US magazine readership amongst adults has increased by 5.3% since 1998, outpacing the 4.4% growth in the adult population over the same period, according to the Magazine Publishers of America (MPA) and Mediamark Research Inc. (MRI).
Ellen Oppenheim, chief marketing officer and executive vice president of the MPA, notes that this growth comes despite the economic downturn and the continued growth of the internet and other media alternatives.
Readership of the 171 magazines common to each of the past five MRI spring studies was examined in order to analyse the trends. Along with the boost in the adult category, there were gains in overall female (6.1%) and male (4.3%) readership. This same growth trend was found for the older (35+) age segment, whilst readership remained virtually unchanged for the younger group (18-34).
| US Magazine Readership Trends (Readership In Millions) |
| |
|
|
| |
Spring 1998 |
Spring 2002 |
| Adults |
|
|
| Average Readership (MM) |
7.7 |
8.1 |
| Readership Index |
100 |
105 |
| Average Coverage* (%) |
3.9 |
4 |
| Coverage Index |
100 |
101 |
| |
| Men |
| Average Readership (MM) |
3.4 |
3.6 |
| Readership Index |
100 |
104 |
| Average Coverage* (%) |
3.7 |
3.7 |
| Coverage Index |
100 |
100 |
| |
| Women |
| Average Readership (MM) |
4.3 |
4.5 |
| Readership Index |
100 |
106 |
| Average Coverage* (%) |
4.2 |
4.3 |
| Coverage Index |
100 |
102 |
| |
| Adults 18 – 34 |
| Average Readership (MM) |
2.8 |
2.8 |
| Readership Index |
100 |
100 |
| Average Coverage* (%) |
4.2 |
4.3 |
| Coverage Index |
100 |
102 |
| |
| Adults 35+ |
| Average Readership (MM) |
4.9 |
5.4 |
| Readership Index |
100 |
108 |
| Average Coverage* (%) |
3.8 |
3.8 |
| Coverage Index |
100 |
101 |
| *Readership relative to population growth |
| |
|
|
| Source: MRI/MPA, August 2002 |
