REAL WORLD MARKETING

Miscellaneous observations from an educational communicator’s perspective

Magazines resist the tide of e-readers Sitting on the beach this summer, I did not see any e-readers, such as the Kindle or the Nook, in the hands of my fellow beachcombers. I did, however, see many dog-eared paperback books and rolled-up magazines. People are still holding on to magazines and other print pieces. Paper publications are lightweight and inexpensive, and they can weather a bit of sand or water. My beach observations were supported by some research GCF recently conducted on a client’s magazine. People enjoy getting a print piece in the mail: it arrives directly in the mailbox, is personally addressed, and has all of the portability and durability the e-readers just do not have.

Contributed by Jenny

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