The first part So here we are, at the first part of this project. In our current and rapidly evolving media landscape, there have been two prominent narratives. Firstly, that print publishing is on the demise due to the rise of digital technologies. The second narrative is the rise of the millennial generation as the future media consumers. If this is the case, then the future of print media and magazines will ultimately lie in the hands of this generation. In a recent study for the University of Alabama (UA) in 2017, Bonner and Roberts revealed findings that align with these theories, suggesting that ‘digital natives’ will inevitably dictate the fate of print media. ‘Digital native’ is a term that was coined in 2001, referring to the generation of people who have grown up in the digital age and have been familiar with technology their whole lives. Today, this would be those who are aged roughly 18 to 25 years. Surprisingly, the study found that while everything is seemingly becoming digital, millennials still overwhelmingly prefer print magazines. The participants of the study reported that reasons for reading print magazines included their content, aesthetics, escape, habit, and ease of use. In his article, ‘The Kids Are Alright: They Just Don’t Read’, Gene Gable has a similar argument. “The future of print media is in the hands of Generation Next,” he says. “Are young people reading less than previous generations… and can anything be done about it?” Gable claims that the numbers show a strong pattern indicating the use of print media will continue to decline rapidly among young adults. However, he also acknowledges an irreplaceable ‘tactile’ quality to print magazines. This was further highlighted in the UA study. It found that participants consistently contended that the physical appeal of print outweighs the convenience of digital content. In particular, some referenced an appreciation for the feel of the physical product, as well as the ability to “flip through” the pages. In my opinion, I don’t think that the future generations, as digitally aware as they may be, will completely abandon the traditional print magazine. However, I predict that the way that magazines are published will change. The advertising models will adapt to a new market, with the rise of more independent magazines and a shift from the commercial publications of the past. These will be further examined in the next articles. *Detailed references to be found here.
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