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RSSThe discovery is the result of new methodological research developed by McPheters & Co. to identify better ways of collecting information on the household incomes of magazine readers. "While analyzing data from the new test, it became apparent that younger readers reported reading more magazines than older readers," the company said.
Thinking the results might have been due to the vagaries of a low sample size, McPheters then compared them to the results of a similar, but bigger study conducted last summer to develop its readership.com service. Readership.com has since been suspended, but the data from 8,400 respondents participating in the beta project confirmed the higher reading trends among young adults.
It "showed that adults in the 19-24 and 25-34 age groups reported that they read a larger number of both different magazine titles and specific magazine issues than their older counterparts," said John McPheters, a partner in the company, adding, "This evidence speaks directly to the growing concern that younger audiences are abandoning the hard-copy magazines for the internet and other forms of media. It simply has not happened."
|
Readership of Consumer Magazines |
|||||||
|
Total Adults |
Total |
19-24 |
25-34 |
35-44 |
45-54 |
55-64 |
65 or over |
|
# Titles Read in Last 6 Months |
17.0 |
18.3 |
18.9 |
17.2 |
16.7 |
17.0 |
14.0 |
|
Index |
100 |
108 |
112 |
101 |
98 |
100 |
82 |
|
# of Specific Issues Read |
29.3 |
30.9 |
33.3 |
29.2 |
28.3 |
29.7 |
25.0 |
|
Index |
100 |
105 |
113 |
99 |
96 |
101 |
85 |
|
Issues/Title |
1.7 |
1.7 |
1.8 |
1.7 |
1.7 |
1.8 |
1.8 |
|
Index |
100 |
98 |
102 |
98 |
98 |
101 |
104 |
|
|
|
|
|
|
|
|
|
|
Total Men |
|
|
|
|
|
|
|
|
# Titles Read in Last 6 Months |
15.5 |
16.5 |
17.2 |
15.8 |
14.8 |
15.7 |
13.0 |
|
Index |
100 |
106 |
111 |
102 |
95 |
102 |
84 |
|
# of Specific Issues Read |
26.7 |
29.3 |
30.5 |
26.6 |
24.5 |
27.2 |
22.7 |
|
Index |
100 |
110 |
114 |
99 |
92 |
102 |
85 |
|
Issues/Title |
1.7 |
1.8 |
1.8 |
1.7 |
1.7 |
1.7 |
1.7 |
|
Index |
100 |
103 |
103 |
97 |
96 |
100 |
101 |
|
|
|
|
|
|
|
|
|
|
Total Women |
|
|
|
|
|
|
|
|
# Titles Read in Last 6 Months |
18.3 |
20.2 |
20.6 |
18.4 |
18.4 |
18.2 |
14.8 |
|
Index |
100 |
110 |
113 |
100 |
101 |
99 |
81 |
|
# of Specific Issues Read |
31.8 |
32.6 |
35.9 |
31.5 |
31.8 |
32.2 |
27.0 |
|
Index |
100 |
103 |
113 |
99 |
100 |
101 |
85 |
|
Issues/Title |
1.7 |
1.6 |
1.7 |
1.7 |
1.7 |
1.8 |
1.8 |
|
Index |
100 |
93 |
100 |
99 |
99 |
102 |
105 |
Source: McPheters & Co. from readership.com summer 2006 beta study.
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