Reimagining the Magazine Subscription: Buying Magazines in an Amazon World
There is a weird retro feel to both the magazine and the magazine subscription. While some parts of the business are operating at the cutting edge of digital subscription marketing, the majority are not. The simple fact is that 70% of consumer magazine buyers have no digital contact at all with their magazine brands; and most of them prefer it that way, feeling that print is a digital-free oasis, offering a refuge from the hectic, wired world where they spend most of their lives. In such a contrarian environment, where is the magazine subscription headed? That is the question at the core of a major new research project from Wessenden Marketing, commissioned by the PPA. Jim Bilton summarises the main findings.
Posted on: 26 November 2015