A few weeks ago, I had the opportunity to attend the FIPP Magazine World Congress, a conference that attracts magazine media professionals from all over the world. This year it was held in Toronto Canada (so it will likely be the only one I ever attend). I feel honoured to be able to learn from industry leaders and here are a few of my FIPP findings...
It’s a consumer’s world today and retailers need to engage them and create an experience for their shoppers. We all know that. What does that really mean however, to create an experience?
The reading area in any store has often been considered the area where shoppers slow down, take a breath and decompress. Browsing increases the enjoyment of the shopping experience overall.
This is great for the shopper who is at his or her leisure and providing this “decompression zone” should be a continued consideration in store planning.
Some shoppers today however are more harried, more busy, then ever before. They may not be taking the time to shop the entire store. In response, Retailers have begun to build smaller store footprints.
Match relevant product for the busy shopper
We learned from our Impulse Merchandising Program (click here to read more about the TNG Impulse Merchandising Program) that by matching impulse product to the grocery items in-aisle, the product becomes more relevant to the shopper and he or she chooses it in that moment.
Whether we’re “judgy” or not truth is, porn magazines were the top-selling magazines at one time and used to support many that work in the magazine industry. As most of us know, the anonymity of the Internet changed all of that. Today, many mourn the loss and constantly look for the things that will replace it. Lately however, we’ve seen some success stories and positive launches of some great food magazines.
There’s a food movement happening.
It’s been happening for a while, actually. Slow food, Farm-to-Table, Gastro-fast dining, fusion cooking, clean eating, Paleo, gluten free, are just some of the trends and buzz words that describe our affair with food.
“It’s on trend to be a foodie. In the past few years, the circulation numbers for Bon Appétit magazine have been at an all-time high. And more than just enjoying gourmet food, millennials feel it is important to be socially responsible foodies…” 1.
The millennials are driving the movement. ” Millennial foodies are literally the ‘tastemakers’ when it comes to what we put in our mouths, where we buy it and how we want it packaged. Food trends tend to trickle up the generational ladder; what Millennials want in food today is what we will all soon be asking for.” 1.
At a time where much of the media believes print to be irrelevant and the industry struggles with changed consumer habits and altered patterns of consumption, it is sometimes nice to just set aside its concerns and worry and to celebrate.
On Tuesday February 24th, in Toronto Ontario Canada, we celebrated the best Covers 2014 at the Canadian Cover Awards ceremony. The competition and subsequent awards are organized and given out co-jointly by Magazines Canada and the Circulation Management Association of Canada (CMC).
I recently read a really interesting article "The Dreams of Readers" from Nicholas Carr's blog www.roughtype.com. He wrote about what happens to our brains when we read a book:
"Psychologists and neurobiologists have begun studying what goes on in our minds as we read literature, and what they're discovering lends scientific weight to Emerson's observation. One of the trailblazers in this field is Keith Oatley, a cognitive psychologist at the University of Toronto and the author of several novels, including the acclaimed The Case of Emily V. "For a long time," Oatley told the Canadian magazine Quill & Quire, "we've been talking about the benefits of reading with respect to vocabulary, literacy, and these such things. We're now beginning to see that there's a much broader impact." A work of literature, particularly narrative literature, takes hold of the brain in curious and powerful ways. In his 2011 book Such Stuff as Dreams: The Psychology of Fiction, Oatley explained that "we don't just respond to fiction (as might be implied by the idea of reader response), or receive it (as might be implied by reception studies), or appreciate it (as in art appreciation), or seek its correct interpretation (as seems sometimes to be suggested by the New Critics). We create our own version of the piece of fiction, our own dream, our own enactment." Making sense of what transpires in a book's imagined reality appears to depend on "making a version of the action ourselves, inwardly."
F. Scott Fitzgerald's 1925 classic, The Great Gatsby, is USA TODAY's Book of the Year.
The more I search for things on the Internet, the more I subscribe to certain company's updates, and the more I click into certain websites, the more I notice that the advertising becomes more narrow. While some marketers may find this great, for me, I am concerned. Where will I get new ideas and new inspiration? In an effort to become more relevant to a particular consumer, the digital world with its algorithms and scripts, render and serve up results that are of an increasingly narrow focus. Over time that narrower focus has also the potential to alter thought and opinions. As a marketer of any brand or product this should be concerning, because, what if your company is not in that "share-of-mind" selection set of your consumer?
From the Huffington Post this week:
Be Less Stupid: Digital Content Is Destroying Your Comprehension
Posted: 12/03/2013 12:28 pm
NEED PROOF AMERICANS ARE READING FEWER BOOKS? You remember books, right? Elegant stacks of actual paper pages, neatly bound in numerical order? Well, we're reading fewer and fewer of them. As evidence, just last week, members of the Westboro Baptist Church held an iPhone burning.
Here's the good news, though. While the reading of paper books declines, the reading of e-books is skyrocketing. Except for when people are playing Candy Crush.
SHOULD WE WORRY? There's one group in particular where this rise in digital reading should be cause for concern. I'm talking about doctors during surgeries. I kid. I'm talking about college campuses. The 2103 Pearson Student Mobile Device Survey reports that 66% of college students are now reading their course work on a digital device rather than from a traditional textbook. OK, that might not sound terrible, but it has nearly put the book bag industry out of business.
You see, the problem is that we don't know what effect, if any, reading content on a digital device has on retention and comprehension. Until now.