Magazine Media Fact Book 2020 - 29 Jun 2020
MAGAZINE MEDIA FACTBOOK
Industry Spotlight
Magazine Media 360o
Readership and Engagement
Demographics
COVID-19
Influence and Category Trends
Social Media
Affluent Readers
Magazine Industry Spotlight
Traditional media and search most trusted
Magazine audience grows to 228.7 million (print and digital audience)
Magazine readership continues to grow long after publication date
Print remains strong: Subscriptions dominate
Magazines satisfy multiple consumer passions and interests
2019 Editorial category page totals (by percent)
139 new print magazine brands launched with a frequency of quarterly or greater in 2019
Magazine readership holds steady throughout the year
Magazine secondary audience contributes 73% of primary sales response
Magazines alone can drive sales
In Dynata’s brand lift research, print advertising consistently out-performs digital ads across the board – particularly in the lower funnel
Magazine Return On Ad Spend (ROAS) is the highest overall
Sales decline when magazine advertising is cut
AAM’S Magazine Media 360° report is a snapshot of consumer demand for magazine media brands
Top 10 Categories by % Growth
Top 10 Magazine Brands
Top 10 Magazine Brands
Total Brand Audience (billions)
Audience Mix
Magazines perform better than TV or the Internet on getting users to try new things, inspiring them to buy new things, and helping them make purchase decisions
What neuroscience says about why print magazine ads work
Magazines provide valued information, conversation and purchase inspiration
Magazines: more inspiring, fulfilling and trustworthy than websites or TV
Magazine readers are more receptive to ads than visitors of websites or TV viewers
Ads in magazines are more engaging and valued than ads in other media
Magazine readers notice ads and take action
Magazines deliver a more positive ad experience than any other medium, including digital
Magazines are a persuasive medium, alongside OOH and digital advertising
91% of US adults read a magazine in the last six months, as have 95% of adults under the age of 25
Americans of all ages read magazines
Nearly three-quarters of magazine readers
Magazine readers’ average age is in line with the overall U.S. population
Magazine readership is diverse and inclusive
The top 25 magazines reach more adults
Magazine publishers’ reach across print and digital keeps pace with that of top tech sites and magazines outperform on reaching women
Readers enjoy magazine brands’ unique personality and content in bite-size pieces easy to share with social communities
Well-known magazine brands garner large followings on social
Fastest growing magazine brands on social reach diverse audiences
Magazine likes/followers total 667 million; Instagram’s reach with magazine readers grows by 24%
On social, all age groups show more interest for magazines than for radio/podcasts, movies and newspapers
A majority of age groups engage with magazines on social, including nearly two-thirds of those age 50+
Devoted magazine readers are more active on social media than the general population
Younger consumers trust and take note of magazines’ social media content
Magazines reach consumers who enjoy being the first to try products across many categories and will pay for premium experiences
Magazine readers are willing to pay more for products and services that they value
Magazine readers are influencers and trendsetters
Magazine readers seek knowledge to expand their experiences
Magazine readers are fashion forward and believers in beauty products
Trusted recommenders prefer magazines as a media source across several categories
Category influentials for a wide range of product types are devoted magazine readers
Magazine readers strongly influence how others use their free time
Magazines Drive Efficient & Effective Rx Lift for Pharma brands
Magazines rank highly in reaching super influential consumers in healthcare
Devoted magazine readers are the most engaged healthcare/pharma customers — and the most attentive to pharmaceutical advertising
Magazine readers are proactive patients and knowledgable about their prescriptions
Magazine readers demonstrate healthy lifestyle behaviors and attitudes
Magazine readers go online after seeing their doctor
Magazine media advertising drives consumer healthcare actions more than advertising anywhere else
Magazine readers are more connected via health-related mobile apps
Among new vehicle buyers, devoted magazine readers are more affluent and more likely to buy premium makes
Automotive influencers are devoted to magazines
Food super influentials devour magazines more than almost any other medium
Home improvement super influentials are devoted magazine readers
Parenting super influentials are more likely to be devoted magazine readers
Prestige beauty users are most likely to be devoted magazine readers
Prestige beauty users who read magazines spend more on health & beauty aids
Nearly one in four podcast listeners is a devoted magazine reader
Magazine readers listen to a wide variety of podcast topics
Readers who are engaged with mobile shopping activities find magazines inspirational and enjoyable
Spending among magazine readers 18-34 reflects a focus on food and drink, and early parenthood
Magazine readers age 35-54 are above-average spenders on a wide range of categories for themselves, their homes, and their families
Spending among magazine readers 55+ is tied to healthcare, homecare, and luxuries like cars, fine jewelry, and foreign travel
Affluent magazine readers are the crème de la crème of luxury consumers, spending more than affluent users of other media, and on a variety of product types
Magazines reach premium audiences in high-income households
Devoted magazine readers are wealthy with valued assets
Devoted affluent magazine readers are heavy spenders across all categories
Devoted affluent readers are opinion leaders, risk takers, and decision makers
Devoted affluent readers keep up with auto trends and are in the market for new and luxury autos
Devoted affluent readers are always looking to travel
PRE-COVID, affluent magazine readers traveled widely
Devoted affluent readers enjoy gourmet food and premium liquor
Devoted affluent readers are engaged with their personal finances
Devoted affluent readers are heavily invested in their home
Devoted affluent readers keep up with the latest fashion industry trends
Affluent magazine readers keep up with smart technology trends
Magazine brands are reaching expanded audiences, as COVID-19 upends consumer behavior and changes how US adults interact with the media
As COVID restrictions progressed this Spring, readers increased their reliance on digital magazine content
“Average time spent reading” increased for readers younger than 54, as reading events shifted toward “in-home”
More advertisers bought ads on magazine websites during the summer of COVID-19
Female magazine readers, including more than one-third of millennial women, are reading even more in the age of COVID-19
On social media, people in quarantine looked to trusted magazine brands to eat well instead of dining out
As the COVID pandemic began at the end of Q1, social media users maintained and made new connections with magazine brands
Younger audiences are revisiting magazines during COVID-19
Our thanks to the following for their research contribution;
Our thanks to the following publishers and media agencies for their guidance and industry expertise:
at PressDisplay
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