The Future of Print Media

Hi There,

So this week's topic deals with the future of print media. I would like to start by saying that I love magazines, not the ones that you read online but the ones that arrive on the mail and you can flip through the pages. There is something very exciting about getting the latest magazine all wrapped up in a plastic cover before the non-subscribers and getting the dish on the latest beauty and fashion trends. I like that I can smell the latest scents and test the new skincare through the integrated samples. Also, how many of us catch up on the latest celebrity scandals on the checkout lanes at the supermarket? I know you are smiling right now.

The fact is that now more and more print publications are going online but also more and more people are subscribing to print magazines online as well. Since print publications cannot stop the online craze they are adapting to it. How? By integrating their print editions with their online content. Readers now can get behind the scenes look at photoshoots, interview and special features by going to the magazine's online website. They can enter sweepstakes and even write comments or "letters" (more like e-mails) to the magazines. Magazines should look at this culture change as an opportunity rather than a threat. They have the availability to connect more easily, effectively and faster with their readers. Also, from a marketing perspective, now more than ever publications have the opportunity to get insight into the lifestyles of their readers therefore making the content of the magazines and reaching their target audience more effectively. 

 I still love grabbing a book and flipping through the pages. I feel it is more personal than an online version and I get into the story more intensely than through an e-book. Hard copy books help me keep focused on the story.  
Now newspapers are a complete different animal. This industry is really suffering. I never liked the oversize pages, they are too uncomfortable to hold... When it comes to news, I prefer the online version because I can search for what I want and can get different perspective simply through the click of a mouse.

I encourage you to read the pictures posted as this is a great example on what the print industry thinks about the online craze. I came across this ad while flipping through the pages of W magazines and thought it is worth sharing with all of you. Also, take a look at this YouTube VIDEO which features top magazine CEO and their view on the evolving technology and this one which gives some interesting facts on magazine subscription.

PS: I wrote this post before finding the videos. :)