of relaxation in busy and hectic times
feels in control when reading a magazine
is fully concentrated on the content of the magazine

12.
Everything is digital nowadays. It is nice to have
moments in which you’re not online. You can pick up
and go through magazines any time you like.
“You get a magazine and read the things you’re
interested in at that moment without any disruption.
Online you read things pushed by clickbait or
promotions. Meanwhile you’re busy with Whatsapp and
e-mails which keep arriving continuously.
“
For me, magazines are unique, because of their
tangibility. Plus I am much more focussed on the
content. Online I am easily distracted because of the
other possibilities the internet offers.
“
I read magazines specifically to create a me-time
moment. I choose the magazine to fit this moment, the
one that offers content I like to read at this moment.
On social media content arrives unsolicited.
“

13.
For young people,
having offline moments without
any distraction or disruption
is an important motivation
for reading magazines.

14.
Advertising is
no mood killer.

15.
84% believes that advertising belongs to the content of magazines

16.
% experiences advertising as a (very) negative thing
OOH
Newspaper ads
Magazine ads
Cinema
Radio
TV
Online ads on PC/laptop
Online ads on smartphone

17.
25%
37%
39%
39%
43%
43%
47%
61%
69%
71%
76%
80%
82%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Pop-ups online
Reclame podcasts
Online banners
Reclame op mobiel
Reclame social media
Sponsored online content
Digital video reclame
Reclame in zoekmachines
Outdoor
Radio-spots
Brievenbusreclame
TV-reclame
Print (dagbladen, magazines)
Trust in advertising for buying decisions
(% respondents)

18.
Compared to influencers,
magazine content leads
to purchase more often.

19.
Magazines more effective than expected.

20.
Omnichannel

21.
Magazine brands’
online activities
are an important
trigger for their
offline
visibility and
accessibility

22.
57% follow minimal once a week the website or app of a magazine brand.
49% follow minimal once a week social media channels of a magazine brand.

23.
Different channels.
Different functions.

24.
Print
Website/
app
Social
media
Relaxation
Me-moment
Entertainment
To kill time
Up-to-date information
Up-to-date information
Learn more about a specific topic
To kill time

25.
Readers compile their own
unique portfolio
of magazine brands.

26.
Conclusion:
But we have print.

27.
88% say magazine brands
are indispensable!