US The Magazine Reader Market Report
Everything you need to make the right decisions
Providing the most comprehensive and up-to-date information and analysis of the The Magazine Reader market, and the behaviours, preferences and habits of the consumer.
Mintel has the answers you’re looking for
What are the key challenges facing the industry and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?
Covered in this Report
This Report explores the role of magazine reader habits, including motivations for purchase, the role of sample copies and discounts in driving subscription, attitudes and responses to ads, and the use of ancillary magazine properties such as websites. Subjects include trust in content and interest in ads, special editions, and unique ad formats.
For the purposes of this Report, magazines consist of fixed pieces of editorial content and ads delivered on a specified weekly, monthly, quarterly, or annual date. Use of print or digital content released on a daily or fluctuating basis, including websites, digital video, and social media properties are also explored as long as they are related to a magazine. Newspapers are discussed only as a competing source of media. Sunday magazines distributed with a newspaper are excluded from this Report. The focus of this Report is on adult usage of English-language titles, with Mintel’s survey conducted in English among adults age 18+.
What you need to know
The plight of print publications in the 21st century has been much publicized, and remains ongoing. Total print and digital copies sold fell 21% from 2010-17, and as a result, ad sales have fallen 34% from 2014-18. However, there remain bright spots for the industry, including the successful emergence of digital brands that offer a variety of content online – some 44% of all adults have engaged with a magazine’s digital property (such as a website or a video) in the past month.
Too, it’s within the realm of possibility that an uptick in circulation may be seen if publishers are willing to focus on further reducing subscription costs – the Report finds that about half of all magazine readers sometimes commit to a subscription after receiving a free copy of a magazine or a special offer discounting subscription price, including 61% of fashion magazine readers in iGeneration, Millennials, and Generation X, as well as 58% of magazine readers who fall in the Baby Boomers, WWII, and Swing generations.
Boosting base rates, even if this means reducing them to below the cost of circulation, may be cost-effective in total if the true value of the magazine ad becomes better understood by buyers – 77% of readers have positive responses to ads, and 31% have made a purchase as a result of one. These response rates dwarf those seen in other Mintel media Reports, where, for example, banner ads have resulted in a purchase only by between 11% and 17% of all viewers (depending on the ad format).
Expert analysis from a specialist in the field
Written by Billy Hulkower, a leading analyst in the Technology sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
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.
Senior Technology Analyst
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This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.
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* This is a sample representation of the report layout and does not reflect the research included in this report.
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