Understanding Magazine Audiences

Andrew Green
Ipsos MediaCT


EXECUTIVE SUMMARY
ESSENTIALS
WHERE TO START
FUTURE DEVELOPMENTS
CONCLUSION & CHECKLIST
FURTHER READING
REFERENCES


EXECUTIVE SUMMARY

Until a few years ago, television and newspapers dominated marketing campaigns worldwide. Magazines lost their third ranked position to internet advertising in 2009, with newspapers overtaken in 2013. Magazine adspend peaked in 2007 and has since steadily declined.

According to ZenithOptimedia's April 2014 forecasts1, just under $39 billion will be spent in the medium in 2014 – 7.4% of major media adspend globally. In 2004, $51.9 billion was spent in magazines, representing just under 13% of total spending. By 2016, ZenithOptimedia predicts that the medium's share will fall to around 6.4%. PWC, on the other hand, forecasts that total magazine publishing revenues (including circulation revenues) will grow from 20152, after some years of decline, driven by increasing success in their digital efforts.