At a time when legacy media face increased pressure to compete with digital, magazines continue to resonate with Canadian consumers, showing their resilience through innovation.
In this, the first of our blog posts about magazines, Vividata will look at these innovations and how magazines are using data to find their niche in the market.
Vividata’s most recent study from 2016 Q2 (based on results from July 2015-June 2016 fieldwork) confirms magazines play an important part in Canadians’ lives, reaching seven of 10 Canadians. While this picture has not really changed over the past 10 years, what has changed is our ability to measure magazines’ total footprint, not just the print platform.
As magazine publishers grow their digital audiences, Vividata has tested and refined our survey and can now offer metrics for digital platforms and digital-only titles. Our single source, cross-platform audience metrics and detailed consumer behaviour profile provides magazine publishers and buyers with a deeper understanding of how to effectively reach a specific target across multiple platforms.
Vividata’s recently released 2016 Q2 results indicate that print remains the preferred platform for reading a magazine.
Not surprisingly, the preference for print increases with age, though cross-platform readership is consistent across all age groups.
Readership by device
There are significant differences in readership by device when looking at age and language.
In English Canada, 76% of Millennials read on their smartphones. In general, English Canadians have a higher propensity to read their magazines on their mobile (52%), versus only 40% of French Canadians.
Publishers’ focus on print or digital strategies varies widely by title. Vividata results also show clear differences in percentage of total audience by genre. Sports, business, and news magazines, for example, have a higher digital readership than other genres.
New ways of reaching magazine audiences
Increasingly, publishers are using Vividata’s insights as part of their sales strategies and marketing solutions. As advertisers seek out ground-breaking ideas, magazines have stepped up with new ways to deliver their audiences. Custom content and events are at the forefront for some, using innovative creative and word-of-mouth to reach their audiences across multiple platforms.
With results available in 50 Canadian markets, Vividata’s behavioural insights on retail and consumption habits across categories such as e-commerce, event attendance, and fashion/beauty provide publishers and advertisers with the ability to drill down into what works for advertisers beyond the traditional ad page media buy.
Our most recent study incorporates Kantar TNS Connected Life, a global segmentation which shines a light on Canadians’ relationship with the digital world. The segmentation, when combined with Vividata results, can illuminate new media initiatives, cross-media creative opportunities, and ad targeting strategies for publishers and advertisers.
Canadians continue to engage with magazines and newspapers, whether on the printed page, on a computer, or on mobile devices.
Vividata’s 2016 Q2 study reports print and digital readership for 144 magazines and newspapers, and provides comprehensive media profiles at the national and individual market level. For the first time, the 2016 Q2 study also includes results from a new series of questions introduced to understand changing media usage and delivery platforms.
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