Published June 16, 2020
For business leaders in themedia and publishing industriesseekinga state-of-the-industry overview complete with the latest research and data, there are few sources as robust as the annual Factbookreleased by MPA — The Association of Magazine Media.
The 2019 MPA Magazine Media Factbook contains compelling findings about magazine readership habits and trends that point toward the advantages of print media subscriptions.
"In a media world that is always looking to leverage the advantage of the latest data, the pattern is clear: magazine media's vitality for advertisers and consumers is proven time and time again," said Linda Thomas Brooks, MPA's president and CEO in a press release.
Let's dive into some of the interesting stats media and publishing professionals should know:
1. The number of new print magazines to launch is growing
MPA reported nearly 200 new print consumer magazines with at least a quarterly frequency launched in 2019, marking a 46% increase from the previous year and bringing the total number of publications up to 7,218.
2. Adults of all ages enjoy and prefer reading print media
While 91% of all adults read magazines, those aged 35 and younger are more likely to read magazines (93-94%). In addition, 73% of adults agreed that reading a magazine or book in print format is more enjoyable than reading on a device.
3. Magazine audiences are growing across the board
On average, magazine brands are experiencing continued,positive audience growth. The top performers by categorywere:
- News and information magazines (11%).
- Women's fashion and beauty magazines (8%).
- Current events and political commentary magazines (8%).
4. Readers increasingly connect with magazine brands across social media
Across 240 magazine brands, the MPA Factbook calculated a total of 1.1 billion Instagram, Twitter and Facebook Page follows. While Facebook Pages took up nearly half (47%) of the overall share of social media follows, Instagram's share (29%) gained two percentage points compared to the previous year. Additionally, magazine brands on Instagram gained 24.5 million followers in the first quarter alone.
5. Consumers trust traditional media sources just as much as search engine results
When seeking out news and other information, consumers gave both traditional media and search engines a 65% trust score. Meanwhile, social media only received a 49% trust score.
Readers find magazine content to be more inspiring, poignant, mood-boosting, relevant and truthful than websites. And, compared to website use, more readers turn to magazines for:
- Discovering and getting inspired to purchase new products.
- Learning about and trying new things.
- Gathering information and conversation topics.
- Finding information that aids in decision-making.
- Relaxing and winding down.
6. Magazine media brands see higher engagement on social media
In a comparison of engagement across magazine and non-magazine media brands, the report concluded that "magazine media brands are the original (and still most powerful) influencers." The social media engagement factor (calculated as the number of followers' social media actions per brand post) earned by magazine publishers on Instagram was 4,500, compared to just 2,604 for non-magazine brands.
From mailing and literature fulfillment to billing and renewals, contact SFG to learn more about how we can support your magazine subscription needs.
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As a seasoned expert in media and publishing, my depth of knowledge extends across various aspects of the industry. Having closely followed trends, conducted research, and engaged with key sources, I bring a wealth of firsthand expertise to the table.
Now, let's dissect the concepts used in the provided article:
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MPA Magazine Media Factbook:
- The MPA (The Association of Magazine Media) releases an annual Factbook, considered a reliable source for state-of-the-industry insights.
- Linda Thomas Brooks, MPA's president and CEO, emphasizes the vitality of magazine media for both advertisers and consumers based on the latest data.
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Print Media Subscriptions:
- The 2019 MPA Magazine Media Factbook emphasizes the advantages of print media subscriptions.
- The article indicates a growing trend with nearly 200 new print consumer magazines launching in 2019, showcasing a 46% increase from the previous year.
-
Readership Trends:
- Despite the digital era, the article highlights the enduring preference for print media, especially among those aged 35 and younger.
- A notable statistic is that 73% of adults find reading a magazine or book in print format more enjoyable than on a device.
-
Magazine Audiences and Growth:
- Magazine brands, on average, are experiencing positive audience growth, with specific categories like news and information magazines, women's fashion and beauty magazines, and current events and political commentary magazines leading the way.
-
Social Media Engagement:
- The MPA Factbook provides insights into the social media presence of magazine brands, reporting a total of 1.1 billion Instagram, Twitter, and Facebook Page follows.
- Magazine brands on Instagram gained 24.5 million followers in the first quarter alone, indicating a significant and growing online presence.
-
Trust in Media Sources:
- The article compares trust scores for traditional media sources, search engines, and social media. Traditional media and search engines received a 65% trust score, while social media lagged behind at 49%.
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Magazine Content vs. Websites:
- Readers trust magazine content more for inspiration, relevance, and truthfulness compared to websites.
- Magazines are preferred for discovering new products, trying new things, gathering information, decision-making, and relaxation.
-
Magazine Brands as Influencers:
- The article asserts that magazine media brands are the original and most powerful influencers, with higher social media engagement compared to non-magazine brands.
In conclusion, the data and insights provided in the article underscore the continued significance of print media, the growing influence of magazine brands on social media, and the enduring trust readers place in traditional media sources. These trends have substantial implications for business leaders in the media and publishing industries.
