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MAGAZINE MEDIA CONSUMPTION IS ROUTED IN SHARED PASSIONS

Magazine media provides the perfect context for building emotional connections.

Magazine media provides the perfect context for building emotional connections.

Magazine media provides the perfect context for building emotional connections because the relationship with the consumer is often driven by engaging the consumer through their passion; be that fashion, food or film, music, motoring or even Minecraft. The diversity of consumers passions are vast, the excitement and committed obsession of the writers and editors in their chosen areas of expertise results in a strong bond between titles and readers.

Magnetic’s study, 'Moments that Matter', looked at the role various content experiences play in driving pleasure and purpose (key elements of a person's happiness), and what this greater emotional engagement means for consumers and advertisers.

Magazine media was proven to increase subjective well-being at the point of consumption, and this affects consumers receptivity to advertising. In this context the seemingly soft metric of well-being turns out to have some significant associations, which can in turn affect behaviour. As humans we are hardwired to engage more deeply with positive experiences.

In an age of ad blocking and declining receptivity, it feels pretty important to place advertising where the media can have a positive impact on consumers and where it is welcomed.