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That was the first question asked by D.B. Scott, President of Impresa Communications. We had the pleasure of inviting Scott to our office to educate the sales team on what to expect when selling.
I am in the business of advertising. My business to serve a well-defined audience at Venture Publishing.
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Magazines have a few key characteristics that make up their footprint:
~ They have intense reader involvement
~ They are intensely market driven
~ Have a life cycle where at times they may even have to reinvent themselves
~ They are becoming agnostic on how they serve media…using MULTIMEDIA {more than one medium of expression or communication}.
Print is now a part of a larger media. Successful magazines position themselves on quality over price. WE MAKE CONTENT, no matter how we deliver it {print, social media, online}.
In 1920 when the first radio broadcast was introduced people said “who will read books now?!”. Then when the first television was invented in 1940 people said “well no one will listen to the radio no, and no way will they need books or newspapers or magazines!”. 1960 rolls around and colour T.V. was introduced, for sure print media was history!
Sure enough everyone thought that as soon as the internet hit, newspapers and magazines were FINISHED. That was certainly not the case. Even PMB (Print Measurement Bureau) ran a survey which stated that there are the exact same number of magazine titles as there were 4 years ago (during the latest recession).
Scott also made a very good reference to Vogue the 700 page magazine which features majority advertisements. Strip all those ads out and all you get is the editorial content. No offense to my writer friends, but who wants to just read editorial??
Magazine without any ads.
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Scott also discussed the print vs. online mediums. To summarize, you have to marry the two. This is the future, and people will view the tangible product online {for example through Zinio magazine newsstand or on their Smart Phones, iPads and computers}.
Marketing is no longer about any one medium,
rather using a MEDIA-MIX to suit the clients target market~
OK Try saying that in an introduction. Instead he told me that he defended his candidacy last week and was sleep deprived. All I could think was “what can I do to change the world?” This guy travels to South Africa and researches to “explore the experiences of ‘home’ and ‘belonging’ of migrants and refugees in an informal settlement (squatter camp) in Pretori”. Great….another thing I can check off my list. Or I guess it’s another thing he can check off his list. He shared with me his Audio Slide Show which I was mesmerized by: 
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