NOVEMBER 24, 2014

If you prefer to read this in a browser, please click here.
Social Media
MPA Releases Inaugural Magazine Media 360° Social Media Report

Last week, the MPA released its Social Media Ranking Report. This report coupled with the recently released and very well-received Audience Report, rounds out the Magazine Media 360° initiative (covered in CNtelligence #166). Produced in conjunction with SocialFlow, this report tracks the total likes/followers and month-to-month change for Facebook, Twitter, Instagram, Google+ and Pinterest for each of the 166 participating magazine brands. In aggregate, magazine brands have a total of nearly 400 million likes and followers across the social networks measured. Some of the inaugural report's key takeaways include:

  • Facebook is the largest social network overall, and that holds true among magazines as it represents 50% of all likes/followers recorded for magazine brands. Twitter ranks second, claiming a 22% share.
  • Among social networks, Instagram audiences are growing the fastest for magazine brands. Magazine brands gained nearly 11% more Instagram followers between October and September. Fashion/Beauty and Travel brands are growing the fastest on Instagram.
  • National Geographic has more likes and followers in aggregate than any other magazine brand (56.2 million), but six Condé Nast Brands have a large enough social media presence to rank in the top 20. 

So what?

The MPA has provided publishers with a new tool to further complement the metrics long used to measure magazine audiences by agencies and advertisers alike. While this report paints somewhat of an incomplete picture, as it does not account for other social media assets magazine brands might have (such as an editor's Twitter page), it will serve as a useful way for brands to measure how they are tracking within their competitive set.

> Click here for report
Food & Drink
Recipe Searches Hit an Annual High on Thanksgiving

Thanksgiving week is the top week of the year for recipe searches, according to a new report from Google. Cooks start searching for Thanksgiving recipes in early September, but searches really take off in the week leading to the holiday and peak on Thanksgiving Day. As they are working in the kitchen, cooks are highly likely to use their mobile devices. 44% of recipe searches on Thanksgiving Day 2013 came from mobile devices, and so far this November, the share of mobile has already crossed the 50% mark. With their hands busy at work, one in four adults are using voice search while cooking.

Google also looked into the recipes people are reading, and found that the most popular way of cooking Turkey varies by region – roasting is most popular in the Northeast, brining in the Northwest, frying in the South and smoking in the Midwest. Even more popular than turkey are recipes for side dishes and desserts, as cooks are more willing to diversify and experiment with these lower-risk dishes. Three days after Thanksgiving, searches for ‘leftover recipes’ take off, and shortly after that, Christmas searches start shifting into high gear.

So what?

It goes without saying that Thanksgiving week provides digital media brands an opportunity to take advantage of a trending topic by posting recipes. Brands like Bon Appétit are well-prepared for this week and the shift to mobile usage in the kitchen, by offering tools like the Bon Appétit Thanksgiving app, which features how-to videos that can be watched while cooking.

> Click here for report
Digital Divide Remains Between Millennials and Gen Xers

“Digital Dopamine: 2015 Global Digital Marketing Report” is a new report from Razorfish that examines how digital technologies are changing brands' relationships with consumers around the world. Analyzing generational dynamics, the report uncovered some noteworthy differences between Millennials and Gen Xers. E-commerce shopping is one important digital topic where Gen X and Millennials differ significantly. Smartphones are considered the most valuable in-store shopping tool by 56% of American Millennials, compared to 28% of American Gen Xers who felt the same. When it comes to using mobile devices to pay, 66% of U.S. Millennials are interested in the technology, compared to 46% of U.S. Gen Xers. Not surprisingly, Millennials are more welcoming of brands that contact them via smartphone than Gen Xers. Gen Xers are more concerned about privacy issues as they are more likely to feel that brands are invading their privacy when they target their mobile phones and trust less that brands will protect their privacy. 

So what?

Most Millennials grew up fully immersed in technology; Gen Xers did not. Despite their close age ranges, surveys like this point to the divide still present between the two groups. Marketers should remain mindful that people 35 and older are using mobile differently and remain skeptical that their privacy is being fully protected. A softer, less intrusive approach might work better when targeting older consumers on mobile.

> Click here for report
Quick Takes
The 80-20 Rule in Effect: 18% of Internet Users Generate 82% of Video Shares

Source: Unruly
App Push Notifications -- Shorter Messages Have Higher Click Rates

Source: Localytics
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 |

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