Celebs, News, Style All Drive Magazine Brands In The Twittersphere

01/21/2013

It has been a while since we reviewed the top consumer magazines on Twitter. People and Time magazines both dominate the list, which we rank using the titles participating in our monthly digital box scores. The most striking takeaway is the sheer diversity of topics that attract enormous followings in Twitter. We give you the top 20 here to illustrate that range, from hard news ( Time and The Economist) to fashion ( WWD and Elle) to entertainment news ( EW and Rolling Stone) Twitter feeds have proven a remarkable way for magazine brands to connect their content with the right audiences.

Among the top 20, National Geographic proved the top gainer. The brand had an interesting high profile month in social media after Instagram handedly changed its privacy and content policies in ways that upset users and content brands. NatGeo is the most popular magazine on Instagram, where images often are cross posted to Twitter. NatGeo publically declared it was ceasing to post to Instagram until the company clarified its position on content ownership and use. Days later, and with another text image post on Instagram, NatGeo resumed posting its stunning images. Perhaps not coincidentally, the brand also saw a 8.61% spike in Twitter followers during all of this.

Marie Claire, which boasts over 1.1 million followers, tells min that its Dec. 10 post teasing its Lea Michele cover and online assets was both the most clicked tweet as well as the most retweeted for the month. When it came to driving traffic, posts involving holiday cocktails and gift round-ups proved most effective. But for engaging conversation and sharing (in the form of RTs) posts congratulating Kate Middleton and Prince William on the upcoming baby as well as an invitation to “Can we please talk about Anne Hathaway in this Tom ford ensemble…?” were circulated most. For EW, the hot tweets are all about the trending properties. The Hunger Games: Catching Fire sequel cover resulted in a 1,000% lift over the typical RTs off of a post.

Top 20 Consumer Magazines by Twitter Following
Magazine/Publisher 1/11/13 12/7/12 % Gain More Followers Twitter URL twitter.com then…
1. People/Time Inc. 4,460,593 4,348,967 2.5 111,626 /Peoplemag
2. TIME/Time Inc. 4,165,522 4,062,041 2.48 103,481 /Time
3. National Geographic 2,868,638 2,621,587 8.61 247,051 /NatGeo
4. Economist, The 2,711,125 2,544,123 6.16 167,002 /TheEconomist
5. Entertainment Weekly/Time Inc. 2,380,788 2,328,314 2.2 52,474 /EW
6. InStyle/Time Inc. 2,296,626 2,276,816 0.86 19,810 /InStyle
7. Rolling Stone/Wenner 2,233,510 2,101,563 5.91 131,947 /RollingStone
8. Women’s Wear Daily (CN Digital) 2,186,550 2,167,715 0.86 18,835 /womensweardaily
9. New Yorker, The/CN Digital 2,031,668 1,960,038 3.53 71,630 /NewYorker
10. Wired/CN Digital 1,767,991 1,722,809 2.56 45,182 /Wired
11. Health/Time Inc. 1,657,919 1,638,480 1.17 19,439 /GoodHealth
12. Food Network Mag Promo/Hearst 1,498,099 1,457,167 2.73 40,932 /Foodnetwork
13. Teen Vogue/CN Digital 1,451,395 1,416,961 2.37 34,434 /TeenVogue
14. Elle/Hachette Filipacchi 1,382,809 1,342,808 2.89 40,001 /ElleMagazine
15. Women’s Health/Rodale1 1,347,660 1,311,785 2.66 35,875 /Womenshealthmag
16. Men’s Health/Rodale 1,207,070 1,173,534 2.78 33,536 /MensHealthMag
17. Marie Claire/Hearst 1,114,578 1,091,902 2.03 22,676 /MarieClaire
17. US Weekly 883,228 852,252 3.51 30,976 /UsWeekly
19. Vanity Fair/CN Digital 876,748 830,599 5.26 46,149 /VanityFair
20. TV Guide 763,822 728,997 4.56 34,825 /TVGuide