20 Magazines Millennials Say They’re Reading

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing

What magazines are young consumers still reading? We asked 18-36-year-olds to tell us the titles they subscribe to…

This year, we’ve continued to see print magazines adjust to the digital landscape, as more—like Seventeen and Glamour–shut down their monthly print editions. The latter put out their last monthly print issue just last month, as they turn their attention online, only planning to print for special occasions like their Women of the Year awards.

Those magazine mainstays who are continuing to stay in print are experimenting with ways to increase revenue, most often via retail. WWD reports that Cosmopolitan’s October issue teamed up with YouCam to allow readers to virtually try-and-buy beauty products right off the magazine’s pages. New York Magazine recently opened a pop-up store for its shopping vertical, The Strategist—just in time for the holiday shopping season. Others are trying to tackle the digital publishing landscape. This summer, MAD magazine came to Snapchat to reach a new generation of irreverence-loving teens, adding on to the publication’s podcast and Twitch channel. They’re just one of many publications making the shift online—leaving us to wonder, what physical magazine titles are still drawing in young readers?

When we ask 13-36-year-olds what subscriptions they pay for, 13% say a physical magazine subscription—a decrease from last year. But Millennials are (not surprisingly) more likely than Gen Z to say they pay for a subscription. To see what titles are actually still earning their attention in a rapidly shifting industry, our most recent entertainment survey also asked them what magazines they subscribe to or read regularly—and these are their top responses.

*This was an open-end response question to allow us to capture the full range of magazines that…


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The Newsfeed

Quote of the Day: “I think we’re already seeing alcohol lose its health halo. Next, the assumption that alcohol is essential to a good, sophisticated life will fade.”—Joy Manning, Deputy Editor, Edible Communities (Medium)

“The doofus dad” TV stereotype is being remade for role-resisting Millennial parents. Inept at care-taking and almost everything else, the tired stereotype is saying its last “D’Oh!” as The Simpson’s Homer Simpson and Peppa Pig’s Daddy Pig get replaced with a new wave of capable fathers like Bluey’s Bandit. The switch could have a real impact on the way kids understand family life, with one research fellow explaining, “The media reflects reality and also constructs reality.” (SMH)

Apple's new subscription gaming service Arcade will cannibalize its own App Store downloads—and that’s a good thing. Downloads in the App Store are on the decline, despite mobile gaming maintaining popularity and raking in revenue. If Apple can turn Arcade into young gamers’ go-to for mobile play, they’ll be poised for success that could outstrip even Apple TV and Apple Music. (The Motley Fool)

Gen Z music artists are “post-genre.” Mixing several influences into one song has become a way for rising artists to set themselves apart, and thanks to self-upload services like SoundCloud, they don’t need music industry exec’s approval. Meanwhile, the Genreless Generation can curate blended playlists via Spotify to fit moods and occasions rather than “rock” or “pop” and are streaming has also globalized their content consumption, so U.S. genres are no longer a limit. (Vice)

Carl’s Jr. has a CBD-infused burger that costs exactly $4.20. The chain restaurant is giving fast food a Cannabis Infusion, but only at one Denver, Colorado location, and only for one day. The Rocky Mountain High Cheese Burger Delight packs 5 mg of the chemical that won’t get you high. CBD is the trendy ingredient du jour, with 57% of 18-36-year-olds telling us they’re interested in trying it, and the chemical has made its way into everything from lotion to La Croix-like beverages. (LAT)

Axe is challenging masculinity with “bathsculinity.” The brand has been blurring gender lines for the Genreless Generation for years now, and their latest series of YouTube spots is showing that men can take baths, too. They’ve enlisted comedian Lil Rel Howery, who takes bubble baths surrounded by candles in the humorous videos. And they couldn’t be more on-trend: bath time is seeing a surge as a salve for Millennial anxiety. (Marketing Dive)

Quote of the Day: “I think for a cohesive strategy and for really helping to build awareness as well as grow the market size for new things, there's definitely digital and social media. But also, there has to be this in-real-life element.”—Alicia Yoon, Founder, Peach & Lily (YPulse)

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