As part of our editorial move to digital, we recently conducted a media usage survey of Consulting magazine subscribers. The results were eye opening, to say the least. While we've seen anecdotal evidence for years that many readers were consuming more of the publication electronically than in print, (for instance, getting calls about our Best Firms to Work For rankings mere minutes after the Web site was updated, while print issues were still sitting in post offices), but seeing that same evidence presented in charts and graphs is another thing.
We asked readers to break down how they are consuming media. How much time do they spend with print media? Some 75 percent say they spend less than an hour per week with print media. The responses drop off sharply from there with an infinitesimal number of people consuming more than five hours a week with print. Compare that to online, where most people—80 percent—say they spend between one and four hours per week with online media. And 15 percent say they spend more than six hours a week! Clearly, this is how consultants are consuming content these days.
We also asked subscribers to tell us which mobile devices they use. (We have an app for that!) The results: 39 percent have an iPhone; 34 percent use a BlackBerry; 25 percent have an Android; 24 percent use an iPad; 6 percent have a Kindle; 9 percent use some other mobile device, and 8 percent don't have a mobile device. (I've, apparently, never met those 8 percent of consultants, but they—presumably—have computers.) So, what's it all mean? Well, a lot has changed in how professionals get their news. And while we probably didn't need a survey to tell us that, we wanted to have as much information as possible before taking a print publication digital.
Meanwhile, there are other inherent advantages to a digital publication. For years, we've kept our controlled circulation consistent, but that number can, and will, grow over time. In fact, it already has. Also, a digital publication, in my opinion, requires more frequent contact with its audience. As a result, we've doubled the number of issues—from six to 12—for 2012. In a digital world, we're looking forward to bringing more content to more people in a more timely manner.
Does this mean you will never again see a print version of Consulting magazine again? Not likely. We will still do limited print runs of some issues (including this one), and we'll always have on-demand printing options for readers seeking bulk copies of the magazine.
But make no mistake about it: We're in a brave new, digital, world and there's no turning back. As always, we anxiously await your feedback.
Joseph Kornik
Publisher & Editor-in-Chief
jkornik@consultingmag.com
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