Data Bytes

The latest data, analysis and case studies on magazine media


Insight and opinion about the world of magazine media

In cluttered markets individuals gravitate

to brands that they identify with most.

Those that are relevant and vital to

their sense of place, belonging and community.

Magazine brands are magnets for self

defining interest groups.

They offer skillfully crafted,

original, trusted content which

influences opinions and behaviour.


Rules of Attraction Study 2015

The Rules of Attraction study took place over two years with over 15,000 magazine media consumers.

Our study included mobile diaries, online surveys, in-depth video, and face-to-face interviews, which highlighted the 28% increase in digital interactions with magazine media year-on-year.

The research was conducted by Crowd DNA. For a full debrief of the findings please contact the Magnetic team.







Founding Partners


  • ELLE agrees retail tie-up with brands for beacon edition

    ELLE agrees retail tie-up with brands for beacon edition

    27 Aug 2015

    Elle has teamed with beacon platform Swirl to enable shoppers to receive highly-targeted offers while out shopping.

    Readers will be served up style content from the September issue of Elle directly to their mobiles when they walk into partnering stores in the US.

    Participating brands in the Elle beaconing program include Levi’s, Vince Camuto and Guess.

    ELLE owner Hearst expects to reach over 27 million US consumers through the ‘Shop Now! With ELLE campaign.

    Readers can also use the ShopAdvisor app to personalise their product desires and shop Ellle’s September issue from their phone, check out curated mobile boutiques, win a shopping package or find retail locations near them.

    Senior Vice President and Publisher of Elle Kevin O’Malley said: “Consumers live their lives via mobile access. The Shop Now! experience offers a direct link to them via relevant fashion/beauty content that engages and strengthens the connection and access to their favourite brands.

    “Another core benefit—it is a retail traffic-driver for our partners.”

  • Time Inc. UK launches dedicated advertising film division

    Time Inc. UK launches dedicated advertising film division

    26 Aug 2015

    Time Inc. UK has unveiled plans that will see it launch a dedicated advertising film division.

    The media giant said the move would fundamentally change its approach to better serve the film industry and put film at the ‘very heart’ of its business.

    The emphasis on film follows the recent successful film partnerships between celebrity and style weekly Now with the release of Fifty Shades of Grey and Magic Mike XXL.

    A newly-appointed film team will create bigger and bolder film content that will include live media and editorial integration opportunities.

    Sam Finlay, Time Inc. UK Acting Managing Director of Advertising, said: “Film is a sector we see a great opportunity in through both our products and advertising solutions across all platforms.

    “We have had real success so far this year and are now investing to take this to the next level.

    “The recent acquisition of Invnt, by Time Inc. will add another dimension to our film proposition, creating an opportunity for live media and transitioning Time Inc.UK from media to activation partner.”


  • Empire and Lucasfilm renew Star Wars ‘special relationship’

    Empire and Lucasfilm renew Star Wars ‘special relationship’

    25 Aug 2015

    Bauer Media’s Empire magazine has renewed its ‘special relationship’ with the Lucasfilm Star Wars franchise ahead of the launch of the new film Star Wars: The Force Awakens.

    The October issue, on sale August 27, will see a split run of ‘Hero’ and ‘Villain’ collector’s gatefold covers published, featuring exclusive imagery from the movie event of the year.

    The special edition also features an exclusive interview with Director J.J Abrams and the filmmaking team behind Star Wars: The Force Awakens.

    Empire owner Bauer Media said the issue marked ‘another notable milestone in a special relationship’ between Empire and Star Wars.

    Empire Executive Editor Ian Nathan added: “Empire is thrilled to begin another journey in the Star Wars universe.

    “This is a friendship that began a long time ago, and once again we have been challenged to go above and beyond what we've done before.

    “Our readers expect the best Star Wars coverage in the galaxy. These two unique gatefold issues are only the start of what is going to be the most extraordinary coverage one magazine has ever given to one movie saga. Watch this space."



  • New crime drama magazine set to launch

    New crime drama magazine set to launch

    17 Aug 2015

    A new magazine focussing on crime dramas such as True Detective, Sherlock and Luther is set to launch in the UK.

    Crime Scene is a new quarterly title, specialising in the best crime drama from around the world.

    Covering the latest crime drama and novels from bestselling crime authors like Ian Rankin and James Ellroy, Crime Scene will be packed with opinion, analysis, previews, full of in-depth articles and interviews.

    Rosie Fletcher, Editor of Crime Scene, said: “The crime drama genre couldn't be hotter right now so it's an exciting time to be launching a glossy magazine celebrating everything that makes it so compelling.

    “Featuring named contributors and some of the best writers in the industry, Crime Scene is a passionate, in depth look at one of the most fascinating genres around."

    Crime Scene hits the newsstand on September 15 and is priced at £7.99. It is published by Future.

  • Bound By Passions: Jon Forsyth

    Bound By Passions: Jon Forsyth

    14 Aug 2015

    Jon Forsyth, founder of adam&eve DBB talks to Neil McLennan, Deputy Editor of Livingetc, about his love of design and architecture.

    What is your passion?
    Interior design.

    How did your passion for interior design come about?
    We bought a new house, which meant a two-year refurb, and I ended up really getting into it. It was a great opportunity to understand the architecture and how a building works.

    Where did you find the ideas and inspiration?
    We tend to buy lots of magazines anyway - we have a subscription to Livingetc, I love Wallpaper, and there are the weekend supplements. All of them were great source of inspiration. What all these magazines tell you is to create mood boards, and this is one of the best tips we had.

    Other than the print product, do you look at social media websites?
    The web is a brilliant library of back information and references. Pinterest is useful for anyone with an interest in design and interiors. I tried to be all digital about the whole thing, but in the end, we had seven boards laid out - basically our house in miniature. My one piece of advice? Buy ten A3 pin boards and stick stuff on them, and then you can see your house.

    Has your passion dwindled now it's completed?
    Not at all. It’s really opened up a new world for me. I discovered designer Lee Broom through a magazine feature, I even used his stuff in a presentation to a client. So that crossover between design and creativity has benefited my professional life, too.


  • Now appoints Mark Frith as Editor

    Now appoints Mark Frith as Editor

    13 Aug 2015

    Time Inc. UK has announced Mark Frith has been appointed Editor-in-Chief of celebrity and style weekly Now.

    Frith is one of the UK’s most experienced and highly decorated magazine editors and adds Now to a list of titles that includes Heat, Time Out London, Smash Hits and Sky.

    He succeeds Sally Eyden - who has taken on a new role in television as Editor of Loose Women - and joins the title on September 7.

    Paul Cheal, Director of Innovation, Time Inc. UK, said: “Mark has racked up a number of industry accolades and has proven his talent for launching new products and growing market share.

    “But what really made him the stand out candidate for this role is his passion for the celebrity sector and his clear vision for growing Now’s market share.

    “Mark will play a pivotal role in our print and digital evolution.

    Frith added: “I'm so excited to be joining the original - and best - celebrity magazine at such an exciting time. Now has a brilliant team in place and I can't wait to start working with them.”


  • Time Inc. UK invests in visual fashion search engine

    Time Inc. UK invests in visual fashion search engine

    10 Aug 2015

    Time Inc UK has announced it has made a strategic investment in the visual search business Snap Fashion.

    The platform allows consumers to search, browse and purchase fashion items in photos they've found online or taken on their mobile devices.

    Time Inc. UK Digital Director Neil Robinson will take a seat on the Snap Fashion board as part of the investment.

    Time Inc. UK CEO Marcus Rich said: “With Marie Claire, InStyle and Look, our fashion content is renowned, and this investment helps us to extend our relationship with fashion-loving audiences.

    “This investment will deliver strategic benefits to our portfolio and reinforces our focus on the 16- to 34-year-old audience as a key group for our growth, as demonstrated by our announcement of the transformation of NME.”

    Snap Fashion founder Jenny Griffiths added: “I am incredibly excited about the strategic investment that Time Inc. has made, as it will allow both companies to flourish in a competitive landscape.

    “I’ve always had huge respect for Time Inc. and the reach and influence of its portfolio within the fashion community.

    “I look forward to working together for many years to come to develop ways of monetising content beyond traditional advertising.”




  • Vogue launches new childrenswear sub-brand

    Vogue launches new childrenswear sub-brand

    04 Aug 2015

    Vogue has launched a new online portal on its website with Bonpoint as an exclusive launch partner.

    Mini Vogue has been created to meet demand for more childrenswear content.

    It features children’s fashion, encompassing premium designer labels, high street brands and lesser-known names.

    Editorial will also span practical advice and ideas for parents, gifts, beauty products for mothers and babies, and maternity fashion.

    Bonpoint's Autumn Winter 2015 creative will be used within the section including MPUs, billboards, responsive home-fill and in-content ads.

    The campaign will run until mid-September.

    Lucy Hutchings, Editor of VOGUE.CO.UK, said: “I am excited to be offering our reader a new area of content, which we have gauged from previous features that they have a strong interest in.

    “This section opens up the site to a new audience and offers us the opportunity to work closely with brands who have previously had limited options for visibility on the site.”

    Sabine Brunner, CEO of Bonpoint, added: "We are delighted to be working with Vogue.co.uk and supporting them on the launch of the new and exciting Mini Vogue."



  • Q Magazine Absolute Radio extend partnership

    Q Magazine Absolute Radio extend partnership

    03 Aug 2015

    Q Magazine and Absolute Radio – two of Bauer Media’s flagship music brands - are further consolidating their partnership which sees them jointly reach an audience of over 2.5 million music fans.

    Absolute Radio’s new signing Danielle Perry will spearhead a new era for the station’s relationship with Q magazine as the brands team up on both Perry’s daytime and Sunday programmes.

    Perry will host a new-look Sunday Night Music Club show, which made its on-air debut last night, in association with Q magazine.

    The revamped show includes contributors from Q, who’ll add in-depth analysis to a 4-hour show packed with live and new music.

    Q will also feature in Perry’s No Repeat Guarantee show on Absolute Radio with a daily music news bulletin which will then direct listeners to www.qthemusic.com.

    She will also become a contributor to the magazine as she comments on the latest music trends and news agenda, new releases and more.

    Group Editor-In-Chief of Q Magazine Phil Alexander said: “The partnership between Absolute Radio and Q Magazine is so natural because both of our audiences share a love of real music.

    “We understand that audience and we believe we can create content for them that they truly love – be that on-air, on the printed page, in the digital world, or through events.”


  • Bauer Media poaches Argos digital guru

    Bauer Media poaches Argos digital guru

    28 Jul 2015

    Bauer Media UK has strengthened its Xcel Media digital division with a series of significant new appointments.

    Matthew Hobbs has been appointed Chief Technology Officer.

    He joins from Argos where he worked as Head of Digital Engineering and was responsible for building the company's in-house agile development capability for digital channels.

    Prior to that Matthew was instrumental in helping to build lastminute.com where he worked as Chief Architect.

    Meanwhile, Akhil Suchak has been appointed Head of Social across all Bauer Media brands.

    He joins from Viacom International Media Networks where he led social media across the company’s popular entertainment brands in the UK including MTV and Comedy Central, as well as advising internationally and on brands such as Nickelodeon and recently Channel 5.

    Satpal Chagger has been appointed Head of Data and Christian Westcott has been appointed Head of Search from hibu.

    All new appointments will report to Bauer Media’s Digital Managing Director Sam Jones.

    Jones said: “I’m thrilled at the world class talent joining our digital team, arriving at a time of huge growth in our digital audience, clients, products and investment, as well as a footprint that already measures 22m monthly unique users.”


  • Immediate Media hires from Tesco and ebay for new senior roles

    Immediate Media hires from Tesco and ebay for new senior roles

    27 Jul 2015

    Immediate Media has announced two major new appointments to its leadership team.

    Toby Hoon has been appointed to the new position of Chief Information Officer.

    He joins from the position of Director of Customer Technology at Tesco, where he was responsible for developing technical solutions which enabled customers to access products and services across devices and in-store.

    Hoon has over twenty years’ experience in IT and technology solutions, both as a consultant and in high level roles at T-Mobile, Centrica, AOL and Ladbrokes.

    Meanwhile, Francois-Régis Coumau has been appointed to the new position of Group Managing Director.

    Formerly eBay General Manager for Continental Europe, Coumau managed a $250m region and drove significant growth in France, Italy and Spain.

    Specialising in search and consumer experience, he has also held major marketing and data roles at Mars and L’Oreal and he also sits on the board of multi-channel retailer Findel plc as a non-executive Director.

    Both Toby and Francois-Régis will report directly to Immediate CEO Tom Bureau.

    "Immediate is committed to transforming the magazine media business model," said Bureau.

    "At heart we are a brand development business, deploying technology and platforms across our markets to deliver compelling products for our 17 million consumers in the UK, and many more internationally. Toby will be at the heart of taking our platform strategy to the next level.

    “Creating a new Group Managing Director role also illustrates our strategic intent – fast tracking our successful data and transactions offering, growing our market-leading subscriptions business, and looking for new business opportunities."

  • NME and Austin Texas expand awards partnership

    NME and Austin Texas expand awards partnership

    27 Jul 2015

    Austin, Texas is partnering with the NME as headline sponsor for the NME Awards 2016, which will see the campaign reach a bigger UK and global audience of music fans than ever before.

    It is the third consecutive year Austin, Texas has signed up to sponsor the NME Awards.

    New to the 2016 campaign are more Austin-branded live events and an expanded awards calendar.

    As part of the six-month partnership, Austin, Texas will sponsor the Best International Band category at the awards.

    Romano Sidoli, Time Inc. UK Group Advertising Director, said: “I am thrilled to welcome back Austin, Texas for next year’s awards.

    "Having a commercial partner return for a third year as headline sponsor is indicative of the value of the relationship and NME’s ability to leverage its platforms to offer authentic delivery of its partners’ messaging.

    "This partnership demonstrates the brand’s international influence and the support we have from commercial partners for the brand transformation, which brings new potential for our clients.”

  • Heat appoints new Editor

    Heat appoints new Editor

    24 Jul 2015

    Bauer Media has appointed former Cosmopolitan deputy editor Suzy Cox as Editor of Heat magazine.

    Cox replaces Jeremy Mark, who left in March after two and a half years in the same role.

    Lucie Cave remains as Editor-in-Chief of the broader brand including its digital operation.

    Cave said: “Suzy is a very talented editor, full of brilliant plans for Heat, and I am very much looking forward to working with her. She is joining Heat at a very exciting period in its history as we continue to evolve.”

    Cox has previously worked on News UK’s Fabulous magazine and Grazia, and has written a series of young adult fiction books.

    Heat publisher Richard Howard said: “I am thrilled that Suzy is joining Heat and I know that her and Lucie Cave will make a formidable team.

    “They are both highly creative and dynamic with the vision to lead Heat – and its talented journalists – into its next exciting life-stage.”


  • Magnetic signs up David Brennan and Join the Dots to lead new research study

    Magnetic signs up David Brennan and Join the Dots to lead new research study

    20 Jul 2015

    Magnetic, the marketing agency for magazine media, announces the appointment of Media Native’s David Brennan and award-winning consumer insight consultancy, Join The Dots to work on a new insight study to be published in the autumn.

    Magnetic has further strengthened its research capabilities with the appointment of new executive, Lizzie Rankin, who joins from Kantar Media, where she worked as a senior executive.

    Magnetic’s new insight will specifically explore the evolving role that premium content plays in consumer lives and how advertising can enhance the experience.

    Sue Todd, Chief Executive, Magnetic, said: “Our new study is the next important step in explaining how and why magazine media is growing in power and influence. We know from our work on ‘The Rules Of Attraction’ that magazine brands offer a unique set of attributes to advertisers and this new study will help our customers understand how to leverage these in increasingly powerful ways.

    “Investment in the best insight is vital, evidenced by bringing in the expertise of David, an award-winning media researcher well respected throughout the industry.”

    David Brennan, Media Native, said: “Our job is to build on the wealth of data that already exists about magazine media and their audiences and turn this into actionable insight which has real value to advertisers and media agencies.

    “Magazine media is going through a very dynamic period of change and I believe the result of this evolution will be an even more powerful advertising opportunity for customers. Our new research study will work towards making this a reality.”

    Meanwhile, Magnetic has strengthened its research team with the appointment of Lizzie Rankin, who has worked for the past three and a half years as a research executive at media and marketing information specialists, Kantar Media.

    Todd added: “Lizzie joins us at exactly the right moment as we build our research capabilities ready to deliver on the objectives we have set ourselves this year and beyond to help our customers get the very most from the rich engagement opportunities offered by multi-channel magazine media brands. She will be a great addition to our growing team.”

  • Stylist teams up with Ford for #FiestaStylista

    Stylist teams up with Ford for #FiestaStylista

    15 Jul 2015

    Stylist has once again teamed up with Ford Fiesta to announce the arrival of #FiestaStylista – a competition designed to uncover fashion’s biggest new styling talent.

    The competition follows on from the award-winning 24-Hour issue in 2013, which Stylist ran as part of the Ford Fiesta 24-Hour challenge campaign.

    The winner will receive £10,000, a VIP trip to New York during New York Fashion Week and the chance to showcase their work on a Stylist October advertising cover.

    Running over the next four months, the winner will be announced at the four-day Stylist Live event in October.

    Editor-in-chief of Stylist, Lisa Smosarski said: “#FiestaStylista is a career-defining opportunity for new fashion talent.

    “Stylist magazine has a long history of supporting emerging creatives throughout the industry – making #FiestaStylista a natural fit for our passionate and engaged audience.”

    Ford Marketing Director, Anthony Ireson, added: “Ford is delighted to be working with Stylist Magazine for our #FiestaStylista competition, providing the chance for aspiring fashionistas to become the next top stylist.

    “It’s a great opportunity for Ford to showcase the UK’s best-selling car to our target market with the UK’s free weekly magazine for smart, successful women”



  • The Week announces American Airlines campaign

    The Week announces American Airlines campaign

    10 Jul 2015

    The Week has launched a bespoke content partnership for American Airlines' Going for Great campaign.

    The six-month fully-integrated campaign highlights the airline’s business class routes from London to New York (JFK) and Los Angeles.

    It features tailor-made creative across print, online and digital editions designed by the award-winning advertising team at Dennis Publishing and starts on Friday July 10.

    Print ads will run in the UK edition of The Week, and the campaign will also feature in The Week app and in high impact display ads on TheWeek.co.uk.

    Up to 160,000 copies of US edition of The Week will be delivered to UK subscribers, along with 12,000 copies that will be distributed at Canary Wharf.

    The edition will include an American Airlines branded cover wrap and specially tailored content for UK readers.

    The Week website will also host a dedicated American Airlines content hub.

    David Weeks, Executive Director - Head of Advertising, The Week UK, said: “The partnership between American Airlines and The Week applies innovative, multi-platform thinking to a strong media campaign, showcasing perfectly how a brand can work in tandem with a media owner to achieve a truly creative campaign.

    “It combines print, digital, events and a media first – it’s been a delight to work with American Airlines on such a ground-breaking partnership.”

    Steve Davis, Director of International Marketing, American Airlines, said: "We are keen to showcase our market-leading business class transatlantic product to high value individuals and The Week demographic fulfills that.

    "As a pioneering airline that introduced the airport lounge concept and loyalty programmes to the aviation industry we are pleased to be the first brand to form a media partnership like this."



  • Now creates unzippable cover for launch of Magic Mike XXL

    Now creates unzippable cover for launch of Magic Mike XXL

    10 Jul 2015

    Now readers are being given an exclusive peek at the stars of Magic Mike XXL thanks to a special 'unzippable' cover.

    The Time Inc. UK title has joined forces with Warner Bros. Pictures UK to celebrate the release of the hotly-anticpated summer blockbuster.

    Readers tear off a perforated strip to reveal a secret special edition cover.

    The issue goes on sale on June 30 and will be promoted on Nowmagazine.co.uk and across the brand’s social media channels

    Inside, there are 16 pages of content promoting the sequel to 2012's Magic Mike, including an image gallery of behind-the-scenes pictures and an interview with the director, Gregory Jacobs.

    Now Magic MikeIn addition, the magazine includes some steamy pull-out posters of the cast; all the vital stats on the Magic Mike XXL men; a candid interview with Channing Tatum; and female cast style guides.

    Caroline Millington, Editor of the Magic Mike XXL special, said: “As the most hotly-anticipated summer movie, Now readers will be thrilled to rip open our cover to see the hot cast underneath. There’s more flesh packed into the 16-special pages than on Miami Beach! You’re welcome!”

    Holly Bishop, Account Director at Time Inc. UK Creative Media, added: “I am delighted to be working with Warner Bros. to promote the launch of this film. Creating the first mainstream UK magazine cover that can be ‘unzipped’ is tailor-made to this film and is a perfect example of the creativity and innovation that the Now commercial and editorial team strives to create for our clients.”


  • Uncut launches new magazine

    Uncut launches new magazine

    09 Jul 2015

    Uncut has unveiled plans that will see it launch a new monthly magazine to its portfolio.

    The History of Rock will focus on the heritage of rock music and shine the spotlight on a different year in history and the rock music of that time.

    Content from the NME, Melody Maker and Uncut archives will be repurposed to provide intimate interviews, special features and music photography.

    It will also be feature brand new editorial content.

    John Mulvey, Editor of Uncut, said: “Back in the ‘60s and ‘70s, NME and Melody Maker had incredible access to artists who shaped music as we know it; legendary figures who, these days, would be totally unapproachable.

    “Here at Uncut, we’re very privileged to have the keys to such an archive of seminal journalism, and The History of Rock seems like a great way to share the best of those stories with our readers today.”

    The first issue is called The History of Rock: 1965 and revisits rock legends The Beatles on location filming Help.

    Available in both print and digital, The History of Rock hits newsstands on July 9, with a cover price of £9.99.


  • Wallpaper* launches E-Commerce business with The Level Group

    Wallpaper* launches E-Commerce business with The Level Group

    09 Jul 2015

    Wallpaper* has partnered with The Level Group to launch its first major e-commerce business that will see it sell high-end design and special edition items.

    From today, WallpaperSTORE* has a range of categories on sale from homewares, lighting and textiles, to travel accessories and personal electronics.

    The Wallpaper* team has selected over 150 international brands and designers, which include Georg Jensen, Fornasetti and Raf Simons for Kvadrat.

    The new retail venture sees Wallpaper* selling for the first time a selection of pieces it has commissioned for its annual Handmade exhibition – both original items and limited-edition runs.

    Wallpaper’s Handmade exhibition brings together select designers, makers and manufacturers to create one-off items. The August issue dedicated to the exhibition is often the biggest-selling of the year.

    The site will also introduce a selection of special edition items created just for the site, as well as re-editions of pieces not currently in production.

    Jackie Newcombe, Managing Director of Time Inc. UK’s luxury titles, said: “As Wallpaper* approaches its 200th issue, this is another example of the brand’s ability to diversify into new areas.

    “With Wallpaper’s global design credentials and The Level Group’s expertise in luxury e-commerce, this is a very exciting venture.”

    Wallpaper* Editor-in-Chief Tony Chambers said: “We’ve been showcasing the best in design for almost 19 years and now we have the opportunity to sell it.

    “There is no one other place that brings together what we are offering here. Our readers will love this extension of the Wallpaper* world.”

    Andrew Ciccoli, cofounder of The Level Group, added: “This collaboration is born of our similar missions to celebrate creativity in craft and design, and to bridge today’s distribution divide between the best makers and their audience scattered around the world.

    “We have launched a unique platform delivering a highly curated assortment.”

    The Level Group owns LN-CC and is the exclusive e-commerce partner of brands such as Costume National, Stuart Weitzman, Casadei, Aspesi, Woolrich, Baracuta, Geox and New Balance.

  • Monocle launches annual edition The Escapist

    Monocle launches annual edition The Escapist

    09 Jul 2015

    Monocle is launching its second yearly publication called The Escapist.

    The title will focus on travel and is aimed at its core audience – those looking to take some time off but always thinking about their next investment.

    According to Campaign, it will cover 10 cities, from all continents apart from Antarctica, on the opportunities available off the beaten track.

    It will feature ads from Apple Watch and Design Hotels, with advertorials from Airbnb, Swatch and Em District (Thailand). There will also be a 24-page culinary guide to Spain produced by Monocle in association with the Spanish Tourist office.

    Tyler Brûlé, the editor-in-chief at Monocle, said: "The Escapist builds on Monocle’s focus on spotting opportunities around the world.

    "It has been created for our core audience who like to take time off but are always scanning the horizon for a new business to invest in, an architect to commission or a new plot to develop.

    "This is a magazine for people who use their holiday time to dream up their next scheme and want a jolt of business inspiration while they’re stretched out on their lounger."

    The Escapist will be on newsstands globally for three months during the summer, and a further six months in the UK.

  • Magazine media scoops top AOP Awards

    Magazine media scoops top AOP Awards

    07 Jul 2015

    Magazine media brands performed strongly at the latest Association of Online Publishers (AOP) Digital Awards.

    Best Native Advertising campaign went to Time Inc., Consumer Website of the Year went to Motorcycle News, Bauer Media, and Best Use of Social Media was awarded to FourFourTwo, Haymarket Group.

    In the individual categories, the award for Digital Editorial Individual 2015 went to Lizzie Cox, Sugarscape, Hearst Magazines UK.

    The annual event returned to the Roundhouse, London, and was hosted by comedian, actor, and presenter, Rufus Hound.

    The full list of 2015 winners can be found here.



  • NME to get circulation boost

    NME to get circulation boost

    06 Jul 2015

    NME has unveiled plans that will see the iconic music brand significantly boost circulation and become a free weekly magazine.

    As part of the changes, it will now include film, fashion, television, politics, gaming and technology.

    More than 300k copies will be distributed nationally through stations, universities and retail partners.

    Publisher Time Inc. said the NME would dramatically increase its content output and range, with new original as well as curated content appearing across all platforms, including print.

    Other highlights include an expansion in live events, more video franchises and greater engagement with users on new social platforms.

    Marcus Rich, CEO of Time Inc. UK, said: “This famous 63 year-old brand was an early leader in digital and has been growing its global audience successfully for the best part of 20 years.

    “It has been able to do so because music is such an important passion and now is the right time to invest in bringing NME to an even bigger community for our commercial partners.”

    Mike Williams, editor of NME, added: “NME is already a major player and massive influencer in the music space, but with this transformation we’ll be bigger, stronger and more influential than ever before.

    “The future is an exciting place, and NME just kicked the door down.”

    The new NME will launch on September 18.

  • Farah Storr named Cosmopolitan Editor

    Farah Storr named Cosmopolitan Editor

    02 Jul 2015

    Hearst Magazines UK has appointed Farrah Storr as Editor of Cosmopolitan in a shake-up of its senior editorial team.

    Storr, currently Editor of Women’s Health magazine, takes responsibility for the brand's content strategy and execution with immediate effect.

    She replaces Louise Court, who will join Hearst’s Executive Team as Director of Editorial Strategy and Content across Hearst Magazines UK.

    As launch Editor of Women’s Health magazine, Farrah has been responsible for driving the title's growth, including five consecutive increases in its ABC circulation figures.

    Prior to joining Women’s Health, she was Deputy Editor of Top Santé magazine and before that Features Director of Marie Claire in Sydney.

    Farrah said: “I am thrilled to be taking on the role of Editor of Cosmopolitan and adding my name to the list of brilliant, fearless, women who have created an iconic magazine brand which has such a positive impact on women’s lives.

    "My aim is to build on the trust that women have in Cosmopolitan, and to continue to develop the brand for our confident, successful and growing audience.”

    Under award-winning Editor-in-Chief Louise Court, the Cosmopolitan brand has successfully expanded its reach in recent years, with a growing digital audience and a range of events including FashFest and the Ultimate Women of the Year Awards.

    In her newly created role, Louise will be responsible for editorial content innovation, new products and Hearst Empowering Women.

    She said: "Hearst Magazines UK has an incredible audience, speaking to one in three women and a huge amount of men about the things that really matter to them.

    "I am looking forward to extending that reach through the innovation and creativity of some of the most powerful brands in publishing."

    CEO of Hearst Magazines UK Anna Jones added: “I am thrilled to be making these appointments.

    “Farrah has a proven track record in delivering great results in the world of glossy, aspirational women’s magazines. She is smart, creative and has a brilliant instinct for what makes women tick and I am looking forward to seeing her vision for the next phase of Cosmopolitan.

    “Anyone who has worked with Louise will appreciate what a talent she is. She is an excellent Editor, highly creative, with a strong understanding of what audiences want, and how to create content to suit them.

    “She is also highly commercial, and I am delighted that she will be joining our Executive Team. I am also pleased that she is taking on the direction for our Hearst Empowering Women initiative, which I think she will be brilliant at leading.”

    A new Editor of Women’s Health will be announced in due course.

  • Harper’s Bazaar and Samsung in UK Media First

    Harper’s Bazaar and Samsung in UK Media First

    01 Jul 2015

    The August issue of Hearst UK’s Harper’s Bazaar, will feature the Samsung Galaxy S6 edge on its front cover.

    This is the first time in the UK that branded content has taken such an iconic position.

    The “Powered by Samsung” cover fuses fashion and technology and showcases a model holding a Samsung Galaxy S6 Edge phone. It also reflects a feature in the magazine: “A fresh look at fashion”, written by Harper’s Bazaar’s Editor-in-Chief Justine Picardie, which explores the rise of technology in the fashion front row.

    Commenting on the styling and edit of the cover, Anna Jones, Hearst Magazines UK CEO, said: “Harper’s Bazaar’s August cover is ground-breaking in how it openly celebrates Samsung’s technology and is inspired by a feature within the issue that charts the trend of fashion being viewed through the frame of a smartphone. We know readers appreciate marketing messages when they are part of something visually stunning, and when those messages are openly communicated. Media owners have to innovate – it’s our lifeblood – and where we lead, others are sure to follow. We’re delighted to be teaming up with Samsung on this project.”

    Chong-Won Lim, Head of Product Marketing - Mobile, Samsung Electronics UK and Ireland, commented: “The growing influence of technology in the world of fashion has given both industries the ability to evolve like never before. Samsung has a long history of collaborating with the fashion industry and an unparalleled understanding of how technology and fashion can enhance and inspire one another. With trends such as selfies engrained in our popular culture we are excited about creating products that can inspire people to express themselves. By partnering with Harper’s Bazaar for this iconic and ground breaking issue, we are continuing to bring together the worlds of fashion and technology.”

    The August issue of the magazine is on sale now.

  • Apple magazine ad claims Grand Prix at Cannes

    Apple magazine ad claims Grand Prix at Cannes

    26 Jun 2015

    Magazine media has claimed a Press Lions Grand Prix after TBWA\Media Arts Lab earned the top prize for its magazine ads for Apple's iPad mini.

    Magazine media has claimed a Press Lions Grand Prix after TBWA\Media Arts Lab earned the top prize for its magazine ads for Apple's iPad mini.

    The ads were placed on the back cover of several national magazines in the US, including Time Inc.’s Time magazine, and Condé Nast-owned Wired and The New Yorker.

    The adverts showed the tablet at actual size, with its display featuring the actual front cover of that issue of the magazine.

    Elsewhere in the press category Adam & EveDBB claimed a Silver Press Lions award for its work with Harvey Nichols.

    The London-based shop also claimed silver for its Harvey Nichols Christmas campaign and for its work for Mars, Temptations Cat Treats.

    In total A&E/DDB was shortlisted nine times for its work for Harvey Nichols and six times for its work for Mars.

    The UK had 36 entries shortlisted across this year's Press Lions category at Cannes.

  • Magazines break the internet in Cannes

    Magazines break the internet in Cannes

    25 Jun 2015

    Paper magazine founder Drew Elliot, Chief Creative Officer, has revealed how the brand’s now infamous nude Kim Kardashian cover helped it expand its reach exponentially.

    Speaking at Cannes Lions, Elliot said that since the Kardashian issue was published in November 2014 Paper’s reach has soared.

    After all the images were released, 50 million people visited the Paper Magazine website - 1 per cent of the US internet traffic on launch day pointed to the Paper Magazine.

    "We had 2,79,000 unique visitors versus 30,000 normally, we called our tech folks to ask them whether our site would be able to handle 10 million uniques ” Elliot said.

    “What people who visited the site didn't know, was that the best was yet to come, we didn't have an idea about the kind of memes that would follow. Even brands jumped on to it."

    The Kardashian cover also helped boost the brand’s social media presence.

    Instagram following grew by 326 per cent, Tumblr increased by 125 per cent, Facebook grew by 34 per cent and Twitter increased 24 per cent.

    "A lot of the success was attributed to Kim Kardashian and that's why we succeeded,” Elliot added.

    “We built equity with the celeb together and we had a strategic plan.”

  • Vogue video channel premieres new series

    Vogue video channel premieres new series

    25 Jun 2015

    Vogue has premiered a new series called ‘In the wardrobe’ in partnership with Vestiaire Collective.

    The series of short five-minute films are presented by Vogue Contributing Fashion Editor Bay Garnett and the first episode of the new series features Lily Allen at her home in the Cotswolds.

    Other shorts in the coming weeks will include socialite Olivia Palermo and British model Suki Waterhouse.

    All three episodes will then be released as one complete package.

    Fanny Moizant, Co- Founder and UK Country Manager of Vestiaire Collective,

    “Vestiaire Collective is very proud to work in partnership with Vogue for an exclusive insight into the wardrobes of these 3 stylish and talented profiles.

    “Vestiaire Collective’s ethos is all about opening up the wardrobes of fashion lovers and letting them share, buy and sell their treasures with the wider fashion community.”

    Further Vogue Video content to be released will include Alexa Chung fronting a series with support from the British Fashion Council and Google search insights, exploring areas of the fashion business including technology and sustainability.

    A weekly Vogue News programme and a Vogue Beauty School series will launch later in the year in collaboration with Nicola Moulton, Beauty Director of Vogue.

    The GQ Video channel will launch this autumn, followed by a Glamour and Wired channel.


  • Cosmopolitan and Leo Burnett London lead UK charge in Cannes Press Lions category

    Cosmopolitan and Leo Burnett London lead UK charge in Cannes Press Lions category

    22 Jun 2015

    Leo Burnett London is leading the UK entries in the Press Lions category at Cannes for its arresting magazine campaign with Cosmopolitan.

    The advert features a picture of a young girl suffocating - mocked up as if it is the magazine's cover – to raise awareness about honour crimes.

    The picture represents the story of Shafilea Ahmed, whose parents suffocated her with a plastic bag in front of her siblings in September 2003, for supposedly bringing shame on her family after she refused to agree to an arranged marriage.

    Leo Burnett London has been shortlisted with two entries for its work for Karma Nirvana, the charity that supports victims of honour crimes and forced marriages.

    In total, the UK has 36 entries shortlisted across this year's Press Lions category at Cannes.

    Adam & Eve/DDB and Ogilvy & Mather London lead the way with 15 and 12 entries respectively.

    A&E/DDB was shortlisted nine times for its work for Harvey Nichols and six times for its work for Mars, Temptations Cat Treats.

    Ogilvy & Mather London’s entries were for its work for the charity 28 Too Many.

  • Condé Nast launches new video channel

    Condé Nast launches new video channel

    22 Jun 2015

    Condé Nast Britain has premiered ‘Vogue Presents The Minions’, the first short film produced by its new video division.

    The short is now live and has been produced in partnership with Universal and Illumination Entertainment.

    Presented by Vogue International Editor Suzy Menkes, the film features interviews with fashion designers Domenico Dolce & Stefano Gabbana, Rupert Sanderson and Giles Deacon, jewellery designer Stephen Webster, Creative Director of Lanvin Alber Elbaz, milliner Stephen Jones and British Vogue Editor-in-Chief Alexandra Shulman discussing the influence of The Minions.

    Wil Harris, Head of Digital of Condé Nast Britain, said: “Video is a key strategic opportunity for us, and with our dedicated team we will be evolving content for a new generation, as well as for our existing audiences.

    “Translating the editorial vision of the Condé Nast media brands into successful and engaging video content begins with Vogue, GQ will be the next to launch a video channel, followed by Glamour and Wired.”

    Further Vogue Video content released in the coming weeks will include a series of 'Inside the Wardrobe' films presented by Vogue Contributing Fashion Editor Bay Garnett.


  • Dennis Publishing  in £1.5m Alphr tech launch

    Dennis Publishing in £1.5m Alphr tech launch

    16 Jun 2015

    Dennis Publishing has launched new technology website Alphr that has been backed with over £1.5m investment.

    The company said Alphr aimed to become a unique and provocative voice in the UK market covering the technologies which are changing lives in business and beyond.

    Content includes news and reviews but will also focus on the innovators and leaders behind the tech.

    Deputy MD of Dennis Technology, Tim Danton, said: “Alphr offers a unique opportunity for advertisers to access a diverse audience with influence – from the new look CTO, the tech advocates and tech visionaries, to the sought-after Millennials.”

    Ian Betteridge, Editorial Director of Alphr. “Passion for technology is no longer something confined to the IT team. Every business has people who live and breathe technology, whether they work in sales, marketing or elsewhere. And those people are often key influencers for big purchasing decisions.”

    The site complements the existing portfolio, including IT Pro, Cloud Pro and Expert Reviews.

  • Caitlyn Jenner gives world exclusive to magazines

    Caitlyn Jenner gives world exclusive to magazines

    15 Jun 2015

    Caitlyn Jenner has chosen magazine media to give her world-exclusive first full interview.

    Vanity Fair has attracted huge global attention for its 'Call me Caitlyn' cover shot by world-renowned photographer Annie Leibowitz.

    The issue was rush released in the UK and made available in June – the same as the US.

    Editorial includes a 22-page feature by Pulitzer Prize-winning Contributing Editor Buzz Bissinger, which details Jenner's decision to live as a woman.

    Jenner was previously most known as a gold-winning Olympian and reality TV star Bruce Jenner in The Kardashians.

  • Made and Livingetc unite for exclusive design collaboration

    Made and Livingetc unite for exclusive design collaboration

    15 Jun 2015

    Online design brand MADE.COM has joined forces with Livingetc to create eight capsule furniture collections over the next two years.

    The partnership will see furniture designed by MADE’s in-house design studio with influence from the Livingetc experts, who will devise the theme for each collection.

    The first Livingetc collection went from initial sketch to production in just six months and is now available across all of MADE’s European territories.

    The first collection is for the living room and features luxury materials made accessible including hide, marble and velvet.

    Annabel Kilner, Head of MADE.COM UK, said: “The commercial collaboration demonstrates a growing trend for deals between commerce and content companies.

    "It's beyond the "media-for-rev-share" deals that are growing at the moment, by adding in the fact we've asked Livingetc for input into the designs. It’s a genuine collaboration.

    "We’re aligning with a brand with a design-savvy and affluent audience, which is exactly our target market.”

    Yvonne Ramsden, Livingetc Publishing Director, added: “This is a great example of the way we are tapping into the credibility, expertise and trusted position of our home interest brands.

    "We are the market leaders in producing home interest content, which lends valuable insights to such partnerships."

    Andrew Horton, director of Time Inc. UK’s Content & Brand Licensing team, structured the deal working with Talisman Licensing.

  • NRS expands magazine brands reach with new data

    NRS expands magazine brands reach with new data

    15 Jun 2015

    The National Readership Survey Ltd (NRS) has announced that the next release of NRS PADD will be the first to incorporate comScore’s new mobile and tablet estimates.

    The changes follow the way comScore measure mobile audiences after the new methodology in January 2015.

    Estimates of mobile and tablet visitors are now based on panels of mobile and tablet users, whereas previously they were derived primarily from mobile operator traffic data.

    The changes will now be reflected in the next issue of NRS PADD data, which is released on June 1 , and will show readership data for the period set April 2014 to March 2015, across 26 of the UK’s leading titles.

    Simon Redican, NRS Chief Executive, said: “We are committed to providing an overview of the total reach of publisher content, including estimates of mobile and tablet audiences.

    “As our data suppliers continue to evolve their methodology, we will ensure these changes feed into our estimates of cross platform readership.”

  • ELLE UK hires new Deputy Editor

    ELLE UK hires new Deputy Editor

    10 Jun 2015

    ELLE UK has hired Lotte Jeffs as its new Deputy Editor.

    Jeffs will join ELLE next month and will report to Lorraine Candy, Editor-in-Chief.

    Working in partnership with Candy, she will be responsible for managing editorial strategy across all of ELLE’s platforms, driving editorial innovation for the brand and strengthening its digital footprint.

    She is currently Acting Deputy Editor at the Evening Standard’s ES Magazine where she has worked since 2010, and was previously its Features Editor.

    Jeffs has also contributed to national newspapers including The Guardian, The Observer and is a regular writer for ELLE.

    Candy said: “I am excited by Lotte's appointment as we move on to more innovative and groundbreaking editorial projects for ELLE in its 30th birthday year.

    "She is bringing some unique ideas to us, which will further cement our profile as the monthly glossy with an influential voice in society today. "

    Jeffs added: “I’ve been a fan of ELLE since I was teenager, when I would rip out its fashion spreads and stick them on my bedroom wall, so I am thrilled to be joining such a consistently brilliant title."

  • Now and Superdrug team up for skin safety campaign

    Now and Superdrug team up for skin safety campaign

    10 Jun 2015

    Now and Superdrug have teamed up for the annual Smart Girls Fake It summer skin care campaign.

    Now in its second year, the campaign encourages safe sun care practise by promoting the importance of using SPF and raising awareness of skin damage caused by the sun.

    The three-month Smart Girls Fake It campaign kicks off with a star-studded launch party.

    As part of the activity, Now has also teamed up with Made In Chelsea star Jess Woodley to create a series of vlogs for Nowmagazine.co.uk.

    The vlogs will be accompanied by a calendar of editorial features, advertorials and a presence across both Now and Superdrug’s social channels.

    Sally Eyden, Now Editor, said: “Now and Superdrug are promoting safe fun in the sun and encourage people to fake tan to get their glow on instead of compromising their skin.

    “Our campaign will really make a difference to people’s attitudes towards tanning and we hope that our cheeky slogan will get them all faking it instead.”

    Donna Barker, Superdrug Marketing Manager, added: “At Superdrug we have been working on safe sun education for almost ten years and it’s one of our key messages for customers during the summer.

    “We’re delighted to be partnering with Now for a second year and spreading the word that Smart Girls Fake It.”

  • Karen Millen and Benefit to sponsor new Marie Claire careers event

    Karen Millen and Benefit to sponsor new Marie Claire careers event

    09 Jun 2015

    Marie Claire has teamed up with leading brands and businesswomen to launch a careers conference.

    The one-day event will take place at BAFTA, targetting women looking to boost their career, change direction or set up their own business.

    Sponsors of the event on Saturday, June 13, include Karen Millen, balance me, Benefit, Frédérique Constant, TruBe and Freixenet.

    Speakers include Miriam González Durántez, international lawyer and campaigner; Chloe Macintosh, MADE.com co-founder; Sarah Curran, my-wardrobe.com founder; and Divinia Knowles, president and CFO of Mind Candy.

    Trish Halpin, Marie Claire Editor-in-Chief, said: “Our @Work content in print and online always drives huge engagement with our readers, and this is the fifth year we have been running our mentoring scheme, so we are very excited to be able to bring this Marie Claire experience to life.”

    Conference sessions will address a range of careers topics and include masterclasses in building the ultimate working wardrobe and dealing with the biggest beauty challenges at work.

  • Visa named headline sponsor for Cosmo #FashFest

    Visa named headline sponsor for Cosmo #FashFest

    05 Jun 2015

    V.me, the digital wallet service from Visa, has been named as the headline sponsor for Cosmopolitan’s #FashFest 2015.

    The event takes place during the week commencing September 14 and features five bespoke fashion events in five days.

    #FashFest will provide exclusive access to celebrities, industry insiders, designers, catwalk shows, shopping opportunities and parties.

    V.me will be integrated into the Cosmopolitan #FashFest experience with attendees being given access to exclusive offers and incentives.

    V.me by Visa – Visa Europe’s digital wallet service – will support the event as headline sponsor, and will be integrated into the Cosmopolitan #FashFest experience by giving attendees access to exclusive offers and incentives.

    In turn, Visa Europe will gain access to Cosmopolitan’s audience of fashion-hungry young women and a platform to work alongside key fashion and beauty retailers.

    Ella Dolphin, Group Commercial Director at Hearst Magazines UK, said: “We are thrilled that Visa Europe’s V.me by Visa is playing such a key role in the event.

    “It is the perfect partner for #FashFest, supporting the high street by driving sales, traffic and engagement between Cosmopolitan, the retailers and Visa cardholders.”

    Wendy Martin, Executive Director, V.me by Visa, added: “Our sponsorship of #FashFest enables us to unite Cosmopolitan’s fashion conscious audience, a large proportion of whom are millennials and therefore early adopters of new technologies, with some of the UK’s leading fashion brands to deliver a better online shopping experience.”


  • Sorrell: Engagement with printed media strong

    Sorrell: Engagement with printed media strong

    04 Jun 2015

    WPP boss Sir Martin Sorrell has highlighted the strengths of traditional printed media and praised its high levels of engagement.

    In an interview with Media Show host Steve Hewlett on BBC Radio 4, Sorrell said advertisers should focus more closely on engagement levels.

    "The death of traditional is much overplayed and there is value there,” said Sorrell.

    "Obviously as it comes under price pressure it becomes a better bargain and you get more bang for your buck."

    The CEO of the world’s largest advertising and communications group went on to discuss the measurement issues with engagement.

    He said that engagement levels had to be captured in different ways and the "traditional ways of measuring audiences “do not currently do that.

    "If you look at the data in the US, the advertising industry invests around 20% of their budget in print and yet consumers only spend about 5% of their time with print, so there's a disconnect.

    "But on the other hand, if you look at data which shows the engagement between people and physical, the engagement of individuals with a physical newspaper is very strong indeed."

    Sorrell said that a "highly-engaged reader” was more valuable than somebody who superficially ran through content.

    "Someone flitting through a screen will not get the degree of engagement that is necessary,” he added.





  • BBC Good Food appoints first Editorial Director

    BBC Good Food appoints first Editorial Director

    03 Jun 2015

    BBC Good Food has appointed Christine Hayes as its first ever Brand Editorial Director.

    Currently Editor of olive, Christine will have responsibility for the editorial direction of the brand, incorporating the magazine, website, live shows and books.

    She will work closely with BBC Good Food Magazine Editor Gillian Carter and Digital Editor Hannah Williams, and will report to Chris Kerwin, Head of UK Publishing at BBC Worldwide.

    Having joined BBC Worldwide eleven years ago to launch olive, Christine has more recently been involved in developing the brand's website, app and social media channels. She takes up her new role at the end of July.

    Chris Kerwin said: “We are delighted someone of Christine’s calibre is joining us at this important time in the brand’s development.

    "We want to be the leading brand in all aspects of the food and drink sector and, given her relationships with talent and her experience across health, travel and reviews as well as recipes and cooking, Christine will be critical in helping us achieve our goal.”

    BBC Good Food celebrated its 25th anniversary earlier this year and boasts a multi-platform readership of 8.8m, according to NRS PADD data.

  • Magazine media brands scoop up Pencils at D&AD Awards 2015

    Magazine media brands scoop up Pencils at D&AD Awards 2015

    03 Jun 2015

    Magazine media brands have scooped several Pencils at the 2015 D&AD Awards, which celebrate the very best in creativity.

    WIRED picked up a wooden pencil and a graphite pencil for its magazine covers and Time Inc’s Wallpaper* magazine also collected two pencils.

    Leo Burnett won a graphite pencil for its suffocation campaign for Karma Nirvana, which saw Cosmopolitan feature a striking cover of a woman being suffocated.

    Meanwhile, five of the coveted black pencil awards were handed out for creative excellence at the D&AD Awards ceremony this year.

    The London-based event saw UK branding creative take centre stage with black Pencils awarded for 4Creative’s Film4 idents and Made Thought’s visual and website brand for GF Smith.

    Always' "#LikeAGirl" campaign by Leo Burnett and Holler won the most Pencils overall – one black, two yellow, three graphite and two wood.

    Wood and graphite Pencils were added this year to replace the In-Book and Nomination categories.

    To view more outstanding creative from the world of magazine media, visit the Magnetic Pinterest board. 


  • The Economist expands ad tech stack for dynamic approach

    The Economist expands ad tech stack for dynamic approach

    02 Jun 2015

    The Economist is using data from its expanding ad tech stack to establish a dynamic approach to how its ads are created and served.

    The brand has implemented the changes as it readies data-driven buying for digital video, according to a report in The Drum.

    Matching the tags on The Economist’s own content with popular content on other sites, the platform uses a mix of artificial intelligence and machine learning to target pre-planned headlines and graphics onto pages currently being viewed by its key audiences.

    The Economist is also exploring how it can translate the same strategy and tech to the more premium video format.

    The Economist Executive Vice President of Brand and Digital Marketing Mark Cripps said: “Something very provocative would of course get high click-through-rates but that doesn’t necessarily lead to higher subscriptions.

    “If you try to subjectively impose your own thoughts on what’s going to work then that doesn’t necessarily reflect the reality.”

  • Mobile Ad revenues soar

    Mobile Ad revenues soar

    01 Jun 2015

    Mobile digital advertising revenues from UK publishers grew by 80% in the first quarter of 2015 compared to the same period last year.

    According to the Association of Online Publishers (AOP) & Deloitte Digital Publishers Revenue Index Report (DPRI), the growth was predominantly driven by the significant increase in smartphone display revenue (114%), with tablet display advertising revenue growing by 47%.

    The study also found that online video remains a growing source of revenue, with digital publishers seeing over 17% growth year-on-year.

    AOP Managing Director, Tim Cain, said: “The shape of revenue continues to reflect the increasing consumption of media on mobile devices.

    “We are beginning to see a change in digital advertising platforms and formats, which is shown in the figures.

    “This is a trend that is likely to continue as consumers’ behaviour changes and new devices are released.”

    Howard Davies, Deloitte media partner, said: “Publishers that have adapted to technological changes have been rewarded with strong first quarter revenue growth from mobile advertisements.

    “From this research, it is clear that publishers must ensure they remain agile in the face of rapidly changing consumption habits in order to remain commercially successful.”

  • Grosse promoted to Advertisement Director of Glamour

    Grosse promoted to Advertisement Director of Glamour

    01 Jun 2015

    Lucy Grosse has been promoted to the position of Advertisement Director of Glamour.

    Jamie Jouning, Glamour Publishing Director, announced that Lucy would be stepping up from her position as Ad Manager, having worked "tirelessly and passionately across her agency and client patch".

    He said: "She has recently taken on the behemoth that is the "beauty category" and has impressed everyone with her energy and desire to maintain and build these very important relationships.”

    Grosse added: “Working on a market-leading title is a privilege, and I’m looking forward to capitalising on the new and exciting opportunities that lie ahead for the Glamour brand.”

    Glamour’s total print and digital ABC stands at 405,053 and the brand reaches 3.8 million monthly unique users via Glamour.com. It also has a combined social media reach of more than 2.7 million.

    Glamour’s 12th annual Women of the Year Awards takes place in London’s Berkeley Square next week and later this summer the brand will launch the Glamour Beauty Boutique e-commerce site.

  • New Minecraft magazine launches

    New Minecraft magazine launches

    01 Jun 2015

    Dennis Publishing has launched Minecraft World, a new monthly print magazine based on the popular cross-platform computer game.

    Aimed at 7-11 year olds, Minecraft World magazine is an unofficial guide to the Minecraft game.

    Each issue features news on what’s happening within the Minecraft  community, tips on achieving various goals, tutorials, puzzles, expert advice and a free covermount gift.

    Dennis has signed a deal with Minecraft  creator Mojang to use certain trademark images and intellectual property to enhance the magazine.

    Dharmesh Mistry, Publisher, said: “Minecraft is a truly wonderful game that taps into the player’s imagination, letting them create their own experience and it has seen phenomenal success across the globe, increasingly so on mobile devices.

    “There was a real gap in the market for a quality print magazine that could help children develop their game strategy.”

    The 52-page children’s magazine launches with an initial launch print run of 45,000 and a covermount gift: a 101 Minecraft Secrets Guide.

    Minecraft World is priced at £3.99 and is on sale at WH Smith, ASDA, Sainsbury’s and Morrisons. 


  • Dentsu Aegis Network swoops for John Brown

    Dentsu Aegis Network swoops for John Brown

    19 May 2015

    Dentsu Aegis Network has acquired John Brown Media for an undisclosed sum.

    Dentsu said the acquisition would help advance its existing content capabilities, creating an innovative content offering for its global clients.

    John Brown Media, which creates will retain its brand identity and CEO Andrew Hirsch will report to Tracy De Groose, CEO, Dentsu Aegis Network UK & Ireland.

    The business is headquartered in London and has offices in South Africa, Hong Kong and Dubai.

    Its range of services include print and digital publishing, content management, website strategy and film production.

    De Groose said: “As one of the world’s largest content agencies, the acquisition of John Brown Media will add another dimension to our content offering across the group.

    “More clients are asking for content-led strategies and we’ll now be able to develop more innovative, content-rich solutions for them, and also accelerate our growth in this space. We are excited to welcome the John Brown Media team to our business.”

    Hirsch added: “We have been producing brilliant content for some of the world’s most prestigious brands over the last 20 years.

    “Now, as part of Dentsu Aegis Network, we will have the ability to work alongside some of the world’s leading strategists to deliver smarter content and drive even better results for our clients.”

  • Hearst Magazines UK wins Asda account

    Hearst Magazines UK wins Asda account

    18 May 2015

    Hearst Magazines UK has won the content account for supermarket retailer Asda.

    The long-term strategic partnership will see Hearst draw upon its wealth of consumer insight, digital know-how and strategic expertise to produce bespoke content for Asda.

    The account includes Asda’s customer magazine, which is distributed to over 1.9m readers, as well as creating multi-platform content that will span online, mobile, social media and events.

    The Asda account will be serviced by a dedicated editorial team based in the Hearst central London offices.

    The pitch was led by Ella Dolphin, Hearst’s Group Commercial Director, Dan Levitt and Victoria White, Hearst’s newly appointed Commercial Content Director, overseeing all content partnerships across the portfolio, including the Asda account.

    Hearst is currently working with Asda on #fashionunexpected, a cross-platform campaign to drive awareness of George at Asda’s fashion offering for women. The campaign is centered around an editorial hub – www.fashionunexpected.co.uk – which is populated by four participating Hearst brands and will run until the end of the year.

    Ella Dolphin, Group Commercial Director at Hearst UK, said: “We know where audiences are, what they want to consume and how they want to engage.

    "We are delighted to be working with Asda as we develop engaging and motivating content for the Asda customer base and beyond, via the channels that suit them.”

  • ELLE launches ghd campaign

    ELLE launches ghd campaign

    18 May 2015

    ELLE and hair-styling brand ghd have partnered on a multi-platform campaign that includes a live magazine photoshoot open to members of the public.

    As well as getting a behind the scenes look at what goes on during a shoot, guests will also get the chance to appear on a billboard at Piccadilly Circus via an Instagram booth, which directly uploads their images to the big screens.

    Guests will be shown how to recreate three key hair trends from the SS’15 Fashion Week shows using the new ghd product. During the day they will receive complimentary hairstyling by the experts at ghd, free on-site manicures and limited edition goody bags.

    The shoot takes place at New Inn Yard in Shoreditch, East London, on 16 May.

    Additionally, ELLE will be promoting the content generated from the shoot on both its print and digital platforms. It has created a unique digital destination – elleuk.com/ghd – to incorporate all activity before, during and after the live shoot.

    There will be blog posts from the shoot team, a gallery and social feed, as well as videos that will be uploaded live from the venue. Post-event, a backstage diary will be posted with the shoot images, additional video content and an in-depth look at the trends ELLE and ghd created alongside product and technique guides.

    The August issue of ELLE magazine, onsale from 2 July, will feature a six-page roll-fold, which will reveal a panoramic scene of the event.

    Ella Dolphin, Group Commercial Director at Hearst UK, said: “This is a really innovative campaign that has the ELLE reader at its heart. This campaign will create content, conversation and engagement with the ghd brand and raise awareness of the new product launch."

  • Hearst Magazines recruits Wolfson

    Hearst Magazines recruits Wolfson

    14 May 2015

    Hearst Magazines UK has appointed Jane Wolfson as Head of Commercial Operations.

    Wolfson joins from media communications agency Initiative, where she is part of the senior management team and currently Head of Commercial Strategy and Activation.

    She will report into Group Commercial Director, Ella Dolphin and will work with her to drive Hearst’s commercial strategy.

    Wolfson started her career at WCRS working across both television and print before joining Initiative.

    During her time at Initiative, she has held multiple senior positions including Joint Head of Investment where she was responsible for the integration of the print and digital display teams.

    “As one of the leading digital publishers in the UK with powerful magazine brands that mean so much to today’s consumer, I am really excited to be joining such a formidable business as Hearst Magazines UK,” said Wolfson.

    “I look forward to working with Ella and her team to help drive the strategic ambitions of the business.”

    Ella Dolphin, Group Commercial Director at Hearst UK, added: “Jane has a wealth of experience across multiple disciplines and we are thrilled she is joining Hearst Magazines UK at such an exciting time for the business.

    “Jane has a strong commercial and strategic focus as well as excellent relationships with clients and agencies. She is a great addition to Hearst.”

  • Hearst launches 1hour digital takeovers

    Hearst launches 1hour digital takeovers

    23 Apr 2015

    Hearst Magazines UK has launched a multi-platform beauty campaign that features an 'on the hour, every hour’ digital takeover in partnership with advertising clients.

    Hearst Beauty Unbound is running across 13 of Hearst UK’s brands including Cosmopolitan, ELLE, Red, Good Housekeeping and Harper’s Bazaar, with each magazine brand creating its own unique beauty theme.

    The campaign will see a boost in beauty editorial across print, online, tablet and mobile. It also incorporates video, social and print content tailored around luxury, millennial and anti-ageing beauty.

    A key part of the initiative is ‘beauty hour on the hour’ which launched on April 16 and will see 12 new pieces of beauty content published hourly from 7am to 7pm. Each item of content will be supported on Twitter using the #BeautyUnbound hashtag.

    Commercial partners include Fortnum & Mason, Lancôme, Clarins, L’Oreal Designer Fragrances, Armani Si, The Body Shop and Bio Oil. The campaigns span beauty activations at retail outlets, native advertising and audience engagement solutions.

    Ella Dolphin, Group Commercial Director at Hearst UK, said: “Beauty has always been an integral part of our DNA, but Hearst Beauty Unbound is a unique approach to beauty coverage across our brands.

    "The initiative connects one in three women and one in five men with up-to-the minute compelling content, wherever and whenever they want it, whether in print, online or on their mobile.”

  • Bauer Media starts new adventure

    Bauer Media starts new adventure

    23 Apr 2015

    Bauer Media has announced the launch of ADVENTURE, a new creative agency that will deliver bespoke campaigns for commercial partners.

    The company said ADVENTURE will harness the content and marketing talent across Bauer Media for the benefit of agencies and brands, but will also provide the opportunity to deliver campaign activity outside the Bauer Media portfolio.

    ADVENTURE will be led by Lucy Banks, Bauer’s Executive Creative Director, who is supported by a team that includes several new recruits.

    Paul Fulberg, who has held positions at Grey, CORD Worldwide and FRUKT, takes up the role of Business Strategy Director, and Richard Moore, previously Head of Content at Microsoft Advertising, has been named as Digital Content Director.

    They are joined by award-winning Creative Directors Ravi Beeharry and Andy Mancuso, who bring over 15 years’ experience in blue chip advertising agencies.

    Paul Keenan, CEO, Bauer Media UK, said: "ADVENTURE will offer our commercial partners innovative and bespoke communication and marketing solutions adding further depth to our creative offer. The combination of this focused talent and the insight and creativity across our business, along with the quality and influence of our brands makes for a highly potent mix, and will enable brands to make good things happen."

    Bauer Media's creative team has already delivered campaigns for brands including O2, Cancer Research UK, Channel 4, Matalan, Microsoft and GOV.UK’s Business Innovation and Skills department. Current clients include Telefonica UK, HRA-Pharma (EllaOne), Tommy’s and Lifetime/A+E Networks UK.

  • Case Study: Men's Health & Maxi Nutrition

    18 Aug 2015

    Discover how 45m Twitter impressions, 1.2 million page views and 750,000 video views helped MaxiMuscle rebrand to become MaxiNutrition.

    How did Men's Health help the newly-launched fitness brand reach a much wider audience of fitness lovers?

    Take Jenson Button, Amir Khan and add in The Total Body Challenge.

    Find out more in our latest case study. 

  • Magazine media's growing power and influence

    18 Aug 2015

    Measurement and analysis of magazine media’s power and influence moved beyond the ABC numbers alone some time ago, however old habits die hard, writes Magnetic CEO Sue Todd, so it remains a point at which to understand the evolving nature of the sector.

    The latest data shows that total demand for magazines in both print and digital editions remains strong, with a -0.2 per cent change compared to a year ago.

    At a headline level, consumers bought 3.4 per cent fewer print copies, yet the scale and importance of magazine brands in print remains significant with over £1.2bn spent by UK adults over the course of a year.

    That’s four times more than consumers spent on Netflix content* in a comparable period and significantly more than Frozen** has taken at the box office worldwide.

    In an era where free content is available 24/7, it is encouraging to see that the appetite for high quality, original and inspiring content remains strong.

    So why are 75% of adults in the UK still reading magazine content every month and what still makes this such a compelling business and advertising opportunity?

    Immersive and influential

    We know that when it comes to media experiences, which command people’s full and undivided attention, there are few left which enable such an immersive and deeply pleasurable moment as that offered by magazine media.

    And when it comes to understanding what this means for advertisers, research from the likes of Adobe*** concludes, time and time again, that magazine brands are the most welcoming and receptive environments for messages.

    In an age when it seems cutting through the clutter is more difficult and ad avoidance is high, the value for brands of media experiences where minds are open and positive, shouldn’t be underestimated.


    Innovative campaigns

    Print continues to power many of the life-enhancing relationships that readers have with their favourite brands, but these important connections are increasingly strengthened by magazine content’s availability in other online and offline spaces such as events, apps and of course desktop.

    We know that advertising creativity in magazine media is soaring as advertisers take advantage of these multiple channels with new, bold, approaches for advertisers.
    The August issue of Harper’s Bazaar features the new Samsung Galaxy S6 edge on its front cover, showcasing the fusion of fashion and technology.

    Now magazine created an “unzippable cover” to promote Warner Bros. film Magic Mike XXL, with readers tearing off a strip to reveal a secret special edition cover and 16-pages of exclusive content.
    Grazia’s team worked with Office to create the first ever “shoespaper”, and recently Vogue teamed up with Bonpoint to launch Mini Vogue, a new online portal to meet the demand for childrenswear content.

    Dynamic business moves

    High-profile magazine launches in the last 12 months from brands such as Net-A-Porter, Airbnb, Sports Direct and Uber prove that the demand for magazine media content is still huge. Both Minecraft and LEGO Star Wars have launched new print magazines this year and the launch of independent magazines is at a ten-year high.

    The vitality of the sector doesn’t stop there, with magazine publishers exploring ambitious new business initiatives with increasing confidence. Time Inc UK this week invested in visual search business Snap Fashion, which allows readers to search, browse and purchase fashion items in photos.

    Dennis Publishing recently created the technology website Alphr, with £1.5m investment, providing a new platform for coverage of technologies that are changing lives.
    Conde Nast recently launched dedicated video channels and Time Inc.’s Wallpaper* announced an e-commerce partnership with The Level Group.


    Power and influence
    All these factors point to the vitality, diversity and confidence in a sector that recognises and values the power that print and digital both play.

    The latest ABCs give us a sense of the value still placed in print and digital editions by consumers, but add in the multiple touchpoints created by magazine media events, mobile engagement, online video, social media interaction and e-commerce activity and you start to get the full view of a sector that’s power and influence is as strong as ever.


    *Projected annual consumer spend for titles reporting During ABC Period Jan-Dec 2014 and Jan – Jun 2015, Netflix subscription values based on Q1 2015 Ofcom subscriber estimates at a monthly rate of £5.99
    ** NRS PADD monthly audience figures

  • Case Study: New Look & Grazia

    30 Jul 2015

    How did Grazia use the selfie phenomenon to help New Look heighten its fashion credentials?

    New Look’s objective was to reinforce the fashion credentials of its shoe department. The company wanted to team up with a credible fashion title that would position it as a
    footwear destination.

    Download the case study to discover how the #shoefie campaign helped grow the retailer's share of the footwear market.

  • Magazine media & Tech Spend

    29 Jul 2015

    As advertising tech spend soars past £1bn this year, Dave Chopping, Head of Insight and Rebecca Batey, Senior Insight Executive at Time Inc. UK, look at the highly-influential role that magazine media plays in consumers’ decisions to purchase technology.

    When we look at those who read print magazines during their technology purchase journey, versus those who use other media, we discover an audience that is well placed to invest significantly in new technology products and is more influenced by magazine advertising than any other media.

    How can we claim this? It’s by exploring the power of magazines through Time Inc. UK’s 'Time for Tech*' research.

    Firstly consider that we have been able to compare TV advertising, print magazines, radio, outdoor, social media, newspapers and online. Out of all these, print magazine readers are most likely to state that they are the first among their friends/family to buy a new product (44%).

    If we compare this with the UK as a whole, we can see that the print magazine audience considerably over-indexes at 260.

    For TV, it falls to 36%, and for newspapers it drops even further to almost half compared to magazines at 23%.

    Looking at the millennial (those aged 18-34) print magazine audience, the figure rises to 54%, the highest among all media sources for millennials. 


    Decision makers

    Equally, when selecting a technology product to buy, over half of those reading print magazines are most likely to be the sole decision maker.

    As well as reaching an audience of decision-makers, print magazine readers are also passionate about technology and more so than those using other media during their purchase journey.

    Those who use print magazine advertising are seen as being knowledgeable about technology, with 63% citing that friends and family turn to them for advice on technology vs. TV, which is 54%.


    Expert reviews

    When we asked our UK sample which sources were most useful during the technology purchase journey, magazine media technology and expert review sites performed best.

    Expert and technology review sites, such as Time Inc. UK’s Trusted Reviews were the most useful source during the purchase journey overall, while magazine media were seen as the most inspiring, with 2 in 5 being inspired by them.

    For researching products, again technology and expert review sites were highly utilised to increase consumers’ confidence.

    They were the leading research method, with 2 in 5 using them. Online search and magazine media were second, with 1 in 3 finding these useful.

    For more information download the deck or contact Magnetic Research Executive Lizzie Rankin.

    * Time Inc. UK recently completed the Time for Tech study, a research project focusing on consumers’ needs from tech and how the purchase journey varies, depending on the sector – audio-visual and entertainment, large appliances, small appliances, mobile communications and smart technology.

    The study consisted of six stages of qualitative research with a nationally-representative sample of 1,000+ UK adults. It also had a boost of over 1,100 Time Inc. consumers.



  • Innovative real time data drives magazine media ROI by 168%

    Innovative real time data drives magazine media ROI by 168%

    28 Jul 2015

    Interesting news from Down Under, as an innovative new econometric study - conducted by the Magazine Publishers of Australia (MPA) and Nielsen - shows the effectiveness of magazine advertising in delivering strong ROI.

    This latest Nielsen research uses the Australian magazine measurement system of performance metrics, known as the ‘Magazine Audience Performance Predictor’ (MAPP).

    Using MAPP, advertisers can now access timely, real-time measures of current magazine issue performance and magazine audience build over time.

    This breakthrough tool enables magazines to be evaluated more accurately in advertisers’ marketing and media models.

    Using a weekly timeframe of performance, alongside other media and key indicators, such as sales, MAPP provides estimates of the total ratings that specific magazine issues will achieve over their lifespan.

    By breaking this down into weekly components, MAPP also allows advertisers to view the total ratings delivered by magazine campaigns, week-by-week, over the campaign period.

    The study, using three leading FMCG brands from the aircare, healthcare and cleaning categories, took data across the previous three years to determine whether replacing average readership data with real-time weekly data would impact on ROI delivered by magazines.

    By adjusting this real time data for magazines and bringing it in line with the standard reporting periods of competing marketing channels, the results uncovered a dramatic shift in the ROI for the three brands that were studied

    Key findings include:

     - Magazine media ROI moved from the lowest versus other media (0.34 per $1 spent) to the highest (0.91 per $1 spent), up 168%

     - Magazine media’s contribution to sales of the researched products more than doubled from 10% to 23%

    When Magazines and TV were layered together, TV’s ROI improved by 18%, Online Video and Digital Display improved by 13%

    Head of Client Solutions at Nielsen Australia Andrew Palmer said: “The case study results bring home the importance of clean, comprehensive input data, in order to get the most accurate output from the modelling to make the right business decisions.

    “It was not surprising that when we use data that better reflects how magazines are read by consumers, that we see a corresponding lift in the ROI.”


  • Magazines: Planning & the Reading Day

    17 Jul 2015

    We asked Belinda Beeftink from the IPA to take a look at their TouchPoints data and uncover what key consumption factors should be considered when planning print and digital as the sector evolves.

    When we think about how to use magazine channels effectively it is as important to consider when reading occasions occur through the day as it is to understand who is doing the reading.

    We already know that readers may go back to their magazine content many times.

    TouchPoints also allows us to look at when people consume magazines across a typical week and how we are choosing to use magazines – whether in print or digitally according to time of day.

    It also allows us to look at consumption patterns by sector, which (as you can see in the charts below or in the downloadable deck) can vary significantly.

    Weekday Patterns

    We see that weekday patterns are very different from weekend patterns and the choice of delivery is also different by day part.

    During the week magazine reading occasions in print are fairly evenly split between morning and evening, with a lower level of reading in the afternoon.

    Online consumption of all magazines during the week is heavily skewed towards the morning, however at the weekend the split is much closer to the print readership share.

    Magazines by genre

    If we consider different magazine genres the picture is different again. For Celebrity magazines print readership is more evenly spread during the week but online reading is very biased towards the morning.

    At the weekend the print readership tends to happen during the day - less so in the evening, whereas online readership is very much an evening activity.

    For Home and Gardening titles during the week, print readership is highest in the evening and the online readership the highest in the morning. At the weekend the reverse is true – with print readership high in the morning and online reading higher in the evening.

    Planning Implications

    So, we know we consume magazine content differently through the day and switch between print and online. Of course at weekends when we have more leisure time, it affects when and how we choose to read.

    This should have implications for both editorial and advertising. Just being aware of how the flow of reading moves from print to online and vice versa should make us think about the messages used to reach people, and how content can be tailored to encourage people back to the print copy or from print to online.

    There is much more going on which influences our reading occasions – not least where we are, who we are with and what else we are doing.

    As more channels are used to distribute magazine content, it feels more important than ever to understand the variations in day part and channel preferences for effective planning.




  • Case Study: Hotpoint & BBC Good Food

    14 Jul 2015

    How did BBC Good Food magazine help Hotpoint move into new territory and establish itself as a cooking appliance brand?

    Discover how 'Hot Hacks', the three-month partnership between Immediate Media Co and Carat, enabled Hotpoint to achieve its aims and generate a potential ROI of £5m. 

  • NRS PADD shows growing demand for magazine content

    14 Jun 2015

    The most recent release of NRS PADD has confirmed magazine media’s ability to connect readers of all ages with their passions and interests.

    The data* reveals that Millennials are now more likely to engage with magazine media on a monthly basis than the average Briton.

    The survey showed that 79% of Millennials are monthly readers of magazine media in comparison to 75% of the adult population. This figure is even higher amongst female Millennials with 9 and 10 being monthly readers.

    As expected mobile is a particularly strong driver amongst this social demographic group. The 13 magazine brands that are currently included for mobile measurement in NRS PADD, are now reaching 45% of (or 6.4 million) Millennials, rising to 60% amongst females.

    The data also confirms that magazine media has the capability of providing advertisers with multiple media touchpoints as Millennials remain avid readers of magazine media in print.

    On average 36% of Millennials are reading printed magazines on a weekly basis with this figure again showing a higher engagement level in comparison to the all adult average of 34%.

    Despite a multitude of free content sources available to them, Millennials also remain quite happy to pay for quality content, with more than a third having purchased printed magazines in the past year.

    The data suggest that this behavior is even stronger amongst younger Millennials (18 - 24) who were 8% more likely than their older counterparts (25 - 34) to have bought a magazine during this period.

    More generally, the 13 mobile sites reported on by NRS PADD have shown an 88% uplift in overall consumption, from 7,883 million in the previous reporting period, to 14,809 million in the current period.

    This 6,926 million net increase in mobile users is driving the topline growth.

    Sue Todd, CEO of Magnetic, said: “The latest NRS PADD results reflect the growing reach and influence of magazine media across platforms and amongst audiences young and old.

    “Magnetic’s own research ‘The Rules of Attraction’ predicts that demand for compelling magazine content, particularly through mobile, is set to grow again in the next 12 months, which is all great news for advertisers looking to reach highly engaged and immersed audiences.”

    *NRS April 2014 – March 2015 + comScore Mar 2015


  • The changing influence of magazine media

    12 Jun 2015

    Dave Chopping, Head of Insight at Time Inc, shares insight from the latest research project “Connected Consumers 2” and discusses the evolving role that environments play for advertisers.

    Bashing magazine brands has become a popular pastime. Critics point to the declining ABCs and readership figures of certain print titles as evidence of their diminishing power and usefulness.

    Yet, as we know, magazine content is now available across an array of touchpoints – including apps, digital editions, web, mobile and of course, the printed product.

    While building this range, the successful publishers have never lost sight of the key strength of our media - the production of original, trusted, premium content.

    What’s changed is that there are now more opportunities to build connections with readers than ever before.

    Far from becoming an endangered species in the media ecosystem, magazine media is in vibrant shape due to this ability to influence and inspire people.

    Time Inc. UK’s latest insight report, “Connected Consumers 2”, attempted to have a fresh look at the impact that various magazine media channels now have on the purchase journey and test whether the classic role that magazines played in inspiring ideas, still remained a core role.

    We delved into the impact of magazine brands on purchase journeys across key ad categories.

    In Connected Consumer 1 we had established a simple framework for purchase journeys that revolves around four areas:

     - “Spark” – Sparking inspiration  - “Search” – Driving search  - “Shop” – Influencing the shop  - "Share” – Boosting sharing (online & offline)

    This provides a clear, simple methodology that is applicable across the majority of ad categories and the outcome this time around was encouraging.

    On the 10 magazine brands and their impact, 76% of consumers agreed they sparked them, 70% used them to search for information, 73% said it influenced their shop and 62% shared something they had seen.

    It sounds like magazines remain pretty influential to me.

    The key was then to understand the importance of the various touchpoints and to establish how each one drove influence across the entire purchase journey.

    Taking the beauty category, we saw that 88% of mobile users agreed the brands sparked beauty ideas.

    Some 72% of desktop users used our brands to search around beauty, 83% of magazine readers said the brands had influenced their beauty shop and 80% of mobile users shared beauty content.

    It wasn’t only beauty where magazine media had a powerful impact.

    In the homes sector, 91% of print readers said it sparked a homes idea, 78% of tablet users searched our brands for homes content, 84% of print readers said the magazine had influenced their home shop and 76% of mobile users shared something they saw about homes.

    Clear evidence of the growing power and influence of magazine media and our changing role in communications and decision making.

  • Print Magazines emerge as the most efficient for brand building

    12 Jun 2015

    Read a fascinating 2015 analysis of 300 campaigns across Europe by Jane Ostler, Head of Digital and Media at Millward Brown.

    We were asked recently by Magnetic to show the latest thinking and results around advertising effectiveness with regards to key brand communication objectives.

    We suggested that by looking at the most recent 300+ campaigns we have measured using our CrossMedia research tool, we would be able to disentangle and quantify the impact of each of the channels used in all of the campaigns measured.

    We often start by looking at the impact of each channel on the most classic of brand metrics, consumers’ awareness of an advertised brand and/or advertising campaign.

    What we found by aggregating the findings was that TV and cinema are the best vehicles with which to raise initial awareness. (Slide 1), based on each medium's impact amongst the individuals they reach (as opposed to total audience reach, which would obviously be much higher in total for television).

    Once initial awareness has been built, and the focus of a campaign moves on to deepening engagement by communicating more specific and longer messages, magazines is the strongest performer closely followed by newspapers.

    We specifically look to measure each channels impact on increasing the strength of brand associations i.e. specific attributes of the brand/advertising messages in the minds of consumers (Slide 2).

    The next obvious question is to examine how efficiently each channel delivers relative to its share of investment.

    When we index the each channel’s share of investment against its share of impact, magazines punch well above their weight and are the most efficient at delivering both awareness and reinforcing associations.

    They deliver a 29% uplift in awareness relative to the share of investment, and deliver a 100% uplift in driving brand associations relative to their share of investment.

    We believe that this is due to the trust consumers have in the magazine editorial they read.

    They see the ads as relevant: they’re not an interruption of content, but part of the offering, and as a result there is less of an issue with ‘advertising clutter’.

    In addition, this is a medium in which highly engaged consumers can immerse themselves, unlike other media where they might be doing something else at the same time.


  • Case Study: Sainsbury's & Heat

    09 Jun 2015

    Sainsbury’s clothing line, TU, wanted to relaunch to change its positioning from a ‘tights and T-shirt’ retailer to a serious fashion consideration. How did Heat’s Star Style help achieve this?

    Discover how magazine media boosted dwell time, increased brand reach, and created over 10 million ad impressions.

  • The Byline: James Bailey
    Cyclist Magazine is my favourite, it instantly makes your bike look old and rusty.

    The Byline: James Bailey

    18 Aug 2015

    James Bailey, Head of Business Development with Maxus, is our latest media star of The Byline. He tells us all about his sporting passions and reveals his amazing knack of starring in music videos.

    What do you do?
    I’ve got to keep the agency growing! It’s my job to take what’s great about Maxus and turn it into something compelling for potential clients.

    Football and cycling. As I get older it becomes less of the former, more of the latter as it's much easier on the knees!

    How did you get into it:
    Football…since under 7's in Essex, you’d think I’d be good at it by now! Cycling…when living in Dulwich the public transport can be awkward, so I decided to take matters into my own hands.

    Tell us more:
    Well I haven’t won much at football besides a couple of 'Clubman of the Year' trophies for something demeaning like ‘most improved’. In cycling I’ve done a few charity cycles now, including a three-day Paris to London ride.

    How does magazine media help:
    For cycling there is a lot of kit and equipment porn to get you to spend excessive amounts on a pretty simple mode of transport. Cyclist Magazine is my favourite, it instantly makes your bike look old and rusty. I always smile at the sight of Match or Shoot.

    Your fave mag brands:
    The Economist, Esquire, The Spectator

    Clients you work with:
    All Maxus clients, but specifically our B2B brands as it’s my background.

    What is your favourite current magazine ad/ad campaign?
    I love anything to do with The Economist.

    Tell us a little known fact about yourself:
    I’ve been involved in no less than three pop videos, but I won’t say which or why for fear of the torment it will evoke.


  • The Byline: Mark Jones
    Magazines can really reflect and encapsulate social trends.

    The Byline: Mark Jones

    05 Aug 2015

    Mark Jones is Publishing Account Director at Amplifi and the latest media star to feature in The Byline. Discover his love of craft beer and his collection of ‘breweriana’.

    What do you do?
    A lot of my time is spent collaborating, both internally within Amplifi and Carat, and externally with clients and media owners, to find where publishing brands can best help our clients with their business challenges and objectives.

    Passion: (keep it clean)

    How did you get into it:
    Growing up I quickly discovered (fake ID in hand) that there was more to beer than mass produced lager, and so I started seeking out as many different breweries and beers as possible. Drinking beer at breweries and beer festivals is such a sociable experience it naturally fermented into a lifelong obsession.

    Tell us more:
    If you want to understand a country’s culture, the best place to start is at the bar. Everywhere I go I hunt out breweries, often based on local recommendations garnered over a beverage the night before. On my honeymoon I found time to visit every brewery in Mongolia, my second trip to each of them, and when I recently moved house about half of all boxes were full of breweriana.

    How does magazine media help:
    I’m always encouraged by the increasing proliferation of beer features across lifestyle magazines such as FHM and Shortlist. Even if I don’t always agree with what they say, it has certainly helped to fuel the meteoric rise in craft beer and really diversify what’s offered in bars and pubs. I think that’s a great example of how magazines can really reflect and encapsulate social trends. On a niche level I should mention that the Campaign for Real Ale’s magazine ‘Beer’ is excellently written and always interesting.

    Your fave mags:
    Classic & Sportcar (eventually I’ll trade in my people carrier from 1998), New Scientist (best IBC feature of any magazine), National Geographic (best photography) and Adventure Travel (inspires lots of my holiday ideas).

    Clients you work with:
    General Motors, Santander, Diageo.

    Tell us a little known fact about yourself:
    I hate cider!

  • Bound By Passions: Nick Baughan
    The Week is something I enjoy, it’s just a fantastic read.

    Bound By Passions: Nick Baughan

    28 Jul 2015

    Nick Baughan, CEO Maxus UK, talks to Jeremy O’Grady, of The Week about his twin passions of current affairs and hillwalking.

    What are your passions?
    My interests, when I get time, are hill walking, climbing and occasionally gardening.

    My American wife does one more trip to the States each year than I do, so I have a week when I take myself off in a slightly misanthropic way on my own, usually to Glencoe, Snowden, or the Fort William area, which are all excellent for day walking.

    What are your intellectual passions or interests?
    I am pretty interested in current affairs, and I promise you this is true, the only magazine I intend to read with any degree of regularity is yours, The Week.

    I probably absolutely squarely lie in your catchment, which is time poor but politically interested. The Week is something I enjoy. It’s just a fantastic read.

    Reading in print, online, or on a Kindle – does it matter?
    My behaviour online tends to be fairly fickle. I will go to seven or eight content sites on the way into and out of work, and I'll flick between them.

    Whereas if I've got a something on paper, whether it's The Week or The Standard, I will tend to commit to it. I am a very technology driven person, but one thing I cannot commit to is a Kindle.

    My time alone tends to be at a premium, so I end up reading books in the bath, but I tend to stay with the page.

  • A matter of trust - Jo Elvin
    I know we have saved readers’ lives, because they trust what we tell them

    A matter of trust - Jo Elvin

    16 Jul 2015

    In the last month there have been two significant media studies highlighting the benefit of trust.

    Brand Z, the annual study from WPP released its 10-year learnings - which demonstrated that brand trust still correlates highly with brand value - and Havas Media's ‘Meaningful Brands’ discussed the business benefits gained by a brand when it is seen to improve our quality of life.

    What’s striking is how these key findings chime with my brand Glamour. For us, trust and purpose are key, and it is a strength clearly seen demonstrated across all magazine media. Here’s why…

    Just a couple of weeks ago, a reader wrote to me referring to her sizeable collection of Glamour magazines as her stack of bibles.

    I know, ridiculous right?

    Obviously magazines are much more sacred. Certainly to the magazine readers I know. Every day, I connect with readers who draw strength from our pages. There’s a world of information, inspiration, knowledge and power to be had within those beautiful pages and certainly my readers - over a million of them – know this.

    Private members’ club

    When you buy a magazine, you buy into your own private members’ club. Not only is it not weird in this club that you – perhaps – barely have any armpit space left for another tattoo, but, because you subscribe to Skin Deep magazine, your obsessive body-inking is not just ‘not weird’ it’s actively celebrated in that gang as THE only sane and worthy lifestyle choice.

    Your magazine validates your life choice, your faith. You’re in the club that really ‘gets’ you.

    Magazines engender trust, because we’ve really had to sweat to earn that trust and never more so than now. We can’t exist without that trust. Magazines live or die on the strength of our relationships with our readers.

    If a magazine is successful and popular, it’s because it has succeeded in being that very thing; a trusted source of knowledge, inspiration, reassurance and entertainment in a world of distraction.

    When you’re crafting a magazine, you don’t just strive to attract an audience. You are working to forge a deep, personal bond. And it IS a bond, a definite special connection between reader and magazine. Indeed, between reader and magazine editor.

    The march of social media

    You might assume this has been severed in recent years by the digital age, but this bond has only strengthened with the march of social media.

    My readers speak to me every single day. And I speak to them.

    One such reader said to me on Instagram: ‘SUCH A WONDERFUL ARTICLE.’ About a piece we did on the madness of striving for perfection. She follows that up with ‘#reasonstoloveglamour. Yes I am super lame and making that hashtag a thing’

    This email from the other day was just humbling:

    ‘Glamour was and still is my constant through my turbulent life of divorce, heartbreak and the various joys. Thank you for being there for me and many others.’

    We inspire this sort of passion and reverence from readers for their favourite medium, because they trust us.

    Trust in magazines

    Another woman wrote to me the other day, attaching her full name and address, and told me an enormous amount of detail about her sex life in response to an article in the current issue.

    WHY do people tell us this stuff? Because they trust us. And I think that’s because a magazine has the opportunity to, and really MUST, cultivate a human personality.

    We share the likes, dislikes, the hopes and stresses of our audience. And when a reader buys a magazine, they are validating that personality. Every issue we produce is a lovingly crafted, bespoke book for people we consider our friends.

    When you’ve bought a magazine, everything in its pages are crafted for YOU, its audience. There’s nothing in it that has nothing to do with you, as demonstrated by my reader with her ‘stack of bibles’.

    Of course there are some people who don’t really buy into magazines. That’s fine. Some people are cursed with poor judgement, it’s a terrible thing. But they’re not in my club. They look at something like Glamour and see a glossy, collection of pages about lipstick and shoes.

    Honesty, passion and knowledge

    But this stuff matters to our readers and they want to know it from us, because they feel like they know our editorial team personally. Our beauty director has a legion of disciples because she is very visible within her pages and personally stakes her reputation on her recommendations.

    They rate her opinions on what they should spend their cash on, because she’s very clear on her honesty, her passion for and knowledge of her subject. They know that she and the magazine knows what we’re talking about.

    This extends to every single page. If we do a feature on which car our readers should buy, they pay attention, because we are filtering all the issues around buying a car to absolutely KNOW which factors are most important to Glamour readers. We know them and they know us.

    And it extends way beyond consumerism.

    Saving lives

    I know we have saved readers’ lives. Because they trust what we tell them. If we tell them, that itch you’ve got is normal, but THAT ONE is really quite odd and you should definitely see someone about it, they do.

    Laugh if you want, but I would say in the course of my magazine career, I have had at least 20 letters from readers saying, ‘your article prompted me to go to the doctor and I caught my cancer early’.

    We run a very high-profile campaign about women and depression. A magazine doesn’t report these issues in a detached, ‘them’ ‘over there’ style of some other media. It talks to YOU. And as such, our campaign to discuss mental health has had an enormous impact.

    People sought professional help, for themselves or loved ones, because of what WE said and how we said it.

    Ability to connect

    The evidence of the power of magazines – their ability to connect with and build trust with audiences - is all around us.

    One such beautiful, glossy powerhouse I can think of is Vanity Fair, which is widely regarded as the cultural record of our times. Why? Because we trust it.

    We trust it to be accurate, informative, authoritative. And because it can be trusted, it gets access to the people of note in our age. Only a few weeks ago, they released yet another decade-defining, internet-breaking story in their cover with Caitlyn Jenner.

    For months, the world and many tabloid outlets in print, online and on TV were reporting on the spectacle of a famous male Olympic athlete who was in the process of gender transition.

    When the woman herself wanted to finally present herself for the first time? She chose a magazine.

    The real story

    There are endless sources of online titillation where the speculation is addictive. But until the subject speaks, you don’t actually get anything like the real story.

    Magazines let their interview subjects exhale. We get more of the real person because they’re not on the defensive, being freaked out by a combative, Paxman-esque interview.

    And when popular culture icons trust magazines, it only amplifies the esteem in which our audiences hold us.

    This is why Ellen Degeneres – at a time when it was an unthinkable admission – went to Time Magazine with her ‘Yep, I’m gay’ cover story.

    And this isn’t just about celebrity stories. Audiences trust magazines to get the whole, in-depth story. When the dust has settled from a breaking news story, it’s magazines that can examine a situation, in detail.

    Hats off Brand Z and Havas Media both, you were absolutely right.

  • The prevailing role of print in a 24/7 connected world
    Print formats continue to engage readers for significant amounts of time and this delivers considerable benefits for advertisers and magazine media brands that continue to deliver strong print content that is much loved by audiences.

    The prevailing role of print in a 24/7 connected world

    15 Jul 2015

    In the week that saw two different studies highlight the vibrancy of print media, David Goodchild, CEO H Bauer Publishing Limited, offers his own unique viewpoint on the power of print.

    There is no question that the evolution of magazine media from a single channel medium to a sector which is synonymous with original, trusted, premium content distributed on multiple channels, is a hugely positive change.

    The move is both growing the sectors influence and creating sustainable long term businesses for publishing which assure our healthy future and place at the centre of debates about content and changing consumer needs

    It’s become fashionable in this debate, to bash ‘the old’, which in our sectors case is the print format, while talking-up the benefits of digital screens.

    Channel mix

    It has long been my belief that reconciling the roles that all of the various channels play, and making clear to advertisers the distinct and valuable roles each contribute on a plan is where we must focus our efforts.

    We need to offer the right advice and ensure that the most appropriate channel mix and relevant audience is recommended for each brief.

    There’s much to be said for consuming content across a range of devices, and many audiences do, but it’s vital, for both readers and advertisers, that we don’t ignore the power of print magazines. This is especially true in reaching certain less fashionable audiences.

    At H Bauer we are home to some of the UK’s most popular print brands with Take a Break, the UK's number one women's brand for the last 25 years and TV Choice, the UK’s biggest-selling paid for magazine together having sold over 2.4 billion copies.

    Whilst we are undoubtedly transitioning to a future in which digital will play a more substantial role, publishers must continue to evolve their print brands to remain as relevant today as they have in the past.

    Print at the core

    Print remains at the core of everything we do as a business; we know from our readers that nothing can quite replicate the experience of opening the latest issue of their favourite magazine.

    Digital has a new role to play in encouraging reader engagement but for many brands print continues to provide readers with the emotional downtime they need from their increasingly busy lives.

    Two recent reports provide an interesting perspective on the vibrancy of print media. The first looks in detail at reader preference and the second at the relative revenues in the print market versus digital. Each report points towards a very healthy future for print magazine media.

    Let’s first look at behaviour because the latest research indicates that there remains a strong connection between readers and print formats. The UK results of a recent international survey showed 84% of people believe that they “understand and can retain or use information much better” when they read on paper (Literacy & Learning Survey 2015”, Two Sides/Toluna).

    Involved experience

    Importantly, given the involved experience we create for readers and advertisers with our print products, 79% of people are most relaxed when reading print on paper. Mobiles or smart phones were seen as a relaxing media by just 23% of people.

    This preference for print and paper as a relaxing media is universal across age groups - 77% of 18-24-year-olds strongly agree that they are “most relaxed when reading information on paper”

    This is not to say that digital formats and devices don’t play an important and different role for readers and advertisers but the research provides a timely reminder that these new formats complement and enhance our print products.

    The revenue predictions for the next five years support this argument. Far from gloomy for print magazines, these projections suggest that print revenues will dominate the magazine media industry for the foreseeable future.

    Industry buzz

    UK digital revenues across the print industries (magazine, newspaper and book) will represent just 42% of the total by 2020, according to the new Digital Consumer Publishing Forecast from Ovum/PwC. And print will remain the format of choice for readers with 62% favouring print over digital formats in 2020.

    Considered together, the two reports provide compelling evidence for the continued strength of print magazine media formats, both in terms of reader preference and revenue performance.

    They indicate that the industry buzz around digital formats is understandable but disproportionate and not reflective of the reality.

    Print formats continue to engage readers for significant amounts of time and this delivers considerable benefits for advertisers and, in turn, for magazine media brands that continue to deliver strong print content that is much loved by audiences.

  • Public NME - Iconic music brand goes free
    This is a great example of print continuing to function as an anchor role for the brand in that there’s a lot going on around it but the printed NME and its history keeps everything in place.

    Public NME - Iconic music brand goes free

    14 Jul 2015

    Amplifi's Publishing Team Exec Rob Clarke gives his personal view on what the move to make NME free means for advertisers and the iconic music brand.

    Last week NME announced it was going free, giving it a new mass audience and anchoring the printed title as an important part of the iconic magazine’s future.

    For a brand so rich in history it’s refreshing to see that with some strategic thought Time Inc. UK (NME’s publisher) has found an angle to not only preserve the rich history of the brand in its printed form but also allow it to be profitable into the future.

    The announcement sees the iconic magazine move to a free distribution model from September 2015 and increases the circulation from 15,000 to 300,000.

    The distribution model is similar to the strategy successfully adopted by other magazine titles including, Sport and Time Out, with NME issues being handed out at London tube stations, selected retailers, as well as to students at university campuses nationally.

    Harder, Better, Faster, Stronger

    To go along with the broadening of the audience there will be an increase in its content output and range with more coverage of film and other artistic pursuits.

    There will also be new original as well as curated content appearing across all platforms and an expansion of live events. Complementing these print changes NME.com will also get an overhaul with more video franchises and greater engagement with users on new social platforms.

    We have seen similar commercial turns in the publishing market successfully implemented by Time Out and the Evening Standard which went free in 2012 and 2009 respectively.

    These moves saw Time Out increase circulation from 52,000 to the 308,512 and the Standard from 235,000 to the 887,000 they are circulating today.

    Money Trees

    Looking at the numbers simply, NME’s current circulation of circa 15,000 and a cover price of £2.50 results in £39K per week in sales revenue.

    Taking into account the fact that the ad space in the magazine is going to be more valuable than it is today they would only need to sell an additional eight pages of advertising a week to recoup the loss from making the magazine available for free.

    This should be achievable given the much broader appeal to advertisers they will now have and the existing relationships Time Inc. UK has with the major media agency groups.

    Since the ABC audit was introduced, NME’s circulation peaked at 121,001 in H2 1990 - they are now looking at more than doubling that peak in print. More audience is great for advertisers but it could dilute influence with young opinion leaders.

    Touch Me

    Getting the magazine in the hands of more consumers also plays to the key traditional strengths of magazines in touch and tangibility as well as trust. This year Crowd DNA and Magnetic re-affirmed some things we inherently already knew about prints tangibility in their ‘Rules Of Attraction’ study. Of 15,000 people surveyed 9/10 agree it just feels better holding a printed copy of a magazine and 9/10 also agreeing they prefer printed versions.

    A qualitative study also returned responses that reiterated the consumers perception about trust such as: ‘I think the idea something has been committed to print suggests there's an investment that has happened before the content has even reached the reader’.

    This suggests the reader might be more likely to trust and believe opinion and articles in printed form.

    Perhaps it’s important to remember the basics of why people like consuming print in the first place, why people can feel a strong connection with and trust it and how advertisers can tap into these feelings and perceptions.

    The College Dropout

    University distribution, giving a younger consumer something they feel is relevant and can engage with, as well as being easily and habitually accessible, could have a spill over effect into their perception of and likelihood to engage with other printed media in the future.

    No doubt NME will also look at this as an opportunity to drive new consumers to online and social channels and have them further engage with content.

    This is a great example of print continuing to function as an anchor role for the brand in that there’s a lot going on around it but the printed NME and its history keeps everything in place.

    22nd Century

    There are going to be challenges as a result of going free but there are challenges in everything, print circulations in decline are a challenge for publishers and The NME has answered that one.

    This change is a positive one, it recognises there is still an audience to reach for advertisers in print, it recognises an angle to grow revenue, it recognises traditional strengths of print in touch and tangibility, it recognises print can be used to increase engagement with other channels and it recognises the wonderfully rich history of the brand.

    It would have been a real shame if the printed edition had faded away, condemned to saying goodnight in a fading light, instead of seeing a new clear blue morning.


  • The Byline: Sarah Sutton
    Marks & Spencer has a long and successful relationship with magazines across both Food and General Merchandise.

    The Byline: Sarah Sutton

    07 Jul 2015

    Sarah Sutton, Joint Head of Strategy at Mindshare, is the latest media star to feature in The Byline. Get to know her, her sneaky sneaker obsession, and the power of magazine media.

    What does that job title actually mean?
    As well as managing a team of 10 bright young strategists, and being accountable for the strategic output of the agency, I am also directly responsible for strategic communications planning across Marks & Spencer and Mazda. This means I interrogate briefs, simplify the question, find beautiful insights and generate as many creative, content and data-led ideas as possible to help solve the client’s business problem.

    Passion: (keep it clean)
    Sneakers and bicycles.

    How did you get into that?
    I joined Mindshare in 2007 to work on Nike, and whilst this fuelled my obsession with sneakers it also spanked my bank balance. Working on Nike meant I had to up my sporting prowess. Since I’m really rubbish at running, cycling became my thing, and everything is obviously better by bike.

    Tell us more…
    Other than amassing a ridiculous sneaker collection, my main achievement over the last few years has been completing a stage of the Tour de France, cycling to Paris, and completing the Pru 100 in 2014. I also did my first sprint triathlon in 2013… I think in 2016 I’ll have to break out the rubber once again and sign up for another Triathlon. Chateau-de-Chantilly anyone?

    How does magazine media help?
    Over the years I have used various training programmes from Runner’s World and Cycling Fitness. Athlete articles are a great read when you are in need of inspiration during training.

    Your fave mag brands:
    My magazine taste has changed lots over the years from Smash Hits to Hip Hop Connection, More to Company, and Grazia to Stylist. I now find myself with a subscription to Wired and Women’s health! Undoubtedly a sign of my continued search for healthy living shortcuts.

    Clients you work with:
    Marks & Spencer and Mazda.

    How does magazine media best help your clients?
    Marks & Spencer has a long and successful relationship with magazines across both Food and General Merchandise. As a modern British brand it’s increasingly important to be seen in all the right places, whether this is borrowing style credentials from Grazia for womenswear or delivering mouth-watering meal inspiration in Foodism.

    What is your favourite current magazine ad/adcampaign?
    Whilst reading this question I had instant recall on an Omega Seamaster advert which was a special inside cover on the July issue of Wired.

    Tell us a little known fact about yourself:
    I really like country music, and I loathe Christmas.


  • Cannes: Tech and content on La Croisette?
    While getting the technology right is crucial, if your content isn’t hitting the spot, you might as well not bother

    Cannes: Tech and content on La Croisette?

    01 Jul 2015

    Ella Dolphin, Group Commercial Director, Hearst UK shares what she learnt about content on the Croisette in Cannes

    So Cannes is over for another year. A lot of Rosé has been drunk, a lot of parties have been held, and a lot of Awards have been won.

    For Hearst Magazines UK, Cannes started early when two of our Editors attended Cannes Health for a session that highlighted how magazines were a new way for pharmaceutical companies to communicate health information. The thinking behind this approach is that magazine brands can influence consumers through content that informs, inspires and motivates them to take action. Which is useful in this age of self-diagnosis, when you have virtual GPs on every tablet and mobile phone.

    Two glamorous magazine editors presenting to an audience of pharmaceutical marketing experts is a not an everyday occurrence. But it’s an approach that seemed to be welcomed by the people we were talking to.

    For everyone I met, growth is at the top of the agenda and there’s no doubt that developing content that motivates and engages will help drive it.

    I’m an old hand at Cannes, and I found it fascinating to compare last year’s Cannes Lions to this year’s. The chat around Snapchat replaced the buzz around Buzzfeed. The main stage interview with Evan Spiegel, the hottest man on La Croissette, was a powerful conversation curated and lead by Joanna Coles, Editor in Chief of Cosmopolitan U.S.

    The blend of expert and entrepreneur made for an interesting conversation. Both brands are collaborating with each other to reach new audiences and revenues. The popularity of Cosmopolitan’s content on Snapchat Discover in the U.S shows the growing demand for magazine content on a variety of platforms. 

    Something new this year was the tech company yachts, which were bigger than those belonging to the advertising agencies. Nevertheless, the message from Cannes seemed to be that while getting the technology right is crucial, if your content isn’t hitting the spot, you might as well not bother.

    There were a lot of sessions held in cool beachside hubs that explored how to get content right. Creativity and gaining cut through is everything. As is moving at speed – or as it was called at Cannes, “the speed of now”  – which for anyone who works in a media business like Hearst translates to “warp speed”, and which we all need to keep on operating at, so that we keep on growing and thriving.

    Meanwhile, back at this year’s Cannes, the best session I went to was Tim Berners-Lee talking about the opportunities that Artificial Intelligence will bring all industries. Marketers listened intently to how AI can drive a more efficient and effective marketing plan. Until then, it’s our job to talk to marketers about how magazine media can help them deliver their objectives, and from what I saw in Cannes we have an increasingly relevant story to tell…

  • The Byline: James Parnum
    After running-specific stuff I love to read Vice, Crack and Wired… which sounds like a night out with Pete Doherty!

    The Byline: James Parnum

    15 Jun 2015

    In the first of the new Byline interview series James Parnum, Client Director with MG OMD, talks all things mags.

    What does that job title actually mean?
    Even after nine years in media I still have to explain to my mum what I do on a regular basis and always tell her that ‘I advise advertisers on how to spend their money’. Failing that I tell her I work for John Lewis (my main client). That seems to make her proud.

    Passion: (keep it clean)
    Rather boringly … running.

    Why did you get into that?
    A realisation that my gregarious media life had to be balanced out by a spot of exercise … now and again.

    Tell us more...
    Thanks to a little encouragement from Manning Gottlieb OMD’s own running superstar (Emma Cranston) I ran the London Marathon back to back in 2011 and 2012. I now stick to half marathons, because I really can’t be bothered with the commitment of marathon training. Having said that, my inner male pride wants to go for the hatrick!

    How does magazine media help?
    Magazines, such as Running World and Men’s Running, were incredibly useful when I was starting out, as I hadn’t a clue where to start. These titles were invaluable in helping me prepare for both marathons. I still pick them up from time to time, but I now mainly rely on their social feeds to keep me up-to-date on the latest running news, opinion articles and inspiring videos. I am also a little addicted to my Nike Running app as I have logged so many miles on it now. As a result I never leave home without my phone when I go out for any run, of any distance. Rather geekily I love a bit of running data.

    Your fave mag brands:
    After running-specific stuff I love to read Vice, Crack and Wired … which sounds like a night out with Pete Doherty!

    Clients you work with:
    John Lewis and John Lewis Insurance

    How does magazine media best help your clients?
    We use magazines all the time for John Lewis, especially for our more inspirational category campaigns for fashion and home (known as [The Edit]). Magazines are tremendous at tapping into people’s down-time and when they are reading up on their passions and interests.

    What is your favourite current magazine ad/ad campaign?
    I would say this wouldn't I but I am really loving John Lewis' The Edit - especially the fashion executions! (My lack of style is often noted!).

    Tell us a little known fact about yourself:
    I got my ‘break’ in media through Jimmy Carr after working with him on XFM.

  • A ‘sceptic’ gives Magnetic some advice

    A ‘sceptic’ gives Magnetic some advice

    12 Jun 2015

    MediaTel columnist Dominic Mills has had some harsh words for the magazine industry recently. So what would be better, we thought, than to ask him to launch our newsletter with some advice for Magnetic.

    It’s Sue Todd on the phone: “You’re a bit of a sceptic about magazines,” she says.

    Me: “Hmmm…[caught unawares]….well, you see…”

    Sue Todd: “You’ve been around the industry a bit [thanks, Sue]. Why don’t you give us the benefit of your experience, and give us a few pointers about how to engage with the industry.”

    This is nearly all true: I have been around a bit; I’ve seen a lot of media-owner marketing bodies arrive (and some fade away); I’ve seen how some have alienated their target audiences; and I have strong views on what it takes for them to succeed.

    But I wouldn’t call myself a magazine ‘sceptic’ so much as a friendly, well-intentioned, critic.

    My first reaction, when I heard about the launch of Magnetic, was: “About bloody time too. What took so long?”

    No matter. Magnetic is here, and I’m pleased.

    You see, the thing is, I like media-owner marketing bodies. They are (or should be) a force for good.

    They expand our knowledge of a particular medium; they force us to confront our prejudices; they shed light on the interplay between different media; and they help media agencies and advertisers do a better job with their media budgets.

    Ok, that’s the background. Now here’s the advice. What’s not to like?

    1. Be useful. The single most important thing Magnetic can do is be useful to its target audience of agency planners and clients. These two groups are time-poor, and they struggle to stay on top of an increasingly complex, and fast-changing, media eco-system. Give them stuff – information, inspiration, tools – that make it easy for them to put magazines on the schedule, and to justify it. 

    2. Engage with your critics. There’ll always be critics and nay-sayers. The temptation is to denigrate them as stupid or ignorant, or ignore them. Don’t let them get away with lies or mis-representations, but engage with them. Start a dialogue, not a shouting match.

    3. Be co-operative. There’s no such thing as a solus media schedule any more. Magazines are part of the schedule, not the schedule. The trick is to explain how magazines work within a schedule, or how different media fulfil different tasks. So team up with Thinkbox or Newsworks to produce joint research that helps everyone. If that doesn’t work, take a stance that is open-minded and inclusive.

    4. Be original. Yes, research is your best weapon. But there’s too much of it, and too much elicits the reaction: ‘They would say that, wouldn’t they.’ Focus on original research that throws new light on the big issues, research that is holistic and looks at the wider context. Thinkbox consistently does this; Newsworks’’ Truly, Madly Deeply’ is another example. You’ve made a good start with The Rules of Attraction’.

    (ii) Don’t become the default research arm for your stakeholders. If you allow yourself to become the default research arm for your shareholders, you’ll alienate your audience. If Bauer wants to do research into men, Hearst into women women or Haymarket into car buying, let them. That’s their job, not yours. 

    5. Get a pet anthropologist or neuroscientist. Neuroscience is hot these days, and from what I’ve seen, really helpful. Behavioural economics is big too. As far as I understand, anthropology is the discipline that can bring the two together. Hire one or the other, and get them to do something original for you. Then feed it to brand and media planners. They love it. It makes them look clever.

    6. Be emotional. Rational argument, backed by stats, only gets you so far. If the audience feels like it’s being battered to death, it’s counter-productive. Focus on finding emotional reasons for magazines. Seduction opens the door, stats can close the deal.

    7. Define your territory. Magnetic is a good name – it hints at magazines, but also at an irresistible pull of something else. This is good. You don’t want to be tied down to print. Thinkbox is more than TV, and Newsworks has successfully redefined its space to include digital. The decision by the AA/Warc survey of digital spend to break out the proportion going to digital extensions of magazines, radio, TV and newspapers, rather than grouping all digital spend as one amorphous mass, will help you in your efforts.

    8. Focus on context. As they chase the connected consumer round their devices, media agencies are obsessed with context. It’s what you’ve got in spades. So focus on it. But be warned: you’re not the only medium that does context, so either find something new to say, or co-operate with other providers of context.

    9. Content is a strong card. Play it. Along with context, everybody’s obsessing about content. As with context, you’re not the only medium that does content.  But more and more entities claim they ‘do content’ (ie media agencies, digital shops, PR agencies etc), there’s a danger It’s viewed as one commoditised mass. Remind your audience that not all content is created equal, and tell them why your content is different.  Show them how great content builds strong communities.  

    10. Hire a tough, independent-minded chairman (ok, you can tick that box because they don’t come tougher than this fella). The chairman’s job is to keep you out of the inevitable dogfights that occur with multiple stakeholders (not to mention your seven shareholders), and stop you getting dragged into stuff you shouldn’t be doing (see 4. (ii)) such as sector-specific research or JICS/NRS stuff. The chairman’s job is to clear the way and allow you to do your job.

    That’s it. I, and many others, will be following your progress closely.

    I’m confident you will succeed.

    Dominic Mills writes the Mills on Monday column for Mediatel and is a former Editor and Editorial Director of Campaign.

  • Bound By Passions: Jon Wilkins
    I know I'm not just here to plug magazines, but I do read Mojo and it's important to me. Magazines are as a whole.

    Bound By Passions: Jon Wilkins

    10 Jun 2015

    Jon Wilkins, Chairman, Karmarama talks to MOJO Editor-in-Chief Phil Alexander about his passion for music.

    Away from work, in what way are you music obsessive?
    It's an ongoing thing. I try to see live music every week. I read Mojo and get every issue of it. Even when I was in Australia where it cost $25. Rather tragically I tend to rip out all the reviews. Pick out what sounds interesting. Then I order the whole lot. If it's someone I really like such as Paul Weller, I buy the box set, the T-shirt, even the book.

    Where does your interest in music come from?
    My dad’s a musician and I remember hearing jazz music and Rubber Soul in the house. But it was punk that really got me into music. I remember Grease the movie coming out. All the kids were into that, but I got a copy of Ian Dury’s ‘New Boots and Panties’. While all the other kids were singing ‘Summer Nights’ I was constantly playing that in the playground on a tape recorder and becoming something of a loner.

    How has music shaped you?
    It's definitely the most important thing in my life outside of my family and friends. I was due to speak at a conference and realised that it clashed with Noel Gallagher gig. I had to cancel the conference.
    Music can be simple and relaxing, but it can also be really spiritual. On another level it can trigger memories or it can just be escapism.

    How do you keep up-to-date with music?
    I know I'm not just here to plug magazines, but I do read Mojo and it's important to me. Magazines are as a whole. I’m also friends with Gilles Peterson and he turns me on to a lot of things. So I use reviews and recommendations from friends.

  • Let's shout louder about inspiring creative excellence
    Whenever you get a chance, step outside the day-to-day transactional reality with clients and chat about inspirational advertising ideas.

    Let's shout louder about inspiring creative excellence

    01 Jun 2015

    The use of creativity as a competitive weapon has never been more important, argues Magnetic CEO Sue Todd.

    Dentsu Aegis Network's recent acquisition of John Brown Media was a stunning endorsement of the strength of magazine media, with the media network planning to integrate John Brown's expertise into its iProspect business, growing richer search campaigns by offering the incentive of compelling content.

    Hearst's recent win of the Asda content account, plus the launch of cultural creative agency ADVENTURE by Bauer Media and Time Inc. UK's content division, are all symbols of the dynamism and innovation in magazine media, which is part of a thriving publishing sector that contributes £10 billion to the UK economy and creates 231,000 jobs.

    More than this, magazines have always helped to grow and inspire audiences through ideas, craft, and design.

    Our most recent study of 15,000 magazine readers' motivations and habits, called 'The Rules of Attraction', uncovered that 83% of readers agree the content gives them ideas and inspiration.

    Publishers have always cared about great content and strong advertising creative plays a significant part in this.

    Ads for magazine readers are an intrinsic part of the audience experience and are the most welcomed format, according to research that shows that more UK consumers prefer to look at ads in print magazines than any other media (Adobe, 'Click Here: The State of Online Advertising').

    This close relationship between advertising creativity and audience explains why publishers have a vested interest in best-in-class advertising quality and are passionate about the ads that they carry - a commitment which encourages higher creative standards.

    The D&AD awards provide a showcase for this creativity and it was fantastic to see some strong magazine media ad campaigns recognised just last month.

    Leo Burnett's collaboration with Cosmopolitan to create the 'Suffocation' campaign on behalf of victim support charity Karma Nirvana won a D&AD pencil.

    The work featured a plastic wraparound cover, encasing an image of a woman apparently being suffocated. A great example of creativity inspiring action in a passionate audience.

    In a more playful vein, adam&eveDDB's 'Bad Fit' campaign for Harvey Nichols was lauded by D&AD judges.

    The work built on the audience's close relationship to fashion advertising, twisting expectations of traditional creative by featuring models in ill-fitting clothes.

    Us fashion lovers were left in little doubt that we "best get there early" to bag the clothes that actually did fit.

    While these examples show brands taking ownership and producing amazing creativity to inspire an audience, there's still work to do in encouraging more of the same.
    I was reminded of this when I interviewed Cilla Snowball, the group chairman and group CEO of AMV BBDO, in a session at the recent PPA Festival of Magazine Media.

    Cilla is a strong believer in using the power of magazine media to connect with consumers and shared her views on how we can make this best happen as an industry.

    "Never stop obsessing about the best creative work" is essentially Cilla's mantra and has informed long-running campaigns for AMV clients including The Economist, Sainsbury's and Guinness.

    A great example is the Sainsbury's 'Make your roast go further' campaign, which helped consumers keep the Sunday roast at the centre of family life, ensuring that Sainsbury's offered a unique and useful perspective to its audience.

    Whilst Cilla acknowledged that the world of creativity and content has changed hugely over recent years, she reinforced the message that the ability to use creativity as a competitive weapon has not.

    The world of content may be complicated, but excellent work will always be excellent work.

    In a comment that chimed with the logic of the Dentsu Aegis/John Brown deal, Cilla said of the ad agency's role: "There's no shortage of data, there's an algorithm for everything. But we need to remember our humanity, ferret out key insights and execute great work."

    There's a lesson there for all of us in the media world. Let's never forget to celebrate creativity.

    Cilla impressed upon the audience that media owners, media agencies and creative agencies need to do everything possible to showcase their creativity - it's on us to show our ideas. Her big tip to publishers: "Don't be afraid to share the work you're most proud of."

    The whole media industry needs to focus on the solutions that it has created. So let's be proud and stand tall, shout at the top of our voices about the incredible and innovative work that is around us.

    On one level we need to keep entering awards, because awarded work is highly likely to drive market share.

    But, most of all, do not be shy about celebrating advertising excellence that engages audiences.

    And, whenever you get a chance, step outside the day-to-day transactional reality with clients and have a chat about inspirational advertising ideas.

  • Immersion

    Download the Rule of Attraction on Immersion

    Readers immerse themselves more in magazine media, creating valuable moments of escapism.

    “For advertisers, the most extraordinary thing about the magazine environment is that not only is there a relevant audience in place, but there is an audience fully-engaged, engaged in a way that almost no other media can achieve.”

    “We all know that when we pick up a magazine, that we actually spend real time consuming it and we’re truly immersed in it. We tend to be quite focused on it. We’re not simultaneously doing half a dozen other things.”

    — Douglas McCabe, CEO, Enders Analysis

  • Inspiration

    Download the Rule of Attraction on Inspiration

    Readers take the greatest inspiration from magazine media.

    “Magazines offer content that is second to none. There isn’t any other format that actually gets people more inspired.”

    — Verra Buimlija, Chief Strategy Officer, MEC

  • Belonging

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    Readers identify with magazine brands, creating a sense of belonging and feelings of loyalty and trust.

    “A sense of community arises because the magazine is about something and that content is extraordinarily important in creating a connection between people... digital really allows that community to be opened up and shared in a way that print could only dream of.”

    — Douglas McCabe, CEO, Enders Analysis

  • Stature

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    Magazine brands deliver high quality, relevant content in a trusted environment, giving them unparalled stature.

    “What’s interesting about magazines is that they know more about content than anybody. They’ve been doing it for decades.”

    — Clare Peters, Planning Director, MGOMD

    “What magazines are absolutely brilliant at is creating an atmosphere for consumers. First of all they create a space of real relevance for consumers. Beyond that they provide the highest quality content for them. The combination of that is incredibly powerful.”

    — Douglas McCabe, CEO, Enders Analysis

  • Growth

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    Magazine media is reaching more people via more platforms

    “What an exciting time for the magazine industry. It’s moving from quite a static medium to something more dynamic.”

    “We’re not seeing magazines in silos any more. The fact you can bake in social... additional content that can sit alongside the paper format is hugely exciting for clients.”

    — Verra Buimlija, Chief Strategy Officer, MEC

  • Influence

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    The influence of magazine media is growing.

    “We know that magazine brands have a huge influence on the way people think and on the purchasing decisions they make.”

    — Clare Peters, Planning Director, MGOMD

    “We know they are a trusted source of information so that helps to get our (client’s) brands in a trusted environment and that’s a good thing.”

    — Jane Wolfson, Head of Commercial Strategy, Initiative

    “The big thing about magazines is that people trust magazines. You can’t say that about all media channels.”

    — Dom Williams, Chief Trading Officer, Amplifi