Magnetic, the new marketing agency for magazine media, has today published a new research study – ‘Moments that Matter’ – which takes a deep look at how in-the-moment magazine content makes people feel. The study was inspired and based on thinking from LSE Professor of behavioural science Paul Dolan, a world-renowned expert on Happiness.
The study shows that magazines are particularly good at driving ‘pleasurable reward’ and ‘purposeful information’ moments for consumers.
Headline findings include:
- Subjective well-being increased by 6 per cent on average during magazine moments. Millennials are the least satisfied of the generation surveyed, but show the biggest increase in contentment from the magazine moment
- Magazines deliver the strongest performance with regards to reward, 54 per cent of the sample rated magazine media as fulfilling reward moments, as opposed to 44 per cent for TV and 43 per cent for cinema.
- When specifically looking at magazine media, print delivers best against the reward occasions, whilst online magazine content scores highly for information moments.
- Amongst magazine consumers, 63 per cent claimed that the advertising was welcome and 67 per cent say they are open to new products and ideas advertised in their favourite titles. Interestingly when asked this question at the moment of magazine consumption these figures rise to 74 per cent and 80 per cent respectively. This demonstrates the communications power of integrated content and advertising in the magazine environment.
- Just under 74 per cent of magazine readers claimed to give magazine content their full and undivided attention. This rises to more than 80 per cent when in the Information moments or 86 per cent for the Reward moments.
Sue Todd, CEO of Magnetic commented: “Our research shows what we’ve always suspected about professionally edited, original and relevant content – that it is valued because it fuels fundamental human desires to feel better about life. What was surprising was the greater need that Millennials have for their magazine moment and how much more positive they were about the advertising at the actual moment of reading. Given the broader marketing challenges around declining receptivity and falling attention we think these insights have profound implications for any brand looking to make deep and meaningful connections with consumers.”
Pete Comley, Founder at Join the Dots commented: “The body of work around positive psychology and its effect on communication and messaging has been known for some time. What is new in this study is the linking and understanding of all media channels to the key drivers of happiness and well-being. Magazine content has a clear ‘in the moment’ effect on subjective well-being. This can only be a good thing for advertisers looking to place their messages in an environment where openness to ideas and messages is high.”
The study based on quantitative and qualitative research conducted this summer by Join The Dots, measured how magazine media content impacted on well-being and advertising receptivity.
Two separate surveys were carried out: The first online, amongst 2,000 regular readers; the second via mobile with 400 from the same panel to capture ‘in the moment’ responses to media consumption.
Magnetic’s ‘Moments The Matter’ research into impact on well-being, also looked at the possible roles of all media channels to identify where marketers can make the most of the meaningful moments delivered by magazine media:
- USING TIME: When there is time available which allows people to focus on something else for a while and ‘recharge’
- REWARD: Looking to reward themselves after a period of work or stressful activity, it’s an opportunity to have some me time with something of particular interest or appeal to me
- INFORMATION: Looking for new ideas or information and certain media will make them feel like they’ve learnt something new, especially about hobbies or interests that they are passionate about
- SHARING: People want to know what’s going on and certain media can give people lots of interesting things to talk about – a form of social currency
- CONNECTING: Certain media help readers connect with people who have shared interests to help generate a sense of meaning and purpose to their lives
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