Magazine newsletters key growth area in reading habits, claims research

Magazine newsletter are one of the growth areas in magazine reading habits, with more than half of regular magazine readers signing up to weekly newsletters, claims recent research into 21st century magazine-reading habits.

Glamour: readers of the Condé Nast title were among those polled
Glamour: readers of the Condé Nast title were among those polled

The wide-ranging research was conducted by magazine publisher Condé Nast and aims to look at the reading habits of the 21st century woman, in light of the difficult economic conditions and factoring in the changes in reading habits from print to digital.

The research, conducted with YouGov, polled just under 4,000 women aged between 16 and 40, all of whom are regular readers or users of magazines Glamour, Marie Claire, Elle, Cosmopolitan, In Style, Look and Grazia.

Findings from the research included that more than a third of those polled read a print title at least once every couple of days. Nearly eight out of 10 (79%) said they visited magazine websites, with more than a fifth visiting those sites every other day at least.

One of the big growth areas, claims the research, is magazine newsletters, which usually include some of the key stories that are running on the magazine website or are to appear in the printed publication of the title.

Nearly six in 10 (59%) of those polled said they were signed up to magazine newsletters, with 16% of them receiving them daily and 50% of them once a week. These magazine newsletters figures have grown substantially over the years.

Monthly magazines, the research claims, are regarded as more influential than weekly titles, TV and magazine websites. The research also claims that glossy monthlies are the most trustworthy source of information.

Condé Nast has a focus on upmarket glossy magazines and doesn't publish weekly magazines.

Predictably, use of the social network is on the rise. When the research was conducted in 2010, 65% of those polled were using Facebook ,56% were on YouTube and 15% used Twitter. This year's research revealed that 91% were registered Facebook users, YouTube has surged to 88% and the use of Twitter has grown to 55% in two years

Simon Kippin, publishing director of Condé Nast-owned Glamour, said: "Our clients and agency partners will find our latest '21st Century Woman' research findings of great value in forming strategies to attract the attention, and spending commitments, of young women in the UK .

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

'If Cameron ran posters to say he believed in the NHS, people would believe him'
[Sponsored feature]

'If Cameron ran posters to say he believed in the NHS, people would believe him'

Lord Bell was a driving force behind some of the UK's most memorable and impactful political ads in the 70s and 80s. Here, he tells John Tylee why the outdoor medium can still decide the fate of an election

Share
Why this is the best time to be at a media agency

Why this is the best time to be at a media agency

Josh Krichefski responds to some of the criticisms and questions that have been directed at media agencies recently.

Share
Media business rankings

Media business rankings

3 April 2015: No changes in the media table.

Share

Get news by email