FIGURING OUT THE NUMBERS: The Association of Magazine Media has provided some new insight on consumer demand for fashion and beauty magazines during the all-important month of September.
This story first appeared in the October 23, 2014 issue of WWD. Subscribe Today.
The MPA ranked the women’s magazines Vogue, Elle, Harper’s Bazaar, Allure, Teen Vogue, Lucky, Glamour, Marie Claire, Seventeen and InStyle, and while the numbers might need a statistics degree to decipher, it found that Glamour had the largest brand audience with 19 million for the month.
That brand audience number, which is dubbed MPA’s “total 360” number, comprises readers of a title’s print and digital editions, as well as unique visitors to its video channel and to its Web site via computer and mobile. The data, which is culled from third-party providers GfK MRI, Ipsos, ComScore, Nielsen Online and SocialFlow, is the MPA’s new way of providing what it claims is the “true” insight into consumer demand for magazines.
Returning to the September numbers, the MPA said that year over year, Glamour grew just 8 percent, while Harper’s Bazaar logged the biggest improvement with a 44 percent increase in brand audience to six million. The MPA didn’t add Cosmopolitan magazine to its top 10 list, as it likely views it as more of a generalist read, but that glossy turned in the highest total 360 number among women’s magazines with 29.5 million. (Of MPA member magazines, the highest overall 360 number went to a non-fashion publication, People, with 75.1 million).
Among the top 10, Vogue came in second with a total 360 number of 16 million, followed by InStyle (12.4 million), Seventeen (11 million), Allure (10.2 million), Elle (9.8 million), Bazaar (six million), Teen Vogue (5.8 million), Marie Claire (5.5 million) and Lucky (3.5 million). In men’s magazines, GQ earned an audience of 13.7 million, while Esquire pulled in 8.3 million and Details attracted 1.6 million. On the bright side, Details improved its total 360 number by 16 percent, according to the MPA, which noted that InStyle only improved on its figure by 2 percent.
The MPA introduced its total 360 metric in late September when it revealed that it would cease reporting monthly advertising-page figures, as those numbers tell just one element of a magazine’s health, namely the print story.
For those still interested in print and ad pages, Vogue pulled the highest total page count in September with 631, although that was a 4.5 percent dip from last year. InStyle and Elle nabbed 485 and 465 pages, respectively, with Bazaar nipping at their heels with 444 pages. Glamour, MPA’s total 360 winner, had 215 pages, down 4 percent, and Cosmo grabbed 188 pages for a 9.1 increase. GQ’s pages were flat at 203, while Details had a 10 percent decline in pages to 132. Esquire’s pages fell 12.3 percent to 109.