Magnetic’s Rules of Attraction study takes a closer look at the role that magazine media plays in consumers’ lives and identifies the key benefits advertisers can leverage to make their campaigns resonate with consumers.
The study interviewed more than 15,000 magazine users over a two-year period and provides a comprehensive overview of their media relationships across different channels.
It included mobile diaries, online surveys, in-depth video, and face-to-face interviews.
- People immerse themselves more in mags with the average reader spending 40 minutes reading a magazine
- Super users who use read in print and on screen have even higher immersion
- Only 5% of consumers are doing other things while reading magazines
- Consumers have a special bond with print with 9 in 10 agreeing that it feels better holding a printed copy
- Readers identify with mag brands evoking loyalty
- One in two often share adverts with friends and family
- Half agree that their choice in magazine says something about the type of person they are
- 87% agree content gives them ideas and inspiration
- 81% have bought an item or visited a place after reading about it in a magazine
- 8 in 10 agree magazines help them relax
- 9 in 10 magazine readers look at the adverts
Implications for Advertisers
The Rules of Attraction identifies six key benefits of interest to advertisers:
- Immersion: Magazine media is the most immersive medium providing consumers with moments of escapism
- Inspiration: With its highly relevant content that taps into the consumer’s own passions and interests, magazine media is unmatched in its ability to drive inspiration
- Belonging: Magazine media is more than a content choice, it’s a way for consumer to express who they are
- Stature: Magazine media commands high level of trust
- Growth: Magazine media is reaching more people via more platforms as the magazine ecosystem expands into digital, social, events and even brand licencing
- Influence of advertising: readers are prompted to purchase brands and share adverts they have seen with others