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Media Release
20 April 2009
A redesigned website launched this week by Magazine Publishers of Australia features a new presentation about the effectiveness of magazine advertising plus news updates, research and industry data about Australia’s resilient consumer magazine market.
The website www.magazines.org.au will present information collated from members and act as the central point of contact between MPA and the broader advertising industry. This follows the announcement earlier this year by MPA chairman, Pacific Magazines’ CEO Nick Chan, to restructure the association’s operations.
Despite challenging market conditions, Australian magazines continue to post solid performances. Latest data for 2008 shows 207 million magazine copies were sold over the 12 month period, representing more than $1 billion in consumer expenditure.
More than seven in 10 Australians over the age of 14 years read magazines, with four in 10 saying they “enjoy buying magazines”.
Nearly three in 10 are classified as heavy readers of magazines. Compared to other heavy media users they are more likely to be big spenders at the supermarket checkout* and early adopters of the latest fashions, new season cosmetics, latest mobile phones and new food products**.
In an earlier media statement, Chan expressed optimism about the prospects for the Australian market “where we are performing way above our global peers”.
In announcing the new website launch he said, “While the future operations of MPA will be a departure from the past, we will continue to provide a relevant and valuable online resource to the industry about the opportunities magazines offer marketers to really get alongside their consumers and impact their product choices.”
Member companies represented by MPA include ACP Magazines, Lovatts Publications, News Magazines, Pacific Magazines, Reader’s Digest, Time Magazine.
(Sources: Analysis based on ABC reported AANPS June & Dec 2008. Readership data based on Morgan Readership Survey Jan. to Dec. 2008, *spend $200+ per week at supermarket, ** ‘I’m often the first to buy’.)