Skip to main content

Print Magazines Are Dying, But Their Brands Aren't

The fact it has been one year since one of my favorite print pubs, the award-winning CMO Magazine, ceased publishing got me reflecting on the state of print magazines. Printed publications will eventually go the way of printed checks (which are being replaced by check cards, which are in the early stage of being replaced by the human thumb, which will eventually be replaced by Humans 2.0) and CDs (downloads).

What killed CMO? Although Blackfriars blamed a slowdown in marketing spending generally, Joseph Jaffe and Web Ink Now seem closer to the truth: the publication failed to capitalize on its brand franchise. To survive, publishers will have to stop thinking in terms of format (print magazines) and focus instead on providing compelling content that attracts a quality audience, and is delivered in a variety of formats (print, website, blog, podcast, video, and whatever comes next). The printed page won't continue to attract advertisers indefinitely, but delivery of a targeted, high-quality audience -- in whatever format is used -- will. As Paul Conley and Hershel Sarbin put it, magazines "need to reinvent, redefine, and adapt to the demand for multi-platform delivery of content and audience."
__________________________________________________________

This post sponsored by Marketing Tools from VerticalResponse

Create professional HTML Email and printed Postcard campaigns in minutes right from your browser. No technical expertise needed - Choose from over 250 templates. It's easy, affordable and powerful. Try it Free Today!
__________________________________________________________

There's no question that print is declining. Overall subscription rates are falling, and subscribers are aging: as Don Dodge points out, the top ten magazines by U.S. circulation are now "AARP Magazine, AARP Bulletin, Readers Digest, TV Guide, Better Homes & Gardens, National Geographic, Good Housekeeping, Family Circle, Lady's Home Journal, and Woman's Day." Those aren't publications that will lose their readership to the web; they'll lose it to human mortality.

Mark Minosi doesn't feel that we have a suitable replacement yet for printed magazines, but that's a technology issue, not one of content. Again, as Dodge notes, "The blogosphere is doubling every 5 ½ months." For now, the delivery mechanism may be anything from an email on a Blackberry to a website or RSS feed on a big flat panel monitor; it may eventually move to something like electronic paper. In the end, the format doesn't matter -- the business model for delivering compelling content to a high quality audience, and delivering that high quality audience to advertisers, is what will save successful publishing brands.

*****

Terms: print publications dying, print magazines declining, publishing, blogging, Joseph Jaffe, Paul Conley, Don Dodge

The Internet website marketing portal: WebMarketCentral.com

Contact Mike Banna: mike@digitalrdm.com

Comments

Paul Dunay said…
Tom

We are both thinking the same thing in this area -- How can publishers use new media tools to increase their online page views in order to supplement their declining ad revenues?

Check out my blog's post recapping a dinner I had with a major publisher back in the spring of 06

http://buzzmarketingfortech.blogspot.com/2007/01/new-business-model-for-writers-and.html

All Time Greats

Happy Thanksgiving!

Happy Thanksgiving, Y'all!

How to Use SEO: Leverage SEO To Be Found Online and Boost Your Online Marketing

All businesses that want to attract customers online, no matter the business size or age, have few options other than Search Engine Optimization (SEO).  SEO In The Box™ by Results Driven Marketing®, LLC There are roughly 1.8 billion websites online, and basic SEO allows Google to find and index or catalog your webpages.  After that, Google serves you up to searchers in the organic section.  The question remains: where they list your site, on page one or page 22 or further back? SEO controls your positioning. Do you want to be found online or not? If your business is online or you want your product or service to be found online, then Search Engine Optimization (SEO) is a must, and knowing how to use SEO to leverage the power of the internet is vital. Arguably, an effective SEO strategy gets you on the organic results section of the search engine results pages (SERP). Organic traffic is highly valuable and requires high-quality SEO. But even busines...

Best of 2007: Articles and Blog Posts on SEM

Search engine marketing (SEM) is one of the fastest-growing categories in all of advertising, because it is both measurable and logical: present your ads when people are searching for what you're selling. A well-crafted search marketing program can provide not only broad brand exposure at a very reasonable cost (with CPMs of $10 or less), but also high-ROI lead generation. As with any other type of advertising, however, a poorly-designed campaign will be a disappointing waste of money. In addition to best practices in search engine marketing , the following articles and blog posts were among the best of 2007 at providing helpful guidance for creating and managing effective search marketing programs. Five Common Paid Search Mistakes That Can Sink Your Campaign by Search Engine Guide Blogger Jennifer Laycock explains how common mistakes such as "ego bidding," writing a single ad for all keywords, and directing all of your traffic to a single landing page can limit the res...

You Know What Time It Is

It Is Almost Time To Say

Happy 4th of July