• December 19, 2011

Fifteen major consumer magazine brands are now generating more of their audience from their digital outlets than from their print flagships, according to results of Affinity's American Magazine Study, which reports the total magazine brand footprint across print, mobile and social platforms, as well as integrating magazine website data from comScore’s Media Metrix.

"For some of these brands – like WebMD the Magazine, ESPN the Magazine and Food Network Magazine – it may come as no surprise, since the printed magazine is an extension of an already established Web or broadcast presence," writes Affinity CEO Tom Robinson, adding, "But the remaining brands reflect a conscious effort on the part of the publisher to develop new distribution outlets beyond the printed page."

To keep pace of the changes, Robinson said Affinity will begin reporting total magazine brand audience estimates quarterly in 2012.