Article in Ad Age this morning about additional circulation scandals engulfing the magazine industry with titles including Martha Stewart Living (perhaps if we put an ankle bellyband bracelet around it, it would behave itself), Family Circle and House Beautiful. According to the piece, it is being described by one publisher as an apocalypse.
I don't think this should be a surprise to anyone...bottom line: the magazine industry has been slowly sinking in the quicksand of change for a long time now. The sad thing is that most of the players have been in total denial. Instead of trying to fix the problem, they've sunk dollars into a laughable trade campaign.
Believe me, I'm not trying to kick this beast when it's down, but I do feel it's necessary to issue a pretty stern wake-up call to the print industry AND provide some kind of hope in the process.
Instead of the one page dedicated to "what's on dot com this week", you need to be going a lot further with respect to content integration and truly engaging your readers. Your integrated efforts (sales, content, innovation) are disgraceful; your websites are inexcusably oversimplified and shills to hawk subscriptions (which puts you right back behind the 8-ball) Your attitudes are obstinate and arrogant.
The so-called scandals with circulation are overdue red-flags that your business has changed and therefore, your business model needs to change as well. On the bright side, every other medium is facing similar challenges.
Instead of courting media buyers, court your consumers instead. Media buyers aren't going to help you solve your problems...you are. If you reinvent yourselves and create a more evolved environment through which to engage your readers, chances are the me-too media buyers will flock back like sheep.
The ad-edit relationship is contrived and backwards. Content is key...not getting an additional page from P&G. The answers to your problems are all around you; you need to open your eyes.
Consider major investments in technologies which go much further than Zinio. Think about selective binding. Think about advancements in home/office printers and how your magazines might very well be delivered through printers soon enough.
Yes, even think about the 3 Amigos: RSS, Podcasting, Blogs. Print should be the starting point of the conversation....audio, video, interactive/experiential plays.
Bottom line: be a part of the solution...or there will be none. Take control of your fate, or it will take control of you.
Ironically, the MPA passed on having me speak at their conference. Perhaps they might want to reconsider. Perhaps not.
