A first of its kind study commissioned by Time Inc. and Mediaedge:cia (MEC) shows 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, Parenting and People magazines.

John Squires, Time Inc.’s co-chief operating officer explains, “Public place copies are an important part of the magazine industry both for publishers and advertisers. We have always believed their presence adds value for our advertisers and readers and now we have a study that supports this.”

George Janson, director of print at MEC added, “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.”

Results from the study show that more than 85% of respondents said they didn’t mind waiting if magazines were available and 97% said “waiting rooms should provide things to read while you wait.” Depending on the publication, 81% to 94% of public place readers took actions based on the magazine content whether editorial or advertising.

About Time Inc.
Time Inc. is the world’s leading magazine publisher, with approximately 150 titles that are read more than 300 million times worldwide on a monthly basis and account for nearly a quarter of the total advertising revenues of U.S. consumer magazines. The company’s businesses and content delivery extend to web sites, television, satellite radio, mobile devices, events and branded products.

Time Inc. is a wholly-owned subsidiary of Time Warner Inc., a leading media and entertainment company, whose businesses include interactive services, cable systems, filmed entertainment, television networks and publishing.

About Mediaedge:cia
Mediaedge:cia (MEC) is the first global communications planning and implementation agency. We get consumers actively engaged with its clients’ brands leading to relevant awareness, deeper relationships and stronger sales. Our services include consumer insight and ROI, communications planning, media planning and buying, interaction (digital, direct, search), sponsorship consultancy and activation, branded content and entertainment marketing. Our 4,000 highly talented and motivated people work with local, regional and global clients from 199 offices in 79 countries. MEC is a founding partner of GroupM, WPP’s media investment management group. For further information, visit www.mecglobal.com.