Biggest Lesson from Magazine Media 360°: Print Continues to Captivate Readers
The Magazine Media 360° Brand Audience Report not only confirms the fact that overall magazine media audiences have been growing an average of over 10% per month, but also illustrates the increasing importance of digital platforms and formats to our consumers. Web, mobile web, and video represent 40% of magazine media's total gross audience, compared to 34% a year ago.
Are there significant differences between print audience vs. web vs. social audiences? Are these audiences looking for different kinds of content?
It depends largely on the brand. But more often than not, delivering content created specifically for a particular platform, through the lens of a magazine's "brand umbrella," has served to attract new audiences (often younger) to individual magazine brands.
In the first quarter of 2015 vs. 2014, magazine media mobile web audience grew over 65%, video audience growth is up more than 14%, and many of the brands are reporting that there is very little duplication with their print audience. Ditto with social media. Our Magazine Media 360° Social Media Report shows that magazine media consumers are enthusiastically interacting with their brands on social platforms.
Publishers are continuing to innovate around creating content for different channels because that is what their audiences want.
What trends are you seeing emerge in the industry?
Digital platforms and formats are increasingly important to our consumers, with print and digital edition audiences, while flat overall, representing a smaller part of the growing pie. The overall growth is coming from an expansion into mobile and video.
However, the total audience for print magazines is holding steady, and for over 10 years the number of print magazines has remained constant at 9,000 titles. Americans of all ages read print magazines -- especially younger adults. Counterintuitively, adults under 25 read more print magazines than adults over 25.