The landscape of the magazine business is shifting dramatically. This data visualization presents some of the key figures about the magazine industry over the last decade. Visit www.maghub.com/blog for more on the business of magazines. Sources: www.statista.com www.magnetdata.net www.emarketer.com

1. Competition Is Real
Year
NumberofMagazineTitles
2004 2006 2008 2010 2012 2014
7200
6400
5800
Source: Statista.com

2. From 2002 to 2008 over 2,000
magazine titles were created.
There is increasing competition among publishers in addition
to countless other types of content producers, all fighting for
the same shrinking attention spans.
Competition Is Real

3. 4.0 Bn
3.5 Bn
3.0 Bn
Newsstand Sales Are Dropping
Year
2010 2011 2012 2013 2014
Source: Magnetdata.net

4. Newsstand Sales Are Dropping
There are many mediums once thought to
go extinct that continued in a smaller niche.
For example: cars did not make horses go extinct, movies did not
kill theater, and more incredibly, digital music did not end vinyl.
Nevertheless, it is likely print magazines will end up in a niche
category or print magazines will serve as a small add-on to an
existing multi platform content provider. Print will no longer be a
primary source of revenue for most mainstream publishers.

5. B2B Ad Revenue Ratio
Advertising Revenue
Circulation Revenue
30%
70% 75%
25%
Source: Statista.com
2008 2015

6. B2B Ad Revenue Ratio
Even in B2B where the audience is tighter,
revenue from circulation will occupy a
much smaller percentage of total revenue.
Circulation can be optimized such that it produces a higher ROI,
but only through ruthless examination of actual use. Avoiding
returns, redundancies, and other ineffective deliveries are
paramount. Ultimately, advertising is only as valuable as the
audience you reach.

7. Time on Mobile Exploding
3.00
2.25
1.50
0.75
TimeSpentinHours
2010 2014
Desktop
Mobile Other Print
Mags
Desktop
Mobile
Other
Print
Mags
Excluding TV Source: emarketer.com

8. Time on Mobile Exploding
The best way for publishers to avoid failure is
to learn the principles of responsive design.
Mobile introduces new challenges for the creation and distribution of content. On the
distribution side, a lot of debate has gone on about whether or not to focus on having
a custom app or simply have a mobile website. On the design side the mistake many
publishers make is simply reproducing content without formatting it specifically for
mobile. Listen to your audience.

9. TV
Other Digital
Mobile
Newspaper
Magazines
Radio
$10 Bn $20 Bn $30 Bn $40 Bn
Source: emarketer.com
Projected Ad Spend for 2018

10. Projected Ad Spend for 2018
The more eyes on the small screen means
the more money advertisers are willing to
throw at mobile.
Mobile advertising is extremely difficult because of how it
impacts the user's experience. Publishers need to evaluate what
ad platform optimizes their viewers experience while providing a
reasonable delivery for advertisers. Regardless, it is essential
that mobile advertising be a part of any revenue model.

11. Sources:
Slide 1: www.statista.com
Slide 3: www.magnetdata.net
Slide 5: www.statista.com
Slide 7: www.emarketer.com
Slide 9: www.emarketer.com
For more information on the business of magazines visit:
www.maghub.com/blog