• by Jack Loechner , Staff Writer @mp_research, January 18, 2005

Both Print and Digital Magazine Readers go to Web for More Information

Gloria Adams, corporate director of PennWell audience development, recently released the results of their 2004 "Digital Subscriber Profile Study," reported by Kristina Joukhadr. The study provides readership comparisons between print and digital editions of their Business to Business publication.

Adams said that PennWell is making a concerted effort to turn the tide of advertiser objections, which include positions like:

• If 20 percent of circulation is digital, why pay more than 80 percent of the advertising rate?
• Regardless of distribution count, what are the download rates?
• How many digital subscribers actually read the magazine?

Some of the study's results, which show a high correlation between the behavior of digital and print magazine readers, include:

1. How many of the last 4 issues have you read or looked through?
Digital - 74.6 percent; Print - 78.0 percent.

2. How much time, in total, do you spend reading or looking through an average issue?
Digital: - 39 minutes per issue; Print: - 41 minutes per issue.

3. How do you typically navigate through or read your issue?
Digital:

Read articles of interest and look through remaining pages...35.4%

Read table of contents and articles of interest...36.9%
Print:

Read articles of interest and look through remaining pages...58.1%

Read table of contents and articles of interest...18.6%

4. What actions have you taken as a result of reading articles or advertisements?
Digital:

Archived for future reference...63.8%

Clicked on an ad to go to the company's Web site...60.1%

Discussed article or ad with others...58.2%
Print:

Saved for future reference...69.8%

Went directly to company's Web site...69.8%

Discussed article or ad with others...52.3%

5. On average, how many other people have read your copy?
Digital: - 1.3 additional readers per issue; Print: - 2 additional readers per issue

6. How do you use your issue?
Digital:

It gives me info that helps me do my job better...84.3%

It helps me identify potential suppliers/resources...65.3%

It provides essential product info...42.5%

It gives me info that helps me make purchasing decisions...28.4%
Print:

It gives me info that helps me do my job better...69.8%

It helps me identify potential suppliers/resources...67.4%

It provides essential product info...50%

It gives me info that helps me make purchasing decisions...39.5%

7. Which of the following is your preferred method of requesting info from advertisers?
Digital: - Visiting the company's Web site...84.3%; Print: - Visiting the company's Web site...77.9%

You can find out more in this pdf file.