More magazine readers get glossies on mobile web

According to data from MPA – The Association of Magazine Media, the US magazine audience rose nearly 10 per cent between H1 2014 and H1 2015, from about 1.48bn to nearly 1.66bn.

US Magazine Audience Share, by Platform, H1 2014 & H1 2015 (% of total)

Magazine readers continued to move away from full magazine editions during the first half of this year. The share of the traditional print and digital edition magazine audience—digital meaning an electronic reproduction of the magazine, such as an app version that looks just like the magazine but in electronic format—slipped 7 percentage points year over year, from 65 per cent to 58 per cent. Meanwhile, mobile web readers fuelled growth, with this audience soaring 67.4 per cent between H1 2014 and H1 2015—far ahead of the 10 per cent recorded by second-place video. That the two led for growth once again indicates reader demand for quick content access.

Overall, eMarketer estimates that US magazine ad spending will total US$19.02bn this year, with print reaching $15.05bn and digital coming in at $3.96bn. By 2019, when advertisers in the US will spend $19.75bn on magazine placements, digital magazine ad spending will reach $4.46bn, still far behind the $15.29bn expected for print.

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