U.S. Adults Read 8 Different Magazines a Month
June 22, 2011 -- Media research firm Affinity, specializing in magazine audience measurement and accountability tracking, has released the spring wave of its American Magazine Study (AMS).
According to the study, which reports magazine audience estimates for the country’s leading publications in both print and digital formats:
More than 184 million American adults read magazines in print or electronic form every month.
Of the 172 magazine brands measured by AMS, the average number of different magazines read by consumers, regardless of the delivery channel, is 8.1.
Readership among women skews higher than men, with 84% of women and 80% of men reporting that they read at least one magazine title.
- Among U.S. consumers reading printed magazines, 51% also access magazine content digitally, while 90% of digital magazine users report reading the printed versions of publications. Overall, almost half of the total magazine reading population, or 89 million Americans, access both print and digital magazine content.
The demographic profile of print readers differs from readers of digital magazine content. Digital users tend to be younger, skew more male, and report higher income levels than their traditional print-reading counterparts.
Half of these digital magazine readers (51%) report that they enjoy all of the things that they can do electronically that they can't do with printed magazines, like searching for articles and clicking on links for more information.
- While many new digital channels, like mobile magazine apps, are in the early stages of adoption, these emerging digital environments also represent new opportunities for magazine advertisers, according to AMS. For example, 36% of digital magazine readers report that they have tapped or clicked on advertiser links for more information about products and services.
About: The spring 2011 release of the AMS study covers 172 titles and represents interviews with more than 60,000 American adults over the past year. The study covers magazines as well as a magazine's digital audience (magazine websites, social networks, e-subscriptions and magazine apps).
Source: Affinity news release, Affinity's American Magazine Study Reports Total Reach of Magazine Brands, June 22, 2011.