The document outlines the goals and agenda for Magazine Experiences Europe 2008. It aimed to understand how magazines are consumed in Europe given the complex modern media landscape with more choices but less loyalty and time. The study would uncover new insights into the unique elements of the magazine experience in Europe and how the changing media environment may impact the magazine industry, building off the success of a similar 2007 US study.

1. Magazine
Experiences
Europe 2008

2. Agenda
Setting the scene
Goals and method
Emerging themes
Wrap up

3. Setting the scene
Today’s media landscape is complex and dynamic:
Media usage and multi-usage has never been higher
More choice/new outlets
But at the same time:
Less loyalty
Less time
We already know who reads magazines in Europe, when they are consumed and how
frequently – we know our readers!
But, there is little information on ‘how’ and ‘why’ magazines are consumed and how the
changing media landscape may impact the European magazine industry