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Digital and Print Magazines - US - December 2014

“Digital editions of magazines have not taken hold to the extent that magazine marketers may have hoped for at the outset of the launch of the iPad. While digital replications of the print format will gain steam looking forward, the discrepancy between hopes for digital and current performance likely lies in that a digital replica does not make use of the power of the tablet to offer a multimedia interactive experience. So long as digital editions replicate the print experience, many subscribers are likely to continue to prefer the original experience of flipping pages. As digital breaks away from replication, it will also break away in ad sales and subscriptions.”
– Billy Hulkower, Senior Technology and Media Analyst

Some questions answered in this report include:

  • Can tablets grow digital usage?
  • Can the periodical remain relevant?

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Qualitative survey
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                        • The market
                          • Audience in decline at leading magazines
                            • Figure 1: Magazines read in past six months, selected leading titles, October 2009-June 2014
                          • Fewer magazines read in past six months
                            • Figure 2: Mean number of magazines read in past six months, October 2010-June 2014
                          • Time with magazines moving to the web
                            • Figure 3: Competition with the internet based on time available for media, October 2010-June 2014
                          • The consumer
                            • Preference for print remains high
                              • Figure 4: Preference for print over websites and digital, by selected demographics, September 2014
                            • Positive attitudes toward native and display ads
                              • Figure 5: Attitudes toward native ads and display ads, by age, September 2014
                            • Purchasing in response to ads and articles
                              • Figure 6: Purchase of a product or service as a result of ads or articles seen in past month, September 2014
                            • What we think
                            • Issues and Insights

                                • Can tablets grow digital usage?
                                  • The issues
                                    • The implications
                                      • Can the periodical remain relevant?
                                        • The issues
                                          • The implications
                                          • Trend Application

                                              • Trend: Switch Off
                                                • Trend: Help Me Help Myself
                                                  • Trend: Influentials
                                                  • Market Size

                                                    • Key points
                                                      • Ad rate hike seen in 2013
                                                        • Figure 7: US sales of print ads and number of ad pages, 2010-13
                                                      • Subscriptions hold as single copy sinks
                                                        • Digital contributing to stable subscription count
                                                          • Figure 8: US subscription and single copy sales, 2009-13
                                                        • Alternative perspective on market performance
                                                          • Figure 9: Mean number of magazines read in past six months, and number typically read consecutively, October 2009-June 2014
                                                        • Performance at leading publishers sluggish
                                                        • Competitive Context

                                                          • Key points
                                                            • One in three adults portioning more time to the web
                                                              • Figure 10: Competition with the internet, October 2009-June 2014
                                                              • Figure 11: Competition with the internet, by household income, November 2013-June 2014
                                                            • Competition between magazines and magazine websites
                                                              • Internet shifts how information is collected
                                                                  • Figure 12: Competition with the internet as an information source, October 2009-June 2014
                                                                • Mobile access competing for spare bursts of time
                                                                  • Figure 13: Use of magazines in commutes or while waiting for other events, by age, September 2014
                                                              • Market Drivers

                                                                • Key points
                                                                  • Subject matter
                                                                    • Figure 14: Subjects of interest, September 2014
                                                                  • Older readers seeking information on local events
                                                                    • Figure 15: Subjects of interest in articles, by age, September 2014
                                                                  • Travel and relaxation
                                                                    • Figure 16: Reasons for reading magazines, by gender, September 2014
                                                                    • Figure 17: Reasons for reading magazines, by age, September 2014
                                                                  • Net impact of travel purchasing may be limited
                                                                    • Search and social
                                                                    • Leading Companies

                                                                      • Key points
                                                                        • Overview
                                                                          • Time Inc.
                                                                            • People
                                                                              • Real Simple
                                                                                • Hearst Magazines
                                                                                  • Condé Nast
                                                                                    • Meredith
                                                                                      • Other major US publishers
                                                                                        • Readership declining across titles
                                                                                          • Figure 18: Magazines read in past six months, October 2010- June 2014
                                                                                          • Figure 19: Magazines read in past six months, by gender, November 2013-June 2014
                                                                                      • Innovations and Innovators

                                                                                        • Taking cues from social media
                                                                                          • Bringing bloggers and vloggers into the mix of content providers
                                                                                            • Crowdsourcing content
                                                                                              • E-commerce integration
                                                                                                • Tiered subscription levels
                                                                                                  • Events and experiences
                                                                                                  • Market Essentials – Usage

                                                                                                    • Key points and insights
                                                                                                      • Supporting data
                                                                                                        • Qualitative
                                                                                                          • Quantitative
                                                                                                            • Figure 20: Frequency of magazine usage, September 2014
                                                                                                            • Figure 21: Monthly magazine usage, by gender, September 2014
                                                                                                            • Figure 22: Monthly magazine usage, by age, September 2014
                                                                                                            • Figure 23: Number of magazines read in past six months, and frequency of reading each, by gender, November 2013-June 2014
                                                                                                            • Figure 24: Monthly magazine usage, by household income, September 2014
                                                                                                        • Market Essentials – Preference for Print

                                                                                                          • Key points
                                                                                                              • Figure 25: Preference for print over websites and digital issues, by gender, September 2014
                                                                                                              • Figure 26: Preference for print over websites and digital issues, by age, September 2014
                                                                                                              • Figure 27: Preference for print over websites and digital issues, by parental status, September 2014
                                                                                                          • Market Essentials – Impact of Magazines on Product Sales

                                                                                                            • Key points
                                                                                                              • Supporting data
                                                                                                                • Purchasing in past month
                                                                                                                  • Figure 28: Purchase of products as a result of ads or articles, by age, September 2014
                                                                                                                  • Figure 29: Purchase of products as a result of ads or articles, by household income, September 2014
                                                                                                                • Prods toward additional research and store visits
                                                                                                                  • Types of products purchased
                                                                                                                    • Ideation and role of discounts
                                                                                                                    • Impact of Race/Hispanic Origin

                                                                                                                      • Key points
                                                                                                                        • Supporting data
                                                                                                                          • Figure 30: Number of magazines read in past six months, and frequency of reading each, by race/Hispanic origin, November 2013-June 2014
                                                                                                                          • Figure 31: Monthly magazine usage, by race/Hispanic origin, September 2014
                                                                                                                          • Figure 32: Preference for print over websites and digital issues, by race/Hispanic origin, September 2014
                                                                                                                          • Figure 33: Attitudes toward native ads, by race/Hispanic origin, September 2014
                                                                                                                          • Figure 34: Purchase of products as a result of ads or articles, by race/Hispanic origin, September 2014
                                                                                                                      • Appendix – Other Useful Consumer Tables

                                                                                                                        • Usage
                                                                                                                          • Figure 35: Number of magazines read in past six months, and frequency of reading each, by age, November 2013-June 2014
                                                                                                                        • Titles read in past six months
                                                                                                                          • Figure 36: Magazines read in past six months, by age, November 2013-June 2014
                                                                                                                          • Figure 37: Magazines read in past six months, by race/Hispanic origin, November 2013-June 2014
                                                                                                                          • Figure 38: Magazines read in past six months, by household income, November 2013-June 2014
                                                                                                                          • Figure 39: Magazines read in past six months, by presence of children in household, November 2013-June 2014
                                                                                                                        • Taking a break from the internet
                                                                                                                          • Figure 40: Need to take a break from the internet, by household income, November 2013-June 2014
                                                                                                                          • Figure 41: Need to take a break from the internet, by race/Hispanic origin, November 2013-June 2014
                                                                                                                        • Role of social media
                                                                                                                          • Figure 42: Role of social media in magazine reading, by age, September 2014
                                                                                                                          • Figure 43: Role of social media in magazine reading, by gender and age, September 2014
                                                                                                                          • Figure 44: Role of social media in magazine reading, by parental status, September 2014
                                                                                                                          • Figure 45: Role of social media in magazine reading, by race/Hispanic origin, September 2014
                                                                                                                        • Attitudes toward ads
                                                                                                                          • Figure 46: Attitudes toward native ads, by age, September 2014
                                                                                                                          • Figure 47: Attitudes toward display ads, by age, September 2014
                                                                                                                          • Figure 48: Interest in photos and ads, by age, September 2014
                                                                                                                        • Reasons for reading magazines
                                                                                                                          • Figure 49: Additional reasons for buying and reading magazines, by age, September 2014
                                                                                                                          • Figure 50: Subjects of interest in articles, by household income, September 2014
                                                                                                                          • Figure 51: Subjects of interest in articles, by gender and age, September 2014
                                                                                                                        • Magazines as sources of information
                                                                                                                          • Figure 52: Magazines as sources of information, by gender, September 2014
                                                                                                                          • Figure 53: Magazines as sources of information, by household income, September 2014
                                                                                                                          • Figure 54: Magazines as sources of information, by age, September 2014
                                                                                                                        • Attitudes toward the internet
                                                                                                                          • Figure 55: Attitudes toward the internet, by household income, November 2013-June 2014
                                                                                                                          • Figure 56: Attitudes toward the internet, by race/Hispanic origin, November 2013-June 2014
                                                                                                                        • Tablet ownership
                                                                                                                          • Figure 57: Household ownership of tablets, by age, September 2014
                                                                                                                          • Figure 58: Current screen sizes of tablets owned compared to size of screens in planned tablet purchases, September 2014
                                                                                                                          • Figure 59: Screen size of tablet owned, by household income, September 2014
                                                                                                                      • Appendix – Titles in EMS data

                                                                                                                          • Figure 60: English-language magazine titles in Experian Marketing Services NHCS study
                                                                                                                      • Appendix – Trade Association

                                                                                                                          • The Association of Magazine Media (MPA)

                                                                                                                          Companies Covered

                                                                                                                          • ABC, Inc.
                                                                                                                          • Advance Publications, Inc.
                                                                                                                          • American Express Company (The)
                                                                                                                          • American Media
                                                                                                                          • Bauer Publishing USA
                                                                                                                          • Bed Bath & Beyond Inc
                                                                                                                          • Bon appetit Group
                                                                                                                          • Condé Nast Publications Inc.
                                                                                                                          • Cosmopolitan
                                                                                                                          • Delta Air Lines, Inc.
                                                                                                                          • Glamour
                                                                                                                          • Good Housekeeping
                                                                                                                          • Hearst Magazines
                                                                                                                          • Mercedes-Benz USA
                                                                                                                          • Meredith Corporation
                                                                                                                          • National Geographic Society
                                                                                                                          • New Yorker
                                                                                                                          • Playboy Enterprises
                                                                                                                          • Reader's Digest Association, Inc. (The)
                                                                                                                          • Rodale
                                                                                                                          • The Bravo Group
                                                                                                                          • The Parenting Group, Inc
                                                                                                                          • Time Group
                                                                                                                          • Time Inc.
                                                                                                                          • Vanity Fair Corporation
                                                                                                                          • Walmart Stores (USA)
                                                                                                                          • Yahoo! Inc
                                                                                                                          • YouTube, Inc.

                                                                                                                          Digital and Print Magazines - US - December 2014

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