Biggest Lesson from Magazine Media 360°: Print Continues to Captivate Readers
Although the President and CEO of the Association of Magazine Media (MPA) Mary Berner has witnessed a massive rise in digital media -- from social to video and everything in between -- she still sees a robust print economy that remains relevant to all types of readers. Berner helped create Magazine Media 360° Brand Audience Report last September. The report shares audience growth numbers across all major media formats and has offered new insight into the kinds of content readers want most and what channels are driving the largest audiences. In the following interview, Berner shares what she's learned over the past year managing Magazine Media 360° and why print remains an attractive platform for readers.
At the Yale Publishing Course (YPC) in July, Berner will dive deeper into these topics and offer insight on ways the Magazine Media 360° report can benefit publishers' audience development strategies.
YPC is a week-long educational program that assembles a faculty of magazine industry leaders to share forward-looking strategies. Additional program details and registration information can be found here.
What important insights has MPA gained about the magazine media industry since launching Magazine Media 360°?
Magazine Media 360° was launched last September to capture consumer demand for magazine media across multiple platforms and formats -- a first for any media.
Before Magazine Media 360°, the narrative about "magazines," as defined by solely the print format, was consistently negative, and largely inaccurate. With Magazine Media 360°, we can confirm, with credible third-party data, that our relationships with consumers across multiple platforms and formats (including print) are strong, enduring, and expanding.
Why is it important to track audience across these platforms?
It is important because tracking the print format alone gives an incomplete -- and therefore inaccurate -- picture of consumer demand for magazine media. And in the wild west of omni-channel media, consumer demand is the essential indicator of an industry's ability to prosper in the future as well as the only comparable currency. So as we move through these early days of digital media, Magazine Media 360° puts structure around the measurement of the full magazine media audience, not only providing a true measure of the vitality of the industry and its individual players, but also laying the groundwork for the introduction of strategies and tools which promote long-term profitable growth.