Time Inc.

Research and Insights

Research and Insights at Time Inc. integrates consumer and business research, delivering unrivaled capabilities and results. The Research and Insights teams collaborate with clients to identify and execute research-based solutions, providing information, insights, and implications to Time Inc. brands, corporate groups, and external clients, allowing them to make informed and effective business decisions.

Time Inc.'s areas of expertise include: Magazine and digital media/audience research, multi-media advertising spending performance, industry/category trends, advertising effectiveness and ad readership, consumer trend insights, editorial and consumer marketing research, and brand research.

If you would like to find out more about Time Inc.'s Research and Insights group, or if you are interested in partnering with the Research and Insights team on new initiatives, please contact research@timeinc.com

Learn more about the scope of Time Inc.'s Research and Insights' studies below.

Time Inc. Consumer Attitudes Tracking Study
New Insights from the 'Always On' Shopper
Storytelling in a Multiplatform World
Insights about Baby Boomers' Children - The Millenials
Money's- Baby Boomers Hopes and Dreams
In Style Ultimate Hair Survey
The Time Inc. Magazine Experience Study
The Value of Public Place Reading
Essence :WOWIII: Understanding African-American Women's Relationship to Technology
Real Simple: Being Beautiful: An In Depth Look at the Role of Beauty
Cooking Light INSIGHT Study: America's Continued Search to Eat Smart, Be Fit, and Live Well
Money Magazine: 2007 Money and Morals Poll
People en Español: HOT (Hispanic Opinion Tracker): SKINCARE
FanNation.com: Using Research to Inform Site Design
MAGHOUND: Development of a "Consumer-in-Control" Membership Service
Time Inc. B2B Technology Study
Automotive Purchase Process

  • Time Inc. Consumer Attitudes Tracking Study

    Time Inc. Consumer Attitudes Tracking Study

    Rates of consumer pessimism are going down faster than optimism is going up, but overall, things are headed in the right direction, according to the third wave of our Time Inc. Consumer Attitude Tracking Study, just out of the field.

    What is likely keeping consumers sober is their continuing concern about job loss and salary/benefits cuts, which is our only negative metric to have risen since our December, 2008 wave.

    It is clear from our study that while consumers have made adjustments to their shopping attitudes and their perceptions of value, brands are still important, they are still using advertising to guide them, and they are anxious to start spending again.

    Key Findings:

    • Consumers are feeling more optimistic in general, although optimism about their own familiesí well-being over the next 12 months continues to trail overall positive feelings about the U.S. economy.
    • "Pent-Up Demand" continues to focus on Food, Clothing, Vacations and Travel, and Home Improvements. The more affluent are especially anxious to get away as soon as the economy or their personal situation begins to improve, with "Vacations and Travel" at the number one spot for these consumers.
    • Consumers have adopted a new definition of "Value," one that is driven as much or more by reliability, quality, durability, and versatility, as "costing less."
    • While Americans have cut back their purchases they are still shopping. The vast majority report they shop longer before making a purchase, and they do more "homework" to make sure they buy the right product.
    • Advertising messages that offer coupons and discounts are the most appealing right now, followed by those that communicate value for the money, show how a product will solve a problem, and highlight how a product can be used in multiple ways.


    Between March 24th and March 30th, we conducted an online study among a cross-section of U.S. adults between the ages of 18 and 69. 1,609 adults participated in this study.This is the third wave of the Time Inc. Consumer Attitudes and Tracking Study.

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  • New Insights from the 'Always On' Shopper

    New Insights from the 'Always On' Shopper

    America's love affair with technology has people thinking about it all the time, and Time Inc. Research & Insights recently completed an exciting and innovative look at how consumers make their buying decisions around consumer electronics: HDTV, laptop and desktop computers, mobile phones, and MP3 players.

    Our goals were to understand the complete purchase process, from beginning to end, which we accomplished by talking to active shoppers in real time, rather than just recent buyers after the fact.

    We surveyed them on the most important factors they were considering at each step along the way; the information sources they were using; and what happens after they make their purchase.

    Among the findings:

    • Today's consumer is "always on" when thinking about technology, and always on the verge of becoming an active shopper, which means that marketers must be "always on" as well.
    • The purchase process is significantly longer when you talk to active shoppers than when you talk to recent buyers, and advertising is especially cited as an important information source by buyers.
    • Shoppers continually gather information, and even ramp up their research as they get closer to purchase.
    • "Retail" has become not simply a place to make a purchase, but a place to gather information and even a trigger to transform a consumer into an active shopper.
    • New product buyers become very vocal brand advocates (or critics) after the purchase.
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  • Storytelling in a Multiplatform World

    Storytelling in a Multiplatform World

    New technologies, new platforms, and new generations of audiences have created significant changes in how we consume information and entertainment including marketing messages.

    No longer loyal or linear, people are now consuming stories on their own terms, in bits and pieces, and even collaborating with editors and marketers to participate in the story themselves.

    So Time Inc. conducted a study to explore the roles different platforms play in telling a story; how audiences engage with and move among platforms; what audiences want from a multiplatform experience; and what brands can do to deliver that experience.

    Key Findings include:

    The definition of a story has not changed. Elements of a good story are timeless. What has changed is the way in which people access and absorb their stories. The internet is at the heart of storytelling today.

    • The greatest strength for each platform is:
      • Magazines = trust, depth, inspiration and enjoyment
      • Internet = immediacy, personalization, and the greatest variety of information
      • TV = drama, emotional engagement and timeliness
    • The greatest benefit of multi-platform storytelling is that it allows the user to pick and choose what they want:
      • Making it quick and convenient on their terms and schedule
      • Providing the best possible mix of information
      • Helping them learn and understand more
      • Giving them multiple perspectives
    • Advertisers need to capitalize on each platform's inherent benefits:
      • For magazines: Visual richness and engagement, credibility, ability to refer back to it
      • For TV: emotional engagement and entertainment value
      • For Internet: Easy access to other information and perspectives, and customization
    • Multi-platform advertising increases consumer interest in the brand advertised. Seeing campaign elements in different platforms:
      • Helps consumers learn more about brands
      • Makes choosing a brand easier
      • Increases their confidence in the choices they make
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  • Insights about Baby Boomers' Children - The Millenials

    Insights about Baby Boomers' Children - The Millenials

    In June 2007, Time Warner completed an online survey, ethnographies and bulletin boards to better understand the wants, desires and needs of Millennials (the children of Baby Boomers age 16-26) and Gen Xers (27-34). Key findings from this study include that:

    • Technology and media use is like the air
      • Millennials are adept at using all kinds of devices, but the lap top and cell phone appear to be the center of their universe due to the ability to store music, send text messages, access the internet, take photos, play video and video games
    • While the Internet is interwoven into their psyche, Millennials haven't abandoned other media
      • Millennials use the internet and read magazines for the same general reason - Information Seeking on new products and trends
      • Magazines are used mostly to get celebrity news and gossip, particularly among women
      • Among magazine brands, Time, People, EW and SI receive the highest favorability ratings with SI garnering higher ratings among Men with the other three titles strongly endorsed by Women
    • Creating content is almost as important as using content
      • At the time of the study, 57% of Millennials, including 2/3's of those 19-21, have their own personal page/profile on a social network like myspace or facebook
      • 29% either post to their own page or somebody else's personal webpage/profile weekly or more often
      • 35% have visited and 11% post to video sites such as YouTube weekly or more often
    • Millennials feel a strong social pressure to stay digitally connected 24/7
      • The study found that Millennials are more likely to be interacting with people they already know rather than making new connections on social web pages
      • They worry about missed messages - Millennials always want to be in the know and on top of their social relationships
      • Few (16%) worry that they spend too much time on their personal web page/profile
      • Female Millennials feel more pressed for time than their male counterparts
    • Millennials inhabit a media and entertainment world largely been created by older generations - and this world doesn't always portray Millennials accurately
      • Many feel that today's entertainment has too much violence, sexual situations, profanity, drug use and meanness
      • Female Millennials agree more strongly than Males that today's entertainment portrays young people inappropriately
      • Millennials demand advertising honesty and rebel against misleading claims.
        • They dislike Internet ads because they distract then from directed, purposeful tasks
        • TV ads are an accepted, anticipated interruption during a passive experience
        • Magazine ads are part of the media experience and often seen as part of the content of the magazine
    • The study concluded:
      • For Millenials, technology/media is the theatre and content is taking center stage; media companies should aggressively broaden their content to the channels Millenials are using.
      • Magazines and the Internet share a similar, information seeking space suggesting that Magazine content and the Internet are a natural fit
      • Millennials are active participants in their media and content experiences. Provide them with the tools they need to interact and engage and create content.
      • Millennials are advertising and content entrepreneurs. They are already creating for themselves and in a few years will be creating for the next generation.
      • Success with young people as customers flows from one's success in attracting, retaining, and engaging Millennials as employees
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  • Money's- Baby Boomers' Hopes and Dreams

    Money's- Baby Boomers' Hopes and Dreams

    In June 2007, Money magazine hired Clark, Martire and Bartolemeo to conduct a national online survey with 2,908 Baby Boomers born between 1946-1964. The study covers a wide range of issues but focuses primarily on Boomers' attitudes, values, hopes and aspirations. The study also tracks changes in attitudes over the past thirty years by comparing Boomers' views with those of prior generations of 41-62 years olds-and with Boomers' own views in the past (Cohort Analysis).

    Key Findings include:

    • After living independently and maintaining their health, Boomers' top goals for the rest of their lives are:
      • Spending time with family
      • Travel
      • Getting in shape
      • Pursue hobbies/special interests
      • Saving for retirement
    • Reestablishing and deepening existing friendships and making new friendships are also top goals
    • More affluent Boomers are more likely to say "going back to school" and the college plans of their children
      • Less concerned about spirituality
    • Nearly 2 in 3 Boomers (63%) say their goals have changed since their late teens/early 20's:
      • More importance placed on the happiness of the children and contributions to their community
      • Less importance placed on the quality and quantity of their possessions and the amount of money they have
    • Boomers earning $100k+ are significantly more confident about achieving financial goals, such as:
      • Saving enough for retirement
      • Putting my children through college
      • Having my dream home
      • Having a second/vacation home</li>
    • Boomer goals and aspirations and their attitudes toward aging have a much bigger impact on their satisfaction with life than their income.
    • Boomers Report Feeling Much Younger Than They Are
      • Their median age is 51, but they report feeling they are 40
    • Feeling Younger Affects Boomer Confidence. The 1 in 2 Boomers who feel 10 or more years younger than their age are:
      • Happier
      • More likely to be socially/psychologically and financially prepared for retirement
      • More confident they will achieve their financial goals
    • Boomers Are Relatively Unprepared For Retirement
      • Only 10% of Boomers say they definitely will have enough money to maintain their standard of living
      • More affluent Boomers = 16%
      • Only half (55%) believe they will definitely or probably have enough money to retire and maintain their standard of living
    • Boomers Say They Haven't Done Much Retirement Planning
      • Only 10% = a "great deal" of financial planning for retirement
    • Most (65%) consider themselves "beginner" investors vs. 47% for affluent Boomers
      • 42% are "not too" or "not at all knowledgeable" about financial planning for retirement vs. 23% for more affluent Boomers
    • Individuals who have engaged in more retirement planning appear to benefit in a variety of ways when compared to those who have not:
      • Greater confidence about achieving their financial goals
      • More likely to look forward to retirement
    • In sum, Baby Boomers need to plan & become better investors; and while money is important they have many less materialistic goals
    • Five Boomer Insights for Marketers:
      • Age is a state of mind
      • Convenience and Experience count- Function over form
      • Relevance is key- Speak to their passion, intensity and enthusiasm
      • Quality-of-life messaging (vitality, independence, fun, fulfillment)- Tell it like it is: they expect it
      • Cohort is not monolithic: Life-stage messaging needed
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  • In Style Ultimate Hair Survey

    In Style Ultimate Hair Survey

    Did you know that half of In Style readers would be willing to give up chocolate, their daily coffee or their weekly manicure for a year of great hair?

    Obviously, hair means a lot to a woman.

    That's what we quickly learned when surveying more than 2,000 In Style readers about their attitudes and behaviors when it comes to their hair.

    Over 100 insightful questions were asked of our readers and a selection of the results, plus expert solutions for our reader's toughest hair challenges, appeared in In Style's October 2007 issue.

    Those results-plus many, many more-- reveal the influence her coif has on her daily routine and state of mind.

    Among the findings:

    • Beyond hair type and texture, In Style readers consider many external factors when deciding how to style their hair. The weather, her outfit, mood and agenda all play a role in how she styles her hair.
      • 65% say the way their hair is styled will influence what jewelry they will wear
      • 37% admit they've avoided going outside because of humidity, rain or wind to prevent messing up their hair
      • One-third will avoid working out to preserve their hair style
    • The top reason keeping In Style readers from having a good hair day is their lack of styling abilities. Weather and time constraints are also hurdles she faces in achieving her look.
      • Only 6% of In Style readers feel like theyve mastered their blow drying technique
      • 37% have experienced hair "product overload" that did more harm than good
    • Celebrities, magazines and the internet all play a role in influencing her hair cut and style decisions.
      • Almost all (95%) have used magazines to get ideas on a hair style
      • 7 out of 10 have brought a picture from a magazine/Web site to a hair salon
      • 38% go online one a month or more to find out about new products, ideas and inspiration for hair
    • Most importantly, to understand her hair, you need to get into her head. From boredom being the #1 trigger inspiring her to change her cut to the emotions she experiences when having a bad hair day, how her hair is styled not only impacts the way she looks, but how she feels.
      • On bad hair days, 61% feel self-conscious
      • 4 out of 10 have had a meltdown after a haircut
      • On good hair days, 80% feel like things will go well during the day
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  • The Time Inc. Magazine Experience Study

    The Time Inc. Magazine Experience Study

    If you heard about a medium that puts consumers in control, is completely on-demand and mobile, and creates active communities of passionate fans, you would likely think it was new, emerging, and certainly digital.

    Well, think again. In many ways, magazines are the newest medium around.

    A primary goal of the Time Inc. Magazine Experience study was to get people to think differently about magazines: To recognize that magazines bring unique benefits to consumers and advertisers and to communicate that magazine brands have a vibrant future across all media platforms.

    The Methodology involved an innovative combination of qualitative (Deprivation, CSI-type ethnographies, and Conflict Groups), plus a quantitative on-line validation survey of 3,000 adults. An in-depth segmentation analysis revealed fascinating and actionable insights on readers, based on passion, involvement, and engagement.

    Among the findings:

    • Print and online possess unique strengths in driving consumer benefits, which consumers can identify and articulate.
    • 85% of highly engaged readers act on the content and advertising they read, with notable differences based on the genre and type of action taken.
    • While the anticipation of and initial contact with a magazine is powerful, the subsequent occasions of contact extend the experience.
    • In summary, within a complex media landscape - perhaps even because of it - the magazine experience stands out, offering consumers unique and valued benefits.
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  • The Value of Public Place Reading

    The Value of Public Place Reading

    Time Inc. partnered with mediaedge:cia to conduct research among Public Place visitors. The research demonstrated that public place magazines, those copies not paid for by the reader, bring value to multiple constituencies including:

    • To advertisers, reaching an audience that is likely to take actions based on the advertising
    • To readers, for whom magazine reading is the #1 activity while visiting doctors' and dentists' offices, hair salons, barber shops and business reception areas
    • To publishers, providing opportunities to attract new readers
    • To the hair salon, waiting room and other public places, enhancing the customer experience

    The online study was conducted by the independent research firm Marketing and Research Resources, Inc. (M&RR) among a sample of over 5000 adults from an internet panel of more than 4.5 million U.S. households. Respondents were surveyed on their magazine reading habits in public places including doctors' and dentists' offices, hair salons, barber shops, business reception areas, libraries and airlines. The study included Entertainment Weekly, In Style, Sports Illustrated, FORTUNE, and People magazines. Subsequently, Time Inc. conducted studies among Golf, Real Simple and TIME public place readers.

    George Janson, director of print at MEC stated "The study gave us valuable insights into how actively engaged public place readers are with their magazines and we are already using these key findings in our clients' communications plans."

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  • Essence: WOWIII: Understanding African-American Women's Relationship to Technology

    Essence: WOWIII: Understanding African-American Women's Relationship to Technology

    Essence conducted its 2007 WOW III (Window on our Women) Study to deepen its knowledge of African American women's relationship to technology. Overall, the study proved what a great target these women are for technology:

    African American women have a strong relationship with technology which not only puts them in control of their busy lives but also fuels a sense of empowerment. Technology enables her to be in the know, active, unique and achieving - both for herself, and in the eyes of others. In fact, for this woman style, especially for portable devices, matters a great deal.

    • 57% agree that "my technology skills show that I am in-the-know" vs. 38% general market.
    • 58% agree they "care a lot about how my technology products look" vs. 37% general market.
    • African American women tend to spend more on higher ticket tech products that people see them with than general market, such as cell phones, MP3s, GPS and PDAs.

    African American women spend more time using technology than general market, they reward themselves often with technology purchases, they are the primary decision makers for those purchases, and they are in the early majority of technology acceptance.

    African American women use technology throughout their shopping experience for a wide variety of categories in terms of researching products, purchasing products and sharing information about products with others. On virtually all measures of technology enabled activity, African American women were stronger than general market.

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  • Real Simple: Being Beautiful: An In Depth Look at the Role of Beauty

    Real Simple: Being Beautiful: An In Depth Look at the Role of Beauty

    The subject of women and being beautiful evokes great emotion. As Nancy Etcoff, author of Survival of the Prettiest, The Science
    of Beauty noted, "Outside the realm of ideas, beauty rules. Nobody has stopped looking at it, and no one has stopped enjoying the sight." In its most recent broad market study among a nationally representative sample of woman aged 25-54, Real Simple explores just that subject-women's relationship with a wide range of beauty categories including cosmetics, skincare, fragrance and haircare.

    Being Beautiful: An In Depth Look at The Role of Beauty demonstrates how truly involved women are in these categories both in terms of their usage, time commitment and the emotional stakes of maintaining their beauty---why else would they spend more than 50 minutes a day involved with and using these categories? The study reveals that motivations center around creating a beautiful image for themselves, pampering themselves and projecting their confidence to the world. The study also explores the varying attitudes towards different retail channels. Given the broad sample, a segmentation which explores women's attitudes towards experimentation and comfort level with these beauty categories lends insight into how to communicate with different types of women.

    1. On average, women have 34 beauty products in their home, and spend 50 minutes each day on their beauty routines.
    2. Women use beauty products because they want to enhance their image or indulge themselves, and they gain a sense of confidence when they do. Comparing women's motivations to their perceptions of the past generation yields interesting insights into the role beauty plays in the modern woman's life.
    3. Morning and evening beauty regimens serve different purposes in women's lives. The morning is about mental preparation while the evening routine helps women unwind and feel relaxed. Other benefits to beauty routines are constant throughout the day.
    4. Attitudes about shopping for beauty products vary by retail outlet. The research shows how specialty stores such as Sephora offer a very positive shopping experience characterized as fun and pleasurable. Other outlets offer different experiences that result in specific emotional outcomes.
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  • Cooking Light INSIGHT Study: America's Continued Search to Eat Smart, Be Fit, and Live Well

    Cooking Light INSIGHT Study: America's Continued Search to Eat Smart, Be Fit, and Live Well

    Building from its benchmark national study conducted in 2003, Cooking Light Insight 2007 delivers new and trended information on America's attitudes and behaviors towards healthy living. The findings reveal the methods and motives of those who have achieved a healthful balance vs. those who are still struggling to do so, and provide insight into how America has changed since the 2003 Cooking Light Insight study. The study takes a close look into the various topics of fitness, food, health, personal care, wellness, travel, finance and home life.

    Further, its segmentation analysis presents five illustrative profiles of consumers who emerged among all Americans, and overall findings reveal actionable insights to be shared with its valued marketing partners.

    Among the findings:

    • Americans are more knowledgeable about nutrition and healthful eating than in the past. Today, 70% believe they understand enough about nutrition and health to make healthful eating decisions—and many have traded in bad habits for more healthful ones.
    • The majority of Americans (76%) recognize that making small healthy improvements in lifestyle today can lead to big benefits later on. That attitude extends beyond health, and most Americans have started various activities to better themselves.
    • Even as Americans make efforts to improve their diet, exercise seems to have fallen by the wayside.
      • Despite nearly half of Americans feeling satisfied with their physical fitness (47%), only 6% get 30 minutes of exercise a day—the amount recommended by the USDA.
      • In addition, more respondents struggle to exercise regularly today than in 2003: 54%, up from 33%.

    This mail study was conducted for Cooking Light magazine by RoperASW among a national sample of 1,072 adults 18 or older. The sample was weighted by demographic factors including age by gender, education and census region to ensure reliable and accurate representation of adults in U.S. households. Results based on the entire sample of 1,072 adults are projectable to the entire adult population.

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  • Money Magazine: 2007 Money and Morals Poll

    Money Magazine: 2007 Money and Morals Poll

    Money Magazine conducted a unique online survey where 1,022 respondents ages 18+ (split evenly between men and women) were posed ethically challenging trade-off questions that look into the thinking and behavior about money issues and the moral compass of the people you interact with everyday.

    Some of the studies interesting and sometimes surprising findings include:

    • 95% have lent money to a friend or relative, but 43% weren't paid back in full.
    • 82% agree that they should never let your relatives know how much money you make.
    • 73% admit that they have taken inexpensive supplies such as pens, writing tablets or Post-It notes from work.
    • 40% would not inform the prospective purchaser of a home about a known, upcoming $25,000 assessment by the city for new phone and power lines.
    • 27% would or might exaggerate their past job responsibilities to appear better qualified to get a promotion or new job.
    • 6% say they would or might sleep with the boss or someone else who can help them get the job.

    The study found that both men and women say women are more honorable (although women are likelier than men to think that's true). In fact women are more likely than men to express concern about ethical issues and to play by the rules.

    If you want to see where you stand vs. the rest of the general public on some of these questions, go to www.cnnmoney.com/moneyethics to take part of the survey online.

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  • People en Espanol: HOT (Hispanic Opinion Tracker): SKINCARE

    People en Español: HOT (Hispanic Opinion Tracker): SKINCARE

    People en Español's HOT Skincare was conducted among women, ages 16+, with a sample of 1,003 Hispanic respondents and 250 General Market respondents. Telephone interviews were conducted by bi-lingual interviewers during December 2006 - January 2007.

    • Hispanic women take pride in caring for their skin. They do so because they want to exude confidence and be self-assured - not because they need to cover flaws. For these women, skincare maintenance breeds poise, creativity and success. Hispanic women are significantly more likely than women in the General Market to say they take care of their skin because "It makes me feel better about myself" and "It helps me express who I am."
    • The Hispanic woman spends significantly more money on facial and body skincare products than the General Market woman -- $107 a month vs. $46. In one month, she is likely to purchase more than a dozen skincare products from a variety of vendors, including salons, mass merchandisers, department stores and drugstores.
    • Hispanic women go beyond the bare necessities. Not only do they cleanse and moisturize their faces, but they are significantly more likely than the General Market to engage in a variety of skincare rituals on a daily basis. They believe skincare routine is an inherent part of their lives. During a normal day, Hispanic women have a comprehensive skincare regimen that includes washing their face with cleanser, exfoliating, using makeup remover and applying masks, as well as moisturizing their bodies and toning their skin.
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  • FanNation.com: Using Research to Inform Site Design

    FanNation.com: Using Research to Inform Site Design

    FanNation.com is one of the newest brands in the Sports Illustrated franchise a free sports community that aggregates, filters and customizes news on fans favorite teams and players from all across the web. Instead of searching the web for the sports news fans want, FanNation.com finds it and delivers it to fans in one place. FanNation.com also allows fans to blog about anything sports-related, network with other sports fans, create groups of interest and communicate with friends

    After acquiring FanNation.com in 2/07, SI conducted research to better understand consumer perceptions of the site. Upon hearing feedback, FanNation.com went through a redesign in late April and now features SI.coms popular Truth & Rumors on a daily basis. Additionally, the look and design of the site was improved -- users value its clean layout and simple organization.

    FanNation.com generated an average of 30 Million page views and 3.8 Million unique visitors monthly from May to July 2007 (Source: Omniture), more than triple the level from April. The increase is driven by SI linking to FanNation and from the enhanced site design.

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  • MAGHOUND: Development of a Consumer-in-Control Subscription Service

    MAGHOUND: Development of a "Consumer-in-Control" Membership Service

    Time Inc. is developing an innovative new program to give consumers more control over how they select, manage and pay for magazines, with an expected launch in 2H 2008. This membership service, called MAGHOUND, will allow consumers to receive as many magazines as they want at home, and to change the magazines they receive at any time. This groundbreaking service is expected to offer over 300 magazine titles from a wide variety of Publishers, and brings the control and flexibility of online services to the world of magazines. No longer will consumers have to choose to receive a magazine for a fixed term set by the Publisher. Using MAGHOUND consumers will now be able to pay a flat fee each month, choose the set of magazines they want, and change the titles they receive at any time by managing their account online. The MAGHOUND monthly service will be conveniently charged to a credit card and Members can cancel at any point without penalty.

    MAGHOUND was developed using extensive consumer research to evaluate the concept and measure its appeal. A conjoint study was conducted to identify the optimum set of features the new service should offer, and focus groups were conducted to assess different names for the service and taglines for promoting it. Quantitative concept research found the new service is broadly appealing and has even greater value for younger, better educated and more affluent magazine subscribers. MAGHOUND also has special appeal to many because it enables them to include all the magazines read by the different members of their family in one account, pay one fee, and manage it quickly and easily in one place.

    This innovative new service will fundamentally change the way people think about receiving magazines, and will better fit the changing needs and lifestyles of the whole family.

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  • Time Inc. B2B Technology Study

    Time Inc. B2B Technology Study

    The Role of "Brand" in the B2B Technology Purchase Process is the third in a series of research studies conducted by Time Inc. to investigate the B2B enterprise technology purchase process.

    This study continues the company's investigation into the process by which large-scale technology solutions are purchased. The objectives were developed from client feedback from the company's previous research which documented the step-by-step process and identified the role of various decision makers and media during that process.


    • Qualitative: Five focus groups conducted in NY and LA of technology decision makers from both business and IT functions.
    • Quantitative: An online survey of over 700 active technology decision makers from both business and IT functions commissioned with Forrester Research. Quotas were set for job titles, company size, type of technology purchased and other factors.


    The previous research on the process found that brand or brand reputation was key in getting a vendor on the consideration list. Findings from the latest research affirmed the role of branding during the process:

    • Branding opens doors and strengthens loyalty
    • The ideal brand is a blend of essential and differentiating characteristics
    • Technology decision makers respond to advertising

    The study highlights differences across the sample sub-groups as well as how decision makers perceive existing brands across the essential and differentiating characteristics.

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    Automotive Purchase Process

    The automotive purchase process is the culmination of twelve years of research measuring the new vehicle intender. The current study profiles changes in consumer behavior as it relates to the marketplace and brand selection. The research also highlights the shopping list and sources of information used by intenders as they move from stage-to-stage in the purchase funnel. Results show that it is truly a multi-media environment as consumers utilize multiple sources of information before they make the final brand selection.

    Study Highlights

    • Overview of industry trends/sales
    • The effect of today's marketplace on the purchase funnel
    • The size of the intender funnel by stage
    • The role of the dealer in the purchase process and the incidence of dealer visits
    • Reasons why consumers enter and leave the new vehicle marketplace
    • Sources of information among consumers at each stage of the purchase process
    • The shopping list and brand consideration
    • The impact of Quality on Brand Performance
    • Customized Brand purchase paths
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