People Magazine, one of Time Inc.’s most popular publications, is in the midst of changing its subscription model. Because of digital magazines and mobile downloads, traditional magazine subscriptions have suffered. Could a new model that puts a bigger emphasis on digital extras like online communities kickstart struggling publishing companies?
In Ask Your Target Market’s latest survey, 30% of respondents said they currently subscribe to multiple magazines. 14% subscribe to just one magazine. 29% said that they don’t currently subscribe to any magazines, but they have in the past. And 28% said they’ve never subscribed to any magazines.
But the magazine landscape is changing, and different forms of magazines are available online and on mobile devices. However, just 6% of respondents said they often read magazines online or download magazines on mobile devices. 18% said they sometimes read digital magazines. 24% rarely read digital magazines. And 52% never do. Of those who have read digital magazines, 56% also subscribe to traditional print magazines.
Not all of these digital versions are part of an actual paid subscription model. Just 5% of respondents said they pay to download digital versions of their favorite magazines. 3% said they would definitely do so if digital versions were available. 12% said they would probably pay to download digital magazines. 39% said they probably wouldn’t. And 42% said they definitely wouldn’t pay to download digital magazines.
Part of the new subscription model for People Magazine is to offer certain extras such as access to online communities. However, just 4% of respondents said they would definitely be more likely to subscribe to digital magazines if they included such extras. 19% said they would probably be more likely to subscribe. 42% said they probably wouldn’t be more likely to subscribe. And 36% said they definitely wouldn’t.
You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.
What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.
Results were collected on September 3 via AYTM’s online survey panel.