Consumer Demand for Magazines Up 10% Contrary to popular belief and advertising spends, the magazine industry isn’t dead. In fact, it’s growing at a healthy rate.

That’s the finding of a recently released study conducted by the Association of Magazine Media. The association has found that content from magazines is still in-demand for a variety of platforms, including both print and digital editions.

Consumer consumption of magazine content (print and digital) is up by 10% from 2013 to 2014.

Through its new metric, dubbed Magazine Media 360, the association revealed that the gross audience for magazine content grew to 1.475 billion in 2014 compared to last year’s 1.341 billion.

The growth, study authors reveal, is largely attributed to a 98% increase in mobile readers. Digital and print publications increased 2.1%.

The Magazine Media 360 report is a first-of-its-kind metric that will now be released monthly. Thirty different companies have their magazines included, a representation of about 95% of readers, according to a media release on the study’s findings.

The study uses third-party providers to glean data. Providers include Nielsen Online, SocialFlow and comScore, among others, to ensure a comprehensive view of demand that cuts across platforms.

The data used for the report takes a look at the audiences for 147 different magazine titles. In order to be included, brands must also be tracked in Gfk MRI’s Survey of the American Consumer or the Ipsos Affluent Survey USA, for print editions only. In addition, desktop, mobile web and video must be tracked by Nielsen Online or comScore.

The Magazine Media 360 report for August 2014 revealed this year-over-year data for consumption across the 147 properties examined:

  • Print and digital editions: 1,014,110, 2014; 993,263, 2013
  • Web (desktop and laptop): 205,333, 2014; 215,291, 2013
  • Mobile Web: 234,033, 2014; 118,275, 2013
  • Video: 22,042, 2014; 14,399, 2013

The data provided in Magazine Media 360 is solely about audience numbers. It doesn’t delve into advertising or the financial stability of any specific properties.

New editions of Magazine Media 360 will be released monthly around the 20th. Each new report will be based on data derived from the previous month.

Mary Berner, the association’s president, said in a press release that this new, comprehensive measurement system is a “game changer” for the magazine industry.

 

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