'The Argument for magazines in the Digital Age'

Vasquez, D (2013) ‘The Argument for magazines in the digital age’, [internet] Available from http://www.medialifemagazine.com/the-argument-for-magazines-in-the-digital-age/ [22/12/15]

• Interview with Mary Bemer – president and chief executive officer at the MPA
• Advertising pages – why are they declining? ‘Magazine ad pages continue to decline’ (Vasquez,D) Why and why should they not be?
• The problem is not with readership - 91% of adults read print magazines, 96% of 18-24 years old read print – because it offers a ‘visceral, tactile experience’
• the problem is not with readership – but a ‘advertiser perception problem’ – they do not realise the advantage of a magazine. ‘magazines are built around passions, so advertising fits’ – unlike TV or the internet, where ads are seen as a nuisance
• MAGAZINE MEDIA - What we will see is a transition not from print to digital, but from a ‘print-centric’ approach to ‘magazine media’ – ‘cross-platform’ of both digital and print.
• ‘a new report from the group based on data from Kantar media shows that digital and print media may be working better hand in hand’ (Vasquez,D)
• Of 58 titles surveyed, those who offered print and ipad versions have seen ‘combined units rise 7.5% year over year’  - 0.2% gain in print, 23.6% gain on the tablet
• What keeps magazines relevant?
• First magazine published in 1741, ‘magazines as a category have weathered a ton over the years’
• ‘What keeps them relevant through every age is the relationship with the readers’ – creates a brand that they can trust in.
• ‘There’s kind of a tsunami of content coming at a consumer, and the oasis is a magazine brand you can understand and trust’
• DOES DIGITAL OFFER SOMETHING DIFFEREN THOUGH? - Tablets ‘replicate the print experience’ most closely, and offer something print cannot – ‘action-based engagement’ of sharing editorial and interacting with ads