Article Courtesy of www.MediaPost.com

This week brought more confirmation that magazine publishers stand to benefit from the surge of interest in e-readers, including the new Apple iPad. On Wednesday Mediamark Research & Intelligence revealed the results of a study showing that e-reader owners are big fans of magazines, in addition to being a desirable demographic.

According to the MRI data, 91% of e-reader owners read print or digital magazines, compared to 84% of all U.S. adults. They also read more magazines, per capita, than the general population: 13 issues per month versus 11 for average adults.

In light of these data, it's not surprising that they also place a higher value on magazines than the general population. They are 26% more likely to say magazines help them relax, 20% more likely to say magazines "make them think," and 11% more likely to say they're the source of good ideas.

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