Survey claims website browsing encourages magazine reading

by Maisie McCabe, Media Week 05-Sep-08, 16:05

LONDON - Reading websites encourages people to read magazines, rather than threatening magazine readership, according to a new survey.

The research, carried out by magazine subscription website magazinesbymail.net and commissioned by the PPA, found that magazines remain the preferred source of information for more than 65% of those surveyed.

A total of 25% of the sample said that viewing articles online made them want to read a magazine to find out more about the subjects viewed online. Only 7% of those surveyed said they were less likely to read a magazine because of the availability of such information from the internet.

Separately, the PPA has announced its Consumer Magazine Advertising Awards 2008 shortlist. Carat, MediaCom, Mindshare and ZenithOptimedia are all up for agency of the year. In the best use of magazines category, MediaCom, ZenithOptimedia and Carat are nominated alongside MGOMD.

Among the nine shortlisted candidates for collaboration of the year are Mindshare and Reader's Digest for Ford, and Carat and Bauer Media for Nivea for Men.