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Online Magazine Publishing Audiences Are on the Rise, MPA Says

Magazine Media 360° releases Q1 report for online magazine publishing across multiple platforms

The Association of Magazine Media (MPA) released its first-quarter 2015 Magazine Media 360° report, and the year-over-year data just keeps getting better for online magazine publishing companies.

The Audience Report recorded a 10.2% year-over-year increase in overall visits, and total traffic for digital magazines at 1.73 billion, up from 1.55 billion in the first quarter of 2014.

Mobile consumption skyrocketed 65.3% year-over-year, accounting for much of the surge in gross traffic. Print and desktop, meanwhile, saw minuscule growth, at .2% and .4%, respectively.

“With our first reported quarter-over-quarter results, The Magazine Media 360° Brand Audience Report validates the notion that consumers continue to deepen and broaden their engagement with magazine media brands across platforms and formats,” MPA President and CEO Mary G. Berner said in a statement.

“By capturing magazine media consumption in all channels, you get a clearer and more accurate picture of the robust demand for magazine media brands across the entire ecosystem.”

Consumers are telling us loud and clear what they want—are you listening? How much would you pay for that information? Download a copy of our 2018 Mequoda Magazine Consumer Study for FREE instead, to find out how you can improve your digital magazine rapport with subscribers.

Magazine Media 360° measures multiplatform publishing data from 145 magazine brands from over 30 online magazine publishing companies, representing 95% of overall readers.

The MPA cites sources including GfK MRI’s Survey of the American Consumer and TeenMark; comScore’s Media Metrix, Mobile Media Metrix, and Video Metrix; and Nielsen’s NetView, Mobile NetView, and VideoCensus.

Here’s how Magazine Media 360° defines the measurements:

Print+Digital: The unduplicated estimate of average issue readers, in thousands

Desktop/Laptop: The number of uniques, in thousands, that have visited a website on a desktop or laptop at least once in the specified reporting period

Mobile: The number of uniques, in thousands, that have visited a website via mobile device – including iOS and Android – at least one time during the reporting period

Video: Unique viewers, in thousands, who watched a video at least once during the reporting period via a player owned/operated by the publisher – regardless of where that video was viewed – and/or, if reported, through a separate, clearly branded channel.

Top 10 Magazine Brands, Q1 2015

Overall (Monthly Audience)

1. ESPN The Magazine (97,883,000)

2. People (82,038,000)

3. Better Homes and Gardens (49,909,000)

4. Forbes (46,215,000)

5. AARP The Magazine (44,275,000)

6. Allrecipes (43,654,000)

7. Time (43,581,000)

8. Sports Illustrated (39,058,000)

9. National Geographic (39,006,000)

10. AARP Bulletin (38,972,000)

In terms of categories, the top overall performers broke down like this:

Print+Digital: People, Better Homes and Gardens

Desktop/Laptop: ESPN the Magazine, Forbes

Mobile: ESPN the Magazine, People

Video: ESPN the Magazine, Bloomberg Businessweek

Growth (% Change)

1. HGTV Magazine (62%)

2. Wired (62%)

3. Playboy (61%)

4. Bon Appétit/Epicurious (50%)

5. OK! Magazine (48%)

6. New York Magazine (40%)

7. The Atlantic (38%)

8. Latina (38%)

9. Taste of Home (35%)

10. Essence (34%)

In terms of categories, the top growth performers broke down like this:

Print+Digital: AllRecipes, HGTV Magazine

Desktop/Laptop: Life & Style, OK! Magazine

Mobile: Playboy, Town & Country

Video: The New Yorker, Men’s Fitness 

How are your first-quarter 2015 numbers looking as compared to the same time period last year? Looking to give them a boost and capitalize on the multiplatform publishing trend with consultants who were doing it before it was cool? Download our free Multiplatform Publishing Strategy handbook and contact us with any questions!

To read more about its latest online magazine publishing report, visit the MPA.

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