Trying to update your advertising strategy? Don't be too quick to trade traditional mediums entirely for high-tech outlets. According to a new study, blogs, forums and social networking sites may be the new media buzzwords, but a traditional medium -- magazines -- still holds sway, even with younger generations.

"Consumers ranging from ages 13 to over 60 said they enjoy reading magazines and indicated they had a greater receptivity to print ads compared to Web ads," according to an AdAge.com story on the recently released Deloitte Media-Consumption Study.

The study found that, in many cases, lines between new and old media are blurred -- with younger generations embracing print publications and the 60-plus group trying out user-generated content Web sites, such as YouTube.com.

Other highlights from the study include: 

  • Almost three-fourths of all consumers read print magazines even though they can find the same information online. 

 • Millennials (ages 13 to 24) make "extensive use of instant-messaging and texting tools, and the group's power to create amplification of messages is enormous." 

 • Gen Xers (ages 25 to 41) embrace "digital video recorders more than other generations and are most likely to visit TV-show sites online." 

 • Boomers (ages 42 to 60) remain "very dependent on newspapers and spend the most time with local news and weather content. The group does not embrace new media platforms as readily as younger generations." 

 • So-called "Matures" (ages 61 to 75) "use the Web more for personal use than Millennials and are the most frequent online purchasers. They spend the most time with national and world news content as well as financial information."

SAF's PR Fund and the SAF/FPO Alliance have been generating national magazine coverage for flowers for years. Read about the latest coverage.

-- Mary Westbrook
mwestbrook@safnow.org

Previous Article    Next Article