The Association of Magazine Media

MPA – THE ASSOCIATION OF MAGAZINE MEDIA RELEASES 2016 BRAND AUDIENCE REPORT SHOWING THE LARGEST AND FASTEST GROWING MAGAZINE MEDIA BRANDS

February 14, 2017

ESPN The Magazine, People and Forbes Deliver the Largest Magazine Media Audiences

domino, The New Yorker and Harper’s Bazaar Show the Greatest Percentage of Growth

New Trend Analysis of Magazine Media 360° Presents a 29-Month Lookback

NEW YORK, NY (February 13, 2017) – MPA — The Association of Magazine Media released the Magazine Media 360° Brand Audience Report for calendar year 2016 today. The report confirms that audience demand for magazine media brands is increasing at a healthy pace across platforms and channels. This marks the 29th consecutive month that the Magazine Media 360° audience has increased versus a year ago.

The Brand Audience Report shows that total audience is up 6.4% over a year ago. Print+Digital continues to be the largest platform in the magazine media ecosystem, with Mobile sustaining its rapid growth rate. Nearly 80% of the brands reported showed Mobile Web growth, and 79% of those brands were up by either double- or triple-digit percentages. More than a quarter of the brands in the report grew their Mobile Unique Visitors by one million or more each.

The brands experiencing the largest average audiences and most growth for 2016 are:

Top 10 Magazine Brands

Total Magazine Media 360° Audience

Calendar Year 2016

 

Top 10 Magazine Brands

% Growth Total Audience

2016 vs 2015

Magazine Brand

Total Brand Audience

 

Magazine Brand

Total Brand Audience

ESPN The Magazine

101,360

 

domino

56%

People

79,614

 

The New Yorker

44%

Forbes

61,464

 

Harper's Bazaar

41%

Allrecipes

53,734

 

W

39%

Better Homes and Gardens

47,758

 

Esquire

38%

Time

46,849

 

Marie Claire

34%

AARP

45,034

 

Condé Nast Traveler

31%

National Geographic

37,308

 

Country Living

30%

Sports Illustrated

35,204

 

Forbes

30%

Cosmopolitan

33,173

 

Teen Vogue

29%

 

 

“For the first time, MPA has produced a Trend Analysis of Magazine Media 360°Audiences from launch through December 2016,” said Linda Thomas Brooks, president and CEO, MPA—The Association of Magazine Media. “This analysis shows that audiences of the printed and digital editions of magazine brands are not only the largest piece of the total audience pie, but they have unquestionably endured over the past two and a half years.”

The Trend Analysis of Magazine Media 360° shows that Mobile Web audiences are rapidly growing as the second largest platform. Video, while also growing by double-digit percentage rates, still remains the smallest platform. The only reported magazine media platform that has declined is Web (Desktop/Laptop) as consumers are spending more time on portable devices than computers.

“The key takeaway from this most recent analysis is that print still makes up the biggest portion of magazine media audiences, yet continued growth in mobile web means that the total audience continues to get bigger overall and reflects the multi-platform preferences of today’s readers,” Brooks added.

The complete Magazine Media 360° Brand Audience Report can be viewed 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 thirdparty providers and currently covers nearly 127 magazine media brands from 29 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 costfree measurement tool, Magazine Media 360°, which launched September 2014, marked the first time ever any media industry measured and communicated crossplatform 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 thirdparty 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 MPA

MPA – The Association of Magazine Media is the primary advocate and voice for the magazine media industry, driving thought leadership and gamechanging strategies to promote the industrys 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
8723732
Sruss@magazine.org

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