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Posted Monday, December 01, 2008 11:06 AM

Is this to be believed?

Kurt Soller

AdAge surveyed college students about their favorite brands, and found some fascinating (if not perplexing) results:

While in some cases the results were predictable, there were a few surprises. Time magazine, for instance, ranked as the No. 1 magazine, unseating perennial favorite Cosmo and jumping ahead of last year's No. 2, People. CNN.com made it into the top 10 websites for the first time, while sites such as Perez Hilton and CollegeHumor dropped off the list.

Not to sound bitter here, but... really? For you college students reading -- anyone, really -- what's with the new appeal of Time? Perhaps it was their re-design, or their liaison with the perennially popular CNN. Either way, I don't get it (Now, Cosmo, I get). lf you could, let me know what the competition is doing right.
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Member Comments

Posted By: nbj914 (December 2, 2008 at 11:16 AM)

I don't have any answer for you, but, just to correct the previous commenter, I don't think Time.com appears anywhere in the survey. One thousand college students are asked to -- quickly -- jot down their favorite this or favorite that. Time beat Cosmo in favorite magazine and, while we may talk about a multimedia age and the end of print, I think when you have five seconds to name your favorite magazine, you think of the concrete, tactile objects. Looks like 10 questions for Barack Obama beat out the 10 best sex positions this year. And that's probably the answer. You, Kurt, probably know more about the demographics of Newsweek readers than I do, but if the fractured, fast-paced environment we all live in now has the effects on readership that many say it does, college students -- who used to like Cosmo's endless list of lists (and many still do; it's second on AdAge's list) -- are probably more attracted to the short, easily digestible departments in Time -- Milestones, The Skimmer, Pop Chart, The World, 10 Questions -- that Newsweek lacks. Your FOB is dominated by Periscope, which is, in short, boring because of its week-to-week repetitiveness and lack of on-the-record sources.


Posted By: EGlazer (December 1, 2008 at 2:01 PM)

Kurt: I'm not surprised Time.com fared so well on that survey. I think the redesign has a lot to do with its popularity. As a Daily Northwestern staffer (Northwestern University's daily newspaper) I've heard a lot of other students praise Time.com's web layout, and many of these students are avid readers.