MYTH BUSTING MAGAZINE MEDIA MYTH PEOPLE IN GROWTH

MYTH BUSTING MAGAZINE MEDIA

MYTH PEOPLE IN GROWTH DON’T READBE PRINT MIGHT MAGAZINES FLAT BUT IN PRINT IS DIGITAL ANYMORE GROWING

PRINT MAGAZINES REACH… 1. 2. 3. 4. 5. +49% +22% +20% 29 million adults every month 56% of the population Source: NRS PADD October 2015 – September 2016 LATEST NRS RESULTS SHOWED 35 OUT OF 69 MONTHLY TITLES GREW IN PRINT

MYTH UNDER 35 s DO NOT CONSUME MAGAZINE MEDIA

OVER ¾ OF MILLENNIALS CONSUMER MAGAZINE MEDIA EVERY MONTH Millennials account for 77% of Millennials are monthly magazine media users 53% of the mobile magazine media audience Source: NRS PADD October 2015 – September 2016 I Com. Score Over 8 million unique mobile users 18 -24 yr olds spend 30% longer per view in comparison to the all reader average

MYTH MAGAZINES ARE IN DECLINE

IN 2015… 3068 CONSUMERS SPEND OVER £ 1. 2 BN ANNUALLY ON MAGAZINE MEDIA WHICH IS MORE THAN… 285 +11. 4% consumer magazines in the UK in 2015 new titles launched 35% Increase in launches compared to 2014 Source: Frontline Distribution, OFCOM, Cinema UK, ABC Jan-Dec 15 £ 316 M SPENT ON SUBSCRIPTIONS IN THE UK & £ 620 M TAKEN AT THE BOX OFFICE WORLDWIDE

MYTH MAGAZINE PUBLISHERS DON’T HAVE STRONG DIGITAL PLATFORMS

MOBILE MAGAZINE MEDIA CONTENT REACHES OVER 50% OF THE MOBILE POPULATION MOBILE NET REACH 16. 6 DIGITAL REACH IS GROWING +14% MILLION +26. 7% 50. 5% reach DIGITAL MOBILE Source: com. Score. MMX MP/Mo. MX Audience Duplication Reports. May 2016. Net (unduplicated) reach across all titles. Base: All Magnetic media member digital assets (titles with a print equivalent listed on NRS). Full title list available on request

MYTH MAGAZINE MEDIA IS ONLY ‘PAID MEDIA’

MAGAZINE MEDIA HAS A FOLLOWING OF 133 MILLION IN ‘EARNED’ MEDIA 133 MILLION TOTAL LIKES / FOLLOWERS 78. 4 MILLION 21 MILLION 14 MILLION 10. 9 MILLION 8. 3 MILLION LIKES FOLLOWERS +1’S FOLLOWERS 20 MILLION 4. 3 MILLION 2 MILLION 36, 000 28, 000 26 MILLION NEW CONTENT INTERACTIONS GENERATED IN APRIL 2016 ALONE NEW INTERACTIONS Source: Magnetic/Social. Flow, April 2016 Base: 110 Magnetic Media member print brands with a presence on social media, list available on request NEW INTERACTIONS

MYTH PEOPLE ARE SWITCHING AWAY FROM ADVERTISING

CONSUMERS ARE MORE RECEPTIVE TO ADVERTISING MESSAGES DOESN’T DISTRACT FROM THE EXPERIENCE NEWSBRANDS 82% MAGAZINE BRANDS 80% 35% ADS ARE RELEVANT MAGAZINE BRANDS 32% Sources: Moments that Matter 2015 ADS ARE WELCOMED NEWSBRANDS 21% ACTIVELY READ/ LOOK AT THE ADS TV 19% MAGAZINE BRANDS 36% TV 29%

MYTH MAGAZINES ARE INCREASINGLY IRRELEVANT FOR ADVERTISERS

MAGAZINES ARE GREAT FOR GENERATING… INSPIRATION CONVERSATIONS HIGHEST ROI FOR FMCG 61% 36% 167 MAGZINES Internet 57% TV 25% Newspapers 16% MAGAZINES TV 19% Content sites 17% OOH 7% Source: The Rules of Attraction Study 2015, Brand Buzz Survey 2013, PPA Magonomics 2012 MAGAZINES TV 150 Online 137 Newspapers 103 (index)

MYTH MAGAZINES AREN’T EFFECTIVE

MAGAZINES HAVE THE LOWEST OVERALL COST TO DELIVER 1% OF MDI Millward Brown research looks at how best to achieve growth for brands, with findings showing that whilst saliency does lead to growth, on average brands which boost salience grow twice as much by being meaningful and different as well. These important metrics are also more likely to drive price premium – an objective not impacted by saliency. £ 0. 55 m £ 1. 62 m £ 3. 32 m £ 2. 64 m Magazines TV Newspapers Online Display £ 1. 45 m £ 3. 98 m £ 3. 99 m OOH Cinema Millward Brown created a single metric which aggregates channel performance across five metrics: 1. Affinity 2. Unique 3. Top of mind 4. Meets their nedds 5. Dynamic WE REFER TO THIS AS MEANINGFULLY DIFFERENT IMPACT Source: Magnetic/Millward Brown 2015 MDI Measure: Magazines n=22, TV = 83, Newspapers n=32, Online Display n=68, Radio n=29, OOH n=59, Cinema n=28, Online video n=9 *Low base size Radio

MYTH GOOGLE AND FACEBOOK ARE MORE EFFECTIVE ONLINE THAN MAGAZINE BRANDS

MAGAZINE BRANDS ONLINE DELIVER A STRONGER IMPACT ON BRAND KPIS 0. 12 0. 1 0. 08 Average media KPI contribution 41% 0. 06 0. 04 0. 02 0 Magazine brands online Source: Metrics That Matter 2016 Other digital environments Magazine digital n=12 Non-Magazine Digital n=26

MYTH BLOGGERS AND VLOGGERS HAVE MORE INFLUENCE AND REACH THAN MAGAZINE BRANDS ON SOCIAL MEDIA

MAGAZINE AUTHORS ARE BROADCASTING LESS CONTENT TO A LARGER, MORE INFLUENTIAL NETWORK WHILE BLOGGERS PRODUCING MORE CONTENT OVERALL THAT SPREADS LESS MAG Press Icon MAG Bloggers Icon 5, 710 Total Posts 25, 495 Total Posts 12 M Reach Score ALTHOUGH BLOGGERS PRODUCED A MUCH HIGHER VOLUME OF CONTENT, THE OVERALL REACH SCORE FOR MAGAZINE AUTHOR CONTENT WAS EQUAL Source: 2 CV *Reach score = the potential audience of the original author + audience reached via retweets

FOR MORE INFORMATION PLEASE CONTACT: INSIGHT@MAGNETIC. MEDIA