The Association of Magazine Media

MPA Responds to Meeker's 2017 Trend Report


Time Spent Does Not Equal Results

  1. “Print” as a category combines magazines and newspapers, and it doesn’t specify how many or which brands are included, making it a useless analysis for understanding either media.
  2. This data ignores the fact that magazine brands live across formats and channels. Therefore magazine media make up vast parts of the internet and mobile experience and are part of that "time spent" too.
  3. This chart doesn’t address Return on Advertising Spend; Nielsen Catalina Solutions data shows magazines lead all other media by large margins when it comes to return on investment. The decision about where to place media spending reflects that success in driving business metrics—across the upper and lower funnel.
  4. Qualitative research validates that magazines index higher than all other media in consumer ad receptivity, trust and engagement.
  5. As marketers have begun to address the recent issues around “viewability,” quality, and effectiveness of internet and digital and online video ads, there have been case studies demonstrating what happens when marketers pull back their online advertising. In a highly publicized instance, Chase Bank reduced its online ad placements from 400,000 down to 5,000 and saw no change in business results or ads viewed.
  6. This chart presumes that marketers don’t realize that their ad spending is not allocated in proportion to consumer time spent. Marketers are very savvy and they know which media channels deliver business results and their allocations continue to reflect that knowledge: Time spent does not correlate to advertising business results.

Note: Mary Meeker is a partner at the Silicon Valley venture capital firm Kleiner Perkins Caufield & Byers. Her analysis needs to be viewed through the lens of her role, defending her company’s investments in incubation, early stage and growth companies.