In an environment where oceans of websites claw for audiences and compete with traditional media, the Association of Magazine Media has rolled out a major campaign to remind everyone how vital print is. I love this headline on a recent 2-page spread ad:
“Will the Internet kill magazines? Did instant coffee kill coffee?”
They certainly picked a poignant example; one that relates to the “instant gratification” aspect of the internet in terms of convenience. The difference is that the internet is vast and sensory-rich, whereas instant coffee is bland, predictable and boring. But history does indeed verify that very few communication technologies have died at the hands of a new one. And their logo is cool: you quickly recognize the “g” from Rolling Stone and the “Es” from Esquire mastheads.
The association offers a Magazine Handbook – Engagement to Action that cites reams of research from various sources showing that magazine readership is going up, not down. One of the findings: 87% of those interested in reading magazines on a digital device also want a printed copy. Interesting. The campaign does not make it clear whether its other statistics are referring to just the print versions of magazines, or reflect the print, digital and on-line versions.
Personally, I don’t think print will die; most professionals are spending most of the day staring at a computer screen, then staring at the glare for hours more in the evening for social media, hobbies, etc. So relaxing with print is a relief. I enjoy magazines during air travel, especially when cramped in.
I predicted years ago that the business and industrial product-review potpourri publications (fueled by product news releases) would drop their print editions since searching on the web for compressors, for instance, is so much more efficient than thumbing through a random round-up of various types of products. Some have gone, some haven’t. Witness IEN (Industrial Equipment News).
My belief is that the higher level, thought-provoking journals will indefinitely remain in print – they are meant to be absorbed and pondered in a comfortable chair, not scrolled through on a laptop. if inspired, the reader can quickly jump back onto the stream-of-consciousness info superhighway and join (or start) the conversation on the subject. It’s all good. Content that drives conversations should come from diverse media, including video, audio, holograms, whatever works.
Strategic Outreach 