Wednesday, March 30, 2011

PMB spring data shows that younger magazine readership still strong

“It’s not as if there is a diminishing level of interest in the printed copy of magazines. The media world is changing rapidly, but the reality is people are still reading printed magazines.”
-- Steve Ferley, president of the Print Measurement Bureau, >commenting in Marketing magazine on the just-released spring results of the twice-a-year research report.
 The Marketing  story says that, although the general impression is that the web is siphoning away print readers, fused data with comScore Canada found that among the 30 measured titles in the PMB/comScore database, a magazine’s website added an average of 15% unduplicated readership to the print product.  It also found that young people are still readers, despite prevailing opinion; people aged 12 – 24 read an average of 3.6 issues of PMB-measured magazines each week, slightly less than the national average of 3.8 issues.
The spring data shows little signficant change in the overall readership with the readers-per-copy figure remaining at 5.1.
The spring report produced no significant changes in the overall magazine landscape, with Reader’s Digest remaining the country’s most widely read publication with 5.93 million readers 2+.
Canadian Living is the country’s second most-read title with 3.99 million readers, followed by Kraft Canada’s custom title What’s Cooking with 3.45 million, Chatelaine with 3.36 million readers and Canadian Geographic with 3.31 million.
Qu’est-ce qui mijote is the most widely read French-language title with 1.2 million readers, followed by Coup de Pouce with 1.1 million and Touring with 1.08 million readers.
Topline readership data from PMB

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