Magazine article Folio: the Magazine for Magazine Management

Make Your Title Indispensable

Magazine article Folio: the Magazine for Magazine Management

Make Your Title Indispensable

Article excerpt

Our exclusive survey has confirmed what we feared: Consumers consider magazines the most expendable portion of their media diet. We've been eagerly awaiting the results of a survey conducted for us by Talmey-Drake Research & Strategy. Of all the answers to questions asked of a random sample of 640 consumers, the one we were most curious to see was the answer to this: "Suppose you had to give up and never see again one of the following four media: newspapers, television, magazines and books. Which would you give up first?"

I suspected most people would part with books first, but that's not what the numbers showed. In fact, it was magazines, by a mile. The actual percentages of people willing to say good-bye forever to those four media: magazines, 37 percent; newspapers, 24 percent; television, 20 percent (no surprise there); and books, 16 percent. (Another 3 percent of respondents were stymied by the proposition.)

What does this tell us? For one thing, that James Fallows, author of the new book Breaking the News, is correct in observing in his interview with editor Lorraine Calvacca ("The state of the fourth estate," page 18) that "There is an increasing resistance to what we all offer." But his assessment that "... the magazine world has already been forced to think about how [its products] can be valuable to its readers," may be overly optimistic.

On the other hand, the survey--the results of which will be published at full length in our June 1 issue--also suggests that magazines still have a big place in readers' hearts. …

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