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MPA-FACTbook2015-f1B 5/7/15 12:20 PM Page 1
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.
MPA-FACTbook2015-f1B 5/6/15 2:56 PM Page 2
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magazine.org
Just the facts… It is always inspiring to see magazine media’s story laid out by thenumbers, particularly now as we expand the delivery of our trusted, curated andvalued 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 demonstratethat magazine media continues to be the most trusted, inspiring and influentialmedia, satisfying readers when, where and how they choose.
For more statistics on the vibrancy of magazine media brands, MPA releases TheMagazine Media 360° Brand Audience Report monthly and The Social MediaReport 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 mediaindustry and I hope you share in my enthusiasm for the future.
—Mary G. BernerPresident and Chief Executive Officer, MPA – The Association of Magazine Media
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Tab
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magazine.org
Magazine Media 360°
6 Magazine Media 360o is . . .
7 Audience Mix/Growth
12 Category Performance
20 Social Media Report
24 Magazine Media USP
Demand/Reach25 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
35 Readership builds long after publication
36 Print magazine readership increases with income
Ad Environment37 Magazine media are more trusted, inspiring and influential
than other media
38 Magazine media provide a more positive environment for
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
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/Impact49 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
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
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
Magazine Brand Vitality67 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
magazine.org
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A newly created industry metric that measures audiences across multipleplatforms and formats to provide a comprehensive and accurate picture ofconsumer demand for magazine media brands. Platforms and formats covered include:
• print+digital editions• web (desktop/laptop)• mobile web• video• social media (reported separately)
Magazine Media 360o 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.
The MPA Magazine Media 360o Brand Audience Report, which contains the 360o audience metric by title, is published monthly at www.magazine.org. Theseparate MPA Magazine Media 360o Social Media Report is released quarterly.
Magazine Media 360o is...
magazine.org
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360
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Magazine Media 360˚ First Quarter Performance
Q1 2014
1.550 B*Total BrandAudience
Monthly Average
Web(Desktop/Laptop)
17%
Mobile Web
15%
Web(Desktop/Laptop)
16%
Mobile Web
22%
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 toappropriately 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.
Print+DigitalEditions
60%
Print+DigitalEditions
66%
Q1 2015
1.731 BTotal BrandAudience
Monthly Average
2% Video
2% Video
magazine.org
MPA-FACTbook2015-f1B 5/6/15 2:56 PM Page 7
Magazine Media 360o First Quarter PerformancePrint+Digital
Total Print+Digital Audience
1,018,758,000
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).
Print+DigitalEditions
60%
Print+DigitalEditions
66%
Total Print+Digital Audience
1,031,289,000
Q1 2015Total BrandAudience
Monthly Average
Q1 2014Total BrandAudience
Monthly Average
8
Mag
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edia
360
o
magazine.org
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Magazine Media 360o First Quarter PerformanceWeb (Desktop/Laptop)
Total Web (Desktop/Laptop) Audience
269,289,000
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.
Total Web (Desktop/Laptop) Audience
277,201,000
Q1 2015Total BrandAudience
Monthly Average
Q1 2014Total BrandAudience
Monthly Average
Web(Desktop/Laptop)
17%
Web(Desktop/Laptop)
16%
8 magazine.org
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Magazine Media 360o First Quarter PerformanceMobile Web
Total Mobile Web Audience
230,152,000
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.
Total Mobile Web Audience
385,733,000
Q1 2015Total BrandAudience
Monthly Average
Q1 2014Total BrandAudience
Monthly Average Mobile Web
15%Mobile Web
22%
magazine.org
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Magazine Media 360o First Quarter PerformanceVideo
Total Video Audience
31,843,000
Video Audience Growth +14.4%Sources: comScore Video Metrix or Nielsen VideoCensus; unique viewers; Jan.–Mar. 2015 and Jan.–Mar. 2014; U.S.
Total Video Audience
36,777,000
Q1 2015Total BrandAudience
Monthly Average
Q1 2014Total BrandAudience
Monthly Average
2% Video
2% Video
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The following pages present editorial category performance (both totalmagazine media brand audience growth as well as platform/format mix) for January–March 2014 and January–March 2015 for the followingcategories:
• epicurean • shelter• health and fitness • travel• men’s fashion • women’s fashion• newsweeklies
Magazine Media 360o
Category Performance
magazine.org
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Web(Desktop/Laptop)
25%
Mobile Web
24%
Web(Desktop/Laptop)
21%
Mobile Web
32%
d
Print+Digital Editions
50%
Print+Digital Editions
46%
Q1 2014
139.9 MMonthly Average
1% Video 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.
Q1 2015
168.1 MMonthly Average
Magazine Media 360o First Quarter PerformanceEpicurean Category
12 magazine.org
MPA-FACTbook2015-f1B 5/6/15 2:56 PM Page 13
Category Growth +9.9%
Print+Digital Editions
61%
<1% Video
Web(Desktop/Laptop)
16%
Mobile Web
16%
Web(Desktop/Laptop)
14%
Mobile Web
25%
Print+Digital Editions
68%
Video <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.
Q1 2014
102.6 MMonthly Average
Q1 2015
112.7 MMonthly Average
Magazine Media 360o First Quarter PerformanceHealth and Fitness Category
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Category Growth +14.0%
Print+Digital Editions
54%
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.
4% Video
Web(Desktop/Laptop)
21%
Mobile Web
18%
Web(Desktop/Laptop)
17%
Mobile Web
24%
Print+Digital Editions
57%
Video 5%
Q1 2015
21.3 MMonthly Average
Q1 2014
18.7 MMonthly Average
Magazine Media 360o First Quarter PerformanceMen’s Fashion and Grooming Category
14 magazine.org
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Category Growth +12.1%
Print+Digital Editions
42%
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.
3% Video
Web((Desktop/Laptop)
27%
Mobile Web
23%
Web(Desktop/Laptop)
21%
Mobile Web
32%
Print+Digital Editions
47%
Video 5%
Q1 2015
240.1 MMonthly Average
Q1 2014
214.2 MMonthly Average
Magazine Media 360o First Quarter PerformanceNewsweeklies Category
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Category Growth +12.8%
Print+Digital Editions
76%
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.
1% Video
Web(Desktop/Laptop)
9%
Mobile Web
9%
Web(Desktop/Laptop)
10%
Mobile Web
14%
Print+Digital Editions
81%
<1% Video
Q1 2014
160.1 MMonthly Average
Q1 2015
180.5 MMonthly Average
Magazine Media 360o First Quarter PerformanceShelter Category
16 magazine.org
MPA-FACTbook2015-f1B 5/6/15 2:56 PM Page 17
Category Growth +11.4%
Print+Digital Editions
85%
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.
Web(Desktop/Laptop)
7%
Mobile Web
4%
<1% Video
Web(Desktop/Laptop)
7%
Mobile Web
8%
<1% Video
Print+Digital Editions
89%
Q1 2014
27.2 MMonthly Average
Q1 2015
30.3 MMonthly Average
Magazine Media 360o First Quarter PerformanceTravel Category
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Category Growth +15.0%
Print+Digital Editions
67%
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.
Web(Desktop/Laptop)
12%
Mobile Web
11%
Web(Desktop/Laptop)
12%
Mobile Web
19%
Print+Digital Editions
75%
2% Video
2% Video
Q1 2014
89.1 MMonthly Average
Q1 2015
102.4 MMonthly Average
Magazine Media 360o First Quarter PerformanceWomen’s Fashion Category
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In November 2014, MPA began releasing The MPA Magazine Media 360o 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
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.”
Social Media Report
magazine.org
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135116
51
23
330
(mill
ions
)
Facebook Twitter Google+ Instagram Pinterest
Total Magazine Media Industry Likes/Followers by Social Network(as of March 31, 2015)
D ATA P R O V I D E D B Y
Social Network Share of Total Magazine Media Industry Likes/Followers
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 pagelikes/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 weremeasured 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 thatparticular 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.
53.8% 18.4%
17.3%
6.6%
3.9%
51.4% 18.9%
8.0%
3.8%
December 31,
2014March 31,
2015 17.9%
F IRST QUARTE RSocial Media Report
magazine.org
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10.3 10.2
6.9
0.8
7.6
(mill
ions
)
Facebook Twitter Google+ Instagram Pinterest
Google+
3.7%
2.5%
9.8%
10.3%
18.2%
D ATA P R O V I D E D B Y
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 pagelikes/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 weremeasured 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 thatparticular 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.
Growth in Number of MagazineMedia Industry Likes/Followers by Social Network (First Quarter 2015)
% Growth in Number of Magazine MediaIndustry Likes/Followers by Social Network(First Quarter 2015)
F IRST QUARTE RSocial Media Report
magazine.org
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TOTAL MAGAZINEMEDIA INDUSTRY
% Share by Network by Editorial Category, March 2015
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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D ATA P R O V I D E D B Y
F IRST QUARTE RSocial Media Report
magazine.org
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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.
Magazine Media USP
‘
magazine.org
MPA-FACTbook2015-f1B 5/6/15 2:56 PM Page 24
Net audience for magazine
print anddigital editions is growing
2012 2013 2014
210.7
214.1
215.7
Total 18+ magazine media audience 2012 – 2014Note: Measured magazine titles excluding Sunday magazines.
Source: GfK MRI, Fall 2012–2014.
/200 million
in m
illio
ns
25
Dem
and
/Rea
ch
magazine.org
MPA-FACTbook2015-f1B 5/6/15 2:56 PM Page 25
Percentage ofAmerican adultswho read digital
edition magazineshas more than
quadrupled over the past 3 years
26
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and
/Rea
ch
Percent of total adults 18+ who read digital edition magazines 2011 – 2014Note: Measured magazine titles excluding Sunday magazines.Source: GfK MRI, Fall 2011–2014.
20111.4%
20124.1%
20135.4%
20146.0%
magazine.org
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Magazine brand apps are top sellersin key iPad categories
Top-grossing iPad apps as of January 2015
Lifestyle 1 O, The Oprah Magazine
2 Cosmopolitan
3 Crestron Mobile Pro G
4 Martha Stewart Living
5 Real Simple
6 People StyleWatch
7 Reader’s Digest
8 Glamour
9 Better Homes and Gardens
10 GQ
11 Architectural Digest
12 Quiltmania
13 Elle
14 HGTV Magazine
15 InStyle
Source: iTunes, iPad App Store, January 2015
Health & Fitness1 Men’s Health
2 Weight Watchers Mobile
3 Self
4 Lose It!
5 Runner’s World
6 Yoga Studio
7 Food Diary and Calories Tracker
8 Men’s Fitness
9 PostureScreen
10 Shape
11 DailyBurn
12 Prevention
13 Jillian Michaels
14 Weight Watchers
15 Fitness Magazine
Food & Drink1 Cook’s Illustrated
2 Food & Wine
3 Food Network Magazine
4 Taste of Home
5 Nom Nom Paleo
6 Bon Appétit
7 Whisky Magazine
8 Gourmet Traveller
9 Joy of Cooking
10 Wine Spectator
11 Panna
12 Modernist Cuisine at Home
13 Fine Cooking
14 Jamie Oliver’s Recipes
15 Cooking Light
27
Dem
and
/Rea
ch
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Dem
and
/Rea
ch
166123
13866
14782
10684
11395
18887
19598
14544
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 primetimeprograms). 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
Gross ratings points (GRPs) of the top 25 print magazines and primetime TV programsadults 18+
adults 18–34
adults 18–49
men 18–49
men 18–49 HHI $75K+
women 18–49
women 18–49 HHI $75K+
teens 12–17
print magazines
primetime TVThe top 25 printmagazines reachmore adults and
teens than the top 25 primetime
TV programs
magazine.org
MPA-FACTbook2015-f1B 5/6/15 2:56 PM Page 28
91%of adults
94%of those under 35
95%of those under 25
Read magazine editions in the last six months(includes approx. 3% digital editions)
Base: U.S. adults 18+.Source: GfK MRI, Fall 2014.
Americans of all ages read printmagazines—especially younger adults
29
Dem
and
/Rea
ch
magazine.org
MPA-FACTbook2015-f1B 5/6/15 2:56 PM Page 29
Digital edition magazine reader profilepercent index
men 51% 107
women 49 94
age
18–24 22% 174
25–34 26 148
35–44 23 137
45–54 15 80
55+ 14 41
annual household income
less than $75,000 43% 72
$75,000–$149,999 37 130
$150,000+ 20 169
education level
high school graduate or less 25% 59
some college 34 116
college graduate+ 41 143
Percent of total digital magazine readers indexed against U.S. adults 18+.Source: GfK MRI, Fall 2014.
Digital editionmagazine
readersare young, educated
and upscale
30
Dem
and
/Rea
ch
magazine.org
MPA-FACTbook2015-f1B 5/6/15 2:56 PM Page 30
31
Dem
and
/Rea
ch
Print magazine readership by agetotal under 25 under 35 35+ 50+
issues read in past month 9.3 9.6 9.5 9.2 9.0
index 100 103 102 99 97
heavy magazine readers–top quintile 20.0 21.8 21.0 19.6 18.9
index 100 109 105 98 94
Base: U.S. adults 18+.Source: GfK MRI, Fall 2014.
Younger adults are the heaviestconsumers of print magazines
30 magazine.org
MPA-FACTbook2015-f1B 5/6/15 2:56 PM Page 31
32
Dem
and
/Rea
ch
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 anaverage of 9.5 print magazine issues per month, close to the U.S. average.
Hispanic-American adults read an average of 9.8 print magazineissues per month, slightly higherthan the average number of issues for all U.S. adults.
Source: GfK MRI, Fall 2014.
Magazine media readership is diverse
90% African-American adults
88% Asian-American adults
86% Hispanic-American adults
Read magazine media in the last six months (print and digital editions)
magazine.org
MPA-FACTbook2015-f1B 5/6/15 2:56 PM Page 32
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
*Includes internet magazine activity.Index: Top quintile of users of each medium vs. adults 18+.Source: Kantar Media, MARS Consumer Health Study, 2014.
Magazine media readers are the most active consumers
33
Dem
and
/Rea
ch
magazine.org
MPA-FACTbook2015-f1B 5/6/15 2:56 PM Page 33
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.
52
46
12
8
2
print internet* newspapers radio TVmagazines
Print magazines rank #1or #2
in reachinginfluential consumers
34
Dem
and
/Rea
ch
magazine.org
MPA-FACTbook2015-f1B 5/6/15 2:56 PM Page 34
35
Dem
and
/Rea
ch
Readership builds long after publication
weeks from on-sale date weeklies monthlies
Print magazine audience accumulation over time
0
20
40
60
80
100
-1 on-sale 1 2 3 4 5 6 7 8 9 10 date
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.
pe
rce
nt
of
aud
ien
ce
magazine.org
MPA-FACTbook2015-f1B 5/6/15 2:56 PM Page 35
36
Dem
and
/Rea
ch
Print magazine readershipincreases with income
HHI $75K–$149,999 (index)
*Includes internet magazine activity.Index: Top quintile of users of each medium vs. adults 18+.Source: GfK MRI, Fall 2014.
136
122
42
81
119
106
108
64
99
98
HHI $150K+ (index)
print magazines
internet*
TV
radio
newspapers
magazine.org
MPA-FACTbook2015-f1B 5/6/15 2:56 PM Page 36
Magazine media are more trusted, inspiring and influential than other media
37
Ad
Env
iro
nmen
t
magazine ad-supported(index) media websites 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
Note: Data for each medium based on levels of agreement with the above statements for a set of vehicles used byeach individual in each medium.Index: Percentage of purchase influencers within the household for each medium vs. percentage of purchase influencerswithin 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
MPA-FACTbook2015-f1B 5/6/15 2:56 PM Page 37
Magazinemedia
provide a morepositive
environment for advertisers
than other media
1139795
1109897
10910490
10810096
10692
106
10697
100
Appropriateness of description for each medium (index)
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.
ad attention / receptivity
inspirational
life-enhancing
trustworthy
personal time-out
social interaction
magazine media
websites
TV
38
Ad
Env
iro
nmen
t
magazine.org
MPA-FACTbook2015-f1B 5/6/15 2:56 PM Page 38
Average sales lift
+11%
+17%
+4%
+7%
+11%
FOODbaked goodsbutter substitutecandycoffeecookiesfrozen entréejuicelunch kitkids’ juicelunch meatmargarinepastapasta sauceportable juicerefrigerated chickensalad dressingsandwich spreadsouptea
BEAUTYanti-agingbar soapbody washlipsticklotionmoisturizersun care
HH GOODSair freshenerliquid soaptoilet paper
OTHERfeminine carehome retailmouthwashnasal decongestantpet foodpet care
$7.80 $6.07 $4.59 $9.37 $7.45
FO
OD
BE
AU
TY
HH
GO
OD
S
OT
HE
R
ALL
CA
MPA
IGN
S
Average ROI perdollar spent on
magazine campaign >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.
Advertising in magazine mediaincreases sales
39
Ad
Env
iro
nmen
t
Households exposed to themagazine media campaignspent significantly more thanthose not exposed (test vs.control). Positive ROI for allbrands ranged from $1.59 to$19.99 incremental for everymedia dollar spent.
Average ROI: $7.45Campaign period: 2009–2015
magazine.org
MPA-FACTbook2015-f1B 5/6/15 2:56 PM Page 39
40
Ad
Env
iro
nmen
t
Among affluent consumers,advertising
in print and digital magazines attracts the most interest
Considerable or some interest in any advertising seen or heard (past 30 days)
HHI $75K+ 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
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.
Affluent consumers who saw advertising in print or digital magazines expressed
greater interest in that advertising than thosewho saw advertising in other media.
magazine.org
MPA-FACTbook2015-f1B 5/6/15 2:56 PM Page 40
41
Ad
Env
iro
nmen
t
Printanddigitaledition magazine contentis deeply engaging
Average time spent per issue:
*Subscribers/newsstand buyers and other members of their households.
Source: GfK MRI, Special Tabulators, Fall 2014.
53.1 minutesprimary print readers*
54.3 minutesdigital edition readers
40 magazine.org
MPA-FACTbook2015-f1B 5/6/15 2:56 PM Page 41
42
Ad
Env
iro
nmen
t
brand favorability
Average brand lift due to exposureData is Delta. Delta=Exposed - Control
Number of respondents: magazine n=69,877; online n=188,872; TV n=136,217Source: InsightExpress, 2014.
pri
nt m
agaz
ines
onlin
e
TV
9%
4%
7%
4%
8%
7%
6%
3%
5%
brand purchase intent brand ad awareness
Brands that advertise in
print magazines achieve higher
brand favorability,purchase intent,
and ad awarenessthan they do
online or on TV
magazine.org
MPA-FACTbook2015-f1B 5/6/15 2:56 PM Page 42
43
Ad
Env
iro
nmen
t
Magazine media generatemore positive emotions than other media
Share of gross half hours when emotion was experienced (percent)
Half hours when each print digital radio/medium was used magazines magazines TV 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+Excluding digital magazines.Source: RealityMine USA TouchPoints, 2014.
When people read print or
digital magazines, they are much morelikely to be happy,confident, excited
and hopeful than during the
times they spendwith other media
magazine.org
MPA-FACTbook2015-f1B 5/6/15 2:56 PM Page 43
44
Ad
Env
iro
nmen
t
Increasedexposure
to print magazine ads
improvesadvertiser metrics
Lift (percent)
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.
brand favorability
purchase intent
print ad awareness
brand awareness
7
20
16
10
12
14
13
1–2 3–4 5+
8
5
17
exposures
magazine.org
MPA-FACTbook2015-f1B 5/6/15 2:56 PM Page 44
Magazine media adsraise TV viewership
Ads for a new situation comedy ran in
eight Meredith titles. Program ratings of
Meredith subscribers in the Nielsen
People Meter Panel were significantly
higher than those for a control group of
non-subscribers in the panel.
Live+3 ratings for persons 18–49
Meredith controlsubscribers group* lift
premiere episode 5.3 5.0 +6%
second episode 4.2 2.9 +44%
*Control Group=Nielsen People Meter Panelists with demographiccharacteristics and prior viewing behavior similar to those of subscribers.Source: Meredith Corp. and the Nielsen Company, 2014.
45
Ad
Env
iro
nmen
t
magazine.org
MPA-FACTbook2015-f1B 5/6/15 2:56 PM Page 45
magazine ad-supported(index) media websites 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
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 influencerswithin 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.
46
Ad
Env
iro
nmen
t
Magazine media ads are valuedmore than ads in other media
magazine.org
MPA-FACTbook2015-f1B 5/6/15 2:56 PM Page 46
47
Ad
Env
iro
nmen
t
Impact of print magazine advertisingnoted action taken
all ads 52% 61%
AD SIZE
multiple pages (excluding spreads) 68 61
gatefold ads 63 60
spread 54 60
full page 51 61
half page 44 65
third page 43 65
less than half page 43 65
COLOR
four color 52 61
black and white 39 59
PREMIUM POSITION
inside front cover 75 60
inside back cover 60 61
back cover 63 61
adjacent to table of contents 58 60
Source: GfK MRI Starch Advertising Research, July 2013– June 2014.
Print magazine
advertising works
regardless ofad size orplacement
magazine.org
MPA-FACTbook2015-f1B 5/6/15 2:56 PM Page 47
Advertising effectiveness by position
noted 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
Note: Includes all ads, size/color and cover positions.Source: GfK MRI Starch, July 2013– June 2014.
Action taken includes:• have a more favorable opinion about the advertiser
• 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
• purchase the product or service
• clip or save the ad
• visit or plan to visit a dealership
Source: GfK MRI Starch.
48
Ad
Env
iro
nmen
t
Print magazine advertising inspires action
magazine.org
MPA-FACTbook2015-f1B 5/6/15 2:56 PM Page 48
49
Infl
uenc
e/I
mp
act
12611891
107112
11913978
10481
11811079
100109
117105104115101
113102101106108
11210696
103101
Trusted recommenders among heavy media users (index)
*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.
finance
technology
vacation travel
automotive
healthcare
food
print magazines
internet*
TVradio
newspapers
Trusted recommenders
across productcategories are
heavy printmagazine readers
magazine.org
MPA-FACTbook2015-f1B 5/6/15 2:56 PM Page 49
Categoryinfluentials
are heavyprint magazine
readers
14313483
10171
15014293
11268
13412374
112116
13011561
116113
Category influentials among heavy media users (index)
*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.
fashion–clothes
beauty
household furnishings
sporting equipment
print magazines
internet*
TV
radio
newspapers
50
Infl
uenc
e/I
mp
act
magazine.org
MPA-FACTbook2015-f1B 5/6/15 2:56 PM Page 50
*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.
Among new vehicle buyers, heavy print magazine readersare more affluent and more likely to buy premium makes (index)
122985677
1131046386
1071057092
1051037697
HHI $200,000+
HHI $150,000+
HHI $100,000+
HHI $80,000+
bought premium brand vehicle
1381068180
print magazines
internet*
TV
radio
Print magazinesdrive automotivegrowth–especially
at the top end of the market
Heavy print magazine readersaccounted for $82 billion
in annual automotive sales.Source: JD Power Automotive Media and
Marketing Report, Summer 2014.
51
Infl
uenc
e/I
mp
act
magazine.org
MPA-FACTbook2015-f1B 5/6/15 2:56 PM Page 51
Heavy print magazine readers are most likely to purchase or lease vehicles
52
Infl
uenc
e/I
mp
act
142126121108
82
131108122131
80
12292
105110
83
120114
97117
88
Very likely to purchase/lease among heavymedia users (index)
*Includes internet magazine activity.Index: Top quintile of users of each medium vs. adults 18+.Source: GfK MRI, Spring 2014.
motorcycle
2-door car
sport utility vehicle
4-door car
print magazines
internet*
TV
radionewspapers
Print magazines deliver consumers with the highest auto purchase intent (index)
Very/somewhat likely to buy a new car in the next 12 months
printmagazines 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.
magazine.org
MPA-FACTbook2015-f1B 5/6/15 2:56 PM Page 52
Print magazine readers are most likely to buy entertainment goods and services
Entertainment activities among heavy media users (index)
printmagazines 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
*Includes internet magazine activity.Index: Top quintile of users of each medium vs. adults 18+.Source: GfK MRI, Spring 2014.
53
Infl
uenc
e/I
mp
act
52 magazine.org
MPA-FACTbook2015-f1B 5/6/15 2:56 PM Page 53
plan to open or move a non-retirement account
household used a private banker
household used a full-service broker
plan to invest in stocks, mutual funds, etc.
household used a financial planner
168
117
106
92
145
97
102
115
132
95
109
114
118
115
99
116
117
92
111
113
In the past 12 months/next 12 months (index)
print magazines
internet*
TV
radio
*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.
54
Infl
uenc
e/I
mp
act
Affluent and active investors are heavy
print magazine readers
Total value of household’s financial accounts/liquid assets (index)
printmagazines internet* TV radio
$750K+ 129 90 107 111
$500K+ 121 94 109 108
$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.
magazine.org
MPA-FACTbook2015-f1B 5/6/15 2:56 PM Page 54
55
Infl
uenc
e/I
mp
act
13411313311898
12411995
10283
11911598
109101
11711190
105103
Category influential consumers for food purchasesamong heavy media users (index)
*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.
soft drinks
snacks
grocery shopping
cooking
print magazines
internet*
TV
radionewspapersFood
influencersread printmagazines
magazine.org
MPA-FACTbook2015-f1B 5/6/15 2:56 PM Page 55
56
Infl
uenc
e/I
mp
act
118117549491
11411072
101106
11311293
108107
109119529592
Category influential consumers for healthcare categories among heavy media users (index)
*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.
print magazines
internet*
radio
newspapers
TV
physical fitness
healthcare
prescription drugs
healthy lifestyle
Print magazines
excel in reachinginfluential
consumers inhealthcare
magazine.org
MPA-FACTbook2015-f1B 5/6/15 2:56 PM Page 56
57
Infl
uenc
e/I
mp
act
Agreement with statements and opinions about pharmaceuticals and healthcare (index)
magazine media internet TV radio newspapers
Pharmaceutical advertisements make me more knowledgeable about medicines 153 90 112 91 112
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 samplethat 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
*Includes internet magazine activity.Index: Top quintile of users of each medium vs. adults 18+.Source: Kantar Media, MARS Consumer Health Study, 2014.
Heavy print readers are the most informed andengaged healthcare/pharma customers
magazine.org
MPA-FACTbook2015-f1B 5/6/15 2:56 PM Page 57
58
Infl
uenc
e/I
mp
act
Actions taken in the last 12 months as a result of healthcare advertising (index)
magazine media internet* TV radio newspapers
returned a free sample card 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
*Includes internet magazine activity.Index: Top quintile of users of each medium vs. adults 18+.Source: Kantar Media, MARS Consumer Health Study, 2014.
Magazine media advertising is #1in drivingconsumer healthcare actions
magazine.org
MPA-FACTbook2015-f1B 5/6/15 2:56 PM Page 58
59
Infl
uenc
e/I
mp
act
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)
magazine media internet* TV radio newspapers
coupon offer downloaded/emailed from the drug company website 160 132 112 147 135
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
*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.
Viewers of healthcare ads in magazinemedia are most likely to take action
magazine.org
MPA-FACTbook2015-f1B 5/6/15 2:56 PM Page 59
60
Infl
uenc
e/I
mp
act
Print magazine readers are topspenderson home remodeling and decorating
Home improvement spending among affluent heavy media users (index)
printmagazines 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
*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
MPA-FACTbook2015-f1B 5/6/15 2:56 PM Page 60
Print magazinereaders are
super influencers in home
furnishings andremodeling
61
Infl
uenc
e/I
mp
act
14312871
107120
13512559
12090
13012086
123126
1098968
11496
Super influential consumers for home improvement purchases among heavy media users (index)
*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 peoplewho have great experience in this topic, whose advice on this topic is trusted by friendsand family members and who recommend products or services on this topic to others.Source: GfK MRI, Spring 2014.
household furnishings
interior decorating
gardening
home remodeling
print magazines
internet*
TV
radio
newspapers
magazine.org
MPA-FACTbook2015-f1B 5/6/15 2:56 PM Page 61
Print magazine readers are most likely touse home improvement professionals and
remodel or redecorate home/garden
Home improvement activity among affluent heavyusers of media (index)
printin the past 12 months... 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
in the next 12 months...
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
*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.
62
Infl
uenc
e/I
mp
act
magazine.org
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63
Infl
uenc
e/I
mp
act
Luxury goods category influencers and
buyers are heavy print magazine readers
208139133161
177145104134
174112128137
170152120131
162114120132
156103124124
Luxury goods spending among affluent heavy media users in past year (index)
$1,000+ watches
$10,000+ apparel and accessories
$3,000+ fine watches, fine jewelry
$2,000+ skin care/cosmetics/fragrance
$1,000+ fine watches, fine jewelry
$1,000+ fine jewelry
*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
Luxury goods category influencers amongheavy media users (index)
print news-magazines internet* TV radio papers
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 eachmedium among adults 18+ with HHI $50K+ vs. percentage of category influentialsamong all adults 18+ with HHI $50K+. Category influentials are defined as peoplewho have great experience in this topic and whose advice on this topic is trustedby friends and family members.Source: GfK MRI, Spring 2014.
magazine.org
MPA-FACTbook2015-f1B 5/6/15 2:56 PM Page 63
Heavy printmagazinereadersare tech
influencers—second only
to online
128
173
72
104
91
127
165
65
107
76
119
168
72
109
93
Super influential consumers for technology purchases among heavy media users (index)
*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 peoplewho have great experience in this topic, whose advice on this topic is trusted by friendsand family members and who recommend products or services on this topic to others.Source: GfK MRI, Spring 2014.
new technology
mobile phones
home electronics
print magazines
internet*
TV
radio
newspapers
64
Infl
uenc
e/I
mp
act
magazine.org
MPA-FACTbook2015-f1B 5/6/15 2:56 PM Page 64
Print magazine readers are active,
affluent andinfluential travelers
11611479
102108
11611092
10190
1111049598
102
10810886
102102
Travel charactistics of heavy media users (index)
very/somewhat likely next 12 months: vacation abroad
agree completely/somewhat: others ask my advice about vacation travel
very/somewhat likely next 12 months: take a cruise (2+ days)
very/somewhat likely next 12 months: vacation in the U.S.+
*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.
print magazines
internet*
TV
radionewspapers
65
Infl
uenc
e/I
mp
act
Affluent heavy print magazine readers arebig spenders on travel (index)
amount spent on vacations printin past 12 months magazines internet* TV radio
$10,000+ within U.S. 144 114 106 108
$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.
magazine.org
MPA-FACTbook2015-f1B 5/6/15 2:56 PM Page 65
66
Infl
uenc
e/I
mp
act
Heavy print magazine readersare most likely
to travel
142133115106
13911886
105
133127110125
130112114107
130102124120
120116100105
Travel habits of 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.
print magazines
internet*
TV
radio
took five or more airline trips for domestic vacations in past year
travel to Europe in the past three years
belong to hotel frequent traveler program
travel to any island in the Atlantic or Caribbean in past 3 years
took a cruise of 7–14 days in past three years
belong to airline frequent flyer program
Travel intentions among heavy users of media (index)Intended destinations very likely next 12 months
print news-magazines internet* TV radio papers
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.
magazine.org
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Magazinebrandsendure
More than 180 printmagazines have thrivedfor more than 50 years(only 13 TV programs can say the same)
67print magazines have flourished for more than 100 yearsSource: MPA Info Center, MediaFinder.com, Serial Solutions, Ulrich’s Web, Museum of Broadcast Communications; 2015 data.
67
Mag
azin
e B
rand
Vit
alit
y
magazine.org
MPA-FACTbook2015-f1B 5/6/15 2:56 PM Page 67
Print magazine
brandsincreased
in 2014 Mag
azin
e B
rand
Vit
alit
y
68
Number of U.S. consumer printmagazines 2004–20142014 — 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
2005 — 6,325
2004 — 7,188Source: National Directory of Magazines/Mediafinder.com, 2015.
magazine.org
MPA-FACTbook2015-f1B 5/6/15 2:56 PM Page 68
U.S. print magazine launches by category (2014)
39 special interest/lifestyle
19 metropolitan/regional/state
19 popular culture
15 crafts/games/hobbies/models
10 children’s
9 art/antiques
9 sports
7 fashion/beauty
7 gay/lesbian
7 health
6 home/home services
6 literary/reviews
5 automotive
5 epicurean
5 science/technology
4 camping/outdoors
4 comic/comic tech
4 ethnic
4 fishing and hunting
4 fitness
4 lifestyles
4 military/naval
4 political/sociological topics
4 travel
3 bridal
3 men’s
3 music
3 pets
3 sex
2 photography
2 teen
1 aviation
1 entertainment
1 equine
1 gaming
1 gardening
1 motorcycles
1 religious
1 TV, radio, communications
231 new print
brandslaunched in 2014
69
Mag
azin
e B
rand
Vit
alit
y
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.
Mag
azin
e B
rand
Vit
alit
y
68 magazine.org
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70
Mag
azin
e B
rand
Vit
alit
y
Affirming the value of print, leading digital businesses launch print magazines
Paperless Post
airbnb c |net
WebMD
magazine.org
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71
Mag
azin
e B
rand
Vit
alit
y
Affirming the value of print, leading digital businesses launch print magazines
Net-A-Porter
Angie’s List Politico
Uber
magazine.org
MPA-FACTbook2015-f1B 5/6/15 2:56 PM Page 71
Note: Sunday magazines excluded. Source: PIB® and Kantar Media, data as of January 2015.
72
Leading marketers invest in print magazines2014 top 50 marketers’ print magazine rate card reported spend: $6,825,758,887
Mag
azin
e B
rand
Vit
alit
y
1 L Oréal SA (in thousands) $ 837,7582 Procter & Gamble Co 774,7363 Pfizer Inc 367,2484 LVMH Moët Hennessy Louis Vuitton SA 291,0955 Johnson & Johnson 233,2726 Unilever 223,4017 Mars Inc 189,4568 Berkshire Hathaway Inc 183,5749 Joh A Benckiser Gmbh 177,645
10 Kellogg Co 161,08611 Kraft Foods Group Inc 155,54212 Estée Lauder Cosmetics Inc 155,22413 Toyota Motor Corp 151,30914 Allergan Inc 137,01815 Merck & Co Inc 127,16216 Reynolds American Inc 121,13717 Nestlé SA 120,38618 General Motors Corp 110,94019 Revlon Inc 97,88220 Chanel SA 96,61721 Energizer Holdings Inc 93,28522 Eli Lilly & Co 93,30323 Kering SA 84,03924 Church & Dwight Co Inc 83,53725 Comcast Corp 82,559
26 Cambell Soup Co 79,69927 Amazon.com Inc 77,58228 AstraZeneca Plc 74,89429 Target Corp 74,81530 Walt Disney Co 74,23031 Pepsico Inc 73,23032 Macys Inc 73,18933 Phillips-Van Heusen Corp 72,56234 VF Corp 72,20735 Clorox Co 72,17436 AT&T Inc 69,74837 Bradford Exchange Ltd 68,11038 Fiat Chrysler Automobiles NV 65,85239 Bose Corp 64,87040 Compagnie Financière Richemont AG 64,51541 Kao Corp 63,77842 Luxottica Group Spa 63,61043 Gap Inc 62,81444 Basic Research LLC 61,16345 MacNeil Automotive Products Ltd 60,82646 Lorillard Inc 59,92647 Bristol-Myers Squibb Co 58,64448 Kimberly-Clark Corp 58,39249 Mondelez International Inc 56,81350 Walmart Stores Inc 54,903
’
Apple Inc.
Carat
comScore, Inc.
DJG Marketing Services
Experian Marketing Services
GfK MRI, GfK MRI Starch
InsightExpress
Ipsos MediaCT
J.D. Power & Associates
Kantar Media, Kantar Media MARS
MediaFinder
Meredith Corporation
Museum of Broadcast Communications
Nielsen
Pew Research Center
Professor Samir Husni, Mrmagazine.com
Publishers Information Bureau® (PIB)
RealityMine, TouchPoints
Serial Solutions
Shullman Research Center
SocialFlow
Ulrich’s Web
MAGAZINE MEDIA FACTBOOK 2015Our thanks to the following for their research contribution:
magazine.org
MPA-FACTbook2015-f1B 5/6/15 2:56 PM Page 73
Ab
out
MPA
magazine.org
The MPA Information Center offers personalized research
services for MPA members, advertisers and their agencies.
The staff can provide data on historical trends, industry
statistics, news and much more.
Members can send requests to [email protected]
or make an appointment to visit the Information Center in
New York. Staff is available 9am to 5pm Eastern time,
Monday through Friday.
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.
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, increase
revenues and grow market share. Established
in 1919, MPA represents 265 domestic,
associate and international members. MPA
is headquartered in New York City, with a
government affairs office in Washington, D.C.
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