MPA Issues The Magazine Handbook 2009-2010

June 15, 2009

MPA ISSUES THE MAGAZINE HANDBOOK 2009-2010, THE PREMIER GUIDE TO THE CONSUMER MAGAZINE INDUSTRY

Roundup of Magazine Statistics Features New Section on Ad Creative Effectiveness
and Added Data on Magazine Advertising Accountability

New York, NY (June 15, 2009)—Magazine Publishers of America (MPA) has compiled a variety of new research findings in the 2009-2010 edition of The Magazine Handbook, the most comprehensive source of facts, figures and statistics on all aspects of the U.S. consumer magazine industry. 

The user-friendly guide features the latest information about magazines’ editorial diversity, readership, reader engagement and circulation trends.  It also offers an expanded section on cross-media and magazine accountability, including new facts for 14 advertising categories (such as Auto, Fashion/Beauty, Packaged Goods, Pharmaceuticals, Retail and Luxury Goods).  In addition, a new section on boosting the effectiveness of ad creative offers a perspective on how magazine ads show immunity to wear-out, plus data on how URLs in magazine ads can increase web visits.

The Handbook features other new independent research findings, including:

• Public Place Copies Have Great Appeal (McPheters & Company)
• Magazine Ad Effectiveness Continues to Grow (Affinity VISTA)
• Magazines Lead in Ad Influence Relative to Time Spent (Deloitte & MRI MediaDay)
• Magazines Consistently Produce a Low Cost-per-Impact (Marketing Evolution)
• Magazine Readers Are Influential Consumers Across Categories (MRI)
• Magazines Play a Major Role in Auto Purchase (Time Inc.)
• Magazines Are a Top Healthcare Resource (MARS)
• Magazines Prompt Online Action Taking (JupiterResearch & OPA)
• Magazines Influence Word-of-Mouth (MRI)

The Magazine Handbook is utilized by advertisers, agencies, publishers, financial analysts, retailers, members of the press and the general public. The 2009-2010 edition is now available as a PDF download from www.magazine.org/handbook and will be poly-bagged with June 22, 2009 issues of Adweek, Mediaweek and Brandweek. Printed copies of the Handbook are also available by request via email to: promotion@magazine.org.