Magazine Media See Double-Digit Audience Growth in First Quarter

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Playboy Sees 61% Increase in Monthly Audience Growth Q1 2015 v. Q1 2014

NEW YORK, NY (April 23, 2015) – Magazine media gross audiences were up 10.2% in the first quarter of 2015 versus the first quarter of 2014, according to The Magazine Media 360° Brand Audience Report released today by MPA—The Association of Magazine Media. This first quarterly report confirms that magazine media brands are gaining momentum across platforms as consumers continue to demand content in all formats.

The Magazine Media 360° Brand Audience Report, which uses data from leading third‐party providers, reveals a gross audience for magazine brands of 1.73 billion for first quarter 2015 versus 1.55 billion for first quarter 2014. The first quarter increases were driven by increased mobile web consumption, with a 65.3% increase over the same time period last year.

Print, including digital editions, and web (desktop/laptop) audiences were essentially flat for the quarter, up 0.2% and 0.4%, respectively.

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, “With our first reported quarter-over-quarter results, The Magazine Media 360° Brand Audience Report validates the notion that consumers continue to deepen and broaden their engagement with magazine media brands across platforms and formats.”  She added, “By capturing magazine media consumption in all channels, you get a clearer and more accurate picture of the robust demand for magazine media brands across the entire ecosystem.”

The brands experiencing the largest audiences and most growth for the quarter were:

Top 10 Magazine Brands
1st Quarter Average
 As of March 2015 (000)
Top 10 Magazine Brands
Average Audience Growth
Q1 2015 v. Q1 2014 (% change)
Magazine Brand Total Brand Audience Magazine Brand Total Brand Audience
ESPN The Magazine 97,883 HGTV Magazine 62%
People 82,038 Wired 62%
Better Homes and Gardens 49,909 Playboy 61%
Forbes 46,215 Bon Appétit/Epicurious 50%
AARP The Magazine 44,275 OK! Magazine 48%
Allrecipes 43,654 New York Magazine 40%
Time 43,581 The Atlantic 38%
Sports Illustrated 39,058 Latina 38%
National Geographic 39,006 Taste of Home 35%
AARP Bulletin 38,972 Essence 34%

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 third‐party 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