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A fellow young professional I know is writing an article for her association’s magazine on what appeals to 20-somethings in print and online media. A group of us recently gathered to talk about how magazines, e-newsletters, and websites can grab our attention and keep us reading. All of us agreed that the creative use of graphics helps us stay engaged, but we’re interested in more than just decorative images. We like the option of absorbing complex information through combinations of standard text and pictorial representations of trends and ideas.

The interactive graphs in USA Today and fact-rich charts in Good magazine are great examples of publications taking raw data and making it meaningful. The imagery serves multiple functions: an eye-catching device, a tool for comprehension, and a gateway to engagement, leading readers to build affinity for the publication.

In today’s world of information bombardment, I think the preferences expressed by my 20-something colleagues are actually shared by readers across generations. People seeking either professional development or personal enrichment in print and online media need access to learning tools that fit into a busy schedule while still imparting real meaning. Association publications can increase their appeal to 21st Century readers of all ages by thinking progressively about interactive content.