In its latest Magazine Media 360° Brand Audience Report, MPA – The Association of Magazine Media looked at which of the 110 magazines had growth across all three online platforms — web, mobile and video — in November 2018, compared to the prior year.
Hearst was the publisher with the most brands on the list, with seven: Elle Décor (129% growth in November 2018 compared to the year prior), Cosmopolitan (71%), Town & Country (70%), House Beautiful (56%), Harper’s Bazaar (46%), Esquire (37%) and Road & Track(33%).
“Editorial intuition combined with our proprietary data tools, is leading to better, smarter creative decisions," Brooke Siegel, vice president, content, Hearst Digital Media, told Publishers Daily.
“When our brands find a topic or story that deeply engages our audience, we chase it ambitiously and aggressively across all platforms. When we see a strategy working, we share it across all our teams. It’s a collaborative effort and it’s one that’s working,” she said.
MPA found 13 brands had notable overall online growth. The MPA says this growth is “bucking the trend of declining web traffic in favor of mobile and video growth.”
Travel publication Afar led the pack with 167% growth across online platforms in November 2018, compared to a year ago.
Afar was followed by Elle Décor (129%) and American Media, Inc.'s Men’s Journal (122%).
Taste of Home (Trusted Media Brands, 38%), Saveur (Bonnier, 30%), Fast Company (Mansueto Ventures, 20%) and Food & Wine (Meredith Corp., 13%) were also on the list.
Four of the magazine brands that experienced over 300% video viewership growth year-over-year in MPA's September 2018 Brand Audience Report were also Hearst brands: Esquire, Elle, Cosmopolitan and Seventeen.
In the October MPA report, about half the titles with the most video growth year-over-year were Hearst.
The Hearst titles that more than doubled their video audiences from October 2017 to October 2018 included: Road & Track (1252%), Town & Country (945%), Esquire (579%), House Beautiful (216%), Car and Driver (170%) and Cosmopolitan (151%).