Frequently Asked Questions
What is Magazine Media 360°?
Magazine Media 360° is an MPA-created 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, which is released quarterly via The MPA Magazine Media 360° Brand Audience Report. This effort, which launched September 2014, marks the first time ever any media industry has measured and communicated cross-platform consumer demand by brand.
What does 360° measure?
The MPA Magazine Media 360° Brand Audience Report measures the audience for over 100 individual media brands by aggregating print audience, website (desktop/laptop/mobile) unique visitors, and video unique views (de-duplicated within each platform but not across platforms) for each brand. Data in each report period is compared to that for the same period a year ago.
How can I access the report and what does it include?
MPA releases Magazine Media 360° industry highlights and posts detailed data on its website. The data includes overall industry numbers, as well as an alphabetical list of each individual brand’s year-over-year Magazine Media 360°data - both in total and by platform/format.
Who is eligible and measured in the report?
In order to be eligible, brands must be MPA members and tracked for print audience in GfK MRI’s Survey of the American Consumer® (print+digital editions), GfK MRI’s Teenmark® or the Ipsos Affluent Survey USA. Titles must also be measured for digital audiences in either comScore or Nielsen Online for web (desktop/laptop) visitors and/or mobile visitors. If video viewers are available for a title, they will be included as well. Over 100 magazine media brands, representing over 20 companies, reaching 95% of the available reader universe are currently participating in Magazine Media 360°.
What is MPA’s role?
MPA compiles the print and digital audience data by title. When approved by each publisher, MPA disseminates the rolled-up report.
Why is this more relevant than previous measurements?
Yesterday’s print “magazine” company is today’s “magazine media” company, as magazine brands produce content for consumption across multiple platforms and formats. Traditional metrics report only segments of the industry’s consumer demand/advertising, under-reporting its audience and under-valuing its current and future business potential.
How are you defining magazine media?
Magazine media are brands which publish, and are generally anchored in, a print magazine, for now, but which also may produce and distribute brand content on non-print platforms. How accurate is Magazine Media 360°? Magazine Media 360° uses only reputable third-party data to provide the most accurate and complete view of the magazine media ecosystem. Participating data providers include MRI, Ipsos and comScore.