Youth press subscriptions increase as reading initiative launches

ADLPerformance Group, a major player in French press subscriptions, has reported a notable increase in subscriptions for youth-oriented magazines. This surge coincides with the French government's "Plan lecture" initiative, aimed at promoting reading as a national priority, and the "Partir en Livre" campaign, which commenced on June 30.

The group, managing nearly 3 million subscriptions, emphasizes that youth press, distributed across 70 titles, significantly encourages reading habits. Over one million young readers aged 1 to 18 engage with these publications. Subscription models dominate, accounting for 86% of the youth press circulation, suggesting a strong preference for consistent access.

Data indicates early engagement, with 84% of children aged 1-6 and 81% of those aged 7-12 reading at least one youth magazine annually. ADLPerformance observed a 27% rise in subscriptions for magazines targeting children under 7 and a 16% increase for those aimed at 7-13 year olds in the second half of 2020, compared to the previous year.

Company officials suggest that families are increasingly seeking to limit screen time for children, turning to printed media as an alternative. ADLPerformance, with its nearly 50-year history in distributing youth press, has also implemented recent marketing efforts, including a "Back to school" campaign, to partner with brands in promoting reading to young audiences.