editorial creativity – changing lifestyles and attitudes nobody’s unpredictable fipp paris may...
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Editorial Creativity –Changing Lifestyles and Attitudes
Nobody’s Unpredictable
FIPP Paris May 2003
Subtitled - Is the world turning grey and should we be writing articles about the turbo-powered Stenna stairlift?
Nobody’s Unpredictable
FIPP Paris May 2003
3
Premises
Population is getting older?
People have more leisure time?
4
Questions
How do these changes affect the magazine marketplace?
Does it have an impact on our editorial output?
5
an ageing population…?
Source: Ipsos/MRI
median age
6
Other dynamics…
% of population of Hispanic/Spanish descent or origin rose from 4% in 1991 to 11% in 2002
Source: MRI
median age
7
Picture of 44 year old man!
8
Assets - 82% own their home
Loaded - income 30% higher than the average
Well educated - 20% have been to college/university
Spending – 38% improving their home
the 44 year old adult in the UK…
Source: Ipsos NRS 2002
9
more leisure time…?
40.5
44
average number of hours worked per week
19771997
Source: USA - Families and Work Institute, 1997
10
total number of consumer magazines1997
2,200
1,538
1,118
961
945
930
8,889
6,336
5,518
3,120
China
USA
Poland
UK
Germany
France
Switzerland
Canada
Mexico
Argentina
Source: FIPP World Magazine Trends 2002/3
11
total number of consumer magazines
2,200
1,538
1,118
961
945
930
1,970
1,430
911
908
686
535
8,889
6,336
5,518
3,120
8,135
7,864
1,874
2,438
China
USA
Poland
UK
Germany
France
Switzerland
Canada
Mexico
Argentina
1997
2001
Source: FIPP World Magazine Trends 2002/3
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readership – any magazine
75%80%
87%89%
80%84%
71%75%
67%
74%
adults adults 15-24 women men adults 45+
19912002
Source: Ipsos UK NRS
13
average women readers’ age
26 27
Elle
19912002
Source: Ipsos UK NRS 1991 & 2002 (all women)
14
Elle – female profile in UK
48 45
21 26
12 149 95 5
1991 2002
65+
55-64
45-54
35-44
25-34
15-24
33% 40%
Source: Ipsos UK NRS 1991 & 2002 (all women)
15
average women readers’ age
2927
Cosmopolitan
1991
2002
Source: Ipsos UK NRS 1991 & 2002 (all women)
16
Cosmopolitan – female profile in UK
3644
2923
18 17
10 104.3 4
1991 2002
65+55-6445-5435-4425-3415-24
36% 44%
Source: Ipsos UK NRS 1991 & 2002 (all women)
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The rise of men’s magazines
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Readership of Men’s MagazinesFrance
1997 1998 1999 2000 2001 2002
55+
45-54
35-44
25-34
15-24
10.8% 11.1% 11.1%
12.7%
14%
10.5%
Source: Ipsos France AEPM
19
Readership of Men’s MagazinesFrance
39% 35%
32%31%
19%17%
6%11%6%3%
1997 2001
55+45-5435-4425-3415-24
9% 17%
Source: Ipsos France AEPM
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Readership of MagazinesFrance
26%33%
Men ReadingWomen's Magazines
Source: Ipsos France AEPM
21
To reach 50 million participants…
Radio took 38 years
TV took 13 years
…the worldwide web has taken 4 years
Source: The Internet Society
22
US –Internet access & average age
3840 40
393938
3537
10%15%
56%60%
21%
51%43%
32%
1995 1996 1997 1998 1999 2000 2001 2002
average age Internet access
Source: MRI
23
UK –Internet access & average age
34
3635
3332
31
7%
18%26%
50%43%
37%
1997 1998 1999 2000 2001 2002
average age Internet access
Source: Ipsos UK NRS
24
Tim Berners-LeeThe Future…
“There are many parts of the original dream which are not yet implemented. For example, very few people have an easy, intuitive tool for putting their thoughts into hypertext. And many of the reasons for, and meaning of, links on the web is lost. But these can and I think will change.”
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Internet usage and age
34
75
50
7060 63
20
85
23
87
28
80
17
94
France* UK US Argentina* Brasil* Chile* Mexico*
% accessing the internet% aged under 45
Source: Ipsos *in last 30 days
26
Internet usage amongst 15/18-24’s
64
30
77 73
32 35
44
28
France* Germany* UK US Argentina* Brasil* Chile* Mexico*
Source: Ipsos *in last 30 days
27
Media comparison - Brazil
5%
8%
23%
35%
57%
69%
Source: Ipsos EGM 2002
readingmagazinesvia the net
internetaccess
magazinereadership
18-24
15+
28
Media Comparison - Argentina
2%
20%
56%
4%
32%
61%
readingmagazinesvia the net
internetaccess
magazinereadership
18-24
14+
Source: Ipsos EGM 2002
29
Media comparison - Mexico
1%
17%
29%
2%
28%
32%
readingmagazinesvia the net
internetaccess
magazinereadership
18-24
13+
Source: Ipsos EGM 2002
30
Media comparison - Chile
0%
29%
50%
4%
44%
55%
readingmagazinesvia the net
internetaccess
magazinereadership
18-24
15+
Source: Ipsos EGM 2002
31
What they do on the Internet - Brazil
7%
21%
22%
23%
31%
56%
70%
5%
28%
23%
21%
47%
61%
68%
shopping
transferring data
reading magazines
reading press
chats
information searching
18-24
15+
Source: Ipsos EGM 2002 base: Internet Users
32
Internet usage – where?
0%
20%
40%
60%
80%
100%
France* Spain* US Argentina* Brasil* Chile* Mexico*
other
college
work
home
Source: Ipsos *in last 30 days
33
Internet Usage in the last week - Brazil
21.5%
23.1%
42.8%
23.3%
24.0%
41.2%
12+ hours
3-12 hours
up to 3 hours
18-24
15+
Source: Ipsos EGM 2002
34
Average daily consumption – weekdays16-30’s
25
79
Magazines Websites
minutes
Source: Ipsos Medias France
35
Discussion subjects16-30’s
65%
48%
19% 16%
Discuss Discuss Often
Magazine articlesWebsites
Source: Ipsos Medias France
36
Statements where the Internet was preferred to magazines
A media which allows people like me to express themselves
A media which reacts to changes in society
Ease of access to find information
A media which is very close to my personal concerns
Source: Ipsos Medias France
37
Statements where magazines were preferred to the Internet
A media I can trust
Produced by professionals
Which makes me think
A media which shapes public opinion
Ability to choose the time when you are informed
Source: Ipsos Medias France
38
Summary
People do not have more time for leisure but they want to make more time.
The internet is eating into the precious time that they spend with magazines.
The number of magazines and websites continue to grow but Elle and Cosmopolitan demonstrated that you can grow your readers
It is also possible to ‘extend’ your brand franchise (eg Smash Hits and Kerrang into digital radio)
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Summary
Perceptions and relationship of readers with websites and magazines are v.different Websites - personal and influenced by society Magazines - trusted authority and influences
society
Key is to build and differentiate that relationship