Citing a Gfk MRI survey, Mediaweek reports that newspaper and magazine readership actually rose one percent since Spring of last year. Don’t get too excited though. The majority of gains were made almost exclusively in fitness magazines.
More from Mediaweek:
At a time when interest in health is on the rise, several women’s health/fitness magazines saw year-over-year, double-digit readership gains. Fitness’ readership rose 31 percent, to 7.3 million. Shape’s increased 26 precent, to 6.8 million; and Women’s Health, nearly 21 percent, to 10.9 million.
Several women’s fashion/beauty magazines also saw lifts in readership. The biggest gainers included More, whose readership grew 26.3 percent to 1.8 million; Allure, up 25.6 percent to 7.4 million; and Elle, up 18.4 percent to 6.1 million.
The gains weren’t evenly shared. Vogue, while it still dominates in audience, grew its readership only 4.8 percent, to 11.6 million; while W declined 9.3 percent, to 1.4 million.
Newspaper readership, meanwhile, has remained steady since last year among the top 100 newspapers. However, things aren’t so good for the top 10, dropping 4.2 percent to 26.6 million readers.