The Association of Magazine Media


June 8, 2017

Research Shares Results and Insights for Enthusiast Brands

NEW YORK, NY – June 8, 2017 – MPA – The Association of Magazine Media released its first-ever Financial Benchmarking Study for its independent magazine media brand members. The results were previewed at the annual IMAG conference in Marina Del Rey, California.

“The MPA’s IMAG community prides itself on sharing and learning from one another,” said Andy Clurman, President and CEO of Active Interest Media and Chair of the IMAG Financial Benchmarking Study. “As a board, we thought a benchmarking study would be the ideal way to provide member companies with key metrics to better understand how their performance compares to similar companies.”

The survey was conducted in the last quarter of 2016 by Mazars USA, a global accounting firm. Only open to members of the IMAG community, participants received two sets of detailed results: one for all respondents and one broken down by revenue tier. The aggregated results offer a view of all participating niche and enthusiast members, both single-brand and multi-brand companies. Participants were divided into tiers according to their overall revenue and then given a custom report to allow them to compare key metrics against similarly-sized companies in the same tier.

While the majority of the results are confidential to the participants, the survey did reveal that the general financial performance of enthusiast titles is steady. The majority of revenue comes from print products, with the rest split evenly between digital and other sources. Tier 4 companies, those with revenue over $100 million, rely the least on print, reflecting larger investments in digital, events, and e-commerce.

Highlights of the survey include:

  • The majority of enthusiast publishers do not plan on raising subscription rates or newsstand prices in the coming year.
  • Publishers will continue to recruit digital talent.
  • New product investments will be focused on sponsored content, new events and increased video content.
  • Leveraging digital products and platforms is a big opportunity for all tiers, with many focusing on video, mobile apps and online education, to name a few.

Overall, the opportunity to diversify is wide open for the independent publishers. For more information about the IMAG community, go to

About the IMAG Community

MPA – The Association of Magazine Media has carved out a community of independent publishers to facilitate peer-to-peer convening, sharing and learning. Fueled by the passionate interest of enthusiast audiences, IMAG brands produce world-class content that captures the attention and loyalty of consumers. These brands continue to build, expand and monetize audiences and assets across platforms and formats.

About MPA

MPA – The Association of Magazine Media is the primary advocate and voice for the publishing 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.



Elizabeth Tighe

Skye Rubel