We can easily make assumptions about print media by observing what is going on in the world around us. There is no doubt that the rapidly growing and powerful impact of new devices and social media has changed the way we view media. Every once in a while, though, it’s good to do a reality check by surveying the public about what types of media they really are using. This information is not only interesting, but it is a valuable tool for marketers.
How has media consumption changed within the segment of the market that has the most discretionary income?
The Mendelsohn Affluent Barometer studies lifestyle and media habits of individuals making over $100,000 a year, a segment of the population that is up 6% over the past two years. In a 2013 study, the power of the hard copy was reaffirmed. Eighty-one percent of Affluents read at least one of the 142 reported print publications (magazines and newspapers). Paired with the growth of the Affluent market in general, the number of Affluents who read print publication rose to 50 million. Further findings indicate that the highest print readership is among Affluent Women, Ultra Affluents ($250K+), and Wealthy individuals ($500K+).
While the market is experimenting with consuming media on smartphones or tablets with nearly 9 million people having downloaded an app to read magazines or newspaper, there is growing evidence that digital media is supplementing, not replacing traditional “hard copy” media.
How do these findings translate to how consumers prefer to view advertising? How do they influence how you will market to your customers in your next campaign? If your target market includes Affluents, consider their loyalty to print when you create your next marketing piece. Better yet, integrate print with digital media using a personalized URL or custom landing page. Your efforts could be rewarded with higher response rates and increased sales.
FORMost helps our clients to develop and produce print media, pURLs, custom landing pages, and more. Call us for more information at 301-424-4242.