In a timely follow-up to my colleague Michelle Yue’s post about the importance of traditional advertising, AdAge released some new information regarding affluent Americans’ use of print media.

The study, part of the Mendelsohn Affluent Barometer, consists of 1,000+ online interviews with respondents that have a minimum $100k annual HHI. Highlights include:

• Despite recent industry reports touting a continued decrease in newsstand sales of magazines overall, 93% of affluent consumers still prefer to read the hard copy of a magazine vs. other mediums.
• Along the same lines, 86% choose the traditional printed version of newspapers, as well.

MORAL OF THE STORY: If you’re targeting an affluent audience, print is still part of your media mix.

Read the full article here.