A new study commissioned by one of the nation’s publishing houses finds that readers who buy magazines at the newsstand are younger, more interested in ads and more prone to shop than readers of subscribed-to magazines. The survey, conducted by Simmons Market Research Bureau via telephone, quizzed 982 magazine readers on their magazine buying habits along with making several behavioral, attitudinal and consumption-oriented inquiries. 30 title-specific magazines were included in the survey, and among the study's findings were that newsstand buyers are two times as likely to enjoy reading ads in magazines, significantly younger, more likely to be female, single, and employed as their subscription-based counterparts. In fact, readers purchasing at the newsstand were 63% more likely to remember products advertised in magazines when they are shopping, 48% more likely to shop frequently and 50% more likely to buy things on the spur of the moment than subscribers. Based on this group's apparent propensity to read and to shop, these findings offer advertisers valuable information. Newsstand heavy titles such as InTouch Weekly, First for Women, Woman’s World, and Time Inc.’s new launch, All You, may warrant a second look by marketers looking to reach a young, female, responsive audience.