How to reach your audience in 2015 10 5 global magazine media trends
1. Magazines not only print anymore 2. See the future; think millennial (and beyond) 3. Audiences dictate distribution 4. Content is your trump card 5. Authenticity and the role of the brand 6. We are mobile, social and visual 7. Key advertising trends 8. Diversifying revenue streams 9. A word about print 10. Organisational DNA
Magazines only print anymore
Magazine media has evolved Magazines Are Dead, or Why There s No such Thing as a (Mere) Magazine Company Anymore The Media Guy, AdAge, all the way back in 2013 Print Print Video Live THEN NOW Magazine Tablet Magazine Mobile Social Desktop Audio
MPA s Magazine Media 360 degree Report Measures performance across: Print/digital editions Desk-/laptop web Mobile web Video *MM360 measures 142 brands MM360 is an important development to change the narrative, serving as an example of how the industry is evolving and showcasing our eagerness to embrace the future. - Bob Sauerberg Jr., President of Condé Nast
MM360: key highlights Dec 2014 Dec 2014 audience = 1.6 billion vs. Dec 2013 = 1.45 billion Y-on-Y it s an increase of 9.3% in overall audience Y-on-Y mobile is up 45.8% Y-on-Y video is up 76.8%
Did you know? Hearst Magazines online universe December 2014 110 million in the US + 169 million outside the US = 279 million According to Google Analytics data provided to FT.com Making Hearst Magazines already a major player in the online content world This is more than Buzzfeed, Feb 2015
Audiences dictate distribution
Co-founder of Twitter (and others) weighs in Publishers sometimes forget about distribution the means with which to reach people. It s a publishing renaissance. There are infinite opportunities to dig deep and tell good stories. - Biz Stone, entrepreneur and co-founder of Twitter, Medium, Super and more
Example: the National Geographic way [We are] driven by providing the best content for fans in the easiest way to consume it. - Declan Moore, chief media officer, National Geographic Society
NatGeo: Experiment with the new Snapchat was the fastest growing social/messaging app in 2014 It has a youthful audience Source: Global Wed Index
Content is your trump card
When everyone is everywhere The USP to be on all channels to follow the audience is a given. You develop your USP through your content and the users experience with it. Content counts
Biz Stone, again I ve said this for years. The most important thing is content this is the kind of stuff that gets passed around on social media and keeps its heart beating. Without it, we really do not have anything to do.
But here s the challenge
Reddit s co-founder: attention economy You really [need to] understand that we are all competing with Grumpy Cat for attention. [It] doesn t matter how esteemed your magazine the bar is set at adorable cat photos. The challenge is to create content that is good enough to compete for attention. - Alexis Ohanian, co-founder of Reddit
Authenticity and the role of brand
Build authentic relationships Alexis Ohanian, investor and co-founder of Reddit: People do best online if they are authentic. Lindsey Pollak, author and millennial expert: Authenticity of source is important. Randall Lane, editor of Forbes magazine: Everyone is sampling from everywhere. (You have to) stay true to the brand and to excellence (to win).
The Economist s view Brand With the information noise in the online space abound, the millennial generation value brands with consistency in voice, credibility and authority to help make sense of their environments. - Paul Rossi, president of The Economist Group
We are mobile, social and visual
Mobile
Mobile growth set to further rocket
Mobile eats time spent on other media
Magazine media taking advantage Cosmopolitan Aggressive online expansion, with mobile first the mantra People Gets 2 x visits from mobile than desktop 26.1 million Allrecipes Smartphone/tablet app downloaded 23 million times Sources: FIPP and MPA MM360 (December)
Social media
The age of content DJs We have become content DJs, posting, curating, sharing and retweeting. What does this mean?
With FB at 25% Social media rivals search as traffic referrer Social media platforms are eating every other traffic source s lunch. Formerly, organic search (i.e. Google, Bing, Yahoo, etc.) made up the lion s share of overall visits to sites. In 2014, the tables turned - Shareaholic, January 2015 31.24% The %, the top 8 social networks drove in overall traffic to sites in December 2014, up from 22.71% the same time last year.
Competition: How do you compare? Facebook likes And of course
Top US magazine media brands by followers The top 10 US magazines across FB, Twitter, Instagram and Google+ 1. National Geographic (56.2 million) 2. Time (20.1 million) 3. Playboy (18.7 million) 4. The Economist (18.3 million) 5. Vogue (16.8 million) 6. People (12.5 million) 7. Elle (9.6 million) 8. Glamour (9 million) 9. Cosmopolitan (8.7 million) 10. Forbes (8.6 million) Source: FIPP Innovation World Report 2015 and MPA MM360, Oct 2014
Video
Online video: global growth % of online users have watched a video: Top 10 countries in 2014
It s watch first, read second Paul Rossi, president of The Economist Group: We are talking a lot about the move from print to digital, but in fact the world is moving from text to visual. This visual medium is going to be huge for all of us. It is watch first, read second.
And finally A word about print
Print in a multi-platform world Allrecipes.com Meredith acquires Allrecipes.com in 2013 a web-only brand Through 2013 tests potential print extension with various focus groups Launches print title in December 2013 with 500,000 base rate Raises by 150,000 shortly after, and another 250,000 in September 2014 to 900,000 And raises it again in January 2015 to base rate of 1.1 million copies In addition in 2014: Home cooks visited the website 1.4 billion times Viewing 4 billion pages of home recipes, articles and videos Downloaded the mobile/tablet app more than 23 million times
Pureplays backing print Launches Porter magazine early in 2014 After six first issues, the circulation was at 152,000 This is significantly ahead of targets and positions it for rapid growth in 2015 the company says Launches Pineapple magazine in late 2014 Print remains the best medium for storytelling its publisher told FIPP
Why print is (still) good business Online noise is deafening Time is finite Barriers to entry Engaged readers Attention economy Older, wellto-do segments Storytelling And yes, advertising ROI
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Thank you amy@fipp.com @duffinamy www.fipp.com