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This online study polled 1,010 US adults over the age of 18 who had read at least one magazine or newspaper in the past month. Respondents had
to have either read the magazine(s) or newspaper(s) in print, online (i.e., using a computer or mobile web browser), or via a dedicated application (e.g.,
using an iPad or iPhone app). The survey was developed to examine consumer attitudes and behaviors towards newspapers and magazines in both
print and digital format.
Executive Summary
Traditional media publishers continue to face a difficult financial outlook due to dwindling readership and advertising revenues. At the same time, new
technologies and social media are having a major impact on consumer behavior. Increasingly, users expect to be able to access content anytime,
anywhere, on devices of their choosing. As with other types of digital content such as music and games, members of Gen Y (ages 18-34) exhibit an
early-adopter profile when it comes to the number of advanced consumer electronics they use for reading publications.
While tablets, smartphones, and eReaders open new distribution channels, publishers face challenges in maintaining and monetizing customer
relationships that have been fragmented by countless platforms, devices, and services. Many people show willingness to pay for digital magazine and
newspaper content, but most have not yet started doing so. Years of ad-supported free websites and discounted subscriptions have accustomed
consumers to pay little or nothing for digital content.
In a competitive media landscape, publishers need to innovate like never before to reach prospects and supplement advertising revenue with user
payments. With few bona fide successes to look to for guidance, publishers must explore a variety of monetization strategies to find combinations that
resonate with target audiences. Magazines and newspapers that gain a deep understanding of target audiences through qualitative and quantitative
research will stand a better chance than most of crafting differentiated content, solutions, and services that consumers value with both their time and
their money.
I only read certain sections regularly 32% 44 3 14 7 While the majority of those surveyed appreciate the convenience
I prefer reading print publications 43% 33 5 13 5
of digital delivery (59%), many value print more highly. Many
people (49%) indicated that they would pay more for a physical
I like receiving new editions the minute
they are published
28% 41 7 16 7 copy than the online version, and a whopping 82% believe
I should be able to loan content to someone print subscriptions should come free with digital access. Most
27% 34 14 16 9
else if I buy a digital subscription
consumers are also exhibiting signs of content fatigue, with 60%
Content seems similar from publication to publication 17% 43 8 24 8 finding print and digital articles to be similar from one publication
I like being able to read on any device, 27% 32 10 17 14
to the next.
anywhere, anytime
I would pay more for the print issue
than the online or digital issue
16% 33 11 22 18 In a competitive media landscape, newspapers and magazines
I like being able to start reading on one device and 19% 28 16 18 18 clearly are facing an uphill battle to maintain and monetize
continue reading from where I left off on another device
customer relationships. Years of ad-supported free websites and
28 discounted subscriptions have accustomed consumers to pay
0% 100% little or nothing for digital content.
Base: 1,010 US adult newspaper and/or magazine readers [Figure 2]
Smartphone
(e.g., iPhone, BlackBerry, Android) 13%
Small screen devices are increasingly used
iPad or other tablet computer 6% to read content.
eReader
(e.g., Amazon Kindle, Barnes & Noble Nook etc.)
6% The phenomenal popularity of smartphones, iPads, and
eReaders has led to a rapid rise in media applications and,
None of the above 37% subsequently, to an increase in reading across multiple devices.
Although about half of magazine and newspaper consumers
read on personal computers, over 10% also now read on
0% 20% 40% 60% 80% 100%
smartphones [Figures 3a and 3b].
Base: 1,010 US adult newspaper and/or magazine readers [Figure 3a]
As with other types of digital content such as music and games,
members of Gen Y (ages 18-34) exhibit an early-adopter profile
Which of the following devices do you regularly use when it comes to the number of advanced consumer electronics
to read magazines (online or via a dedicated they use for reading publications. They are more than twice as
application)? likely as the general population to consume newspaper and
magazine content on smartphones, tablets, and eReaders. To
Laptop or desktop computer
reach these early technology adopters (and their even more
49%
connected younger siblings) publishers must go beyond simply
Smartphone
11%
offering multi-platform access to fully exploit the capabilities of
(e.g., iPhone, BlackBerry, Android)
small screen devices and bring new experiences to readers.
iPad or other tablet computer 6%
eReader 6%
(e.g., Amazon Kindle, Barnes & Noble Nook etc.)
Combined print and digital subscriptions of newspapers In line with their reading habits, older consumers (55+) tend to
5% 4 6 14 64 7
and magazines (e.g., single price to get both versions) be the biggest print spenders, but are unaccustomed to paying
Digital or online issues and subscriptions of
for digital access. In sharp contrast, while younger consumers
newspapers and magazines only
11 4 10% 78 5
continue to buy print publications, 32% also paid to access
digital newspapers and magazines in the past year. Having
0% 100%
watched ecommerce apps become commonplace, members of
Gen Y (ages 18-34) are used to buying digital content such as
Base: 1,010 US adult newspaper and/or magazine readers [Figure 4] movies. However, even younger consumers are reluctant to pay
much for content; most of those who bought digital publications
last year spent under $25, with just a tiny percentage (4%)
paying $100 plus.
0% 100%
models. • Marketplace: With this model, publishers make their content assets
available to a developer community to build commercial and non-
For the last decade, publishers have intensely debated whether or not commercial digital products and applications. By allowing their
consumers will pay directly for newspaper and magazine content. While content to be used in new ways, magazines and newspapers can
most consumers have yet to make a purchase, many show willingness to speed innovation, build partnerships, and potentially monetize their
pay for access of some type—whether by the article, through all access content more easily than they could alone. The UK-based Guardian
plans, or for ancillary services. is the first newspaper to offer a fully open API with tools for using
their resources on other platforms and for integrating apps directly
With few bona fide successes to look to for guidance, publishers must within their network.
explore a variety of monetization strategies to find those that resonate best
Contact Us
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Methodology
From February 18 to 22, 2011 Elastic Path Software hired Vision Critical, an interactive research solutions company, to conduct an online survey among a sample of 1,010 US adults over the age of 18 who had read
at least one magazine or newspaper in the past month. Respondents had to have either read the magazine(s) or newspaper(s) in print, online (i.e., using a computer or mobile web browser), or via a dedicated applica-
tion. The full dataset has been statistically weighted according to the most current region, gender, age, and education Census data to ensure a representative sample. The margin of error is ±3.1%, 19 times out of 20.
Discrepancies in or between totals are due to rounding.
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their respective owners.