MPA “magazine handbook” available: Michael Shields of MediaPost reports the 2004 52-page “Magazine Handbook” is now online at the MPA website and “worth checking out.” (The link on the rexblog’s magazine resources blogroll has been updated if you want to refer back to it later. The direct link to the PDF download is at the bottom of this post.)
Here are some highlights Michael extracted from the report:
Based on the MPA’s criteria for measuring and monitoring magazines, the number of total magazines was down in 2003 versus the previous year–from 17,321 to 17,254. However, the number of consumer magazines was up by nearly a thousand titles, going from 5,340 to 6,234–an increase of 17 percent. The industry saw 440 new launches last year, with 45 falling within the Crafts/Games/Hobbies/Models category (and mysteriously, just one in the Mystery/Science Fiction category). As an indication of the deep thinking and serious nature of a nation preoccupied by a war and an upcoming presidential election, the leading editorial subject covered by magazines was “Entertainment/Celebrity,” with more than 18.2 million pages representing more than 12 percent of all pages. Apparel/Accessories was the second-highest editorial category, with more than 10 percent of all pages. Lucky for that. The percentage of advertising (versus editorial) pages is up from one year ago–from 46.6 percent to 47.9 percent–although it is still lower than 1996, when advertising represented more than half of magazine pages. According to an intriguing analysis of GRPs (gross rating points) for both media, the top 25 magazines out-deliver the top 25 prime-time TV shows for several adult and teen demos.
A PDF of MPA’s 2004 Magazine Handbook can be downloaded by clicking here.