How do you get to understand a particular target audience? How can you glimpse the world from their point of view? Our Magtastic! project unleashed the creativity of young women to reveal their interests and concerns. It immersed us in their preoccupations and stimulated fertile discussion.
Young women today are juggling multiple interests and expectations. They feel empowered to be independent and take charge of their lives. They have more choices than ever before. They want careers and success. They’re also interested in fashion and fun. And like their male peers, they perceive themselves as individuals first and foremost.
Celebrities continue to be a fascination, even if to some the phenomenon feels tarnished when “people are just famous for the sake of being famous”. Alexa and Adele inspire, but Kerry and Jordan just grate – though they do provide grist for the mill.
The collages our young women made were put together into an exhibition to produce a visual record of young women today. Visual metaphors tap into a rich seam of emotions. You can immerse in them by watching the video below.
For more information contact Jason.Vir (at) kantarmedia (dot) com
Magtastic – Investigating young women’s magazines in the digital age
What is the future for magazines? Digital is sweeping through the media industry with profound consequences. Titles that were once defined by print are now caught up in the melange of platforms and new media. There is a tussle between platform and brand.
Technology is no longer the preserve of the male geek. Young women are just as caught up with technology as their male peers – and more interested in paying for things via their mobile (source: Kantar Media’s futurePROOF, 2010). So how should young women’s magazines respond? What are young women’s magazine moments? How can magazines prosper in the digital world?
Kantar Media’s Magtastic! event brought together some young women’s magazine readers, magazine publishers, a feminist academic, a fashion PR specialist and our qualitative team – to start examining these issues. The event is recorded in our Magtastic! film.
For more information contact Jason.Vir@kantarmedia.com
As the motion-controller battle is set to heat up this Christmas, Danny Kay explains how the Kantar Media FuturePROOF study indicates the likely impact on the gaming market… Read the rest of this entry »
Kantar Media CEO Richard Asquith and Director Trevor Vagg recently presented some key findings from Kantar Media’s futurePROOF study to the AOP. Read the rest of this entry »
futurePROOF study highlights TV still medium of choice among growing number of emerging digital platforms.
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Kantar Media’s Trevor Vagg tackles the issue of connected TV and discusses why he thinks it’s going to make waves in 2011.
IPTV – TV over the internet rather than a terrestrial or digital signal – is set to be big news next year. The BBC -backed joint venture YouView is set to hit the shops in the form of an affordable set-top box with no overall subscription charge – watch the company’s promo vid above. So, why does this matter? Read the rest of this entry »
Charlie Gordon (director, Kantar Media) joins the line up of leading industry figures to debate and discuss the impact of digital at this year’s MRG Conference (3 – 6 November).
Charlie, alongside Martin U’ren of News International, will share a session dedicated to two great sporting events: The World Cup 2010 and the 2012 Olympics.
Charlie will look at the global TV audience for the World Cup, the impact of social media on consumer interaction, brand strategies and simultaneous consumption on TV and mobile. Follow the link to register or find out more about the MRG 2010 Conference, Malta.
The BBC Trust has just published the report on their editorial guidelines. The report summarises the findings of research about the BBC’s draft Editorial Guidelines, which the BBC Trust commissioned Kantar Media to undertake.
The extensive research was conducted between November 2009 and February 2010 across the United Kingdom.