UNDERNEWS

Undernews is the online report of the Progressive Review, edited by Sam Smith, who has covered Washington during all or part of one quarter of America's presidencies and edited alternative journals since 1964. The Review has been on the web since 1995. See main page for full contents

May 27, 2009

ADVERTISING AGE: PRINT NOT AGING WELL

Advertising Age has concluded that "Print is not aging well. Or, rather, its readers are aging rapidly." The statement is based on the latest research on the newspaper and magazine industries. . .

By correlating statistics for the average age of American residents and that of the readership of nearly 200 publications and publishing groups, it was found that the latter was aging at almost the same pace as the overall population. The data also indicates that:

"Some magazines and newspapers are even seeing their audiences age in real time -- or faster. Readers' median age has increased 6.6 years since spring 2004 at Motorcyclist magazine, 6.8 years at Street Rodder and 6.8 years at Motor Boating." The implications of the ageing demographics are not going unnoticed in the publishing world. A rise in the age base could cast doubt over the publication's own life expectancy, for example. There is also the question of advertising; it is no news that firms are increasingly targeting a younger market,

2 Comments:

Anonymous Anonymous said...

Magazines and newspapers are losing readers because, for years, they have ignored what readers want and have pandered to advertisers, instead. In the end, the readers just walked away.

May 29, 2009 2:20 AM  
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June 3, 2009 1:33 PM  

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