The surprising resilience of magazines
Data on magazine readership by format shows that U.S. consumers still prefer print magazines to digital. Although printed media in general is considered less appealing than digital alternatives, it is perhaps the unique appeal of magazines that has helped them to survive. Magazines have a certain visual appeal not comparable to that of a printed newspaper – from fashion and travel inspiration to recipe ideas and snaps of the reader’s favorite celebrities, magazines often showcase certain lifestyles which match the aspirations of their audiences.Another appealing aspect of magazine media is its commitment to specific rather than generic content. Unlike newspapers, many magazines focus solely on one topic, e.g. travel, fashion, or home improvement, thus attracting particular types of consumers. Indeed, Architectural Digest, an American magazine whose topic is best explained by its title, ranked as the fastest growing magazine brand in the U.S. in 2019, followed by travel magazine AFAR, lifestyle publication Magnolia, Bicycling, and House Beautiful.
Where the future of printed magazines lies is as yet unclear. The continued preference for printed magazines may be a comfort to publishers, but digital alternatives are increasing in prevalence, and magazines are finding themselves in close competition with blogs. Blogs also provide niche and visually enticing content, but few ask for financial contributions from their readers. The proliferation of free digital content poses risks to paid physical media, and the magazine market will rely on its audience purchasing physical copies as well as advertisers continuing to invest in printed publications if the offline segment of the market is to survive.
