on developing our online endeavors here at
American Spa—we’ve recently debuted a redesigned
website, launched a blog, and started a biweekly
newsletter that have quickly become industry
favorites, as well as developed thriving Facebook
and Twitter accounts—my staff and I are always
aware of the importance of the printed page. In fact,
we believe both online and print are invaluable and
serve as perfect complements to each other. And we
are not alone. In March, five major magazine companies—Condé Nast, Hearst Magazines, Meredith
Corporation, Time Inc., and Wenner Media—
launched a print advertising campaign that promotes magazines. In addition to
compelling headlines, like “Will the Internet Kill Magazines? Did Instant Coffee Kill
Coffee?,” the campaign reveals some interesting stats surrounding print media that I
think prove magazines are, and always will be, here to stay. Among them:
The Power of Print
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Magazine readership has grown
throughout the past five years.
Mediamark Research Inc. (MRI)
Adults ages 18 to 34 are avid magazine readers. They read more issues
and spend more time per issue than
their over- 34 counterparts. (MRI)
During the 12-year life of Google,
magazine readership increased 11
percent. (MRI)
Since Facebook was founded, magazines have gained more than one
million young adult readers. (MRI)
•
•
•
•
Magazine effectiveness is growing.
Ad recall has increased 13 percent
throughout the past five years.
Action-taking—based on readers
recalling specific ads—has increased
by 10 percent. (Affinity’s VISTA
Print Effectiveness Rating Service,
2005–2009)
Magazines rank number one in
influencing consumers to start a
search online—higher than newer
media options. (BIGresearch Simultaneous Media Usage Study)
•
•
“Magazines have enduring values for readers and advertisers that have gotten
neglected and misunderstood in the era of internet instant buzz and chatter,” Jann
Wenner, Wenner Media’s chairman, said upon the debut of the campaign. “
Magazines are beloved and powerful in people’s lives for very good reasons that need to be
remembered and reinforced.” I couldn’t have said it better myself. Enjoy this issue!
Best Wishes,
1010 East 62nd Street
Los Angeles, CA 90001-1598
Phone: 1.800.562.5377
Fax: 1.800.562.5399
Julie Keller
Editor-in-Chief/Publisher
jkeller@americanspamag.com
