Positive Statistics
In a particular survey conducted by one media group, it was learned that more and more readers are becoming interested in online magazines. Of the 4,000 people surveyed, some 91 percent said they would renew their digital subscription. This is slightly lower than the 96 percent who would want their printed magazines delivered to them for another year or two.
Around 63 percent said that they used the embedded links to view advertisers' websites—which is good news for these advertisers. Around 55 percent said they used the search features. 53 percent said that they "clicked" on the additional editorial content that usually came with these online publications - something they normally wouldn't get on printed material. And it isn't just the editorials that are getting noticed. While not really a big number, some 21 percent view the video streaming files while 11 percent listened to interviews available on audio files. As for "spreading the word" some 29 percent of respondents use the "send out articles" and/or "sell" the magazine to friends features.
Some publishers have been known to use the digital versions as a marketing tool to increase readership of their printed materials. This seems to be working as 32 percent said that after reading the digital version, they decided to renew their printed subscription. And it isn't just the printed magazines that are benefiting from the digital versions' marketing appeal. Around 34 percent of digital readers have gone to the publication's website more often while 22 percent have even subscribed to other related publications.
Potential Readership
Keep in mind though that the number of respondents only represents a proportion of those who read digital magazines. Moreover, the respondents were people who are more "technology minded" than the average person. This is especially true in less developed countries where the Internet, although already in use, isn't as widespread. Then there are other people who may be harder to convince to change the way they read the news—those who like to hold and "flip" through a magazine or newspaper. Then of course, there are the traditional business people who may not really have time to read the newspaper and usually scan the headlines on the way to work or at breakfast. With this being the case, it may be more difficult for them to sit in front of a computer and do the same.
With these numbers in mind, publishers are now hard at work trying to find new ways to reach more people. As mentioned above, there are a lot more out there who still have to discover online magazines. And although it may not replace printed material just yet, it is really up to the publishers to bring those people into the digital age of reading.