First half of the year show growth in tablet magazine advertising, but print pages still down
The last PIB report from Kantar Media and the MPA showed some good news for those magazines measuring their tablet ad pages as the 58 titles measured showed growth approaching 25 percent. But overall, magazine publishers continue to see their print ad pages decline.
Of the 58 titles measured, iPad ad units were up 24.5 percent in the first half of the year – 14,272 pages versus 11,461. Print ad pages of those same 58 titles were down only 1.0 percent, for an overall growth of 7.0 percent.
That beat the performance of consumer magazines, in general, which are reporting a decline of 4.9 percent in the first half of the year. Is there a message here about the wisdom of selling digital ad pages? Hard to tell, but surely those companies reporting their iPad pages are probably the most aggressively selling digital, and the most progressive overall.
“The rise in readership and advertiser investment in our brands from print to tablets and beyond proves that Magazine Media is an industry rife with opportunities for growth in the new media age,” said Mary G. Berner, President and CEO, MPA – The Association of Magazine Media. “I’m optimistic that publishers’ experimentation and innovations for their print and digital products will continue to be rewarded.”
Magazines showing good growth in the first half of the year include AARP–The Magazine (up 11.2%), Bon Appetit (up 25%), Cosmo (up 6.1%), Departures (up 13.8%), Details (up 18.9%), Esquire (up 6.1%), Family Fun (up 35.1%), Food Network (up 15.4%), Golf Digest (up 13.4%), Guideposts (up 20.35), Harper’s Bazaar (up 19.%), Hot Rod (up 50.1%), Men’s Fitness (up 36.1%) US Weekly (up 12.03%), and Vogue (up 4.1%).
On the downside were American Baby (down 16.4%), American Way (down 20.9%), the Atlantic (down 10.3%), better Homes & Gardens (down 12.5%), Car & Driver (down 15.8%), The Economist (down 23.1%), Ladies Home Journal (down 15.3%), The new Yorker (down 9.1%), Popular Mechanics (down 10.5%), Popular Photography (down 15.6%), Redbook (down 7.4%), and Sports Illustrated (down 3.5%).
Of the Sunday magazines New York Times Magazine and USA Weekend were flat, while Parade was down 5.6 percent for the first half of the year.
You can find the PIB reports on the MPA website.