Fact: Print magazines reach more adults and teens than the top 25 primetime TV programs (Magazine Media Factbook 2014 data). Surprised? You’re not alone.
“There’s a common belief these days that only older people read magazines. Even if you’ve read about how custom magazines drive online sales and web traffic, you may be hesitant to spend time planning and launching a custom publication for your organization for fear of a slow and steady decline as the Baby Boomers get older,” writes Richard Iurilli in his article “Young people still read magazines.”
“The reality is, however, that there’s little evidence to support this misconception. In fact, the 2014 Magazine Media Factbook showed exactly the opposite: 91% of American adults read magazine media, and that number increases to 94% for adults under 35 and 96% for adults under 25,” Iurilli continues.
And Irulli notes that those young readers are not just picking up a magazine occasionally.
“The average person aged 18-25 read more than ten issues in the last month, and the top 20% of people in that age group read more than 22 issues,” he notes. “Those totals are just as high or higher than those for all adults. If you produce compelling content, you have little reason to fear it going unread.”
Print is proving its case time and again, not only in the marketplace with new launches and success stories, but in the data coming from hard research. The more we learn about print readers and their habits, the more it becomes obvious that print remains a solid channel for advertisers and brands.