New PPA research discovers the seven personas of today’s magazine buyers

The research, Reimagining the Magazine Subscription, was carried out in association with subscription services company Dovetail, and explores how consumer attitudes to the magazine subscription are changing in a market where recurring revenue models (RRM) are being used by an increasing range of sectors and companies, with examples including Netflix and Amazon.

The findings are based on a 2,000-respondent survey of magazine buyers and readers conducted by YouGov as well as focus group research and analysis of subscriber data.

They show that, while growth continues across a range of channels, print remains the dominant platform for magazine content. A total of 69 per cent of magazine buyers exclusively access content in print, which the report breaks down into four personas: Print Zealots (19 per cent), Print Conservatives (15 per cent), Print Flexers (17 per cent), and Print Dabblers (18 per cent).

For further information and to request a copy of the report, contact Nicola Rowe by email.

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