The Association of Magazine Media

3rd Quarter Pib® Data Shows Positive Trend Continues For Magazine Media

October 9, 2013

Advertising and Audience Continue to Grow Across Magazine Platforms

New York, NY (October 9, 2013) - The 3rd quarter PIB release confirms that marketers continue to increase their commitment to magazine media across platforms.  PIB-member consumer magazine titles show print improving and tablet ad units with significant gains in Q3.  Print ad pages and tablet ad units* on iPad editions are up +6.8% in Q3, and +7% January through September 2013 versus the same period last year.

Advertising pages in print are down -1.8% in Q3, an improvement over the year to date performance which stands at -3.8%. Tablet ad units are up +17.5% in Q3, and +22% YTD. 

“This is an encouraging trend, with consistent advertising growth in magazine media across platforms,” noted Mary Berner, President and CEO of MPA – The Association of Magazine Media.  “Marketers are shifting dollars in some instances from print to tablet editions, but continue to invest in magazine media. Print is improving and the tablet business is growing.” 

The number of measured magazines showing increases in paging and revenue almost doubled year over year 2013 versus the same period in 2012.

Top ad categories in Q3 include:
Drugs & Remedies +28.7% in revenue and +19.2% in pages
Food & Food Products +11.2% in revenue and +6.4% in pages
Toiletries & Cosmetics +9.9% in revenue and +5.6% in pages

Top ad categories year to date, January through September 2013, include:
Drugs & Remedies +10.4% in revenue and +5.8% in pages
Food & Food Products +10.4% in revenue and +5.5% in pages
Toiletries & Cosmetics +8.1% in revenue and +4.1% in pages

Print advertising revenue increased +4% in the third quarter of 2013, compared to the same period in 2012, an improvement over the year to date +2% January through September performance.  

The audience for magazine media continues to show momentum, with print and tablet readership up +2.6%** in the first half of 2013. In addition, the recently released 2013 Ipsos Affluent Survey (formerly known as the Mendelsohn Affluent Survey) showed 49.8 million affluents read a print magazine in 2013 vs. 47.1 million in 2012, a 6% increase.  And, 6.9 million affluents downloaded a magazine app in 2013 vs. 4.7 million in 2012, a 47% increase.  

“Both advertising and audience continue to grow, demonstrating the importance of magazine media’s immersive content to marketers and readers,” Berner added.

Publishers Information Bureau (PIB)®, founded in 1947, is the premier source of consumer magazine advertising spending and related data. Kantar Media, the leading provider of strategic advertising and marketing information, collects and monitors this data and supplies it to PIB. 

PIB® is a membership organization, administered by MPA - The Association of Magazine Media, consisting of approximately 200 different magazine titles and newspaper-distributed magazines. With a membership representing roughly 85 percent of consumer magazine advertising volume in the U.S., PIB is recognized as the primary source for consumer magazine advertising data.  PIB reports the pages and rate card dollars of advertising by title of publication, by classification and advertising, and by company and brand or service advertised. 

©2013 Magazine Publishers of America, Inc.
 PIB® is a registered trademark of Magazine Publishers of America, Inc. 

* Tablet ad units are based on a preliminary study conducted by PIB using data collected by Kantar Media of the 58 magazine media titles that measure both print and iPad advertising.

**GfK MRI Spring 2013 vs. 2012, for titles common to both studies.


Press Contact:
Mistrella Murphy