Study finds most U.S. magazines see stronger social media presence on Facebook than on Twitter, except for celebrity, home and health and fitness magazines

NEW YORK , October 10, 2011 (press release) – At this week’s American Magazine Conference, publishing executives gathered to discuss the importance of social media for magazine brands. Almost every single magazine in the MPA has a social media component, and overwhelmingly, these audiences are growing. But some say they aren’t growing fast enough. As Scott Galloway, founder of L2, pointed out, marketers are gaining direct contact with consumers through social media at a rate that may threaten the relevance of magazine brands.

MagazineRadar used its tracking service to study how social media reach breaks down by category. What we found is a wide range in social media prominence, with certain categories surging ahead of others:

Thought leader titles are doing the best job cultivating social media audiences overall. Per title, they average over 1,100,000 Facebook likes and over 398,000 Twitter followers. National Geographic is powering this trend: it has well over 7 million Facebook likes, more than any other MPA member.

But categories that aren’t dominating are nevertheless growing at a competitive rate. We looked at the categories that have grown their reach the most in the past month (30 days previous to October 6). The luxury category, which falls in the middle in current dominance, added over 40,000 likes and followers on average per title. Parenting, which has a relatively light presence overall, almost matched men’s lifestyle in growth, adding over 33,000 likes and followers in the past month.   

Some conclusions based on these averages:

  • Most magazine categories have a stronger presence on Facebook than on Twitter
  • The exceptions to this include: celebrity, home, and health & fitness magazines
  • Thought leader titles have the strongest social media reach, and wedding titles have the weakest
  • Women’s fashion is on track to surpass men’s lifestyle, which only added 33,557 likes and followers in the past month

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