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 October 2014 – September 2015, 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.