Young people do everything online.
Like order millions of magazines.
Somehow, amidst their infatuation with Facebook, YouTube,
Twitter and the like, young adults are still making time for
another one of their favorite pursuits: reading magazines.
Contrary to popular misperception, the phenomenal
popularity of the Internet has not come at the expense of
magazines. Readership is actually increasing, and adults between
18 and 34 are among the most dedicated readers. They equal or
surpass their over- 34 counterparts in issues read per month
and time spent per issue.
What’s changed isn’t people’s affinity for magazines but the
means by which they acquire them. Last year, nearly 22 percent
of all new paid subscriptions were ordered online.
And just as the Internet drives magazine subscriptions,
magazines drive Web searches – with nearly double the
effectiveness of the Internet itself. Some might call it ironic.
The medium that some predicted would vanquish magazines
is actually helping fuel their growth. And vice versa.
