We surf the Internet.
We swim in magazines.
The Internet is exhilarating. Magazines are enveloping. The Internet grabs you. Magazines embrace you. The Internet is impulsive. Magazines are immersive. And both media are growing.
Barely noticed amidst the thunderous Internet clamor is the simple fact that magazine readership has risen over the past five years. Even in the age of the Internet, even among the groups one would assume are most singularly hooked on digital media, the appeal of magazines is growing.
Think of it this way: during the 12-year life of Google, magazine readership actually increased 11 percent.
What it proves, once again, is that a new medium doesn’t necessarily displace an existing one. Just as movies didn’t kill radio. Just as TV didn’t kill movies. An established medium can continue to flourish so log as it continues to offer a unique experience. And, as reader loyalty and growth demonstrate, magazines do.
Which is why people aren’t giving up swimming, just because they also enjoy surfing.
*I saw this ad in Real Simple, and it’s hanging by my desk at work. I love it. If you know me, you know I have a slight obsession with magazines. I read them. I keep them. I cut them up. I store them. When I throw them away, it takes a lot of work to make me do it.