New Ipsos iris data highlights the financial potency of magazine audiences

Magazine websites over-index for users with earnings over £70k demonstrating that magazines online offer access to high value consumers.

Appointed by UKOM, the UK body for online audience measurement, in January this year, Ipsos iris delivers deeper insight beyond demographics using a single source methodology to provide robust new digital metrics for publisher websites.

Latest data on reach for digital brands released on June 7 shows that the top UK consumer magazine publishers reach 35.6 million people*.

Analysis of websites from the top ten magazine publishers shows that magazine online audiences are younger than print audiences with a skew towards 25-34 years olds, and an over-index of 105 vs the total online audience.

Category data shows that magazine websites are amongst the most visited sites:

• In Automotive four magazine publishers feature in the top 10 most visited
• In Lifestyle: food & beverage BBC Good Food is the most visited food and drink website
• Magazine websites dominate the fashion category with seven of the top 10 websites being magazine brands
• In Entertainment whilst YouTube and Spotify dominate, magazine websites chart at 7^th and 8^th with Digital Spy and Radio Times both beating Disney+. Digital Spy comes top for Entertainment: Movies & TV Shows
• Two magazine websites appear in the top ten list Health: fitness & exercise, nutrition/diet sites: Runners World and Slimming World
• Four of the top 10 sites in Lifestyle: home & gardens are magazine brands with BBC Gardeners World the 2^nd most viewed website behind RHS.com

Magazine brand dominance in these categories shows the value of magazines to engage the attention of key audiences in areas of passion and interest.

Sue Todd, CEO Magnetic comments: “It is great to start to see the depth of data and analysis that’s possible with Ipsos iris and as the magazine sector we’re delighted that we can help advertisers understand our digital audiences and environments even better.

The financial power and resilience of our audiences is especially pleasing to understand and see in this data release as lockdown is lifted and new consumer spending patterns emerge.

Quality and trust are at the heart of magazine brands’ offering which helps ensure we deliver the stand-out for clients’ advertising and the results that brands are seeking in this busy and economically important, summer and autumn period.”

Magnetic and Kantar will be sharing more insight into the financial resilience and attitudes to spending of magazine consumers in a webinar on June 23. Details can be found here.

ENDS

*Based on data from 10 of the largest consumer magazine publishers in the UK:
Bauer, Conde Nast, Dennis Publishing, Forbes Media, Future Plc, Hearst, Hello Magazine, Immediate Media, Meredith, Which?

© Ipsos MORI, Ipsos iris Online Audience Measurement Service, 1st April-30th April, 15+.