Welcome to the 2013/2014 MPA Magazine Media Factbook. As publishers ...
adults and teens than the top 25 regularly scheduled .... Download the free MPA
Factbook app from the .... Source: GfK MRI Starch, January-December 2012 ...
Claire, Self, Vanity Fair, Vogue and W. 2008. 2009. 2010. 2011. 2012. 1,582.
1,355.
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
