Table 1.
Readership Characteristics and Alcohol Advertising in 49 Magazinesa
| Magazine | Average (2006 – 2011) | Total (2006 – 2011) | ||||
|---|---|---|---|---|---|---|
|
| ||||||
| Underage readers, millions | Young adult readers, millions | Percentage of youth readers | Percentage of young adult readers | Number Of ads | Total advertising, $ in millions | |
| Allure | 2.1 | 1.9 | 28.5 | 25.8 | 1 | 0.1 |
| Automobile | 0.9 | 0.7 | 20.3 | 16.2 | 3 | 0.2 |
| Better Homes and Gardens | 2.0 | 4.3 | 5.0 | 10.7 | 2 | 0.9 |
| Brides | 1.1 | 2.0 | 16.8 | 32.0 | 12 | 1.2 |
| Car & Driver | 1.8 | 2.4 | 15.8 | 21.2 | 25 | 4.2 |
| Cosmopolitan | 3.8 | 5.9 | 19.7 | 30.5 | 163 | 39.4 |
| Details | 0.2 | 0.4 | 15.7 | 27.6 | 231 | 14.9 |
| ESPN The Magazine | 4.5 | 4.1 | 26.9 | 24.6 | 415 | 80.1 |
| Ebony | 2.0 | 2.0 | 16.7 | 16.9 | 61 | 3.3 |
| Elle | 1.5 | 1.6 | 24.2 | 25.4 | 153 | 19.9 |
| Entertainment Weekly | 1.7 | 2.7 | 14.4 | 23.6 | 180 | 26.0 |
| Esquire | 0.3 | 0.5 | 10.4 | 16.0 | 471 | 52.8 |
| Essence | 1.4 | 1.6 | 15.8 | 18.1 | 54 | 4.2 |
| Family Circle | 0.9 | 1.5 | 4.5 | 7.2 | 1 | 0.3 |
| First For Women | 0.3 | 0.3 | 6.7 | 7.6 | 3 | 0.3 |
| GQ | 1.0 | 1.9 | 14.3 | 28.4 | 536 | 69.3 |
| Glamour | 2.7 | 3.4 | 20.2 | 25.3 | 40 | 6.7 |
| Good Housekeeping | 0.8 | 1.8 | 3.2 | 7.2 | 5 | 1.9 |
| Harpers Bazaar | 0.4 | 0.5 | 11.8 | 16.5 | 68 | 6.7 |
| In Style | 1.9 | 2.6 | 17.8 | 24.3 | 261 | 32.7 |
| Jet | 1.6 | 1.4 | 18.3 | 16.0 | 93 | 3.0 |
| Marie Claire | 0.7 | 1.0 | 18.0 | 24.7 | 139 | 15.5 |
| Martha Stewart Living | 0.6 | 1.4 | 4.9 | 12.2 | 37 | 5.4 |
| Maxim | 2.0 | 4.9 | 15.2 | 37.9 | 512 | 124.5 |
| Mens Fitness | 1.2 | 2.0 | 14.3 | 24.9 | 77 | 6.4 |
| Mens Health | 1.2 | 2.7 | 9.8 | 22.4 | 84 | 13.7 |
| Mens Journal | 0.3 | 0.7 | 8.7 | 18.3 | 404 | 38.6 |
| Motor Trend | 1.2 | 1.5 | 15.7 | 19.4 | 10 | 1.5 |
| Motorcyclist | 0.6 | 0.5 | 18.7 | 15.7 | 1 | 0.0 |
| National Geographic | 4.3 | 4.7 | 12.7 | 13.6 | 9 | 2.0 |
| Newsweek | 1.3 | 2.0 | 7.9 | 12.0 | 13 | 1.7 |
| O, Oprah Magazine | 1.3 | 1.9 | 8.2 | 11.8 | 18 | 2.6 |
| People | 7.0 | 8.5 | 14.8 | 18.0 | 106 | 25.3 |
| Popular Mechanics | 0.9 | 1.4 | 10.2 | 15.2 | 15 | 1.8 |
| Reader’s Digest | 2.4 | 2.6 | 7.5 | 8.0 | 3 | 0.8 |
| Real Simple | 0.4 | 1.0 | 4.8 | 13.2 | 88 | 13.4 |
| Redbook | 0.5 | 0.9 | 5.1 | 10.4 | 15 | 2.3 |
| Road & Track | 0.8 | 0.9 | 13.2 | 15.7 | 4 | 0.5 |
| Rolling Stone | 3.2 | 3.7 | 23.6 | 27.3 | 578 | 89.8 |
| Self | 0.8 | 1.4 | 12.5 | 21.9 | 34 | 4.8 |
| Shape | 0.6 | 1.5 | 9.7 | 24.4 | 76 | 11.2 |
| Spin | 0.4 | 0.6 | 19.4 | 30.5 | 337 | 19.4 |
| Sports Illustrated | 4.7 | 4.2 | 20.5 | 18.1 | 438 | 139.4 |
| Star | 2.0 | 2.4 | 17.8 | 21.7 | 37 | 4.3 |
| Time | 2.2 | 2.8 | 10.6 | 13.3 | 24 | 7.5 |
| Us Weekly | 2.3 | 4.0 | 16.7 | 29.9 | 350 | 49.8 |
| Vanity Fair | 1.0 | 1.4 | 14.5 | 19.1 | 233 | 35.6 |
| Vogue | 2.9 | 2.8 | 23.2 | 22.1 | 123 | 18.4 |
| W Magazine | 0.3 | 0.4 | 16.5 | 23.1 | 83 | 7.1 |
| Total | 6626 | 1,011.7 | ||||
| Average per Magazine | 1.6 | 2.2 | 14.3 | 19.7 | ||
a
Data are from Growth from Knowledge, Media Market Research & Intelligence TwelvePlus and Adult Surveys (GfK MRI, 2006–2011a,b).