Magazine Readership Remains Strong According to Affinity’s American Magazine Study

November 30, 2010 (New York, NY) Affinity released today the Fall wave of its American Magazine Study, which reports magazine audience estimates for the country’s leading publications. According to AMS, more than 188 million American adults currently read printed magazines. Readership among women skews higher than men, with 84% of women and 80% of men reporting that they read at least one magazine title. The average consumer reads 6.1 different magazine titles.
Beginning with its Spring 2011 release, Affinity will expand the scope of the AMS Service to report magazine audience estimates that also include a host of digital platforms - mobile magazine apps, magazine Web sites, publishers’ social media sites and electronic subscriptions. This will mark the first time that advertisers, agencies and publishers will have access to syndicated audience data and reader profiles that reflect the total reach of a magazine’s brand in both printed and digital form.
According to Tony Incalcatera, Chief Operating Officer of Affinity, “Traditional methodologies can not keep pace with the expanding definition of the magazine brand. As publishers escalate their entry into the world of digital content delivery, Affinity’s American Magazine Study is evolving to measure all of the ways that publishers are leveraging digital technologies to extend the reach of their brands.”
The Fall release of the AMS study represents interviews with more than 34,000 American adults over the past year. AMS audience estimates are integrated with advertising effectiveness scores from Affinity’s VISTA Service to report the audience delivery of issue-specific magazine campaigns. In addition, AMS audience estimates are integrated with Experian Simmons’ National Consumer Study (NCS), combining in-depth consumer targeting capabilities with Affinity’s contemporary, Web-based approach to magazine audience measurement. (AMS Fall 2010 Magazine Audience Estimates Attached)
For Immediate Release
Tom Robinson • 212.922.9582
Tom@AffinityResearch.net
* * * About Affinity Affinity is a media research firm specializing in magazine audience measurement and accountability tracking. Affinity’s products include ProofReader (campaign pre-testing), The American Magazine Study (print and digital magazine audience measurement), the VISTA Service (in-market campaign tracking) and MagPlan (the industry’s first accountability-driven magazine optimizer). For more information, visit www.AffinityResearch.net.