Survey Shows More Than 1 in 5 Mag Subscriptions Now Sold Online
Twenty-two percent of new magazine subscriptions among Magazine Publishers of America's (MPA) member titles originated from the Internet, according to a new MPA survey.
"Magazine publishers are smartly levering online marketing opportunities to expand their audience, grow readership and increase subscription revenues," said Nina Link, president and CEO of the MPA. "The Web is becoming the number one source for direct-to-publisher subscriptions for member magazines."
The MPA conducted an online survey among member magazines in spring 2009 covering 2008 actual sales and forecasted sales for 2009.
Other findings include:
- The Internet will represent 14 percent of total subscription sales (new and renewal) in 2009, up from 7 percent in 2006.
- Magazine-branded Web sites are the leading source of Internet subscriptions, representing 45 percent of sales.
- Other leading Internet sources include e-mail, cross selling, upsells, offline-to-online marketing, and third-party partnerships and affiliates
- Search-engine marketing represents a smaller source of subscriptions, but is growing rapidly.
- Subscriptions from Amazon.com are forecasted to increase 35 percent in 2009.