This year has seen its fair share of winners and losers in the magazine space, as titles battled to expand their digital footprint through Web, video and mobile, while still keeping a stronghold on print.
According to The Association of Magazine Media, which culled a year’s worth of data from its Magazine Media 360° Brand Audience Report, the magazines that grew the most had improved on their mobile and video impressions.
WWD looked at winners and the losers across women’s, men’s and lifestyle and shelter magazines, ranking them by the percent-change in their Magazine 360° score from October 2014 to October 2015. The Magazine 360° score is a composite of print and digital editions, which refer to MRI data that polls audience size and digital-edition downloads via tablet, as well as mobile, Web/desktop and video impressions.
According to that metric, in 2015, Condé Nast scored big with The New Yorker, Vanity Fair and Wired bringing in top numbers. Thanks to a 1,074.3 percent gain in video impressions, The New Yorker saw its 360° score expand 38.6 percent, just ahead of Vanity Fair, which turned in a 36.6 percent increase due to a triple-digit boost in mobile Web traffic.
Coming in third, Hearst’s Harper’s Bazaar edged out Wired with a 34.9 percent increase, aided by Web/desktop and mobile traffic gains, which offset print declines. Wired, which reeled in a 32.2 percent rise in its 360° number, was helped by a 94.4 percent rise in video impressions. Rounding out the top five was Bazaar’s sister pub, Marie Claire, which pulled in a 27.4 percent gain, due mainly to a 190.4 percent increase in mobile and an 88.3 percent gain in desktop traffic.
To date, the year’s losers included O, The Oprah Magazine, which turned in a 14.2 percent decline in its 360 metric; Shape, -2.6 percent, and House Beautiful, -0.7 percent. For O, the steepest declines came from Web/desktop and video, which were down 40 percent and 41.1 percent, respectively. Both Shape and House Beautiful were weighed down by print declines of 12.7 percent and 9 percent each.