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Online magazine audiences continue to abandon their desktops and laptops and instead opt for their mobile devices, according to the latest Magazine Media 360° Brand Audience Report for February 2017 from MPA – The Association of Magazine Media.
Web audiences using desktops or laptops have dipped by 14.2% compared to the same month a year ago, while mobile audiences are up 2.9%. Print and digital audiences are up by 5.5% and video has grown by a significant 43.9%.
Total magazine media audience – across print, web, mobile web and video – is up 2.9% (or 50 million), compared to February 2016. In numbers, that means web audiences are down approximately 37 million, while mobile is up 16 million and video is up 23 million, according to an MPA spokesperson.
While video represents the smallest share of audience, its rapid growth suggests it is poised to soon attract a large segment of the online magazine audience.
The report covers 128 magazine media brands from 30 companies, representing 95% of magazine readership. The top five magazine brands with the most total audience for February 2017 were ESPN The Magazine, People, Forbes, WebMD and Allrecipes.
The top magazine brand with the greatest percentage growth in total audience for February 2017 compared to a year ago was Teen Vogue, with a whopping 91.4% change in total audience numbers.
Condé Nast's teen magazine made headlines in December when it published a biting op-ed about President Donald Trump. The story went viral and caught national attention, especially since it was coming from a magazine known for its fashion advice and celebrity features, rather than political essays.
Teen Vogue was followed by Town & Country, Allure, Marie Claire and Condé Nast Traveler in MPA's Brand Audience Report for February 2017.
© 2017 MediaPost Communications
As of a few weeks ago, advertisements for JPMorgan Chase were appearing on about 400,000 websites a month. It is the sort of eye-popping number that has become the norm these days for big companies that use automated tools to reach consumers online.
Now, as more and more brands find their ads popping up next to toxic content like fake news sites or offensive YouTube videos, JPMorgan has limited its display ads to about 5,000 websites it has preapproved, said Kristin Lemkau, the bank's Chief Marketing Officer.
Surprisingly, the company is seeing little change in the cost of impressions or the visibility of its ads on the Internet, she said. An impression is generally counted each time an ad is shown.
© 2017 The New York Times
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Total followers and likes for magazine brands on social media platforms – across Facebook, Twitter, Instagram, Google+ and Pinterest combined – has reached 1.1 billion in the first quarter of 2017, up nearly 5% compared to last quarter.
That's according to the latest Magazine Media 360° Social Media Report from MPA – The Association of Magazine Media.
Facebook continues to be the most popular social media platform for magazines, with a 43% share among the five networks tracked.
MPA also says Facebook has more than twice as many likes for magazine pages than Twitter followers of the same brands. Facebook has 472 million likes across magazine media brands, while Twitter has 252 million followers.
However, this is the sixth consecutive quarter that Facebook's growth rate has slowed compared to the prior quarter. MPA says this is "likely due to the sheer size of the platform."
Instagram is the fastest growing of the social media platforms for magazine media, according to the report. Instagram added 20 million more new likes/followers this quarter, while Facebook and Twitter had 14 million and 18 million new likes/followers, respectively.
Despite Facebook's dominance, there are certain editorial categories that rely on other platforms for their social media base.
For example, Twitter has more followers/likes for the categories of Business & Finance, Spectator Sports, and Health.
Instagram is more popular for travel, popular culture, adventure and outdoor recreation, participatory sports, and women's fashion/lifestyle categories.
Pinterest, on the other hand, does well for shelter and women's service magazine titles.
The top five magazine brands with the most total likes or followers across social networks are National Geographic Magazine, ESPN The Magazine, National Geographic, Vogue and The Economist.
The Social Media Report is based on data provided by SocialFlow and reports on 200 magazine brands across 37 companies.
© 2017 MediaPost Communications
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