MPA: Desktop, Mobile Mag Audiences Dip In June, Digital Visitors Up

Magazine media audiences coming via a computer or phone have fallen in June 2017, compared to the same month a year ago, according to the latest Magazine Media 360° Brand Audience Report from MPA - The Association of Magazine Media.

However, video audiences of magazine brands are up.

From June 2016 to June 2017, viewers have grown 24.6%. Video audiences are defined in the MPA report as unique viewers who watched a video at least once through a player owned or operated by the publisher and/or through a clearly branded video channel.

Print readers and digital visitors, which includes those that consume electronic issues of a publication, such as on an e-reader or app, have also increased year-over-year by 3.8%.



Web audiences on a desktop or laptop are down 10.5%. Mobile audiences, which are unique visitors that visit a site on a mobile device, are also down by 4.3%.

The report includes 126 magazine media brands from 30 companies.

The audience numbers for each platform are consistent with trends in recent months, though mobile web audiences were previously flat, rather than down. According to MPA, this is due to a change in comScore’s methodology starting in January.

“We feel that for the remainder of 2017, it is unlikely that we will see positive increases in the mobile audience data versus a year ago. Once the methodological changes have been in effect for 12 months, we expect to see year-over-year audience growth,” an MPA spokesperson said.

As for the breakdown of the audience that consumes magazine media, in June, 54% of audiences came from print and digital, 30% from mobile, 12% from the web and 4% from video.

Seven magazine brands reported year-over-year increases of 10% or more through growth in all of their reported media platforms, including three Conde Nast publications. In order of most percentage growth year-over-year, they are: W, Architectural Digest, Discover, Elle Decor, Conde Nast Traveler, Domino and Travel + Leisure.

The top five magazine brands with the most total audience across all platforms for June were ESPN The Magazine, People, Forbes, WebMD and Better Homes and Gardens, the same line-up as last month.

The magazine brands with the greatest percentage growth in total audience for June, compared to a year ago, were Entrepreneur, W, Teen Vogue, Architectural Digest and Discover.

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