‘How magazines can survive the digital age’

Dojc, J. (2009) ‘How magazines can survive the digital age’, [internet] http://www.slideshare.net/jdojc/how-magazines-can-survive-the-digital-age [20/12/15]

• ‘Traditional media is losing “news” market share to the internet’
• ‘As people spend more time online, the less they spend with traditional media’
• NO PRINT WILL NOT BE REPLACED – ‘new technology never completely replaces old technology. We generally find a new purpose for ‘old tech’.
• Use example of mass production of images – ‘photography did not replace painting. Impressionism, cubism, surrealism and several other important art movements emerged after the invention of the camera’
• (The same way print changed the way we looked at traditional art (historical portraits) and gave way to new emerging art forms ect. Will digital do the same to print?) put in theory of print gaining this almost religious experience, it becoming a luxury item…or even more so than currently.
• ‘Digital media, social or otherwise, won’t completely replace print media. Print media will evolve’
• ‘Magazines are best positioned amongst traditional media to weather the internet storm as the industry already is structure as a ‘mass of niches’ with a title catering to almost any interest’ (unlike newspapers – provide the news which people want immediately. Magazines provides OPINIONS)
• While 2008 ad revenues are down 11.7%, circulation revenue is up’ (readership is not the problem!!)
• ‘Magazine content is valued by readers. Using advertising as the primary source of funding that content is what is broken’
• ‘There are many newspapers and news shows reporting the same things. Magazines have a voice and in this era voice is values; magazines can create content with unique value and if they continue to find readers across media they will survive’ Jeff Jarvis (author of ‘what would google do’
• ‘Our readers want to know what we think – and they want to tell use what they think. And they want to know what other readers think’ Joan Walsh Editor of Salon.com (advantage of DIGITAL not print – because this idea of interaction and sharing created through digital publishing)
• Examples of magazines that can create revenue without relying heavily on advertising ‘Be a brand!’
• E.g. Maxim – throws parties and opens nightclubs – ‘having multiple revenue streams takes away the publishers dependence on advertising. It also allows for a deeper understanding of the audience allowing for richer marketing partnerships with other brands’
• Be an extension of a pre-existing brand e.g. “O-the Oprah magazine”
• ‘find a receptive captive audience’ – in flight magazines such as en route and commuter magazines like metro.
• Be uber-premium ‘super-premium luxury brands and high newsstand prices can still support certain “high-end” magazines’
• Be an aggregator e.g mine. Tailormade magazines using compiled information based on ‘survey’ or ‘your facebook profile’ ect