THE FUTURE OF PRINTED MAGAZINES BETWEEN SOCIAL MEDIA AND NEW DIGITAL DEVICES Dario Bonazelli [email_address] Trends and Strategies in the Creative Industries 2009/2010
Sofie Spindler Question <ul><li>Have digital media and interactive media influence, pushed and reinvented the structure of classic magazine’s form? </li></ul><ul><li>How will the future of the glossy magazines be ? </li></ul>
My question: How will the future of printed magazine looks like?
As media change, our perception change <ul><li>According to Marshall McLuhan our perception is deeply influenced once a new medium appears in everyday life and overcomes the one already existent. For instance, the invention of the press brought the cultural dominance of the visual over the oral </li></ul><ul><li>As Walter Benjamin (1936) argued, the introduction in the early twentieth century of new techniques to produce, reproduce and circulation works of art on a mass level, has radically changed the attitude towards the art of both artists and the public </li></ul>
New technologies never completely replace old technology… The invention of camera didn’t replace paintings Cars didn’t replace horses
… we generally found new purposes for “old tech” New art movements emerged: Impressionism Cubism Surrealism… New purposes for horse riding
Carlota Perez Where we are now in digital revolution?
<ul><li>Newspaper circulation in U.S is down 7 millions over the last 25 years </li></ul><ul><li>Last 5 years unique readers of online newspapers are up 30 million </li></ul><ul><li>( Source: Newspaper Association of America ) </li></ul>Chicago Sun-Times, The Star Tribune Holdings Corporation, the Journal Register Company, Philadelphia Newspapers LLC The Rocky Mountain News, Portfolio, PC Magazine Domino, Country Home … ( Source Associated Press ) Bankruptcy!
Advertisers invest strongly on the Web and less and less on printed versions Readers are not stopping reading they rather go on the Internet
<ul><li>Magazine’ format fits better the challenge of internet than newspapers </li></ul><ul><li>There are titles for every kind of interests (niche market) </li></ul><ul><li>More visual content </li></ul><ul><li>Magazine circulations are not declining as rapidly as those of newspapers </li></ul>
<ul><li>With the proliferation of niche titles , it could be argued that magazines share some of the targeted quality of web sites. Magazines could in fact be called “ new old media ” or “ old new media ” </li></ul><ul><li>Magazines are old new media that are going to be destructed creatively by digital interactive media </li></ul>
Changing overtime 1942 - A romantic kiss image fully dominates the cover: may it be a consequence of the wide diffusion of photography ? 1897 - Old-fashioned title, no images and index in full 2009 - A well-endowed model in the center and dazzling titles at her sides in a non-linear order as the hyperlinks are arranged on the website
How to save magazines? <ul><li>Reduce print copies and implement new strategies of distribution in order to minimize such costs </li></ul><ul><li>Websites and printed version of the same magazine needs to provide different services in order to avoid annoying repetitions and inefficiencies </li></ul>
How to save magazines? <ul><li>Adding an artistic value to the content. </li></ul><ul><li>How? Designers can do that. </li></ul>
How to save magazines? <ul><li>Developing co-creativity by crossing media operations </li></ul><ul><li>Be a brand </li></ul>- Maxim’ started programming events together with the Ultimate Fighting Championship in Las Vegas - Esquire partenered with Nokia
Further research proposal for the Short terms <ul><li>I propose to conduct market researches in order to find other firms connected to publishing and to implement strategies of partnership </li></ul>
Further research proposal for the Long-term <ul><li>Users are still not familiar with interactive technologies: </li></ul><ul><li>I suggest to investigate the usability of an innovative device like e-book throughout practical tests and surveys on samples </li></ul>