What then the future?

Mediamark Research Inc. (MRI) has released data from the company’s first-ever survey of American children ages 6-11, highlighting their magazine readership, multimedia and product usage, lifestyles and thoughts and feelings. MRI is America's leading provider of magazine audience and multimedia research data. In other words, MRI is the PMB of the USA (albeit a private company and not an industry association).

So what do they mention in their press release:

• Gaming is the top online activity.
• CD players outnumber MP3 players for music listening
• 70% want to make a lot of money when they are older.
• When asked what they do when TV commercials come on, nearly 60% of respondents say they watch them.

The release is virtually all about online and music. Not a single word about magazines. Even though the study was funded in part by charter subscribers Time for Kids, Sports Illustrated for Kids, Boy’s Life and National Geographic for Kids.

Could it be because they discovered that kids don't read magazines? Unless comic books count, I suspect not. Well-meaning parents might buy them subscriptions but the lure of a televison or computer is just too powerful. Sure kids read, probably more than ever. Just not magazines.

If habits start young, what then the future?