How are magazines adapting to their
audiences? What are some of the strengths of magazines and what are some of the
challenges facing the magazine industry today? Limit: 7 responses
Consumers today are always on their phones, laptops or tablets; and most media is consumed online. Media has had to adapt to producing more and more online content, as well as personal apps. One of the main producers in the category is magazines and news. While magazine. As digital media grows in popularity, magazines have had to adapt from being mainly print media to expanding into the digital world. Most magazines produce their content in print, in digital media online, in apps, and in video content. (Media Magazine Factbook) These variations of magazines are used to reach all types of audiences, since most older audiences are likely to still purchase magazine subscriptions and physical print magazines; while younger audiences are likely to digitally read magazines, and consume the content online, with apps and with video. (Media Magazine Factbook) Along with magazines producing their content in these more traditional and basic ways, Magazines are also present and consumed on social media; the three biggest social media sites for magazine consumption are Facebook, Twitter and Instagram. (Media Magazine Factbook) The strengths of the magazine industry is that the variety of content that can be produced. There are so many ranges of magazines and topic being produced and consumed, that the magazine industry can reach every type of audience there is. (Media Magazine Factbook) Another strength of the magazine industry is that they will also be a need and want for their consumption. With such wide varieties of types of magazine there will always be an audience, and a need for them to be produced, although the magazine industry may need to begin expanding more and more online there will always be an audience and a reason for them to be produced. (Media Magazine Factbook) Magazines have such an active audience since in the magazine industry there is always at least one magazine that can cover someone’s interests. Another strength of the magazine industry is their strength of advertising. Advertisements make up a lot of magazine space, and in magazines most readers are likely to take in the advertisements more, and be more active with these advertisements. (Media Magazine Factbook) While the strengths of the magazine industry are so strong, there are obviously still weaknesses to the industry. While the magazine industry is so wide spread across many platforms and means of consumption the least successful way that magazine content is consumed is through video. While video is not completely unsuccessful in how magazine content is consumed it is the lowest consumed and rated means of magazine consumption. (Media Magazine Factbook) The magazine industry today is incredibly successful, and manages to reach almost every audience, and while technology continues to advance the magazine industry continues to stay lucrative in both print and technology.
"Magazine Media Factbook 2017-18." MPA: The Association of Magazine Media. Accessed 24 Feb. 2018. Web.
"Top 10 Magazine Brands - Nov. 2017." MPA: The Association for Magazine Media. Accessed 24 Feb. 2018. Web.
With the world of streaming services, social media, and low attention spans how do magazines keep up? Are they keeping up? News comes and goes within the minute in today’s world. How does a printed version of the news compete? Are they reporting the news? How are they adapting? These are all questions that I aim to answer. Let’s start with an article provided to me by Magazine Media Factbook. According to the article, all Americans are reading magazines and surprisingly most of the readers are young adults, 94% of readers are under the age of 25. People are still reading magazines for many reasons, here are a few that are listed in the article, “it inspires me in my own life” “it’s how I kick-back and wind down” and another person said “it’s how I learn about new products” all of these are reasons to pick up a magazine. There are many reasons and people still are picking them up. So, what magazines are they picking up? (Media Magazine Factbook) There was another article I came across, the Magazine Media 360°, this article provided information on which magazines are still the most popular. From June 2019 ESPN, the magazine was the most popular with an average monthly audience of 106,762,000. The next most popular was People magazine with roughly 12 million less members. The article also provided information on how well magazines are doing. The top three magazines in the “Average Monthly Audience % Growth” section is; Architectural Digest (112.9%), AFAR (54.5%), and Magnolia Journal (50.2%). These statistics are very important for companies to read because if they try something new they will have the feedback of if it worded or not. How are magazine companies adapting to the ever-changing world is the billion-dollar question. Over the years magazines have adapted and started to stray away from the literal print version. For example, in June of 2019, the video portion of ESPN magazine had over 26 million unique viewers to put that in perspective they had just over 18 million readers for the print version and over 46 million visitors in the mobile web section. Going back to Architectural Digest, they had the highest audience percent growth from June 2018-19. They had a 70.2% increase on their mobile web and 349.1% increase in their video section. When you look at the top 10 percent increase in the print version the Architectural Digest is not even listed. It is clear that they did not focus on their print version, but instead focused on the mobile versions. (Top 10) One of the largest strengths of the magazine industry is the vast number of topics they can cover. There is be a magazine for everything which means there is a magazine for everyone. Just looking at this top ten list of magazines I see one about sports, housekeeping, National Geographic, medicine, and the list goes on. It is incredible how many topics can be covered. Magazines have a huge market and they will not go anywhere for a while.
"Magazine Media Factbook 2017-18." MPA: The Association of Magazine Media. Accessed 24 Feb. 2018. Web.
"Top 10 Magazine Brands - Nov. 2017." MPA: The Association for Magazine Media. Accessed 24 Feb. 2018. Web.
The print industry has been under scrutiny, as digital media alternatives are becoming more established as the replacement for physical copies of print magazines and newspapers. To keep up with the changing trends, magazines have taken a couple of routes to stay up to date and preserve their readership. The first and most obvious step is to embrace digital and move your physical print into an online access. Newspapers and magazines have been able to stay up to date by allowing online readership of their content as a subscription based service. Data from Magazine Media 360 shows the top 10 magazines brands of Q2 (June 2019) using data from audience, unique online visitors, and percent of audience growth. What we see is that the audience for “print+digital” is dwarfed by the readership from web, mobile web and video. ESPN The Magazine is the most successful magazine brand, with a total audience of 106,762 readers. Out of all those readers, less than 20,000 of them are reading the print edition. The other 80,000+ readers are from web, mobile web and video respectively. 100,000 people is a lot of readers, however it is quite small when compared to the reach that digital video content has on YouTube for example. Where one magazine can get you 100,000 readers, one YouTube video can get 10 million unique impressions. A single YouTube channel can get over 20 million subscribers. It seems that the social media audience completely dwarfs the “offline” magazine audience. The Magazine Media Factbook by Magazine 360 has data that supports the growth of magazine content on social media; total social media likes and followers for magazine brands was 1.1 billion in 2019. Magazine brands are still alive online, and should be able to survive just by delivering content to their online audience. More niche publications and creative content are what the online audience desires, where massive communities are built upon very specific interests all over the internet. Magazines have always provided publications for niche communities and hobbyists, and now these communities have moved from offline to online. Reconnecting with your magazine audience should be very natural in an online space and should be the new home for high-quality magazine publications. Unfortunately, print magazines are indeed falling out of grace as it takes a lot of resources and manpower to create a monthly print of a publication that has a small and shrinking audience, when your entire readership is now getting their content online. A resurgence of physical print productions is so far not looking likely, as the digital industry has many more years left for growth along with a rise in environmental conservation where there is a push to limit the amount of resources used in production.
"Top 10 Magazine Brands - Nov. 2017." MPA: The Association for Magazine Media."
"Magazine Media Factbook 2017-18." MPA: The Association of Magazine Media."
If It has not become that obvious in 2020, print media is definitely not at the top of the chain when it comes to evaluating the success and popularity of different forms of media. This form of media has gone under the radar these days with new rise of media on the internet. With easy access on any smartphone, tablet, or computer, the ranking of digital media and social media outclasses print media. Print media includes newspapers, journals, newsletters, and magazines and most of these have been outdated with the new lifestyle changes to everyday life. If there is one model of print media that has tried to adapt in this new environment, it has to be magazine companies. Magazines are a form of traditional print media because these booklets were printed, containing multiple waves of news depending on your niche society (sports, entertainment, politics etc.). Today’s world calls for new ways to deliver media to said clients and consumers who are looking for it. That’s a big strength of magazines as well, it has the ability to use advertisements often to boost its financials and to help partners that they work with. According to the Association of Magazine Media, “magazine media boost sales and generate strong returns of advertising spend” (Magazine Media Factbook). This is especially relevant because compared to other media markets, the print industry has been losing money or not making as much with their product. Advertisements allow for them to cash in on partnership opportunities. Another current plus for magazines has been their way to adapt to their audiences. Streaming is conquering everyone’s hearts and that means that more attention is being paid to online pages and sources instead of picking up a magazine in the doctor’s office awaiting your turn. So, magazines like Sports Illustrated, Vanity Fair, and ESPN The Magazine have created ways for their audiences to stay on the internet and access their material via applications in the app stores of smartphones or computers. Advertisement choices can also be determined based on current events or any big event that would garner the interest of readers. Some of these companies have the benefit of using their reputation to their advantage when it comes to attracting more subscribers. According to Magazine Media 360, they came out with a report with magazine rankings in terms of total audience numbers and total audience % change (Brand Audience Report). In June of 2019, ESPN the Magazine had a total of 106,762,000 subscribers leading all competition. People came in a close second with WebMD finishing off the top 3 in total number, but this category is just a total number. Architectural Digest improved 112.9% of its audience numbers to lead all competitors. We can take this as a lesson to other magazines who are looking to launch their numbers because according to Digiday, Max Willens points out that Architectural Digest has amassed “nearly 12 million subscribers across YouTube (1.3 million), Instagram (4.1 million), Facebook (4.3 million) and Twitter (2 million) (Architectural Digest Expands Digital Video to B2B Subscribers). By utilizing todays arsenal of weapons in social media and digital media, magazines can most definitely adapt to this new lifestyle of technology because believe it or not, magazines have their market, so they will be around for another while longer.
Willens, Max, et al. “Architectural Digest Expands Digital Video to B2B Subscribers.” Digiday, 15 May 2019, digiday.com/media/architectural-digest-expands-digital-video-b2b-subscribers/.
"Magazine Media Factbook 2017-18." MPA: The Association of Magazine Media. Accessed 24 Feb. 2018. Web.
"Top 10 Magazine Brands - Nov. 2017." MPA: The Association for Magazine Media. Accessed 24 Feb. 2018. Web.
Consumers today are always on their phones, laptops or tablets; and most media is consumed online. Media has had to adapt to producing more and more online content, as well as personal apps. One of the main producers in the category is magazines and news. While magazine. As digital media grows in popularity, magazines have had to adapt from being mainly print media to expanding into the digital world. Most magazines produce their content in print, in digital media online, in apps, and in video content. (Media Magazine Factbook) These variations of magazines are used to reach all types of audiences, since most older audiences are likely to still purchase magazine subscriptions and physical print magazines; while younger audiences are likely to digitally read magazines, and consume the content online, with apps and with video. (Media Magazine Factbook) Along with magazines producing their content in these more traditional and basic ways, Magazines are also present and consumed on social media; the three biggest social media sites for magazine consumption are Facebook, Twitter and Instagram. (Media Magazine Factbook)
ReplyDeleteThe strengths of the magazine industry is that the variety of content that can be produced. There are so many ranges of magazines and topic being produced and consumed, that the magazine industry can reach every type of audience there is. (Media Magazine Factbook) Another strength of the magazine industry is that they will also be a need and want for their consumption. With such wide varieties of types of magazine there will always be an audience, and a need for them to be produced, although the magazine industry may need to begin expanding more and more online there will always be an audience and a reason for them to be produced. (Media Magazine Factbook) Magazines have such an active audience since in the magazine industry there is always at least one magazine that can cover someone’s interests. Another strength of the magazine industry is their strength of advertising. Advertisements make up a lot of magazine space, and in magazines most readers are likely to take in the advertisements more, and be more active with these advertisements. (Media Magazine Factbook)
While the strengths of the magazine industry are so strong, there are obviously still weaknesses to the industry. While the magazine industry is so wide spread across many platforms and means of consumption the least successful way that magazine content is consumed is through video. While video is not completely unsuccessful in how magazine content is consumed it is the lowest consumed and rated means of magazine consumption. (Media Magazine Factbook)
The magazine industry today is incredibly successful, and manages to reach almost every audience, and while technology continues to advance the magazine industry continues to stay lucrative in both print and technology.
"Magazine Media Factbook 2017-18." MPA: The Association of Magazine Media. Accessed 24 Feb. 2018. Web.
"Top 10 Magazine Brands - Nov. 2017." MPA: The Association for Magazine Media. Accessed 24 Feb. 2018. Web.
Ryan Fargo
ReplyDeleteWith the world of streaming services, social media, and low attention spans how do magazines keep up? Are they keeping up? News comes and goes within the minute in today’s world. How does a printed version of the news compete? Are they reporting the news? How are they adapting? These are all questions that I aim to answer.
Let’s start with an article provided to me by Magazine Media Factbook. According to the article, all Americans are reading magazines and surprisingly most of the readers are young adults, 94% of readers are under the age of 25. People are still reading magazines for many reasons, here are a few that are listed in the article, “it inspires me in my own life” “it’s how I kick-back and wind down” and another person said “it’s how I learn about new products” all of these are reasons to pick up a magazine. There are many reasons and people still are picking them up. So, what magazines are they picking up? (Media Magazine Factbook)
There was another article I came across, the Magazine Media 360°, this article provided information on which magazines are still the most popular. From June 2019 ESPN, the magazine was the most popular with an average monthly audience of 106,762,000. The next most popular was People magazine with roughly 12 million less members. The article also provided information on how well magazines are doing. The top three magazines in the “Average Monthly Audience % Growth” section is; Architectural Digest (112.9%), AFAR (54.5%), and Magnolia Journal (50.2%). These statistics are very important for companies to read because if they try something new they will have the feedback of if it worded or not.
How are magazine companies adapting to the ever-changing world is the billion-dollar question. Over the years magazines have adapted and started to stray away from the literal print version. For example, in June of 2019, the video portion of ESPN magazine had over 26 million unique viewers to put that in perspective they had just over 18 million readers for the print version and over 46 million visitors in the mobile web section. Going back to Architectural Digest, they had the highest audience percent growth from June 2018-19. They had a 70.2% increase on their mobile web and 349.1% increase in their video section. When you look at the top 10 percent increase in the print version the Architectural Digest is not even listed. It is clear that they did not focus on their print version, but instead focused on the mobile versions. (Top 10)
One of the largest strengths of the magazine industry is the vast number of topics they can cover. There is be a magazine for everything which means there is a magazine for everyone. Just looking at this top ten list of magazines I see one about sports, housekeeping, National Geographic, medicine, and the list goes on. It is incredible how many topics can be covered. Magazines have a huge market and they will not go anywhere for a while.
"Magazine Media Factbook 2017-18." MPA: The Association of Magazine Media. Accessed 24 Feb. 2018. Web.
"Top 10 Magazine Brands - Nov. 2017." MPA: The Association for Magazine Media. Accessed 24 Feb. 2018. Web.
The print industry has been under scrutiny, as digital media alternatives are becoming more established as the replacement for physical copies of print magazines and newspapers. To keep up with the changing trends, magazines have taken a couple of routes to stay up to date and preserve their readership. The first and most obvious step is to embrace digital and move your physical print into an online access. Newspapers and magazines have been able to stay up to date by allowing online readership of their content as a subscription based service. Data from Magazine Media 360 shows the top 10 magazines brands of Q2 (June 2019) using data from audience, unique online visitors, and percent of audience growth. What we see is that the audience for “print+digital” is dwarfed by the readership from web, mobile web and video. ESPN The Magazine is the most successful magazine brand, with a total audience of 106,762 readers. Out of all those readers, less than 20,000 of them are reading the print edition. The other 80,000+ readers are from web, mobile web and video respectively.
ReplyDelete100,000 people is a lot of readers, however it is quite small when compared to the reach that digital video content has on YouTube for example. Where one magazine can get you 100,000 readers, one YouTube video can get 10 million unique impressions. A single YouTube channel can get over 20 million subscribers. It seems that the social media audience completely dwarfs the “offline” magazine audience. The Magazine Media Factbook by Magazine 360 has data that supports the growth of magazine content on social media; total social media likes and followers for magazine brands was 1.1 billion in 2019. Magazine brands are still alive online, and should be able to survive just by delivering content to their online audience. More niche publications and creative content are what the online audience desires, where massive communities are built upon very specific interests all over the internet. Magazines have always provided publications for niche communities and hobbyists, and now these communities have moved from offline to online. Reconnecting with your magazine audience should be very natural in an online space and should be the new home for high-quality magazine publications. Unfortunately, print magazines are indeed falling out of grace as it takes a lot of resources and manpower to create a monthly print of a publication that has a small and shrinking audience, when your entire readership is now getting their content online. A resurgence of physical print productions is so far not looking likely, as the digital industry has many more years left for growth along with a rise in environmental conservation where there is a push to limit the amount of resources used in production.
"Top 10 Magazine Brands - Nov. 2017." MPA: The Association for Magazine Media."
"Magazine Media Factbook 2017-18." MPA: The Association of Magazine Media."
If It has not become that obvious in 2020, print media is definitely not at the top of the chain when it comes to evaluating the success and popularity of different forms of media. This form of media has gone under the radar these days with new rise of media on the internet. With easy access on any smartphone, tablet, or computer, the ranking of digital media and social media outclasses print media. Print media includes newspapers, journals, newsletters, and magazines and most of these have been outdated with the new lifestyle changes to everyday life. If there is one model of print media that has tried to adapt in this new environment, it has to be magazine companies.
ReplyDeleteMagazines are a form of traditional print media because these booklets were printed, containing multiple waves of news depending on your niche society (sports, entertainment, politics etc.). Today’s world calls for new ways to deliver media to said clients and consumers who are looking for it. That’s a big strength of magazines as well, it has the ability to use advertisements often to boost its financials and to help partners that they work with. According to the Association of Magazine Media, “magazine media boost sales and generate strong returns of advertising spend” (Magazine Media Factbook). This is especially relevant because compared to other media markets, the print industry has been losing money or not making as much with their product. Advertisements allow for them to cash in on partnership opportunities. Another current plus for magazines has been their way to adapt to their audiences. Streaming is conquering everyone’s hearts and that means that more attention is being paid to online pages and sources instead of picking up a magazine in the doctor’s office awaiting your turn. So, magazines like Sports Illustrated, Vanity Fair, and ESPN The Magazine have created ways for their audiences to stay on the internet and access their material via applications in the app stores of smartphones or computers. Advertisement choices can also be determined based on current events or any big event that would garner the interest of readers.
Some of these companies have the benefit of using their reputation to their advantage when it comes to attracting more subscribers. According to Magazine Media 360, they came out with a report with magazine rankings in terms of total audience numbers and total audience % change (Brand Audience Report). In June of 2019, ESPN the Magazine had a total of 106,762,000 subscribers leading all competition. People came in a close second with WebMD finishing off the top 3 in total number, but this category is just a total number. Architectural Digest improved 112.9% of its audience numbers to lead all competitors. We can take this as a lesson to other magazines who are looking to launch their numbers because according to Digiday, Max Willens points out that Architectural Digest has amassed “nearly 12 million subscribers across YouTube (1.3 million), Instagram (4.1 million), Facebook (4.3 million) and Twitter (2 million) (Architectural Digest Expands Digital Video to B2B Subscribers). By utilizing todays arsenal of weapons in social media and digital media, magazines can most definitely adapt to this new lifestyle of technology because believe it or not, magazines have their market, so they will be around for another while longer.
Willens, Max, et al. “Architectural Digest Expands Digital Video to B2B Subscribers.” Digiday, 15 May 2019, digiday.com/media/architectural-digest-expands-digital-video-b2b-subscribers/.
"Magazine Media Factbook 2017-18." MPA: The Association of Magazine Media. Accessed 24 Feb. 2018. Web.
"Top 10 Magazine Brands - Nov. 2017." MPA: The Association for Magazine Media. Accessed 24 Feb. 2018. Web.