• June 12, 2009

The Magazine Publishers of America has published the new Magazine Handbook for 2009-2010, titled "Magazines, the Medium of Action." The handbook, which can be downloaded in PDF form at the MPA Web site, includes research and data intended to help magazine publishers sell the medium to potential advertisers, and expand relationships with existing advertisers to include digital platforms and cross-channel marketing.

Some of the "top-line" data includes studies showing that the print and digital audiences are growing for consumer magazines. Also, reader surveys suggest a high degree of trust and perceived credibility. The handbook touts magazine advertising's ability to target readers and precipitate consumer action. Plus, it provides ammunition to publishers to respond to advertisers that complain audiences accumulate too slowly, with data from studies of monthly magazine audiences showing the average weekly magazine accumulates 80% of its audience in two weeks. --Erik Sass