AT A TIME WHEN MANY assume that younger, tech-savvy people are turning their backs on print media, a highly regarded researcher has come up with evidence that young adults actually read more consumer magazines than older folks. The discovery is the result of new methodological research developed by McPheters & Co. to identify better ways of collecting information on the household incomes of magazine readers. "While analyzing data from the new test, it became apparent that younger readers reported reading more magazines than older readers," the company said.
Thinking the results might have been due to the vagaries of a low sample size, McPheters then compared them to the results of a similar, but bigger study conducted last summer to develop its readership.com service. Readership.com has since been suspended, but the data from 8,400 respondents participating in the beta project confirmed the higher reading trends among young adults.
It "showed that adults in the 19-24 and 25-34 age groups reported that they read a larger number of both different magazine titles and specific magazine issues than their older counterparts," said John McPheters, a partner in the company, adding, "This evidence speaks directly to the growing concern that younger audiences are abandoning the hard-copy magazines for the internet and other forms of media. It simply has not happened."
Readership of Consumer Magazines
Total Adults
Total
19-24
25-34
35-44
45-54
55-64
65 or over
# Titles Read in Last 6 Months
17.0
18.3
18.9
17.2
16.7
17.0
14.0
Index
100
108
112
101
98
100
82
# of Specific Issues Read
29.3
30.9
33.3
29.2
28.3
29.7
25.0
Index
100
105
113
99
96
101
85
Issues/Title
1.7
1.7
1.8
1.7
1.7
1.8
1.8
Index
100
98
102
98
98
101
104
Total Men
# Titles Read in Last 6 Months
15.5
16.5
17.2
15.8
14.8
15.7
13.0
Index
100
106
111
102
95
102
84
# of Specific Issues Read
26.7
29.3
30.5
26.6
24.5
27.2
22.7
Index
100
110
114
99
92
102
85
Issues/Title
1.7
1.8
1.8
1.7
1.7
1.7
1.7
Index
100
103
103
97
96
100
101
Total Women
# Titles Read in Last 6 Months
18.3
20.2
20.6
18.4
18.4
18.2
14.8
Index
100
110
113
100
101
99
81
# of Specific Issues Read
31.8
32.6
35.9
31.5
31.8
32.2
27.0
Index
100
103
113
99
100
101
85
Issues/Title
1.7
1.6
1.7
1.7
1.7
1.8
1.8
Index
100
93
100
99
99
102
105
Source: McPheters & Co. from readership.com summer 2006 beta study.
Joe Mandese is Editor of MediaPost.
Source:http://publications.mediapost.com/index.cfm?fuseaction=Articles.san&s=60592&Nid=30530&p=325415
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