Those lingering few who think mobile's not a big deal need only look to a new study from the Association of Magazine Media, which found 26 percent of magazines' total readership comes from smartphones and tablets.
The MPA's monthly Magazine Media 360° report dissected publishers' online traffic in July and compared it with traffic from a year earlier. The report collected third-party data for 141 media properties across 31 companies.
In July, mobile represented 26 percent of magazines' audience mix—a measure of readers across print, digital subscription, desktop, mobile and video—a jump from 18 percent in July 2014. Desktop accounted for 15 percent of magazines' audiences, down from 16 percent in 2014.
Not surprisingly, print and digital subscriptions took the biggest hit. Subscribers made up 57 percent of publishers' audiences in July 2015, down from 64 percent in 2014.
For a handful of big-name publishers, mobile accounted for an even more sizable portion of their readership. Mobile Web traffic made up almost half of ESPN's total audience of 89.6 million, for instance. For People, smartphone and tablet traffic represented about a third of its total.
Here are the top 10 magazine publishers with the biggest number of monthly mobile visitors:
1. ESPN: 42.9 million
2. People: 28 million
3. AllRecipes: 24.5 million
4. Forbes: 21.6 million
5. Time: 18.1 million
6. Entertainment Weekly: 14.3 million
7. Cosmopolitan: 13.7 million
8. Bloomberg Businessweek: 11.2 million
9. New York: 9.8 million
10. Bon Appétit and Epicurious: 8.3 million
In terms of growth, Hearst-owned Town & Country's mobile traffic grew a whopping 559 percent between July 2014 and July 2015. Playboy's smartphone and tablet numbers shot up 522 percent, and Latina magazine's mobile readership grew 416 percent.
Other magazines that got a big year-over-year boost include Fortune (353 percent), National Enquirer (265 percent) and W (249 percent).