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The Magazine Reader - US - July 2018

"The plight of print publications in the 21st century has been much publicized, and remains ongoing. Total print and digital copies sold fell from 2010-17, and as a result, ad sales have fallen. However, there remain bright spots for the industry, including the successful emergence of digital brands that offer a variety of content online."
- Billy Hulkower, Senior Technology Analyst

This Report looks at the following areas:

  • Declining audience
  • Double digit declines in ad sales 2017-18
  • Massive competition for digital ad dollars
  • Samples and discounts spark subscriptions
  • Combining the right demographics with titles advance digital subscriptions
  • Top ad responses in media
  • Nearly half of adults engage with magazines’ digital properties

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Overview
          • The issues
            • Declining audience
              • Figure 1: Use of at least two magazines in the past six months, 2012-18
            • Double digit declines in ad sales 2017-18
              • Figure 2: US print ad sales of magazines, at current prices, 2014-18
            • Massive competition for digital ad dollars
              • Figure 3: US ad spending by type of media, 2018 and 2022
            • The opportunities
              • Samples and discounts spark subscriptions
                • Figure 4: Subscribing to magazine subsequent to a free copy or special offer – CHAID tree output, May 2018
              • Combining the right demographics with titles advance digital subscriptions
                • Figure 5: How magazines are read – CHAID Tree output, May 2018
              • Top ad responses in media
                • Figure 6: Attitudes to magazine ads, May 2018
              • Nearly half of adults engage with magazines’ digital properties
                • Figure 7: Use of magazines’ digital properties in past month, May 2018
              • What it means
              • The Market – What You Need to Know

                • Annual ad sales decreasing rapidly
                  • Massive audience spread across array of subjects
                    • Increasing digital spend pinches pockets for print
                      • Magazines’ digital properties succeeding
                      • Market Size

                        • Rapid decline in print ads mitigated only slightly by digital boost
                          • Figure 8: US Print ad sales of magazines, at current prices, 2014-18
                      • Market Breakdown

                        • Diverse range of topics creates audience of 225 million
                          • Figure 9: Types of magazines read, May 2018
                      • Market Perspective

                        • Marketers squeezed for ad dollars by other media
                          • Figure 10: US ad spending by type of media, 2018 and 2022
                      • Market Factors

                        • Sites and apps offer similar content
                          • In their own words:
                              • Figure 11: Use of online-only news content, May 2018
                            • Creating unique identities in digital properties
                              • Figure 12: Use of magazines’ digital properties in past month, May 2018
                          • Key Trends – What You Need to Know

                            • Half subscribe after receiving discount or free copy
                              • Readers of multiple titles in decline
                                • Digital subscriptions link with categories
                                • What’s Working?

                                  • Samples and discounts propel subscriptions
                                    • Figure 13: Subscribing subsequent to receipt of a free copy or special offer – CHAID tree output, May 2018
                                • What’s Struggling?

                                  • Number of magazines read in decline
                                    • Figure 14: Use of at least two magazines in the past six months, 2012-18
                                  • Moving from print to digital rocky
                                    • In their own words…
                                        • Figure 15: Magazines with high levels of digital subscription, by type of magazine, May 2018
                                        • Figure 16: Magazines with low levels of digital subscription, by type of magazine, May 2018
                                    • What’s Next?

                                      • Younger generations carry digital subscriptions forward
                                        • Figure 17: How magazines are read – CHAID tree output, May 2018
                                      • Promoting digital to digital readers
                                        • Figure 18: Following a magazine out of print circulation into digital, among all magazine readers, May 2018
                                        • Figure 19: Following a magazine out of print circulation into digital, among current digital readers, May 2018
                                      • Science aligns with digital
                                        • Figure 20: Share of readers accessing magazine by digital subscription, by type of magazine, May 2018
                                    • The Consumer – What You Need to Know

                                      • Just two categories read on average
                                        • Get it while it’s cheap
                                          • Three quarters respond to ads favorably
                                          • Number of Magazine Types Read

                                            • Ads for everyday goods may see a better return
                                              • Figure 21: Number of types of magazines read – Mean, by household income, May 2018
                                            • Diverse interests among Hispanic Millennials
                                              • Figure 22: Number of types of magazines read – Mean, by generation and Hispanic origin, May 2018
                                            • One magazine leads to another
                                              • Figure 23: Number of types of magazines read – Mean, by area of residence, May 2018
                                          • Buying and Subscribing

                                            • Discounts beat special editions
                                              • Travel compels a quarter to purchase
                                                • In their own words:
                                                    • Figure 24: Attitudes to buying and subscribing, May 2018
                                                  • Discounts matter to high-income groups…
                                                    • Figure 25: Attitudes to buying and subscribing, by household income, May 2018
                                                  • …but it may be because the magazines are less valued
                                                    • Figure 26: Attitudes to magazine ads by household income, May 2018
                                                  • Women note covers, distrust content
                                                    • Figure 27: Attitudes to buying and subscribing, by gender and age, May 2018
                                                    • Figure 28: Trust in magazine content, by gender, May 2018
                                                  • Sticking by the Hispanic audience
                                                    • Figure 29: Attitudes to buying and subscribing, by race and Hispanic origin, May 2018
                                                • Response to Ads

                                                  • High levels of purchase in response to magazine ads
                                                    • Figure 30: Response to magazine ads, May 2018
                                                  • Magazines reaching women effectively
                                                    • Figure 31: Response to magazine ads by gender and age, May 2018
                                                  • Moms buy into products advertised
                                                    • Figure 32: Response to magazine ads by parental status, May 2018
                                                  • Nine in 10 Hispanics respond favorably
                                                    • Figure 33: Response to magazine ads by race and Hispanic origin, May 2018
                                                • Appendix – Data Sources and Abbreviations

                                                  • Data sources
                                                    • Sales data
                                                      • Consumer survey data
                                                        • Consumer qualitative research
                                                          • Abbreviations and terms
                                                            • Abbreviations
                                                              • Terms
                                                              • Appendix – CHAID Methodology and Table Outputs

                                                                • CHAID Methodology
                                                                  • Figure 34: How magazines are read – CHAID – Table output, May 2018
                                                                  • Figure 35: Buying/subscribing – CHAID table output, May 2018
                                                              • Appendix – The Consumer

                                                                • Buying and subscribing
                                                                  • Figure 36: Attitudes to buying and subscribing, by parental status, May 2018
                                                                • Response to ads
                                                                  • Figure 37: Response to magazine ads by household income, May 2018
                                                                  • Figure 38: Response to magazine ads by area of residence, May 2018
                                                                • Number of types of magazines read
                                                                  • Figure 39: Number of types of magazines read – Mean, by age, May 2018
                                                                  • Figure 40: Number of types of magazines read – Mean, by race and Hispanic origin, May 2018

                                                              The Magazine Reader - US - July 2018

                                                              US $4,395.00 (Excl.Tax)