Now here’s a sobering thought for all those newspaper editors currently trying to embrace technology and attract the next generation of readers.
A survey of reading habits of the 11-14 year-old age group shows the most popular magazine, book or blog is Heat.
Commissioned as part of the National Year of Reading, second most popular was Bliss magazine.
Of the mainstream media, the BBC website polled the most votes and came in at tenth. The rest of the top ten is either made up of books (such as Harry Potter), or online resources like a personal blog or website providing song lyrics.
The boy wizard also makes it into the top of most loathed reading material, alongside the FT, Shakespeare and Facebook.
Other food for thought thrown up by the survey is that teenagers are reaching a “tolerance tipping point” in their consumption of celebrity magazines. There is a growing tension amongst young people, who rank “reading about skinny celebrities in magazines” as their fourth least loved read.
There is also a predictable gender split. Boys are particularly practical in their approach, with 31% saying that they love reading because it helps them get better at their hobbies, whilst girls are more pragmatic with 39% saying they loved reading because it is an escape and quiet time they can enjoy on their own.
Four out of ten top teen reads are online and 80% of teenagers questioned say they have written their own story, film, play or song.
“The explosion of digital media, and how we use it, means that today’s young people are exposed to a wider variety of reading material than any previous generation,” commented Honor Fletcher-Wilson, Director of the National Year of Reading.
“Despite this, it seems adults are not yet embracing this shift and are not encouraging teens to take advantage of this new landscape.”