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How We Interact With Magazines
by Mark Fletcher
As a retailer of magazines I am fascinated by how people interact with this popular medium.
What I saw on a flight a few days ago here in Australia showed how much people still love the medium, despite challenges from the iPad and other technologies.
On a flight from Melbourne to Newcastle a few days ago I got to watch several fellow passengers seated near me interact with magazines. From where I was seated I felt like I was in the magazine fan zone of the aircraft. For my fellow passengers around me, magazines were the entertainment medium of choice.
Across the aisle and to the right, a lady was reading Prevention magazine, making notes on the pages as well as on a separate sheet - it looked like a TO DO list, underlining points of interest and folding back page corners for future reference. It was like the magazine was guiding changes in her life.
Across the aisle and in the row in front, a young guy was drooling over the popular car title, Street Machine - he didn't turn the page that often. He would look at photo and then look away and out the window as if carried by a dream.
To my left was a lady devouring Madison. I say devouring because she was reading it from front to back, taking her time. At one point, I saw her brush a photo gently with her hand as if she wanted to feel the dress in the shoot.
Next to my Prevention lady was an older couple sharing Take 5 and That's Life, taking turns to make moves on the crosswords and other puzzles.
I had been watching for some time before I realised that I don't often notice magazines beyond the retailer perspective - I have been selling magazines for 13 years. One of my stores does over half a million dollars a year in magazine sales alone.
The level of interaction and obvious enjoyment I saw on my flight was heart warming.
Newsagents and those who work in news agencies work hard putting out new issues of magazines, removing from the shelves old issues, keeping the displays tidy, and managing the department in many other ways. It's hard work. I suspect that many of us don't get time to interact with magazines as I noticed my fellow travellers did yesterday morning.
Magazines we sell in our shops help people change their lives, dream wonderful dreams, keep brain active and feel good.
About the Author
Mark Fletcher writes at newsagencyblog.com.au.
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