HEIGHTENED ATTENTION

MAGAZINE MEDIA IS EFFECTIVE AT SUSTAINED ATTENTION AND MEMORY ENCODING

Att e n ti o n i s c o m p l e x a n d e v o l v i n g . O u r a tt e n ti o n i s m u c h m o r e d i s t r a c t e d t h a n i t u s e d t o b e . T h e r e a r e s o m e a r g u m e n t s t h a t a tt e n ti o n v a r i e s b y p l a tf o r m . H o w e v e r n e w e v i d e n c e s u g g e s t t h a t c o n t e x t i s m o r e i n fl u e n ti a l t h a n p l a tf o r m a n d t h a t q u a l i t y p u b l i s h e r e n v i r o n m e n t s a r e t h e ke y t o h i g h e r a tt e n ti o n l e v e l s .

R e s e a r c h b y M a g n e ti c m a ke s t h e l i n k b e t w e e n h a p p i n e s s a n d m e m o r y e n c o d i n g . P r o v i n g m a g a z i n e s d o n ’ t o n l y b e n e fi t f r o m s u s t a i n e d a tt e n ti o n b u t t h e y a l s o s c o r e h i g h l y o n p o s i ti v e e m o ti o n a l a tt a c h m e n t m e t r i c s s u c h a s h a p p i n e s s a n d t h a t t h i s b e n e fi t s a d v e r ti s i n g i n t h i s e n v i r o n m e n t .

DIGITAL BEHAVIOUR IS INCREASING OUR USE OF ALTERNATING ATTENTION

Source: OFCOM Communications Market Report

SELECTIVE SUSTAINED ALTERNATING

Keeping focus when faced with

competing distractions

The core attention skill

we use to focus for long periods

Switching quickly between different tasks at

once

ALTERNATING ATTENION IMPAIRS MEMORY ENCODING

“The kind of rapid, continual shifting we do with multitasking causes the brain to burn through fuel so

quickly that we feel exhausted and disoriented after even a short time. We’ve literally depleted the nutrients in our

brain. This leads to compromises in both cognitive and physical performance. Among other things, repeated task

switching leads to anxiety, which raises levels of the stress hormone cortisol in the brain.”

DANIEL LEVITIN: the organised mind: thinking straight in the age of information overload’

MAGAZINES ATTRACT SUSTAINED ATTENTION

SUSTAINED

The core attention skill

we use to focus for long periods

Magazine content is never passively or coincidentally consumed. Engaging with magazine content is an active choice and as such enjoys solus attention. The AdSense study showed that only 5% of readers do something else while they read magazines.

Source: Time Inc. AdSense 2012

MAGAZINE MEDIA STIMULATE THE 3 FACTORS THAT DRIVE MEMORY ENCODING

Engagement

Emotional Intensity

Narrative Magazine media readers proactively select and consume the narrative that are of peak interest to them

Magazine media delivers a positive in the moment shift in subjective wellbeing

Magazine media engages the reader from the outset and content is immediately encoded into the long-term memory

MAGNETIC EXPLORED THE ABILITY OF MEDIA TO DRIVE IN THE MOMENT HAPPINESS

Source: Moments that Matter 2015

THE NEED FOR ENGAGEMENT

THE NEED FOR ACHIEVEMENT

THE NEED FOR POSITIVE EMOTIONS

THE NEED FOR MEANING AND PURPOSE

THE NEED FOR POSITIVE RELATIONSHIPS

USING TIME REWARD INFORMATION SHARING CONNECTING

0%

20%

40%

60%

80%

100%

TVMagazinesRadioNewspapersCinemaSocial media

USING TIME INFORMATION REWARD SHARING CONNECTING

Source: Moments that Matter 2015

MAGAZINE MEDIA IS PARTICULARLY POTENT AT DRIVING PURPOSE (INFORMATION) AND PLEASURE (REWARD)

CONSUMING MAGAZINE CONTENT DELIVERS A POSITIVE SHIFT IN SUBJECTIVE WELL BEING

24.54 25.89

+ 6% (+1.36)

BASELINEIN THE

MOMENTSource: Moments that Matter 2015

MAGAZINE MEDIA ENGAGMENT RESULT IN HIGHER LEVELS OF MEMORY ENCODING

Source: ACP Science of Love 2011

110%

88%

emotional intensity

memory encoding

In a neuroscience study by ACP, respondents showed an uplift in emotional intensity

110% higher than the average for all other media, and an uplift in memory encoding

88% higher than the average for all other media