The Association of Magazine Media

SOCIAL MEDIA AUDIENCES ARE MORE DEEPLY ENGAGED WITH MAGAZINE BRANDS THAN NON-MAGAZINE BRANDS ACCORDING TO NEW MPA MAGAZINE MEDIA 360° REPORT

October 26, 2017

NEW YORK, NY –  October 26, 2017 – MPA–The Association of Magazine Media released the Magazine Media 360° Social Media Report for Third Quarter 2017 with a supplemental metric designed to measure audience engagement.  The Social Media Engagement Factor measures, by brand, the relationship of audience reaction to the content posted by magazine media and non-magazine media brands. The findings prove that magazine media brands are significant social media influencers, outperforming non-magazine brands on three-of-the-four social networks.

“With the introduction of the Social Media Engagement Factor, the Magazine Media 360° numbers not only support claims of magazine media’s tremendous audience size and vitality across platforms and formats, we can also verify the deep relationship these brands have with consumers on social media,” says Linda Thomas Brooks, President and CEO, MPA–The Association of Magazine Media. “We have proven that magazines have tremendous reach, and now we can demonstrate that these brands also have more influence than non-magazine media brands on social media, too.”

Magazine brands dramatically outperform non-magazine brands on social media engagement on Instagram and Facebook, the two platforms that foster the most user actions. Magazine brands also win on Pinterest; and on the fourth, Twitter, magazine brands and non-magazine brands are comparable. “These results confirm that magazine brands have undeniable and exceptional connections with their consumers,” added Thomas Brooks.

"The Social Media Engagement Factor makes it easier than ever for publishers to chart and track their social media effectiveness,” notes Jim Anderson, CEO, SocialFlow. “We're pleased to work in coordination with the MPA and their members to create a meaningful assessment that shows the value of magazine media content on social media channels. We know that social media managers spend much of their time analyzing the performance of their posts, so we are happy to create a metric that relieves some of that burden and can act as a new standard."
 

MPA’s Social Media Engagement Factor for a brand is calculated by comparing the number of Social Actions (likes, comments, favorites, retweets, repins, sharing, etc.) to the number of Publisher Posts. Using this methodology, an average Social Media Engagement Factor is developed for each magazine and non-magazine brand on the four reported social networks, and a median Engagement Factor is reported by network and content category. 

The brands that rank in the Top 10 Engagement Factor by network are:

FACEBOOK TWITTER
1. HGTV Magazine 1. ESPN The Magazine

2. AARP The Magazine

2. Slam
3. Country Living 3. Sierra Magazine
4. SI Swimsuit 4. People Pets
5. People 5. Family Circle
6. Cosmopolitan 6. SI Swimsuit
7. National Geographic Magazine

7. Essence

8. ESPN The Magazine 8. Playboy
9. National Geographic Adventure 9. National Geographic Traveler
10. Good Housekeeping 10. Crain's Chicago
INSTAGRAM PINTEREST
1. National Geographic Magazine 1. HGTV Magazine
2. National Geographic Traveler

2. The Family Handyman

3. ESPN The Magazine 3. Taste of Home
4. Vogue 4. Cooking Light
5. People 5. FamilyFun
6. National Geographic Adventure 6. Elle Decor
7. Playboy 7. Southern Living
8. Teen Vogue 8. Country Living
9. Vanity Fair 9. Allrecipes
10. Food Network Magazine 10. This Old House

 

“Social media engagement varies considerably by network, content category and individual magazine brand,” notes Jeri Dack, MPA’s Director of Research Initiatives. “What magazine brands can do better than other brands is tap into the specific content that performs best within the characteristics of each network, enabling them to enhance the connections that they make with their audiences. It’s part of the distinction and overall strength of magazine media.”

The Magazine Media 360° Social Media Report complements the Magazine Media 360° Brand Audience Report, introduced in September 2014 to capture and report magazine media reach across platforms and formats, a first for any media industry. You can access the full report at www.magazine.org/magazine-media-360/social-media-report.

 

About the MPA Magazine Media 360° Social Media Report
The only media industry to capture and report brands’ social media performance across networks, The MPA Magazine Media 360° Social Media Report captures consumer affiliation with magazine brands via social media platforms and reports changes by network and magazine brand compared to prior quarter.. The report includes social media statistics for approximately [200] magazine media brands from [36] companies. SocialFlow collects data for four key social media networks: Facebook, Twitter, 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.

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Press Contact:
Susan Russ
212-872-3732
sruss@magazine.org

 

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