Magazine Media 360° Brand Audience Report Demonstrates Sustainable Industry Growth

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Playboy Sees 66% Year-over-Year Increase in Monthly Audience Growth

NEW YORK, NY (March 24, 2015) – Magazine media audiences were up 12.6% for the month of February 2015 versus the previous February, according to The Magazine Media 360° Brand Audience Report released today by MPA—The Association of Magazine Media. This increase represents the largest total monthly audience growth since MPA began issuing the Brand Audience Report seven months ago.

This new report, which uses data from leading third-party providers, reveals a gross audience for magazine brands of 1.7 billion in February 2015 versus 1.5 billion in February 2014. The February performance continues to benefit from increased video and mobile web consumption, up 18.7% and 78.0%, respectively, over the same time period in 2014. This month, web (desktop/laptop) was up 6.9%, with nearly half of all websites in the report showing double-digit to triple-digit growth in unique visitors versus the same period last year. This growth is notable after six consecutive months of flat year-over-year web audience numbers, a trend which reflected, in large part, the migration of online media consumers to mobile devices.

The complete report, which currently covers approximately 145 magazine media brands from over 30 companies representing 95% of the reader universe, can be found at www.magazine.org.

Reflecting on the results, Mary G. Berner, president and CEO, MPA—The Association of Magazine Media said, “As we move further into our first full year of data, the continuing increases provide compelling evidence of the strength of consumer demand for magazine media. Moreover, the demonstration of sustainable month-over-month audience growth is a clear indicator of the current value and future promise for the industry. And while it is premature to make a judgement as to whether digital audiences on desktop/laptop and mobile platforms will continue to climb at current rates, it is worth noting that audience increases were experienced by many different publishing companies and titles of varying audience sizes.” She added, “It is exactly because of its ability to reveal the cross-platform performance of the industry that The Magazine Media 360° Brand Audience Report has been effectively changing the conversation around magazine media and its vitality since its launch in September – especially in the advertising community.”

The brands experiencing the largest audiences and most growth during this time period were:

Top 10 Magazine Brands
Monthly Audience (000)
February 2015
Top 10 Magazine Brands
Monthly Audience % Growth
February (2015 v. 2014)
Magazine Brand Total Brand Audience Magazine Brand Total Brand Audience
ESPN The Magazine
People
Better Homes and Gardens
Forbes
Time
AARP The Magazine
Allrecipes
Sports Illustrated
AARP Bulletin
National Geographic
92,755
84,955
49,137
45,683
44,818
44,361
41,816
40,710
39,058
38,748
Wired
Playboy
HGTV Magazine
OK! Magazine
Bon Appétit/Epicurious
The Atlantic
Essence
Forbes
Brides
People StyleWatch
206%
66%
63%
60%
52%
48%
47%
40%
38%
36%

About Magazine Media 360°
Magazine Media 360° is a new 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 thirdparty providers and currently covers approximately 145 magazine media brands from over 30 companies, representing 95% of the reader universe. The data is released around the 20th of each month at www.magazine.org in The MPA Magazine Media 360° Brand Audience Report. Created as a credible, consistent and cost-free measurement tool, Magazine Media 360°, which launched September 2014, marked the first time ever any media industry measured and communicated cross-platform consumer demand by brand. The Magazine Media 360° Social Media Report is released separately.

Magazine Media 360° Methodology
Data for The MPA Magazine Media 360° Brand Audience Report is collected by MPA – The Association of Magazine Media from participating brands who provide their third-party data to MPA around the 15th of every month for the previous month’s activity. Participating brands must be tracked in GfK MRI’s Survey of the American Consumer® (print+digital editions), GfK MRI’s Teenmark® or the Ipsos Affluent Survey USA as well as any or all of web (desktop/laptop), mobile web, and/or video as tracked by comScore or Nielsen Online.

About MPA
MPA – The Association of Magazine Media is the primary advocate and voice for the magazine media industry, driving thought leadership and game-changing strategies to promote the industry’s vitality and increase its revenues and market share. Established in 1919, MPA represents 200 domestic, associate and international members. MPA is headquartered in New York City, with a government affairs office in Washington, D.C.

Press Contacts:

Susan Russ
212-872-3732
Sruss@magazine.org

Louisa Holmberg
212-872-3724
lholmberg@magazine.org

Download the full press release here.

Press Contacts

Susan Russ
212-872-3732
Sruss@magazine.org

Louisa Holmberg
212-872-3724
lholmberg@magazine.org