Want to reach Millennials? Don’t assume you can only find them online. According to MRI, 18-24 year olds are more likely than older adults to be in the top 40% of Radio listeners and Magazine readers. (See chart)

Many magazines are more than twice as likely to be read by 18-24 year olds than by adults in other age groups. Cosmopolitan enjoys penetration of 21% among this age group (and most likely even higher penetration of among just women). Magazines other than Cosmopolitan with penetration among both genders of over 10% include: Maxim, ESPN the magazine, Seventeen, Vibe, Rolling Stone, Glamour, US Weekly, Babies and Bridal (in that order). Other magazines indexing over 200 (2x higher than average) include Sports Illustrated, Game Informer, Entertainment Weekly, Vogue, Cosmo Girl, American Baby, Allure, In Touch Weekly, Men’s Fitness, Game Pro, Teen Vogue, Modern Bride, Fuse, WWE Magazine, Elle, PC Gamer, Marie Claire, Penthouse, Latina, Lucky, Spin, and Dirt Rider. Likewise, radio is a natural choice for mobile Millennials.

This is good news for marketers. While newspapers, TV and outdoor are all problematic, there are good traditional media alternatives other than the Internet for reaching young adults. The ability to target narrowly by interest makes radio and magazines a great deal for Millennial marketers, and worth a second look.