What makes the magazine such a perfect device? Targeted to specific audiences, magazines are able to speak to their readers on an individual level. Making it seem like, from cover to cover, it’s completely and personally devoted to the one who holds it. The portability of a magazine makes it a constant companion. It’s there when you’re ready. It plays by your schedule, which explains why magazine readers spend an average of 45 minutes examining each issue. That is just the average. Take a football fan with a sports magazine, or a new parent with a publication on raising children, and they may never put it down.