• by Jack Loechner , Staff Writer @mp_research, September 10, 2002

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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