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© Media Management Center
Reader Experiences: New Tools for Magazines
For MPA & ASME by Media Management Center
Northwestern University
2 © Media Management Center
Thinking of ‘Magazines’ as brands, how would you manage them today to
benefit readers and advertisers?
3 © Media Management Center
Brands Are Challenged• All brands face same challenges
– Share of pocketbook
• Economy, competition
– Share of mind
• Lifestyle, clutter
– Hesitancy to commit
• Consumer cynicism; waiting for what’s next
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Brands Are Challenged#
• Less brand loyalty creates customer drain
• Best strategy for most brands is to
– Increase commitment among current, light customers
– Move them from light heavy users
• For magazines, every 1% gain in renewals = $46mm+
5 © Media Management Center
Magazines Take The Challenge
• To value magazines’ power, focus on consumers’ experiences
– Not size or exposures
• To explore development of consumer focused vs. product focused metrics
– Quantitative measures that reflect qualitative consumer experiences across magazines
– Beyond just advertising
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Magazines Take The Challenge
• Phase I: Benchmark study across magazines
– Provides executional insights and potential research applications
• Phase II: Under Consideration: Individual magazines conduct own research
– Provides foundation for benchmarking
7 © Media Management Center
100 in-depth interviews220 descriptions
4,347 surveyson single titles
100 top MRI27 categories
39 experiences that drive reader usage
National Surveys Defined Consumer Experiences
NFO PANEL
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Key Findings• Experiences can be measured
• Experiences can be ranked based on their correlation to how readers use magazines
• Experience rankings differ by reader segments
• Experience rankings provide insights for editors, consumer marketers and advertisers
• Findings provide foundation for evolving industry metrics
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DEFINE
EXPERIENCES AND USAGE
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Carnival
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Walt Disney World
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Experience Findings• 39 experiences
– 35 motivate usage
– 4 inhibit usage
• Only one of top 26 inhibits usage
• Across reader segments, four are important
– I get value for my time and money
– It disappoints me
– It makes me smarter
– It’s my personal time out
13 © Media Management Center
Descriptors Form Consumer Experiences
• Experience names are labels
– Descriptors quote consumers
– Cluster statistically together
• Number of descriptors varies by experience
– Does not affect relative importance
• Descriptors must be viewed as a group, not individually
– ‘The parts are greater than the sum of the whole’
14 © Media Management Center
Descriptors for Consumer Experience
I get value for my time and
money
“It is hard to put down when I am
really into it”“I want to read
it cover-to-cover”
“I would think of it as a possible gift for a friend”
“It is never boring to read
an issue”
“It is time well spent”
“It’s worth every penny they charge
for it” “I feel like I am getting a very good deal on this
magazine”
“I expect to continue reading
this magazine for a long time”
15 © Media Management Center
Descriptors for Second Experience that Drives
Usage
It disappoints me
“I try to skim the articles as quickly as I can”
“Some of the articles I start but
don’t finish”
“I find myself reading less of the magazine
than I used to”
“I find my mind wandering while reading
this magazine”
“I only read the articles that I
especially want to read”
“It’s mainly good for when I don’t have
anything else to do”
“While I am reading the magazine the activity going on in the room around me is
also on my mind”
“Sometimes I feel it is the same from issue to issue”
“It can be pretty shallow”
“After finishing the magazine, I find it easy
to put it out of my mind”
“It tried to cover too much. They should
split it up”
“Some people would think this magazine is
dumb”
16 © Media Management Center
Descriptors for Third Experience that Drives
Usage
It makes me smarter
“I look at the magazine as
educational. I am gaining something”
“It is important to remember later what I have read in this magazine”
“I get ideas from the magazine”
“Even if I disagree with things in the magazine, I feel I
have learned something”
“It updates me on things I try to keep up
with”“It addresses issues or topics
of special concern to me”
“The magazine stimulates
my thinking about things”
“I am mentally involved when reading”
“I remember at least some things I have read
in the magazine for a long time”
17 © Media Management Center
Descriptors for Consumer Experience
It’s my personal timeout
“It is a quiet time”
“I like to kick back and wind down with it”
“Reading this magazine is my
time alone”
“My goal is to relax with the
magazine”
“It’s an escape”
“It’s a treat for me”“The magazine
takes my mind off other things that
are going on”
“It is my reward for doing other
things”“I feel less stress after reading it”
“It is important to me to get
comfortable when I read it”
“When I read this magazine, I lose myself
in the pleasure of reading it”
“Reading this magazine is a bit of a luxury”
18 © Media Management Center
Reader Experiences
1. I get value for my time and money
2. It disappoints me
3. It makes me smarter
4. It’s my personal timeout
5. I often reflect on it
6. The stories absorb me
7. I learn things first here
8. It’s part of my routine
9. I find magazine high-quality and sophisticated
10. I trust it
11. I feel good when I read it
12. It’s relevant and useful to me
13. It’s brief and easy for me to read
14. I build relationships by talking about and sharing it
15. I find unique and surprising things
39 experiences ranked by ties to readership
(Inhibitors are in italics)
19 © Media Management Center
Reader Experiences
16. It improves me and helps me try new things
17. I save and refer to it
18. I keep or share articles
19. I think others in the household would enjoy the magazine
20. It’s for people like me
21. It grabs me visually
22. I’m inspired
23. I get a sense of place
24. I’m touched
25. I feel I know the writers
26. I relate to people of color
27.This magazine irritates me
28. I like its seasonality
29. I like some of the ads a lot
30. I dislike some of the ads
31. It helps me keep track of celebrities
39 experiences ranked by ties to readership
20 © Media Management Center
Reader Experiences
32. I relate to the ads
33. It requires me to focus
34. I read the ads
35. It reinforces my faith
36. It helps me look good; it’s sensual, even sexy
39 experiences ranked by ties to readership
37. I want more ad information
38.This magazine’s Web site is important to me
39. It leaves me feeling bad
21 © Media Management Center
Experiences, Usage and RUM
• Experiences are tools to drive usage
– Differs from popularity rankings
• Usage based on statistical analysis of multiple questions
• Two factors explain magazine usage
– Time spent by readers with magazine
– Frequency reading magazine– (Reading frequency is not publication frequency)
• These two factors can be rolled into RUM (Reader Usage Measure)
22 © Media Management Center
RUM: Reader Usage Measure
• Consists of average score (1-7) of four questions dependent on time, frequency
1. “How much time in total did you spend reading or looking into a copy of ____ last time it came out?”
2. “How many different days did you read or look into a copy of ____ that last time it came out?”
3. “How many different times do you read or look into any issues of ____ in a typical month?”
4. “In a typical month, how much total time do you spend reading or looking into any issues of ____?”
23 © Media Management Center
Other Factors Considered for RUM
• Usage measures that were not significant
– Number of issues read
– Total pages read (completion)
– Days of week read
– Time of day read
– Time since started reading
– Overall satisfaction rating
24 © Media Management Center
Experiences Drive Usage
Content UsageExperiences
25 © Media Management Center
Experiences and Segments
• Generation
– Post-Boomers
– Older Boomers
– Younger Boomers
– Gen X
– Gen Y
• Ethnicity
– Hispanic
– Asian-American
– African-American
• Gender
– Female
– Male
Found experiences for these segments that can enhance usage across magazines
26 © Media Management Center
Other Variables• Did not correlate across magazines
– Lifestyle
• Personality traits
• Personal interests
– Media usage
• TV viewership
• Newspaper readership
– Acquisition of magazine
• Buyer / non-buyer
• Subscriber, single copy, pass-along
27 © Media Management Center
Rank of Experiences Differ by GenderMen vs. Women
Top RUM drivers for Men
– It disappoints me
– Value for time, money
– Makes me smarter
– Stories absorb me
– Learn things here first
– Often reflect on it
– Personal timeout
– Relevant to me
– Trust it
– Build relationships by talking about, sharing it
Top RUM drivers for Women
– Value for time, money
– Makes me smarter
– Personal timeout
– It disappoints me
– Feel good when I read it
– Stories absorb me
– Part of my routine
– Often reflect on it
– Learn things here first
– Find magazine high-quality, sophisticated
28 © Media Management Center
Experiences Differ by Ethnicity African Americans vs. Hispanics
Top RUM Drivers for African Americans – Makes me smarter
– Value for time, money
– Stories absorb me
– It disappoints me
– Build relationships by talking about, sharing it
– I’m touched
– Grabs me visually
– It’s relevant and useful to me
– I get a sense of place
– Others in the household would enjoy this magazine
Top RUM Drivers for Hispanics
– It disappoints me
– Makes me smarter
– Value for time, money
– Stories absorb me
– Feel good when I read it
– Learn things first here
– Improves me, helps me try new things
– Magazine irritates me
– Others in the household would enjoy this magazine
– It’s relevant and useful to me
29 © Media Management Center
Experiences Differ by Age Women vs. Gen Y Women (ages 13-26; born 1977-1990)
Top RUM Drivers For Women
– Value for time, money
– Makes me smarter
– Personal timeout
– It disappoints me
– Feel good when I read it
– Stories absorb me
– Part of my routine
– Often reflect on it
– Learn things here first
– Find magazine high- quality, sophisticated
Top RUM Drivers For Gen Y Women
– Value for time, money
– Feel good when I read it
– Personal timeout
– Find magazine high-quality, sophisticated
– Build relationships by talking about, sharing it
– Often reflect on it
– It disappoints me
– Makes me smarter
– Stories absorb me
– Grabs me visually
30 © Media Management Center
Experiences and Gen Y Women ages 13-26; born 1977-1990#
I build relationships by
talking about and sharing it
“Reading this magazine is a little like belonging to
an organization or a group”
“I like to have the magazine around so
that others might read it”
“I show some things in the magazine to people in my
family so they will understand”
“I bring things up I’ve read in the magazine in conversations with
many other people”
“A big reason I read is to make myself more interesting to other
people”
“I like for other people to know that I read this
magazine”
31 © Media Management Center
Experiences and Gen Y Women ages 13-26; born 1977-1990#
I feel good when I read it
“Overall, it leaves you with a good
feeling”
“I like stories in the magazine
about the weird things that can
happen”
“It makes me laugh”
“When reading this magazine, I am
worry free”
32 © Media Management Center
I Build Relationships I Feel Good
33 © Media Management Center
I Build Relationships I Feel Good
TerrificTUMMY TIPS
Boost Your BodyConfidence•Terrific Tummy Tips
34 © Media Management Center
I Build Relationships I Feel Good#
Fall’s HOTTESTHAIRCUTSPage 98
WOW! Your HairLooks Great! Hot hairstyles for FallPage 98
35 © Media Management Center
I Build Relationships I Feel Good
Help! My Boyfriend’s Upsetting Me
Boyfriend Blues?Smart Girls Share Top Secrets
36 © Media Management Center
I Build Relationships I Feel Good
• Minis • Bags
BACK TO SCHOOL
Fashions• The Best Jackets • Jeans, Jeans, Jeans for Every Body & Budget
100 Fall Fashions That
Bring OutYour Best
37 © Media Management Center
Editorial Opportunities• Use experiences to boost usage
– Capitalize on what appeals to different reader segments
– Fine-tune mix and approaches against reader experiences to increase RUM
– Consider in light of related research
• Differentiate “similar” magazines within corporate portfolio
© Media Management Center
Usage and Experience Findings
39 © Media Management Center
Usage Findings
• Myth: Readers of magazines purchased on newsstand are “better” than subscribers
• Findings
– Across magazines not the case
– RUM (Reader Usage Measure) essentially the same for both groups of consumers
• 3.03 newsstand vs. 3.11 subscriber
40 © Media Management Center
Usage Findings
• Myth: Lower subscription price paid means readers use magazines less
• Findings
– Across magazines not true
– RUM unaffected by average net subscription price
• Based on cluster analysis
Source: ABC/BPAI publishers statements
41 © Media Management Center
Usage Findings• Myth: Public-place readers have very low usage
• Findings
– Public-place magazine readers’ RUM twice very light readers’
• Very light readers = 1.1
• Public Place = 2.1
– Similar experiences for buyers and non-buyers can be used to increase RUM and convert to buyers
42 © Media Management Center
Usage Findings
• Myth: Thinner books have less usage
• Finding
– Across magazines no relationship between RUM and total page count
• Based on cluster analysis
Source: Hall’s Magazine Reports used for size of book
43 © Media Management Center
Experience Finding• Myth: Experiences affecting magazine readers who prefer
magazines differ from those of magazine readers who prefer TV
• Finding: Experiences that matter most are same for both groups
• TV Centric
– I get value for my time and money
– It disappoints me
– It makes me smarter
– The stories absorb me
– It’s my personal timeout
– I often reflect on it
– I learn things first here
– I save and refer to it
– I find magazine high-quality and sophisticated
– I build relationships by talking about and sharing it
*Based on respondents’ attitudes and time spent with medium
• Magazine Centric
– It disappoints me
– I get value for my time and money
– It makes me smarter
– The stories absorb me
– I learn things first here
– I often reflect on it
– I find magazine high-quality and sophisticated
– I save and refer to it
– It’s part of my routine
44 © Media Management Center
Consumer Marketing Opportunities
Experiences Can Enhance Renewals
• African-Americans more motivated than overall readers by I’m touched It grabs me visually I get a sense of place I think others in household would enjoy
magazine
45 © Media Management Center
Experiences and Renewals#
Dear Ms. Smith:Dear Ms. Smith:
You’ve been enjoying AFYou’ve been enjoying AFAM Life for one of the AM Life for one of the
most vibrant periodsmost vibrant periods of our history. We know you of our history. We know you
won’t want to miss what’s in store in coming issues.won’t want to miss what’s in store in coming issues.
Please take the time to consider what AFPlease take the time to consider what AFAM LifeAM Life
means to you …means to you … features about Black Culture you can’t features about Black Culture you can’t
get anywhere else. The highlights of African-American …get anywhere else. The highlights of African-American …
46 © Media Management Center
I’m Touched#
Dear Ms. Smith:Dear Ms. Smith:
AFAFAM Life helps you see that AM Life helps you see that there are good people in the there are good people in the world world -- people who make you people who make you proud of our Black Culture. proud of our Black Culture. Take a moment to consider what AFTake a moment to consider what AFAM LifeAM Life means means to you …to you … a way to be touched deep down… a window a way to be touched deep down… a window on the world going by. The highlights of African-on the world going by. The highlights of African-American ...American ...
47 © Media Management Center
Experiences Drive Ad Impact
ContentAd
ImpactExperiences
48 © Media Management Center
Advertising Impact• Told readers of 100
magazines that generic “pure” ad was in their magazine
– Only difference across respondents was magazine in which ad appeared
– Test “source effect”
• Examined impact of “pure” using standard copy-testing measures
49 © Media Management Center
Experiences Gave Ad “Lift”
• Across magazines, readers of those magazines that had stronger experiences/usage also correlated strongly to a positive impact of the “pure” water ad
– Implying that magazines with stronger experiences provide this strength to their advertisers
– That there is a proven “halo” effect of context upon content (advertising)
50 © Media Management Center
RUM and Implications to Ad Impact
• I get value for my time and money
• It disappoints me
• It makes me smarter
• It’s my personal timeout
• I often reflect on it
• The stories absorb me
• I learn things first here
• It’s part of my routine
• I find magazine high-quality, sophisticated
• I trust it
• The stories absorb me
• I like some ads a lot
• I find magazine high-quality, sophisticated
• I often reflect on it
• It makes me smarter
• I trust it
• I learn things here first
• It improves me and helps me try new things
• I feel good when I read it
• It’s my personal timeout
Top 10 RUM Drivers “pure” Impact Drivers
Magazines with greater usage and positive experiences correlatedto high impact test scores for the “pure” ad
51 © Media Management Center
Advertising Implications
• Reinforces the value of looking at strengthening experiences for usage as well as ad impact
• Determining implications of experience rankings on ad impact would require additional work
– May be explored in future phases or proprietary partnerships
52 © Media Management Center
Advertising Opportunities
• Go beyond front of book, endemic to experience-informed adjacencies
– Beer Social
– Beauty Feel Good/Confidence
• Value added can be based upon experiences that connect to brand learnings
…There are also ad creative/content opportunities
53 © Media Management Center
Gen Y: Relationship Sharing
Ad (right) stresses sharing and relationships
54 © Media Management Center
Ad Measurement Opportunities
• Jump-start dialogue to develop next steps on magazine ad measurements
– Potential role of RUM and Experiences
– Relate experience and usage measures to exposure and other measurements
• Examining reader segments
• Consider links to brand attributes
55 © Media Management Center
STUDY SUMMARY
AND NEXT STEPS
56 © Media Management Center
Summary• Reading magazines involves rich set of
multi-dimensional experiences
• Experiences motivate or inhibit reading
• Magazines with stronger experiences have greater usage
• Stronger reader experiences lift ad impact
• Experiences can be used to enhance effectiveness of editorial, advertising, and consumer marketing
57 © Media Management Center
Next Steps• Continue industry communications
• Deepen understanding of current data
• Member tool kit has been developed and distributed to study individual magazines
• Jump-start dialogue on advertising applications and metrics
58 © Media Management Center
Next StepsEditorial/Consumer
Marketing• Can we
– Engage you/your peers for further learning's?
– Begin a dialogue with your publication to field Reader Experience Research?
– Partner and apply learnings about experience mediated…
• Content?
• Marketing?
59 © Media Management Center
Next Steps-Advertisers• Can we
– Engage you/your clients for further learning's?
– Partner and learn further about experience mediated…
• Ad impact?
• Creative content/development?
• Positioning/adjacencies?
© Media Management Center
Reader Experiences: New Tools for
Power of Magazines For MPA & ASME
by Media Management CenterNorthwestern University
www.magazine.org
61 © Media Management Center
APPENDICES
© Media Management Center
Appendix I: Top 100 Magazines
63 © Media Management Center
Surveyed Magazines and MRI Categories
• automotive
• babies
• bridal
• business / finance
• children
• computers
• entertainment
• epicurean
• fish & hunt
• fitness
• general
• golf
• health
• home / garden
• home service
• lifestyle
• men’s
• music
• news-weeklies
• parenthood
• science / tech
• sports
• teen
• travel
• women’s fashion
• women’s entertainment
• women’s health
• 100 magazines span major MRI categories
64 © Media Management Center
Top 100 MRI Magazine Selection Process
• Slightly modified top list
– Removed
• Yahoo Internet Life – ceased publication
• Consumer Reports – no advertising
– Replaced with
• Fortune and Business Week
– Just under top 100 and filled out business magazines
• O – not yet on MRI list
• Rosie – ceased publication
65 © Media Management Center
Magazine SelectionFocus - top 100 consumer
magazines • “American Baby”
• “American Rifleman”
• “Architectural Digest”
• “Automobile”
• “Baby Talk”
• “Better Homes & Gardens”
• “Bon Appetit”
• “Bride’s”
• “Business Week”
• “Cable Guide Magazine”
• “Car & Driver”
• “Child”
• “Cooking Light”
• “Cosmopolitan”
• “Country Living”
• “Country Music”
66 © Media Management Center
Magazine SelectionFocus - top 100 consumer
magazines • “Discover”
• “Ebony”
• “Elle”
• “Entertainment Weekly”
• “ESPN The Magazine”
• “Essence”
• “Family Circle”
• “Family Handyman”
• “Field & Stream”
• “First For Women”
• “Fitness”
• “Food & Wine”
• “Forbes”
• “Fortune”
• “Game & Fish”
• “Glamour”
67 © Media Management Center
Magazine SelectionFocus - top 100 consumer
magazines• “Golf Digest”
• “Golf Magazine”
• “Good Housekeeping”
• “Gourmet”
• “GQ”
• “Guideposts”
• “Guns & Ammo”
• “Health”
• “Home”
• “Hot Rod”
• “House & Garden”
• “House Beautiful”
• “In Style”
• “Jet”
• “Ladies Home Journal”
• “Martha Stewart Living”
68 © Media Management Center
Magazine SelectionFocus - top 100 consumer
magazines• “Maxim”
• “Men’s Fitness”
• “Men’s Health”
• “Modern Bride”
• “Money”
• “Motor Trend”
• “Muscle & Fitness”
• “National Enquirer”
• “National Geographic”
• “National Geo. Traveler”
• “National Wildlife”
• “Newsweek”
• “North American Fisherman”
• “North American Hunter”
• “Outdoor Life”
• “Parenting”
69 © Media Management Center
Magazine SelectionFocus - top 100 consumer
magazines• “Parents”
• “PC Magazine”
• “PC World”
• “People”
• “Playboy”
• “Popular Mechanics”
• “Popular Science”
• “Prevention”
• “Readers Digest”
• “Redbook”
• “Road & Track”
• “Rolling Stone”
• “Scholastic”
• “Self”
• “Seventeen”
• “Shape”
70 © Media Management Center
Magazine SelectionFocus - top 100 consumer
magazines• “Smithsonian”
• “Soap Opera Digest”
• “Soap Opera Weekly”
• “Source”
• “Southern Living”
• “Sports Illustrated”
• “Star”
• “Sunset”
• “Teen People”
• “This Old House”
• “Time”
• “Travel + Leisure”
• “TV Guide”
• “US News & World Report”
• “Vanity Fair”
• “Vibe”
71 © Media Management Center
Magazine SelectionFocus - top 100 consumer
magazines
• “Vogue”
• “Woman’s Day”
• “Woman’s World”
• “World Wrestling Entertainment”
© Media Management Center
Appendix II: 39 Experiences
73 © Media Management Center
Reader Experiences
1. I get value for my time and money
2. It disappoints me
3. It makes me smarter
4. It’s my personal timeout
5. I often reflect on it
6. The stories absorb me
7. I learn things first here
8. It’s part of my routine
9. I find magazine high-quality and sophisticated
10. I trust it
11. I feel good when I read it
12. It’s relevant and useful to me
13. It’s brief and easy for me to read
14. I build relationships by talking about and sharing it
15. I find unique and surprising things
39 experiences ranked by ties to readership
(Inhibitors are in italics)
74 © Media Management Center
Reader Experiences
16. It improves me and helps me try new things
17. I save and refer to it
18. I keep or share articles
19. I think others in the household would enjoy the magazine
20. It’s for people like me
21. It grabs me visually
22. I’m inspired
23. I get a sense of place
24. I’m touched
25. I feel I know the writers
26. I relate to people of color
27.This magazine irritates me
28. I like its seasonality
29. I like some of the ads a lot
30. I dislike some of the ads
31. It helps me keep track of celebrities
39 experiences ranked by ties to readership
75 © Media Management Center
Reader Experiences
32. I relate to the ads
33. It requires me to focus
34. I read the ads
35. It reinforces my faith
36. It helps me look good; it’s sensual, even sexy
39 experiences ranked by ties to readership
37. I want more ad information
38.This magazine’s Web site is important to me
39. It leaves me feeling bad
76 © Media Management Center
Descriptors for Consumer Experience
I get value for my time and
money
“It is hard to put down when I am
really into it”“I want to read it cover-to-cover”
“I would think of it as a possible gift
for a friend”
“It is never boring to read an issue”
“It is time well spent”
“It’s worth every penny they
charge for it”
“I feel like I am getting
a very good deal on this magazine”
“I expect to continue reading this
magazine for a long time”
“I look forward to getting this magazine”
77 © Media Management Center
Descriptors for Consumer Experience
It disappoints me
“I try to skim the articles as quickly as I can”
“Some of the articles I start but
don’t finish”
“I find myself reading less of the magazine
than I used to”
“I find my mind wandering while
reading this magazine”
“I only read the articles that I
especially want to read”
“It’s mainly good for when I don’t
have anything else to do”
“While I am reading the magazine the activity going on in the room around me is
also on my mind”
“Sometimes I feel it is the same from issue to issue”
“It can be pretty shallow”
“After finishing the magazine, I find it easy
to put it out of my mind”
“It tried to cover too much. They should
split it up”
“Some people would think this magazine is
dumb”
78 © Media Management Center
Descriptors for Consumer Experience
It makes me smarter
“I look at the magazine as
educational. I am gaining something”
“It is important to remember later what I have read in this magazine”
“I get ideas from the magazine”
“Even if I disagree with things in
magazine, I feel I have learned something”
“It updates me on things I try to keep up with”
“It addresses issues or topics
of special concern to me”
“The magazine stimulates
my thinking about things”
“I am mentally involved when reading”
“I remember at least some of the things I
have read in the magazine for a long
time”
79 © Media Management Center
Descriptors for Consumer Experience
It’s my personal timeout
“It is a quiet time”
“I like to kick back and wind down with it”
“Reading this magazine is my
time alone”
“My goal is to relax with the
magazine”
“It’s an escape”
“It’s a treat for me”“The magazine
takes my mind off other things that
are going on”
“It is my reward for doing other
things”“I feel less stress after reading it”
“It is important to me to get
comfortable when I read it”
“When I read this magazine, I lose myself
in the pleasure of reading it”
“Reading this magazine is a bit of a luxury”
80 © Media Management Center
Descriptors for Consumer Experiences
The stories absorb me
“It has good stories about things that
happen and how they turn out”
“Almost anyone could get
something out of this magazine”
“It tried to include different sides of a story”
“When I am reading a
story in the magazine, I always want to find out
how it ends”“I value the way it presents
the opinions of readers”
81 © Media Management Center
Descriptors for Consumer Experience
I learn things first here
“The magazine itself is pretty cool”
“You see things here first”
“It is an avenue to learning about new
products”
“They pack a lot of information into it”
82 © Media Management Center
Descriptors for Consumer Experience
It’s part of my routine
“I know the layout of the magazine well and where
to find things”
“I always go through the same routine when I first
get it”
“I have settled into a routine with reading the
magazine”
83 © Media Management Center
Descriptors for Consumer Experience
I find the magazine
high-quality and
sophisticated
“It is very professional”
“The magazine is
very sophisticated”
“The articles touch me deep down”
“They do a good job covering
things. They don’t miss
things”
84 © Media Management Center
Descriptors for Consumer Experience
I trust it
“It does not sensationalize
things”“It is unbiased in
its reporting” “You don’t have to worry about
accuracy with this magazine”
“I trust it to tell the truth”
“The magazine gives good advice”
85 © Media Management Center
Descriptors for Consumer Experience
I feel good when I read it
“Overall, it leaves you with a good
feeling”
“I like stories in the magazine about the
weird things that can happen”
“It makes me laugh”
“When reading this magazine, I am
worry free”
86 © Media Management Center
Descriptors for Consumer Experience
It’s relevant and useful to
me
“The magazine leads me to new
experiences”
“I can picture myself a the scene of the events and places described”“The magazine is
relevant to my everyday life”
“It helps me to plan what I want to see
or do”
“Reading the magazine adds to my
enjoyment of other things I do”
87 © Media Management Center
Descriptors for Consumer Experience
It’s brief and easy for me to
read
“None of the articles are too long”
“If I don’t have a lot of time, this
magazine is perfect”
“It’s easy to put down and come back to”
“I like the short pieces you read
quickly”
“In reading the magazine I always have a good sense
of what I haven’t read and what I want
to read later”
88 © Media Management Center
Descriptors for Consumer Experience
I build relationships by
talking about and sharing it
“A big reason I read it is to make myself more interesting to other
people”
“I bring up things I’ve read in the
magazine in conversations with many other people”
“I like for other people to know I
read this magazine”
“Reading this magazine is a little like belonging to
an organization or a group”
“I like to have this magazine around so
that others might read it”
“I show some things in this magazine to people in my family
so they will understand”
89 © Media Management Center
Descriptors for Consumer Experience
I find unique and surprising
things
“It always has something that surprises me”
“Some things you would only see in this magazine”
“You can’t go very long without reading it because
you will fall behind”
90 © Media Management Center
Descriptors for Consumer Experience
It improves me and helps me try new
things
“It makes me want to go shopping”
“It shows me how to do things
the right way”
“I really like the tips in the magazine”
“I use the magazine to learn how to make things”
“The magazine gets me to try new things”
“It probably makes me more likely to buy the things I see in the magazine”
“It helps me make up my
mind and make decisions”
91 © Media Management Center
Descriptors for Consumer Experience
I save and refer to it
“I save back issues for a period of time”
“I sometimes go back to
old issues to find things”
“I collect the magazine”
92 © Media Management Center
Descriptors for Consumer Experience
I keep or share articles
“I tear out articles to keep”
“I routinely carry the magazine with me”
“I like to send people things from magazines”
93 © Media Management Center
Descriptors for Consumer Experience
I think others in the household
would enjoy the magazine
“Someone of the opposite sex would think
it interesting”
“Other people in my home enjoy the
magazine”
“This magazine is directed entirely toward females”
94 © Media Management Center
Descriptors for Consumer Experience
It’s for people like me
“It fits my own political views”
“The magazine deals with the same
situations I find myself in with my
friends”
“I like that it focuses on average people”
“It’s mainly for people like me”
95 © Media Management Center
Descriptors for Consumer Experience
It grabs me visually
“I like to look at the pictures even if I don’t
read the story”
“Most often I look at the pictures before reading the article”
“I like to look at pictures for awhile”
“I look at the pictures in it and
think, ‘Wow’” “I sometimes show a picture in it to
someone else”
“The magazine uses pictures to convey
important information”
“The cover really makes me want to read the magazine”
“While reading the magazine, I like to picture things in my
own mind”
96 © Media Management Center
Descriptors for Consumer Experience
I’m inspired
“It makes me feel like I can do
things”
“Reading it makes me
want to match what others have done”
“It inspires me in my own life”
“It makes me value what I
have”“Reading this magazine
makes me feel good about myself”
97 © Media Management Center
Descriptors for Consumer Experience
I get a sense of place
“This magazine gives me a feel for what different
places are like”
“The magazine makes me feel like I
am there”
98 © Media Management Center
Descriptors for Consumer Experience
I’m touched
“It helps me to see that there
are good people in the
world”
“Some articles touch me deep down”
“It features people who make you
proud”“The magazine
definitely affects me emotionally”
99 © Media Management Center
Descriptors for Consumer Experience
I often reflect
on it
“It always leaves me wanting more”
“I often pause while reading it to think about
what I am reading”
“I often reread articles to get the most out of them”
“It would be interesting to go back through old
issues to see how things have changed”
“I find the table of contents useful”
100 © Media Management Center
Descriptors for Consumer Experience
I feel I know the writers
“I look forward to reading certain writers in the
magazine”
“I feel like I get to know the people
writing the articles”
101 © Media Management Center
Descriptors for Consumer Experience
I like seeing people of
color in this magazine
“This magazine includes people of color”
“I like seeing people of color in this magazine”
102 © Media Management Center
Descriptors for Consumer Experience
This magazine
irritates me
“I know that they will have articles on topics I cannot
stand”
“It is hard to follow articles in this
magazine because they are continued
on too many pages”
“The page numbers are very hard to use”
“Sometimes it comes too late to be
relevant”
“I wish I had more control over when I
get it”
103 © Media Management Center
Descriptors for Consumer Experience
I like its seasonality
“I particularly like to read articles if they are
connected to holidays”
“They do a nice job of gearing to the
time of year”
104 © Media Management Center
Descriptors for Consumer Experience
I like some of the ads a lot
“Some of the ads interest me a lot, some
do not interest me at all”
“Advertising in this magazine
says something about the brand
being advertised”
“I like how colorful the ads are”
“I like ads for unusual things”
105 © Media Management Center
Descriptors for Consumer Experience
I dislike some of the ads
“Sometimes the ads are over-the-top or
weird”
“The number of ads makes it
harder to read articles”
“I don’t like that ads are trying to sell me
things”
“All too often the ads are sexist”
“The ads are so similar in style
they blend together”
“Sometimes it is hard to tell whether
something is an article or whether it’s advertising”
“Too many of the ads in the magazine are for things I am
not going to buy”
106 © Media Management Center
Descriptors for Consumer Experience
It helps me keep track of
celebrities
“I am interested in the stories about celebrities”
“I like to check out who is on the
cover”
“You see how normal some well-known
people can be”
107 © Media Management Center
Descriptors for Consumer Experience
I relate to the ads
“Mostly the ads are for products related to the subject matter of the
magazine”
“The ads are for someone like me”
108 © Media Management Center
Descriptors for Consumer Experience
It requires me to focus
“I can read the magazine and watch TV at the
same time”
“I can’t read it when there are too many
distractions”
109 © Media Management Center
Descriptors for Consumer Experience
I read the ads
“I like the ads as much as articles”
“I read ads because they
are there”
“I make a special effort to skip over
and avoid the ads”
“I look at most of the ads”
110 © Media Management Center
Descriptors for Consumer Experience
It reinforces my faith
“The magazine reinforces my religious faith”
“I think of the magazine as faith
based”
111 © Media Management Center
Descriptors for Consumer Experience
It helps me look good; it’s sensual, even
sexy
“It is more for single people”
“You learn how to improve you appearance”
“You could get an erotic dream or daydream
from reading this magazine”
“There are things in the
magazine I find very sexy”
“The magazine makes you want to get in
shape”
“The magazine helps me to understand the opposite sex
better”
“There is a sensual aspect to the magazine”
“Occasionally the magazine tries to shock
you”
112 © Media Management Center
Descriptors for Consumer Experience
I want more ad information
“The ads could use more information about where
to buy things”
“The ads should include more
information about prices”
113 © Media Management Center
Descriptors for Consumer Experience
This magazine’s web site is
important to me
“I sometimes use the internet to follow up on
things I have read about in the magazine”
“For me, the magazine’s web
site is an important part of the magazine”
“I read the magazine less in print than before because of the
internet”
114 © Media Management Center
Descriptors for Consumer Experience
It leaves me feeling bad
“I worry about what I am
reading about”
“Some of the stories make me
feel bad”
© Media Management Center
Appendix III: Weights by Age,
Gender & Race Plus List of Other Controls
116 © Media Management Center
Weights by Age
117 © Media Management Center
Weights by Gender
118 © Media Management Center
Weights by Race
© Media Management Center
Appendix IV: Readership Usage Measure and RUM
Questions
120 © Media Management Center
Readership Usage Measure: RUM
• Consists of average score (1-5) of four questions dependent on time and frequency
1. “How much time in total did you spend reading or looking into a copy of ____ last time it came out?”
2. “How many different days did you read or look into a copy of ____ that last time it came out?”
3. “How many different times do you read or look into any issues of ____ in a typical month?”
4. “In a typical month,” how much total time do you spend reading or looking into any issues of ____?
121 © Media Management Center
Experiences Differ by Age Gen Y Women vs. Gen Y Men
ages 13-26; born 1977-1990
• For Gen Y Women
– Value for time, money
– Feel good when I read it
– Personal timeout
– Find magazine high-quality, sophisticated
– Build relationships by talking about, sharing it
– Often reflect on it
– It disappoints me
– Makes me smarter
– Stories absorb me
– Grabs me visually
• For Gen Y Men
– It disappoints me
– Value for time, money
– Makes me smarter
– Stories absorb me
– This magazine irritates me
– Build relationships by talking about, sharing it
– Learn things first here
– It’s for people like me
– It’s relevant and useful to me
– It’s part of my routine