The Association of Magazine Media

MAGAZINE MEDIA INCREASED TOTAL AUDIENCE BY MORE THAN 110 MILLION ACROSS PLATFORMS IN 2015

Consumer demand for magazine content on
mobile web and video shows significant gains

NEW YORK, NY (January 28, 2016) – MPA — The Association of Magazine Media released The Magazine Media 360° Brand Audience Report for December 2015 and full-year 2015 today, showing that magazine media brands continue to deliver meaningful growth across platforms and formats. The report, which uses data from leading third‐party providers, reveals that the average audience for magazine brands grew to almost 1.7 billion in 2015, a 7.1% increase year-over-year.

Audiences continue to rapidly increase their consumption of magazine media content on mobile devices, and, in aggregate, the industry added nearly 147 million new viewers in 2015, a 53.1% increase over 2014. The mobile trend was prevalent for the vast majority of brands:  113 out of the 140 magazine media brands in the report, or 80%, had increased mobile unique visitors year-over-year. Video audiences added over 5 million additional viewers in 2015, a 13.8% increase over 2014. Both print+digital and web (desktop/laptop) maintained relatively steady audience sizes. The complete report, which represents 95% of the reader universe, can be found at www.magazine.org.

“This is our first full-year Magazine Media 360° Brand Audience Report since the measurement was introduced in September 2014,” noted Linda Thomas Brooks, president and CEO, MPA—The Association of Magazine Media. “While the results are consistent with what we have been seeing month-over-month, what’s astounding is the sheer volume of consumers engaging with magazine media brands across platforms and formats, and how readers continue to diversify the ways in which they trust and enjoy our content.”

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

 

Top 10 Magazine Brands

Full Year 2015 Average Audience

As of December 31, 2015 (000)

 

Top 10 Magazine Brands

Average Audience Growth

Full Year 2015 vs. Full Year 2014 % change

Magazine Brand

Total Brand Audience

 

Magazine Brand

Total Brand Audience

ESPN The Magazine

 94,815

 

NYLON

138%

People

 81,623

 

The Atlantic

42%

Better Homes and Gardens

 48,991

 

domino

38%

Allrecipes

 46,634

 

The New Yorker

38%

AARP

 44,462

 

OK! Magazine

35%

Forbes

 43,979

 

Bon Appétit/Epicurious

33%

Time

 43,978

 

Vanity Fair

31%

Sports Illustrated

 37,116

 

Harper's Bazaar

31%

National Geographic

 36,951

 

Wired

31%

Cosmopolitan

 32,083

 

Health

30%

 

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 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