More magazines go digital-only
November 19, 2015
Can print titles aimed at teens survive?
Bauer Media Group apparently thinks the answer is no.
Citing a barrage of research stating the obvious—that teens all but live online—the company has decided to end print publication of M and Twist and go digital-only.
The two titles’ final print editions will be the January/February issues.
Going forward, J14 will be Bauer’s only remaining teen-focused print title. In the announcement introducing the change, group publisher David Gorin said, “There has always been great synergy among J14, M and Twist on the print side, and we are now rolling them all into one strong publication (J14).”
The long-term prospects for teen print titles have been questionable for some time. Teens simply aren’t that into print.
Bauer notes Pew Research Center data that finds three-quarters of teens have their own or have access to a smartphone, and 92 percent say they go online daily, including 24 percent who describe their online activities as “constant.”
No surprise, advertisers who want to reach teens are following them online, and are thus less interested in investing money in print advertising.
M and Twist are already part of the Bauer Teen Network, which the company says has increased from 2.9 million unique visitors to 8 million over the past two years.
Tags: bauer, digital magazines, digital-only, m, magazines digital, twist
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