More Magazine Readers Reading More "Magazine readership increased 5.3% among adults since 1998, outpacing the 4.4% growth in the adult population during the same period, despite the
economic downturn and the continued growth of the Internet and other media alternatives," saysEllen Oppenheim, EVP/Chief Marketing Officer, Magazine Publishers of America (MPA) and Kathi L. Love, CEO
and President of Mediamark Research Inc.
Readership of the 171 magazines common to each of the past five MRI spring studies was examined. Along with the boost in the adult category, there were
gains in overall female (6.1%) and male (4.3%) readership. This growth trend held true for the older (35+) age segment, while remaining virtually unchanged for the younger group (18-34).
Trends
Based On 171 Common Titles (average readership in millions)
| Spring 1998 | Spring 2002 |
| Adults |
| Average Readership (MM) | 7.7 | 8.1 |
| Average Coverage* (%) | 3.9 | 4.0 |
| Men |
| Average Readership (MM) | 3.4 | 3.6 |
| Average
Coverage* (%) | 3.7 | 3.7 |
| Women |
| Average
Readership (MM) | 4.3 | 4.5 |
| Average Coverage* (%) | 4.2 | 4.3 |
| Adults 18 - 34 |
| Average Readership (MM) | 2.8 | 2.8 |
| Average Coverage* (%) | 4.2 | 4.3 |
| Adults 35+ |
| Average Readership (MM) | 4.9 | 5.4 |
| Average
Coverage* (%) | 3.8 | 3.8 |
*Readership relative to population growth
"More than ever, people are depending on
their favorite magazines for information, news and entertainment. In turn, publishers strive to improve on existing titles or supply new ones to suit changing lifestyle needs. The MRI study confirms
that it's a partnership that works," said Ms. Oppenheim. And MRI's Kathi Love said, "(this study) proves that, despite a myriad of media choices, consumers remain loyal to reading the magazines of
their choice."
And, from a separate study, total magazine advertising revenue for the month of August increased 2.7% compared to August of last year, closing at $1,071,446,001, according to
Publishers Information Bureau (PIB). Ad pages for August totaled 14,498, down 5.8 % from last year. Year-to-date, advertising revenue closed at $9,904,147,271, a 0.0% change, and ad pages were
135,105, down 8.3% over the same time period last year.
Increases came in Financial, Insurance & Real Estate and Home Furnishings & Supplies, in addition to jumps in Toiletries & Cosmetics, Drugs
& Remedies, Automotive and Direct Response. Losses were most significant in Retail, Apparel & Accessories and Media & Advertising.
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