Between 2001 and 2009 the median age of readers of consumer magazines rose by only 3%. This was reported last week by Media Post which crunched numbers from over 90 leading consumer publications.
How important is this?
I think it is a great cliche buster. I have worked with many publishers who have measured the age of their online readers and compared them to the age of their print readers. Most expected a big swing for the younger readers to online. Most were surprised. About 2/3 reported no difference in age, a third showed a slightly younger audience for online.
The cliche aged print reader and the cliche online teen reader are both just that, cliches. When measurements are applied, there is a slight shift, but not a big one. Young and older readers both like magazines and online media.
On a call you can use this study to show how print is not such an old person's media after all.
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