Velimatti Honkanen
Transcription
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