HEIGHTENED ATTENTION. MAGAZINE MEDIA IS EFFECTIVE AT SUSTAINED ATTENTION AND MEMORY ENCODING...
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Transcript of HEIGHTENED ATTENTION. MAGAZINE MEDIA IS EFFECTIVE AT SUSTAINED ATTENTION AND MEMORY ENCODING...
HEIGHTENED ATTENTION
MAGAZINE MEDIA IS EFFECTIVE AT SUSTAINED ATTENTION AND MEMORY ENCODING
Att e n ti o n i s c o m p l e x a n d e v o l v i n g . O u r a tt e n ti o n i s m u c h m o r e d i s t r a c t e d t h a n i t u s e d t o b e . T h e r e a r e s o m e a r g u m e n t s t h a t a tt e n ti o n v a r i e s b y p l a tf o r m . H o w e v e r n e w e v i d e n c e s u g g e s t t h a t c o n t e x t i s m o r e i n fl u e n ti a l t h a n p l a tf o r m a n d t h a t q u a l i t y p u b l i s h e r e n v i r o n m e n t s a r e t h e ke y t o h i g h e r a tt e n ti o n l e v e l s .
R e s e a r c h b y M a g n e ti c m a ke s t h e l i n k b e t w e e n h a p p i n e s s a n d m e m o r y e n c o d i n g . P r o v i n g m a g a z i n e s d o n ’ t o n l y b e n e fi t f r o m s u s t a i n e d a tt e n ti o n b u t t h e y a l s o s c o r e h i g h l y o n p o s i ti v e e m o ti o n a l a tt a c h m e n t m e t r i c s s u c h a s h a p p i n e s s a n d t h a t t h i s b e n e fi t s a d v e r ti s i n g i n t h i s e n v i r o n m e n t .
DIGITAL BEHAVIOUR IS INCREASING OUR USE OF ALTERNATING ATTENTION
Source: OFCOM Communications Market Report
SELECTIVE SUSTAINED ALTERNATING
Keeping focus when faced with
competing distractions
The core attention skill
we use to focus for long periods
Switching quickly between different tasks at
once
ALTERNATING ATTENION IMPAIRS MEMORY ENCODING
“The kind of rapid, continual shifting we do with multitasking causes the brain to burn through fuel so
quickly that we feel exhausted and disoriented after even a short time. We’ve literally depleted the nutrients in our
brain. This leads to compromises in both cognitive and physical performance. Among other things, repeated task
switching leads to anxiety, which raises levels of the stress hormone cortisol in the brain.”
DANIEL LEVITIN: the organised mind: thinking straight in the age of information overload’
MAGAZINES ATTRACT SUSTAINED ATTENTION
SUSTAINED
The core attention skill
we use to focus for long periods
Magazine content is never passively or coincidentally consumed. Engaging with magazine content is an active choice and as such enjoys solus attention. The AdSense study showed that only 5% of readers do something else while they read magazines.
Source: Time Inc. AdSense 2012
MAGAZINE MEDIA STIMULATE THE 3 FACTORS THAT DRIVE MEMORY ENCODING
Engagement
Emotional Intensity
Narrative Magazine media readers proactively select and consume the narrative that are of peak interest to them
Magazine media delivers a positive in the moment shift in subjective wellbeing
Magazine media engages the reader from the outset and content is immediately encoded into the long-term memory
MAGNETIC EXPLORED THE ABILITY OF MEDIA TO DRIVE IN THE MOMENT HAPPINESS
Source: Moments that Matter 2015
THE NEED FOR ENGAGEMENT
THE NEED FOR ACHIEVEMENT
THE NEED FOR POSITIVE EMOTIONS
THE NEED FOR MEANING AND PURPOSE
THE NEED FOR POSITIVE RELATIONSHIPS
USING TIME REWARD INFORMATION SHARING CONNECTING
0%
20%
40%
60%
80%
100%
TVMagazinesRadioNewspapersCinemaSocial media
USING TIME INFORMATION REWARD SHARING CONNECTING
Source: Moments that Matter 2015
MAGAZINE MEDIA IS PARTICULARLY POTENT AT DRIVING PURPOSE (INFORMATION) AND PLEASURE (REWARD)
CONSUMING MAGAZINE CONTENT DELIVERS A POSITIVE SHIFT IN SUBJECTIVE WELL BEING
24.54 25.89
+ 6% (+1.36)
BASELINEIN THE
MOMENTSource: Moments that Matter 2015
MAGAZINE MEDIA ENGAGMENT RESULT IN HIGHER LEVELS OF MEMORY ENCODING
Source: ACP Science of Love 2011
110%
88%
emotional intensity
memory encoding
In a neuroscience study by ACP, respondents showed an uplift in emotional intensity
110% higher than the average for all other media, and an uplift in memory encoding
88% higher than the average for all other media