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BizReport : Internet : July 13, 2010

MPA: Internet largest subscription source for magazines

The Internet is now the largest subscription source for one in five magazines, according to a new survey from the Magazine Publishers of America, with Internet subscriptions doubling in the last three years.

by Helen Leggatt

internetSurveyLg.gifAlmost a quarter (24%) of new subscriptions to magazines in 2010 will be made via the Internet. Nine out of ten Internet subscriptions are sold directly by magazine publishers while the leading subscription agents are and

"Magazine publishers are being smart about leveraging online marketing opportunities to expand their audience, grow readership and increase subscription revenues," said Nina Link, President and CEO, MPA.

The results are based on the experiences of 14 magazine publishers with a total of 62 titles between them including Vanity Fair, National Geographic, Cosmopolitan and Esquire.

Other findings from the survey include:

- The Internet represented 12% of total subscription sales (new and renewal) in 2009 and should represent 13% of gross orders this year.

- Magazine-branded websites are the leading source of Internet subscriptions, representing 43% of sales. That number is expected to increase to 47% this year.

- E-mail subscriptions from internal and external lists generate 16% of new Internet orders. Other leading Internet sources include cross-selling and upselling (9%), and third-party sites and affiliates (19%).

Tags: Magazine Publishers of America, magazine subscriptions, online magazine

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