APRIL 23, 2012

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Culture
Reader Submission: An Introduction to Generation D
Gina Bulla, of the CN Media Group, has shared the following update on Generation D from The Future Lab: Generation D was born between 1995 and 2002, are the children of Gen X-ers, and are sometimes also called Generation M (for multitasking), Generation C (for connected), The Net Generation and Gen Z. As the first true digital natives, they’re natural channel-hopping, instant-messaging, web-browsing multi-taskers. These consumers of the future are already making a major impact on brands. The Future Lab has collected insights on the group from a number of sources, and compiled what they define as the group's defining characteristics: - Instant gratification: Raised on the web, they expect information to be served up in short, punchy blasts and demand things at the click of a mouse. - TMI culture: They share in a way no generation has shared before; one-third send over 100 texts a day. - Two-way media: Media is a dialogue they participate in rather than a monologue they listen to, watch or read. - UGC as journalism: Over exposed to user-generated content (e.g., Facebook and Wikipedia), this younger generation sometimes can’t distinguish fact from fiction.
So what? As this generation matures, Condé Nast will look to find ways to become and remain relevant to them. Some potential strategies include: 1) Delivering more content in a quicker format to satisfy their need for instant gratification. 2) To the degree that this group trusts user-generated content over editorial authority, we need to further illustrate the value of our authority. 3) Create more interactive features within our print, tablet and web properties. If you would like to submit an item for consideration in a future issue of CNtelligence, please contact Daniel_Stubbs@condenast.com and Philip_Paparella@condenast.com.
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Media
Turning the Page: Two-Page Ads More Effective than Spreads
GfK MRI studied the noting scores of consecutive page ad units throughout 2011. The firm compared two page units that featured spreads versus consecutive right-hand page units (with an editorial page on the left side). The study found that the consecutive right-hand page units were noted 14% more by readers than spreads. The average noting score for all measured spreads was 57%, compared to 65% for consecutive ad pages that were separated by edit.
So what? Despite being just 0.3% of all measured ad units, these consecutive ad units split by editorial are proving to be an effective way to advertise. A possible explanation for their effectivness is that the novelty of the ad style might make it more salient for readers, or they might have simply have had better creative. Whatever the reason might be, marketers at Condé Nast may look to further encourage advertisers to explore this ad display rather than spreads where applicable.
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Retail/Shopping/Commerce
Apparel Market Helps Drive US Retail Ecommerce Growth
According to a recent report from eMarketer, apparel sales online in 2011 reached $34.2 billion, a gain of 22 percent over 2010. The gain in the apparel and accessories category outpaced the overall growth for ecommerce in the US, which was 16 percent in 2011. eMarketer expects continued growth for ecommerce in 2012, projecting total online sales to be $224 billion and the apparel category to represent 18.3 percent of those sales.
So what? Consumer need to feel and try on items has long been considered a challenge for online apparel sales, but technology advancements and improved retailer processes has helped the category begin to solve that problem. Many Condé Nast brands own a unique part in the online shopping process from both an editorial and marketing perspective. Our magazines are a trusted source for consumers to find and review apparel items, while acting as effective tools to drive traffic to online stores for advertisers.
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Grocery Retail Outlook
While food retail sales continue to rebound from the recession, grocery retailers still face major challenges in the upcoming years. A new report by Kantar Retail covers how technology, gas prices and the hourglass economy are playing a significant role in how consumers shop and retailers market their products. Some key trends covered in the report are the growth of the mobile phone as a shopping tool, the (inverse) relationship between gas prices and number of shopping trips and how retailers are adopting a high end/low end strategy by considering local economic conditions.
So what? If retailers are attempting to attract the more affluent population segment, Condé Nast can help them both understand and reach the affluent audience. CN can also help develop and distribute new mobile experiences (such as Ziplist) that help consumers make decisions at the point of purchase.
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Quick Takes
Tablet Used Most To Access Internet, Email; One Out of Three Tablet Users Read Magazines
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Two out of Three Smartphone Users Use Their Phone to Aid in Shopping
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Sentiment for Google More Favorable than Apple, Facebook and Twitter
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Tablet Market Projected to Become More Fragmented in Coming Years
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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

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