AUCKLAND, Thursday: Magazine readers are spending an average of three hours and one minute reading their favourite titles, according to a report out of Nielsen. This is up significantly from 2 hrs 11 mins in their 2021 survey results.
NZ MPA executive director Johanna Cotter said: “Engagement is becoming more of a key metric to advertisers, as they are seeing less and less engagement with their content in online environments.
“As a result, we are seeing calls in overseas markets for a greater focus on engagement rather than just audience volume.”
“In a recent FIPP update, Telegraph Media Group digital & innovation MD Karen Eccles said: “We have to peel ourselves away from the addiction to scale a little bit.
“We – as an industry – were measuring the wrong thing. We should be measuring attention.”
“It’s a very different story right now to what we would have thought of in terms of advertising numbers even four years ago.”
“The Telegraph was the first major UK publisher back in early 2019 to go on record as saying that we – as an industry – were measuring the wrong thing, and that we should be measuring attention.”
Cotter: “Magazine readers are clearly engaged with their favourite brands and are taking their time to consume quality content.
“Advertisers benefit from this as readers spend more time engaging with their creative.”
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