A new study from Condé Nast says young people’s magazine readership is actually the highest it’s been in decades. Using data from the GfK MRI Survey of the American Consumer, which tracks magazine audiences, the study compared different age groups’ readership of specific magazine categories in 1991, 2001, and 2011. The findings confirmed that in certain categories, 18-24-year-olds are reading more magazines than ever.
“There’s a misperception about what’s going on with printed magazines,” said Scott McDonald, SVP of Market Research at Condé Nast. “Magazines’ overall readership numbers still get negatively impacted by decline of these enormous magazines like TV Guide and Reader’s Digest, but if you look at it category by category, you get a very different picture.”
Fashion and beauty magazines attract about 50% more young readers than they did a decade ago. Men’s magazines also gained ground with the 18-24 set, thanks to the addition of lad mags like Maxim and Men’s Health. The biggest growth in the past 10 years was in the celebrity category, which has more than doubled its readership among young people. AdWeek (May 31, 2012)