The vast majority of May 2007 visitors to 23 large-circulation US monthly magazines did not read the print version, according to Nielsen//NetRatings and Mediamark Research data.
Only 17% of visitors to the magazine sites said they also read the magazines' print versions.
Among individual magazine titles, the percentage of Web-only visitors ranged from 65% to 96%.
Male visitors were more likely than female visitors to read only the online version.
Age did not factor into the equation. Older and younger magazine site visitors were equally likely to read the print versions.