We have been talking about the many advantages of print advertising in this day and age, despite claims by many that “print is dead.” Print advertising is the most engaging and least annoying form of advertising. People actually pay for their subscriptions and so the ads are welcomed and reach a finely targeted audience. Magazines have longevity. People save and share them. We could go on and on. But, one benefit of print advertising that many marketers are overlooking in these tech-driven times is the fact that magazine readership is high among younger generations. In a survey published by MPA’s (Association of Magazine Media) 2013/2014 Magazine Media Factbook, adults under thirty-five read more magazines than adults older than thirty-five.
Take SELF magazine, with a readership of 1.5 million, for example. With an average readership of woman aged 35, last year the magazine decided to broaden its editorial focus to appeal to women between the ages of 18 to 30. Headlines are shorter (think Twitter) and overall the focus is a healthy lifestyle which younger women see as a combination of fitness and fashion, not just fitness. In this New York Times article about the editorial refocus, Laura McEwen, Vice President and Publisher of SELF says, ““We think there’s a shift in how women think of their bodies and beauty. Being fit and fashionable are really one.” Why would the leader of such a popular magazine bother making changes to appeal to a younger audience if that audience just wasn’t there anymore?
In an article published on MagazinMavin.com, a college that recently started a magazine launched both a print and digital edition. The college is Penn State and the magazine is called Impact. Just because young people love their smartphones and iPads, it does not mean that they don’t want to get information and be entertained via print. Co-founder and co-editor of Impact, Frances Stern said, “We feel print is really important… We feel that having people be able to hold the magazine in their hand and see something will help us reach the widest audience possible.”
More evidence that magazines are read and appreciated by younger audiences is the popularity of cool and inspiring magazine covers on Pinterest. The majority of this popular social media site’s audience is women between the ages of twenty-five and thirty-four. Print magazine covers old and new are being seen, shared and appreciated as works of art. Click here to enjoy some engaging covers from all over the world.