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The Value of Print in a Digital World, an independent report commissioned by the Professional Photographers of America, shows that print is under-rated by many advertisers, including the ones that can benefit the most from big, bold visuals.
The data is compelling.
One of the first surprising findings is that magazine readership is increasing.
Despite the high-profile demise of several mass-circulation magazines such as Sports Illustrated, and declines in newspaper circulation, magazine readership grew by 18 million from 2012 to 2019.
After a slight drop during the pandemic, growth is now on again, increasing by 300,000 in 2021 ( Statista, 2024).
Since 2013, Statica noted a 13% increase in men and a 19% increase in women reading magazines (print and digital).
The data shows some surprising information that magazine readers are younger than previously expected.
- The largest group is younger – 25 to 34, followed by 18 to 24 and 35 to 44.
- In fact, 95% of people 25 or younger read magazines.
- While these numbers reflect print and digital magazines, and the younger generation is more inclined towards digital, print still wins overall.
- Women are more heavily engaged in print, and most adults prefer print magazines.
A preference for print
The report also cites numerous studies that show why people prefer to consume information on paper – it slows down the experience, increases retention, and is easier to digest. They “cite the sensory experience as the primary benefit.”
A study of 459 students shows they found information in print easier to ingest and “aesthetically more enjoyable, saying things such as ‘I like the smell of paper’ or that reading in print is ‘real reading.’
Moreover, print gave them a sense of where they were in the book—they could ‘see’ and ‘feel’ where they were in the text.”
And there were other factors noted in the report, all backed by footnoted sources:
- Print was “less likely to encourage multitasking,” leading to higher retention.
- Students retain more information from paper-based books than from Kindle books and pads.
- The tenure of magazines promotes trust.
- “DIY tools and social media allow anyone to publish anything online without quality standards, vetting processes, or fact-checking,” while print content and advertisers are seen as more permanent and trustworthy.
- The multi-sensory experience of flipping through pages creates higher engagement with the content and ads.
The study notes that “without a window to close, a feed to scroll, or an email to delete, print is less intrusive, more leisurely, and holds the readers’ attention.”
Trust Matters
Finally, trust is a key area that leads to purchasing influence, and print magazines have that in spades.
“eMarketer shows print is the most trustworthy source of advertising across all media, tied with TV and capturing 46% of respondents,” the report states.
“By comparison, social media is the least trustworthy, with less than 1 in 5 adults calling it a reputable media source.”
The report concludes marketers should add print to the mix and use QR codes with offers and compelling messages to add some of the end-of-funnel tracking they are used to from digital campaigns.
