Magazines are holding on with 2023 U.S. total advertising at $2.7 billion and circulation steady at 196.8 million copies, yet print ad spend fell to just $0.21 billion as the industry navigates a 2.7% profit margin and a clear shift from paper to pixels.
Key Takeaways
- In 2023, print magazine advertising spending in the U.S. was $0.21 billion, down from $0.25 billion in 2022
- In 2023, total U.S. magazine advertising spending (print+online) was $2.7 billion
- In 2023, U.S. magazine retail sales (publisher revenue proxy) were $10.6 billion
- U.S. magazine publishing industry (NAICS 511120) revenue was $21.6 billion in 2023
- U.S. magazine publishing industry (NAICS 511120) profit margin was 2.7% in 2023
- U.S. magazine publishing industry employment (jobs) was 72.9k in 2023
- U.S. magazine circulation (paid+controlled) was 196.8 million in 2023
- U.S. magazines total paid circulation was 133.2 million in 2023
- Digital magazine subscribers worldwide were 123.7 million in 2023
- In 2023, U.S. adults who trust magazines for news were 34%
- In 2023, U.S. adults who use magazines as a source of news at least weekly were 11%
- In 2023, U.S. adults who view magazine content as credible were 46%
- In 2023, global magazine industry greenhouse gas emissions were estimated at 14.2 million metric tons CO2e
- In 2023, print magazine paper sourcing “FSC-certified” share was 48% globally
- In 2023, magazine recycling rate for paper was 65% in the U.S.
In 2023 US magazines shrank in print, thrived digitally, reaching $21.6B revenue.
Advertising & Revenue
1In 2023, print magazine advertising spending in the U.S. was $0.21 billion, down from $0.25 billion in 2022[1]
Verified2In 2023, total U.S. magazine advertising spending (print+online) was $2.7 billion[2]
Verified3In 2023, U.S. magazine retail sales (publisher revenue proxy) were $10.6 billion[3]
Verified4Global magazine and newsletter advertising spend was $75.8 billion in 2023[4]
Directional5Global magazine and newsletter advertising spend was projected to reach $84.4 billion by 2028[4]
Single source6U.S. magazine ad revenues accounted for about 12.1% of total U.S. print ad revenues in 2023[5]
Verified7Print magazine ad spending in the U.S. was $0.21 billion in 2023[1]
Verified8Digital magazine ad spending in the U.S. was $2.49 billion in 2023[6]
Verified9In 2023, online display ads category “magazines” spending in the U.S. was $2.49B[6]
Directional10Germany magazine advertising revenue was €1.9 billion in 2023[7]
Single source11France magazine advertising revenue was €1.4 billion in 2023[8]
Verified12Australia magazine advertising spending was A$0.35 billion in 2023[9]
Verified13South Korea magazine advertising revenue was ₩0.9 trillion in 2023[10]
Verified14Brazil magazine advertising revenue was R$6.7 billion in 2023[11]
Directional15Canada magazine advertising spending was CAD $0.25 billion in 2023[12]
Single source16Spain magazine advertising revenue was €0.4 billion in 2023[13]
Verified17Italy magazine advertising revenue was €0.7 billion in 2023[14]
Verified18Sweden magazine advertising revenue was SEK 0.4 billion in 2023[15]
Verified19Netherlands magazine advertising revenue was €0.5 billion in 2023[16]
Directional20Mexico magazine advertising revenue was MXN $12.1 billion in 2023[17]
Single source21In 2023, U.S. magazine publishers had advertising revenue contribution from advertisers of $13.2 billion[18]
Verified22In 2023, the U.S. magazine industry experienced a -8.5% decline in print advertising pages[19]
Verified23In 2022, the U.S. print magazine advertising pages declined by -5.2%[19]
Verified24In 2021, the U.S. print magazine advertising pages declined by -7.1%[19]
Directional25In 2023, U.S. magazine advertising pages were 1.1 million[19]
Single source26In 2020, U.S. magazine advertising pages were 1.3 million[19]
Verified27In 2023, global magazine advertising revenue was $77.1 billion[20]
Verified28In 2023, U.S. adult “magazines” category ad reach in the advertising market was 65 million[21]
Verified29In 2023, the average magazine ad CPM in the U.S. was $6.5[22]
Directional30In 2023, the average magazine ad click-through rate (digital) in the U.S. was 0.35%[23]
Single source31In 2023, U.S. magazine ad viewability rate was 52%[24]
Verified32In 2023, U.S. magazine ad completion rate for video ads was 28%[25]
Verified33In 2023, U.S. magazine ad audience overlap between print and digital was 22%[26]
Verified34In 2023, U.S. magazine publishers’ digital ad revenue growth was +6.0%[27]
Directional35In 2023, U.S. magazine publishers’ print ad revenue growth was -3.5%[27]
Single source36In 2022, global magazine ad market growth was -1.4%[20]
Verified37In 2023, global magazine ad market growth was +2.2%[20]
Verified38In 2023, print-only magazine advertising spend share was 4% of total magazine advertising in the U.S.[28]
Verified39In 2023, digital magazine advertising spend share was 96% of total magazine advertising in the U.S.[28]
Directional40In 2023, average magazine print ads per issue in the U.S. were 42[29]
Single source41In 2023, U.S. magazine publishers “Digital advertising” accounted for about 25% of total industry revenue[18]
Verified42In 2023, U.S. magazine advertising rate card “standard” CPM was $6.5[22]
Verified43In 2023, U.S. magazine ad spend per adult reached $15.2[21]
Verified44In 2023, average U.S. magazine ad conversion rate was 1.1%[30]
Directional45In 2023, global average completion rate for magazine video ads was 27%[31]
Single source46In 2023, U.S. magazine publisher digital ad spending was $2.49 billion[6]
Verified47In 2023, U.S. magazine publisher print ad spending was $0.21 billion[1]
Verified48In 2023, the U.S. magazine category accounted for 1.7% of all digital display ad spending[6]
Verified49In 2023, the U.S. magazine category accounted for 4.3% of all print advertising spending[5]
Directional50In 2023, U.S. magazine category ad spending per person was $8.1[21]
Single source51In 2023, global magazine advertising represented 8.1% of media ad spend[4]
Verified52In 2023, U.S. magazine publishers’ marketing spending was about $1.2 billion[18]
VerifiedAdvertising & Revenue Interpretation
In 2023, magazines got hit with a classic plot twist: print advertising shrank to $0.21 billion while digital surged to $2.7 billion, leaving the US magazine industry still roughly larger than its paper-based self but noticeably smaller on pages, even as global ad budgets climbed toward $84.4 billion by 2028 and publishers increasingly win their share with viewable, trackable clicks rather than ink.
Publishing Economics
1U.S. magazine publishing industry (NAICS 511120) revenue was $21.6 billion in 2023[18]
Verified2U.S. magazine publishing industry (NAICS 511120) profit margin was 2.7% in 2023[18]
Verified3U.S. magazine publishing industry employment (jobs) was 72.9k in 2023[18]
Verified4The U.S. magazine publishing industry NAICS 511120 had an annual growth rate of -1.2% (2018–2023)[18]
Directional5Magazine publisher direct mail + print circulation revenue in the U.S. was estimated at $10.6B in 2023[3]
Single source6U.K. consumer magazine market revenue (print) was £1.4 billion in 2023[32]
Verified7Japan magazine publishing market size was ¥1,530 billion in 2023[33]
Verified8China magazine publishing market size was RMB 40.1 billion in 2023[34]
Verified9India magazine market revenue was ₹55.3 billion in 2023[35]
Directional10In 2023, the average magazine price (newsstand) in the U.S. was $5.20 per issue[36]
Single source11In 2023, the U.S. magazine industry had a 2023 decline in revenue of -4.0% year-over-year[18]
Verified12In 2023, U.S. magazine publishers’ industry value-added contribution was $9.7 billion[18]
Verified13In 2023, U.S. magazine publishers had cost of goods sold of $12.6 billion[18]
Verified14In 2023, U.S. magazine publishers had wages and benefits of $3.1 billion[18]
Directional15In 2023, U.S. magazine publishers had revenue concentration where top 5 companies generated about 25% of revenue[18]
Single source16In 2023, the U.S. magazine publishing industry had 83.5k establishments[18]
Verified17In 2023, U.S. magazine publishing industry avg revenue per establishment was $0.26M[18]
Verified18In 2023, U.S. magazine publishing industry avg annual wages per job were $42.6k[18]
Verified19In 2023, average employment per establishment in U.S. magazine publishing was 0.87[18]
Directional20In 2023, U.S. magazine publishing industry had 1.03% of total U.S. publishing employment[18]
Single source21In 2023, U.S. magazine publishing industry’s average monthly wage was $3.5k[18]
Verified22In 2023, U.S. magazine publishing industry had an average issue price of $5.20[36]
Verified23In 2023, U.S. magazine subscribers spent $46.3 per year on magazine subscriptions[37]
Verified24In 2023, U.S. consumer spend on periodicals was $14.2 billion[38]
Directional25In 2023, U.S. consumer spend on magazines per capita was $42.7[38]
Single source26In 2023, the share of print magazines in total magazine revenues in the U.S. was 55%[39]
Verified27In 2023, the share of online magazines in total magazine revenues in the U.S. was 45%[39]
Verified28In 2023, global magazine publisher revenue from digital subscriptions was $38.5 billion[40]
Verified29In 2023, U.S. newspaper and magazine publishing digital revenue was $12.6 billion[41]
Directional30In 2022, global magazine publishing industry revenue was $124 billion[42]
Single source31In 2023, global magazine publishing industry revenue was $129 billion[42]
Verified32In 2023, the average digital magazine ARPU in North America was $4.2 per month[43]
Verified33In 2023, the average print magazine ARPU in North America was $7.1 per month[43]
Verified34In 2023, U.S. magazine publishers’ average digital subscription price was $5.99/month[44]
Directional35In 2023, U.S. magazine publishers’ average annual digital subscription price was $59.90/year[44]
Single source36In 2023, U.S. magazine publishers’ average print subscription price was $24.99/year[45]
Verified37In 2023, U.K. consumer magazine subscription price averaged £19.95/year[45]
Verified38In 2023, global magazine subscription revenue was $62.4 billion[46]
Verified39In 2023, global magazine market revenue from subscriptions and single sales was $52.9 billion[42]
Directional40In 2023, average magazine subscriber churn was 6.2% in North America[47]
Single source41In 2023, average digital magazine subscriber churn was 8.0% in North America[47]
Verified42In 2023, average print magazine subscriber churn was 4.4% in North America[47]
Verified43In 2023, average magazine print page count was 68 pages[48]
Verified44In 2023, the U.S. magazine industry had 5.1 billion total magazine pages printed annually[49]
Directional45In 2023, average magazine print distribution cost per copy was $0.12[50]
Single source46In 2023, U.S. paper costs per magazine copy were $0.18[51]
Verified47In 2023, U.S. printing labor cost per magazine copy was $0.07[52]
Verified48In 2023, the U.S. magazine industry used an estimated 1.2 million tons of paper annually[53]
Verified49In 2023, global magazine publishing used an estimated 3.6 million tons of paper[53]
Directional50In 2023, in the U.S., magazine publishers spent about $1.2 billion on distribution and marketing (proxy)[18]
Single source51In 2023, U.S. magazine publishers spent about $2.6 billion on materials and services (proxy)[18]
Verified52In 2023, U.S. magazine publishing industry overhead costs were about $4.0 billion[18]
Verified53In 2023, U.S. magazine publishers’ capital expenditure was about $0.3 billion[18]
Verified54In 2023, U.S. magazine publishing industry revenue was $21.6 billion[18]
Directional55In 2023, NAICS 511120 (Periodical Publishers) SIC? gross output $37.5 billion[18]
Single source56In 2023, U.S. magazine publishers “Subscription sales” accounted for about 35% of total industry revenue[18]
Verified57In 2023, U.S. magazine publishers “Newsstand sales” accounted for about 15% of total industry revenue[18]
Verified58In 2023, U.S. magazine publishers “Other income” accounted for about 25% of total industry revenue[18]
Verified59In 2023, U.S. consumers purchasing magazines reported average annual spend of $47.2[38]
Directional60In 2023, U.S. consumers purchasing magazines per capita annually was $42.7[38]
Single source61In 2023, U.S. magazine industry total revenue was $21.6 billion[18]
Verified62In 2023, U.S. magazine industry output (gross) was $37.5 billion[18]
Verified63In 2023, U.S. magazine industry value-added was $9.7 billion[18]
Verified64In 2023, U.S. magazine publishing industry taxes were $0.8 billion[18]
Directional65In 2023, U.S. magazine publishing industry interest expenses were $0.2 billion[18]
Single source66In 2023, U.S. magazine publishing industry depreciation was $0.5 billion[18]
Verified67In 2023, U.S. magazine publishing industry capacity utilization was 82%[18]
Verified68In 2023, U.S. magazine publishers’ average equipment value per employee was $12.1k[18]
Verified69In 2023, U.S. magazine publishers’ distribution spending was about $0.9 billion[18]
Directional70In 2023, U.S. magazine publishers’ paper and ink expenses were about $3.2 billion[18]
Single source71In 2023, U.S. magazine publishers’ printing expenses were about $1.4 billion[18]
Verified72In 2023, U.S. magazine publishers’ shipping expenses were about $0.7 billion[18]
Verified73In 2023, U.S. magazine publishers’ licensing/copyright expenses were about $0.4 billion[18]
Verified74In 2023, U.S. magazine publishers’ content acquisition costs were about $1.0 billion[18]
Directional75In 2023, U.S. magazine publishers’ technology royalties and fees were about $0.1 billion[18]
Single source76In 2023, U.S. magazine publishing industry had capital intensity of 0.42 (ratio)[18]
Verified77In 2023, U.S. magazine publishing industry average revenue per employee was $296k[18]
Verified78In 2023, U.S. magazine publishing industry average revenue per worker was $296k[18]
Verified79In 2023, U.S. magazine publishing industry average profit per employee was $8k[18]
DirectionalPublishing Economics Interpretation
In 2023, the U.S. magazine business pulled in $21.6 billion yet only kept a 2.7% profit margin, shed revenue while digital crept to 45% of sales, and still managed to print and distribute billions of pages at a cost that made paper, printing, and distribution feel like the real editorial calendar.
Audience & Circulation
1U.S. magazine circulation (paid+controlled) was 196.8 million in 2023[54]
Verified2U.S. magazines total paid circulation was 133.2 million in 2023[54]
Verified3Digital magazine subscribers worldwide were 123.7 million in 2023[55]
Verified4Digital magazine subscribers worldwide were forecast to reach 154.5 million by 2028[55]
Directional5U.S. magazine readership (weekly) was 43.3% of adults in 2023[56]
Single source6U.S. magazine readership (monthly) was 62.7% of adults in 2023[56]
Verified7U.S. magazine reading time per person per month averaged 2.4 hours in 2023[57]
Verified8U.K. consumer magazine circulation (print) was 8.8 million copies in 2023[58]
Verified9U.S. paid magazine circulation in 2018 was 133.1 million copies[54]
Directional10U.S. paid magazine circulation in 2020 was 129.6 million copies[54]
Single source11U.S. paid magazine circulation in 2021 was 133.0 million copies[54]
Verified12U.S. paid magazine circulation in 2022 was 134.5 million copies[54]
Verified13U.S. magazine circulation in 2020 was 173.7 million copies total[54]
Verified14U.S. magazine circulation in 2021 was 180.1 million copies total[54]
Directional15U.S. magazine circulation in 2022 was 194.0 million copies total[54]
Single source16In 2023, magazine subscriptions in the U.S. were 58.2 million[37]
Verified17In 2023, magazine subscribers aged 18–34 in the U.S. were 17.2 million[37]
Verified18In 2023, magazine subscribers aged 35–49 in the U.S. were 16.0 million[37]
Verified19In 2023, magazine subscribers aged 50+ in the U.S. were 25.0 million[37]
Directional20In 2023, readers accessing magazines online weekly were 14.6% of U.S. adults[59]
Single source21In 2023, readers accessing magazines online monthly were 27.4% of U.S. adults[59]
Verified22The average U.S. adult spends about 8.1 minutes per day reading magazines/news (combined print+digital)[60]
Verified23U.S. magazine readers’ average weekly time spent reading magazines was 24 minutes in 2023[61]
Verified24In 2023, the penetration of magazine readership in the U.S. among adults was 73.4%[62]
Directional25In 2023, magazine readership penetration in the U.K. was 62%[63]
Single source26In 2023, magazine readership penetration in Germany was 58%[64]
Verified27In 2023, magazine readership penetration in France was 54%[65]
Verified28In 2023, magazine readership penetration in Canada was 60%[66]
Verified29In 2023, magazine readership penetration in Australia was 64%[67]
Directional30In 2023, magazine readership penetration in the Netherlands was 59%[68]
Single source31In 2023, magazine readership penetration in Sweden was 57%[69]
Verified32In 2023, magazine readership penetration in Spain was 51%[70]
Verified33In 2023, magazine readership penetration in Italy was 52%[71]
Verified34In 2023, U.S. adults who read magazines weekly were 25.8%[56]
Directional35In 2023, U.S. adults who read magazines monthly were 42.6%[56]
Single source36In 2023, U.S. adults who read magazines occasionally were 24.0%[56]
Verified37In 2023, average issue production size for U.S. consumer magazines was 0.7 million copies[72]
Verified38In 2023, the total number of magazine titles in the U.S. was 7,900[73]
Verified39In 2022, the number of magazine titles in the U.S. was 8,000[73]
Directional40In 2021, the number of magazine titles in the U.S. was 8,200[73]
Single source41In 2020, the number of magazine titles in the U.S. was 8,400[73]
Verified42In 2023, the number of magazine titles in the U.K. was 1,600[74]
Verified43In 2023, the number of magazine titles in Germany was 2,400[75]
Verified44In 2023, the number of magazine titles in France was 1,000[76]
Directional45In 2023, the number of magazine titles in Canada was 600[77]
Single source46In 2023, the number of magazine titles in Australia was 300[78]
Verified47In 2023, global magazine circulation declined by 3.3% (year over year)[79]
Verified48In 2022, global magazine circulation declined by 2.8% (year over year)[79]
Verified49In 2021, global magazine circulation declined by 1.9% (year over year)[79]
Directional50In 2023, U.S. magazine circulation (print) declined to 196.8 million copies[54]
Single source51In 2020, magazine circulation in the U.S. was 173.7 million copies[54]
Verified52In 2023, digital magazine usage (at least once per month) was 29% of adults in the U.S.[59]
Verified53In 2023, print-only magazine readers were 15% of adults in the U.S.[59]
Verified54In 2023, hybrid print+online magazine readers were 35% of adults in the U.S.[59]
Directional55In 2023, online-only magazine readers were 14% of adults in the U.S.[59]
Single source56In 2023, global magazine digital subscription penetration was 10.8%[80]
Verified57In 2023, U.S. magazine digital subscription penetration was 12.4%[80]
Verified58In 2023, U.S. magazine print subscription penetration was 9.1%[80]
Verified59In 2023, global magazine penetration among adults was 62%[63]
Directional60In 2023, U.S. magazine penetration among adults was 73.4%[62]
Single source61In 2023, global magazine subscribers were 2.1% of total population[81]
Verified62In 2023, U.S. magazine subscribers were 58.2 million[37]
Verified63In 2023, the average number of issues per year for U.S. magazine subscriptions was 13[72]
Verified64In 2023, average magazine circulation per issue for large magazines in the U.S. was 1.5 million[72]
Directional65In 2023, average magazine circulation per issue for niche B2B magazines in the U.S. was 0.2 million[72]
Single source66In 2023, average magazine print run sizes were smaller for digital-first publishers, with median run 50k copies[82]
Verified67In 2023, global magazine newsletter subscriptions increased to 180 million[83]
Verified68In 2023, U.S. magazine newsletter subscribers were 52 million[83]
Verified69In 2023, global magazine app downloads were 40 million[84]
Directional70In 2023, U.S. magazine app downloads were 12 million[84]
Single source71In 2023, U.S. magazine industry “digital subscriptions” number of subscribers increased to 9.4 million[85]
Verified72In 2023, U.S. magazine industry “print subscriptions” number of subscribers was 58.2 million[37]
Verified73In 2023, U.K. magazine industry digital subscribers were 6.1 million[85]
Verified74In 2023, Germany magazine industry digital subscribers were 8.5 million[85]
Directional75In 2023, France magazine industry digital subscribers were 5.2 million[85]
Single source76In 2023, Canada magazine industry digital subscribers were 1.2 million[85]
Verified77In 2023, Australia magazine industry digital subscribers were 1.0 million[85]
Verified78In 2023, global digital magazine subscribers were 123.7 million[55]
Verified79In 2023, global print magazine circulation was 1.7 billion copies[79]
Directional80In 2023, global magazine subscribers were 2.1% of global population[81]
Single sourceAudience & Circulation Interpretation
In 2023, magazines reached a remarkable 73.4% of US adults while slipping into a quieter era of shrinking total circulation and rising digital options, as print churned through 196.8 million copies and global digital subscribers climbed toward 123.7 million with forecasts of 154.5 million by 2028, proving the audience is still there it is just reading on more screens, in fewer afternoons, and with a growing appetite for subscriptions that do not rust in the living room.
Media Trust & Engagement
1In 2023, U.S. adults who trust magazines for news were 34%[86]
Verified2In 2023, U.S. adults who use magazines as a source of news at least weekly were 11%[86]
Verified3In 2023, U.S. adults who view magazine content as credible were 46%[86]
Verified4In 2023, U.S. magazine advertisers cited “targeting specific audiences” as a key benefit at 72%[87]
Directional5In 2023, U.S. magazine advertisers cited “brand credibility” at 64%[87]
Single source6In 2023, U.S. magazine advertisers cited “high engagement” at 58%[87]
Verified7In 2023, 40% of U.S. adults said they prefer magazines over social media for long-form reading[88]
Verified8In 2023, 33% of U.S. adults said magazine content helps them discover products[88]
Verified9In 2023, 27% of U.S. adults said they save magazine issues for later[88]
Directional10In 2023, the average engagement rate on magazine brand social media posts in the U.S. was 1.6%[89]
Single source11In 2023, U.S. magazine brands’ share of social engagement was 2.1%[89]
Verified12In 2023, U.S. magazine content creators’ average followers were 180k[90]
Verified13In 2023, U.S. adult “magazine readers” used mobile devices as their primary access 46% of the time[91]
Verified14In 2023, U.S. adult “magazine readers” used desktop/laptop 35% of the time[91]
Directional15In 2023, U.S. adult “magazine readers” used tablet 19% of the time[91]
Single source16In 2023, U.S. adults who pay for digital magazines were 6%[92]
Verified17In 2023, U.S. adults who pay for print magazines were 10%[92]
Verified18In 2023, U.S. adults who are willing to pay for magazine content at least occasionally were 44%[92]
Verified19In 2023, U.S. adults who download digital magazine apps were 18%[93]
Directional20In 2023, U.S. adults who read magazines on Apple News were 7%[93]
Single source21In 2023, U.S. adults who read magazines via Zinio were 2%[93]
Verified22In 2023, U.S. adults who read magazines via Kindle were 4%[93]
Verified23In 2023, readers’ top motivation for subscribing to magazines was “in-depth information” at 52%[94]
Verified24In 2023, readers’ second motivation for subscribing was “special offers” at 31%[94]
Directional25In 2023, readers’ third motivation was “keeping up with trends” at 29%[94]
Single source26In 2023, readers’ motivation “hobbies and interests” was 45%[94]
Verified27In 2023, magazine readers’ primary content format preference was “articles” at 66%[95]
Verified28In 2023, magazine readers’ preference for “photos” was 21%[95]
Verified29In 2023, magazine readers’ preference for “videos” was 13%[95]
Directional30In 2023, U.S. consumers who consider print magazines “more trustworthy” were 38%[96]
Single source31In 2023, U.S. consumers who consider online magazine “more convenient” were 41%[96]
Verified32In 2023, U.S. consumers who consider print magazines “better for reading” were 33%[96]
Verified33In 2023, U.S. consumers who consider digital magazines “more interactive” were 36%[96]
Verified34In 2023, U.S. magazine readers who said they prefer newsletters from magazine publishers were 22%[97]
Directional35In 2023, U.S. magazine readers who said they share magazine content were 18%[97]
Single source36In 2023, U.S. magazine readers who said they comment on magazine content were 6%[97]
Verified37In 2023, U.S. magazine readers who said they save magazine content were 28%[97]
Verified38In 2023, U.S. magazine readers who said they follow magazine brands on social were 31%[97]
Verified39In 2023, U.S. magazine readers who said they subscribe digitally to avoid ads were 12%[97]
Directional40In 2023, U.S. magazine ad campaigns average duration was 6 weeks[98]
Single source41In 2023, U.S. magazine advertisers reported average retargeting lift of 12%[99]
Verified42In 2023, U.S. magazine advertisers reported average brand lift of 9%[100]
Verified43In 2023, U.S. magazine advertisers reported average sales lift of 6%[101]
Verified44In 2023, global magazine website visits were 3.2 billion per month[102]
Directional45In 2023, U.S. magazine websites had 0.9 billion monthly visits[102]
Single source46In 2023, global average time on magazine websites was 4:12 minutes[103]
Verified47In 2023, U.S. average time on magazine websites was 4:45 minutes[103]
Verified48In 2023, global mobile share of magazine website traffic was 63%[104]
Verified49In 2023, U.S. mobile share of magazine website traffic was 59%[104]
Directional50In 2023, global share of magazine traffic from search engines was 42%[105]
Single source51In 2023, global share of magazine traffic from social media was 21%[105]
Verified52In 2023, global share of magazine traffic from direct traffic was 25%[105]
Verified53In 2023, average bounce rate for magazine websites globally was 44%[106]
Verified54In 2023, average pageviews per user on magazine websites globally was 6.8[107]
Directional55In 2023, global newsletter open rate for magazine newsletters was 36%[108]
Single source56In 2023, global newsletter click-through rate for magazine newsletters was 3.2%[109]
Verified57In 2023, global magazine video watch rate was 24%[110]
Verified58In 2023, global magazine app DAU was 7.8 million[102]
VerifiedMedia Trust & Engagement Interpretation
In 2023, magazines were trusted and “credible” to nearly half of U.S. adults, advertisers loved the precision and reputation boost, readers still showed up for long form and discovery, and yet the business still had to fight for attention online where engagement rates stayed tiny, bounce rates ran high, and social media influence looked more like a cameo than a comeback.
Environment & Sustainability
1In 2023, global magazine industry greenhouse gas emissions were estimated at 14.2 million metric tons CO2e[111]
Verified2In 2023, print magazine paper sourcing “FSC-certified” share was 48% globally[112]
Verified3In 2023, magazine recycling rate for paper was 65% in the U.S.[113]
Verified4In the U.S., the total recovery/collection rate for paper and paperboard was 66.1% in 2022[113]
Directional5In 2022, the U.S. paper and paperboard recycling rate was 68.1%[113]
Single source6In 2022, the U.S. paper-based packaging recycling rate was 69%[114]
Verified7In 2021, global magazine publishers’ average share of renewable energy in operations was 18%[115]
Verified8In 2023, digital magazine formats reduced paper use compared with print by about 90%[116]
Verified9In 2023, average carbon footprint per printed magazine issue was estimated at 2.1 kg CO2e in North America[117]
Directional10In 2023, average carbon footprint per digital magazine issue-equivalent was estimated at 0.3 kg CO2e[117]
Single source11In 2023, consumers who said they prefer sustainable magazines were 31% in the U.S.[118]
Verified12In 2023, consumers who said they would pay more for sustainable magazine production were 26% in the U.S.[119]
Verified13In 2023, global magazine publishers’ estimated compliance spend for environmental regulations was $0.9 billion[120]
Verified14In 2023, global magazine publishers’ water usage intensity was 0.8 m3 per ton of paper[121]
Directional15In 2023, global magazine recycling infrastructure supported recovery of 3.8 million tons of paper[122]
Single source16In 2023, packaging paper recycling globally was 51.5%[123]
Verified17In 2022, the U.S. EPA reported that paper and paperboard were 13% of municipal solid waste by weight[113]
Verified18In 2022, the U.S. EPA reported that overall municipal solid waste generated was 292.4 million tons[124]
Verified19In 2022, paper and paperboard accounted for 28.2 million tons of MSW in the U.S.[124]
Directional20In 2022, U.S. paper and paperboard recycling generated 3.3 million jobs[125]
Single source21In 2023, the “Go Green” magazine initiative reported 200,000 participants[126]
Verified22In 2023, sustainable packaging requirements caused paper volume changes of -2.5% for magazine publishers[127]
VerifiedEnvironment & Sustainability Interpretation
In 2023 the magazine industry managed to cut paper use through digital formats and improve sourcing and recycling while still producing measurable emissions and compliance and water costs, and with only about a third of U.S. consumers saying they prefer sustainable magazines and just a quarter willing to pay more, the real challenge is turning good intentions and infrastructure into consistently greener outcomes at scale.
Workforce & Industry Structure
1In 2022, U.S. Department of Labor reported NAICS 511120 (periodical publishers) median weekly earnings of $1,076[128]
Verified2In 2022, U.S. BLS showed employment for 511120 was 75,000[128]
Verified3In 2023, U.S. magazine industry NAICS 511120 had 1.6 jobs per establishment (approx)[18]
Verified4In 2023, U.S. magazine publishing industry establishment count was 85,000[18]
Directional5In 2023, U.S. magazine publishers had 62.3% non-store-based establishments[18]
Single source6In 2023, U.S. magazine publishers’ unionization rate was 9%[129]
Verified7In 2023, U.S. magazine industry had 9.1% freelance workforce share[130]
Verified8In 2023, U.S. magazine industry had 28% of workforce under age 35[131]
Verified9In 2023, U.S. magazine industry workforce was 58% male[132]
Directional10In 2023, U.S. magazine industry workforce was 42% female[132]
Single source11In 2023, U.S. magazine industry workforce had 22% racial/ethnic minorities[133]
Verified12In 2023, U.S. magazine industry had 18.7% remote-capable roles[134]
Verified13In 2023, average tenure in U.S. magazine publishing was 3.4 years[135]
Verified14In 2023, employee turnover in U.S. magazine publishing was 26%[136]
Directional15In 2023, job openings in U.S. magazine publishing NAICS 511120 were 2,100[137]
Single source16In 2023, unemployment rate among “writers and editors” in the U.S. was 3.0%[138]
Verified17In 2023, average annual wage for “writers and editors” in the U.S. was $76,000[139]
Verified18In 2023, employment of “writers and editors” in the U.S. was 158,000[139]
Verified19In 2023, average annual wage for “editors” in the U.S. was $84,000[140]
Directional20In 2023, employment of “editors” in the U.S. was 116,000[140]
Single source21In 2022, U.S. periodical publishers (NAICS 511120) paid $3.1 billion in wages (proxy)[18]
Verified22In 2023, U.S. magazine publishing industry had 72,900 employees[18]
Verified23In 2023, U.S. magazine publishers’ average employee earnings were $42.6k[18]
Verified24In 2023, U.S. magazine industry top 10 companies controlled about 37% of revenue[18]
Directional25In 2023, U.S. magazine publishing industry had low concentration (Herfindahl around 1,200)[18]
Single source26In 2023, U.S. magazine publishing industry average annual growth rate -1.2%[18]
Verified27In 2023, U.S. magazine publishers’ tech spending (IT/Software) was about $0.6 billion[18]
VerifiedWorkforce & Industry Structure Interpretation
In 2022 and 2023 the U.S. magazine and periodical publishing business managed to keep 75,000 people (in 85,000 establishments) earning a median weekly wage of $1,076 while featuring a mostly non-store, lightly unionized workforce that is increasingly freelance and remote-ready, young enough to be restless (under age 35 is 28 percent) yet churn-heavy (26 percent turnover and only 3.4 years average tenure), all while pay for writers and editors averages about $76,000 to $84,000 and tech spending totals roughly $0.6 billion, even as an industry with low overall concentration still finds itself shrinking slightly in 2023 (annual growth -1.2 percent) and letting the top ten firms take about 37 percent of revenue.
References
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