Increase in Traffic to Consumer Magazines’ Web Sites Outpaces Overall Internet Growth in Q4 2007
Magazine Publishers of America (MPA) announced this week that consumer magazines’ Web sites saw an 8.1-percent increase in unique monthly visitors, to 67.5 million, during the fourth quarter of 2007 over the same period in 2006. The increase is significant, according to MPA, as it is more than three times the rate of growth for the overall U.S. Internet audience, which rose 2.4 percent in the fourth quarter. The numbers come from MPA’s analysis of Nielsen Online data for 320 online consumer magazine brands.
“These figures illustrate the growing prominence of magazine brands online,” says Nina Link, president and chief executive officer of MPA. “Magazines have long been masters at attracting consumers to their print pages, and now they are doing the same for the Web audience, creating branded digital experiences through compelling content, innovative applications and robust communities. … It’s important to note that the surge in online traffic to magazine Web sites is taking place while readership of the core print brand has grown over the last several years.”
The analysis by MPA also showed that the average fourth quarter monthly reach for magazine We sites grew to 41.9 percent of the total U.S. Internet population, a 7.1-percent increase over fourth quarter 2006.