Biggest Lesson from Magazine Media 360┬░: Print Continues to Captivate Readers

Although the President and CEO of the Association of Magazine Media (MPA) Mary Berner has witnessed a massive rise in digital media — from social to video and everything in between — she still sees a robust print economy that remains relevant to all types of readers. Berner helped create Magazine Media 360┬░ Brand Audience Report last September. The report shares audience growth numbers across all major media formats and has offered new insight into the kinds of content readers want most and what channels are driving the largest audiences. In the following interview, Berner shares what she’s learned over the past year managing Magazine Media 360┬░ and why print remains an attractive platform for readers.

At the Yale Publishing Course (YPC) in July, Berner will dive deeper into these topics and offer insight on ways the Magazine Media 360┬░ report can benefit publishers’ audience development strategies.

YPC is a week-long educational program that assembles a faculty of magazine industry leaders to share forward-looking strategies. Additional program details and registration information can be found here.

It depends largely on the brand. But more often than not, delivering content created specifically for a particular platform, through the lens of a magazine’s “brand umbrella,” has served to attract new audiences (often younger) to individual magazine brands.

In the first quarter of 2015 vs. 2014, magazine media mobile web audience grew over 65%, video audience growth is up more than 14%, and many of the brands are reporting that there is very little duplication with their print audience. Ditto with social media. Our Magazine Media 360┬░ Social Media Report shows that magazine media consumers are enthusiastically interacting with their brands on social platforms.

Publishers are continuing to innovate around creating content for different channels because that is what their audiences want.

Ellen Harvey is a freelance writer and editor who covers the latest technologies and strategies reshaping the publishing landscape. She previously served as the Senior Editor at Publishing Executive and Book Business.