Magazine Publishers to Target Millennials

Magazines have been struggling to maintain readership and ad revenue during the shift from traditional print to digital format. But new research shows that one audience should be courted with digital content. A growing number of Millennials are engaging with magazines and their advertisers on mobile devices and through social media.

In surveying over 1,000 consumers between the ages of 18 and 34, the Association of Magazine Media (MPA) reports that 63% of these consumers are avid magazine readers. 69% read magazines in a digital format. And, 49% have visited a magazine’s Facebook page. The top reasons for visiting a magazine’s Facebook page could prove attractive to marketers who want to reach these consumers:

  • Enjoy accessing relevant content 59%
  • Enjoy participating in special contests/​games 41%
  • Like to check out idea/​recipes photos 39%

Magazine readers also appear to be more likely to engage with Twitter. While only 19% of the general population searches for a magazine on Twitter, 30% of avid magazine readers do so. In addition, 24% of avid magazine readers follow a magazine’s Twitter feed. The possibility of receiving special offers or participating in a contest is the largest single reason for Millennials to follow a magazine on Twitter, 54%.

Social networking is widely known to have a multiplier effect for a marketer, and when combined with a digital magazine, that effect is enhanced. About 52% of men and 37% of women say it is important or very important to be able to share digital magazine content. Avid magazine readers also say that publishers can take the following steps to increase value and therefore, their loyalty:

  • Opportunities to sample new products/​offer insights 52%
  • Special marketer offers available to subscribers only 43%

Magazine publishers who hope to grow their readership should enhance their digital content in these ways. They can also work with marketers to develop campaigns that will connect with digital generation.
[Source: Magazine Media Readers are Social. www​.magazine​.org. Web. 6 Sept. 2012] 

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.