Welcome to the blog of Dr. Lisa Burns' Media Studies senior capstone class (2 pm section) at Quinnipiac University. If you're looking for the latest on media industry trends and insightful media analysis, you've come to the right place!
Saturday, February 19, 2022
Lifestyle & Niche Media Blog 4, Question 2 (March 1)
How are magazines adapting to their audiences?
What are some of the strengths of magazines and what are some of the challenges
facing the magazine industry today? Limit:
10 responses
Today, many people may say that the magazine industry is dying. Now that practically all media can be consumed online, the vast majority may not see a need for print magazines or print media in general. However, this actually couldn’t be further from true. According to a MediaPost article, there were “122 new print-magazine launches in 2021, representing a sharp rebound from the 60 that launched last year, and offering hope that print media has a strong–though admittedly more boutique–future” (Silber). This more-than-double increase shows that the print magazine is here to stay, and it’s booming!
When you see a statistic like that, it’s only natural to wonder what these magazine companies are doing to maintain their audience and what strategies they’re taking. In the age of dying print along with increased environmental concerns, print magazines have to find ways to adapt. Some ways that magazine publishers are approaching sustainability goals are, “sustainably sourced paper from responsibly managed forests” and “optimized ink usage and increased use of plant-based inks” (Magazine Media Factbook). These eco-friendly solutions will be a key factor in the long-term success of print magazines.
In addition to environmental concerns, more and more people are expressing their desire for physical media. Pretty much every magazine has an online version for easy access. But society has proven that print is surprisingly still superior. Magazine expert Sam Husni said, “It’s the spirit and the need for print. It’s showing that people are sick and tired of the virtual life–print magazines are something to hold, something to feel close to” (Silber). This idea of owning something makes that thing even more meaningful to us as humans, especially post-pandemic when everything was forced to be virtual.
I believe the spirit and love for printed items will always exist. There will probably always be some need for media that is tangible and can be held in your hand. According to a study by The Association of Magazine, print magazines are still valued because “reading on paper is slower, and people retain more information when they read something printed” (Fenton). Other reasons named are “stimulating emotions and desires” (Fenton). Magazines also promote sensory involvement, leaving more of an impact on the reader. Nothing quite compares to holding a book, magazine, or newspaper in your hands and reading it.
While the demand for print magazines has undoubtedly slowed significantly in this digital age, there will always be people who will want them. And if not, there is always a digital option that most publishers offer. According to the Audit Bureau of Circulations “overall print circulation dropped 5 percent in the last half of 2017. However, online readership for consumer magazines increased by 37 percent” (Fenton). This could point towards a trend favoring digital over print. So while we may be headed towards a world that is eventually completely online, I believe magazines will still survive. They clearly still have a strong presence, so if they continue staying in line with the times as well as holding onto their traditional aspects, the magazine industry will keep on booming.
Works Cited
Fenton, Tri-County Times |. “Magazines Surviving, Even Thriving, in Digital Age.” Tri-County Times, 24 Aug. 2018, https://www.tctimes.com/living/magazines-surviving-even-thriving-in-digital-age/article_0f 2c1216-a7b5-11e8-b747-277509de5885.html#:~:text=According%20to%20a%20study% 20presented,when%20they%20read%20something%20printed.
"Magazine Media Factbook 2021." MPA: The Association of Magazine Media. Accessed 18 Feb. 2022. Web.
Silber, Tony. “Magazine Analyst: New Print-Magazine Launches More than Doubled in 2021.” MediaPost 12/30/2021, https://www.mediapost.com/publications/article/369821/magazine-analyst-new-print-mag azine-launches-more.html?edition=124786.
Madison Bopp The magazine media industry is known to be more engaging and more valued than other forms of media (Magazine Media Factbook, 2021). Throughout time, magazines have been more inspiring, fulfilling, and trustworthy, than websites or TV (Magazine Media Factbook, 2021). Magazines have maintained their ability to persuade readers in effective ways. Even with an audience decline to 229.1 million due to the COVID-19 pandemic, the industry is back and almost better than ever before (Magazine Media Factbook, 2021).
The magazine industry overall is adapting to their audiences. In 2021 alone, there were 122 new print-magazine launches (Silber, 2021). This is offering promising hope that print media has a strong future. Most importantly, the old magazine newsstand we once had known and loved has collapsed. Therefore, the magazine industry had to adapt to the change in where people buy and view print media. Advertising had migrated online, and audiences were now being found digitally on Google and Facebook (Silber, 2021). Hence, magazines had to shift to newer online formats to adapt to their audiences.
When it comes to the advertising side of magazines, the industry particularly succeeds in this area. A strength would be that magazines are highly targeted and successful at reaching certain selected audiences (Evok Advertising, 2018). Magazines target a wide range of audiences such as women, parents, health, gardening, sports, and more. Additionally, magazines generally have a very receptive audience. Readers of magazines tend to subscribe and are more likely receptive to the advertising messages found within (Evok Advertising, 2018). Also, consumers of magazines tend to trust what they see and read (Evok Advertising, 2018). Magazines have a third-party credibility that is highly desirable in a digital age of fake news.
On the other hand, there are weaknesses to magazines and their industry. New challenges have arisen when analyzing magazines and their total brand audience. In 2021, Mobile Web, Web, and Video now comprise 58% of the average audience (Magazine Media Factbook, 2021). Print and Digital Editions are 41% of this total (Magazine Media Factbook, 2021). The old traditional ways of reading a magazine have shifted from print to digital. This has proved to be challenging for an industry strictly known for print media and ads. The demand for print magazines has slowed, however there are new and exciting audiences in the digital age.
Rather viewing the magazine industry as ‘dying,’ I see it continuing to adapt to its changing media environment. The industry even has a new commitment to environmental stewardship. Now, magazine publishers are adopting responsible business practices that are setting long term sustainability goals for their companies (Magazine Media Factbook, 2021). Therefore, magazines will survive and stay relevant in the foreseeable future. Silber even wrote that there is still a spirit and a need for print (2021). This proves there will always be a desire for magazines whether that is the traditional way of print or the new way of digital.
References:
"Magazine Media Factbook 2021." MPA: The Association of Magazine Media. Accessed 18 Feb. 2022. Web.
Silber, T. (2021, December 29). Magazine analyst: New Print-magazine launches more than doubled in 2021. Magazine Analyst: New Print-Magazine Launches More Than Doubled In 2021. Retrieved February 27, 2022, from https://www.mediapost.com/publications/article/369821/magazine-analyst-new-print-magazine-launchesmore.html?edition=124786
Strengths & Weaknesses of Magazine Advertising. Evok Advertising. (2018, October 2). Retrieved February 27, 2022, from https://evokad.com/strengths-weaknesses-of-magazine-advertising/
With today's technological influence, magazines have had to navigate the digital world versus the print media world. However, while you'd think that magazines have begun focusing their content on a more digital platform, print magazines are still reaching their audiences. A recent article by MediaPost states, “there were 122 new print-magazine launches in 2021, representing a sharp rebound from the 60 that launched last year, and offering hope that print media has a strong future” (Silber, 2021). The article continues to explain that “[these launches] show that people are sick and tired of the virtual life, print magazines are something to hold, something to feel close to. There’s nothing closer in media than owning and feeling a paper magazine in your hands” (Silber, 2021). The magazine industry struggled in the early years when digital media was first taking off, but has made a comeback. One of the ways that magazines can maintain popularity, aside from benefiting from people being sick of virtual content, is that they focus on a very niche audience (Silber, 2021). Magazines hone in on a specific customer and content, such as beauty, fashion, healthy foods, exercise, and other lifestyle aspects. They provide an escape from the digital world and build their magazines around their audiences, making them successful in many areas.
Magazines have also learned to adapt to digital platforms by providing digital content as well as print. This flexibility has helped many magazines stay relevant. A study by Comscore Multi-Platform Audience Duplication shows that tech sites outperform magazine publishers in terms of reaching audiences (MPA, 2021). Another study by AAM also shows that digital magazine subscriptions are more popular than print media purchases, but not by much. These studies show how important it is for magazines to use both print and digital to reach a variety of audiences.
While these strengths have helped magazines survive in today's ages, they also face many challenges. One major challenge is the lack of share-ability of print magazines. In an article by Digiday, social media sharing is discussed as a primary challenge for print media, such as magazines. The article states “with social media increasingly replacing the home page as a pathway to the news, publishers are trying to get their content shared as much as possible” (Moses, 2015). In addition to sharing, print magazines also lack the ability to allow readers to access the content easily. A second article states, “digitalization allows us to directly reference these resources with links so that the user can dig deeper into the subject if desired” (WPA, 2020). While magazines are adapting to, and formatting content on digital platforms, print media will always lack this ability to further investigate or easily spread content. This challenge, in my opinion, is what will eventually end print magazines. We live in a society that relies on efficiency, and not being able to access and share content easily will prove to be a breaking point for these upcoming generations.
Work Cited
Moses, L. (2015, February 20). 5 things we learned about magazines' digital challenges. Digiday. Retrieved February 27, 2022, from https://digiday.com/media/5-things-learned-magazines-digital-challenges/
MPA. (2021). Magazine Media Factbook. The Association of Magazine Media.
Silber, T. (2021, December 29). Magazine analyst: New Print-magazine launches more than doubled in 2021. Magazine Analyst: New Print-Magazine Launches More Than Doubled In 2021 12/30/2021. Retrieved February 27, 2022, from https://www.mediapost.com/publications/article/369821/magazine-analyst-new-print-magazine-launches-more.html?edition=124786
WPA. (2020, June 20). New challenges and opportunities in the magazine publishing industry. WPA Online. Retrieved February 27, 2022, from https://wpa-online.org/new-challenges-and-opportunities-in-the-magazine-publishing-industry/
The magazine industry is slowing working its way back into popularity, though the growth is slow. The pandemic is helping the industries cause as many feel like we as a society have had enough of virtual things in our lives. This is seen directly from the 122 new magazine launches this past year. We are still far from the golden age of magazines where there were 454 new launches in 2004, (Silber). However, it is a rebound nonetheless from 2020 where we saw only 60 new launches. Many people still prefer paper copies. In fact, magazines are arguably the most effective form of advertising as you are reaching a large audience. Heavy magazine readers have the most conversations regarding the brand, 34 percent higher than the public, (Association of Magazine Media). So often we see magazines in places like doctors’ offices, gyms, barber shops, etc. These advertisers are always going to win, because people have nothing better to do while they have time to kill. If someone picks it up and just flicks through the pages, it’s a win for the advertisers as they have someone’s undevoted attention for however long they are looking. It’s not like television advertising where you can go on your phone or leave the room with the TV playing. Chances are if you are holding a magazine your eyes are directly on that. If you think of a place like a barber shop, at least in my experience, many of the magazines are sports related and often have advertisements for male care such as shaving cream. This can lead to impulse buys as people are already in that mindset. It’s very effective because one magazine in a barber shop can reach hundreds of people. These are the strengths of magazines as the audience is very targeted and you know exactly who you are reaching.
Part 2- Paul Logue While magazines are effective, they just aren’t as popular as it once was. Like I mentioned, it has rebounded from last year, but is still nowhere near its golden age in the early 2000s. The good news is that the top 25 magazines reach more people than the top 25 primetime shows, (Association of Magazine Media). Another issue facing the magazine industry is how reliant they are on advertising. Over the past decade its estimated that print publications had a loss of 40 billion dollars in ad revenue as many advertisers turn to the digital world, (De Maeyer). Looking at most companies advertising dollars, digital has shifted to number one. Companies just aren’t spending as much on print ads. Unfortunately, no matter how many consumers say they want to hold onto physical things, it’s the advertisers with all the power. Content in any industry isn’t enough without the advertisers.
References Association of Magazine Media, editor. “Magazine Media Factbook.” Maeyer, Brik De. “What Are the Challenges That Magazine Publishers Face Today?” LinkedIn, LinkedIn, 28 Mar. 2019, https://www.linkedin.com/pulse/what-challenges-magazine-publishers-face-today-brik-de-maeyer/. Silber, Tony. “New Print-Magazine Launches More Than Doubled In 2021.” MediaPost, 29 Dec. 2021.
Olivia Kettell 1/2 Despite the majority of the world shutting down because of the pandemic, magazines managed to take off as everyone was stuck at home. Readers were able to still order subscriptions online and have them delivered by the post office even though they could not access stores to buy them in person (Gilligan). Additionally people began to appreciate the feel of a tangible form of entertainment in the midst of boredom and technology overload that came with the start of the pandemic (Silber). Specifically, lifestyle and niche magazines have been flourishing recently. In 2020, out of the 60 new magazines launched, 20 of them were special interest magazines (MPA). In 2021, 17 out of 122 (Silber). Magazines focusing on very specific topics are the ones that are doing quite well, because they provide readers with curated content that they can trust (Gilligan). The magazine industry is also changing overall. Magazines used to be released much more frequently for a lot cheaper and readers were more inclined to throw them away after they were done reading (Silber). However, with magazine companies pairing down to stay afloat they are releasing much fewer issues a year for a higher price. This has made magazines more of collectors’ items, with a wider range of deeper content featured in each issue. Additionally, for prices more than $10 most often people are much less likely to toss them (Silber). As a result of this, magazine companies are playing up their covers and making them more special, and even if some believe that the relevance of magazines is declining their covers are still important for the general public (Testa).
According to the Magazine Media Factbook, the top 25 magazines reached more adults than the top 25 primetime shows in 2021. Because of this, industry players have found that magazines are more trusted to readers in terms of content as well as advertisements. Ads in magazines often fit well with the rest of the content, and therefore means that readers will be more likely to take the suggestion. Printed advertisements are also more effective for readers to remember (MPA). Readers also find that printed and traditional media is more trustworthy, especially more so than social media (MPA).
Olivia Kettell 2/2 While magazines have had a surprisingly successful course during the pandemic, one area that many agree they need to work on is representation. As mentioned by Jessica Testa of the New York Times, model Precious Lee believes that the cover of a magazine is important in documenting history, societal changes, and beauty perceptions (Testa). So even though niche magazines are doing well to serve specific groups of people, larger groups are still feeling underrepresented by the portrayal of people that look like them in magazines. Today the vast majority of magazine executives are White, as are many of the crew members during cover shoots. This poses problems because Black models require different lighting, hair styling, and make up than White models and there is not always someone on hand that can do these things properly (Testa).
It's impressive how magazines are still very successful today despite the general downward trend of print media. Boredom caused by the pandemic and readers searching for a form of entertainment that they can hold in their hands and that fulfills their niche interests all propelled magazines to success in the past two years. However, something that magazine companies should begin looking into more seriously is representation, and how this can serve a wider audience and provide different perspectives to readers.
Works Cited
Gilligan, James. “Magazine Trends in 2021 and Beyond: A Conversation with Mr. Magazine.” Walsworth, 5 May 2021, https://www.walsworth.com/blog/magazine-trends-in-2021-and-beyond-a-conversation-with-mr-magazine. MPA. Magazine Media Factbook, Nov. 2021, https://www.magazine.org/wp-content/uploads/2022/01/2021-MPA-Factbook_REVISED-NOV-2021.pdf. Silber, Tony. “Magazine Analyst: New Print-Magazine Launches More than Doubled in 2021.” Magazine Analyst: New Print-Magazine Launches More Than Doubled In 2021 12/30/2021, https://www.mediapost.com/publications/article/369821/magazine-analyst-new-print-magazine-launches-more.html?edition=124786. Testa, Jessica. “At Top Magazines, Black Representation Remains a Work in Progress.” The New York Times, The New York Times, 2 Sept. 2021, https://www.nytimes.com/2021/09/02/style/fashion-magazines-diversity.html.
Media and therefore advertising is constantly changing at rapid rates. We’re seeing it throughout all facets of media with influencers, streaming, and a lessening popularity of traditional media. In the upfluence article, Lucy Micheloudis states that in 2022, influencers will be crucial partners in delivering a seamless shopping experience, influencers will be key to scaling affiliate marketing, first-party consumer data will drive organic influencer discovery, TikTok creators will continue to drive commerce trends, and the role of influencers will become increasingly professionalized (Micheloudis, 2022). So what does this mean for traditional marketing/advertising? So according to the MPA, magazine growth only slightly declined due to the pandemic, but numbers are as good as ever. The MPA states that the top 25 magazines reach more than the top 25 primetime TV shows. People find magazines to be “trustworthy, inspiring, and life-enhancing” (Magazine Media Factbook, 2021). As we know and have studied, trust is probably the biggest “issue” citizens have with the media today. Nobody knows who they can trust- news outlets are not objective, influencers have beliefs and opinions of their own they’re following, nobody knows who is doing what for money or if they actually care about a cause. This is why it is so crucial and beneficial that magazines have that established trust with their consumers. Magazine subscriptions are also something the industry does well- I think magazine subscriptions were around well before a Netflix subscription was. The reason people keep coming back to their favorite magazine is not because of the subscription, it’s because the MPA found that people find genuine value in what they’re reading in a magazine. Magazines help people out with everything from daily life, to recipes, to celebrity drama, to new products, etc. Another thing keeping magazines at the top of the ladder is their secondary readers. Magazines are found everywhere, so when people read a magazine at the gym, the grocery store, at work, at the doctors, this contributes to sales responses (Magazine Media Factbook, 2021). Another strength of magazine advertisements is the fact that traditional- paper based reading allows for higher comprehension and recall rates, drives sensory involvement, stimulates emotions and desires, and it's even the preferred method of reading, according to the MPA (Magazine Media Factbook, 2021).
Julianna Kessel Part 2 It seems as though some of the strengths of magazines are also the weaknesses. According to Zabanga Marketing, magazines have a high circulation, but are only in a small percentage of households. This means that advertisers seeking that broad reach must add other magazines with a similar audience to their roster. Another weakness of magazines is their lead time with advertisers. “Most major publications have a 30- to 90-day lead time, which means space must be purchased and the ad must be prepared well in advance of the actual publication date. No changes in the art or copy of the ad can be made after the closing date. This long lead time means magazine ads cannot be as timely as other media, such as radio or newspapers, in responding to current events or changing market conditions” (zabanga, 2021). The clutter problem for magazines is also an issue, but also somewhat of a paradox. See, the more successful a magazine is, the more advertising pages it attracts, which then leads to greater clutter. Some magazines actually gauge their success in terms of the number of advertising pages they sell (zabanga, 2021). Some advertisers have even created their own magazines to build relationships with consumers and get rid of this clutter (zabanga, 2021). Regardless, magazines remain one of the most trusted kinds of media to this day, despite clutter and long lead times for advertisers. Avid magazine readers will stay that way. What magazines will look like in 20-30 years however, I do not know. The demographic for magazine readers is typically older.
Fillmore, K. (2022, February 16). Disadvantages of magazines - marketing communications. ZABANGA Marketing. Retrieved March 1, 2022, from https://www.zabanga.us/marketing-communications/disadvantages-of-magazines.html
"Magazine Media Factbook 2021." MPA: The Association of Magazine Media. Accessed 1 March. 2022. Web. Michaeloudis, L. (2022, January 5). 5 influencer marketing trends for 2022 that you should know. Upfluence. Retrieved March 1, 2022, from https://www.upfluence.com/influencer-marketing/5-influencer-marketing-trends-for-2022-that-you-should-know
While magazines have become less popular over the past decade, we are still seeing a demand for this tangible media. Since the new age of technology, magazines have been trying to adapt to meet the wants of their audience so that they can continue to see this demand and stay in business. One adaptation that we have seen is that you are now able to buy digital issues of magazines so that you can access them from your computer rather than having to go out to the store to buy them. While this may contradict the positive aspect magazines have of being able to hold them in your hand, it meets the needs of the current consumer market. Another strong suit that physical magazines have is that you are able to consume media without looking at a screen. Today, it is “the norm” to see younger generations looking at their phones all of the time or streaming tv shows and movies on their laptops. Being able to read up-to-date media through a platform other than technology not only gives people a break from looking at their screens, but it offers a more personal experience. Samir Husni, an expert and advocate for “ink-on-paper magazines” commented, “Magazines are like the movies… Both offer not just content, but an experience,” (Silber). In addition to this, some people just prefer the feel of holding a magazine in their hands. This is comparable to how some people prefer to read from a physical book rather than off of a kindle or laptop. Another benefit that magazines have is that most people will use the internet for specific information while print media offers an array of media which most people would usually not consume online. Supply House Times explains, “Magazines satisfy intellectual curiosity with a broad field of vision that presents an opportunity to learn things readers never thought about before,” (Olsztynski).
Another tactic that magazines use to reach niche audiences is utilizing celebrity exploitation. If someone’s favorite artist, actor, etc. is featured on a magazine cover, it is likely that their fans will go out to buy that magazine. While magazines have many advantages, they still struggle to keep up in this technology-based society. One issue that they face is the environmental argument that producing mass physical media is unnecessary when we are able to access the same media from our laptops. However, The Association of Magazine Media’s new edition “highlights the efforts magazine media publishers are making to enhance environmental sustainability, including using sustainably sourced paper from certified forests, reducing the use of non-sustainable plastics, limiting greenhouse gas emissions – and continuing to educate with incisive and inspiring environmental coverage,” (MPA). Another struggle that they face is that while the way we consume media has changed, so has the way that we perceive what is written about celebrities. A few years ago, it was normal for every magazine to plaster paparazzi photos on their cover with either a rumor or headlines that body shamed. Today, the younger generations are much more vocal about what is considered acceptable to say about other people. If magazines are to publish even one issue about a celebrity where they comment on their physical appearance or private life (i.e. children), that magazine could face not only backlash, but the consequences of cancel culture. Despite all of this, magazines have proven to still be in demand even in our technology-based society.
Sources: "Magazine Media Factbook 2021." MPA: The Association of Magazine Media. Accessed 18 Feb. 2022. Web.
Olsztynski, Jim. “6 Reasons Why Print Media Won't Disappear.” Supply House Times RSS, Supply House Times, 28 Dec. 2012, https://www.supplyht.com/articles/94999-6-reasons-why-print-media-won-t-disappear.
Silber, Tony. “Magazine Analyst: New Print-Magazine Launches More than Doubled in 2021.” Magazine Analyst: New Print-Magazine Launches More Than Doubled In 2021 12/30/2021, 29 Dec. 2021, https://www.mediapost.com/publications/article/369821/magazine-analyst-new-print-magazine-launches-more.html?edition=124786.
Katie Mone
ReplyDeleteToday, many people may say that the magazine industry is dying. Now that practically all media can be consumed online, the vast majority may not see a need for print magazines or print media in general. However, this actually couldn’t be further from true. According to a MediaPost article, there were “122 new print-magazine launches in 2021, representing a sharp rebound from the 60 that launched last year, and offering hope that print media has a strong–though admittedly more boutique–future” (Silber). This more-than-double increase shows that the print magazine is here to stay, and it’s booming!
When you see a statistic like that, it’s only natural to wonder what these magazine companies are doing to maintain their audience and what strategies they’re taking. In the age of dying print along with increased environmental concerns, print magazines have to find ways to adapt. Some ways that magazine publishers are approaching sustainability goals are, “sustainably sourced paper from responsibly managed forests” and “optimized ink usage and increased use of plant-based inks” (Magazine Media Factbook). These eco-friendly solutions will be a key factor in the long-term success of print magazines.
In addition to environmental concerns, more and more people are expressing their desire for physical media. Pretty much every magazine has an online version for easy access. But society has proven that print is surprisingly still superior. Magazine expert Sam Husni said, “It’s the spirit and the need for print. It’s showing that people are sick and tired of the virtual life–print magazines are something to hold, something to feel close to” (Silber). This idea of owning something makes that thing even more meaningful to us as humans, especially post-pandemic when everything was forced to be virtual.
Katie Mone
DeleteI believe the spirit and love for printed items will always exist. There will probably always be some need for media that is tangible and can be held in your hand. According to a study by The Association of Magazine, print magazines are still valued because “reading on paper is slower, and people retain more information when they read something printed” (Fenton). Other reasons named are “stimulating emotions and desires” (Fenton). Magazines also promote sensory involvement, leaving more of an impact on the reader. Nothing quite compares to holding a book, magazine, or newspaper in your hands and reading it.
While the demand for print magazines has undoubtedly slowed significantly in this digital age, there will always be people who will want them. And if not, there is always a digital option that most publishers offer. According to the Audit Bureau of Circulations “overall print circulation dropped 5 percent in the last half of 2017. However, online readership for consumer magazines increased by 37 percent” (Fenton). This could point towards a trend favoring digital over print. So while we may be headed towards a world that is eventually completely online, I believe magazines will still survive. They clearly still have a strong presence, so if they continue staying in line with the times as well as holding onto their traditional aspects, the magazine industry will keep on booming.
Works Cited
Fenton, Tri-County Times |. “Magazines Surviving, Even Thriving, in Digital Age.” Tri-County Times, 24 Aug. 2018,
https://www.tctimes.com/living/magazines-surviving-even-thriving-in-digital-age/article_0f
2c1216-a7b5-11e8-b747-277509de5885.html#:~:text=According%20to%20a%20study%
20presented,when%20they%20read%20something%20printed.
"Magazine Media Factbook 2021." MPA: The Association of Magazine Media. Accessed 18 Feb. 2022. Web.
Silber, Tony. “Magazine Analyst: New Print-Magazine Launches More than Doubled in 2021.” MediaPost 12/30/2021,
https://www.mediapost.com/publications/article/369821/magazine-analyst-new-print-mag
azine-launches-more.html?edition=124786.
Madison Bopp
ReplyDeleteThe magazine media industry is known to be more engaging and more valued than other forms of media (Magazine Media Factbook, 2021). Throughout time, magazines have been more inspiring, fulfilling, and trustworthy, than websites or TV (Magazine Media Factbook, 2021). Magazines have maintained their ability to persuade readers in effective ways. Even with an audience decline to 229.1 million due to the COVID-19 pandemic, the industry is back and almost better than ever before (Magazine Media Factbook, 2021).
The magazine industry overall is adapting to their audiences. In 2021 alone, there were 122 new print-magazine launches (Silber, 2021). This is offering promising hope that print media has a strong future. Most importantly, the old magazine newsstand we once had known and loved has collapsed. Therefore, the magazine industry had to adapt to the change in where people buy and view print media. Advertising had migrated online, and audiences were now being found digitally on Google and Facebook (Silber, 2021). Hence, magazines had to shift to newer online formats to adapt to their audiences.
When it comes to the advertising side of magazines, the industry particularly succeeds in this area. A strength would be that magazines are highly targeted and successful at reaching certain selected audiences (Evok Advertising, 2018). Magazines target a wide range of audiences such as women, parents, health, gardening, sports, and more. Additionally, magazines generally have a very receptive audience. Readers of magazines tend to subscribe and are more likely receptive to the advertising messages found within (Evok Advertising, 2018). Also, consumers of magazines tend to trust what they see and read (Evok Advertising, 2018). Magazines have a third-party credibility that is highly desirable in a digital age of fake news.
On the other hand, there are weaknesses to magazines and their industry. New challenges have arisen when analyzing magazines and their total brand audience. In 2021, Mobile Web, Web, and Video now comprise 58% of the average audience (Magazine Media Factbook, 2021). Print and Digital Editions are 41% of this total (Magazine Media Factbook, 2021). The old traditional ways of reading a magazine have shifted from print to digital. This has proved to be challenging for an industry strictly known for print media and ads. The demand for print magazines has slowed, however there are new and exciting audiences in the digital age.
Madison Bopp
DeleteRather viewing the magazine industry as ‘dying,’ I see it continuing to adapt to its changing media environment. The industry even has a new commitment to environmental stewardship. Now, magazine publishers are adopting responsible business practices that are setting long term sustainability goals for their companies (Magazine Media Factbook, 2021). Therefore, magazines will survive and stay relevant in the foreseeable future. Silber even wrote that there is still a spirit and a need for print (2021). This proves there will always be a desire for magazines whether that is the traditional way of print or the new way of digital.
References:
"Magazine Media Factbook 2021." MPA: The Association of Magazine Media. Accessed 18 Feb. 2022. Web.
Silber, T. (2021, December 29). Magazine analyst: New Print-magazine launches more than doubled in 2021. Magazine Analyst: New Print-Magazine Launches More Than Doubled In 2021. Retrieved February 27, 2022, from https://www.mediapost.com/publications/article/369821/magazine-analyst-new-print-magazine-launchesmore.html?edition=124786
Strengths & Weaknesses of Magazine Advertising. Evok Advertising. (2018, October 2). Retrieved February 27, 2022, from https://evokad.com/strengths-weaknesses-of-magazine-advertising/
Erin Fennell
ReplyDeletePT 1
With today's technological influence, magazines have had to navigate the digital world versus the print media world. However, while you'd think that magazines have begun focusing their content on a more digital platform, print magazines are still reaching their audiences. A recent article by MediaPost states, “there were 122 new print-magazine launches in 2021, representing a sharp rebound from the 60 that launched last year, and offering hope that print media has a strong future” (Silber, 2021). The article continues to explain that “[these launches] show that people are sick and tired of the virtual life, print magazines are something to hold, something to feel close to. There’s nothing closer in media than owning and feeling a paper magazine in your hands” (Silber, 2021). The magazine industry struggled in the early years when digital media was first taking off, but has made a comeback. One of the ways that magazines can maintain popularity, aside from benefiting from people being sick of virtual content, is that they focus on a very niche audience (Silber, 2021). Magazines hone in on a specific customer and content, such as beauty, fashion, healthy foods, exercise, and other lifestyle aspects. They provide an escape from the digital world and build their magazines around their audiences, making them successful in many areas.
Magazines have also learned to adapt to digital platforms by providing digital content as well as print. This flexibility has helped many magazines stay relevant. A study by Comscore Multi-Platform Audience Duplication shows that tech sites outperform magazine publishers in terms of reaching audiences (MPA, 2021). Another study by AAM also shows that digital magazine subscriptions are more popular than print media purchases, but not by much. These studies show how important it is for magazines to use both print and digital to reach a variety of audiences.
Erin Fennell
DeletePT 2
While these strengths have helped magazines survive in today's ages, they also face many challenges. One major challenge is the lack of share-ability of print magazines. In an article by Digiday, social media sharing is discussed as a primary challenge for print media, such as magazines. The article states “with social media increasingly replacing the home page as a pathway to the news, publishers are trying to get their content shared as much as possible” (Moses, 2015). In addition to sharing, print magazines also lack the ability to allow readers to access the content easily. A second article states, “digitalization allows us to directly reference these resources with links so that the user can dig deeper into the subject if desired” (WPA, 2020). While magazines are adapting to, and formatting content on digital platforms, print media will always lack this ability to further investigate or easily spread content. This challenge, in my opinion, is what will eventually end print magazines. We live in a society that relies on efficiency, and not being able to access and share content easily will prove to be a breaking point for these upcoming generations.
Work Cited
Moses, L. (2015, February 20). 5 things we learned about magazines' digital challenges. Digiday. Retrieved February 27, 2022, from https://digiday.com/media/5-things-learned-magazines-digital-challenges/
MPA. (2021). Magazine Media Factbook. The Association of Magazine Media.
Silber, T. (2021, December 29). Magazine analyst: New Print-magazine launches more than doubled in 2021. Magazine Analyst: New Print-Magazine Launches More Than Doubled In 2021 12/30/2021. Retrieved February 27, 2022, from https://www.mediapost.com/publications/article/369821/magazine-analyst-new-print-magazine-launches-more.html?edition=124786
WPA. (2020, June 20). New challenges and opportunities in the magazine publishing industry. WPA Online. Retrieved February 27, 2022, from https://wpa-online.org/new-challenges-and-opportunities-in-the-magazine-publishing-industry/
Paul Logue
ReplyDeleteBlog 4 Part 1
The magazine industry is slowing working its way back into popularity, though the growth is slow. The pandemic is helping the industries cause as many feel like we as a society have had enough of virtual things in our lives. This is seen directly from the 122 new magazine launches this past year. We are still far from the golden age of magazines where there were 454 new launches in 2004, (Silber). However, it is a rebound nonetheless from 2020 where we saw only 60 new launches. Many people still prefer paper copies. In fact, magazines are arguably the most effective form of advertising as you are reaching a large audience. Heavy magazine readers have the most conversations regarding the brand, 34 percent higher than the public, (Association of Magazine Media). So often we see magazines in places like doctors’ offices, gyms, barber shops, etc. These advertisers are always going to win, because people have nothing better to do while they have time to kill. If someone picks it up and just flicks through the pages, it’s a win for the advertisers as they have someone’s undevoted attention for however long they are looking. It’s not like television advertising where you can go on your phone or leave the room with the TV playing. Chances are if you are holding a magazine your eyes are directly on that. If you think of a place like a barber shop, at least in my experience, many of the magazines are sports related and often have advertisements for male care such as shaving cream. This can lead to impulse buys as people are already in that mindset. It’s very effective because one magazine in a barber shop can reach hundreds of people. These are the strengths of magazines as the audience is very targeted and you know exactly who you are reaching.
Part 2- Paul Logue
DeleteWhile magazines are effective, they just aren’t as popular as it once was. Like I mentioned, it has rebounded from last year, but is still nowhere near its golden age in the early 2000s. The good news is that the top 25 magazines reach more people than the top 25 primetime shows, (Association of Magazine Media). Another issue facing the magazine industry is how reliant they are on advertising. Over the past decade its estimated that print publications had a loss of 40 billion dollars in ad revenue as many advertisers turn to the digital world, (De Maeyer). Looking at most companies advertising dollars, digital has shifted to number one. Companies just aren’t spending as much on print ads. Unfortunately, no matter how many consumers say they want to hold onto physical things, it’s the advertisers with all the power. Content in any industry isn’t enough without the advertisers.
References
Association of Magazine Media, editor. “Magazine Media Factbook.”
Maeyer, Brik De. “What Are the Challenges That Magazine Publishers Face Today?” LinkedIn, LinkedIn, 28 Mar. 2019, https://www.linkedin.com/pulse/what-challenges-magazine-publishers-face-today-brik-de-maeyer/.
Silber, Tony. “New Print-Magazine Launches More Than Doubled In 2021.” MediaPost, 29 Dec. 2021.
Olivia Kettell 1/2
ReplyDeleteDespite the majority of the world shutting down because of the pandemic, magazines managed to take off as everyone was stuck at home. Readers were able to still order subscriptions online and have them delivered by the post office even though they could not access stores to buy them in person (Gilligan). Additionally people began to appreciate the feel of a tangible form of entertainment in the midst of boredom and technology overload that came with the start of the pandemic (Silber).
Specifically, lifestyle and niche magazines have been flourishing recently. In 2020, out of the 60 new magazines launched, 20 of them were special interest magazines (MPA). In 2021, 17 out of 122 (Silber). Magazines focusing on very specific topics are the ones that are doing quite well, because they provide readers with curated content that they can trust (Gilligan). The magazine industry is also changing overall. Magazines used to be released much more frequently for a lot cheaper and readers were more inclined to throw them away after they were done reading (Silber). However, with magazine companies pairing down to stay afloat they are releasing much fewer issues a year for a higher price. This has made magazines more of collectors’ items, with a wider range of deeper content featured in each issue. Additionally, for prices more than $10 most often people are much less likely to toss them (Silber). As a result of this, magazine companies are playing up their covers and making them more special, and even if some believe that the relevance of magazines is declining their covers are still important for the general public (Testa).
According to the Magazine Media Factbook, the top 25 magazines reached more adults than the top 25 primetime shows in 2021. Because of this, industry players have found that magazines are more trusted to readers in terms of content as well as advertisements. Ads in magazines often fit well with the rest of the content, and therefore means that readers will be more likely to take the suggestion. Printed advertisements are also more effective for readers to remember (MPA). Readers also find that printed and traditional media is more trustworthy, especially more so than social media (MPA).
Olivia Kettell 2/2
DeleteWhile magazines have had a surprisingly successful course during the pandemic, one area that many agree they need to work on is representation. As mentioned by Jessica Testa of the New York Times, model Precious Lee believes that the cover of a magazine is important in documenting history, societal changes, and beauty perceptions (Testa). So even though niche magazines are doing well to serve specific groups of people, larger groups are still feeling underrepresented by the portrayal of people that look like them in magazines. Today the vast majority of magazine executives are White, as are many of the crew members during cover shoots. This poses problems because Black models require different lighting, hair styling, and make up than White models and there is not always someone on hand that can do these things properly (Testa).
It's impressive how magazines are still very successful today despite the general downward trend of print media. Boredom caused by the pandemic and readers searching for a form of entertainment that they can hold in their hands and that fulfills their niche interests all propelled magazines to success in the past two years. However, something that magazine companies should begin looking into more seriously is representation, and how this can serve a wider audience and provide different perspectives to readers.
Works Cited
Gilligan, James. “Magazine Trends in 2021 and Beyond: A Conversation with Mr. Magazine.” Walsworth, 5 May 2021, https://www.walsworth.com/blog/magazine-trends-in-2021-and-beyond-a-conversation-with-mr-magazine.
MPA. Magazine Media Factbook, Nov. 2021, https://www.magazine.org/wp-content/uploads/2022/01/2021-MPA-Factbook_REVISED-NOV-2021.pdf.
Silber, Tony. “Magazine Analyst: New Print-Magazine Launches More than Doubled in 2021.” Magazine Analyst: New Print-Magazine Launches More Than Doubled In 2021 12/30/2021, https://www.mediapost.com/publications/article/369821/magazine-analyst-new-print-magazine-launches-more.html?edition=124786.
Testa, Jessica. “At Top Magazines, Black Representation Remains a Work in Progress.” The New York Times, The New York Times, 2 Sept. 2021, https://www.nytimes.com/2021/09/02/style/fashion-magazines-diversity.html.
Julianna Kessel
ReplyDeleteBlog 4
Media and therefore advertising is constantly changing at rapid rates. We’re seeing it throughout all facets of media with influencers, streaming, and a lessening popularity of traditional media. In the upfluence article, Lucy Micheloudis states that in 2022, influencers will be crucial partners in delivering a seamless shopping experience, influencers will be key to scaling affiliate marketing, first-party consumer data will drive organic influencer discovery, TikTok creators will continue to drive commerce trends, and the role of influencers will become increasingly professionalized (Micheloudis, 2022). So what does this mean for traditional marketing/advertising? So according to the MPA, magazine growth only slightly declined due to the pandemic, but numbers are as good as ever. The MPA states that the top 25 magazines reach more than the top 25 primetime TV shows. People find magazines to be “trustworthy, inspiring, and life-enhancing” (Magazine Media Factbook, 2021). As we know and have studied, trust is probably the biggest “issue” citizens have with the media today. Nobody knows who they can trust- news outlets are not objective, influencers have beliefs and opinions of their own they’re following, nobody knows who is doing what for money or if they actually care about a cause. This is why it is so crucial and beneficial that magazines have that established trust with their consumers. Magazine subscriptions are also something the industry does well- I think magazine subscriptions were around well before a Netflix subscription was. The reason people keep coming back to their favorite magazine is not because of the subscription, it’s because the MPA found that people find genuine value in what they’re reading in a magazine. Magazines help people out with everything from daily life, to recipes, to celebrity drama, to new products, etc. Another thing keeping magazines at the top of the ladder is their secondary readers. Magazines are found everywhere, so when people read a magazine at the gym, the grocery store, at work, at the doctors, this contributes to sales responses (Magazine Media Factbook, 2021). Another strength of magazine advertisements is the fact that traditional- paper based reading allows for higher comprehension and recall rates, drives sensory involvement, stimulates emotions and desires, and it's even the preferred method of reading, according to the MPA (Magazine Media Factbook, 2021).
Julianna Kessel
DeletePart 2
It seems as though some of the strengths of magazines are also the weaknesses. According to Zabanga Marketing, magazines have a high circulation, but are only in a small percentage of households. This means that advertisers seeking that broad reach must add other magazines with a similar audience to their roster. Another weakness of magazines is their lead time with advertisers. “Most major publications have a 30- to 90-day lead time, which means space must be purchased and the ad must be prepared well in advance of the actual publication date. No changes in the art or copy of the ad can be made after the closing date. This long lead time means magazine ads cannot be as timely as other media, such as radio or newspapers, in responding to current events or changing market conditions” (zabanga, 2021). The clutter problem for magazines is also an issue, but also somewhat of a paradox. See, the more successful a magazine is, the more advertising pages it attracts, which then leads to greater clutter. Some magazines actually gauge their success in terms of the number of advertising pages they sell (zabanga, 2021). Some advertisers have even created their own magazines to build relationships with consumers and get rid of this clutter (zabanga, 2021). Regardless, magazines remain one of the most trusted kinds of media to this day, despite clutter and long lead times for advertisers. Avid magazine readers will stay that way. What magazines will look like in 20-30 years however, I do not know. The demographic for magazine readers is typically older.
Fillmore, K. (2022, February 16). Disadvantages of magazines - marketing communications. ZABANGA Marketing. Retrieved March 1, 2022, from https://www.zabanga.us/marketing-communications/disadvantages-of-magazines.html
"Magazine Media Factbook 2021." MPA: The Association of Magazine Media. Accessed 1 March. 2022. Web.
Michaeloudis, L. (2022, January 5). 5 influencer marketing trends for 2022 that you should know. Upfluence. Retrieved March 1, 2022, from https://www.upfluence.com/influencer-marketing/5-influencer-marketing-trends-for-2022-that-you-should-know
While magazines have become less popular over the past decade, we are still seeing a demand for this tangible media. Since the new age of technology, magazines have been trying to adapt to meet the wants of their audience so that they can continue to see this demand and stay in business. One adaptation that we have seen is that you are now able to buy digital issues of magazines so that you can access them from your computer rather than having to go out to the store to buy them. While this may contradict the positive aspect magazines have of being able to hold them in your hand, it meets the needs of the current consumer market. Another strong suit that physical magazines have is that you are able to consume media without looking at a screen. Today, it is “the norm” to see younger generations looking at their phones all of the time or streaming tv shows and movies on their laptops. Being able to read up-to-date media through a platform other than technology not only gives people a break from looking at their screens, but it offers a more personal experience. Samir Husni, an expert and advocate for “ink-on-paper magazines” commented, “Magazines are like the movies… Both offer not just content, but an experience,” (Silber). In addition to this, some people just prefer the feel of holding a magazine in their hands. This is comparable to how some people prefer to read from a physical book rather than off of a kindle or laptop. Another benefit that magazines have is that most people will use the internet for specific information while print media offers an array of media which most people would usually not consume online. Supply House Times explains, “Magazines satisfy intellectual curiosity with a broad field of vision that presents an opportunity to learn things readers never thought about before,” (Olsztynski).
DeleteAnother tactic that magazines use to reach niche audiences is utilizing celebrity exploitation. If someone’s favorite artist, actor, etc. is featured on a magazine cover, it is likely that their fans will go out to buy that magazine. While magazines have many advantages, they still struggle to keep up in this technology-based society. One issue that they face is the environmental argument that producing mass physical media is unnecessary when we are able to access the same media from our laptops. However, The Association of Magazine Media’s new edition “highlights the efforts magazine media publishers are making to enhance environmental sustainability, including using sustainably sourced paper from certified forests, reducing the use of non-sustainable plastics, limiting greenhouse gas emissions – and continuing to educate with incisive and inspiring environmental coverage,” (MPA). Another struggle that they face is that while the way we consume media has changed, so has the way that we perceive what is written about celebrities. A few years ago, it was normal for every magazine to plaster paparazzi photos on their cover with either a rumor or headlines that body shamed. Today, the younger generations are much more vocal about what is considered acceptable to say about other people. If magazines are to publish even one issue about a celebrity where they comment on their physical appearance or private life (i.e. children), that magazine could face not only backlash, but the consequences of cancel culture. Despite all of this, magazines have proven to still be in demand even in our technology-based society.
DeleteSources:
"Magazine Media Factbook 2021." MPA: The Association of Magazine Media. Accessed 18 Feb. 2022. Web.
Olsztynski, Jim. “6 Reasons Why Print Media Won't Disappear.” Supply House Times RSS, Supply House Times, 28 Dec. 2012, https://www.supplyht.com/articles/94999-6-reasons-why-print-media-won-t-disappear.
Silber, Tony. “Magazine Analyst: New Print-Magazine Launches More than Doubled in 2021.” Magazine Analyst: New Print-Magazine Launches More Than Doubled In 2021 12/30/2021, 29 Dec. 2021, https://www.mediapost.com/publications/article/369821/magazine-analyst-new-print-magazine-launches-more.html?edition=124786.