Both old and new media executives may be talking more openly about the inevitability of print’s decline, but for one demo dead trees and ink remain vital. The well-off. According to the 2012 iteration of the Ipsos MediaCT Mendelsohn Affluent Survey, in households making $100,000 and up, 82 percent of the “Affluents” read at least one of the 150 print titles the study tracks. (143 magazines and 7 national newspapers). This well-heeled and well-read segment of 59 million Americans is reading 18.7 issues across 8.2 titles. Despite the digital onslaught, this group showed only a tiny decline in their devotion to print since last year (-1.3 percent). The Ultra-Affluents ($250,000 a year and up) read 25 percent more than the Affluents, generally 23.5 issues over 10 titles.
Wednesday, September 26, 2012
Print Thrives Among The Affluent
http://www.audiencedevelopment.com/2012/study+print+thrives+among+affluent
Both old and new media executives may be talking more openly about the inevitability of print’s decline, but for one demo dead trees and ink remain vital. The well-off. According to the 2012 iteration of the Ipsos MediaCT Mendelsohn Affluent Survey, in households making $100,000 and up, 82 percent of the “Affluents” read at least one of the 150 print titles the study tracks. (143 magazines and 7 national newspapers). This well-heeled and well-read segment of 59 million Americans is reading 18.7 issues across 8.2 titles. Despite the digital onslaught, this group showed only a tiny decline in their devotion to print since last year (-1.3 percent). The Ultra-Affluents ($250,000 a year and up) read 25 percent more than the Affluents, generally 23.5 issues over 10 titles.
Both old and new media executives may be talking more openly about the inevitability of print’s decline, but for one demo dead trees and ink remain vital. The well-off. According to the 2012 iteration of the Ipsos MediaCT Mendelsohn Affluent Survey, in households making $100,000 and up, 82 percent of the “Affluents” read at least one of the 150 print titles the study tracks. (143 magazines and 7 national newspapers). This well-heeled and well-read segment of 59 million Americans is reading 18.7 issues across 8.2 titles. Despite the digital onslaught, this group showed only a tiny decline in their devotion to print since last year (-1.3 percent). The Ultra-Affluents ($250,000 a year and up) read 25 percent more than the Affluents, generally 23.5 issues over 10 titles.
