With all of the chatter about mobile, interactive and social media, many marketers seem to have abandoned traditional media, especially print. The “Great Recession” has had a huge impact on print media, particularly magazines, with many long-time titles shuttering operations, others reducing their publishing schedules, and all struggling with lost advertising dollars as big marketers shift spending to new channels.

Fighting back against perceptions that “print is dead” as an advertising medium, the magazine industry is arguing its case with a new campaign (in print, of course) touting the industry’s continuing ability to move advertisers’ products and services. The “Power of Print” campaign, created by Y&R New York, restates print’s relevance and effectiveness to advertisers, shareholders and industry influencers. It will publish beginning in May.

To help agencies support the case that their clients should not easily dismiss print ad spending, here are 15 statistics about magazine readership:

• Magazine readership has grown over the past five years. (Source: MRI – Mediamark Research & Intelligence)


• Average paid subscriptions reached nearly 300 million in 2009. (Source: Magazine Publishers of America; MPA estimates based on ABC first and second half 2009 data)


• Four out of five adults read magazines. (Source: MRI)


• Consumers spend more than $89 million each week on single-copy magazines. (Source: Nielsen)


• Magazines deliver more ad impressions than TV or Web in half-hour period. (Source: McPheters & Company)


• Magazine readership in the 18 to 34 segment is growing. (Source: MRI)


• The top 25 magazines reach more adults and teens than the top 25 prime-time TV programs. (Source: Carat Insight, Nielsen, MRI and MPA)


• Since Facebook was founded, magazines have gained more than one million young adult readers. (Source: MRI)


• Magazines appeal to younger adults; adults 34 and younger read more magazines than older adults. (Source: MRI)


• The average reader spends 43 minutes reading each issue. (Source: MRI)


• Magazines are the No. 1 medium of engagement – across all dimensions measured. Simmons’ Multi-Media Engagement Study find magazines continue to score significantly higher than TV or the Internet in ad receptivity and all of the other engagement dimensions, including “trustworthy” and “inspirational.” (Source: Simmons Multi-Media Engagement Study)


• Magazines and magazine ads garner the most attention: BIGresearch studies show that when consumers read magazines they are much less likely to engage with other media or to take part in the non-media activities compared to the users of TV, radio or the Internet. (Source: BIGresearch Simultaneous Media Usage Study)


• Magazines outperform other media in driving positive shifts in purchase consideration/intent. (Source: Dynamic Logic)


• Magazines rank No. 1 at influencing consumers to start a search online – more than double the influence of internet advertising and social media. (Source: BIGresearch Simultaneously Media Usage Study)


• Magazines build buzz. They excel in reaching “influentials” who shape attitudes and behavior among other consumers. (Source: MRI Omnibus Recontact Study)

Traditional media continue to offer value and return on investment to marketers. Solution-neutral agencies should continue to consider print as part of their marketing mix wherever appropriate.