It surprised us to learn back in 2016 that Game Informer magazine was the #4 best-selling magazine in the world. With 7 million copies published that year, their aggressive distribution model inside Gamestop stores targeted their exact audience in an exclusive way.
So how’s it doing now? According to Kayleigh Barber in Folio, they are now their highest print subscriber numbers in recent history.
“With Alliance for Audited Media data indicating steady growth in overall print and digital subscriptions, Game Informer reported an increase of over one million print subscribers over the last year alone, bringing its year-end total to 5.3 million,” she notes.
“Keeping the subscription cost at a low $19.98 annually and single copies at $5.99, [associate publisher Rob] Borm says that it’s important for the brand to remain consistent for the readers, which also gives the magazine the upper hand compared to competitors, “ Barber continues. “Additionally, as the loyal subscriber ages, the magazine does too. According to a recent survey, 91 percent of Game Informer readers are now 21 years old or over.”
As Borm explains, “[o]ur continued growth reflects a combination of uniquely catered components that include the right magazine video game content being presented by the right organization in the right place to the right audience at the right time.”
This makes it irresistible for readers, as well as a perfect fit for ad partners that are keen to get in front of this exact demographic.
“Game Informer magazine is the most efficient and effective ad buy for brands seeking the attention of Millennials and/or the Gen X demos,” says Borm, noting that some of their main targets are “career-professional males whose interests go far beyond gaming — aka a major demographic within the magazine’s readership.”
And because their target audience is probably the definition of an omnichannel consumer, they are finding success with a paid digital content model, too.
“Our stories about video games, which inherently feature motion and sound, come to life in our digital magazine version, so it’s a differentiator for us and for our subscribers,” Borm says.
Even with that solid multi-channel presence, though, they understand the staying power of print.
“In balance with all mediums, we don’t underestimate the long-lasting value of earning access to the consumer’s coffee table,” says Borm.