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. domino, an American home magazine, was the fastest growing magazine brand in the U.S. in 2016. Men’s magazine, Esquire, and women’s fashion magazine, Harper's Bazaar, 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 Forbes. These leading magazines are also strengthening their presence on digital platforms. ESPN The Magazine is also the magazine with largest online audience in the U.S, followed by Forbes in second place.
Although some magazines also showcase their content on digital platforms, print is projected to account for the majority of magazine advertising spending in the coming years. In 2018, print magazine advertising spending is forecast to amount to 15.23 billion U.S. dollars, while digital magazine ad spend is expected to stand at 4.34 billion U.S. dollars during the same period. In total, about 12.5 billion U.S. dollars was invested in consumer magazine advertising in the U.S. in 2016. Amongst all mediums, only outdoor has a lower ad spend in the country than consumer magazines. In regards to ad spend, cosmetics French company L'Oréal was the leading magazine advertiser in the U.S. in 2016. That year, L'Oréal spent 698.5 million U.S. dollars on magazine ads. Pfizer, ranked second, spent 472.6 million U.S. dollars on magazine advertising. Other leading magazine advertisers include consumer goods corporation, Procter & Gamble, fashion and luxury powerhouse, Louis Vuitton, and consumer goods manufacturer Johnson & Johnson.