Friday, May 18, 2007

Study says young adults read more, not fewer, magazines

Readership of consumer magazines

Total 19-24 25-34 35-44 45-54 55-64 65+
# Titles Read Last 6 mos. 17 18.3 18.9 17.2 16.7 17 14
Index 100 108 112 101 98 100 82
# Specific issues
29.3 30.9 33.3 29.2 28.3 29.7 25
Index 100 105 113 99 96 101 85

The table above is as published by MediaDaily News, released by McPheters and Co. in the U.S. It is part of the beta research conducted by McPheters in preparation for its readership.com project, which has now been discontinued. But the interesting thing is the research suggests that, far from being lured away from traditional magazines by the internet, younger people are reading more magazines than their elders.
"[The research] 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."

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