CMDC Media Digest, 2015-2016

CONSUMER MAGAZINES General Information Canadas magazine industry remains one of the most robust in the developed world While there have been some declines magazine single copy sales at retail still represent approximately 140 million annually The Top 50 Canadian magazines generate over 500 million in total revenue advertising subscription and newsstand More than 1300 Canadian titles are produced in Canada and the number of magazine titles per capita is 100 far ahead of the No 2 ranked France with 68 titles per capita Magazines Canada Media Fact Book 2014 General interest and womens magazines report the highest average issue circulation in Canada with those whose paid circulation exceeds 200000 numbering seven titles There has been a consolidation of magazine circulation in the past two to three years with publishers moving more towards retention of core loyal readers versus carrying lapsed subscriptions or extending renewal periods One result is that U S magazines have reduced circulations in Canada in some cases by a significant amount However Canadians have a vast array of home grown titles that more than adequately provide all types of content across multiple editorial categories READERSHIP UPDATE Magazine continues to be an excellent reach medium with a three month reach potential of nearly 80 for all target age groups even 12 17 and 18 24 Twenty two measured magazines deliver an average issue reach of over one million readers with the top title Readers Digest posting over three million It is notable that magazines perform better on reach potential for the younger demographics than they do for 65 There have been some readership declines in the past two to three years in general but many individual magazines have maintained very consistent AIRs Average Issue Readership THE FUTURE OF MAGAZINES Magazine publishers continue to invest and innovate Publishers know based on extensive research that consumers continue to enjoy and appreciate the magazine medium There are several example of publishers investing in the expansion of circulation via controlled promotional distribution tests via newspapers for example designed to expose new potential audiences to the print product They believe that new paid subscriptions will result Of course there has been significant investment in expanding the digital platforms both web and tablet not only to offer an augmented reading experience for the audience but to enhance advertising opportunities Magazine and digital form an excellent marriage in fact the magazine medium has proven to be one of the strongest drivers to web While the preferred reading experience is still the printed version of magazines almost 13 of total 12 readers also accessed a magazine website in the past 30 days PMB 2015 Spring 2 year readership survey The number is highest for the 18 34 age group at almost 18 with the dominant device being the PC laptop Another 625 of Canadians bought a digital magazine online either subscription or single copy and the highest participation was in the 18 24 segment with over 12 making a purchase in the past three months DIGITAL EDITIONS Digital and mobile platforms continue to enhance and transform the publishing industry With the significant growth in mobile usage publishers have accelerated development of applications that have the ability to expand traffic and increase online advertising reach Most formats are now fully mobile friendly both for tablet and smartphone Digital magazines offer enhanced reading experience through videos extra photos slide shows audio and animation These formats expand the range of options to advertisers beyond the standard formats and provide engaging ways 137 Media Channels CANADIAN MEDIA DIRECTORS COUNCIL