The print alumni magazine readership myth — and the U-shaped truth

One of the delightful under-the-radar joys of my work is seeing, with real data, publication by publication, where “common knowledge” about print magazine readership is dead wrong.

And here’s the commonest common knowledge of all: young people don’t read print magazines.

Right?

Wrong.

Many people assume that print magazine readership declines steadily by age: the oldest alumni read print the most, middle-aged readers read it a little bit less, and younger readers read it the least, if at all.

But that’s rarely the case! Instead, that line is a lot more like a U.

Here’s what I mean:

• Readers 55 and older: Strongest engagement.

• Readers between 36 and 54: A noticeable drop in engagement.

• Readers under 35: Solid engagement — not quite as high as the oldest readers, but far stronger than most people expect.

This “U shape” trend appears consistently in the readership data that institutions share with me, and it carries big implications for how we think about print magazines and audience engagement.

Let’s dig in to understand what’s going on, and what that means for your publication.

Older alumni: Print as tradition

This group grew up reading print. They trust it. They expect it. And often, they have more time to read it!

Nothing here should feel like a big surprise — you probably already know this.

So what do older readers want? They’re often interested in all the things that younger readers are – in-depth profiles of alumni and students. Features that help them feel connected to the school.

They’re also likely to enjoy:

• Storytelling connected to their era on campus, and historical storytelling more broadly

• Nostalgia prompts (favorite professors, favorite spots on campus, favorite “souvenirs”)

• Class notes that allow them to share their travels, mini-reunions with longtime classmates, and retirements

These alumni are eager to see themselves in the school they remember from many years ago.

Middle years: The dip

There’s no question that alums in their late 30s, 40s, and early 50s are in crunch time: full careers, full houses, full calendars.

This group isn’t ignoring your magazine because they don’t like it— they’re just out of bandwidth.

They may not read every issue. They likely don’t read it cover to cover. But they often skim, and you can count on them to notice key elements:

• Headlines

• Pull quotes

• Class notes. People still want to keep up with their enemies (and frenemies!), and they probably have promotions and publications to boast about.

For many in this group, the magazine may be their only consistent connection with your institution — they may not attend events as regularly, they may not have followed your school on all of its social platforms, and your emails may land in a promotions tab that has 35,612 unread emails.

But they do get your print magazine delivered straight to their door.

Young alumni: Print as a luxury object

While older generations grew up with magazines arriving in their mailboxes weekly or monthly, younger readers have grown up in a world of digital saturation where their real-life mailboxes are filled primarily with bills and promotional postcards.

For them, print isn’t the default way to stay in touch — it’s a premium way.

Consumer magazines already know this: Many major media brands (think the Atlantic, New Yorker, and New York) offer the full range of their content online for a fee. If a reader wants a curated collection of its most recent stories print, they’re paying extra for it — sometimes a LOT extra — for it.

The message that these publishers are sending is that print — a curated, luxury object — is at the top of that value pyramid.

The same is true of other media: You can get Taylor Swift’s music free from streaming platforms or the radio. You can buy a digital album. Or you can pay even more for her physical records in cool colors (even if they don’t have extra songs!).

Your alumni magazine can follow this lead.

A beautifully produced alumni magazine signals prestige and permanence. It’s a tactile experience in a world that, especially for younger adults, is dominated by screens.

If you’ve done your work well, some younger readers will see your magazine as worthy of keeping on display.

Good material for this younger group includes:

• Smartly designed storytelling with outstanding photography, illustration, and strong layouts

• Unique storytelling that doesn’t feel recycled

• A strong class notes section with photos so they can show off weddings and kids, among their accomplishments

These readers are the ones who have most recently been on campus and feel most personally connected with it, and they are reading for authenticity.

Rethink your magazine for the “U”

Your alumni body represents a huge range of different ages and interests. So what do you do with that?

Here are a few things I often tell clients to help maximize every part of the that U-shaped curve:

• Lean into more timeless, ambitious storytelling. Your magazine doesn’t need to be “news.” It needs to be beautiful and thoughtful, where every word and image earns its way to the page
• Mix storytelling approaches. Offer both deep dives and quick hits — and headlines, captions, and pull quotes that draw people in.
• Make sure every age group sees themselves. In class notes, in profiles, and in prompts and calls to action.

Print still holds value for every age group, but the reasons they engage with it are evolving.

When you understand what makes readers pick your magazine up, you can shape your publication to meet them where they are.