The CEOs of more than 30 consumer magazine publishers are on board for the MPA's Magazine Media 360 — the new measurement tool that for the first time tracks both the print and digital readers.
Two publishing companies are notable for their absence: Wenner Media and Bauer Publishing.
Jann Wenner, the founder of Rolling Stone and head of the eponymously named publisher that also includes Us Weekly and Men's Journal, dropped out of MPA in the early days of the Great Recession.
Despite his headquarters on Publishers Row in Rockefeller Center and his status as a self-made multi-millionaire, Wenner has always fancied himself as a rebel with little need to spend the money to join the club. He also has a reputation for keeping a pretty close clutch on the company purse strings in good times — and bad.
Only dues-paying members of MPA, the Association for Magazine Media, can be counted.
Bauer Publishing is also left out but for different reasons. Unlike most US publishers, which rely on advertising for the bulk of their revenue stream, Bauer titles — like Woman's World, In Touch and Life & Style — have always followed a European model favored by their German-based parent that relies heavily on single copy sales.
Since its titles sell mainly on newsstands, it had little reason to support an organization that in the past was most heavily involved in lobbying the Postal Service for low mail rates.
Still, Bauer President Ian Scott said he may revisit the idea of joining now that Magazine Media 360 is out.
"We'll consider it," he said. "They are coming in to talk to us. We are going to look at it again."
A spokeswoman for Wenner declined to comment.
Mary Berner, CEO of MPA, which owns Magazine Media 360, said the new total audience tabulation will not replace the Publishers Information Bureau, which tracks ad pages on a quarterly basis, or the Alliance for Audit Media, which tracks circulation of print and digital replica editions on a twice yearly basis.
The new monthly format for presenting the total audience number from desktop, laptop, mobile, video newsstand and subscriptions, is a better rubric to showcase all that publishers do in today's marketplace, she said.
"Every magazine company is now a magazine media company, not just a print publisher," Berner said.
Only about 65 percent of a magazine's audience today is derived from print and that figure is dropping, largely because the mobile audience grew 97.9 percent by this August compared to a year earlier.
The desktop/laptop audience in the same period actually shrank by 4 percent as the world goes increasingly mobile.
Still she admitted it took some arm twisting to get all the MPA publishers on board with the idea of publicly revealing the results on a monthly basis.
Berner said she admonished them to S.I. U.—"suck it up—take the hits with the good."
"It's a heavy lift to get 30 CEOs on the same page," said Berner.
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