Magazines: Consumers Prefer Print; Hesitant to Embrace E-Reader Advertising

Magazines

May 10, 2010 – Consumers are holding on to their print magazines, not ready to join the e-reader revolution, and are open to more relevant and targeted personalized advertising according to a new consumer experience study from the Chief Marketing Officer (CMO) Council and sponsored by InfoPrint Solutions Company.

Over 1,000 US adult consumers were polled in an online survey.  Key results:
 

• Two-thirds (67%) of consumers surveyed feel that e-readers have their place, but prefer the experience of holding a print magazine.
   

• Nearly nine out of 10 (87%) say they will continue to favor their print magazine subscriptions.
   

• Only 41% of consumers surveyed said they would respond to personalized magazine advertising delivered via a digital reader, versus 63% who would opt in for the next step on engagement through a printed subscription.
   

• More than none out of 10 (92%) of magazine subscribers receive their magazines in a printed format. When asked about delivery channel preference, 90% indicate they prefer the printed magazine to the e-reader or online version.  With this said, 24% predict they will eventually migrate to digital delivery.
   

• Thirty percent of respondents said they have been surveyed for their insights and preferences as how to best deliver content and promotions to them -- yet 67% of readers said they would participate in such a survey if it meant the delivery of more relevant, targeted content and promotions.
   

• Eight out of 10 (78%) consumers state that relevant, personalized content and promotions would increase their loyalty.
   

Source:  Marketwire, Consumers Hesitant to Embrace E-Reader Advertising; Opt for Tangible, but Targeted, Experiences in Magazines, May 10, 2010.