A recent Wall Street Journal article reports that newspapers and magazines still are alive and kicking. “Magazines Team Up to Tout ‘Power of Print” describes a campaign by publishers to promote the value of print magazines. “The Internet is fleeting. Magazines are immersive,” according to an ad to run in May issues of selected magazines.
Jann Wenner, the man behind the campaign, says that “just as TV didn’t kill magazines, the Internet was a threat only to publications that lost focus on what makes magazines unique. “In a certain way, this campaign is aimed at the magazine business itself.”
Magazine readership has actually been rising. Similarly newspapers are trying to get the word out that the readership of daily papers is up.
Michael Phelps is headlining the ads, so if you see his goggled face, check out the copy. It may surprise you.
Have you wondered where your favorite titles are going? So far this year, Cottage Living, Men’s Vogue, Smartphone, Home, and Cooking for Two, and Country Home are just some of the magazines that have or will soon stop publishing. Others are available only on the news stand (you can’t subscribe), like Country Weekly and Mary Engelbreit’s Home Companion, and some, like PC Magazine, are going online only.
Seeing them disappear is like losing old friends. What is more pleasurable than sinking into a new world, with each new issue, whether it’s gadgets, gardening, home decor, jewelry, or weight lifting? The advantage that print magazines have over newspapers or their online counterparts is that people devote more time to them and view them as entertainment – even the ads – which is good for the bottom line.
For the time-pressed, magazine articles can supply streamlined summaries of big issues, (often in a more readable style than bloated books).
Let’s hope that magazine guru Samir Husni is right and that new magazines will continue to be launched – so as to replace those that have died. He says those that are “service oriented – whether it’s about health, home or cooking” will be most viable.
It takes an optimistic and courageous soul to keep swinging in the volatile game of magazine publishing.