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Research Outline

Prepared for Robin C. | Delivered September 18, 2019

News Verticals Part 2

Goals

To dive into less mass interest/consumer-facing verticals with more niche and sophisticated professional audiences for news, such as the banking, insurance, energy and environment, mobility/transportation, education, healthcare, and retail sectors, including information on their respective reach or circulation for the purposes of investment research.

Early Findings

The total addressable market (TAM) for the genres of environment & conservation and health & fitness, based on the circulation of the top magazines in each genre, have been presented below. For the insurance and finance genres, the circulation numbers were not publicly available; therefore, their social media reach has been presented.

ENVIRONMENT AND CONSERVATION

  • Nature Conservancy — 701,943
  • National Wildlife — 662,584  
  • Sierra — 531,941  
  • Missouri Conservationist Magazine — 503,056  
  • Mother Earth News — 493,239  
  • Audubon — 420,471  
  • Defenders — 300,000  
  • National Parks — 288,668  
  • Greenpeace Magazine — 220,000  
  • Natural History Magazine — 187,442 
  • Total TAM for the top 10 environment and conservation magazines: 4,038,894

HEALTH & FITNESS

  • Based on data from September 2016, the top 10 health & fitness magazines have been presented below. No recent information on the top magazines with their respective circulation numbers was found.
  • Spry Living — 8,907,303  
  • Shape — 2,521,203  
  • Men’s Health — 1,852,715  
  • Prevention — 1,539,872  
  • Natural Awakenings — 1,536,365  
  • Women’s Health — 1,511,791  
  • Weight Watchers Magazine — 1,126,168  
  • Dr. Oz The Good Life — 870,524  
  • Vim & Vigor — 789,000  
  • Experience Life — 700,000 
  • Total TAM for the top 10 health & fitness magazines: 21,354,941

FINANCE

  • Money Magazine — 1,084,477 (Facebook reach); 388,693 (Twitter reach)
  • Kiplinger's Magazine — 84107 (Facebook reach); 49881 (Twitter reach)
  • Financial Planning Magazine — 15,090 (Facebook reach); 62,775 (Twitter reach)
  • Global Banking and Finance Review Magazine — 28,171 (Facebook reach); 16,979 (Twitter reach)
  • Finance Monthly — 26,546 (Facebook reach); 28,502 (Twitter reach)
  • Total TAM for the top 5 finance magazines based on social media reach: 1,785,221

INSURANCE

  • Risk & Insurance Magazine — 42 (Facebook reach); 42,871 (Twitter reach)
  • Insurance Age Magazine — 379 (Facebook reach); 20,226 (Twitter reach)
  • Insurance Business America — 1,736 (Facebook reach); 12,684 (Twitter reach)
  • Total TAM for the top 3 insurance magazines based on social media reach: 77,938

HELPFUL FINDINGS

TOP 10 EDUCATION MAGAZINES
TOP 5 SUPPLY CHAIN MANAGEMENT PUBLICATIONS