New York, NY (March 3, 2009)—Traffic to consumer magazine websites in the fourth quarter rose 11.1% over the same period in 2007, it was announced today by Nina Link, President and CEO, Magazine Publishers of America (MPA). Ms. Link released the information in her opening remarks at the magazine industry’s fifth digital conference, “Magazines 24/7: Navigating the New Reality,” at the Marriott New York Marquis in New York City.
During the fourth quarter of 2008, consumer magazine websites averaged 75 million unique monthly visitors. In the same time period in 2007, 67.5 million unique visitors logged onto magazine websites. The 11.1% increase almost quadrupled the rate of growth for the overall U.S. Internet universe, which grew 3.2% in the fourth quarter of 2008. The average fourth quarter monthly reach for magazine websites is 45.1% of the total U.S. Internet population, an increase of 7.8% compared to the fourth quarter of 2007, when the average monthly reach was 41.8%. This report is based on a MPA analysis of Nielsen Online-supplied data from 476 consumer magazine brands online.
Ms. Link also announced that visitors to magazine websites spent more than a third more time with their online magazine brands. In the fourth quarter, visitors spent an average of 2.4 billion minutes per month, resulting in a 34.4% increase compared to the same time period in 2007 with 1.78 billion minutes.
Websites were included in this report if they met one of the following criteria: that the website is branded with the name of a printed consumer magazine or a former hard copy consumer magazine that now publishes only online; and that it is a website that represents an aggregated group of magazines, which draw from or extend the brand of the individual magazines, and/or offers readily identifiable magazine content (e.g. Epicurious.com, CNNmoney.com).
MPA tracks digital initiatives announced by its member publishers in the Magazine Digital Initiatives database on the MPA website. The database is updated weekly and features detailed information with links to press releases and articles where available.
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