Surprise: Young Adults Are The Strongest Demographic For Print Magazines

National magazine readership over the last several years has been flat or down. Many pundits had assumed that part of the reason for this was young people abandoning print magazines for the Internet. That’s not the case according to a new study by research firm McPheters & Co. Young people are spending more time every year online, but apparently that hasn’t affected their reading of print magazines.

In the McPheters study, young adults, age 19-34, had read more magazines than any other age group. The research also showed strong readership of newspapers in the 19-24 age group which surprised a lot of marketers.

One of the things we have to keep in mind about this age group is that they are born multitaskers. They do not necessarily need to diminish one media to utilize another. It is not uncommon for the younger end of this age group to be reading a magazine, watching TV, utilizing the Internet and text messaging on their phone—all at the same time!