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Targeting the Elusive GEN Z

• Recent studies are showing that 82% of Gen Z skip or ignore (online) ads completely. This means that passive ads are going to become less and less effective as time goes on. Reaching what will be the largest generation of consumers is easier said than done, especially when they’re the most skilled at avoiding ads.

• While we live in a digital-first world, there is still a strong sense that print is valuable, especially to Gen Z. In 2018, The New York Times noted a rise in food-based, small-run magazines that focus on printed products. Notably, most of the magazines’ founders were 20 to 30 years old.

• In fact, the last few years have brought in new, small and sophisticated titles produced on a shoestring by young editors, that seem to ignite the passion for print in their audiences. Consumer brands are also paying attention and racing to leverage the marketing opportunities associated with ink.

• Young consumers are very aware that magazine publishing doesn’t follow the same rules as social media and blogging, where speed trumps fact-checking, editing, and refining. All the necessary processes before something makes it into print. Because generation Z grew up with technology, they seem to value print media as a way to disconnect from the digital noise they live with. In fact, and according to the study from MNI, 61% of Gen-Zers believe their peers would benefit from unplugging more. Even though they’re obsessed with their phones, the average Gen- Zer will still read magazines for about an hour every week according to Folio.

• The good news for printed magazines is that their credibility has a halo effect on the magazines’ websites, which gives them a competitive advantage over their digital-only competitors.” D.Eadward Tree In a world where just about anyone can be a ‘’publisher’’ and post fake news, audiences are starting to question the validity of their sources and Gen Z seems to trust print publications over other media to deliver credible information. That’s what MNI Targeted Media Inc. discovered when it commissioned a study to gain insight into this generation, surveying students at major universities about their media consumption. Some 83% turn to newspapers for trusted information and content, and 34% turn to magazines.

• Gen Z is far from abandoning physical products. American University looked at over 300 college students in four countries, and found that 92% would rather do their coursework in print, as opposed to on tablets or computers. This was substantiated in the UK by The 2019 Ofcom News

• Less is more for smaller independent publications too. The titles are often led by young editors falling into the 20-30 age range and frustrated with the industry overlooking important topics they’re passionate about. Staff tend to be tiny (often one or two people), as do circulations (150 to 15,000). But what these titles lack in size, they make up for in content and reach.