Publishing/Writing: Insights, News, Intrigue


Printed Magazines: Young Adult Readership Up & 90% Prefer Ink Format!

Pundits predicting the extinction of printed mags are wrong! In fact, printed mag readership (especially among the under 35 group with digital exposure) has steadily risen over the past 5 years, even through the recession…as reported by David McDonald (bio at ‘Read and learn more’ link below) in FOLIO magazine.

Now, I don’t know if the ad revenue has matched the same performance of the ‘readership’ stats (from what I’ve read, it hasn’t)…but, if the ad revenue is indeed down, this non-expert wonders why? It would not be logical on the surface. If the advertisers are just pulling the ad money from print to concentrate on the new digital formats, it would appear they are missing a growing opportunity, huh?    

On to David McDonald’s article:

Teach Your Children Well

Is the training of tomorrow’s magazine and media professionals keeping up?

While many media pundits purport that magazine readership is dropping or that printed magazines are soon to be extinct, the truth emerges that year after year magazine readership continues to grow. In fact, magazine readership has increased for the past five years—right through the recession—according to MPA, which found that four out of five U.S. adults read magazines. Another 2010 survey from MRI discovered that young adults (those under 35) read the most, despite the abundance of new media alternatives. A recent CMO Council survey of 1,000 consumers with digital exposure indicated that 90 percent of magazine subscribers prefer the printed format to the new e-reader apps.

Consumers continue to engage magazines in the printed form, but they are also looking beyond print and accessing magazine content in very personal ways—Web sites, e-media, mobile and rich media, and various other content platforms are increasingly more relevant to today’s magazine and media consumer. This emerging diversity in how we encounter magazine content speaks to the complexity of how consumers engage the content they want—on their terms, in many formats and across multiple platforms—and again, only the content they want. So we better serve it up the way they want it, right?

Educating the Next Generation

Today’s magazine and media companies—as well as the staff of journalists and designers who package content for consumers—are working within a new world order. The rules of journalism are changing and Media Ethics are not immune from this evolution. Ethics, while important, are often irrelevant to a media transaction. Many publishers believe that those who drive the formation of ethical opinion will continue to refine their perspective within the larger media landscape and come to terms with the ideals of branded and custom content and the demands of what I call Transcendent Media platforms.

Do ethics, as we know them today, have a place in media? Yes, in some instances… but not all. The ideals of church and state that have for so long driven the philosophies, perspectives, and opinions of media must and will change to embrace the new world order of Transcendent Media. And this is an important fact to the universities teaching tomorrow’s magazine professionals.

Read and learn more

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  1. Jeanne commented to me via email:

    If I understood this article correctly, the content of many “new” printed magazines that the younger generation embraces is actually underwritten by major corporate advertising departments. So readers are still at the mercy of mass hypnosis techniques. My first boss after I left the convent did his utmost to convert me to the religion of “situational ethics” which translates to the conviction: If this tactic gets me the prize I’m after, it’s “moral” in my book.

    Comment quote:

    Ted Bahr 6 days ago

    Where was the label “advertisement” on this so-called column? I couldn’t figure out what the point was here, other than ethics is a bad thing (“except in some cases”). Consumers want to consume content in a highly personal and customized-for-them way? So therefore they would rather read about real estate trends in a True-North custom magazine paid for by Pulte homes instead of something independent? I guess my takeaway is that we should assume the Next Generation is stupid enough to be fooled by sponsored content. Certainly advertisers would like to believe that. And if this column wasn’t paid for by the writer then Folio missed out. It was a painfully obvious sales pitch (let me tell me about my organization and my non-profit which is designed to give my for-profit company legitimacy), and way beneath the quality of Folio:.

    Comment by gator1965 — 03/01/2011 @ 2:11 pm | Reply

  2. Jeanne, You make an astute point…And the commenter, Ted Bahr, was right on in his observation that this article was an advertisement for his company.

    Comment by gator1965 — 03/01/2011 @ 2:16 pm | Reply

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