TimmyHThe physical rebellion – Magazines lead a resurgence of print media
June 12th 2008 07:37
According to Media Edge analysis, magazine readers aren’t switching to the net. Although in recent years marketers have been buying fewer advertising pages in magazines in favour of hitting the online market, it seems Magazines are as strong as ever.
Paid circulation has declined by a mere 1% over the past year. But readerships are up by more than 4%. So advertisers should be smiling for the second consecutive year. The data suggested that readers are getting younger too. “For every magazine that is aging, there are magazines that are trending younger and all are gaining new readers at the same time,” the Mediaedge analysis found.
Perhaps the Y Generation is taking to page flipping and rejecting their scrolling roots.
Some of this might come from better distribution. Getting magazines into a Doctor’s office, hairdresser or even internet café is crucial to raising readership. George Janson, managing partner-director of print at Mediaedge:cia says “Magazines are doing a better job of managing public-place distribution, which helps build audiences.” Another key is cross-promotion. Recent collaboration between Elle and “Project Runway” and Food & Wine and “Top Chef” illustrated this.
It also seems that fads are important. Magazines aimed at younger audiences seem to play on any small trend towards them. Magazines with Y Generation readers grew their audiences by more than 7%.
In a good sign for publishers the digital media seems to be creating markets for magazine readers. Magazines dedicated to video and computer games as well an online technology trends. Such media has often been blamed for taking audiences away from magazines. This magazine category grew by over 20% in the past year.
”We get many world exclusives that are beating out the internet,” said Rob Borm, associate publisher at Game Informer. “It's quite an accomplishment for a print media form to continuously do that.”
Print media might well reap the benefits of our screen strain. “For many people magazines are an emotional reprieve,” Janson said. “They've always been a reprieve, but in many cases now they're a reprieve from the small screen.”
Paid circulation has declined by a mere 1% over the past year. But readerships are up by more than 4%. So advertisers should be smiling for the second consecutive year. The data suggested that readers are getting younger too. “For every magazine that is aging, there are magazines that are trending younger and all are gaining new readers at the same time,” the Mediaedge analysis found.
Perhaps the Y Generation is taking to page flipping and rejecting their scrolling roots.
Some of this might come from better distribution. Getting magazines into a Doctor’s office, hairdresser or even internet café is crucial to raising readership. George Janson, managing partner-director of print at Mediaedge:cia says “Magazines are doing a better job of managing public-place distribution, which helps build audiences.” Another key is cross-promotion. Recent collaboration between Elle and “Project Runway” and Food & Wine and “Top Chef” illustrated this.
It also seems that fads are important. Magazines aimed at younger audiences seem to play on any small trend towards them. Magazines with Y Generation readers grew their audiences by more than 7%.
In a good sign for publishers the digital media seems to be creating markets for magazine readers. Magazines dedicated to video and computer games as well an online technology trends. Such media has often been blamed for taking audiences away from magazines. This magazine category grew by over 20% in the past year.
”We get many world exclusives that are beating out the internet,” said Rob Borm, associate publisher at Game Informer. “It's quite an accomplishment for a print media form to continuously do that.”
Print media might well reap the benefits of our screen strain. “For many people magazines are an emotional reprieve,” Janson said. “They've always been a reprieve, but in many cases now they're a reprieve from the small screen.”
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