Good and Bad News for Print from Deloitte

An Advertising Age article, cited by Bob Sacks, contains some very good news for print magazines; but it also is spiced with a bit of foreboding. The piece ("Who Still Reads Magazines? Just About Everybody" by Brian Steinberg) reports on a study of media consumption by Deloitte Services' Technology, Media & Telecommunications group. The study reveals that while the various generational cohorts differ in their media use, they also show commonalities. And that's where we come to the print magazine category.
The survey reveals, according to Ad Age

Almost three-fourths of all consumers choose to read [magazines] even though they can find the same information online. There is also a greater receptivity overall to print ads compared with internet ads, the firm found.

But before we roll out a magazine industry campaign that trumpets this welcome finding, let's not neglect the article's conclusion:

Looking toward the future, Deloitte found that there appears to be significant demand for a portable, stand-alone device that consumers can use to view content as well as communicate with others.

Apparently, nearly 40% of the sample if, left to their own devices, would love to have their media content moved to their own devices.