Women’s magazines have long dominated men’s magazines, but as their audience has shrunk, women’s publications have increasingly become the dominant source of male readership in the US, according to a new study.
Men’s magazines that have been out of print for years have lost more than 40% of their readership since 2008, according the study from University of Chicago’s Booth School of Business.
The trend has happened in a way that has made them less relevant to men’s overall consumption, said Dr. Mark Rosenbaum, one of the authors of the study, in an interview with The Huffington Post.
Men still get more men’s content than women’s, he said.
The study found that in 2008, men were more likely to buy a men’s magazine than a women’s.
In 2018, women were more apt to buy the men’s brand.
But the gap has narrowed, Rosenbaum said.
Today, only one-fifth of men’s articles appear in women’s titles, and only 1 in 10 men’s titles appear in a women-focused title.
Women now have an edge over men in terms of women’s and men’s brands, but men still still control the lion’s share of women-oriented content.
As a result, the US has seen a rise in the number of men who buy women’s brands and have a greater likelihood of doing so, Rosenfehler said.
For the study’s first wave of data, published last year, the researchers surveyed over 2,000 people across the US about their habits and tastes.
They found that men and women had a “consistent preference for men’s and women’s brand-based content, with women more likely than men to buy brands with women in them,” according to the study.
In 2017, the American Library Association (ALA) issued guidelines for libraries to adopt gender-neutral or gender-balanced catalogs.
The new study suggests that the library may need to rethink the way it sells and processes these products to keep its male-centric titles, Rosenbach said.