The Death of Traditional Media has been Greatly Exaggerated

by Adrian Amos

Advertising Age tweaked the famous quote from Mark Twain to accompany the release of their new study showing that print is as popular as ever with affluent consumers. From March – May 2011, Ad Age used their Mendelsohn Affluent Barometer to track new and traditional media use among Americans with household incomes of $100,000 or more.

The study found that the affluent access media through its most traditional outlet:

  • 93% read magazines in print, followed by less than a third who read them online
  • 86% read newspapers in print, followed relatively closely by 39% who read them online
  • 94% view video content on TV, followed by 23% who do so on computers
  • 94% read websites on computers, followed by 32% who do so on smarthphones

Younger Americans (18-34), typically seen as “early adapters” of new media also generally use the traditional form:

  • 88% read magazines in print, followed by 35% who read them online
  • Newspapers show the greatest amount of variation — 70% read newspapers in print, followed relatively closely by 54% who read them online
  • 94% view video content on TV, followed by 35% who do so on computers
  • 93% read websites on computers, followed by 38% who do so on smarthphones

What does this mean for you? Not only is print is still an effective media, consumers that have the resources to purchase your listings prefer it.

The study findings are located here.

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