Future of magazines

Magazines: the next ‘new’ thing

Predictions made over the decades, in which each new
medium was forecast to kill an existing one …

Television was predicted to kill the
movies
Cable would put an end to
broadcast

The Internet would demolish
television

Source: Merrill Lynch, Media Post
15.6.2010 © Sanoma Magazines 2


EVENT MEDIA “EXPERTS”

1922: first BBC radio broadcast “Print is dead”

1928: first BBC TV broadcast “Radio is dead. And so is
print, by the way”

1995: first free daily newspaper “Paying print is dead”
Launched in Stockholm by Metro

2006: US Online advertising “TV and radio are dead.
Growth: + 24% And print is even more dead”

Source: Merrill Lynch, Media Post

And now … reality:

Consumers will keep anything that is relevant to them in their
lives, even if it means adopting new behaviours and habits

Media usage has grown as consumers find more
compelling, personalized, and relevant new options, and
integrate them into their daily media menus

Magazines will stay relevant in an increasingly digital landscape

Source: Magazine Experience Study, The Time Inc


A changing multimedia world …

• The amount of media choice available
today is having limited impact on the
magazine experience

• 92% of consumers read a magazine at least once a week

• 94% of all consumers expect to read the same amount of
magazines or more in the next 12 months

Source: Magazine Experiences Europe 2008, Fortune Time


• Magazines allow consumers to customize their reading
experiences

Consumers want to be in control.
They want to suit their reading experiences to their
own tastes. Where they read magazines, how they
read magazines, when they read magazines.

Consumer controls results in engaged reach
Source: Magazine Experience Study, The Time Inc


• Magazines are described in terms of pleasure; their tactility
and portability are key components of that pleasure

• 54% of consumers claim that they like the look and feel of a
magazine

• Two thirds of consumers would still prefer to read a paper copy of
a magazine rather than an electronic version

The tactile nature of a printed magazine
remains essential in a digital world




• Magazines are a ‘me-time’ medium: readers are less likely to
multitask

• Almost four in ten TV viewers (38%)
surf the internet while watching TV

• Over a quarter of Internet users (26%)
uses a mobile phone at the same time

One third of consumers (34%) set aside ‘special time’ for magazines




• Magazines have the characteristics of a close friend
‘My choice of magazines says something about the kind of person I am’

‘Reading a magazine is like a gift to myself’

‘I would feel like I was missing something if I did not read my favourite magazine
every week or month’

Magazines remain an oasis of engagement




• A magazine is really good at serendipity

Serendipity, the art of making happy and
unexpected discoveries …

While reading a magazine, you can flip to a
random page and find something new that
you never would have thought to search for.



• Magazines are tactile, inspirational and beautiful. They are
an experience that takes you somewhere unexpected.

A magazine is not about ephemeral data
but much more about inspiration and discovery



• Magazines are the definitive means of establishing a
regular dialogue with Key Influentials

Word-of-mouth recommendation is becoming the
holy grail in an environment where consumer trust is
critical to communicate and engage effectively

Magazines influence word of mouth

Source: Targeting Influentials 2008, PPA Marketing.

Source: Trendsformers research, NIPO/Sanoma Uitgevers, the Netherlands –


• Magazine ads generated web traffic at each stage of the
buying process, especially purchase intent
• More than a 40% rise in web traffic after consumers were
exposed to magazine ads
• Including a URL in magazine ads
significantly increased web visits

Magazines drive online traffic

Source:Magazine Publishers of America, Marketing Evolution.

New formats

The digital revolution, a time of convergence …
• Digital usage will grow because of digital generation
• Magazines also have a high social currency value, serving as
the basis of interactive and passionate communities

Magazines become multiplatform content

Activation of communities/brands


New formats

The magazine industry has strong assets to succeed in crossing
media boundaries

• Magazines = trusted brands

- This allows magazines to go beyond print without stretching the credulity
of consumers

- Magazines can offer multiplatform contact points under the auspices of a
single-brand relationship with consumers

Source: Passion and Power, PPA

New formats

• Magazines = passionate communities

- Magazines are uniquely suited to take advantage of the digital
future. They have a special relationship with their audience,
characterized by unusual loyalty, affinity and community

- Media companies can engage their communities in a world of social
connections, networking and common conversations

- Publishers move from the role of content provider to the role of
content facilitator

Source: Global Opportunities for Magazine Publishers in the Digital Era, IDG

New formats

• Magazines = compelling, relevant, in-depth content

- Magazines have not been commoditized:
they create content with unique value and will continue to do so
across media

- Relevancy also means selecting the right mix of channels to help
consumers get more out of their passions

- Online media involve consumers in the production of content

Source: Global Opportunities for Magazine Publishers in the Digital Era, IDG

New formats

• By adding the unique strength of digital media to the paper
version, magazines:

deepen their relationship with their existing readers

introduce themselves to new readers

create added value


New formats

• A change in thinking about how to see magazine brands:

The new perspective is that brands are “liquid content”, which
needs to live in many forms, including online, mobile, TV and radio

Cathie Black, president Hearst Magazines, Advertising Age, November 2009


New formats

Extended influence of magazine brands beyond the print
product …

• Websites are powerful, content-rich brand extensions


Example: Autoweek.nl
The ideal marriage between magazine and website

• The site is a perfect
extension of the magazine
• Makes use of all the
possibilities internet has to
offer
(database of tests and reviews,
interaction with others, games &
gamble, breaking news, …)

• The reference in online
automotive
• The site is a reinforcement of
the Autoweek brand


Other Examples
The launch of mobile versions of online magazines


Other Examples
The launch of mobile versions of online magazines

Clickable leader board
banner with call to action

Interactive shout
Main categories
box
Linking to sub pages
with pull-open
button.
Generating
recurring traffic.
Constantly
refreshed-UGC

Carousel of teasers

Randomized recent
magazine topics
and/or top Sanoma Magazines
15.6.2010 ©
topicals 23

Example: the 360° approach of
Focus on the community

The unique bond between the brand and the readers is being used
and valued in a multimedia environment to the benefit of the
readers AND advertisers


New formats

The emerging digital magazine brand …

• Web-cam based augmented reality
» December issue of Esquire magazine
» Square stickers with black-and-white designs on the cover and on
several pages in the magazine
» These markers, when held up to a webcam,
trigger interactive video segments featuring cover
subject Robert Downey Jr., as well as an ad for
Lexus


New formats

• Personalized & customized magazines
» Mine = experiment Time Inc.
» The reader gets a printed issue, tailored to his
interests, filled with articles from different Time
Inc. magazines
» Mine gives readers much of what they like about
the Web in a practical, attractive package
» Attractive model for advertisers = targeted
advertising
“Mine exposed me to stuff that I liked but probably wouldn’t have sought
out on my own” (Farhad Manjoo on www.slate.com)


New formats


• User Generated Content
» Co-creation of Yes magazine by its readers
» Readers write articles themselves, can launch
ideas on new sections, determine which
celebrities are to be interviewed, …
» Election of the reader with the best idea by
the end of the year
» The winner becomes editor in chief of Yes
magazine for one week!


New formats

What is more to come …

The next generation e-readers: colour, video, sound and interactivity will
improve the e-reading experience
Read more: Magazine Future: e-paper prediction

Translating the print experience to a tablet format:
View video

The development of a digital newsstand: five US publishers (Condé Nast, Hearst,
Meredith, News Corp and Time Inc) are developing a cross platform for e-reader
technology, advertising and digital sales


Autoweek Demo on Ipad

http://www.youtube.com/watch?v=xej_h-mwzNw


Future of magazines

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