The Association of Magazine Media

LATEST MAGAZINE MEDIA 360° BRAND AUDIENCE REPORT SHOWS MOBILE IS KEY DRIVER OF AUDIENCE GROWTH

November 2, 2016

Video Audiences Continue to Climb at a Significant Rate; Print Holds Steady

Facebook Dominates the Social Media Report with More Than Twice the
Magazine Media Audience of Twitter

NEW YORK, NY (November 2, 2016) – MPA — The Association of Magazine Media released the Magazine Media 360° Brand Audience Report for September and Social Media Report for the third quarter 2016 today, proving that audience demand for magazine media brands continues to expand across platforms and channels.

The Brand Audience Report, which shows that total audience is up 6.7% over a year ago, reveals that mobile web growth is the biggest indicator of overall audience growth. Of the 89 brands that experienced total audience growth, 83% of those brands increased their average mobile web audiences in September. Conversely, of the 43 brands whose total audience declined over the same period, 60% reported declines in mobile web audiences.

“While we are not surprised that mobile and video audiences are growing at a substantial rate, we find it noteworthy that growth—or lack of it—on the mobile web platform is a clear indicator of overall audience growth,” said Linda Thomas Brooks, president and CEO, MPA—The Association of Magazine Media.

As in prior reports, the video platform continues to grow by double digits. In this most recent report, 60% of the participating brands now generate reportable video audiences. Only 30% of the participating brands had reportable video data two years ago. The print platform, which includes digital editions, is holding steady with a slight 1.2% increase.

The Social Media Report reveals that while the Facebook growth rate is slowing (3.8% this quarter vs. 5.5% last quarter), it continues to dominate the other platforms. Facebook has 450 million Likes across magazine media brands, while Twitter has less than half the comparable Followers at 218 million. The most significant growth is coming from Instagram which added more new Followers (18 million) than Facebook added new Likes (17 million).

“We are particularly pleased that magazine media brands’ content plays such a significant role in engaging audiences on social media,” said Thomas Brooks. “And despite a barrage of new platforms and properties, we are delighted that consumers continue to demand print. Across the ecosystem, whether it be reading a print magazine, watching a video on a mobile device, or sharing a Facebook post, audiences are passionate about their favorite magazine media brands and committed to interactions on every platform.”

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

Top 10 Magazine Brands

Total Magazine Media 360° Audience

September 2016

 

Top 10 Magazine Brands

% Growth Total Audience

September 2016 vs Year Ago

Magazine Brand

Total Brand Audience

 

 

Magazine Brand

Total Brand Audience

1. ESPN The Magazine

 124,019

 

1. domino

84%

2. People

 80,051

 

2. The New Yorker

64%

3. Forbes

 63,769

 

3. W

60%

4. WebMD Magazine

 54,808

 

4. Marie Claire

59%

5. Allrecipes

 51,241

 

5. Country Living

44%

6. Time

 50,942

 

6. Forbes

43%

7. Better Homes and Gardens

 48,117

 

7. Backpacker

33%

8. AARP

 44,118

 

8. Food & Wine

32%

9. National Geographic

 38,502

 

9. Self

32%

10. Bloomberg Businessweek

 36,240

 

10. Teen Vogue

32%

 

The magazine media brands with the largest presence on social media are:

 

Top 10 Magazine Brands

5Network Total Likes / Followers

September 2016 vs June 2016

Magazine Brand

Combined Likes / Followers

1. National Geographic Magazine

        91,866,230

2. ESPN The Magazine

        59,728,608

3. National Geographic

        55,782,149

4. Vogue

        37,216,639

5. The Economist

        34,701,027

6. Time

        34,064,576

7. Playboy

        23,524,388

8. Forbes

        20,233,732

9. National Geographic Traveler

        19,635,353

10. People

        17,427,970

 

The complete Magazine Media 360° Brand Audience Report and Social Media Report can be found at www.magazine.org.

About Magazine Media 360°

Magazine Media 360° 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 nearly 132 magazine media brands from 31 companies, representing 95% of the reader universe. The data is released toward the end 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) or the Ipsos Affluent Survey USA as well as any or all of web (desktop/laptop), mobile web, and/or video as reported by comScore.

About the MPA Magazine Media 360° Social Media Report
The MPA Magazine Media 360° Social Media Report captures consumer affiliation with magazine brands via social media platforms. The report includes social media statistics for 200 magazine media brands from 36 companies. SocialFlow collects data for five key social media networks: Facebook, Twitter, Google+, Instagram and Pinterest.

About SocialFlow
SocialFlow is the next-generation enterprise social platform, built around the objective of gaining audience attention on social networks. As increasing quantities of content compete for consumer attention, publishers and their advertisers need more effective, data-driven approaches to their social publishing. SocialFlow dramatically improves the delivery of content to consumers’ feeds across multiple social networks, delivering significant increases in audience attention.

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