Cross-Platform Magazine Advertising Up 6 Percent
Tablet units up 16 percent, while print stays flat.
Magazines saw combined ad units for print and tablet products grow 6 percent in 2013, according to a joint study by Kantar Media and the MPA—The Association for Magazine Media.
Measuring 69 publications that have both print and tablet products, the report found tablet unit sales up 16 percent year-over-year. Print ad pages were flat though, rising just 0.1 percent for the selected titles in 2013.
"These numbers prove, once again, that this business is about powerful, relevant and enduring brands," says Mary Berner, president and CEO of the MPA, in a statement. "Despite erroneous, lemming-like coverage of declines, magazine media, has not, in fact, ever had an audience problem, and it is gratifying to see that advertisers are increasingly realizing that."
The full-year report follows a first-half study by the MPA released in July. That study, which only tracked iPads, found that tablet ad unit sales were up 24.5 percent through the first six months of 2013. iPad ad units accounted for more than a third of total print and tablet ads for the 58 titles measured in the report.