OCTOBER 13, 2014

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MPA Factbook 2014 -- Magazines Persist Among the Young

The MPA released its yearly Factbook about the health of the magazine industry, magazine readership, and print ad effectiveness. Citing Spring 2014 data from GfK MRI, the Factbook demonstrates continued strength for the industry as a whole. In the past six months, 91% of adults have read a magazine (print or digital edition). Magazine readership is even more universal among younger adults: 94% of those under 35 and 96% of those under 25 have read a magazine in the past six months. Not only are more adults under 35 reading magazines, they are also reading more issues than other age groups. In the past month, the median number of issues read by those under 35 was 9.8 compared to 9.4 among those 35+. The number of issues read in the past month rose to 10.1 issues among those under 25. Readers are keenly tuned into the ads in their favorite magazines and follow through after seeing these ads. The majority of magazine readers report having made a purchase after seeing an ad and 58% of readers have looked for more information online after seeing an ad in a magazine.


So what?

The annual MPA Factbook demonstrates the continued strength of the magazine industry and provides persuasive statistics about magazine advertising in one convenient resource. The data in this report could be used to support advertising and other business presentations, and tell a compelling story about the audience of magazines and effectiveness of print ads.

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Consumers Are Most Receptive to Advertising When They Are in a Public Space; Most Attentive When Using Mobile Phones

YuMe, a digital video advertising platform, recently conducted research to understand what drives consumer receptivity and attention to ads. Although it is not clear how tight the methodology was, the combination of a survey and an online virtual lab experiment does yield intriguing findings. According to YuMe, ad receptivity and attention were found to have a positive effect on brand favorability and purchase intent. A variety of factors impact ad receptivity, from the device used to the content genre and the mood of the consumer, but location has the highest influence. Somewhat counterintuitively, people are the most receptive to advertising when they are out of home – commuting or at work – and using their mobile devices. Additionally, informative content genres (business, cooking, automotive) are more conducive to ad receptivity than entertainment genres (sports, music, comedy). Ad receptivity is highly correlated with attention, as a consumer who is willing to receive a message from a brand is more likely to actively notice it. However, when it comes to attention, location takes a back seat, and the device used becomes the best indicator of attention, with mobile phones ranking the highest and desktops the lowest. The importance of each factor varies by product category – for example, location plays the biggest role in the finance vertical, while content genre is the most influential indicator of attention to alcohol products.

So what?

Publishers and advertisers increasingly debate the relative importance of exposure versus attention, and new metrics like ‘attention minutes’ are the talk of the town. This research from YuMe provides a provocative new data point contributing to this discussion.

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Driven By Mobile, Newspapers Reach All-Time High for Unique Visitors

According to comScore data cited by the Newspaper Association of America, newspaper digital content reached 164 million unique visitors in August. That number was good enough to eclipse the previous high set in March of this year -- 161 million unique visitors. The August audience number was also 18% higher than last year during the same month. The NAA attributes the year-over-year growth to larger mobile audiences and growth in select age segments, such as women 18-24, where reach grew by 38% over last year.  Men 35-54 was another segment with significantly higher-than-average growth, as reach among that group grew by 31%. Growth was the weakest among Men 18-24 as newspapers' digital content only reached an additional 3%. Reflective of the most macro trend for digital, newspapers' digital audience is growing to be composed more of multiplatform and mobile-only users and fewer desktop/laptop only users. The multiplatform audience grew by 48% over last year and the mobile-only audience more than doubled. The growth of mobile-only audiences is most common among women 18-24 and men 35-54 indicating that mobile is driving the incremental audience gains.


So what?

While media coverage of the newspaper industry often paints a bleak picture, this report indicates that newspapers have effectively used mobile as a way to build digital audiences. The analysis of the comScore data also supports the theme that publishers need to continue to transition to a mobile-first approach as nearly 40% of the newspaper digital audience are using only mobile to consume. 

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Global Study: Millennials Care About Brands

The media agency network Havas Worldwide surveyed more than 10,000 people globally about how they interact with brands. One of the primary findings from the study was that millennials (aged 16-34) are far more likely to say brands play an essential role in their lives than those over 35. 45% of millennials say brands are essential in their lives compared to 35% of 35-54 year olds and 25% of those 55 and over. Perhaps indicative of the power of endorsements among younger consumers, three of five millennials say it makes them feel good when someone they admire uses the same brand as them -- also higher than older consumers. Not surprising considering their often-chronicled desire to be heard, the majority of millennials like when brands ask consumers to get involved through crowdsourcing, creating brand videos, etc.

So what?

This study contradicts the perception held by some that millennials care less about brands. Brands still hold influence over young people and help them validate their purchase decisions. However, brands must now engage in more of a two-way conversation with millennials than previous generations had required, as millennials like to be co-creators in exchange for their loyalty.

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Quick Takes
The Number of Teens Using Facebook Drops Sharply, According to Piper Jaffray Survey

Source: Piper Jaffray, The Washington Post
Americans Continue to Eat Less Meat

Source: USDA, Wall Street Journal
Video Game Consoles Most Popular Way to Watch Netflix on Televisions

Source: GfK, BI Intelligence
Kids Under 12 Are More Likely than Teens to Use Tablets

Source: Communicus
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