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Hannah Park | Marketing Charts | Thu, 16 Mar 2017 13:30:03 +0000

Total magazine media audiences – measured across online and offline channels – grew by 6.4% year-over-year in 2016, exceeding 1.7 billion, according to a recent MPA report. Magazine brands’ video audiences showed the fastest growth, of 49.7%, followed by mobile web audiences, which grew by 24.9%.

Print and digital editions, for their part, maintained the largest average audience, but were stagnant in audience numbers, down by 0.4%. These editions accounted for a slight majority of the total audience (52.4%).

Research suggests that print magazine readership in the US has remained steady over the past couple of years, continuing to outnumber digital audiences.

Meanwhile, close to 8 in 10 brands tracked enjoyed increases in mobile web audiences, with more than three-quarters of those seeing growth in the double- or triple-digit percentages. Overall, mobile web audiences have grown to account for almost one-third (30.9%) of the total cross-platform magazine audience.

ESPN The Magazine sported the largest average audience of the year. Domino Media Group’s domino magazine saw the greatest growth in total audience with a 56% increase, followed by The New Yorker, which jumped by 44%.

About the Data: 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 thirdâ€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), GfK MRI’s Teenmark® or the Ipsos Affluent Survey USA as well as any or all of web (desktop/laptop), mobile web, and/or video as tracked by comScore or Nielsen Online.