Print Reader Profiles

Goals

To compile demographic and psychographic profiles of print readers (magazine and newspaper) in the US, as well as industry trends/industry predictions for the next couple of years.

Early Findings

During our preliminary research, we were able to compile some demographic and psychographic data for readers of both print magazines and print newspapers in the US. Below is an overview of our early findings.

Print Magazines

  • According to the 2018 Mequoda Magazine Consumer Study, 6 out of 10 respondents claimed to be actively reading print magazines.
  • The research for the US Media Audience Demographics report found that 44.7% of US monthly print magazine readers are ages 55+ in 2017.
  • The report also found that, in the spring of 2017, roughly 73% of adult readers ages 65+ claimed to have "read a print magazine in the past week", as opposed to only about 36% of adult readers 18-24.
  • Media Audience Demographics report also found that 37.4% of monthly print magazine readers in the US are "affluents" (household income of at least $100k).
  • The Mequoda Magazine Consumer Study also found that respondents who read print magazines read 2.72 issues in the previous 30 days.

Print Newspapers

  • Research conducted by the American Press Institute found that 75% of respondents claimed to be "print-oriented" when it came to reading newspapers.
  • The research also found that adults ages 65+ that pay for news are five times more likely to buy printed materials.
  • Of newspaper subscribers 18-34, 47% subscribe to print newspapers.
  • This is followed by 67% of subscribers 35-49, 83% of subscribers 50-64, and 88% of subscribers 65+.
  • The demographics can also be broken down by daily consumption and Sunday consumption of printed newspapers. The numbers are as follows:
  • Adults 18-24:
  • Daily: 8%
  • Sunday: 12%
  • Adults 25-34
  • Daily: 10%
  • Sunday: 15%
  • Adults 35-44
  • Daily: 12%
  • Sunday: 18%
  • Adults 45-54
  • Daily: 16%
  • Sunday: 13%
  • Adults 55-64
  • Daily: 23%
  • Sunday: 31%
  • Adults 65+
  • Daily: 36%
  • Sunday: 44%
  • A key driver in printed newspaper consumption habits are advertisement inserts. In fact, 38% of Americans claim to look for coupons in newspapers and 55% have claimed that they have bought a single issue specifically for the offers.
  • Even more Americans (75%) claim to use newspaper coupons at least once a month.

Proprietary Research

  • In addition to this public search, we scanned our proprietary research database of over 1 million sources and were unable to find any specific research reports that address your goals.

Proposed next steps:

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