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Global Intensives Magazine Media: Better.

Believe It.

Linda Thomas Brooks President and CEO, MPA

The Association of Magazine Media @#mpamagmedia | @mpamagmedia |@runltbedia

GL4

WHAT IS SPECIAL ABOUT MAGAZINES?

Magazine media builds brands and sells product in a safe and transparent environment with

demonstrable results and more rigor to prove it than anyone else

Magazine media is more trusted, inspiring and

motivating than other media.

Magazine media readers say “ads fit well with the

content” – more so than on websites and TV.

Readers 18-49 are especially receptive to advertising in

magazine media – more than websites or TV.

Source: Simmons Research, Multi-Media Engagement Study, Spring 2016

Source: 2018 Edelman Trust Barometer. COM_MCL. When looking for general news and information, how much would you trust each type of source for general news and information? Please use a nine-point scale where one means that you “do not trust it at all” and nine means that you “trust it a great deal.” (Top 4 Box, Trust), question asked of half of the sample. General population, 25-country global total. Journalism is an average of traditional media and online-only media. Platforms is an average of search engines and social media.

Percent trust in each source for general news and information, 2012 to 2018

While Trust in Platforms Declines, Trust in Journalism Rebounds

Platforms -2 Journalism +5

Average trust in search engines and social media platforms

Average trust in traditional and online-only media

54

52

54

51

56

54

59

53

50

53

54

54 53

51

2012 2013 2014 2015 2016 2017 2018

MEDIA | JOURNALISM | PLATFORMS

Presenter

Presentation Notes

And that is where things get really interesting. When we look in more detail at the trust people have in various sources of general news and information, we see an important shift in the trends. Historically, journalistic content and the platforms that deliver that content have been fairly close together in their trust levels. This year they have started moving in different directions. We observe a stark divergence with Trust in journalism increasing 5 points and trust in platforms decreasing 2 points, opening up a wide divide of 8 points between the two. It shows for the first time a broader awareness among the general population that those two things are actually separate and distinct. Journalism is an average of traditional media and online-only media. Platforms is an average of search engines and social media.

2012 2013 2014 2015 2016 2017 2018 Chg, 17-18

Traditional media 56 52 56 52 55 56 58 +2

Online-only media** 40 38 41 39 48 50 47 -3

“Journalism” 48 45 49 46 52 53 53 +0

Search engines* 57 51 53 57 58 65 54 -11

Social media 35 28 32 35 40 41 30 -11

“Platforms” 46 40 43 46 49 53 42 -11

58

47

30

54

2012 2013 2014 2015 2016 2017 2018

Source: 2018 Edelman Trust Barometer. COM_MCL. When looking for general news and information, how much would you trust each type of source for general news and information? Please use a nine-point scale where one means that you “do not trust it at all” and nine means that you “trust it a great deal.” (Top 4 Box, Trust), question asked of half of the sample. General Population, U.S. *From 2012-2015, “Online Search Engines” were included as a media type. In 2016, this was changed to “Search Engines.” **From 2012-2015, “Hybrid Media” was included as a media type. In 2016, this was changed to “Online-Only media.” Journalism is an average of traditional media and online-only media. Platforms is an average of search engines and social media.

6

Percent trust in each source for general news and information, in the U.S.

U.S. Trust in Journalism Stable, Trust in Platforms Declines

Presenter

Presentation Notes

November 9, 2017

Industry-Wide Marketing Campaign

November 9, 2017

Marketing Campaign: Highlights

November 9, 2017

Marketing Campaign: Seen Around Town

Billboard in Times Square Hearst Live video on the corner of 57th and 8th

November 9, 2017

Award Recognition

8 PRINT

EDITORS

2 PHOTO

EDITORS

2 YEARS

2 DESIGNERS

1 FACT

CHECKER 2 COPY

EDITORS

1 PRODUCTION

MANAGER

4 DIGITAL EDITORS

1 PHOTO-

GRAPHER 2

LAWYERS

4 PSYCHIATRISTS/ PSYCHOLOGISTS

7 REAL MOMS

5 MEDICAL

ORGS.

7 CHILD MIND INSTITUTE STAFFERS

6 PAGE

SPREAD

Credibility by the Numbers

2 PITCH

WRITERS

1 HANDLING

EDITOR

COPY EDITORS

2

ASSISTANT MANAGING

EDITOR

1 ATTORNEY

1

RESEARCH EDITOR

1 EXECUTIVE

EDITORS

2 DESIGNERS &

CREATIVE DIRECTORS

3


Note: Beauty Lab Test Example

8-56 TESTED

PRODUCTS

80-1232 PRODUCT TESTERS

700- 10,000

DATA POINTS

7-20 WEEKS

PROJECT LEADER

PROJECT LEADER

1

INSTITUTE DIRECTOR

1

BEAUTY LAB DIRECTOR

1

TECHNICAL DIRECTOR

1

4 GH INSTITUTE

STAFF TOP

EDITOR

1 FACT CHECKER

1

BEAUTY ASSISTANT

1

COPY EDITOR

1 BEAUTY

DIRECTOR

1 6

EDITORIAL STAFF

EIC 1

GRAPHIC DESIGNER

1 CREATIVE DIRECTOR

1

PHOTO- GRAPHERS

1-2

PHOTO EDITORS

1-2 PRODUCTION

MANAGER

1 6 ART

STAFF

PHOTO RETOUCHER

1

Credibility by the Numbers Journey of a Recipe

1 FOOD

EDITOR

12 HOURS

READING

2 CULINARY

ASSISTANTS

4 HOURS ONLINE

RESEARCH

20 HOURS EDITING

5 TEST

COOKS

20 HOURS OF

EDITING

3 RETESTS PER

RECIPE

10 EDITORS

4 HOURS RECIPE

SELECTION

493 SUBMISSIONS

1 GRAND PRIZE

WINNER

6 TASTINGS


5 MONTHS

$25,000 INVESTMENT

7,000 PAGE TRIAL

MANUSCRIPT

37 HRS FACT CHECKING

3 COPY

EDITORS 1 RESEARCH DIRECTOR

1 CREATIVE DIRECTOR

1 DESIGNER

1 PRODUCTION

MANAGER

1 MULTIMEDIA

EDITOR

1 ENGAGEMENT

EDITOR 1 HEAD OF PR

1 LAWYER

MAGAZINES BEAT TV IN REACHING ADULTS 18-49

The nation’s #1 magazine has bigger reach than the nation’s number one show.

The top 25 magazines have an 88% bigger total reach than the top 25 TV shows.

88% #1

Source: Nielsen Media Research, 2016-2017 season to date through May 14, 2017, in ratings points. Nielsen prelim Live+7 Day, Prime, Originals only, Programs with majority of telecasts airing in season. Excludes: Repeats, Specials, Post-Season Sports, Pre/Post Sports Commentary, Mini-Series (<5 telecasts in season) and News.; - GfK MRI, adults 18-49, Spring 2017

THE POWER OF MAGAZINE MEDIA

The three top-ranking automotive magazine media brands – Motor Trend, Hot Rod, Car and Driver – each beat all of the automotive shows on television.

Cosmopolitan has a bigger audience at 11.2 million than ANY TV show that targets women.

If People were a TV show, it would be the number one show on TV.

Better Homes & Gardens has 59% bigger reach than AMC’s “The Walking Dead.”

Source: Nielsen Media Research, 2016-2017 season to date through May 14, 2017, in ratings points. Nielsen prelim Live+7 Day, Prime, Originals only, Programs with majority of telecasts airing in season. Excludes: Repeats, Specials, Post-Season Sports, Pre/Post Sports Commentary, Mini-Series (<5 telecasts in season) and News.; - GfK MRI, adults 18-49, Spring 2017

Best Mascara

Diet Tips Fitness Tips

Food Recipes

Home Decorating

Tips

MAGAZINE MEDIA WORKS

Fashion brands that have print ad concentration outperform those that don’t

+55%

+87%

LOW PRINT CONCENTRATION HEAVY PRINT CONCENTRATION

A NEW REPORT FROM MPA MEASURING AUDIENCE ENGAGEMENT

295 24 3,195 8

281 23 2,608 6

2017 Qtr 4

MAGAZINE MEDIA’S MOMENT IN TIME

Brand Safe, Brand Edifying

Better Viewability

Measurement- audited, validated, accredited

Immersive User Experience Proven Effectiveness

LINDA THOMAS BROOKS [email protected]

212.872.3710 magazine.org

magazine media tells and sells - magnet · magazine media is more trusted, inspiring and motivating...

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