New UFC Magazine Hits Shelves

The new UFC magazine is set to hit store shelves with Brock Lesnar on the cover:

MMAPayout.com is reminded about the recent discussions we’ve had regarding the magazine, it’s distribution, and the advertising clientele it’s looking to draw. Here’s a summary:

UFC magazine distribution numbers

MMAPayout has learned that the UFC Magazine will increase its distribution from 300,000 units to 325,000 due to the overwhelming success of its premier issue in July and the resulting retailer demand. The figure doesn’t include additional distribution at UFC events.

The following represent up-to-date statistics for magazines of a comparable demographic:

Sports Illustrated: 3,150,000 (weekly)
Maxim: 2,500,000 (monthly)
ESPN Magazine: 2,000,000 (bi-weekly)
Men’s Health: 1,800,000 (monthly)
Men’s Fitness: 725,000 (monthly)
WWE: 300,000 (monthly)
UFC: 325,000 (bi-monthly)

The UFC magazine is yet another example of the UFC’s initiative to diversify its revenue streams and become less reliant upon event-related revenues (which in the past have accounted for nearly 75% of all Zuffa revenues). However, the magazine is also important because of its corollary effect and its advertising ability.

The magazine is another tool with which the UFC can push its target audience to PPV and TV offerings through reminders, human interest pieces, and building storylines. We’re not talking phony WWE storylines, but legitimate behind-the-scenes offerings that should help draw interest and viewership. Furthermore, the UFC magazine gives sponsors yet another avenue to advertise to the MMA demographic and hit them with a more traditional message.

UFC magazine demographic information

75% of the readership falls between the ages of 18-34, but 96% of those surveyed were of legal drinking age (21).

16% fans who bought the magazine have been to a live event, but 55% plan to see live event in next year.

33% of fans who bought the magazine train MMA.

Nearly 50% those polled view UFC with 5+ ppl

84% those polled play video gamesPayout Perspective:Detailed analysis, here.

We’ll pick up a copy to further analyze the progression the company has made, and maybe glean some trends as to where the promotion is taking the magazine in the future.