Hearst is a beacon of positivity and trust, with premium brands that deliver best-in-class content and experiences. Brands that help our audiences take action, improve their lives and feel positive. But what does this mean for advertisers?
It’s good to be positive.?
Positivity is good for people, it's good for publishers and it's good for advertisers.
There is a wealth of evidence that suggests being positive is a damn fine thing to be. The likes of Barbara Fredrickson tell us that having a positive mindset means you are more likely to feel happier and healthier, enjoy better relationships, reduce stress, be more purposeful, try new things, be more productive and take more action. Who wouldn’t want this?
Keen to know more, we commissioned research on positivity from MediaCom's strategy and transformation consultancy, Theobalds Road Consulting. We learned that:
- 77% of people with a positive disposition took some form of action after consuming media, compared to only 63% of those who were feeling more negative. This is a 22% increase.
- Positive people respond more favourably to brands they see advertised, with an 18% increase in brand favourability?reported among people in a positive condition, compared to 3% for?people in a negative condition.
- Positive people are 90% more likely to try new things and 35% more likely to buy an advertised product.
Consumers with a positive mindset are much more open-minded, up for change and engaged with advertising?– a highly attractive audience for all advertisers.? But where do you find these elusive positive people?
With this?in mind,?we launched the UK’s first media positivity index, which charts how positive consumers are feeling when engaging with different types of?media?– magazines, newspapers, social media, TV?and radio.?
The Hearst brand,?Men’s Health, was ranked the most positive brand in media, while Hearst brands?including Good Housekeeping, Women’s Health, ELLE and others, when grouped together, netted the highest positivity ranking of?all media – higher than TV, newspapers and much higher than social media.
We also analysed Hearst's audiences and found that:
- Hearst audiences are more positive (69%) than the average UK media consumer (58%)?
- Hearst audiences represent?more than ￡280 billion?in spending power
- Hearst audiences are much more likely to take action or change their behaviour than consumers of any other media channel
Looking at the picture our?research paints,?it's clear: If you want your advertising to work harder, engage with positive people in positive media environments at Hearst. So, why not invest in positivity? It's a good thing for everyone.?
The world is a better and a more positive place with magazine brands in it, for people and for business. There has never been a better time to work with us.