SOCIAL STANDING: Although social media popularity does not necessarily correlate to company health or, in the case of media, advertising dollars, the Magazine Media Industry released its first quarter social media report to demonstrate audience growth.
The report, which tracks social media activity across 222 magazine titles on Facebook, Twitter, Google+, Instagram and Pinterest, revealed a 7 percent rise in likes and followers in the quarter ended March 31.
This story first appeared in the April 15, 2015 issue of WWD. Subscribe Today.
Across all five networks, National Geographic registered the most likes or followers with 67 million, followed by ESPN The Magazine (40.3 million), Time (22.9 million), The Economist (21.7 million), Vogue (19.5 million), Playboy (19 million), People (13.3 million), Elle (10.9 million), Forbes (10.6 million) and Discover (9.9 million).
In terms of absolute growth, magazines added 10.3 million new Twitter followers, but in terms of absolute size, Facebook continued to dominate across all social media platforms. Instagram had the highest rate of growth in followers for magazine media brands at 18 percent with The Economist, Recoil and Bloomberg Businessweek showing the largest percentage growth for the quarter.
The MPA said luxury magazines expanded their Instagram followings by 15.3 percent, while travel-centric titles grew their followings 27.6 percent.
Drilling down the top five magazines in the fashion and luxury space in March, Vogue had the most Facebook followers with 6.3 million and Cosmopolitan grabbed the number-two spot with 5.8 million. Teen Vogue came in third with 4.6 million, followed by Glamour (4.2 million) and InStyle (4.0 million). Vogue nabbed top Twitter honors, too, with 5.7 million, followed by Elle (3.2 million), InStyle (3.0 million), Teen Vogue (2.4 million) and Vanity Fair with 2.0 million).
Vogue also came in first in Instagram followers with 3.8 million. GQ came in a distant second with 1.5 million followers, trailed by Teen Vogue with a little more than 1 million and Vanity Fair with 864,195. Coming in fifth, Condé Nast sister title W registered 854,968 followers in March.