• by Erik Sass  @eriksass1, August 23, 2012

The traditional image of young adults gathered around a magazine really hasn’t changed much, although the sharing process is more likely to be virtual nowadays, according to a new benchmark study conducted by GfK MRI for the MPA, the Association of Magazine Media.

The GfK MRI/MPA study, titled “Magazine Readers Are Social,” found that social media enhances distribution, consumption and engagement with magazine content, especially among readers ages 18-34.
 
A large proportion of young adult magazine readers are also using social media, with 91% using Facebook, 61% using YouTube and 40% using Twitter.  Among magazine readers in this age group who use Twitter, 56% say they follow a magazine brand on the microblogging site -- a proportion that jumps to 69% among self-identified “avid magazine readers," who make up 40% of the total survey group.

Sixty-three percent of self-identified “avid readers” have visited a magazine Facebook page, and 62% have posted magazine articles to Facebook. Some 55% of all readers who use Facebook subscribe to a magazine editor or columnist. Overall, 68% of respondents said that technology has improved their media experience.
 
While the survey group is undoubtedly connected and mobile, with 80% owning a smartphone, that doesn’t mean that they’re ditching print -- 95% say they still read magazines in the traditional format. At the same time, 43% read digital editions, indicating there is a large cohort that moves back and forth between print and digital. They’re also multitasking while consuming magazines, in whatever format: 42% of all respondents said they chat with friends on Facebook while reading a magazine and share what they’re reading, a proportion that rises to 57% among avid readers.
 
The GfK MRI/MPA study also looked at Pinterest, where magazines have established a growing presence. Here, 65% of avid readers say they use Pinterest to follow a magazine or have re-pinned content from a magazine.
 
MyRecipes.com Releases First Cookbook
 
Time Inc.’s MyRecipes.com is gearing up to release its first cookbook, “America’s Favorite Food,” which goes on sale Sept. 11. The cookbook contains 200 of the most popular recipes from MyRecipes.com, as measured by reviews, searches and ratings, drawn from titles like Cooking Light, Southern Living, Real Simple and Health.

On the tech side, the cookbook includes invisible mobile watermarks from Digimarc Discover embedded in photographs to allow readers to connect to online “Scan-It/Cook-It” features, avoiding the need to use visible QR codes. The linked digital content includes how-to videos, expert answers, a “weeknight meal planner,” similar recipes, and shopping lists.
 
EatingWell Boosts Rate Base
 
Bucking the industry trend of declining print circulations, Meredith Corp.’s EatingWell will increase its rate base 25% from 600,000 to 750,000, effective with its July-August 2013 issue. That is a 115% increase in the magazine’s circ since Meredith acquired the pub in June 2011. EatingWell’s newsstand sales increased 45% from 49,909 in the first half of 2011 to 72,311 in the first half of 2012, according to the Audit Bureau of Circulations.
 
Shirer to Rodale SVP, Audience Development
 
Joyce Shirer has been named senior vice president for audience development and e-tail marketing at Rodale. Shirer will oversee all areas of magazine circulation and single-copy sales, advertising operations and yield management, online audience development, syndication, list and alternative media marketing and e-tail marketing. Shirer previously served as senior vice president for magazine and e-tail consumer marketing for Rodale. Before that, from 2008-2012 she was vice president of marketing at Magazines.com.
 
Meredith Xcelerated Marketing Hires Kerho, Rozen
 
Meredith Xcelerated Marketing has hired two marketing services veterans for its management team. Steve Kerho has joined MXM as senior vice president and chief strategy officer, where he will be responsible for building and expanding MXM’s relationships with digital automotive clients and advancing MXM’s digital strategy. He comes to MXM from Organize, Inc., where he served as senior vice president for strategy, media, and analytics. 

Doug Rozen has joined MXM as senior vice president and general manager for its mobile practice, The Hyperfactory, where he will lead MXM’s innovation efforts. Rozen previously served as senior vice president and global lead for creative, interactive, media and mobile for Aimia Inc., formerly Carlson Marketing Worldwide.