The success of a magazine can be measured in a variety of ways such as circulation, digital replica circulation, revenue by platform, revenue, and annual growth. Entrepreneur, an American magazine who’s topic is best explained by its title, was the fastest growing magazine brand in the U.S. in 2017. Science magazine, Popular Science, and home magazine, Town & Country, were also among the list of fast growing magazine brands. ESPN The Magazine, a biweekly sports magazine published by the ESPN sports network, has the largest reach among popular magazines in the United States. People Magazine has the second largest reach in the country, followed by WebMD. These leading magazines are also strengthening their presence on digital platforms, with WebMD even originating as a website before adding a print version. ESPN The Magazine is also the magazine with largest online audience in the U.S, followed by WebMD in second place.
Many numbers in the magazine industry seem to be in steep decline, but advertising revenue has remained relatively consistent since 2010. In regards to ad spending, French cosmetics company L'Oréal was the leading magazine advertiser in the U.S. in 2017. That year, L'Oréal alone spent around 700 million U.S. dollars on magazine ads. Proctor & Gamble Co. ranked second with over 560 million dollars in ad spending, and many other companies such as Pfizer, Kraft Heinz, and Louis Vuitton spent hundreds of millions as well.