People Dominates MPA’s New Brand Audience Report

People magazine officially dominated the MPA’s new metric Media 360°, which seeks to quantify how much consumers desire a specific glossy’s content across multiple platforms. People’s total score was 71,395. The next closest magazine was Better Homes and Gardens, with 47,871.

The MPA launched Media 360° because the previous way of measuring a magazine’s success — via circulation and/or ad pages — was extremely dated.

“With Magazine Media 360, we finally have a comprehensive accounting of consumer demand for our brands, an imperative for the industry since, with the growth of new, rapidly evolving digital platforms, consumer demand is today’s media currency,” said the MPA’s CEO and president, Mary Berner, in a statement. “In fact, given the success of many magazine brands on those new platforms, continuing to rely on print circulation and ad paging counts in isolation to determine demand for magazine media would be like measuring the viewership of the Super Bowl exclusively based on the people who watched it in the stadium.”

Rounding out the Media 360° top five was Time (with 44,288), Allrecipes (40,338) and National Geographic (38,947).