Magazines – whether in traditional print or newer digital platforms – continue to do a great job of building deep reader engagement. And while print edges out digital in depth of engagement, the cross-channel experience helps to create stronger brand awareness.
So says the recent research from IPC Media, “Connected Consumers,” which studies how, when, where and why consumers interact with a brand across channels.
Guy Constantine of Fipp summarized the IPC findings: “The result is that all the platforms – print, websites, tablets, smartphones and social media – play significant roles in influencing consumers throughout the four stages in the path towards purchase: spark, search, shop and share.”
He quotes Amanda Wigginton of IPC, who said: “What was really clear was that the habits picked up from traditional print magazine consumption still remain and are being transferred as consumers seamlessly mix old and new platforms. Consumers still ‘memory bank’, draw inspiration from magazine brand content and pass on recommendations to friends and family. But what has changed is that magazines now offer consumers more opportunities to do this across a number of platforms. Ultimately this reinforces the power of magazine brands, irrespective of platform.”
That is great news for publishers who are embracing the digital platform to complement their traditional print magazine. The coexistence of a variety of platforms only serves to strengthen the brand, providing the digital version can offer a user experience that is worthy of the print brand.
The study also shed light on the readers’ states of mind when consuming magazines, and characterized it one of three ways: Catch-up time (usually in the morning, via quick updates from trusted sources on social media); focus time (during the work day when readers know what they are looking for and search for it); and down time. The study showed that readers are most receptive to advertising during down time, typically in the evenings after work and play is done.
We can picture Don Draper and staff in their slippers, draped over couches, with the lights down low and the kids asleep in the next room. Maybe that’s the way ads should be written.