6 MYTHS AND REALITIES ABOUT MAGAZINES
MYTH #1
Magazine reach is dropping fast
FALSE
In Quebec, reach for print magazines has dropped only 8% in the past 2 years, from 62% to 54% (F22).
MYTH #2
Magazines now have higher reach in digital than in print
FALSE
In Canada, reach for digital magazines has remained at 50% for the past 5 years (F22), while monthly reach for print magazines stands at 52%.
MYTH #3
No one reads or subscribes to print magazines anymore
FALSE
Over the past 5 years in Canada, the proportion of the population that buys print magazines on an annual basis has remained almost the same, going from 31% to 29% (F22).
MYTH #4
Print only reaches older readers
FALSE
Both in English and French, print magazines reach all generations, i.e., 48% of Gen Z, 47% of millennials, 49% of Gen X and 58% of boomers (have read a print magazine in the past month).
MYTH #5
Print magazine advertising is in freefall
FALSE
In Quebec, in Q1 2022, magazine advertising investments were 26% higher than in Q1 2021 and 18% higher than in Q1 2020.
Magazines get people to take action
TRUE
34% of Canadians took action after having seen a magazine ad – and that’s especially true among millennials (41%) and Gen Z (42%).
