The Association of Magazine Media

MAGAZINE MEDIA CONTINUES TO GROW AUDIENCES

April 28, 2016

Magazine Media 360° Brand Audience Report shows total audience reaches 1.9 billion

Desktop/laptop web results grew more than 6% over last year, bucking digital trends

Magazines generate more social engagement than TV, Radio, Online Media
and Newspapers

NEW YORK, NY (April 28, 2016) – MPA — The Association of Magazine Media released The Magazine Media 360° Brand Audience Report for March and the Social Media Report for first quarter 2016 today, showing that magazine media brands continue to deliver meaningful growth across platforms, engaging consumers in all formats, including social media. The Brand Audience Report, which uses data from leading third‐party providers, reveals that the average audience for magazine brands grew to almost 1.9 billion as of March 31, 2016, a 7.6% increase year-over-year. The Social Media Report, which reports data collected by SocialFlow, shows that Likes and Followers total 900 million for the industry, up 4% over last quarter.

“Consumers of all ages have deep and passionate relationships with magazine media,” said Linda Thomas Brooks, president and CEO, MPA—The Association of Magazine Media. “As we continue to track and study readers’ behaviors across platforms and formats, we see the continued growth of consumer demand for—and engagement with—magazine media brands.”

Results from GfK MRI and Nielsen data show that the top ten magazines reach nearly double the audience of the top ten TV shows. According to data from Shareablee, magazines generate more social engagement than TV, radio, online media and newspapers.

“Magazine media produces more social actions than any other medium,” Thomas Brooks added. “That demonstrates just how engaged consumers are with these brands on platforms such as Facebook, Twitter and Instagram. Add to that the fact that top magazines reach vastly larger audiences than the top TV shows, you can see that audiences are growing from an already powerful position, as well as extending their fantastic reach with additional multiplatform audiences and social influence.”

While audiences for mobile web and video continue to grow in the double digits, web (desktop/laptop) showed notable growth for the first time in seven months, reaching more than 560 million users on this platform, a 6% increase

The brands experiencing the largest audiences and most growth for the first quarter were:

Top 10 Magazine Brands

Full Year 2015 Average Audience

As of March 31, 2016 (000)

 

Top 10 Magazine Brands

Average Audience Growth

March 2016 vs. March 2015 % change

Magazine Brand

Total Brand Audience

 

 

Magazine Brand

Total Brand Audience

ESPN The Magazine

102,611

 

Esquire

109.4%

People

77,198

 

domino

72.2%

WebMD, LLC

59,929

 

NYLON

62.7%

Forbes

57,953

 

Town & Country

58.8%

Allrecipes

52,311

 

Fast Company

50.3%

Better Homes and Gardens

47,463

 

Harper's Bazaar

49.4%

Cosmopolitan

46,407

 

Teen Vogue

48.6%

AARP

45,503

 

Fit Pregnancy & Baby

44.6%

Time

42,506

 

Country Living

41.3%

Bloomberg Businessweek

39,104

 

Popular Mechanics

39.9%

      
 

The complete Brand Audience Report, which represents 95% of the reader universe, can be found at www.magazine.org.

Magazine media brands continue to be vastly popular on social media, especially Facebook, which holds nearly half the share. Twitter accounts for 20% of the magazine media social activity, however, the industry is seeing their Instagram followings continue to grow in the double-digits.

The brands with the largest social media presence are:

Top 10 Magazine Brands

Total Likes/Followers

As of March 31, 2016

 Magazine Brand

 Combined Networks

 National Geographic

                 108,321,420

 ESPN The Magazine

                   53,988,174

 Vogue

                   32,223,057

 The Economist

                   30,818,661

 Time

                   30,413,147

 Playboy

                   22,593,258

 National Geographic Magazine

                   20,386,603

 Forbes

                   17,197,927

 Elle

                   15,205,057

 National Geographic Traveler

                   15,116,901

 

The full Social Media Report can be found at www.magazine.org

About Magazine Media 360°
Magazine Media 360° is a new industry metric that captures demand for magazine media content by measuring audiences across multiple platforms and formats (including print+digital editions, websites and video) to provide a comprehensive and accurate picture of magazine media vitality. Magazine Media 360° uses data from leading third‐party providers and currently covers approximately 140 magazine media brands from 33 companies, representing 95% of the reader universe. The data is released toward the end of each month at www.magazine.org in The MPA Magazine Media 360° Brand Audience Report. Created as a credible, consistent and cost‐free measurement tool, Magazine Media 360°, which launched September 2014, marked the first time ever any media industry measured and communicated cross‐platform consumer demand by brand. The Magazine Media 360° Social Media Report is released separately.

Magazine Media 360° Methodology
Data for The MPA Magazine Media 360° Brand Audience Report is collected by MPA – The Association of Magazine Media from participating brands who provide their third‐party data to MPA around the 15th of every month for the previous month’s activity. Participating brands must be tracked in GfK MRI's Survey of the American Consumer® (print+digital editions), GfK MRI’s Teenmark® or the Ipsos Affluent Survey USA as well as any or all of web (desktop/laptop), mobile web, and/or video as tracked by comScore or Nielsen Online.

About the MPA Magazine Media 360° Social Media Report
The MPA Magazine Media 360° Social Media Report captures consumer affiliation with magazine brands via social media platforms. The report includes social media statistics for approximately 220 magazine media brands from 36 companies. SocialFlow collects data for five key social media networks: Facebook, Twitter, Google+, Instagram and Pinterest.

About SocialFlow
SocialFlow is the next-generation enterprise social platform, built around the objective of gaining audience attention on social networks. As increasing quantities of content compete for consumer attention, publishers and their advertisers need more effective, data-driven approaches to their social publishing. SocialFlow dramatically improves the delivery of content to consumers’ feeds across multiple social networks, delivering significant increases in audience attention.

About MPA
MPA – The Association of Magazine Media is the primary advocate and voice for the magazine media industry, driving thought leadership and game‐changing strategies to promote the industry’s vitality and increase its revenues and market share. Established in 1919, MPA represents 200 domestic, associate and international members. MPA is headquartered in New York City, with a government affairs office in Washington, D.C.

Press Contacts:
Susan Russ
212‐872‐3732
Sruss@magazine.org

 

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