The Association of Magazine Media

MAGAZINE MEDIA SEES AUDIENCES SHIFT TO MOBILE FROM DESKTOP/LAPTOP AT A RATE OF NINE TO ONE

July 28, 2016

Total Magazine Media 360° Audience Grew More Than Six Percent Year Over Year

Mobile Web Audience Increased by Over 129 Million in the First Half 2016

NEW YORK, NY (July 28, 2016) – MPA — The Association of Magazine Media released The Magazine Media 360° Brand Audience Report for first half 2016 today, showing that magazine media brands continue to innovate for consumption across platforms, engaging readers with content when, where and how they want it. Using data from leading third-party providers, the Brand Audience Report shows that the average audience for magazine brands grew by 6.2 percent year-over-year.

“Over the last 11 months, we have seen an almost uninterrupted trend in the magazine media audience mix by platform,” said Linda Thomas Brooks, president and CEO, MPA—The Association of Magazine Media. “While web access on laptop and desktop is down slightly, video and mobile web audiences are growing by substantial double digits. For every one desktop/laptop unique visitor that was lost, nine new mobile unique users were added. And with new MRI data released in June, print audiences grew 1.5 percent compared to last year.”

For the first half 2016 average, more than one third of the reported magazine media brands increased Magazine Media 360° Total Audience by 10 percent or more and nearly one fifth increased by 25 percent or more. By category, Travel (14.9%), Women’s Fashion & Beauty (14.9%) and Business & Finance (14.1%) all grew by double digits and more than twice the average.

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

Top 10 Magazine Brands

First Half 2016 Average Audience (000)

As of June 30, 2016

 

Top 10 Magazine Brands

Average Audience % Growth

First Half 2016 vs. First Half 2015

Magazine Brand

Total Brand Audience

 

 

Magazine Brand

Total Brand Audience

1. ESPN The Magazine

98,254

 

1. domino

86%

2. People

79,451

 

2. Esquire

63%

3. WebMD Magazine

59,131

 

3. Harper’s Bazaar

41%

4. Forbes

57,425

 

4. Fit Pregnancy & Baby

39%

5. Allrecipes

50,626

 

5. The New Yorker

36%

6. Better Homes and Gardens

47,283

 

6. GQ

33%

7. AARP

45,185

 

7. Teen Vogue

33%

8. Time

44,650

 

8. Fortune

32%

9. Sports Illustrated

36,745

 

9. The Atlantic

31%

10. Bloomberg Businessweek

36,568

 

10. Condé Nast Traveler

30%

 

 

The complete Brand Audience Report can be found at www.magazine.org.

 

About Magazine Media 360°

Magazine Media 360° 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 nearly 135 magazine media brands from 32 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 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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