Publishing/Writing: Insights, News, Intrigue

02/28/2011

Printed Magazines: Young Adult Readership Up & 90% Prefer Ink Format!


Pundits predicting the extinction of printed mags are wrong! In fact, printed mag readership (especially among the under 35 group with digital exposure) has steadily risen over the past 5 years, even through the recession…as reported by David McDonald (bio at ‘Read and learn more’ link below) in FOLIO magazine.

Now, I don’t know if the ad revenue has matched the same performance of the ‘readership’ stats (from what I’ve read, it hasn’t)…but, if the ad revenue is indeed down, this non-expert wonders why? It would not be logical on the surface. If the advertisers are just pulling the ad money from print to concentrate on the new digital formats, it would appear they are missing a growing opportunity, huh?    

On to David McDonald’s article:

Teach Your Children Well

Is the training of tomorrow’s magazine and media professionals keeping up?

While many media pundits purport that magazine readership is dropping or that printed magazines are soon to be extinct, the truth emerges that year after year magazine readership continues to grow. In fact, magazine readership has increased for the past five years—right through the recession—according to MPA, which found that four out of five U.S. adults read magazines. Another 2010 survey from MRI discovered that young adults (those under 35) read the most, despite the abundance of new media alternatives. A recent CMO Council survey of 1,000 consumers with digital exposure indicated that 90 percent of magazine subscribers prefer the printed format to the new e-reader apps.

Consumers continue to engage magazines in the printed form, but they are also looking beyond print and accessing magazine content in very personal ways—Web sites, e-media, mobile and rich media, and various other content platforms are increasingly more relevant to today’s magazine and media consumer. This emerging diversity in how we encounter magazine content speaks to the complexity of how consumers engage the content they want—on their terms, in many formats and across multiple platforms—and again, only the content they want. So we better serve it up the way they want it, right?

Educating the Next Generation

Today’s magazine and media companies—as well as the staff of journalists and designers who package content for consumers—are working within a new world order. The rules of journalism are changing and Media Ethics are not immune from this evolution. Ethics, while important, are often irrelevant to a media transaction. Many publishers believe that those who drive the formation of ethical opinion will continue to refine their perspective within the larger media landscape and come to terms with the ideals of branded and custom content and the demands of what I call Transcendent Media platforms.

Do ethics, as we know them today, have a place in media? Yes, in some instances… but not all. The ideals of church and state that have for so long driven the philosophies, perspectives, and opinions of media must and will change to embrace the new world order of Transcendent Media. And this is an important fact to the universities teaching tomorrow’s magazine professionals.

Read and learn more

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12/04/2010

Mag Publishers Branching Out


In order to save money, and also seek new revenue in non-traditional functions, magazine publishers are taking on related tasks usually contracted out to vendors. Actually they are strengthening their own vertical (business model) in-house capability.

These tasks include such things as launching all kinds of media products, from Web sites to custom publishing, virtual events, databases, books, supplements and spinoffs…Afterall, if you’re going to branch out you might as well stick to your core business and who knows what a publisher needs more than a publisher?

This magazine publishing branch-out (or in-house vertical strengthening, as I like to call it) kind of reminds me of what writers (novel writers as well as others) have had to do to break loose from traditional publishing “slush piles” and non-action by learning and taking on more of the tasks performed by publishing houses in the past…This all was made more possible and easier through the new digital technology. Let’s all drink a scotch on the rocks to that!

Tony Silber and Matt Kinsman, reporting for FOLIO magazine, analyze it this way:

When Publishers Become Vendors

Dave Schankweiler, CEO and publisher of Journal Publications Inc., a Harrisburg, Pennsylvania regional publisher, remembers the day he became not just a publisher, but a vendor to publishers too.

Back in 2004, the company, which publishes the Central Penn Business Journal, Central Penn Parent, and NJ Biz, launched a new survey, called Best Companies in Pennsylvania. It used an outside survey firm to do the first report. The night the winners were presented was a huge success. “That night,” Schankweiler remembers, “it was loud, and there was a countdown and a lot of excitement. And that’s exactly when we decided to change the company, because we were coming down from the high of the event. We said, ‘Why don’t we take this out into the market and do it as a service to other publishing companies?’ ”

Magazine publishers are by nature entrepreneurial types. They like to tinker with their businesses. They’re incessantly launching all kinds of media products, from Web sites to custom publishing, events, databases, books, supplements, spinoffs. But there aren’t a lot like Dave Schankweiler. Most media companies tend to stick to their knitting and limit their creative impulses to media products.

Some companies, though, are transforming themselves into a different kind of hybrid, media companies that have branched out into businesses traditionally occupied by publishing-industry vendors. Gulfstream Media, the Fort Lauderdale, Florida-based regional publisher is one. Gulfstream is the parent company of Magazine Manager, a popular ad-sales management software. UBM’s TechWeb is another. TechWeb created UBM Studios, which develops in-house virtual events for tech publisher UBM as well as for external clients.

Read and learn more

10/01/2010

The Association of Magazine Media


The main (and probably the oldest – est. 1919) professional association for magazine publishers is the Magazine Publishers of American (MPA).

Well, they have just changed their name to The Association of Magazine Media…which they still abbreviate or accronym as MPA?!

Why don’t they just use AMM for Association of Magazine Media?

The reasoning for the new name, they say, is to get away from the words “print” and “publishing” which they figure are dead to the younger generation.

What a cluster muck of thinking! For one, they are still publishers regardless of the media format and secondly, print is not going away (changing yes, but not dying); on the contrary new print tech is here and more surprises are coming in print media.

This report from Reuters by Robert MacMillan:

They’ll always be the Magazine Publishers of America to me

The Magazine Publishers of America said on Friday that it is renaming itself the MPA — The Association of Magazine Media. The notable difference is the omission of the word publishers. Why?

“MPA is underscoring the fact that magazine media content engages consumers globally across multiple platforms, including websites, tablets, smartphones, books, live events and more.”

“More” presumably means “printed magazines,” but nobody in media is all that hot on associating themselves with words like “publish” and “print” because to young people (or young “consumers” in the parlance that people use when their sole desire is to make money from you) and investors those words smell like death.

When magazine publishers like Conde Nast and newspaper publishers like Advance Publications (like Conde Nast, owned by the Newhouses) have been forced to cut hundreds if not thousands of jobs and stop publishing some of their products, it doesn’t do much good in the public relations department to accentuate the part of your business that is fading, even if it still produces 80 to 90 percent of your revenue. Fortunately, Time Inc CEO and incoming MPA Chairman Jack Griffin manages to refer in passing to “print” one time in the press release quote.

Read more http://alturl.com/d6zrd

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