In the flurry of year-end statistics and reports about the magazine industry, we found a few in particular that bear repeating.
The first one shows a definite bump in advertising trends in print magazines, which was up “9% through November 2013 – more than television (3%), newspapers (3%), radio (2%) and out-of-home (2%),” according to MPA – The Association of Magazine Media’s recent year-end recap.
Let’s say that again in plainer English. Print magazine ads showed more growth in 2013 than ads on radio, TV, newspapers and outdoor advertising. That’s a pretty good accomplishment, especially given the struggles the industry has dealt with in the past few years.
The numbers show that 2013 was a pivotal year for magazine advertising, with print and tablet ad revenue both rising, and “a 6% increase in the magazine media advertising ‘footprint’ of print pages and tablet units,” the article continues. “Furthermore, reports from major publishers and recent research confirm this positive trend.”
Another great statistic in the year-end reports shows that print magazine audiences are up 1% for the year, with a 5% growth among young adults (18-24). That’s good news for the future as magazines capture a younger fan base that is likely to grow with them. Much of that growth is in digital magazines, which showed increasing ad revenues on tablet devices too.
According to Mary G. Berner, head of the MPA, “I put lumps of coal in the stockings of all the nay-sayers who lost their faith in magazine media. These numbers prove, once again, that this business is about powerful, relevant and enduring brands. Despite erroneous, lemming-like coverage of declines, magazine media, has not, in fact, ever had an audience problem, and it is gratifying to see that advertisers are increasingly realizing that.”
Gratifying indeed, and such a pleasure to share this great news to an industry-watching audience that must be as tired as we are of hearing that print is dying. It’s just not so, and the facts back it up.