THE VALUE OF PUBLIC PLACE READING

1. THE VALUE OF PUBLIC PLACE READING Insights from a new study sponsored by Time Inc. & Mediaedge

2. Research Objective • Objective: Gain insights into the role and value of magazines in public places • Magazines Studied: Entertainment Weekly; Fortune; • In Style; Parenting; Sports Illustrated; People

3. Research Architecture • Public Place Locations Studied: • Doctors’ and Dentists’ Offices/Hospital and other Medical Facilities • Hair/Nail/Beauty Salons or Spas (women) • Barber Shops/Hair Salons (men) • Business Reception Areas • Libraries • Airlines • Sample Size: • 2382 Public Place readers • 3062 Subscribers/Newsstand buyers

4. Research Insights • Public place reading is a meaningful reading experience. That readers are not paying for the copies read there has little impact on their involvement with the magazine • Reading is the #1 activity occurring in public place waiting situations • Contextual relevance is a factor determining which magazines are read • Having magazines available is a benefit to those waiting, to the location host, to the magazine publisher and to the advertiser

5. Research Insights • While reading time in public places is abbreviated, the reading is focused • Readers experience fewer interruptions, engage in less multitasking and feel less guilty about devoting time to reading

6. Research Insights • Actions taken as a result of reading magazines are high regardless of paid or public place copy status • Little variation in overall action taken exists between public place readers and subscribers/buyers • Although ad actions taken are somewhat lower for a public place reader vs. a subscriber/buyer, higher RPCs in public places more than offset this

7. Public Places are Heavily Trafficked Locations Visited in Past 30 Days Base: Public Place Sample Data Used: Q3

8. While in libraries, reading books is the prime activity Reading Magazines is the #1 Activity While Waiting Base: Public Place Sample visiting location in past year Data Used: Q9

9. Magazine Reading Dominates Other Activities at Doctor’s/Dentist’s Offices • Nearly twice as many people are reading magazines as engaging in the #2 activity Doctor’s/Dentist’s Office Read/Look at magazines 92% Read/Look at newspapers 52% Talk to someone 47% Read book 37% Use cell phone+ 28% Watch TV/movies 28% Work 9% Play video games 4% Other 4% Nothing 1% Base: Public place sample Data Used: Q9

10. Magazines Enhance the Waiting Experience • 95% of public place readers report they would be upset, feel underserved or bored if no magazines were available in public places • 87% claim the time spent waiting would drag • 72% would be upset that magazines were no longer available • 63% would feel the location was not trying to make the visit as enjoyable as possible Base: Public Place Sample Data Used: Q17

11. Public Place Magazines Benefit All Constituencies Benefits Reader Benefits Advertiser PUBLIC PLACE Benefits Host Benefits Publisher

12. Magazines Offer Significant Benefits for the Host Base: Public Place Sample Data Used: Q19; top 2 box

13. Readers, Publishers and Advertisers All Benefit Base: Public Place Sample Data Used: Q19; top 2 box **InStyle cell only *Fortune Cell only

14. Actions Defined • Edit-driven actions • Used information/ideas I got from the magazine • Talked to someone about something I read in a magazine • Bought, or intend to buy, a product or service featured in a story • Tore out an article

15. Ad-driven actions Researched to find out more about a product or service advertised in a magazine Bought, or intend to buy, a product or service advertised in a magazine Followed up on an ad in a magazine Tore out an ad Actions Defined

16. Actions Defined • Either ad- or edit-driven actions • Visited a website mentioned in a magazine • Learned about a product or service I was unaware of • Asked beauty/hair salon about something I read or saw • Asked Doctor/Professional about something I read or saw • Recommended a product/service I learned about

17. Public Place Reading Generates High Levels of Follow-up • Actions Taken (Total)85% • Created word-of-mouth* 50% • Visited website mentioned in magazine43% • Purchase interest based on ad** 40% • Used info/ideas from magazine 40% • Learned about product/service I wasn’t aware of 36% • Researched to find out more about a product/service advertised 23% • Asked beauty salon or Dr./professional*** 14% • *Net. Talked to someone about something I read, Recommended product/service I learned about • **Net. Bought/intend to buy product/service advertised, Researched to find out more about a product/service advertised, Followed up on an ad, Tore out an ad • ***Net. Asked beauty/hair salon about something I read/saw, Asked a Dr./professional about something I read/saw • Base: Public Place

18. Public Place Reading Generates Levels of Follow-up Action at Least Three-Fourths That of Paid Readers • Index PP vs. Paid • Actions Taken (Total)98 • Created word-of-mouth* 86 • Visited website mentioned in magazine88 • Purchase interest based on ad** 75 • Used info/ideas from magazine 89 • Learned about product/service I wasn’t aware of 92 • Researched to find out more about a product/service advertised 77 • Asked beauty salon or Dr./professional*** 93 • *Net. Talked to someone about something I read, Recommended product/service I learned about • **Net. Bought/intend to buy product/service advertised, Researched to find out more about a product/service advertised, Followed up on an ad, Tore out an ad • ***Net. Asked beauty/hair salon about something I read/saw, Asked a Dr./professional about something I read/saw