Thursday, May 13, 2010

it's the pix, stupid

A new MediaWeek survey shows that magazine readers overwhelmingly (92 percent) prefer print to online versions of their favorite mags. And hooray for those of us who read them -- and write for them.

Could it be the fact that most mags provide something lasting in the way of good photography, not to mention stories that have staying power -- and extend for more than a screen-and-a-half? Not for nothin' are magazines sometimes referred to as "books". From the story:

Amid print media's many struggles, polling by the Chief Marketing Officer (CMO) Council finds people who subscribe to magazines are loyal to the medium, and in no hurry to ditch print magazines in favor of online versions.

And these people are scarcely technophobes, though, as many of them say magazine ads lead them to advertisers' Web sites.

Conducted in March and April among adults who subscribe to at least one magazine, the poll found 92 percent of respondents saying they receive print editions of magazines to which they subscribe. Nearly as many, 90 percent, said print is the format they prefer. Just 24 percent said they expect eventually to switch to an e-reader for their magazine consumption.

Indicating the role print publications now play in steering people to the Internet, though, 48 percent of respondents answered affirmatively when asked whether they "go online to find more information about the advertisements in your printed magazines." A somewhat larger number of them, 63 percent, said they'd do so "if the advertising in your printed subscription magazines was customized."

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