The Power of Print

by Michael B. Perini, ABC
perini & associates

Contrary to what you might think magazines are being fueled by the internet.  Yes, amidst all  the excitement with social media, i.e. Facebook, YouTube, Twitter and the like, we are still reading magazines.  And most noteworthy is the fact that young adults are taking time to subscribe and/or pick up single copies.

Earlier this year, the leaders of five major magazines companies launched “The Power of Print” campaign.  The campaign promotes not just the enduring strengths of the medium, but according to the official press release, “also spotlights consumer commitment to magazines.”

“Readership is actually increasing,” said one publishing expert.  “Adults between the age of 18 and 32 are among the most dedicated readers.”

What has changed isn’t “people’s affinity for magazines” but the means by which they acquire them.  Last year, nearly 22 percent of all new paid subscriptions were ordered online.

Here are 11 facts about magazines, according to the Magazine Publishers of America (MPA) and other sources as noted:

1. Magazine readership has grown over the past five years.

2. Average paid subscriptions reached nearly 300 million in 2009.

3. 4 out of 5 adults read magazines.

4. Magazines deliver more ad impressions than TV or Web in half-hour period.

(Source: McPheters & Company)

5. Magazine readership in the 18 to 34 segment is growing.

6. Since Facebook was founded, magazines gained more than one million young

adult readers.

7. The average reader spends 43 minutes reading each issue.

8. Magazines are the No. 1 medium of engagement — across all dimensions

measured. Simmons’ Multi-Media Engagement Study find magazines continue

to score significantly higher than TV or the Internet in ad receptivity and all of

the other engagement dimensions, including “trustworthy” and “inspirational.”

(Source: Simmons Multi-Media Engagement Study)

9. Magazines and magazine ads garner the most attention: BIGresearch studies

show that when consumers read magazines they are much less likely to engage

with other media or to take part in non-media activities compared to the users

of TV, radio or the Internet. (Source: BIGresearch Simultaneous Media Usage


10. Magazines outperform other media in driving positive shifts in purchase

consideration/intent. (Source: Dynamic Logic)

11. Magazines rank No. 1 at influencing consumers to start a search online – higher than newer media options. (Source: BIGresearch Simultaneous Media Usage Study)

Finally, a medium that some predicted would disappear — magazines — is actually growing amidst the electronic world in which we communicate.   Did instant coffee kill coffee?  Well NO!  And, the internet is not killing magazines.  Rather the web is spurring magazine growth.

One last fact if you aren’t convinced: During the 12-year life of Google, magazine readership increased 11% (Source: MRI Fall 2009 data)

So, I would like to know what magazines are you reading and method (print or electronic)?  On my coffee table, for example, are SAILDENVER and AIR FORCE among others.