Audience Development: Magazines and Millennials Do Mix

Traditional publishers are still attracting younger generations, reports Digiday. With the data from ComScore, Digiday performed a comparison between brands popular with millennials and major legacy publishers.

Post author By Amanda MacArthur
Post date August 28, 2014
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audience development definition Traditional publishers are still attracting younger generations, reports Digiday. With the data from ComScore, Digiday performed a comparison between brands popular with millennials and major legacy publishers.

The findings show that millennials do still engage with magazines and newspapers.

According to Digiday, “The New York Times has more millennial visitors than Vice. The Gray Lady has 15.9 million millennial readers, nearly 20 percent more than Vice. Vice’s young audience is also dwarfed by peers BuzzFeed, Gawker, Complex and Elite Daily.”

Here are some other findings from the study:

–Elite Daily’s audience is 71% millennials.

–Cosmopolitan’s millennial audience accounts for 62 percent of its readership.

-About 40% of GQ’s and Vogue’s audience is made of millennials.

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Tags ad, buzzfeed, comScore, legacy publishers, magazines, online publishing, open source software, publishers, text ad, vogue

By Amanda MacArthur

Research Director & Managing Editor

Amanda is responsible for all the articles you read on the Mequoda Daily portal and every email newsletter delivered to your inbox from us. She is also our in-house social media expert and would love to chat with you over on @Mequoda. She has worked with Mequoda for almost a decade, helping to evolve the Mequoda Method through research, testing and developing new best practices in digital publishing, editorial strategy, email marketing and audience development. Amanda is a co-author of our four digital publishing handbooks.