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Magazine Trends

Magazine Trends. Top English Magazines. Top 15 titles deliver over 890 Million Impressions annually. Source: PMB Fall 2011. Top French Magazines. Top 15 titles deliver 320 + Million Impressions annually. Source: PMB Spring 2011. Ad Revenue Performance.

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Magazine Trends

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  1. MagazineTrends

  2. Top English Magazines Top 15 titles deliver over 890 Million Impressions annually. Source: PMB Fall 2011

  3. Top French Magazines Top 15 titles deliver 320+ Million Impressions annually Source: PMB Spring 2011

  4. Ad Revenue Performance Ad Revenue Growth Index 1996-2010 (1996 = 100) Recession Recession Source: Statistics Canada; Leading National Advertisers (LNA)

  5. Number of Consumer Titles Number of Canadian Consumer Magazine Titles Source: Statistics Canada; Masthead Magazine

  6. 250New Launchesin past 5 years

  7. 560Launchesin past 10 years

  8. 59%of all Canadian magazines available today were launched after the internet became commercially available in 1989

  9. Average Issue Circulation has Rationalized & Stabilized Many titles managed circulation downwards to create a more homogeneous circulation base during the economic downturn. As expected, fewer titles (11 vs. the 10-year average of 56) were launched in 2009 due to enormous global economic uncertainties. Source: CARD

  10. Source: PMB Average Readership per Title is Stable Average # Readers per Title (Millions of Readers) Source: PMB

  11. Source: PMB Average Readers per Copy is Stable Average # Readers per Title Range: 0.9 – 32.6 Source: PMB

  12. Source: PMB Reader Interest Scores Remain Stable Score 1-10 Source: PMB

  13. Source: PMB Time Spent Reading Remains Stable Timespentreading Minutes per Issue Source: PMB

  14. Source: PMB Magazines are Read by All Age Groups % Read a PMB-Measured Magazine in the Past 90 Days Source: PMB

  15. Magazine Readers are Youngerthan the General Population 5% Years Source: PMB

  16. U.S. Spill Continues Decline U.S. spill circulation is in long term declineas Canadian publications repatriate readership Index 1983 = 100 3 U.S. spill titles in Canada’s Top 100 Source: ABC

  17. Three U.S. Spill Titles inCanadian Top 100 Titles(Ranking) National Geographic (35) Cosmopolitan (53) People (79) 2010 Tax Deductability Advertisers in foreign-based magazines with less than80% original Canadian content (as above)may only deduct 50% of advertising expenses. Advertisers in magazines with 80%+ original Canadian content may deduct 100%. Sources: CARD; ABC

  18. Ad Effectiveness is Building(Ad Recall & Actions Taken) +13% Change +10% Change % Source: Affinity Vista Print Effectiveness Rating Service, 2005-2008

  19. Magazines, as content providers, are brandsthat easily span platforms and devices

  20. The Reading Experience: Paper Wins Paper versions of magazines, newspapers and books continue to be the preferred method of reading, particularly magazines where the gap between paper and digital devices is greatest. % who are “extremely/very satisfied” with reading activities on paper/device* * Among consumers who have tried or currently do each activity PapereReaderTabletSmartphone Source: Content Consumption in the Digital Age (Webinar Presentation Deck), Harrison Group, 2011

  21. Readers want Magazinesin Print & Digital Formats Readers believe that digital content complements print content. However, the vast majority (87%) still want a printed magazine. 75% of consumers feel that digital content complements print 87% of those interested inreading magazines digitallystill prefer a printed copy Source: Harrison Group/Zinio/ MEMS Technologies, 2010 Source: CMO Council, 2010

  22. Digital Magazine Extras Enhancethe Reading Experience 85% of digital consumer magazine readers aresatisfied/very satisfied with their digital experience Which of the following “digital extras”have enhanced your digital magazinereading experience the most? Source: Texterity/BPA Worldwide Certified Profile of the Digital Edition Reader, 2010. N = 9,443 digital consumer magazine readers Source: Smarter Media Sales/Nxtbook Media/VIVmag, 2010. N = 5,612 subscribers to one of eight specific interactive online magazine titles

  23. Magazines and the Future • The ongoing launch of digital brand extensions ensures: • Continued relevance to readers • Build-out new and emerging audiences • Continued industry competitiveness • 360˚ marketing surround • Magazines will be readywhen the reader is ready… zinesCanada

  24. 2011 and Beyond Compound Annual Average Advertising Revenue Growth Rate (%) Canada 2011-2015 Source: PwC (PriceWaterhouseCoopers) Global Entertainment and Media Outlook – 2011-2015

  25. magazinescanada.ca

  26. We’re Here to Help…

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