標題: [介紹] Is Affluent Magazine Readership Declining? [打印本頁] 作者: nod32 時間: 2011-3-24 21:28 標題: Is Affluent Magazine Readership Declining?
Is Affluent Magazine Readership Declining?(有錢人都不看雜誌了嗎？)
People with more money in the U. S. are reading magazines less and getting their information through the Internet. A survey by a company known as Ipsos Mendelsohn states that magazine readership by affluentor rich people fell by 16% in this past year. The same people spent 12% more time using the Internet and also buying e-readers and tabletcomputers to read much of the same material presented in magazines.
Bob Shulman, president of Ipsos Mendelsohn, said he is personally seeing these changes occur on his commute into Manhattan where his office is located. He said, "I was talking to the guy who runs the newsstandat my subway station, and he said, 'Bob, I'm basically doing half what I was a year ago.'" Mr. Shulman said he believes much of the shift also comes from traditional media stepping up efforts to drive people to their websites.
He added that the consumer is becoming increasingly more comfortable with the alternativeplatforms like websites, e-readers, mobile phones, and other gadgets. Mr. Shulman said he believes the richer people can afford new gadgetsand simply get their content in a different format, not doing away with it.
The Magazine Publishers of America agrees. "It has become increasingly recognized that traditional ways of audiencemeasurementare not capturing the total magazine readership footprint," the group said in an e-mailstatement. "Affluent are among the early adopters of new technologies, and thus it's more likely that they would be first in migratingsome of their magazine readership to various new digital platforms."
The Ipsos Mendelsohn survey was completed only two months after the launch of Apple's iPad. It already shows nearly a million of the nation's more than 44 million affluent heads of household owned tablet computers and another 2 million owned e-readers. This unavoidabletrend applies to not only magazines but also all sorts of media businesses.
