US readership ageing

This two-year figure outpaces the population at large, where the median age increased 1.3 years from 43.4 to 44.7. And while the trend isn't universal, it does affect many of the leading titles and accounts for the baby-boomer population. The study indicates that the median age of male readership rose one to two years at Rolling Stone, Popular Mechanics, Popular Science, Outside, Outdoor Life and Men's Fitness. Auto enthusiast titles, which generally target men, also experienced gains, with Automobile jumping 4.1 years, Car and Driver 3.3 years, Hot Rod 2.1 years, Motor Trend 3.8 years, and Road & Track 3.4 years.

Women’s fashion and lifestyle titles have also experienced an upward swing, with the median age of female readers increasing 2.1 years at Allure (to 30), three years at Bride's (to 32.9), 1.8 years at Glamour (to 33.4), three years at Harper's Bazaar (to 41.3), 2.4 years at Redbook (to 45.4), 4.3 years at Self (to 38.2), and 2.1 years at Woman's Day (to 49.8). To view the full report, visit www.mediamark.com. Source: www.mediapost.com