APA Advantage Study: Posted vs picked up titles

This APA study looks at how the readership of posted and picked up customer magazines differs in the consumer and B2B sectors, revealing that the printed magazine is as popular as ever. Not only do people engage more with posted titles than ones that they pick up in stores but they also are likely to pass it on to a friend or colleague, which is great for word of mouth. 

Demand for e-zines hasn’t diminished people's appetite for a printed copy and online versions are seen as an add-on rather than a replacement for physical magazines.

• One in four consumers who receive magazines in the post keep it for more than one month.

• 23% of people spend 30 minutes or more reading retail magazines that they receive in the post as opposed to 17% of people who pick up such titles.

• In the B2B sector the majority of people (61%) prefer to receive their customer magazine in the post and one in four pass it on to a colleague or friend.