40 | Magazine World | April 2007 www.fipp.com
Research
Digital Publishing
RESEARCH
Magazines get intimate with the multimedia
generation, by Guy Consterdine
M
agazine research worldwide is more dynamic and A significant development potentially affecting magazine publishers’
innovative than ever before. That was the key message ad revenues is the arrival of multimedia mega-databases designed
taken from FIPP’s International Research Forum 2007, for planning marketing campaigns across many platforms, including
held in Amsterdam on 15-16 February. The rapidly digital media. The power of such large databases can be illustrated
evolving digital media scene and its impact on traditional media has by 'TouchPoints', created under the leadership of the UK’s advertising
produced a surge of research activity, with publishers enthusiastic agency association, IPA. TouchPoints conducted its own survey into the
to examine how consumers are using their medium today. They are media usage of the adult population, collecting an immense range of
also keen to study the effectiveness of magazine advertising in a information, some of it of a kind rarely seen before including data on
new environment – especially in combination with the internet and exposure to direct mail, events, exhibitions and mobile phones, and
other media. The Forum attracted 45 research professionals from 14 the mood in which each medium was consumed. This survey acts as the
countries, to debate such weighty issues as the arrival of multimedia hub of a network of survey data, and the industry currencies for all of the
mega-databases for planning marketing campaigns, and how magazines major media were inputted, including such magazine and newspaper
and websites can complement each other in offering improved title-by-title data as the National Readership Survey. The result is
functionality to consumers. staggering: a database of 50,000 individuals with an unprecedented
One example of the internet and magazines working in harmony was amount of very detailed media-exposure information.
a study conducted by Bauer Media in Germany. Presented by Dr Adrian TouchPoints is intended to be used for planning media strategy,
Weser, 'The Multimedia Generation’ examined how different media fit rather than for media buying. This is likely to lead to marketing budgets
into the lives of 14- to 24-year-olds today. Young people use media in a being spread across a wider range of media channels than ever before,
highly integrated way, the study said, with each medium having its own risking a dilution of share for the traditional media.
interlocking functions. The internet is central for social networking, Research Forum delegates agreed that magazine publishers must
self-portrayal, the search for identity and recognition, and what Bauer get to grips with these giant multimedia databases and identify the
called ‘pubertal convergence’. positive stories for the medium. Regrettably, many of these systems are
Yet this has not removed the continuing value of magazines. They proprietorial and closed from publisher participation, but fortunately,
provide general and intimate coaching, plus role models. They put idols TouchPoints and Compose are two examples that do permit publishers
within easy reach and are a source of informative adult perspectives. to take part, for a substantial subscription.
They order, structure and evaluate topics, and make recommendations, A related topic that was much debated at the Forum was the need
offering a strong framework and points of reference in the internet world for more studies of how marketing campaigns benefit from the use
of endless information. of magazines in combination with the internet and other media. A
In short, a magazine’s role is crucial: it meets the need for few major studies have now been published, but further examples are
orientation and security in an increasingly complex world, and is also required to provide more detail and to show that the conclusions are
an effective means of winding down. More importantly for publishers, applicable around the world.
advertising in magazines is accepted without debate, as opposed to Hosted by publisher Sanoma Uitgevers, FIPP’s International Research
other media where advertisements are seen as an irritating intrusion. Forum 2007 was an unqualified success, with magazine research proven
And because the act of reading demands close attention, when print to be in an extremely healthy state. Here’s looking forward to next year.
is involved as an element of multitasking, the person's engagement is A more extensive review of the 2007 Research Forum can be found in
usually focused on the print. the Research section of FIPP’s website at www.fipp.com.
FIPP’s Research website area redesigned and expanded
Don’t forget that the newly Question&Answer section about input from publishers and at guy@fipp.com. To sign up
redesigned and expanded points of media strategy and anyone else interested in for Global Research Update,
'Research' area of www.fipp. details of FIPP’s own research magazine research. If you a quarterly digital newsletter
com contains lots of information events and publications, plus have a research survey about showing all the latest
about magazine research detailed accounts of the work of magazines to submit or reports research news plus additions
studies from around the FIPP’s International Research on any other relevant topics, to FIPP’s research, please
world. There is a database of Committee. please contact FIPP research contact Rolf Rohwer at:
summaries of research studies, a We would welcome further consultant Guy Consterdine rolf@fipp.com.
P40-41 Research (c)-corr.indd 2 28/3/07 10:06:31
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