Proof of Performance V2 Chapter 1: Connected consumers and the 24/7 medium
Moreover they are accessed by a range of devices including laptops, PCs, tablets, ereaders and smartphones. In addition many magazine brands also offer content through additional channels including television, radio or events. This is what is meant by the term ‘magazine media’.
Multi-platform usage amplifies the strength of the relationship between reader and magazine brand. It also amplifies receptiveness to the advertising.
Choice in platforms has turned magazines into even more of a 24/7 ‘always on’ medium. Of course it was always possible to read a printed magazine at any time, but now the medium also off ers content presented in different ways, accessible via additional devices. This has extended the use of magazine editorial and advertising content in the home, at work (through all the digital devices), and while travelling or on holiday (especially through smartphones and tablets).
The Connected Consumers study presented by the UK’s IPC Media in 2014 looked at this in detail by interviewing more than 3,500 consumers about their experience of using seven of IPC’s core multi-platform brands. One of the most striking findings was the extent to which readers’ engagement (for which printed magazines are renowned) transfers across to magazine brands’ digital platforms too.
