Did instant coffee kill coffee?
New technologies change many things. But not everything. You may surf, search, shop and blog online, but you still read magazines. And you’re far from alone.
Readership has actually increased over the past five years. Even the 18-to-34 segment continues to grow. And typical young adults now read more issues per month than their parents. Rather than being displaced by “instant” media, it would seem that magazines are the ideal compliment.
The explanation, while sometimes drowned out by the Internet drumbeat, is fairly obvious. Magazines do what the Internet doesn’t. Neither obsessed with immediacy nor trapped by the daily news cycle, magazines promote deeper connections. They create relationships. They engage us in ways distinct from digital media.
In fact, the immersive power of magazines even extends to the advertising. Magazines remain the number one medium for driving purchase consideration and intent. And that’s essential in every product category.
“Magazines, The Power of Print” Campaign
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