The ‘magazine moment’

The “Absorbing Media” survey, published in 2002 by PPA and conducted by NFO WorldGroup [27, 28], called the experience of reading magazines the ‘magazine moment’.

NFO wrote “The magazine moment was described warmly and positively by all respondents. It was treasured, as a break from work/housework/homework/etc, a totally different activity which transported the readers from their everyday situation… [sometimes] into other people’s lives (as with Hello! magazine) or into a dream life of their own, for example by reading DIY or travel magazines. It was generally an intensely personal moment. The reader was utterly absorbed in the magazine. Demands on one’s time could be forgotten for a while.

“The magazine moment often took place in relaxed places. Although the reader was often alone, in a private place, this was not always the case. The magazine itself could be sufficient to create a private ‘bubble’ that protected the reader from intrusion.

“Women with children in particular appreciated the fact that their relationship with magazines was like an unconditional friendship. The magazine would always be there when they had a moment, to talk to them for as long as they could spare.

“Magazines ‘feed’ the reader, and respondents did ‘devour’ their favourite magazines. They treasured buying them, taking them home to read as a treat, combined with other relaxing pleasurable activities – some even claimed to read their magazines in the bath. The satisfaction obtained was analogous to eating a favourite food.”

Magazines are consumed at a more personal moment of one’s time than are other media. The reading experience is enjoyed both for its relaxing nature and for its active input – dipping in, conscious scanning of each page, re-reading – and is thus felt to be more engaging and of more merit than watching television and easier than using the internet. Magazines are consumed and absorbed in an order and at a pace which suits the individual.

Respondents remarked how magazines can be taken where and when the reader wishes, are easy to pick up and put down, and are available when there’s time for reading. NFO commented that the real meaning of this portability of magazines “was that the magazine really can be a friend, always to hand but never demanding, just like a good friend should be”.

Another aspect of the physicality of magazines is their tactile quality: some readers “really liked the feel of the magazine, and their response – both verbal and non-verbal – suggested a warm, comfortable moment.”

Sometimes the magazine moment is something to be shared rather than kept private. For instance two respondents said:

“I’ll bring it in to work, and say in Bliss or Sugar they’ve got questionnaires, you do your little questionnairey things with people and rate them, and call out each others’ stars.”

“I find with magazines if I’ve found something good in it or something funny in it, I’d have it in my bag and I’d say ‘Oh just look at this’.”