2. I will be analysing two articles
from The Economist one from 2007
and the other from 2012 to see how
the magazine industry has changed
and what the future of the
magazine industry hold and if so
then what companies are doing to
get ahead of the game.
3. 27th September 2007 Article „Out of Vogue‟
Magazine industry it get hassle from all directions not only online, but off. As
the credit crunch hits hard and magazine consumers decrease the price of
magazine increase and „the cost of attracting and keeping new subscribers has
risen‟. The internet has effected magazine industry quite badly especially the
men specific magazines.
Although the readers who do still by magazines love them for there „portability
and glossiness‟ which cannot be recreated online. Another interesting point
made was that magazine were not loosing many of there younger readers, nor
are they loosing there much older generation. Neither are advertising majorly
loosing out except in newspapers as they move to the internet.
A key problem at this time was publishers were not keen on moving there
magazine online there were hesitant „ “Eighteen months ago the internet was
something they worried about after 4pm on Friday,” says Peter Kerensky, a
consultant to the media industry, “but now it's at the heart of their business
model.” ‟. So magazines are unsure where they are to go online at first, but then
may the if leap of faith as those who have seem to be getting a steady increase of
readers.
The larger companies seem to be putting a lot of work into there online sites to
make them fun and interesting to read. Although many magazine have
disagreed on whether to go use the internet as they have fears as internet
communities have already formed they will not be able to break though and go
viral.
Overall I felt the final lines perfectly surprised the situation at hand „It is
possible that no one will pay a good price for consumer magazines at the
moment. That would add to the industry's gloom. But it might also encourage
media conglomerates.„ These final lines are say although magazine may sill want
to print only they should completely rule of modern technology, but keep an
open mind about it as with time there views may change.
4. 9th June 2012 Article „No News is Good News‟
The opening line of „“PRINT is dead” was a common refrain a couple of
years ago.‟ Indicates that the magazine industry are fighting back to get
there revenue up and their readers back.
Although the advertisement published in magazines and newspapers
have so far been keeping the industry afloat the are trying to reduce the
amount and move them to the web. „More new magazines were launched
than closed in 2011 for the second year in a row‟ Things are starting to
lookup for the magazine industry as the number of magazine out there
are on the increase as they is more niche markets to sell to. Again it is
brought to light that the younger readers seem to be at the for front of
the magazine industry with no change in numbers.
They say magazines are reducing the number of ads and there‟ material
has a longer shelf life‟. Although people seem to strongly connect with
magazines unlike newspaper as they are created for specific types of
people which leads to advertisers loving the magazine for.
The web has played a small fraction in the money made by magazines,
but Ipads and other tablets may change this. The number of ads are high
on tablets as they are easier to access the product being sold and are
„engrossing, well-designed experiences instead of forests of text and
links'. Although publishers are trying to experiment with the prints and
see what draws the readers in more those magazines that are published
online and accusable on table are focusing on the more interactive side.
„Publishers are finding ways to rely less on advertising. They are looking
to make more not only from subscriptions but also from other sources.‟
As no one enjoys reading a magazine with to many ads again to help
increase the numbers of readers. Another thing publishers have looked
into and started to put in practise is choosing adverts that fit in with
there target audience so are more acceptable and helpful for those
readers.
A point which I think is key to the magazine industry that means it will stay afloat and not totally
collapse is „The ability of magazines to inspire fierce loyalty among readers means there are also lots of
small-time, quirky successes „
5. To conclude I think over time the magazine industry has had
major dips at times in sales, but has also been ale to pick itself
up again. Although there has been obstacle to over come and
except like new technology again the magazine industry has
taken it in its stride. Even with the problems faced in 2012 such
as to many adverts there has also been positives such as more
magazines been started and niche markets widening. I think if
the magazine industry has been able to pull through all these
issues it still has many more years to go with both printed
copies and online websites as long at the industry keeps an
open mind and constantly experiment with different formats.
