New marketing agency for magazine media launches in UK

Magnetic has launched with a new study, The Rules of Attraction, which offers new evidence that magazine media is benefiting from dynamic developments in the media landscape, which have increased opportunities to engage with consumers. The study was produced by Magnetic by Crowd DNA, and has been conducted over two years with 15,000 magazine consumers.

Key findings of the study

  • The number of readers engaging in daily connections doubled from 12-22 per cent over the period
  • Multi-platform usage significantly strengthens perceived value and influence amongst readers, with 71 per cent of the ‘super-user’ sample (defined as consuming magazine content via print plus at least one screen) crediting magazine media with giving them ideas and inspiration
  • Thirty eight per cent of magazine media consumers acted on ideas within their preferred brand, proving the influence magazine media holds beyond print alone

More about magnetic’s Rules of Attraction study

Sue Todd, chief executive, Magnetic, said: “We believe that magazine media is growing in power and influence as consumers demand more compelling content which inspires ideas and helps them make choices in an increasingly cluttered world. We are also seeing more and more evidence of what we are calling ‘media mindfulness’ around magazine content. People give their full and undivided attention to this one media experience, something that is highly attractive to advertisers.

Sue Todd ()

“We recognise there is more work to do to help explain this hypothesis and work with advertisers to explore how best to take advantage of the shifts which are taking place, but The Rules of Attraction study begins to show how demand for magazine media content is changing. It is also important to recognise that despite the growing number of channels of distribution, certain truths about magazines strengthen around their immense ability to inspire and influence.”

Magnetic is pointing towards trends in the US consumer magazine media market, where a new measurement system created by MPA provides a league table of magazine media and its most popular content, ranked by total number of engagements. More about that here.

Founding partners of Magnetic include media owners such as Bauer Media, Haymarket, Immediate Media, Time Inc., and Hearst and members such as Shortlist Media, Redwood and Condé Nast.

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