THE VALUE OF PUBLIC PLACE READING

Insights from a new study sponsored by Time Inc. & Mediaedge

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Research Objective

Objective: Gain insights into the role and value of magazines in public places

Magazines Studied: Entertainment Weekly; Fortune;In Style; Parenting; Sports Illustrated; People

3

Research Architecture

Public Place Locations Studied:– Doctors’ and Dentists’ Offices/Hospital and

other Medical Facilities– Hair/Nail/Beauty Salons or Spas (women)– Barber Shops/Hair Salons (men)– Business Reception Areas– Libraries– Airlines

Sample Size:– 2382 Public Place readers– 3062 Subscribers/Newsstand buyers

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Research Insights

Public place reading is a meaningful reading experience. That readers are not paying for the copies read there has little impact on their involvement with the magazine

– Reading is the #1 activity occurring in public place waiting situations

– Contextual relevance is a factor determining which magazines are read

– Having magazines available is a benefit to those waiting, to the location host, to the magazine publisher and to the advertiser

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Research Insights

While reading time in public places is abbreviated, the reading is focused

– Readers experience fewer interruptions, engage in less multitasking and feel less guilty about devoting time to reading

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Research Insights

Actions taken as a result of reading magazines are high regardless of paid or public place copy status

– Little variation in overall action taken exists between public place readers and subscribers/buyers

– Although ad actions taken are somewhat lower for a public place reader vs. a subscriber/buyer, higher RPCs in public places more than offset this

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Public Places are Heavily Trafficked Locations

35%

15%

47%

57%

61%

64%Dr./Dentist

Salon/Barber Shop

Business ReceptionArea

Library

Hospital/MedicalFacility

Airplane

`

Visited in Past 30 Days

Base: Public Place Sample Data Used: Q3

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Reading Magazines is the #1 Activity

While Waiting

75%

52%

79%

82%

85%

92%Dr./Dentist

Salon/Barber Shop

Airplane

Hospital/MedicalFacility

Business ReceptionArea

Library

While in libraries, reading books is the prime activity

Base: Public Place Sample visiting location in past year Data Used: Q9

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Magazine Reading Dominates Other Activities at

Doctor’s/Dentist’s Offices

Base: Public place sample Data Used: Q9

1%Nothing4%Other

4%Play video games9%

28%28%37%47%52%

Doctor’s/Dentist’s Office

WorkWatch TV/moviesUse cell phone+Read book

Talk to someoneRead/Look at newspapersRead/Look at magazines 92%

Nearly twice as many people are reading magazines as engaging in the #2 activity

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Magazines Enhance the Waiting Experience

95% of public place readers report they would be upset, feel underserved or bored if no magazines were available in public places

– 87% claim the time spent waiting would drag– 72% would be upset that magazines were no

longer available– 63% would feel the location was not trying to

make the visit as enjoyable as possible

Base: Public Place Sample Data Used: Q17

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Public Place Magazines Benefit All Constituencies

BenefitsHost

BenefitsPublisher

BenefitsReader

BenefitsAdvertiser

PUBLIC PLACE

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Magazines Offer Significant Benefits

for the Host

Benefits HostWaiting rooms should provide things to read while you wait

97%

Makes time go faster 97%Don’t mind waiting as much 86%Helps take my mind off why I’m there

84%

Base: Public Place Sample Data Used: Q19; top 2 box

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Readers, Publishers and Advertisers All Benefit

Benefits ReaderOpportunity to read without paying

96%

Latest fashion/beauty trends**

87%

Updates on business* 76%

To see what products/services are featured in ads

70%

Trust the articles in magazines found here

62%

If there, magazine is popular

54%

Higher opinion of magazines found there

45%

Trust the ads in magazines found there

44%

Base: Public Place Sample Data Used: Q19; top 2 box**InStyle cell only*Fortune Cell only

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Actions Defined

Edit-driven actions– Used information/ideas I got from the magazine– Talked to someone about something I read in a

magazine– Bought, or intend to buy, a product or

service featured in a story– Tore out an article

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Actions Defined

Ad-driven actions– Researched to find out more about a product

or service advertised in a magazine– Bought, or intend to buy, a product or service

advertised in a magazine– Followed up on an ad in a magazine– Tore out an ad

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Actions Defined

Either ad- or edit-driven actions– Visited a website mentioned in a magazine– Learned about a product or service I was unaware of– Asked beauty/hair salon about something I read or saw– Asked Doctor/Professional about something I

read or saw– Recommended a product/service I learned about

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Public Place Reading Generates High Levels of Follow-up

Actions Taken (Total) 85%Created word-of-mouth* 50%Visited website mentioned in magazine 43%Purchase interest based on ad** 40%Used info/ideas from magazine 40%Learned about product/service I wasn’t aware of 36%Researched to find out more about a product/service advertised 23%Asked beauty salon or Dr./professional*** 14%

*Net. Talked to someone about something I read, Recommended product/service I learned about**Net. Bought/intend to buy product/service advertised, Researched to find out more about a product/service advertised, Followed up on an ad, Tore out an ad***Net. Asked beauty/hair salon about something I read/saw, Asked a Dr./professional about something I read/saw

Base: Public Place

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Public Place Reading Generates Levels of Follow-up Action

at Least Three-Fourths That of Paid Readers

Index PP vs. Paid

Actions Taken (Total) 98

Created word-of-mouth* 86

Visited website mentioned in magazine 88

Purchase interest based on ad** 75

Used info/ideas from magazine 89

Learned about product/service I wasn’t aware of 92

Researched to find out more about a product/service advertised 77

Asked beauty salon or Dr./professional*** 93

*Net. Talked to someone about something I read, Recommended product/service I learned about**Net. Bought/intend to buy product/service advertised, Researched to find out more about a product/service advertised, Followed up on an ad, Tore out an ad***Net. Asked beauty/hair salon about something I read/saw, Asked a Dr./professional about something I read/saw