There may be rumblings that 'print is dead', but the results from a recent study into the attitude of Australian magazine readers begs to differ. Commissioned by Magazine Networks and conducted by research agency Fiftyfive5, 2000 Australian magazine readers were surveyed on their thoughts about magazine categories including fashion, food, lifestyle, and home - unearthing some interesting discoveries.
Discussing the survey with B&T, Magazine Networks executive director Mary Ann Azer says: “We commissioned the work to understand the attitudes and behaviours and the reactions to magazine media in print and digital formats.
“Our aim is to take this data out to the agencies to show that magazines – both in print and digital – are still a very powerful medium, particularly when it comes to influencing decisions about purchase for things like fashion.
"Eighty-six per cent of respondents to the survey said they felt very positive about the magazine brands they read. People who read magazines do love them.”
Key findings from the study include:
- 35 per cent read only print editions of fashion magazines, while 26 per cent read both print and online and 39 per cent read only online.
- 68 per cent have been influenced by ads in a fashion magazine.
- 75 per cent are inspired by fashion magazines.
- 77 per cent felt more informed after reading a fashion title.
- 72 per cent were influenced by products in the magazine's editorials.
- 25 per cent have sought out products featured in a magazine.
- 42 per cent believe fashion magazines build desire
