Print on paper still
gets you places
Despite worries that tech-savvy Gen Yers are ditching print media for digital, research house McPheters & Co. finds that 19-34 year-olds are actually reading more consumer magazines than older consumers, reports MediaPost.
After reporting the results, McPheters assumed they were skewed due to a low sample. To ensure accuracy, the group checked a similar study conducted last year by Readership.com across 8,400 pollsters. It confirmed 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 company partner John McPheters of McPheters & Co.
"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," he added.
MarketingCharts offers more data from the survey, including tables.