As media usage habits continue to evolve, it’s important to keep a close eye on key indicators of people’s engagement with print publications. While every audience is different, these averages can help illustrate to advertisers that readers continue to be engaged with printed publications.
One of the measures historically collected from readers is how many of the past four issues of the publication they have read. A high percentage of readers who read each of the past four issues indicates a high level of engagement with the publication. On the flip side, if a high percentage of readers indicate they’ve read none of the past four issues, then the engagement level is low.
Therefore, if over the years the percentage of people who read each of the past 4 issues declined, one could argue that readers are less engaged with print than they were in the past. And if the percentage of people reading none of the issues increased, the claim would be even stronger.
However, the numbers just didn’t play out that way. In fact, the year-to-year percentages for reading all 4 issues fluctuated by just 5 percentage points (57% – 62%), with the 2010 average being towards the high end of the spectrum (61%). For those reading none of the past four issues, the range was between 3% and 5%.
These findings help counter the theory that an increasing number of people neglect print magazines by leaving them unread while they focus solely on digital media. Instead, the results illustrate consistent engagement with print publications.