Diversity in Reading
The list of the top 10 magazines with the biggest circulation in the United States in 2008 shows the diversity of the interest of American readers.The AARP Bulletin and its sister publication the AARP Magazine, both owned by the American Association of Retired Persons top the list, combining for more than 50 million copies every month. Although the top two magazines cater to the older section of the population, most likely to be staying at home, retired and having a lot of time to read and to get involved in the community, the rest of the top ten lists are very assorted.
There is the Reader’s Digest at number three. Founded by the couple DeWitt and Lila Wallace, Reader’s Digest is a general interest magazine of just about any interesting topic out there. It is followed by Better Homes and Gardens, National Geographic, Good Housekeeping, Family Circle, Woman’s Day, Ladies’ Home Journal, and AAA West ways of the American Automobile Association.
It is worth mentioning that aside from Reader’s is Digest and perhaps National Geographic, all the magazines are specifically catered to a group of people – the retirees, homeowners, car owners. Another interesting observation is most of the magazines in the top 10 cater to women or predominantly women reading sector – Better Homes and Gardens, Good Housekeeping, Family Circle, Woman’s Day, Ladies’ Home Journal – all cater to females, underlining their vast strength in terms of numbers.
Gone are the days when magazines tried to cater to everyone and anyone in the market. Perhaps Readers Digest and National Geographic – magazines that have been published for at least a century – have survived the general interest magazine prototype.
These days, the focus of magazine publishers is to identify a niche market, be an expert about it and hold on to the market. That is why magazines like men’s adult magazines Playboy or FHM, or the more elegant counterpart GQ hit the stands. Women’s magazines are in by the hoard – Vanity Fair, Allure. There are magazines for travel, showbiz gossips, even for computer geeks, or as small a group as motorcycle or miniature airplane enthusiasts.
Perhaps the volume of information out there has pushed people to find belongingness in something that can call their own. In these magazines, they find people who share their passion and interest. Newspapers do not deliver the same. News, by its nature tries to cover every conceivable event that will affect its readers. Although newspapers have made efforts to cater to niche markets like their sports, motoring, lifestyle, even golfing section. However, magazines, with their rich, full color and great attention to detail is far better in serving the individual markets.
And readers identify themselves in these magazines. In these publications, they feel they have a group as their interests are addressed and discussed in vivid detail unlike newspapers or television. Magazines are handy, have a longer shelf life and are more detailed that any other medium. This is maybe the reason why niche magazines are very attractive and are doing well as an industry.
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