The Magazine World’s Oldest, Richest and Biggest Audiences
What the data says about the readers of nearly 200 magazines.
While the MPA’s new Magazine Media 360 report aims to capture the raw reach of some of the industry’s top brands, media research firm GfK MRI delves deeper into exactly who makes up those audiences.
The company—which actually provides the MPA with its print and digital edition readership numbers—released its fall magazine audience estimates this week, capturing key demographic data for more than 200 media brands, including 178 magazines.
A lot of the findings are common sense—Reminisce, AARP the Magazine and Arthritis Today have a few of the oldest audiences, for example, while Teen Vogue and Seventeen have the youngest readers—but there are surprises like median household income. The wealthiest audience measured doesn’t belong to a major publisher, and isn’t a title centered around finance or luxury; it belongs to Hemispheres, a custom, in-flight magazine published by United Airlines. In fact, three of the six richest audiences belong to in-flight titles.
@ American Way is now a monthly and was measured as a biweekly in Waves 70 and 71.$ Bassmaster is now a bimonthly and was measured as a monthly in Wave 70.+ Game & Fish/Sportsman is a net estimate comprised of two separately measured, but related, titles whose circulations are reported as a single publication. Beginning with the Spring 2010 report, GfK MRI will release the net estimate in order to represent the magazine’s total audience.> Hunting is now a bimonthly and was measured as a monthly in Wave 70.* New York Magazine is now a biweekly and was measured as a weekly in Wave 70.~ Southwest: The Magazine was measured as Southwest Airlines Spirit in Waves 70 and 71.= Circulation and audience estimates only reflect daily or Sunday/weekend carrier newspapers.