How to measure whether your magazine is working: five numbers, one page
3 min read
A board member asks, "Is the magazine worth it?" You can say "people like it", or you can show a page of numbers.
You don't need a dashboard. You need five numbers, written down each issue.
1. Issue opens
What it is: the number of people who opened the issue, and as a share of your membership.
Why it matters: it shows whether the magazine reaches anyone.
How: your flipbook platform's analytics, or the link clicks from your email.
Look for: a steady or rising share across issues.
2. Reading depth
What it is: how far readers get, or which pages they view.
Why it matters: an opened issue that's abandoned on page 2 isn't read.
How: page views per issue, if your platform records them.
Look for: which articles hold attention and where people drop off.
3. Clicks and actions
What it is: clicks on links, videos played, downloads, forms completed.
Why it matters: it shows whether readers do something afterwards, and it's the proof sponsors want.
How: link tracking in your platform. Advertiser report template.
Look for: the links that get clicks, and the ones that don't.
4. Return readers
What it is: how many people who opened the last issue open this one.
Why it matters: a magazine that people return to is working. One that gets a one-off look isn't.
How: compare unique readers across issues where your tool lets you.
Look for: a core of regular readers that grows.
5. What people say
What it is: member comments, replies, survey answers and advertiser feedback.
Why it matters: numbers don't explain why. Words do.
How: a three-question survey after each issue and a note of any replies.
Look for: repeated themes: what members want more of, and what they skip.
A one-page sheet
| Issue 1 | Issue 2 | Issue 3 | Issue 4 | |
|---|---|---|---|---|
| Members | ||||
| Opens | ||||
| Opens as % of members | ||||
| Average pages viewed | ||||
| Link clicks | ||||
| Return readers | ||||
| Survey: score out of 5 | ||||
| Notes |
Fill it in a week after each issue.
Use it
- Planning: more of what gets read, less of what doesn't.
- Sponsors: real results in your next conversation.
- Board: a trend and a recommendation, not a plea.
- You: evidence that the work is making a difference.
A caution
Numbers help you decide. They don't replace judgement. A piece that few people read might matter a great deal to the people who did. Keep both in view.
Start small
If you have nothing today, start with issue opens and a three-question survey. Add the rest as you go.
Frequently asked questions
What is the most important number?
The share of members who open the issue. It tells you whether the magazine is reaching anyone.
How do I get these numbers?
A flipbook platform with analytics gives you opens, reading and clicks. Email software gives you email opens. A short survey gives you opinions.
Are page views accurate?
They're a good guide, not an exact count. Some privacy tools block tracking, so real readership is usually somewhat higher.
How do I report this to the board?
One page, five numbers, trend over four issues, and two sentences on what you'll do next.