“Looking Forward”
Nina LinkPresident and Chief Executive Officer
Magazine Publishers of America
PaperCon 2010Hyatt Regency, Atlanta
May 2, 2010
Looking Forward
Going the way of…
Magazine Readership
Magazine Readers – Adults 18+
Number of Readers (Millions) 181,595 189,487
Index 100 104
20092005
Magazine Readers – Ages 18-34
Number of Readers (Millions) 58,916 60,306
Index 100 102
2005 2009
Source: Experian Simmons; Mediamark Research & Intelligence
92% of U.S. Adults
Read Print Magazines
Assessing Ad Impact of Multiple Media
Source: Dynamic Logic
New Analysis from Dynamic Logic
• Overall, magazines drove consumer behavior more effectively and efficiently than TV or online among consumers who were reached by each medium.
– For effectiveness, magazines were the most consistent performer across all three media, contributing significant lift overall and at each stage of the consumer purchase decision process.
– This held true for the consumer packaged goods category as well as non-packaged goods.
– Magazines were the most efficient medium at driving consumer behavior, both individually as well as in combination with othermedia.
75% of Teens Read Magazines
Launches, Closings and Resurrections
2009 2008 Change
734 685 7.2%
LAUNCHES
CLOSINGS
2009 2008 Change
67 54 24.1%
RESURRECTIONS
Source: Mr.Magazine; Ulrich’s Pubs, Serial Solutions
Readers Enjoy ALL Magazine Content:
the Edit and the Ads
Magazines ≠ Newspapers
Effects of the Economic Recession on Magazines
FY 2009 Magazine Print Advertising
0
1,000,000,000
2,000,000,000
3,000,000,000
4,000,000,000
5,000,000,000
6,000,000,000
Q1
2009
Q2
2009
Q3
2009
Q4
2009
Revenue in Billions
Ad Spending Uptick in Fourth Quarter
MAGAZINE 2009 TOTAL AD REVENUE: $19.5 BILLION ���� -18%
Source: Publishers Information Bureau
Source: Publishers Information Bureau
# OF MAGAZINES THAT POSTED AD PAGE GAINS
Q1 2010 Q1 2009
86 15
Q1 2010 Magazine Print AdvertisingMore Individual Titles Show Growth
Circulation
FY 2009 FY 2008 CHANGE
ABC-Audited
Magazines346,571,912 368,363,773 -5.9%
• Total average circulation declines for the first time
• Softness partly driven by the reduced number of audited titles
• Other factors are magazine closings and rate base reductions
Source: Audit Bureau of Circulations
Newsstand Circulation
• Major News Events– Michael Jackson on covers:
extra $55 million in sales
Source: Harrington Associates; Advertising Age
All Magazines FY 2009vs.
2008
Dollar Sales $4.44 billion -8.1%
Unit Sales 1.11 billion -12.6%
• Challenges– Recession
– Shift in shopping patterns
– Distribution disruption in first half
Circulation Winners
HEALTH MAGAZINESHEALTH MAGAZINES WOMEN’S MAGAZINESWOMEN’S MAGAZINES
“Magazines, The Power of Print”
• Reshape conversations about magazines
• Challenge misperceptions about magazine relevancy
• Reinforce cultural role of magazines
Goals of Industry Ad Campaign
“Magazines, The Power of Print”
“Magazines, The Power of Print”
“Magazines, The Power of Print”
TAG | MOBILE CODESTAG | MOBILE CODES
The Digital Connection
PRINT � WEB
AUGEMENTED REALITY | 3DAUGEMENTED REALITY | 3D
Amazon.com Partnership
Magazine Covers of the Year
2009 Best Covers of the Year
Cover of the YearCover of the Year
Best Entertainment|
Celebrity Cover
Best Entertainment|
Celebrity CoverBest News CoverBest News Cover
Industry Retail Promotion
Magazine Industry + Harrisburg News
• 15% rise in magazine category sales and up to 60%
lift in sales for special-display titles
Web-Sourced Subscriptions
20% of magazine subscriptions come from online20% of magazine subscriptions come from online
Web � Print
Magazine Content on Any Platform
Magazines in a Multi-Platform World
Thank You
Nina LinkPresident and Chief Executive Officer
Magazine Publishers of America
Recommended
