Who still reads magazines? Everybody.

Conventional wisdom: "For older readers buy print, for younger readers buy online." NOT TRUE!

Prove it yourself. If you work at a magazine compare the age demographics of your online and print readers. If your publication is typical, the demographics will be similar.   

Now a study on national media consumption conducted by Deloitte has documented why this is true in a way that goes beyond the age cliches. Simply put, people of all ages like the magazine experience. Almost three-fourths of all consumers, including younger ones, choose to read magazines even if they can find the same information online. Also documented is a greater receptivity to print advertising, across all age groups, compared with Internet ads--another reason magazines will be around for years to come.

If you are trying to win over a print skeptic who thinks magazines are antiques for old people, this is a perfect response. Print out the Age Age article (link below) and share it to set the stage and establish credibility. Then download a big copy of the page from the survey and show the results. Close by saying that the unique appeal of any media is more important than age demographics.       

Read the Ad Age article on the study

Click on the graphic for a copy big enough for your next sales call:

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Also documented is a greater receptivity to print advertising, across all age groups.

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