Not for those Meeting the Changing Needs of Readers

Is the end near? Can we print another issue? Will we lose more readers to the Web? These are only a few panicked questions being asked by publishers on a daily basis.

Instead maybe they should be asking these. Do we understand our reader’s needs? Are we maximizing the Web with exclusive online content, social media and marketing opportunities? Can we change our business model to save money, refine distribution methods and engage the reader more?

As Samir “Mr. Magazine” Husni wrote in his March 1, 2009 article for Publishing Executive magazine, “It’s the publishing model – not print – that’s dead.” He goes on to say, we live in interesting times with predictions of the demise of print ever single day. He reminds us of the past, when the publishing industry had been threatened before by television, videocassette, CD-ROM and DVD. We’ve been here before and survived.

His article also states, that in 2008, for every magazine that shut its doors, at least 20 new magazines were born. “Magazines die and magazines are born. That is the cycle of life,” he states. Does that sound DEAD to you?

As you look at your business model or consider launching an exciting, new magazine think strategically and do your homework.

• Think beyond print
• Define and find the right customers
• Charge for your content
• Look for new and growing revenue models
• Develop GREAT content targeted to your reader
• Be an innovator

What do you think the future holds for the publishing industry? How will you survive? I would love to hear your feedback as I put together this series of articles to drive magazine success.

Read more posts by Debra Bates-Schrott