Velimatti Honkanen

Tekniikan Maailma
Engagement Survey
Velimatti Honkanen
10.3.2014
11.3.2014
Tekniikan Maailma
• Founded in 1953
• Largest technical
magazine in Scandinavia
• ”Tietoa, josta on hyötyä”
• 23 issues/year
• Circulation 110 000
• Readership 524 000
• tekniikanmaailma.fi
80 000 visitors/week
Features and values of TM
• 80% of readers male
• Product testing
• Combination of cars,
electronics, science,
technology…
• 60 years of history with a
digital archive of +11 000
articles
• Refining of information
• Impartiality, versatility,
expertise, credibility
Future challenges
• Younger generation
• Global digital
content
• Social media
• Print vs. digital
• Business logic in
digital content
Research
• Large reader survey in fall 2013
• Desk survey
• Qualitative section
• Quantitative section
Kuinka suuri osa lukijoista pitää
kyseistä lehteä suosikkinaan %
0
5
10
Tekniikan Maailma
Urheilulehti
Veikkaaja
Pelaaja
Tieteen Kuvalehti
Erä
Metsästys ja Kalastus
Kippari
Auto Bild Suomi
Tuulilasi
MB
Tee Itse
Moottori
GTi-Magazine
KotiMikro
Soundi
V8-Magazine
• Engagement survey
• Eye movement survey
Reader survey vs. Engagement
• Similar results
• Remarkable share of readers are
engaged TM fans
• TM is reliable, credible, objective,
versatile and high quality brand
• Valuable test information
• ”Serious dreaming”
• Reasons to abandon
• Lack of time or/and
money
• Not any more
relevant to
own life/interests
15
20
25
20
14
14
14
14
13
13
13
12
12
11
11
11
10
10
10
10
Engagement and how to develop TM
• Media usage of TM readers in general
• Fewer different media titles than in average
• More random and more passive
• Utility, quality, routine
Engagement and how to develop TM
Preserve and improve the quality and
unique contents
• Topics, test methods, angles, writing,
pictures, graphics, layout…
Increase the entering points in print
• Summaries, infographics, details…
Concentrate on depth more
than speed
More interaction with readers
Engagement and how to develop TM
Create clear synthesis of print and digital
Design digital services for best usability and quality
Market the digital archive
Decrease the reasons for disengagement
• Optimize the mixture of themes
• Concentrate on the fans
• Attract the potential readers with engaging digital
services
• Be part of readers life
• Raise talking points
Tekniikan Maailma
11.3.2014