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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: Getty

View webinar recording

(YouTube)

Original webinar date: March 2, 2023

Gain understanding and stay in compliance with data privacy laws and records retention regulations and procedures. ADMA and CNPA (California News Publishers Association) joined with the News/Media Alliance to present the latest on the California Consumer Privacy Act, national regulations and what’s on the horizon in Washington, D.C.

Description:

ADMA – CNPA – NMA Joint Webinar

Carson Wingler, Director, Data Privacy Program for McClatchy, moderates an informative and dynamic legal panel with Danielle Coffey, Executive Vice President and General Counsel of the News/Media Alliance, and Brittney Barsotti, General Counsel of CNPA. In addition to current regulations, the panel touches on future regulations which may include but are not limited to Age-Appropriate Design Code and CCPA Proposed Rulemaking topics (cybersecurity audits, risk assessments, and automated decision-making).  The combination of California expertise and national scope will help you better prepare and stay informed.

Speakers:

• Carson Wingler, Moderator, Director, Data Privacy Program, McClatchy
• Danielle Coffey, Executive Vice President and General Counsel, News/Media Alliance
• Brittney Barsotti, General Counsel, CNPA

Sponsored by:

Inka Solutions

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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.

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This survey has ended – thank you for your participation!

We are evaluating our news and magazine audience and advertising research reports and would like your feedback!

To better meet your needs and continue to provide relevant data and trends about news and magazine media, we want to take the best of the News Advertising Panorama and Magazine Media Factbook and expand on those elements. But we need your help to make sure we’re providing you what you need most!

Please click the link below to share your thoughts. The survey should take you no more than ten minutes to complete.

Your input is extremely valuable and we thank you very much for your assistance in this important exercise!

Note: This survey is for Alliance members only who use the News Advertising Panorama and/or the Magazine Media Factbook.

Please email Alliance VP, Research & Insights Rebecca Frank at rebecca@newsmediaalliance.org if you have any questions about this survey or our research reports.

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In this video featuring highlights from the News/Media Alliance Industry Summit, held on September 30, 2022 in New York, speakers offered expert tips and actionable insights on trending topics, including using data to deepen reader engagement, expanding ecommerce opportunities, and the future potential of Web3 in the context of news and magazine publishing.

Watch Now:

Speakers featured (in order of appearance): Scott Stein, USA TODAY/Gannett; Linda Li, SVP & General Manager, Wirecutter (The New York Times); Tyler Sperry, Director, eCommerce +
Affiliates, America’s Test Kitchen; Alysia Borsa, Chief Business Officer and President of Lifestyle, Dotdash Meredith; Beth Diaz, Vice President, Audience Development and Analytics, The Washington Post; Robin Berjon, Former VP, Data Governance, The New York Times

Music from #Uppbeat (free for Creators!): https://uppbeat.io/t/andrey-rossi/seize-the-day
License code: 3TCNKHDLZCSHBI9Q

Panel Recaps:

Session 1: Using Data to Deepen Reader Engagement

Session 2: Expanding eCommerce Opportunities

Session 3: Could Web3 Really Be a Thing for Publishers?

Related:

Full session recording: Fireside Chat with Robin Berjon: Could Web3 Really Be a Thing for Publishers?

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FOR IMMEDIATE RELEASE

Arlington, VA – The News/Media Alliance today filed comments and an accompanying economic study with the Federal Trade Commission (FTC), urging the agency to ensure news and magazine publishers maintain the ability to benefit from digital advertising under any potential consumer privacy rules it may adopt. The comments were in response to the FTC’s Advanced Notice of Proposed Rulemaking (ANPR) on commercial surveillance and data security, published in August. The ANPR requested stakeholder feedback on whether the agency should implement new trade regulation rules on how companies use consumer data.

Highlighting the vital role high-quality journalism plays in supporting a healthy democracy and vibrant local economies – and the importance of digital advertising in supporting investments in journalism – the Alliance in its submission to the FTC recommends the adoption of a “Data Poaching Rule” that would prohibit dominant tech platforms from poaching first-party consumer data from publishers.

Today the dominant platforms use their market power to collect consumer data broadly throughout the internet – not just to provide a service in exchange for data – while also dictating the contractual terms of any services they provide, giving them broad usage rights to the data they poach. Third-party collection and selling of users’ data on websites owned by news and magazine publishers is not within a reasonable expectation of our readers. The platforms’ extensive tracking of consumers can eventually lead to an erosion of consumer trust and weaker competition in digital advertising markets. The Alliance’s proposed Data Poaching Rule would grant the sole right to collect consumer data to the known owner or operator of the digital property with whom the consumer interacts. Based on the Apple App Tracking changes over the last couple of years, it can be expected that around 10 percent of current revenue received by the platforms will shift to publishers, including news and magazine publishers, which will in turn result in increased quality journalism.

“Regulators must act now to address the monopolistic practices of the dominant platforms that suppress competition and threaten quality journalism in the digital ecosystem,” stated Alliance Executive Vice President & General Counsel Danielle Coffey. “Federal consumer privacy rules, if drafted properly, could help rebalance the playing field, with the Data Poaching Rule ensuring that those who produce original content and build long-lasting and trusting relationships with their users benefit the most from digital advertising on their websites.”

The comments also discuss the quid pro quo relationship between publishers and their readers – and publishers’ practice of clearly disclosing their data collection practices upfront and the benefit consumers receive from it – in addition to noting the benefits of targeted advertising, when conducted responsibly. The comments also call on the FTC to be mindful of existing data security and privacy compliance frameworks and to make sure any new rules would be consistent with those laws and regulations in order to lower compliance costs and provide consistency and predictability.

The comments further argue that any new rules should be weighed against the harm to the consumer, apportioned based on size and risk, and allow for companies to cure violations that have not resulted in “substantial privacy harm” under certain circumstances. Enforcement, meanwhile, should focus on instances of reckless or knowing violations.

The News/Media Alliance’s comments can be viewed in full here and the economic study – produced by Hal Singer and Augustus Urschel of Econ One – here.

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Media Contact:
Lindsey Loving
Director, Communications
News/Media Alliance
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.

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