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Publishers Press, family-owned since 1866, brings together credible resources, tools and
industry expertise. As the sponsor and printer of the 2015 MPA Magazine Media Factbook,
we are honored to partner with MPA – The Association of Magazine Media.
Publishers Press believes the printed word offers readers an experience that no other
medium can simulate. We recognize that content has evolved to offer innovation and
exploration beyond the newsstand. As your industry partner and friend, we encourage
you to creatively incorporate the magazine media statistics, facts and trends within your
marketing efforts. Generate new revenue streams as you entice advertisers and sponsors
with targeted statistics and delight your readers within your niche.
Publishers Press shares magazine media’s genuine interest in the future of content, both
in print and digital. It’s your content, but it’s our passion.
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magazine.org
Just the facts… It is always inspiring to see magazine media’s story laid out by the
numbers, particularly now as we expand the delivery of our trusted, curated and
valued content to a bigger audience, including the most desirable demographics,
new platforms, formats and audiences.
The facts, figures and trends within the new Magazine Media Factbook demonstrate
that magazine media continues to be the most trusted, inspiring and influential
media, satisfying readers when, where and how they choose.
For more statistics on the vibrancy of magazine media brands, MPA releases The
Magazine Media 360° Brand Audience Report monthly and The Social Media
Report quarterly on www.magazine.org. On the site you will also find industry news,
events and careers in magazine media.
There has never been a more exciting time to be part of the magazine media
industry and I hope you share in my enthusiasm for the future.
— Mary G. Berner
President and Chief Executive Officer, MPA – The Association of Magazine Media
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Magazine Media 360°
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6 Magazine Media 360 is . . .
35 Readership builds long after publication
36 Print magazine readership increases with income
7 Audience Mix /Growth
12 Category Performance
20 Social Media Report
24 Magazine Media USP
Ad Environment
37 Magazine media are more trusted, inspiring and influential
than other media
38 Magazine media provide a more positive environment for
25 Net audience for magazine print and digital editions
is growing
26 Percentage of American adults who read digital magazine
editions has more than quadrupled over the past 3 years
27 Magazine brand apps are top sellers
28 The top 25 print magazine reach more adults and teens
than the top 25 primetime TV programs
29 Americans of all ages read print magazines—especially
younger adults
30 Digital edition magazine readers are young, educated
and upscale
31 Younger adults are the heaviest consumers of print
magazines
32 Magazine media readership is diverse
33 Magazine media readers are the most active consumers
34 Print magazines rank #1 or #2 in reaching influential consumers
advertisers than other media
39 Advertising in magazine media increases sales
40 Advertising in print and digital edition magazines attract
the most intention from affluent consumers
41 Print and digital magazine content is deeply engaging
42 Brands that advertise in print magazines achieve higher
brand favorability, purchase intent and ad awareness than
they do online or on TV
43 Magazine media generate more positive emotions than
Table of Contents
Demand/Reach
other media
44 Increased exposure to print magazine ads improves
advertiser metrics
45 Magazine media ads raise TV viewership
46 Magazine media ads are valued more than ads in other media
47 Print magazine advertising works regardless of ad size
or placement
48 Print magazine advertising inspires action
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Influence/Impact
49 Trusted recommenders across product categories
are heavy print magazine readers
50 Category influentials are heavy print magazine
readers
51 Automotive: Print magazines drive automotive growth
—especially at the top end of the market
52 Automotive: Heavy print magazine readers are most
likely to purchase or lease vehicles
53 Entertainment: Print magazine readers are most likely
to buy entertainment goods and services
54 Finance/investing: Affluent and active investors are
heavy print magazine readers
55 Food: Food influencers read print magazines
60 Home furnishing/remodeling: Print magazine readers
are top spenders on home remodeling and redecorating
61 Home furnishing/remodeling: Print magazine readers
are super influencers in home furnishings and remodeling
62 Home furnishing/remodeling: Print magazine readers
are most likely to use home improvement professionals
and remodel or redecorate home/garden
63 Luxury goods: Luxury goods category influencers and
buyers are heavy print magazine readers
64 Technology: Heavy print magazine readers are tech
influencers—second only to online
65 Travel: Print magazine readers are active, affluent
and influential travelers
66 Travel: Heavy print readers are most likely to travel
56 Healthcare/pharma: Print magazines excel in reaching
influential consumers in healthcare
57 Healthcare/pharma: Heavy print readers are the
most informed and engaged healthcare/pharma
customers
58 Healthcare/pharma: Magazine media advertising is
#1 in driving consumer healthcare actions
59 Healthcare/pharma: Viewers of healthcare ads in
magazine media are most likely to take action
Magazine Brand Vitality
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67 Magazine brands endure—More than 180 print
magazines have thrived for more than 50 years
68 Print magazine brands increased in 2014
69 231 new print brands launched in 2014
70 Affirming the value of print, leading digital businesses
launch print magazines
72 Leading marketers invest in print magazines
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Magazine Media 360 is...
A newly created industry metric that measures audiences across multiple
platforms and formats to provide a comprehensive and accurate picture of
consumer demand for magazine media brands. Platforms and formats
covered include:
•
•
•
•
•
Magazine Media 360o
MPA-FACTbook2015-f1B
print+digital editions
web (desktop/laptop)
mobile web
video
social media (reported separately)
o
Magazine Media 360 uses data from leading third-party providers and
currently covers approximately 145 magazine media brands from more than
30 companies, representing 95% of the reader universe.
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The MPA Magazine Media 360 Brand Audience Report, which contains the
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360 audience metric by title, is published monthly at www.magazine.org. The
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separate MPA Magazine Media 360 Social Media Report is released quarterly.
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Magazine Media 360˚ First Quarter Performance
Print+Digital
Editions
Print+Digital
Editions
60%
Web
(Desktop/Laptop)
Q1 2014
1.550 B*
17%
Total Brand
Audience
Monthly Average
Mobile Web
15%
2%
Web
(Desktop/Laptop)
Q1 2015
16%
1.731 B
Total Brand
Audience
Monthly Average
Mobile Web
22%
Video
2%
Magazine Media 360o
66%
Video
Audience Growth* +10.2%
*Due to a former joint venture with CNN, 2014 web/mobile data for Fortune and Money is not available and is not reported for these titles. Additionally, in order to
appropriately calculate audience percentage change, Fortune and Money were excluded in their entirety from the current year to date and year ago data.
Sources: Print+Digital Editions GfK MRI’s Survey of the American Consumer® Print+Digital Fall 2014 and 2013, GfK MRI’s Survey of the American Consumer® Print+Digital
DoubleBase 2014 and 2013, GfK MRI Accessed Prototype, GfK MRI’s Teenmark® or 2014 and 2013 Ipsos Affluent Survey USA (Print only). Web (Desktop/Laptop) comScore
Media Metrix® or Nielsen NetView; unique visitors; Jan.–Mar. 2015 and Jan.–Mar. 2014; U.S. Mobile Web comScore Mobile Metrix or Nielsen Mobile NetView 3.0; unique
visitors; Jan.–Mar. 2015 and Jan.–Mar. 2014; U.S. Video comScore Video Metrix or Nielsen VideoCensus; unique viewers; Jan.–Mar. 2015 and Jan.–Mar. 2014; U.S.
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Magazine Media 360o First Quarter Performance
Print+Digital
Print+Digital
Editions
Print+Digital
Editions
Q1 2014
Q1 2015
Total Brand
Audience
Monthly Average
Total Brand
Audience
Monthly Average
Total Print+Digital Audience
Total Print+Digital Audience
1,018,758,000
1,031,289,000
Magazine Media 360o
60%
66%
Print+Digital Audience Growth +0.2%
Sources: GfK MRI’s Survey of the American Consumer® Print+Digital Fall 2014 and 2013, GfK MRI’s Survey of the American Consumer®
Print+Digital DoubleBase 2014 and 2013, GfK MRI Accessed Prototype, GfK MRI’s Teenmark® or 2014 and 2013 Ipsos Affluent Survey USA (Print only).
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Magazine Media 360o First Quarter Performance
Web (Desktop/Laptop)
Web
(Desktop/Laptop)
Q1 2015
17%
Total Brand
Audience
Monthly Average
Total Brand
Audience
Monthly Average
Total Web (Desktop/Laptop) Audience
Total Web (Desktop/Laptop) Audience
269,289,000
277,201,000
16%
Magazine Media 360o
Q1 2014
Web
(Desktop/Laptop)
Web (Desktop/Laptop) Audience Growth +0.4%
Sources: comScore Media Metrix® or Nielsen NetView; unique visitors; Jan.–Mar. 2015 and Jan.–Mar. 2014; U.S.
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Magazine Media 360o First Quarter Performance
Mobile Web
Q1 2014
Total Brand
Audience
Monthly Average
Q1 2015
Total Brand
Audience
Monthly Average
Mobile Web
15%
Mobile Web
22%
Total Mobile Web Audience
Total Mobile Web Audience
230,152,000
385,733,000
Magazine Media 360o
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Mobile Web Audience Growth +65.3%
Sources: comScore Mobile Metrix or Nielsen Mobile NetView 3.0; unique visitors; Jan.–Mar. 2015 and Jan.–Mar. 2014; U.S.
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Magazine Media 360o First Quarter Performance
Video
Q1 2014
Q1 2015
Total Brand
Audience
Monthly Average
Total Brand
Audience
Monthly Average
2%
Video
2%
Video
Total Video Audience
Total Video Audience
31,843,000
36,777,000
Magazine Media 360o
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Video Audience Growth +14.4%
Sources: comScore Video Metrix or Nielsen VideoCensus; unique viewers; Jan.–Mar. 2015 and Jan.–Mar. 2014; U.S.
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Magazine Media 360
Category Performance
The following pages present editorial category performance (both total
magazine media brand audience growth as well as platform/format mix)
for January–March 2014 and January–March 2015 for the following
categories:
•
•
•
•
epicurean
health and fitness
men’s fashion
newsweeklies
• shelter
• travel
• women’s fashion
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Magazine Media 360o
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Magazine Media 360o First Quarter Performance
Epicurean Category
Print+Digital
Editions
46%
Web
(Desktop/Laptop)
Web
(Desktop/Laptop)
50%
Q1 2014
25%
139.9 M
Q1 2015
168.1 M
Mobile Web
Monthly Average
Monthly Average
24%
1%
Video
21%
Mobile Web
32%
Magazine Media 360o
Print+Digital
Editions
Video 1%
Category Growth +20.2%
Sources: Print+Digital Editions GfK MRI’s Survey of the American Consumer® Print+Digital Fall 2014 and 2013, GfK MRI’s Survey of the American Consumer® Print+Digital
DoubleBase 2014 and 2013, GfK MRI Accessed Prototype, GfK MRI’s Teenmark® or 2014 and 2013 Ipsos Affluent Survey USA (Print only). Web (Desktop/Laptop) comScore
Media Metrix® or Nielsen NetView; unique visitors; Jan.–Mar. 2015 and Jan.–Mar. 2014; U.S. Mobile Web comScore Mobile Metrix or Nielsen Mobile NetView 3.0; unique
visitors; Jan.–Mar. 2015 and Jan.–Mar. 2014; U.S. Video comScore Video Metrix or Nielsen VideoCensus; unique viewers; Jan.–Mar. 2015 and Jan.–Mar. 2014; U.S.
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d
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Print+Digital
Editions
Print+Digital
Editions
68%
61%
Web
(Desktop/Laptop)
Q1 2014
16%
102.6 M
Mobile Web
Monthly Average
Q1 2015
112.7 M
Monthly Average
14%
Mobile Web
25%
16%
<1%
Web
(Desktop/Laptop)
Magazine Media 360o
Magazine Media 360o First Quarter Performance
Health and Fitness Category
Video
Video <1%
Category Growth +9.9%
Sources: Print+Digital Editions GfK MRI’s Survey of the American Consumer® Print+Digital Fall 2014 and 2013, GfK MRI’s Survey of the American Consumer® Print+Digital
DoubleBase 2014 and 2013, GfK MRI Accessed Prototype, GfK MRI’s Teenmark® or 2014 and 2013 Ipsos Affluent Survey USA (Print only). Web (Desktop/Laptop) comScore
Media Metrix® or Nielsen NetView; unique visitors; Jan.–Mar. 2015 and Jan.–Mar. 2014; U.S. Mobile Web comScore Mobile Metrix or Nielsen Mobile NetView 3.0; unique
visitors; Jan.–Mar. 2015 and Jan.–Mar. 2014; U.S. Video comScore Video Metrix or Nielsen VideoCensus; unique viewers; Jan.–Mar. 2015 and Jan.–Mar. 2014; U.S.
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Magazine Media 360o First Quarter Performance
Men’s Fashion and Grooming Category
Print+Digital
Editions
Print+Digital
Editions
Web
(Desktop/Laptop)
Web
(Desktop/Laptop)
Q1 2014
21%
18.7 M
Mobile Web
Monthly Average
Q1 2015
21.3 M
Monthly Average
Mobile Web
24%
18%
4%
17%
Magazine Media 360o
54%
57%
Video
Video 5%
Category Growth +14.0%
Sources: Print+Digital Editions GfK MRI’s Survey of the American Consumer® Print+Digital Fall 2014 and 2013, GfK MRI’s Survey of the American Consumer® Print+Digital
DoubleBase 2014 and 2013, GfK MRI Accessed Prototype, GfK MRI’s Teenmark® or 2014 and 2013 Ipsos Affluent Survey USA (Print only). Web (Desktop/Laptop) comScore
Media Metrix® or Nielsen NetView; unique visitors; Jan.–Mar. 2015 and Jan.–Mar. 2014; U.S. Mobile Web comScore Mobile Metrix or Nielsen Mobile NetView 3.0; unique
visitors; Jan.–Mar. 2015 and Jan.–Mar. 2014; U.S. Video comScore Video Metrix or Nielsen VideoCensus; unique viewers; Jan.–Mar. 2015 and Jan.–Mar. 2014; U.S.
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Magazine Media 360o First Quarter Performance
Newsweeklies Category
Print+Digital
Editions
Web
(Desktop/Laptop)
Web
((Desktop/Laptop)
47%
Q1 2014
Q1 2015
27%
214.2 M
240.1 M
Mobile Web
Monthly Average
Monthly Average
21%
Mobile Web
32%
23%
Magazine Media 360o
42%
Print+Digital
Editions
Video 5%
3% Video
Category Growth +12.1%
Sources: Print+Digital Editions GfK MRI’s Survey of the American Consumer® Print+Digital Fall 2014 and 2013, GfK MRI’s Survey of the American Consumer® Print+Digital
DoubleBase 2014 and 2013, GfK MRI Accessed Prototype, GfK MRI’s Teenmark® or 2014 and 2013 Ipsos Affluent Survey USA (Print only). Web (Desktop/Laptop) comScore
Media Metrix® or Nielsen NetView; unique visitors; Jan.–Mar. 2015 and Jan.–Mar. 2014; U.S. Mobile Web comScore Mobile Metrix or Nielsen Mobile NetView 3.0; unique
visitors; Jan.–Mar. 2015 and Jan.–Mar. 2014; U.S. Video comScore Video Metrix or Nielsen VideoCensus; unique viewers; Jan.–Mar. 2015 and Jan.–Mar. 2014; U.S.
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Print+Digital
Editions
Print+Digital
Editions
81%
76%
Q1 2014
160.1 M
Monthly Average
Web
(Desktop/Laptop)
9%
Mobile Web
Web
(Desktop/Laptop)
Q1 2015
10%
180.5 M
Mobile Web
Monthly Average
14%
9%
1%
Video
<1%
Magazine Media 360o
Magazine Media 360o First Quarter Performance
Shelter Category
Video
Category Growth +12.8%
Sources: Print+Digital Editions GfK MRI’s Survey of the American Consumer® Print+Digital Fall 2014 and 2013, GfK MRI’s Survey of the American Consumer® Print+Digital
DoubleBase 2014 and 2013, GfK MRI Accessed Prototype, GfK MRI’s Teenmark® or 2014 and 2013 Ipsos Affluent Survey USA (Print only). Web (Desktop/Laptop) comScore
Media Metrix® or Nielsen NetView; unique visitors; Jan.–Mar. 2015 and Jan.–Mar. 2014; U.S. Mobile Web comScore Mobile Metrix or Nielsen Mobile NetView 3.0; unique
visitors; Jan.–Mar. 2015 and Jan.–Mar. 2014; U.S. Video comScore Video Metrix or Nielsen VideoCensus; unique viewers; Jan.–Mar. 2015 and Jan.–Mar. 2014; U.S.
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Magazine Media 360o First Quarter Performance
Travel Category
Print+Digital
Editions
89%
Web
(Desktop/Laptop)
85%
Web
(Desktop/Laptop)
7%
Q1 2014
27.2 M
Monthly Average
Q1 2015
Mobile Web
4%
<1%
30.3 M
Monthly Average
Video
7%
Mobile Web
8%
<1%
Video
Magazine Media 360o
Print+Digital
Editions
Category Growth +11.4%
Sources: Print+Digital Editions GfK MRI’s Survey of the American Consumer® Print+Digital Fall 2014 and 2013, GfK MRI’s Survey of the American Consumer® Print+Digital
DoubleBase 2014 and 2013, GfK MRI Accessed Prototype, GfK MRI’s Teenmark® or 2014 and 2013 Ipsos Affluent Survey USA (Print only). Web (Desktop/Laptop) comScore
Media Metrix® or Nielsen NetView; unique visitors; Jan.–Mar. 2015 and Jan.–Mar. 2014; U.S. Mobile Web comScore Mobile Metrix or Nielsen Mobile NetView 3.0; unique
visitors; Jan.–Mar. 2015 and Jan.–Mar. 2014; U.S. Video comScore Video Metrix or Nielsen VideoCensus; unique viewers; Jan.–Mar. 2015 and Jan.–Mar. 2014; U.S.
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Print+Digital
Editions
Print+Digital
Editions
75%
67%
Web
(Desktop/Laptop)
Web
(Desktop/Laptop)
Q1 2014
12%
89.1 M
Mobile Web
Monthly Average
Q1 2015
12%
102.4 M
Mobile Web
Monthly Average
19%
11%
2%
Video
2%
Magazine Media 360o
Magazine Media 360o First Quarter Performance
Women’s Fashion Category
Video
Category Growth +15.0%
Sources: Print+Digital Editions GfK MRI’s Survey of the American Consumer® Print+Digital Fall 2014 and 2013, GfK MRI’s Survey of the American Consumer® Print+Digital
DoubleBase 2014 and 2013, GfK MRI Accessed Prototype, GfK MRI’s Teenmark® or 2014 and 2013 Ipsos Affluent Survey USA (Print only). Web (Desktop/Laptop) comScore
Media Metrix® or Nielsen NetView; unique visitors; Jan.–Mar. 2015 and Jan.–Mar. 2014; U.S. Mobile Web comScore Mobile Metrix or Nielsen Mobile NetView 3.0; unique
visitors; Jan.–Mar. 2015 and Jan.–Mar. 2014; U.S. Video comScore Video Metrix or Nielsen VideoCensus; unique viewers; Jan.–Mar. 2015 and Jan.–Mar. 2014; U.S.
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Social Media Report
o
In November 2014, MPA began releasing The MPA Magazine Media 360 Social
Media Report. This report reveals new insights into the performance of magazine
media brands on the five leading social media platforms — Facebook, Twitter, Google+,
Instagram, and Pinterest. The data on the following pages are based on the likes and
followers of more than 220 magazine brands from 35 companies. The report, from the
first quarter of 2015, is based on data provided by SocialFlow, exclusively for MPA.
The data highlights the significant presence and continued growth of magazine
Magazine Media 360o
MPA-FACTbook2015-f1B
media brands in social media. “Magazine brands continue to be among the leading
providers of quality content on social networks,” said Jim Anderson, CEO of
SocialFlow. According to Mary Berner, president and CEO of MPA, “Insights gleaned
from this report clearly demonstrate that magazine media consumers are
enthusiastically interacting with their brands on social platforms.”
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F I R S T Q UA R T E R
Social Media Report
330
18.4%
March 31,
December 31,
135
2014
(millions)
116
18.9%
51.4%
17.3%
2015
17.9%
51
23
6.6%
Facebook
Twitter
Google+ Instagram Pinterest
Total Magazine Media Industry
Likes/Followers by Social Network
8.0%
3.9%
3.8%
Magazine Media 360o
53.8%
Social Network Share of Total Magazine
Media Industry Likes/Followers
(as of March 31, 2015)
Magazine Media Industry: Data shown are collected for approximately 220 magazine media brands from 35 companies, representing 95% of the reader universe. Growth in number or % of page
likes/followers: The absolute or % difference between total number of page likes/followers on March 31, 2015 and total number of page likes/followers on December 31, 2014 for brands that were
measured in both periods.
Facebook Page Likes, Twitter Followers, Google+ Followers, Instagram Followers, Pinterest Followers: Number of people who have opted in to receive messages (posts, tweets, or pins) from that
particular social entity (page or handle). For Pinterest, includes all those following any or all “boards” on the publisher’s page. All statistics gathered on last day of month.
NOTE:
Beginning in March 2015, Facebook adopted a policy of removing memorialized and voluntarily deactivated accounts which resulted in the removal of those peoples’ page likes.
SOURCES:
Facebook, Twitter, Google+, Instagram: Automatic collection through the social networks’ APIs (application program interfaces). Pinterest: Manual collection using publicly available data.
magazine.org
D ATA P R O V I D E D B Y
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F I R S T Q UA R T E R
Social Media Report
10.3
10.2
Facebook
2.5%
Twitter
7.6
6.9
9.8%
10.3%
Instagram
(millions)
18.2%
0.8
Facebook
Twitter
Google+ Instagram Pinterest
Growth in Number of Magazine
Media Industry Likes/Followers by
Social Network (First Quarter 2015)
Pinterest
3.7%
Magazine Media 360o
Google+
% Growth in Number of Magazine Media
Industry Likes/Followers by Social Network
(First Quarter 2015)
Magazine Media Industry: Data shown are collected for approximately 220 magazine media brands from 35 companies, representing 95% of the reader universe. Growth in number or % of page
likes/followers: The absolute or % difference between total number of page likes/followers on March 31, 2015 and total number of page likes/followers on December 31, 2014 for brands that were
measured in both periods.
Facebook Page Likes, Twitter Followers, Google+ Followers, Instagram Followers, Pinterest Followers: Number of people who have opted in to receive messages (posts, tweets, or pins) from that
particular social entity (page or handle). For Pinterest, includes all those following any or all “boards” on the publisher’s page. All statistics gathered on last day of month.
NOTE:
Beginning in March 2015, Facebook adopted a policy of removing memorialized and voluntarily deactivated accounts which resulted in the removal of those peoples’ page likes.
SOURCES:
Facebook, Twitter, Google+, Instagram: Automatic collection through the social networks’ APIs (Application Program Interface). Pinterest: Manual collection using publicly available data.
magazine.org
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F I R S T Q UA R T E R
Social Media Report
% Share by Network by Editorial Category, March 2015
Magazine Media 360o
TOTAL MAGAZINE
MEDIA INDUSTRY
Magazine Media Industry: Data shown are collected for approximately 220 magazine media brands from 35 companies, representing 95% of the reader universe.
Facebook Page Likes, Twitter Followers, Google+ Followers, Instagram Followers, Pinterest Followers: Number of people who have opted in to receive messages (posts, tweets, or pins)
from that particular social entity (page or handle). For Pinterest, includes all those following any or all “boards” on the publisher’s page. All statistics gathered on last day of month.
NOTE: Beginning in March 2015, Facebook adopted a policy of removing memorialized and voluntarily deactivated accounts which resulted in the removal of those peoples’ page likes.
SOURCES: Facebook, Twitter, Google+, Instagram: Automatic collection through the social networks’ APIs (Application Program Interface). Pinterest: Manual collection using publicly available data.
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Magazine Media USP
Magazine media deliver powerful relationships that influence, inspire
and endure. The magazine media brand experience is based on trusted
editorial, complemented by relevant advertising. This dual immersion in
edit and ads satisfies the interests and passions of millions of readers—
when, where and how they choose. The readersÕ‘ commitment to this
unique brand experience results in extraordinary consumer engagement
with magazine media on all platforms and formats.
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215.7
214.1
210.7
Demand/Reach
Net audience
for magazine
print and
digital editions
is growing
in millions
MPA-FACTbook2015-f1B
2012
2013
2014
/200 million
Total 18+ magazine media audience 2012 – 2014
Note: Measured magazine titles excluding Sunday magazines.
Source: GfK MRI, Fall 2012–2014.
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Percentage of
American adults
who read digital
edition magazines
has more than
quadrupled over
the past 3 years
2011
1.4 %
2012
4.1%
2013 2014
5.4% 6.0%
Demand/Reach
MPA-FACTbook2015-f1B
Percent of total adults 18+ who
read digital edition magazines 2011 – 2014
Note: Measured magazine titles excluding Sunday magazines.
Source: GfK MRI, Fall 2011–2014.
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Magazine brand apps are top sellers
in key iPad categories
Top-grossing iPad apps as of January 2015
Health & Fitness
Food & Drink
O, The Oprah Magazine
1
Men’s Health
1
Cook’s Illustrated
2
Cosmopolitan
2
Weight Watchers Mobile
2
Food & Wine
3
Crestron Mobile Pro G
3
Self
3
Food Network Magazine
4
Martha Stewart Living
4
Lose It!
4
Taste of Home
5
Real Simple
5
Runner’s World
5
Nom Nom Paleo
6
People StyleWatch
6
Yoga Studio
6
Bon Appétit
7
Reader’s Digest
7
Food Diary and Calories Tracker
7
Whisky Magazine
8
Glamour
8
Men’s Fitness
8
Gourmet Traveller
9
Better Homes and Gardens
9
PostureScreen
9
Joy of Cooking
10
GQ
10
Shape
10
Wine Spectator
11
Architectural Digest
11
DailyBurn
11
Panna
12
Quiltmania
12
Prevention
12
Modernist Cuisine at Home
13
Elle
13
Jillian Michaels
13
Fine Cooking
14
HGTV Magazine
14
Weight Watchers
14
Jamie Oliver’s Recipes
15
InStyle
15
Fitness Magazine
15
Cooking Light
Demand/Reach
Lifestyle
1
Source: iTunes, iPad App Store, January 2015
26
magazine.org
27
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Gross ratings points (GRPs) of the top 25 print
magazines and primetime TV programs
print magazines
primetime TV
adults 18–34
138
66
adults 18–49
147
82
men 18–49
106
84
men 18–49 HHI $75K+
113
95
Demand/Reach
The top 25 print
magazines reach
more adults and
teens than the
top 25 primetime
TV programs
adults 18+
166
123
women 18–49
188
87
women 18–49 HHI $75K+
195
98
teens 12–17
145
44
Note: Total GRPs equal the rating of the top 25 vehicles of each medium added together.
Source: Carat Insight/Nielsen, September 2013–March 2014 (regularly scheduled primetime
programs). Nielsen defines primetime as Monday to Saturday 8pm–11pm and Sunday 7pm
–11pm; TV ratings based on Live+SD data. GfK MRI, Fall 2013; GfK MRI Twelveplus, 2013
magazine.org
28
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91%
of adults
94%
of those under 35
95%
of those under 25
Demand/Reach
Americans of all ages read print
magazines—especially younger adults
Read magazine editions in the last six months
(includes approx. 3% digital editions)
Base: U.S. adults 18+.
Source: GfK MRI, Fall 2014.
magazine.org
29
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Digital edition magazine reader profile
Digital edition
magazine
readers
are young,
educated
and upscale
percent
men
women
index
51%
49
107
94
22%
26
23
15
14
174
148
137
80
41
43%
37
20
72
130
169
25%
34
41
59
116
143
age
18–24
25–34
35–44
45–54
55+
annual household income
less than $75,000
$75,000 –$149,999
$150,000 +
Demand/Reach
MPA-FACTbook2015-f1B
education level
high school graduate or less
some college
college graduate+
Percent of total digital magazine readers indexed against U.S. adults 18+.
Source: GfK MRI, Fall 2014.
magazine.org
30
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Younger adults are the heaviest
consumers of print magazines
total
issues read in past month
index
heavy magazine readers– top quintile
index
under 25
under 35
35+
50+
9.3
9.6
9.5
9.2
9.0
100
103
102
99
97
20.0
21.8
21.0
19.6
18.9
100
109
105
98
94
Demand/Reach
Print magazine readership by age
Base: U.S. adults 18+.
Source: GfK MRI, Fall 2014.
30
magazine.org
31
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Magazine media readership is diverse
African-American
adults
88%
Asian-American
adults
86%
Hispanic-American
adults
Read magazine media in the last six months (print and digital editions)
African-American adults read
an average of 12.8 print
magazine issues per month,
compared to 9.3 issues per
month for all U.S. adults.
Asian-American adults read an
average of 9.5 print magazine
issues per month, close to the
U.S. average.
Demand/Reach
90%
Hispanic-American adults read
an average of 9.8 print magazine
issues per month, slightly higher
than the average number of
issues for all U.S. adults.
Source: GfK MRI, Fall 2014.
magazine.org
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Magazine media readers
are the most active consumers
Activities participated in regularly (index)
magazine media
internet*
TV
radio
newspapers
visit museums
176
109
72
127
180
spa services
167
154
100
134
118
dancing
165
153
99
143
112
tennis
161
143
65
81
145
photography
159
139
62
136
130
football
152
122
108
117
133
adult education courses
151
129
113
136
138
yoga/pilates
150
140
63
96
119
basketball
145
132
113
123
119
cooking for fun
144
125
112
119
116
aerobics
143
87
87
114
119
swimming
142
116
87
135
125
baseball/softball
139
118
114
139
122
fitness walking
129
84
86
112
125
use a health club/gym
128
120
70
96
107
Demand/Reach
MPA-FACTbook2015-f1B
*Includes internet magazine activity.
Index: Top quintile of users of each medium vs. adults 18+.
Source: Kantar Media, MARS Consumer Health Study, 2014.
magazine.org
33
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52
Print magazines
rank #1or #2
in reaching
influential consumers
Demand/Reach
46
12
8
2
print
magazines
internet*
newspapers
radio
TV
Number of times medium ranks #1 or #2
among category influential consumers across
60 product categories
*Includes internet magazine activity.
Base: Top quintile of users of each medium among adults 18+. Category
influentials are defined as people who have great experience in this topic and
whose advice on this topic is trusted by friends and family members.
Source: GfK MRI, Spring 2014.
magazine.org
34
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Readership builds long after publication
Print magazine audience accumulation over time
100
Demand/Reach
80
60
percent of audience
40
20
0
-1
on-sale
date
1
weeks from on-sale date
2
3
4
weeklies
5
6
7
8
9
10
monthlies
Note: Print magazine reach begins accumulating audience before the actual on-sale date. The on-sale date is the
actual date the print magazine appears on the newsstand or is likely to arrive in subscriber households.
The on-sale date generally precedes the cover date.
Source: GfK MRI 2000, Accumulation Study and GfK MRI, Spring 2014.
magazine.org
35
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Print magazine readership
increases with income
HHI $150K+
(index)
print magazines
136
internet*
122
42
TV
81
radio
newspapers
119
HHI $75K–$149,999
(index)
Demand/Reach
MPA-FACTbook2015-f1B
106
108
64
99
98
*Includes internet magazine activity.
Index: Top quintile of users of each medium vs. adults 18+.
Source: GfK MRI, Fall 2014.
magazine.org
36
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magazine
media
websites
ad-supported
TV networks
touches me deep down
131
96
92
a way to learn about new products
129
103
81
inspires me in my own life
126
100
85
gets me to try new things
122
107
81
inspires me to buy things
117
113
79
a treat for me
115
85
109
affects me emotionally
115
96
96
gives me something to talk about
114
95
97
trust to tell the truth
114
105
86
get valuable information from
113
110
85
brings to mind things I enjoy
111
92
100
(index)
Ad Environment
Magazine media are more trusted,
inspiring and influential than other media
Note: Data for each medium based on levels of agreement with the above statements for a set of vehicles used by
each individual in each medium.
Index: Percentage of purchase influencers within the household for each medium vs. percentage of purchase influencers
within the household for the combination of magazine media, websites and TV vehicles used by each respondent.
Source: Experian Marketing Services, Simmons Multi-Media Engagement Study, Spring 2014.
magazine.org
37
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Appropriateness of description for each medium (index)
ad attention / receptivity
magazine media
websites
TV
inspirational
110
98
97
life-enhancing
109
104
90
trustworthy
108
100
96
personal time-out
Ad Environment
Magazine
media
provide a more
positive
environment
for advertisers
than other media
113
97
95
106
92
106
social interaction
106
97
100
Note: Data for each medium based on composite scores for a set of vehicles used by each
individual in each medium.
Index: Composite scores of purchase influencers within the household for each medium vs.
composite scores of purchase influencers within the household for the combination of
magazine media, websites and TV vehicles used by each respondent.
Source: Experian Marketing Services, Simmons Multi-Media Engagement Study, Spring 2014.
magazine.org
38
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Advertising in magazine media
increases sales
Average sales lift
+17%
FOOD
+11%
+11%
Average ROI: $7.45
Campaign period: 2009–2015
>
$7.80
$6.07
$4.59
OTHER
HH GOODS
BEAUTY
FOOD
Average ROI per
dollar spent on
magazine campaign
+4%
$9.37
ALL CAMPAIGNS
+7%
baked goods
butter substitute
candy
coffee
cookies
frozen entrée
juice
lunch kit
kids’ juice
lunch meat
margarine
pasta
pasta sauce
portable juice
refrigerated chicken
salad dressing
sandwich spread
soup
tea
BEAUTY
anti-aging
bar soap
body wash
lipstick
lotion
moisturizer
sun care
HH GOODS
Ad Environment
Households exposed to the
magazine media campaign
spent significantly more than
those not exposed (test vs.
control). Positive ROI for all
brands ranged from $1.59 to
$19.99 incremental for every
media dollar spent.
air freshener
liquid soap
toilet paper
OTHER
feminine care
home retail
mouthwash
nasal decongestant
pet food
pet care
$7.45
Note: Based on comparison of exposed to matched unexposed control. Average dollar purchases
per household/year (includes non-buyers).
Source: Meredith Corporation/Nielsen Catalina Solutions.
magazine.org
39
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Considerable or some interest in any
advertising seen or heard (past 30 days)
Among affluent
consumers, advertising
in print and digital
magazines attracts
the most interest
Affluent consumers who saw advertising
in print or digital magazines expressed
greater interest in that advertising than those
who saw advertising in other media.
HHI $150K+
digital magazines
70%
62%
print magazines
66
56
TV
61
50
print newspapers
59
57
movie theaters
58
50
tablets
57
43
sports stadiums or arenas
55
51
Facebook
52
43
radio
50
38
websites
50
48
smartphones
49
49
office building lobbies
49
38
medical offices
48
38
digital newspapers
47
37
Ad Environment
HHI $75K+
Base: Those who saw advertising in the medium. Sample sizes: 1,056 for
HHI $75K+, 753 for HHI $150K+.
Source: Special tabulations from the Shullman Luxury, Affluence
and Wealth Pulse, October 2014.
magazine.org
40
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Print and digital edition magazine content
is deeply engaging
53.1 minutes
primary print readers*
54.3 minutes
digital edition readers
Ad Environment
Average time spent per issue:
*Subscribers/newsstand buyers and
other members of their households.
Source: GfK MRI, Special Tabulators, Fall 2014.
40
magazine.org
41
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8%
7%
TV
7%
6%
4%
4%
3%
brand favorability
brand purchase intent
Ad Environment
5%
online
Brands that
advertise in
print magazines
achieve higher
brand favorability,
purchase intent,
and ad awareness
than they do
online or on TV
print magazines
9%
brand ad awareness
Average brand lift due to exposure
Data is Delta. Delta=Exposed - Control
Number of respondents: magazine n=69,877; online n=188,872; TV n=136,217
Source: InsightExpress, 2014.
magazine.org
42
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Magazine media generate
more positive emotions than other media
Share of gross half hours when emotion was experienced (percent)
Half hours when each
print
medium was used
magazines
digital
magazines
TV
radio/
audio
computer+
mobile+
tablet+
happy
36
39
27
30
22
30
28
confident
19
30
7
10
8
7
11
excited
15
23
5
7
5
8
5
hopeful
17
14
5
6
4
6
7
interested
25
30
5
4
5
5
9
Ad Environment
When people
read print or
digital magazines,
they are much more
likely to be happy,
confident, excited
and hopeful
than during the
times they spend
with other media
+Excluding digital magazines.
Source: RealityMine USA TouchPoints, 2014.
magazine.org
43
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20
to print
magazine ads
improves
advertiser metrics
brand favorability
17
purchase intent
print ad awareness
brand awareness
16
14
13
Ad Environment
Increased
exposure
Lift (percent)
12
10
8
7
5
3–4
exposures
1–2
5+
Data is Delta. Delta = Exposed – Control. Number of respondents: 1–2 exposures, n=50,213
(62 campaigns); 3– 4 exposures, n=10,155 (42 campaigns); 5+ exposures, n=9,172 (29 campaigns).
Source: InsightExpress, 2014.
magazine.org
44
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Magazine media ads
raise TV viewership
Live+3 ratings for persons 18–49
eight Meredith titles. Program ratings of
Meredith subscribers in the Nielsen
Meredith
subscribers
control
group*
lift
premiere episode
5.3
5.0
+6%
higher than those for a control group of
second episode
4.2
2.9
+44%
non-subscribers in the panel.
*Control Group=Nielsen People Meter Panelists with demographic
characteristics and prior viewing behavior similar to those of subscribers.
Source: Meredith Corp. and the Nielsen Company, 2014.
People Meter Panel were significantly
magazine.org
Ad Environment
Ads for a new situation comedy ran in
45
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Magazine media ads are valued
more than ads in other media
(index)
magazine
media
websites
ad-supported
TV networks
ads fit well with the content
132
96
86
has ads about things I care about
132
100
86
products/services advertised are high quality
130
96
85
get valuable info from the ads
125
100
83
more likely to buy the products in ads
124
105
86
ads help me make purchase decisions
123
100
82
Ad Environment
MPA-FACTbook2015-f1B
Note: Data for each medium based on levels of agreement with the above statements for a set of vehicles used by
each individual in each medium.
Index: Percentage of purchase influencers within the household for each medium vs. percentage of purchase influencers
within the household for the combination of magazine media, websites and TV vehicles used by each respondent.
Source: Experian Marketing Services, Simmons Multi-Media Engagement Study, Spring 2014.
magazine.org
46
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Impact of print magazine advertising
Print
magazine
advertising
works
regardless of
ad size or
placement
noted
all ads
action taken
52%
61%
multiple pages (excluding spreads)
68
61
gatefold ads
63
60
spread
54
60
full page
51
61
AD SIZE
half page
44
65
third page
43
65
less than half page
43
65
four color
52
61
black and white
39
59
inside front cover
75
60
inside back cover
60
61
back cover
63
61
adjacent to table of contents
58
60
COLOR
Ad Environment
MPA-FACTbook2015-f1B
PREMIUM POSITION
Source: GfK MRI Starch Advertising Research, July 2013– June 2014.
magazine.org
47
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Print magazine advertising
inspires action
Advertising effectiveness by position
Action taken includes:
• have a more favorable opinion about the advertiser
action taken
first quarter of book
55%
61%
second quarter of book
50
61
third quarter of book
49
62
fourth quarter of book
50
62
• consider purchasing the advertised product or service
• gather more information about the advertised product or service
• recommend the product or service
• visit the advertiser’s website
Note: Includes all ads, size/color and cover positions.
Source: GfK MRI Starch, July 2013 – June 2014.
• purchase the product or service
• clip or save the ad
Ad Environment
noted
• visit or plan to visit a dealership
Source: GfK MRI Starch.
magazine.org
48
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Trusted recommenders among heavy media users (index)
finance
print magazines
126
118
91
107
112
radio
newspapers
technology
119
139
78
104
81
vacation travel
118
110
79
100
109
automotive
117
105
104
115
101
Influence / Impact
Trusted
recommenders
across product
categories are
heavy print
magazine readers
internet*
TV
healthcare
113
102
101
106
108
food
112
106
96
103
101
*Includes internet magazine activity.
Index: Percentage of recommenders within top quintile of users of each medium vs. percentage
of recommenders among adults 18+. Recommenders are defined as people who say they have
recommended products or services to others in the past 12 months, within a category.
Source: GfK MRI, Spring 2014.
magazine.org
49
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Category influentials among heavy media users (index)
fashion–clothes
print magazines
internet*
TV
radio
newspapers
beauty
150
142
93
112
68
household furnishings
134
123
74
112
116
Influence / Impact
Category
influentials
are heavy
print magazine
readers
143
134
83
101
71
sporting equipment
130
115
61
116
113
*Includes internet magazine activity.
Index: Percentage of category influentials within top quintile of users of each medium vs.
percentage of category influentials among adults 18+. Category influentials are defined
as people who have great experience in this topic and whose advice on this topic is trusted
by friends and family members.
Source: GfK MRI, Spring 2014.
magazine.org
50
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Among new vehicle buyers, heavy print magazine readers
are more affluent and more likely to buy premium makes (index)
bought premium brand vehicle
print magazines
internet*
TV
radio
HHI $200,000+
122
98
56
77
HHI $150,000+
113
104
63
86
HHI $100,000+
Heavy print magazine readers
accounted for $82 billion
in annual automotive sales.
107
105
70
92
Source: JD Power Automotive Media and
Marketing Report, Summer 2014.
105
103
76
97
Influence / Impact
Print magazines
drive automotive
growth–especially
at the top end
of the market
138
106
81
80
HHI $80,000+
*Includes internet magazine activity.
Note: Print magazine quintiles based on readership of 120 titles.
Index: Top quintile of users of each medium among new vehicle buyers vs.
all new vehicle buyers.
Source: JD Power Automotive Media and Marketing Report, Summer 2014.
magazine.org
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Heavy print
magazine readers
are most likely
to purchase or
lease vehicles
Very likely to purchase/lease among heavy
media users (index)
motorcycle
142
126
121
108
82
print magazines
internet*
TV
radio
newspapers
2-door car
131
108
122
131
80
sport utility vehicle
Print magazines deliver consumers with
the highest auto purchase intent (index)
Very/somewhat likely to buy a new car in the next 12 months
print
magazines
internet*
TV
radio
newspapers
118
114
99
105
92
Index: Top quintile of users of each medium vs. adults 18+.
Source: GfK MRI, Spring 2014.
122
92
105
110
83
Influence / Impact
MPA-FACTbook2015-f1B
4-door car
120
114
97
117
88
*Includes internet magazine activity.
Index: Top quintile of users of each medium vs. adults 18+.
Source: GfK MRI, Spring 2014.
magazine.org
52
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Print magazine readers are most likely
to buy entertainment goods and services
Entertainment activities among heavy media users (index)
internet*
TV
radio
newspapers
very likely to buy a home theater system in the next 12 months
148
148
109
131
81
very likely to buy a Blu-ray player in the next 12 months
142
109
115
131
86
very likely to buy a portable DVD player in the next 12 months
142
124
133
140
90
very likely to buy a giant flat screen/HDTV in the next 12 months
136
130
103
112
79
attended movies once a week or more
128
109
127
100
98
bought a DVD or Blu-ray player in the last 12 months
112
108
94
109
75
Influence / Impact
print
magazines
*Includes internet magazine activity.
Index: Top quintile of users of each medium vs. adults 18+.
Source: GfK MRI, Spring 2014.
52
magazine.org
53
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In the past 12 months/next 12 months (index)
plan to open or move a non-retirement account
internet*
117
TV
106
radio
92
household used a private banker
145
97
102
115
household used a full-service broker
132
95
109
114
Total value of household’s financial
accounts/liquid assets (index)
plan to invest in stocks, mutual funds, etc.
118
print
magazines
internet*
$750K+
129
$500K+
121
TV
radio
115
90
107
111
116
94
109
108
Influence / Impact
Affluent and active
investors are heavy
print magazine
readers
print magazines
168
99
household used a financial planner
117
$250K+
114
96
109
107
*Includes internet magazine activity.
Index: Top quintile of users of each medium among adults 18+ with HHI $100K+
vs. all adults 18+ with HHI $100K+.
Source: Ipsos Affluent Survey USA, 2014.
92
111
113
*Includes internet magazine activity.
Index: Top quintile of users of each medium among adults 18+ with HHI $100K+
vs. all adults 18+ with HHI $100K+.
Source: Ipsos Affluent Survey USA, 2014.
magazine.org
54
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Category influential consumers for food purchases
among heavy media users (index)
soft drinks
internet*
TV
radio
newspapers
snacks
124
119
95
102
83
grocery shopping
119
115
98
109
101
Influence / Impact
Food
influencers
read print
magazines
print magazines
134
113
133
118
98
cooking
117
111
90
105
103
*Includes internet magazine activity.
Index: Percentage of category influentials among top quintile of users of each medium vs.
percentage of category influentials among adults 18+. Category influentials are defined as
people who have great experience in this topic and whose advice on this topic is trusted
by friends and family members.
Source: GfK MRI, Spring 2014.
magazine.org
55
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Category influential consumers for healthcare
categories among heavy media users (index)
physical fitness
internet*
TV
radio
newspapers
healthcare
114
110
72
101
106
prescription drugs
113
112
93
108
107
Influence / Impact
Print
magazines
excel in reaching
influential
consumers in
healthcare
print magazines
118
117
54
94
91
healthy lifestyle
109
119
52
95
92
*Includes internet magazine activity.
Index: Percentage of category influentials among top quintile of users of each medium
vs. percentage of category influentials among adults 18+. Category influentials are
defined as people who have great experience in this topic and whose advice on this
topic is trusted by friends and family members.
Source: GfK MRI, Spring 2014.
magazine.org
56
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Heavy print readers are the most informed and
engaged healthcare/pharma customers
Agreement with statements and opinions about pharmaceuticals and healthcare (index)
magazine media
TV
radio
153
90
112
91
newspapers
112
It’s worth paying more for branded prescription medications rather than generic
148
90
119
92
117
I trust pharmaceutical companies that advertise the medications I take
147
75
101
75
109
I often discuss new prescription medicines with my doctor
138
80
119
88
113
I research treatment options on my own and then ask my doctor about them
134
112
96
108
110
Friends come to me for advice about healthcare and medications
132
129
100
99
107
I am willing to ask my doctor for a prescription medication or drug sample
that I have seen or heard advertised
132
91
115
98
98
I am better informed about my health than most people
123
100
99
94
113
I research healthcare information so that I am better informed about different
healthcare treatment options
122
105
90
95
107
I carefully examine the ingredient list on over-the-counter medications
119
91
101
101
111
Influence / Impact
internet
Pharmaceutical advertisements make me more knowledgeable about medicines
*Includes internet magazine activity.
Index: Top quintile of users of each medium vs. adults 18+.
Source: Kantar Media, MARS Consumer Health Study, 2014.
magazine.org
57
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Magazine media advertising is #1in driving
consumer healthcare actions
internet*
TV
radio
newspapers
returned a free sample card
magazine media
236
83
191
24
172
called a toll-free number to get additional information
234
102
180
139
155
visited a pharmaceutical company’s website
210
104
131
129
142
switched to a different brand
208
115
156
121
150
referred to a book, journal or magazine to get additional information
192
101
116
119
124
asked your doctor for a product sample of a prescription drug
179
95
145
111
125
consulted a pharmacist
178
79
134
115
130
discussed an ad with a friend or relative
176
120
135
147
134
used a coupon
176
89
128
130
136
asked your doctor to prescribe a specific drug
152
100
131
95
132
purchased a nonprescription product
140
93
121
115
117
called for a prescription refill
136
74
132
106
114
made an appointment to see a doctor
132
81
114
104
112
took medication
126
87
121
112
113
Influence / Impact
Actions taken in the last 12 months as a result of healthcare advertising (index)
*Includes internet magazine activity.
Index: Top quintile of users of each medium vs. adults 18+.
Source: Kantar Media, MARS Consumer Health Study, 2014.
magazine.org
58
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Number of times purchased prescription products
in the last 12 months (index)
magazine media
internet*
TV
radio
newspapers
10+ times
114
91
108
93
103
6+ times
113
90
107
96
105
3+ times
110
94
105
95
106
1+ times
108
101
103
100
104
none
75
97
90
100
87
Used any of the following when received or filled
a prescription in the last 12 months (index)
TV
radio
newspapers
coupon offer downloaded/emailed from the drug company website
magazine media
160
internet*
132
112
147
135
brand-specific coupon received from a doctor
142
127
114
140
123
prescription assistance program from a drug brand
130
95
105
114
132
prescription discount or savings card
127
122
108
124
126
Influence / Impact
Viewers of healthcare ads in magazine
media are most likely to take action
*Includes internet magazine activity.
Index: Those who saw/heard healthcare advertising in each medium in the last 12 months vs. adults 18+.
Source: Kantar Media, MARS Consumer Health Study, 2014.
magazine.org
59
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Print magazine readers are top spenders
on home remodeling and decorating
print
magazines
internet*
TV
radio
$1,000+ home decorating services
154
110
100
107
$3,000+ furniture
141
126
95
122
$1,000+ furniture
131
119
101
110
$1,000+ HH appliances
137
111
109
112
$1,000+ kitchen appliances
130
109
119
113
$5,000+ home remodeling
130
98
92
108
$10,000+ home remodeling
125
94
104
103
Influence / Impact
Home improvement spending among affluent
heavy media users (index)
*Includes internet magazine activity.
Index: Top quintile of users of each medium among adults 18+ with HHI $100K+ vs. all adults 18+ with HHI $100K+.
Source: Ipsos Affluent Survey USA, 2014.
magazine.org
60
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Super influential consumers for home improvement
purchases among heavy media users (index)
household furnishings
print magazines
internet*
TV
radio
newspapers
interior decorating
135
125
59
120
90
gardening
130
120
86
123
126
Influence / Impact
Print magazine
readers are
super influencers
in home
furnishings and
remodeling
143
128
71
107
120
home remodeling
109
89
68
114
96
*Includes internet magazine activity.
Index: Percentage of super influentials among top quintile of users of each medium vs.
percentage of super influentials among adults 18+. Super influentials are defined as people
who have great experience in this topic, whose advice on this topic is trusted by friends
and family members and who recommend products or services on this topic to others.
Source: GfK MRI, Spring 2014.
magazine.org
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Print magazine readers are most likely to
use home improvement professionals and
remodel or redecorate home/garden
Home improvement activity among affluent heavy
users of media (index)
print
magazines
internet*
TV
radio
used landscape designer
149
109
113
114
used interior designer/decorator
141
116
83
107
used landscape architect
140
117
118
126
used any home-related professional
126
111
106
118
plan to redecorate home
135
112
100
114
plan to remodel or renovate kitchen
134
104
108
107
plan to remodel or renovate garden
134
104
104
122
in the past 12 months...
Influence / Impact
MPA-FACTbook2015-f1B
in the next 12 months...
*Includes internet magazine activity.
Index: Top quintile of users of each medium among adults 18+ with HHI $100K+ vs. all adults 18+ with HHI $100K+.
Source: Ipsos Affluent Survey USA, 2014.
magazine.org
62
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Luxury goods spending among affluent heavy media
users in past year (index)
$1,000+ watches
Luxury goods category influencers among
heavy media users (index)
print
magazines
internet*
TV
radio
newspapers
beauty
139
125
107
121
72
fashion–clothes
131
121
96
95
69
interior decorating
114
97
61
102
102
*Includes internet magazine activity.
Index: Percentage of category influentials within top quintile of users of each
medium among adults 18+ with HHI $50K+ vs. percentage of category influentials
among all adults 18+ with HHI $50K+. Category influentials are defined as people
who have great experience in this topic and whose advice on this topic is trusted
by friends and family members.
Source: GfK MRI, Spring 2014.
internet*
TV
radio
$10,000+ apparel and accessories
177
145
104
134
$3,000+ fine watches, fine jewelry
174
112
128
137
$2,000+ skin care/cosmetics/fragrance
170
152
120
131
Influence / Impact
Luxury goods
category influencers and
buyers are heavy
print magazine readers
print magazines
208
139
133
161
$1,000+ fine watches, fine jewelry
162
114
120
132
$1,000+ fine jewelry
156
103
124
124
*Includes internet magazine activity.
Index: Top quintile of users of each medium among adults 18+ with HHI $100K+
vs. all adults 18+ with HHI $100K+.
Source: Ipsos Affluent Survey USA, 2014.
magazine.org
63
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Super influential consumers for technology
purchases among heavy media users (index)
print magazines
173
internet*
TV
72
radio
104
newspapers
91
mobile phones
127
165
65
107
76
Influence / Impact
Heavy print
magazine
readers
are tech
influencers—
second only
to online
new technology
128
home electronics
119
168
72
109
93
*Includes internet magazine activity.
Index: Percentage of super influentials among top quintile of users of each medium vs.
percentage of super influentials among adults 18+. Super influentials are defined as people
who have great experience in this topic, whose advice on this topic is trusted by friends
and family members and who recommend products or services on this topic to others.
Source: GfK MRI, Spring 2014.
magazine.org
64
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Travel charactistics of heavy media users (index)
very/somewhat likely next 12 months: vacation abroad
Affluent heavy print magazine readers are
big spenders on travel (index)
amount spent on vacations
in past 12 months
$10,000+ within U.S.
print
magazines
144
internet*
114
TV
radio
106
108
$10,000+ outside U.S.
136
120
97
121
$5,000+ within U.S.
125
104
112
118
$5,000+ outside U.S.
123
114
93
110
*Includes internet magazine activity.
Index: Top quintile of users of each medium among adults 18+ with HHI $100K+
vs. all adults 18+ with HHI $100K+.
Source: Ipsos Affluent Survey USA, 2014.
print magazines
internet*
TV
radio
newspapers
agree completely/somewhat: others ask my advice about vacation travel
116
110
92
101
90
very/somewhat likely next 12 months: take a cruise (2+ days)
111
104
95
98
102
Influence / Impact
Print magazine
readers are active,
affluent and
influential
travelers
116
114
79
102
108
very/somewhat likely next 12 months: vacation in the U.S.+
108
108
86
102
102
*Includes internet magazine activity.
Index: Top quintile of users of each medium vs. adults 18+.
+Defined as Hawaii, Florida, theme parks, and other U.S.
Source: GfK MRI, Spring 2014.
magazine.org
65
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Heavy print
magazine readers
are most likely
to travel
Travel habits of affluent heavy media users (index)
took five or more airline trips for domestic vacations in past year
print magazines
142
133
115
106
internet*
TV
radio
travel to Europe in the past three years
139
118
86
105
Travel intentions among heavy users
of media (index)
Intended destinations very likely next 12 months
print
magazines
internet*
travel to any island in the Atlantic or Caribbean in past 3 years
TV
radio
newspapers
Hawaii
124
109
97
98
84
Florida
111
97
94
98
106
Caribbean
122
112
79
104
109
Mexico
114
105
76
106
100
South America
138
132
86
121
84
Europe
127
121
74
96
124
*Includes internet magazine activity.
Index: Top quintile of users of each medium vs. adults 18+.
Source: GfK MRI, Spring 2014.
130
112
114
107
Influence / Impact
belong to hotel frequent traveler program
133
127
110
125
took a cruise of 7–14 days in past three years
130
102
124
120
120
116
100
105
belong to airline frequent flyer program
*Includes internet magazine activity.
Index: Top quintile of users of each medium among adults 18+ with HHI $100K+ vs.
all adults 18+ with HHI $100K+.
Source: Ipsos Affluent Survey USA, 2014.
magazine.org
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Magazine
brands
endure
More than 180 print
magazines have thrived
for more than 50 years
(only 13 TV programs can
say the same)
67 print magazines
have flourished for more
than 100 years
Magazine Brand Vitality
MPA-FACTbook2015-f1B
Source: MPA Info Center, MediaFinder.com, Serial Solutions, Ulrich’s Web,
Museum of Broadcast Communications; 2015 data.
magazine.org
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Print
magazine
brands
increased
in 2014
Number of U.S. consumer print
magazines 2004 –2014
2014 — 7,289
2013 — 7,240
2012 — 7,390
2011 — 7,179
2010 — 7,163
2009 — 7,110
2008 — 7,383
2007 — 6,809
2006 — 6,734
Magazine Brand Vitality
MPA-FACTbook2015-f1B
2005 — 6,325
2004 — 7,188
Source: National Directory of Magazines/Mediafinder.com, 2015.
magazine.org
68
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231 new
print
brands
launched
in 2014
39 special interest/lifestyle
4 lifestyles
19 metropolitan/regional/state
4 military/naval
19 popular culture
4 political/sociological topics
15 crafts/games/hobbies/models
4 travel
10 children’s
3 bridal
9 art /antiques
3 men’s
9 sports
3 music
7 fashion/beauty
3 pets
7 gay/lesbian
3 sex
7 health
2 photography
6 home/home services
2 teen
6 literary/reviews
1 aviation
5 automotive
1 entertainment
5 epicurean
1 equine
5 science/technology
1 gaming
4 camping/outdoors
1 gardening
4 comic/comic tech
1 motorcycles
4 ethnic
1 religious
4 fishing and hunting
1 TV, radio, communications
Magazine Brand Vitality
Magazine Brand Vitality
U.S. print magazine launches by category (2014)
4 fitness
Note: This list represents weekly, monthly, bimonthly and quarterly titles; specials,
annuals and “bookazines” are excluded.
Source: Samir “Mr. Magazine™” Husni Launch Monitor www.launchmonitor.com, 2014.
68
magazine.org
69
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airbnb
c | net
Paperless Post
WebMD
magazine.org
Magazine Brand Vitality
Affirming the value of print, leading digital
businesses launch print magazines
70
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Angie’s List
Politico
Net-A-Porter
Uber
magazine.org
Magazine Brand Vitality
Affirming the value of print, leading digital
businesses launch print magazines
71
Leading marketers invest in print magazines
L ’Oréal SA
(in thousands) $ 837,758
Procter & Gamble Co
774,736
Pfizer Inc
367,248
LVMH Moët Hennessy Louis Vuitton SA
291,095
Johnson & Johnson
233,272
Unilever
223,401
Mars Inc
189,456
Berkshire Hathaway Inc
183,574
Joh A Benckiser Gmbh
177,645
Kellogg Co
161,086
Kraft Foods Group Inc
155,542
Estée Lauder Cosmetics Inc
155,224
Toyota Motor Corp
151,309
Allergan Inc
137,018
Merck & Co Inc
127,162
Reynolds American Inc
121,137
Nestlé SA
120,386
General Motors Corp
110,940
Revlon Inc
97,882
Chanel SA
96,617
Energizer Holdings Inc
93,285
Eli Lilly & Co
93,303
Kering SA
84,039
24 Church & Dwight Co Inc
83,537
25 Comcast Corp
82,559
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
26
27
28
29
30
31
32
33
34
35
36
37
38
39
40
41
42
43
44
45
46
47
48
49
50
Cambell Soup Co
Amazon.com Inc
AstraZeneca Plc
Target Corp
Walt Disney Co
Pepsico Inc
Macys Inc
Phillips-Van Heusen Corp
VF Corp
Clorox Co
AT&T Inc
Bradford Exchange Ltd
Fiat Chrysler Automobiles NV
Bose Corp
Compagnie Financière Richemont AG
Kao Corp
Luxottica Group Spa
Gap Inc
Basic Research LLC
MacNeil Automotive Products Ltd
Lorillard Inc
Bristol-Myers Squibb Co
Kimberly-Clark Corp
Mondelez International Inc
Walmart Stores Inc
79,699
77,582
74,894
74,815
74,230
73,230
73,189
72,562
72,207
72,174
69,748
68,110
65,852
64,870
64,515
63,778
63,610
62,814
61,163
60,826
59,926
58,644
58,392
56,813
54,903
Magazine Brand Vitality
2014 top 50 marketers’ print magazine rate card reported spend: $ 6,825,758,887
Note: Sunday magazines excluded. Source: PIB® and Kantar Media, data as of January 2015.
72
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MAGAZINE MEDIA FACTBOOK 2015
Our thanks to the following for their research contribution:
Apple Inc.
Meredith Corporation
Carat
Museum of Broadcast Communications
comScore, Inc.
Nielsen
DJG Marketing Services
Pew Research Center
Experian Marketing Services
Professor Samir Husni, Mrmagazine.com
GfK MRI, GfK MRI Starch
Publishers Information Bureau® (PIB)
InsightExpress
RealityMine, TouchPoints
Ipsos MediaCT
Serial Solutions
J.D. Power & Associates
Shullman Research Center
Kantar Media, Kantar Media MARS
SocialFlow
MediaFinder
Ulrich’s Web
magazine.org
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MPA —The Association of Magazine Media
The MPA Information Center offers personalized research
is the primary advocate and voice for the
services for MPA members, advertisers and their agencies.
magazine media industry, driving thought
The staff can provide data on historical trends, industry
leadership and game-changing strategies
statistics, news and much more.
to promote the industry’s vitality, increase
revenues and grow market share. Established
in 1919, MPA represents 265 domestic,
associate and international members. MPA
Members can send requests to infocenter@magazine.org
or make an appointment to visit the Information Center in
New York. Staff is available 9am to 5pm Eastern time,
Monday through Friday.
is headquartered in New York City, with a
government affairs office in Washington, D.C.
Find more information and updates at magazine.org.
The Magazine Media Factbook 2015. Produced by MPA – The Association of
Magazine Media. MPA, 757 Third Avenue, 11th Floor, New York, NY 10017
© Copyright 2015. All rights reserved.
About MPA
magazine.org
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Publishers
Information
Bureau
THAN K YO U TO O U R S PO N S O R