*Re-Issued July 5, 2016 411 Social Network Share of Total Magazine Media Industry Likes/Followers Total Magazine Media Industry Likes/Followers by Social Network (as of Dec 31, 2015) 175 6 114 48.7% 20.4% Sept 30, 2015 16.5% 47.7% 20.4% Dec 31, 2015 15.9% (millions) Facebook Twitter Google+ Instagram Pinterest 24 3.0% 11.4% 2.8%.2% Growth in Number of Magazine Media Industry Likes/ Followers by Social Network (Fourth Quarter 2015) (millions) 23.9.5 5.6 23.1 0.4 Facebook Twitter Google+ Instagram Pinterest % Growth in Number of Magazine Media Industry Likes/Followers by Social Network (Fourth Quarter 2015) Facebook Twitter Google+ Instagram Pinterest 1.6% 4.2% 6.2% 8.3% 25.4% Magazine Media Industry: Data shown are collected from almost 220 magazine media brands from 35 companies, representing 95% of the reader universe. Growth in number or % of page likes/followers: The absolute or % difference between total number of page likes/followers on Dec 31, 2015and total number of page likes/followers on Sept 30, 2015 for brands that were measured in both periods. Facebook Page Likes, Twitter Followers, Google+ Followers, Instagram Followers, Pinterest Followers: Number of people who have opted in to receive messages (posts, tweets, or pins) from that particular social entity (page or handle). For Pinterest, includes all those following any or all boards on the publisher s page. All statistics gathered on last day of month. SOURCES: Facebook, Twitter, Google+, Instagram: Automatic collection through the social networks APIs (Application Program Interface). Pinterest: Manual collection using publicly available data. *For re-issue details please refer to page 5
*Re-Issued July 5, 2016 Top 25 Magazine Brands Likes/Followers (as of Dec 31, 2015) TOTAL LIKES/ (COMBINED NETWORKS) 1 National Geographic 99,766,688 2 ESPN The Magazine 50,324,515 3 Time 28,498,7 4 The Economist 28,444,124 5 Vogue 28,366,536 6 Playboy 21,650,022 7 Natl. Geographic Mag 19,855,732 8 Forbes 15,456,002 9 People 15,303,826 10 Elle,898,880 11 Natl. Geographic Traveler,391,338 12 Discover 12,173,727 Entertainment Weekly 11,552,389 14 Cosmopolitan 11,260,812 15 Glamour 10,867,556 16 Women's Health 10,707,902 17 Wired 10,664,466 18 Harper's Bazaar 10,445,146 19 Popular Science 10,403,887 20 Men's Health 9,893,532 21 InStyle 9,830,278 22 The New Yorker 9,820,859 23 Vanity Fair 9,715,075 24 Teen Vogue 9,623,285 25 Martha Stewart Living 8,987,057 Top 10 Magazine Brands Likes/Followers by Social Network (as of Dec 31, 2015) FACEBOOK PAGE LIKES 1 National Geographic 38,704,547 2 Natl. Geo Magazine 19,715,380 3 Playboy 16,563,453 4 ESPN The Magazine 14,319,1 5 Time 9,096,606 6 Vogue 7,051,145 7 Cosmopolitan 6,724,7 8 The Economist 6,144,772 9 Muscle & Fitness 6,022,322 10 People 5,894,384 TWITTER 1 ESPN The Magazine 23,854,760 2 The Economist 12,001,935 3 National Geographic 10,861,160 4 Time 9,2,338 5 Vogue 9,036,449 6 Forbes 7,830,930 7 People 6,880,382 8 The New Yorker 5,927,296 9 Wired 5,454,195 10 Entertainment Weekly 4,727,210 GOOGLE+ 1 The Economist 9,979,354 2 National Geographic 9,080,478 3 ESPN The Magazine 8,351,858 4 Time 8,176,272 5 Discover 7,261,814 6 Popular Science 6,721,865 7 Forbes 4,726,383 8 Elle 4,078,195 9 Vogue 4,018,435 10 Glamour 3,950,481 INSTAGRAM 1 National Geographic 40,255,919 2 Vogue 7,983,936 3 Natl. Geo Traveler 7,564,166 4 Playboy 3,955,858 5 ESPN The Magazine 3,772,460 6 Super Street 2,720,512 7 GQ 2,339,971 8 Time 1,943,7 9 Harper's Bazaar 1,632,663 10 Teen Vogue 1,550,029 Top 10 Magazine Brands % Growth by Social Network (Fourth Quarter 2015) FACEBOOK TWITTER PAGE LIKES 1 People StyleWatch 77% 1 Life & Style 70% 2 Town & Country 65 2 Parents 46 3 Sunset 44 3 Food & Wine 38 4 Shutterbug 39 4 Vanity Fair 23 5 Dwell 36 5 Shutterbug 21 6 Veranda 33 6 Entrepreneur 19 7 Road & Track 33 7 Vogue 17 8 Consumer Reports 32 8 Motorcyclist 16 9 Men's Health 31 9 Vette 15 10 Food & Wine 31 10 Elle 15 GOOGLE+ 1 Bloomberg Businessweek 2 Dwell 3 Diesel Power 33% 24 20 4 Shape 5 Women's Health 6 Runner's World 7 Southern Living 8 Super Chevy 9 Sports Fishing 10 Prevention 15 14 14 12 INSTAGRAM 1 Street Rodder 2 Sport Diver 3 Super Chevy 4 Classic Trucks 5 Siempre Mujer 6 Organic Life 7 Prevention 478% 362 345 310 193 159 141 8 Popular Photography 9 4 Wheel & Off-Road 10 Scuba Diving 4 124 123 PINTEREST 1 Harper's Bazaar 4,464,6 2 Ski 1,594,466 3 Consumer Reports 1,194,143 4 Better Homes & Gardens 991,091 5 Smithsonian 945,418 6 National Geographic 864,584 7 Martha Stewart Living 771,793 8 HGTV Magazine 730,827 9 Real Simple 609,002 10 This Old House 598,602 PINTEREST 1 HGTV Magazine 76% 2 Mother Earth News 60 3 Wood 54 4 The Atlantic 52 5 Bicycling 31 6 Life & Style 27 7 Scuba Diving 21 8 Cycle World 18 9 Fortune 10 Saveur 12 Growth in % of page likes/followers: The % difference between total number of page likes/followers on Dec 31, 2015 and total number of page likes/followers on Sept 30, 2015 for brands that were measured in both periods. Facebook Page Likes, Twitter Followers, Google+ Followers, Instagram Followers, Pinterest Followers: Number of people who have opted in to receive messages (posts, tweets, or pins) from that particular social entity (page or handle). For Pinterest, includes all those following any or all boards on the publisher s page. All statistics gathered on last day of month. SOURCES: Facebook, Twitter, Google+, Instagram: Automatic collection through the social networks APIs (Application Program Interface). Pinterest: Manual collection using publicly available data. *For re-issue details please refer to page 5 *Revised vs Original Report
% Share by Network by Editorial Category, Dec 2015 TOTAL MEDIA INDUSTRY Photography Automotive Health/Fitness Women's Fashion & Beauty Shelter Motorcycle Epicurean Spectator Sports Women's Service Business/Finance Teens Popular Culture Science/Technology Personal Sports Newsweeklies Hispanic Luxury Parenting Travel Green Men's Fashion & Grooming Fishing and Hunting Regional Adventure Magazine Media Industry: Data shown are collected from almost 220 magazine media brands from 35 companies, representing 95% of the reader universe. Facebook Page Likes, Twitter Followers, Google+ Followers, Instagram Followers, Pinterest Followers: Number of people who have opted in to receive messages (posts, tweets, or pins) from that particular social entity (page or handle). For Pinterest, includes all those following any or all boards on the publisher s page. All statistics gathered on last day of month. SOURCES: Facebook, Twitter, Google+, Instagram: Automatic collection through the social networks APIs (Application Program Interface).Pinterest: Manual collection using publicly available data.
Publishers Big Volume On Social in 2015 Points to Big Revenue in 2016 By Jim Anderson, CEO of SocialFlow As the MPA 360 statistics for the last quarter of 2015 clearly show, consumers are now discovering more quality magazine media content in their social feeds than ever before. Magazine media audience engagement is actually growing at the expense of other user-generated sources of social media content. At SocialFlow we saw our publisher clients social media activity increase by more than 300% in 2015, outpacing the growth of the social platforms themselves. The success of MPA members is not surprising when you realize just how much content is competing for consumers attention. Facebook says that a typical user has more than 1,500 stories that could be shown in her news feed at any given time, though she can only effectively consume a small fraction of them. In fact, MPA members tend to be successful on all social networks, where their large audiences, high publishing frequency and historically generate high engagement make them naturally popular. Most of the social platforms are now working to address the special needs of the publishing community because they have become so dependent on the user engagement that publishers generate. Being popular is nice, but in 2016 we will see savvy publishers convert that consumer attention into a range of direct revenue sources. From ads, to native modules, to subscription programs, innovative publishers have tried a wide range of strategies to generate a return on their social investments. One method that is proving effective includes harnessing the best performing editorial for sponsorship a concept that is hardly new, but that has until now been rarely used in on social feeds. Innovative publishers can combine techniques to cultivate high-value audiences for ads, create target segments for subscription programs and validate higher CPM s all from the authentic publisher content the social audience loves most. When managed well, social can propel their great content to a variety of benefits in a scale not previously imagined possible. 2016 promises to be the year that publishers flex their social muscles and get more from their content, their advertisers and the social networks. If you re not sure where to begin or how to turn your social strategy into a content strategy that generates revenue, give us a call at SocialFlow and we ll be happy to help. PUBLISHER S SOCIAL MEDIA ACTIVITY HAS INCREASED BY MORE THAN 300% IN 2015 FACEBOOK SAYS THAT A TYPICAL USER HAS MORE THAN 1,500 STORIES THAT COULD BE SHOWN IN HER NEWS FEED AT ANY GIVEN TIME 2016 PROMISES TO BE THE YEAR THAT PUBLISHERS FLEX THEIR SOCIAL MUSCLES AND GET MORE FROM THEIR CONTENT, THEIR ADVERTISERS AND THE SOCIAL NETWORKS. To learn more visit socialflow.com or contact info@socialflow
2016 FIRST QUARTER Re-Issue Details MPA has re-issued the Social Media Report for Q4 2015. Reporting errors occurred, resulting in missing or erroneous data. In most cases, this data has now been estimated and revised. Estimates were based on accurate data available for prior quarters (Q3 2015) and for 2016 to date (Q1 and Q2 2016). Where data could not be estimated, it has been noted below. The following revisions have been made herein to the Q4 2015 Social Media Report which update the data originally released on 1/19/16: 1. American Patchwork & Quilting/Meredith Google+ Q4 2015 data has been estimated. 2. Do It Yourself/Meredith Google+, Instagram, and Pinterest Q4 2015 data is not available. 3. People StyleWatch/Time Inc. Twitter, Google+, Instagram, Pinterest - Q4 2015 data is not available. For more information, contact: Jeri Dack at Jdack@magazine.org or (212) 872-3765