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Digital-Only Magazine Reading Is 11% of Total Gross Audience, According to GfK MRI

GfK MRI Releases First Wave of Audience Estimates for All Forms of Magazine Reading (November 17, 2011)

NEW YORK, NY -- (Marketwire) -- 11/17/11 -- Adults who read magazines only on digital platforms represent 11% of the total gross magazine audience, according to the first wave of GfK MRI data that measures both print and digital magazine readership.

From March through October 2011, the total gross magazine audience -- defined as the number of consumer exposures to magazine-branded content on any platform, including magazines printed on paper -- was approximately 1.6 billion; 11% were exposures only on desktop or laptop computers, Tablets, eReaders or smart phones and did not involve printed content.

Total Gross Magazine Audiences Estimates ------------------------------------------------------------------------- (March - October 2011) ------------------------------------------------------------------------- Total Gross Magazine Audience 1.580 Billion Total Gross Print Only-Audience 1.278 Billion Total Gross Both Digital & Print Audience 135 Million Total Gross Digital-Only Audience 166 Million or, 11% of Total

"This is the first time that we have released data showing magazine readership across the board -- for print and all digital devices," said Dr. Julian Baim, EVP and Chief Research Officer at GfK MRI. "We can now quantify the percentage of the gross magazine audience that were exposed to magazine-branded content only via digital platforms versus the printed product. With the Spring 2012 GfK MRI data release, we will have two waves of title-specific data that will put digital reading in a fuller perspective."

A profile of digital-only magazine readers shows they are more likely to be well-educated, affluent young men, a demographic group much sought after by marketers.

---------------------------------------------------------------- Profile of Digital-Only Magazine Readers ---------------------------------------------------------------- % of Digital-Only Readers Index ---------------------------------------------------------------- Men 63% 130 ---------------------------------------------------------------- Women 37% 72 ---------------------------------------------------------------- HHI >$100k 36% 143 ---------------------------------------------------------------- Millennials 54% 178 ---------------------------------------------------------------- GenXer's 24% 110 ---------------------------------------------------------------- Boomers 20% 61 ---------------------------------------------------------------- Bachelor's Degree or Higher 42% 151 ---------------------------------------------------------------- Source: GfK MRI Survey of the American Consumer Wave 65 ----------------------------------------------------------------

Distribution of the new digital data to GfK MRI's clients coincides with the company's Fall 2011 release of its in-home magazine audience surveys, which are the industry currency for how magazines are measured in the United States. Each data release represents two six-month survey periods, or waves. The digital-only readership data are contained only in Wave 65, which was in the field from March through October of 2011.

Beginning in the spring of 2012, GfK MRI will release two survey waves showing magazine readership across both printed and digital platforms.

About GfK MRI
GfK MRI has a singular goal: to provide the clearest and most detailed view of American consumers -- who they are, what they buy, how they think, and the best ways to reach them. Founded in 1979, GfK MRI is the country's leading provider of magazine audience ratings, multimedia research data and penetrating insights into consumers' behavior and motivations.

When conducting its national Survey of the American Consumer™, GfK MRI interviews approximately 26,000 U.S. adults in their homes each year, asking about their use of media, their consumption of more than 6,000 products in 550 categories, their lifestyles and their attitudes. Because these interviews are structured as an area probability study, the results are projectable to the entire U.S. adult population. The Survey also serves as a foundation for an array of innovative GfK MRI research products that answer the market's need for granular, cross-media and consumer-focused information.

GfK MRI is part of The GfK Group, based in Nuremberg, Germany. The GfK Group offers the fundamental knowledge that industry, retailers, services companies and the media need to make market decisions. It delivers a comprehensive range of information and consultancy services in the three business sectors Custom Research, Retail and Technology and Media. The No. 5 market research organization worldwide operates in more than 100 countries and employs over 11,000 staff. In 2010, the GfK Group's sales amounted to EUR 1.29 billion.

For further information on GfK MRI, visit our Web site: And, follow us on Facebook ( and Twitter (

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Anne Marie Kelly
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