BOCA RATON, FLORIDA—The Magazine Marketing Coalition’s efforts to be a unifying voice for the magazine publishing industry are paying off—literally. Coalition member Michael Clinton, executive vice president and chief marketing officer for Hearst Magazines, indicated during a session Monday at the American Magazine Conference that the industry has raised its growth share nearly two percent points since the initiative began in 2004, translating to an overall $2.9 billion in revenue.
“If you don’t define yourself in a changing marketplace, your competition will. We’re here to help make sure that doesn’t happen,” said American Express Publishing president and CEO Ed Kelly during the session.
Dom Rossi, the MPA’s senior advisor of marketing and advertising, presented what he called “The best case for magazines—ever,” during which he said that magazines are the most consistent medium at all levels of the purchase funnel. According to a number of advertiser-funded cross-media accountability studies, magazines are the best medium at driving overall purchase intent, Rossi said. They also are the best medium in driving online searches and for initiating searches by younger consumers.
“When looking back over this data, its reflective of the relevance and enjoyment of the magazine experience. We know that magazines do work,” Rossi said. “We should embrace the consistency of these results.”