Monday, October 8, 2012

MPA releases new optimistic research on the growth of tablet mags, growth of brands using magazine platforms

The Association of Magazine Media (MPA) today is promoting new research on the growth of tablet magazines, as well as the growth in the number of brands using the magazine platforms for their advertising message. The MPA, in its announcement, is putting an emphasis on looking at magazines on all platforms.

"As the magazine industry transforms itself, looking at magazines through just one platform is misleading,” Mary Berner, the new president and CEO of the MPA, said.

"Assessing advertising performance, customer growth, and engagement in content by measuring print exclusively tells an incomplete story. Magazine media audiences are expanding, the number of marketers advertising in magazine media’s trusted and powerful brands is growing, and consumer engagement is deepening as audiences access magazine content across a multiple platforms. The numbers we’re providing today paint a more complete picture about magazine media. It’s time to change the conversation about magazines."

The MPA pointed to research from McPheters & Company i-Monitor which shows a steady increase in the number of magazine apps being released, as well as ad research by Kantar Media which shows a big increase in the number of brands using all magazine platforms (print, online and tablet).

According to the MPA, the research from Kantar Media found that 14,949 brands advertised on magazine platforms in the time looked at in 2012m, a 57 percent increase over the same time period in 2010.