Greetings from the 4A Transformation 2010 conference in San Francisco. One of the first presentations of the conference was a joint presentation by representatives of the magazine industry - Time Inc., Hearst Corporation, Meredith Corporation, Wenner Media, and Conde Nast. The speakers aimed to dispel several myths about the industry, the value it delivers to consumers and advertisers, and the relative value compared to other forms of media. A marketing campaign will start in April and will target advertisers to change perceptions about the magazine industry.

Without further ado, here're some of the stats and facts presented by the magazine industry:

Magazines deliver scale. For example, People magazine reaches 45M readers weekly vs. 27.7 M viewers for the American Idol 2009 season finale. Also when aggregated, top 25 magazines reach more than top 25 TV shows.

Magazine readership is growing. It's grown by 4.3% in the last 5 years. 84% of readers read 11+ issues a month.

Magazines are effective at both ends of the funnel. Over the last four years, the recall rates have grown by 13% and action taking by 10%. The audience is already opted in and considers ads to be part of the overall experience.

Magazines are innovating. Excitement and innovation are happening not only online. New technology has allowed magazines to bring issues to market more quickly and with more customized content. Some magazines are experimenting with digital and 3D covers as well as launching digital initiatives via Facebook, Twitter, iPhone apps, etc.

Magazines deliver voices of authority. Magazine readers are more likely to influence than other heavy users of media and are more likely to conduct a web search for a merchandise than any other media like TV, newspaper, word of mouth or even web itself. Also, readers are spending on average 43 min per issue and are less likely to multi-task with other media.

With many facts stated above I can easily agree, with others - I'm willing to challenge the presenters and to invite then into a discussion. For example, have innovation and technology development been a truly break-through experience for consumers or advertisers or just an incremental improvement? What's the impact of the 3D cover for a consumer or an advertiser?

The magazines I read on more or less regular basis are Forbes, The Economist, National Geographic, Advertising Age, Adventure, Washington Trails, Wired, Scientific American and five-six boating magazines (well, I scan the boating ones :)). Digitally I subscribe to Forbes, Advertising Age newsletters, 4A's smartbriefs, IAB smartbriefs and do read political, financial and entertainment news on msn.com.

How about you? What magazines do you read and how do you consume (or not) similar content online?

Rimma

P.S. Stay tuned for more coverage of the 4A Transformation 2010!