It’s a fairly common assumption that millennials don’t read print media because they’re all too busy browsing blogs, clicking on Facebook links and watching YouTube videos to crack open a physical magazine. Well, a new study from Condé Nast says young people’s magazine readership is actually the highest it’s been in decades.
“There’s a misperception about what’s going on with printed magazines,” said Scott McDonald, SVP of Market Research at CondeNast, who headed a similar study six years ago. “I thought that coming back and redoing the study after six years of this brutal recession, particularly one that’s been very hard on millennials, I would have expected to see more bad news. But what I saw was pretty much the same story as six years ago, and in some cases, actually some improvement. Magazines’ overall readership numbers still get negatively impacted by decline of these enormous magazines like TV Guide and Reader’s Digest but if you look at it category by category, you get a very different picture.”
Using data from the GfK MRI Survey of the American Consumer, which tracks magazine audiences, McDonald compared different age groups’ readership of specific magazine categories in 1991, 2001 and 2011. He found that in certain categories, 18-to-24-year-olds are reading more magazines than ever before.
Read the full article here: http://www.adweek.com/news/press/cond-nast-finds-magazine-readership-growing-among-millennials-140850
This article was posted by AdWeek May 31st of 2013. . . current information from a giant in the publishing industry.