pulse points
pulse points
Useful facts and tips for spa professionals.
Print is Not Dead According to Magazine Readers
Despite the undeniable interest among consumers on social media and the Web, a YouGov survey and focus group research— commissioned by Vogue for its Business Report 2011— states that 82 percent of surveyed respondents“ believed websites would not entirely replace print.”
In fact, the survey also indicates that readers of glossy magazines are increasingly combining consumption of printed and digital magazines, using and viewing both media distinctly.
Conducted in May and early June last year, the survey polled 2,447 women between the ages of 20 to 54. Respondents appeared to be more integrated into social media, with 83 percent on Facebook.
QUICK STATS
39 %
77 %
22 % 91 %
Percentage of glossy magazine readers who access digital magazine versions regularly
Percentage of readers who use magazine websites at least once a month
Percentage of readers who access content via apps
Percentage of surveyed readers with at least one social networking account
“ Where once it were imagined that digital might kill print, it has instead heightened the level of engagement the reader has with her magazine of choice,” says Vogue Publishing Director Stephen Quinn.
So what does this mean to spa and beauty product owners who seek the most effective way to speak and connect to consumers? Don’ t put all your eggs in one basket when it comes to marketing and advertising. Because your consumers’ preference to access your brand is distinct, reach out to them in multiple channels, including traditional print which, as this study suggests, is far from dead and has found new ways to engage readers, such as redirecting them to a supplementary digital platform.
Equally important is to understand that there is a growing number of consumers keen on finding your brand on a digital platform, like the“ Fashion First” and the“ Fast Functional” readers who seek a different type of engagement available to them via the digital experience.
Furthermore, the report has identified three distinct readership groups:
FASHION FIRST: Readers who are under the age of 35 who lead the charge in accessing magazine brands across all available platforms. FAST FUNCTIONAL: Readers who believe that digital is the future of magazine brands and that content is more critical than form. TRADITIONAL: Readers who retain a strong affinity to print, despite claims of increase in digital usage.
12 PULSE ■ March / April 2012