The Magazine Publisher’s Association (MPA) recently released the 2009-2010 Magazine Handbook. The new handbook contains new research, facts, figures and statistics on all aspects of the US Consumer Magazine industry.
Click here to view the 2009-2010 Magazine Handbook
While 2009 has certainly been a challenging year for almost all business segments, the magazine category continues to find ways to grow and evolve.
Magazine readership continues to grow among Americans. In fact, according to 2008 studies by Harris Interactive and MRI, reading remains the number one leisure activity for American adults and magazines are the only medium besides the internet to see total audience increases that outpaced the growth of the total US adult population.
In addition to remaining strong in the marketplace, magazines are also continuing to evolve. The magazine industry has recognized the importance of adapting and have employed new retail and distribution tactics, while also looking for new technologies to expand magazines beyond print.
According to data from Research Solutions Inc (RSI), adults look to magazines to provide valuable vacation-planning information. This is great news for travel advertisers looking to reach qualified consumers. Magazines are a great way to reach that audience!
The RSI data shows that 76% of women and 70% of men consider magazines a good source for learning about vacation destinations and 65% of women take action as a result of a travel ad or article.
Also, the study uncovered that magazines are a valuable source in planning – the majority of consumers noted that they have already narrowed their choices for a vacation destination by the time they go online. Additionally, this study found that magazines are the #1 source of information on travel websites for women.
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