Magazine Factbook

factbook13-f1B

8/9/13

10:29 AM

Page 1

powerful relationships that influence, inspire and endure

dual immersion in edit and ads extraordinary engagement positive ad receptivity

factbook13-f1B

8/9/13

10:29 AM

Page 2

Welcome to the 2013/2014 MPA Magazine Media Factbook. As publishers continue to innovate and experiment across print and digital, I am excited and optimistic about the future of our industry. This year’s Factbook shows that magazine media brands satisfy readers when, where and how they choose—and our expanded digital section helps prove it.

I am confident you’ll find our annual overview of magazine media facts, figures and trends both useful and enlightening—and I invite you to contact me with any questions, observations or good news. As I’ve said before, there’s never been a better time to be in the magazine media industry!

— Mary G. Berner

President and Chief Executive Officer, MPA — The Association of Magazine Media

MAGAZINE MEDIA USP Magazine media deliver powerful relationships that influence, inspire and endure. The magazine media brand experience is based on trusted editorial, complemented by relevant advertising. This dual immersion in edit and ads satisfies the interests and passions of millions of readers—when, where and how they choose. The reader’s commitment to this unique brand experience results in superior levels of ad receptivity, online search, purchase intent and extraordinary engagement in and sharing of both edit and ads.

powerful relationships 91% of all adults, 94% of adults under 35 and 96% of adults under 25 read print or digital magazines. —page 7 The top 25 print magazines reach far more adults and teens than the top 25 regularly scheduled primetime TV shows. —page 12 90% of college students read magazine media in the past month.

—page 22

Magazine readers are more likely than nonreaders to make online purchases. —page 23

Magazine media apps are top sellers in key iPad categories. —page 61 The digital-only magazine media audience grew 84% from spring 2012 to spring 2013.

—page 62

Since starting to read digital magazines, more than 25% say they have increased their reading time spent with magazine media. —page 69

influence, inspire and endure Magazines and magazine readers influence purchase decisions. —pages 14-15, 21-22, 26-30, 32-50

Across 60 product categories, magazines rank #1 or #2 among super influentials — more than any other medium.

—page 32

More than half of digital magazine consumers read or reread back issues. —page 78 Magazine media readers are extremely active social media users. —pages 79-81 More than 150 print magazine titles have thrived for more than 50 years; only 9 TV programs can say the same.

—page 84

2

dual immersion/superior ad receptivity Magazines outperform most other media in: fit with content, credibility, delivering valuable information and influencing purchase decisions. —pages 14 and 17 Print magazines are the most preferred place to look at advertising and rank #1 in commanding consumer attention and advertising acceptance. —page 16 Both print and digital readers take action as a result of magazine media ads. —page 72

extraordinary engagement in and sharing of edit and ads Print magazines are #1 in triggering QR code response. —page 24 Digital readers want to buy directly from magazine media ads (67%) and articles (62%). —page 72 Consumers are thoroughly engaged with magazine media across social networking platforms.

—pages 79-81

superior purchase intent/online search Magazine readers spend time and money online. —page 23 Magazine media advertising outperforms TV and online for critical purchase drivers. Viewing ad campaigns multiple times pushes awareness metrics even higher. —pages 26-27 Magazine advertising increases sales across key categories. —pages 28-29 Magazines deliver influential consumers who take action and influence purchases of friends and family. —pages 32-35, 37, 39-49

3

Magazine Media Factbook 2013/2014

TA B L E O F C O N T E N T S

Readership 7 8 9 10 11 12

Readership is high across age groups Readership is consistent across generations Young adults read more magazines than adults 35+ Readership is diverse Magazine media accumulate reach quickly Magazines outreach primetime TV

13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 30

Magazines are #1 in reader engagement Magazines are influential Magazine ads motivate readers to take action Consumers and marketers value magazines Consumers value magazine advertising September issue fashion advertising Magazine ads attract affluent consumers Magazine readers are early adopters Magazine readers are trusted influencers Readership is high among college students Magazine readers spend more time and money online Magazines trigger QR code response Magazine readers are cell phone savvy Magazines impact critical purchase drivers Ad frequency improves brand metrics Magazine ads increase sales Magazines are critical to food purchases

Engagement

Influence and Accountability 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50

Magazine readers are super influencers Affluent: Luxury goods buyers read magazines Auto: Magazines drive automotive growth Auto: Magazines reach purchasers and influencers Auto: Magazine media ads motivate purchase Retail: Magazines make an impact in every shopping segment Finance: Affluent investors read magazines Food: Super influencers consume magazines Going green: Environmental influencers read magazines Healthcare: Magazines reach super influencers Healthcare: Magazine readers take action Healthcare: Magazine readers are #1 healthcare influencers Entertainment: Enthusiasts are magazine readers Technology: Magazine readers are super influencers Home: Magazines reach purchasers and super influencers Home: Magazines inspire remodeling and renovations Travel: Magazines reach travelers Retail: Super influencers read magazines Marketing mix modeling

Digital Devices 52 53 54 55

Profile: Digital edition readers Profile: Tablet owner demographics U.S. tablet penetration Tablet usage/market share (OEM) 4

Magazine Media Factbook 2013/2014

56 57 58 59 60

TA B L E O F C O N T E N T S

Tablet owner profile Tablets drive reader engagement Tablet owners are magazine readers Smartphone growth/market share (OEM) Smartphone owner profile

Digital Editions and Apps 61 62 63 64 65 66 67 68 69 70

Magazine apps are top sellers Magazine apps are increasing Magazine issue downloads are up Magazine downloads by category Paid digital content overview Digital newsstand user profile Satisfaction with digital subscriptions Digital magazine shopping behavior Time spent with digital editions Where print/digital editions are read

Digital Readers 71 72 73 74 75

Digital magazines drive online action Digital magazine ad engagement Digital magazine ads lead to results Tablets boost brand awareness U.S. mobile shopping trends

77 Tablet metrics 78 Readership of enhanced ads

Social Media 79 Avid readers are socially savvy 80 Readers are social media enthusiasts 81 Activity on social networks

Audience and Distribution 83 84 85 86 87 88

Magazine launches by category Magazine titles endure Number of magazines 2003-2012 Audience/subscription/single-copy sales Print and digital distribution Retail: Behavior and sales

Editorial and Advertising 89 90 91 92 93 94

Top ad categories by revenue Ad pages and rate card ad revenue Magazines in the advertising mix Top brands by magazine ad spending Editorial to advertising ratio Impact of ad unit size and position and readership by month and quarter 95 Pages by editorial category

Digital Metrics 76 Digital Edition Standardization Initiative (DESI)

96 MPA Information Center and contacts 5

Get the FREE MPA Factbook NOW! GET THE APP! Download the free MPA Factbook app from the App Store™ or Google Play™ store.

Quick link to download the app ScanNow.mobi/MPA. SCAN With the app launched, hold your smartphone above any page in the printed Factbook and tap your phone to scan it.

GET MORE! See the pages of the Factbook come to life! Get up-to-date content and information, share stats with colleagues and experience interactive print first-hand.

Provided by Nellymoser in collaboration with MPA.

6

91% of Americans read magazine media Magazines read in the last six months (print and digital editions)

91%

94%

96%

of adults

of those under 35

of those under 25

Base: U.S. adults 18+ Source: GfK MRI, Spring 2013

readership

7

Print magazine readership is more consistent across generations than other media Median age by media usage

(index)

U.S. population 46.0

GenXers

born 1965–1976

Millennials born 1977–1994

magazines

99

106

98

internet

83

93

141

118

74

61

96

116

100

49.5

newspapers

46.9

tv

45.2

magazines

44.7

radio

internet

41.7

Boomers

born 1946–1964

tv radio

Base: Percent of coverage among adults 18+, HHI $50K+ Note: Heavy media usage = top quintile of usage for each medium (ranking excludes newspaper) Source: GfK MRI, Fall 2012

Note: Magazine and newspaper numbers represent print only Source: GfK MRI, Fall 2012

readership

8

Adults under 35 read more magazines per month than adults 35+ Print readership by age issues read in past month (median) index

“heavy” magazine readers–top quintile index

total

under 25

under 35

35+

50+

6.4

6.7

6.4

6.4

6.2

100

105

100

100

97

20.0

22.8

21.1

19.5

18.2

100

114

106

98

91

Base: U.S. adults 18+ Source: GfK MRI, Spring 2013

readership

9

Magazine readership is diverse

91%

87%

86%

of African–American adults

of Asian–American adults

of Hispanic–American adults

are print magazine readers.

read print magazines. They

read print magazines. They

They read an average of 14.6

read an average of 9.5 issues

read an average of 10.2 issues

issues per month, compared

a month, close to the average

per month, slightly higher than

to 10.0 issues per month for

number of issues for all

the U.S. average.

all U.S. adults.

U.S. adults.

Source: GfK MRI, Fall 2012

readership

10

Readership starts strong and keeps growing–across platforms Weekly/Biweekly audience accumulation by week

Monthly audience accumulation by week

100

100

80

80

60

60

40

40

20

20

0

0 -1

1

2

3

4

5 print

6 digital

-1

1

2

3

4

5

6 print

7

8

digital

Note: Print magazine reach begins accumulating audience before the actual on-sale date. The on-sale date is the actual date the magazine will appear on the newsstand or is likely to arrive in subscriber households. For weeklies, it is generally one week earlier than the cover date of the magazine. For monthlies, the on-sale date is generally weeks ahead of the cover date.

Source (print): GfK MRI, Fall 2012. GfK MRI variable used cume % GRPs Source (digital): Time Inc. Digital Magazine Ad Reporting, 2012. Findings reported based on data for all Time Inc. titles

readership

11

Gross ratings points (GRPs) of top 25 magazines and primetime TV programs adults 18+ 198 134

Magazines steal the show vs. primetime

magazines primetime tv adults 18-34

205 79 adults 18-49 197 95 men 18-49 208 98 men 18-49 HHI $75K+ 223 99 women 18-49 270 100

The top 25 print magazines reach more adults (+48%) and teens (+193%) than the top 25 regularly scheduled primetime TV programs.

women 18-49 HHI $75K+ 316 114 african-americans 18-49 327 111 teens 12-17 158 54 Note: Total GRPs equal the rating of the top 25 vehicles of each medium added together Source: Carat Insight/Nielsen, September 2012-March 2013 (regularly scheduled, primetime programs). Nielsen defines primetime as Monday to Saturday 8pm to 11pm and Sunday 7pm to 11pm; GfK MRI, Fall 2012; GfK MRI Twelveplus, 2012; TV ratings based on Live+7 data

readership

12

Magazines are #1 in reader engagement The average reader spends 40 minutes reading each print issue.

Source: GfK MRI, Fall 2012

#1 in ad receptivity (index) ad attention / receptivity magazines

116 internet

95

+

96

tv

inspirational 112 95 99 life-enhancing 111 103 89 trustworthy 108 100 95 social interaction 106 96 101 +Ad-supported programs only Source: Experian Marketing Services, Simmons Multi-Media Engagement Study, Fall 2012

engagement

13

(index)

People are most influenced and inspired by magazine media

ad-supported tv networks

magazines

websites

I pay attention to or notice ads

145

85

90

Ads fit well with the content

139

96

86

It is a way to learn about new products

135

100

77

Inspires me in my own life

135

96

88

Gets me to try new things

131

100

81

I get valuable info from the ads

130

96

83

Ads help me make purchase decisions

130

100

85

I am more likely to buy products in ads

125

95

85

Inspires me to buy things

122

109

78

I trust it to tell the truth

113

107

84

It is an escape for me

111

77

114

Source: Experian Marketing Services, Simmons Multi-Media Engagement Study, Fall 2012

engagement

14

59% of readers took action or plan to take action as a result of exposure to specific print magazine ads.

Advertising effectiveness by position noted

action taken

first quarter of book

55%

58%

second quarter of book

50

58

third quarter of book

49

60

fourth quarter of book

50

59

actions include: have a more favorable opinion about the advertiser consider purchasing the advertised product or service gather more information about advertised product or service

Note: Includes all ads, size/color and cover positions Source: GfK MRI Starch, January-December 2012

recommend the product or service visit the advertiser’s website purchase product or service clip or save the ad visit or plan to visit dealership Source: GfK MRI Starch, January-December 2012

engagement

15

Ad wantedness: Magazines are #1 for consumers and marketers Where do you prefer to look at an ad?

Media that command consumers’ full attention consumers marketers

ads in print

26%

favorite print magazine

45%

55%

tv commercials

18

favorite tv show

23

21

billboards

16

favorite website

11

13

radio ads

15

billboard

10

4

online ads

7

6

2

ads in mobile apps or games

5

Note: Percent who rated their attention level 4 or 5 on a scale of 1-5 Source: Adobe Systems Click Here Study, October 2012

window display social media

3

2

apps

0

1

Source: Adobe Systems Click Here Study, October 2012

Advertising acceptance — adults stating where ads should be eliminated in the websites visited

43%

in the tv programs watched

42

on the radio stations listened to

35

in the magazines read

24

Source: ORC Caravan, February 2013

engagement

16

Magazines: Where the ads are welcome Consumer experiences with advertising age

print magazines

internet

tv

radio

newspapers

MORE POSITIVE DRIVERS

Ads provide useful information about new products and services

18+ 18-24

47% 41

35% 39

54% 50

36% 35

47% 33

Ads provide information about product use of other consumers

18+ 18-24

38 36

30 36

40 40

30 31

40 32

Ads have no credibility

18+ 18-24

20 24

31 35

31 30

25 29

18 23

Ads appear at inconvenient moments

18+ 18-24

21 25

44 45

50 46

36 40

19 22

All ads are alike

18+ 18-24

24 29

32 38

33 38

31 38

21 27

Ads are repeated too often

18+ 18-24

28 30

45 48

63 59

48 49

23 26

FEWER NEGATIVE DRIVERS

Statements: Agree strongly or agree somewhat Source: GfK MRI, Fall 2012

engagement

17

Passion for fashion: What’s a September issue without advertising?

Number of print ad units 1/3-page or larger (September issues) 1,592

1,582

1,663

1,681

2011

2012

1,355

2008

2009

2010

Note: Ad units are not equivalent to ad pages, as an ad unit can number one or more pages Source: GfK MRI Starch, 2008-2012. The following 12 women’s fashion titles were included in the analysis: Allure, Cosmopolitan, Elle, Glamour, Harper’s Bazaar, InStyle, Lucky, Marie Claire, Self, Vanity Fair, Vogue and W

engagement

18

Magazine media grab the attention of affluent consumers Considerable or some interest in any advertising seen or heard in the past 30 days total adults

<35

35-54

55+

HHI $75K+

HHI $100K+

inside airplanes

84%

94%

49%

50%

46%

35%

magazines

71

76

75

62

68

67

tv

70

70

70

68

64

64

smartphones

68

66

67

81

52

41

newspapers

66

66

66

66

63

61

medical offices

64

79

68

54

61

48

tablets

62

72

57

57

49

52

airports or airport lounges

59

58

40

71

53

49

Facebook and other social media

59

70

54

53

57

54

office building lobbies

56

78

63

4

39

32

Source: Special tabulations from the Shullman Luxury and Affluence Monthly Pulse, March 2013

engagement

19

Magazine readers are early adopters

Early adopters and media use

(index)

print magazines

internet*

tv

radio

electronics

141

177

59

101

81

leisure

137

217

58

108

65

super innovators (3+ segments)

137

188

53

100

80

personal care/health

129

109

73

105

99

food

122

120

74

95

101

financial

119

165

57

96

84

newspapers

Base: Top quintile of usage for each medium, indexed to adults 18+ Source: GfK MRI, Fall 2012

engagement

20

Trusted influencers are heavy print magazine users (index) vacation travel

Magazine readers recommend products and services to others

123 111 85 103 107

magazines internet tv radio newspapers

healthcare 119 103 107 100 113 automotive 119 104 96 113 101 finance 118 113 99 109 112 technology 116 141 82 104 79 food 109 106 93 100 96 Source: GfK MRI, Fall 2012. Top quintile of usage for each medium, indexed to adults 18+. Category influentialsâ&#x20AC;&#x201D;recommenders are defined as people who frequently recommend products and services

engagement

21

Magazine media: Head of the class among college students 90% read a magazine in the last month.

89% visit websites they see in magazines

When was the last time you...

84% purchase an item after seeing it in a magazine

84% redeem specials and promotions they see in magazines

63% use coupons from magazines to make purchases

read a magazine got a fashion idea from a magazine

within last year

100% 85

within last 6 months

within last month

within last week

97%

90%

65%

74

54

24

How often do you... monthly

(about) every 6 months

(about) once every year

visit websites you see in magazines

34%

21%

11%

take advantage of specials or promotions you see in magazines

35

18

12

use coupons from magazines to make a purchase

22

15

9

purchase an item after seeing it in a magazine

27

32

21

ADDITIONAL FINDINGS

84% keep magazines for at least a month, with 25% keeping them longer than a year

70% share magazines with friends and/or borrow them from friends

Note: 387 students surveyed Source: Shweiki/Study Breaks College Media, May 2013

engagement

22

Print magazine readers spend more timeâ&#x20AC;&#x201D;and moneyâ&#x20AC;&#x201D;online

Heavy media usage among consumers with online activity in past 30 days (index)

Magazine readers vs. nonreaders (in the last 30 days)

used the internet magazine readers

83%

nonreaders of magazines

magazines

tv

radio

obtained information for new or used car purchase

151

76

124

97

obtained child care or parenting information

147

63

105

60

looked up movie listings or showtimes

146

69

102

81

obtained information about real estate

144

63

107

97

obtained medical information

142

87

105

105

made personal or business travel plans

139

55

96

112

looked for recipes

128

76

103

101

obtained financial information

123

65

98

94

Base: Top quintile of usage for each medium, indexed to adults 18+ Source: GfK MRI, Fall 2012

64%

Magazines in top tier for driving online search

made a purchase online 45% 26% Source: GfK MRI, Fall 2012

newspapers

adults 18+ male

magazine

31%

28%

female

18-24

25-34

35-44

45-54

55-64

65+

33%

30%

30%

32%

31%

34%

27%

tv/broadcast

32

35

30

31

29

32

35

34

32

cable tv

30

35

26

40

39

33

28

24

19

newspaper

26

27

24

16

17

22

28

34

36

internet advertising

24

25

22

33

27

26

23

21

14

radio

21

23

20

22

25

26

24

19

12

Note: The sum of the percent totals may be greater than 100 because the respondents can select more than one answer.

Source: Prosper Media Behaviors & Influenceâ&#x201E;˘ Survey, December 2012

engagement

23

Print magazines are #1 in triggering QR code response

QR code use among younger U.S. consumers is high age 18-24

age 25-34

39%

magazines

36% 38

mail

36 32 31

packaging

19% of Americans have used a QR code.

35

poster

25 21

websites

17 14

email tv

16 9 12 Base: 2,000 consumers in the U.S. Source: Pitney Bowes, QR Codes Use in the U.S. and Europe, 2012

On average, 9.1% of advertising pages had an action code in 2012.

Source: Nellymoser Inc., 2012

I have captured QR codes in the following location magazines

15%

mail

13

packaging

13

poster

10 8

websites 5

email tv

4 Base: 2,000 consumers in the U.S. and 1,000 in France, Germany and the UK, respectively Source: Pitney Bowes, QR Codes Use in the U.S. and Europe, 2012

engagement

24

Heavy media usage among consumers who used cell phones in the last 30 days (index) watched a video clip

Print magazine readers are cell phone savvy

140 200 64 115 54

magazines internet tv radio newspapers

used a text message to respond to an ad or make a purchase 136 162 86 121 76 redeemed a mobile coupon 133 161 64 101 66 visited any website 121 157 61 106 71 downloaded an app 115 137 67 112 73 Base: Top quintile of usage for each medium, indexed to adults 18+ Source: GfK MRI, Fall 2012

engagement

25

Magazines outperform TV and online for critical purchase drivers Average impact by single channel exposure % brand ad awareness 11 6 12

magazines online tv

brand favorability 8 3 6 brand purchase intent 7 3 6 Data is Delta. Delta=Controlâ&#x20AC;&#x201C;Exposed Number of respondents: magazine n=49,965; online n=119,901; TV n=79,375 Source: InsightExpress, 2013

engagement

26

More is better! Magazine media frequency improves brand metrics Magazine frequency

Viewing a magazine campaign multiple times pushes awareness

21%

magazine ad awareness brand favorability

18%

purchase intent

metrics even higher.

14% 12% 11%

For the important consumer packaged goods (CPG) category, ad awareness improved 23% for 5+ exposures.

9%

9%

7% 1-2 Exposures

3-4 Exposures

5+ Exposures

Data is Delta.

Number of respondents: 1-2 Exp n=37,963, 3-4 Exp n=7,281, 5+ Exp n=4,784 Source: InsightExpress, 2013

engagement

27

Magazine advertising increases sales Households exposed to the print magazine campaign spent significantly more (+3% to +36%) than those

Sales lift per average household Test (exposed) vs. control (unexposed)

FOOD

not exposed (test vs. control). +18%

Positive ROI for all brands +14%

ranged from $1.69 to $19.99 incremental for every media dollar spent.

Average ROI: $7.81

+7% +7% +3%

+3%

baked goods

soup

+4% +4%

+5%

+8%

+8%

+5%

Campaign period: 2009-2012 juice

lunch kit

cookies margarine butter frozen substitute entree

pasta sandwich refrigerated salad sauce spread chicken dressing

Note: Average dollar purchases per panel/year (includes nonbuyers) Source: Meredith Corporation/The Nielsen Company, 2012

engagement

28

...across multiple categories +36% +32%

Sales lift per average household Test (exposed) vs. control (unexposed)

OTC

PET CARE

HH GOODS

BEAUTY

+16% +13% +9%

+8% +6% +3% nasal decongestant

pet care

liquid soap

+4%

+5%

air toilet freshener paper

+4%

mouthwash

+10%

+5%

body wash

lotion

feminine care

skin care

bar anti-aging lipstick soap cream

Note: Average dollar purchases per panel/year (includes nonbuyers) Source: Meredith Corporation/The Nielsen Company, 2012

engagement

29

Magazines put your brand on the menu On average, consumers turn to 4.5 information platforms to inform food purchases.

Print magazines are critical in 2 out of 4 stages of influence for food purchase decisions.

1 Demand

Creation

2 Information Processing

3 Trip

Planning

4 Pre-Retail

Preparation

get ideas discover new foods find new uses

create meal plans reinforce choices get nutritional info

create a shopping list find where to get best price/quality

get alerts for deals get coupons save time deciding

• magazines

• magazines

• websites

• circulars

• tv

• tv

• circulars

• websites

• word of mouth

• websites

• social • mobile

Source: Time Inc. and Nielsen, Understanding the Food Purchase Path Study, 2012

engagement

30

Influence and Accountability 32 Magazine readers are super influencers 33 Affluent: Luxury goods buyers read magazines 34 Auto: Magazines drive automotive growth 35 Auto: Magazines reach purchasers and influencers 36 Auto: Magazine media ads motivate purchase 37 Retail: Magazines make an impact in every shopping segment 38 Finance: Affluent investors read magazines 39 Food: Super influencers consume magazines 40 Going green: Environmental influencers read magazines 41 Healthcare: Magazines reach super influencers 42 Healthcare: Magazine readers take action 43 Healthcare: Magazine readers are #1 healthcare influencers 44 Entertainment: Enthusiasts are magazine readers 45 Technology: Magazine readers are super influencers 46 Home: Magazines reach purchasers and super influencers 47 Home: Magazines inspire remodeling and renovations 48 Travel: Magazines reach travelers 49 Retail: Super influencers read magazines 50 Marketing mix modeling

31

Number of times medium ranks #1 or #2 among super influential consumers across 60 product categories: print magazines 42

Magazine readers are super influencers

internet 38 radio 30 outdoor 6 tv 4 newspapers 2 Base: Top quintile of usage for each medium among adults with a HHI of $50K+ Super influentials are defined as people who have great experience in this topic and whose advice on this topic is trusted by friends and family members Source: GfK MRI, Fall 2012

Includes internet magazine activity

influence and accountability

32

Affluent buyers are print magazine readers

Affluent luxury goods buyersâ&#x20AC;&#x2122; spending in past year (index) $1,000+ watches magazines

180 143 108 144

web tv radio

$1,000+ fine jewelry 151 123 103 139 $3,000+ fine jewelry 154 131 115 163

Heavy media usage among super influential consumers for luxury goods purchases (index) magazines *internet

tv

$10,000+ apparel and accessories

newsradio papers

beauty

153

164

66

123

72

fashion

142

176

79

145

94

interior decorating

139

134

76

122

105

Base: Top quintile of usage for each medium, indexed to adults 18+ Source: GfK MRI, Fall 2012. Super influentials are defined as people who have great experience in this topic and whose advice on this topic is trusted by friends and family members

169 149 113 141 $1,000+ day spa 177 159 78 126 $2,000+ skin care/cosmetics/fragrance 168 154 132 139 Heavy media users, indexed to adults 18+, HHI $100,000+ Source: Mendelsohn Affluent Survey, 2012

influence and accountability

33

Magazines drive automotive growth among affluent consumers Average new vehicle price was a record high $28,586.

Median HHI of a new car buyer or lessee was $94,619â&#x20AC;&#x201D; 60% higher than the median HHI for the total U.S. (2012).

Print magazines deliver consumers with the highest auto purchase intent (index to general population) Very likely to buy or lease a new car in the next 12 months 131

magazines

110

internet

99

tv radio

115 newspapers

93

Note: Reflects heavy users of each medium (1 on 5 point scale) Source: GfK MRI, 2012

Print magazines and internet index highest for reaching affluent consumers (index to general population) Heavy media usage among those with HHI $100K+ 120 121 49 88 114 Source: GfK MRI, Fall 2012

Includes internet magazine activity

Sources: J.D. Power and Associates as reported by Automotive News; GfK MRI, Fall 2012

influence and accountability

34

Print magazines take the wheel: #1 or #2 in influencing auto buyers

Heavy media usage among consumers who intend to purchase a vehicle (index) very/somewhat likely to buy in next 12 months magazines

internet*

tv

radio

newspapers

hybrid/alt. fuel vehicle

121

111

86

116

78

4-door car

119

112

91

114

91

sport utility vehicle

116

116

87

113

86

any vehicle

112

107

92

112

89

Base: Top quintile of usage for each medium, indexed to adults 18+ Source: GfK MRI, Fall 2012

Heavy magazine usage among auto super influential consumers (index) 112

magazines

119

internet

76

tv

107

radio newspapers

92

Base: Top quintile of usage for each medium among adults with a HHI of $100K+, indexed to adults with same HHI Source: GfK MRI, Fall 2012. Super influentials are defined as people who have great experience in this topic and whose advice on this topic is trusted by friends and family members

Includes internet magazine activity

influence and accountability

35

Magazine media ads motivate auto purchase Magazines beat online and TV in the automotive category.

In combination, magazines excel with both online and TV in driving awareness of advertising.

Automotive: average impact by single-channel exposure

Automotive: average impact by channel combinations

% brand ad awareness 5

% brand ad awareness magazines

11 online

tv

9

18

magazines + online

17

online + tv

brand favorability

brand favorability 7

7

3

7

4

magazines

11

4 brand purchase intent

brand purchase intent

4

4

1

1

4

2 Note: Data is Delta: Delta=Control-Exposed. Number of respondents: magazine n=12,139; online n=18,908; TV n=6,188 Source: InsightExpress, 2013

Note: Data is Delta: Delta=Control-Exposed. Number of respondents: magazine only n=12,139; magazine + online n=3,423; online + TV n=2,767 Source: InsightExpress, 2013

influence and accountability

36

In every shopping segment, print magazines make an impact

Heavy media usage among super influential consumer segment (index) beauty 150 146 77 112 72

magazines internet tv radio newspapers

household furnishings 147 126 105 100 129 fashion (clothes, shoes and other fashion) 145 166 97 137 101 home electronics 124 154 108 113 86 Base: Top quintile of usage for each medium among adults with a HHI of $50K+, indexed to adults with same HHI Source: GfK MRI, Fall 2012. Super influentials are defined as people who have great experience in this topic and whose advice on this topic is trusted by friends and family members

Includes internet magazine activity

influence and accountability

37

On the money: Affluent investors read print magazines used full-service broker in past year (index) 142

magazines

104

web

113

tv

115

radio

value of financial accounts by HH (liquid assets) $250,000+ 117 98 104 98 Heavy media users, indexed to adults 18+, HHI $100,000+ Source: Mendelsohn Affluent Survey, 2012

Includes internet magazine activity

influence and accountability

38

Food influencers consume print magazines

Heavy media usage among super influential consumers for food purchases (index) grocery shopping magazines

137

internet

122 tv

83

radio

132 newspapers

105 new food items 131 135 88 124 101 snacks 144 151 75 143 81

Base: Top quintile of usage for each medium, indexed to adults 18+ Source: GfK MRI, Fall 2012. Super influentials are defined as people who have great experience in this topic and whose advice on this topic is trusted by friends and family members

Includes internet magazine activity

influence and accountability

39

Going green: Print magazines reach environmentally conscious consumers

tv

145

143

33

green at their best

113

99

91

93

102

101

Base: Top quintile of usage for each medium, indexed to adults 18+ Source: GfK MRI, Fall 2012

magazines

121 97 99 120 93

internet tv radio newspapers

I have a great deal of knowledge/experience in environmentally friendly products

I have participated in public activities in the past 12 months

green advocates

ungreen (least green)

My family and friends often ask for and trust my advice on environmentally friendly products

115 110 86 111 94

Segmentation by environmental friendliness magazines internet*

Media usage among environmentally friendly consumers (index)

110 106 92 99 112 Super influential consumers for environmentally friendly products 142 134 55 150 110 Base: Top quintile of usage for each medium, indexed to adults 18+ Source: GfK MRI, Fall 2012

Includes internet magazine activity

influence and accountability

40

Print magazines: Just what the doctor ordered

Heavy media usage among super influential consumers for healthcare categories (index) prescription drugs magazines

149 132 69 122 95

internet tv radio newspapers

physical fitness 134 129 60 120 87 healthy lifestyle 132 140 58 113 96 healthcare 129 125 72 122 102 Base: Top quintile of usage for each medium, indexed to adults 18+ Source: GfK MRI, Fall 2012. Super influentials are defined as people who have great experience in this topic and whose advice on this topic is trusted by friends and family members

Includes internet magazine activity

influence and accountability

41

Magazine media are the #1 prescription for healthy results vs.all media Magazine readers are far more likely to take action on healthcare ads than users of any other medium.

Actions taken in the last 12 months as a result of healthcare advertising (index) magazines

internet*

tv

radio

newspapers

returned a free sample card

170

113

117

148

100

switched to a different brand

155

90

132

134

130

discussed an ad with a friend or relative

152

104

131

129

126

visited a pharmaceutical companyâ&#x20AC;&#x2122;s website

147

136

116

87

82

consulted a pharmacist

143

91

114

107

118

asked a doctor for a prescription sample

141

87

128

113

108

discussed an ad with your doctor

133

84

111

120

120

asked doctor to prescribe a specific drug

132

106

120

92

115

purchased a nonprescription product

125

101

115

104

106

Base: Top two quintiles by medium, indexed to adults 18+ Source: Kantar Media, MARS Consumer Health Study, 2013

influence and accountability

42

Magazine readers: #1 in influencing healthcare decisions Consumers who make their own personal healthcare decisions and influence those of their friends and family are most likely to be magazine readers.

Consumer attitudes any agreement

magazines

internet*

tv

radio

newspapers

I am more knowledgeable about medicines because of the information provided in pharmaceutical advertising

131

96

111

98

116

I trust pharmaceutical companies that advertise the medications I take

131

84

120

103

105

Friends come to me for advice about healthcare and medications

125

118

102

96

120

I often discuss new prescription medicines with my doctor

124

94

117

101

107

I am willing to pay extra for prescription drugs not covered by health insurance

119

96

103

99

116

I research healthcare information so that I am better informed about different healthcare options

117

109

95

100

110

Base: Top two quintiles by medium, indexed to adults 18+ Source: Kantar Media, MARS Consumer Health Study, 2013

influence and accountability

43

Magazines are a hit among entertainment enthusiasts Top media usage for entertainment activities (index) print magazines

internet*

tv

radio

newspapers

attended movies 2–3 times per month in last 90 days

134

152

85

117

103

category influential consumers: movies

129

140

91

104

83

prefer to see a new movie on opening weekend

121

132

90

109

83

purchased 3+ video games in past 12 months

130

137

74

109

63

bought 5+ CDs in last 6 months

118

127

92

108

117

bought a home theater or entertainment system in last 12 months

118

118

91

117

72

very/somewhat likely to buy portable DVD player in next 12 months

117

103

102

117

81

Base: Top quintile of usage for each medium, indexed to adults 18+ Note: Heavy newspaper and heavy radio is unstable for “bought a home theater or entertainment system” Source: GfK MRI, Fall 2012

influence and accountability

44

Print magazine readers are tech influencersâ&#x20AC;&#x201D; second only to online

Heavy media usage among super influential consumers for technology purchases (index) home electronics magazines

131 176

internet tv

82

radio

118 newspapers

79 mobile phones 130 170 64 124 75 new technology 118 198 60 107 80

Base: Top quintile of usage for each medium, indexed to adults 18+ Source: GfK MRI, Fall 2012. Super influentials are defined as people who have great experience in this topic and whose advice on this topic is trusted by friends and family members

Includes internet magazine activity

influence and accountability

45

Magazines are prime real estate for reaching home influencers Heavy media usage among super influential consumers for home improvement purchases (index)

Print magazine readers #1 of all media in home spending (index) magazines

web*

tv

household furnishings

radio

144

magazines

$1,000+ HH appliances

121

111

112

103

$3,000+ HH appliances

129

121

92

122

122

radio

$3,000+ furniture

133

121

104

117

122

newspapers

$1,000+ decorating services

134

124

119

148

139

$3,000+ decorating services

149

139

111

162

$5,000+ decorating services

139

140

108

176

$10,000+ remodeling services 134

123

124

138

132

internet

81

tv

interior decorating 134 76 122 105

Heavy media users, indexed to adults 18+, HHI $100,000+ Note: Dollars reflect money spent in last year Source: Mendelsohn Affluent Survey, 2012

home remodeling 121 114 72 133 99 Base: Top quintile of usage for each medium, indexed to adults 18+ Source: GfK MRI, Fall 2012. Super influentials are defined as people who have great experience in this topic and whose advice on this topic is trusted by friends and family members

influence and accountability

46

Magazines build passion for remodeling and renovation Heavy media usage among consumers who intend to make home improvements (index) very/somewhat likely in next 12 months print magazines

internet*

tv

radio

buy second house or vacation home

129

117

93

122

87

convert room to home office

123

109

95

91

115

add rooms or exterior additions

123

106

92

103

96

remodel kitchen

105

103

97

96

107

newspapers

Base: Top quintile of usage for each medium, indexed to adults 18+ Source: GfK MRI, Fall 2012

Includes internet magazine activity

influence and accountability

47

Magazines: The #1 destination for travelers

Heavy media usage among travelers (index) very/somewhat likely next 12 months: take a cruise (1 day+) 121 112 86 106 108

magazines internet tv radio newspapers

very/somewhat likely next 12 months: vacation abroad 116 116 80 94 104 very/somewhat likely next 12 months: vacation in the U.S.

Affluent travelers use print magazines most travel activity

web*

tv

radio

Europe in past 3 years 132

magazines

120

89

108

$5,000+ vacation outside U.S.

121

96

101

110 105 77 97 106 agree completely/somewhat: others ask my advice about vacation travel

125

Heavy media users, indexed to adults 18+, HHI $100,000+ Source: Mendelsohn Affluent Survey, 2012

111 109 93 109 93 Base: Top quintile of usage for each medium, indexed to adults 18+ Source: GfK MRI, Fall 2012

influence and accountability

48

Magazines influence every shopping segment

Super influential consumers for packaged goods purchases are heavy users of print magazines (index) cleaning products magazines

158 114 99 151 98

internet tv radio newspapers

snacks 144 151 75 143 81 new food items 131 135 88 124 101 products for babies and children 130 121 54 112 62 healthcare 129 125 72 122 102 Base: Top quintile of usage for each medium, indexed to adults 18+ Source: GfK MRI, Fall 2012. Super influentials are defined as people who have great experience in this topic and whose advice on this topic is trusted by friends and family members

influence and accountability

49

New insight strengthens marketing mix story Magazines have traditionally been represented in ROIrelated analyses through average or single issue net audience. Incorporating average page exposure and audience accumulation more accurately represents gross impressions per issue.

More granular magazine data increases accuracy of magazine delivery reach for weeklies

APX adjusted gross impressions for weeklies

reach for monthlies

APX adjusted gross impressions for monthlies

+571%

+337%

-3 -2 -1 1

3

5

7

9

11

13

15

17

19

21

23

25

Source: GfK MRI/ The Martin Agency, 2012

influence and accountability

50

Digital Devices

Digital Readers

52 Profile: Digital edition readers

71 Digital magazines drive online action

53 Profile: Tablet owner demographics

72 Digital magazine ad engagement

54 U.S. tablet penetration

73 Digital magazine ads lead to results

55 Tablet usage/market share (OEM)

74 Tablets boost brand awareness

56 Tablet owner profile

75 U.S. mobile shopping trends

57 Tablets drive reader engagement 58 Tablet owners are magazine readers 59 Smartphone growth/market share (OEM) 60 Smartphone owner profile

Digital Metrics 76 Digital Edition Standardization Initiative (DESI) 77 Tablet metrics

Digital Editions and Apps

78 Readership of enhanced ads

61 Magazine apps are top sellers 62 Magazine apps are increasing

Social Media

63 Magazine issue downloads are up

79 Avid readers are socially savvy

64 Magazine downloads by category

80 Readers are social media enthusiasts

65 Paid digital content overview

81 Activity on social networks

66 Digital newsstand user profile 67 Satisfaction with digital subscriptions 68 Digital magazine shopping behavior 69 Time spent with digital editions 70 Where print/digital editions are read

51

Who reads digital editions? subscribers

digital only

print only

median age

44.6

54.8

male

60%

47%

female

40%

53%

130.0K

117.4K

average income

Source: CondĂŠ Nast Digital Subscriber Survey, June 2012

Profile: Tablet magazine readers male female

percent

index

54.6 45.4

111 89

5.3 15.3 28.2 21.1 17.5 7.4 5.3

87 106 127 108 94 70 61

7.8 17.5 19.4 16.6 38.7

87 99 98 97 107

age 13-17 18-24 25-34 35-44 45-54 55-64 65+ annual household income less than $25,000 $25,000-$50,000 $50,000-$75,000 $75,000-$100,000 $100,000+

Note: Magazine readership on tablets (3-month average ending August 2012; percent of total U.S. tablet owners, age 13+) and index to average tablet owner Source: comScore TabLens, October 2012

digital devices

52

Tablet owners: Affluent and educated

Adults who own a tablet computer all adults (n=2,252) men (n=1,029) women (n=1,223)

34% 32 35

age 18-24 (n=243) 25-34 (n=284) 35-44 (n=292) 45-54 (n=377) 55-64 (n=426) 65+ (n=570)

33 37 49 38 28 18

race/ethnicity white, non-Hispanic (n=1,571) black, non-Hispanic (n=252) Hispanic (n=249)

33 32 34

annual household income less than $30,000/yr (n=580) $30,000-$49,999 (n=374) $50,000-$74,999 (n=298) $75,000+ (n=582)

20 28 38 56

education level less than high school (n=168) high school graduate (n=630) some college (n=588) college graduate+ (n=834)

17 26 35 49

Source: Pew Research Centerâ&#x20AC;&#x2122;s Internet & American Life Project, Tracking Survey, April 17-May 19, 2013. N=2,252 adults ages 18+. Interviews were conducted in English and Spanish and on landline and cell phones. Margin of error is +/- 2.3 percentage points

digital devices

53

Home and away: Half of U.S. adults will own a tablet by 2014 40% of online U.S. adults now own a tablet.

Source: Consumer Electronics Association (CEA) ® CEA’s Consumer Outlook on Tablets: Q2 2013

U.S. tablet users and penetration 2011-2016 tablet users (millions) percent of population percent of internet users

+11.1 143.2

percent of change

Percent of American adults ages 18+ who own a tablet computer

+7.8 154.5

+18.8 129.0 +37.3 108.6

34

+134.6 79.1 18 44 +158.6 33.7 8

33 34

15

40

56

59

44

47

2015

2016

25

3 2010

51

2011

2012

2013

Source: Pew Research Center’s Internet and American Life Project tracking surveys May 2010-2013

11 2011

2012

2013

2014

Note: Individuals of any age who use a tablet at least once per month Source: eMarketer, December 2012

digital devices

54

Apple: The core of tablet sales Tablet usage share by OEM

iPad tops global tablet shipments with 65.7 million in 2012 (units in millions)

5% Samsung Galaxy tablets 7% Amazon Kindle Fire

Q2

Q3

Q4

full year

11.8

17.0

14.0

22.9

65.7

52.5%

Samsung

2.3

2.4

4.6

7.9

16.1

12.9

Amazon

0.7

1.3

2.5

6.0

10.5

8.4

ASUS

0.6

0.9

2.4

3.1

6.4

5.1

Barnes & Noble

n/a

n/a

0.2

1.0

1.2

1.0

Other

3.7

3.5

6.5

11.6

25.3

20.2

Apple

3% Other 1% Other Android tablets 1% Barnes & Noble NOOK 2% Google Nexus tablets

82% Apple iPads (all)

+share of market

Q1

+ Estimated Source: IDC, 2013

Tablet market share Q1 2012 vs. Q1 2013

Note: Share of U.S. and Canadian tablet web traffic Source: Chitika, Inc., May 2013

2012

2013

Apple

58.1%

39.6%

Samsung

11.3

17.9

percent of growth

-31.8% 58.4%

Source: IDC Worldwide Tablet Tracker, May 2013

digital devices

55

Tablet owner profile Original equipment manufacturer (OEM) base

Apple

Samsung

Amazon

Barnes & Noble

iPad 925

Galaxy 193

Kindle Fire 396

NOOK 99

male

52%

54%

40%

39%

female

48

46

60

61

Tablet owner by gender male 49%

female 51%

Base: Adults 18+ Source: Ipsos MediaCT LMX Study, Wave 10, Fall 2012

Tablet owner by age 18-34

49

46

39

37

35-54

38

46

46

43

55+

12

8

15

19

HHI <$100K

71

86

76

74

HHI $100K+

24

11

17

19

Base: Adults 18+ Note: HHI does not add up to 100% as there is a “Prefer Not to Answer” selection Source: Ipsos MediaCT LMX Study, Wave 10, Fall 2012

7%

13%

17%

17%

18%

13-17

18-24

25-34

35 - 4 4

45 - 5 4

15% 55 -64

14% 65+

Tablet owner by income 17% <$25K

22% $25K to <$50K

21%

14%

$50K to <$75K $75K to <$100K

25% $100K+

Source: comScore TabLens, U.S., 3-month average ending December 2012

digital devices

56

Magazines available on both tablets and smartphones see increased engagement Consumers want to read digital magazines wherever they go. When a magazine is available on a tablet and a smartphone, readers access it on both platforms, increasing the number of reading sessions per month and the number of pages read per session.

Reading session usage February 2013

30.3

Mobile reading: engagement by device type reads on tablet 75% of the time

2% other

tablets smartphones 10.0 2.9

1.7

frequency reads per month

reads on smartphone 23% of the time

engagement pages per session

Note: Analysis based on 223.5 million reading sessions to 100 digital magazine apps between January 2012 and February 2013.

Source: Adobe Systems Incorporated, 2013

digital devices

57

Traditional media consumption by owners of tablets and e-readers (index)

Tablet owners = magazine media readers

own any tablet magazines

124 152 57 94 92

internet tv radio newspapers

own any e-reader 121 137 72 87 114

Tablet owners who read magazines

own any iPad 121 151 51 87 90

almost every day 10% at least once a week 13%

own any Kindle 1-3 times a month 17% once a month 40% Base: Total U.S. tablet owners age 13+ Source: comScore TabLens, 3-month average ending August 2012

122 138 66 96 120 Source: GfK MRI, Fall 2012

Includes internet magazine activity

digital devices

58

Smartphones dominate U.S. mobile market U.S. smartphone growth (millions) January 2012

U.S. smartphone subscriber market share by OEM

101.3

August 2012

116.5

14% Other January 2013 May 2013

129.4 141.0

Base: Total U.S. smartphone subscribers age 13+ Source: comScore MobiLens, 2012-2013

7% LG 8% Motorola

39% Apple

Smartphone owners with multiple devices 28% also own a tablet

9% HTC

10% e-reader 4% handheld device

23% Samsung

Note: Share of U.S. smartphone subscribers Source: comScore MobiLens, U.S., 3-month average ending December 2012 Base: Total U.S. smartphone subscribers age 13+ Source: comScore MobiLens, 3-month average ending May 2013

digital devices

59

Smartphone owner profile

Adults within each group who own a smartphone all adults (n=2,252) men (n=1,029) women (n=1,223)

56% 59 53

age

Smartphone owner by gender male 48%

female 52%

18-24 (n=243) 25-34 (n=284) 35-44 (n=292) 45-54 (n=377) 55-64 (n=426) 65+ (n=570)

79 81 69 55 39 18

race/ethnicity

Base: Adults 18+ Source: Ipsos MediaCT LMX Study, Wave 10, Fall 2012

white, non-Hispanic (n=1,571) black, non-Hispanic (n=252) Hispanic (n=249)

Smartphone owner by age

53 64 60

annual household income

7% 13 -17

12%

22%

18 -24

25 -34

21%

18%

12% 8%

35 - 44

45-54

55 - 6 4

65+

less than $30,000/yr (n=580) $30,000-$49,999 (n=374) $50,000-$74,999 (n=298) $75,000+ (n=582)

43 52 61 78

education level

Smartphone owner by income 9%

17%

<$25K $25K to <$50K

20%

17%

$50K to <$75K $75K to <$100K

Source: comScore MobiLens, U.S., 3-month average ending December 2012

36% $100K+

less than high school (n=168) high school graduate (n=630) some college (n=588) college graduate+ (n=834)

36 46 60 70

Source: Pew Research Centerâ&#x20AC;&#x2122;s Internet & American Life Project, Tracking Survey, April 17-May 19, 2013. N=2,252 adults ages 18+.

Interviews were conducted in English and Spanish and on landline and cell phones. Margin of error is +/- 2.3 percentage points

digital devices

60

Magazine apps are top sellers in key iPad categories Top-grossing iPad apps as of July 2013 Lifestyle Apps 1

GQ

2 3

News Apps

Health and Fitness Apps

1

NYTimes

1

Men’s Health

O, The Oprah Magazine

2

New York Post

2

Women’s Health

Cosmopolitan

3

The Economist

3

Jillian Michaels Slim-Down Solution

4

Crestron Mobile Pro G

4

Zinio—5,000+ Digital Magazines

4

Runner’s World

5

Real Simple

5

The New Yorker

5

SELF

6

HGTV

6

The Wall Street Journal

6

Fitness

7

Car and Driver

7

National Geographic

7

Prevention

8

Martha Stewart Living

8

TIME

8

ShapeMag

9

Maxim+ Magazine

9

WIRED

9

Men’s Fitness

10

InStyle

10

Popular Mechanics

10

Food Diary and Calorie Tracker

11

Esquire

11

The Week U.S.

11

Yoga Studio

12

Better Homes and Gardens

12

Mac Life Magazine

12

South Beach Diet

13

Glamour

13

Mr. Reader

13

Bicycling

14

People StyleWatch

14

SFGate

14

FitnessClass

15

Interior Design for iPad

15

Bloomberg Businessweek

15

Muscle & Fitness

Source: iPad App Store, July 2013

digital editions and apps

61

Magazine media apps: More, more, more!

Number of U.S. magazine-branded apps released +19.4 number of magazine apps percent of change

+19.2

Average quarterly increase since 2011 = 28%

Digital-only audience grew 84% from 9.2 to 16.9 million.

+22.0

Increase since Q1 2011 = 559% +30.0 +39.2 +26.5 +23.2 +34.5

Source: GfK MRI, Spring 2012 vs. Spring 2013

+38.4 339 Q1 ’11

456

562

Q2 ’11

Q3 ‘11

711

990

1,287

1,570

1,871

2,234

Q4 ’11

Q1 ’12

Q2 ’12

Q3 ’12

Q4 ’12

Q1 ’13

Source: iMonitor™, McPheters & Company, 2011-2013

digital editions and apps

62

Downloads up! 170% increase vs. prior year Number of magazine downloads +39.0 number of magazine issues downloaded (millions) percent of change

64 million issues were delivered in the last year (about 300,000 every day).

Average quarterly increase since 2011 = 36%

+30.3

Increase since Q2 2011 = 699% +12.4 +32.7 +13.2 +85.5

Source: Adobe Systems Incorporated, data as of April 2013

+40.6

2.72

3.83

7.10

8.04

10.67

11.99

15.62

21.72

Q2 ’11

Q3 ’11

Q4 ’11

Q1 ’12

Q2 ’12

Q3 ’12

Q4 ’12

Q1 ’13

Source: Adobe Systems Incorporated, 2011-2013

digital editions and apps

63

Digital magazine downloads by category

food

35 %

celebrity/entertainment

28

computers

24

health

23

women’s

23

sports

22

news

21

travel

19

science/technology

19

house/home

19

business/finance

18

men’s

15

women’s fashion

15

automotive/motorcycle

13

music

12

outdoor

9

bridal

6

general editorial

5

parenting/babies

3

boating

1 Base: 796 respondents who have used e-newsstands to find, subscribe to and download magazine-branded content apps Source: How Magazine Media Readers Evaluate and Use Digital Newsstands, GfK MRI/MPA, November 2012

digital editions and apps

64

Paid digital content reaches 78% Paid content

63%

10% single issues

“Pricing seems fair for digital magazines.”

35% print and digital bundles

73%

“I like having the ability to pay a flat subscription fee for a large library of magazine brands.”

Note: Percent who somewhat/strongly agree with each statement. Base: 796 respondents who have used e-newsstands to find, subscribe to and download magazine-branded content apps Source: How Magazine Media Readers Evaluate and Use Digital Newsstands, GfK MRI/MPA, November 2012

34% digital subscriptions

22% free

Source: Adobe Digital Index, percent purchase instances, February 2013

digital editions and apps

65

Digital newsstand user profile

Digital newsstands

Any newsstand (796)

total adults 18+

100%

adults 18-34

adults 35+

33%

67%

50%

50%

23%

36%

29%

male

female

HHI <$50K

HHI $50-$100K

HHI $100K+

Apple iTunes (317)

40

37

63

49

51

21

34

34

Amazon Kindle (285)

36

34

66

47

53

23

37

29

Google Play Magazines (206)

26

43

57

59

41

29

39

22

Barnes & Noble NOOK (200)

25

31

69

43

57

25

37

26

Zinio (108)

14

20

80

52

48

23

33

32

Base: 796 respondents who have used e-newsstands to find, subscribe to and download magazine-branded content apps Source: How Magazine Media Readers Evaluate and Use Digital Newsstands, GfK MRI/MPA, November 2012

digital editions and apps

66

Digital subscriptions: Accessible, satisfying, convenient Satisfaction with digital subscriptions Subscribers

new loyal cross-platform cross-platform

Benefits of digital edition subscription

digital only

have access to multiple issues right in one device interactive enhancements (e.g. links to more content, video, slideshows, etc.)

very satisfied

88%

92%

82%

intend to renew

81%

93%

73%

Note: Cross-platform subscribers are those who have access to both print and digital editions. The New group is on their first subscription contract; the Loyal group is on their third or higher contract Source: CondĂŠ Nast Digital Subscriber Survey, June 2012

61% 56% convenience 54% quick access to additional information on the web 40% can read in low-light conditions 37% fun to read 28% faster access to issues 27% can forward/share things I read with friends more easily 22% Note: Results based on total digital users Source: CondĂŠ Nast Digital Subscriber Survey, June 2012

digital editions and apps

67

Method for choosing a digital magazine

Digital newsstand shopping behaviors

Look for specific magazines that I have identified in advance 79% Choose based on the cover or articles 24% Look at the “featured” or “best-selling” area to see what is being promoted 23% Go to categories or specific key words in the “newsstand” or app store

On traditional newsstands, covers compete for the browsing consumer’s attention.

Only 24% of total respondents on digital newsstands choose magazines based on covers or articles.

20% Search in the “newsstand/magazine” section as opposed to the app store 17% Other 2% Note: Respondents were allowed to choose multiple responses Base: 796 respondents who have used e-newsstands to find, subscribe to and download magazine-branded content apps Source: How Magazine Media Readers Evaluate and Use Digital Newsstands, GfK MRI/MPA, November 2012

digital editions and apps

68

Digital editions: Time well spent Since starting to read digital magazines,

Over the last year, time spent per reader has

more than 1 in 4 say they have increased

averaged 30 minutes with each digital issue

their reading time spent with magazine

and readers have accessed digital issues an

media (both print and digital).

average of 2.5 times.

Source: Adobe Digital Index, 2013

Time spent reading magazines (print + digital)

15% less time

27% more time

With more reading options, total time spent with magazines is growing among subscribers subscribers

58% about the same amount of time

Base: 796 respondents who have used e-newsstands to find, subscribe to and download magazine-branded content apps Source: How Magazine Media Readers Evaluate and Use Digital Newsstands, GfK MRI/MPA, November 2012

digital only

print only

new loyal cross-platform cross-platform

time spent (minutes)

print issues

n/a

85.4

67.9

78.8

digital issues

70.2

n/a

46.4

47.0

total time spent

70.2

85.4

114.3

125.8

Note: Cross-platform subscribers are those who have access to both print and digital editions. The New group is on their first subscription contract; the Loyal group is on their third or higher contract Source: CondĂŠ Nast Digital Subscriber Survey, June 2012

digital editions and apps

69

Digital editions: When, where and how readers choose to read Where magazines are read most subscribers

digital only

print only

new cross-platform

loyal cross-platform

PRINT EDITIONS

at home

29%

79%

75%

76%

outside of the home•

20

20

19

19

at home

56

15

38

38

outside of the home•

43

17

53

52

DIGITAL EDITIONS

• e.g., at work, when traveling, commuting, and so on

Note: Cross-platform subscribers are those who have access to both print and digital editions. The New group is on their first subscription contract; the Loyal group is on their third or higher contract Source: Condé Nast Digital Subscriber Survey, June 2012

digital editions and apps

70

Digital magazines drive readers to online action 80% of total respondents took some form of action after downloading the digital version of a magazine.

total (796)

18-34 (262)

35+ (534)

any (net)

80%

85%

78%

visited the magazineâ&#x20AC;&#x2122;s website

53

59

51

recommended the magazine to someone

32

38

30

visited the magazine on Facebook, Twitter or other social media site

26

35

22

Base: 796 respondents who have used e-newsstands to find, subscribe to and download magazine-branded content apps Source: How Magazine Media Readers Evaluate and Use Digital Newsstands, GfK MRI/MPA, November 2012

digital editions and apps

71

Digital ad engagement mirrors print Digital readers want to buy directly from their magazine apps:

Equal numbers of consumers noted a print or digital magazine ad.

67% are interested in purchasing products

Print vs. digital magazines (index)

and services directly from the ads they see in digital magazines.

62% are interested in buying products and services directly from the articles and features they read in digital magazines.

Source: ORC Caravan, May 2013

average noting print ads

100

52%

digital ads

100

52%

any action taken 100

59% 120

71%

Note: Any action taken based on readers who noted the ad; Starch Digital measures top 45 magazine titles and results shown reflect noninteractive actions taken Source: GfK MRI Starch/Starch Digital, 2012

digital readers

72

Interactive actions taken

Digital magazine ads lead to positive advertising results

used any interactive features

48%

interacted with the ad by moving/turning/shaking

32

touched/clicked the ad to expand

32

watched a video or commercial

30

viewed multiple pages of advertising content

30

accessed a website through the ad

30

viewed a gallery

28

touched/clicked the ad for more information

27

accessed a social network through the ad

21

downloaded an app

19

Noninteractive actions taken noted

52%

any action taken (noninteractive)

71

watched/plan to watch show

27

have a more favorable opinion about the advertiser

23

considered purchasing the product/service

22

looked for more info about the product/service

21

visited their website

19

recommended the product/service

19

saw/plan to see movie

19

Source: GfK MRI Starch Digital, June-December 2012 Digital magazine ads on tablets and e-readers. Top 45 magazine titles. Interactive actions taken: Not all ads have these features

digital readers

73

Tablets boost brand awareness Tablet media show strength in building brand awareness at a higher rate than mobile campaigns. Findings suggest potential for cross-branding of traditional print magazines and their digital counterparts.

Comparison of mobile InsightNorms to tablet InsightNorms for ad awareness mobile 26% tablet 41% Mobile: 271 campaigns; tablet: 43 campaigns. Note: Data is Delta: Delta=Control-Exposed.

Number of respondents: mobile n=86,348; tablet n=34,989 Source: InsightExpress, 2013

digital readers

74

At your fingertips: Mobile buyers (and sales) on the rise 15% of online retail sales take place via mobile devices.

U.S. retail m-commerce sales 2011-2017

U.S. mobile buyers by device 2011-2017

$108.56

retail m-commerce sales (billions) percent of retail e-commerce

$92.39

$71.16

$53.41

2011

2012

2013

2014

2015

2016

2017

mobile buyers (millions)

34.0

57.0

79.4

98.9 114.9 128.7 138.8

% of digital buyers

24

38

51

61

69

74

77

buyers on smartphones (millions) 26.2

41.3

52.3

63.4

73.9

83.0

89.7

% of smartphone users

29

35

39

41

43

45

45

% of mobile buyers

77

72

66

64

64

65

65

% of digital buyers

18

28

34

39

44

48

50

buyers on tablets (millions)

15.5

50.0

70.6

88.2 102.2 116.5 125.1

% of tablet users

50

58

63

68

72

77

78

% of mobile buyers

46

88

89

89

89

91

90

% of digital buyers

11

33

45

55

61

67

70

$38.84 $24.81 $13.63

2011

15%

2012

2013

2014

2015

2016

2017

Note: Includes products or services ordered using the internet via mobile devices, regardless of the method of payment or fulfillment; excludes travel and event ticket sales Source: eMarketer, April 2013

Note: Ages 14+; mobile device users who have used their mobile device to make at least one purchase via web browser or mobile app during the calendar year Source: eMarketer, April 2013

digital readers

75

TABLET METRICS Digital Edition Standardization Initiative (DESI) To address the collective needs of the publisher and advertising communities, standardized metrics have been developed by the MPA, its members, and agency and technology partners.

initial recommended metrics for use by publishers, agencies and advertisers

1 Total consumer paid digital issues — A circulation metric, defined as an unauthenticated/bundled issue, which has been paid for by an end user (sponsored, corporate or “free” editions will not be counted)

2 Total number of digital edition readers per issue — An audience metric, This baseline circulation and audience measurement criteria have been adopted by the industry’s leading providers to allow publishers and agency partners to accurately and uniformly measure the key indicators of digital edition magazine reader activity on every device, including notebooks, smartphones, e-readers and tablets, and across digital newsstands.

technically defined as the total number of “unique” readers who have opened a full digital edition on a device for the first time

3 Total number of sessions per issue — An audience metric, defined as the total number of aggregate sessions for all versions of a specified digital edition across all digital newsstands

4 Average amount of time spent per reader per issue — An audience/ engagement metric, derived from the aggregate total time spent across all measured digital editions divided by the total number of “unique readers”

5 Average number of sessions per reader per issue — An audience/ engagement metric, derived from the aggregate total number of sessions across all measured digital editions divided by the total number of “unique readers” Source: MPA Digital Edition Standardization Task Force, 2013

digital metrics

76

TABLET METRICS Data collection and reporting time frames The time frame for capture is defined as the on-sale period (time available as the newest edition) plus an additional 4 weeks. At a high level, this would break down as: • Weekly Magazine

7 days + 28 days

=

35 days

• Biweekly Magazine

14 days + 28 days

=

42 days

• Monthly Magazine

28 days + 28 days

=

56 days

• Quarterly Magazine

84 days + 28 days

= 112 days

• Special Editions: variable duration as specified by the publisher

Individual title on-sale may vary, and as such the reporting may be variable per title/publisher.

Reports for the time frame specified by the pilot program shall be generated and certified: • Weekly Magazine

63 days post-start of the on-sale period

• Biweekly Magazine

84 days post-start of the on-sale period

• Monthly Magazine

84 days post-start of the on-sale period

• Quarterly Magazine

112 days post-start of the on-sale period

digital metrics

77

Digital readers spend more time with enhanced ads For the same brand, digital magazine readers spent more time with ads enhanced for tablets (EFT) than with straight from print (SFP)— almost twice as much.

Multiple visits create the potential for increased opportunity to see (OTS) an advertiser’s message.

Time spent with ad (seconds) ads enhanced for tablets (EFT)

+90% 190

static ads—straight from print (SFP)

55%

read or reread back issues of their digital editions

100 Note: Comparisons are for the same brand in Time Inc. tablet magazines Only one page ads; cover 2 and cover 4 excluded Source: Time Inc. Research and Insights, 2012

Base: 796 respondents who have used e-newsstands to find, subscribe to and download magazine-branded content apps Source: How Magazine Media Readers Evaluate and Use Digital Newsstands, GfK MRI/MPA, November 2012

digital metrics

78

Magazine media readers are social Avid magazine readers are more social media savvy than the general population.

Avid magazine readers are more engaged with social media

total respondents

avid readers

I like to share information about my daily activities with my family and friends

47%

66%

The experience of interacting with media is generally enhanced when shared with others

48

67

Magazines for me are one of the most highly credible sources of information for the areas that I am personally interested in

33

62

I trust the opinion of a magazine editor

30

54

Download coupons from a company’s Facebook page

53

63

Enter contests on Facebook or Twitter to win products or receive discounts

59

66

Redeem an offer from a “check-in” service such as Foursquare

29

41

Shopping activities

(frequently/sometimes)

Redeem an offer from a company’s Twitter feed or Facebook page

51

61

Seek the opinion of your Facebook friends before buying a product

50

62

Tell your friends on Facebook or Twitter about a special sale that you heard about

53

62

I love to share articles or products that I see in magazines immediately with others

35

54

I like to use social media to talk about what I am reading in magazines

29

47

It is important to me to be able to engage with a magazine brand on social media platforms

27

46

Agreement with social media involvement statements

Source: Magazines and Social Media, GfK MRI/MPA, The Marketing Democracy, 2012

social media

79

Magazines and social media are #BFFs Among adults 18-34 who read magazines and use social media: 37% read or looked into a digital magazine in the past 60 days. Nearly half say that the experience of interacting with other media is generally enhanced when shared with others. 35% love to share articles or products that they see in magazines immediately with others. Nearly half have visited a magazine’s Facebook page. Nearly

3/4 have “liked” a magazine on Facebook. 69%

have posted a magazine article to Facebook. More

than 6 in10 have chatted with friends

on Facebook while reading a magazine and shared what they were reading. More than half posted photos to a magazine’s Facebook page. More

than half have uploaded content (such as recipes) to a magazine’s Facebook page. More than 2/3 have followed a magazine editor or columnist on Twitter. Nearly 3/4 have followed a magazine on Twitter.

3 in 4 have followed a magazine on Pinterest or have repinned content from a magazine.

Source: Magazines and Social Media, GfK MRI/MPA, 2012

social media

80

Magazine brands: Winning with pinning

Used Facebook, Twitter or LinkedIn in past 30 days (index)

Pinterest boards with the most repins Blogger Recipes We Love Better Homes and Gardens

1,021,643

155

Blogger Faves from BHG.com Better Homes and Gardens

444,215

105

Real Simple Finds: Recipes to Try Real Simple

289,908

Wedded Bliss Swarovski

253,296

Yum! Recipes to Share Etsy

249,195

magazines (print)

116

internet radio newspapers

80

tv

73

Base: Top quintile of usage for each medium, indexed to adults 18+ Source: GfK MRI, Fall 2012

Source: Mashable.com, May 2013

social media

81

Audience and Distribution 83 Magazine launches by category 84 Magazine titles endure 85 Number of magazines 2003-2012 86 Audience/subscription/single-copy sales 87 Print and digital distribution 88 Retail: Behavior and sales

Editorial and Advertising 89 Top ad categories by revenue 90 Ad pages and rate card ad revenue 91 Magazines in the advertising mix 92 Top brands by magazine ad spending 93 Editorial to advertising ratio 94 Impact of ad unit size and position and readership by month and quarter 95 Pages by editorial category

82

231 magazines launched in 2012 93 have launched in the first half of 2013.

U.S. print magazine launches by category (2012) 23 crafts/games/hobbies/models

4 literary/reviews/writing

19 special interest/lifestyle

4 gay/lesbian

18 metropolitan/regional/state

4 music

15 popular culture

4 gaming

13 sports

3 politics

11 epicurean

3 computers

10 military/naval

3 bridal

9 home

3 health

8 children’s

3 travel

8 ethnic

3 pets

8 automotive

2 business

7 men’s

2 entertainment

7 fitness

2 teen

6 women’s

2 equine

5 fashion/beauty/grooming

1 religion

5 art /antiques

1 photography

5 fishing and hunting

1 camping/outdoor recreation

4 comic technique/comics

1 parenting

4 motorcycles Note: This list represents weekly, bimonthly, monthly and quarterly titles only Source: mrmagazine.com; Samir Husni’s Guide to New Consumer Magazines, 2013

audience and distribution

83

Magazines influence, inspire and endure

More than 150 print magazines have thrived for more than 50 years (only 9 TV programs can say the same).

47 titles have succeeded for more than 100 years.

Source: MPA Info Center, MediaFinder.com, Serial Solutions, Ulrichâ&#x20AC;&#x2122;s web, Museum of Broadcast Communications; 2012 data

audience and distribution

84

Number of U.S. magazines 2003-2012 year

consumer magazines

2012

7,390

2011

7,179

2010

7,163

For the past five years,

2009

7,110

the total number of consumer

2008

7,383

2007

6,809

2006

6,734

2005

6,325

2004

7,188

2003

6,234

Staying power print magazines has remained above 7,000.

Source: Mediafinder.com, 2013

Source: National Directory of Magazines/Mediafinder.com, 2013

audience and distribution

85

Magazine media audience remains strong and circulation is stable Total 18+ magazine audience year

2013

Subscription/single copy sales 2003-2012 year

187,055,000

2012

+

subscription

single copy

total

285,148,911

26,535,140

311,684,051

+

282,919,614

29,558,699

312,478,313

2012

186,992,000

2011

2011

191,022,000

2010+

292,237,864

32,999,207

325,237,070

2010

189,772,000

2009

+

310,433,396

36,138,517

346,571,912

2009

189,315,000

2008+

324,818,012

43,664,772

368,363,773

2008

188,893,000

2007

+

322,359,612

47,433,976

369,793,587

2007

185,523,000

2006+

321,644,445

47,975,657

369,620,102

2006

183,405,000

2005

313,992,423

48,289,137

362,281,559

2005

180,620,000

2004

311,818,667

51,317,183

363,135,850

2004

178,723,000

2003

301,800,237

50,800,854

352,601,091

Note: Measured magazine titles excluding Sunday magazines and newspapers Source: GfK MRI, Spring 2013

+Paid and Verified â&#x20AC;&#x201C;Effective 2006, AAM established verified subscription circulation as a category Source: Averages calculated by MPA from each yearâ&#x20AC;&#x2122;s AAM Publishers Statements, 2003-2012 Comics, annuals and international editions are not included. The AAM ruled in 2012 that digital editions would be reported as part of this data; as of 2012 digital editions make up approximately 2.2% of these estimates

audience and distribution

86

Print and digital distribution Digital subscription purchases by type

11% six-month

31% monthly

2% <multiyear

56% one-year

Base: Purchased digital subscription to magazine (255) Source: How Magazine Media Readers Evaluate and Use Digital Newsstands, GfK MRI/MPA, November 2012

Print magazine distribution

Print magazine distribution revenue

9%

25%

single copy

single copy

91%

75%

subscription

paid subscription

Source: Averages calculated by MPA from AAM Publishers Statements, 2012. Comics, annuals and international editions are not included. The AAM ruled in 2012 that digital editions would be reported as part of the Fas Fax data; as of 2012 digital editions make up approximately 2.2% of these estimates

Source: Estimates calculated by MPA from AAM Publishers Statements, 2012. Verified circulation is not included in these revenue calculations. The AAM ruled in 2012 that digital editions would be reported as part of the Fas Fax data; as of 2012 digital editions make up approximately 2.2% of these estimates

audience and distribution

87

Readers seek out their favorite magazines at retail 59% look for a specific print magazine at retail.

73% are influenced to purchase products advertised in magazines

53% agree that the magazine section at my favorite retailer is a welcome stop where magazines are â&#x20AC;&#x153;freshâ&#x20AC;? weekly and monthly

41% would like to see more magazines displayed by their retailer

36% are likely to look through a magazine at checkout

35% report making a purchase at retail as a result of seeing it in a magazine ad

22% would go to another store if they couldnâ&#x20AC;&#x2122;t find the magazine they were looking for Source: ORC Caravan, May 2013

Retail sales by channel 2012 34%

supermarkets

15%

supercenters

11%

drugstores

10%

bookstores

8%

terminals

7%

mass merchandisers

5%

convenience stores

4%

other

3%

club stores

2%

newsstand locations

2%

discount stores Source: Harrington Associates, 2013 (2012 data)

audience and distribution

88

revenue

Print magazine advertising rate card reported revenue: Top 12 categories 2012

toiletries and cosmetics

$3,182,116,432

share

16.3%

drugs and remedies

1,961,725,710

10.1

apparel and accessories

1,819,580,552

9.3

food and food products

1,642,958,211

8.4

media and advertising

1,520,342,537

7.8

retail

1,449,446,346

7.4

direct response companies

1,112,181,566

5.7

automotive

1,008,276,580

5.2

financial, insurance and real estate

983,118,045

5.0

home furnishings and supplies

937,983,819

4.8

technology

810,270,311

4.2

public transportation, hotels and resorts

747,409,505

3.8

$13,993,293,182

71.9

Top categories total Note: Sunday magazines excluded Source: PIB and Kantar Media, January 2013

editorial and advertising

89

Magazine ad revenue is stable at $19 billion Magazine rate card revenue 2012 200+ PIB-measured print magazines

Magazine ad pages and rate card ad revenue among measured print magazines 2003-2012

(billions)

(percent)

year

first quarter

4.1

21

second quarter

5.2

third quarter fourth quarter

pages

rate card revenue

2012

150,699

$19,475,062,008

27

2011

164,225

20,086,199,882

4.6

23

2010

169,634

20,083,795,458

5.6

29

2009

169,218

19,450,949,765

19.5

100

2008

220,813

23,652,018,530

2007

244,737

25,501,793,278

2006

244,907

23,996,768,141

2005

243,305

23,068,182,388

2004

234,428

21,313,206,734

2003

225,831

19,216,085,358

Note: Sunday magazines excluded Source: PIB and Kantar Media, January 2013

Note: Sunday magazines excluded Source: PIB and Kantar Media, January 2013

editorial and advertising

90

Share of advertising spend by medium 2012

2011

2010

2009

2008

13.8%

14.6%

15.1%

15.4%

16.4%

sunday magazines (print)

1.1

1.2

1.3

1.3

1.3

local magazines (print)

0.2

0.2

0.3

0.3

0.3

Hispanic magazines (print)

0.1

0.1

0.1

0.1

0.1

B-to-B magazines (print)

1.9

2.0

2.1

2.3

2.7

internet*

8.7

9.1

7.6

7.9

6.7

network tv

17.1

16.4

17.2

17.3

16.3

cable tv

17.5

17.3

16.1

15.5

13.6

spot tv

11.7

11.0

11.9

10.3

11.7

syndicated tv

3.6

3.5

3.1

3.4

3.1

Spanish language tv

3.2

3.0

2.8

2.8

2.5

national newspapers (print)

1.5

1.8

1.9

1.9

2.0

10.3

10.9

11.5

12.7

13.9

Hispanic newspapers (print)

0.2

0.2

0.2

0.2

0.2

network radio

0.8

0.7

0.7

0.7

0.7

national spot radio

1.4

1.4

1.5

1.3

1.5

local radio

4.0

3.9

3.9

4.0

4.4

consumer magazines (print)

Consumer magazines are a vital part of the advertising mix

local newspapers (print)

outdoor Total

3.0 100.00

2.9

2.8

2.7

2.7

100.0

100.0

100.0

100.0

Source: Kantar Media, 2008-2012, Consumer Magazine Data, PIB. Data as of March 2013

editorial and advertising

91

Leading marketers believe in magazines Total 2012 top marketers’ print magazine rate card reported spend $7,563,839,371 Top 50 marketers’ spending equals 39% of overall magazine rate card revenue.

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25

Procter & Gamble Co L’Oréal SA Pfizer Inc Time Warner Inc LVMH Moët Hennessy Louis Vuitton SA Joh A Benckiser Gmbh Unilever Johnson & Johnson Estée Lauder Cos Inc Advance Publications Inc Toyota Motor Corp Berkshire Hathaway Inc Mars Inc Nestlé SA Kellogg Co Campbell Soup Co Kraft Foods Inc General Motors Corp Merck & Co Inc Hearst Corp Church & Dwight Co Inc Honda Motor Co Ltd Walt Disney Co Allergan Inc Ford Motor Co

$913,192,199 794,345,509 301,776,218 278,722,070 259,482,200 257,357,827 243,686,029 221,362,961 205,943,925 180,668,534 163,357,102 162,283,041 162,227,345 155,713,419 140,941,940 139,920,823 136,753,389 129,774,405 128,508,080 122,773,294 119,073,704 113,586,121 111,152,990 109,552,448 106,642,436

26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50

Gap Inc Comcast Corp Target Corp GlaxoSmithKline Plc Pepsico Inc Reckitt Benckiser Plc Kao Corp PPR SA Meredith Corp Chanel SA Chrysler Group LLC Revlon Inc Bose Corp Clorox Co Macy’s Inc Blackstone Group L.P. Phillips-Van Heusen Corp AT&T Inc Nissan Motor Co Ltd Kimberly-Clark Corp Synergistic Marketing LLC Citigroup Inc Abbott Lab VF Corp ConAgra Foods Inc

101,977,838 98,050,434 93,318,718 92,817,770 87,936,636 85,643,715 82,691,803 81,805,865 80,565,492 79,948,817 79,349,217 78,395,426 76,102,181 75,823,466 73,649,497 69,594,014 67,741,607 67,369,303 64,988,643 63,071,547 62,655,579 62,042,628 61,219,186 59,394,517 58,887,463

Note: Sunday magazines excluded. Source: PIB and Kantar Media, data as of January 2013

editorial and advertising

92

Editorial and advertising go hand in hand Magazine media rank #1 for advertising acceptance (76%).

Source: ORC Caravan, February 2013

Editorial 55% Advertising 45%

Editorial vs. advertising pages 2003-2012 (print) year

% editorial

% advertising

2012

55.0

45.0

2011

54.8

45.2

2010

54.1

45.9

2009

56.0

44.0

2008

53.8

46.2

2007

52.9

47.1

2006

53.0

47.0

2005

52.8

47.2

2004

51.9

48.1

2003

52.1

47.9

Note: Sunday magazines excluded Source: Hallâ&#x20AC;&#x2122;s Magazine Reports, 2013

editorial and advertising

93

Magazine advertising works in all sizes and positions â&#x20AC;&#x201D;and readership doesnâ&#x20AC;&#x2122;t take a vacation Impact of print magazine advertising

Issue-specific audiences

type/size of magazine ads

all measured publications by month/quarter

all ads size/color

noted 52%

action taken 59%

AD SIZE

multiple pages (excluding spreads)

69

60

gatefold ads

61

57

spread

56

58

full page

51

58

half page

43

62

third page

41

63

less than half page

41

63

four color

51

59

black and white

40

56

COLOR

2012 issue January February March April May June July August September October November December

inside back cover

60

58

back cover

63

58

quarterly January-March April-June July-September October-December

adjacent to table of contents

59

57

June-August

PREMIUM POSITION

inside front cover

75

57

Source: GfK MRI Starch Advertising Research, January-December 2012

audience 1,934,605 1,790,942 1,941,672 2,288,366 2,062,500 2,027,054 2,128,503 1,853,741 2,098,900 2,111,826 2,030,767 2,196,162 24,465,038

percent 7.9 7.3 7.9 9.4 8.4 8.3 8.7 7.6 8.6 8.6 8.3 9.0 100.0

5,667,219 6,377,920 6,081,144 6,338,755

23.2 26.1 24.9 25.9

6,009,298

24.6

Source: GfK MRI, 2012

editorial and advertising

94

Magazines satisfy consumer passions and interests Number of editorial print pages 2012 type of editorial

pages

percent

type of editorial

pages

percent

entertainment/celebrity

18,724.2

14.6

general interest

4,502.4

3.5

wearing apparel/accessories

16,902.4

13.1

health/medical science

4,134.9

3.2

food and nutrition

10,913.1

8.5

self-help/relationships

3,921.9

3.0

business and industry

9,079.0

7.1

personal finance

2,996.0

2.3

home furnishings/management

8,765.4

6.8

fitness/beauty

2,455.7

1.9

culture

7,464.0

5.8

building

2,380.3

1.9

travel/ transportation

6,975.8

5.4

global/foreign affairs

2,132.9

1.7

miscellaneous

6,258.0

4.9

gardening and farming

1,415.7

1.1

beauty and grooming

6,233.9

4.8

children

1,246.3

1.0

sports/recreation/hobby

5,738.9

4.5

consumer electronics

1,098.1

0.9

national affairs

4,919.8

3.8

fiction

403.1

0.3

128,661.8

100.0

Note: Sunday magazines excluded Source: Hallâ&#x20AC;&#x2122;s Magazine Reports, 2013

Total editorial

editorial and advertising

95

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, increase

The MPA Information Center offers personalized research services for MPA members, advertisers and their agencies. The staff can provide data on historical trends, industry statistics, news and much more.

Members can send requests to infocenter@magazine.org or make an appointment to visit the Information Center in New York. Staff is available 9am to 5pm Eastern time, Monday through Friday.

revenues and grow market share. Established in 1919, MPA represents 265 domestic, associate and international members. MPA is headquartered in New York City, with a government affairs office in Washington, D.C.

Find more information and updates at magazine.org.

Mary G. Berner — President and Chief Executive Officer Tony Sarcone — Senior Vice President, Marketing Initiatives and Insights Ethan Grey — Senior Vice President, Digital Strategy and Initiatives Patty Bogie — Vice President, Creative Services Sandy Jimenez — Director of Information Services Foladé Bell — Digital Specialist John De Francesco — Graphic Design Amanda Ward — Marketing Intern/Project Coordinator Margaret McCarthy — Marketing Intern Justine Lowe — Design Intern Kendall Alexander — Creative Marketing Intern The Magazine Media Factbook 2013/2014. Produced by MPA – The Association of Magazine Media. © Copyright 2013. All rights reserved. MPA, 810 Seventh Avenue, 24th Floor, New York, NY 10019-5818

magazine.org

96

factbook13-f1B

8/9/13

10:29 AM

Page 99

Magazine Media Factbook 2013 / 2014 Our thanks to the following for their research contribution:

Adobe Systems Inc.

Hallâ&#x20AC;&#x2122;s Reports

Nellymoser, Inc.

Alliance for Audited Media

Harrington Associates

The Nielsen Company

Apple

InsightExpress

Opinion Research Corporation

Association of National Advertisers

International Data Corporation (IDC)

Oxbridge Communications

Carat Insight

Ipsos MediaCT

Pew Research Center

comScore, Inc.

Ipsos Mendelsohn

Pitney Bowes Inc.

CondĂŠ Nast Publications

J.D. Power and Associates

Professor Samir Husni

Consumer Electronics Association

Kantar Media

Prosper Business Development

DJG Marketing Services

Kantar Media MARS

Publishers Information Bureau (PIB)

eMarketer

The Martin Agency

Shullman Research Center

Experian Marketing Services

Mashable, Inc.

Shweiki Media

GfK MRI

McPheters & Company

Time Inc.

GfK MRI Starch

Meredith Corporation

DON’T MISS UPCOMING MPA 2O13 EVENTS: Digital Magazine Edition Seminar – September 18 AM2C – American Magazine Media Conference – October 22-23 MPA Digital: TAP – December 1O