Proof of Performance V2 Chapter 2: consumers’ use of magazines in print
Printed magazines call for active participation, with the reader in control of decision-making about what and how to read and for how long.
Different categories of magazine fulfil different needs, and therefore work in different ways, all of which adapt to the needs and interests of their readers. Similarly, within any given category of magazine, there are vital distinctions of character, focus and function between individual titles, giving each publication its own unique positioning. This specialisation means that each magazine has its own personality. Consumers can therefore choose those magazines whose personalities most closely match their own.
Motivations for reading magazines
This is reflected in the range of motivations for reading magazines. A recent example comes from research in Indonesia among readers of the weekly Femina, Usage of Multiple Platforms Of A Magazine Brand. When readers were asked the reasons for saying Femina magazine was important to them, the principal responses were:
- The magazine tells you many things
- Tips and information
- The up-to-date nature of the information
- It helps me relax when I get home in the evening
- It is me-time
- It is refreshing
- Can read the printed magazine at any time
Another look at motivations was provided by The Magazine Experience survey in Belgium, published in 2012 by IP Plurimedia. A list of eight possible motivations for using media of all kinds was drawn up, and a large sample of Frenchspeaking adults was asked which motivations applied to their use of French-language media.
Download and read the complete chapter two here.
More resources to download
Proof of Performance V2 Chapter 1: connected consumers and the 24/7 medium
FIPP Insight Special Report: global video trends
FIPP Insight Special Report: focus on the Americas, from FIPP World Magazine Trends
FIPP Insight Special Report: an in-depth look at DIS 2015 themes
