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The success of a magazine can be measured in a variety of ways such as circulation, digital replica circulation, revenue by platform, revenue, and annual growth. Motorcyclist, an American magazine whose topic is best explained by its title, ranked as the fastest growing magazine brand in the U.S. in 2018. Men's Journal, Saveur, and the home magazine, Town & Country, were also among the list of fast-growing magazine brands. ESPN The Magazine, a biweekly sports publication by the ESPN sports network, has the largest reach among all magazines in the United States. People Magazine has the second largest reach in the country, followed by WebMD. These leading magazines are also strengthening their presence on digital platforms. In fact, WebMD began as a website and added a print version later. ESPN The Magazine is the magazine with largest online audience in the U.S, followed by WebMD in second place.

Despite the industry's struggles, magazines remain an important platform for many advertisers. Consumer magazine advertising spending will reach an estimated 15.6 billion U.S. dollars in 2019, placing it in a similar bracket to ad spending for the radio and newspaper industries. French cosmetics company L'Oréal was the leading print magazine advertiser in the U.S. in 2017. That year, L'Oréal alone spent around 700 million U.S. dollars on magazine ads. Proctor & Gamble Co. ranked second with over 560 million dollars in ad spending. That year also saw many other companies such as Pfizer, Kraft Heinz, and Louis Vuitton spend hundreds of millions promoting their brand in magazines. This is proof that the format has retained its appeal not just with consumers but with businesses willing to put their money behind it, and if this spending behavior continues, the magazine industry will likely remain stable for years to come.

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The success of a magazine can be measured in a variety of ways such as circulation, digital replica circulation, revenue by platform, revenue, and annual growth. Motorcyclist, an American magazine whose topic is best explained by its title, ranked as the fastest growing magazine brand in the U.S. in 2018.

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Top 50 magazines in the US: The Atlantic is fastest growing title in second half of 2024

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US magazine circulations data for 2024: The Atlantic fastest-growing top magazine in America in the second half of 2024, up 15% year-on-year.

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Print magazine launches in the U.S. 2019-2023

Published by Amy Watson

According to Statista, in total, there were 71 newly launched magazines in the United States in 2023, substantially fewer than the number launched in 2021 but in line with the amount of new publications entering the market in 2022. Special interest magazines tend to be make up the majority of newly-launched publications and book-a-zines continue to grow in popularity. However, labor shortages and inflation were just two of several factors affecting magazine publishing in 2022, issues which continued into 2023.

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Over the last two observations, the number of users is forecast to significantly increase in all segments. However, it is evident that the growth of all three segments decelerates during the later stages of the forecast period. Specifically, the segment eMagazines shows the smallest increase at 2027, with a value of 0.3 million users.

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View the Top 10 U.S. Magazine Media Brand Audiences for Q1 2025

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AAM's Magazine Media 360° report measures U.S. magazine audience brands for 74 publications from 23 companies, including data for print and digital editions, desktop and mobile web, videos and total 360 audience.

Here are some key highlights comparing Q1 2024 to Q1 2023 data as well as top 10 magazine brands by total brand audience and brand audience growth:
Print and Digital Editions
Print and digital editions were up 1.6% overall. This suggests that readers continue to value the tangible, curated experiences that magazines offer, whether in hand or on screen. Notably, 76% of the brands in this segment saw growth, with Bicycling (up 43.4%) and Town & Country (up 37.3%) leading the charge.
Desktop and Mobile Web
Desktop web was down 12%, while mobile web decreased 4.9%. Some brands like Health (up 52.6%) and Food & Wine (up 49.0%) saw increases in desktop web, indicating that niche and specialized content can draw significant web traffic. Men's Journal (up 121.3%) and AARP The Magazine (up 92.7%) showcased the potential of mobile engagement.
Video
Video showed varied performance across brands with an overall decline of 23.2%. Country Living (up 1,078.9%) and Harper's Bazaar (up 222.9%) exemplified how video can be a format for engaging storytelling.
Total 360 Audience
Total 360 audience, which encompasses all platforms, saw a decline of 3.3%, but nearly half of the brands (48.6%) experienced growth. Brands like Health (up 57.8%) and Outside (up 30.4%) demonstrated the potential of a multi-platform approach.

This chart highlights the top 10 magazine brands by total brand audience:

Top 10 Magazine Brands
Average Monthly Audience (000)
Q1 2024

Magazine Brand

Total Brand Audience

People

104,509

AARP the Magazine

59,198

Allrecipies

53,899

Sports Illustrated

53,357

Good Housekeeping

40,248

Cosmopolitan

29,873

Time

29,087

Us Weekly

26,571

Southern Living

26,428

Better Homes and Gardens

24,926

And this one shows the top 10 magazines based on brand audience growth compared to the same period in 2023:

Top 10 Magazine Brands
Average Monthly Audience % Growth
Q1 (2024 vs. 2023)

Magazine Brand

Total Brand Audience

Health

57.8%

Outside

30.4%

Bicycling

28.8%

Midwest Living

23.0%

Texas Monthly

20.3%

Food & Wine

19.8%

Harper's Bazaar

19.5%

Game & Fish Magazine

18.7%

Elle Decor

17.3%

Southern Living

16.9%

You can download the entire Magazine Media 360° report on our website.

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View the Top 10 U.S. Magazine Media Brand Audiences for Q1 2024

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AAM's Magazine Media 360° report measures U.S. magazine audience brands for 74 publications from 23 companies.

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17 Ways To Refresh Your Nonprofit’s Marketing And Comms For 2025

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Continuously centering nonprofit stakeholders before making any organizational changes helps maintain relationships.

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According to the News Media Alliance:

Magazines reached 223.6 million Americans in 2023 (print + digital).

87% percent of U.S. adults have read a magazine in the last six months.

89 percent of Americans under age 35 and 90 percent under age 25 also read magazines in the past six months.

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This Q&A provides additional background information and answers to common questions about the News/Media Alliance 2023 Market Report: News and Magazine Media: Providing a Trusted, Brand Safe Source for Reaching Engaged & Influential Audiences.
Q: What is the Market Report and what does it contain?

A: The 2023 Market Report from the News/Media Alliance is a comprehensive research report that provides revealing facts and insights that help inform publishers and advertisers about the value of our members' products.

The 2023 Report features newly published data about news and magazine media, including audience size and demographics, reader consumption behavior, shopping trends, and more. The report grew out of previous work done by the News/Media Alliance, specifically the News Advertising Panorama and Magazine Media Factbook (member login required).

Q: Who is the audience(s) for the Market Report?

A: The audience for the Market Report includes those working in or with the news and magazine industry, including in advertising, marketing, editorial, audience engagement, and other aspects of providing engaging content to readers. There are hundreds of useful data points in the Market Report to help you gain additional insight into who, what, when, where and why readers engage with news and magazine media, including ads.

Q: Why did you combine the separate news and magazine reports?

A: We know that all publishers - news and magazine outlets, print and digital - face similar challenges and can help one another to position themselves for success. As our organizations merged in 2022, we represent a unified industry working toward shared goals, and so moving forward, we will release the data in a combined Market Report.

However, the report still breaks out separately data that is specific to news or magazines.

Q: What are the main highlights of the Market Report?

A: We see the most important findings that members and advertisers alike can draw from the report as laddering to four larger categories:

1. Audience Size: News and magazine media reach hundreds of millions of Americans.

Print and digital newspapers reach nearly half of all US adults (116 million, or 44 percent).

Forty-five percent of adult men and 43 percent of adult women engage with news media each week.

Magazines reached 223.6 million Americans in 2023 (print + digital).
Eighty-seven percent of U.S. adults have read a magazine in the last six months.

2. Audience readership composition + demographic info: News and magazine media reach a wide group of valuable consumers.

The news media audience is well-educated and higher income, with a median household income that is $8,000 higher than the national average.
News audiences who access news via web, apps, and mobile are younger (half are under age 44) and even higher earning.

Magazines reach an engaged audience of young and diverse consumers.

Eighty-seven percent of white adults, 88 percent of Hispanic adults, 89 percent of Black adults, 91 percent of LGBT adults and 92 percent of Asian-American adults read magazines in the past six months.

Eighty-nine percent of Americans under age 35 and 90 percent under age 25 also read magazines in the past six months.

3. Opportunities for advertisers: News and magazine media reach people looking to make big ticket purchases and who take action on information they get from news and magazines.

News media reach not only high-value consumers, but those who make high-end purchases.

News media reach 58 percent of households that own or lease a hybrid or electric car, 58 percent of households that own stocks, and 51 percent of shoppers who spent $2,500 or more on internet purchases in the past year.

Nearly eight in 10 magazine readers who see an ad in their magazine take an action as a result.

One in four readers looked for more information about the product/service, and one in five visited the advertiser's website.

4. Trust: News and magazine publishers earn readers' trust and they share our products with their friends and families.

Traditional media sources are more trusted than owned and social media.

Magazine readers are trusted by their communities and influence others' purchases and make recommendations.
Readers prefer magazines to internet, TV and radio on the topics of healthcare, automotive, vacation, finance, and food.

Q: What else can I expect in the Market Report?

A: Other data in the Market Report include: Information about audience size and growth, reader demographics, purchase and spending behaviors, voting behavior, perceptions of news and magazine products, reader trust in news and magazine media, including ads; opinions about advertising fit with news and magazine content; and actions taken after seeing ads in news and magazine media.

Q: Where did the data come from?

A: Data and statistics in the 2023 Report came from some of the most trusted research companies in the field, including Nielsen Scarborough, MRI-Simmons/GfK, and Edelman.

Q: How can people use the Market Report?

A: Our vision for the Market Report and its predecessors has always been to inform any and all activities that publishers are using to help sustain their businesses. Examples include developing presentations and Media Kits for advertisers, developing new local outreach strategies, and refining advertising client targets based on these data points.

Q: Can I use content straight from the Market Report in my own presentations, and do I have to get permission first?

A: Yes! Members can use full slides or certain charts and graphs from the Market Report within presentations and in internal and external communications. We just ask that you attribute the information to "News/Media Alliance, 2023 Market Report, November 2023." You do not have to get formal permission first.

Press release: New Market Report from News/Media Alliance Provides Trends, Insights on Valuable News & Magazine Audience for Advertisers

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This Q&A provides additional background information and answers to common questions about the News/Media Alliance 2023 Market Report: News and Magazine Media: Providing a Trusted, Brand Safe Source for Reaching Engaged & Influential Audiences.

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Revenue Issues for Digital Publishers

Financial model disrupted from print ads and subscriptions

Print advertising paradigm doesn't work online

Print ad revenue cut because of need to spread ad dollars to online

Rise of native and affiliate advertising

Paywall and subscriptions models evolving

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Native advertising may be labeled as:

1. sponsored content

2. paid content

3. paid video

4. partner content

5. brand content

6. branded journalism

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Illustrations by Otto Steininger

Over the past three decades, the number of women serving time in American prisons has increased more than eightfold.

Today, some 15,000 are held in federal custody and an additional 100,000 are behind bars in local jails. That sustained growth has researchers, former inmates and prison reform advocates calling for women's facilities that do more than replicate a system designed for men.

"These are invisible women," says Dr. Stephanie Covington, a psychologist and co-director of the Center For Gender and Justice, an advocacy group based in La Jolla, Calif. "Every piece of the experience of being in the criminal justice system differs between men and women."

At the most basic level, women often must make do with jumpsuits that are made from men's designs rather than being cut for female bodies. And standard personal-care items often don't account for different skin tones or hair types.

It's not just vanity: What drives some prisoners to mix their own makeup or tailor their uniforms is the need to maintain their dignity in a situation that does little to protect it.

Of course, not all women want to wear makeup, says Alyssa Benedict, the executive director of CORE Associates, an advocacy group that is partnering with the National Resource Center on Justice-Involved Women.

"I have met women inmates who would be insulted if anyone assumed that a necklace is going to make them feel better about what they have to deal with in prison."

Deeper challenges

Women's biological needs, family responsibilities and unique paths to prison combine to create incarceration experiences that are vastly different from those of men.

While simply expanding the existing system has provided a turnkey way to deal with the influx of women inmates, funneling women through an infrastructure whose amenities, treatment options, job-training programs and cultures of control were designed for male inmates makes an already dehumanizing experience even worse.

75

%or more of female inmates have suffered either physical or sexual abuse in their lifetime.

That history can transform otherwise normal prison protocols such as strip-searches, supervised showers, and physical restriction of movement into traumatic experiences.

This triggering of past abuses can keep inmates with painful pasts in a state of hyper-alertness, causing reactionary behavior that results in cycles of repeated punishment.

That punishment often comes in the form of the removal or reduction of visitation or phone privileges, further severing the familial connections that can otherwise offer imprisoned women needed support.

"When you incarcerate a woman, you incarcerate her whole family," says Rusti Miller-Hill, whose children were put into foster care and subsequently adopted while she served two and a half years for possession of crack cocaine with intent to sell.

"When you incarcerate a woman, you incarcerate her whole family."

The Federal Bureau of Justice Statistics estimates that in 2007, the most recent year for which data are available, 1.7 million children had a parent in state or federal prison.

But since women inmates are more likely than males to have been their children's primary caregivers, those children are often displaced - either sent to live with family members outside the home or placed in state care.

In addition, the comparatively limited number of women's facilities - there are 28 federal women's prisons, versus at least 83 for men - means that women often end up farther from their homes and families, compounding the strain of maintaining healthy relationships while they're serving time.

In an August 2013 op-ed in The New York Times, Piper Kerman, author of the prison memoir Orange Is The New Black, which inspired the Netflix series of the same name, calls the distance between women prisoners and their families "a second sentence."

Kerman stresses the importance of these relationships, noting that they are "one of the most important factors in determining whether [women inmates] would return home successfully and go on to lead law-abiding lives."

To fill the void left by strained or severed relationships, incarcerated women often turn to one another. These prison relationships vary in their dynamics, from coercive sexual entanglements that prison staff try to prevent, to expansive, family-like structures in which women refer to one another as sisters, aunts, cousins and the like.

"We cry together. We get mad at each other together. We come back and ask for forgiveness together," says Lillian Hussein, a resident of Nanakuli, Hawaii, who served seven years for identity theft.

"There's definitely bonding," adds Stacey McGruder, who had been in and out of prison in Santa Clara, Calif., for nearly 20 years before starting Sisters That Been There, a support program for women reentering life outside.

"But a lot of the time these bonds are not as healthy as they would be if the women were healthy."

Healthy women, McGruder adds, are those who receive treatment for their health issues, support for their emotional needs and respect from correctional officers and other prison staff. Sadly, she says, that's rare.

Women inmates "are not looked at as people. They're just a letter, a number, a piece of paper," McGruder says. "So people treat them like a piece of paper: They crumple them up and throw them away."

While the dynamic between male correctional officers and women inmates can certainly be problematic, banning male staff is not the answer, says CORE Associates' Benedict. "Male staff has an even more important role in showing - sometimes for the first time - how a man can interact with these women in a respectful manner," she adds.

Challenges outside

The challenges of re-entry

Feeling respected can go a long way toward helping women inmates gain the confidence to make positive changes in their lives, both inside and outside prison.

Of course, reentry is a challenge for all inmates. The sudden loss of structure and the reintroduction of choices can be overwhelming. Former inmates must relearn little things, like eating at a leisurely pace now that they aren't being timed, or sleeping for longer stretches unpunctuated by roll calls. And they need to secure employment, for which prison does not always prepare them.

Training programs and jobs that are available to prisoners are often geared to traditionally male-dominated professions such as electrical work, plumbing or construction, since prisoners can help with the facility's upkeep.

As a result, upon release, many women find that the combination of a criminal record and a set of skills best suited to a male-dominated field makes it difficult to get work. Without a job, finding housing, achieving financial stability, and supporting children can seem like a pipe dream.

"That's a lot to overcome. Any one of those things would send most of us into a tailspin," says Patricia Van Voorhis, who has studied women's risk factors for recidivism in partnership with the National Institute of Corrections. "But imagine having to do that after you've been so demoralized."

Progress is being made to address some of these problems. Nationally, prison reform advocates are pushing for gender- and trauma-responsive policies, and some facilities have made efforts to customize their education and training programs for women inmates.

In some prisons, female officers supervise showering and other personal-care time. Others facilities are offering support groups that enable women to forge healthy connections with one another. A small number of prisons have established nurseries that allow the women to care for their young children during a portion of their sentence.

Examples of Trauma-informed Language for Women's Correctional Facilities

Instead of:

Consider:

Referring to inmates by their last names such as Smith

Referring to them with respect such as "Ms. Smith"

Referring to staff by last names

Referring to them with respect such as "Sergeant Smith"

Saying "cells"

Saying "rooms"

Saying "blocks" or "walks"

Saying "pods" or "wings"

Saying "shake down"

Saying "safety check"

Saying "lug her"

Saying "take her to a secure area" or "document an infraction"

Source: National Resource Center on Justice Involved Women

These changes are a move in the right direction, but many researchers and advocates say what's needed is a complete overhaul - and they have an example to back up their argument.

Hawaii as a role model

Don't let warden Mark Patterson hear you call Hawaii's Women's Community Correctional Center, the state's only women's facility, a prison. He prefers "pu'uhonua," the Hawaiian word for sanctuary.

"We don't need a warehouse" for women inmates, Patterson says. "We need a place where we can heal them."

Patterson worked at a male institution for 20 years before moving to W.C.C.C., near Honolulu. He quickly saw that women's needs were different, he says, and changing the way he refers to the facility just the beginning.

Patterson forged new partnerships with organizations in the community that could offer education, substance-abuse treatment and trauma counseling, and more. He implemented programs that get the women closer to nature and to their families through activities like movie nights and a carnival-style children's day.

Throughout their stay, women are invited to give feedback on the support and training they receive to help them recover and grow.

This "transformation from a modality of punishment to a modality of change," Patterson says, has resulted in a 1.3 percent drop in the facility's inmate population over the last seven years. Some former residents are returning - but usually as volunteers and supporters, not as recidivist inmates.

"When women come to this facility, they are forgiven," Patterson says. "And then we teach them how to live a forgiven life."

Additional Resources & Credits

FILM PRODUCTION

Directors: Kaylee King-Balentine and Solly Granatstein

Executive Producer: Shawn Efran

Producer and Editor: Eric Jankstrom

Produced by T Brand Studio and Efran Films

AUDIO

Samples from Joanne Liupaono, a former inmate at W.C.C.C. in Hawaii

Related articles selected from The New York Times archives

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PAID POST by Netflix - Women Inmates Separate But Not Equal

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Illustrations by Otto Steininger Today, some 15,000 are held in federal custody and an additional 100,000 are behind bars in local jails. That sustained growth has researchers, former inmates and prison reform advocates calling for women's facilities that do more than replicate a system designed for men.

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15 Best Native Advertising Examples for Publishers in 2025 | Publift

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Explore the 15 best native advertising examples for publishers in 2025 and find new and innovative ways to enhance your monetization strategy.

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Continuously centering nonprofit stakeholders before making any organizational changes helps maintain relationships.

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While written content is the mainstay of native advertising, native video has surged. US consumers will spend an average of 3 hours and 50 mins per day with digital video, according to Emarketer.

Here are some native advertising statistics for 2024:

Spending

According to Emarketer, US native display ad spending reached about $100 billion in 2023, and accounted for about 63% of total display ad spend in 2024.

Performance

Native ads are more effective than traditional display ads, with 53% more views, 18% higher purchase intent, and an average CTR that's 8.8 times greater. 85% of internet users also find native ads more trustworthy and less disruptive than than other forms of digital advertising.

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A native advertisement is an ad unit designed to be less disruptive than a traditional unit because it blends in seamlessly with the medium or platform it's published on. Common native ad formats include editorial content like an article or in-feed video content. Per Federal Trade Commission (FTC) guidelines, native ads must be clearly disclosed as paid content. EMARKETER forecasts that US advertisers will spend $97.46 billion on native display advertising in 2023.

Native advertising is a type of paid advertisement that takes on the look and feel of its environment. A native ad will relate to the topic(s) of the surrounding content so as to not disrupt the consumers' overall experience on a given platform.

For example, a health and wellness brand may buy a native ad placement on a lifestyle site to promote its product or service. The ad unit is then designed to blend in with the surrounding content by matching its tone, style, and thematic elements.

Advertisers buy native ad units to benefit from an engaged audience on a particular platform.

A native ad aligns with the site's direction and its audiences' interests. Relevance is key to ensuring the native ad unit fits in with the surrounding content and is not disruptive.

For advertisers, a native ad captures the attention of like-minded consumers. It can be used to inform an audience of a product's attributes, provide an overview of a service, or connect with a target audience on an interest-based level. Native video ads can be worthwhile because users, notably Gen Zers who have an aversion to paid ads, may be less likely to skip a video that is embedded within content.

For publishers, native advertising offers an additional ad revenue stream. Native ads may see higher engagement rates than traditional units-like banner or pop-up display ads-because they are less disruptive, more relevant, and more interesting to the audience.

EMARKETER's broad definition of native advertising includes the following formats:

Sponsored content

Promoted content

Content recommendation widgets

In-feed units (e.g., TikTok, Instagram, news sites)

In-app rewarded video

Sponsored outstream video found within a feed or article

Native video ads on social media are very popular. On TikTok, for instance, brands will work with creators to film sponsored video content that will natively integrate into users' feeds based on their interests and activity. Likewise, brand advertisers can produce their own video ads and pay for native placement in-feed.

Want to learn more about native advertising and other marketing trends? Sign up for the EMARKETER Daily newsletter.

In 2023, EMARKETER estimates that $68.17 billion will be spent on native display ads on social media, while less than $30 billion will be put toward nonsocial native displays ads. Understanding current placement trends can ensure both the sell and buy side of the advertising equation benefit. Marketers have an opportunity to engage audiences more effectively, and publishers can see the returns provided by new revenue streams.

Sponsored content is not interchangeable with native advertising. Instead, sponsored content is a category within the native advertising bucket.

In addition to sponsored content or sponsored video, terms used to refer to a native ad unit include advertorial, paid content, paid video, partner content, and branded journalism.

According to FTC guidelines, advertisers must include disclaimer language on native ads to clearly state that it is paid content. The disclosure must be located near the native ad and its language must remain consistent across the properties where the ad is featured.

The FTC recommends terms such as "Ad," "Advertisement," "Paid Advertisement," "Sponsored Advertising Content," or other variations that are free of industry jargon and easily understood.

To not mislead consumers, the FTC advises against the ambiguous use of "Promoted" or "Promoted Stories" because it is unclear if the publisher is endorsing the advertising content or not.

Social media influencers have often come under fire for not properly disclosing when a post is sponsored. Without proper disclosures, consumers may make bad investments (like in the case of cryptocurrency), or purchase products that do not live up to the influencers' claims.

Among social network users, video-based content like TikToks, Instagram Reels, and YouTube Shorts are popular.

Almost 70% of Gen Z internet users will use TikTok monthly this year, according to EMARKETER's Social Video Usage and Ad Engagement report forecast. As Gen Z's spending power grows, many advertisers have gravitated to TikTok.

TikTok's share of US video ad spend is now only a few percentage points behind YouTube's. EMARKETER estimates US marketers will spend $5.48 billion on video advertising on TikTok this year, versus $6.99 billion on YouTube.

EMARKETER forecasts that US native display ad spend will close in on $100 billion in 2023. While native ad spend is high, it's losing share.

US native ad spend will account for 59.7% of total display ad spend in 2023 as advertisers pivot from social media, according to EMARKETER's January 2023 forecast. In its place, connected TV and mobile in-app video are taking over, part of the greater trend of display advertising pivoting to video.

Clickthrough rate is the most valuable industry KPI to measure the success of a native advertising campaign. From this metric, advertisers and publishers can see the percentage of people who saw and clicked through to the landing page's content. Additional metrics to consider include conversion rates, impressions, bounce rate, cost per action, and cost per click.

For native video ads, a view count is comparable to clickthrough rate. Other success metrics include unique views, interaction time, or how long viewers watch a campaign video, as well as replays. If placed on social, the native video's total of likes, dislikes, reshares, and comments can also be taken into account to measure campaign success.

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Native advertising: What it is and how it benefits advertisers and publishers

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Get an overview of what native advertising is, the types of native ads, and benefits of native ads to marketers & publishers.

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Affiliate marketing in digital publishing is a performance-based marketing strategy where publishers (individuals or companies) promote another company's products or services on their website or platform in exchange for a commission on sales, leads, or traffic generated through their unique affiliate link.

Essentially, digital publishers act as a marketing channel for the advertiser, and get paid for successful referrals.

Affiliates can be:

Influencers

Bloggers

Magazines and news media publishers like Forbes, The New York Times, The Cut or FinanceBuzz

Often, news articles review or recommend products and services and feature sponsored or affiliate links. Advertising or affiliate disclosures are just about everywhere online once you know they're there.

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We look to our horoscopes for everything from career advice to friendships to sex, so why not turn to zodiac gifts the next time you have to buy a present? No matter how close you are to your friends or loved ones, unless they tell you exactly what they want, gift shopping can be needlessly stressful. So when the pressure is on to show up (or send over) a present they'll actually love, taking cue from their sun sign can help.

Since this year could use a bit more guidance than others, we reached out to legendary astrologer Susan Miller to help us pick the gifts that vibe with each horoscope. "Each sign has certain proclivities and favorite activities," Miller tells Glamour. "When you purchase gifts based on someone's zodiac sign, you can cater to those preferences and get them something they truly love," she says. Think of it like the Co-Star app but for gift shopping. Adventurous Aries? Look for a present that appeals to their wild side. Laid-back Taurus? Go for something beautiful but low-key.

Whether or not you buy into the whole astrology thing, chances are you know their sign-and there's no denying the thrill of finding a present that feels so them. Ahead, astrologer Susan Miller breaks down her top zodiac gifts for each of the 12 sun signs. Shop them all below in our complete zodiac gift guide.

Best Gifts for Aries

Aries is ruled by the fearless and active planet of Mars, which explains their adventurous and competitive nature. Miller refers to Aries as "the entrepreneurs of the zodiac," adding that "they always want to win and do the best they can." If you want to make an Aries happy, gift them a "beautiful, work-appropriate blouse or home office accessories," says Miller. She also recommends fitness-focused gifts, like a yoga membership or a smartwatch, which can appeal to their competitive and hard-working personalities.

Best Gifts for Taurus

Taurus signs are ruled by Venus, which is the planet of beauty and love. As such, "they are very sensuous and always appreciate a touch of country, even if they live in the city," says Miller. "Taurus loves flowers-you could get them a bouquet, a houseplant, or maybe even a consultation with a gardener," she says. Miller also recommends a "high-end perfume, a day at the spa, or a soft, gorgeous bathrobe" for these beauty-loving souls.

Best Gifts for Gemini

Gemini is ruled by Mercury, the planet of communication and intellect. Unsurprisingly, "Geminis love pen and paper. They'd appreciate a good fountain pen or personalized stationery," says Miller. Geminis can also be voracious readers who love to travel and explore the world around them. "A nice overnight bag or a good book would be a perfect gift for them," she adds.

Best Gifts for Cancer

For nurturing Cancers, home is where the heart is. "Cancer is ruled by the moon, which rules the home and anything associated with it," says Miller. "They love cooking and would appreciate a new pan or gift card to Blue Apron," she adds. Cancers can also be very family-oriented and would enjoy a customized photo album or even a DNA testing kit.

Best Gifts for Leo

Attention-loving Leo is ruled by the sun, or "the center of the universe," laughs Miller. "They want to dress up and make a statement," she says. Her top picks? Clothing from their favorite fashion designer, a bottle of champagne, or fancy beauty products. Think of it this way: If it feels at all too much, it's probably right.

Best Gifts for Virgo

Ruled by Mercury (the planet of communication), "Virgos' minds are always working-they'd love a book of crossword puzzles," says Miller. As an earth sign, Virgos are also fond of all things natural and grounded. "They'd appreciate some organic clean beauty products or an activity they can do with their hands, like cooking classes," she says.

Best Gifts for Libra

Like Taurus, Libra is also ruled by sensuous and loving Venus. "Libra is all about soft beauty-she'd love a silky blouse or pillowcase," says Susan. "Libras have an appreciation for all beautiful things, and they'd love pretty earrings or a piece of art," she adds. If you'd rather go the subscription route, Miller recommends Spotify or Apple Music, since she says many Libras devote their life to art or music.

Best Gifts for Scorpio

Scorpios can be mysterious and deep, which makes sense since they're ruled by Pluto, the planet of passion and force of will, as well as adventurous Mars. "Scorpios love nice lingerie, like La Perla," says Miller. "The Scorpio woman also wears a lot of black and leather-she'd love a high-quality leather bag or a beautiful jacket." Scorpio signs can also be incredibly individualistic and would cherish a personalized gift, like a Scorpio necklace.

Best Gifts for Sagittarius

Sagittarius is ruled by Jupiter, the planet of positivity and optimism. Sags are often called the " world travelers of the zodiac," says Miller. "They'd love a passport case, a suitcase, or a round-trip ticket to somewhere on their bucket list." (Although the latter may need to be tabled for now.) As far as clothing goes, Sags "prefer practical, comfortable clothing, like a good pair of jeans or a classic T-shirt," says Miller. Adventure first, fashion second.

Best Gifts for Capricorn

Notoriously practical and ambitious, Capricorns are ruled by Saturn, the planet of discipline and conservation. "Capricorns love things with historical value," says Miller. "A Cap would appreciate a vintage brooch or sentimental hand-me-down," she says. Equally great would be a gift card to use at a local museum or a coffee table book of their favorite artist.

Best Gifts for Aquarius

Ruled by the futuristic planet of Uranus, Aquarius signs are eccentric, rebellious, and forward-thinking. They appreciate technology and care deeply for the planet. "Aquarius is so happy in the Apple store," Miller says jokingly. "They love electronics; get them the new iPhone or iPad. They'd also love a pass to the planetarium." Aquarius types can also be very sensitive to the needs of others, and many join humanitarian organizations; consider setting up a recurring donation in their name or buying a gift that gives back. (One hundred percent of the proceeds from the T-shirt below will go to the American Civil Liberties Union.)

Best Gifts for Pisces

Pisces is ruled by the planets Neptune and Jupiter, which represent imagination and optimism, respectively. This water sign prioritizes self-care and "would appreciate luxurious gifts like a Lush bath bomb, fluffy slippers, and beautiful sheets," says Miller. A more creative and emotional Pisces would also "love a book of poetry, a beautiful book of photographs, or a movie pass."

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The Best Gifts for Each Zodiac Sign, According to Astrologist Susan Miller

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We look to our horoscopes for everything from career advice to friendships to sex, so why not turn to zodiac gifts the next time you have to buy a present? No matter how close you are to your friends or loved ones, unless they tell you exactly what they want, gift shopping can be needlessly stressful.

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In 2025, the paywall landscape is still evolving and still experimental, as publishers employ different approaches to balance revenue generation with reader access. While some publications are implementing or strengthening paywalls, others are exploring more flexible or dynamic models, like pay as you go. Additionally, there's ongoing discussion about the ethical implications of paywalls, particularly in the context of election coverage and accessibility to information essential to sustaining democracy.

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An advertising slowdown for traditional media publishers has made it harder for news sites.

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News companies are reversing course on hard subscriptions - once seen as a safer alternative to the volatile ad market - in favor of flexible paywalls, membership programs and more ads.

The big picture: A strategy focused mainly on subscriptions requires upfront spending on premium content. That takes time to pay off - and many publishers don't have the cushion for that in the current ad slowdown.

At the same time, many outlets have learned that simply throwing a paywall up over your previously free content doesn't work either. It throttles ad revenue without capturing enough new subscribers.

Driving the news: Substack, the platform built on the promise of letting creators directly charge their audiences, is experimenting with a new pilot program that helps creators find advertisers and coordinate ad buys, Axios has learned.

TechCrunch is shuttering its subscription service TC+, as it pushes to reorient its coverage around investors and amid layoffs.

The Washington Post, which has lost roughly 500,000 subscribers since its Trump-era peak, is considering more dynamically priced subscriptions, its new CEO Will Lewis told Semafor.

Time fully removed its digital paywall last year in favor of reaching a broader audience with more ad-supported content.

Quartz dropped its paywall last year in favor of a membership model.

The Atlantic shifted from a blanket paywall to a more dynamic approach early last year.

Gannett, the U.S.' largest local newspaper company, began reducing the number of articles behind its paywall in late 2022 to boost the company's ad revenue.

The Chicago Sun-Times dropped its paywall in favor of a membership program after being acquired by the Chicago Public Media Board of Directors in 2022.

Between the lines: While a few major national news outlets, such as the New York Times, Bloomberg and Dow Jones, have had success scaling their subscriber bases, most other news companies have struggled to sustain momentum following the Trump-era subscription news boom.

"My hunch is that the existing model is creaking," the Post's Lewis told Semafor. "We went from an advertising model to a subscription-based model, and that subscription-based model is now waning and then will enter a more significant period of decline."

Zoom out: Trade outlets have had greater success in subscriptions catered to niche audiences that are primarily professionals.

But those businesses aren't dependent on general news consumers, who are experiencing a broader level of subscription fatigue in the wake of the pandemic.

Be smart: Even bigger entertainment companies are now hedging against their subscription models to increase profitability.

Netflix, Disney+ and other streamers have debuted cheaper, ad-supported subscription plans to prevent cancellations.

Spotify began dropping paywalls on some of its podcasts last year and is signing fewer exclusive podcast deals, opting to make more money from distributing them and selling ads on them instead.

What to watch: The subscription slowdown over the past few years has prompted a slew of new models to take shape that still seek direct revenue from readers, but don't prevent news outlets from reaching wide audiences.

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A subscription-first strategy requires an upfront investment that doesn't always pay off over time.

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The Long Tail as a concept means this: It turns out that the people have interests in an almost infinitely broad spectrum of things and ideas. Because there are very few constraints on the amount of information that can be stored on the internet it is now possible to market and sell those things and ideas. Down to very, very specific. These very, very specific areas of interest are called niches. A plotted line of these niches flows down and to the right but never quite to zero. The shape of that line is what is called “The Long Tail“.

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In digital publishing, the "long tail" refers to the strategy of focusing on a large number of niche products or content pieces, each with relatively low sales or engagement, rather than primarily concentrating on a few popular, mainstream items.

According to Online Digital Marketing, this approach leverages the sheer vastness of the internet to cater to diverse, niche interests and build a sustainable business model based on aggregated sales from numerous small markets.

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If you've talked to any member of The Modern Firm after your website launch, you'll notice a common response to growing your website traffic: more content, more content, and more content. Along with links, Google has confirmed that content is the top way they measure authority for your site. It makes sense that a website with more relevant content would be looked at favorably as a source where users can get answers to the questions they are entering into the search engines.

With at least 2 trillion (2,000,000,000,000!) searches per year, there is exceptional value to being ranked towards the top of the search results page. With exceptional value comes exceptional competition. This poses a problem for a small law firm: the searches that you want to rank for are also being targeted by large law firms and even massive aggregation sites like lawyers.com and Avvo. With even the most diligent work, it can be nearly impossible to rank for large-volume queries like "divorce lawyer."

(When we did that search recently, the top 5 results were from divorcenet.com (nolo), avvo.com, lawyers.com, findlaw.com and (again) findlaw.com. Not one local law firm).

The question then becomes: how can you compete without spending hundreds of thousands of dollars like a major traffic site?

The answer lives in the Long Tail.

What Is the Long Tail?

In 2004, Chris Anderson wrote an article for WIRED that was so successful he turned it into a book of the same name. Reading the entire article or book is highly recommended. For the scope of this blog post, we'll focus on the following notes from the article:

"Now, with online distribution and retail, we are entering a world of abundance. And the differences are profound."

"Not only is every one of Rhapsody's top 100,000 tracks streamed at least once each month, the same is true for its top 200,000, top 300,000, and top 400,000. As fast as Rhapsody adds tracks to its library, those songs find an audience, even if it's just a few people a month, somewhere in the country."

"Take books: The average Barnes & Noble carries 130,000 titles. Yet more than half of Amazon's book sales come from outside its top 130,000 titles. Consider the implication: If the Amazon statistics are any guide, the market for books that are not even sold in the average bookstore is larger than the market for those that are..."

The unifying idea here is that it is so much cheaper and easier to find specific content on digital platforms (like searching for subject matter using Google), consumers are able to find and use niche content. To analogize, filmmakers don't have to compete for the limited retail space at Blockbuster anymore: Netflix can upload as many movies at it wants in an infinite showroom for immediate availability based on searches or browsing for almost any specific genre you can think of.

The most competitive searches - the red zone on the graphic above - are broad searches such as "divorce attorney" and "how to get a divorce." They make up a tremendous portion of the total number of divorce-related searches, as is reflected by the competition to rank highly for this search.

Down the "long tail" you have more focused searches ("I need a divorce attorney that specializes in child custody") that don't get the same volume as the broad searches, but are significant in number and can be even more valuable to your firm (more on that later). The more specific the search is, the longer down the tail you go. This is exactly where we want to be: while it may be difficult to compete against national websites promoting divorce attorneys, Google can quickly recognize that you are a divorce attorney in your town who is a child custody specialist - and reward you with that particular valuable traffic.

How Do I Come Up with Long Tail Ideas?

By tailoring your website content to a specific niche, whether it be for one article or site-wide, you can take advantage of lower competition in order to rank higher and build your authority with potential clients.

Start by thinking about the types of searches that your clients might be entering into Google. When you want to rank for "divorce attorney," think about your unique practice focus within that massive category. What do your clients say that you do best? Review your exit interviews and online reviews to see why clients loved your services. Was it the particular attention you paid to the situation with their children? Did you encourage mediation and make the process easier on everyone? By focusing on your strengths, you can attract the cases you like best, as well as make it easier to write content for your website since you're knowledgeable in that particular niche.

Another successful tactic can be to view the searches that people are already entering on Google. While Google now hides most of the data about the search queries that caused them to land on your page, you can generate ideas in other creative ways. One great way is Google's Auto Suggest feature. Google will complete your searches with other popular entries that users are entering into the engine. By typing in the start of an idea into the search bar, you can discover additional ideas that are further down the tail.

Tools like UberSuggest make it easy to compile giant lists of topics to write about. Don't forget - the more specific, the better.

It's worth noting that you can use this concept in different ways: you can completely focus your entire practice on one niche, or you can use one article to target a potential client base.

Ann Arbor real estate attorney Bill Ager used this tactic well: by publishing an article "Are you entitled to a State Real Estate Transfer Tax (SRETT) Refund?", Bill has received a tremendous amount of traffic from Google. So far in 2017, it is the most visited page of his site after his homepage. The best part about this article? In it he describes how people can apply for the SRETT free without any help from him. This helps his practice in two ways:

Free exposure: since Bill is willing to offer advice that no one else is, his website will be visited by thousands of clients who could use his services in the future.

You'd better believe that Google takes note of sites that offer their customers valuable information like this, and it rewards that information with higher rankings for the entire site.

Like any great asset, the short amount of time he took to write it up will pay dividends for years to come.

How Can Long Tail Searches Be Better?

If "down the tail" has so much great opportunity, why are so many of the searches (and so much of marketing spending) at the fat head of the tail?

The long tail is a fantastic response to the over-commoditization of services. It is where the opportunity lies for smaller organizations now that it's so much cheaper to reach customers. As a smaller firm, you have the ability to narrowly focus promotion of your practice and absolutely dominate a cross-section of the law, blocking out larger firms that have unlimited budgets for marketing but can't focus. Become the authority in the areas on which you focus and your potential clients will see that you are an expert.

Think of it like a mechanic. You have three options:

1. "We will fix anything with a motor."

2. "We service all makes and models."

3. "We're Your Specialist In Japanese Vehicles"

Now, if you're driving a Ford truck, you're going with #2 most likely (although you'll have to pick between a wide variety of those shops).

However, if you are driving a Lexus and take excellent care of your car in Ann Arbor, MI, there is one place to go: Japanese Auto Professional Service. They're happy to remove a large percentage of car owners in Ann Arbor from their potential customer base, because they know that, if you have a Japanese car, you are much more likely to use their focused and expert services. With a 4.5/5 rating on Google and Yelp, it's clear that their customers are happy with the results as well.

One quick caveat: you have to make sure the market is big enough. You can't be the "divorce specialist that is open from 3-4PM on Wednesdays only and handles cases where a Yorkshire terrier was purchased for a wedding anniversary" attorney. Pick two major categories and use that intersection.

"This sounds like a lot of work - why can't I focus on outranking the big sites for the broad searches, instead?"

Well, you can. Absolutely. And it works. Google's PPC (pay-per-click ad) platform allows you to buy positions at the top of any search you desire, and only charges you when someone clicks on your ad and visits your site. Moreover, because you can filter target searches by geography, time and other factors, you can profitably find new customers by buying your way to the top of the results pages for valuable searches like "local divorce attorney."

PPC is an excellent method to target searches that would cost an exceptional amount to rank for organically. However, it requires a large marketing budget and an account manager who knows what they are doing.

How Can I Get Started?

Put yourself into your client's mindset, keeping in mind their issues when they call you for an initial appointment. Write down 5 questions they would enter into Google to get those questions answered.

Now add one more layer. What more can you add to this search? How can you focus this topic into a subgroup that has a more specific problem that only you can excel at? Write up a 750+ word article on each and become the expert in these arenas.

If you're stuck for ideas, use the UberSuggest tool above and select 5 of those common Google searches.

The Modern Firm excels in creating content for the long tail (as well as in managing pay-per-click campaigns for the broader searches, if you choose to take that path). We have a team of J.D. writers who will help you brainstorm topic ideas and write the articles to increase the traffic to your site. Just email marketing@themodernfirm.com and we will be happy to discuss how we can assist you down the Long Tail.

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If you've talked to any member of The Modern Firm after your website launch, you'll notice a common response to growing your website traffic: more content, more content, and more content. Along with links, Google has confirmed that content is the top way they measure authority for your site.