JANUARY 06, 2014

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MPA: 2013 Was Good Year for Magazines
This past year was one of the stronger years for magazines in the past decade according to a recent release from The Association of Magazine Media. There are currently 7,390 magazines in publication in the United States -- the most in 10 years. And the good news extends to advertising as tablet ad units increased by 16% and print pages ticked up slightly by 0.1% in 2013. Other highlights from the MPA's release include compelling statistics on reach among millennials, digital revenue and comparisons to other media: - The magazine media (print plus tablet) audience grew 2% over the previous year according to the Fall MRI 2013 release and and grew 5% among the highly desirable 18-24 year old audience. - 44 of the top 50 grossing lifestyle apps in the iTunes store are magazine brands. - The top 25 print magazines reach 48% more adults than the top 25 primetime television programs.
So what? Magazine media is displaying vibrancy across a number of measures. Condé Nast continues to lead the way in a category that is showing overall growth. Eleven CN brands grew ad-page numbers in 2013 and eight of those had their best year since 2008.
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What People Searched for in 2013
In its annual Zeitgeist list, Google rounds up the most searched-for people, places and events in 2013. The lists reveal that people heavily searched for up-to-the-minute coverage on breaking news events, from the Boston bombing and government shutdown to more lighthearted events like MTV’s Video Music Awards and the birth of the royal baby. The people who garnered the most attention were mostly headline-making musicians – Miley Cyrus tops the list, followed by Drake, Kim Kardashian, Justin Bieber and Beyonce. The most searched-for retailer was Kohl’s, while the leading luxury brand was Versace. Dieters are searching most often for the number of calories in eggs, bananas, and beer, and for information about the Paleo and Juice Cleanse diets. When searching for definitions, Google users were most interested in learning what twerking is. They were also looking for instructions on how to tie a tie, file, and get a passport.
So what? Google’s Zeitgeist lists are divided into categories, many of which are highly relevant for Condé Nast brands. Categories include lifestyle, travel & leisure, shopping & fashion, and business & politics. The topics that people are searching for the most can help identify what audiences are interested in and tailor our coverage to satiate their appetite for information.
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Almost Half of Americans Considered Cooking Enthusiasts
A new report by Mintel found that nearly half of Americans (46%) could be considered “Cooking Enthusiasts,” which is defined as consumers who cook at least occasionally (one to two times per week), like or love cooking, have at least basic cooking skills, and typically cook because they want to rather than have to. Among the general population, half (53%) of all women surveyed said they cook from scratch three or more times per week, compared to 37% of men. One in three women also said they had advanced cooking skills compared to only one in four men. Young adults were the ones who needed the most help in the kitchen: 35% of 18-24 year olds said they have basic cooking skills, compared one quarter of all respondents.
So what? Men and millennials have a new-found enjoyment of cooking and are starting to spend more time in the kitchen. Condé Nast's lifestyle brands might consider creating content around teaching cooking skills or offering easy to make recipes targeted to millennial and male audiences, to help them get comfortable and gain confidence in the kitchen.
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Social Media
The Future of Twitter as a Media Platform
Do users post to Twitter because they like to share information with the world (intrinsic value) or because they want to earn higher status on the platform (image-related value)? To explore these questions, researchers from Columbia Business School and the University of Pittsburgh selected real non-commercial Twitter accounts and added new followers to them to see how their owners would react. They found that users who initially had fewer followers increased their posting frequency after the follower growth, while those who already had many followers chose to post less content upon the addition of new followers. The results suggest that users post mostly to self-promote and gain status, and once they achieve a certain threshold of popularity they no longer have the motivation to keep posting. The researchers hypothesize that as Twitter matures and follower numbers stabilize, non-commercial users will no longer be able to significantly increase their following by posting and will thus shift their focus to consuming content contributed primarily by commercial users.
So what? According to the researchers, Twitter is gradually becoming a more traditional media platform, where publishers, celebrities and corporations are the key content creators. This suggests that the value of our brands’ twitter handles will continue growing over time.
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Quick Takes
Millennials Are Heaviest Online Video Viewers in Every Category Except News
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Google Owns Nearly One-Third of Global Digital Ad Spend
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Among the Top Ten U.S. Smartphone Apps, Instagram Grew Its Audience More than Any Other in 2013
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Bud Light is America's Best-Selling Domestic Beer
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Condé Nast
Feedback, questions, ideas for future issues? Please contact:

Phil Paparella
Condé Nast Research & Insights | Associate Director
1166 6th Avenue, 14th fl. | NY, NY 10036 | office 212.790.6044 | philip_paparella@condenast.com

Tamar Rimmon | Senior Manager, Digital Analytics
Robyn Hightower | Manager, Research & Insights