The Association of Magazine Media

New Data Reveal That Magazine Media Brand Footprint Continues to Grow

May 23, 2013


New York, NY – Data collected and compiled by Kantar Media, and preliminary analysis by PIB, paint a cross-platform picture of Magazine Media vitality. A first-round study of 58 titles that have measured print and iPad advertising shows that print advertising pages and iPad ad units grew +7.5% in the first quarter of 2013, compared to the same period in 2012, it was announced today by Mary G. Berner, President and CEO, MPA – The Association of Magazine Media.  For the same set of titles during the same period, print advertising pages showed an uptick of +0.2%, while iPad ad units increased +23.6%.
 

TABLE: PRINT AND TABLET ADVERTISING GROWTH (Q1 2013 VS. Q1 2012)

MAGAZINE MEDIA TYPE

January – March 2013

January – March 2012

% CHANGE

Print Ad Pages
(58 titles)

10,707

10,684

+0.2%

iPad Ad Units
(58 titles)

5,961

4,824

+23.6%

Total: Print Ad Pages and iPad Ad Units

16,668

15,508

+7.5%

Source: PIB analysis of Kantar Media data. Base: 58 publishing brands with monitored print editions and iPad tablet editions.


In addition, the number of unique brands that advertised in Magazine Media on either the iPad, or the web, or in print increased +15.1% in Q1 2013, versus Q1 2012. When iPad and website Magazine Media advertisers are added to those in print editions, the number of unique advertiser brands saw a lift of +246.3%. A total of 9,621 brands advertised in Magazine Media across 58 unique titles  in print, in tablet editions on the iPad, and on magazine websites January through March of 2013, versus 8,357 brands in first quarter 2012.

TABLE: INCREMENTAL LIFT ACROSS MAGAZINE MEDIA PLATFORMS (Q1 2013 VS. Q1 2012)

 

# of Unique Brands

Magazine Media

January – March 2013

January – March 2012

58 Print Editions

2,778

2,904

58 Print Editions + 58 Websites + 58 iPad Editions
(unduplicated)

9,621

8,357

% Lift Vs. Print Editions Alone

+246.3%

+187.8%

Source: PIB/Kantar Media. Base: 58 publishing brands with monitored print editions, websites and iPad tablet editions

“While identifying and parsing metrics that accurately depict the health of Magazine Media continue to be a work in progress, the trend line we’ve been able to identify thus far gives us plenty of reason to be optimistic,” said Berner. “Our rising audience numbers, the growth in iPad ad units, as well as the increase in the number of brands advertising in Magazine Media are a clear testament to the enduring power of our brands and advertiser traction across platforms.”

Magazine Media total print audiences saw a +1.6% gain, according to GfK MRI’s latest study (Fall 2012 vs. Spring 2012). Magazine Media tablet audiences rose +47.5% during the same period.