Magazines engage readers in various ways such as acting as a trusted friend or spurring inspiration. Readers spend focused time with magazines, returning to read issues multiple times. Research shows that engaged readers pay more attention to content and advertising in magazines compared to other media like television. Magazines are especially effective at reaching influential readers and are seen as the best source of information on topics like beauty and fashion. While digital opportunities exist, the core content of magazines allows them to continue engaging readers both in print and online.

1. 1 ENGAGEMENT

2. Engagement and the magazine media FIPP World Magazine Congress Esther Braspenning - Sanoma Media New Delhi, 12 October 2011 2 esther.braspenning@sanomamedia.be Brussels12

3. “Engagement is like love —everyone agrees it’s a good thing, but everyone has a different definition of what it is.” Jeffrey Grahamexecutive director customer insight at The New York Times 3

4. “When it comes to a breakfast of bacon and eggs, the chicken is involved but the pig is committed” 4

5. MAGAZINES BELONG TO MY WORLD

6. Why do magazines engage? SOME INSTITUTIONS SOME INSTITUTIONS EVERYDAY CONTACTS EVERYDAY CONTACTS THE WORLD COMMUNITY COMMUNITY THE WORLD FRIENDS FRIENDS OUR WORLD OUR WORLD FAMILY FAMILY MY WORLD MY WORLD My magazine Ownership Relevant Intimate Trusted A friend Source: Henley Centre: Delivering Engagement 2004 6

7. Magazines engage in different ways: As a trusted friend (or lover*) A bridge to interaction and participation A spur to inspiration Guidance and life-management A symbol of status Why do people read magazines? Source: Henley Centre, Delivering Engagement 2004; *Sanoma Media Brain; NUV Engagement Study

8. FOCUSSED ATTENTION

9. It is not the time… Magazines are read only a few minutes on average per day Average minutes per hour 6am Time of day 11pm 9 Source: Ball State U

10. … it’s the attention Eat Work Media Note that “media only” life activity includes concurrent exposure of two or more media Magazine Newspaper TV Radio Web Source: Ball State U 10

11. … the primary attention of multi-media time spent with medium,
% where it receives primary attention Source: Source: Smurfit/UCD for PPAI, Ireland and Ball State U 11

12. … PICKED UP AND READ AGAIN AND AGAIN

13. 13 DOUBLE. PRINT WORKS. 1.8 contacts per spread per reader 33 seconds average time spent per spread two-page spread two-page without advertising two-pagewith advertising Total: 2,060 persons (290,299 two-page contacts)Aggregated values on the basis of 24 titles

14. 14 DOUBLE. PRINT WORKS. >> Magazines stay in the household for a long time. On average they are read by each user six times for a quarter of an hour each time. Source: AIM Ad Impact Monitor 2009; basis: 24 titles in 1,200 magazine-buying households with a total of 2,060 persons

15. MAGAZINES ENGAGE MORE...

17. One of my most favorite

18. I miss it

19. No other can take it’s placeEngagement 6/7 1 2 3 5 6/7 8 4 9 Attention 4 6-8 5 2/3 2/3 1 6-8 6-8 9 Appreciation 4/5 3 6 2 4/5 1 8/9 8/9 5 Source: Mediabeleving 2007, TNS NIPO, NL 16

20. Engaged readers get more information, entertainment and stimuli from their magazine .... engagement improves media experience Source: Mediabeleving 2007, TNS NIPO, NL Source: Mediabeleving 2007, TNS NIPO, NL 17

21. … and the advertising experience 'I am more likely to pay attention to an advert if it appears in/on one of my favourite…' Source: Smurfit/UCD for PPAI, Ireland 18

22. Magazine advertising .. .. has more positive drivers - credibility, trust - useful information .. has fewer negative drivers - less inconvenient moments - less repetition .. is not disturbing (79%, vs. TV 47%) 3 of 10 pages pulled as favorites were ads* Source: GfK MRI, 2010 Source: NRS Consumer spring 2007 A / Finland 19 Source: Starcom ACE Print Engagement study, 2005

23. Engaged readers see more.. 20 HIGH LOW Open eyes open book Ad noted Category recognized Product recognized Source: Sanoma RRO database, 2000-2010)

24. … and act upon what they see 21 75% engaged readers say ads are the reason they visit certain shops or websites* *Source: Magazine Engagement Study, NUV 2007 Source: The Magazine Relationship, IPC Media Values, PPA

25. Engagement is visible in our brain

26. Content Page Print Ad Difference Brain activity 23

27. Result of mix of emotions: trust of magazine ad is higher than TV commercial Magazine ad is processed and stored in the memory better than a TV commercial 24

28. Influentials love magazines

29. Reaching influentials Which media do the Influentials in the Clothescategory use? Source : TGI /WOM : Key Influentials and heavy users of medium 26

30. Magazines as best source of information Magazines Beauty, Society, Fashion, Gardening, Home Decoration, Relations, Ideas and Tips, Cooking, Raising Children, Health Care, Interviews, Building, Technology, Cars, Arts and Literature, Hobbies, Competitions TV Nature and Animals, Wars and Catastrophes, Sports, Consumer Information, Religions and Worldviews, Countries and Cultures Newspapers Radio and TV Programs, Politics, Business and Economy, Finnish as EU members, Financial Matters Radio Music Source: Media Fidelity NRS 2007 (Magazines) / Finland

31. Source: Trendsformers research, NIPO/Sanoma Uitgevers, the Netherlands 28

32. Source: Trendsformers research, NIPO/Sanoma Uitgevers, the Netherlands 29

33. Magazines are ready for the future 30%of magazine readers report that they have used a computer or mobile device to visit a magazine’s website in the past six months. Source: Affinity’s VISTA Service, 2010

34. Digital is an opportunity Content is key Digital enhances the magazine experience 31 “Online is a quick fix, magazines are something to savour” Q: To what extent do you agree/disagree with each of the following statements? Source: Vogue Business Report 2011

35. Digital magazine experience Most enhancing digital extras Satisfied with digital reading experience Source: MPA, Worldwide Certified Profile of the digital edition reader, 2010 Source: Smarter Media Sales / Nxtbook Media/VIVmag, 2010

36. CONCLUSIONS India is not that different (well, when it comes to engagement) Magazines used to engage still engage now and will keep engaging! 33

37. Future research: online & tablet magazine reading and engagement Beware of online engagement! Google Report: Display Engagement Flat Despite Rise of Rich Media ADWEEK, 17 Aug.2011 What’s next? 34

38. 35 esther.braspenning@sanomamedia.be Brussels12