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


  • Millennials shaping the luxury market

    Millennials shaping the luxury market

    04 Feb 2016

    Millennials are changing the shape of the luxury market in the UK, according to a new study.

    The New Language of Luxury survey, commissioned on behalf of Hearst Magazines UK and media agency M2M, was conducted by Acacia Avenue.

    It found that the definition of luxury has shifted and broadened among consumers of luxury brands.

    The study also highlighted that the definition of luxury shifts dramatically according to age and life stage, with significant differences in how Millennials, (aged 20-early 30’s) and Boomers, (Mid 50’s–65) explore and consume luxury brands.

    Meanwhile, it found that younger consumers (14%) cared more about the ethical and environmental impact of luxury brands compared to just 3% of Boomers.

    Over a fifth (21%) of Millennials see luxury as “fun” compared to 12% of Boomers and the same percentage of Millennials interpret luxury as “personalised” compared to 15% of boomers.

    Anna Jones, CEO of Hearst Magazines UK, said: “With the vast amount of content now available, it is understandable that more than ever, consumers need a quality edit from sources they can trust.

    “We aim to do this for our audiences every day so it is encouraging to see the results of this project showing the vital role magazine brands continue to play in the luxury sector.”

    Alistair MacCallum, CEO of M2M, said: “This research has demonstrated how perceptions of luxury are changing.

    “As such it reinforces our belief that now, more than ever, luxury brands need to challenge themselves with how they approach marketing, if they are to stay relevant to these different audiences."


  • VOGUE records highest number of Ad pages ever

    VOGUE records highest number of Ad pages ever

    04 Feb 2016

    VOGUE has announced it has set a new advertising record in its March 2016 issue.

    The latest edition of the luxury fashion bible contains 275 advertising pages - an increase of 27 pages year-on-year and the largest number in the history of the magazine.

    Stephen Quinn, Vogue’s Publishing Director, said: “We are noticing a significant bounce from the announcement of our centenary plans.

    "March surprised us all, it is a magnificent beginning to the centenary and the response from the fashion and beauty world proves that Vogue remains the definitive fashion magazine, with print still very much at its heart.”

    Brands advertising in Vogue for the first time this month include Christopher Kane and ba&sh.

    There are also twelve advertisers new to the March issue including Apple Watch, Marni, Marc Jacobs Beauty, UBS, Issey Miyake and Mango.

    The March issue will be supported by an advertising campaign comprising adverts in The Times and the London Evening Standard.

    On sale from today, the issue is the International Collections Special and features Edie Campbell on the cover.

  • Time Inc. UK and L’Oréal Luxe pioneer new mobile beauty service

    Time Inc. UK and L’Oréal Luxe pioneer new mobile beauty service

    02 Feb 2016

    Time Inc. UK has teamed up with L’Oréal Luxe to launch a new personalised beauty service for mobile.

    Powder provides personalised editorial content and product recommendations, according to users’ needs as well as tailored beauty boxes.

    It also offers new opportunities for commercial partners, such as highly targeted product sampling in addition to native advertising and targeted advertising campaigns.

    Visitors to Powder create their own personal beauty profile, which allows the service to deliver bespoke advice and product recommendations.

    L’Oréal Luxe Managing Director Amandine Ohayon said: “The decision to partner with Time Inc. during the development and launch stage of Powder was a tactical one for L’Oréal Luxe.

    “Having enjoyed a long-standing partnership with many of Time Inc.’s titles, Powder was presented as an opportunity to test a new venture online across a range of brands within our portfolio.

    “A tailored, personalised approach to beauty on mobile was what interested us and we have gained deeper insight into customer behaviour as a result.”

    Marcus Rich, Time Inc. UK’s CEO, added: “Powder signifies a step change in the way we deliver products and services that engage our consumer and commercial audiences.

    “It’s an excellent example of us combining our traditional strengths in the beauty sector with technology to transform our business.”

  • Matalan and Grazia unveil Souluxe multi-platform campaign

    Matalan and Grazia unveil Souluxe multi-platform campaign

    01 Feb 2016

    Matalan and Grazia have launched a multi-platform campaign to promote the retailer’s active wear ‘Souluxe’ brand.

    Looking to target 24-45 stylish, affluent women, Matalan is partnering with Grazia to create a 40-page fitness supplement that will be inserted into the centre of Grazia’s current edition.

    The fitness special will include features such as 147 ways to have a happy and healthy 2016, in-depth shopping pieces showcasing the Souluxe range, new fitness trends, meditation techniques, the latest apps, upcoming gadgets, recipes and holiday destinations.

    Over 500,000 copies of the fitness supplement will be distributed throughout Matalan stores in the UK, throughout January and February.

    The editions will feature an exclusive cover shot using only Souluxe products. There will also be Grazia branding in-store at cashier desks and on the Matalan website.

    Clare Chamberlain, Sales Director, Magazines, said: “This partnership with Matalan is a perfect example of how we can work with clients and our influential brands to create standout, unique, commercial solutions.

    “Our in-depth audience understanding allows us to deliver Matalan’s target of 24-45 stylish, affluent women – a group we know have strong engagement with Grazia in all its forms.”

  • Teamrock to create content for Spotify

    Teamrock to create content for Spotify

    01 Feb 2016

    TeamRock is creating a series of programmes and podcasts from its rock magazine portfolio for Spotify.

    The first commission is the Metal Hammer show and comes as the magazine celebrates its 30th anniversary.

    Named Metal Hammer: In Residence, the show will have exclusive access to top-flight artists, feature topical discussions by the magazine's team of experts, as well as exclusive tracks from artists from around the globe.

    Spotify Head of Original Content UK Rob Fitzpatrick said: “In Residence shows are On Demand Podcast-style radio shows presented by hand-picked artists and editorial masters who have a trusted, super-informed and utterly authentic voice within their field.

    “Each one is hand-picked by Spotify's Original Content team in recognition of their proven skills in finding, exploring and explaining the very best music around.

    “We are thrilled to add the brilliant team at Metal Hammer, whose dedication to unearthing the planet's most heavyweight sounds over the last 30 years been proved second to none.”

    Metal Hammer: In Residence is monthly and launches in February.


  • Clarins and Stylist join forces to launch new editorial franchise

    Clarins and Stylist join forces to launch new editorial franchise

    26 Jan 2016

    Shortlist Media, media agency Blue 449 and Clarins have launched ‘Year of You’ – a year-long initiative to encourage women to make time for positive life changes in 2016.

    Every month the Stylist team will rally its audience of 2.3m readers, email subscribers and online users to invest time in one area of their lives.

    Monthly themes will range from achieving contentment to giving your career an MOT.

    Tara Mendelsohn for Blue 449 said: “Clarins is committed to helping women find more time to fulfil their life ambitions and unlock the key to inner happiness.

    “Stylist’s positive and dynamic editorial attitude makes it the perfect partner for our “Year of You” partnership, a brilliant example of Open Source collaboration for the greater good.”

    Stylist Editor-in-Chief Lisa Smosarski added: “It’s truly exciting for Stylist to be embarking on this cross platform campaign, which has the power to radically improve women’s wellbeing in 2016.

    “And with its long-standing commitment to promoting balance and happiness, Clarins makes a fitting partner in our quest to motivate positive change this year."


  • Uncut publishes David Bowie special memorial issue

    Uncut publishes David Bowie special memorial issue

    22 Jan 2016

    Uncut has published a commemorative special issue dedicated to the late rock legend David Bowie.

    This definitive tribute includes a 5,000 word obituary from acclaimed author and Uncut contributor David Cavanagh, which appraises Bowie’s legacy.

    Editorial also includes touching interviews with some of Bowie’s key collaborators from the past 45 years.

    The memorial cover features the iconic black and white image of Bowie entitled ‘The Archer’, reputedly one of his favourite images of himself.

    To complement the special, Uncut has reprinted its deluxe edition of the Ultimate Music Guide honouring Bowie’s legacy, which was one of the bestselling editions from 2015.

    The issue includes classic interviews with Bowie from throughout his career unearthed from the NME, Melody Maker and Uncut archives, along with in-depth reviews of his 26 albums.

    John Mulvey, Editor of Uncut, said: “Like so many people, last week was tough for everyone at Uncut. I’m hugely proud of the work the team has done to produce this David Bowie memorial issue, and feel very fortunate that we’re able to publish an obituary with the scope, erudition and emotional heft.

    “We’ve also made our Ultimate Music Guide to Bowie available again. Hopefully, together, they’re a fitting tribute to an artist who will always cast a giant shadow over Uncut’s world.”

    Both issues are on sale now, Uncut is priced at £4.99 and the Ultimate Music Guide is priced at £9.99.


  • Hearst Magazines UK launches new digital ad platform

    Hearst Magazines UK launches new digital ad platform

    19 Jan 2016

    Hearst Magazines UK is launching a new digital advertising product that enables commercial partners to inhabit the same spaces as editorial content.

    Shared Spaces has been a key revenue driver for Hearst Digital Media since its launch in the U.S. in January 2014.

    The new initiative is powered by Hearst’s global propriety technology platform, MediaOS, which integrates tools that seamlessly publish and distribute editorial and commercial content.

    The platform provides commercial partners with integrated ad formats, which are positioned in areas of the page with the highest user engagement.

    It also provides editorial teams with instant audience insight and data to ensure that audiences are served the right content at the right time.

    Shared Spaces will also utilise the publisher's expertise in developing engaged communities for its brands on social platforms - social audiences across the network have grown by 63% in the past year.

    Meanwhile, Hearst has also created a new Content Studio, that will produce content for native advertising campaigns.

    It will provide commercial partners with access to Hearst’s editorial teams, so that clients can benefit from creativity along with the deep audience insight that the teams have.

    Anna Jones, Chief Executive Officer of Hearst Magazines UK, said: “We are really excited about the opportunities that the launch of Shared Spaces and the continued roll out of MediaOS bring to us and our clients.

    "They will allow our talented editors and our commercial partners to get even closer to their consumers with engaging and memorable content. This combined with our powerful and trusted brands, will bring much needed cut-through to a cluttered market.”

  • Coming Soon... Spark North

    Coming Soon... Spark North

    19 Jan 2016

    Magnetic is set to host a new event this March to promote the benefits of magazine media to an audience of brands and agencies.

    Spark North, which will be held in Manchester, follows the successful Spark 2015 event that took place at 8 Northumberland Avenue in London last October.

    The full speaker line-up and event details will be announced shortly, but to register your interest in the meantime, get in touch by emailing us via hello@magnetic.media.

    Spark 2015 boasted a top panel of speakers and contributors from the worlds of advertising and media, providing fresh ideas and insight on how to meet today’s marketing challenges.

    Further announcements on the key themes and speakers will follow shortly.

    How can brands, agencies and publishers work together to deliver the most compelling content and effective advertising solutions?

    Find out at Spark North…


  • Time Inc. UK launches new millennials ad opportunity for brands

    Time Inc. UK launches new millennials ad opportunity for brands

    18 Jan 2016

    Time Inc. UK has created a new advertising opportunity for brands wanting to engage with millennials.

    listforlife.net is a new source of inspiration and practical career advice for 18-34 year-olds, which helps to guide them towards careers and vocations.

    Emerging from Time Inc. UK’s Innovation Lab, the site includes success stories from peers along with advice, tips and life hacks. Wellbeing and lifestyle content, including travel, also forms a key theme.

    Paul Cheal, Managing Director, Innovation Group, Time Inc. UK. said: “We are targeting switched-on, engaged, gender neutral 18-34s while offering commercial partners, across categories including lifestyle, travel, recruitment and finance, new opportunities to engage this growing audience.

    “This is an agile new content proposition which has been launched in the space of months, using insight to quickly validate the concept and then bring itto market.”

    The launch will be supported with an NME cover wrap on 29 January issue, which will form a competition across NME’s social channels, along with a takeover of the NME.COM homepage.

  • Dermot O’Leary appointed Contributing Editor of GQ

    Dermot O’Leary appointed Contributing Editor of GQ

    11 Jan 2016

    Dermot O’Leary is joining British GQ as a Contributing Editor.

    O’Leary made his debut as a writer for GQ in 2015 and is an Ambassador for London Collections Men, which GQ partners.

    He first came to prominence as part of the original presenting line-up of Channel 4's T4 strand and is best known for being the presenter of The X Factor on ITV, a position he held for eight series between 2007 and 2014.

    On January 20 he will be hosting the National Television Awards, whilst his latest primetime entertainment show Getaway Car launches on BBC1 later this month.

    “As an long time avid reader of GQ, I'm delighted and humbled to be joining the team as Contributing Editor,” said O’Leary.

    “I’m really looking forward to more writing, interviewing some unique people and supporting more LCM events. Oh, and the occasional spot of lunch.”

  • New healthy eating magazine launches

    New healthy eating magazine launches

    08 Jan 2016

    Content agency River has announced the launch of its own magazine brand called Eat Healthy.

    The title builds on River's experience in the health and food sectors, and is targeted at people looking to eat healthily "with maximum taste and variety, minimum time and effort".

    It is driven by a print magazine that will be complemented by a digital content strategy.

    Eat Healthy includes user-friendly recipes, expert advice and bite-sized tips, including four free tear-out-and-keep ‘Cheat Healthy’ recipe cards, giving readers quick-and-easy meal ideas which require no more than five ingredients.

    The launch issue features a cover flap, setting out what makes the brand different.

    Every subsequent issue will feature a gatefold cover that takes the cover recipe and extends it with accompanying recipes for a meal to share with family or friends.

    Eat Healthy's content will also be available via Facebook, Twitter, Instagram and Pinterest.

    Editor Ceri Moorhouse, who formerly edited Natural Health, Your Fitness, and Great British Food, said: “Interest in healthy eating is huge and growing, and with so many new names and products launching all the time, it's a massively exciting time to be heading up a new healthy eating magazine and working so closely with some great experts and brands.”

    Claire Irvin, Editorial Content Director at River, added: "The launch of Eat Healthy is a bold and exciting move, based on River’s in-depth experience of the health and food markets.

    “It also underlines our belief in print as a dynamic part of the omni-channel content mix.

    "Combined with a lively, targeted and inclusive digital strategy, we are looking forward to celebrating Eat Healthy’s success with some of its delicious and unique recipes.”

  • Time Out London and British Airways agree complete media takeover

    Time Out London and British Airways agree complete media takeover

    06 Jan 2016

    British Airways has taken over all the advertising space in Time Out London’s first issue of 2016 in a UK media first.

    To help Londoners beat the January blues, the Time Out Creative Solutions team has worked with British Airways to produce an advertising campaign that integrates with its editorial content.

    The campaign promotes the destinations and offers featured in British Airways January sale covering both flights and holidays across the world.

    The lead story will be dedicated to helping Time Out readers discover the best things to do in London, the UK and the rest of the world in 2016.

    The takeover will be supported by tactical advertising on Sundays throughout January at timeout.com, which British Airways Insight team has isolated as a key booking day.

    Adam Harris, International Creative Director at Time Out, said: “We’ve been working with British Airways on big brand campaigns like this for the past two years, and this campaign is our most ambitious to date.

    “By integrating our advertising with the trusted content of Time Out London, we’re confident that our British Airways January Sale partnership will be one of our most engaging campaigns to date.”


  • Hearst Magazines UK creates Good Living for Asda

    Hearst Magazines UK creates Good Living for Asda

    04 Jan 2016

    Hearst Magazines UK is relaunching Asda’s in-store magazine under a new brand.

    Good Living is the relaunch of the largest customer publication in the UK and follows six months of extensive research and development after Hearst was awarded the content account for Asda.

    Hearst Made, the publisher’s content partnerships division, will launch Good Living in January to 2.1m customers.

    The multi-platform brand will focus on putting the consumer first and creating fun content for the family.

    It will span print, online, mobile, social media and events.

    Judith Secombe, Group Publishing Director, Hearst Made, said: “As an established consumer publishing house we are excited to be moving into the branded content arena and creating a new magazine for such a high profile client.

    “Good Living has its own look and feel that is linked to the Asda brand but which has a strong tone and design ethos of its own.”

    Claire Harrison-Church, VP Marketing & Own Brand, Asda, added: “Asda Magazine was already a hugely successful publication, the largest read women’s magazine in the UK, but our desire was to transform it into a multi-platform content hub to reach an even wider audience.

    “Good Living perfectly portrays our fun, family friendly ethos as a brand and gives us the opportunity to talk more widely, and more often, to our customers.”

    Meanwhile, Hearst Made has made several new appointments to its Good Living editorial team.

    Ally Oliver, a freelance editorial consultant and former Development Editor of Hello! Fashion Monthly, will join Good Living as Editor this month.

    Hannah Barr, former Senior Features Writer at Fabulous, has been made Commissioning Editor; Heledd Williams has joined the editorial team as Chief Sub-Editor from digital content agency AnalogFolk, and Kate Matharu, formerly Web Editor of Prima, has been appointed Digital Director.

    Anna Saccone Joly, a vlogger with a huge fan-base, will write a monthly column for Good Living.


  • Glamour launches beauty festival with Fiat as partner

    Glamour launches beauty festival with Fiat as partner

    21 Dec 2015

    British Glamour has announced it will launch The Glamour Beauty Festival in association with Fiat, which will debut in March 2016.

    The two-day event will take place at the Saatchi gallery and will feature treatments, tutorials, celebrity guest speakers, masterclasses and free gifts.

    Confirmed brands taking part in the festival so far include Agent Provocateur, Annick Goutal, Benefit, Balance Me, Elie Saab, Elizabeth Arden, Garnier, GHD, Illamasqua, Jimmy Choo, Lancôme, Laura Mercier, Liz Earle, Nars, OPI, Redken, Rimmel and Sally Hansen.

    Further brands will be announced in due course.

    Jamie Jouning, Publishing Director of Glamour, said: “Glamour readers are passionate about beauty, with 97% owning premium beauty brands and spending nearly £250 million on beauty in the last 12 month period.

    “We are extremely excited about working with some of the world’s most prestigious beauty houses, helping them to create a unique and personalised experience for our beauty obsessed audience.

    “Our partnership with Fiat is the icing on the cake, enabling us to develop and enhance the concept in a meaningful and truly celebratory manner.”

    Lucia Pennesi, Head of Marketing of Fiat UK, added: “When Glamour approached us it was almost fate as the Fiat 500 has always been linked to style and beauty, so we are very excited to be partnering with the team.”


  • Cosmopolitan partners with prestigious cosmetics brands to launch inclusive beauty campaign

    Cosmopolitan partners with prestigious cosmetics brands to launch inclusive beauty campaign

    18 Dec 2015

    Cosmopolitan has partnered with four beauty brands - Origins, DKNY, Clinique and Smashbox - to launch a national multi-platform beauty campaign to celebrate and champion inclusivity and diversity in the UK.

    The #IamBeauty campaign will launch in January with the aim of creating the UK’s first ever ‘Beauty Portrait’.

    Cosmopolitan will commission a series of influential photographers to capture the diversity of beauty by taking candid images of women in five cities across the UK that will be shared across various social media platforms.

    Women will also be encouraged to share their own beauty portraits on social networks.

    Cosmopolitan will support #IamBeauty through editorial promotion on multiple platforms to raise awareness of the campaign and inspire participation.

    Origins, DKNY, Clinique and Smashbox will feature in all ethnic fashion and beauty stories in the magazine as well as in a number of online native stories. The Cosmopolitan editorial team will also test these brands in their Beauty Lab.

    The initiative will culminate in a unique inspirational beauty exhibition in London that will showcase all #IamBeauty portraits.

    The exhibition will feature each brand’s cosmetic booths and Cosmopolitan editorial panel reviews. The event will be filmed and shared on Cosmopolitan and brand marketing channels.

    The cities featured in the campaign will include London, Birmingham, Manchester, Glasgow and Liverpool.

    Duncan Chater, Group Publishing Director, Cosmopolitan, said: “Cosmopolitan is the world’s number one women’s magazine brand for millenials and through this multi-platform partnership with Origins, DKNY, Clinique and Smashbox we will be able to reach our highly engaged audience through integrated collaborations and innovative digital solutions."

  • FourFourTwo and Haymarket Network launch Football Inc.

    FourFourTwo and Haymarket Network launch Football Inc.

    04 Dec 2015

    FourFourTwo and Haymarket Network have launched a bespoke football agency service.

    Football Inc. is designed to work with any stakeholder and offers a complete suite of services from content strategy and consultancy, multimedia and multi-platform content creation, social media strategy and execution through to live activations.

    Andy Jackson, Global Commercial Director said: “Over the last five years we’ve seen a steady shift in the nature of our relationships with our commercial partners moving from advertising-led executions to content-driven programs.

    “Our partners now have their own media channels and audiences to engage and so the conversation has naturally progressed to us becoming a content provider for them.

    “The launch of Football Inc. is a reflection of that change in the commercial landscape allowing us to offer a media-neutral service to a core group of partners.

    “Nobody knows and understands football like us or brings the insight we can bring having produced world-class football content for the last 21 years.”

    Football Inc. will offer global solutions for clients with football content production and distribution expertise based in Europe, Asia and Australia.

  • Looks unveils Simply Be partnership

    Looks unveils Simply Be partnership

    01 Dec 2015

    Look has partnered with Simply Be to launch its first-ever model cover.

    Cover star Ali Tate wears Simply Be and is one of the winners of the Lorraine and Look supermodel competition in 2011.

    As part of the partnership, Look’s eight-page fashion spread features Tate wearing head-to-toe Simply Be in two shots and showcases one key piece from the range in two other looks.

    The fashion feature closes with a double page promotion, shot by the Look editorial team.

    Polly Wakelin, Simply Be Brand team, said: “At Simply Be we are always looking for ways to showcase perfect-fitting fashion and celebrate confident curves so when Look magazine approached us with this unique opportunity to appear on the cover, damn right we said yes!

    “We are really excited about this collaboration.”

    Lucy Gugas, Time Inc.UK Creative and Digital Director, added: “Look is all about making great fashion accessible to women regardless of shape, size or budget, so this collaboration with Simply Be is a perfect fit.

    “It is a great collaboration that makes use of Look’s fashion expertise and editorial talent to create a unique campaign that celebrates the Simply Be range.”

    The issue is on sale now and will be supported by a 20% reader discount on the cover.

  • Haymarket Network launches The Locker

    Haymarket Network launches The Locker

    24 Nov 2015

    Haymarket Network has created a consumer-style fitness and lifestyle magazine – The Locker – to aid recruitment for The British Army.

    Haymarket Network has created a consumer-style fitness and lifestyle magazine – The Locker – to aid recruitment for The British Army.

    The Locker’s eclectic mix of content promotes the lifestyle element of an Army career, with in-depth features about fitness and life skills, alongside more general content about fashion, tech and entertainment. A dedicated section focuses more directly on the many opportunities and benefits offered by the Army, as well as explaining what day-to-day Army life is like.

    Haymarket Network who have a 15-year relationship with the British Army, is also helping to distribute the 350,000 print-run of The Locker. Alongside conventional distribution in Army careers centres and at recruiting events, The Locker will be placed in gyms, surgeries, job centres, universities and hotels, and will also be bagged with the December edition of Forever Sports magazine, available in Sports Direct stores, at SportsDirect.com and on the newsstand.

     The Locker’s content, along with a series of behind-the-scenes videos, will also be re-purposed and distributed across all The Army’s social channels, maximising its opportunity to be seen and shared amongst the target audience.

     “We’ve been proud to support Army recruiting for over 15 years, bringing the organisation to life with straight-talking stories of ordinary people doing extraordinary things, and enabling young people to aspire to these role models,” said Andrew Taplin, Managing Director of Haymarket Network. 

     “The Locker and its associated digital expressions, gives a contemporary feel to this self-same role, and will help to build a more complete picture of Army life for prospects and for their friends and family.”



  • Immediate Media Co acquires TV and Online ecommerce platform Jewellery Maker

    Immediate Media Co acquires TV and Online ecommerce platform Jewellery Maker

    23 Nov 2015

    New TV shopping platform for Immediate to marry content & commerce.
    Immediate Media Co agreed to acquire ‘Jewellery Maker’, a leading TV and online ecommerce platform, from The Genuine Gemstone Company.

    Founded in 2010, Jewellery Maker is a major craft transactional brand, and is the only UK TV shopping channel devoted to people who make their own jewellery; whether for personal use, gifts or for resale. The Midlands-based company has a staff of over 100 people.

    The Jewellery Maker TV channel broadcasts 24 hours a day on Sky Channel 665, Virgin Channel 756 and Freesat Channel 807, and on Freeview Channel 76. The brand’s website, www.jewellerymaker.com, live streams all programming, as well as providing a raft of video tutorials and workshops.

    Immediate already reaches over 18 million UK consumers monthly through its magazine media brands across a range of special interest sectors, including Food, Cycling, Parenting, Weddings and Craft. In the Craft sector alone Immediate reaches over two million passionate and active crafters each month across its current content platforms.

    The acquisition of a TV shopping business is a significant step in Immediate’s roadmap to drive growth and adjacent revenue opportunities as part of its platform strategy.

    Immediate CEO Tom Bureau says: “Immediate is focused on unlocking value from highly engaged special interest audiences across a range of technology platforms and business models. We look for opportunities where there is deep engagement with audiences, where we can quickly integrate the technology and business model, and where there is real growth potential. Jewellery Maker, and the platform and systems that are part of this deal, ticks all those boxes.

    “The Genuine Gemstone Company is a market leader in TV shopping, and ecommerce, and we’re tremendously excited about working with Jewellery Maker’s talented team. We already reach over two million active crafters in a UK market, which we know is worth over £3bn in retail. Jewellery Maker will help us develop our transactional capability, and build-out a new TV shopping opportunity for Immediate.”

    Steve Bennett, CEO of The Genuine Gemstone Company, adds: “We are delighted to announce the upcoming sale of Jewellery Maker to Immediate. Our great team of jewellery making experts, combined with the reach of Immediate, will help accelerate the growth of this fantastic business.”

    The acquisition is scheduled for completion by early December.




  • VO5 in first native cover with Look

    VO5 in first native cover with Look

    17 Nov 2015

    Fashion weekly Look has published its first native cover, as part of its ‘Be Beautiful’ month. In a partnership with VO5, the ‘Be Beautiful Hair’ issue cover features VO5’s new Creation Hairsprays.

    The ‘Be Beautiful Hair’ issue’s native cover trails the VO5-sponsored hair feature with its shoot images and a coverline. In the sponsored hair shoot, Look’s beauty editor, Sam Freedman, puts the VO5 Creation Hairsprays to the test with styles including ‘chic updo’ and ‘party pony’.

    Paul Cheal, managing director, Innovation Group, Time Inc. UK, says “Look’s Be Beautiful Month with VO5 is perfectly timed for party season. We’re providing quality content for Look’s millennial audience and providing an excellent platform for VO5’s new launch. The native cover is executed seamlessly, ensuring it delivers both for VO5 and for Look readers at the newsstand.”

    Other print activity in VO5’s month-long campaign includes a sponsored hair trends feature, a photoshoot in the Party Beauty Issue, plus a sponsored how-to video.

    The Look Be Beautiful Month in association with VO5 runs until the end of November.

  • Bauer Media announces intention to suspend FHM and ZOO

    Bauer Media announces intention to suspend FHM and ZOO

    17 Nov 2015

    First published in 1985 as ‘For Him Magazine’, the title changed its name to FHM and went from a quarterly to a monthly publication in 1994……

    During the 1990s the well-loved brand dominated the men’s market and went on to launch a series of international editions. More recently FHM has evolved to become a mainstream men’s lifestyle magazine delivering innovative content to an audience of modern twentysomething men.

    FHM is perhaps best known for its world famous ‘100 Sexiest Women in the World’ poll which celebrated 21 years in May. The annual poll has helped propel the careers of many well-known actresses, musicians and models. The first ever winner in 1999 was Buffy the Vampire Slayer star Sarah Michelle Gellar and this year British actress Michelle Keegan took the top honours.

    Launched in 2004, ZOO joined Nuts (closed, April 2014) in the newly-created weekly men’s magazine market. Characterised by its cheeky tone covering girls, sport, music, film and technology, the title was aimed at men between 18-35 defined by their attitude rather than age.

    Over time young men’s media habits have continually moved towards mobile and social and today FHM and ZOO have a combined digital audience of over 5 million.

    Publisher Gareth Cherriman commented: “I greatly appreciate Damien McSorley’s leadership and the dedication and effort from both teams. I would like to thank our advertisers and retailers who have supported the brands and I’m sure that everyone who has worked on FHM and ZOO over the years will be sorry to hear this news.”





    11 Nov 2015

    Livingetc, Britain’s best-selling modern homes title, has launched a shop on Clippings.com, the UK's largest online marketplace for beautifully designed furniture, lighting and homeware.

    The Livingetc Edit @ Clippings.com offers a range of furniture, lighting, home accessories and textiles, all selected by Livingetc’s editorial team led by editor Suzanne Imre. The shop launches with 400-plus products, which the team will add to regularly with new products they have featured editorially.

    The Livingetc Edit @ Clippings.com will also tap into Livingetc's editorial talents and interiors expertise by featuring inspirational decorating ideas and designer profiles.

    Commenting on the launch, Stewart Fox-Mills, digital commercial director of Time Inc. UK’s homes brands, says “Livingetc is renowned for identifying and predicting the latest interiors trends and for its support of modern design. This partnership with Clippings.com allows us to deliver great products to our customers and reinforces our strategy of leveraging the expertise of Time Inc. UK’s trusted brands into new revenue streams.”

    Adel Zakout, CEO of Clippings.com says “By partnering with Clippings.com, Livingetc magazine can now inspire, guide and assist their readers in furnishing their homes with a seamless experience from discovery right through to purchase.”

    Livingetc will be marketing its edit on Clippings.com with print advertising in the magazine, email newsletters, blog posts and social media.



  • Bisto partners BBC Good Food as it launches ‘Take it to 10’

    Bisto partners BBC Good Food as it launches ‘Take it to 10’

    10 Nov 2015

    BBC Good Food has announced a six figure sponsorship deal with Bisto called ‘Take it to 10’, designed to encourage the UK to increase their cooking repertoire.

    Bisto is the headline sponsor for this campaign and it is the first ever cross-platform sponsorship of a key editorial initiative with BBC Good Food. Each month BBC Good Food will highlight a different recipe, showing readers how to create the recipe themselves with step-by-step photos and video guides.

    The initiative came from BBC Good Food’s ‘State of The Food Nation’ survey from 2014, which revealed that half of us cook no more than five recipes from memory. This new initiative is designed to take that number to ten.

    The campaign mechanics will incorporate a regular monthly feature with the hero recipe and a link back to a dedicated section on bbcgoodfood.com with video guides, recipe collections and other relevant content.

    Nicola Shubrook, Head of Print & Partnerships said, “BBC Good Food is the country’s biggest food media brand and the survey we launched last year really helped to lead the national conversation on food. Bisto and BBC Good Food are a good fit as both share an interest in families eating together. Take it to 10 works by helping grow meal repertoires and enhancing a family’s time together. It is fantastic to be able to offer this as a sponsorship opportunity across different platforms.”

    Naomi Shooman, Marketing Controller for Bisto said: “Bisto is an iconic British brand with a strong heritage in bringing families and friends together around food for over a century. Research we conducted revealed that moments of togetherness are increasingly important to modern consumers. Consumers are seeking convenient, easy to use solutions where they don’t have to compromise, and Bisto is well placed to meet these needs. We’re delighted to be partnering with BBC Good Food on Take it to 10.”

    The deal was brokered by Carat with the commercial campaign running until March 2016.







  • Hearst Magazines UK Appoints Strategic Partnerships Director

    Hearst Magazines UK Appoints Strategic Partnerships Director

    09 Nov 2015

    Hearst Magazines UK, the publisher of Cosmopolitan, Good Housekeeping, ELLE and Harper’s Bazaar, has promoted Becky Gee to the newly created role of Strategic Partnerships Director. Becky is currently Publisher at Red.

    Reporting to Ella Dolphin, Group Commercial Director, Becky’s key responsibilities are to drive new commercial partnerships, develop sponsorship opportunities and revenue streams for Hearst’s events business Hearst Live, and generate commercial opportunities for Hearst’s Empowering Women initiative.

    Prior to joining Hearst, Becky was Strategic Director Fashion and Retail at Grazia and Graziadaily.co.uk, International Fashion Director at its launch and previously Fashion Manager of Time Inc.’s InStyle Magazine. Becky began her advertising career at Business Traveller Magazine before joining IPC Magazines Women’s General Interest team, moving quickly to IPC’s joint venture Marie Claire as Advertising Manager. 





    28 Oct 2015

    The keynote presentations from the Spark 2015 event are now available to download.

    New research: Moments that Matter

    Pete Comley, CEO, Join the Dots and David Brennan, founder, Media Native presented new insight exploring the value of magazine content for today’s consumers, and how evolving channels are changing the role for advertising within premium content environments.

     Download >



    Advertising Receptivity: An Inconvenient Truth

    Sue Elms, EVP Global Brands, Millward Brown presented new insight into the effect that declining ad receptivity is having on brands.

    Download >





    Spark 2015

  • The Week Junior hits the newsstands

    The Week Junior hits the newsstands

    28 Oct 2015

    The Week magazine has expanded its portfolio with the launch of a major new print magazine named The Week Junior.

    The title is the first ever paid-for print brand extension for Dennis Publishing’s flagship title.

    The new magazine, which launches on Friday 20th November and is priced at £1.99, is aimed at curious and smart 8-14 year olds.

    Filled with information that explains news and events from a child’s perspective, The Week Junior encourages them to form and share their own ideas and opinions.

    From news to nature, science to geography, and film to coding, it covers a huge range of exciting topics, and gives children the information they need, the way they want it: concise, colourful, immediate, exciting.

    The title will be edited by the highly-regarded children’s magazines editorial expert Anna Bassi, who joins Dennis Publishing, having previously worked at Egmont, BBC and Eaglemoss.

    Kerin O’Connor, Chief Executive of The Week said: “I’m extremely proud of The Week Junior’s development. We’ve been planning the launch for the last 12 months, speaking to children, parents and teachers to ensure we got this product just right.

    “The feedback so far has been fantastic, and I’m convinced we’ve got a winner to add alongside The Week.”

    The Week Junior will initially be available exclusively in Sainsbury’s stores, before going into national retail early next year.

    Current subscribers to The Week are able to add The Week Junior to their existing subscription from launch for £50 for the first 51 issues.

    New subscribers will be charged £75 for a subscription to The Week Junior.

  • FourFourTwo and Yahoo announce multi-market content partnership

    FourFourTwo and Yahoo announce multi-market content partnership

    27 Oct 2015

    Haymarket Media Group’s FourFourTwo, the football magazine media brand, and Yahoo, who reach an audience of more than one billion users worldwide, have teamed up to deliver football content in key football-loving markets around the world.

    The deal will see Yahoo syndicate FourFourTwo's digital feature content, including interviews, analysis and match previews on Yahoo's sports channels in the UK, USA and Canada.

    In Brazil and Latin America a franchised FourFourTwo branded hub will be set up as part of Yahoo Sports.

    Yahoo will also serve video content created by FourFourTwo Performance, a sub-brand aimed at helping amateur footballers improve their soccer skills with advice and tips from professional players and coaches.

    As part of the collaboration, Yahoo will also have access to FourFourTwo's 21-year strong archive of magazine content, a rich source of content that can now be made available to audiences in North and South America for the first time.

    Alastair Lewis, Haymarket Consumer Media's International Director, said: "This partnership with Yahoo is a great example of the new ways we are now working with partners around the globe to extend our brands and take our content to new audiences.

    “This is just the first in a series of new international digital partnerships we are engaged in and we look forward to extending this and other relationships in the coming months"

    Andy Jackson, Global Brand Director of FourFourTwo, said: "Yahoo is one of the most respected digital brands in the world and has great reach in key football-obsessed territories, this is a very exciting partnership for us as it provides a global platform for our world-class football content."

  • Magazine media brands make debut on Apple news

    Magazine media brands make debut on Apple news

    23 Oct 2015

    Magazine media brands have expanded their reach after launching on the new Apple news platform.

    The new app, which replaces Apple Newsstand, is automatically added to homescreens through an update to iOS9.

    Magnetic members Condé Nast, Haymarket Media Group, Hearst Magazines UK, Immediate Media, Shortlist Media, and Time Inc. UK are among the media owners whose brands are now available on the platform.

    Condé Nast Britain said its titles – Vogue, GQ, Glamour, Wired and Ars Technica – will have exclusive advertising from launch partner Burberry for three months. The partnership will also extend to the US Vanity Fair and GQ Apple News channels.

    Wil Harris, Head of Digital at Condé Nast Britain, said: "By creating bespoke layouts that scale beautifully across Apple devices, we are delighted to be able to offer the premium look and feel that Condé Nast is known for, in this new native format.

    "As we move into 2016, our digital readers will start to see a thoughtful, joined-up design language across our Apple News, digital edition and website products, which will align them with the award-winning design of our magazine titles. We are extremely pleased to be able to join forces with Burberry to start to bring this vision to life.”

    Apple describes Apple News as combining "the rich and immersive design found in print with the interactivity of digital media", aggregating content based on personal preferences so that users "no longer need to move from app to app to stay informed".

    Content from UK news brands and magazine brands in the US will also be available via Apple news.

  • Harper’s Bazaar announces Senior Appointments

    Harper’s Bazaar announces Senior Appointments

    14 Oct 2015

    Harper’s Bazaar has made two new senior appointments to its commercial team.

    The fashion magazine has appointed Jo Glynn-Smith as Commercial Editor and Anna O’Sullivan as Fashion and Luxury Director of the Commercial team.

    In her newly created role as Commercial Editor, Glynn-Smith will focus on leading and expanding the Bazaar at Work programme which profiles inspiring women who work in a range of industries.

    She will also identify additional revenue opportunities generated by the brand’s editorial activities.

    Glynn-Smith joined Harper’s Bazaar in 2004 as Retail Editor and has held the role of Retail Director since 2012.

    Prior to joining Harper’s O’Sullivan was Commercial Director of Women's Lifestyle at Time Inc and brings over 20 years of experience across the fashion and luxury sector.

    Jacqueline Euwe, Publisher of Harper’s Bazaar and Town & Country, said: ‘I am delighted to announce the appointments of Jo and Anna.

    “In the newly created senior role of Commercial Editor, Jo will apply her wealth of experience to effectively bridge the gap between commercial and editorial by identifying and driving editorially led brand initiatives that deliver new revenue streams.

    “As Fashion and Luxury Director of the Commercial team, Anna brings expertise, experience and a sophisticated understanding of the fashion and luxury sector. These appointments will continue to drive the commercial success of Harper’s Bazaar and Town & Country.”


  • Esquire Launches The Big Watch Book with Harrods

    Esquire Launches The Big Watch Book with Harrods

    13 Oct 2015

    Esquire has launched a new brand called The Big Watch Book with an exclusive Harrods partnership.

    The launch includes the UK’s biggest ever consumer watch survey and a bespoke in-store event with Chelsea manager José Mourinho.

    The survey, which will also be supported by Men’s Health, will provide Esquire with dedicated insight into consumers’ watch-buying habits.

    To officially launch The Big Watch Book, Esquire is hosting an exclusive in-store event in Harrods tonight (October 14), which will feature an interview with Chelsea FC manager Jose Mourinho.

    Duncan Chater, Group Publishing Director of Esquire, said: “We are thrilled to partner with Harrods on the launch.

    “The partnership will give advertisers insights into the watch buying process, while the in-store event with José Mourinho is the perfect setting to launch the new brand.”

    Meanwhile, in December, Esquire will team up with Audemars Piguet for an innovative data-driven content partnership. The team will produce a 36 page mini magazine called The Little Watch Book.

  • Thunderbirds Magazine is go

    Thunderbirds Magazine is go

    13 Oct 2015

    The official Thunderbirds Are Go Magazine has launched to accompany the ITV Studios and Pukeko Pictures’ action adventure series of the same name.

    On sale now, the new title is the first of a four-weekly magazine priced at £3.99 and is aimed at children aged six to 12.

    Each issue of the magazine contains epic missions, mega make-its, jokes, comic adventures, Brains’ coolest gadgets and a Thunderbirds Are Go branded gift.

    DC Thomson Head of Children’s Publishing Maria Welch said: “Thunderbirds is an iconic British brand and we're delighted to have secured the magazine publishing rights for the new series Thunderbirds Are Go.

    “DC Thomson has a proven track record for successful magazine publishing and our vast experience in the children’s market is backed by commitment, enthusiasm and passion for providing fun, age-appropriate content.

    “We are completely confident that we will deliver the most F.A.B magazine ever.”

  • Bauer Media and Post Office agree one-year multi-platform campaign

    Bauer Media and Post Office agree one-year multi-platform campaign

    09 Oct 2015

    Bauer Media has announced a year-long, multi-platform campaign with Post Office.

    Starting this week, the partnership activity will run across multiple Bauer Media brands, including radio, press, web, mobile and social.

    Through the partnership, Post Office will be able to highlight its range of services across Money, Travel, Home and Mails and show how a heritage brand continues to be relevant today.

    The campaign is focused around how Post Office helps their customers get life’s important things done.

    Alongside commercial radio activity, the wider Bauer Media audience will be leveraged through long and short form editorial partnerships in Closer and Yours.

    Mindshare UK have been responsible for the creation, negotiation, and evolution of the partnership. This is their biggest partnership to date with Bauer Media.

    Simon Kilby, Group Commercial Director, Bauer Media, said: “This partnership with Post Office perfectly demonstrates our ability to align our business objectives with those of brands and putting our content experts at the heart of the campaign to produce best-in-class creative output and consumer engagement.

    “We consistently strive to ensure clients and agencies are served commercial solutions quicker, better and easier – and Post Office share this ambition.”


  • Bauer Media expands Adventure

    Bauer Media expands Adventure

    09 Oct 2015

    Bauer Media has announced the expansion of its creative division Adventure with a series of new team appointments.

    Led by Executive Creative Director Lucy Banks, one of the speakers at the upcoming SPARK 2015 event, the Adventure team sees the alignment of content and commercial expertise from across the full Bauer Media portfolio.

    Lucy Dunn, currently Associate Editor of Grazia, takes up the role of Editorial Director, Magazine Media.

    Alongside her role as Editorial Director of Adventure, Lucy will continue to spend one day a week with the Grazia team as Editor-At-Large.

    Other appointments include Alex Baker, also Editorial Director, Drew Simmons, Commercial Creative Director of Youth Brands; Kat Knapp, Commercial Content Director for Absolute Radio and Magic; Steve Taylor, Commercial Creative Director, Radio; and Kate Whitehorn, Commercial Content Director, Bauer City Network.

    Lucy Banks, Executive Creative Director, Bauer Media UK and Adventure, said: “I am thrilled to be able to welcome Lucy to the team – her proven track record in delivering relevant and innovative commercial solutions, combined with her enormous editorial contribution to Grazia, makes her a brilliant appointment.

    “With Alex, Drew, Kat, Steve and Kate also coming on board, we have an outstanding team, full of creative and commercial talent and expertise, ready to work with brands who want to build a truly meaningful connection with consumers.”

    Adventure launched in April 2015 and has led the creation, production and delivery of campaigns for brands including ellaOne and Tommy’s.

  • New study highlights advertising opportunity for brands

    New study highlights advertising opportunity for brands

    07 Oct 2015

    Advertising needs to do more to keep up with societal changes and connect with mums, Time Inc. UK and Starcom Mediavest Group (SMG) have found in a major study focusing on mums with children aged under 15.

    The research revealed that the majority of mothers (91%) need a life outside of being a parent and 64% believe it is important to make time for their partners away from the kids.

    Over three-quarters say it is important just to take time out to have a laugh with their friends. Over a fifth did not identify themselves as a mother first and foremost.

    Work represents a chance to be a woman for many mothers (68%), and 40% reveal they spend less hands-on time with their children than they used to.

    Nearly two-thirds of respondents said they felt being a mum is harder today than it was for their own mums.

    A main feature of the report also found that mums build their lives around a complex set of needs and brands need to understand these needs to converse with them at an individual tailored level.

    Comfort was identified as the overarching need, with 65% of mums defining comfort as relaxing; 55% defining it as security and 46% defining it as feeling content.

    Catherine Westwood, Group Editor, Essentials and GoodtoKnow, Time Inc.UK, said: “There is a brand new wave and emergence of women – MUMentum Mums.

    Time Inc.UK is committed to this audience for the long term and our brands such as Essentials and GoodtoKnow will play a key part in leveraging this highly-engaged audience who value both print and digital products.

    “We will continue to drive this agenda by offering brands and agencies a number of partnership opportunities, including a variety of bespoke research studies and access to editorial expertise through editorial think-tanks.”

    Heather Dansie, Starcom Mediavest Group’s Associate Research Director, added: “We need to recognise that women today are more than just mums.

    “Her time is incredibly stretched and she is seeking not only moments to relax and recharge but also challenges to stretch her abilities. Brands can provide that inspiration by engaging her with the right content in a mobile world to help her be the best she can be.”


  • Dennis launches new health and fitness brand

    Dennis launches new health and fitness brand

    06 Oct 2015

    Dennis Publishing has launched a new magazine brand called Coach, which is being backed by £3m of investment.

    The multi-platform brand is aimed at men who want to get fit and arrives with a print run of 300,000 and a fully responsive website.

    It has been tailored for busy commuters and targets ABC1 men aged 25-54 years old.

    Ed Needham, who has edited FHM in the US and UK, as well as Maxim and Rolling Stone in the US, is Editor of the printed magazine.

    Joe Barnes, another former FHM Editor and Men’s Fitness Editor, will run the coachmag.co.uk website.

    Ian Westwood, Group MD of Dennis, said: “We’ve been planning the launch of Coach for over a year, researching every detail to ensure that it offers the best possible content package for readers and a highly valuable and targeted audience for advertisers.”

    “We defined the audience clusters using TGI and extensive focus group data which proved that almost half of men aged 24-55 in the UK want to do more to improve their health.

    “With over 1m searches of health related terms every month, you just need to look around you to see that men’s attitude to fitness is shifting – we saw a gap in the market.”

  • Andy hart named SVP chief revenue officer of hearst magazines international

    Andy hart named SVP chief revenue officer of hearst magazines international

    30 Sep 2015

    Andy Hart has been appointed to the newly-created role of SVP chief revenue officer of Hearst Magazines International (HMI).

    Hart will oversee print and digital advertising revenue for Hearst Magazines’ global businesses outside of the U.S.

    He joins HMI on October 1 and will be based in London, reporting jointly to Edwards and Michael Clinton, Hearst Magazines president, marketing and publishing director.

    Hart joins HMI from Microsoft, where he was vice president, Europe, advertising and online, and a member of the global executive leadership team.

    From 2002 to 2008, Hart was CEO of the digital division of DMGT (Daily Mail and General Trust plc).

    He launched Mailonline, made 15 acquisitions and built many successful brands, growing digital revenues to more than £200mm. Prior to that, he was CEO of Diageo Plc’s Translucis.

    “Hearst Magazines is an innovative company with a portfolio of the world’s most well-loved brands,” Hart said.

    “I have long admired its rich content, superb client relationships and dynamic, market-leading digital strategy.

    “I am excited to join the impressive team, to build scaled, creative programs across the globe that enable advertisers to engage with Hearst's vast audience of passionate readers in print and online.”



  • Women's Health appoints Mulloy as new Editor

    Women's Health appoints Mulloy as new Editor

    29 Sep 2015

    Women’s Health has appointed Katie Mulloy as Editor.

    Mulloy joined the magazine as Deputy Editor in 2014 and has held the position of Acting Editor since July 2015.

    Prior to Women’s Health she spent five years as a freelance journalist living in Paris, contributing regularly to a variety of women’s lifestyle magazines including Marie-Claire and InStyle.

    She has also held roles at brands including ELLE, Company and Look.

    Mulloy will oversee the editorial strategy and execution of the brand with immediate effect.

    She replaces previous Editor Farrah Storr, who was appointed Editor of Cosmopolitan in July this year.

    Anna Jones, CEO of Hearst Magazines UK, said: "Katie has been an integral part of the team behind the success of Women's Health, and instinctively understands what has made it a unique and much-loved title within the women's glossy market.

    “I'm therefore delighted that she will be leading the brand through the next stage of its development as Women's Health continues to grow both in print and online.”



  • Vogue Business Report: At a glance

    Vogue Business Report: At a glance

    29 Sep 2015

    Attention to advertising across all magazine platforms has never been higher, with significant increases for websites and digital editions, according to the latest 2015 British Vogue Business Report.

    It found that 82 per cent of the fashion titles’ target readership pays attention to adverts on magazine sites.

    The report looks at the evolving reader relationship with magazines in print and online, polling 2,787 upper-middle-class women aged 20-54.

    Other key findings include:

    > Attention to advertising across all magazine platforms has never been higher, with significant increases for websites and digital editions.

    > More women are connected to more magazine platforms and as a result are spending more time with magazine brands. Again the Millennial audience is driving this growth.

    > Digital platforms (whether websites, magazines or social) are playing an increasingly important role in women’s media lives, adding to the overall magazine experience and time      spent with the brands.

    > In our ‘always on’ lives print is appreciated as more of a luxury and a treat and is read in a very attentive way, while digital platforms offer complementary reading experiences.

    > The magazine remains at the heart of the relationship with the reader, a relationship increasingly being driven by Millennials.

    > Magazines, across platforms, are important at all stages of the path to purchase, whether inspiration, or research to till.

    > Video and native advertising are important to this audience, with expectations of high quality and originality.

    > Magazine readers and users deliver a highly targeted audience who are buying high end products at a greater degree than ever before.

  • Look joins forces with Warner Bros. for The Intern launch

    Look joins forces with Warner Bros. for The Intern launch

    29 Sep 2015

    Look has joined forces with Warner Bros. Pictures UK to create a cross platform campaign to celebrate the launch of upcoming comedy The Intern.

    The campaign activity sees LOOK create a one-off eight page broadsheet – The Intern Weekly – dedicated to the movie.

    It is the first time this ‘newspaper format’ has been produced by the brand for a client.

    The broadsheet will be inserted into LOOK magazine and an additional 100,000 copies will be given out at tube stations across the capital.

    To further amplify the campaign the magazine will support the movie through a career Q&A on Twitter to give the audience an opportunity to ask the editorial team for top tips on succeeding in fashion.

    It will also create a bespoke Pinterest board dedicated to the movie, offering inspiration around the latest workplace trends.

    Holly Bishop, Head of Film, Time Inc. UK, said: “I am delighted about this partnership with Warner Bros.UK and the creation of our broadsheet - Intern Weekly which is perfectly suited to the film, given its synonymy with the workplace.

    “It is a great collaboration that makes use of LOOK’s editorial and creative talent to produce a fun and innovative campaign to communicate the key pillars of the movie and generate excitement in the lead up to the release.”


  • NME goes free with biggest ad revenue in 15 years

    NME goes free with biggest ad revenue in 15 years

    17 Sep 2015

    NME is set to launch tomorrow as a free magazine with record breaking advertising revenues and a world exclusive interview with Rihanna.

    The first free print issue of NME has generated the biggest advertising revenue in 15 years and features five times the volume of advertising compared with the corresponding issue last year.

    Among the advertisers in the first issue are Hunter, L’Oréal, P&G, eBay, Google Play, Universal Pictures, JVC Headphones, Renault and BMW Mini.

    Rihanna is featured on the front cover, wearing a t-shirt with the word ‘free’ emblazoned across it.

    Paul Cheal, Managing Director of Innovation, Time Inc. UK said: “We are launching an exciting new NME magazine with great commercial appeal into the free market with the benefit of it already being an iconic media brand.

    “The launch cover star speaks volumes about NME’s access to the biggest artists in the world.”

    NME will launch with a highly targeted distribution strategy delivered at scale nationwide, to reach 46 cities and 85 towns.


  • British Airways offers High Life magazine to commuters on the ground

    British Airways offers High Life magazine to commuters on the ground

    14 Sep 2015

    British Airways is distributing a special issue of its High Life magazine to commuters in the South East of England.

    Copies will be distributed at six train stations across London and the South East to morning and evening commuters – the first time the airline has made its magazine available in this way.

    Editorial includes travel news and features alongside exclusive reader offers and discounts offering savings on British Airways flights.

    People distributing High Life will be dressed in full British Airways cabin crew uniform, and they will also be able to provide commuters with further information about booking and travelling with British Airways.

    Sara Dunham, British Airways' Head of Marketing, Retail and Direct, said: “This special issue for commuters really is an exciting move for us.

    “It’s a wonderful opportunity to offer our travel content beyond the plane and to connect with new audiences about BA’s extensive network in Europe and diverse product range.”

  • Bauer Media unveils new senior management structure

    Bauer Media unveils new senior management structure

    08 Sep 2015

    Bauer Media has unveiled a raft of changes to its senior management team structure.

    Abby Carvosso has been named as Group Managing Director of Bauer Advertising, and replaces Richard Dunmall in the role, who leaves at the end of the month.

    Rob Munro-Hall has been appointed Group MD, Magazine Media and takes responsibility for all of Bauer Media UK’s lifestyle and specialist magazine media brands.

    Finally, Sam Jones, Managing Director, Bauer Xcel, will extend his responsibilities across all of the company’s digital activities in the UK.

    Paul Keenan, Bauer Media UK CEO, said: "The opportunities and challenges of today’s media market requires outstanding platform-specific skills, smart brand management, confident cross-platform and strong creative sales leadership.

    “With the creation of this new Bauer Media UK leadership team, we are well placed to realise the multiple opportunities such a dynamic market presents us with.”


  • NME partners story creation platform Amondo

    NME partners story creation platform Amondo

    08 Sep 2015

    NME has joined forces with start-up Amondo as the exclusive launch content partner for the new story creation platform.

    Amondo allows users to create visually rich, interactive stories from videos, photos and social posts and share them via its new Imprint format.

    NME has curated six Imprints documenting the best music and festivals of 2015 to launch on Amondo.

    Future Imprints will showcase new talent, gigs, artists and material from the magazine and website.

    Content from NME’s Imprints can be integrated into users’ own stories, and it will also use the Amondo platform as a new opportunity to create content for commercial partners.

    Richard Giddings, Head of New Product Development, Time Inc. UK, said: “NME is committed to working with start-ups and, as part of our on-going programme of new product development; we’re pleased to announce this partnership with Amondo.

    “Our insight tells us that our audiences want the ability to co-create experiences with NME and Amondo opens up this opportunity.”

    Charlie Buckle, co-founder of Amondo, added: “Working with NME has been a great experience and has become central to our launch strategy.

    “This relationship enables us to give our users exclusive photos, videos and short editorial features that add richness to their own festival experiences, and make their stories more engaging, immersive and shareable.”

  • Marie Claire publishes first native cover for Luisa Via Roma

    Marie Claire publishes first native cover for Luisa Via Roma

    07 Sep 2015

    Marie Claire is launching a month-long celebration of shoes and publishing its first native cover for online luxury fashion brand Luisa Via Roma.

    Launching in Marie Claire’s October issue, ‘SHOESFIRST’ is a cross-platform initiative encompassing print, digital, social media and events.

    The activity is part of a global Marie Claire campaign spanning 15 territories with more planned for 2016.

    Additional activity includes activity a 10-page bound in supplement and reader discounts and shoe giveaway totalling over £15,000 with brands including Charlotte Olympia, Russell and Bromley, Kate Spade and LK Bennett.

    The ‘SHOESFIRST’ campaign has attracted new commercial partners including Stuart Weizman, UGG, Schuh, Vince Camuto, Moda in Pelle, Ted Baker and Harvey Nichols.

    Marie Claire UK is also running ‘Jet Set 6 SHOESFIRST’, a bespoke partnership with Michael Kors which is appearing across four international territories.

    Justine Southall, Marie Claire Publishing Director, said: The commercial success that SHOESFIRST has delivered has reinforced our decision to support and celebrate this important category and we have been delighted with the response. This will be a regular franchise for the brand.


  • Magnetic hires Head of Insight

    Magnetic hires Head of Insight

    04 Sep 2015

    We are delighted to announce the appointment of Anna Sampson as our new Head of Insight.

    Anna joins from MediaCom, where she was previously Associate Director of Real World Insight.

    Anna will lead the Magnetic research department, which is currently working on a study exploring the evolving role that premium content plays in consumer lives to be published in the autumn.

    Commenting on her appointment, Anna said: “The evolution of the magazine media industry, its welcoming brand environments and multitude of marketing opportunities, are what really excite me about joining. I look forward to working with Magnetic’s stakeholders and agency customers to produce useful insight that demonstrates the growing power and influence of magazine media.”

    Prior to joining MediaCom, Anna was Head of Insight for Rise Communications and also held the position of Consumer Insight Manager for Carat Insight.

    Her appointment follows the news that both David Brennan from Media Native and Lizzie Rankin from Kantar Media are working as part of the Magnetic research team.

    Sue Todd, Chief Executive, Magnetic, said: “As Magnetic looks to help agencies and customers better understand the growth in demand and influence of magazine media content, Anna is a key hire.

    “The experience she brings from her time at MediaCom and Carat will be crucial and this appointment, as well as our upcoming study, demonstrates our commitment to creating the best possible insight to help advertisers get the most from the unique engagement opportunities available within magazine media.”

  • PAMCo appoints Jan Gooding as Chair

    PAMCo appoints Jan Gooding as Chair

    03 Sep 2015

    The newly-created Publishers Audience Measurement Company (PAMCo) has appointed Jan Gooding as Chair of the organisation.

    Gooding is Group Brand Director at insurance business Aviva and has over 30 years’ experience in marketing and advertising.

    She joined Aviva in 2008 and previously held senior marketing roles at BT and British Gas - Gooding is also is also Chair of the LGBT equality charity Stonewall.

    In her new role Gooding will be responsible for overseeing the strategic thinking of the Board of Directors and will work alongside the organisation’s Chief Executive, Simon Redican, and the PAMCo team.

    She said: “I am thrilled to be joining PAMCo at what is an incredibly exciting time for the industry. PAMCo is making the biggest change in more than 60 years to the measurement of audiences for newsbrands and magazine media, delivering a new approach to audience measurement which fully reflects today’s multi-platform media landscape.”

    PAMCo was established in April 2015 to provide a comprehensive audience measurement service for newsbrands and magazine media across all platforms.

    The organisation supersedes NRS as the governing body for audience measurement of Published Media.

    Meanwhile, PAMCo has also announced the appointment of Ipsos MORI as its chosen provider for the published media industry’s new audience measurement service.

    The announcement follows a detailed review of research suppliers carried out throughout 2015.

    PAMCo will take responsibility for managing NRS audience estimates, until data from the new service comes fully on-stream in 2017.

    Simon Redican, PAMCo CEO, said: “Ipsos MORI impressed stakeholders by proposing a brand new methodology which has been designed for the 21stCentury.

    “It will transform the way published media audiences can be planned, bought and sold. For the first time, buyers and sellers can look at total de-duplicated reach across publisher platforms and transact on this information”.

  • Hearst Magazines UK pioneers innovative new marketing strategy

    Hearst Magazines UK pioneers innovative new marketing strategy

    02 Sep 2015

    Hearst Magazines UK has announced it is to launch an innovative new marketing strategy that will see it introduce new ways for its customers to access its content.

    The new-look Cosmopolitan will be the first brand to trial this approach with Cosmopolitan UK content additionally launched on its Snapchat Discover platform.

    From the October issue, Hearst will implement a new multi-million pound marketing strategy which sees a fresh approach to targeting the Cosmopolitan audience.

    The launch consists of two new route to market programmes: ‘pick up’ and ‘pop up’, with the aim of putting Cosmopolitan into the hands of as many of its target audience as possible.

    Shopping centres, cinemas, gyms, coffee bars, university campuses and places of work will all form part of the new approach.

    In addition to the new marketing strategy, and following the success of Cosmopolitan’s global Snapchat Discover channel, the UK version will launch officially this week.

    Up to 12 stories will be published in each daily edition, available every morning at 11am.

    Cosmopolitan’s October issue will also see new Editor Farrah Storr introduce new editorial content alongside a new midi-size magazine format.

    CEO of Hearst Magazines UK, Anna Jones, said: “Cosmopolitan is an incredible brand which reaches millions of women worldwide and engages with them in a variety of ways.

    “Our new marketing strategy, which incorporates the Snapchat partnership, pop-up events, and activity at cinemas and shopping centres is a way of getting our brilliant content out to an even bigger audience.”

  • Empire appoints Terri White as Editor-in-Chief

    Empire appoints Terri White as Editor-in-Chief

    01 Sep 2015

    Empire magazine has appointed Terri White as its new Editor-in-Chief.

    White joins Empire-owner Bauer Media from Time Out New York where she worked as Editor-in-Chief, overseeing the brand’s editorial direction and content across all platforms.

    Prior to joining Time Out, White was Executive Editor at Life & Style and Editor of the freemium men’s title, ShortList, where she was named BSME Men’s Magazine Editor of the Year.

    She was also Editor of Buzz, the entertainment magazine published with The Sun, and Deputy Editor of Maxim. She has written for Q, Red, Elle, Stylist, Grazia and The Observer magazine.

    Liz Martin, Publishing Director of Bauer Media’s Music and Film portfolio, said: “Terri is the perfect combination of creativity, magazine media craft, entertainment knowledge and sheer enthusiasm… someone who can really get things done.

    “Empire’s world is already huge - connecting with 3 million film fans across multiple touchpoints – Terri will make Empire’s world even bigger.”

    White added: “Not many jobs could have coaxed me back from New York. In fact, there was only ever one: editing Empire. I am beyond excited to be joining the biggest, best, boldest film brand in the entire world.”

    White succeeds Morgan Rees, who left Bauer Media earlier this summer. She joins the company on September 14 and will report to Publishing Director Liz Martin.

  • 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.

  • 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.”


  • 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.”

  • 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.

  • 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.





  • 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.”

  • 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. 


  • The pursuit of happiness

    15 Jan 2016

    The pursuit of happiness takes different forms for Millennials vs Gen X, but finds a natural home in magazine media, writes Magnetic Insight Exec Lizzie Rankin.

    Happiness is a topic that Magnetic explored last year with our Moments That Matter Study, driven by a sense that appreciation for solo, non-screen media time was increasing as anxiety and the need for more alternating attention grows.

    Paul Dolan, Professor of Behavioural science at LSE, defines happiness as ‘experiences of pleasure and purpose over time’ and says ‘To be truly happy you need to feel both pleasure and purpose…‘.

    Using Dolans ‘pleasure purpose principle’ this drive for a happier you at the beginning of the year is usually a purposeful pursuit rather than one driven by pleasure, although they two can’t be entirely pulled apart.

    Moments that matter

    Magnetic’s Moments That Matter study found that almost 70 per cent of all magazine moments across any platform were driven by the need for ‘pleasurable reward’ or ‘purposeful information’ and the way that magazine content meets these needs does differ by target audience.

    Millennials for example, tend to seek magazine content that gives them interesting things to talk about; they want to know what is going on. For them it’s about currency and sharing information that defines a positive experience much more than for Gen X and Baby Boomers.

    In comparison, GenX are more likely to be looking for ideas or to feel they have learnt something new, so the reading experience itself is the end result.

    Why though does happiness – whether it’s driven by pleasure or purpose - matter at all when it comes to advertising?


    Happiness and memory

    There is a link between happiness and memory encoding. Magazine readers report a state of flow and higher levels of happiness, and these emotional qualities are triggers to long-term memory which extends to recall of advertising.

    Magazine media stretches to incorporate these differing needs in a myriad of different ways depending on the discrete and highly tailored content strategy for each brand. It is able to bring in commercial partners who recognise the relevance and timely cultural sweet spot that editors understand and their audiences want.

    For example, Stylist and Etsy have really played into this with a campaign ‘Bringing your dreams to life’, which includes a pop up article and interviews with six Etsy sellers as well as homepage takeover.

    This is a great partnership for Etsy and Stylist, the context that Stylist has created for the brand delivers a tailored fit for the message that is highly relevant, sparking ideas and conversations about alternative careers amongst its predominantly millennial audience.


    Ideas and inspiration

    In contrast, a desire for ideas and inspiration is delivered in the current issue of Red’s ‘Reboot 2016’ feature this month, which has contributions from specialists in nutrition, decluttering and mindfulness. The nutritional focus is on moderation not deprivation, and creating long-term healthy habits.

    This editorial context is perfect placement for Baxters Soups’ new campaign 'Big on Flavour' which heroes the key ingredients in their range. In the past year Baxters has invested 47 per cent of their budget in magazine brands across Good Housekeeping, BBC Good Food, Delicious, Red and Olive, demonstrating their continued commitment to magazine media.

    No matter whether happiness is on your personal or professional agenda for 2016, magazine media is a great place to find purposeful information that will inspire and elicit action.

    Since positive emotions are linked to greater memory encoding, this gives your brand a much greater chance of getting noticed, and perhaps you'll also hold onto to some of those top tips?

  • Macro and Micro Moments in Magazine Media

    26 Nov 2015

    Macro and micro moments both have value when it comes to what consumers want from magazine brands, says Sue Todd CEO of Magnetic.

    The latest NRS figures released this week for the period Oct 14 – Sept 15, consolidate a trend that publishers of professionally edited, original content have known for some time; that there is a clear emerging playing field for publishers to exist and grow in both the print and mobile spaces.

    Many strong magazine brands are providing both highly demanded long form content via print to satisfy those macro moments of full immersion, alongside a mobile experience which satisfies higher frequency micro moments of ‘snackable’, informative and often entertaining content.

    57% of all magazine moments are still print, but the biggest chunk of the remaining moments are with mobile (27%).

    For some publishers there are still growth opportunities in the print  space, but for nearly all who have clear and distinct brands there is growth in mobile. Men’s Health magazine for example has seen 3% growth in print in the last year, but equally grown its mobile audience by 27% too.

    And mobile growth is not just true for brands targeting millennials. The biggest weekly magazine in the UK, The Radio Times, which has a core audience of mature AB’s, is a particular success story with 65% growth in mobile in the last year.

    Brands like BBC Good Food and Cosmopolitan are seeing overall growth, of 31% and 22% respectively, because they are successfully delivering content across print and mobile.

    When you add in the various engagement moments with brands via events and direct experiences, such as Cosmopolitan Fashfest, The Radio Times Festival and The BBC Good Food Show, there can be no doubt of the vitality and growing demand for high quality magazine content.

    Increasingly it’s clear that consumer media behaviour sits in two important and very different moments driven by our changing needs for both purposeful information, mainly gleaned on the move during the day, and the more lean back pleasurable reward that print fulfills, the majority of which reading occasions are in the evening.

    Magazine brands ability to occupy both of these highly valued positions and need states, explains why engagement with consumers favourite brands, remains as strong as ever.



  • Why should brands care about well-being?

    24 Nov 2015

    Anna Sampson, Magnetic’s Head of Insight takes a look at how magazine media drives positive well-being and its impact on ad receptivity.

    In today’s ‘always on’ world, ad receptivity is increasingly coming under the spotlight. Microsoft recently carried out a study that highlighted shrinking attention spans; in its most recent ‘Meaningful Brands’ report Havas reported a growing consumer disregard for brands; and Sue Elms of Millward Brown recently aired her views on the subject in an article “Receptivity is the new share or voice”. In this context the seemingly soft metric of well-being turns out to have some significant associations, which can affect behaviour. As humans we are hardwired to engage more deeply with positive experiences. There is a link between positive emotions and memory, so as a brand, being memorable with positive associations is a good place to be.

    Moments that Matter 

    Inspired by the work of Paul Dolan, Professor of Behavioural Science at LSE, we wanted to take a look at the role of media and how it contributes to well-being and happiness in our study ‘Moments That Matter’. Dolan defines happiness as ‘experiences of pleasure and purpose over time’ and says ‘To be truly happy you need to feel both pleasure and purpose… And you may require each to different degrees at different times. But you do need to feel both’.

    Magnetic’s Moments That Matter study revealed that magazines occupy a unique position amongst consumers as the best suited media for delivering against both pleasure and purpose. Most media deliver on pleasure or purpose. TV, Radio & Cinema are strongly associated with pleasure whereas Newsbrands, Social & Search are linked to purpose. 

    Magazine Moments 

    We developed our own framework that looked deeper at ‘magazine moments’, which revealed that the majority of these meet a reader’s desire for ‘reward’ or ‘information’ these moments account for 68 per cent of all magazine moments. We found that they are both closely aligned to the pleasure (reward) and purpose (information) principle, creating experiences that reduce anxiety and increase well-being.

    Magazines media covers a huge breadth of titles and platforms, and the different ways in which it is consumed differs by sector and platform. But some content will clearly support a more pleasurable escape moment.

    When we look more closely at the reward moment, it is predominantly print-led, as getting away from the screen is part of the pleasure of reading a magazine for many - with over 90 per cent of the recorded print moments being identified as something of a treat, escape and a highly valued weekly or monthly moment.

    ‘Information moments’ however are associated with sectors like automotive and are much more digitally-skewed; although print still accounts for the majority of these moments

    Magazine media offers brands looking for a positive association for their advertising, an environment where their messaging is welcome and consumers are more receptive. Whether your objective is about driving brand love or delivering new product information, there is a natural home for your message in the environment of pleasurable reward and purposeful information.  


  • Spark 2015: DOWNLOAD THE DECKS

    Spark 2015: DOWNLOAD THE DECKS

    30 Oct 2015

    The keynote presentations from the Spark 2015 event are now available to download.

    New research: Moments that Matter

    Pete Comley, CEO, Join the Dots and David Brennan, founder, Media Native presented new insight exploring the value of magazine content for today’s consumers, and how evolving channels are changing the role for advertising within premium content environments.

    Download >



    Advertising Receptivity: An Inconvenient Truth

    Sue Elms, EVP Global Brands, Millward Brown presented new insight into the effect that declining ad receptivity is having on brands.

    Download >


  • Vogue Business Report 2015

    Vogue Business Report 2015

    15 Oct 2015

    The Vogue Business Report 2015, in association with YouGov, shines a light on the world of smart, fashion-focused women.

    It is based on interviews with over 2,700 ABC1 women readers and/ or users of eight glossy magazine brands - Vogue, Elle, Vanity Fair, InStyle, Grazia, Tatler, Harpers Bazaar, and Marie Claire – alongside qualitative insights from focus groups.

    Collectively these brands sell over 19 million magazines every year, and online they create and distribute content via more than one billion page impressions a year.

    Their social audiences are growing exponentially – now standing at 31 million.

    This year’s research showed four big trends for the women’s glossy audience which should impact and inform the way the sector is considered and planned for advertisers.

    Millennials are driving growth

    Millennials are as likely to read magazines every month as Generation X’ers – and their propensity to do so has increased in the past two years, busting the myth that this group is turning away from the medium.

    This growth is largely driven by increased consumption of digital platforms but, across the board looking at print or at print and digital combined, readership of magazines among millennials has risen by 12%.

    Digital experience is improving

    Readership of digital magazines among the women surveyed has increased by 22% on 2013 figures.

    Combining the print and digital numbers shows that monthly magazine readership amongst these women reaches 94%.

    Those visiting magazines websites on any platform rose 25% in just a year and those viewing magazine websites on a smartphone increased by 21% in the same period.

    The reasons for this growth in digital audience are more emotional and complex than a purely practical increase in device ownership.

    More women are visiting magazine websites because the design and experience has improved. In a world of infinite content online, they gravitate to magazine websites because they trust the brands and their edited content.

    Print is a highly-valued and trusted luxury experience

    The research showed that print magazines provide an escape from our always-on, screen-based, lifestyles.

    A glossy print magazine, represents relaxation, time out. “We are on our smartphones so much these days, it feels more of a treat when I read the print version,” said one of the women in the research focus group.

    This theme of print representing more of a treat came up again and again in the research.

    This has important connotations for clients, because advertising in the glossies is very much a positive part of the experience. The tangible feel in the hand is part of the appeal of a copy of Vogue, Harpers, Vanity Fair, Elle or Tatler.

    Trust is what connects magazine content across platforms. It’s the brand – whether Vogue or Elle, Vanity Fair or InStyle - that these female readers trust.

    The platform is the effective means to get to the content, with the print magazine at the heart of the magazine experience.

    This is where brand familiarity and trust begin, with other platforms boosting the connection by providing updates and a continued, highly-valued, relationship throughout the month.

    Attention to advertising is high

    In a world that’s always on, it’s easy to conclude that we pay less attention to advertising. But the survey underlines the reverse.

    Some 94% of women who read print magazines every month pay attention to the advertising they see within the pages. And 81% who read digital magazines monthly pay attention to the advertising.

    That’s an increase on 2013, as is the result for magazine websites, where 82% pay attention to the advertising, up 10 percentage points in just two years.

    Overall, the research shows that for this audience print is now appreciated as more of a luxury, an escapist treat and is read in a very focused and attentive way.

    Attention to advertising across all magazine platforms is higher than ever, and although print still reigns supreme in this respect, the improved experience of digital products means that they are closing the gap.

    *For more information please contact Sallie Berkerey, Associate Publisher, Vogue.

  • Instagram soars to become biggest social growth driver for magazine media

    30 Sep 2015

    In the week that saw its monthly users soar to 400 million, a new study has found that Instagram is now the biggest driver of social media interaction growth for magazine media.

    The most recent Magazine Media 360 Social Media Report, produced by the MPA in the US, analysed data during the second quarter of the year.

    It found that during that period publishers added 19 million new likes/followers on Instagram, representing a quarter-on-quarter growth of 37.5 percent and bringing the total number of likes/followers magazine media has on the network to 69 million.

    National Geographic is the magazine brand with the largest Instagram following at 23.8 million, followed by Vogue with 4.8 million and National Geographic Traveller with 3.9 million.

    Commercial Opportunities

    Magazine media brands are also increasingly investigating the commercial opportunities that can be developed for advertisers by leveraging their brand strength and content on the platform.

    Vogue US recently trialled a new approach, allowing consumers to buy items featured in Vogue’s Instagram feed.

    The new feature is a result of a partnership with ad tech company rewardStyle. By integrating the company’s Like to Know technology, Instagram users need to ‘like’ a post to receive further instructions on how to buy the item.

    Instagram has recently introduced a number of features such as sponsored posts and is planning to introduce targeted ads too.

    Facebook & Twitter

    Beyond magazine media’s strong performance, a separate White Paper produced by SocialFlow (the company which provides the data for the Social Media Report) found that media companies are winning the battle for attention on social networks and have become the dominant vertical for organic posting on Facebook.

    The company investigated the top posts on Facebook and found that media and entertainment companies dominate this space with 9 out of 10 posts, which are viewed on average by almost 1 million people each.

    During the year ending March 2015, media companies publishing to Facebook increased their reach per post by 67%. During the same period media companies working with SocialFlow extended their total reach on the network by 236%.


  • Women take control in the car buying process

    17 Sep 2015

    New car sales have hit record highs, growing for 42 consecutive months according to the latest industry figures, so what does this mean for advertisers? Magnetic's Insight Executive Lizzie Rankin takes a look at the latest trends.

    Recent research from Hearst suggests that individual car brands could boost their fortunes even further by focusing on a key, but often neglected female audience.

    The study found that women are potentially now the key driving force in the UK car market, and are more heavily involved in the final decision-making process than previously thought.

    Key findings show that 9 out of 10 women are actively involved in the decision about which car to buy and over 75% have the final say as to whether or not the car is bought.

    Women Drive Car Buying

    The findings challenge advertisers to not only rethink who they are targeting with their advertising, but how they are going about it by challenging some of the stereotypes about the factors that influence women’s choices.

    The survey found that for 40% of women surveyed, functional considerations take a back seat to their desirability with these women believing that the car is an important part of their identify which says something about who they are.

    TGI analysis further underscores this and shows that women strike a healthy balance between style and substance.

    It confirms that woman are more likely than men to view cars as a means of outward expression, but they want cars to fulfil this role in the most environmentally friendly way possible.

    Effective Communication

    With more than 50% of respondents agreeing that car companies don’t communicate effectively with woman, advertisers may want to rethink how and where they direct their advertising.

    Car advertising is still predominantly spent on TV and National press which attract 67% of the advertising budget. Magazine media currently attracts 5.1% of all car advertising revenues, 10% of which is spent on consumer magazine titles.

    The women surveyed, however, reported being light TV viewers and light or non-readers of national press.

    TGI further highlights that heavy readers of women’s magazines are in fact, 58% more likely to be considering buying a car in the next year and say that they are willing to spend on average 6% more on that car.

    Purchasing Decision

    Research from McKinsey has shown that on at the start of the automotive consumer journey people start with a shortlist of 3.8 known vehicles, but will then add another 2.2 vehicles to their consideration list based on media exposure and research.

    In addition to providing reach to a key decision making audience, research by Millward Brown has shown that that magazines is one of the most powerful drives of top box consideration.

    On a per person basis it delivers consideration uplift 4 times that of TV and 70% higher than newsbrand, making magazine media an essential tool in getting vehicles added to the shortlist at the consideration phase of the consumer journey.

    These factors highlight the importance of targeting this key decision making group using, possibly through the efficient channel of consumer magazine media in addition to their male counterparts.


  • Case Study: Soft & Gentle & Cosmopolitan

    10 Sep 2015

    How did Hearst magazines UK use its print and digital platforms to create a buzz around the new Skin Science range from Soft & Gentle?

    Download the case study and discover how the bespoke Fresh Perspective content hub generated over 10,000 leads.

  • Magazine media mobile audience hits nearly 14m users

    03 Sep 2015

    The latest set of NRS results have confirmed the rapid growth mobile magazine media sites have enjoyed over the last 12 months with an increase of nearly 8 million mobile users, writes Magnetic CEO Sue Todd.

    This brings the total mobile magazine media audience to 13.725 million monthly users across the magazine media brands measured by NRS PADD.

    What makes this statistic even more impressive is that for these brands, their total reach on mobile is now only 50,000 shy of matching their print audience figures which stands at 13.782 million monthly users.

    For the brands in question, digital across all platforms is also adding an 80% incremental increase and in total these brands on their own now deliver a monthly audience of nearly 25 million adults - great news for advertisers seeking to tap into highly engaged magazine media audiences across multiple touchpoints.

    Millennial Reach

    The latest results also highlight magazine media’s increasing reach and influence with the highly desirable Millennials target audience of whom 80% are engaging with magazine media on a monthly basis. Amongst this group mobile is emerging as their preferred contact point.

    Millennials currently account for 1 in 4 adults in the UK, yet now make up 43 percent of mobile magazine users.

    Of course this picture varies from title to title, but Millennials over index against all mobile magazine media sites measured, and account for nearly 50 percent of the total mobile audience for brands including Cosmopolitan, Empire, Heat, Men’s Health, Time Out and Top Gear.

    Channel Strategies

    Millennials’ interest in engaging with magazine media also extends beyond mobile. The data for the same basket of titles reveals that they are 29 percent more likely to be engaging with desktop/pc websites are 28 percent more likely to be monthly users of these titles in print than the average adult.

    What these latest figures make clear is that although the desire for professionally edited, original content is being increasingly satisfied by mobile, this is not to the detriment of Millennials’ demand for magazine brands in print or via desktop.

    The growth in demand for magazine content overall reflects the success of publishers’ channel strategies and is great news for brands looking to integrate commercial messages in the most creatively diverse and welcoming advertising environment in UK media.

  • Case Study: Superdrug & Time Inc.

    Case Study: Superdrug & Time Inc.

    01 Sep 2015

    Press play and discover how Time Inc. and its panel of health and beauty experts helped Superdrug boost both sales and revenues of its own-brand products.

    Time Inc. UK had to convince women to swap from big brands, to Superdrug’s own brand range. 

    So they combined High Street favourite LOOK, the aspirational Marie Claire, the celebrity obsessed Now, and mum’s lifestyle staple, Woman, to deliver a huge audience of women aged 20 - 50

    Time Inc. UK created a formidable panel of beauty experts called: HERO HUNTERS.

    As well as four Editors from the Time Inc. UK brands and a product developer from Superdrug, a GP, a dermatologist, a make-up artist, a beauty vlogger, and a fitness guru were all recruited (see them in action below).



    Their mission: To discover and review the best beauty buys from Superdrug’s own brand range. Each month, they were sent a haul of Superdrug beauty products for them to honestly critique.

    There were 'Hero Hunters' features in each magazine, showcasing the ‘hero’ product they had hunted that month. Time Inc. UK shot video of the Hero Hunters chatting through their recommendations which were distributed across client and media owner web and social channels.

    Brands and the experts themselves posted, tweeted and instagrammed about their lives as a Hero Hunter, taking the campaign to their followers.

    In-store Superdrug created eye-catching point-of-sale collateral with the brand endorsements.

    Customers heard the campaign on in-store radio, read about it in Superdrug's customer magazine Dare and saw it across Superdrug’s e-commerce site too.

    Time Inc. UK had developed a campaign which used trusted, credible brands to help endorse products they believed in. A campaign that created content first, for use on every imaginable platform at their disposal.

  • 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, looks 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.

  • Brands must select better partners to win in 2016
    For magazines as much as for the rest of the industry, this year will be about fusing a growing sense of energy with more collaboration.

    Brands must select better partners to win in 2016

    14 Jan 2016

    It’s not unusual to find compelling themes in Campaign’s annual “Year Ahead” series of essays.

    However, last week’s collection, more so than ever, struck a chord with me. The analysis of the challenges and opportunities that the advertising and media industry face over the next 12 months was distinguished not only by its focus on creative and strategic excellence but also through its emphasis on building far better connections with audiences; understanding and harnessing the wider culture, and improving effectiveness through emotional impact.

    Moments that matter

    Understanding that building emotional connections with audiences improves effectiveness will be a big trend in 2016. It's a theme that Denstu Aegis Network’s Tracey De Groose identified: “Communications better-tailored and more relevant to their audiences. … cannot be at the expense of emotion in marketing.”

    Media companies that create professionally edited, original content are well placed to tap into the power of emotion and ensure that relevance turns into engagement which, as Proximity’s Mike Dodds argues,leads to sales.

    His essay about engagement driving sales” cited Gallup research to illustrate that engaged customers “represent a 23 per cent premium in terms of share of wallet, profitability, revenue and relationship growth compared with the average customer.”

    This chimed with our own ‘Moments That Matter’ research, which shows that magazines are particularly good at driving ‘pleasurable reward’ and creating ‘purposeful information’ moments for consumers.

    A new way to connect

    This in turn explains why in both our own and others’ research – time and time again - magazine environments are cited by consumers as the occasions when advertising is most welcomed, which in a climate where active avoidance is now very real, is arguably more valuable than ever.

    Future Foundation's Meabh Quoirin analysed the emerging ‘solo self’ trend and explained the growing need for these moments, “because we associate it with being productive”.

    ‘Media experiences, from boxset binges to virtual reality, will make culture consumption a largely solo activity.” It’s a shift that Magnetic is interested in as over 95% of magazine moments are solus and there is evidence that these moments are becoming more appreciated by consumers.

    The 2015 Vogue Business report picked up this renewed appreciation for escapism and dedicated time to highly relevant magazine content and our recent Moments That Matter research uncovered that moments alone with magazine content improves ‘subjective well-being’. This positive and emotional uplift was especially true for millennials, translating into higher receptivity towards advertising content during these occasions.

    Grey London’s Nils Leonard also struck a chord with me when he asked us all to “find a new way. A new way to connect with people” to combat the increasing numbers of people “who hate what we do”.

    Talking about “the stuff at the white-hot heart of pop culture is the stuff we have a chance to create now,” he referenced Paper magazine’s exclusive with Kim Kardashian as a prime example. “Kim’s butt was the most viewed image in the world last year. And arguably the most famous ad for a magazine nobody had heard of…. 2016 is the year we make a choice. Make ads or make culture.”

    Magazine brands are in a great position to capitalise on this during 2016 and bring more advertisers into their world of cultural relevance. These last few days the number of magazine covers and articles, plus views from magazine journalists, used in the reaction to David Bowie's death, demonstrates magazines' continued significance as part of the cultural zeitgeist

    The power of partnerships

    Of course what’s needed to ensure all of these trends and experiences are commercially harnessed is collaboration and more powerful partnerships. O2’s Nina Bibby ”identified the opportunity to “harness partnerships to play a bigger role in customers’ lives", citing examples between Google and the British Museum and Ralph Lauren and OakLabs.

    It’s a theme our magazine media members have long understood and identified as vital to the growth of the sector and the continued relevance of magazine brands. In 2015 we saw Marie Claire partner with Ocado to become a beauty retailer, offering improved value and service to its audience.

    Online design brand MADE.COM joined forces with Living etc to create eight capsule furniture collections and Vogue and Bonpoint launched a new childrenswear sub brand – mini Vogue – to name but a few

    Of course, challenges remain even once we’ve recognised the path to a successful year. Challenges picked up by PHD’s Glyn Williams in his ‘Year Ahead for Magazines’ essay. He talks about the need for magazine media, led by Magnetic, to build stronger partnerships with clients and agencies of all types, and to shout more loudly about the great content and advertising creative that exist within the medium. Whilst we’re well on the road to delivering on this, expect more stories from the sector in 2016.

    And, for magazines as much as for the rest of the industry, this year will be about fusing a growing sense of energy with more collaboration. Nils Leonard, rightly, suggested “this year we set fire to some ships.” But we also need to build some bridges too, to grow the connective tissue between audiences, culture and brands. This will require hard work to build stronger partnerships between media owners, clients and agencies, but it’s a task within magazine media that we are all looking forward to.


  • Branded content: A new emerging communications ecosystem
    From what I’ve seen, media owners, like the magazine media companies, are bloody good at creating desire. And who doesn’t want to be wanted?

    Branded content: A new emerging communications ecosystem

    13 Jan 2016

    Consumers don't care about the channels - it's all advertising to them, says the Executive Chairman of Karmarama Jon Wilkins in an article for Campaign.

    A new communications ecosystem is emerging as all corners of the industry are now talking to clients about branded content.

    Clients know content is really useful but where does it fit into the marketing mix and how does it work to assist and inform the customer journey? Meanwhile, the explosion in ad tech has created the new marketing promise – optimised content – and in doing so is forcing through a new system.

    Magazine media’s skills

    There are many players involved across media agencies, creative agencies and media owners. I spoke at Magnetic’s event back in October on how magazine media companies, for example, have real valuable skills in editorial and can lead the production of longer form content.

    However, the role of each player needs to be defined as the new system is blurring the boundaries.

    Firstly, I believe creative agencies must provide the filter of creativity from a brand point of view. We can do this because we are strategic advisers to the client with creative platform thinking which should inform a range of channels.

    The media agency is about understanding the technology and optimising content distribution. Their role has not been about creative strategy or content creation.

    Strategic creative guidance

    Likewise, in-house creative at media owners needs to be clearer. Advertorials have always existed, but growth in native and branded content requests from media agencies desperate to fill space in a plan is not a reason for publishers to compete with creative agencies.

    The creative resource adds real value specifically when creating the content that fits within their own media brands – ad agencies can’t deliver tailored creative for client in each channel.

    Look at the successful work being delivered by the Tyler Brule model over at Monocle or Vice Creative. But are Vice a creative agency?

    No, they need strategic guidance, they need to understand the broader creative narrative – and critically, like all of us, they need to understand where they fit.

    The new ecosystem

    The new ecosystem is much more complicated than before – it demands humility and respect. It also requires levels of collaboration, either elected or enforced, not seen before in our industry.

    At Karmarama we’ve worked very hard to support our customers in this new world. We work to develop what we call 'generous ideas' – big thinking that informs all idea distributors including consumers, the client’s own content makers, other agency suppliers and media and platforms alike.

    We ask who is involved in stimulating this idea? How are they all going to contribute? Is the idea going to lead to a positive sequence of actions around the brand?

    This is all about harnessing the power of positive action. Central creative briefings for all parties ensure the client has sight of a single customer experience, a connected sequence of messaging around an idea. We want to start conversations that will be carried by brands, consumers, and media.

    Friction free

    The new ecosystem needs to be friction-free because consumers don’t care about the channels – it’s all advertising to them. What is important is the consistency and the empathy woven through all communications.

    There are no black and white rules other than know what you don't know, self-awareness is critical, avoid over-claim at all costs, and work together more than ever before.

    The new system means media owners have an opportunity to avoid being stuck in a downstream transactional media buying vacuum – a model that will not allow them or the client to harness their powerful content creation skills.

    Creating desire

    They should reach out and collaborate more with creative agencies. We’re actually genuine kindred spirits, both committed to creative content excellence.

    We can get them into the sweet spot of the content need – creating desire.

    From what I’ve seen, media owners, like the magazine media companies, are bloody good at creating desire. And who doesn’t want to be wanted?

    This article first appeared in Campaign.


  • The year ahead for magazines
    2016 will see the roots firmly planted for the future. Innovations will regenerate the publishing business, providing greater access to their brands, more share-able quality content, more personal experiences for consumers and better-quality advertising solutions.

    The year ahead for magazines

    11 Jan 2016

    Publishers are looking forward to another future-focused year, writes PHD Head of Publishing Glyn Williams in the latest edition of Campaign.

    Their regeneration is developing at pace and great changes will continue to dominate the headlines. These changes will be necessary for magazine brands to stay modern and relevant. They will continue to deliver pleasure and purpose to their audiences, who will want to discover and rediscover them in new and different guises.

    Innovation and trial will be key and we expect to see a host of new strategies this year. Magazine brands will populate new touchpoints and look to reward their audience, as well as their advertisers, with quality experiences and quality brand solutions.


    Let’s begin with distribution. It’s always overlooked and, while it’s not as sexy as content, it’s equally important to the future of the business. Recent years have seen consumers (particularly millennials) leave the newsstand and not necessarily be tempted by the free alternative on the street.

    "Freemiums" will continue to increase in popularity but, crucially, circulation growth must find new environments other than the busy pavement. Pressure on distribution for paid-for titles is also mounting from big retailers as they continue to shift shelf space over to higher-yielding product categories.

    To overcome such barriers to purchase and pick-up, publishers will need to adopt different routes to reach the reader. We will see the sector develop more discrete, sophisticated methods of distribution, such as the student-campus approach that has worked so successfully for NME.

    Brand extensions

    Methods of easy discovery and simple transaction will become a focus for the long-term future of print, where paid-for titles will move into new areas. Think promoted add-ons at checkout with online purchasing from favoured outlets or a brand experience at destinations of entertainment, retail or luxury. Here, the magazine brand will be offering a rewarding experience to a receptive audience, in exchange for trial, in order to gain long-term loyalty. Innovations such as the recent launch of the Men’s Health Lab vitamin and supplement range and Cosmopolitan’s brand-experience pop-up at Westfield are early movers in this territory.

    Digital growth

    Accelerated growth in the digital space will continue, and we expect the largest audience gains to be in this area. Social media will build in importance as it brings a new dimension to publishers with passionate audiences: a regular, live dialogue.

    Video distribution will also become a major addition as publishers big and small will be investing substantially to take their offering on to an audiovisual platform.
    Time Inc has recently highlighted how investment into editorial teams has allowed the company to expand into relevant and high-quality content, with their own studio and production and design teams who specialise in mobile.

    Video will drive publishers’ ambitions to take revenues away from established players, and it will be a crucial addition to their portfolios as they increase and strengthen their suite of services to advertisers and consumers.
    Other revenue streams

    Along with digital advances, we can expect revenue growth from other unconventional areas. Commercial teams will continue to develop from vertical to horizontal structures, putting the brand at the heart of every solution.

    Everything will start to work as a scalable model, beginning with single brand solutions through to an idea working across the publisher’s portfolio for the larger strategic briefs, led by an audience or interest.
    The door to bigger and better partnerships will now be widely open and, with agencies and publishers both focusing heavily in this area, the industry can expect some amazing work in 2016.

    Personalisation through smart data will become more visible and will invite consumers to develop deeper relationships with their chosen brand. Lifestyle and luxury sectors will naturally adopt a dialogue in this space, where exclusive content can be shared among like-minded groups. Big-ticket items and health and beauty will be the first to see the benefits from this more personalised approach. Esquire’s recent Big Watch Book, in association with Audemars Piguet, which was sent to an exclusive customer base on launch, brings this to life brilliantly.

    Industry support

    The arrival of Magnetic and increased support to the industry will be vital in 2016. The newly created marketing body for consumer magazines has an enormous task ahead and will be a force in the repositioning of the sector in the modern world.

    Magnetic must now collaborate with stakeholders to place magazines firmly on the agenda with agency planners, creative agencies and clients, and it must match the visibility, dialogue and marketing excellence from other trade bodies. There are some great stories, fantastic developments and core strengths that need to be promoted by a big voice, which has been lacking for a while.

    The launch of the Publishers Audience Measurement Company will also play a role in demonstrating the effectiveness and power of the medium. The industry has been crying out for detailed measures of engagement for some time and we can expect Pamco and Magnetic to address this. Robust and independent data must be drilled down to detailed, quality measures in order to verify and evaluate what we already know – that magazine brands deliver high engagement levels.

    So there it is – 2016 will see the roots firmly planted for the future. Innovations will regenerate the publishing business, providing greater access to their brands, more share-able quality content, more personal experiences for consumers and better-quality advertising solutions.

    This article first appeared in Campaign

  • Only Brands Can Reverse Digital Marketing Disengagement
    Clients need to seek out the brands that specialise in their markets and have a deeper, more direct, relationship with the targeted audiences that they are trying to reach.

    Only Brands Can Reverse Digital Marketing Disengagement

    11 Jan 2016

    Many articles have been written accusing publishers of causing the rise of ad blockers but brands are the only ones that can reverse digital marketing disengagement, argues Julia Dear, Sales Director at Haymarket Publishing in a piece for Exchange Wire.

    It is important to remember that we didn’t start out like this. When media owners were magazine publishers we were fiercely protective of our readers and would never compromise user experience for additional revenue. Editorial departments ruled the roost – because they could. In most cases, a greater percentage of revenue came from copy sales than it did advertising.

    Our focus on quality content and our ability to nurture a deep and trusted relationship with our audience was paramount. As a result ad/ed ratios were strict, advertising departments had to fight tooth and nail for a right-hand page, and flatplanning was considered an art form.

    As a result, magazines enjoyed a unique position where the advertising became an integral part of the product and consumers welcomed the adverts as part of the content. This still remains true today, and magazines remain one of the few places where editorial and advertising work in harmony with each other.

    However, the key difference was a fair value exchange between consumer, advertiser, and publisher. Ad creative was of the highest quality, readers engaged and responded to those adverts and the publisher was paid fairly as a result. Not just through advertising, but because consumers placed a value on the content creation itself.

    Ad blocking software

    A recent study via the IAB states that 18% of adults currently use ad blocking software (up 3% since June 2015). However, 61% said that they would rather not have to pay for the content they consume. As publishers, we feel that there is still an education piece to be done. Quality content is expensive to produce. We have lost a huge chunk of revenue due to the free nature of the web, and if advertising is under threat, then our business models are under threat.

    Consumers believe advertising makes businesses like ours rich and they are, therefore, not too bothered to take that profit away. They do not, however, fully comprehend that in many cases it simply supports the high cost base, and that without those revenues the content will disappear. I am a huge admirer of both City AM and Axel Springer, who have both turned off their content to consumers with ad blockers.

    It allows them to syphon off that audience in particular and communicate with them directly. City AM is opting to simply block the content if the ad blockers remain; however, Axel Springer will let consumers choose between turning the ad blockers off or paying £2.23 per month to view the content.

    Brave moves from both, and it is great to see publishers trying to take control. Key to their success will be with how they communicate the value exchange needed to the consumer – and I, for one, will be watching closely.

    Advertising context

    Many commenters to date have suggested that the only way to fix the problem (if it can be fixed at all!) is for publishers to rethink the advertising they carry on their sites and think more carefully about the user experience they offer to consumers. True. However, we need to put that into context as to what that really means. Adblock Plus, for example, allow websites to pay to put themselves onto a ‘white list’ (surely a racket in itself) if they comply with their ‘acceptable ads criteria’.

    The criteria state that in order to comply, ads should be “preferably text only, with no attention-grabbing images”. I am not a creative; however, I am a consumer, and I am pretty sure that text-heavy ads are a hideous user experience?

    It is true though that we need to rethink how our sites look and return to the disciplines we have always placed around our print products. However, the only way publishers can achieve this is to go back to the fair value exchange. Consumers are unlikely to start paying for content any time soon. (Just look at what The Sun has done to its paywall recently). So, the onus moves over to clients.

    Measuring success

    How clients measure success, and perhaps more importantly how they KPI their agencies as a result, is what drives the issue, particularly with the increase of brand advertising moving online. Clients who would previously conduct brand studies to measure uplift or engagement are now focusing on clicks, or ‘likes’, or any other digital measure they have available to them. We have become an industry measuring because we can, as opposed to because (or how), we should.

    An agency, business director level, client of mine told me: “Clients are rightly very focused on delivering and measuring ROI in digital. The problem is that there is often a difference between what they want to see and what they are comfortable investing in. There needs to be more focus on brand measurement and attribution modelling, and a willingness to look at customer journeys as less of a funnel.”

    A classic example of this is in the automotive industry, where success is measured by how many people book a test drive online. When was the last time anyone you knew who has bought a car did that? It is not the right measure, and agencies are concerned, as consumer behaviour is moving even further away from this, and therefore demonstrating improved performance will become increasingly difficult (and probably drive prices down even further).

    I understand that this is currently the only metric to measure – so clients have two choices. Either make it the right metric and shift consumer behaviour by radically rethinking the test drive process, or focus on how they can improve attribution modelling right through to purchase. I know it is easier said than done, but I can’t help but believe that diverting resource and money in this direction in the short term will create incredible efficiencies in the long run…

    Click through rates

    A recent study by Collective, with agencies and clients around brand advertising online, revealed that only 12% of respondents said that they use click-through rates as the appropriate performance measure of a brand campaign – yet 62% of respondents stated that only 25% of their campaigns make use of brand response studies from the likes of Nielsen.

    A real disconnect between what clients and agencies think they should be measuring and what they actually are measuring. Even more worryingly, a recent study by comScore (Natural Born Clickers) found that when publishers were forced to optimise against clicks, there was a direct negative correlation in brand lift, yet as long as publishers are Performance Indexed, and ultimately paid, against these measures, we have no choice but to optimise against them.

    If you add viewability into the mix (no traditional media is 100% viewable), a decline in spend in print and RTB driving a constant pressure on yields and price regardless of quality (as nobody is really measuring quality), publishers have been left with little choice but to try and counter the loss in yield by increasing the volume of ads and the disruptive nature of those ads simply to protect their business models and, therefore, their ability to continue to produce quality content. The market is chasing scale – at the expense of everything…

    The solution

    I could easily blame the advertising agencies for their complicity in this game; however, I empathise with them. In turn, they are beaten up by procurement departments and auditors who are price- not value-focused, and seem to be completely unable to overlay context onto anything. This has always been an issue, but has become increasingly endemic in digital advertising.

    So, what is the solution?

    Nick Baughan, the chief executive of Maxus, recently wrote about how, as an industry, publishers need to come together collectively to address this issue; and that digital trade bodies need to do more to resolve the problem. I agree, but it is naive to think this is easy to do.

    The explosion of digital inventory globally means that even if all IAB members took a stand, there will always be someone, somewhere, willing to take the advertising that we might not – whilst these sites and audiences might be of lower quality, as long as we continue to measure the wrong things, we will find it difficult to take that stand.

    Measuring success

    It is, therefore, the clients who need to re-evaluate. If we want consumers to engage with ads, and stop using ad blockers, then we need to start by measuring success properly, which will allow clients to attribute the right level of value to publishers and premium audiences and, therefore, pay them accordingly.

    Couple that with a proper focus on what creative is being served, and in what context, and then publishers can confidently reduce the amount of ads on the page and go back to focusing on the user experience, and ensure the advertising is genuinely complimentary and part of the brand.

    In turn, clients will be rewarded with deeper engagement and higher ROI, and consumers will enjoy the advertising as part of their interaction with the brand.

    Steve Brown, chief revenue officer at Rezonence, recently suggested the industry move from a CPM model to a cost-per-human. The idea being that once you have successfully engaged with a consumer with one message, you don’t need to keep up a constant stream of the same messaging. It is an interesting idea that, again, starts with marketers reimagining what success looks like in digital marketing.

    The B2B industry is also interesting. Many brands will pay extraordinary amounts of money to reach and engage with a handful of influential advocates within particular industries. They are less focused on scale and buying clicks. Instead, they are looking for deep engagement within a very specifically targeted audience and they, therefore, value that audience accordingly.

    Improving ROI

    The consumer industry should learn from this, and ultimately completely re-think what they are trying to achieve. Although, I fear that it will take a brave client to buck the trend.

    Publishers can and will help – it is in our interest to do so. Clients need to seek out the brands that specialise in their markets and have a deeper, more direct, relationship with the targeted audiences that they are trying to reach. They should partner with those brands to better understand consumer behaviour and how they can improve their success criteria to drive performance, both with those brands, but also across their wider marketing plans.

    Scale and efficiency has its place, but clients needs to be wary of that in isolation and should use specialists or contextually relevant brands to help them to improve their measurement criteria and, ultimately, improve their ROI across the board.

    This article first appeared in ExchangeWire.

  • Magazine media: The key to positive brand association
    A beauty advert being served on the website of a quality magazine brand is 88% more likely to be rated positively than on a lesser-known site.

    Magazine media: The key to positive brand association

    15 Dec 2015

    While there are obvious challenges, magazine media still has a valuable and unique role to play in the media mix, writes Hearst's Jane Wolfson.

    You can't have failed to notice the recent increased level of noise about the need for quality content from both clients and agencies. The growth of programmatic and response-driven mass 'spray and pray' digital campaigns has led to a lot of discussions about advertisers needing to up their game.

    Millward Brown's Sue Elms recently raised concerns about the long-term damage being done to brands who have moved their budgets online, without doing their homework first, and making sure their ads are in the right environment or context.

    She put forward the case that many brands are being hindered, rather than helped, by the scramble to engage with consumers. Elms went on to accuse advertisers of pumping out their own version of CO2 into the advertising space - turning consumers off in the process.

    In order to achieve cut-through, she argued that brands need positive emotional connections with consumers, whereby advertising content needs to be memorable, compelling and delivered to a receptive audience.

    Moments that matter

    Naturally, as someone who works for a magazine publisher, I am inclined to agree with her. I believe that the trust a magazine brand has with its audience is invaluable to an advertiser. And you don't need to take what I say on trust either, because we have the science to prove it.

    Magnetic Media, the marketing body for the industry, recently explored the role of media and how it contributes to both happiness and wellbeing in its study, Moments That Matter.

    The results revealed that magazines occupy a unique position amongst consumers, offering 'moments' that make them feel good and increase their overall wellbeing by 6%. This figure was even higher amongst Millennials, with the research capturing a 12% increase in positivity after Millennials read their chosen magazine brand.

    Online trust

    The same is also true online. Last year, InSkin Media and RAPP Media conducted a study that showed the quality of a site had a significant impact on how advertising was perceived with consumers 37% more likely to click on an ad if it appeared on a site they trusted. It acknowledged that a beauty advert being served on the website of a quality magazine brand was 88% more likely to be rated positively than on a lesser-known site.

    With the onset of ad-blocking, it has become increasingly important to get it right from an advertising perspective. The last thing the industry needs is consumers turning away from digital.

    If we get it right, everyone wins. Our editors across our brands like Cosmopolitan, Good Housekeeping, ELLE and Harper's Bazaar know their audiences inside out and back to front.

    Combine this with our proprietorial technology which provides accurate audience insight and feedback to our advertising partners, and we can develop commercial content which works for consumers and advertisers alike.

    Magazine media

    Magazine media has influence, trust and engagement. It drives social conversation, it changes brand perceptions and it does so through multiple touchpoints. It has a valuable and unique role to play.

    *Jane Wolfson is Head of Commercial Operations at Hearst Magazines UK and it first appeared on Mediatel

  • Should we be cynical about 'happiness'?
    "It's especially important that audiences are receptive to the advertisements in print and deliver good return on investment (ROI) for advertisers"

    Should we be cynical about 'happiness'?

    20 Nov 2015

    Chris Sutcliffe of TheMediaBriefing takes a critical look at whether happiness as a measure of consumer magazine success stands up to scrutiny.

    First things first: For all that consumer magazine publishers bet upon it, 'happiness' is a woolly term. Depending on context and situation, it can variously mean either 'satisfaction', 'receptivity', 'audience loyalty' and any number of terms, and ultimately it may be a catch-all term for each.

    So it's difficult to hear claims made about the importance of audience happiness to a publishers' bottom line, since it's at best a proxy metric for many different things.

    And yet many consumer publishers appear to be doubling down on providing services aimed specifically at increasing audience happiness, which benefit them back in turn. As Immediate Media's director of enterprise, CRM and subscriptions Jess Burney recently told an audience at Monetising Media 2015:

    "We found that 25 per cent of people will give us their data anyway because we have that engagement with them.

    "The deeper the engagement with individual consumers, the more data they're willing to share with us."

    She ascribed that engagement to having provided a good value exchange to their consumers - effectively making them happy enough to respond in kind to Immediate Media's requests.

    And research into that phenomenon by Magnetic found that consumer magazines were particularly well-placed to take advantage of consumers' happiness and wellbeing, in that it made them more receptive to ads.

    Reliance on happiness

    According to the most recent NRS Padd statistics, 73 per cent of UK adults (37.9million people) say they regularly consume magazine content, and the vast majority (62 per cent of all UK adults) do so in print format. However, for the most part, the circulations of print magazines in the UK continues to decrease, and the last few days have seen two of the more storied men's lifestyle magazines 'suspend publication' as a result.

    So it's especially important that audiences are receptive to the advertisements in print and deliver good return on investment (ROI) for advertisers.

    So how can publishers ensure that happiness/receptivity? According to Sue Elms, head of global brand management, Millward Brown, it's all down to that old publishing standard of creating relevant content:

    "They can focus on engaging targeting. AdReaction Video found that consumers are most receptive to video ads targeted based on their interests (41% receptive) or preferred brands (40% receptive) and least receptive to ads based on their web browsing history (25% receptive). Sensitive application of targeting is likely to work best for both advertisers and publishers."

    And that's supported by the research from Magnetic, which found that of customers who have purchased a lifestyle magazine - and have therefore self-selected - fully half said that the ads were relevant to them. More than that, 60 per cent said they actively seek out the advertisements in magazines.

    Engagement on digital

    Notably, those figures were lower when the magazine content was digital rather than print, suggesting that - for once - the arguments about print having inherent value as a medium for communicating a message has some basis. It's also possible to draw a connection between the fact that 60 per cent of consumers actively seek out print ads, effectively making them a key part of the magazine's content, and the fact that PwC and Ovum believe print will be the format of choice for magazine buyers for a long time to come.

    So while it's cynical and easy (and probably right) to dismiss 'happiness' as a relevant metric for publishers on its own, it makes sense as a proxy measurement for receptivity. It may just be a surrogate measurement - and one that relies upon audiences accurately self-reporting a subjective emotion - but it's one that places the needs of the consumer above all else.

    And at a time when PwC are predicting that the global consumer magazine market will return to a (minimal) level of growth over the next few years, it makes sense that the consumer publishers who double down on making audience happiness - and therefore their engagement with the ads - a priority will be the ones who benefit most from that return to growth.

    This article first appeared on TheMediaBriefing.com



  • Answering marketing’s biggest challenge
    The very best magazine media brands are built on leading audience insight. We are well placed to share and inform these insights with brands that wish to engage with the audiences we represent.

    Answering marketing’s biggest challenge

    30 Oct 2015

    Following Spark 2015, Abby Carvosso, Group Managing Director, Bauer Advertising, looks at the key challenges the event raised for brands and advertisers.

    The marketing industry is in the middle of its biggest ever challenge - what Bob Wootton, Director of Media & Advertising at ISBA, called ‘an extinction moment’ at Magnetic’s recent SPARK event.

    A growing number of brands are shouting at consumers for attention, whilst ad blocking is on the rise, and industry experts, including Millward Brown, are increasingly concerned about the long term damage to brand marketing this environment is causing.

    Bob Wootton laid down a challenge on behalf of clients to the magazine media industry to lead the way, describing it as a significant opportunity for publishers.

    Audience Loyalty

    I agree – my experiences of working with magazine media brands including Grazia, heat and Q, has shown me that they have always led the way when building a truly loyal audience.

    After all, the single most important commercial asset a magazine media brand has is its audience – without that, it is nothing.

    The first change is to address the way technology companies dominate the content delivery and distribution debate.

    We know best how to get content to an audience in the right place at the right time, because we understand and respect what they want.

    Media Owner Expertise

    For too long now we have let technology specialists lead. The time has come for media owners to truly demonstrate our expertise.

    We need to remember what makes magazine media brands so influential – the talent. It is the teams of brilliant experts that nurture and manage audiences day in day out, who should be front and centre.

    Editorial teams have an instinctive creative skill of finding what is genuinely interesting. Let’s take Grazia, for example.

    The team worked tirelessly on their Equal Pay campaign, changing the law to introduce mandatory pay audits.

    This all started with a focus on what is meaningful to the audience and demonstrates the effect on popular culture media brands, in particular magazine media brands, can have.

    Collaboration with Brands

    Empire Editor-In-Chief Terri White summed this up nicely when talking about the passion of her team – who else would obsessively debate and investigate every single aspect of the film industry day in, day out?

    The Empire team do and that is why 3.5 million consumers value the content they create so highly.

    We need to help brands produce the very best content for their audiences and be open to collaboration with partners across the marketing industry.

    I would argue we have been through a period of marketing where commercial partners themselves have acted as publishers, sometimes to good effect, but not always.

    Brands need to ask themselves why they are creating content and if this is the correct approach, then publishers are perfectly placed to help them do that.

    Audience Insight

    Mark Creighton of Dentsu Aegis said publishers collaborating in this way is a must-do. ASDA’s decision to partner with a magazine media publisher for the creation, production and distribution of its magazine is a good example of this in effect.

    The very best magazine media brands are built on leading audience insight. We are well placed to share and inform these insights with brands that wish to engage with the audiences we represent.

    We have a responsibility to continuously demonstrate to the industry that we understand audiences of all kinds, and are ready to share this information with commercial partners who are looking for collaborations.

    We launched The Debrief, for example, after travelling up and down the country speaking to twenty-something women about what they wanted from a new magazine media brand.

    It was this insight that allowed us to create an engaged community of over 960,000 consumers across a range of platforms – an audience that has attracted collaborations from brands such as Bacardi, H&M and River Island.

    Multiplatform Engagement

    As first party data becomes a growing part of our business, our understanding of audiences will only deepen, enabling us to further our own brands’ engagement with audiences as well as those of our customers’ brands.

    Finally, we need to be able to demonstrate the influence of a fully multiplatform magazine media brand.

    The magazine media industry is working hard on a new set of metrics that will do precisely this. We know magazine media brands are the best at grabbing and holding consumer attention.

    My belief is that we will see new metrics reinforcing this strength during the course of 2016 through the work of PAMCo, another important partner in the audience measurement industry.

    Bob Wootton has asked us to help clients in a time of crisis for brand marketing. We are experts in audience receptivity. It is time to come together as an industry and for all publishers to answer this call.

    *This article first appeared on Mediatel.




  • Emotional connections will save brands from ‘climate change’ catastrophe
    There will be much more to come from Magnetic on building emotional connections between brands and audiences.

    Emotional connections will save brands from ‘climate change’ catastrophe

    28 Oct 2015

    Last week’s SPARK event explored the role of magazine media within a world of reducing attention spans and overwhelming content, writes Magnetic CEO Sue Todd.

    On reflection, it seems fair to say that Sue Elms, EVP of global brands at Millward Brown, set things alight with her keynote presentation, ‘Advertising Receptivity: An Inconvenient Truth’.

    As I wrote in last week’s Campaign, Sue’s argument presents some tough themes for our industry – principally that the issue of consumer attention and receptivity to advertising is fast becoming our own climate change debate.

    “People are less receptive to advertising and it’s our fault,” was Sue’s blunt assessment.

    Advertising Effectiveness

    Her argument, backed by global research from Millward Brown, was that the advertising industry has created a cycle of “shouting louder” and “more clutter” that is “destroying the environment for advertising effectiveness.”

    This destruction has been accelerated by low online response rates that, instead of prompting advertisers to re-evaluate their models, have driven even harder targeting of audiences.

    This is especially damaging in light of the global research that showed people are far more receptive to advertising when they feel that they have “control” of the message.

    An experience that is now all too rare for people in a confusing world of commercial clutter.

    Mentally Closed

    The presentation identified that, by 2018, “half the UK will be mentally closed to advertising and at least a third physically closed online”.
    “Brands can’t ignore the ‘adblockalypse’”, Sue said to neatly describe the recent rise in disgruntled audiences turning to ad blockers to declutter their online environments.

    Thankfully, there are solutions to this problem.

    Solutions that bring the role of magazine media to the fore and which were outlined by Sue and then discussed in greater length during a lively panel discussion hosted by industry commentator Dominic Mills.

    Strong Emotional Connection

    Sue talked about creating a value exchange with audiences and argued that building “a strong emotional connection” is the most important factor for brands, making “advertising easier” and also helping to create brands that command a bigger price premium.

    The panel highlighted that publishers are part of the solution in preventing the “extinction moment” of advertising effectiveness.

    Marcus Rich, the chief executive of Time Inc UK, cited a recent Goldman Sachs report to show that publishers offering "differentiated content" will be successful in future.

    Douglas McCabe, the chief executive of Enders Analysis, argued that the opportunity for publishers lies in becoming more like retailers, helping advertisers by providing a "seamless" service across their platforms.

    This will be especially powerful as brands look, in the words of Bob Wootton, the director of media & advertising at ISBA, to address “forces in the value chain” that are reducing the impact of advertising.

    Moments That Matter

    Earlier at SPARK, Magnetic unveiled its own study, ‘Moments that Matter’.

    Inspired by the work of Professor Paul Dolan, an expert on happiness, the research revealed that the majority of magazine moments meet a reader’s desire for “reward” or ‘information”, creating experiences that reduce anxiety and increase well-being.

    Mark Creighton, the chief operating officer at Dentsu Aegis Network UK, picked up on this point.

    He argued that magazine publishers provide "valuable experiences" and should do more to celebrate this as advertisers look to reverse the decline in receptivity.

    While SPARK started this celebration, alongside some serious consideration of magazine media’s role in the advertising landscape, there will be much more to come from Magnetic on building emotional connections between brands and audiences.



  • The role magazines play in well-being
    This research and the Spark event are just the start of our contribution to tackling marketing’s biggest challenge.

    The role magazines play in well-being

    27 Oct 2015

    At Magnetic’s launch earlier this year, we set out to ensure magazine media is properly understood and embraced by advertisers, writes CEO Sue Todd.

    As I planned our inaugural event, Spark, it became clear that this is part of a much bigger challenge.

    A recent article by Millward Brown’s Sue Elms, "Receptivity and a new share of voice", crystalised this.

    Advertising Receptivity

    It presented tough themes for our industry – principally that the issue of consumer attention and receptivity to advertising is fast becoming our own climate-change debate.

    Her argument resonated with me. Many brands are suffering, not benefiting, from the explosion in opportunities to engage with consumers.

    Marketing’s response to device fragmentation and reduced attention spans is having a detrimental effect. This issue is so big that it affects all of us in the industry and it is why Elms’ latest insight is a central theme of Spark 2015, which was held in London last week on October 22.

    Multiple parties are investigating what is happening in marketing right now.

    Microsoft is highlighting the shrinking attention spans of consumers, Havas Media is reporting consumer disregard for brands and the Internet Advertising Bureau last week launched the LEAN standards as it starts to address the digital ad industry’s big challenges.

    Happiness and Wellbeing

    Magnetic’s starting point is to consider what people want from their lives and the role that content plays. Only then can we truly understand how we can help brands be listened to.

    To this end, we have been inspired by the work of Professor Paul Dolan, a renowned expert on happiness.

    Our aim is to develop a deeper understanding of the link between subjective well-being, attention and receptivity.

    At Spark, we shared the results of our own study, Moments That Matter. We have tracked what happens to an individual’s sense of subjective well-being in the moment when consuming magazine media content. Our research has uncovered some significant findings.

    The digitally native millennial audience scored lowest in our survey for subjective well-being.

    Millennials and Magazines

    However, the change after consuming magazine content is much higher than the average for this group than for Generation X or baby boomers.

    We captured a 12 per cent increase in millennials’ positivity directly after reading their chosen magazine brand.

    Much has been written about the rise in anxiety among this digital-first generation but less has been said about what experiences could potentially reduce that anxiety.

    Magazine content is clearly valued and helping this group feel happier.

    Further exploration of well-being drivers shows that the majority of magazine moments meet a need akin to "reward" or "information".

    Answers for Brands

    What does any of this mean for brands and marketing?

    Well, the link between experiences that meet our need for pleasure and purpose and attention is well-documented in positive psychology.

    It goes some way, I believe, to explaining why receptivity to advertising content in magazine environments is high.

    Which brings me back to the climate-change analogy by Elms.

    We are currently in the eye of a perfect storm. Our advertising environment has its own limited and precious resource: consumers’ attention and receptivity.

    We know from this new study that magazine content drives well-being and that audiences are receptive to the advertising, but there’s more we can do to ensure all of the experiences and environments we operate in keep the needs of publisher, consumer and advertiser in balance.

    This research and the Spark event are just the start of our contribution to tackling marketing’s biggest challenge.

    This article first appeared in Campaign.


  • The Byline: Toby Adamson
    I am really enjoying the ongoing partnership between FoodTube and Time Out. Essentially it’s just great content!

    The Byline: Toby Adamson

    26 Oct 2015

    Get to know Toby Adamson, Campaign Planner with Rocket, and our latest globe-trotting star of The Byline. Wherever is he off to next…

    What do you do?
    I’m concerned with all my clients’ media planning needs; developing long term strategies, implementing campaigns, managing partnerships and generally ensuring they are always happy!

    What’s your passion?

    How did you get into it?
    I was lucky enough to visit many amazing countries growing up. Nowadays I try to get to as many different exciting or exotic places every year.

    Tell us more:
    I am currently obsessed with Central and Eastern Europe. I just spent a few weeks travelling around Poland, Slovakia, Czech Republic, Austria and Hungary. Last year was Macedonia, Albania, Montenegro, Bosnia, Croatia and Serbia. Basically if you don’t want to go there, I do!

    How does magazine media help?
    Magazines are great for travelling. Not only are they extremely practical (when you can’t use your smartphone) but they help you to relax and properly take time out, away from your working life. I should add that I also love reading magazines on my iPad.

    What are your favourite magazine brands?
    Lonely Planet, National Geographic, Time Out, GQ

    Clients you work with?
    Ferrero, Red Nose Day

    How does magazine media best help your clients?
    Many of the brands I work with are Mum’s brands (Kinder Chocolate, Kinder Surprise) and magazines are great for Mums to help them take their minds off being just ‘Mums’ and remind them that they are still real women.

    What is your favourite current magazine ad/ad campaign?
    I am really enjoying the ongoing partnership between FoodTube and Time Out. Essentially it’s just great content!

    Tell us a little known fact about yourself:
    I’m a sucker for power ballads!


  • Magazine media goes back to the future
    By looking back and seeing how far things have changed – or not – we can help put the future in perspective.

    Magazine media goes back to the future

    13 Oct 2015

    Leading media commentator Torin Douglas steps out of his De Lorean for Magnetic and goes back to the future of magazine media at the Digiday Publishing Summit in Barcelona...

    For fans of the Back to the Future films, October 21st 2015 is a momentous day. The date was displayed on the dashboard of Marty McFly and Emmett ‘Doc’ Brown’s De Lorean car when they travelled 30 years into the future from 1985.

    At the Digiday Publishing Summit in Barcelona earlier this month, I took Back to the Future as my theme, in the belief that by looking back and seeing how far things have changed – or not – we can help put the future in perspective.

    The Digiday event is mostly about data, innovation, engagement, mobile, social, programmatic, monetisation, platforms and adblocking.

    I suggested they should get out more and think about content and print! And that the established media are far more resilient than people think - not least magazines.

    Comeback Year

    1985 was a comeback year for magazine publishing. It needed to be because the industry had been through a tough couple of years, as I recorded in my media column in The Times.

    1981 was the worst year for magazines in 40 years – with the threat of Channel 4 to come. As the first new commercial TV station for more than 25 years, it was out to eat the magazine publishers’ lunch.

    In the sort of grand gesture that was fashionable in those days, IPC Magazines – by far the biggest publisher – flew more than 200 marketing directors and agency executives out to Finland to present the case for advertising in magazines.

    The pretext was that Finland was the source of the paper, on which all these wonderful titles were printed.

    But the attraction was that we would be flying to the Arctic Circle, where we’d see reindeer and the Northern Lights and drink vodka!

    Magazine Effectiveness

    Jolly though this trip was, it wasn’t just a jolly. There was a long presentation demonstrating the effectiveness of magazines, which was followed up strongly in the UK.

    And IPC held a meeting with its main competitors to discuss the launch of a generic campaign to promote magazine advertising.

    This may have been a very Eighties way of tackling the crisis, but it has echoes in the launch of Magnetic.

    And on October 22nd Magnetic holds its own event to promote the strengths of magazine advertising – Sparks 2015 - though presumably without the reindeer and vodka!

    There’s plenty of innovation in magazines today, as shown in recent weeks by the relaunch of NME as a free title, events such as the first Radio Times Festival at Hampton Court and Stylist Live, and the launch of Coach in the fitness field and Minecraft World for young gamers. Meanwhile, the success of The Week demonstrates the continuing power of print.

    But there is room for more.

    Spirit & Ambition

    In 1985, magazines fought back with a series of launches. Just Seventeen went weekly, and got two new competitors – Mizz and Etcetra. Rupert Murdoch launched Elle in conjunction with Hachette.

    Nat Mags launched Country Living, followed by Country Homes and Interiors from Carlton. Plus: Looks from EMAP; Chat, a women’s weekly; and a dozen more.

    The following year came Prima, the first incursion into the UK from Gruner & Jahr, and later, in just one year, New Woman from Rupert Murdoch, Marie Claire from IPC, Best from Gruner & Jahr, Bella from Bauer, Essentials, More and the original celebrity magazine Hello.

    This process of creative renewal was very positive for the magazine business. And it’s that spirit and ambition that I would urge publishers to hold onto as you face up to the challenges of digital publishing.


  • The Byline: Lucy Hubbard
    When readers are immersed in trusted content, it means they are more likely to engage with the advertising within the publication.

    The Byline: Lucy Hubbard

    12 Oct 2015

    Lucy Hubbard is Publishing Account Director with Amplifi, discover how being a counsellor helps her get away from the mad world of media, and why magazines have a unique role to play in the media mix.

    What do you do?
    Ah, the same question I always hear from my parents! Essentially, I work with a team that looks after a broad range of clients, planning and buying campaigns across publishing brands, both print and digital. For me the fun bit has always been negotiating, so if I can squeeze this into my week, I’m happy!

    Passion (keep it clean):
    For the last few years, I’ve been training in counselling. I’m not sure that counts as a hobby! But, it’s certainly something I’m passionate about. It’s quite a shift to move from negotiating a rate with a media owner, to speaking to someone who’s struggling with the day-to-day.

    How did you get into it?
    A few years ago, I decided I wanted to give something back. I started volunteering for a charity that supports people dealing with emotional distress, and discovered that it was hugely rewarding.

    Tell us more…
    Achievements in this area aren’t always easy to quantify, but I think you know when you’ve helped someone. From a personal viewpoint though, it can help put some perspective on a stressful week in media.

    How does magazine media help?
    Psychologies tends to have the most relevant content around therapy and related theories. Aside from the more specialist titles in this area, it’s nice to see the rise of mental health being covered in mainstream magazines too.

    What are your favourite magazine brands?
    Stylist, Psychologies, Marie Claire, Olive and Empire.

    Clients you work with:
    BMW, MINI, IKEA, Pfizer, Pathé, Aunt Bessies, Burger King, Timberland and quite a few more!

    How does magazine media best help your clients?
    People have a personal relationship with their favourite magazines, and it’s beneficial for brands to be part of that connection. When readers are immersed in trusted content, it means they are more likely to engage with the advertising within the publication. It’s then down to us to make sure the ads appear in the right place, at the right time and reach the right people.

    I also think it’s important to remember that magazines have a unique role in the media mix. In an increasingly digital world, it’s understandable that clients are keen for more accountable campaigns, but magazines are increasingly there for a branding experience, rather than a direct response mechanic.

    What is your favourite current magazine campaign?
    It’s not that recent now, but the Magic Mike XXL zip front cover of Now was brilliant. It harks back to the barn door paper tech that was prevalent a few years ago, but builds on this to individually tailor the format for the film release. Aside from this, it’s been really positive to see the release (or re-release) of print brands in recent weeks. NME re-branding as a free title and the launch of Coach, show that there is faith in the print medium. It’s great to be able to share positive news with clients about the print market, so long may the new launches continue!

    Tell us a little known fact about yourself:
    At 4’ 11”, I’m an inch off being considered a ‘little person’!

  • Magazine brands and Millennials
    Women’s magazine brands still hold a valued place in many women’s hearts

    Magazine brands and Millennials

    29 Sep 2015

    Sarah Tsirkas, Group Client Director with Initiative, looks at how women's magazine brands still hold a valued place in millennials' hearts.

    Recently, I went to two very different events held by two very different women’s glossies.

    Both showed that women’s magazine brands still hold a valued place in many women’s hearts – even those ‘Millennials’ whose media consumption, we are told, is anything but traditional.

    The first event was hosted by Vogue who presented a robust piece of research carried out for them by YouGov.

    It examined the evolution of audience media behaviour and digital engagement with magazine brands across all platforms.

    New Opportunities

    It also looked at the impact on paths to purchase and the new opportunities offered by native and video content.

    The findings confirmed that more women than ever are connected to magazine platforms and as a result are spending more time with the brands.

    This growth is largely driven by the Millennial audience who still value magazines as a luxury and a treat but see the magazine’s digital platforms as a complementary and necessary part of their media offering.

    Magazine Experience

    The second was a very different affair altogether. It was the fashion show finale of the week-long Fashfest event held by Cosmopolitan.

    This was an event held for readers who paid for the privilege to be there and was heaving with women keen to get the most out of the whole Cosmo experience.

    Brands took their place in the welcome hall offering makeovers, cocktails, manicures and even fake tans before the big fashion show took place and more brands sent their key season’s pieces down the runway.

    This coincided with the launch of the new look Cosmopolitan and distribution strategy aimed at attracting a new audience.

    Multi-platform Interaction

    I took the opportunity to chat to some of the readers about the event and the new look mag and all were very enthusiastic. Cosmopolitan and all it had to offer was a brand they loved.

    Different events but the same message could be taken away: magazine brands continue to remain relevant for today’s Millennial audience.

    They are happy to interact across platforms with brands that they trust and enjoy spending time with.

  • The Byline: Elle Mitchell
    I love the ease of reading recipes and restaurants reviews online, and perving over beautiful food styling in magazines. Glossy paper makes everything more delicious!

    The Byline: Elle Mitchell

    26 Sep 2015

    Elle Mitchell is a Communications Planning Manager with Vizeum and our latest Byline star. Yep, you guessed her food passion from the photo – now get to know her and discover how magazine media helps her clients.

    What do you do?
    I turn my clients’ media briefs into results for their business - with a lot of help from my friends at Amplifi!

    Passion: (keep it clean)
    Can’t you tell? I’m obsessed with food and cooking.

    How did you get into it?
    Well it’s human nature to feed yourself… but I did Home Economics at secondary school and was fascinated by cooking and nutrition and laughably menu-planning! 

    Tell us more:
    I did win a cooking competition and got my photo on page three of the Wilmslow Advertiser aged 16 (the pinnacle of my career), but now I take every opportunity to read cook books, eat great food and experiment with my own cooking, with the hope of one day having my own street-food stall and writing a recipe book.

    How does magazine media help?
    I love the ease of reading recipes and restaurants reviews online, and perving over beautiful food styling in magazines. Glossy paper makes everything more delicious!

    Your favourite magazine brands?
    Donna Hay, The Gourmand, Vogue.

    Clients you work with:
    Shop Direct Group, Timberland.

    Tell us a little known fact about yourself:
    I started my own fashion magazine called ThePageTurner when I was a student at Glasgow Uni.  There were six bi-monthly issues until I had to pack it in and knuckle down to write a really dull dissertation on Ancient Greece.

  • Premium publishers and the $22bn Ad-blocking storm
    Some published sectors are also showing resilience too, and let’s not forget that people still like to thumb pages, particularly glossy ones.

    Premium publishers and the $22bn Ad-blocking storm

    18 Sep 2015

    Amid the $22bn industry storm around ad-blocking software, ISBA Director of Media and Advertising Bob Wootton put ideas forward for a new, evolved role for premium publishers.

    Publishers of high-quality professionally-created and -curated content, such as Magnetic’s members, have historically demanded and often achieved substantial price premia for their media inventory.

    This is because high-quality professionally-created, -curated, -packaged and -distributed content is likely to drive greater viewer/reader engagement and therefore greater advertising effect.

    Despite this historical trend, however, in online advertising there are new countercurrents that have emerged.

    Reputable brands’ online messages can appear in or adjacent to unsafe places, some illegal and/or criminally-operated, like file sharing sites.

    Viewability, or lack of it, is a serious issue, with widespread and undisputed assertions that less than 50% of ads bought are viewed by humans, their only intended recipients.

    Ad Fraud

    Third parties are also passing off space as if it was on (sometimes the most) reputable, premium sites and some publishers allegedly even turn a blind eye because it’s too difficult to challenge and because perversely they actually see some revenue kickback from it.

    Ad fraud is rife - click farms, malware, malign bots, ad stacking and pixel stuffing create legion artificial traffic.

    Hardly a week passes without another report of the rise of ad blocking softwares. Ad blocking software has already gained double digit penetrations in many leading developed markets, which is hardly surprising.

    Too many web pages are crammed with ad spaces by publishers seeking to replace paper pounds with (many) digital pence and the occupying ads hog bandwidth, slow page load times and use up costly mobile data allowances on unwanted material (imagine that abroad!).

    The Premium Space

    Yet publishers seeking better to monetise their online inventory are rightly seeking to apply similar values to those which have existed comfortably and by consensus in the print space for decades.

    An ever greater proportion of impressions are traded programmatically, and even in real time, where all these new threats and issues exist, so the word ‘premium’ has to embrace much more in order to have currency.

    Our working definition of a premium publisher going forwards starts with professional creation and curation of high-quality content.

    It also requires anyone in the online value chain seeking to call themselves premium and command such prices, firmly to guarantee their advertiser customers the following:

    - Messages won’t appear within, or adjacent to, unsavoury or offensive content, nor anywhere unintended.
    - All inventory sold IS of their creation and theirs to sell.
    - Only inventory that can be shown to have been viewed by a human to a standard that satisfies the advertiser will count towards delivery of the contact and insertion order.

    For all the tech promise and return paths, proof is still in short supply and thus far advertisers remain concerned.

    Brand Engagement

    The good news is that the best media are still doing better than the less good. The scaremongering about the demise of established media channels is real but overblown.

    Some published sectors are also showing resilience too, and let’s not forget that people still like to thumb pages, particularly glossy ones.

    A tablet speaks only of itself and not of the content therein, so how else are people going to decide how cool/trendy/interesting you are?

    All of which bodes far better than one might expect for brands seeking engagement with readers…


  • The Byline: Alex Grieves
    There’s a myth in the industry that Millennials don’t care about magazines but I think that’s entirely untrue.

    The Byline: Alex Grieves

    17 Sep 2015

    Alex Grieves is a Senior Strategist with Maxus and the latest media star of The Byline. Get to know Alex, the only synchronised figure skater in media land, and discover why she believes that Millennials not caring about magazines is a myth.

    What do you do?
    I, along with the wider Strategy & Futures team here at Maxus, help our clients and colleagues alike lean into change by helping them understand how the complex communications landscape is evolving and providing longer-term strategic direction to ensure that the brands we work for continue to engage people in intuitive and innovative – but always human – ways.

    Can I list two? Travel and – more recently – cooking.

    How did you get into it?
    Travel is in my DNA as I make up the third generation of a globetrotter family. My grandparents lived across the US, Morocco and Belgium as part of my grandfather’s job in the US Navy, my uncle was a long-time diplomat, and my parents, introduced for their mutual love of Asia, have collectively spent over 20 years in China. I was born in Hong Kong and have been wanderlusting ever since.

    Cooking is a relatively new passion for me, which came about for both health reasons, and an increasing desire to experiment in the kitchen. The icing on the cake so far has been competing in Time Inc’s Mediachef event earlier this year – couldn’t have predicted I would ever do that!

    How does magazine media help?
    Social – Instagram in particular – is my go-to for travel inspiration. It’s fascinating to see how people experience a new place in real time, and I appreciate (and trust) the amateur feel of it all. Airbnb does inspiration brilliantly too. Virtually discovering a home, host and ‘hood is a lovely way to choose your next destination.

    Social and digital are of course inherent to cooking as well – as they are to most passion points these days. But, I really do love magazines when I’m looking for food inspiration. There’s something to be said for food photography in magazines (it’s just not the same on an iPad), and I appreciate long-form reads to educate myself about ingredients and cooking methods as well as discover new recipes. There’s a myth in the industry that Millennials don’t care about magazines but I think that’s entirely untrue.

    What are your favourite magazine brands?
    Lucky Peach, NME, i-D, Dazed, TIME, Travel + Leisure, Huck, The Gentlewoman, Vanity Fair.

    Clients you work with?
    The Strategy & Futures team works across our entire client portfolio at Maxus, which keeps every day varied and interesting. I personally have had the pleasure of working on L’Oréal, Silver Spoon, Jordans, and Barclays Corporate.

    How does magazine media best help your clients?
    Across any brand, the beauty of magazines lie in their ability to develop a brand’s trust with readers over time – the ‘slow burn’ relationship builder. In an age where we’re exposed to as many as 5,000 ads a day, magazines give brands the time and space to interact with people when they’re more likely to take notice. And thanks to print innovation, there’s much more opportunity to not just be present but useful to people too. For example, L’Oréal can leverage magazines to educate and inspire women in engaging ways, and connect tangible and digital beauty experiences for a genuinely customized interaction with the brand.

    What is your favourite current magazine ad/ad campaign?
    From a creative perspective, I love Unilever Indonesia’s ads for their Pureit water purifier. Beautifully illustrated and striking – you can’t look away. And from a print innovation perspective, Neutrogena Brazil’s ‘Read It and Wipe’ ad brilliantly puts the brand’s Deep Clean wipes in action on the cover of Caras magazine. Both clearly demonstrate utility to people in powerful ways.

    Tell us a little known fact about yourself…
    I was a competitive synchronised figure skater for five years in the US (I’m American). A fairly niche sport, you could say…

  • The Byline: Megan Hunt
    Having my main client in the fashion sector, I think the role of a magazine brand is still invaluable.

    The Byline: Megan Hunt

    02 Sep 2015

    Get to know Megan Hunt, Planning Manager at UM, our latest star of The Byline and discover why she's the best illustrator in Ad land.

    What do you do?
    I work alongside my team to manage clients' annual media budgets. We develop, recommend and implement the best strategies, media activity and channel mix in order to hit both long-term brand and business objectives, as well as short term campaign goals.

    What's your passion?
    I've always had a really strong interest in art - predominantly sketching and observational drawing (see below).

    How did you get into it:
    I guess I found a knack for drawing way back in school and nearly took it to degree level; which was when I realised I wanted to pursue a career in the marketing side of media, rather than the creative side. But if I'm honest, more recently Instagram made me start thinking about sketching again.

    Tell us more:
    I think platforms like Instagram have enabled such great communities to be connected simply due to their scale - you can find a subset of people (or indeed, hashtags) and images for pretty much anything you're interested in. I've found it a great way to trawl through amazing amateur artwork and get loads of inspiration.

    How does magazine media help:
    Rather than direct info or tips, I think it's actually more about the lifestyle & outlook they convey. Mags like Stylist or ELLE really promote the new wave of feminism that's currently everywhere - encouraging women to do what they like and love, as well as what's expected of them. I think that outlook is fantastic and encouraging more people to indulge their passions rather than just concentrate on work/looks/money, which is traditionally what a lot of women's mags tended to focus on. That's one of my favourite developments in print brands at the moment I think - the content.

    What are your favourite magazine brands:
    Stylist, ELLE & Women's Health.

    Clients you work with:
    H&M, Marie Curie.

    How does magazine media best help your clients?
    Having my main client in the fashion sector, I think the role of a magazine brand is still invaluable. Of course, consumption is evolving and we absolutely need to develop alongside that; but magazines - and by that I mean the classic print version - are still such a core pillar of inspiration & discovery for fashion. Beyond that, I think the heritage and trust that consumers have in the magazine brands as a whole can lend so much to brands like H&M - especially if they work together in a way that is RELEVANT for the consumer.

    What is your favourite current magazine ad/ad campaign?
    I loved the integrated cover that Samsung did with Harper’s Bazaar. It was such a clever idea and shows how campaigns you wouldn’t traditionally expect to find in the pages of a high fashion mag can be beautifully (and subtly) executed if the idea fits. Also, it’s a while ago now, but the Swedish Issue of Stylist (a Kopparberg collaboration) was brilliant.

    Tell us a little known fact about yourself:
    I'm allergic to cadbury's chocolate! A totally rubbish allergy, although this is always my 'buzz' fact, so maybe quite a lot of people know!

    Show us some of your work?

    Of course, here you go...


  • Getting magazine media back on the planner’s shortlist
    Magazine media now offer more than ever to planners wanting to drive short term sales for advertisers, with transparency and accountability.

    Getting magazine media back on the planner’s shortlist

    01 Sep 2015

    As an ex-planner in media agencies like Initiative and PHD, it’s been heartening for me to hear in recent weeks some good news about magazine media, writes Tony Regan, Founder of Brand Performance.

    Since 2014 I have been writing a series of articles for Admap magazine’s Media Toolkit, a guide to best practice in a range of media agency specialisms, and have recently conducted interviews with what are now generally called Display planners in agencies.

    The research suggests that magazine media are very well-placed for a digital and social media era.

    Multiplatform Brands

    Magazine media are now extended multiplatform brands, operating online, on social platforms, mobile and tablet devices. Brands that had declining print circulations are now experiencing audience growth.

    Media agencies have mostly restructured to bring together the teams that plan magazine media in print, digital display and paid social.

    On the publisher side, integrated multidisciplinary teams service the agencies across all platforms, incorporating display, partnerships and branded content.

    Migration to digital channels offers benefits to publishers, readers and advertisers – with enhanced access (anytime, anywhere), improved speed (content updated often, and freed from weekly or monthly print cycles) and more diverse content (tailored to devices and mindsets).

    Planners can now use titles that previously had limited value (because they were published only monthly in print) to access bigger, better audiences engaged with those brands every day via a wider variety of content in digital and social channels.

    Digital and Social

    Digital and social developments are enhancing core attributes of magazines – strengthening communities, facilitating reader-publisher interaction and adding to editorial authority.

    With new revenue models for publishers in e-commerce, affiliate relationships and ‘shoppable’ editorial, magazine media now offer more than ever to planners wanting to drive short-term sales for advertisers, with transparency and accountability.

    As the emphasis shifts from print to digital, planning is becoming much more data-driven.

    Insights from digital and social can cross over to inform advertising and editorial innovation in print.

    Social media platforms provide the perfect channel for distributing publisher content more widely and frequently.

    This makes magazine content more shareable and discoverable, opens up magazine media brands to more people and reinforces the value and importance of premium, professional content – strengthening the bond between titles and audiences.

    Communications Roles

    Digital channels of course offer even more visibility of sales effects, helping planners use magazine media for communications roles throughout the consumer journey, not just brand-building alone.

    Agency planners need to cultivate a new working relationship with publishers, to accelerate the shift from adversarial price negotiations to creative collaboration - leveraging editorial creativity and expertise, and publishers’ intuitive knowledge of readers’ interests and needs.

    As solutions extend across platforms, advertising needs to adapt to different reader mindsets and need-states according to the devices they’re using: focusing on snackable content and high utility for mobile devices, whilst creating a more indulgent, lean-back experience for print and tablets.

    New opportunities

    Digital and social media have super-charged the cultivation of deeper relationships with readers through events, now powered and joined-up by data into integrated CRM.

    All of this presents opportunities for new, innovative, creative solutions for brands.

    Programmatic trading of digital inventory presents opportunities but carries risks too of commoditizing audiences and reducing publisher revenues.

    Smart agencies know that driving down publisher revenues would be counter-productive - damaging their ability to invest in the distinctive, premium content that makes magazines successful and resilient for the future.

    The full version of the article 'Planning Magazine Media', is available in the September issue of Admap magazine.

  • 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.


  • 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.


  • 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

    Download the Rule of Attraction on Belonging

    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

    Download the Rule of Attraction on Stature

    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

    Download the Rule of Attraction on Growth

    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

    Download the Rule of Attraction on Influence

    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