Men’s magazines are beginning to boom, coming to life again as they see a surge in readership, according to new research by Roy Morgan.
Men’s lifestyle magazines are among some of the most popular with GQ readers exploding up to almost 50% year on year.
Men’s Health has also experienced a readership surge since the last survey period, with its readership increasing by 13.1%.
According to the research, the 20 magazines that exhibited the strongest growth for 2013 are ones that appeal to an audience aged between 18 and 34.
The results also indicated the readers “tend to be well paid, highly educated and employed as professionals or managers, with an above-average likelihood of being early adopters of technology”, the release said.
“They drink spirits or imported/premium beers, consider themselves car enthusiasts, and are very career-focused. When they go on holiday, they enjoy travelling to big cities.”
Tim Martin, general manager media at Roy Morgan Research, notes how the findings suggest magazines are an important media channel for brands.
“It is clear from the readership figures and audience profiles that magazines represent a highly attractive proposition for advertisers who are keen to reach an engaged, responsive market,”
“The power of magazines is that they can focus on specific interest areas, rather than trying to appeal to all the readers all of the time. Magazine formats in hardcopy, digital subscriptions and web all increasingly occupy an important and relevant place in today’s diverse and fragmented digital media landscape.”
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