Thursday, July 26, 2012

Fashion tops the list when it comes to
Twitter followers

It's one of those things that seems so obvious, one wonders why it wasn't done before: a ranking of magazines by their Twitter following. Gary Campbell, formerly the web creative director for St.Joseph Media (and creator of Aggregation magazine) has compiled a top 35 list of Canadian magazines based on their followers. 
As a fair and reasonable chap, he also makes it clear he is only using the data as a measure of quantity, without making any judgements about the quality of followers; he is trying to use the metric to quantify "reach".
The list, which can be found at, along with some additional observations  and analysis. The number one magazine is Fashion magazine with more than 352,000. The first 10 are:
  1. Fashion (352,079)
  2. Today's Parent (324,234)
  3. Best Health (147,418)
  4. The Hockey News (91,659)
  5. Toronto Life (52,390)
  6. The Grid (44,003)
  7. NOW (43,820)
  8. Adbusters (41,952)
  9. Style at Home (33,891)
  10. Canadian House & Home (33,463)
Campbell says he is working on a Facebook version of the index. 

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Anonymous Jeromy Lloyd said...

*ahem* *cough*

Marketing magazine - 51,429 followers

Can't the trades get no love?

We've occasionally tried to compile a list like this at Marketing, mostly for fun. But it can speak (in very general terms) about a magazine's social media savvy.

10:13 am  
Blogger D. B. Scott said...

Jeromy, you compile a similar b2b list and I'll post about it.

10:42 am  
Blogger heygaryc said...

As the creator of this Twitter Magazine Index, I'll freely admit that Jeromy raises some good questions about what publications are in the list.

After the initial publication, I've been contacted by magazines across Canada asking to be included. Do you include trade magazines like Marketing or Truck News? Some suggested I remove The Grid and NOW, viewing them as newspapers, and if they're in the list, why not the Globe & Mail? Similarly Where magazine, given away for free in hotels and tourist centres, should probably be on the list, even though it's not a typical newsstand book.

My point being, it's difficult to decide where to draw the box around this. As I said to Masthead, for me the specific rankings are less interesting than the analysis it affords and the discussion it has generated around magazines and social media.

Do a big number of followers matter? Or is it better to have a smaller number of supposedly "high quality" followers. Please continue the debate.

10:44 pm  
Blogger Unknown said...

It's not about ranking, it's all about how magazines are using Twitter to interact with their followers / audience / subscribers.

Here is an example:
A relatively small magazine was offering a celebratory deal for a subscription, I tweeted and asked why they didn't offer a multi-year deal and after a few minutes, they revised their offer and tweeted me back with a deal.

According to this "TMI", this magazine actually ranks near the bottom of the list. They used Twitter properly and engaged with me, an (unpaid) twitter follower and converted me to a (paid) subsciber.

I actually think, they are the biggest winners and smartest tweeters of the list.

see link:

9:01 pm  

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