Magazine biz introduces multiplatform metric


On the theory that subscriptions, newsstand sales and ad pages only tell part of the audience reach story for magazines, the Association of Magazine Media is using multiple research providers to bring other modern media into the mix. One publisher with television assets – Meredith – is happy with the results.

Magazine RackIt’s called Magazine Media 360°, and it takes the traditional measurements and bring in usage of tablets, video, websites, and digital magazine editions.

30 companies representing 147 magazines are participating, and they are said to represent 95% of magazine users.

“As an industry, it is essential that we communicate the incredible connection that consumers have with magazine media brands,” said Stephen M. Lacy, Chairman and CEO of Meredith Corporation. “The MPA has created a powerful new tool that reflects the true vitality of our magazine media properties, and the tremendous value they have with audiences on all platforms.”

Meredith was especially proud of results for four of its titles. It stated, “Better Homes and Gardens is ranked second with a total monthly engagement of 48 million, up 6 percent over the prior-year period. Allrecipes is fourth in the industry with an engagement of more than 40 million, up 21 percent.

Combined, Meredith brands reached 180 million consumers in August 2014. Parents (21 million, up 8 percent); Family Circle (18 million, up 2 percent); and Fitness (12.5 million, up 10 percent) are the other Meredith brands with a reach of more than 10 million on a monthly basis.”

In addition to its magazine portfolio, Meredith owns and operates 15 broadcast television stations.