{"id":27907,"date":"2019-12-02T18:45:49","date_gmt":"2019-12-02T17:45:49","guid":{"rendered":"http:\/\/www.magazinemedia.be\/?p=27907"},"modified":"2019-12-12T15:12:09","modified_gmt":"2019-12-12T14:12:09","slug":"fipp-award-winner-the-power-of-magazine-brands-is-stronger-than-ever","status":"publish","type":"post","link":"https:\/\/wemedia.be\/magazinemedia\/nieuws\/fipp-award-winner-the-power-of-magazine-brands-is-stronger-than-ever\/","title":{"rendered":"FIPP Award Winner: The power of magazine brands is stronger than ever"},"content":{"rendered":"<p><em>The digital era has disrupted\u00a0offline media in more ways than anyone may have expected. The perception of different media is changing as a result of the changing role in consumer lives. Marketers and agencies are re-evaluating magazine media more negatively than they deserve based on the data and appreciation of readers (also read: <a href=\"http:\/\/www.magazinemedia.be\/nl\/re-evaluating-media-wat-er-in-belgie-beter-kan\/\" target=\"_blank\">Re-evaluation media in Belgium<\/a>).\u00a0<\/em><\/p>\n<p>The Dutch MMA concluded that it was high time to research the current role and unique value of magazine brands. They presented the result at <a href=\"http:\/\/www.magazinemedia.be\/nl\/magnify-2019-what-did-our-speakers-present-on-october-3rd\/\" target=\"_blank\">MAGnify 2019<\/a> and\u00a0 won a FIPP Insight Award in Texas earlier this month.<\/p>\n<p style=\"text-align: center;\"><strong>Also read:\u00a0<a href=\"http:\/\/www.magazinemedia.be\/nl\/met-magazines-bepaal-je-zelf-je-eigen-algoritme\/\" target=\"_blank\">Nancy Detrixhe, MMA:&#8221;\u201cMet magazines bepaal je zelf je eigen algoritme\u201d<\/a><\/strong><\/p>\n<h3>The role of magazine brands<\/h3>\n<p>In the current media landscape, magazines have transformed to magazine brands\u00a0with a range of\u00a0offline and online channels. The main questions of the research was: what is the strength of magazine brands in the current turbulent media landscape? How is consumption changed? What is the value and relevance of magazine brands in comparison with other media?<\/p>\n<p>The research includes a qualitative and quantitative part. By\u00a0using an online community &#8211;\u00a0 an interactive platform &#8211;\u00a0the idea was to get an in depth look at the motivations and associations of consumers to different media (internet, tv, radio, books, social media) and especially magazine brands. For the quantitative approach,\u00a0MMA used the outcomes of the online community to quantify results in general and per magazine categories. The results were used for promotional purposes.<br \/>\n<iframe style=\"border: 1px solid #CCC; border-width: 1px; margin-bottom: 5px; max-width: 100%;\" src=\"\/\/www.slideshare.net\/slideshow\/embed_code\/key\/e50gcJKw2Zbgm\" width=\"595\" height=\"485\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\"> <\/iframe><\/p>\n<div style=\"margin-bottom: 5px;\"><strong> <a title=\"Big mag: the unique value of magazine brands magnify\" href=\"\/\/www.slideshare.net\/magazinemediaBE\/big-mag-the-unique-value-of-magazine-brands-magnify\" target=\"_blank\">Big mag: the unique value of magazine brands magnify<\/a> <\/strong> from <strong><a href=\"https:\/\/www.slideshare.net\/magazinemediaBE\" target=\"_blank\">magazinemediaBE<\/a><\/strong><\/div>\n<p><strong>Summary of the main results:<\/strong><\/p>\n<p>88%\u00a0say that magazines are indispensable!<\/p>\n<h3>The unique value of magazine brands<\/h3>\n<p>&#8230;lies in the individual character of reading a magazine. A magazine moment is a special moment for readers. Readers fully recharge themselves (relaxation, time out, digital detox). No other medium gives that feeling. These moments are very important, valuable and needed. So in the digital age, the strength of magazines hasn\u2019t changed. The function of relaxation\/me time has always been an important strength of magazines, but the research learned that this strength is even more powerful than ever.<\/p>\n<h3>With magazines you determine your own algorithm.<\/h3>\n<p>The research showed that the reading experience is a very important part, not to be underestimated. The reading experience is very intense and the fact that you can determine when, how, where to read is a big advantage in comparison with other media. Other media are often consumed linear or there is a lot of negative diversion and interruptions. That\u2019s not the case with magazines<\/p>\n<h3>Magazines give readers satisfaction<\/h3>\n<p>Magazine readers believe there is a good balance between time spent and the gain from it. Magazines give you the feeling that you\u2019re up to date and that you haven\u2019t missed anything (because there is a beginning and an end). Internet gives a lot of information but it never stops, so the feeling that you miss things is bigger here.<\/p>\n<h3>Young people appreciate offline moment<\/h3>\n<p>Young people appreciate the strengths of magazines as mentioned above, in part even more than older target groups. (Also read: <a href=\"http:\/\/www.magazinemedia.be\/nl\/print-disrupteert-de-digitale-wereld\/\" target=\"_blank\">Print is terug van nooit weggeweest<\/a>). Having an offline moment without any\u00a0interruption is an important motivation for young people for reading magazines. (<a href=\"http:\/\/www.magazinemedia.be\/nl\/press-pause-waar-zit-de-pauzeknop-van-het-leven\/\" target=\"_blank\">Press Pause: read more here<\/a>)<\/p>\n<h3>Shift to online channels<\/h3>\n<p>\u2018Passive\u2019 ways of following magazine brands. like online, social, turn out to be important triggers for people to connect with magazine brands (offline and online). Online channels of magazine brands make the brands more visible and more accessible. Readers follow their favorite brands often\u00a0in more passive ways like social media and newsletters. The reasons for more \u2018active\u2019 ways of following a magazine brand (like website visit) are mostly\u00a0information and inspiration.<\/p>\n<p><img decoding=\"async\" class=\"  wp-image-27908 aligncenter\" src=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2019\/12\/Big-Mag-use-of-social-media-app-website-1024x503.png\" alt=\"Big Mag - use of social media - app- website\" width=\"772\" height=\"379\" srcset=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2019\/12\/Big-Mag-use-of-social-media-app-website-1024x503.png 1024w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2019\/12\/Big-Mag-use-of-social-media-app-website-300x147.png 300w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2019\/12\/Big-Mag-use-of-social-media-app-website.png 1353w\" sizes=\"(max-width: 772px) 100vw, 772px\" \/><\/p>\n<h3>Different functions for different channels<\/h3>\n<p>In general\u00a0online channels fulfill the need for readers to stay up-to-date in real time. Social channels are also consumed to fight\u00a0boredom (like waiting room and commuting moments). Print magazines are a relaxation and me-time\/quality time medium. The combination of the offline and online channels make magazine brands attractive.<\/p>\n<p><img decoding=\"async\" class=\"  wp-image-27910 aligncenter\" src=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2019\/12\/Big-Mag-different-media-different-roles-1024x510.png\" alt=\"Big Mag - different media different roles\" width=\"766\" height=\"381\" srcset=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2019\/12\/Big-Mag-different-media-different-roles-1024x510.png 1024w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2019\/12\/Big-Mag-different-media-different-roles-300x149.png 300w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2019\/12\/Big-Mag-different-media-different-roles.png 1353w\" sizes=\"(max-width: 766px) 100vw, 766px\" \/><\/p>\n<h3>Magazine advertising is no mood killer<\/h3>\n<p>82% has the opinion that advertising belongs to the content of magazines. In other media advertising is perceived as interrupting. This result confirms results from other studies.<\/p>\n<p>The next step for the MMA is to use the insights from the research to develop a campaign for the promotion of magazine brands in the Netherlands in 202o.<\/p>\n<p><em>Related articles:\u00a0<\/em><\/p>\n<ul>\n<li><em><a href=\"http:\/\/www.magazinemedia.be\/nl\/fipp-insight-awards-defiant-are-50-women-invisible\/\" target=\"_blank\">FIPP Insight Awards: Defiant, are 50+ women invisible?<\/a><\/em><\/li>\n<li><em><a href=\"http:\/\/www.magazinemedia.be\/nl\/fipp-insight-awards-2019-these-are-the-winners\/\" target=\"_blank\">FIPP Insight Awards 2019: these are the winners!<\/a><\/em><\/li>\n<li><em><a href=\"http:\/\/www.magazinemedia.be\/nl\/magnify-2019-what-did-our-speakers-present-on-october-3rd\/\" target=\"_blank\">MAGnify 2019: what did our speakers present on October 3rd?<\/a><\/em><\/li>\n<li><em><a href=\"http:\/\/www.magazinemedia.be\/nl\/met-magazines-bepaal-je-zelf-je-eigen-algoritme\/\" target=\"_blank\">\u201cMet magazines bepaal je zelf je eigen algoritme\u201d<\/a><\/em><\/li>\n<\/ul>\n<p><span style=\"font-size: 12px;\"><em><strong>More information about the research method<\/strong><\/em><\/span><\/p>\n<p><span style=\"font-size: 12px;\"><em>The study involves all channels of magazine brands.\u00a0<\/em><\/span><\/p>\n<p><span style=\"font-size: 12px;\"><em>An online community: an interactive platform especially developed for this research where 135 respondents conducted several exercises to get in depth insights from consumers about the power and value of magazine brands. The community offers a lot of space for creativity and discussion, for example uploading of photos and videos, quotes. Goal is to expose the subconscious and collect deep insights of the consumption of magazine content, changes in consumption of magazine media, the role and value of magazines compared to other mediatypes, imaging of magazines and magazine platforms (online, social). Fieldwork from 8-19 April 2019<\/em><\/span><\/p>\n<p><span style=\"font-size: 12px;\"><em>Online panel survey: 1,007 respondents have been questioned. In this part of the study results of the online community were quantified and further deepened. The quantitative part of the survey is also important for promotional purposes. Fieldwork from 6-14 May.<\/em><\/span><\/p>\n<p><span style=\"font-size: 12px;\"><em>Target group for both studies: male\/female, 18-65 years, all consume once or more times in a month magazine media (offline and\/or online), spread over different magazine categories.<\/em><\/span><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The digital era has disrupted\u00a0offline media in more ways than anyone may have expected. The perception of different media is changing as a result of the changing role in consumer lives. Marketers and agencies are re-evaluating magazine media more negatively than they deserve based on the data and appreciation of&#8230;<\/p>\n","protected":false},"author":2,"featured_media":27912,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[2339,76,243,2333,2054,2338],"class_list":["post-27907","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-research","tag-big-mag","tag-fipp","tag-fipp-insight-awards","tag-magnify-2019","tag-mma","tag-nancy-detrixhe"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.12 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>FIPP Insight Award: The power of magazine brands<\/title>\n<meta name=\"description\" content=\"The Dutch MMA concluded that it was high time to research the current role and unique value of magazine brands. 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