Magazine Facts

Will the Internet kill magazines?  Did instant coffee kill coffee?

New technologies change many things. But not everything. You may surf, search, shop and blog online, but you still read magazines. And you’re far from alone. Readership has actually increased over the past five years. Even the 18-to-34 segment continues to grow. And typical young adults now read more issues per month than their parents. Rather than being displaced by “instant” media, it would seem that magazines are the ideal complement. The explanation, while sometimes drowned out by the Internet drumbeat, is fairly obvious. Magazines do what the Internet doesn’t. Neither obsessed with immediacy nor trapped by the daily news cycle, magazines promote deeper connections. They create relationships. They engage us in ways distinct from digital media. In fact, the immersive power of magazines even extends to the advertising. Magazines remain the number one medium for driving purchase consideration and intent. And that’s essential in every product category. Including coffee.  (Source: Magazines – The Power of Print)

 

11 Facts About Magazines

  1. Magazine readership has grown over the past five years. (Source: MRI)
  2. Average paid subscriptions reached nearly 300 million in 2009. (Source: MPA estimates based on ABC first and second half 2009 data)
  3. 4 out of 5 adults read magazines. (Source: MRI)
  4. Magazines deliver more ad impressions than TV or Web in half-hour period. (Source: McPheters & Company)
  5. Magazine readership in the 18 to 34 segment is growing. (Source: MRI)
  6. Since Facebook was founded, magazines gained more than one million young adult readers. (Source: MRI)
  7. The average reader spends 43 minutes reading each issue. (Source: MRI)
  8. Magazines are the No. 1 medium of engagement – across all dimensions measured. Simmons’ Multi-Media Engagement Study find magazines continue to score significantly higher than TV or the Internet in ad receptivity and all of the other engagement dimensions, including “trustworthy” and “inspirational.” (Source: Simmons Multi-Media Engagement Study)
  9. Magazines and magazine ads garner the most attention: BIGresearch studies show that when consumers read magazines they are much less likely to engage with other media or to take part in non-media activities compared to the users of TV, radio or the Internet. (Source: BIGresearch Simultaneous Media Usage Study)
  10. Magazines outperform other media in driving positive shifts in purchase consideration/intent. (Source: Dynamic Logic)
  11. Magazines rank No. 1 at influencing consumers to start a search online – higher than newer media options. (Source: BIGresearch Simultaneous Media Usage Study)