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: “Supernatural is a guilty pleasure show.  While it isn't very consistent in terms of plotline, it’s a fun show with a lovable cast, and it’s ludicrous story keeps you wondering what is next.”—Female, 26, GA

Millennial women are taking over proposing, and looking up ways to pop the question. On Pinterest, “women propose to men ideas” is being searched more than ever, with popularity of the term rising 336% year-over-year. And women aren’t just getting down on one knee to propose to men: the term with the greatest growth from 2017 is “unique lesbian proposals,” which saw a 1,352% rise. Pinterest also found that emerald engagement rings are trending, demonstrating Millennials’ growing interest in non-diamond options. (The Cut)

Dave & Buster’s is positioned to win over experience-loving Millennials. Despite disappointing earnings of late, investors are buying up the experiential restaurant’s stock during its dip because (as one analyst explains) they “believe [Dave & Buster's] can outperform other full-service concepts and drive multiple expansion as it proves itself as a differentiated growth concept.”  Our Experiencification trend backs up their bet, finding that 74% of Gen Z & Millennials would rather spend money on experiences than products. (TheStreet)

Airlines made for Millennials are failing. Air France is thinking about shuttering Joon, their trendy airline, just one year after it took flight. As it turns out, Generation Wanderlust values one thing above amenities like stylish steward outfits and smart tech: value itself. The airlines that are seeing success are budget-friendly first and foremost, like Norwegian Air. ICF Aviation’s SVP sums it up, “What does a [M]illennial want in an airline? A low fare and a good schedule…They don’t want more purple lighting.” (Vox)

Fortnite isn’t just “the most important game of 2018"—it’s “a cultural tsunami.” Nearly 80 million people played the battle royale-style game that’s taking over the internet this year, and over 65% of Fortnite’s players are under-24-years-old. If that’s not enough evidence that brands should cashing in on the craze, celebrities like Drake are playing the game and sports stars like Antoine Griezmann are doing Fortnite’s signature emote dances on the field. (CNET)

Media companies could be under-estimating Nickelodeon’s young fandom. Nielsen reports that two-11-year-olds spent 23 hours each week watching TV in the second quarter of 2018, with almost 15 of those hours taken up by live TV or DVR-recorded content. While Nickelodeon ratings may be down, they’re still the leader of kids’ networks, accounting for 67% of all ad-supported kids’ TV viewing. However, 74% of Millennial parents tell Ypulse that their children watch more content on streaming services than cable. (Bloomberg)

Quote of the Day: “I like playing and talking about [Animal Crossing] with other people. It's nostalgic for me since I've been playing games from the series from a young age.”—Female, 22, PA

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