Dear MPA Member:

Thank you for your support and participation in the MPA.  Your membership is critical to promoting the vitality and vibrancy of our medium, a mission of increased importance in these turbulent times.

In 2008 the uncertainties and loss of consumer confidence resulting from the deepening recession affected every business sector.   Marketing dollars dramatically decreased and all media suffered.  Publishers fought hard to stabilize their core business in this unsettled environment but grappled with rising paper and postal costs, and the challenge of creating an effective business model for our digital platforms.

Yet despite the difficulties we face,  magazines continue to attract a growing audience on a number of platforms: from print, where readership has grown 6% over the past five years, to online, where traffic to magazine sites grew by more than 11% at the end of 2008.  Magazines also continue to provide an excellent environment that fosters a robust community of readers who value advertising and take action when they are exposed to an ad. 

In 2008, through our conferences, events, seminars and committee meetings, MPA helped members explore opportunities for reinvigoration and reinvention, and asked publishers to scrutinize every aspect of their business through the lens of innovation. How can we do things differently? How can we improve our bottom line? How can we tell our story better to lawmakers? How do we broaden our retail footprint?  How do we improve the marketing solutions we provide to advertisers? How can we deepen the relationship with our audience? 

MPA works with our member companies, through committees, task forces, advisory boards and survey feedback to help the industry address these questions by focusing on the most crucial areas of the business.

In government affairs we continue the fight to hold down postal rates, defend first amendment rights, from free press to free speech, and protect publishers from restrictions on advertising.

We have brought together dozens of independent research that prove the power of the magazine medium. We have a compelling story to tell and we’re taking our messages straight to the ad community.

We are likewise involved in maintaining viable distribution channels and working to increase retail sales through the development of best practices, research and promotions.

Also top of mind is our industry’s effect on the environment, which we’re addressing through initiatives like the Please Recycle PSA campaign and carbon footprint research.

In addition, we’re helping the industry prepare for and navigate the digital transition by examining emerging platforms and new business models, and sharing insights and best practices through conferences, seminars and special task forces.

Since our founding in 1919, the MPA has seen a depression and several recessions.  Magazines have weathered them all and will emerge the current downturn perhaps leaner, but definitely tougher and stronger.  As long as consumers are looking for trusted content sources for information, news, guidance and entertainment, there will be magazines and MPA will be there to advocate for the industry.  This 2008 annual report chronicles what we, as an industry, can achieve together.

Sincerely,

John Q. Griffin
Chairman, Magazine Publishers of America
President, Magazine Group, National Geographic Society