MPA FACTbook2013 F Lo

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powerful relationships that

influence, inspire and endure
dual immersion in edit and ads

extraordinary engagement
positive ad receptivity
factbook13-f1B
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Welcome to the 2013/2014 MPA Magazine Media Factbook. As publishers continue to

innovate and experiment across print and digital, I am excited and optimistic about the
future of our industry. This years Factbook shows that magazine media brands satisfy
readers when, where and how they chooseand our expanded digital section helps prove it.
I am confident youll find our annual overview of magazine media facts, figures and trends
both useful and enlighteningand I invite you to contact me with any questions,
observations or good news. As Ive said before, theres never been a better time to be in
the magazine media industry!
Mary G. Berner
President and Chief Executive Officer, MPA The Association of Magazine Media
MAGAZINE MEDIA USP

Magazine media deliver powerful relationships that influence, inspire and
endure. The magazine media brand experience is based on trusted editorial,
complemented by relevant advertising. This dual immersion in edit and ads
satisfies the interests and passions of millions of readerswhen, where and
how they choose. The readers commitment to this unique brand experience
results in superior levels of ad receptivity, online search, purchase intent
and extraordinary engagement in and sharing of both edit and ads.
powerful relationships
91% of all adults, 94% of adults under 35
and 96% of adults under 25 read print or
digital magazines. page 7
The top 25 print magazines reach far more
adults and teens than the top 25 regularly
scheduled primetime TV shows. page 12
90% of college students read magazine
media in the past month.
page 22
Magazine readers are more likely than nonreaders to make online purchases. page 23
Magazine media apps are top sellers in

key iPad categories. page 61
The digital-only magazine media audience
grew 84% from spring 2012 to spring 2013.
page 62
Since starting to read digital magazines,

more than 25% say they have increased
their reading time spent with magazine
media. page 69
influence, inspire
and endure
Magazines and magazine
readers influence purchase
decisions. pages 14-15, 21-22,
26-30, 32-50
Across 60 product categories,

magazines rank #1 or #2
among super influentials
more than any other medium.
page 32
More than half of digital

magazine consumers read or
reread back issues. page 78
Magazine media readers are
extremely active social media
users. pages 79-81
More than 150 print magazine
titles have thrived for more
than 50 years; only 9 TV
programs can say the same.
page 84
dual immersion/superior ad receptivity

Magazines outperform most other media in: fit with content,
credibility, delivering valuable information and influencing
purchase decisions. pages 14 and 17
Print magazines are the most preferred place to look at
advertising and rank #1 in commanding consumer attention
and advertising acceptance. page 16
Both print and digital readers take action as a result of
magazine media ads. page 72
extraordinary engagement in
and sharing of edit and ads
Print magazines are #1 in triggering QR code
response. page 24
Digital readers want to buy directly from magazine
media ads (67%) and articles (62%). page 72
Consumers are thoroughly engaged with magazine
media across social networking platforms.
pages 79-81
superior purchase intent/online search

Magazine readers spend time and money online. page 23
Magazine media advertising outperforms TV and online for critical
purchase drivers. Viewing ad campaigns multiple times pushes
awareness metrics even higher. pages 26-27
Magazine advertising increases sales across key categories. pages 28-29
Magazines deliver influential consumers who take action and
influence purchases of friends and family. pages 32-35, 37, 39-49
Magazine Media Factbook 2013/2014
TA B L E O F C O N T E N T S
Readership
7
8
9
10
11
12
Readership is high across age groups

Readership is consistent across generations
Young adults read more magazines than adults 35+
Readership is diverse
Magazine media accumulate reach quickly
Magazines outreach primetime TV
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
30
Magazines are #1 in reader engagement

Magazines are influential
Magazine ads motivate readers to take action
Consumers and marketers value magazines
Consumers value magazine advertising
September issue fashion advertising
Magazine ads attract affluent consumers
Magazine readers are early adopters
Magazine readers are trusted influencers
Readership is high among college students
Magazine readers spend more time and money online
Magazines trigger QR code response
Magazine readers are cell phone savvy
Magazines impact critical purchase drivers
Ad frequency improves brand metrics
Magazine ads increase sales
Magazines are critical to food purchases
Engagement
Influence and Accountability

32
33
34
35
36
37
38
39
40
41
42
43
44
45
46
47
48
49
50
Magazine readers are super influencers

Affluent: Luxury goods buyers read magazines
Auto: Magazines drive automotive growth
Auto: Magazines reach purchasers and influencers
Auto: Magazine media ads motivate purchase
Retail: Magazines make an impact in every shopping segment
Finance: Affluent investors read magazines
Food: Super influencers consume magazines
Going green: Environmental influencers read magazines
Healthcare: Magazines reach super influencers
Healthcare: Magazine readers take action
Healthcare: Magazine readers are #1 healthcare influencers
Entertainment: Enthusiasts are magazine readers
Technology: Magazine readers are super influencers
Home: Magazines reach purchasers and super influencers
Home: Magazines inspire remodeling and renovations
Travel: Magazines reach travelers
Retail: Super influencers read magazines
Marketing mix modeling
Digital Devices
52
53
54
55
Profile: Digital edition readers

Profile: Tablet owner demographics
U.S. tablet penetration
Tablet usage/market share (OEM)
4
Magazine Media Factbook 2013/2014
56
57
58
59
60
TA B L E O F C O N T E N T S
Tablet owner profile

Tablets drive reader engagement
Tablet owners are magazine readers
Smartphone growth/market share (OEM)
Smartphone owner profile
Digital Editions and Apps

61
62
63
64
65
66
67
68
69
70
Magazine apps are top sellers

Magazine apps are increasing
Magazine issue downloads are up
Magazine downloads by category
Paid digital content overview
Digital newsstand user profile
Satisfaction with digital subscriptions
Digital magazine shopping behavior
Time spent with digital editions
Where print/digital editions are read
Digital Readers
71
72
73
74
75
Digital magazines drive online action

Digital magazine ad engagement
Digital magazine ads lead to results
Tablets boost brand awareness
U.S. mobile shopping trends
77 Tablet metrics
78 Readership of enhanced ads
Social Media
79 Avid readers are socially savvy
80 Readers are social media enthusiasts
81 Activity on social networks
Audience and Distribution

83
84
85
86
87
88
Magazine launches by category

Magazine titles endure
Number of magazines 2003-2012
Audience/subscription/single-copy sales
Print and digital distribution
Retail: Behavior and sales
Editorial and Advertising

89
90
91
92
93
94
Top ad categories by revenue

Ad pages and rate card ad revenue
Magazines in the advertising mix
Top brands by magazine ad spending
Editorial to advertising ratio
Impact of ad unit size and position and
readership by month and quarter
95 Pages by editorial category
Digital Metrics
76 Digital Edition Standardization Initiative (DESI)
96 MPA Information Center and contacts

5
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91% of Americans read

magazine media
Magazines read in the last six months (print and digital editions)
91%
94%
96%
of adults
of those under 35
of those under 25
Base: U.S. adults 18+

Source: GfK MRI, Spring 2013
readership
Print magazine readership is more

consistent across generations
than other media
Median age by media usage
(index)
U.S. population 46.0
GenXers
born 19651976
Millennials
born 19771994
magazines
99
106
98
internet
83
93
141
118
74
61
96
116
100
49.5
newspapers
46.9
tv
45.2
magazines
44.7
radio
internet
41.7
Boomers
born 19461964
tv
radio
Base: Percent of coverage among adults 18+, HHI $50K+

Note: Heavy media usage = top quintile of usage for each medium
(ranking excludes newspaper)
Source: GfK MRI, Fall 2012
Note: Magazine and newspaper numbers represent print only

readership
Adults under 35 read more magazines

per month than adults 35+
Print readership by age
issues read in past month (median)
index
heavy magazine readerstop quintile

index
total
under 25
under 35
35+
50+
6.4
6.7
6.4
6.4
6.2
100
105
100
100
97
20.0
22.8
21.1
19.5
18.2
100
114
106
98
91
Base: U.S. adults 18+

readership
Magazine readership is diverse
91%
87%
86%
of AfricanAmerican adults
of AsianAmerican adults
of HispanicAmerican adults
are print magazine readers.
read print magazines. They
read print magazines. They
They read an average of 14.6
read an average of 9.5 issues
read an average of 10.2 issues
issues per month, compared
a month, close to the average
per month, slightly higher than
to 10.0 issues per month for
number of issues for all
the U.S. average.
all U.S. adults.
U.S. adults.
readership
10
Readership starts strong and

keeps growingacross platforms
Weekly/Biweekly
audience accumulation by week
Monthly
audience accumulation by week
100
100
80
80
60
60
40
40
20
20
0
-1
5
print
6
digital
-1
6
print
digital
Note: Print magazine reach begins accumulating audience before the actual on-sale date. The on-sale date is the actual date the magazine will appear on the newsstand or is likely to arrive
in subscriber households. For weeklies, it is generally one week earlier than the cover date of the magazine. For monthlies, the on-sale date is generally weeks ahead of the cover date.
Source (print): GfK MRI, Fall 2012. GfK MRI variable used cume % GRPs
Source (digital): Time Inc. Digital Magazine Ad Reporting, 2012. Findings reported based on data for all Time Inc. titles
readership
11
Gross ratings points (GRPs) of top 25 magazines

and primetime TV programs
adults 18+
198
134
Magazines
steal the show
vs.
primetime
magazines
primetime tv
adults 18-34
205
79
adults 18-49
197
95
men 18-49
208
98
men 18-49 HHI $75K+
223
99
women 18-49
270
100
The top 25 print magazines reach

more adults (+48%) and teens (+193%)
than the top 25 regularly scheduled
primetime TV programs.
women 18-49 HHI $75K+

316
114
african-americans 18-49
327
111
teens 12-17
158
54
Note: Total GRPs equal the rating of the top 25 vehicles of each medium added together
Source: Carat Insight/Nielsen, September 2012-March 2013 (regularly scheduled, primetime
programs). Nielsen defines primetime as Monday to Saturday 8pm to 11pm and Sunday 7pm
to 11pm; GfK MRI, Fall 2012; GfK MRI Twelveplus, 2012; TV ratings based on Live+7 data
readership
12
Magazines
are #1
in reader
engagement
The average reader spends
40 minutes
reading each print issue.
#1 in ad receptivity (index)
ad attention / receptivity
magazines
116
internet
95
96
tv
inspirational
112
95
99
life-enhancing
111
103
89
trustworthy
108
100
95
social interaction
106
96
101
+Ad-supported programs only
Source: Experian Marketing Services, Simmons Multi-Media Engagement Study, Fall 2012
engagement
13
(index)
People
are most
influenced
and
inspired by
magazine
media
ad-supported
tv networks
magazines
websites
I pay attention to or notice ads
145
85
90
Ads fit well with the content
139
96
86
It is a way to learn about new products
135
100
77
Inspires me in my own life
135
96
88
Gets me to try new things
131
100
81
I get valuable info from the ads
130
96
83
Ads help me make purchase decisions
130
100
85
I am more likely to buy products in ads
125
95
85
Inspires me to buy things
122
109
78
I trust it to tell the truth
113
107
84
It is an escape for me
111
77
114
Source: Experian Marketing Services, Simmons Multi-Media Engagement Study, Fall 2012
engagement
14
59% of readers
took action
or plan to take action
as a result of
exposure to specific
print magazine ads.
Advertising effectiveness by position

noted
action taken
first quarter of book
55%
58%
second quarter of book
50
58
third quarter of book
49
60
fourth quarter of book
50
59
actions include:
have a more favorable opinion about the advertiser
consider purchasing the advertised product or service
gather more information about advertised product or service
Note: Includes all ads, size/color and cover positions

Source: GfK MRI Starch, January-December 2012
recommend the product or service

visit the advertisers website
purchase product or service
clip or save the ad
visit or plan to visit dealership
Source: GfK MRI Starch, January-December 2012
engagement
15
Ad wantedness: Magazines
are #1 for consumers and marketers
Where do you prefer
to look at an ad?
Media that command

consumers full attention
consumers marketers
ads in print
26%
favorite print magazine
45%
55%
tv commercials
18
favorite tv show
23
21
billboards
16
favorite website
11
13
radio ads
15
billboard
10
online ads
ads in mobile apps or games
Note: Percent who rated their attention level 4 or 5 on a scale of 1-5

Source: Adobe Systems Click Here Study, October 2012
window display
social media
apps
Source: Adobe Systems Click Here Study, October 2012
Advertising acceptance adults stating

where ads should be eliminated
in the websites visited
43%
in the tv programs watched
42
on the radio stations listened to
35
in the magazines read
24
Source: ORC Caravan, February 2013
engagement
16
Magazines:
Where the ads are welcome
Consumer experiences with advertising
age
print
magazines
internet
tv
radio
newspapers
MORE POSITIVE DRIVERS
Ads provide useful

information about
new products and services
18+
18-24
47%
41
35%
39
54%
50
36%
35
47%
33
Ads provide information

about product use
of other consumers
18+
18-24
38
36
30
36
40
40
30
31
40
32
Ads have no credibility
18+
18-24
20
24
31
35
31
30
25
29
18
23
Ads appear at
inconvenient moments
18+
18-24
21
25
44
45
50
46
36
40
19
22
All ads are alike
18+
18-24
24
29
32
38
33
38
31
38
21
27
Ads are repeated

too often
18+
18-24
28
30
45
48
63
59
48
49
23
26
FEWER NEGATIVE DRIVERS
Statements: Agree strongly or agree somewhat

engagement
17
Passion for fashion: Whats a

September issue without advertising?
Number of print ad units 1/3-page or larger
(September issues)
1,592
1,582
1,663
1,681
2011
2012
1,355
2008
2009
2010
Note: Ad units are not equivalent to ad pages, as an ad unit can number one or more pages
Source: GfK MRI Starch, 2008-2012. The following 12 womens fashion titles were included
in the analysis: Allure, Cosmopolitan, Elle, Glamour, Harpers Bazaar, InStyle, Lucky, Marie
Claire, Self, Vanity Fair, Vogue and W
engagement
18
Magazine media grab the attention

of affluent consumers
Considerable or some interest in any advertising seen or heard
in the past 30 days
total adults
<35
35-54
55+
HHI $75K+
HHI $100K+
inside airplanes
84%
94%
49%
50%
46%
35%
magazines
71
76
75
62
68
67
tv
70
70
70
68
64
64
smartphones
68
66
67
81
52
41
newspapers
66
66
66
66
63
61
medical offices
64
79
68
54
61
48
tablets
62
72
57
57
49
52
airports or airport lounges
59
58
40
71
53
49
Facebook and other social media
59
70
54
53
57
54
office building lobbies
56
78
63
39
32
Source: Special tabulations from the Shullman Luxury and Affluence Monthly Pulse, March 2013
engagement
19
Magazine readers are early adopters
Early adopters and media use
(index)
print
magazines
internet*
tv
radio
electronics
141
177
59
101
81
leisure
137
217
58
108
65
super innovators (3+ segments)
137
188
53
100
80
personal care/health
129
109
73
105
99
food
122
120
74
95
101
financial
119
165
57
96
84
newspapers
Base: Top quintile of usage for each medium, indexed to adults 18+
engagement
20
Trusted influencers are heavy print magazine users (index)

vacation travel
Magazine
readers
recommend
products
and services
to others
123
111
85
103
107
magazines
internet
tv
radio
newspapers
healthcare
119
103
107
100
113
automotive
119
104
96
113
101
finance
118
113
99
109
112
technology
116
141
82
104
79
food
109
106
93
100
96
Source: GfK MRI, Fall 2012. Top quintile of usage for each medium, indexed
to adults 18+. Category influentialsrecommenders are defined as people who
frequently recommend products and services
engagement
21
Magazine media: Head of the class

among college students
90% read a magazine in the last month.
89% visit websites they see in magazines
When was the last time you...
84% purchase an item after seeing it

in a magazine
84% redeem specials and promotions

they see in magazines
63% use coupons from magazines to

make purchases
read a magazine
got a fashion idea from a magazine
within
last year
100%
85
within last
6 months
within
last month
within
last week
97%
90%
65%
74
54
24
How often do you...

monthly
(about) every
6 months
(about) once
every year
visit websites you see in magazines
34%
21%
11%
take advantage of specials or promotions

you see in magazines
35
18
12
use coupons from magazines to make a purchase
22
15
purchase an item after seeing it in a magazine
27
32
21
ADDITIONAL FINDINGS
84% keep magazines for at least a

month, with 25% keeping them
longer than a year
70% share magazines with friends

and/or borrow them from friends
Note: 387 students surveyed

Source: Shweiki/Study Breaks College Media, May 2013
engagement
22
Print magazine
readers spend
more timeand
moneyonline
Heavy media usage among consumers with

online activity in past 30 days (index)
Magazine readers vs. nonreaders

(in the last 30 days)
used the internet

magazine readers
83%
nonreaders of magazines
magazines
tv
radio
obtained information for new

or used car purchase
151
76
124
97
obtained child care or parenting information
147
63
105
60
looked up movie listings or showtimes
146
69
102
81
obtained information about real estate
144
63
107
97
obtained medical information
142
87
105
105
made personal or business travel plans
139
55
96
112
looked for recipes
128
76
103
101
obtained financial information
123
65
98
94
64%
Magazines in top tier for driving online search
made a purchase online

45%
26%
newspapers
adults 18+ male
magazine
31%
28%
female
18-24
25-34
35-44
45-54
55-64
65+
33%
30%
30%
32%
31%
34%
27%
tv/broadcast
32
35
30
31
29
32
35
34
32
cable tv
30
35
26
40
39
33
28
24
19
newspaper
26
27
24
16
17
22
28
34
36
internet advertising
24
25
22
33
27
26
23
21
14
radio
21
23
20
22
25
26
24
19
12
Note: The sum of the percent totals may be greater than 100 because the respondents can select more than one answer.
Source: Prosper Media Behaviors & Influence Survey, December 2012
engagement
23
Print magazines
are #1 in triggering
QR code response
QR code use among younger U.S. consumers is high

age 18-24
age 25-34
39%
magazines
36%
38
mail
36
32
31
packaging
19% of Americans
have used a QR code.
35
poster
25
21
websites
17
14
email
tv
16
9
12
Base: 2,000 consumers in the U.S.
Source: Pitney Bowes, QR Codes Use in the U.S. and Europe, 2012
On average, 9.1%
of advertising pages
had an action code
in 2012.
Source: Nellymoser Inc., 2012
I have captured QR codes in the following location

magazines
15%
mail
13
packaging
13
poster
10
8
websites
5
email
tv
4
Base: 2,000 consumers in the U.S. and 1,000 in France, Germany and the UK, respectively
Source: Pitney Bowes, QR Codes Use in the U.S. and Europe, 2012
engagement
24
Heavy media usage among consumers who used

cell phones in the last 30 days (index)
watched a video clip
Print
magazine
readers are
cell phone
savvy
140
200
64
115
54
magazines
internet
tv
radio
newspapers
used a text message to respond to an ad or make a purchase

136
162
86
121
76
redeemed a mobile coupon
133
161
64
101
66
visited any website
121
157
61
106
71
downloaded an app
115
137
67
112
73
engagement
25
Magazines outperform TV and online

for critical purchase drivers
Average impact by single channel exposure
% brand ad awareness
11
6
12
magazines
online
tv
brand favorability
8
3
6
brand purchase intent
7
3
6
Data is Delta. Delta=ControlExposed
Number of respondents: magazine n=49,965; online n=119,901; TV n=79,375
Source: InsightExpress, 2013
engagement
26
More is better! Magazine media

frequency improves brand metrics
Magazine frequency
Viewing a magazine campaign

multiple times pushes awareness
21%
magazine ad awareness
brand favorability
18%
purchase intent
metrics even higher.
14%
12%
11%
For the important consumer

packaged goods (CPG) category,
ad awareness improved 23% for
5+ exposures.
9%
9%
7%
1-2 Exposures
3-4 Exposures
5+ Exposures
Data is Delta.
Number of respondents: 1-2 Exp n=37,963, 3-4 Exp n=7,281, 5+ Exp n=4,784
engagement
27
Magazine advertising increases sales

Households exposed to the
print magazine campaign
spent significantly more
(+3% to +36%) than those
Sales lift per average household

Test (exposed) vs. control (unexposed)
FOOD
not exposed (test vs. control).

+18%
Positive ROI for all brands

+14%
ranged from $1.69 to $19.99

incremental for every media
dollar spent.
Average ROI: $7.81
+7% +7%
+3%
+3%
baked
goods
soup
+4% +4%
+5%
+8%
+8%
+5%
Campaign period: 2009-2012

juice
lunch kit
cookies margarine butter

frozen
substitute entree
pasta sandwich refrigerated salad

sauce spread
chicken dressing
Note: Average dollar purchases per panel/year (includes nonbuyers)

Source: Meredith Corporation/The Nielsen Company, 2012
engagement
28
...across multiple categories

+36%
+32%
Sales lift per average household

Test (exposed) vs. control (unexposed)
OTC
PET CARE
HH GOODS
BEAUTY
+16%
+13%
+9%
+8%
+6%
+3%
nasal
decongestant
pet
care
liquid
soap
+4%
+5%
air
toilet
freshener paper
+4%
mouthwash
+10%
+5%
body
wash
lotion
feminine
care
skin
care
bar anti-aging lipstick

soap
cream
Note: Average dollar purchases per panel/year (includes nonbuyers)

Source: Meredith Corporation/The Nielsen Company, 2012
engagement
29
Magazines put your brand

on the menu
On average, consumers turn to 4.5 information platforms to inform food purchases.
Print magazines are critical in 2 out of 4 stages of influence for food purchase decisions.
1 Demand
Creation
2 Information
Processing
3 Trip
Planning
4 Pre-Retail
Preparation
get ideas
discover new foods
find new uses
create meal plans

reinforce choices
get nutritional info
create a shopping list

find where to get
best price/quality
get alerts for deals

get coupons
save time deciding
magazines
magazines
websites
circulars
tv
tv
circulars
websites
word of mouth
websites
social
mobile
Source: Time Inc. and Nielsen, Understanding the Food Purchase Path Study, 2012
engagement
30
Influence and Accountability

32 Magazine readers are super influencers
33 Affluent: Luxury goods buyers read magazines
34 Auto: Magazines drive automotive growth
35 Auto: Magazines reach purchasers and influencers
36 Auto: Magazine media ads motivate purchase
37 Retail: Magazines make an impact in every shopping segment
38 Finance: Affluent investors read magazines
39 Food: Super influencers consume magazines
40 Going green: Environmental influencers read magazines
41 Healthcare: Magazines reach super influencers
42 Healthcare: Magazine readers take action
43 Healthcare: Magazine readers are #1 healthcare influencers
44 Entertainment: Enthusiasts are magazine readers
45 Technology: Magazine readers are super influencers
46 Home: Magazines reach purchasers and super influencers
47 Home: Magazines inspire remodeling and renovations
48 Travel: Magazines reach travelers
49 Retail: Super influencers read magazines
50 Marketing mix modeling
31
Number of times medium ranks #1 or #2

among super influential consumers across
60 product categories:
print magazines 42
Magazine
readers
are super
influencers
internet 38
radio 30
outdoor 6
tv 4
newspapers 2
Base: Top quintile of usage for each medium among adults with a HHI of $50K+
Super influentials are defined as people who have great experience in this topic and
whose advice on this topic is trusted by friends and family members
Includes internet magazine activity
influence and accountability
32
Affluent
buyers are
print magazine
readers
Affluent luxury goods buyers spending in past year (index)

$1,000+ watches
magazines
180
143
108
144
web
tv
radio
$1,000+ fine jewelry

151
123
103
139
$3,000+ fine jewelry
154
131
115
163
Heavy media usage among super

influential consumers for luxury goods
purchases (index)
magazines *internet
tv
$10,000+ apparel and accessories
newsradio papers
beauty
153
164
66
123
72
fashion
142
176
79
145
94
interior decorating
139
134
76
122
105
Source: GfK MRI, Fall 2012. Super influentials are defined as
people who have great experience in this topic and whose advice
on this topic is trusted by friends and family members
169
149
113
141
$1,000+ day spa
177
159
78
126
$2,000+ skin care/cosmetics/fragrance
168
154
132
139
Heavy media users, indexed to adults 18+, HHI $100,000+
Source: Mendelsohn Affluent Survey, 2012
33
Magazines
drive automotive
growth among
affluent
consumers
Average new vehicle price
was a record high $28,586.
Median HHI of a new car
buyer or lessee was $94,619
60% higher than the median
HHI for the total U.S. (2012).
Print magazines deliver consumers with the

highest auto purchase intent (index to general population)
Very likely to buy or lease a new car in the next 12 months
131
magazines
110
internet
99
tv
radio
115
newspapers
93
Note: Reflects heavy users of each medium (1 on 5 point scale)

Source: GfK MRI, 2012
Print magazines and internet index highest for

reaching affluent consumers (index to general population)
Heavy media usage among those with HHI $100K+
120
121
49
88
114
Sources: J.D. Power and Associates as reported by

Automotive News; GfK MRI, Fall 2012
34
Print magazines
take the wheel:
#1 or #2 in
influencing
auto buyers
Heavy media usage among consumers who

intend to purchase a vehicle (index)
very/somewhat likely to buy in next 12 months
magazines
internet*
tv
radio
newspapers
hybrid/alt. fuel vehicle
121
111
86
116
78
4-door car
119
112
91
114
91
sport utility vehicle
116
116
87
113
86
any vehicle
112
107
92
112
89
Heavy magazine usage among auto

super influential consumers (index)
112
magazines
119
internet
76
tv
107
radio
newspapers
92
Base: Top quintile of usage for each medium among adults with a HHI of $100K+, indexed to adults
with same HHI
Source: GfK MRI, Fall 2012. Super influentials are defined as people who have great experience
in this topic and whose advice on this topic is trusted by friends and family members
35
Magazine media ads motivate auto purchase

Magazines beat online
and TV in the automotive
category.
In combination, magazines excel

with both online and TV in driving
awareness of advertising.
Automotive: average impact by

single-channel exposure
Automotive: average impact by

channel combinations
5
magazines
11
online
tv
18
magazines + online
17
online + tv
brand favorability
brand favorability
7
magazines
11
4
2
Note: Data is Delta: Delta=Control-Exposed. Number of
respondents: magazine n=12,139; online n=18,908; TV n=6,188
Note: Data is Delta: Delta=Control-Exposed. Number of respondents: magazine

only n=12,139; magazine + online n=3,423; online + TV n=2,767
36
In every
shopping
segment,
print magazines
make an
impact
Heavy media usage among super influential

consumer segment (index)
beauty
150
146
77
112
72
magazines
internet
tv
radio
newspapers
household furnishings
147
126
105
100
129
fashion (clothes, shoes and other fashion)
145
166
97
137
101
home electronics
124
154
108
113
86
Base: Top quintile of usage for each medium among adults with a HHI of $50K+,
indexed to adults with same HHI
37
On the money: Affluent investors

read print magazines
used full-service broker in past year (index)
142
magazines
104
web
113
tv
115
radio
value of financial accounts by HH (liquid assets) $250,000+

117
98
104
98
38
Food
influencers
consume print
magazines
Heavy media usage among super influential consumers

for food purchases (index)
grocery shopping
magazines
137
internet
122
tv
83
radio
132
newspapers
105
new food items
131
135
88
124
101
snacks
144
151
75
143
81
39
Going green: Print

magazines reach
environmentally
conscious consumers
tv
145
143
33
green at their best
113
99
91
93
102
101
Base: Top quintile of usage for each medium, indexed

to adults 18+
magazines
121
97
99
120
93
internet
tv
radio
newspapers
I have a great deal of knowledge/experience in

environmentally friendly products
I have participated in public activities in the past 12 months
green advocates
ungreen (least green)
My family and friends often ask for and trust my advice on

environmentally friendly products
115
110
86
111
94
Segmentation by
environmental friendliness
magazines internet*
Media usage among environmentally friendly consumers (index)
110
106
92
99
112
Super influential consumers for environmentally friendly products
142
134
55
150
110
40
Print
magazines:
Just what
the doctor
ordered

for healthcare categories (index)
prescription drugs
magazines
149
132
69
122
95
internet
tv
radio
newspapers
physical fitness
134
129
60
120
87
healthy lifestyle
132
140
58
113
96
healthcare
129
125
72
122
102
41
Magazine media are the #1 prescription

for healthy results vs.all media
Magazine readers are far more likely to take action
on healthcare ads than users of any other medium.
Actions taken in the last 12 months as a result of healthcare advertising (index)

magazines
internet*
tv
radio
newspapers
returned a free sample card
170
113
117
148
100
switched to a different brand
155
90
132
134
130
discussed an ad with a friend or relative
152
104
131
129
126
visited a pharmaceutical companys website
147
136
116
87
82
consulted a pharmacist
143
91
114
107
118
asked a doctor for a prescription sample
141
87
128
113
108
discussed an ad with your doctor
133
84
111
120
120
asked doctor to prescribe a specific drug
132
106
120
92
115
purchased a nonprescription product
125
101
115
104
106
Base: Top two quintiles by medium, indexed to adults 18+

Source: Kantar Media, MARS Consumer Health Study, 2013
42
Magazine readers: #1 in influencing

healthcare decisions
Consumers who make their own personal healthcare decisions and influence those
of their friends and family are most likely to be magazine readers.
Consumer attitudes
any agreement
magazines
internet*
tv
radio
newspapers
I am more knowledgeable about medicines because of

the information provided in pharmaceutical advertising
131
96
111
98
116
I trust pharmaceutical companies that advertise the

medications I take
131
84
120
103
105
Friends come to me for advice about healthcare

and medications
125
118
102
96
120
I often discuss new prescription medicines with my doctor
124
94
117
101
107
I am willing to pay extra for prescription drugs

not covered by health insurance
119
96
103
99
116
I research healthcare information so that I am better informed

about different healthcare options
117
109
95
100
110
Base: Top two quintiles by medium, indexed to adults 18+

Source: Kantar Media, MARS Consumer Health Study, 2013
43
Magazines are a hit

among entertainment enthusiasts
Top media usage for entertainment activities (index)
print
magazines
internet*
tv
radio
newspapers
attended movies 23 times per month in last 90 days
134
152
85
117
103
category influential consumers: movies
129
140
91
104
83
prefer to see a new movie on opening weekend
121
132
90
109
83
purchased 3+ video games in past 12 months
130
137
74
109
63
bought 5+ CDs in last 6 months
118
127
92
108
117
bought a home theater or entertainment system in last 12 months
118
118
91
117
72
very/somewhat likely to buy portable DVD player in next 12 months
117
103
102
117
81
Note: Heavy newspaper and heavy radio is unstable for bought a home theater or entertainment system
44
Print
magazine
readers
are tech
influencers
second only
to online

for technology purchases (index)
home electronics
magazines
131
176
internet
tv
82
radio
118
newspapers
79
mobile phones
130
170
64
124
75
new technology
118
198
60
107
80
45
Magazines are prime real estate

for reaching home influencers
for home improvement purchases (index)
Print magazine readers #1 of all media

in home spending (index)
magazines
web*
tv
household furnishings
radio
144
magazines
$1,000+ HH appliances
121
111
112
103
$3,000+ HH appliances
129
121
92
122
122
radio
$3,000+ furniture
133
121
104
117
122
newspapers
$1,000+ decorating services
134
124
119
148
139
149
139
111
162
139
140
108
176
$10,000+ remodeling services 134
123
124
138
132
internet
81
tv
interior decorating
134
76
122
105

Note: Dollars reflect money spent in last year
home remodeling
121
114
72
133
99
Source: GfK MRI, Fall 2012. Super influentials are defined as people who
have great experience in this topic and whose advice on this topic is
trusted by friends and family members
46
Magazines build passion for

remodeling and renovation
Heavy media usage among consumers who intend to make
home improvements (index)
very/somewhat likely in next 12 months
print
magazines
internet*
tv
radio
buy second house or vacation home
129
117
93
122
87
convert room to home office
123
109
95
91
115
add rooms or exterior additions
123
106
92
103
96
remodel kitchen
105
103
97
96
107
newspapers
47
Magazines:
The #1
destination
for travelers
Heavy media usage among travelers (index)

very/somewhat likely next 12 months: take a cruise (1 day+)
121
112
86
106
108
magazines
internet
tv
radio
newspapers
very/somewhat likely next 12 months: vacation abroad

116
116
80
94
104
very/somewhat likely next 12 months: vacation in the U.S.
Affluent travelers use print

magazines most
travel activity
web*
tv
radio
Europe in past 3 years 132
magazines
120
89
108
$5,000+ vacation
outside U.S.
121
96
101
110
105
77
97
106
agree completely/somewhat: others ask my advice about vacation travel
125

111
109
93
109
93
48
Magazines
influence every
shopping
segment
Super influential consumers for packaged goods

purchases are heavy users of print magazines (index)
cleaning products
magazines
158
114
99
151
98
internet
tv
radio
newspapers
snacks
144
151
75
143
81
new food items
131
135
88
124
101
products for babies and children
130
121
54
112
62
healthcare
129
125
72
122
102
49
New insight strengthens

marketing mix story
Magazines have traditionally
been represented in ROIrelated analyses through
average or single issue net
audience. Incorporating
average page exposure and
audience accumulation more
accurately represents gross
impressions per issue.
More granular magazine data increases

accuracy of magazine delivery
reach for weeklies
APX adjusted gross impressions for weeklies
reach for monthlies
APX adjusted gross impressions for monthlies
+571%
+337%
-3 -2 -1 1
11
13
15
17
19
21
23
25
Source: GfK MRI/ The Martin Agency, 2012
50
Digital Devices
Digital Readers
52 Profile: Digital edition readers
71 Digital magazines drive online action
53 Profile: Tablet owner demographics
72 Digital magazine ad engagement
54 U.S. tablet penetration
73 Digital magazine ads lead to results
55 Tablet usage/market share (OEM)
74 Tablets boost brand awareness
56 Tablet owner profile
75 U.S. mobile shopping trends
57 Tablets drive reader engagement

58 Tablet owners are magazine readers
59 Smartphone growth/market share (OEM)
60 Smartphone owner profile
Digital Metrics
76 Digital Edition Standardization
Initiative (DESI)
77 Tablet metrics
Digital Editions and Apps
78 Readership of enhanced ads
61 Magazine apps are top sellers

62 Magazine apps are increasing
Social Media
63 Magazine issue downloads are up
79 Avid readers are socially savvy
64 Magazine downloads by category
80 Readers are social media enthusiasts
65 Paid digital content overview
81 Activity on social networks
66 Digital newsstand user profile

67 Satisfaction with digital subscriptions
68 Digital magazine shopping behavior
69 Time spent with digital editions
70 Where print/digital editions are read
51
Who reads digital editions?

subscribers
digital only
print only
median age
44.6
54.8
male
60%
47%
female
40%
53%
130.0K
117.4K
average income
Source: Cond Nast Digital Subscriber Survey, June 2012
Profile: Tablet magazine readers

male
female
percent
index
54.6
45.4
111
89
5.3
15.3
28.2
21.1
17.5
7.4
5.3
87
106
127
108
94
70
61
7.8
17.5
19.4
16.6
38.7
87
99
98
97
107
age
13-17
18-24
25-34
35-44
45-54
55-64
65+
annual household income
less than $25,000
$25,000-$50,000
$50,000-$75,000
$75,000-$100,000
$100,000+
Note: Magazine readership on tablets (3-month average

ending August 2012; percent of total U.S. tablet owners,
age 13+) and index to average tablet owner
Source: comScore TabLens, October 2012
digital devices
52
Tablet
owners:
Affluent and
educated
Adults who own a tablet

computer
all adults (n=2,252)
men (n=1,029)
women (n=1,223)
34%
32
35
age
18-24 (n=243)
25-34 (n=284)
35-44 (n=292)
45-54 (n=377)
55-64 (n=426)
65+ (n=570)
33
37
49
38
28
18
race/ethnicity
white, non-Hispanic (n=1,571)
black, non-Hispanic (n=252)
Hispanic (n=249)
33
32
34

less than $30,000/yr (n=580)
$30,000-$49,999 (n=374)
$50,000-$74,999 (n=298)
$75,000+ (n=582)
20
28
38
56
education level
less than high school (n=168)
high school graduate (n=630)
some college (n=588)
college graduate+ (n=834)
17
26
35
49
Source: Pew Research Centers Internet & American Life

Project, Tracking Survey, April 17-May 19, 2013. N=2,252
adults ages 18+. Interviews were conducted in English
and Spanish and on landline and cell phones. Margin of
error is +/- 2.3 percentage points
digital devices
53
Home and away: Half of U.S. adults

will own a tablet by 2014
40% of online U.S.
adults now own a tablet.
Source: Consumer Electronics Association (CEA)
CEAs Consumer Outlook on Tablets: Q2 2013
U.S. tablet users and penetration 2011-2016

tablet users (millions)
percent of population
percent of internet users
+11.1
143.2
percent of change
Percent of American adults ages

18+ who own a tablet computer
+7.8
154.5
+18.8
129.0
+37.3
108.6
34
+134.6
79.1
18
44
+158.6
33.7
8
33
34
15
40
56
59
44
47
2015
2016
25
3
2010
51
2011
2012
2013
Source: Pew Research Centers Internet and American

Life Project tracking surveys May 2010-2013
11
2011
2012
2013
2014
Note: Individuals of any age who use a tablet at least once per month
Source: eMarketer, December 2012
digital devices
54
Apple: The core of tablet sales

Tablet usage share by OEM
iPad tops global tablet shipments with 65.7 million in 2012

(units in millions)
5% Samsung
Galaxy tablets
7% Amazon
Kindle Fire
Q2
Q3
Q4
full year
11.8
17.0
14.0
22.9
65.7
52.5%
Samsung
2.3
2.4
4.6
7.9
16.1
12.9
Amazon
0.7
1.3
2.5
6.0
10.5
8.4
ASUS
0.6
0.9
2.4
3.1
6.4
5.1
Barnes & Noble
n/a
n/a
0.2
1.0
1.2
1.0
Other
3.7
3.5
6.5
11.6
25.3
20.2
Apple
3% Other
1% Other Android tablets
1% Barnes & Noble NOOK
2% Google Nexus tablets
82%
Apple
iPads
(all)
+share of
market
Q1
+ Estimated
Source: IDC, 2013
Tablet market share Q1 2012 vs. Q1 2013
Note: Share of U.S. and Canadian tablet web traffic

Source: Chitika, Inc., May 2013
2012
2013
Apple
58.1%
39.6%
Samsung
11.3
17.9
percent of growth
-31.8%
58.4%
Source: IDC Worldwide Tablet Tracker, May 2013
digital devices
55
Tablet owner profile

Original equipment manufacturer (OEM)
base
Apple
Samsung
Amazon
Barnes & Noble
iPad
925
Galaxy
193
Kindle Fire
396
NOOK
99
male
52%
54%
40%
39%
female
48
46
60
61
Tablet owner by gender

male 49%
female 51%
Base: Adults 18+

Source: Ipsos MediaCT LMX Study, Wave 10, Fall 2012
Tablet owner by age

18-34
49
46
39
37
35-54
38
46
46
43
55+
12
15
19
HHI <$100K
71
86
76
74
HHI $100K+
24
11
17
19
Base: Adults 18+

Note: HHI does not add up to 100% as there is a Prefer Not to Answer selection
7%
13%
17%
17%
18%
13-17
18-24
25-34
35 - 4 4
45 - 5 4
15%
55 -64
14%
65+
Tablet owner by income

17%
<$25K
22%
$25K to <$50K
21%
14%
$50K to <$75K $75K to <$100K
25%
$100K+
Source: comScore TabLens, U.S., 3-month average ending December 2012
digital devices
56
Magazines available on both tablets and

smartphones see increased engagement
Consumers want to read digital magazines
wherever they go. When a magazine is available
on a tablet and a smartphone, readers access it
on both platforms, increasing the number of
reading sessions per month and the number of
pages read per session.
Reading session usage
February 2013
30.3
Mobile reading: engagement by device type

reads on
tablet
75% of
the time
2% other
tablets
smartphones
10.0
2.9
1.7
frequency
reads per month
reads on
smartphone
23% of
the time
engagement
pages per session
Note: Analysis based on 223.5 million reading sessions to 100 digital magazine apps between January 2012 and February 2013.
Source: Adobe Systems Incorporated, 2013
digital devices
57
Traditional media consumption by owners of

tablets and e-readers (index)
Tablet
owners =
magazine
media readers
own any tablet

magazines
124
152
57
94
92
internet
tv
radio
newspapers
own any e-reader

121
137
72
87
114
Tablet owners who read

magazines
own any iPad

121
151
51
87
90
almost every day

10%
at least once a week
13%
own any Kindle

1-3 times a month
17%
once a month
40%
Base: Total U.S. tablet owners age 13+
Source: comScore TabLens, 3-month average ending August 2012
122
138
66
96
120
digital devices
58
Smartphones dominate
U.S. mobile market
U.S. smartphone growth (millions)
January 2012
U.S. smartphone subscriber market share by OEM
101.3
August 2012
116.5
14% Other
January 2013
May 2013
129.4
141.0
Base: Total U.S. smartphone subscribers age 13+

Source: comScore MobiLens, 2012-2013
7% LG
8% Motorola
39% Apple
Smartphone owners with multiple devices

28% also own a tablet
9% HTC
10% e-reader
4% handheld device
23% Samsung
Note: Share of U.S. smartphone subscribers

Source: comScore MobiLens, U.S., 3-month average ending December 2012
Base: Total U.S. smartphone subscribers age 13+
Source: comScore MobiLens, 3-month average ending May 2013
digital devices
59
Smartphone
owner profile
Adults within each group who

own a smartphone
all adults (n=2,252)
men (n=1,029)
women (n=1,223)
56%
59
53
age
Smartphone owner by gender

male 48%
female 52%
18-24 (n=243)
25-34 (n=284)
35-44 (n=292)
45-54 (n=377)
55-64 (n=426)
65+ (n=570)
79
81
69
55
39
18
race/ethnicity
Base: Adults 18+

white, non-Hispanic (n=1,571)

black, non-Hispanic (n=252)
Hispanic (n=249)
Smartphone owner by age
53
64
60
7%
13 -17
12%
22%
18 -24
25 -34
21%
18%
12% 8%
35 - 44
45-54
55 - 6 4
65+
less than $30,000/yr (n=580)

$30,000-$49,999 (n=374)
$50,000-$74,999 (n=298)
$75,000+ (n=582)
43
52
61
78
education level
Smartphone owner by income

9%
17%
<$25K $25K to <$50K
20%
17%
$50K to <$75K $75K to <$100K
Source: comScore MobiLens, U.S., 3-month average ending December 2012
36%
$100K+
less than high school (n=168)

high school graduate (n=630)
some college (n=588)
college graduate+ (n=834)
36
46
60
70
Source: Pew Research Centers Internet & American Life Project,

Tracking Survey, April 17-May 19, 2013. N=2,252 adults ages 18+.
Interviews were conducted in English and Spanish and on landline
and cell phones. Margin of error is +/- 2.3 percentage points
digital devices
60
Magazine apps are top sellers

in key iPad categories
Top-grossing iPad apps as of July 2013
Lifestyle Apps
1
GQ
2
3
News Apps
Health and Fitness Apps
NYTimes
Mens Health
O, The Oprah Magazine
New York Post
Womens Health
Cosmopolitan
The Economist
Jillian Michaels Slim-Down Solution
Crestron Mobile Pro G
Zinio5,000+ Digital Magazines
Runners World
Real Simple
The New Yorker
SELF
HGTV
The Wall Street Journal
Fitness
Car and Driver
National Geographic
Prevention
Martha Stewart Living
TIME
ShapeMag
Maxim+ Magazine
WIRED
Mens Fitness
10
InStyle
10
Popular Mechanics
10
Food Diary and Calorie Tracker
11
Esquire
11
The Week U.S.
11
Yoga Studio
12
Better Homes and Gardens
12
Mac Life Magazine
12
South Beach Diet
13
Glamour
13
Mr. Reader
13
Bicycling
14
People StyleWatch
14
SFGate
14
FitnessClass
15
Interior Design for iPad
15
Bloomberg Businessweek
15
Muscle & Fitness
Source: iPad App Store, July 2013
digital editions and apps
61
Magazine media apps: More, more, more!

Number of U.S. magazine-branded apps released
+19.4
number of magazine apps
percent of change
+19.2
Average quarterly increase

since 2011 = 28%
Digital-only
audience
grew 84%
from 9.2 to
16.9 million.
+22.0
Increase since Q1 2011 = 559%

+30.0
+39.2
+26.5
+23.2
+34.5
Source: GfK MRI, Spring 2012 vs. Spring 2013
+38.4
339
Q1 11
456
562
Q2 11
Q3 11
711
990
1,287
1,570
1,871
2,234
Q4 11
Q1 12
Q2 12
Q3 12
Q4 12
Q1 13
Source: iMonitor, McPheters & Company, 2011-2013
62
Downloads up! 170% increase

vs. prior year
Number of magazine downloads
+39.0
number of magazine issues downloaded (millions)
percent of change
64 million issues
were delivered
in the last year
(about 300,000
every day).
Average quarterly increase

since 2011 = 36%
+30.3
Increase since Q2 2011 = 699%

+12.4
+32.7
+13.2
+85.5
Source: Adobe Systems Incorporated,

data as of April 2013
+40.6
2.72
3.83
7.10
8.04
10.67
11.99
15.62
21.72
Q2 11
Q3 11
Q4 11
Q1 12
Q2 12
Q3 12
Q4 12
Q1 13
Source: Adobe Systems Incorporated, 2011-2013
63
Digital
magazine
downloads
by
category
food
35 %
celebrity/entertainment
28
computers
24
health
23
womens
23
sports
22
news
21
travel
19
science/technology
19
house/home
19
business/finance
18
mens
15
womens fashion
15
automotive/motorcycle
13
music
12
outdoor
bridal
general editorial
parenting/babies
boating
1
Base: 796 respondents who have used e-newsstands to find, subscribe to and download
magazine-branded content apps
Source: How Magazine Media Readers Evaluate and Use Digital Newsstands, GfK MRI/MPA,
November 2012
64
Paid digital content reaches 78%

Paid content
63%
10%
single
issues
Pricing seems fair for

digital magazines.
35%
print and
digital
bundles
73%
I like having the ability

to pay a flat subscription
fee for a large library of
magazine brands.
Note: Percent who somewhat/strongly agree with each statement. Base: 796 respondents who
have used e-newsstands to find, subscribe to and download magazine-branded content apps
November 2012
34%
digital
subscriptions
22% free
Source: Adobe Digital Index, percent purchase instances, February 2013
65
Digital newsstand user profile
Digital newsstands
Any newsstand (796)
total adults
18+
100%
adults
18-34
adults
35+
33%
67%
50%
50%
23%
36%
29%
male
female
HHI
<$50K
HHI
$50-$100K
HHI
$100K+
Apple iTunes (317)
40
37
63
49
51
21
34
34
Amazon Kindle (285)
36
34
66
47
53
23
37
29
Google Play Magazines (206)
26
43
57
59
41
29
39
22
Barnes & Noble NOOK (200)
25
31
69
43
57
25
37
26
Zinio (108)
14
20
80
52
48
23
33
32
Base: 796 respondents who have used e-newsstands to find, subscribe to and download magazine-branded content apps
Source: How Magazine Media Readers Evaluate and Use Digital Newsstands, GfK MRI/MPA, November 2012
66
Digital subscriptions: Accessible,

satisfying, convenient
Satisfaction with digital subscriptions
Subscribers
new
loyal
cross-platform cross-platform
Benefits of digital edition subscription
digital
only
have access to multiple issues right in one device

interactive enhancements (e.g. links to more content, video, slideshows, etc.)
very satisfied
88%
92%
82%
intend to renew
81%
93%
73%
Note: Cross-platform subscribers are those who have access to both print
and digital editions. The New group is on their first subscription contract; the
Loyal group is on their third or higher contract
61%
56%
convenience
54%
quick access to additional information on the web
40%
can read in low-light conditions
37%
fun to read
28%
faster access to issues
27%
can forward/share things I read with friends more easily
22%
Note: Results based on total digital users
67
Method for choosing a digital magazine
Digital
newsstand
shopping
behaviors
Look for specific magazines that I have identified in advance

79%
Choose based on the cover or articles
24%
Look at the featured or best-selling area to see what is being promoted
23%
Go to categories or specific key words in the newsstand or app store
On traditional newsstands,
covers compete for the browsing
consumers attention.
Only 24% of total respondents on
digital newsstands choose magazines
based on covers or articles.
20%
Search in the newsstand/magazine section as opposed to the app store
17%
Other
2%
Note: Respondents were allowed to choose multiple responses
Source: How Magazine Media Readers Evaluate and Use Digital Newsstands, GfK MRI/MPA, November 2012
68
Digital editions: Time well spent

Since starting to read digital magazines,
Over the last year, time spent per reader has
more than 1 in 4 say they have increased
averaged 30 minutes with each digital issue
their reading time spent with magazine
and readers have accessed digital issues an
media (both print and digital).
average of 2.5 times.

Source: Adobe Digital Index, 2013
Time spent reading magazines

(print + digital)
15%
less
time
27%
more
time
With more reading options, total time spent

with magazines is growing among subscribers
subscribers
58%
about
the same
amount
of time
Base: 796 respondents who have used e-newsstands to find,

subscribe to and download magazine-branded content apps
Source: How Magazine Media Readers Evaluate and Use
Digital Newsstands, GfK MRI/MPA, November 2012
digital
only
print
only
new
loyal
cross-platform cross-platform
time spent (minutes)
print issues
n/a
85.4
67.9
78.8
digital issues
70.2
n/a
46.4
47.0
total time spent
70.2
85.4
114.3
125.8
Note: Cross-platform subscribers are those who have access to both print and digital
editions. The New group is on their first subscription contract; the Loyal group is on their
third or higher contract
69
Digital editions: When, where and how

readers choose to read
Where magazines are read most
subscribers
digital
only
print
only
new
cross-platform
loyal
cross-platform
PRINT EDITIONS
at home
29%
79%
75%
76%
outside of the home
20
20
19
19
at home
56
15
38
38
outside of the home
43
17
53
52
DIGITAL EDITIONS
e.g., at work, when traveling, commuting, and so on
Note: Cross-platform subscribers are those who have access to both print and digital editions. The New group
is on their first subscription contract; the Loyal group is on their third or higher contract
70
Digital magazines drive readers to

online action
80%
of total respondents
took some form
of action after
downloading the
digital version of
a magazine.
total
(796)
18-34
(262)
35+
(534)
any (net)
80%
85%
78%
visited the magazines website
53
59
51
recommended the magazine

to someone
32
38
30
visited the magazine on

Facebook, Twitter or other
social media site
26
35
22
November 2012
71
Digital ad engagement mirrors print

Digital readers want to buy directly
from their magazine apps:
Equal numbers of consumers noted a print

or digital magazine ad.
67% are interested in purchasing products
Print vs. digital magazines (index)
and services directly from the ads they see

in digital magazines.
62% are interested in buying products

and services directly from the articles and
features they read in digital magazines.
Source: ORC Caravan, May 2013
average noting
print ads
100
52%
digital ads
100
52%
any action taken

100
59%
120
71%
Note: Any action taken based on readers who noted the ad; Starch Digital measures
top 45 magazine titles and results shown reflect noninteractive actions taken
Source: GfK MRI Starch/Starch Digital, 2012
digital readers
72
Interactive actions taken
Digital
magazine ads
lead to
positive
advertising
results
used any interactive features
48%
interacted with the ad by moving/turning/shaking
32
touched/clicked the ad to expand
32
watched a video or commercial
30
viewed multiple pages of advertising content
30
accessed a website through the ad
30
viewed a gallery
28
touched/clicked the ad for more information
27
accessed a social network through the ad
21
downloaded an app
19
Noninteractive actions taken

noted
52%
any action taken (noninteractive)
71
watched/plan to watch show
27
have a more favorable opinion about the advertiser
23
considered purchasing the product/service
22
looked for more info about the product/service
21
visited their website
19
recommended the product/service
19
saw/plan to see movie
19
Source: GfK MRI Starch Digital, June-December 2012

Digital magazine ads on tablets and e-readers. Top 45 magazine titles. Interactive
actions taken: Not all ads have these features
digital readers
73
Tablets boost brand awareness

Tablet media show strength in building brand awareness
at a higher rate than mobile campaigns. Findings suggest
potential for cross-branding of traditional print magazines
and their digital counterparts.
Comparison of mobile InsightNorms to tablet
InsightNorms for ad awareness
mobile 26%
tablet 41%
Mobile: 271 campaigns; tablet: 43 campaigns. Note: Data is Delta: Delta=Control-Exposed.
Number of respondents: mobile n=86,348; tablet n=34,989
digital readers
74
At your fingertips:
Mobile buyers (and sales) on the rise
15% of online retail sales take place via mobile devices.
U.S. retail m-commerce sales 2011-2017
U.S. mobile buyers by device 2011-2017
$108.56
retail m-commerce sales (billions)

percent of retail e-commerce
$92.39
$71.16
$53.41
2011
2012
2013
2014
2015
2016
2017
mobile buyers (millions)
34.0
57.0
79.4
98.9 114.9 128.7 138.8
% of digital buyers
24
38
51
61
69
74
77
buyers on smartphones (millions) 26.2
41.3
52.3
63.4
73.9
83.0
89.7
% of smartphone users
29
35
39
41
43
45
45
% of mobile buyers
77
72
66
64
64
65
65
% of digital buyers
18
28
34
39
44
48
50
buyers on tablets (millions)
15.5
50.0
70.6
88.2 102.2 116.5 125.1
% of tablet users
50
58
63
68
72
77
78
% of mobile buyers
46
88
89
89
89
91
90
% of digital buyers
11
33
45
55
61
67
70
$38.84
$24.81
$13.63
2011
15%
2012
2013
2014
2015
2016
2017
Note: Includes products or services ordered using the internet via mobile
devices, regardless of the method of payment or fulfillment; excludes travel
and event ticket sales
Source: eMarketer, April 2013
Note: Ages 14+; mobile device users who have used their mobile device to make
at least one purchase via web browser or mobile app during the calendar year
Source: eMarketer, April 2013
digital readers
75
TABLET METRICS
Digital Edition Standardization Initiative (DESI)
To address the collective needs of the
publisher and advertising communities,
standardized metrics have been
developed by the MPA, its members,
and agency and technology partners.
initial recommended metrics for use by

publishers, agencies and advertisers
1 Total consumer paid digital issues A circulation metric, defined as an

unauthenticated/bundled issue, which has been paid for by an end user
(sponsored, corporate or free editions will not be counted)
2 Total number of digital edition readers per issue An audience metric,

This baseline circulation and audience
measurement criteria have been adopted
by the industrys leading providers to
allow publishers and agency partners to
accurately and uniformly measure the key
indicators of digital edition magazine
reader activity on every device, including
notebooks, smartphones, e-readers and
tablets, and across digital newsstands.
technically defined as the total number of unique readers who have

opened a full digital edition on a device for the first time
3 Total number of sessions per issue An audience metric, defined as the

total number of aggregate sessions for all versions of a specified digital
edition across all digital newsstands
4 Average amount of time spent per reader per issue An audience/

engagement metric, derived from the aggregate total time spent across all
measured digital editions divided by the total number of unique readers
5 Average number of sessions per reader per issue An audience/

engagement metric, derived from the aggregate total number of sessions
across all measured digital editions divided by the total number of
unique readers
Source: MPA Digital Edition Standardization Task Force, 2013
digital metrics
76
TABLET METRICS
Data collection and reporting time frames
The time frame for capture is defined as the on-sale period
(time available as the newest edition) plus an additional 4
weeks. At a high level, this would break down as:
Weekly Magazine
7 days + 28 days
35 days
Biweekly Magazine
14 days + 28 days
42 days
Monthly Magazine
28 days + 28 days
56 days
Quarterly Magazine
84 days + 28 days
= 112 days
Special Editions: variable duration as specified by the publisher
Individual title on-sale may vary, and as such the reporting

may be variable per title/publisher.
Reports for the time frame specified by the pilot program
shall be generated and certified:
Weekly Magazine
63 days post-start of the on-sale period
Biweekly Magazine
Monthly Magazine
Quarterly Magazine
digital metrics
77
Digital readers spend more time

with enhanced ads
For the same brand, digital magazine readers
spent more time with ads enhanced for tablets
(EFT) than with straight from print (SFP)
almost twice as much.
Multiple visits create the potential

for increased opportunity to see (OTS)
an advertisers message.
Time spent with ad (seconds)

ads enhanced for tablets (EFT)
+90%
190
static adsstraight from print (SFP)
55%
read or reread
back issues of
their digital
editions
100
Note: Comparisons are for the same brand in Time Inc. tablet magazines
Only one page ads; cover 2 and cover 4 excluded
Source: Time Inc. Research and Insights, 2012
Base: 796 respondents who have used e-newsstands to find, subscribe to and
download magazine-branded content apps
Source: How Magazine Media Readers Evaluate and Use Digital Newsstands,
GfK MRI/MPA, November 2012
digital metrics
78
Magazine media readers are social

Avid magazine readers are more social media savvy than the general population.
Avid magazine readers are more engaged with social media
total respondents
avid readers
I like to share information about my daily activities with my family and friends
47%
66%
The experience of interacting with media is generally enhanced when shared with others
48
67
Magazines for me are one of the most highly credible sources of information for the
areas that I am personally interested in
33
62
I trust the opinion of a magazine editor
30
54
Download coupons from a companys Facebook page
53
63
Enter contests on Facebook or Twitter to win products or receive discounts
59
66
Redeem an offer from a check-in service such as Foursquare
29
41
Shopping activities
(frequently/sometimes)
Redeem an offer from a companys Twitter feed or Facebook page
51
61
Seek the opinion of your Facebook friends before buying a product
50
62
Tell your friends on Facebook or Twitter about a special sale that you heard about
53
62
I love to share articles or products that I see in magazines immediately with others
35
54
I like to use social media to talk about what I am reading in magazines
29
47
It is important to me to be able to engage with a magazine brand on social media platforms
27
46
Agreement with social media involvement statements
Source: Magazines and Social Media, GfK MRI/MPA, The Marketing Democracy, 2012
social media
79
Magazines and social media are #BFFs

Among adults 18-34 who read magazines and use social media: 37% read or
looked into a digital magazine in the past 60 days. Nearly half say that the experience of
interacting with other media is generally enhanced when shared with others. 35% love to share
articles or products that they see in magazines immediately with others. Nearly half have visited
a magazines Facebook page. Nearly
3/4 have liked a magazine on Facebook. 69%
have posted a magazine article to Facebook. More
than 6 in10 have chatted with friends
on Facebook while reading a magazine and shared what they were reading. More than half
posted photos to a magazines Facebook page. More
than half have uploaded content

(such as recipes) to a magazines Facebook page. More than 2/3 have followed a
magazine editor or columnist on Twitter. Nearly 3/4 have followed a magazine on Twitter.
3 in 4 have followed a magazine on Pinterest or have repinned content from a magazine.
Source: Magazines and Social Media, GfK MRI/MPA, 2012
social media
80
Magazine brands: Winning with pinning
Used Facebook, Twitter or

LinkedIn in past 30 days (index)
Pinterest boards with the most repins

Blogger Recipes We Love Better Homes and Gardens
1,021,643
155
Blogger Faves from BHG.com Better Homes and Gardens
444,215
105
Real Simple Finds: Recipes to Try Real Simple
289,908
Wedded Bliss Swarovski
253,296
Yum! Recipes to Share Etsy
249,195
magazines (print)
116
internet
radio
newspapers
80
tv
73
Base: Top quintile of usage for each medium, indexed

to adults 18+
Source: Mashable.com, May 2013
social media
81
Audience and Distribution

83 Magazine launches by category
84 Magazine titles endure
85 Number of magazines 2003-2012
86 Audience/subscription/single-copy sales
87 Print and digital distribution
88 Retail: Behavior and sales
Editorial and Advertising

89 Top ad categories by revenue
90 Ad pages and rate card ad revenue
91 Magazines in the advertising mix
92 Top brands by magazine ad spending
93 Editorial to advertising ratio
94 Impact of ad unit size and position and
readership by month and quarter
95 Pages by editorial category
82
231
magazines
launched
in 2012
93 have
launched in
the first half
of 2013.
U.S. print magazine launches by category (2012)

23 crafts/games/hobbies/models
4 literary/reviews/writing
19 special interest/lifestyle
4 gay/lesbian
18 metropolitan/regional/state
4 music
15 popular culture
4 gaming
13 sports
3 politics
11 epicurean
3 computers
10 military/naval
3 bridal
9 home
3 health
8 childrens
3 travel
8 ethnic
3 pets
8 automotive
2 business
7 mens
2 entertainment
7 fitness
2 teen
6 womens
2 equine
5 fashion/beauty/grooming
1 religion
5 art /antiques
1 photography
5 fishing and hunting
1 camping/outdoor recreation
4 comic technique/comics
1 parenting
4 motorcycles
Note: This list represents weekly, bimonthly, monthly and quarterly titles only
Source: mrmagazine.com; Samir Husnis Guide to New Consumer Magazines, 2013
audience and distribution
83
Magazines
influence,
inspire
and endure
More than 150 print

magazines have thrived
for more than 50 years
(only 9 TV programs can
say the same).
47 titles have succeeded
for more than 100 years.
Source: MPA Info Center, MediaFinder.com, Serial Solutions, Ulrichs web,
Museum of Broadcast Communications; 2012 data
84
Number of U.S. magazines 2003-2012

year
consumer magazines
2012
7,390
2011
7,179
2010
7,163
For the past five years,
2009
7,110
the total number of consumer
2008
7,383
2007
6,809
2006
6,734
2005
6,325
2004
7,188
2003
6,234
Staying
power
print magazines has
remained above 7,000.
Source: Mediafinder.com, 2013
Source: National Directory of Magazines/Mediafinder.com, 2013
85
Magazine media audience

remains strong and circulation is stable
Total 18+ magazine audience
year
2013
Subscription/single copy sales 2003-2012

year
187,055,000
2012
subscription
single copy
total
285,148,911
26,535,140
311,684,051
282,919,614
29,558,699
312,478,313
2012
186,992,000
2011
2011
191,022,000
2010+
292,237,864
32,999,207
325,237,070
2010
189,772,000
2009
310,433,396
36,138,517
346,571,912
2009
189,315,000
2008+
324,818,012
43,664,772
368,363,773
2008
188,893,000
2007
322,359,612
47,433,976
369,793,587
2007
185,523,000
2006+
321,644,445
47,975,657
369,620,102
2006
183,405,000
2005
313,992,423
48,289,137
362,281,559
2005
180,620,000
2004
311,818,667
51,317,183
363,135,850
2004
178,723,000
2003
301,800,237
50,800,854
352,601,091
Note: Measured magazine titles excluding Sunday

magazines and newspapers
+Paid and Verified Effective 2006, AAM established verified subscription circulation as a category
Source: Averages calculated by MPA from each years AAM Publishers Statements, 2003-2012
Comics, annuals and international editions are not included. The AAM ruled in 2012 that digital
editions would be reported as part of this data; as of 2012 digital editions make up
approximately 2.2% of these estimates
86
Print and digital distribution

Digital subscription
purchases by type
11%
six-month
31%
monthly
2%
<multiyear
56%
one-year
Base: Purchased digital subscription

to magazine (255)
Source: How Magazine
Media Readers Evaluate and Use
Digital Newsstands,
GfK MRI/MPA, November 2012
Print
magazine distribution
Print magazine
distribution revenue
9%
25%
single copy
single copy
91%
75%
subscription
paid subscription
Source: Averages calculated by MPA from AAM

Publishers Statements, 2012. Comics, annuals and
international editions are not included. The AAM ruled
in 2012 that digital editions would be reported as part
of the Fas Fax data; as of 2012 digital editions
make up approximately 2.2% of these estimates
Source: Estimates calculated by MPA from AAM

Publishers Statements, 2012. Verified circulation is not
included in these revenue calculations. The AAM ruled
in 2012 that digital editions would be reported as part
of the Fas Fax data; as of 2012 digital editions
make up approximately 2.2% of these estimates
87
Readers seek out their

favorite magazines at retail
59% look for a specific print magazine at retail.
73% are influenced to purchase
products advertised in magazines
53% agree that the magazine section at my

favorite retailer is a welcome stop
where magazines are fresh weekly
and monthly
41% would like to see more magazines

displayed by their retailer
36% are likely to look through a magazine

at checkout
35% report making a purchase at retail as a

result of seeing it in a magazine ad
22% would go to another store if they

couldnt find the magazine they were
looking for
Source: ORC Caravan, May 2013
Retail sales by channel 2012

34%
supermarkets
15%
supercenters
11%
drugstores
10%
bookstores
8%
terminals
7%
mass merchandisers
5%
convenience stores
4%
other
3%
club stores
2%
newsstand locations
2%
discount stores
Source: Harrington Associates, 2013 (2012 data)
88
revenue
Print magazine
advertising
rate card
reported
revenue:
Top 12
categories
2012
toiletries and cosmetics
$3,182,116,432
share
16.3%
drugs and remedies
1,961,725,710
10.1
apparel and accessories
1,819,580,552
9.3
food and food products
1,642,958,211
8.4
media and advertising
1,520,342,537
7.8
retail
1,449,446,346
7.4
direct response companies
1,112,181,566
5.7
automotive
1,008,276,580
5.2
financial, insurance and real estate
983,118,045
5.0
home furnishings and supplies
937,983,819
4.8
technology
810,270,311
4.2
public transportation, hotels and resorts
747,409,505
3.8
$13,993,293,182
71.9
Top categories total

Note: Sunday magazines excluded
Source: PIB and Kantar Media, January 2013
editorial and advertising
89
Magazine ad revenue is stable

at $19 billion
Magazine rate card revenue 2012
200+ PIB-measured print magazines
Magazine ad pages and rate card ad revenue

among measured print magazines 2003-2012
(billions)
(percent)
year
first quarter
4.1
21
second quarter
5.2
third quarter
fourth quarter
pages
rate card revenue
2012
150,699
$19,475,062,008
27
2011
164,225
20,086,199,882
4.6
23
2010
169,634
20,083,795,458
5.6
29
2009
169,218
19,450,949,765
19.5
100
2008
220,813
23,652,018,530
2007
244,737
25,501,793,278
2006
244,907
23,996,768,141
2005
243,305
23,068,182,388
2004
234,428
21,313,206,734
2003
225,831
19,216,085,358


90
Share of advertising spend by medium

2012
2011
2010
2009
2008
13.8%
14.6%
15.1%
15.4%
16.4%
sunday magazines (print)
1.1
1.2
1.3
1.3
1.3
local magazines (print)
0.2
0.2
0.3
0.3
0.3
Hispanic magazines (print)
0.1
0.1
0.1
0.1
0.1
B-to-B magazines (print)
1.9
2.0
2.1
2.3
2.7
internet*
8.7
9.1
7.6
7.9
6.7
network tv
17.1
16.4
17.2
17.3
16.3
cable tv
17.5
17.3
16.1
15.5
13.6
spot tv
11.7
11.0
11.9
10.3
11.7
syndicated tv
3.6
3.5
3.1
3.4
3.1
Spanish language tv
3.2
3.0
2.8
2.8
2.5
national newspapers (print)
1.5
1.8
1.9
1.9
2.0
10.3
10.9
11.5
12.7
13.9
Hispanic newspapers (print)
0.2
0.2
0.2
0.2
0.2
network radio
0.8
0.7
0.7
0.7
0.7
national spot radio
1.4
1.4
1.5
1.3
1.5
local radio
4.0
3.9
3.9
4.0
4.4
consumer magazines (print)
Consumer
magazines
are a
vital part
of the
advertising
mix
local newspapers (print)
outdoor
Total
3.0
100.00
2.9
2.8
2.7
2.7
100.0
100.0
100.0
100.0
Source: Kantar Media, 2008-2012, Consumer Magazine Data, PIB. Data as of March 2013
91
Leading marketers believe in magazines

Total 2012 top marketers print magazine rate card reported spend $7,563,839,371
Top 50 marketers spending equals 39% of overall magazine rate card revenue.
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
Procter & Gamble Co

LOral SA
Pfizer Inc
Time Warner Inc
LVMH Mot Hennessy Louis Vuitton SA
Joh A Benckiser Gmbh
Unilever
Johnson & Johnson
Este Lauder Cos Inc
Advance Publications Inc
Toyota Motor Corp
Berkshire Hathaway Inc
Mars Inc
Nestl SA
Kellogg Co
Campbell Soup Co
Kraft Foods Inc
General Motors Corp
Merck & Co Inc
Hearst Corp
Church & Dwight Co Inc
Honda Motor Co Ltd
Walt Disney Co
Allergan Inc
Ford Motor Co
$913,192,199
794,345,509
301,776,218
278,722,070
259,482,200
257,357,827
243,686,029
221,362,961
205,943,925
180,668,534
163,357,102
162,283,041
162,227,345
155,713,419
140,941,940
139,920,823
136,753,389
129,774,405
128,508,080
122,773,294
119,073,704
113,586,121
111,152,990
109,552,448
106,642,436
26
27
28
29
30
31
32
33
34
35
36
37
38
39
40
41
42
43
44
45
46
47
48
49
50
Gap Inc
Comcast Corp
Target Corp
GlaxoSmithKline Plc
Pepsico Inc
Reckitt Benckiser Plc
Kao Corp
PPR SA
Meredith Corp
Chanel SA
Chrysler Group LLC
Revlon Inc
Bose Corp
Clorox Co
Macys Inc
Blackstone Group L.P.
Phillips-Van Heusen Corp
AT&T Inc
Nissan Motor Co Ltd
Kimberly-Clark Corp
Synergistic Marketing LLC
Citigroup Inc
Abbott Lab
VF Corp
ConAgra Foods Inc
101,977,838
98,050,434
93,318,718
92,817,770
87,936,636
85,643,715
82,691,803
81,805,865
80,565,492
79,948,817
79,349,217
78,395,426
76,102,181
75,823,466
73,649,497
69,594,014
67,741,607
67,369,303
64,988,643
63,071,547
62,655,579
62,042,628
61,219,186
59,394,517
58,887,463
Note: Sunday magazines excluded. Source: PIB and Kantar Media, data as of January 2013
92
Editorial and advertising

go hand in hand
Magazine media rank #1
for advertising acceptance (76%).
Source: ORC Caravan, February 2013
Editorial 55%
Advertising 45%
Editorial vs. advertising pages 2003-2012 (print)

year
% editorial
% advertising
2012
55.0
45.0
2011
54.8
45.2
2010
54.1
45.9
2009
56.0
44.0
2008
53.8
46.2
2007
52.9
47.1
2006
53.0
47.0
2005
52.8
47.2
2004
51.9
48.1
2003
52.1
47.9

Source: Halls Magazine Reports, 2013
93
Magazine advertising works in all sizes and positions

and readership doesnt take a vacation
Impact of print magazine advertising
Issue-specific audiences
type/size of magazine ads
all measured publications by month/quarter
all ads size/color
noted
52%
action taken
59%
AD SIZE
multiple pages (excluding spreads)
69
60
gatefold ads
61
57
spread
56
58
full page
51
58
half page
43
62
third page
41
63
less than half page
41
63
four color
51
59
black and white
40
56
COLOR
2012 issue
January
February
March
April
May
June
July
August
September
October
November
December
inside back cover
60
58
back cover
63
58
quarterly
January-March
April-June
July-September
October-December
adjacent to table of contents
59
57
June-August
PREMIUM POSITION
inside front cover
75
57
Source: GfK MRI Starch Advertising Research, January-December 2012
audience
1,934,605
1,790,942
1,941,672
2,288,366
2,062,500
2,027,054
2,128,503
1,853,741
2,098,900
2,111,826
2,030,767
2,196,162
24,465,038
percent
7.9
7.3
7.9
9.4
8.4
8.3
8.7
7.6
8.6
8.6
8.3
9.0
100.0
5,667,219
6,377,920
6,081,144
6,338,755
23.2
26.1
24.9
25.9
6,009,298
24.6
Source: GfK MRI, 2012
94
Magazines satisfy consumer

passions and interests
Number of editorial print pages 2012
type of editorial
pages
percent
type of editorial
pages
percent
entertainment/celebrity
18,724.2
14.6
general interest
4,502.4
3.5
wearing apparel/accessories
16,902.4
13.1
health/medical science
4,134.9
3.2
food and nutrition
10,913.1
8.5
self-help/relationships
3,921.9
3.0
business and industry
9,079.0
7.1
personal finance
2,996.0
2.3
home furnishings/management
8,765.4
6.8
fitness/beauty
2,455.7
1.9
culture
7,464.0
5.8
building
2,380.3
1.9
travel/ transportation
6,975.8
5.4
global/foreign affairs
2,132.9
1.7
miscellaneous
6,258.0
4.9
gardening and farming
1,415.7
1.1
beauty and grooming
6,233.9
4.8
children
1,246.3
1.0
sports/recreation/hobby
5,738.9
4.5
consumer electronics
1,098.1
0.9
national affairs
4,919.8
3.8
fiction
403.1
0.3
128,661.8
100.0

Source: Halls Magazine Reports, 2013
Total editorial
95
MPA The Association of Magazine Media

is the primary advocate and voice for the
magazine media industry, driving thought
leadership and game-changing strategies
to promote the industrys vitality, increase
The MPA Information Center offers personalized research

services for MPA members, advertisers and their agencies. The
staff can provide data on historical trends, industry statistics,
news and much more.
Members can send requests to infocenter@magazine.org or make
an appointment to visit the Information Center in New York. Staff
is available 9am to 5pm Eastern time, Monday through Friday.
revenues and grow market share. Established

in 1919, MPA represents 265 domestic,
associate and international members. MPA
is headquartered in New York City, with a
government affairs office in Washington, D.C.
Find more information and updates at magazine.org.

Mary G. Berner President and Chief Executive Officer
Tony Sarcone Senior Vice President, Marketing Initiatives and Insights
Ethan Grey Senior Vice President, Digital Strategy and Initiatives
Patty Bogie Vice President, Creative Services
Sandy Jimenez Director of Information Services
Folad Bell Digital Specialist
John De Francesco Graphic Design
Amanda Ward Marketing Intern/Project Coordinator
Margaret McCarthy Marketing Intern
Justine Lowe Design Intern
Kendall Alexander Creative Marketing Intern
The Magazine Media Factbook 2013/2014. Produced by MPA The Association of
Magazine Media. Copyright 2013. All rights reserved. MPA, 810 Seventh Avenue,
24th Floor, New York, NY 10019-5818
magazine.org
96
factbook13-f1B
8/9/13
10:29 AM
Page 99
Magazine Media Factbook 2013 / 2014

Our thanks to the following for their research contribution:
Adobe Systems Inc.
Halls Reports
Nellymoser, Inc.
Alliance for Audited Media
Harrington Associates
The Nielsen Company
Apple
InsightExpress
Opinion Research Corporation
Association of National Advertisers
International Data Corporation (IDC)
Oxbridge Communications
Carat Insight
Ipsos MediaCT
Pew Research Center
comScore, Inc.
Ipsos Mendelsohn
Pitney Bowes Inc.
Cond Nast Publications
J.D. Power and Associates
Professor Samir Husni
Consumer Electronics Association
Kantar Media
Prosper Business Development
DJG Marketing Services
Kantar Media MARS
Publishers Information Bureau (PIB)
eMarketer
The Martin Agency
Shullman Research Center
Experian Marketing Services
Mashable, Inc.
Shweiki Media
GfK MRI
McPheters & Company
Time Inc.
GfK MRI Starch
Meredith Corporation
DONT MISS UPCOMING MPA 2O13 EVENTS:

Digital Magazine Edition Seminar September 18
AM2C American Magazine Media Conference October 22-23
MPA Digital: TAP December 1O

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powerful relationships that

dual immersion in edit and ads

Welcome to the 2013/2014 MPA Magazine Media Factbook. As publishers continue to

MAGAZINE MEDIA USP

Magazine media apps are top sellers in

Since starting to read digital magazines,

Across 60 product categories,

More than half of digital

dual immersion/superior ad receptivity

superior purchase intent/online search

Magazine Media Factbook 2013/2014

Readership is high across age groups

Magazines are #1 in reader engagement

Influence and Accountability

Magazine readers are super influencers

Profile: Digital edition readers

Magazine Media Factbook 2013/2014

Tablet owner profile

Digital Editions and Apps

Magazine apps are top sellers

Digital magazines drive online action

Audience and Distribution

Magazine launches by category

Editorial and Advertising

Top ad categories by revenue

96 MPA Information Center and contacts

Get the FREE MPA Factbook NOW!

91% of Americans read

Base: U.S. adults 18+

Print magazine readership is more

U.S. population 46.0

Base: Percent of coverage among adults 18+, HHI $50K+

Note: Magazine and newspaper numbers represent print only

Adults under 35 read more magazines

heavy magazine readerstop quintile

Base: U.S. adults 18+

Magazine readership is diverse

are print magazine readers.

read print magazines. They

read print magazines. They

They read an average of 14.6

read an average of 9.5 issues

read an average of 10.2 issues

issues per month, compared

a month, close to the average

per month, slightly higher than

to 10.0 issues per month for

number of issues for all

the U.S. average.

all U.S. adults.

Source: GfK MRI, Fall 2012

Readership starts strong and

Gross ratings points (GRPs) of top 25 magazines

The top 25 print magazines reach

women 18-49 HHI $75K+

I pay attention to or notice ads

Ads fit well with the content

It is a way to learn about new products

Inspires me in my own life

Gets me to try new things

I get valuable info from the ads

Ads help me make purchase decisions