THE VALUE OF PUBLIC PLACE READING

1
THE VALUE OF PUBLIC PLACE READING

• Insights from a new study sponsored by Time Inc.
  Mediaedge

2
Research Objective

• Objective Gain insights into the role and value
  of magazines in public places
• Magazines Studied Entertainment Weekly Fortune
• In Style Parenting Sports Illustrated People

3
Research Architecture

• Public Place Locations Studied
• Doctors and Dentists Offices/Hospital and other
  Medical Facilities
• Hair/Nail/Beauty Salons or Spas (women)
• Barber Shops/Hair Salons (men)
• Business Reception Areas
• Libraries
• Airlines
• Sample Size
• 2382 Public Place readers
• 3062 Subscribers/Newsstand buyers

4
Research Insights

• Public place reading is a meaningful reading
  experience. That readers are not paying for the
  copies read there has little impact on their
  involvement with the magazine
• Reading is the 1 activity occurring in public
  place waiting situations
• Contextual relevance is a factor determining
  which magazines are read
• Having magazines available is a benefit to those
  waiting, to the location host, to the magazine
  publisher and to the advertiser

5
Research Insights

• While reading time in public places is
  abbreviated, the reading is focused
• Readers experience fewer interruptions, engage in
  less multitasking and feel less guilty about
  devoting time to reading

6
Research Insights

• Actions taken as a result of reading magazines
  are high regardless of paid or public place copy
  status
• Little variation in overall action taken exists
  between public place readers and
  subscribers/buyers
• Although ad actions taken are somewhat lower for
  a public place reader vs. a subscriber/buyer,
  higher RPCs in public places more than offset this

7
DYNAMICS OF PUBLIC PLACE READERSHIP AND
VISITATIONS

8
Public Places are Heavily Trafficked Locations

Visited in Past 30 Days
Base Public Place Sample Data Used Q3
9
Reading Magazines is the 1 Activity While
Waiting

• While in libraries, reading books is the prime
  activity

Base Public Place Sample visiting location in
past year Data Used Q9
10
Magazine Reading Dominates Other Activities at
Doctors/Dentists Offices
Doctors/Dentists Office
Read/Look at magazines
92

• Nearly twice as many people are reading magazines
  as engaging in the 2 activity

52
Read/Look at newspapers
47
Talk to someone
37
Read book
28
Use cell phone
28
Watch TV/movies
9
Work
4
Play video games
4
Other
1
Nothing
Base Public place sample Data Used Q9
11
Magazine Reading Also Dominates at Salons/Barber
Shops
Salon/Barber Shop

• Reading magazines far exceeds the 2 activity

Read/Look at magazines
85
52
Talk to someone
40
Read/Look at newspapers
35
Use cell phone
23
Read book
18
Watch TV/movies
5
Work
4
Nothing
3
Other
3
Play video games
Base Public place sample Data Used Q9
12
Magazine Reading Easily Tops Activity List at
Business Reception Areas
Business Reception Areas

• Magazine reading far exceeds the 2 activity

Read/Look at magazines
75
43
Read/Look at newspapers
43
Talk to someone
34
Use cell phone
21
Read book
20
Work
14
Watch TV/movies
8
Nothing
3
Other
3
Play video games
Base Public place sample Data Used Q9
13
Magazine Readership in Public Places Tends Toward
Contextually Relevant Titles

• People
• Dr.s/Dentists office
• Hair, nail salon/spa
• Fortune
• Business reception area Dr.s/Dentists office
• Entertainment Weekly
• Dr.s/Dentists office Hair, nail salon/spa or
  barbershop

• In Style
• Hair, nail salon/spa
• Parenting
• Dr.s/Dentists office
• Hospital/Medical Facility
• Sports Illustrated
• Barber shop
• Dr.s/Dentists office

Note Q14 reflects where they regularly or
occasionally read
14
ATTITUDES TOWARD AND EXPERIENCES WHILE READING
IN PUBLIC PLACES
15
Magazines Enhance the Waiting Experience

• 95 of public place readers report they would be
  upset, feel underserved or bored if no magazines
  were available in public places
• 87 claim the time spent waiting would drag
• 72 would be upset that magazines were no longer
  available
• 63 would feel the location was not trying to
  make the visit as enjoyable as possible

Base Public Place Sample Data Used Q17
16
Public Place Magazines Benefit All Constituencies
Benefits Reader
Benefits Advertiser
PUBLIC PLACE
Benefits Host
Benefits Publisher
17
Magazines Offer Significant Benefits for the Host
Base Public Place Sample Data Used Q19 top 2
box
18
Readers, Publishers and Advertisers All Benefit
Base Public Place Sample Data Used Q19 top 2
box InStyle cell only Fortune Cell only
19
Readers, Publishers and Advertisers All Benefit
Base Public Place Sample Data Used Q19 top 2
box
20
Public Place Locations are Conducive to Engaged
Reading
Base Total respondents Data Used Q26 top 2
box
Significant Differences
21
Public Places Provide an Environment with Less
Interruptions and Less Multitasking

Base Total respondents Data Used Q26 top 2 box
Significant Differences
22
Readers Adjust Reading Strategies in Public
Places

• Nearly ½ of public place readers flip until they
  find something interesting
• Patterns are similar across titles

Base Public Place Sample Data Used Q33
23
ACTIONS TAKEN AS A RESULT OF READING IN PUBLIC
PLACES
24
Actions Taken Comparing Public Place Readers to
Paid Readers

• Q28a And which of these have you done as a
  result of reading or looking at while visiting
  places such as doctors offices or hair
  salon/barber shop?
• Q28b Please think of all the different occasions
  you had to read Which of the following have you
  done as a result of reading?

25
Actions Defined

• Edit-driven actions
• Used information/ideas I got from the magazine
• Talked to someone about something I read in a
  magazine
• Bought, or intend to buy, a product or service
  featured in a story
• Tore out an article

26
Actions Defined

• Ad-driven actions
• Researched to find out more about a product or
  service advertised in a magazine
• Bought, or intend to buy, a product or service
  advertised in a magazine
• Followed up on an ad in a magazine
• Tore out an ad

27
Actions Defined

• Either ad- or edit-driven actions
• Visited a website mentioned in a magazine
• Learned about a product or service I was unaware
  of
• Asked beauty/hair salon about something I read or
  saw
• Asked Doctor/Professional about something I read
  or saw
• Recommended a product/service I learned about

28
Public Place Reading Generates High Levels of
Follow-up

• Actions Taken (Total) 85
• Created word-of-mouth 50
• Visited website mentioned in magazine 43
• Purchase interest based on ad 40
• Used info/ideas from magazine 40
• Learned about product/service I wasnt aware
  of 36
• Researched to find out more about a
  product/service advertised 23
• Asked beauty salon or Dr./professional 14
• Net. Talked to someone about something I read,
  Recommended product/service I learned about
• Net. Bought/intend to buy product/service
  advertised, Researched to find out more about a
  product/service advertised, Followed up on an ad,
  Tore out an ad
• Net. Asked beauty/hair salon about something I
  read/saw, Asked a Dr./professional about
  something I read/saw
• Base Public Place

29
Public Place Reading Generates Levels of
Follow-up Action at Least Three-Fourths That of
Paid Readers

• Index PP vs. Paid
• Actions Taken (Total) 98
• Created word-of-mouth 86
• Visited website mentioned in magazine 88
• Purchase interest based on ad 75
• Used info/ideas from magazine 89
• Learned about product/service I wasnt aware
  of 92
• Researched to find out more about a
  product/service advertised 77
• Asked beauty salon or Dr./professional 93
• Net. Talked to someone about something I read,
  Recommended product/service I learned about
• Net. Bought/intend to buy product/service
  advertised, Researched to find out more about a
  product/service advertised, Followed up on an
  ad, Tore out an ad
• Net. Asked beauty/hair salon about something I
  read/saw, Asked a Dr./professional about
  something I read/saw