MPA: Magazine Media Audiences Grow At Faster Rate YOY

The growth of magazine media audiences is accelerating, while declines are slowing, according to the latest Brand Audience Report from trade organization MPA—The Association of Magazine Media.

One-third of the magazine media brands included in MPA’s report had audience increases of 10% or greater in June 2019 year-over-year. Of this group, more than half had increases in print, as well as online audiences.

The report includes 99 magazine media brands from 24 companies, which represents 95% of magazine readers in the U.S., according to MPA.

The total audience across magazine media brands, including readers on print and digital, web, mobile web and video platforms, was 1.6 billion in June 2019, up 5.5% year-over-year. 

By comparison, total audience grew 3% from June 2017 to June 2018.

Web (desktop/laptop) audiences experienced double-digit percentage declines in the latter half of 2018. But this year, the rate of decrease has lessened, according to MPA, to 6.9% in June 2019 versus the same month in 2018.



Mobile web audiences have been growing since late 2017.

June 2019 saw a 14.4% year-over-year lift. Video is up 26.6%, and now represents 11% of the total magazine media audience included in MPA’s report.

Print and digital audiences, which include those that consume electronic issues of a publication, such as an e-reader or app, were down 2.4%.

ESPN The Magazine, People, WebMD, Allrecipes and AARP Magazine had the highest total audience in June 2019, according to MPA’s report. Those brands often take the top five spots on the list.

The top five magazines with the most total audience growth this June, compared to the same month a year prior, were: Architectural Digest (113%), AFAR (54%), Magnolia Journal (50%), Bicycling (44%) and House Beautiful (43%).

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