INSPIRATIONAL

MAGAZINE MEDIA IS A SOURCE OF INSPIRATION

Q u a l i t y c o n t e n t l i e s a t t h e h e a r t o f m a g a z i n e m e d i a ’s a b i l i t y t o i n s p i r e a n d d r i v e a c ti o n . R e a d e r s p l a c e a h i g h l e v e l o f t r u s t i n c o n t e n t a n d e x p e c t t h e i r f a v o u r i t e m a g a z i n e m e d i a t o a c t a s a t r u s t e d a d v i s o r l e a d i n g t h e m t o n e w i d e a s a n d i n s p i r a ti o n w h i c h h a s a h i g h l e v e l o f a p p l i c a ti o n i n t h e i r o w n l i v e s . I t a l s o p r o v i d e s a h u g e o p p o r t u n i t y f o r a d v e r ti s e r s t o s t a n d o u t , a s r e a d e r s i d e n ti fi e d a d v e r ti s i n g i n m a g a z i n e m e d i a a s m o s t l i ke l y t o s p a r k i d e a s t h a t t h e y a c t u p o n .

VERRA BUIMLIJA, Chief Strategy Officer, MEC

QUALITY CONTENT IS A KEY DRIVER FOR INSPIRATION

“Magazines offer content that is second to none. There isn’t any other format that

actually gets people more inspired.”

Source: The Rules of Attraction Study 2015 wave 2Proportion of respondents who associate different media with each word of phrase

61% Gives me ideas

Internet 57%TV 25%

Newspapers 16%

Newspapers 40%TV 28%

Radio 24%

TV 48%Newspapers 50%

Radio 26%

41% Useful

39% Educational

CONSUMERS TURN TO MAGAZINE MEDIA FOR IDEAS

87% of consumers agree content gives them ideas and

inspiration

81% have bought an item or visited a place after reading

about it in a magazine

Source: The Rules of Attraction Study 2015

MAGAZINE MEDIA INSPIRES AND DRIVES ACTION

42%

10%

8%

INSPIRATION CARRIES OVER TO THE ADVERTISING

3%

3%25%

W.W.W

Source: The Rules of Attraction Study 2015This media contains ads that spark ideas that I act upon

“This media contains ads that spark ideas I act upon”

Source: GfK MRI, Fall 2012 Base: Top quintile of usage for each medium among adults with a HHI of $50K+ Super influential are defined as people who have great experience in this topic and whose advice on this topic is trusted by friends and family members

Magazine TVRadioOutdoorTvNewspaper

42383642

MAGAZINE READERS’ OPINIONS ARE SOUGHT OUT

Magazine media not only inspires those who consumer it, but has

the potential to spread the message further. GfK found that

magazine media is one of the top channels used by people defined as super-influential – those who

are seen as topic experts and whose opinions are trusted by

friends and family