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Just the facts… It’s about time our entire audience is finally counted, and that is

why we are so excited about The MPA Magazine Media 360o Brand Audience

Report, which the industry launched in September 2014. This newly created

measurement—a first for any media—captures consumer demand across multiple

platforms and formats, including print+digital editions, web (desktop/laptop),

mobile web and video. The portrait it paints, utilizing the most reputable third-

party data, is a more comprehensive and accurate analysis of magazine media

than traditional methods, which have historically only captured magazine media’s

ink on paper. In a world where consumer demand is the proxy for current and

future success, the data revealed in this new and more accurate measurement

speaks volumes about our industry’s potential.

And here’s an important fact: the news is good.

—Mary G. Berner President and CEO, MPA – The Association of Magazine Media

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A newly created industry metric that measures audiences across multipleplatforms and formats to provide a comprehensive and accurate picture ofconsumer demand for magazine media brands. Platforms and formats covered include:

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

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

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

Magazine Media 360o is...

magazine.org

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Magazine Media 360˚Audience Mix

August – November 2013

1.375 B*Total BrandAudience

Web(desktop/laptop)

17%

Mobile Web

10%

Web(desktop/laptop)

15%

Mobile Web

17%

Audience Growth +9.8%*Due to a joint venture with CNN, 2013 web/mobile data for Fortune and Money is not available. As such, Fortune and Money are excluded in their entirety from the August–November 2013 Audience Mix and the Industry Growth calculations.

Sources: Print+Digital Editions Average issue audience, U.S.; GfK MRI’s Survey of the American Consumer® Print+Digital Spring 2014 and 2013 (Aug.–Oct. 360°), Fall 2014 and 2013 (Nov. 360°), 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) Unique visitors, U.S.; comScore Media Metrix® or Nielsen NetView; August–November 2014 and August–November 2013. Mobile Web Unique visitors, U.S.; comScore Mobile Metrix or Nielsen Mobile NetView 3.0; August–November 2014 and August–November 2013. Video Unique viewers, U.S.; comScore Video Metrix or Nielsen VideoCensus; August–November 2014 and August–November 2013.

Print+DigitalEditions

66%

Print+DigitalEditions

72%


1.530 BTotal BrandAudience

1% Video

2% Video

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The following pages present editorial category performance (both totalmagazine media brand audience growth as well as platform/format mix) for August–November 2013 and August–November 2014 for the following categories:

• epicurean • shelter• health and fitness • travel• men’s fashion • women’s fashion• newsweeklies

Magazine Media 360o

Category Performance

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Category Growth +16.5%

Web(desktop/laptop)

26%

Mobile Web

20%

Web(desktop/laptop)

22%

Mobile Web

28%

Magazine Media 360˚Audience MixEpicurean Category

Print+Digital Editions

54%


49%



133.1 MTotal BrandAudience

<1% Video



Video 1%

magazine.org


Magazine Media 360˚Audience MixHealth and Fitness Category


71%


<1% Video



Web(desktop/laptop)

15%

Mobile Web

10%

Web(desktop/laptop)

13%

Mobile Web

16%




75%

<1% Video

7magazine.org

8



45%


13% Video



Web(desktop/laptop)

22%

Mobile Web

13%

Web(desktop/laptop)

18%

Mobile Web

21%




52%

Video 16%

Magazine Media 360˚Audience MixMen’s Fashion and Grooming Category

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Magazine Media 360˚Audience MixNewsweeklies Category


46%


2% Video



Web(desktop/laptop)

29%

Mobile Web

16%

Web(desktop/laptop)

23%

Mobile Web

29%




53%

Video 2%

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Magazine Media 360˚Audience MixShelter Category


77%


1% Video



Web(desktop/laptop)

12%

Mobile Web

8%

Web(desktop/laptop)

10%

Mobile Web

12%




79%

1% Video

magazine.org


Magazine Media 360˚Audience MixTravel Category


85%




Web(desktop/laptop)

8%

Mobile Web

4%

<1% Video

Web(desktop/laptop)

8%

Mobile Web

7%

<1% Video




88%

11magazine.org

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Magazine Media 360˚Audience MixWomen’s Fashion Category


69%




Web(desktop/laptop)

13%

Mobile Web

8%

Web(desktop/laptop)

12%

Mobile Web

15%




74%

5% Video

4% Video

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In November 2014, MPA began releasing The MPA Magazine Media 360o 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 160 magazine brands from 32 companies. The report

is based on data provided by SocialFlow, exclusively for MPA.

The data highlights the significant presence and continued growth of magazine 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 Social

Flow. “Insights gleaned from this report,” said Mary Berner, CEO of MPA, “clearly

demonstrate that magazine media consumers are enthusiastically interacting with

their brands on social platforms.”

magazine.org

Twitter21.6%

Google+18.5%

Instagram 5.1%

Pinterest 5.0%

Facebook49.8%

October201488

75

21 20

202

(mill

ions

)

Facebook Twitter Google+ Instagram Pinterest

Total industry likes/followersby social network (as of October 31, 2014)

14D ATA P R O V I D E D B Y

A U G U S T — S E P T E M B E R — O C T O B E R

MAGAZINE MEDIA INDUSTRY OVERVIEW*

Share of total magazine industrylikes/followers (as of October 31, 2014)

*Magazine Industry: Data shown are collected for 166 magazine media brands from 32 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) fromthat particular social entity (page or handle). For Pinterest, includes all those following any or all “boards” on Page. All statistics gathered on last day of month. Sources: Facebook, Twitter, Google+, Instagram: Automatic collection through the social networksÕ APIs (Application Pro gram Interface). Pinterest: Manual collection using publicly available data.

magazine.org

Facebook Twitter Google+ Instagram Pinterest

(mill

ions

)

Se

pte

mb

er

Gro

wth

Oct

ob

er

Gro

wth

6.3

4.6

2.7 2.8

2.1

2.6

1.3

2.0

.4 .3

15

Facebook

Twitter

Google+

Instagram

Pinterest

September

October3.5%

2.4%

3.8%

3.4%

3.6%

3.9%

9.4%

10.6%

2.1%

1.4%

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

*Magazine Industry: Data shown are collected for 166 magazine media brands from 32 companies, representing 95% of the reader universe.** Growth in number or % of Page Likes/Followers is defined as follows: September growth is the absolute or % difference between total number of Page Likes/Followers on September 30 andthe total number of Page Likes/Followers on August 31. October growth is the absolute or % difference between total number of Page Likes/Followers on October 31 and the total number ofPage Likes/Followers on September 30.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 Page. All statistics gathered on last day of month. Sources: Facebook, Twitter, Google+, Instagram: Automatic collection through the social networks’ APIs (Application Program Interface). Pinterest: Manual collection using publicly available data.

Growth** in number of likes/followersby social network

% Growth** in number of likes/followersby social network

magazine.org

A U G U S T — S E P T E M B E R — O C T O B E R

MAGAZINE MEDIA INDUSTRY OVERVIEW*

PublishersInformationBureau

For more information on Magazine Media 360o, contact

Shoshana Shapiro, [email protected].

For information on joining Magazine Media 360o,

contact Elizabeth Tighe, [email protected].

Find more information and updates at magazine.org.

Magazine Media 360o 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.

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

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.

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