National Geographic : 2010 Aug
Young people gdo e everything online. g Like order e millions r of magazines. f Somehow, amidst their infatuation with Facebook, YouTube, Twitter and the like, young adults are still making time for another one of their f favorite pursuits: reading magazines. g Contrary to popular misperception, the phenomenal popularity of y the f Internet has not come at the expense of magazines. Readership is actually increasing, y and adults d between 18 and 34 d are among e the g most e dedicated t readers. d They equal y or l surpass their over-34 counterparts in issues read per month and time spent per issue. What's changed isn't people's affinity fi for y magazines but the means by which y they acquire y them. Last year, nearly 22 y percent of all f new paid w subscriptions were ordered online. And just as the Internet drives magazine subscriptions, magazines drive Web searches -- with nearly double the effectiveness of the f Internet itself. Some might call it ironic. The medium that some predicted would vanquish magazines is actually helping y fuel g their growth. And vice versa.