Magazine Readers Hungry for Celebrity Gossip

The traditional magazine industry has been struggling as more readers shift their content consumption to digital formats. The good news is consumers are still interested in magazine content. A new Media Life survey shows that both media planners and buyers believe that celebrity magazine titles are poised to do well now and in the future.

Media Life has run a survey for several years that targets the magazine industry. While many industry watchers feared a big change during the recession, the celebrity magazine sector has continued to thrive. These titles steadily sold advertising and saw a strong increase in 2013.

When presented with 3 different categories, media planners and buyers told researchers they believe the celebrity category has the best outlook:  67%. This compares to 29% for business magazines and 4% for newsweeklies.  It’s easy to understand why there’s concern about the newsweeklies category. These days, consumers want to access that kind of content as soon as it happens. The always-​available mobile devices provide that kind of access. On the other hand, readers may enjoy more leisurely access to celebrity news.

For now, industry experts note,  strong demand continues, primarily from subscribers, for celebrity titles.

About 33% of U.S. adults enjoy reading magazines, in either print or digital format.  AudienceSCAN reports that women, 56.4%, make up more of this audience than men, 43.6%. Marketers should know that about 1/​3 of these audience members enjoy crafts/​scrapbooking, photography, and fashion as leisure interests. In the next year, these consumers indicate they’ll be more likely than average to have their hair colored or styled and their nails manicured, perhaps to copy their favorite celebrity. Not surprisingly, these consumers are more likely than average to take action as a result of magazine advertising. They also over-​index when it comes to starting an online search after they read about something in a blog post or news article.

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.

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.