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Magazines Continue to Lose Media Mind Share
Wednesday, December 29, 2010
Steve Smith

The daily time spent with magazine media dropped another 9.1% in 2010, a decline equaled only by the drop-off of daily time we spend with newspapers, estimates eMarketer. In an omnibus study of multiple media mind-share research sources, the data aggregator found that adults in the U.S. market now spend about 20 minutes a day with their magazines, compared to 30 minutes with newspapers, 50 minutes with mobile devices, an hour and 36 minutes with radio and two hours and 35 minutes with the Internet.

Television continues to dominate our time with media, responsible for four hours and 24 minutes of use.

The loss of time spent with print media is especially notable since these numbers come on top of a 12% decline in magazine time spent in 2009.

The good news for media brands generally is that the time spent overall with major media has risen from 635 minutes a day in 2008 to 660 minutes a day in 2010. Multitasking is accounted for in the tally. According to eMarketer’s latest aggregated figures, magazines are responsible for only 3% of time spent with media. While TV is still king, the migration to other digital media formats is starting to show. While TV viewing time increased 5.1% in 2009 during the depths of the recession, the medium lost 1.1% in overall time spent in 2010.

And where can media brands recapture some of the eyeballs that are reducing their print time? Not surprisingly, mobile media’s time spent grew 21.9% in 2009 and another 28.2% in 2010. Mobile represents, by far, the fastest-growing media platform in terms of user mind share.