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Magazine Media Notable 2013 Observations

Some interesting statistics to help you know the digital magazine customer:

 

  • There are currently 7,390 print magazines published in the U.S. today—the most in 10 years.
  • 105 print magazines have been around and thriving for 50 years or more; only nine TV programs can boast the same
  • Magazines rank as the #1 medium for advertising acceptance (76%); TV ranked 3rd, with 58% of U.S. adults stating TV advertising should not be eliminated.
  • Consumers’ favorite places to look at ads: 45% print magazine, 23% TV show, 11% website.
  • Among social media users who also read magazines:
    56% follow a magazine brand on Twitter
    51% retweet articles from a magazine’s Twitter feed
    49% follow a magazine editor on Twitter
    47% post magazine articles to Facebook

 

According to the Affinity study done for the MPA “Tablets Increase Engagement with Magazines”: 

 

  • Most mobile device owners have downloaded magazine apps that allow them to view an entire issue of a magazine.
  • Those less familiar with mobile devices (owned a mobile device for under a year, spend under 1 hour reading/viewing electronic issues of magazines on their mobile device and/or have downloaded 1 – 5 apps) are more likely to have downloaded apps that let them view an entire issue of a magazine.
  • Those more familiar with mobile devices (owned a mobile device for a year or longer, spend 3+ hours reading/viewing electronic issues of magazines on their mobile device and/or have downloaded 6+ apps) are more likely to have downloaded magazine apps that let them view an entire issue of a magazine than those that feature select content from a magazine.
  • Men tend to spend more time reading or viewing electronic magazines in a typical week than women
    Most respondents either read the same number or fewer printed magazines compared with when they started to read them electronically.  Nearly half of all respondents (46%) say that their total magazine readership (both print and electronic forms) has grown compared with a year ago.
  • Among those who are more involved with mobile devices, readership of printed magazines is declining, although their total magazine readership has increased in the past year.
  • 51% of those 18-34 now read fewer copies of printed magazines.
  • Those 35+ are more likely to report reading the same number of total magazine issues
  • compared with a year ago (49% vs. 40% of those 18-34), while younger mobile device users are more likely than older ones to say they read more total issues (48% vs. 43% of those 35+).
  • 53% of less affluent readers have reduced their readership of print magazines.
  • 46% of the most affluent respondents say that they read about the same number of printed magazines as before.

 

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