The Association of Magazine Media

MAGAZINE MEDIA SEE DOUBLE-DIGIT AUDIENCE GROWTH IN FIRST QUARTER

April 23, 2015

MAGAZINE MEDIA SEE DOUBLE-DIGIT AUDIENCE GROWTH IN FIRST QUARTER

Total Magazine Media Gross Audience Increased by 10.2% in Q1 2015

Mobile Audiences Are Up Over 65% and Video Viewership Grew More Than 14%
Over Same Quarter Last Year

NEW YORK, NY (April 23, 2015) – Magazine media gross audiences were up 10.2% in the first quarter of 2015 versus the first quarter of 2014, according to The Magazine Media 360° Brand Audience Report released today by MPA—The Association of Magazine Media. This first quarterly report confirms that magazine media brands are gaining momentum across platforms as consumers continue to demand content in all formats.  

The Magazine Media 360° Brand Audience Report, which uses data from leading third‐party providers, reveals a gross audience for magazine brands of 1.73 billion for first quarter 2015 versus 1.55 billion for first quarter 2014. The first quarter increases were driven by increased mobile web consumption, with a 65.3% increase over the same time period last year.

Print, including digital editions, and web (desktop/laptop) audiences were essentially flat for the quarter, up 0.2% and 0.4%, respectively. 

The complete report, which currently covers approximately 145 magazine media brands from over 30 companies representing 95% of the reader universe, can be found at www.magazine.org.

Reflecting on the results, Mary G. Berner, president and CEO, MPA—The Association of Magazine Media said, “With our first reported quarter-over-quarter results, The Magazine Media 360° Brand Audience Report validates the notion that consumers continue to deepen and broaden their engagement with magazine media brands across platforms and formats.”  She added, “By capturing magazine media consumption in all channels, you get a clearer and more accurate picture of the robust demand for magazine media brands across the entire ecosystem.” 

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

 

Top 10 Magazine Brands
1st Quarter Average
 As of March 2015 (000)

 

Top 10 Magazine Brands
Average Audience Growth
Q1 2015 v. Q1 2014 (% change)

Magazine Brand

Total Brand Audience

 

Magazine Brand

Total Brand Audience

ESPN The Magazine

97,883

 

HGTV Magazine

62%

People

82,038

 

Wired

62%

Better Homes and Gardens

49,909

 

Playboy

61%

Forbes

46,215

 

Bon Appétit/Epicurious

50%

AARP The Magazine

44,275

 

OK! Magazine

48%

Allrecipes

43,654

 

New York Magazine

40%

Time

43,581

 

The Atlantic

38%

Sports Illustrated

39,058

 

Latina

38%

National Geographic

39,006

 

Taste of Home

35%

AARP Bulletin

38,972

 

Essence

34%

 

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 145 magazine media brands from over 30 companies, representing 95% of the reader universe. The data is released around the 20th 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 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

Louisa Holmberg
212‐872‐3724
Lholmberg@magazine.org