April 22, 2016 Last Updated 7:43 am

Libraries lead the way in promoting digital magazines to readers, Donald Trump is next

GfK MRI survey finds that men have been 17 percent more likely to pick up a magazine title if it features The Donald on the cover, especially if their income is below $50K

Every once in a while TNM reports on the latest library system that has decided to partner with one of the digital magazine platforms and replace their shelves of print magazines with a digital magazine services. I do this because it seems to be the one way in which new readers are being introduced to digital reading.

The latest is the Long Hill Township Library in New Jersey which will be bringing the Zinio platform for patrons.


Photo: Echoes-Sentinel

An article in the local paper, the Echoes-Sentinel, shows two librarians – Meaghan Darling and Marygrace Luderitz – in an obviously staged and uncredited photo. No matter, it’s cute, and gets the point across: print magazines take up space, but a digital device can store hundreds of titles if desired.

The story says a demonstration will be held to teach patrons how to enjoy digital magazines:

“Andy Gross, a representative from Zinio, will show people how to download digital magazines onto their personal devices…”

Actually Gross is not from Zinio but the company’s partner in the library business, Recorded Books, where he is Library Representative. But one can say that the most active promoters of digital magazine reading are the services to sell to library systems.


According to new research from GfK MRI, another big promoter of magazines may be the face of Donald Trump, finding that magazine issues featuring The Donald on the covers attracted more readers across a variety of age and income segments than typical issues for the same titles.

“While our data do not suggest who will or will not end up voting for Trump,” said Mickey Galin, EVP, Research Development at GfK, “he certainly has the power to make specific magazine issues very appealing. This ‘Trump bump’ is exactly what publishers want.”

Men were 17 percent more likely to have read or look into one of the Trump issues, compared to issues without Trump, according to GfK MRI. With those with annual incomes under $50,000 were 32 percent also more likely.

Donald Trump, the new Taylor Swift.

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