Arlington, VA – Hundreds of millions of adults read news and magazine media each week. That finding and many others can be found in the newly released News/Media Alliance 2023 Market Report: News and Magazine Media: Providing a Trusted, Brand Safe Source for Reaching Engaged & Influential Audiences. The Market Report provides useful facts and figures on the news and magazine media audience and related benefits and advantages for marketers of advertising in print and digital news and magazine media.

A key overall finding of the Market Report is that the inherent value of the news and magazine media audience itself continues to be a huge benefit for advertisers due to their socioeconomic profile and strong purchasing history in several retail categories.

The report highlights the unique qualities of news and magazine media for advertisers, including a brand-safe environment; audience trust in and engagement with the advertising found in their products; a wealthier, more-educated audience than the average U.S. adult; news media reach of more than 116 million U.S. adult consumers, including 44 percent of adults; and magazine media reach of 224 million Americans in 2023.

The Market Report details how news and magazine media provide the best advertising strategies and channels to reach the desired audience(s). The report looks at key demographics of the news and magazine audience, such as income and education, as well as their buying and spending habits and their role as influencers in society which, taken together, make them a must-reach audience for advertisers.

Alliance Vice President of Research & Insights, Rebecca Frank said, “We are excited to have this data to help us evolve the understanding of the value of news and magazine readers for advertisers, which we hope will sustain ad-supported media into the future.”

Today’s news and magazine companies are publishers of original content, providers of marketing services and experts on their readers and communities. Their solutions encompass a variety of customer-focused marketing solutions, from standard print and digital advertising to events, research and marketing services.

“Nowhere else can readers find the quality journalism and content that our members offer,” said Alliance President & CEO Danielle Coffey. “From sports to politics to recipes to games to breaking news to investigative journalism, news and magazine media provide that brand safe environment where marketers can feel confident that their ads will always appear alongside trusted and credible content.”

This is the first combined report on the unified news and magazine media industry under the News/Media Alliance, which last year merged with MPA, the Association of Magazine Media. Alliance members represent many of the largest and most renowned brands in the magazine and news publishing industries representing $45 billion in combined annual revenue.

The 66-page Market Report includes research and statistics from a wide range of sources, including MRI-Simmons, Nielsen Scarborough, Edelman Trust Barometer and more, which paint a comprehensive picture of the value of the news and magazine audience for advertisers.

Highlights from the 2023 Market Report include:

Reach:

• Our products reach hundreds of millions of Americans.
• Print and digital newspaper reach nearly half of all US adults (116 million or 44%)
  • 45% of adult men engage with news media weekly, 43% of adult women.
• The US magazine audience reached 223.6 million Americans in 2023 (print + digital)
  • 87% of US adults have read a magazine in the last 6 months.

Valuable Audiences:

• The news media audience is well-educated and high-income, with a median household income $8K higher than the national average.
  • News audiences who access news via web/apps/mobile are younger (half are under age 44) and even higher-earning individuals.
• Nearly 9 in 10 Americans of all age groups have read magazine media in the past 6 months, with numbers increasing as age decreases.
  • Black, Hispanic and LGBT Americans all read more print magazines per month than the U.S. average.

Trust:

• Traditional media sources are more trusted than owned and social media.
• Magazine readers are trusted by their communities and influence others’ purchases and make recommendations.
  • Readers prefer magazines to internet, TV and radio on the topics of healthcare, automotive, vacation, finance, and food.

Spending Habits:

• News media reach not only high-value consumers, but those who make high-end purchases.
  • News media reach 58% of households that own or lease a hybrid or electric car, 58% of households that own stocks, and 51% of shoppers who spent $2500 or more on internet purchases in the past year.
• Nearly 8 in 10 magazine readers who see an ad in their magazine take an action as a result.
  • One in four readers looked for more information about the product/service, and one in five visited the advertiser’s website.

The Market Report is available exclusively to Alliance members on its website here (member login required). Advertisers and other who are not Alliance members who are interested in obtaining a copy of the report can request it here.

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Media Contact:
Lindsey Loving
Director, Communications
lindsey@newsmediaalliance.org

The News/Media Alliance is a nonprofit organization representing more than 2,200 news and magazine media organizations and their multiplatform businesses in the United States and globally. Alliance members include print and digital publishers of original journalism. Headquartered just outside Washington, D.C., the association focuses on ensuring the future of journalism through communication, research, advocacy, and innovation. Information about the News/Media Alliance can be found at www.newsmediaalliance.org.

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This Q&A provides additional background information and answers to common questions about the News/Media Alliance 2023 Market Report: News and Magazine Media: Providing a Trusted, Brand Safe Source for Reaching Engaged & Influential Audiences.

Q: What is the Market Report and what does it contain?

A: The 2023 Market Report from the News/Media Alliance is a comprehensive research report that provides revealing facts and insights that help inform publishers and advertisers about the value of our members’ products.

The 2023 Report features newly published data about news and magazine media, including audience size and demographics, reader consumption behavior, shopping trends, and more. The report grew out of previous work done by the News/Media Alliance, specifically the News Advertising Panorama and Magazine Media Factbook (member login required).

Q: Who is the audience(s) for the Market Report?

A: The audience for the Market Report includes those working in or with the news and magazine industry, including in advertising, marketing, editorial, audience engagement, and other aspects of providing engaging content to readers. There are hundreds of useful data points in the Market Report to help you gain additional insight into who, what, when, where and why readers engage with news and magazine media, including ads.

Q: Why did you combine the separate news and magazine reports?

A: We know that all publishers – news and magazine outlets, print and digital – face similar challenges and can help one another to position themselves for success. As our organizations merged in 2022, we represent a unified industry working toward shared goals, and so moving forward, we will release the data in a combined Market Report.

However, the report still breaks out separately data that is specific to news or magazines.

Q: What are the main highlights of the Market Report?

A: We see the most important findings that members and advertisers alike can draw from the report as laddering to four larger categories:

1. Audience Size: News and magazine media reach hundreds of millions of Americans.

• Print and digital newspapers reach nearly half of all US adults (116 million, or 44 percent).
  • Forty-five percent of adult men and 43 percent of adult women engage with news media each week.
  • Magazines reached 223.6 million Americans in 2023 (print + digital).
    • Eighty-seven percent of U.S. adults have read a magazine in the last six months.

2. Audience readership composition + demographic info: News and magazine media reach a wide group of valuable consumers.

• The news media audience is well-educated and higher income, with a median household income that is $8,000 higher than the national average.
  • News audiences who access news via web, apps, and mobile are younger (half are under age 44) and even higher earning.
• Magazines reach an engaged audience of young and diverse consumers.
  • Eighty-seven percent of white adults, 88 percent of Hispanic adults, 89 percent of Black adults, 91 percent of LGBT adults and 92 percent of Asian-American adults read magazines in the past six months.
  • Eighty-nine percent of Americans under age 35 and 90 percent under age 25 also read magazines in the past six months.

3. Opportunities for advertisers: News and magazine media reach people looking to make big ticket purchases and who take action on information they get from news and magazines.

• News media reach not only high-value consumers, but those who make high-end purchases.
  • News media reach 58 percent of households that own or lease a hybrid or electric car, 58 percent of households that own stocks, and 51 percent of shoppers who spent $2,500 or more on internet purchases in the past year.
  • Nearly eight in 10 magazine readers who see an ad in their magazine take an action as a result.
  • One in four readers looked for more information about the product/service, and one in five visited the advertiser’s website.

4. Trust: News and magazine publishers earn readers’ trust and they share our products with their friends and families.

• Traditional media sources are more trusted than owned and social media.
• Magazine readers are trusted by their communities and influence others’ purchases and make recommendations.
  • Readers prefer magazines to internet, TV and radio on the topics of healthcare, automotive, vacation, finance, and food.

Q: What else can I expect in the Market Report?

A: Other data in the Market Report include: Information about audience size and growth, reader demographics, purchase and spending behaviors, voting behavior, perceptions of news and magazine products, reader trust in news and magazine media, including ads; opinions about advertising fit with news and magazine content; and actions taken after seeing ads in news and magazine media.

Q: Where did the data come from?

A: Data and statistics in the 2023 Report came from some of the most trusted research companies in the field, including Nielsen Scarborough, MRI-Simmons/GfK, and Edelman.

Q: How can people use the Market Report?

A: Our vision for the Market Report and its predecessors has always been to inform any and all activities that publishers are using to help sustain their businesses. Examples include developing presentations and Media Kits for advertisers, developing new local outreach strategies, and refining advertising client targets based on these data points.

Q: Can I use content straight from the Market Report in my own presentations, and do I have to get permission first?

A: Yes! Members can use full slides or certain charts and graphs from the Market Report within presentations and in internal and external communications. We just ask that you attribute the information to “News/Media Alliance, 2023 Market Report, November 2023.” You do not have to get formal permission first.

Related Articles:

Press release: New Market Report from News/Media Alliance Provides Trends, Insights on Valuable News & Magazine Audience for Advertisers

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The latest research, trends and insights on the news and magazine audience for marketing and advertising professionals

The News/Media Alliance is pleased to provide the 2023 Market Report: News and Magazine Media: Providing a Trusted, Brand Safe Source for Reaching Engaged & Influential Audiences. The Market Report provides updated research trends and data points that highlight the continued enthusiasm for news and magazine media, as well as the strong credibility and trust news and magazine media enjoy with their readers. The Market Report’s insights on readership and audience preferences aid news, magazine and advertising professionals in their collaboration and enhancement of their advertising efforts.

The Market Report, published by the News/Media Alliance, represents many of the largest and most renowned brands in the magazine and news publishing industries, representing over 2,200 print and digital publications in the United States and globally, and over $40 billion in annual revenue.

News/Media Alliance members:

Access the Market Report – member login required.*

Non-members / Agencies:

If you are not a member of the Alliance, but you are interested in requesting the 2023 Market Report, please submit a request here for consideration to receive a copy.

* If needed, you can reset your Alliance password here. Please email membership@newsmediaalliance.org if you require assistance or have any questions.

Related resources:

View the press release on the 2023 Market Report here.

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Image credit: Oleksii Didok / iStock/Getty Images Plus via Getty Images

It is not a stretch to say that programmatic advertising and the broader suite of advertising technology (or ad tech) has harmed publishers in multiple ways. Whether due to the system’s monopolization by the largest tech platforms, the ability for bad actors to manipulate the system for profit,  or unscrupulous vendors playing on advertisers’ fears, it seems wherever you look, you can find evidence of the adverse impact of ad tech companies’ actions on publishers. A new report out in January gives us hope, however, that things may be looking up.

In 2020, the UK’s Incorporated Society of British Advertisers (ISBA), working with PwC, published a landmark study tracking ad tech spend, the findings of which were very disturbing to publishers. Among the findings was an “unknown delta” of 15 percent of advertising spend that could not be attributed to either the buyers or sellers in the ad tech value exchange. The fact that publishers were only receiving 51 percent of advertiser spend was also cause for alarm. As we wrote at the time, “This study should act as a clarion call to publishers, advertisers and the ad tech community that the system as it stands does not work as it should.”

At least to some extent, that call has been heard and we hope to see the improvements continue.

In addition, last month the two organizations reported “positive and welcome improvements” in the second round of the study, conducted in 2022.

They found, among other increased benefits:

• “Improvements in data access successfully halved the time required to conduct the study to nine months (vs. 18 months for the 2020 study).
• Greater standardisation of data quality improved the ad impression match rate to 58% (vs. 12% in 2020) and the unattributable ad spend (AKA the unknown delta) was reduced to 3% (vs. 15% in 2020).
• The proportion of advertiser spend reaching publishers has risen by 8%.”

However, there are still many places where the deck remains stacked against publishers. As AdExchanger reported, “PwC itself has room to grow as an auditor” to better understand and audit more transactions. And publishers still take less than two-thirds of advertising dollars spent, with companies that are not involved in content creation taking a large share of the advertising placed against it.

While the report’s findings are welcome and positive, all parties have a responsibility to continue to advocate – voting with their voices and their dollars – for a stronger system for ad-supported news and content.

The post A Spot of Good Ad Tech News for Publishers appeared first on News/Media Alliance.

FOR IMMEDIATE RELEASE

Arlington, VA – The News/Media Alliance has released the latest installment of the Magazine Media Factbook. The Factbook provides updated research trends and data points that highlight the continued enthusiasm for magazine media, as well as the strong credibility and trust magazine media enjoy with their readers. The Factbook’s insights on magazine consumption and audience preferences aid magazine and advertising professional collaboration and enhance their advertising efforts.

The Factbook, originally a product of MPA – The Association of Magazine Publishers, which merged with the News Media Alliance on July 1, 2022, is being published this year by the newly combined organization, the News/Media Alliance. News/Media Alliance members represent many of the largest and most renowned brands in the magazine and news publishing industries. The combined industries represent over $40 billion in annual revenue.

“Magazines provide an ideal environment for advertising that inspires action, and the Magazine Media Factbook confirms that through its in-depth research statistics and insights,” said Alliance President and CEO, David Chavern. “Our members are trusted sources of information that readers want and need, with thoughtful, relevant and interesting ads that make readers feel heard and understood. That translates to more sales and a greater return on investment for marketers.”

Highlights from the 2022 Magazine Media Factbook:

• Overall audience across print and digital grew in 2021 to 222.2 million readers.
• Magazine launches rebounded from the height of the pandemic, doubling to 122 new titles in 2021.
• More than half of individuals in every age group interact with magazines on social media.
• People of all ages still enjoy experiencing magazines in print, including nearly six in ten 18-34 year-olds (58 percent) who say they love the touch and feel of a printed magazine.
• Magazine readers influence others’ shopping behaviors and are above-average spenders in several purchasing categories.
• Devoted magazine readers are wealthier, enjoy exclusive luxury products and services, and are more likely to pay premium prices in certain retail categories.
• Advertising in magazine media is effective:
  • Over 90 percent of women 18-34 took action after seeing an ad in both a magazine and its website, and research from Dynata shows that magazine prints ads provide brand lift when it comes to growing consumer awareness and purchase intent.
  • Fifty-seven percent of adults ages 18-49 say ads in magazines fit well with the content, more than other media.
  • The number of magazine website advertisers increased 23 percent in 2021 vs. 2020.

Alliance members can access the full Factbook here (member login required). All others may request a copy of the Factbook by emailing Alliance Vice President of Research & Insights, Rebecca Frank at rebecca@newsmediaalliance.org.

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Media Contact:
Lindsey Loving
Director, Communications
lindsey@newsmediaalliance.org

The News/Media Alliance is a nonprofit organization representing more than 2,000 news and magazine media organizations and their multiplatform businesses in the United States and globally. Alliance members include print and digital publishers of original journalism. Headquartered just outside Washington, D.C., the association focuses on ensuring the future of journalism through communication, research, advocacy, and innovation. Information about the News/Media Alliance can be found at www.newsmediaalliance.org.

The post News/Media Alliance Releases 2022 Magazine Media Factbook appeared first on News/Media Alliance.

The latest research, trends and insights on magazine readers for magazine and advertising professionals

The News/Media Alliance is pleased to provide the latest installment of the Magazine Media Factbook. The Magazine Media Factbook provides updated research trends and data points that highlight the continued enthusiasm for magazine media, as well as the strong credibility and trust magazine media enjoy with their readers. The Factbook’s insights on magazine consumption and audience preferences aid magazine and advertising professional collaboration and enhance their advertising efforts.

The Factbook, originally a product of MPA – The Association of Magazine Publishers, which merged with the News Media Alliance on July 1, 2022, is being published this year by the newly combined organization, the News/Media Alliance. News/Media Alliance members represent many of the largest and most renowned brands in the magazine and news publishing industries.

News/Media Alliance members:

Access the Factbook – member login required.*

Non-members / Agencies:

If you are not a member of the Alliance, but you are interested in requesting the Factbook, please contact Alliance Vice President of Research & Insights, Rebecca Frank at rebecca@newsmediaalliance.org for consideration to receive a copy.

* Please email membership@newsmediaalliance.org if you need your username and password sent to you.

The post Magazine Media Factbook appeared first on News/Media Alliance.

Guest: Gordon Borrell, Borrell Associates

“If we don’t understand that the people who really support the newspaper are the advertisers, and they need to be able to use the newspaper company to help them sell things, to help them grow their business, if we fumble that, we don’t have a newspaper.”

– Gordon Borrell, Borrell Associates

In an environment with ever-increasing advertising options, what do local advertisers want today? As everything becomes more digital, what changes are happening across media, and what are the opportunities for local news publishers to stand out? What do marketers uniquely value about local news media and how can publishers capitalize on that? 

News/Media Alliance President & CEO David Chavern dives into these questions and more in this episode of News Take with Gordon Borrell, founder of advertising tracking firm, Borrell Associates. In this candid conversation, Borrell shares his insights on the evolving world of local advertising and what advertisers are looking for specifically from local news publishers, as well as how publishers can be more valuable by serving as advisors to advertisers on how to tell their story.

Listen or download the audio file to listen offline:

Don’t forget to subscribe to the News Take podcast by clicking “Follow” and selecting your preferred podcasting platform, or click on your preferred platform: Spotify, Apple, Google.

Watch with video:

Speaker bios

Gordon Borrell founded Borrell Associates in 2001 and has become the local media industry’s leading analyst. He is ranked in the top 2 percent among Gerson Lehrman Group’s 150,000 consultants worldwide and is quoted in Ad Age, MediaPost, Editor & Publisher, The Wall Street Journal, The New York Times, Forbes and other publications. Prior to starting Borrell Associates, Gordon was vice president for new media for Landmark Communications, where he started his career 22 years earlier as a newspaper reporter. He is past chairman of the Local Media Association and of the Local Media Foundation. Gordon has five children and lives with his wife, a writer and book author, in Hampton Roads, Va.

Related viewing

Episode 39: Why Newspaper Advertisers Keep Buying

Watch the next episode: Update on News Deserts and Local News Trends

Watch the previous episode: Print, Logistics and Delivery in a Transitional Age

View all episodes

Send us your suggestions

Send your suggestions for future News Take guests to Alliance VP, Research & Insights Rebecca Frank at rebecca@newsmediaalliance.org.

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If you are a news publisher, click here.

Dear Facebook Advertisers:

Worried about your ads appearing next to disinformation, misinformation or hate speech?

Our journalism is written and edited by professionals. We take responsibility for what we do.

Our audiences continue to grow. The public wants and needs quality news and information more than ever.

Let’s talk.

Overview

Americans are looking to their local print and digital news publishers in this time of paramount public health concern and historic protests. Traffic to news websites has increased significantly as consumers want to know what is happening in their communities so they can stay safe and healthy, as well as engage with their fellow community members.

Our high-quality journalism offers brand safe environments for advertising. Yet news publishers are facing greater challenges than ever due to decreasing advertising revenue resulting from the coronavirus pandemic.

Facebook has not sufficiently addressed advertisers’ concerns about hate speech and misinformation appearing on their platform.

As you are considering alternatives to Facebook for your advertising budget, we hope you will consider advertising in your local newspaper, print or digital. Not only will you be able to feel confident in the content alongside which your ads are appearing, but you will be helping to ensure that during these challenging times, news publishers, who are working tirelessly to bring the news to their communities during this crisis, are around to cover the next one.

Support Real News. Contact your local newspaper about advertising opportunities today.

Locate your local news publisher

The post Facebook Advertisers – Let’s Talk appeared first on News/Media Alliance.

Event brings together news publishers, advertisers/agencies in one place

FOR IMMEDIATE RELEASE

Arlington, VA – The News Media Alliance will host its next adXchange event on February 24 and 25 at the Embassy Suites Hotel in Fort Lauderdale, FL. A signature Alliance event, adXchange offers a cost-and-time-saving opportunity for its news publisher members to have private one-on-one meetings with advertisers and agencies.

adXchange is a popular event with Alliance members typically including representatives from news publishers, advertisers and ad agencies.

The event is typically held semi-annually, first in late February or early March in varying U.S. locations, and again in the fall in Chicago. This event is unique in that the agenda is focused on face-to-face meetings between publishers and advertisers/agencies.

Meeting space is provided for each advertiser, and the advertisers and news publishers schedule their own meetings. Upon registration, attendees will receive a link to their own webpage where they can access the advertiser contact list. Advertisers will also receive a link to their own webpage where they may download the news media attendee list. News publisher attendees and advertisers/agencies can mutually reach out to each other via email to set up private meetings. As the meeting hosts, advertisers/agencies are responsible for filling up their meeting slots. The Alliance can help to connect people if they are having trouble getting responses, but does not pair up publishers and advertisers/agencies or set meeting schedules.

“We have received very positive feedback from our members about adXchange over the years. It is a truly unique event that encourages the formation of new advertiser/publisher relationships, as well as maintaining existing partnerships, both of which provide great value to all parties involved,” stated Alliance President & CEO David Chavern.

Alliance Vice President, Research & Insights, Rebecca Frank stated, “Newspaper media are among the most trusted forms of media by consumers. Likewise, the news audience is more likely to engage with and take action because of advertising in the newspaper, which makes them a valuable audience for advertisers.”

A 2018 news publisher attendee said about adXchange, “This event, along with the Chicago fall event, are of extremely high value to me. Nowhere else can I see up to 25 important advertisers and agencies in such a short period of time at such a low cost.”

Jason Armstrong, Director of Media Development at Mediaspace, a full-service print and digital media buying and planning agency said, “adXchange is essential for Mediaspace in sustaining personal relationships and understanding the ever-evolving opportunities available to our clients.”

Alliance members as well as advertisers/agencies that host meetings receive complimentary registration to adXchange. For a per-person fee, non-Alliance-member news publishers may also attend. The non-member early bird rate of $300/attendee expires on December 20, 2019.

For more information and to register, visit www.newsmediaalliance.org/adXchange.

Contact Alliance Event Planner & Executive Assistant Rachel Fox with questions about adXchange.

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Media Contact:
Lindsey Loving
Manager, Communications
571.366.1009
lindsey@newsmediaalliance.org

The News Media Alliance is a nonprofit organization representing more than 2,000 news organizations and their multiplatform businesses in the United States and globally. Alliance members include print, digital and mobile publishers of original news content. Headquartered near Washington, D.C., in Arlington, Va., the association focuses on ensuring the future of news media through communication, research, advocacy and innovation. Information about the News Media Alliance (formerly NAA) can be found at www.newsmediaalliance.org.

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