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Mediums continue to proliferate.
Attention
spans continue to shrink. Free content is available
everywhere from the Internet to inside taxi cabs.
93% of American adults
still are attached to
magazines. Young and old spend time with paper
and ink, a medium you actually have to pay for in
order to read.
Magazines are engaging.
Reading a
magazine remains a uniquely intimate and
immersive experience. Not only is a magazine
readership increasing, readers spend an average
of 43 minutes per issue.
Further, those 43 minutes
of attention are
typically undivided. Among all media, digital or
analog, magazine readers are less likely to engage
in another activity while reading. The Internet is
exhilarating. Magazines are enveloping.
The Internet grabs you. The Internet is impulsive.
Magazines embrace you.
Magazines are
immersive. And both media are growing.
Barely noticed
amidst the Internet clamor is the
simple fact that magazine readership has risen over
the past five years. Even in the age of the Internet,
even among the groups one would assume are
most singularly hooked on digital media, the
appeal of magazines is growing.
Once again, it proves
that a new medium
doesn’t necessarily displace an existing one. Just as
movies didn’t kill radio and TV didn’t kill movies.
An established medium can continue to flourish so
long as it offers a unique experience which
magazines do.
Which is why people
aren’t giving up
reading magazines, just because they also enjoy
the internet.
Fact:
During the 12-year life of Google,
magazine readership has increased 11 percent.
Advertisers & Readers Take Note
Vigoré
- for generations of readers
Boomers 1946 - 1964,
80 million - Most consumer spending
Trillions in buying power. Respond well
to print. Print drives them online. Seek
health information. Newspapers. Emails.
Gen X, 1965 - 1980,
50 million - Multichannel marketing.
Entering peak earning. Buying online.
Banking online. Online news.
Entrepreneurs.
Gen Y, 1981 - 1995,
100 million - Friendship. Viral marketing.
Peer recommendations. Social media,
online gaming. Entertainment. Positive
reinforcement. Texting.
Gen Z, 1996 - 2010,
20 million and counting, Very diverse
population. 2007 largest birth year ever.
Technologically savvy.