Surveying the latest magazine readership statistics and audience development from the top digital publishers; plus, latest personnel moves
Magazine readership statistics are by definition a key in audience development, but they also go hand-in-hand with generating digital advertising revenue. The best sets of stats – which include advanced data, personalization, preferences, and cross-device targeting – go well beyond simple traffic numbers, although those are of course important to publishers, as well.
MinOnline has posted recent articles on Conde Nast, Women’s Health, and other magazines that demonstrate that importance. Let’s take a look at what they have for us from the past month!
Magazine Readership Statistics for Conde Nast Are Strong
Conde Nast showed audience growth of 45% year over year as of January, MinOnline reports, with Architectural Digest, BRIDES, Condé Nast Traveler, The New Yorker, SELF, and Vogue having their best Januarys ever – bringing total audience to 123 million and reflecting a 1.2% edge over general Internet growth.
“Additionally, the company’s mobile traffic reached a record 81.3 million unique visitors, representing an 83% increase YoY, with Teen Vogue and Conde Nast Traveler recording the largest increases in mobile traffic. Overall, Condé Nast now ranks 18th among the Top 100 Properties in comScore, ahead of Hearst, SheKnows Media, ESPN, Pinterest, BuzzFeed, New York Times Digital, Vox Media, and Vice Media,” Jameson Doris writes.
“Condé Nast’s digital video also saw impressive growth last month, recording 69 million total views for an increase of 150% year-over-year. Furthermore, Condé Nast’s content continues to resonate with premium audiences, with the company now reaching seven out of 10 Affluent Millennials on the Internet.”
Multiplatform Publishing Strategy Paying Off for Women’s Health
Great MinOnline interview with Women’s Health Vice President, Publisher, and Group Director Laura Frerer-Schmidt, whose magazine is dominating in both print and digital.
“We are doing what Rodale does best: offering our partners a fully integrated buy. It’s not like what others are doing. Many houses have very centralized, siloed groups. So it’s difficult in those groups to build excitement for consumers and interact between print, digital, social and events,” Frerer-Schmidt told Caysey Welton.
“When we do that we create results they can’t get from a single player, like a pure-play digital group. So they’re getting better results from us every month and every year as we build these fully integrated partnerships.”
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Publisher Data and Magazine Readership Statistics Drive Digital Advertising
Magazine readership statistics are like catnip for digital advertisers, and MinOnline reports that its recent Minsider Breakfast brought together publishing executives who are focusing on data monetization and how publishers can improve.
“From the start, the theme of the conversation was clear: Data matters. Advertisers need publishers to provide clear insights that tell stories about audiences. And ultimately, the onus is on the publisher to communicate clearly who their audience is and what they can offer an advertiser,” Doris writes.
“Marinovich … spoke of Forbes’ recent test to offer ad blockers an option to choose an ‘ad-light experience’ if they’d like to view the site’s content. The results have been promising so far, and she said that, ’40 percent of readers made the conscious decision to turn off their ad blocker and be more engaged.’ Further, she indicated that those who turned off the ad blockers were amongst the most engaged readers.”
The Latest Personnel Moves Among Publishing Executives
Per MinOnline: Kevin Koenig is new executive editor at Yachting magazine. The New York Times has named Lisa Ryan Howard senior vice president, advertising. Raphael Poplock is the new executive vice president of partnerships and business development at The Players’ Tribune. And Alvaro Palacios is the new chief operating officer at IBT Media.
“Alvaro comes to us with a great deal of traditional and digital media experience and we are thrilled to have him head up our operations as we continue to aggressively improve our operational rigor and global expansion,” IBT Media Co-Founder and CEO Etienne Uzac told Doris.
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