Affluent Americans read print publications. There's no denying it.
Even though they are spending more time online--and often more time than their lesser-earning counterparts--they are also still very heavy consumers of print media.
A recent study by Mendelsohn/AdAge bears this out.
93% [of affluent Americans] said they read hard-copy print versions; in contrast, less than a third read them on computers, and no other format garnered more than 10%. The same pattern is evident for newspapers, which 86% read in print, compared to the 39% who read them on computers, and 14% who read them via smartphone... The pattern is clear across all media. The vast majority consume content through its most traditional outlet.
There is no denying the rise of new media, but it might be too soon to discount the old, particularly as a channel for reaching the affluent.
