Though magazine and newspaper publishers have struggled in recent years, new research suggests they may be well served to target their efforts toward the e-reader and tablet crowds.
A new study from GfK MRI found that both tablet and e-reader owners are more likely than the average U.S. consumer to read magazine and newspapers. According to the report, tablet owners are 54 percent more likely to consider themselves heavy newspaper readers than the average consumer, while e-reader owners are 63 percent more likely.
Additionally, tablet owners are 66 percent more likely to subscribe to printed versions of magazines than the average U.S. adults, compared to 23 percent of e-reader owners.
However, the study also identified a shift toward digital content among e-reader and tablet owners. According to the report, 41 percent of tablet owners and 14 percent of e-reader owners read a newspaper on their devices in the last six months, and 39 percent and 15 percent of tablet and e-reader owners, respectively, read a magazine.
In a recent interview with Neiman Journalism Lab, Conde Nast vice president Scott Didich asserted that news publishers may look to tablets as a means of redeeming their industry. According to Didich, roughly a quarter of magazine readership may occur on tablets in the next three to four years.