This study investigated the magazine readership preferences of 320 Snapchat users, aged eighteen to twenty-five, enrolled at a large public university in the Southwest. Participants were asked about their engagement with twenty-eight magazines whose content was available in Snapchat in March 2018. Most respondents (89.7%) indicated having viewed content from at least one magazine. The three most popular magazines on Snapchat—Cosmopolitan, People, and Teen Vogue—matched the top two categories in which respondents indicated the stron-gest interest: entertainment and fashion. The student readers reported treating magazine brands on Snapchat as periodicals, with most seeking content only week-ly or monthly. The findings contribute to the existing literature on the magazine form in digital contexts and within the uses-and-gratifications framework. Young readers’ clear preference for socioemotional over cognitively enriching content also has practical implications for magazine publishers seeking to enter and maintain a presence in the Snapchat digital space.
- College audiences
- Uses and gratifications