Magnetic’s ‘Moments that Matter’ study considers the relationship that consumers have with magazine content in the context of the moment, and the implications for advertising and marketing.
Inspired by some of theories in Paul Dolan’s Book ‘Happiness by Design’ we wanted to set the bar high. Can we really see an impact on happiness and well-being from a humble media channel?
Instinctively we felt that magazine media could be a reprieve away from the constant switching and distractions of our busy lives.
Daniel Levitin tells us this is taking its toll; could magazine media offer an alternative moment of well-being that would really matter to consumers.
Paul Dolan also highlights the importance of measuring happiness in the moment, the study included an ‘in the moment’ mobile survey.
*click on the video below for slide number 7 to see 'what we did'
- Contextual evidence: an immersion into the theories around well-being and the impact this has on media and advertising
- Media chat: online community with 50 magazine consumers, to understand context, drivers and the relationship with magazines
- 10 video enabled depth-interviews to help define and flesh out the key moments in media and magazine consumption
- A two part quant survey
a) Part 1- online survey with 2000 magazine consumers, representative of magazine readership
b) Part 2- a follow up ‘in the moment’ mobile survey with 400 readers from the original sample, representative of differing levels of magazine readership
We also borrowed some of Paul Dolan's principles, in particular, the pleasure purpose principle. Unlike other theories of happiness that just focus on pleasure, he argues that to be truly happy you need to satisfy not only positive pleasurable emotions such as joy and contentment, but also purposeful emotions such as fulfilment, worthwhileness and meaning. This informed the metrics that we measured in our study.
But what does all this mean for brands? In a world where advertising receptivity is in decline we were specifically interested in openness to advertising. We went one step further and also tested reactions to magazine advertising in the moment.
The Moments That Matter study reveals the varying contrition of all media channels to well-being and explored what this context means for advertising. Below are the key findings.
- The magazine moment makes us feel good, and this is especially true for millennials, magazines moments deliver a 6% uplift in subjective wellbeing and this rises to 12% for Millennials
- In the mix of factors that contribute to wellbeing Magazine media occupy a unique position, managing to deliver against pleasure and purpose, whereas all other media only deliver against one of these elements
- More specifically Magazine media are top for pleasurable reward moments and second only to search for purposeful information moments
- There are distinct roles for print and digital magazine content, in pleasure moments, print plays a major role and digital drives more purpose
- The higher subjective well-being that magazine media provides increases receptivity to advertising and aids memory and recall
- When comparing different media channels there is a general openness to magazine advertising, with magazine media scoring consistently higher than all other channels on the attitudes we measured
- When asked specifically about advertising in magazines, 59% of readers describe magazine advertising as welcome and 50% actively read the adverts, this increases to 74% and 64% respectively when asked this question in the moment
*For more information regarding 'Moments That Matter' please get in touch at firstname.lastname@example.org
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