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: “Most social media is an echo-chamber for immaturity.”—Male, 30, MD

Violent video games don’t cause violent behavior, according to “one of the most definitive [studies] to date.” At a time when several states are considering tacking on extra taxes to violent video games, the Oxford Internet Institute’s study found that playing content considered violent did not cause 14-15-year-olds in the U.K. to act more aggressively. The study’s co-author says that previous studies have been influenced by “researcher biases” that led to studies that gave “undue weight to the moral panic surrounding video games.” (GamesIndustry.biz)

A new rosé brand is winning over Millennials with its Instagrammable bottle. The Wonderful Company, known for brands like Fiji Water and Pistachios, brought a new wine brand to market just in time for Valentine’s Day—and it’s already outselling their other labels. JNSQ (an acronym for the French phrase “je ne sais quoi”) sells rosé and sauvignon blanc that come in glass containers designed to look like retro perfume bottles. Influencers and a national marketing campaign helped propel the brand. (Adweek)

Minecraft for mobile made more money than ever in 2018. According to Sensor Tower, the gaming sensation’s mobile version raked in $110 million last year, rising 7% from last year. In addition, 48% of that revenue came from the U.S., followed by just 6.6% from Great Britain. All eyes may be on Fortnite, but the Minecraft Effect still has a hold on young gamers, and Gen Z & Millennials still rank the game as one of their favorites. (Venture Beat)

Nostalgic Millennials can soon set sail on a Golden Girls-themed cruise. The experiential, adults-only cruise will include themed activities like a “One Night in St. Olaf Dance Party,” a game of Ugel and Flugel, and a costume contest for fans dressed up as the main characters. There will also be plenty of trivia, bingo, and cheesecake on this five-night experience aboard the Celebrity Infinity. This isn’t the only cruise ship catering to adults recently; Virgin’s first cruise ship is 18-and-up-only and even has a tattoo parlor on board. (People)

Daquan, the meme account with 12 million followers, is teaming up with All Def Media for a slate of original content. The premium videos will signal a departure from what Daquan is known for: gritty, homemade content that ranges like blurry SpongeBob SquarePants screenshots transformed into memes via clever captions. The new videos will debut across All Def Media and Daquan’s social channels, which include Instagram, Facebook, Snapchat, IGTV, and YouTube. (Tubefilter)

Quote of the Day: “I think social media can bring light to issues that are of importance such as animal rescue and environmental awareness.”—Female, 22, MI

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