OCTOBER 06, 2014

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MPA Debuts New Magazine Measurement that Includes All Platforms

Last week, the MPA (also known as the Association of Magazine Media) introduced a new way to measure magazine brand audiences. Magazine Media 360 aims to more accurately portray the breadth of a magazine’s various consumer touchpoints and provides an interim solution for the magazine industry's long-standing problem of aggregating audiences across multiple channels. The new initiative allows for a magazine's brand health to be assessed by consumer demand rather than number of advertising pages, as has long been the industry's leading and most reported on indicator. Magazine Media 360 uses data from GfK MRI, Ipsos, comScore, Nielsen Online and SocialFlow to capture consumer demand more comprehensively. Magazine Media 360 will be released monthly and include data for 147 different magazine brands. According to Magazine Media 360, the data for August 2014 showed that magazine audiences had increased 10% this year versus the same time last year.

So what?

This new tool presents a way to change how we measure a magazine's health from advertising pages to consumer demand, while also providing magazines credit for their multi-platform engagement. The new standard should help change perception of the magazine industry to be less negative than it has recently has been.

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AOL: Media Buyers Plan to Move Dollars from Display and Television to Fund Digital Video Ad Spending

AOL Platforms has released the results of a study of 350 media and marketing professionals surveying their current investments and vision for the future of digital video. On the buy side, Display is the channel that most media buyers (47%) say they will shift budget from to pay for an increased video ad spend during the next 12 months. The next three channels that will be negatively impacted by video ad funding will be Broadcast TV (40% plan to reallocate dollars from broadcast), Cable TV (35%) and Print (26%). Less than one in five buyers say they will be able to fund additional digital video spending without moving dollars from another channel. As far as concerns about digital video, the majority of buyers remain worried about viewability (62%) and ad fraud, like bots (60%); buyers are more concerned about both issues than sellers. The study also found that like other forms of digital advertising, digital video sales are shifting towards programmatic. The majority of publishers surveyed now make their premium video inventory available for sale via programmatic, compared to just 36% last year.


So what?

Most media buyers' budgets are a zero sum proposition, which means cuts will have to be made elsewhere to be a part of digital video growth. Knowing where those cuts are coming from -- most often display and television -- should help digital video sellers put together more astute pitches for clients.

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Social Media
Millennials' Top Shared Topics Vary By Social Network

Often called digital natives, Millennials are the most active when it comes to social shares. According to new research from software company ShareThis, 25% of Millennials share content to their social networks, making them 3.6 times more likely to share content on social networks than other age groups. The majority of Millennials have clicked back on content shared by their peers on social media, making them 2.3 times more likely to click on shared links than other generations. Although they are constantly connected, the content that Millennials prefer to discuss and share varies by social media site. When it comes to arts and entertainment, Millennials mostly talk about these topics on Facebook or Twitter. Shopping is most prevalent on Pinterest. Reddit has the most social media conversations about science and technology. In addition to arts and entertainment, Twitter also dominates for business/finance and sports chatter. Millennials tuning into their peers' conversations are highly influenced by word-of-mouth recommendations on social media. Two in three Millennials agreed that seeing peers’ posts made them more likely to purchase something, compared to 50% of Gen Xers and 33% of Boomers. 

So what?

This research demonstrates the importance of matching the topic of conversation with the channel where it is typically discussed. Publishers can help extend their content's reach among Millennials by posting to channels that over index for the category being covered.  

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Fewer Tweets Sent on Weekends, but Retweet Rate Higher

According to a new study by ExactTarget, which analyzes 3.6 million tweets published by companies through its marketing automation platform, far fewer tweets are sent on weekends versus weekdays. However, the average number of retweets per tweet is higher on weekends. About 40% fewer company tweets are sent on Saturday and Sunday versus Monday through Friday, but those weekend tweets get an average of 60% more retweets. While the weekday versus weekend disparity is not as high in the Media & Entertainment (M&E) category, Saturday and Sunday still have the highest rate of retweets and replies of any day during the week. ExactTarget also reports that companies in the M&E industry enjoy the highest levels of Twitter engagement. Unlike followers of other companies, followers of M&E companies engage on Twitter throughout the year and week, whereas followers of retail companies interact with them the most in December, and Financial Services companies see the most engagement at the beginning of each week. The study also found that tweets with photos are more engaging than text tweets – for M&E companies, photo tweets are retweeted 2.9 times as often as text tweets, and receive 60% more replies.

So what?

The study shows that Twitter strategy is not one-size-fits-all, and the best practices in each industry vary widely based on user behavior. For M&E companies like Condé Nast, it is important to incorporate photos into tweets and invest in tweeting on the weekends, when it is easier to break through the clutter often present on users' feeds Monday through Friday.

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Quick Takes
The Music Streaming Category Added 2.3 Million Paid Subscribers in Past Year

Source: RIAA
Apple Users Were Slow to Install iOS 8

Source: Mixpanel, Statista
Despite Scandals, NFL's Television Ratings Up Over Last Year Among Most Age Groups

Source: FiveThirtyEight
Analyst Estimates for 2015 Apple Watch Shipments Vary Between 10 to 60 Million

Source: Forbes, BI Intelligence
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