Press Releases

Unedited news and product information from vendors.

Affinity Reports Dramatic Shifts in Magazine Readership
Dec 02, 2011 (02:12 PM EST)


Largest Publishing Companies See Consumers Accessing Magazine Branded Content Across Multiple Platforms

 

NEW YORK, Dec. 2, 2011 /PRNewswire/ -- Today's magazine marketplace is no longer harnessed to the printed page.  As publishers continue to aggressively leverage a variety of digital channels to extend the reach of their brands, consumers are migrating to those new platforms in impressive numbers.

According to the most recent release of Affinity's American Magazine Study – which reports the total magazine brand footprint across print, mobile and social platforms, as well as integrating magazine Website data from comScore's Media Metrix – the largest multi-title publishing companies are seeing dramatic shifts in their traditional audience profiles.

Total Audience Delivery by Publishing Group

Combined Reach Across All Print and Digital Platforms

 

 

 

 

 

Total Brand

Total Print

Total Digital

# Brands

 

Audience

Audience

Audience

Measured

 

Time Inc.                    

114,112,000

96,553,000

51,935,000

18

Hearst Magazines        

94,643,000

84,154,000

33,478,000

19

Meredith Corporation       

67,279,000

62,661,000

14,368,000

11

Conde Nast              

62,701,000

54,855,000

20,600,000

17

Reader's Digest Assoc.   

45,315,000

42,504,000

6,826,000

3

Rodale                   

38,901,000

33,591,000

11,194,000

6

American Media, Inc.      

38,506,000

35,013,000

8,888,000

9

Bonnier Corporation      

35,263,000

31,971,000

7,780,000

12

Wenner Media            

33,537,000

24,603,000

15,030,000

3

Source Interlink          

18,026,000

15,355,000

5,537,000

6

Future US             

17,438,000

15,103,000

6,614,000

4

Bauer Publishing         

16,335,000

15,180,000

2,072,000

4

 

 

 

 

 

Source: American Magazine Study, Fall 2011; Digital platforms measured include magazine Websites, social networks,

mobile devices and other digital delivery; Online audience estimates provided by comScore, Inc.

 

Quantifying the duplication of magazine readership across print and digital platforms provides a clearer picture of those consumers who are relying on a single platform or multiple platforms when interacting with their favorite magazine brands. 

Readership Mix of Print and Digital Properties

Percent of Total Brand Audience Accessing Content

Through Single or Multiple Delivery Channels

 

 

 

 

 

Print Only

Digital Only

Print and Digital

 

Readers

Readers

Readers

Time Inc.                     

55%

15%

30%

Hearst Magazines           

65%

11%

24%

Meredith Corporation      

79%

7%

14%

Conde Nast                 

67%

13%

20%

Reader's Digest Assoc.      

85%

6%

9%

Rodale                       

71%

14%

15%

American Media, Inc.          

77%

9%

14%

Bonnier Corporation            

78%

9%

13%

Wenner Media             

55%

27%

18%

Source Interlink              

69%

15%

16%

Future US                        

62%

13%

25%

Bauer Publishing             

87%

7%

6%

 

 

 

 

Source: American Magazine Study, Fall 2011; Digital platforms measured include magazine Websites,
social networks,
mobile devices and other digital delivery; Online audience estimates provided by
comScore, Inc.

 

For example, 65% of consumers reading Hearst magazines are relying exclusively on the printed versions of the company's products, while 11% of Hearst's total unduplicated audience is interacting with content and advertising only in digital form.  One out of four readers (24%) are now accessing Hearst-branded content in both print and digital form.  Overall, 35% of Hearst's total audience footprint is now comprised of digital readers (the combination of "Digital Only Readers" and "Print and Digital Readers").

For detailed audience profiles for specific magazine genres or individual magazine brands, please visit www.AffinityResearch.net.

About Affinity's American Magazine Study   AMS employs a contemporary, Web-based methodology to survey more than 60,000 consumers annually.  AMS is the industry's premier source for total magazine brand readership across print and digital channels, including magazine Websites, social networks, electronic subscriptions and the growing number of apps designed for mobile devices.  AMS Web audience estimates are derived from comScore's Media Metrix data, using a state-of-the-art integration process to capture the real-time Web behavior of AMS respondents through direct passive measurement.

About Affinity LLC   Affinity is a media research firm specializing in magazine audience measurement and accountability tracking.  Affinity's products include ProofReader (campaign pre-testing), The American Magazine Study (print and digital magazine audience measurement), and the VISTA Service (in-market effectiveness of print and digital magazine ads).  Company Web site: www.AffinityResearch.net.

CONTACT:  Tom Robinson, +1-212-922-9582, Ext. 201, tom@affinityresearch.net 

 

SOURCE Affinity LLC