MPA Releases New Findings on Web-Sourced Magazine Subscriptions

July 28, 2009

New York, NY (July 28, 2009)—A new analysis from Magazine Publishers of America (MPA) reveals that magazine subscriptions that originated from the Internet will represent 22% of new business sales among member titles in 2009.  The percentage of web-sourced subscriptions has increased steadily since online results were compiled for 2006:

“Magazine publishers are smartly leveraging online marketing opportunities to expand their audience, grow readership and increase subscription revenues,” said Nina Link, President and CEO of the MPA.  “The web is becoming the number one source for direct-to-publisher subscriptions for member magazines.”

The MPA conducted an online survey among member magazines in spring 2009 covering 2008 actual sales and forecasted sales for 2009.  A survey conducted last year captured results for 2006 and 2007.  Four-year trend statistics are taken from an analysis of publications that participated in both surveys. 

Other significant findings include:

• The Internet will represent 14% of total subscription sales (new and renewal) in 2009, up from 7% in 2006.
  
• Magazine-branded websites are the leading source of Internet subscriptions, representing 45% of sales.
  
• Other leading Internet sources include email, cross selling, upsells, offline-to-online marketing, and third-party partnerships and affiliates.
  
• Search engine marketing represents a smaller source of subscriptions but growing rapidly.
  
• Subscriptions from Amazon.com are forecasted to increase 35% in 2009.

For complete results, click here.