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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?


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


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+


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


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


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


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


DEFINE

EXPERIENCES AND USAGE


Carnival


Walt Disney World


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

John Lavine

Todd: do all six of these go across all readership segments. I thought when I looked at the sheet that only the top, now underlined, three went across all of them. is that correct?


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’


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”


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”


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”



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”


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)


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



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


37. I want more ad information

38.This magazine’s Web site is important to me

39. It leaves me feeling bad


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)


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 ____?”


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


Experiences Drive Usage

Content UsageExperiences


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


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


Rank of Experiences Differ by GenderMen vs. Women

Top RUM drivers for Men


– 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





– Feel good when I read it


– Part of my routine



– Find magazine high-quality, sophisticated


Experiences Differ by Ethnicity African Americans vs. Hispanics

Top RUM Drivers for African Americans – Makes me smarter





– 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






– Learn things first here

– Improves me, helps me try new things

– Magazine irritates me

– Others in the household would enjoy this magazine



Experiences Differ by Age Women vs. Gen Y Women (ages 13-26; born 1977-1990)

Top RUM Drivers For Women







– Part of my routine



– Find magazine high- quality, sophisticated

Top RUM Drivers For Gen Y Women












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”


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”


I Build Relationships I Feel Good



TerrificTUMMY TIPS

Boost Your BodyConfidence•Terrific Tummy Tips


I Build Relationships I Feel Good#

Fall’s HOTTESTHAIRCUTSPage 98

WOW! Your HairLooks Great! Hot hairstyles for FallPage 98



Help! My Boyfriend’s Upsetting Me

Boyfriend Blues?Smart Girls Share Top Secrets



• Minis • Bags

BACK TO SCHOOL

Fashions• The Best Jackets • Jeans, Jeans, Jeans for Every Body & Budget

100 Fall Fashions That

Bring OutYour Best


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


Usage and Experience Findings


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


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


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


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


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




– 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




– 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


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


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 …


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 ...


Experiences Drive Ad Impact

ContentAd

ImpactExperiences


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


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)


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


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


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


Gen Y: Relationship Sharing

Ad (right) stresses sharing and relationships


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


STUDY SUMMARY

AND NEXT STEPS


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


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


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?


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?


Reader Experiences: New Tools for

Power of Magazines For MPA & ASME

by Media Management CenterNorthwestern University

www.magazine.org


APPENDICES


Appendix I: Top 100 Magazines


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


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


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”



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”



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”



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”



magazines• “Parents”

• “PC Magazine”

• “PC World”

• “People”

• “Playboy”

• “Popular Mechanics”

• “Popular Science”

• “Prevention”

• “Readers Digest”

• “Redbook”

• “Road & Track”

• “Rolling Stone”

• “Scholastic”

• “Self”

• “Seventeen”

• “Shape”



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”



magazines

• “Vogue”

• “Woman’s Day”

• “Woman’s World”

• “World Wrestling Entertainment”


Appendix II: 39 Experiences


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


(Inhibitors are in italics)


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



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


37. I want more ad information

38.This magazine’s Web site is important to me

39. It leaves me feeling bad



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”



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”



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”



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”


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”



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”



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”



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”



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”



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”



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”



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”



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”



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”



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”



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”



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”



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”



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”



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”



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”



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”



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”



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”



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”



I like seeing people of

color in this magazine

“This magazine includes people of color”

“I like seeing people of color in this magazine”



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”



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”



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”



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”



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”



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”



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”



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”



It reinforces my faith

“The magazine reinforces my religious faith”

“I think of the magazine as faith

based”



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”



I want more ad information

“The ads could use more information about where

to buy things”

“The ads should include more

information about prices”



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”



It leaves me feeling bad

“I worry about what I am

reading about”

“Some of the stories make me

feel bad”


Appendix III: Weights by Age,

Gender & Race Plus List of Other Controls


Weights by Age


Weights by Gender


Weights by Race


Appendix IV: Readership Usage Measure and RUM

Questions


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 ____?


Experiences Differ by Age Gen Y Women vs. Gen Y Men

ages 13-26; born 1977-1990

• For Gen Y Women











• For Gen Y Men





– This magazine irritates me


– Learn things first here

– It’s for people like me


– It’s part of my routine

Documents

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