Welcome to the blog of Dr. Lisa Burns' Media Studies senior capstone class (Section A) at Quinnipiac University. If you're looking for the latest on media industry trends and insightful media analysis, you've come to the right place.
Wednesday, February 15, 2017
Lifestyle & Niche Media Blog 4, Question 2 (Feb. 21st)
How are magazines adapting to their
audiences? What are some of the strengths of magazines and what are some of the
challenges facing the magazine industry today? Limit: 8 responses
Additionally, because magazines are aware of and know their key audiences based on their niche it is easy for them to succeed in advertising and placements of Ads within their magazines. There are Ads on many platforms of media, however, “Advertising in print yields greater increases in brand awareness, brand favorability and purchase intent than online or TV advertising,” (Magazine Media Factbook 2016). This is because print media consumers are more likely to view or focus on ad because they are physically doing the act of reading and turning the page. As well, Ads in print media are almost on every page whether they are full-page ads or featured in the style, beauty or health section of magazine. Ultimately, it is harder to ignore an Ad in print media than it is when scrolling through the Internet or watching TV. When it comes to strengths there are also always challenges one of the challenges that is affecting the fashion magazine industry is cultural appropriation and the limited use of different models based on body type and ethnicity. Vogue magazine is one of the many fashion magazine that have received backlash for their photo shoots and covers, “some critics say the lineup is not diverse enough and that nearly all the models have itty-bitty bodies,” (Sole 2017). Finding the right balance between using “traditional” models and more of a diversity of models is a challenge for fashion magazine, because they want to stick to putting models or celebrities that are well know on their covers to boost sales and because not all of the fashion magazines or industries have fully adapted yet to the notion that there is no traditional standard body type. However, this is something that magazine consumer have expressed that they wanted from a fashion magazine, “I love this, but I’d love to see more plus size models on this line up and darker girls.. just saying,” (Sole 2017). By not displaying more plus size models and models of different ethnicities this is affecting magazines readership because they are gain a negative connotation to their name and brand. Furthermore, another challenge that is affecting the magazine industry is the decline in readership, which has caused many magazines to raise their standard newsstand prices. According to Hoang, GQ announced, “that from October it would increase its newsstand price to $6.99 with March, September, and December issues increasing to $7.99,” (Hoang 2016). The increase of magazine prices becomes a challenge for the industry because if readership is already low in the print version of the magazine that reader isn’t going to pay nearly eight dollars for content that they weren’t already paying for to begin with. Eventually, readers will stop paying the price for just one magazine and to turn other forms of that magazine, which forces the magazine to lose a large portion of there sporadic grocery store readers. Overall the magazine industry is taking strides in the right direction, however they still have a lot more adapting to do in order to maintain and continue to grow their audiences.
Works Cited
Hoang, Limei. "Can Cost-Cutting Save Fashion Magazines?" The Business of Fashion. N.p., 08 Aug. 2016. Web. 20 Feb. 2017. “magazine Media Factbook 2016/17.” Springer Reference. Magazine.org. The Assoication of Magazine Media, 2016. Web. 20 Feb. 2017. Solé, Elise. “Model Ashley Graham defends controversial vogue cover.” Yahoo.com. 9 Feb. 2017. Web. 20 Feb. 2017. “Magazine Media Factbook 2016/17”
Magazines are originally print media. With today’s technology we have seen a decline in the purchase and production of print anything. We’re moving more towards an online age. Therefore, magazines have had to make changes in order to adapt to their audiences. One of the major ways they’ve adapted to their audiences is by changing the platforms their available on. Magazines are no longer just in print; they’ve followed their audiences online. You can access magazines in digital editions, on the wed, on the mobile web, and even in video now. Therefore, while print and digital editions of magazines are on the decline, their audience is growing due to its availability elsewhere. In 2015, print and digital editions of magazines saw a 6% decrease in audiences from 2014 (“Magazine Media Factbook”). However, mobile web saw an 8% growth in the same year (“Magazine Media Factbook”). Gross brand impressions for the year of 2015 averaged 1.75 billion, a 6.2% increase from 2014 (“Tweetable Truths”). So, while traditional platforms for magazines are declining, magazines are making great use of new platforms to reach more audiences than they were previously. Magazines are also adapting to audiences social media usage. Audiences can follow their favorite magazines and be made aware when new additions or interesting stories are published. I don’t usually read magazines, but I follow a few on social media and when they post a story/article that interests me I click on it to go read more and will most likely go buy the issue. Magazines are great at utilizing the popularity of social media too, showing growth in likes and followers on Facebook, Twitter, Google+, Instagram, and Pinterest during the third quarter last year (“Magazine Media 360”). Their greatest growth comes from Instagram with an 11.6% growth, which coincides with the waning but still prevalent interest in both Facebook and Twitter, and the growing interest in Instagram.
I believe one of the main strengths of magazines is its niche audience’s. Magazines have always kept to these audiences and I think this works really well for them. It allows them to really know and understand exactly who their audience is and target their content directly to them. This is not only great to make their readers happy, but it also makes advertisers very happy. For advertisers, a magazine audience is great because they know that their advertisements are reaching the people who are most likely to purchase their products. Given that magazines are still somewhat reliant on advertising dollars, this is great for them too. Another strength is magazines ability to target younger audiences. According to Magazine Media, “95% of those under twenty-five read magazine media in the last six months” (“Magazine Media Factbook”). Getting younger audiences is always a good thing because they will be around for a long time and to get them hooked when they’re of a younger age ensures the likelihood that they will continue to purchase your products, as they get older. One of the weaknesses of magazines, besides its base and origins in print, is that it is constantly getting into trouble over controversial images and model usage. Magazines get into trouble again and again for “diversity problems” and “airbrushing tactics” (“Model Ashley Graham”). You’d think they would learn by now, but I guess not given Vogue’s two controversies in the same month with its recent “Diversity issue” cover and Karlie Kloss photos (“Karlie Kloss Apologizes”). They need to start including more people of different shapes, sizes, and skin tones. This has been a topic of controversy for years now and while some progress has slowly been made, apparently it hasn’t been enough or fast enough for many readers.
Works Cited "Magazine Media 360 Social Media Report Q3 2016." MPA: The Association for Magazine Media. Accessed 20 Feb. 2017. Web. "Magazine Media Factbook 2016-17." MPA: The Association of Magazine Media. Accessed 20 Feb. 2017. Web. Solé, Elise. "Karlie Kloss Apologizes for ‘Racist’ Geisha-Themed Vogue Shoot." Yahoo Style 15 Feb. 2017. Web. Solé, Elise. "Model Ashley Graham Defends Controversial Vogue Cover." Yahoo Style 8 Feb. 2017. Web. "Tweetable Truths About Magazine Media 2016 Edition." MPA: The Association of Magazine Media. Accessed 20 Feb. 2017. Web.
It appears that the media industry understands very well how to adapt to the times and has seen a significant increase in readers over the last few years. The Association of Magazine Media released their findings from 2015, the contents of which are all related to the growth of magazine readers. The Association of Magazine Media utilized social media by creating hashtags on twitter to help stimulate the buzz over magazine consumption. One in particular, “The #MM360 Brand Audience Report shows 6.2% average performance growth in 2015” (MPA Factbook), shows that despite the trend of written print, whether it be newspapers, magazines or other, decreasing because the switch to online articles, magazine readership has seen an unexpected increase. The flip side to there being magazine buzz on social media is that there a lot of critics that magazine’s deal with. The March 2017 issue of Vogue for example pictured seven women on a beach and received backlash online because of the models used. One person tweeted, “Am I the only one who thinks it’s hilarious how they’ve used basically the same woman, just less white” (Sole, Elise). Magazine companies rightfully use social media to advertise their newest editions but they definitely need to think of the repercussions that controversial articles can have. There are a number of reasons why magazines are still alive and well. According to the same collection of data from the MPA, reading paper based results in higher comprehension and recall of the subject matter read, requires more focused attention and limits distraction and drives sensory involve which contributes to its impact on readers. One fact from MPA’s collection of data on magazine that was particularly interesting is that, “Magazine readership grows long after publication date” (MPA Factbook).
What is so interesting about this is that online news articles seem to have the exact opposite shelf life. At first they become popular because of how fast they were posted and how quickly they are shared and spread throughout social media and other websites, however the next week, even the next day, whatever new story happened that day will quickly overshadow the last article. Magazines can be picked up by anyone even after a couple months and still get enjoyment out of them, hence their readership growing long after their publication date. Some positives for paperless magazines include the reduction of cost allowing for companies to employ more journalists due to the omission of paper costs. A Publisher News Weekly article points out this very scenario by saying, “The Internet has freed journals from the constraints (and costs) of the printed page, allowing online-only publications like Jacket2, a poetry journal to exist. (Habash, Gabe).
Magazine audiences grew to 1.75 billion in 2015—an increase of 6.2%. Surprisingly, the top 25 print magazines reached more adults and teens than the top 25 primetime TV shows. ("Tweetable Truths About Magazine Media 2016 Edition")
The magazine industry has certainly changed over the past decade, and has been trying to adapt in this new technological age. Digital editions of magazines have allowed consumers to access and read content across a range of devices and channels. The total number of adults who read digital edition magazines has grown rapidly since 2011. (Magazine Media Factbook 2016/17)
Magazines have also done a great job engaging with their audiences on social media. When I was an editorial intern for Girls’ Life Magazine three years ago, we never updated our Instagram or Facebook accounts. Now, however, I see daily posts on social media from not only Girls’ Life, but also from a variety of fashion and beauty magazines. When actress Bella Thorne was shooting her cover for Girls’ Life magazine last year, she was asked to do a live Q&A on Twitter with the hashtag #BellaInGL to answer general fan questions while also promoting her feature cover and story in the magazine. Not only do social media platforms connect brands with their audience, they also give magazines the ability to promote their product for free.
Magazines have several key strengths. For one, print magazines are more balanced across generations than other media, including Internet, TV, radio and newspapers. Print magazines are also #1 in reaching affluent influential costumers. But most importantly, magazines show the highest return on advertising spend. Reading on paper is slower and requires more concentration focus. Advertisers see this as an opportunity to increase brand awareness and brand favorability over online or TV advertising. (Magazine Media Factbook 2016/17)
Beyond Photoshop mishaps, magazines are dealing with more pressing problems like competition with free Internet sources. Consumers are increasingly seeking free content for news and entertainment, resulting in a decline of magazine subscriptions over the years. Publishers are also seeing advertisers gravitating away from print media and towards the online space. (Kranz) Ten years ago print was the main revenue stream for magazine companies. For brands that exceeded $5 million in revenue in 2004, print accounted for 46.6 percent of revenue. But just ten years later in 2014, print had declined and print only pulled 42 percent of total revenue. (Silber, 2016)
The magazine industry has certainly changed over the past decade, and has made several attempts to create digital connections with their audiences through social media. I believe the magazine industry will continue to remain relevant through the technological changes and advancements by better determining the direction it must take in the digital world.
Kranz, Rick. "Magazine Publisher Challenges and Solutions 2015." OverGo Studio. N.p., n.d. Web. 20 Feb. 2017. "Magazine Media Factbook 2016-17." MPA: The Association of Magazine Media. Accessed 20 Feb. 2017. Web. Silber, Tony. "The Untold Story of How Magazine Media Is Winning." Folio:. N.p., 01 Mar. 2016. Web. 20 Feb. 2017. "Tweetable Truths About Magazine Media 2016 Edition." MPA: The Association of Magazine Media. Accessed 20 Feb. 2017. Web.
Many would think that magazines are not doing well as print media is being more and more irrelevant as we continue into a stronger digital age. Surprisingly, according to the MPA Factbook, almost all of the magazine categories are experiencing growth—and many by large percentages! The only category that is not experiencing growth is the health and fitness category, and this category is only experiencing a deficit of -0.8%(Magazine Media Factbook, 8). Magazines are clearly figuring out how consumers want to take in their media.
Not only has magazine media experienced a 6.2% growth in 2015 but it also has the most balanced demographic amongst generations (Tweetable Truths, 1). Magazines are doing really well because they have a balance in figuring out where the market is headed. There is something about picking up a magazine and reading it that technology has not figured out how to replace, and because of this print magazines have remained successful. Although print magazines are still successful, magazines have also adapted to the mobile on-the-go lifestyle many people in this day in age live. Magazines are featured on social channels like SnapChat, which has made them appeal to a demographic they may not have hit before because users are accessing magazines even when they may not necessarily intend to.
An important quality that makes magazine media relevant is their success with advertising. Advertisers have a hard time across media outlets because everyone hates advertisements. Users typically do whatever they can do avoid advertisements like DVRing a show or paying extra for a streaming service. What makes magazines different is that a consumer typically picks up a magazine with the curiosity and intent to find products or services that are relevant to the media they are consuming in the magazine. There are many different types of magazines out there and the media that is in them is very specific and applicable to the life of the consumer. Because of this, magazines show the highest ROI on advertisements (Tweetable Truths, 1). Magazines are adapting to their audiences by being relevant on social media. Magazine media received 450 million likes and follows on social media as of September 2016 (Magazine Media 360, 1).
Although the magazine industry has seen great success and appears to be taking many positive steps to the way consumers are taking in media, there are also challenges that the industry faces. In modern day culture specifically, it is especially challenging to put out content in advertisements and magazines because of the need to be overly politically correct. For example if someone is thin, it could trigger people to think they need to look that way. Models including Kendall Jenner recently faced backlash on their Vogue cover because it was supposed to symbolize diversity, yet all of the models were extremely thin (Sole, 1). The cover also received scrutiny because Gigi Hadid is covering the torso of a “plus sized” model (Sole, 1). Although Vogue tried to be inclusive and appeal to diversity, their efforts may have had an opposite effect on viewers. It is hard for magazines to teeter a line between what viewers want to see in their minds and what is appealing to the eye.
The magazine industry is doing a great job in giving the consumer the media in different outlets that are relevant to the changes in technology but it continues to struggle in producing culturally sensitive content. This is going to be something that is hard to overcome because unfortunately someone will always prove content to be offensive in some way if they can.
Works Cited "Brand Audience Report Top 10 Dec 2016." MPA: The Association of Magazine Media. Accessed 14 Feb. 2017. Web.
"Magazine Media 360 Social Media Report Q3 2016." MPA: The Association for Magazine Media. Accessed 14 Feb. 2017. Web.
"Magazine Media Factbook 2016-17." MPA: The Association of Magazine Media. Accessed 14 Feb. 2017. Web.
The magazine industry is one that current media users would think is taking a drastic hit in today’s media. However, magazines are holding on in the age of new media. Magazines are adapting to their audiences in this new age. Now are they not only available in print but computers, tablets and smart phones. The industry is increasing, “Magazine media total audience grew to 1.75 billion in 2015 across platforms- and increase of 6.2%”(MPA). Magazines are reaching niche markets. Unlike a newspaper magazines have a direct purpose such as high fashion or home improvement. Readers have particular themes that they gravitate too and continue to go back too. News magazines have even seen increase in online digital subscriptions. From 2015- 2015 digital news magazine subscriptions jumped from 33,902 to 35,964.( PEW Research Center) . The sudden jump in news magazines subscriptions could possibly be attributed to the election and people looking for a particular delivery of the news. The magazine industry is making themselves unavoidable due to social media. Each magazine had its own pages and accounts on various platforms in order to keep readers engaged and spark new interest. Facebook and Instagram have seen the largest increase in online followers over the year. (Magazine Media 360) Magazines are doing a good job of appealing to their target markets on social media. For example magazines such as Complex, The Economist, and People, just to name a few almost everyday have featured snap chats. This helps them get readers to their sites by putting up previews of their best articles. I can honestly say that due to the snapchat feature section I have subscribed to The Economist. Even though magazines are utilizing social media well and doing well in online subscriptions prints copies are still doing poorly. News stands are just not getting the foot traffic they used to and people aren’t going out to get the latest magazine they are just going to download it on their tablet. In order to increase loss of revenue publishers may start to consider printing less hard copies and vamping up their social media presence to reach their target market. The magazine industry is going through a changing time but if they have not lost drastic readership yet due to the new age of media then I think they are in it for the long haul. Magazines reach a specific audience and people are not about to give up their habits of reading about their celebrity gossip or DIY practices. If they continue to increase their social media and are smart about advertising in the right places for their readers they will be able to make it.
Stocking, Galen. "News Magazines: Fact Sheet." Pew Research Center's Journalism Project. N.p., 15 June 2016. Web. 21 Feb. 2017.
"Tweetable Truths About Magazine Media 2016 Edition." MPA: The Association of Magazine Media. Accessed 14 Feb. 2017. Web.
"Magazine Media Factbook 2016-17." MPA: The Association of Magazine Media. Accessed 14 Feb. 2017. Web.
As we know, audiences change rapidly. New trends and demands are presented every year. In order for the magazine industry to keep up with the changes in audience, they must adapt. Magazines have typically always been a print media, but with the rapid growth of technology that trend has begun to shift. In particular, the amount of print copies sold has decreased 3% since 2015. Counteracting that loss is an impressive gain towards digital and mobile access. When it comes to magazines and its audience, adapting to changes in reading behavior is crucial. As you take a look at data, you see a strong increase in single-copy and digital subscription sales for news magazines. While there is significant increase, there is very little change or slight decreasing trends concerning news magazine circulation, subscription stability and sales. Digital media has started to become a popular way of receiving information. With this being said, the magazine industry has done a good job adapting to this demand. Without this adaption, magazines could have seen more drastic losses. According to Galen Stocking, “In the digital realm, both single copy sales and subscriptions showed growth, but the true strength of that growth is hard to gauge as much of it is tied to new accounting rules as well as greater use of platforms that bundle access to multiple magazines, which may be more of a financial benefit to readers than publishers.” Looking at the strengths of the magazine industry, its audience consists of passionate and engaged people. This is a strength, making it easier to adapt to a consistent audience. Adapting to the digital realm not only brought substantial growth, but also challenges. Difficulties in tracking the numbers of sales over time, new platforms and applications on digital devices result in imperfect trends. If the industry can not compile data that is 100% accurate, then it will be difficult to know exactly what demand you need to meet and to what extent.
Arlett, Stephanie. "Magazines Must Adapt to Changing Reader Behaviour | Opinion." Research Live. N.p., 13 Feb. 2015. Web. 21 Feb. 2017.
Stocking, Galen. "News Magazines: Fact Sheet." Pew Research Center's Journalism Project. N.p., 15 June 2016. Web. 21 Feb. 2017.
When I was younger, I remember going to stores with my parents and always begging them to buy me a magazine. Of course that included content related to childhood stars and boy bands such as The Jonas Brothers, but getting a magazine was always a treat to me. Nowadays, I go to stores such as Walgreens and still see that same sea of magazines, but there’s not as much excitement there. I also rarely see people paying attention to them or buying any. However, the magazine industry has done a great job at staying relevant, even in our current society which revolves almost completely around digitally produced content. Magazines have been forced to adapt to their audiences by creating online subscriptions. Some people may prefer receiving their weekly paper subscriptions, but for the most part, it’s easier to read online. According to Jim Anderson, CEO of SocialFlow, “There are two immediate steps you can take to improve your performance on social media: one on the editorial side, and one on the ads sales side” (Anderson). Since mostly everything is digital now, it’s smart that magazine companies post online. But, in order to maximize their efforts, they should publish more content on the weekends. According to the same source, “SocialFlow customers publish close to 2 million social posts per month, and as you can see from the chart below, we see 34% fewer posts on weekend days than on weekdays” (Anderson). This is understandable from a staffing perspective, but social media and mobile devices don’t stop working on the weekends. If anything, I would think that the weekend would be the prime time to post content because people have more free time. Another opportunity is implementing Sponsored Editorial Distribution into advertisements. By doing this, advertisers can sponsor the high-performing editorial content directly in the social media feeds which makes everything easier, especially for the consumer (Anderson). I think both of these opportunities bring great potential to the magazine industry and will draw in attention to their companies through social media, while also making money. The magazine industry faces challenges today such as learning about digital and finding ways to stay creative. They have accepted that digital is here to stay, but there is still a lot of educating that needs to be done. However, this industry can’t let people forget that print is still important. “High end” magazines such as Vogue still take pride in their work and release content with celebrities displaying their fashion. This proves that it’s still relevant. It’s also relevant from an occupation standpoint, such as for models. A lot of work goes into producing print magazines and people don’t realize that. Celebrities and models are still putting in the work for magazines, which intrigues people, but it is hard to stay creative. Magazines need to continue to find ways to produce more content (Moses).
The Magazine Industry has continued to remain strong, despite all the technological advances affecting its business. On the Social Media Report for 2016, there were several positive numbers for the magazine media industry. For example, as of September 2016, there were a total of 450 million Likes/Followers for Facebook in the Magazine Media Industry. In addition, Twitter reached 218 million, Google+ reached 143 million, Instagram reached 173 million and Pinterest reached 26 million (Anderson). Many people think the magazine industry is failing but these numbers prove otherwise. Social media is great way to see what the latest trends are and what people are currently interested in. Companies are smart to advertise on social media sites because of how popular they are, which means there is a higher percentage that people will see it. According to Magazine Media 360 Social Media Report Q3 2016, some of the top Magazine brands are the “National Geographic Magazine” with 91,866,230 total Likes/Followers, “ESPN The Magazine” with 59,728,608 Likes/Followers, and “National Geographic” with 55,782,149 Likes/Followers (Anderson). These are the top three magazine brands that people favored on social media sites. In addition, according to Tweetable Truths About Magazine Media 2016 Edition, “Magazine media total audience grew to 1.75 billion in 2015 across platforms – an increase of 6.2%. Also, print #magazines are more balanced across generations than other media, including internet, TV, radio and newspapers.” Currently, I think the magazine media industry has done a great job at staying alive even though it has been a struggle. As stated before, there are numbers that prove how well this industry has been doing, but they can’t stop thinking of ways to produce creative content in order to capture the audience’s attention.
Works Cited:
Www.facebook.com/lucia.moses.7. "5 Things We Learned about Magazines' Digital Challenges." Digiday. N.p., 19 Feb. 2015. Web. 21 Feb. 2017.
"Magazine Media 360 Social Media Report Q3 2016." MPA: The Association for Magazine Media. Accessed 14 Feb. 2017. Web.
"Tweetable Truths About Magazine Media 2016 Edition." MPA: The Association of Magazine Media. Accessed 14 Feb. 2017. Web.
Over the last twenty years or so, there has sort of been a panic over the future of the magazine industry. After all, just about everything else in media has gone digital. There is also of course the problem about the relativity of a story by the time a reader receives it in print. A magazine could take three or more days in some cases to arrive at a home, in which case a reader likely already heard about the content. All of these reasons led Time Warner Inc. to spin-off the “Time” chunk of the corporation, which included all print assets. Most people interpreted that move as a lack of confidence in print publications. From a personal standpoint, I love magazines. Additionally, I actually much prefer them in print. This is probably against the grain of mainstream millennial preference, but something about reading the magazine in print is a more engrossing experience (although I certainly prefer receiving realtime news on a computer or smartphone). I enjoy being able to read a magazine at the dinner table or keeping it my backpack to read in between classes. Magazines have struggled this century obviously because of the internet, but according to a lengthly presentation by the Association of Magazine Media, there are many reasons to be optimistic. Overall audience growth is up 6.2%, and social media is playing a very key role in the promotion of stories. Engagement is up across all platforms of social media, but growth has been explosive on Facebook (23.7%) and Instagram (21.6%). This is welcome news because it means people are currently interacting with the content of publications, even though its not obviously in print. 90% of adults 18 or older have read a magazine media in the last six months, and remarkably, the top 25 print magazines reach more adults and teens than the top 25 prime time shows. If I’m an executive at Condé Nast, this information is thrilling. Like all media, content is king. Consumers may be able to dictate the medium in which they ingest the content, but they will still strive for the quality of content nonetheless. Videos are booming on Facebook, and magazines might have to shift gears from traditional editorial to creating videos that can go easily viral on social media. My generation does not like to read, so this is going to be crucial in maintaining relevance. As media skepticism grows (especially under the orange president), consumers are going to strive for quality publications. I think this is a great opportunity for publications like The New Yorker and National Geographic. There are issues (no pun intended) in the industry also. “Condé Nast, Time and Meredith (MDP) (publisher of Better Homes and Gardens and Shape) are just three large publishers to recently implement layoffs and restructuring, as print publishers realize they have to adjust to the tougher environment, said Reed Phillips, co-founder of media investment bank DeSilva & Phillips (Walters).” Many of the magazine publishers are rumored to be in talks of mergers in order to pool resources in and thrive in a digital age. Losing advertising revenue to social media is also a grave concern for publishers. There are certainly many challenges that traditional print media outlets face. However, I think there are an equal amount of opportunities, and with the right leadership and vision, magazine labels will be able to thrive in this rapidly evolving digital landscape.
Additionally, because magazines are aware of and know their key audiences based on their niche it is easy for them to succeed in advertising and placements of Ads within their magazines. There are Ads on many platforms of media, however, “Advertising in print yields greater increases in brand awareness, brand favorability and purchase intent than online or TV advertising,” (Magazine Media Factbook 2016). This is because print media consumers are more likely to view or focus on ad because they are physically doing the act of reading and turning the page. As well, Ads in print media are almost on every page whether they are full-page ads or featured in the style, beauty or health section of magazine. Ultimately, it is harder to ignore an Ad in print media than it is when scrolling through the Internet or watching TV.
ReplyDeleteWhen it comes to strengths there are also always challenges one of the challenges that is affecting the fashion magazine industry is cultural appropriation and the limited use of different models based on body type and ethnicity. Vogue magazine is one of the many fashion magazine that have received backlash for their photo shoots and covers, “some critics say the lineup is not diverse enough and that nearly all the models have itty-bitty bodies,” (Sole 2017). Finding the right balance between using “traditional” models and more of a diversity of models is a challenge for fashion magazine, because they want to stick to putting models or celebrities that are well know on their covers to boost sales and because not all of the fashion magazines or industries have fully adapted yet to the notion that there is no traditional standard body type. However, this is something that magazine consumer have expressed that they wanted from a fashion magazine, “I love this, but I’d love to see more plus size models on this line up and darker girls.. just saying,” (Sole 2017). By not displaying more plus size models and models of different ethnicities this is affecting magazines readership because they are gain a negative connotation to their name and brand.
Furthermore, another challenge that is affecting the magazine industry is the decline in readership, which has caused many magazines to raise their standard newsstand prices. According to Hoang, GQ announced, “that from October it would increase its newsstand price to $6.99 with March, September, and December issues increasing to $7.99,” (Hoang 2016). The increase of magazine prices becomes a challenge for the industry because if readership is already low in the print version of the magazine that reader isn’t going to pay nearly eight dollars for content that they weren’t already paying for to begin with. Eventually, readers will stop paying the price for just one magazine and to turn other forms of that magazine, which forces the magazine to lose a large portion of there sporadic grocery store readers.
Overall the magazine industry is taking strides in the right direction, however they still have a lot more adapting to do in order to maintain and continue to grow their audiences.
Works Cited
Hoang, Limei. "Can Cost-Cutting Save Fashion Magazines?" The Business of Fashion. N.p., 08 Aug. 2016. Web. 20 Feb. 2017.
“magazine Media Factbook 2016/17.” Springer Reference. Magazine.org. The Assoication of Magazine Media, 2016. Web. 20 Feb. 2017.
Solé, Elise. “Model Ashley Graham defends controversial vogue cover.” Yahoo.com. 9 Feb. 2017. Web. 20 Feb. 2017.
“Magazine Media Factbook 2016/17”
Magazines are originally print media. With today’s technology we have seen a decline in the purchase and production of print anything. We’re moving more towards an online age. Therefore, magazines have had to make changes in order to adapt to their audiences. One of the major ways they’ve adapted to their audiences is by changing the platforms their available on. Magazines are no longer just in print; they’ve followed their audiences online. You can access magazines in digital editions, on the wed, on the mobile web, and even in video now. Therefore, while print and digital editions of magazines are on the decline, their audience is growing due to its availability elsewhere. In 2015, print and digital editions of magazines saw a 6% decrease in audiences from 2014 (“Magazine Media Factbook”). However, mobile web saw an 8% growth in the same year (“Magazine Media Factbook”). Gross brand impressions for the year of 2015 averaged 1.75 billion, a 6.2% increase from 2014 (“Tweetable Truths”). So, while traditional platforms for magazines are declining, magazines are making great use of new platforms to reach more audiences than they were previously. Magazines are also adapting to audiences social media usage. Audiences can follow their favorite magazines and be made aware when new additions or interesting stories are published. I don’t usually read magazines, but I follow a few on social media and when they post a story/article that interests me I click on it to go read more and will most likely go buy the issue. Magazines are great at utilizing the popularity of social media too, showing growth in likes and followers on Facebook, Twitter, Google+, Instagram, and Pinterest during the third quarter last year (“Magazine Media 360”). Their greatest growth comes from Instagram with an 11.6% growth, which coincides with the waning but still prevalent interest in both Facebook and Twitter, and the growing interest in Instagram.
ReplyDeleteI believe one of the main strengths of magazines is its niche audience’s. Magazines have always kept to these audiences and I think this works really well for them. It allows them to really know and understand exactly who their audience is and target their content directly to them. This is not only great to make their readers happy, but it also makes advertisers very happy. For advertisers, a magazine audience is great because they know that their advertisements are reaching the people who are most likely to purchase their products. Given that magazines are still somewhat reliant on advertising dollars, this is great for them too. Another strength is magazines ability to target younger audiences. According to Magazine Media, “95% of those under twenty-five read magazine media in the last six months” (“Magazine Media Factbook”). Getting younger audiences is always a good thing because they will be around for a long time and to get them hooked when they’re of a younger age ensures the likelihood that they will continue to purchase your products, as they get older.
DeleteOne of the weaknesses of magazines, besides its base and origins in print, is that it is constantly getting into trouble over controversial images and model usage. Magazines get into trouble again and again for “diversity problems” and “airbrushing tactics” (“Model Ashley Graham”). You’d think they would learn by now, but I guess not given Vogue’s two controversies in the same month with its recent “Diversity issue” cover and Karlie Kloss photos (“Karlie Kloss Apologizes”). They need to start including more people of different shapes, sizes, and skin tones. This has been a topic of controversy for years now and while some progress has slowly been made, apparently it hasn’t been enough or fast enough for many readers.
Works Cited
Delete"Magazine Media 360 Social Media Report Q3 2016." MPA: The Association for Magazine Media. Accessed 20 Feb. 2017. Web.
"Magazine Media Factbook 2016-17." MPA: The Association of Magazine Media. Accessed 20 Feb. 2017. Web.
Solé, Elise. "Karlie Kloss Apologizes for ‘Racist’ Geisha-Themed Vogue Shoot." Yahoo Style 15 Feb. 2017. Web.
Solé, Elise. "Model Ashley Graham Defends Controversial Vogue Cover." Yahoo Style 8 Feb. 2017. Web.
"Tweetable Truths About Magazine Media 2016 Edition." MPA: The Association of Magazine Media. Accessed 20 Feb. 2017. Web.
It appears that the media industry understands very well how to adapt to the times and has seen a significant increase in readers over the last few years. The Association of Magazine Media released their findings from 2015, the contents of which are all related to the growth of magazine readers. The Association of Magazine Media utilized social media by creating hashtags on twitter to help stimulate the buzz over magazine consumption. One in particular, “The #MM360 Brand Audience Report shows 6.2% average performance growth in 2015” (MPA Factbook), shows that despite the trend of written print, whether it be newspapers, magazines or other, decreasing because the switch to online articles, magazine readership has seen an unexpected increase. The flip side to there being magazine buzz on social media is that there a lot of critics that magazine’s deal with. The March 2017 issue of Vogue for example pictured seven women on a beach and received backlash online because of the models used. One person tweeted, “Am I the only one who thinks it’s hilarious how they’ve used basically the same woman, just less white” (Sole, Elise). Magazine companies rightfully use social media to advertise their newest editions but they definitely need to think of the repercussions that controversial articles can have. There are a number of reasons why magazines are still alive and well. According to the same collection of data from the MPA, reading paper based results in higher comprehension and recall of the subject matter read, requires more focused attention and limits distraction and drives sensory involve which contributes to its impact on readers. One fact from MPA’s collection of data on magazine that was particularly interesting is that, “Magazine readership grows long after publication date” (MPA Factbook).
ReplyDeleteWhat is so interesting about this is that online news articles seem to have the exact opposite shelf life. At first they become popular because of how fast they were posted and how quickly they are shared and spread throughout social media and other websites, however the next week, even the next day, whatever new story happened that day will quickly overshadow the last article. Magazines can be picked up by anyone even after a couple months and still get enjoyment out of them, hence their readership growing long after their publication date. Some positives for paperless magazines include the reduction of cost allowing for companies to employ more journalists due to the omission of paper costs. A Publisher News Weekly article points out this very scenario by saying, “The Internet has freed journals from the constraints (and costs) of the printed page, allowing online-only publications like Jacket2, a poetry journal to exist. (Habash, Gabe).
DeleteWorks Cited
DeleteHabash, Gabe. "Literary Magazines Adapt to the Digital Age." PublishersWeekly.com. N.p., 10 Mar. 2013. Web. 20 Feb. 2017.
"Magazine Media Factbook." Magazine Media Factbook | MPA. N.p., n.d. Web. 20 Feb. 2017.
Sole, Elise. "Model Ashley Graham Defends Controversial Vogue Cover." Yahoo! Yahoo!, 09 Feb. 2017. Web. 20 Feb. 2017.
Magazine audiences grew to 1.75 billion in 2015—an increase of 6.2%. Surprisingly, the top 25 print magazines reached more adults and teens than the top 25 primetime TV shows. ("Tweetable Truths About Magazine Media 2016 Edition")
ReplyDeleteThe magazine industry has certainly changed over the past decade, and has been trying to adapt in this new technological age. Digital editions of magazines have allowed consumers to access and read content across a range of devices and channels. The total number of adults who read digital edition magazines has grown rapidly since 2011. (Magazine Media Factbook 2016/17)
Magazines have also done a great job engaging with their audiences on social media. When I was an editorial intern for Girls’ Life Magazine three years ago, we never updated our Instagram or Facebook accounts. Now, however, I see daily posts on social media from not only Girls’ Life, but also from a variety of fashion and beauty magazines. When actress Bella Thorne was shooting her cover for Girls’ Life magazine last year, she was asked to do a live Q&A on Twitter with the hashtag #BellaInGL to answer general fan questions while also promoting her feature cover and story in the magazine. Not only do social media platforms connect brands with their audience, they also give magazines the ability to promote their product for free.
Magazines have several key strengths. For one, print magazines are more balanced across generations than other media, including Internet, TV, radio and newspapers. Print magazines are also #1 in reaching affluent influential costumers. But most importantly, magazines show the highest return on advertising spend. Reading on paper is slower and requires more concentration focus. Advertisers see this as an opportunity to increase brand awareness and brand favorability over online or TV advertising. (Magazine Media Factbook 2016/17)
Beyond Photoshop mishaps, magazines are dealing with more pressing problems like competition with free Internet sources. Consumers are increasingly seeking free content for news and entertainment, resulting in a decline of magazine subscriptions over the years. Publishers are also seeing advertisers gravitating away from print media and towards the online space. (Kranz) Ten years ago print was the main revenue stream for magazine companies. For brands that exceeded $5 million in revenue in 2004, print accounted for 46.6 percent of revenue. But just ten years later in 2014, print had declined and print only pulled 42 percent of total revenue. (Silber, 2016)
DeleteThe magazine industry has certainly changed over the past decade, and has made several attempts to create digital connections with their audiences through social media. I believe the magazine industry will continue to remain relevant through the technological changes and advancements by better determining the direction it must take in the digital world.
Kranz, Rick. "Magazine Publisher Challenges and Solutions 2015." OverGo Studio. N.p., n.d. Web. 20 Feb. 2017.
"Magazine Media Factbook 2016-17." MPA: The Association of Magazine Media. Accessed 20 Feb. 2017. Web.
Silber, Tony. "The Untold Story of How Magazine Media Is Winning." Folio:. N.p., 01 Mar. 2016. Web. 20 Feb. 2017.
"Tweetable Truths About Magazine Media 2016 Edition." MPA: The Association of Magazine Media. Accessed 20 Feb. 2017. Web.
Many would think that magazines are not doing well as print media is being more and more irrelevant as we continue into a stronger digital age. Surprisingly, according to the MPA Factbook, almost all of the magazine categories are experiencing growth—and many by large percentages! The only category that is not experiencing growth is the health and fitness category, and this category is only experiencing a deficit of -0.8%(Magazine Media Factbook, 8). Magazines are clearly figuring out how consumers want to take in their media.
ReplyDeleteNot only has magazine media experienced a 6.2% growth in 2015 but it also has the most balanced demographic amongst generations (Tweetable Truths, 1). Magazines are doing really well because they have a balance in figuring out where the market is headed. There is something about picking up a magazine and reading it that technology has not figured out how to replace, and because of this print magazines have remained successful. Although print magazines are still successful, magazines have also adapted to the mobile on-the-go lifestyle many people in this day in age live. Magazines are featured on social channels like SnapChat, which has made them appeal to a demographic they may not have hit before because users are accessing magazines even when they may not necessarily intend to.
An important quality that makes magazine media relevant is their success with advertising. Advertisers have a hard time across media outlets because everyone hates advertisements. Users typically do whatever they can do avoid advertisements like DVRing a show or paying extra for a streaming service. What makes magazines different is that a consumer typically picks up a magazine with the curiosity and intent to find products or services that are relevant to the media they are consuming in the magazine. There are many different types of magazines out there and the media that is in them is very specific and applicable to the life of the consumer. Because of this, magazines show the highest ROI on advertisements (Tweetable Truths, 1). Magazines are adapting to their audiences by being relevant on social media. Magazine media received 450 million likes and follows on social media as of September 2016 (Magazine Media 360, 1).
ReplyDeleteAlthough the magazine industry has seen great success and appears to be taking many positive steps to the way consumers are taking in media, there are also challenges that the industry faces. In modern day culture specifically, it is especially challenging to put out content in advertisements and magazines because of the need to be overly politically correct. For example if someone is thin, it could trigger people to think they need to look that way. Models including Kendall Jenner recently faced backlash on their Vogue cover because it was supposed to symbolize diversity, yet all of the models were extremely thin (Sole, 1). The cover also received scrutiny because Gigi Hadid is covering the torso of a “plus sized” model (Sole, 1). Although Vogue tried to be inclusive and appeal to diversity, their efforts may have had an opposite effect on viewers. It is hard for magazines to teeter a line between what viewers want to see in their minds and what is appealing to the eye.
The magazine industry is doing a great job in giving the consumer the media in different outlets that are relevant to the changes in technology but it continues to struggle in producing culturally sensitive content. This is going to be something that is hard to overcome because unfortunately someone will always prove content to be offensive in some way if they can.
ReplyDeleteWorks Cited
"Brand Audience Report Top 10 Dec 2016." MPA: The Association of Magazine
Media. Accessed 14 Feb. 2017. Web.
"Magazine Media 360 Social Media Report Q3 2016." MPA: The Association for
Magazine Media. Accessed 14 Feb. 2017. Web.
"Magazine Media Factbook 2016-17." MPA: The Association of Magazine
Media. Accessed 14 Feb. 2017. Web.
Solé, Elise. "Karlie Kloss Apologizes for ‘Racist’ Geisha-Themed Vogue
Shoot." Yahoo Style 15 Feb. 2017. Web.
Solé, Elise. "Model Ashley Graham Defends Controversial Vogue Cover." Yahoo
Style 8 Feb. 2017. Web.
"Tweetable Truths About Magazine Media 2016 Edition." MPA: The Association of
Magazine Media. Accessed 14 Feb. 2017. Web.
ReplyDeleteThe magazine industry is one that current media users would think is taking a drastic hit in today’s media. However, magazines are holding on in the age of new media. Magazines are adapting to their audiences in this new age. Now are they not only available in print but computers, tablets and smart phones. The industry is increasing, “Magazine media total audience grew to 1.75 billion in 2015 across platforms- and increase of 6.2%”(MPA). Magazines are reaching niche markets. Unlike a newspaper magazines have a direct purpose such as high fashion or home improvement. Readers have particular themes that they gravitate too and continue to go back too. News magazines have even seen increase in online digital subscriptions. From 2015- 2015 digital news magazine subscriptions jumped from 33,902 to 35,964.( PEW Research Center) . The sudden jump in news magazines subscriptions could possibly be attributed to the election and people looking for a particular delivery of the news. The magazine industry is making themselves unavoidable due to social media. Each magazine had its own pages and accounts on various platforms in order to keep readers engaged and spark new interest. Facebook and Instagram have seen the largest increase in online followers over the year. (Magazine Media 360)
Magazines are doing a good job of appealing to their target markets on social media. For example magazines such as Complex, The Economist, and People, just to name a few almost everyday have featured snap chats. This helps them get readers to their sites by putting up previews of their best articles. I can honestly say that due to the snapchat feature section I have subscribed to The Economist. Even though magazines are utilizing social media well and doing well in online subscriptions prints copies are still doing poorly. News stands are just not getting the foot traffic they used to and people aren’t going out to get the latest magazine they are just going to download it on their tablet. In order to increase loss of revenue publishers may start to consider printing less hard copies and vamping up their social media presence to reach their target market. The magazine industry is going through a changing time but if they have not lost drastic readership yet due to the new age of media then I think they are in it for the long haul. Magazines reach a specific audience and people are not about to give up their habits of reading about their celebrity gossip or DIY practices. If they continue to increase their social media and are smart about advertising in the right places for their readers they will be able to make it.
Stocking, Galen. "News Magazines: Fact Sheet." Pew Research Center's Journalism Project. N.p., 15 June 2016. Web. 21 Feb. 2017.
"Tweetable Truths About Magazine Media 2016 Edition." MPA: The Association of Magazine Media. Accessed 14 Feb. 2017. Web.
"Magazine Media Factbook 2016-17." MPA: The Association of Magazine Media. Accessed 14 Feb. 2017. Web.
As we know, audiences change rapidly. New trends and demands are presented every year. In order for the magazine industry to keep up with the changes in audience, they must adapt. Magazines have typically always been a print media, but with the rapid growth of technology that trend has begun to shift. In particular, the amount of print copies sold has decreased 3% since 2015. Counteracting that loss is an impressive gain towards digital and mobile access. When it comes to magazines and its audience, adapting to changes in reading behavior is crucial. As you take a look at data, you see a strong increase in single-copy and digital subscription sales for news magazines. While there is significant increase, there is very little change or slight decreasing trends concerning news magazine circulation, subscription stability and sales.
ReplyDeleteDigital media has started to become a popular way of receiving information. With this being said, the magazine industry has done a good job adapting to this demand. Without this adaption, magazines could have seen more drastic losses. According to Galen Stocking, “In the digital realm, both single copy sales and subscriptions showed growth, but the true strength of that growth is hard to gauge as much of it is tied to new accounting rules as well as greater use of platforms that bundle access to multiple magazines, which may be more of a financial benefit to readers than publishers.” Looking at the strengths of the magazine industry, its audience consists of passionate and engaged people. This is a strength, making it easier to adapt to a consistent audience. Adapting to the digital realm not only brought substantial growth, but also challenges. Difficulties in tracking the numbers of sales over time, new platforms and applications on digital devices result in imperfect trends. If the industry can not compile data that is 100% accurate, then it will be difficult to know exactly what demand you need to meet and to what extent.
Arlett, Stephanie. "Magazines Must Adapt to Changing Reader Behaviour | Opinion." Research Live. N.p., 13 Feb. 2015. Web. 21 Feb. 2017.
Stocking, Galen. "News Magazines: Fact Sheet." Pew Research Center's Journalism Project. N.p., 15 June 2016. Web. 21 Feb. 2017.
When I was younger, I remember going to stores with my parents and always begging them to buy me a magazine. Of course that included content related to childhood stars and boy bands such as The Jonas Brothers, but getting a magazine was always a treat to me. Nowadays, I go to stores such as Walgreens and still see that same sea of magazines, but there’s not as much excitement there. I also rarely see people paying attention to them or buying any. However, the magazine industry has done a great job at staying relevant, even in our current society which revolves almost completely around digitally produced content.
ReplyDeleteMagazines have been forced to adapt to their audiences by creating online subscriptions. Some people may prefer receiving their weekly paper subscriptions, but for the most part, it’s easier to read online. According to Jim Anderson, CEO of SocialFlow, “There are two immediate steps you can take to improve your performance on social media: one on the editorial side, and one on the ads sales side” (Anderson). Since mostly everything is digital now, it’s smart that magazine companies post online. But, in order to maximize their efforts, they should publish more content on the weekends. According to the same source, “SocialFlow customers publish close to 2 million social posts per month, and as you can see from the chart below, we see 34% fewer posts on weekend days than on weekdays” (Anderson). This is understandable from a staffing perspective, but social media and mobile devices don’t stop working on the weekends. If anything, I would think that the weekend would be the prime time to post content because people have more free time. Another opportunity is implementing Sponsored Editorial Distribution into advertisements. By doing this, advertisers can sponsor the high-performing editorial content directly in the social media feeds which makes everything easier, especially for the consumer (Anderson). I think both of these opportunities bring great potential to the magazine industry and will draw in attention to their companies through social media, while also making money.
The magazine industry faces challenges today such as learning about digital and finding ways to stay creative. They have accepted that digital is here to stay, but there is still a lot of educating that needs to be done. However, this industry can’t let people forget that print is still important. “High end” magazines such as Vogue still take pride in their work and release content with celebrities displaying their fashion. This proves that it’s still relevant. It’s also relevant from an occupation standpoint, such as for models. A lot of work goes into producing print magazines and people don’t realize that. Celebrities and models are still putting in the work for magazines, which intrigues people, but it is hard to stay creative. Magazines need to continue to find ways to produce more content (Moses).
The Magazine Industry has continued to remain strong, despite all the technological advances affecting its business. On the Social Media Report for 2016, there were several positive numbers for the magazine media industry. For example, as of September 2016, there were a total of 450 million Likes/Followers for Facebook in the Magazine Media Industry. In addition, Twitter reached 218 million, Google+ reached 143 million, Instagram reached 173 million and Pinterest reached 26 million (Anderson). Many people think the magazine industry is failing but these numbers prove otherwise. Social media is great way to see what the latest trends are and what people are currently interested in. Companies are smart to advertise on social media sites because of how popular they are, which means there is a higher percentage that people will see it. According to Magazine Media 360 Social Media Report Q3 2016, some of the top Magazine brands are the “National Geographic Magazine” with 91,866,230 total Likes/Followers, “ESPN The Magazine” with 59,728,608 Likes/Followers, and “National Geographic” with 55,782,149 Likes/Followers (Anderson). These are the top three magazine brands that people favored on social media sites. In addition, according to Tweetable Truths About Magazine Media 2016 Edition, “Magazine media total audience grew to 1.75 billion in 2015 across platforms – an increase of 6.2%. Also, print #magazines are more balanced across generations than other media, including internet, TV, radio and newspapers.”
DeleteCurrently, I think the magazine media industry has done a great job at staying alive even though it has been a struggle. As stated before, there are numbers that prove how well this industry has been doing, but they can’t stop thinking of ways to produce creative content in order to capture the audience’s attention.
Works Cited:
Www.facebook.com/lucia.moses.7. "5 Things We Learned about Magazines' Digital Challenges." Digiday. N.p., 19 Feb. 2015. Web. 21 Feb. 2017.
"Magazine Media 360 Social Media Report Q3 2016." MPA: The Association for Magazine Media. Accessed 14 Feb. 2017. Web.
"Tweetable Truths About Magazine Media 2016 Edition." MPA: The Association of Magazine Media. Accessed 14 Feb. 2017. Web.
Over the last twenty years or so, there has sort of been a panic over the future of the magazine industry. After all, just about everything else in media has gone digital. There is also of course the problem about the relativity of a story by the time a reader receives it in print. A magazine could take three or more days in some cases to arrive at a home, in which case a reader likely already heard about the content. All of these reasons led Time Warner Inc. to spin-off the “Time” chunk of the corporation, which included all print assets. Most people interpreted that move as a lack of confidence in print publications.
ReplyDeleteFrom a personal standpoint, I love magazines. Additionally, I actually much prefer them in print. This is probably against the grain of mainstream millennial preference, but something about reading the magazine in print is a more engrossing experience (although I certainly prefer receiving realtime news on a computer or smartphone). I enjoy being able to read a magazine at the dinner table or keeping it my backpack to read in between classes.
Magazines have struggled this century obviously because of the internet, but according to a lengthly presentation by the Association of Magazine Media, there are many reasons to be optimistic. Overall audience growth is up 6.2%, and social media is playing a very key role in the promotion of stories. Engagement is up across all platforms of social media, but growth has been explosive on Facebook (23.7%) and Instagram (21.6%). This is welcome news because it means people are currently interacting with the content of publications, even though its not obviously in print. 90% of adults 18 or older have read a magazine media in the last six months, and remarkably, the top 25 print magazines reach more adults and teens than the top 25 prime time shows. If I’m an executive at Condé Nast, this information is thrilling.
Like all media, content is king. Consumers may be able to dictate the medium in which they ingest the content, but they will still strive for the quality of content nonetheless. Videos are booming on Facebook, and magazines might have to shift gears from traditional editorial to creating videos that can go easily viral on social media. My generation does not like to read, so this is going to be crucial in maintaining relevance. As media skepticism grows (especially under the orange president), consumers are going to strive for quality publications. I think this is a great opportunity for publications like The New Yorker and National Geographic.
There are issues (no pun intended) in the industry also. “Condé Nast, Time and Meredith (MDP) (publisher of Better Homes and Gardens and Shape) are just three large publishers to recently implement layoffs and restructuring, as print publishers realize they have to adjust to the tougher environment, said Reed Phillips, co-founder of media investment bank DeSilva & Phillips (Walters).” Many of the magazine publishers are rumored to be in talks of mergers in order to pool resources in and thrive in a digital age. Losing advertising revenue to social media is also a grave concern for publishers.
There are certainly many challenges that traditional print media outlets face. However, I think there are an equal amount of opportunities, and with the right leadership and vision, magazine labels will be able to thrive in this rapidly evolving digital landscape.
"Magazine Media Factbook 2016-17." MPA: The Association of Magazine Media. Accessed 14 Feb. 2017. Web.
Delete"Tweetable Truths About Magazine Media 2016 Edition." MPA: The Association of
Magazine Media. Accessed 14 Feb. 2017. Web.
Walters, Natalie. "Magazine M&A Speculation Heats Up." TheStreet. TheStreet, 21 Feb. 2017. Web. 21 Feb. 2017.
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