The Enduring Power and Vitality of Magazines

Research Summary 2010-11 From MPA, The Association of Magazine Media

Magazine audiences are growing — and young adults read heavily.

The number of magazine readers has grown more than 4% over the past five years. In fact, 93% of adults overall and 96% of adults under age 35 read magazines.

Magazine audiences are expanding across platforms.

The number of magazine websites and mobile apps is increasing, e-readers are projected to grow rapidly — and consumers want to see magazine content on them.

Magazine advertising gets consumers to act.

More than half of all readers (56%) act on magazine ads. And action-taking is up +10% in the last five years.

Magazines improve advertising ROI.

Based on analyses of client-commissioned cross-media accountability studies, magazines most consistently generate a favorable cost-per-impact throughout the purchase funnel.

Magazines contribute most throughout the purchase funnel.

Magazines are the most consistent performer in the purchase funnel with particular strength in the key stages of brand favorability and purchase intent.

Magazines build buzz.

Magazine readers are more likely than users of other media to influence friends and family on products across a variety of categories. Magazines complement the web in reaching social networkers.

Magazines spur web traffic and search.

Magazines lead other media in influencing consumers to start a search for merchandise online, ranking at or near the top by gender as well as across all age groups. In addition, magazine ads boost web traffic, and magazine readers are more likely than non-readers to buy online.

Magazines prompt mobile action-taking.

Magazine readers are most likely to use a text message to respond to an ad and redeem a mobile coupon versus other media. Plus, magazines rank high in generating other mobile action.

Magazines and magazine ads garner the most attention.

When consumers read magazines they are much less likely to engage with other media or to take part in non-media activities compared to the users of TV, radio or the internet.

Magazine advertising is valuable content.

Consumers are more likely to have a positive attitude toward ads in magazines compared to other media.

Magazines supply credibility.

Multiple sources show that consumers trust ads in magazines.

Magazine audiences accumulate faster than you think.

More than three-quarters of readers read their copy within the first three days.