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Please note: Data citation is from Pew Research Center: http://pewinternet.org/topics/Teens.aspx?typeFilter=5, also: http://www.slideshare.net/search/slideshow?searchfrom=header&q=PEW+Research.
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TO HAVE AND TO HOLD
Millennials, Magazines and Mobile
AEJMC 2012Elizabeth Hendrickson, PhD
School of Journalism and Electronic MediaThe University of Tennessee - [email protected]
Definition of MILLENNIAL
• Millennial generation refers to those born in or after 1980.
• Other names for this demo: Generation Y, Nexters and the Nexus Generation.
ATTITUDES about TECHNOLOGY
INTERNET and CELL differences
LANDLINES are for squares
A DAY in the LIFE of a TECH USER
How Millennials connect to INTERNET
DEMOGRAPHIC DIFFERENCES in Millennials’ wireless connectivity
Who uses SOCIAL MEDIA
SOCIAL NETWORKING among Millennials
TWITTER use
SOCIAL MEDIA TOOLS THAT ALIGN WITH THIS DEMOGRAPHIC
• FACEBOOK PAGE• TWITTER• PINTEREST• FOURSQUARE
MOST IMPORTANT CONCEPT: SOCIAL SHARING
MAGAZINE BRANDS
PLATFORMS MOST PRIMED
FOR SOCIAL MEDIA TOOLS:
• ONLINE CONTENT
• SPECIAL APPS
MAGAZINE BRANDS
PLATFORMS LESS EFFICIENT FOR SOCIAL MEDIA TOOLS
• TABLET
With this in mind…
EXAMPLES OF HOW MAGAZINE BRANDS
SERVING THE MILLENIAL DEMOGRAPHIC
INTEGRATE SOCIAL MEDIA
GAME INFORMER MAGAZINE: #4 MPA CIRCULATION
*Key: Direct communication channels with tech-savvy audience
COSMOPOLITAN: #15 MPA CIRCULATION*Key: Opportunities to further interact (and invest) with brand
MAXIM: #19 MPA CIRCULATION*Key: Digital brand extensions that use social sharing tools.
SEVENTEEN: #33 MPA CIRCULATION*Key: Legacy brand “Network” digital extensions that expand reach
SIMILARITIES
• These leading legacy platforms (print) are navigating shifts in audience wants and needs by both increasing digital brand extensions and increasing opportunities to interact and identify with brand.
HOPES AND DREAMS
Social media = Interaction
Interaction = Identification
Identification = Loyalty
Loyalty = Hard to come by these days