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MPA releases latest Magazine Media 360° Brand Audience Report

Today, MPA – The US Association of Magazine Media released the latest Magazine Media 360° Brand Audience Report. Total audience for August 2017 continues to hold steady compared to last year, with similar trends from recent months, most notably growth in print plus digital and video audiences. The report covers 127 magazine brands across 30 companies.

 

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“Magazine brands’ enjoy a deep connection with their readers as evidenced by the enormous cross-platform audience of 1.8 billion,” notes Linda Thomas Brooks, President and CEO of MPA – The Association of Magazine Media. “The unique relationship between magazine media and media consumers is founded on the reader’s trust in the magazine’s editorial integrity. In today’s confusing media environment, consumers know that magazine media content creators are here to serve the best interests of their readers regardless of the format.” 

The year-over-year declines in the web and mobile audiences reported by comScore are consistent with the audience trends of the online industry as a whole. It is worth repeating that the changes to comScore’s methodology at the start of the year in an effort to eliminate non-human audiences continues to be reflected in year-over-year comparisons. However, even with these changes, there are certain brands showing aggressive growth on both web and mobile: 

  • Architectural Digest, Backpacker, Domino, Eating Well, Elle Décor, Golf Magazine, Motor Trend, Outside, Popular Science, Reader’s Digest, Southern Living, Teen Vogue, Texas Monthly, The Atlantic, This Old House, Time, Town & Country, and Travel + Leisure. 
  • In fact, all but Backpacker, Domino, and Texas Monthly (none of which have reported video audiences), increased across all four reported platforms. 

Video continues the aggressive growth path we have witnessed since Magazine Media 360° reporting began. While still the platform with the smallest share of the audience for our industry (at less than five per cent), video audience development shows no sign of slowing down, unlike the trend across all online brands.

The full Brand Audience Report can be found here.

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