// March 27th, 2009 // 1 How » // The Future of the Web, Marketing, News, Advertising
And esta ocasión and The network changes every day we comment on the situation of change that are suffering printed journals, Without going any further in the U.S. last year, closed 525 magazines. To date, So far in 2.009, 87 titles have followed the same sad way.
The April issue of the journal “Portfolio Magazine” has set a sad record. With a total of 106 pages and 21 advertising pages, monthly installment has been published thinner than in his career Condé Nast.
Advertising expenditures made in printed journals 2007-2012
The river of benefits that have traditionally being dried magazines. According to eMarketer, profits from print advertising in magazines during the 2.008 fell 7.1% the equivalent 13 billions of dollars.
Year 2009 is expected to be even worse, with an expected slump in the advertising profits predicted to fall to a 16.2%.
"The change in the allocation of the budget for print advertising has been directed to other media, especially to internet, This implies that the problem will increase” recently commented Carol Lynn Krol, eMarketer senior analyst and report author “The major consumer magazines: Reinventing the paper and pixels”.
According to her, "As the ranking of publications continues to shrink, year 2.009 will be the year where only those best adapted survive publications ".
But…What can be done about?
Carolyn Krol was commenting on "The years of inflated interest rates have been the cause of what is now bursting, chased magazines and large print runs to justify saying banks have a large number of readers as the cause of the increase in subscription advertising. Unfortunately, this vast universe of readers turned out to be not so profitable. "
Results obtained by advertising digital home by publishing groups years 2008
Companies such as Newsweek, have responded by adapting to a smaller audience but demographically selected. But, the major shift in online advertising is encuenta. Although this transition can be late for many journals.
"Even with innovative niches, printed many brands have largely dismissed, the online presence,"Continued Mrs. comment. Krol. "Given the economic status of companies, Magazine publishers need to act fast to capitalize on its brand and provide accessible and interesting content to their readers, who otherwise, already have access to rich content online. "
"Publications must be present online - yet a 95% journals currently get at a kiosk, have not yet reacted,”.
Recently Jim Spanfeller, CEO de Forbes.com, comentaba a eMarketer. "The reason is that not yet have a product that is competitive for an online audience."
The benefit obtained by digital advertising publications written by, was a 6.4% during 2008, This study was conducted Advertising Age gathering information from the 11 major U.S. publishing groups. This fact suggests that publishers of magazines,have a long road ahead to build its business in digital form.
Time Inc., publisher of magazines like Time, Forbes, Instyle, Fortune o People inter, was to 245 million,who else earned income by investing in digital 2008. But, this figure only accounted for 10% of its total revenue from advertising. On the other hand, Bauer Publishing, publisher of magazines like In Touch Weekly, Life & Style Weeklydid not receive any revenue from digital advertising.
RSS Widget for Time magazine to mine Facebook
Last 18 de Marzo,Time Inc. together with Lexus,undertook an initiative where users can set their own digital magazine (My) a elegiendo entre 5 of the leading magazines of the group. Lexus has partnered with Time Inc. in this project to develop my magazine,whose slogan is “my magazine, my way” (my journal, my taste) invites readers to choose content of Time editor to create a free magazine, and as custom.
Thanks to a widget connected via RSS, as if it were an MP3 music player, shown in this case the owners of their own choice that the user has previously made between the journals:TIME, Sports Illustrated, Food & Wine, Real Simple, Money, Instyle, Golf, and Travel + Leisure.
Participants in this experiment, To Receive your magazine can choose my in print as a limited edition or digital formats. They can also receive news, information and news through the RSS widget in order to insert it into the website itself, Blog, network or mobile device format. Will be available approximately one 231,000 printed and digital copies of each issue, and those readers who request this service will receive a new number my magazine every fortnight, for ten weeks.
Interest-based, insertions and passion to show the reader, and the experience of Time Inc.. y American Express Publishing, my represents the first development in the production of a journal counting on consumer interaction.
Lexus, to launch the 2010 model RX has taken this innovative initiative from Time Inc. as to the way a magazine can be read. With 36 pages, including four dedicated to the Lexus RX, my represent the best of the best. Along with customized editorial content, Lexus customize advertising to each subscriber based on their geographic location and selection of content, thus ensuring that generate more than one million single copies ofmy.
Magazine "mine" screenshot of access to stock selection
"Frankly, it's a whole new model of media”,says Lexus vice president of marketing who gives the successful agency initiative Team One
, based in Los Angeles and brings advertising and branding to the luxury car brand, to continue exploring new ways to achieve consumer loyalty for a car manufacturer. “Time Inc. has taken the lead in lead content inspired by the consumer without sacrificing best-in-class editorial integrity. "Actually , for consumers, magazine is a la carte,based on their tastes and preferences.
"The good news is that, unlike many newspaper companies, publishing groups of printed journals have simply not taken offline in order to offer their content online for free,"Said Mrs.. Krol. "For this reason, still time for the opportunity it offers to develop models of content and features into one product to combine the offline and online content. "