Magnetic’s New Influencer Ecosystem research topped the FIPP Insight Awards presented at the annual FIPP Insight Awards presented at the FIPP World Congress in London on 11 October 2017. Gold award winners included Magazine Networks Australia’s Passion Response Study and Time Inc. UK’s Live the Passion research.
The 8th FIPP Insight Award winners were presented by James Hewes, FIPP president and CEO and Esther Braspenning, chairwoman of the FIPP Insight Committee and content manager of The Ppress in Belgium. The awards reward the use of magazine media as an advertising medium anywhere in the world and publicly acknowledge outstanding research, spread knowledge about successful studies, and stimulate ideas for further projects.
The award winners were:
Influencer marketing is increasingly being used in the media mix and this trend only seems set to grow with 84 per cent of marketing professionals worldwide expecting to launch a campaign involving an influencer in the next 12 months. The influencer ecosystem is evolving, with brands exploring new strategies and commercial opportunities. Magnetic set out to explore the role of magazine media in this new influencer ecosystem and the impact they have in terms of reach and engagement compared to other channels.
From its research across three sectors – fashion, beauty and motoring – Magnetic discovered that magazine brands were not only engaging consumers but also managing to achieve reach – something that magazines are often accused of not doing. We believe this success in the influencer marketing space is because of the deep and rich engagement that magazine brands have with their readers and consumers on- and offline.
The judges said that this was a hot issue, and one of the most important strengths of magazines and that it was “very good to compare magazines with bloggers/vloggers”.
The Passion Response Study looked at general data on who reads magazines online and offline, the overlap between online and offline , time spent and other metrics, but it also delved deeper by title genre to look at the data across fashion , home, health, food , lifestyle and weekly titles online and offline. In addition, the ad recall section covered the implications on the path to purchase.
The judges said: “The concept was simple but applicable to all magazine publishers. Although there was perhaps a lost opportunity to involve advertisers. It provided strong evidence for magazine media.
Time Inc. UK commissioned Crowd DNA to conduct a research study on exploring passions, the role magazine media plays within them and the influence/effectiveness of passionate audience. Using a mixture of highly in-depth qualitative and quantitative, with supplementary analysis from a respected anthropologist, Time Inc and Crowd DNA carried out a 10-day in-depth online community study comprising highly passionate people, supplemented by a quantitative survey to more than 3,000 additional passionate people, allowed them to understand some key areas in order to define a passion and study the evolution of a passion.
Live The Passion showed that the importance of a passion cannot be overstated – it’s an integral part of the audience that was spoken to. It provides people with many of the facets required for a happy life. Purpose, joy, comfort are just three of the dozens that could be listed. People trust magazine media with one of the most important things in their life (a close second behind children). And advertising in magazine media has a massive spectrum of opportunity. Finding the right relevance is key to success
The judges said: “I love the link this research makes between passion and magazines!” and that it was an excellent piece of complex research, difficult to replicate but with important indications.
Silver Award Winners included:
- The Economist Group - Thought Leadership Disrupted: New rules for the content age
- NEWBASE - The Format Effect Series
- Time Inc. UK - Developing the Native Story
- Time Inc. UK - TRESemmé Beauty Full Volume
Further information from Helen Bland at FIPP.
More like this
On this week's episode the Media Voices team talks to Dr. Chadden Hunter, who is a director and producer at the BBC Natural History Unit, and has worked on blockbuster nature programmes like Planet Earth II, Frozen Planet and Wild Arabia.18th Mar 2019 Insight News
An in-depth research study ‘Inside the Mind of Event Attendees’, commissioned by Cvent, conducted by Edelman Intelligence, highlights the preferences and challenges of event attendees regarding the overall event experience and the need for event organisers and marketers to provide more personalised experiences.18th Mar 2019 Insight News
The Vietnam News Agency (VNA) has made the Innovation in Media 2018-2019 World Report available in Vietnamese.18th Mar 2019 Insight News
Pure-play ad spending in the UK is estimated to have grown by 1,174 per cent in a little over a decade. Between 2005 and 2019, Group M, IAB, PwC, and the Advertising Association report that digital forms of advertising, particularly pure-play, will continue to be one of the main drivers of growth in ad spending.11th Mar 2019 Insight News
A Swiss digital news publisher has found their conversion rate of registered users to paying subscribers has increased by five times since they have altered their approach from building paywalls to creating "dynamic pay gates".14th Mar 2019 Features
After years of shifts, downsizing, and mergers, some magazine media around the world are feeling the pinch. We're all dealing with strained and sometimes non-existent resources, stretched for time, and tasked these days with doing more with less.18th Mar 2019 Features
It is early days for developing new mobile storytelling formats. Despite some successful prototypes, most of the heavy lifting is still about to happen, says Jacob Gjørtz, VP marketing at CCI Europe. Based on what we have learnt this far, brevity, video and AI will be central to what happens next.18th Mar 2019 Features
There is a lot of discussion within the content marketing, and indeed the publishing industry in general, as to how recent technological innovations are going to change branded communications. Christine Beardsell, chief content officer and board member of C3, and presenter at DIS 2019, is among the figures leading the conversation.18th Mar 2019 Features
Last year Facebook hired Jesper Doub, who was then CEO of German media giant Spiegel Online, to lead its new media partnership team. In the past the high profile executive has been both a critic of Facebook and a passionate advocate of its Facebook Journalism Project.18th Mar 2019 Features
Visit our Youtube channelFIND OUT MORE
FIPP newsletters allow you to keep up with industry trends, research, training and events across the worldFIND OUT MORE
What’s happening now, what’s coming next