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Publishers Press, family-owned since 1866, brings together credible resources, tools and industry expertise. As the sponsor and printer of the 2015 MPA Magazine Media Factbook, we are honored to partner with MPA – The Association of Magazine Media.

Publishers Press believes the printed word offers readers an experience that no other medium can simulate. We recognize that content has evolved to offer innovation and exploration beyond the newsstand. As your industry partner and friend, we encourage you to creatively incorporate the magazine media statistics, facts and trends within your marketing efforts. Generate new revenue streams as you entice advertisers and sponsors with targeted statistics and delight your readers within your niche.

Publishers Press shares magazine media’s genuine interest in the future of content, both in print and digital. It’s your content, but it’s our passion.

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magazine.org

Just the facts… It is always inspiring to see magazine media’s story laid out by the numbers, particularly now as we expand the delivery of our trusted, curated and valued content to a bigger audience, including the most desirable demographics, new platforms, formats and audiences.

The facts, figures and trends within the new Magazine Media Factbook demonstrate that magazine media continues to be the most trusted, inspiring and influential media, satisfying readers when, where and how they choose.

For more statistics on the vibrancy of magazine media brands, MPA releases The Magazine Media 360° Brand Audience Report monthly and The Social Media Report quarterly on www.magazine.org. On the site you will also find industry news, events and careers in magazine media.

There has never been a more exciting time to be part of the magazine media industry and I hope you share in my enthusiasm for the future.

— Mary G. Berner President and Chief Executive Officer, MPA – The Association of Magazine Media

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Magazine Media 360° o

6 Magazine Media 360 is . . .

35 Readership builds long after publication 36 Print magazine readership increases with income

7 Audience Mix /Growth 12 Category Performance 20 Social Media Report 24 Magazine Media USP

Ad Environment 37 Magazine media are more trusted, inspiring and influential than other media 38 Magazine media provide a more positive environment for

25 Net audience for magazine print and digital editions is growing 26 Percentage of American adults who read digital magazine editions has more than quadrupled over the past 3 years 27 Magazine brand apps are top sellers 28 The top 25 print magazine reach more adults and teens than the top 25 primetime TV programs 29 Americans of all ages read print magazines—especially younger adults 30 Digital edition magazine readers are young, educated and upscale 31 Younger adults are the heaviest consumers of print magazines 32 Magazine media readership is diverse 33 Magazine media readers are the most active consumers 34 Print magazines rank #1 or #2 in reaching influential consumers

advertisers than other media 39 Advertising in magazine media increases sales 40 Advertising in print and digital edition magazines attract the most intention from affluent consumers 41 Print and digital magazine content is deeply engaging 42 Brands that advertise in print magazines achieve higher brand favorability, purchase intent and ad awareness than they do online or on TV 43 Magazine media generate more positive emotions than

Table of Contents

Demand/Reach

other media 44 Increased exposure to print magazine ads improves advertiser metrics 45 Magazine media ads raise TV viewership 46 Magazine media ads are valued more than ads in other media 47 Print magazine advertising works regardless of ad size or placement 48 Print magazine advertising inspires action

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Influence/Impact 49 Trusted recommenders across product categories are heavy print magazine readers 50 Category influentials are heavy print magazine readers 51 Automotive: Print magazines drive automotive growth —especially at the top end of the market 52 Automotive: Heavy print magazine readers are most likely to purchase or lease vehicles 53 Entertainment: Print magazine readers are most likely to buy entertainment goods and services 54 Finance/investing: Affluent and active investors are heavy print magazine readers 55 Food: Food influencers read print magazines

60 Home furnishing/remodeling: Print magazine readers are top spenders on home remodeling and redecorating 61 Home furnishing/remodeling: Print magazine readers are super influencers in home furnishings and remodeling 62 Home furnishing/remodeling: Print magazine readers are most likely to use home improvement professionals and remodel or redecorate home/garden 63 Luxury goods: Luxury goods category influencers and buyers are heavy print magazine readers 64 Technology: Heavy print magazine readers are tech influencers—second only to online 65 Travel: Print magazine readers are active, affluent and influential travelers 66 Travel: Heavy print readers are most likely to travel

56 Healthcare/pharma: Print magazines excel in reaching influential consumers in healthcare 57 Healthcare/pharma: Heavy print readers are the most informed and engaged healthcare/pharma customers 58 Healthcare/pharma: Magazine media advertising is #1 in driving consumer healthcare actions 59 Healthcare/pharma: Viewers of healthcare ads in magazine media are most likely to take action

Magazine Brand Vitality

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MPA-FACTbook2015-f1B

67 Magazine brands endure—More than 180 print magazines have thrived for more than 50 years 68 Print magazine brands increased in 2014 69 231 new print brands launched in 2014 70 Affirming the value of print, leading digital businesses launch print magazines 72 Leading marketers invest in print magazines

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o

Magazine Media 360 is...

A newly created industry metric that measures audiences across multiple platforms and formats to provide a comprehensive and accurate picture of consumer demand for magazine media brands. Platforms and formats covered include: • • • • •

Magazine Media 360o

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print+digital editions web (desktop/laptop) mobile web video social media (reported separately) o

Magazine Media 360 uses data from leading third-party providers and currently covers approximately 145 magazine media brands from more than 30 companies, representing 95% of the reader universe. o

The MPA Magazine Media 360 Brand Audience Report, which contains the o 360 audience metric by title, is published monthly at www.magazine.org. The o separate MPA Magazine Media 360 Social Media Report is released quarterly.

magazine.org

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Magazine Media 360˚ First Quarter Performance

Print+Digital Editions

Print+Digital Editions

60% Web (Desktop/Laptop)

Q1 2014

1.550 B*

17%

Total Brand Audience Monthly Average

Mobile Web

15%

2%

Web (Desktop/Laptop)

Q1 2015

16%

1.731 B Total Brand Audience Monthly Average

Mobile Web

22%

Video

2%

Magazine Media 360o

66%

Video

Audience Growth* +10.2% *Due to a former joint venture with CNN, 2014 web/mobile data for Fortune and Money is not available and is not reported for these titles. Additionally, in order to appropriately calculate audience percentage change, Fortune and Money were excluded in their entirety from the current year to date and year ago data.

Sources: Print+Digital Editions GfK MRI’s Survey of the American Consumer® Print+Digital Fall 2014 and 2013, GfK MRI’s Survey of the American Consumer® Print+Digital DoubleBase 2014 and 2013, GfK MRI Accessed Prototype, GfK MRI’s Teenmark® or 2014 and 2013 Ipsos Affluent Survey USA (Print only). Web (Desktop/Laptop) comScore Media Metrix® or Nielsen NetView; unique visitors; Jan.–Mar. 2015 and Jan.–Mar. 2014; U.S. Mobile Web comScore Mobile Metrix or Nielsen Mobile NetView 3.0; unique visitors; Jan.–Mar. 2015 and Jan.–Mar. 2014; U.S. Video comScore Video Metrix or Nielsen VideoCensus; unique viewers; Jan.–Mar. 2015 and Jan.–Mar. 2014; U.S.

magazine.org

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Magazine Media 360o First Quarter Performance Print+Digital Print+Digital Editions

Print+Digital Editions

Q1 2014

Q1 2015

Total Brand Audience Monthly Average

Total Brand Audience Monthly Average

Total Print+Digital Audience

Total Print+Digital Audience

1,018,758,000

1,031,289,000

Magazine Media 360o

60%

66%

Print+Digital Audience Growth +0.2% Sources: GfK MRI’s Survey of the American Consumer® Print+Digital Fall 2014 and 2013, GfK MRI’s Survey of the American Consumer® Print+Digital DoubleBase 2014 and 2013, GfK MRI Accessed Prototype, GfK MRI’s Teenmark® or 2014 and 2013 Ipsos Affluent Survey USA (Print only).

magazine.org

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Magazine Media 360o First Quarter Performance Web (Desktop/Laptop)

Web (Desktop/Laptop)

Q1 2015

17%

Total Brand Audience Monthly Average

Total Brand Audience Monthly Average

Total Web (Desktop/Laptop) Audience

Total Web (Desktop/Laptop) Audience

269,289,000

277,201,000

16%

Magazine Media 360o

Q1 2014

Web (Desktop/Laptop)

Web (Desktop/Laptop) Audience Growth +0.4% Sources: comScore Media Metrix® or Nielsen NetView; unique visitors; Jan.–Mar. 2015 and Jan.–Mar. 2014; U.S.

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Magazine Media 360o First Quarter Performance Mobile Web

Q1 2014 Total Brand Audience Monthly Average

Q1 2015 Total Brand Audience Monthly Average

Mobile Web

15%

Mobile Web

22%

Total Mobile Web Audience

Total Mobile Web Audience

230,152,000

385,733,000

Magazine Media 360o

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Mobile Web Audience Growth +65.3% Sources: comScore Mobile Metrix or Nielsen Mobile NetView 3.0; unique visitors; Jan.–Mar. 2015 and Jan.–Mar. 2014; U.S.

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Magazine Media 360o First Quarter Performance Video

Q1 2014

Q1 2015

Total Brand Audience Monthly Average

Total Brand Audience Monthly Average

2%

Video

2%

Video

Total Video Audience

Total Video Audience

31,843,000

36,777,000

Magazine Media 360o

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Video Audience Growth +14.4% Sources: comScore Video Metrix or Nielsen VideoCensus; unique viewers; Jan.–Mar. 2015 and Jan.–Mar. 2014; U.S.

magazine.org

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o

Magazine Media 360 Category Performance The following pages present editorial category performance (both total magazine media brand audience growth as well as platform/format mix) for January–March 2014 and January–March 2015 for the following categories: • • • •

epicurean health and fitness men’s fashion newsweeklies

• shelter • travel • women’s fashion

magazine.org

Magazine Media 360o

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Magazine Media 360o First Quarter Performance Epicurean Category

Print+Digital Editions

46% Web (Desktop/Laptop)

Web (Desktop/Laptop)

50% Q1 2014

25%

139.9 M

Q1 2015

168.1 M

Mobile Web

Monthly Average

Monthly Average

24%

1%

Video

21% Mobile Web

32%

Magazine Media 360o

Print+Digital Editions

Video 1%

Category Growth +20.2% Sources: Print+Digital Editions GfK MRI’s Survey of the American Consumer® Print+Digital Fall 2014 and 2013, GfK MRI’s Survey of the American Consumer® Print+Digital DoubleBase 2014 and 2013, GfK MRI Accessed Prototype, GfK MRI’s Teenmark® or 2014 and 2013 Ipsos Affluent Survey USA (Print only). Web (Desktop/Laptop) comScore Media Metrix® or Nielsen NetView; unique visitors; Jan.–Mar. 2015 and Jan.–Mar. 2014; U.S. Mobile Web comScore Mobile Metrix or Nielsen Mobile NetView 3.0; unique visitors; Jan.–Mar. 2015 and Jan.–Mar. 2014; U.S. Video comScore Video Metrix or Nielsen VideoCensus; unique viewers; Jan.–Mar. 2015 and Jan.–Mar. 2014; U.S.

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Print+Digital Editions

Print+Digital Editions

68%

61% Web (Desktop/Laptop)

Q1 2014

16%

102.6 M

Mobile Web

Monthly Average

Q1 2015

112.7 M Monthly Average

14% Mobile Web

25%

16%

<1%

Web (Desktop/Laptop)

Magazine Media 360o

Magazine Media 360o First Quarter Performance Health and Fitness Category

Video Video <1%

Category Growth +9.9% Sources: Print+Digital Editions GfK MRI’s Survey of the American Consumer® Print+Digital Fall 2014 and 2013, GfK MRI’s Survey of the American Consumer® Print+Digital DoubleBase 2014 and 2013, GfK MRI Accessed Prototype, GfK MRI’s Teenmark® or 2014 and 2013 Ipsos Affluent Survey USA (Print only). Web (Desktop/Laptop) comScore Media Metrix® or Nielsen NetView; unique visitors; Jan.–Mar. 2015 and Jan.–Mar. 2014; U.S. Mobile Web comScore Mobile Metrix or Nielsen Mobile NetView 3.0; unique visitors; Jan.–Mar. 2015 and Jan.–Mar. 2014; U.S. Video comScore Video Metrix or Nielsen VideoCensus; unique viewers; Jan.–Mar. 2015 and Jan.–Mar. 2014; U.S.

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Magazine Media 360o First Quarter Performance Men’s Fashion and Grooming Category

Print+Digital Editions

Print+Digital Editions

Web (Desktop/Laptop)

Web (Desktop/Laptop)

Q1 2014

21%

18.7 M

Mobile Web

Monthly Average

Q1 2015

21.3 M Monthly Average

Mobile Web

24%

18%

4%

17%

Magazine Media 360o

54%

57%

Video Video 5%

Category Growth +14.0% Sources: Print+Digital Editions GfK MRI’s Survey of the American Consumer® Print+Digital Fall 2014 and 2013, GfK MRI’s Survey of the American Consumer® Print+Digital DoubleBase 2014 and 2013, GfK MRI Accessed Prototype, GfK MRI’s Teenmark® or 2014 and 2013 Ipsos Affluent Survey USA (Print only). Web (Desktop/Laptop) comScore Media Metrix® or Nielsen NetView; unique visitors; Jan.–Mar. 2015 and Jan.–Mar. 2014; U.S. Mobile Web comScore Mobile Metrix or Nielsen Mobile NetView 3.0; unique visitors; Jan.–Mar. 2015 and Jan.–Mar. 2014; U.S. Video comScore Video Metrix or Nielsen VideoCensus; unique viewers; Jan.–Mar. 2015 and Jan.–Mar. 2014; U.S.

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Magazine Media 360o First Quarter Performance Newsweeklies Category

Print+Digital Editions

Web (Desktop/Laptop)

Web ((Desktop/Laptop)

47% Q1 2014

Q1 2015

27%

214.2 M

240.1 M

Mobile Web

Monthly Average

Monthly Average

21% Mobile Web

32%

23%

Magazine Media 360o

42%

Print+Digital Editions

Video 5%

3% Video

Category Growth +12.1% Sources: Print+Digital Editions GfK MRI’s Survey of the American Consumer® Print+Digital Fall 2014 and 2013, GfK MRI’s Survey of the American Consumer® Print+Digital DoubleBase 2014 and 2013, GfK MRI Accessed Prototype, GfK MRI’s Teenmark® or 2014 and 2013 Ipsos Affluent Survey USA (Print only). Web (Desktop/Laptop) comScore Media Metrix® or Nielsen NetView; unique visitors; Jan.–Mar. 2015 and Jan.–Mar. 2014; U.S. Mobile Web comScore Mobile Metrix or Nielsen Mobile NetView 3.0; unique visitors; Jan.–Mar. 2015 and Jan.–Mar. 2014; U.S. Video comScore Video Metrix or Nielsen VideoCensus; unique viewers; Jan.–Mar. 2015 and Jan.–Mar. 2014; U.S.

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Print+Digital Editions

Print+Digital Editions

81%

76%

Q1 2014

160.1 M Monthly Average

Web (Desktop/Laptop)

9% Mobile Web

Web (Desktop/Laptop)

Q1 2015

10%

180.5 M

Mobile Web

Monthly Average

14%

9% 1%

Video

<1%

Magazine Media 360o

Magazine Media 360o First Quarter Performance Shelter Category

Video

Category Growth +12.8% Sources: Print+Digital Editions GfK MRI’s Survey of the American Consumer® Print+Digital Fall 2014 and 2013, GfK MRI’s Survey of the American Consumer® Print+Digital DoubleBase 2014 and 2013, GfK MRI Accessed Prototype, GfK MRI’s Teenmark® or 2014 and 2013 Ipsos Affluent Survey USA (Print only). Web (Desktop/Laptop) comScore Media Metrix® or Nielsen NetView; unique visitors; Jan.–Mar. 2015 and Jan.–Mar. 2014; U.S. Mobile Web comScore Mobile Metrix or Nielsen Mobile NetView 3.0; unique visitors; Jan.–Mar. 2015 and Jan.–Mar. 2014; U.S. Video comScore Video Metrix or Nielsen VideoCensus; unique viewers; Jan.–Mar. 2015 and Jan.–Mar. 2014; U.S.

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Magazine Media 360o First Quarter Performance Travel Category

Print+Digital Editions

89%

Web (Desktop/Laptop)

85% Web (Desktop/Laptop)

7% Q1 2014

27.2 M Monthly Average

Q1 2015 Mobile Web

4% <1%

30.3 M Monthly Average

Video

7% Mobile Web

8% <1%

Video

Magazine Media 360o

Print+Digital Editions

Category Growth +11.4% Sources: Print+Digital Editions GfK MRI’s Survey of the American Consumer® Print+Digital Fall 2014 and 2013, GfK MRI’s Survey of the American Consumer® Print+Digital DoubleBase 2014 and 2013, GfK MRI Accessed Prototype, GfK MRI’s Teenmark® or 2014 and 2013 Ipsos Affluent Survey USA (Print only). Web (Desktop/Laptop) comScore Media Metrix® or Nielsen NetView; unique visitors; Jan.–Mar. 2015 and Jan.–Mar. 2014; U.S. Mobile Web comScore Mobile Metrix or Nielsen Mobile NetView 3.0; unique visitors; Jan.–Mar. 2015 and Jan.–Mar. 2014; U.S. Video comScore Video Metrix or Nielsen VideoCensus; unique viewers; Jan.–Mar. 2015 and Jan.–Mar. 2014; U.S.

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Print+Digital Editions

Print+Digital Editions

75%

67% Web (Desktop/Laptop)

Web (Desktop/Laptop)

Q1 2014

12%

89.1 M

Mobile Web

Monthly Average

Q1 2015

12%

102.4 M

Mobile Web

Monthly Average

19%

11% 2%

Video

2%

Magazine Media 360o

Magazine Media 360o First Quarter Performance Women’s Fashion Category

Video

Category Growth +15.0% Sources: Print+Digital Editions GfK MRI’s Survey of the American Consumer® Print+Digital Fall 2014 and 2013, GfK MRI’s Survey of the American Consumer® Print+Digital DoubleBase 2014 and 2013, GfK MRI Accessed Prototype, GfK MRI’s Teenmark® or 2014 and 2013 Ipsos Affluent Survey USA (Print only). Web (Desktop/Laptop) comScore Media Metrix® or Nielsen NetView; unique visitors; Jan.–Mar. 2015 and Jan.–Mar. 2014; U.S. Mobile Web comScore Mobile Metrix or Nielsen Mobile NetView 3.0; unique visitors; Jan.–Mar. 2015 and Jan.–Mar. 2014; U.S. Video comScore Video Metrix or Nielsen VideoCensus; unique viewers; Jan.–Mar. 2015 and Jan.–Mar. 2014; U.S.

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Social Media Report

o

In November 2014, MPA began releasing The MPA Magazine Media 360 Social Media Report. This report reveals new insights into the performance of magazine media brands on the five leading social media platforms — Facebook, Twitter, Google+, Instagram, and Pinterest. The data on the following pages are based on the likes and followers of more than 220 magazine brands from 35 companies. The report, from the first quarter of 2015, is based on data provided by SocialFlow, exclusively for MPA. The data highlights the significant presence and continued growth of magazine

Magazine Media 360o

MPA-FACTbook2015-f1B

media brands in social media. “Magazine brands continue to be among the leading providers of quality content on social networks,” said Jim Anderson, CEO of SocialFlow. According to Mary Berner, president and CEO of MPA, “Insights gleaned from this report clearly demonstrate that magazine media consumers are enthusiastically interacting with their brands on social platforms.”

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F I R S T Q UA R T E R Social Media Report

330

18.4%

March 31,

December 31,

135

2014

(millions)

116

18.9%

51.4%

17.3%

2015

17.9%

51 23

6.6%

Facebook

Twitter

Google+ Instagram Pinterest

Total Magazine Media Industry Likes/Followers by Social Network

8.0%

3.9%

3.8%

Magazine Media 360o

53.8%

Social Network Share of Total Magazine Media Industry Likes/Followers

(as of March 31, 2015) Magazine Media Industry: Data shown are collected for approximately 220 magazine media brands from 35 companies, representing 95% of the reader universe. Growth in number or % of page likes/followers: The absolute or % difference between total number of page likes/followers on March 31, 2015 and total number of page likes/followers on December 31, 2014 for brands that were measured in both periods.

Facebook Page Likes, Twitter Followers, Google+ Followers, Instagram Followers, Pinterest Followers: Number of people who have opted in to receive messages (posts, tweets, or pins) from that particular social entity (page or handle). For Pinterest, includes all those following any or all “boards” on the publisher’s page. All statistics gathered on last day of month.

NOTE:

Beginning in March 2015, Facebook adopted a policy of removing memorialized and voluntarily deactivated accounts which resulted in the removal of those peoples’ page likes.

SOURCES:

Facebook, Twitter, Google+, Instagram: Automatic collection through the social networks’ APIs (application program interfaces). Pinterest: Manual collection using publicly available data.

magazine.org

D ATA P R O V I D E D B Y

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F I R S T Q UA R T E R Social Media Report

10.3

10.2

Facebook 2.5% Twitter

7.6 6.9

9.8%

10.3% Instagram (millions)

18.2% 0.8

Facebook

Twitter

Google+ Instagram Pinterest

Growth in Number of Magazine Media Industry Likes/Followers by Social Network (First Quarter 2015)

Pinterest 3.7%

Magazine Media 360o

Google+

% Growth in Number of Magazine Media Industry Likes/Followers by Social Network (First Quarter 2015)

Magazine Media Industry: Data shown are collected for approximately 220 magazine media brands from 35 companies, representing 95% of the reader universe. Growth in number or % of page likes/followers: The absolute or % difference between total number of page likes/followers on March 31, 2015 and total number of page likes/followers on December 31, 2014 for brands that were measured in both periods.

Facebook Page Likes, Twitter Followers, Google+ Followers, Instagram Followers, Pinterest Followers: Number of people who have opted in to receive messages (posts, tweets, or pins) from that particular social entity (page or handle). For Pinterest, includes all those following any or all “boards” on the publisher’s page. All statistics gathered on last day of month.

NOTE:

Beginning in March 2015, Facebook adopted a policy of removing memorialized and voluntarily deactivated accounts which resulted in the removal of those peoples’ page likes.

SOURCES:

Facebook, Twitter, Google+, Instagram: Automatic collection through the social networks’ APIs (Application Program Interface). Pinterest: Manual collection using publicly available data.

magazine.org

D ATA P R O V I D E D B Y

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F I R S T Q UA R T E R Social Media Report

% Share by Network by Editorial Category, March 2015

Magazine Media 360o

TOTAL MAGAZINE MEDIA INDUSTRY

Magazine Media Industry: Data shown are collected for approximately 220 magazine media brands from 35 companies, representing 95% of the reader universe.

Facebook Page Likes, Twitter Followers, Google+ Followers, Instagram Followers, Pinterest Followers: Number of people who have opted in to receive messages (posts, tweets, or pins) from that particular social entity (page or handle). For Pinterest, includes all those following any or all “boards” on the publisher’s page. All statistics gathered on last day of month.

NOTE: Beginning in March 2015, Facebook adopted a policy of removing memorialized and voluntarily deactivated accounts which resulted in the removal of those peoples’ page likes.

SOURCES: Facebook, Twitter, Google+, Instagram: Automatic collection through the social networks’ APIs (Application Program Interface). Pinterest: Manual collection using publicly available data.

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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 readersâ&#x20AC;&#x201D; when, where and how they choose. The readersĂ&#x2022;â&#x20AC;&#x2DC; commitment to this unique brand experience results in extraordinary consumer engagement with magazine media on all platforms and formats.

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215.7 214.1

210.7

Demand/Reach

Net audience for magazine print and digital editions is growing

in millions

MPA-FACTbook2015-f1B

2012

2013

2014

/200 million

Total 18+ magazine media audience 2012 â&#x20AC;&#x201C; 2014 Note: Measured magazine titles excluding Sunday magazines.

Source: GfK MRI, Fall 2012â&#x20AC;&#x201C;2014.

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Percentage of American adults who read digital edition magazines has more than quadrupled over the past 3 years

2011 1.4 %

2012 4.1%

2013 2014 5.4% 6.0%

Demand/Reach

MPA-FACTbook2015-f1B

Percent of total adults 18+ who read digital edition magazines 2011 â&#x20AC;&#x201C; 2014 Note: Measured magazine titles excluding Sunday magazines.

Source: GfK MRI, Fall 2011â&#x20AC;&#x201C;2014.

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Magazine brand apps are top sellers in key iPad categories Top-grossing iPad apps as of January 2015 Health & Fitness

Food & Drink

O, The Oprah Magazine

1

Men’s Health

1

Cook’s Illustrated

2

Cosmopolitan

2

Weight Watchers Mobile

2

Food & Wine

3

Crestron Mobile Pro G

3

Self

3

Food Network Magazine

4

Martha Stewart Living

4

Lose It!

4

Taste of Home

5

Real Simple

5

Runner’s World

5

Nom Nom Paleo

6

People StyleWatch

6

Yoga Studio

6

Bon Appétit

7

Reader’s Digest

7

Food Diary and Calories Tracker

7

Whisky Magazine

8

Glamour

8

Men’s Fitness

8

Gourmet Traveller

9

Better Homes and Gardens

9

PostureScreen

9

Joy of Cooking

10

GQ

10

Shape

10

Wine Spectator

11

Architectural Digest

11

DailyBurn

11

Panna

12

Quiltmania

12

Prevention

12

Modernist Cuisine at Home

13

Elle

13

Jillian Michaels

13

Fine Cooking

14

HGTV Magazine

14

Weight Watchers

14

Jamie Oliver’s Recipes

15

InStyle

15

Fitness Magazine

15

Cooking Light

Demand/Reach

Lifestyle 1

Source: iTunes, iPad App Store, January 2015

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Gross ratings points (GRPs) of the top 25 print magazines and primetime TV programs print magazines primetime TV

adults 18–34 138 66 adults 18–49 147 82 men 18–49 106 84 men 18–49 HHI $75K+ 113 95

Demand/Reach

The top 25 print magazines reach more adults and teens than the top 25 primetime TV programs

adults 18+ 166 123

women 18–49 188 87 women 18–49 HHI $75K+ 195 98 teens 12–17 145 44 Note: Total GRPs equal the rating of the top 25 vehicles of each medium added together.

Source: Carat Insight/Nielsen, September 2013–March 2014 (regularly scheduled primetime programs). Nielsen defines primetime as Monday to Saturday 8pm–11pm and Sunday 7pm –11pm; TV ratings based on Live+SD data. GfK MRI, Fall 2013; GfK MRI Twelveplus, 2013

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91% of adults

94% of those under 35

95% of those under 25

Demand/Reach

Americans of all ages read print magazinesâ&#x20AC;&#x201D;especially younger adults

Read magazine editions in the last six months (includes approx. 3% digital editions) Base: U.S. adults 18+.

Source: GfK MRI, Fall 2014.

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Digital edition magazine reader profile

Digital edition magazine readers are young, educated and upscale

percent men women

index

51% 49

107 94

22% 26 23 15 14

174 148 137 80 41

43% 37 20

72 130 169

25% 34 41

59 116 143

age 18–24 25–34 35–44 45–54 55+ annual household income less than $75,000 $75,000 –$149,999 $150,000 +

Demand/Reach

MPA-FACTbook2015-f1B

education level high school graduate or less some college college graduate+

Percent of total digital magazine readers indexed against U.S. adults 18+.

Source: GfK MRI, Fall 2014.

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Younger adults are the heaviest consumers of print magazines total

issues read in past month index

heavy magazine readersâ&#x20AC;&#x201C; top quintile index

under 25

under 35

35+

50+

9.3

9.6

9.5

9.2

9.0

100

103

102

99

97

20.0

21.8

21.0

19.6

18.9

100

109

105

98

94

Demand/Reach

Print magazine readership by age

Base: U.S. adults 18+.

Source: GfK MRI, Fall 2014.

30

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Magazine media readership is diverse

African-American adults

88%

Asian-American adults

86%

Hispanic-American adults

Read magazine media in the last six months (print and digital editions) African-American adults read an average of 12.8 print magazine issues per month, compared to 9.3 issues per month for all U.S. adults.

Asian-American adults read an average of 9.5 print magazine issues per month, close to the U.S. average.

Demand/Reach

90%

Hispanic-American adults read an average of 9.8 print magazine issues per month, slightly higher than the average number of issues for all U.S. adults.

Source: GfK MRI, Fall 2014.

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Magazine media readers are the most active consumers Activities participated in regularly (index) magazine media

internet*

TV

radio

newspapers

visit museums

176

109

72

127

180

spa services

167

154

100

134

118

dancing

165

153

99

143

112

tennis

161

143

65

81

145

photography

159

139

62

136

130

football

152

122

108

117

133

adult education courses

151

129

113

136

138

yoga/pilates

150

140

63

96

119

basketball

145

132

113

123

119

cooking for fun

144

125

112

119

116

aerobics

143

87

87

114

119

swimming

142

116

87

135

125

baseball/softball

139

118

114

139

122

fitness walking

129

84

86

112

125

use a health club/gym

128

120

70

96

107

Demand/Reach

MPA-FACTbook2015-f1B

*Includes internet magazine activity.

Index: Top quintile of users of each medium vs. adults 18+.

Source: Kantar Media, MARS Consumer Health Study, 2014.

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52

Print magazines rank #1or #2 in reaching influential consumers

Demand/Reach

46

12 8 2 print magazines

internet*

newspapers

radio

TV

Number of times medium ranks #1 or #2 among category influential consumers across 60 product categories *Includes internet magazine activity.

Base: Top quintile of users of each medium among adults 18+. Category 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, Spring 2014.

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Readership builds long after publication Print magazine audience accumulation over time 100

Demand/Reach

80

60

percent of audience

40

20

0 -1

on-sale date

1

weeks from on-sale date

2

3

4

weeklies

5

6

7

8

9

10

monthlies

Note: Print magazine reach begins accumulating audience before the actual on-sale date. The on-sale date is the actual date the print magazine appears on the newsstand or is likely to arrive in subscriber households.

The on-sale date generally precedes the cover date.

Source: GfK MRI 2000, Accumulation Study and GfK MRI, Spring 2014.

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Print magazine readership increases with income HHI $150K+

(index) print magazines

136

internet*

122 42

TV

81

radio newspapers

119

HHI $75Kâ&#x20AC;&#x201C;$149,999

(index)

Demand/Reach

MPA-FACTbook2015-f1B

106 108 64 99 98 *Includes internet magazine activity.

Index: Top quintile of users of each medium vs. adults 18+.

Source: GfK MRI, Fall 2014.

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magazine media

websites

ad-supported TV networks

touches me deep down

131

96

92

a way to learn about new products

129

103

81

inspires me in my own life

126

100

85

gets me to try new things

122

107

81

inspires me to buy things

117

113

79

a treat for me

115

85

109

affects me emotionally

115

96

96

gives me something to talk about

114

95

97

trust to tell the truth

114

105

86

get valuable information from

113

110

85

brings to mind things I enjoy

111

92

100

(index)

Ad Environment

Magazine media are more trusted, inspiring and influential than other media

Note: Data for each medium based on levels of agreement with the above statements for a set of vehicles used by each individual in each medium.

Index: Percentage of purchase influencers within the household for each medium vs. percentage of purchase influencers within the household for the combination of magazine media, websites and TV vehicles used by each respondent.

Source: Experian Marketing Services, Simmons Multi-Media Engagement Study, Spring 2014.

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Appropriateness of description for each medium (index) ad attention / receptivity magazine media websites TV

inspirational 110 98 97 life-enhancing 109 104 90 trustworthy 108 100 96 personal time-out

Ad Environment

Magazine media provide a more positive environment for advertisers than other media

113 97 95

106 92 106 social interaction 106 97 100 Note: Data for each medium based on composite scores for a set of vehicles used by each individual in each medium.

Index: Composite scores of purchase influencers within the household for each medium vs. composite scores of purchase influencers within the household for the combination of magazine media, websites and TV vehicles used by each respondent.

Source: Experian Marketing Services, Simmons Multi-Media Engagement Study, Spring 2014.

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Advertising in magazine media increases sales Average sales lift +17%

FOOD

+11%

+11%

Average ROI: $7.45 Campaign period: 2009–2015

>

$7.80

$6.07

$4.59

OTHER

HH GOODS

BEAUTY

FOOD

Average ROI per dollar spent on magazine campaign

+4%

$9.37

ALL CAMPAIGNS

+7%

baked goods butter substitute candy coffee cookies frozen entrée juice lunch kit kids’ juice lunch meat margarine pasta pasta sauce portable juice refrigerated chicken salad dressing sandwich spread soup tea

BEAUTY anti-aging bar soap body wash lipstick lotion moisturizer sun care

HH GOODS

Ad Environment

Households exposed to the magazine media campaign spent significantly more than those not exposed (test vs. control). Positive ROI for all brands ranged from $1.59 to $19.99 incremental for every media dollar spent.

air freshener liquid soap toilet paper

OTHER feminine care home retail mouthwash nasal decongestant pet food pet care

$7.45

Note: Based on comparison of exposed to matched unexposed control. Average dollar purchases per household/year (includes non-buyers).

Source: Meredith Corporation/Nielsen Catalina Solutions.

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Considerable or some interest in any advertising seen or heard (past 30 days)

Among affluent consumers, advertising in print and digital magazines attracts the most interest Affluent consumers who saw advertising in print or digital magazines expressed greater interest in that advertising than those who saw advertising in other media.

HHI $150K+

digital magazines

70%

62%

print magazines

66

56

TV

61

50

print newspapers

59

57

movie theaters

58

50

tablets

57

43

sports stadiums or arenas

55

51

Facebook

52

43

radio

50

38

websites

50

48

smartphones

49

49

office building lobbies

49

38

medical offices

48

38

digital newspapers

47

37

Ad Environment

HHI $75K+

Base: Those who saw advertising in the medium. Sample sizes: 1,056 for HHI $75K+, 753 for HHI $150K+.

Source: Special tabulations from the Shullman Luxury, Affluence and Wealth Pulse, October 2014.

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Print and digital edition magazine content

is deeply engaging

53.1 minutes primary print readers*

54.3 minutes digital edition readers

Ad Environment

Average time spent per issue:

*Subscribers/newsstand buyers and other members of their households.

Source: GfK MRI, Special Tabulators, Fall 2014.

40

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8% 7% TV

7% 6%

4%

4% 3%

brand favorability

brand purchase intent

Ad Environment

5%

online

Brands that advertise in print magazines achieve higher brand favorability, purchase intent, and ad awareness than they do online or on TV

print magazines

9%

brand ad awareness

Average brand lift due to exposure Data is Delta. Delta=Exposed - Control Number of respondents: magazine n=69,877; online n=188,872; TV n=136,217 Source: InsightExpress, 2014.

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Magazine media generate more positive emotions than other media Share of gross half hours when emotion was experienced (percent) Half hours when each print medium was used magazines

digital magazines

TV

radio/ audio

computer+

mobile+

tablet+

happy

36

39

27

30

22

30

28

confident

19

30

7

10

8

7

11

excited

15

23

5

7

5

8

5

hopeful

17

14

5

6

4

6

7

interested

25

30

5

4

5

5

9

Ad Environment

When people read print or digital magazines, they are much more likely to be happy, confident, excited and hopeful than during the times they spend with other media

+Excluding digital magazines.

Source: RealityMine USA TouchPoints, 2014.

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20

to print magazine ads improves advertiser metrics

brand favorability

17

purchase intent print ad awareness brand awareness

16 14 13 Ad Environment

Increased exposure

Lift (percent)

12 10 8 7 5 3–4 exposures

1–2

5+

Data is Delta. Delta = Exposed – Control. Number of respondents: 1–2 exposures, n=50,213 (62 campaigns); 3– 4 exposures, n=10,155 (42 campaigns); 5+ exposures, n=9,172 (29 campaigns).

Source: InsightExpress, 2014.

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Magazine media ads raise TV viewership Live+3 ratings for persons 18â&#x20AC;&#x201C;49

eight Meredith titles. Program ratings of Meredith subscribers in the Nielsen

Meredith subscribers

control group*

lift

premiere episode

5.3

5.0

+6%

higher than those for a control group of

second episode

4.2

2.9

+44%

non-subscribers in the panel.

*Control Group=Nielsen People Meter Panelists with demographic characteristics and prior viewing behavior similar to those of subscribers.

Source: Meredith Corp. and the Nielsen Company, 2014.

People Meter Panel were significantly

magazine.org

Ad Environment

Ads for a new situation comedy ran in

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Magazine media ads are valued more than ads in other media (index)

magazine media

websites

ad-supported TV networks

ads fit well with the content

132

96

86

has ads about things I care about

132

100

86

products/services advertised are high quality

130

96

85

get valuable info from the ads

125

100

83

more likely to buy the products in ads

124

105

86

ads help me make purchase decisions

123

100

82

Ad Environment

MPA-FACTbook2015-f1B

Note: Data for each medium based on levels of agreement with the above statements for a set of vehicles used by each individual in each medium.

Index: Percentage of purchase influencers within the household for each medium vs. percentage of purchase influencers within the household for the combination of magazine media, websites and TV vehicles used by each respondent.

Source: Experian Marketing Services, Simmons Multi-Media Engagement Study, Spring 2014.

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Impact of print magazine advertising

Print magazine advertising works regardless of ad size or placement

noted

all ads

action taken

52%

61%

multiple pages (excluding spreads)

68

61

gatefold ads

63

60

spread

54

60

full page

51

61

AD SIZE

half page

44

65

third page

43

65

less than half page

43

65

four color

52

61

black and white

39

59

inside front cover

75

60

inside back cover

60

61

back cover

63

61

adjacent to table of contents

58

60

COLOR

Ad Environment

MPA-FACTbook2015-f1B

PREMIUM POSITION

Source: GfK MRI Starch Advertising Research, July 2013â&#x20AC;&#x201C; June 2014.

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Print magazine advertising inspires action Advertising effectiveness by position

Action taken includes: • have a more favorable opinion about the advertiser

action taken

first quarter of book

55%

61%

second quarter of book

50

61

third quarter of book

49

62

fourth quarter of book

50

62

• consider purchasing the advertised product or service • gather more information about the advertised product or service • recommend the product or service • visit the advertiser’s website

Note: Includes all ads, size/color and cover positions.

Source: GfK MRI Starch, July 2013 – June 2014.

• purchase the product or service • clip or save the ad

Ad Environment

noted

• visit or plan to visit a dealership Source: GfK MRI Starch.

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Trusted recommenders among heavy media users (index) finance

print magazines

126 118 91 107 112

radio newspapers

technology 119 139 78 104 81

vacation travel 118 110 79 100 109

automotive 117 105 104 115 101

Influence / Impact

Trusted recommenders across product categories are heavy print magazine readers

internet* TV

healthcare 113 102 101 106 108

food 112 106 96 103 101 *Includes internet magazine activity.

Index: Percentage of recommenders within top quintile of users of each medium vs. percentage of recommenders among adults 18+. Recommenders are defined as people who say they have recommended products or services to others in the past 12 months, within a category.

Source: GfK MRI, Spring 2014.

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Category influentials among heavy media users (index) fashion窶田lothes print magazines internet* TV radio newspapers

beauty 150 142 93 112 68 household furnishings 134 123 74 112 116

Influence / Impact

Category influentials are heavy print magazine readers

143 134 83 101 71

sporting equipment 130 115 61 116 113 *Includes internet magazine activity.

Index: Percentage of category influentials within top quintile of users of each medium vs. percentage of category influentials among adults 18+. Category 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, Spring 2014.

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Among new vehicle buyers, heavy print magazine readers are more affluent and more likely to buy premium makes (index) bought premium brand vehicle print magazines internet* TV radio

HHI $200,000+ 122 98 56 77 HHI $150,000+ 113 104 63 86 HHI $100,000+

Heavy print magazine readers accounted for $82 billion in annual automotive sales.

107 105 70 92

Source: JD Power Automotive Media and Marketing Report, Summer 2014.

105 103 76 97

Influence / Impact

Print magazines drive automotive growthâ&#x20AC;&#x201C;especially at the top end of the market

138 106 81 80

HHI $80,000+

*Includes internet magazine activity.

Note: Print magazine quintiles based on readership of 120 titles.

Index: Top quintile of users of each medium among new vehicle buyers vs. all new vehicle buyers.

Source: JD Power Automotive Media and Marketing Report, Summer 2014.

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Heavy print magazine readers are most likely to purchase or lease vehicles

Very likely to purchase/lease among heavy media users (index) motorcycle 142 126 121 108 82

print magazines internet* TV radio newspapers

2-door car 131 108 122 131 80

sport utility vehicle

Print magazines deliver consumers with the highest auto purchase intent (index) Very/somewhat likely to buy a new car in the next 12 months print magazines

internet*

TV

radio

newspapers

118

114

99

105

92

Index: Top quintile of users of each medium vs. adults 18+.

Source: GfK MRI, Spring 2014.

122 92 105 110 83

Influence / Impact

MPA-FACTbook2015-f1B

4-door car 120 114 97 117 88 *Includes internet magazine activity.

Index: Top quintile of users of each medium vs. adults 18+.

Source: GfK MRI, Spring 2014.

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Print magazine readers are most likely to buy entertainment goods and services Entertainment activities among heavy media users (index) internet*

TV

radio

newspapers

very likely to buy a home theater system in the next 12 months

148

148

109

131

81

very likely to buy a Blu-ray player in the next 12 months

142

109

115

131

86

very likely to buy a portable DVD player in the next 12 months

142

124

133

140

90

very likely to buy a giant flat screen/HDTV in the next 12 months

136

130

103

112

79

attended movies once a week or more

128

109

127

100

98

bought a DVD or Blu-ray player in the last 12 months

112

108

94

109

75

Influence / Impact

print magazines

*Includes internet magazine activity.

Index: Top quintile of users of each medium vs. adults 18+.

Source: GfK MRI, Spring 2014.

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In the past 12 months/next 12 months (index) plan to open or move a non-retirement account internet*

117

TV

106 radio

92

household used a private banker 145 97 102 115

household used a full-service broker 132 95 109 114

Total value of householdâ&#x20AC;&#x2122;s financial accounts/liquid assets (index)

plan to invest in stocks, mutual funds, etc.

118

print magazines

internet*

$750K+

129

$500K+

121

TV

radio

115

90

107

111

116

94

109

108

Influence / Impact

Affluent and active investors are heavy print magazine readers

print magazines

168

99

household used a financial planner 117

$250K+

114

96

109

107

*Includes internet magazine activity.

Index: Top quintile of users of each medium among adults 18+ with HHI $100K+ vs. all adults 18+ with HHI $100K+.

Source: Ipsos Affluent Survey USA, 2014.

92 111 113 *Includes internet magazine activity.

Index: Top quintile of users of each medium among adults 18+ with HHI $100K+ vs. all adults 18+ with HHI $100K+.

Source: Ipsos Affluent Survey USA, 2014.

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Category influential consumers for food purchases among heavy media users (index) soft drinks internet* TV radio newspapers

snacks 124 119 95 102 83 grocery shopping 119 115 98 109 101

Influence / Impact

Food influencers read print magazines

print magazines

134 113 133 118 98

cooking 117 111 90 105 103 *Includes internet magazine activity.

Index: Percentage of category influentials among top quintile of users of each medium vs. percentage of category influentials among adults 18+. Category 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, Spring 2014.

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Category influential consumers for healthcare categories among heavy media users (index) physical fitness internet* TV radio newspapers

healthcare 114 110 72 101 106 prescription drugs 113 112 93 108 107

Influence / Impact

Print magazines excel in reaching influential consumers in healthcare

print magazines

118 117 54 94 91

healthy lifestyle 109 119 52 95 92 *Includes internet magazine activity.

Index: Percentage of category influentials among top quintile of users of each medium vs. percentage of category influentials among adults 18+. Category 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, Spring 2014.

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Heavy print readers are the most informed and engaged healthcare/pharma customers Agreement with statements and opinions about pharmaceuticals and healthcare (index) magazine media

TV

radio

153

90

112

91

newspapers

112

Itâ&#x20AC;&#x2122;s worth paying more for branded prescription medications rather than generic

148

90

119

92

117

I trust pharmaceutical companies that advertise the medications I take

147

75

101

75

109

I often discuss new prescription medicines with my doctor

138

80

119

88

113

I research treatment options on my own and then ask my doctor about them

134

112

96

108

110

Friends come to me for advice about healthcare and medications

132

129

100

99

107

I am willing to ask my doctor for a prescription medication or drug sample that I have seen or heard advertised

132

91

115

98

98

I am better informed about my health than most people

123

100

99

94

113

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

122

105

90

95

107

I carefully examine the ingredient list on over-the-counter medications

119

91

101

101

111

Influence / Impact

internet

Pharmaceutical advertisements make me more knowledgeable about medicines

*Includes internet magazine activity.

Index: Top quintile of users of each medium vs. adults 18+.

Source: Kantar Media, MARS Consumer Health Study, 2014.

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Magazine media advertising is #1in driving consumer healthcare actions internet*

TV

radio

newspapers

returned a free sample card

magazine media

236

83

191

24

172

called a toll-free number to get additional information

234

102

180

139

155

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

210

104

131

129

142

switched to a different brand

208

115

156

121

150

referred to a book, journal or magazine to get additional information

192

101

116

119

124

asked your doctor for a product sample of a prescription drug

179

95

145

111

125

consulted a pharmacist

178

79

134

115

130

discussed an ad with a friend or relative

176

120

135

147

134

used a coupon

176

89

128

130

136

asked your doctor to prescribe a specific drug

152

100

131

95

132

purchased a nonprescription product

140

93

121

115

117

called for a prescription refill

136

74

132

106

114

made an appointment to see a doctor

132

81

114

104

112

took medication

126

87

121

112

113

Influence / Impact

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

*Includes internet magazine activity.

Index: Top quintile of users of each medium vs. adults 18+.

Source: Kantar Media, MARS Consumer Health Study, 2014.

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Number of times purchased prescription products in the last 12 months (index)

magazine media

internet*

TV

radio

newspapers

10+ times

114

91

108

93

103

6+ times

113

90

107

96

105

3+ times

110

94

105

95

106

1+ times

108

101

103

100

104

none

75

97

90

100

87

Used any of the following when received or filled a prescription in the last 12 months (index)

TV

radio

newspapers

coupon offer downloaded/emailed from the drug company website

magazine media

160

internet*

132

112

147

135

brand-specific coupon received from a doctor

142

127

114

140

123

prescription assistance program from a drug brand

130

95

105

114

132

prescription discount or savings card

127

122

108

124

126

Influence / Impact

Viewers of healthcare ads in magazine media are most likely to take action

*Includes internet magazine activity.

Index: Those who saw/heard healthcare advertising in each medium in the last 12 months vs. adults 18+.

Source: Kantar Media, MARS Consumer Health Study, 2014.

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Print magazine readers are top spenders on home remodeling and decorating print magazines

internet*

TV

radio

$1,000+ home decorating services

154

110

100

107

$3,000+ furniture

141

126

95

122

$1,000+ furniture

131

119

101

110

$1,000+ HH appliances

137

111

109

112

$1,000+ kitchen appliances

130

109

119

113

$5,000+ home remodeling

130

98

92

108

$10,000+ home remodeling

125

94

104

103

Influence / Impact

Home improvement spending among affluent heavy media users (index)

*Includes internet magazine activity.

Index: Top quintile of users of each medium among adults 18+ with HHI $100K+ vs. all adults 18+ with HHI $100K+.

Source: Ipsos Affluent Survey USA, 2014.

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Super influential consumers for home improvement purchases among heavy media users (index) household furnishings print magazines internet* TV radio newspapers

interior decorating 135 125 59 120 90 gardening 130 120 86 123 126

Influence / Impact

Print magazine readers are super influencers in home furnishings and remodeling

143 128 71 107 120

home remodeling 109 89 68 114 96 *Includes internet magazine activity.

Index: Percentage of super influentials among top quintile of users of each medium vs. percentage of super influentials among adults 18+. Super influentials are defined as people who have great experience in this topic, whose advice on this topic is trusted by friends and family members and who recommend products or services on this topic to others.

Source: GfK MRI, Spring 2014.

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Print magazine readers are most likely to use home improvement professionals and remodel or redecorate home/garden Home improvement activity among affluent heavy users of media (index) print magazines

internet*

TV

radio

used landscape designer

149

109

113

114

used interior designer/decorator

141

116

83

107

used landscape architect

140

117

118

126

used any home-related professional

126

111

106

118

plan to redecorate home

135

112

100

114

plan to remodel or renovate kitchen

134

104

108

107

plan to remodel or renovate garden

134

104

104

122

in the past 12 months...

Influence / Impact

MPA-FACTbook2015-f1B

in the next 12 months...

*Includes internet magazine activity.

Index: Top quintile of users of each medium among adults 18+ with HHI $100K+ vs. all adults 18+ with HHI $100K+.

Source: Ipsos Affluent Survey USA, 2014.

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Luxury goods spending among affluent heavy media users in past year (index) $1,000+ watches

Luxury goods category influencers among heavy media users (index) print magazines

internet*

TV

radio

newspapers

beauty

139

125

107

121

72

fashion窶田lothes

131

121

96

95

69

interior decorating

114

97

61

102

102

*Includes internet magazine activity.

Index: Percentage of category influentials within top quintile of users of each medium among adults 18+ with HHI $50K+ vs. percentage of category influentials among all adults 18+ with HHI $50K+. Category 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, Spring 2014.

internet* TV radio

$10,000+ apparel and accessories 177 145 104 134 $3,000+ fine watches, fine jewelry 174 112 128 137 $2,000+ skin care/cosmetics/fragrance 170 152 120 131

Influence / Impact

Luxury goods category influencers and buyers are heavy print magazine readers

print magazines

208 139 133 161

$1,000+ fine watches, fine jewelry 162 114 120 132 $1,000+ fine jewelry 156 103 124 124 *Includes internet magazine activity.

Index: Top quintile of users of each medium among adults 18+ with HHI $100K+ vs. all adults 18+ with HHI $100K+.

Source: Ipsos Affluent Survey USA, 2014.

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Super influential consumers for technology purchases among heavy media users (index) print magazines

173

internet* TV

72

radio

104 newspapers

91 mobile phones 127 165 65 107 76

Influence / Impact

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

new technology 128

home electronics 119 168 72 109 93 *Includes internet magazine activity.

Index: Percentage of super influentials among top quintile of users of each medium vs. percentage of super influentials among adults 18+. Super influentials are defined as people who have great experience in this topic, whose advice on this topic is trusted by friends and family members and who recommend products or services on this topic to others.

Source: GfK MRI, Spring 2014.

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Travel charactistics of heavy media users (index) very/somewhat likely next 12 months: vacation abroad

Affluent heavy print magazine readers are big spenders on travel (index) amount spent on vacations in past 12 months

$10,000+ within U.S.

print magazines

144

internet*

114

TV

radio

106

108

$10,000+ outside U.S.

136

120

97

121

$5,000+ within U.S.

125

104

112

118

$5,000+ outside U.S.

123

114

93

110

*Includes internet magazine activity.

Index: Top quintile of users of each medium among adults 18+ with HHI $100K+ vs. all adults 18+ with HHI $100K+.

Source: Ipsos Affluent Survey USA, 2014.

print magazines internet* TV radio newspapers

agree completely/somewhat: others ask my advice about vacation travel 116 110 92 101 90 very/somewhat likely next 12 months: take a cruise (2+ days) 111 104 95 98 102

Influence / Impact

Print magazine readers are active, affluent and influential travelers

116 114 79 102 108

very/somewhat likely next 12 months: vacation in the U.S.+ 108 108 86 102 102 *Includes internet magazine activity.

Index: Top quintile of users of each medium vs. adults 18+. +Defined as Hawaii, Florida, theme parks, and other U.S. Source: GfK MRI, Spring 2014.

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Heavy print magazine readers are most likely to travel

Travel habits of affluent heavy media users (index) took five or more airline trips for domestic vacations in past year print magazines

142 133 115 106

internet* TV radio

travel to Europe in the past three years 139 118 86 105

Travel intentions among heavy users of media (index) Intended destinations very likely next 12 months print magazines

internet*

travel to any island in the Atlantic or Caribbean in past 3 years

TV

radio

newspapers

Hawaii

124

109

97

98

84

Florida

111

97

94

98

106

Caribbean

122

112

79

104

109

Mexico

114

105

76

106

100

South America

138

132

86

121

84

Europe

127

121

74

96

124

*Includes internet magazine activity.

Index: Top quintile of users of each medium vs. adults 18+.

Source: GfK MRI, Spring 2014.

130 112 114 107

Influence / Impact

belong to hotel frequent traveler program 133 127 110 125

took a cruise of 7â&#x20AC;&#x201C;14 days in past three years 130 102 124 120 120 116 100 105

belong to airline frequent flyer program

*Includes internet magazine activity.

Index: Top quintile of users of each medium among adults 18+ with HHI $100K+ vs. all adults 18+ with HHI $100K+.

Source: Ipsos Affluent Survey USA, 2014.

magazine.org

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Magazine brands endure

More than 180 print magazines have thrived for more than 50 years (only 13 TV programs can say the same) 67 print magazines have flourished for more than 100 years

Magazine Brand Vitality

MPA-FACTbook2015-f1B

Source: MPA Info Center, MediaFinder.com, Serial Solutions, Ulrichâ&#x20AC;&#x2122;s Web, Museum of Broadcast Communications; 2015 data.

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Print magazine brands increased in 2014

Number of U.S. consumer print magazines 2004 –2014 2014 — 7,289 2013 — 7,240 2012 — 7,390 2011 — 7,179 2010 — 7,163 2009 — 7,110 2008 — 7,383 2007 — 6,809 2006 — 6,734

Magazine Brand Vitality

MPA-FACTbook2015-f1B

2005 — 6,325 2004 — 7,188 Source: National Directory of Magazines/Mediafinder.com, 2015.

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231 new print brands launched in 2014

39 special interest/lifestyle

4 lifestyles

19 metropolitan/regional/state

4 military/naval

19 popular culture

4 political/sociological topics

15 crafts/games/hobbies/models

4 travel

10 children’s

3 bridal

9 art /antiques

3 men’s

9 sports

3 music

7 fashion/beauty

3 pets

7 gay/lesbian

3 sex

7 health

2 photography

6 home/home services

2 teen

6 literary/reviews

1 aviation

5 automotive

1 entertainment

5 epicurean

1 equine

5 science/technology

1 gaming

4 camping/outdoors

1 gardening

4 comic/comic tech

1 motorcycles

4 ethnic

1 religious

4 fishing and hunting

1 TV, radio, communications

Magazine Brand Vitality

Magazine Brand Vitality

U.S. print magazine launches by category (2014)

4 fitness Note: This list represents weekly, monthly, bimonthly and quarterly titles; specials, annuals and “bookazines” are excluded.

Source: Samir “Mr. Magazine™” Husni Launch Monitor www.launchmonitor.com, 2014.

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airbnb

c | net

Paperless Post

WebMD

magazine.org

Magazine Brand Vitality

Affirming the value of print, leading digital businesses launch print magazines

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Angieâ&#x20AC;&#x2122;s List

Politico

Net-A-Porter

Uber

magazine.org

Magazine Brand Vitality

Affirming the value of print, leading digital businesses launch print magazines

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Leading marketers invest in print magazines L ’Oréal SA (in thousands) $ 837,758 Procter & Gamble Co 774,736 Pfizer Inc 367,248 LVMH Moët Hennessy Louis Vuitton SA 291,095 Johnson & Johnson 233,272 Unilever 223,401 Mars Inc 189,456 Berkshire Hathaway Inc 183,574 Joh A Benckiser Gmbh 177,645 Kellogg Co 161,086 Kraft Foods Group Inc 155,542 Estée Lauder Cosmetics Inc 155,224 Toyota Motor Corp 151,309 Allergan Inc 137,018 Merck & Co Inc 127,162 Reynolds American Inc 121,137 Nestlé SA 120,386 General Motors Corp 110,940 Revlon Inc 97,882 Chanel SA 96,617 Energizer Holdings Inc 93,285 Eli Lilly & Co 93,303 Kering SA 84,039 24 Church & Dwight Co Inc 83,537 25 Comcast Corp 82,559 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23

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

Cambell Soup Co Amazon.com Inc AstraZeneca Plc Target Corp Walt Disney Co Pepsico Inc Macys Inc Phillips-Van Heusen Corp VF Corp Clorox Co AT&T Inc Bradford Exchange Ltd Fiat Chrysler Automobiles NV Bose Corp Compagnie Financière Richemont AG Kao Corp Luxottica Group Spa Gap Inc Basic Research LLC MacNeil Automotive Products Ltd Lorillard Inc Bristol-Myers Squibb Co Kimberly-Clark Corp Mondelez International Inc Walmart Stores Inc

79,699 77,582 74,894 74,815 74,230 73,230 73,189 72,562 72,207 72,174 69,748 68,110 65,852 64,870 64,515 63,778 63,610 62,814 61,163 60,826 59,926 58,644 58,392 56,813 54,903

Magazine Brand Vitality

2014 top 50 marketers’ print magazine rate card reported spend: $ 6,825,758,887

Note: Sunday magazines excluded. Source: PIB® and Kantar Media, data as of January 2015.

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MAGAZINE MEDIA FACTBOOK 2015 Our thanks to the following for their research contribution: Apple Inc.

Meredith Corporation

Carat

Museum of Broadcast Communications

comScore, Inc.

Nielsen

DJG Marketing Services

Pew Research Center

Experian Marketing Services

Professor Samir Husni, Mrmagazine.com

GfK MRI, GfK MRI Starch

Publishers Information Bureau® (PIB)

InsightExpress

RealityMine, TouchPoints

Ipsos MediaCT

Serial Solutions

J.D. Power & Associates

Shullman Research Center

Kantar Media, Kantar Media MARS

SocialFlow

MediaFinder

Ulrich’s Web

magazine.org

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MPA —The Association of Magazine Media

The MPA Information Center offers personalized research

is the primary advocate and voice for the

services for MPA members, advertisers and their agencies.

magazine media industry, driving thought

The staff can provide data on historical trends, industry

leadership and game-changing strategies

statistics, news and much more.

to promote the industry’s vitality, increase revenues and grow market share. Established in 1919, MPA represents 265 domestic, associate and international members. MPA

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.

is headquartered in New York City, with a government affairs office in Washington, D.C.

Find more information and updates at magazine.org.

The Magazine Media Factbook 2015. Produced by MPA – The Association of Magazine Media. MPA, 757 Third Avenue, 11th Floor, New York, NY 10017 © Copyright 2015. All rights reserved.

About MPA

magazine.org

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Publishers

Information

Bureau

THAN K YO U TO O U R S PO N S O R