Drop In Magazine Readership Among The Affluent Doesn’t Signal The End Of An Industry, Just A Change

The Ipsos Mendelsohn Affluent Survey, which tracks the ways those with annual household income of at least $100,000 consume media (including advertising), noted that this group is spending less time reading magazines and is instead finding its information and entertainment online and via e-readers and other mobile devices. That’s not news to anyone who has been following the Survey’s results for some years now — or who has been keeping an eye on the magazine industry in general — but this year’s 13,800 responders reported a more drastic decline in magazine readership than ever.

In fact, affluent readers reported a 16 percent drop in magazine issues read of the 139 titles listed in the survey. Additionally, they reported spending an average of 25.3 hours a week on the internet — a 12 percent rise from last year.

These results shouldn’t be seen as marking the inevitable death of magazines, as Ad Age sagely notes — it just means that readers, including and especially the affluent, are looking to other platforms as publishers are simultaneously placing a greater emphasis on providing web and digital content. And that’s not only heartening news for publishers and consumers alike (after all, more platforms = easier and more convenient access to news and entertainment), but for advertisers who now have more innovative and varied means of attracting consumers.