NEW YORK, NY (April 28, 2016) – MPA — The Association of Magazine Media released The Magazine Media 360° Brand Audience Report for March and the Social Media Report for first quarter 2016 today, showing that magazine media brands continue to deliver meaningful growth across platforms, engaging consumers in all formats, including social media. The Brand Audience Report, which uses data from leading third-party providers, reveals that the average audience for magazine brands grew to almost 1.9 billion as of March 31, 2016, a 7.6% increase year-over-year. The Social Media Report, which reports data collected by SocialFlow, shows that Likes and Followers total 900 million for the industry, up 4% over last quarter.
“Consumers of all ages have deep and passionate relationships with magazine media,” said Linda Thomas Brooks, president and CEO, MPA—The Association of Magazine Media. “As we continue to track and study readers’ behaviors across platforms and formats, we see the continued growth of consumer demand for—and engagement with—magazine media brands.”
Results from GfK MRI and Nielsen data show that the top ten magazines reach nearly double the audience of the top ten TV shows. According to data from Shareablee, magazines generate more social engagement than TV, radio, online media and newspapers.
“Magazine media produces more social actions than any other medium,” Thomas Brooks added. “That demonstrates just how engaged consumers are with these brands on platforms such as Facebook, Twitter and Instagram. Add to that the fact that top magazines reach vastly larger audiences than the top TV shows, you can see that audiences are growing from an already powerful position, as well as extending their fantastic reach with additional multiplatform audiences and social influence.”
While audiences for mobile web and video continue to grow in the double digits, web (desktop/laptop) showed notable growth for the first time in seven months, reaching more than 560 million users on this platform, a 6% increase.
The brands experiencing the largest audiences and most growth for the first quarter were:
|Top 10 Magazine Brands
Full Year 2015 Average Audience
As of March 31, 2016 (000)
|Top 10 Magazine Brands
Average Audience Growth
March 2016 vs. March 2015 % change
|Magazine Brand||Total Brand Audience||
|Magazine Brand||Total Brand Audience|
|ESPN The Magazine||102,611||Esquire||109.4%|
|Forbes||57,953||Town & Country||58.8%|
|Better Homes and Gardens||47,463||Harper's Bazaar||49.4%|
|AARP||45,503||Fit Pregnancy & Baby||44.6%|
|Bloomberg Businessweek||39,104||Popular Mechanics||39.9%|
The complete Brand Audience Report, which represents 95% of the reader universe, can be found at www.magazine.org.
Magazine media brands continue to be vastly popular on social media, especially Facebook, which holds nearly half the share. Twitter accounts for 20% of the magazine media social activity, however, the industry is seeing their Instagram followings continue to grow in the double-digits.
The brands with the largest social media presence are:
|Top 10 Magazine Brands|
|As of March 31, 2016|
|Magazine Brand||Combined Networks|
|ESPN The Magazine||53,988,174|
|National Geographic Magazine||20,386,603|
|National Geographic Traveler||15,116,901|
The full Social Media Report can be found at www.magazine.org
About Magazine Media 360°
Magazine Media 360° is a new industry metric that captures demand for magazine media content by measuring audiences across multiple platforms and formats (including print+digital editions, websites and video) to provide a comprehensive and accurate picture of magazine media vitality. Magazine Media 360° uses data from leading third-party providers and currently covers approximately 140 magazine media brands from 33 companies, representing 95% of the reader universe. The data is released toward the end of each month at www.magazine.org in The MPA Magazine Media 360° Brand Audience Report. Created as a credible, consistent and cost-free measurement tool, Magazine Media 360°, which launched September 2014, marked the first time ever any media industry measured and communicated cross-platform consumer demand by brand. The Magazine Media 360° Social Media Report is released separately.
Magazine Media 360° Methodology
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 third-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.
About the MPA Magazine Media 360° Social Media Report
The MPA Magazine Media 360° Social Media Report captures consumer affiliation with magazine brands via social media platforms. The report includes social media statistics for approximately 220 magazine media brands from 36 companies. SocialFlow collects data for five key social media networks: Facebook, Twitter, Google+, Instagram and Pinterest.
SocialFlow is the next-generation enterprise social platform, built around the objective of gaining audience attention on social networks. As increasing quantities of content compete for consumer attention, publishers and their advertisers need more effective, data-driven approaches to their social publishing. SocialFlow dramatically improves the delivery of content to consumers’ feeds across multiple social networks, delivering significant increases in audience attention.
MPA – The Association of Magazine Media is the primary advocate and voice for the magazine media industry, driving thought leadership and game-changing strategies to promote the industry’s vitality and increase its revenues and market share. Established in 1919, MPA represents 200 domestic, associate and international members. MPA is headquartered in New York City, with a government affairs office in Washington, D.C.