Magazine 2012 Trends

MAGAZINE 2012
TRENDS
Top English
Magazines
Rank
Title
Category
Readership
Frequency
(000)
Source: PMB Spring 2013
1
Reader’s Digest
General Interest
5,215
Monthly
2
Canadian Living
Women’s
3,832
Monthly
3
Canadian Geographic
General Interest
3,644
Bi-monthly
4
Chatelaine
Women’s
3,164
Monthly
5
Canadian House & Home
Home Shelter
2,462
Monthly
6
Maclean’s
News
2,411
Weekly
7
Hockey News
Sports
1,967
26 X
8
Outdoor Canada
Fishing & Hunting
1,960
6X
9
Fashion
Women’s
1,927
10 X
10
Today’s Parent
Parenting
1,683
Monthly
11
Canadian Gardening
Gardening
1,664
7X
12
Style At Home
Home Shelter
1,627
Monthly
13
Elle Canada
Women’s
1,585
Monthly
14
Flare
Women’s
1,238
Monthly
15
Hello! Canada
Entertainment
1,168
Weekly
The Top 15
PMB-measured
titles deliver over
937+ Million
Impressions
annually.
Top French
Magazines
Rank
Title
Category
Readership
Frequency
(000)
Source: PMB Spring 2013
1
Coup de pouce
Women’s
1,139
Monthly
2
Touring (Bilingual)
General Interest
1,092
Quarterly
3
L’actualité
News
1,057
20 X
4
Châtelaine
Women’s
922
Monthly
5
Sélection du Reader’s Digest
General Interest
769
Monthly
6
Elle Québec
Women’s
749
Monthly
7
7 Jours
Women’s
712
Weekly
8
Les Idées de ma maison
Homes
663
10 X
9
Bel Âge Magazine
Mature Market
636
11 X
10
Clin d’oeil
Women’s
616
Monthly
11
Ricardo
Food & Beverage
616
8X
12
Chez-Soi
Homes
532
10 X
13
Décormag
Homes
514
10 X
14
La Semaine
Women’s
496
Weekly
15
Star Inc.
Women’s
387
10x
The Top 15
PMB-measured
titles deliver over
292+ Million
Impressions
annually.
Number of
Consumer Titles
Number of Canadian Consumer Magazine Titles
Recession
Source: Statistics Canada; Masthead Magazine
109
New launches in
the past five years
446
New launches in
the past ten years
59%
of all Canadian magazines
were launched after the
internet became
commercially available
in 1989
Average Issue
Circulation is Rebounding
Many titles managed
circulation downwards to
create a more
homogeneous circulation
base during the economic
downturn. Post-recession,
circulation continues to
rebound.
RECESSION
Source: CARD
Average
Readership per
Title is Stable
Average # Readers per Title (Millions of Readers)
Source: PMB
Average
Readers per
Copy is Stable
Average # Readers per Copy
Source: PMB
Reader Interest
Scores Remain
Stable
Reader Interest Score (1-10)
Source: PMB
Time Spent
Reading
Remains Stable
Time
spent
reading
40
41
42
40
42
41
41
Minutes per Issue
PMB 2005
Source: PMB
PMB 2007
PMB 2009
Spring
PMB 2010
Spring
PMB 2011
Spring
PMB 2012
Spring
PMB 2013
Spring
Magazines are
Read by All Age
Groups
% Read a PMB-Measured Magazine in the Past 90 Days
86
86
84
84
81
74
12-17
Source: PMB Spring 2013
18-24
25-34
35-49
50-64
65+
Magazine Readers
are Younger than the
General Population
5%
Average
Age
Source: PMB
U.S. SPILL
is in Decline
U.S. spill circulation is
in long term decline
as Canadian
publications repatriate
readership
Source: ABC
Three U.S. Spill
Titles in Canada’s
Top 100
Titles (2012 Ranking)
National Geographic (44)
Cosmopolitan (60)
O, Oprah (88)
Tax Deductibility
Advertisers in foreign-based magazines with less than
80% original Canadian content (as above)
may only deduct 50% of advertising expenses.
Advertisers in magazines with 80%+ original Canadian content may deduct 100%.
Sources: CARD; ABC
magazinescanada.ca
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