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What we did:
Multi-platform magazine brands Amanda Wigginton
Director of Insight, Time Inc. (UK)
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Constantly connected via multiple platforms
Connecting with consumers more than even before
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Extensive programme of research
HOW, WHEN, WHERE AND WHY
CONSUMERS CONNECT WITH
OUR BRANDS
REACHING BIGGER & BETTER
AUDIENCES THROUGH OUR
MUTLI-PLATFORM BRANDS
THE ROLE OF MAGAZINE BRANDS WITHIN THE PURCHASE JOURNEY
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Magazine brands are enduring
“I took a screengrab of a
recipe to make sure
I had it saved, easy to
have on my phone
whilst I was cooking”
“I have read Look
for so long that I
know what to expect
and the quality that
will always be at the
forefront of
the magazine”
Memory banking Keeping
up to date
Over 4 in 10 of our
consumers connect with our
brands several times a day
Core brand attributes extend across all platforms
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Traditional ‘me time’ has evolved
Our brands now fulfil different needs at different times of the day
“Different times of the day will
often dictate the platform I use”
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3 new mind states
1. CATCH UP
TIME
2. FOCUS
TIME
3. DOWN
TIME
GETTING UP
TO SPEED TIME DEPRIVED ESCAPISM
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Influencing each stage of the journey
SPARK SEARCH SHOP SHARE
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How is the audience
across platforms different, if at all?
Who are our Connected Consumers?
How many of these connected consumers do we reach?
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Run independently by CrowdDNA across 10 Time Inc. brands’ platforms.
What we did: DUPLICATION SURVEY
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Analytics UK UUs, PVs
Duplication Survey
telmar
Digital
Edition
What we did: THE DATA
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Let us take you back to the year 2007
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12million
Back in the year 2007
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The relationship has
CHANGED! • Adopting NEW platforms
• ENHANCING our traditional offering
MORE MOMENTS FOR US TO SHARE OUR CONTENT THAN EVER BEFORE
Since then…
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Now…
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LONDON23h 50mins
AUCKLAND, NZ
If you laid them end to end from the centre of London, they would go past Auckland, NZ
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Could fill Wembley Stadium 157 times
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5.5 times bigger than the total capacity (every venue, every round) at the RWC 2015
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MOBILE MAGAZINE Print & Digital Edition
WEB Desktop & Tablet
How do our audiences engage with our brands?
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Each add to the overall monthly reach of the brand
9,867,000+13%
+5%
+10%
+3%
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GAIN OVER PRINT
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14,100,000
Using multiple platforms clearly helps to boost the reach of campaigns
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But who are you reaching?
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In simple terms
Younger More
Affluent Decision Makers
(5 years) (+15%) (2 in 3)
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Using all platforms is key to reaching the best audience
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However, there is so much more
MORE INFORMATION
ATTITUDES
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+22% +44% +22% +26%
People come to them for ADVICE
They SHARE CONTENT
they like online
They’re the FIRST TO KNOW what’s going on
Influencers
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Ads help them CHOOSE what to buy
Influenced by REVIEWS
Often NOTICE online ads
+20% +20% +22%
Engaged
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Love to BUY NEW
gadgets
Important their houses are EQUIPPED
with technology
KEEP UP with tech
developments
Early Adopters
+18% +21% +19%
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Big Spenders
+22% +38%
+17% +38%
SPEND without thinking
Enjoy owning GOOD QUALITY
goods
SPEND a lot on clothes
PAY EXTRA to personalise
their style
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Our magazine brands influence our audience across the entire purchase journey
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are at the heart of the purchase
journey…
Spark
76% Search
70%
Shop
73% Share
62%
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Spark
RetailBeauty Homes
‘Inspiration’ ‘Ideas’
92%
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Homes Retail
BeautyFood& Drink
Spark
91% 75%
91% 88%
Spark
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Beauty Retail Homes Food& Drink
Tech
Search
‘Explored’ ‘Visited website’
4 in 5
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Food& Drink
Homes Tech
Beauty
79% 72%
78% 87%
Search
Search
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Beauty Retail Homes Food& Drink
‘Purchased’ ‘Tried’
4 in 5
Shop
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Retail
Food& Drink
Tech
Beauty
83% 67%
69% 81%
Shop
Shop
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Beauty Retail Homes Food& Drink
Tech
Share
‘Recommended’ ‘Posted online’
3 in 4 ‘Talked about’
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Retail Food& Drink
Tech Homes
75% 59%
69% 76%
Share
Share
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HOW, WHEN, WHERE & WHY
TOTAL REACH, DUPLICATION & AUDIENCE INSIGHT
PURCHASE JOURNEY INFLUENCE
Connected Consumers – key insights
FOR MULTI-PLATFORM MAGAZINE BRANDS
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How are we using it?
MARKETING THE MAGAZINE MEDIUM MARKETING TIME INC.
AGENCY ROADSHOW CLIENT MEETINGS PITCH RESPONSE CONFERENCES
BRANDS PLATFORMS
PURCHASE JOURNEY AD CATEGORIES
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Connected Consumers 2 Calculator
connectedconsumers.co.uk
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What we did:
THANK YOU