Mag Bag: Digital Will Raise Total Magazine Revs

by Erik Sass, Sep 27, 2012, 3:47 PM

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Magazines’ digital advertising is paying off, according to an eMarketer report, which says they will lift overall magazine revenues in coming years, despite decreases on the print side. Magazines may finally be “over the hump” in their transition from print to digital publishing.
 
However, on the print side, the picture isn’t exactly cheery, as eMarketer predicts that total print ad revenues will decrease from $15.19 billion this year to $15.13 billion in 2013, $15.09 billion in 2014, and $15.05 billion in 2014. But digital ad revenues will more than offset these declines, rising from $3.14 billion in 2012 to $3.52 billion in 2013, $3.77 billion in 2014, and $3.96 billion in 2015.
 
Thanks to digital advertising’s growing contribution, total magazine ad revenues will increase from $18.3 billion in 2012 to $18.6 billion in 2013, $18.8 billion in 2014, and $19 billion in 2015, per the same eMarketer forecast. (These figures don’t include new circulation revenues from digital subscriptions, which are also growing fast.)
 
Looking at digital advertising’s proportional contribution to magazines’ bottom line, its share of total ad revenues will increase from 17% in 2012 to nearly 21% in 2015, while print ads’ share will shrink commensurately.
 
New York Posts Record Profits
 
New York  is on a roll, according to Crain’s New York Business, which reports that the magazine is posting recording profits and revenues. Total revenue for New York Media was up 6% in the first half of 2012, following an 11% increase in 2011. In terms of digital revenues, a critical growth area for consumer publications, digital ads contribute 40% of the company’s total ad sales, compared to an industry average of 5%-15%.

Since 2004, the magazine has also won more National Magazine Awards than any other title over the same period. Crain’s credits editor Adam Moss with leading the revitalization of the magazine, which was bought by Bruce Wasserstein for $55 million in 2003. New York Media is also busily launching new publications, including New York Design Hunting, launched in May; in August, it relaunched its fashion blog, The Cut, as a standalone site targeting women.
 
Out Celebrates 20 Years with Lexus Partnership
 
Out is celebrating its 20th birthday with a new partnership with Lexus, which will be the presenting sponsor of the magazine’s October 2012 20th anniversary collector’s issue. It will include 20 iconic images from 20 years of the magazine, with accompanying essays by famous writers. Lexus is also sponsoring a Lexus-branded, custom-created content channel on Out.com. On Oct. 9, Out and Lexus will host the “Out 20th Anniversary Presented by Lexus,” a celebration at W Hollywood’s exclusive outdoor oasis, Station Hollywood.
 
Havens Named President of The Atlantic
 
M. Scott Havens has been named president of The Atlantic, according to Atlantic Media Company president Justin Smith, who previously held both roles. Previously, he was senior vice president of finance and digital operations for Atlantic Media Company. In this new role, Havens will be responsible for leading the Atlantic brand across its platforms, including print, online and live events, as well its sister sites, The Atlantic Wire and The Atlantic Cities. Smith is relinquishing the role of president of the magazine to focus on his main role as president of the company.

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