T3

PPA INTERNATIONAL MAGAZINE OF THE YEAR 2006

Positioning
T3 offers an escape from the everyday world into an ever-upgrading universe where the gadget is king. T3’s optimistic, but demanding approach showcases the very latest gadgets that can be bought. Acting as a filter, T3 consistently selects and features the very best products, and warns off sub-standard gear.

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Background
Launched in 1996 T3’s humorous jargon-free approach was an instant hit with readers hungry for information on emerging technologies. The first DVD players, the first digital cameras, the first MP3 player – all were showcased in T3. Moreover, as technology has evolved, becoming more accessible, T3 has demonstrated not only a high level of reader loyalty, but also an ability to attract new consumers with sharp editorial and aspirational features.

Profile
T3 has a stunning trademark photographic style and each issue contains a combination of news, reviews and features. The path of the magazine is simple: we present cutting-edge, carefully selected products first; we review and rate them, show how they can be used and explored in real-life and then show which ones to buy and spend money on.

Select: Delivers the hottest products of the month. The job of select is to let readers know that T3 has looked at every newly launched and released product in the news this month and selected the best and the hottest, hence the word ‘select’. The section ties into T3 consistently selecting the best products.
Select Deluxe aims to bring in more products that are aspirational and broadens the scope of the magazine for readers and advertisers. This is the place where non-traditional gadgets appear e.g. cars, watches, gadgets with special treatments like diamond-encrusted headset or silver engraved iPod, etc. Select Deluxe includes expensive, aspirational and quirky gadgets: from a £20 golf gadget to a £100,000 car.
Rated: is informative and definitive. This section enables readers to make more informed purchasing decisions. Every review shows what the product will do, explains how it performs in relation to its competition, how it will improve the reader’s life and, on occasion, the reader’s status.
Explore: includes three different feature formats to run as a standard. Two of them are regular, while the third one is innovated every month based on the subject of the article. Lead Feature is a piece based on putting products into context of daily use. T3 does something with gadgets we can talk about, e.g. we take the spy kit to find a legend like the Loch Ness Monster. The lead feature is an entertaining read with enough information to give readers who know nothing about history of the subject enough information to enjoy the story and talk about it with friends. It aims to entertain readers and is informative. It is a deeper story, applicable to all markets.
Spend: the ultimate gadget buyer’s guide. This section is like nothing else anywhere in the magazine world; every month, over 500 products in 35 product categories featured, rated and ranked. This is the biggest buyer’s guide in the gadget world. All products included in Spend have been tested and reviewed in T3.

Readership demographics
Male: 98%
Average Age: 33 Years 6 Months
Average Household Income: £52,207 p.a.

Readership profile
Early adopter
The T3 man is the affluent early adopter with the income and desire to spend on enhancing his lifestyle, predominantly through technology.
Loyal
76% have been buying T3 for more than one year.
Technology-oriented
95% buy T3 to keep up to date with the latest technology.
T3 readers are quality conscious, 73% would rather buy one expensive item rather than many cheaper products.
Influenced by the magazine
T3 provides considerable buying influences - 82% have friends who ask their advice on buying new technology.
60% of readers have referred an article or feature to someone else.
57% of readers have bought a product or services advertised in T3.
Online
94% of T3 readers access the Internet, 75% of readers use the Internet for on-line shopping.
Readers spend an average of 2 hours and 29 minutes reading T3.

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