Lifestyle & Niche Media
Print to Digital: How the Magazine Industry Is Changing
Print to Digital: How the Magazine Industry Is Changing
By: MaryKate Lavan
There is now an increasing move toward making most things digital. We no longer live in a time where it is commonplace to pick up a magazine or newspaper when you can simply search for it on your phone, but this is also something to further explore. While some may want that actual object, there is no denying that the magazine industry has been moving toward a different model.
A prime example of this can be seen in the year-end social media report released by the Magazine Media Industry in which it states that readership of digital edition magazines has more than quadrupled over the past 3 years (MPA). Those numbers really say something about the power that this industry still holds. Furthermore it is also important to distinguish the difference between a digital edition of a magazine versus an online website.
The Editor-in-Chief and V.P. of Brand Content, Robbie Myers, of the U.S. edition of Elle discusses the importance of new advertising tactics, technology, and digital integration. It is also interesting to note that “Hearst separates its print staff from its digital staff, meaning [Myers] doesn’t oversee elle.com” (Steigrad). While Elle UK is completely integrated Myers thinks that it is really challenging and doesn’t “think that model is really in the big American magazine structures yet” (Steigrad). She also thinks, “that Elle should be in any medium that it can be, so long as it is an active expression of the brand” and to that extent when asked where she sees the magazine in five years, Myers responded by saying “I see the movie. I see the television station and the television show” (Steigrad). While this might be a bit of a tongue-in-cheek response I think that it also shows that there are no longer limitations when revamping something in this industry.
Similarly People has a print edition, digital edition, and a website. This means that on a mere financial basis, People can make money from print subscriptions/off the stands, digital subscriptions, and from advertisements on the website. So while there seems to be a great deal of money made by going digital, there are also those who have chosen to abandon print completely. Ed Coburn wrote an article entitled “5 Pubs Who Abandoned Print For Digital-Only Magazines” which discusses why publishers made the switch. Among other magazines listed, Newsweek might be the most notable as it has been around for more than 80 years. Coburn says that “the creation of the Newsweek app saw a bump in ad pages by 13.3% and they developed a relationship with The Daily Beast” (Coburn).
While some magazines like the example above are almost forced to go digital rather than go out of business, others see it a bit differently. According to Samir “Mr. Magazine” Husni, going digital completely will not work because “while they are becoming increasingly adept at generating revenue from their Web sites, Web-only publishing models cannot supplant a print and Web model” (Lukovitz). Perhaps this means that print editions are still valid and accepted despite the growing move toward a more digital presence in the industry.
Similarly, the influence that print magazines has on readers to purchase or lease vehicles and to buy entertainment goods and services is higher than those seen on internet, TV, radio, and newspapers (MPA). Advertisers gain a great deal of traction through print and it seems that this is something that will stay for some time. We often tend to think that print anything is becoming obsolete because of examples seen with newspapers, however the MPA study suggests differently. Print magazines are in every doctor’s office, airport, grocery store, salons, etc. which might lead to you buy one to pass time or simply because the content interests you.
This seems to show that we are at a bit of a crossroads in determining which one (print or digital) will become the dominant mode. I believe that the foundation and history that revolve around print magazines maintains their acceptance in modern society, but the appeal of digital anything pushes them to the next level. The other appeal that magazines offer is that there is an option for pretty much anyone no matter the preference. Despite the vast changes seen throughout the industry there is the sense that as long as companies adapt and understand their brand presence, they could stand the test of time.
Works Cited
"2015
Magazine Media Factbook." MPA: The Association of Magazine
Media. Accessed 7 Feb. 2016. Web.
Coburn, Ed.
"5 Pubs Who Abandoned Print For Digital-Only Magazines." Mequoda
Daily RSS. N.p., 25 Aug. 2015. Web. 02 Mar. 2016.
"ELLE."
ELLE. N.p., n.d. Web. 04 Mar. 2016.
Lukovitz,
Karlene. "Perception Vs. Reality: Print's Power in a Digital Age." Perception
Vs. Reality: Print's Power in a Digital Age. N.p., n.d. Web. 04 Mar. 2016.
"Special
Offer from PEOPLE Magazine!" Special Offer from PEOPLE Magazine!
N.p., n.d. Web. 04 Mar. 2016.
Steigrad,
Alexandra. "Media People: Robbie Myers on Why Women’s Magazines
Matter." WWD. N.p., 11 Sept. 2015. Web. 02 Mar. 2016.
I also agree with MaryKate about how our generation is living in a digital world. Everything is digital, especially because we are always on our phones or laptops or other digital devices. There are certain times where we would want the actual object, like a magazine or a newspaper to read from. For me personally, I know sometimes having the actual magazine to read from is nice when your flipping through the pages, instead of scrolling down the website on your phone. This digital age we are living in is defiantly causing the magazine industry to change.
ReplyDeleteI do not think it is surprising that the percentage of people to read magazines has quadrupled over the past 3 years. It only makes sense knowing that we are constantly on our phone reading the news as well as on different applications. The Magazine Media Industry Releases Year-End Social Media Report says, “The only media industry to capture and report brands’ social media performance across networks, the Social Media Report data shows that affiliation with magazine media brands continues to grow on the five social networks measured.” I think it is great that some of the magazine companies have gone with the flow by creating apps for the mobile devices. This is convenient for the customer to still be able to read the magazine, without actually buying one. Magazines are now going to have to go down the road of changing their ways in order to keep up with this digital age. Another thought is that these magazines are creating apps for their company; they are able to expand their brands as well as get more possible interest than they may have previously had.
We live in a world where everything is constantly changing, so the magazine industry also has to keep up by revamping. Like MaryKate says, the charging and prices of the magazine and subscriptions also come into play digitally. We have the access to get a few issues, a subscription and the daily stories through an app or by subscribing. Some may not like this but I think in the end this is more cost effective as well as convenient.
People are also very passionate about recycling so I think having magazines on digital platforms is effective because then we don’t have magazines lying around our houses and we are not wasting resources. Some people may think the print versions may never die and some disagree. I think it is hard to say just because our lifestyle highly relies on digital devices. However, I think it is something to think about. As time goes on and new generations arise, these people will only be introduced to digital magazines. In the “22 Tweetable Truths About Magazine Media” I found that, “Magazine media video viewership grew 14% in Q1 2015 vs. 2014.” Next year I predict that this percentage will only go up! Up coming generations will not or may never know an actual magazine unless it is online. I do not think the magazine business will ever go out of business, I just think they will have to fully go digital one day. Instead of picking up a hard copy in a doctor’s office or an airport, we will be scrolling through our phones.
Describing it as a crossroads it a good way to think about it because who knows what will actually happen? I definitely predict that one-day as the world has new generations, they will have everything totally digital. Technology and people are changing every day and we cannot change that just because some people enjoy having the hard copy. As long as the companies are able to revamp by going digital, I think they will do just fine! People aren’t going to stop reading magazine articles; they are just going to change how they do it.
Works Cited
"22 Tweetable Truths About Magazine Media." MPA: The Association of Magazine
Media. Accessed 7 Feb. 2016. Web.
"Magazine Media Industry Releases Year-End Social Media Report." MPA: The
Association for Magazine Media. 29 Jan. 2016. Web.
Gina Albano
ReplyDeleteMagazines took a hit when the digital world exploded, but it’s easy to see they are taking advantage of social media and the digital world. With the massive expansion of social media in today’s society, it’s only a matter of time before companies are relying on their social media presence to stay relevant. Social media makes companies more accessible. In the article “Magazine Readers are Social,” it states that sharing magazine content is important to young digital readers. The idea of social media has completely changed the experience of reading a magazine. The more magazines establish their brand online, the more audiences they can draw in.
According to the article, readers are heavily using social media to enhance their media experience and to share content. By having a strong social media presence, readers are going to be drawn to profiles of stories that are being shared. Magazine readers 18-34 years old are highly connected to social media according to the article “Magazine Readers are Social.” If these magazines can create sharable content, they are using social media and its capabilities to adapt to the digital age. It isn’t just about getting people to read your magazine anymore, it’s about getting readers to share that information.
Readers are now expecting magazines to have a presence on social media. “48% of avid magazine readers and 37% of total respondents claim that it is important to them that a magazine has a Facebook page” (MPA). Facebook, according to the article, was looked at as the best way to engage with a magazine on social media. Readers are able to share, connect, and comment on articles being written. These numbers show to survive, magazines need to adapt their formats to fit social media accounts. Although they may connect on all social media sites, the differences give them more opportunities to reach different audiences.
There is the important factor of how social media is accessed now. With the rapid growth of smartphones, magazine readers can have their favorite stories on their cellphones. Magazines need to be aware of the power of smart phones when it comes to reading and sharing content. According to the article “Magazine Media Readers and Smartphones,” 60% of respondents have visited a magazine’s website after reading an article on their smartphones. They expect their digital versions to be more up to date than the print versions. Being able to access magazines on their smartphones gets more readers involved. They share more about the magazine on social media as well as word of mouth.
Overall, readers are more willing to pay a subscriptions to a magazine knowing they can access it on all of their platforms, as well as print. This is a digital era, and magazines need to adapt to these changes in order to survive. If they can establish themselves on these digital platforms, they are going to be able to stay current and relevant. One day the novelty of flipping through a magazine is going to wear out. Millennial and people of this new generation are looking for convenience. They are connected to the digital world. They have multiple platforms to use whether it’d be laptops, tablets, or smartphones. If magazines can be offered on all of these platforms while also establishing themselves on social media, there won’t be a need for printed copies. I think magazines have the ability to establish themselves digitally so when print becomes irrelevant they will survive.
Work cited
"Magazine Media Readers & Smartphones." MPA: The Association of Magazine Media.
“Magazine Readers are Social.” MPA: The Association of Magazine Media.
When I think about magazines I always picture the endless racks of glossy magazines at Barnes & Noble. As the digital revolution continues to change how and where we view our content many argue the days of Barnes & Noble are numbered. However, as long as these stores are around, magazines will be too. As Mary Kate’s post mentioned, magazines are home to waiting rooms, check out aisles and even the occasional home subscription. Magazines have longevity because people still like to pick them up and look through them, especially if the cover catches their eye. There is a physical component to reading a magazine that is often absent from the experience of reading a magazine on the web or on a device.
ReplyDeletePersonally, I enjoy “treating” myself to a magazine every so often. When it comes to hefty fashion magazines like Porter or Harpers Bazar, I look forward to flipping through the colorful spreads and latest trends. While I do follow some of their social media, such as Porter Magazine’s Instagram, I wouldn’t trade my physical copies for the web or app version. Yet, some people are completely the opposite and like the convenience of magazines on their ipads on the daily commute or between classes. I think it comes down to an issue of personal preference and the reasons people buy magazines in the first place. For example, my mom likes to have magazines on the coffee table, so I don’t think she would substitute them with an Ipad. I would say the same goes for waiting rooms, but maybe it’s only a matter of time before they all go digital.
When it comes to something like celebrity gossip, I’m not going to pursue this “news” in magazines or there web counterparts. I think people like the media component for this reason, because you can filter your preferences in your Twitter feed etc., though I still believe that people are generally reading magazines. I am particularly interested in the article, “22 Tweetable Truths about Magazine Media” because the statistics speak for themselves. According to the article, “231 print magazines launched in 2014- a 25% increase over 2013.” Perhaps this is because 61% of readers take action after reading a print magazine ad” (MPA: The Association of Magazine Media). These numbers indicate that magazines are in fact still being read and enough so that new publications have been successfully launched in recent years.
While I do understand why magazines would capitalize on a digital market and opportunities for expansion, I don’t think we will see them disappear from grocery checkouts anytime soon. Magazines have longevity that will enable them to exist alongside their digital components. And for those who claim, “print is dead” I beg to differ and so do the facts. When surveyed, 93% of Twitter respondents say they have read or looked at a print magazine in the last 60 days while 37% say they have read a digital edition (MPA). Print magazines are not a causality of the digital era … not quite yet, anyways.
Works Cited:
"22 Tweetable Truths About Magazine Media." MPA: The Association of Magazine Media. Accessed 7 Feb. 2016. Web.
“Magazines Readers are Social.” MPA: The Association of Magazine Media
I’d like to start off by saying that typically when individuals see something in print on a physical page it becomes instantly more believable. Granted that is an assumption that I’ve made, but I’m sticking to my guns as I believe it’s true. Have you ever heard the phrase “don’t believe everything you see on the internet?” Well, I don’t believe that there is a phrase that pertains to not believing what you see in print. With websites like The Onion, it can sometimes be difficult to distinguish between what is true and what isn’t. Although that may be because people have been known to do some pretty insane things in the past.
ReplyDeletePrint will remain relevant, but so will digital media. I believe that Elle’s move to connect their platforms is very smart. They are quite literally bringing both worlds together to deliver a story. The number one thing in advertising is to never steer your audience away from your content. Elle has the bases covered by directing print readers to their online edition and by directing their online readers to their various forms of social media.
Another important factor to consider is an influencers power on social media. Influencers have become the web-based celebrities of our generation, and their thoughts are just as important, if not more so, than those of celebrities. For example, “The choice by “The Amazing Race” producers to seek contestants with large followings online reflects the growing importance of social media: It’s no longer a back door to stardom, but a necessary tool to land a first interview” (Wells). Influencers have the ability to connect with their audience in a more organic way than the way that celebrities interact with their fans. This is not the first time that web-based celebrities have been invited to participate in “The Amazing Race,” and I’m assuming that it will not be the last. This is not the first time that influencers have been involved with things like this. Certain magazines will reach out to them and feature their stories as a way to connect both worlds. Clothing companies will also reach out to them to promote their new lines of clothing.
The prominence of magazines is expanding to new platforms and so the industry is expanding. According to MPA, “The Association of Magazine Media, revealed that magazine media brands added 220 million new Likes/Followers in 2015, a 38% growth in social media across Facebook, Twitter, Instagram, Google+, and Pinterest (Magazine Media Industry Releases Year-End Social Media Report). This growth is necessary in order to build an online presence, which has become very important for a successful business.
I believe that while it is not necessary for a company to go entirely digital, the digital world helps with promotion. People are still going to look for something physical to read, but having an online counterpart helps connect users to a magazine they are fond of in multiple ways.
Works Cited
"Magazine Media Industry Releases Year-End Social Media Report." MPA: The
Association for Magazine Media. 29 Jan. 2016. Web.
Wells, Georgia. "YouTube, Vine and Instagram Stars Invade ‘The Amazing Race.’"
Wall Street Journal. 12 Nov. 2015. Web.
This comment has been removed by the author.
ReplyDeleteThis comment has been removed by the author.
ReplyDeleteMaryKate, I completely agree with your first paragraph that there is a push for everything to become digital. “There is now an increasing move toward making most things digital. We no longer live in a time where it is commonplace to pick up a magazine or newspaper when you can simply search for it on your phone, but this is also something to further explore. While some may want that actual object, there is no denying that the magazine industry has been moving toward a different model.” While on the train rides into New York City for my internship, I noticed the decline in newspapers being read by other passengers. Newspapers and magazines have become so easily accessible through our smartphones, tablets and laptops it is not necessary to carry around a large paper or heavy magazine on your morning commute. “On average, 2.6 different magazine apps have been downloaded onto smartphones owned by 18–34 year old magazine readers.” (MPA: "Magazine Media Readers & Smartphones.") I wouldn’t download and subscribe to a magazine because I like to find my “gossip” or “beauty tips” on their social media pages. I like to follow People Magazine on Instagram because I can click on a post on a celebrity that I like. For example, I love following Chrissy Teigens and her pregnancy looks and People is always posting photos of the model out and about on the streets.
ReplyDeleteWhen I am traveling, I like to grab a magazine or two before I get on the plane if I don’t have any homework to do or while I am sitting the hair salon. I only read magazines on my smartphone if I come across an article that interests me on social media that a magazine has posted. For avid magazine readers, I think that digital magazines is become the “dominate mode”. “For the most part, those 18–34 personally own a digital device and access multiple social platforms. They have a healthy appetite for media and believe that technology has improved the experience of accessing media.” (MPA: “Magazine Readers are Social”) Like newspaper, magazines are becoming accessed more digitally because it is easily accessible for readers, rather than going to a store and purchasing multiple magazines, it is literally at our fingertips.
MaryKate, in her final paragraph said, “I believe that the foundation and history that revolve around print magazines maintains their acceptance in modern society, but the appeal of digital anything pushes them to the next level.” I couldn’t have said it better myself. The appeal of accessing anything digital is and will always be appealing, especially with millennials. I hope that print magazines never die, what will I read on my long flights or while I am waiting an hour for my doctor to see me?
Works cited
"Magazine Media Readers & Smartphones." MPA: The Association of Magazine Media.
“Magazine Readers are Social.” MPA: The Association of Magazine Media.
This comment has been removed by the author.
ReplyDeleteI agree with you, MaryKate. Magazines defy a lot of the odds. They’re a product that succeeds equally well in all mediums, even in print. When most publishers are moving away from print because they’re losing money the magazine industry is still succeeding in it. The 22 Tweetable Truth About Magazine Media article says, “91% of U.S. adults read print magazines.” They reach all different demographics and they do so successfully. The same Tweetable Truths article says, “People under 35 read more print magazines than people over 35.” As a generation focused on technology it’s odd that we still consume some print media. This fact just speaks to the success of the magazine industry. Some of this could be due to the accessibility, like mentioned by MaryKate’s, in doctor’s offices, nail salons, airplanes, and really any waiting room. Magazines are everywhere and have great influence and power of consumers. Magazines, like Seventeen, have a huge affect on teens. I remember as a teenager I loved Seventeen; I’ve purposely bought things because I saw them in the magazine. I’ve tried hairdos that I saw in the magazine. They have a strong-hold on niche audiences. Through time despite the changes in the technology they are able to continue keeping the attention of their niches. The Tweetable Truths article also said, “There are over 7,000 print magazine titles in the U.S.—holding steady for 7 years.” They’ve even done well transitioning with the changing times. An article by The Association of Magazine Media said that, “Magazine media generates more social actions than any other medium” (MPA). They get the attention of that niche and then draw them to their content on all mediums, multiplying their ability to make money through ads and others. The idea of a magazine is a great idea. They generate topic specific content and if someone enjoys that topic they can get a product that is generally filled with information they will enjoy, and often they will be intrigued by all of it. Publisher’s ability to translate the magazine to different mediums has arguably made their appeal greater. People can now consume niche media from a source they enjoy in many forms. Instagram draws people to their content, and they can explore that content further with subscriptions and websites. People will be more inclined to explore if they know it’ll interest them and they can become more knowledgable. It’s interesting to realize that magazines are succeeding in a world where many things sink or swim. Magazines aren’t just swimming. They’re soaring. It’ll be interesting to see what they do next.
ReplyDeleteWorks Cited
"22 Tweetable Truths About Magazine Media." MPA: The Association of Magazine Media. Accessed 7 Feb. 2016. Web.
Report compiled by MPA: The Association of Magazine Media. It was published on the organization's website and can be found at this address: magazine.org/socialresearch
Ryan Lawler
ReplyDeleteI think it makes sense that the magazine and newspaper industries are turning away from print and towards digital media. Social media profiles especially attract younger generations. The use of twitter for example can be a far more efficient way to get information out at a more rapid and less expensive rate. Not only can magazines get information out for less money, but consumers can also reach them then for far less money. Factoring in the money made by tweeting sponsored content and Social Media/Digital print seems to be a no brainer for both the magazine and newspaper industry.
“Magazine media generates more social actions than any other medium, with 9.5 billion actions in 2015, compared to television media in the second spot with 7.5 billion and online media with 6.6 billion, according to Shareablee.” (Magazine.org) These numbers show insight into just how much potential there is on social media for magazine companies. I myself never buy a hard copy magazine. I do however frequent websites for companies such as: Car and Driver; Sports Illustrated etc. I spend no money on subscriptions and I am able to view interesting content from the same sources, for me it is a win, win scenario.
From reading our article about perception vs reality, I see that the magazine industry is not however dead. There is still good cause to believe that the print magazines that do well digitally, will still perform well in print. Digital media cannot revive a dead or dying magazine company. It is ultimately the quality of the source that determines a magazines final success of failure.
"22 Tweetable Truths About Magazine Media." MPA: The Association of Magazine Media. Accessed 7 Feb. 2016. Web.
"Magazine Media Industry Releases Year-End Social Media Report." MPA: The
Association for Magazine Media. 29 Jan. 2016. Web.
I agree with Mary-Kate when she mentioned “We no longer live in a time where it is commonplace to pick up a magazine or newspaper when you can simply search for it on your phone, but this is also something to further explore.” Online subscriptions are something that keeps these magazines convenient and relevant. You can now sign up for constant email updates regarding your desired magazine. “The Association of Magazine Media, revealed that magazine media brands added 220 million new Likes/Followers in 2015, a 38% growth in social media across Facebook, Twitter, Instagram, Google+, and Pinterest” (Magazine Media Industry Releases Year-End Social Media Report).
ReplyDeleteMagazine’s golden age was in the 90’s and it has become a tough sell in this ever-emerging digital age. However, lets not bury magazines just yet. People still read them, it’s a great environment to showcase great creative and if you're trying to reach an affluent audience magazines might just be your ticket. The magazine is still very much alive and let’s admit it people, everyone reads People. With a 12 time pass along rate (every copy of an issue is read by an average of 12 people), you can’t get away from the Kardashians even if you tried.
Although magazines have become more prevalent on a digital platform, they are not sinking as fast as newspapers. I think magazines are still succeeding because of the fact that it’s a tangible item that isn’t just used for reading. This is what I’m getting at. For example: Magazines are almost therapeutic. It’s addicting. I still get magazines sent to my house. It’s also decorative. Magazines are used as decorations for a family room, a bedroom, bathroom, offices, etc. What about when you are at the airport and your about to board your plane. The first thing I grab is chocolate Whoppers and about three different magazines.
Aside from the decorative aspect, magazines are meant for points of interest. Fashion magazines, outdoor magazines, specific sports magazines, entertainment magazines, etc., there are too many things to write about and read about. Not every single one of these magazines are going to flourish on the web.
That definitely doesn’t mean that web magazines aren’t booming as well. Like I mentioned in the beginning, it’s all about convenience. “On average, 2.6 different magazine apps have been downloaded onto smartphones owned by 18–34 year old magazine readers” (MPA: "Magazine Media Readers & Smartphones).
WORK CITED:
"Magazine Media Industry Releases Year-End Social Media Report." MPA: The
Association for Magazine Media. 29 Jan. 2016. Web.
"Magazine Media Readers & Smartphones." MPA: The Association of Magazine Media.
I agree with Mary-Kate when she mentioned “We no longer live in a time where it is commonplace to pick up a magazine or newspaper when you can simply search for it on your phone, but this is also something to further explore.” Online subscriptions are something that keeps these magazines convenient and relevant. You can now sign up for constant email updates regarding your desired magazine. “The Association of Magazine Media, revealed that magazine media brands added 220 million new Likes/Followers in 2015, a 38% growth in social media across Facebook, Twitter, Instagram, Google+, and Pinterest” (Magazine Media Industry Releases Year-End Social Media Report).
ReplyDeleteMagazine’s golden age was in the 90’s and it has become a tough sell in this ever-emerging digital age. However, lets not bury magazines just yet. People still read them, it’s a great environment to showcase great creative and if you're trying to reach an affluent audience magazines might just be your ticket. The magazine is still very much alive and let’s admit it people, everyone reads People. With a 12 time pass along rate (every copy of an issue is read by an average of 12 people), you can’t get away from the Kardashians even if you tried.
Although magazines have become more prevalent on a digital platform, they are not sinking as fast as newspapers. I think magazines are still succeeding because of the fact that it’s a tangible item that isn’t just used for reading. This is what I’m getting at. For example: Magazines are almost therapeutic. It’s addicting. I still get magazines sent to my house. It’s also decorative. Magazines are used as decorations for a family room, a bedroom, bathroom, offices, etc. What about when you are at the airport and your about to board your plane. The first thing I grab is chocolate Whoppers and about three different magazines.
Aside from the decorative aspect, magazines are meant for points of interest. Fashion magazines, outdoor magazines, specific sports magazines, entertainment magazines, etc., there are too many things to write about and read about. Not every single one of these magazines are going to flourish on the web.
That definitely doesn’t mean that web magazines aren’t booming as well. Like I mentioned in the beginning, it’s all about convenience. “On average, 2.6 different magazine apps have been downloaded onto smartphones owned by 18–34 year old magazine readers” (MPA: "Magazine Media Readers & Smartphones).
WORK CITED:
"Magazine Media Industry Releases Year-End Social Media Report." MPA: The
Association for Magazine Media. 29 Jan. 2016. Web.
"Magazine Media Readers & Smartphones." MPA: The Association of Magazine Media.