Yet when the MPA came out with their 360 Data approach late in 2014 to include digital readership and engagement, some felt the association was confusing the issue by focusing more on audience metrics rather than circulation. MPA’s Mary Berner defended the decision, calling print ad metrics anachronistic in this omnichannel environment.
Publishers, meanwhile, lamented the fact that the MPA no longer provided those “anachronistic” print-only figures like ad-page sales, circulation numbers and newsstand sales. The MPA got the message; their Magazine Media Factbook 2015 is stamped in big red letters “PRINT MAGAZINE FACTS ONLY” and those facts are looking pretty good.
According to these 2015 print-only facts, the magazine industry is vital, far-reaching, and remains a powerful consumer influencer. A few highlights from the report demonstrate the truth of this:
- The number of U.S. consumer print magazines is higher now that it was 10 years ago
- Several leading digital businesses have launched print magazines in the last few years
- The top 50 marketers reported spending close to $7 billion in print magazine ads
- Print magazines consistently rank first or second in reaching influential consumers