...A man called Richard Cope: the principal trends analyst at research organisation Mintel. He recently spoke at a "content convergence" conference. (It does get interesting,honest!)
He stunned his audience by singing the praises of slow media : books, magazine, newspapers.
There were 5% fewer magazines published in the UK in 2010 - fourth annual decline. For generation Z a magazine is "an Ipad that doesn't work".
Then there was a surprise; the principal trends analyst had found that half of women and a third of men "like reading magazines because they give me time to myself" and that 42% of people will buy books and magazines for long journeys. When asked if they prefer to read a printed copy of a magazine to reading online or electronically 71% preferred print.
Cope's analysts say that the physical properties of a book or magazine matter. We crave the satisfaction of reading to the last word or folding the paper as we complete the crossword.