People Are Still Reading Magazines

February  2013 - All Things D

Despite what you may have read online, the print magazine business is actually pretty good.

Or so says Hearst Magazines President David Carey.

“A lot of magazines get tarred with a lot of the anxiety around the newspaper business,” Carey said, speaking at our D: Dive Into Media conference. “Magazine brands are powerful things.”
Fashion and beauty advertising hit a new record last year, Carey said, and younger women in particular remain avid magazine enthusiasts. (Younger men are still a challenge, Carey agrees.)
As for the company’s digital efforts, Carey said that mobile devices — both tablets and phones — now account for 40 percent of unique visits to its magazine websites. One of the challenges, though, is that ads on a phone tend to sell at a 25 percent discount to those on the desktop Web.

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