Consumer demand for magazine media in September 2014 increased 10.6% over September 2013, according to the Magazine Media 360° Brand Audience Report, released by MPA  The Association of Magazine Media. This industry measure captures consumer consumption for magazine content across multiple platforms and formats including print/digital editions, websites (laptop/desktop/mobile) and video.

The Magazine Media 360° Report reveals a gross audience for magazine brands of 1.514 billion in September 2014, compared to 1.369 billion in September 2013. This significant growth is largely attributable to a 90% rise in mobile web use, a doubling of video consumption and the steady performance of print/digital editions, which were up 2.1%.

Introduced in September 2014, Magazine Media 360° marks the first time any media has measured and communicated its cross-platform consumer demand by brand. Issued monthly, Magazine Media 360° currently covers 150 magazine brands from 31 companies, representing 95% of the reader universe. Using data from leading third-party providers, GfK MRI, Ipsos, comScore and Nielsen Online, Magazine Media 360° provides a substantially more comprehensive and accurate view of magazine media ‘wantedness’ than pre-existing metrics that only consider one platform or format in isolation.

Commenting on the September magazine media performance, Mary Berner, President and CEO of MPA noted, “We are not only encouraged by the very positive consumer trends that Magazine Media 360° is affirming, we are gratified by the reception to this new measurement. Advertisers are already embracing its ability to provide essential directional insight, which is particularly valuable when approximately 80% of advertisers who invest in magazine media buy multiple platforms. The Magazine Media 360° data is also proof positive that the industry’s unique strategy to offer platform-specific content that gives consumers enhanced – and expanded – experiences is not only resonating, it is growing our audience. With this new measurement tool, we will finally be able to fully monetize that growth.”

Magazine media have a distinct ability to leverage the equity forged out of print products with platform-specific content that offers consumers new or enhanced experiences. Magazine Media 360° highlights and aggregates these multiple engagement points to provide a more complete snapshot of the vitality of magazine media brands and their current and future business potential.

One form of content consumers may be enjoying more of is the city/state/local magazine category. AudienceSCAN research shows that 14% of consumers enjoy these publications in print or digital form. These local publication readers may be looking for service providers. For example, 40% of these audience members intend to pay for a dental procedure or teeth whitening in the next year. And, 26% expect to pay for a body massage. These numbers are both much higher than average.

Local magazine readers are also focused on their money. In the next year, 26% of these folks will be paying for accountant or tax services. Marketers should know they can reach this audience through magazine ads. At least 40% of these audience members have taken action as a result of magazine advertising they’ve seen in the past 30 days.

AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports in AdMall.