Six Months of Magazine Media 360° Results Reveal 10% Audience Growth

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Industry Sees Consistent and Continued Growth Across All Platforms and Formats

NEW YORK, Feb. 25th, 2015 – When it launched in September 2014, the chorus of professional naysayers were surprised to see that the Magazine Media 360° Brand Audience Report revealed 10% growth in audience across platforms year over year. Now, with six consecutive months of data, that single point of data has grown into a consistent trend. This further affirms that consumer demand for magazine media content not only continues to increase, it is at its highest levels ever.

According to the January data from the report released today by MPA-The Association of Magazine, audiences were up 10.1% over the prior year; the six month average for August 2014-January 2015 versus August 2013-January 2014 shows a 10% increase.

The provenance of the data further underscores the Magazine Media 360° veracity, as it is proffered by the most respected third-party providers. Data is collected from GfK MRI’s Survey of the American Consumer® (print +digital editions), GfK MRI’s Teenmark® or the IpsosAffluent Survey USA, as well as any or all of web (desktop/ laptop), mobile web, and/or video as tracked by comScore or Nielsen Online. The new report reveals an average monthly gross audience for magazine brands of 1.6 billion in August 2014-January 2015 versus 1.4 billion in August 2013- January 2014. The strong performance has been supported each month in the current period by video and mobile web consumption, up 58% and 83%, respectively, over the same time period in the prior year. Print+digital editions and web (desktop/laptop) were up 1% in the aggregate.

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

Commenting on the data, Mary G. Berner, President and CEO, MPA-The Association of Magazine Media said, “When we introduced Magazine Media 360° six months ago and became the first industry to establish a metric that considered its entire audience, we thought that this more accurate measurement would be a game changer. But, what we didn’t anticipate was that the figures would be so strong and that advertisers would embrace them so rapidly. We are delighted that Magazine Media 360° is so quickly becoming the industry standard and that the news is consistently good, defying all those cynics’ and skeptics’ predictions for doom and gloom.”

Top 10 Magazine Brands
6 Month Average Audience (000)
August 2014 – January 2015
Top 10 Magazine Brands
6 Month Average Audience % Growth
August 2014 – January 2015 v. August 2013 – January 2014
       
People
Better Homes and Gardens
Allrecipes
AARP The Magazine
Forbes
Time
National Geographic
AARP Bulletin
Sports Illustrated
Cosmopolitan
76,595
50,926
45,930
43,240
41,695
41,288
39,669
37,674
35,467
30,034
New York Magazine
Bon Appétit/Epicurious
Harper’s Bazaar
HGTV Magazine
Wired
Fit Pregnancy
Playboy
Taste of Home
OK! Magazine
All You
48%
47%
46%
41%
40%
38%
37%
37%
35%
35%

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 IpsosAffluent 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:

Meredith Wagner
212-872-3732
mwagner@magazine.org

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

Download the full press release here.