Englewood Cliffs, NJ (January 30, 2017) – Bauer Media Group USA, the No. 1 seller of magazines at retail in the country, unveils today a major research study on magazine and newsstand engagement called “The Bauer Passion Project.”
The study, fielded by 3rd party research firm, Equation Research, goes in-depth to explore the engagement, attitudes, passion and influence of Bauer readers vs. non-readers and print vs. other mediums.
The results overwhelmingly revealed that readers are more engaged in print and more receptive to advertising in print when compared to other mediums.
Among the study’s findings:
• 84% of magazine readers said they’re more engaged when reading a print magazine compared to reading/viewing similar content online or on TV.
• More than half (55%) enjoy the ads more in magazines compared to reading/viewing similar content online or on TV.
• 53% of First for Women + Woman’s World readers say, “the advertising is an important part of why I read these magazines”
• 3 out of 4 In Touch + Life & Style readers say, “the ads in these magazines are for products and services I am interested in”
“The Bauer Passion Project” results follow on the heels of a strong 2016 performance by Bauer. In what was a challenging year, Bauer – with its unique newsstand-focused business model – was the bright spot in the marketplace. Not only was it the only major publisher to see an increase in paging year over year, Bauer was also one of only two publishers to see an increase in share.**
Accountability metrics also show that newsstand consistently outperforms other sources of copy for both engagement and ad receptivity.
“We invested a significant amount of time and resources into this study because we’ve long believed in our ability to connect with readers on a deeper level”, said Ian Scott, President of Bauer Media Sales. “The fact that our magazines continue to perform well in a challenging retail marketplace, coupled with the findings of this study, reinforce the link between the passion readers have for our magazines and how they receive them.”
“In an overcrowded and ever-changing media landscape, reader engagement matters more today than ever before,” newly appointed Bauer Media U.S. CEO Steven Kotok says. “Our study proves that newsstand is the clear winner here – and the truest measure of consumer demand. There is no question that the newsstand will continue to be a major place of growth, success and investment for Bauer in 2017 and beyond.”
“The Bauer Passion Project”
“The Bauer Passion Project” was fielded by 3rd party research firm, Equation Research, a full service strategic research agency with fortune 1,000 clients, in the fall 2016 to identify the engagement, attitudes, passion and influence of Bauer readers vs. non-readers. The 600+ respondents were all 18-64 U.S. females who bought one or more Bauer or competitive set title(s) and read at least 1 of the past 4 issues. “The Bauer Passion Project“ magazine set included Bauer titles: Woman’s World, First for Women, In Touch, Life & Style, while the competitive set included: Better Homes & Gardens, Family Circle, Good Housekeeing, OK!, People, Redbook, Star, Us Weekly, Woman’s Day.
About the Bauer Media Group
The Bauer Media Group is one of the most successful media companies in the world. More than 600 magazines, over 400 digital products, and 100 radio and TV stations reach millions of people around the globe. The company’s portfolio also includes printing companies, postal services and services in the fields of distribution, marketing and media sales. With a new global positioning strategy, the Bauer Media Group underscores its passion for people and brands. The claim “We think popular.” highlights the Bauer Media Group’s perception of itself as a publisher of popular media and provides inspiration and motivation to its more than 11,000 employees in 20 countries.
For further information, please contact:
**Source: PIB paging Jan-Nov 2015 vs. Jan-Nov 2016; Life&Style, Woman’s World Bauer internal paging;
PIB publishiers include: AMI, Bonnier, Condé Nast, Hearst, Meredith, Rodale, Time Inc. and Wenner Media.