As many commentators have noted, the pandemic accelerated change that was already underway. That’s particularly true for the digital transformation, as remote work, remote learning, online shopping and streaming content all experienced unconstrained growth.
Magazine media publishers have been at the forefront of this trend. Nearly every title is now accessible via multiple channels and platforms. According to the recently released 2021 MPA Magazine Media Factbook, magazine media brands reached 1.56 billion readers in 2020 across print, digital editions, web, mobile web and video, underscoring the fact that MPA members are adaptable innovators who continue to find new ways to deliver trusted content to magazine media consumers.
The reach of magazine media is incredible. In 2020, the top 25 magazine titles reached more American adults than the top 25 prime-time TV programs. Magazine media titles have remarkable appeal to young people. Again, according to the Factbook, 90 percent of Americans under 25 report having read a magazine – including on digital platforms – in the last six months. And across digital platforms, the reach of the three largest magazine media publishers (Condé Nast, Hearst and Meredith) parallels that of the top four tech sites (Google, Facebook, Amazon and Apple) – and the publishers’ reach outperforms the tech sites when it comes to women aged 18 and older.
Indeed, the availability of and demand for digital platforms has allowed our industry to innovate in exciting new ways so that we can deliver high-quality content to even more Americans. We’ve embraced live-feeds, virtual reality and immersive experiences, as well as offered customized apps and ecommerce options like shoppable content, among other initiatives. The digital transformation has served to demonstrate what we at MPA already know: Americans of all ages love their magazines, in all shapes, sizes and formats.