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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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.

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Arlington, VA – Today, hundreds of local and regional newspapers across the country launched the “Don’t Let Big Tech Cancel Local News” ad campaign in support of the Journalism Competition and Preservation Act (JCPA).

The JCPA, a bill being considered in Congress, is designed to level the playing field between Big Tech and small and local publishers by allowing them to collectively negotiate for fair compensation for the use of their content. The nationwide campaign comes amid speculation that the JCPA legislative text will be released in the coming days and its supporters are urging Congress – specifically the bill’s lead co-sponsors Sens. Amy Klobuchar (D-MN) and John Kennedy (R-LA) and Reps. David Cicilline (D-RI) and Ken Buck (R-CO) – to initiate a markup of the bill and accelerate its passage in the House of Representatives and Senate.

“This is a critical time for the JCPA. We thank our sponsors for their leadership on this important bill, but the time to act is now,” said News/Media Alliance President and CEO David Chavern.

The campaign contains information on how readers can contact their Members of Congress to ask them to move forward on a markup for JCPA, including a QR code links to a page where readers can send emails and a phone number for constituents to call their representatives directly.

Since the JCPA was introduced last year, the bill has amassed 10 co-sponsors in the Senate and 63 co-sponsors in the House of Representatives. The bill has bipartisan support in Congress, and a recent poll showed that a strong majority of the American public support Congress passing the JCPA (70%). The time is now. Congress must act.

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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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FOR IMMEDIATE RELEASE

Washington, D.C. – A new national survey of 1,000 U.S. adults conducted by Schoen Cooperman Research (SCR) for the News Media Alliance shows that 70 percent of Americans support Congress passing the Journalism Competition and Preservation Act (JCPA). The JCPA is legislation designed to allow small and local publishers to band together to collectively negotiate fairer terms for use of their content by Big Tech platforms, such as Google and Facebook.

In the past two decades, Americans have watched their local papers shutter their doors or reduce their footprint in their communities as Google and Facebook built an advertising duopoly and deployed algorithms to systematically devalue high-quality journalism in favor of provocative content. This trend is affecting Americans’ attitudes toward Big Tech companies, as the survey shows that the public is worried about Big Tech’s influence over the news publishing industry and is concerned that the tech giants are driving small and local news outlets out of business.

The purpose of the survey by SCR was to understand American sentiments and concerns surrounding Big Tech’s role in society generally, and specifically the influence of Big Tech companies in the news and publishing industries. In addition, the survey sought to understand the public’s receptivity toward – and support for – curbing the power of Big Tech companies, through vehicles such as the JCPA.

“Americans have made it unequivocally clear – they want to preserve the high-quality journalism of small and local outlets across the country that have been decimated by Big Tech,” SCR Founder and Partner Douglas Schoen said. “Despite historic levels of partisanship, Americans on both sides of the aisle overwhelmingly want to hold Google and Facebook accountable and pass legislation like the JCPA that can save local journalism, protect free speech, and defend our democracy.”

Key findings of the survey are:

• 79 percent of Americans believe that Big Tech has too much power over the news and publishing industries.
• 76 percent of Americans believe that Big Tech companies are driving small and local news outlets out of business.
• 86 percent of Americans believe that Big Tech should be required to offer the same compensation terms to local publishers as they do national news organizations.
• 81 percent of Americans support Congress taking steps to give small and local publishers more power in negotiations with Big Tech companies.

The results of the survey reinforce the findings from a poll conducted by Echelon Insights in 2021 that found that Republican voters overwhelmingly support the passage of the JCPA and want to hold Big Tech accountable. The SCR survey also comes on the heels of the JCPA gaining momentum in Congress and new revisions to the bill that would refocus the legislation to apply only to small and local news outlets.

Read an op-ed by Schoen on the survey findings published on FoxNews.com: “Moves to curb Big Tech’s power over news and publishing find widespread support“

Methodology 

The survey was commissioned by News Media Alliance and conducted by Schoen Cooperman Research. Live telephone (550 cell and 365 landline) and online (100) interviews with a representative total sample of 1,015 United States adults of all age groups were completed between April 1-8, 2022. In line with the policies and standards of the American Association of Political Consultants, the mixed-method sample drawn was representative according to age, gender, and region of U.S. adults. The complete data set was also weighted by ethnicity, so that the sample composition best reflects the demographic profile of the adult U.S. population according to the most recent Census data.

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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 organizations and their multiplatform businesses in the United States and globally. Alliance members include print, digital and mobile publishers of original news content. Headquartered just outside Washington, D.C., 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.

Schoen Cooperman Research (SCR) is a strategic research firm that helps political, corporate and advocacy partners drive transformative change. SCR helps clients win elections, advance causes and build their brands by conducting in-depth quantitative and qualitative research and using insights to develop high-level strategies that provide a roadmap to decision-making and success.

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FOR IMMEDIATE RELEASE

Arlington, VA – The group of twenty-somethings comprising Generation Z grew up with the Internet and get their news primarily on social media. However, findings from qualitative and quantitative research from the News Media Alliance, released today, indicate that there are opportunities for news outlets – especially local news outlets – to position their products with Gen Z consumers to attract them as readers and potential subscribers.

About half of Gen Z consumers (51 percent) report reading news daily. The majority (60 percent) say they would be likely to use local news products, while one-third (33 percent) say they would be likely to pay for local news. Not surprising, twenty-somethings prefer to get news online via social media apps and web searches rather than in print, and they want to “snack” on news that has been customized to their preferences throughout the day. Motivators to subscribe to local news outlets include free trials and special content targeted to them.

When it comes to attracting this tech-savvy demographic, meeting them where they are is key. The findings show the times of day Gen Z users are likely to be on various social media platforms, representing optimal times for news outlets to post content that will engage these readers. For example, twenty-somethings are more likely to be on Facebook (42 percent) in the morning than other apps, shifting to other social media platforms later in the day.

“The findings from the study are exciting in terms of the opportunities they present for news outlets. Gen Z places an emphasis on credible, accurate and fact-checked news, which is exactly what our members provide,” said Rebecca Frank, News Media Alliance vice president, research and insights. “News outlets that apply the insights in this report will have a distinct advantage over other content providers because the quality of their content already meets Gen Z’s expectations. By providing the content these readers care about – when, where and how they want it – they will be best equipped to meet Gen Z’s needs.”

Gen Z wants to see themselves reflected in their news, and they want to feel acknowledged. They prize authenticity, family and voting foremost, followed by important social causes to them such as social justice/civil rights/racial discrimination (54%), environment/climate change (50%), and women’s rights (50%), among others. Other content that this group wants includes financial advice, health and wellness, and career. For local news, they are interested in weather, events/arts and entertainment, and other news about their town.

While twenty-somethings want credible news, they also don’t want it to be boring. Striking visuals, video and an easy-to-navigate app and site will be more likely to draw these readers in.

Frank continued, “Gen Z are up-and-coming news subscribers, and news outlets must be prepared to up their game to attract and keep them as loyal readers. It’s not just about the news; it has to be the whole package.”

The full report, exclusively for News Media Alliance members, contains additional data points, visuals, verbatims, examples, and actionable tips, ideas and insights at: https://www.newsmediaalliance.org/genzreport

Survey Methodology: The News Media Alliance commissioned Springboard Market Research to conduct quantitative and qualitative research with U.S. adults ages 18-29 to gain insight into the news consumption and habits of twenty-somethings. For the qualitative study, 20 hour-long telephone interviews were conducted with participants living in 20 key media markets. The participants represented a mix of gender and race/ethnicity. The quantitative market survey was conducted among 424 Gen Z consumers ages 21-29, evenly split between 21-24 and 25-29, and approximately census-representative ethnicity for this age cohort.

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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 organizations and their multiplatform businesses in the United States and globally. Alliance members include print, digital and mobile publishers of original news content. Headquartered just outside Washington, D.C., 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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