In all, the study measured the online impacts of 87 magazine brands according to the quality and integration of their respective websites, digital marketing, social media and mobile presences.
Time was cited for a "Twitter feed with personality", subscriptions that bundle print with digital access on the iPad and online, a "robust" Facebook page, a range of apps for various devices and a drive to try new things. Among all magazine brands studied, Time was the only one to achieve "genius" level.
“Many brands have pet projects on one social media outlet or mobile device – in stark contrast, Time manages a consistent, robust presence across multiple touch points”, says L2 researcher Colin Gilbert.
NYU professor Scott Galloway, remarked, “We believe that the Digital IQ is a proxy for a brand’s ability to survive and prosper."
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