Magazine advertising effectiveness in the U.S. in 2018, by position

In 2019, 60 percent of magazine ads located in the third quarter of the book led people to take action relating to the advertisement. Examples of actions are: considering purchase, recommending the product, and clipping or saving the ad.

Leading magazine advertisers

In 2019, the leading magazine advertiser by ad spend in the United States was L’Oréal. The French cosmetics company spent roughly 617 million U.S. dollars on magazine ads that year. Other brands on the list included Procter & Gamble, Kraft Heinz, and Nestlé. U.S. consumer magazine ad expenditures are expected to decrease by close to two billion U.S. dollars between 2019 and 2023, to 13.9 billion U.S. dollars.

The magazine industry

In 2018, just over 7,200 magazines, both printed and digital, circulated through the American market. Six years earlier, the number of consumer magazines stood at its highest when it almost hit 7,400. About 228.7 million people, aged 18 or older, read magazines in 2019. This is an increase of over four million compared to the previous year and shows that the magazine readership bounced back after the first decline in 2018.