The Association of Magazine Media

MPA Issues Statement on AAM First Half 2013 Snapshot

August 6, 2013

Mary G. Berner, President and Chief Executive Officer, MPA - The Association of Magazine Media, issued the following statement after the release of AAM's semiannual periodical Snapshot report, which includes top-line print and digital circulation data for AAM's consumer magazine members for the first half of 2013:

Magazine Media audiences are growing, up 3% across print and tablet platforms. Audited circulation, while an important metric, represents only physical copies and not the hundreds of millions of people that Magazine Media brands reach.  That's why it is crucial to view the latest Snapshot numbers in the larger context of audience and other metrics that paint a fuller, more accurate picture of industry vitality.


CIRCULATION IN PERSPECTIVE

  • Snapshot only reports circulation, copies distributed, and the number represents roughly a third of the total magazine audience.
     
  • Newsstand only accounts for a tiny portion of overall circulation (around 10%), and what AAM measures is even smaller.  (Consider that there are more than 7,000 titles sold in the U.S. in total, but AAM only tracks 390 titles that report single copy.)
     
  • Newsstand circulation reflect the contraction in venues where magazines are traditionally sold, continuing weakness in the economy, and reduced discretionary spending as many Americans struggle to make ends meet. 
     

MAGAZINE MEDIA AUDIENCES ARE GROWING

  • Despite what is going on in newsstand, the audience for print plus digital editions (excluding online) increased by +3% from Spring 2013 vs. Spring 2012 (GfK MRI) for titles common to both studies.
     
  • Tablet audiences alone grew +84% during the same period (GfK MRI). 
     
  • Americans have an appetite for our digital editions: More than 64 million digital issues have been downloaded since April 2013 (Adobe Systems, Incorporated), and magazine-branded iPad apps remain some of the most popular and highest grossing magazine apps in Apple iTunes (Apple iPad Store, July 2013).
     
  • Magazine Media are meeting consumer demand: the number of magazine-branded apps increased 559% since 2011 (McPheters & Company iMonitor 2012-2013).
     
  • In 2012 more magazines launched (195) than where shuttered [(74) MediaFinder.com, Oxbridge Communications)],  and there have been over 1,000 magazine launches with a frequency of quarterly or greater over the past five years (Mr. Magazine).
     
  • The number of titles in the marketplace has been stable at over 7000 for the past five years (MediaFinder.com). 

 

A PRELIMINARY ANALYSIS OF AAM'S FH 2013 SNAPSHOT REVEALED:

FH 2013 VS. FH  2012

  • Almost a third (30%) of the titles (177 of 390) titles saw an increase in total circulation
  • More than half (56%, or 217 titles) posted an increase in subscriptions
  • Slightly less than a quarter (23%, or 91 titles) showed gains in single copy sales


MPA's first-look analysis of gainers showed increases (unduplicated) in the following editorial groups: 

  • Women's (general interest/fashion/beauty)
  • Men's
  • Automotive
  • Travel
  • Sporting/outdoors
  • Cooking/epicurean/food
  • Shelter/home improvement
  • Regional
  • Newsweeklies