Magazine Publishers of America
In these challenging economic times, advertisers face tough media decisions. Magazines are often dismissed as an “old” medium that is not vital in today’s times. But third party research, including multiple advertiser-funded studies, proves otherwise.
Executive Summary:
The following white paper takes a look at ten key indicators of the strength of magazines and why they are a “have to have” medium compared to other media, including:
The fuller story is revealed in each of the points below. Support data are available by clicking on the links with each point or in the Magazine Handbook.
1. Magazine readership growth
The number of magazine users has grown over the past five years at a higher rate (+5.7%) than the number of users of all other media except for the internet, according to Mediamark Research & Intelligence (MRI).
In fact, the increase in magazine users over the past five years exceeded the growth rate of the total adult population (+4.8%). TV and Outdoor matched the U.S. adult population growth, but did not exceed it. Radio grew at a slower pace during this time, while newspapers lost users.
And, contrary what some people may believe, the number of young readers (18-34 year olds) has also grown over the past five years, by 2.6%. (To see a chart showing a five-year trend in media usage click here or go to page 7 of the Magazine Handbook.)
2. Number of issues read
Over the past five years the average number of issues read in the past month has trended upwards as well, going from 11.0 issues in 2004 to 11.5 issues in 2008. This represents an increase of +5.0%. Additionally, the number of magazines read by adults 18-34 (during the same period) rose from 12.1 to 13.1, or +8.3%. (To see a chart showing the five-year trend in magazine readership by number of issues read click here or go to page 7 of the Magazine Handbook.)
3. Subscriptions are highest in a decade
Magazine subscriptions hit a ten year high in 2008, in part because the percent of new subscriptions coming from the internet climbed to 21% last year. While newsstand sales have declined during this time, consumers still spend more than $93 million each week at retail on single-copy magazines. (To see a chart with the ten-year trend in magazine subscriptions click here or go to page 14 of the Magazine Handbook.)
4. Number of consumer magazines
In the past five years, the number of U.S. consumer magazines grew, averaging more than 6,800 titles annually. In fact, 2008 marked a high point since the last recession. While some magazines will fold in this downturn, largely due to declining ad dollars, consumers and advertisers have a broad array of titles to meet their needs. (To see a chart showing the trend in the number of magazines click here or go to page 8 of the Magazine Handbook.)
5. Age of magazine readers
The median age of magazine readers (43.1) has been consistently younger than the median age of total U.S. adults (43.9) over the past five years. During this time, the median age of primetime TV viewers (44.8) and newspaper readers (44.7) has been consistently older than the U.S. adult population. (A chart showing the trend in the median age of media users over the past five years is available here.)
6. Media engagement
Magazines continue to score significantly higher than TV or the internet in ad receptivity as well as all other engagement dimensions, including “trustworthy” and “inspirational,” according to data from Simmons’ Multi-Media Engagement Study. (To see a chart comparing average engagement scores across media channels click here or go to page 29 of the Magazine Handbook.)
7. Magazine advertising effectiveness continues to grow
Magazine ad effectiveness hit an all-time high in 2008. The two measures of ad effectiveness for magazines—ad recall and actions taken as a result of seeing an ad—have both grown, according to Affinity’s VISTA Print Effectiveness Rating Service. Ad recall has increased by six percent over the past four years; action-taking increased by 10%. (To see a chart showing the trend in magazine ad recall and actions taken click here or go to page 37 of the Magazine Handbook.)
8. Magazines excel in driving web search
Magazines perform better than any of 12 other media at influencing consumers to start a search for merchandise online—far ahead of internet and email advertising, online communities, and word-of-mouth. What’s more, magazines are the only medium to rank in the top three media for driving web search by gender as well as by all age segments. (To see a chart showing media that trigger an online search overall, by gender and by age click here or go to page 70 of the Magazine Handbook.)
9. Magazines readers are influencers
Heavy magazine readers are far more likely to influence family and friends across a range of product categories than are heavy users of other media. Magazines are also the medium that best complements the web in reaching the social networkers who build buzz. (To see charts showing word-of-mouth influencers and social networkers by medium click here or go to page 73 of the Magazine Handbook. Data on Influentials by ad category are available on pages 47-69.)
10. Magazine brands continue to evolve
Magazines’ printed versions and digital extensions keep pace with changing consumer habits using new technologies. New innovations enable printed magazines to get to market quicker and to customize editorial and advertising content to fit subscriber profiles. Technology has also yielded new cover options, such as the first-ever digital cover (Esquire) and interactive 3D cover (Popular Science).
Consumer magazine companies announced 76 digital initiatives during the first quarter of 2009, a 10 percent increase from the same period last year. Among the new initiatives announced so far in 2009 are iPhone and other cell phone apps, video for websites and mobile devices, Twitter feeds, content-sharing partnerships, integrated marketing initiatives, and online social networks. (To see a list of digital innovations by publisher click here.)
At the same time, magazine ad measurement is becoming even more accountable. Magazines are the only medium with syndicated data on ad recall and actions taken as a result of seeing an ad, and now a service produces the first-ever ad ratings for consumer magazines.
Bottom line, magazines are integral to your media mix because:
To see the Magazine Handbook and category-specific fact sheets click here. To get PowerPoint Slides with charts supporting the points in this piece email promotion@magazine.org.
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