Print Mags Holding Up To Internet Threat

The latest information to be released from the PPA’s Absorbing Media reasearch shows that more than twice as many people find magazines more enjoyable than websites.

The study found that 52% of respondents who used both magazines and websites found reading a magazine a more enjoyable experience than accessing a website. 24% said the opposite. The research also found that 64% thought reading magazines was more relaxing than using websites, compared to 12% who found the online experience more relaxing.

This research correlates with new findings from the US (reported in full on MediaTel Insight) which found that “Fast and free online magazines are not enough for Americans to sacrifice the convenience associated with traditional paper magazines”. According to a new survey by InsightExpress “Americans still demand that they be able to take their magazines to bed, into the bathroom or on their commute”.

The survey found that there is no significant threat to the magazine industry from online and publishers waiting for readers to change their preference to online are wasting their time.

InsightExpress found that only 32% of internet users read any magazine online. Readers cited inconvenience (54%); dislike of online ads (47%); prices of online magazines (43%) and eye strain (23%) as the main reasons for not reading online magazines.

Of those who regularly read online magazines, only 22% said they actually prefer reading magazines online. 73% stated that they would not forgo their paper magazine for an online alternative, even if offered a 50% reduction in price.

Whilst a majority of respondents (63%) currently pay for a traditional magazine subscription, almost 80% said that they would expect online magazines to be free.

The PPA’s Absorbing Media research is to be launched at Magazines 2002 on 8 May.

PPA: 020 7404 4166 www.ppa.co.uk

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