How long can print media last

  • Detail

Current review: how long can print media last

making weekly magazines has always been a thorny issue. This requires many employees to withstand the great deadline pressure of various industries, regions and relevant departments to actively use policies such as finance, taxation, finance and credit to support industrial energy conservation and green development, summarize a large number of them, plus some tricks to show off knowledge, and finally package them to readers. However, this work has been handed over to the network, and events can be broadcast in real time without waiting for a week

Tina Brown may have known that the explosion of digital technology is disrupting the publishing industry, but this cannot prevent her from entering the dangerous beach at the end of 2010. After Sidney Harman bought Newsweek, she combined her station the daily beast with weekly to save this endangered business, but now Harman has gone and his family has also withdrawn their financial support. Losses continued to increase, and iac/interactivecorp, which owns the Daily Beast, had to bear the burden alone

Brown once served as the Savior of vanity fair and the new Yorker, which made her a strange choice indeed. Even when he was down (brown bought the weekly with a debt of $40million with $1), the target audience of this magazine is still a large number of readers in the less developed areas of the United States, and brown, the greenhouse flower of Manhattan media circle, almost never visited those places. But she still made "the beast of the day" a hot topic for people to talk about, and she never lost the magic for people to talk about. However, running a weekly is a cruel and perhaps invincible challenge for her

due to the changes in the information ecosystem, weekly was forced to give up and transform into a magazine selling ideas. Brown knows this, but some of her views are not always popular. She sometimes exerts too much force, such as describing Barack Obama as the first gay president in history; Sometimes it's not hard enough. Just like last week (the English version of this article was published on August 12, which refers to the week in early August), it reported that high-end restaurants around the world

those who predict that her efforts will be put into tears may want to dance a victory dance. But that would seem silly. The problem is not Tina Brown, her obsessions with ideas, or even the rigid routine of this weekly

the problem is more existential: all magazines, no matter what type, no longer have a good market

like newspapers, magazines have been in decline, but now, like newspapers, magazines seem to have reached the edge of the cliff. Last week (ibid.), the audit bureau of circulation reported that the circulation of newsstands fell by nearly 10% in the first half of the year. Since 10% of retail buyers stopped buying in one year, it shows that there are fundamental factors affecting it. The return valve of the oil supply valve is loaded to a certain load

I had a conversation with the director of a major publisher in Manhattan about the recent decline in the sales of newsstands. He said that when the plane suddenly fell 10000 feet, even if there was no crash, your heart would still jump to your throat. Those are very, very bad figures

in the past, some types of magazines would encounter turbulence, but this time, all types of magazines have been punished. "People" sales fell by 18.6%, and "the new Yorker" fell by 17.4%. Sales of vogue and cosmopolitan fell by more than a dozen percentage points, and time fell by 31%. Since the sales volume of newsstands of Cat Fancy has fallen by 23%, the whole magazine industry seems to have nowhere to hide. It is worth mentioning that the sales volume of kiosks of "weekly" decreased by only 9.7%, but this did not play a consoling role

some people criticized Brown for designing the cover of weekly to be garish. Last week's cover was a woman's unreal lips waiting for asparagus hanging above, but she did so because all magazines were losing in the fight for American consumers. Indeed, this is a poor way to compete for attention, like the cover of time magazine is a four-year-old child with his mother's nipples in his mouth, but this is because today's magazine has been cornered

(however, in the period of great economic turmoil, it should be difficult to plan a summer theme that is more insensitive than 101 food places in the world. People should cheer up, Brown said in it. Not every cover of weekly should talk about the gloomy economy.)

it is not only consumers who pretend to be inaccessible: according to the publishers Information Bureau, the advertising volume so far this year has decreased by 8.8% compared with the same bad same period last year. With the sharp decline in the number of readers and the disappearance of advertising, magazines have fallen into a downward spiral, and even their new digital initiatives can not stop this trend

it is true that brown failed to change the fate of weekly, but it is also true that the magazine was critically ill when she took over. Brown is still convinced that even if she once quit the magazine circle in a high-profile way, her decision to take over weekly is correct

I know as well as others that the digital transformation has reached a critical point, she said. Everyone is facing the same challenges as us. By comparison, I think we are actually doing very well, but we still have two famous brands with different influence, daily beast and weekly. We just need to decide which direction to go in today's environment

the decision fell to Barry Diller, chairman of iac/interactivecorp and the only sponsor of weekly. Diller's speech at the performance Conference on July 25 must not dispel people's doubts

the transition from printing to networking is about to take place, Diller said. We are analyzing all the options, he added: I am not saying that this will be a complete transformation

in the interview at the weekend, Diller said that he was only summarizing the industry situation, and did not say that the printing industry was about to collapse, but he did emphasize that the loss of weekly was unsustainable, and the advertisement left at the wrong time after the transaction was completed

although the Harman family no longer shared the burden with Diller, Diller said: I like such a challenge. Every survey tells us that this is a resounding global brand. He said that he and Brown would launch a brand/magazine/franchise plan before January, no matter what the plan is

Diller obviously regarded brown as a confidant and friend, but he was never soft hearted in business affairs and had no special favor with the printing industry

for people like Diller who run listed companies, to put it a little bigger, for people like Time Warner, continuous investment magazine will be a difficult thing to explain. The best explanation is that the current large-scale investment is to expect that one day, many years later, the industry will stabilize. It doesn't sound like a charming place to deposit capital

in the end, if no one reads your magazine, it doesn't matter how you design the magazine cover. A few weeks ago, I was waiting in the busy doctor's office with a dozen people, and I looked absently at the magazines on the table. 31.5hz low-pass filter (bandwidth) on the table in front of us are the proud achievements of the American publishing industry. Various themes and bright covers are eager for our attention. As a courageous media, I stopped browsing the magazine Bon app tit and watched what other people were interested in. A mother and daughter are chatting, but others are busy reading their

Copyright © 2011 JIN SHI