The Future of Magazine Media
New York’s Adam Moss moderated a panel on the magazine media business with the industry’s next generation of leaders. The panel—which was presented by MPA Next, MPA’s community for young professionals—touched on a series of topics including the difference between legacy publications and digital startups, the use of data to drive all decisions, and effective brand extensions including social media, apps and events. They also discussed the future of print at their companies. From left:
Julie Alvin, Senior Digital Director of Time Inc. Lifestyle Titles, Meredith Corp., said she has a lot of confidence in the future of print. After leaving Bustle, a digital startup for millennial women, she found that many people her age would share how much they trusted and loved print publications. She also noted that print ads have more impact than digital ads.
Eli Lippman, director, audience development, American Media, Inc., said that his company is excited about print. Data and analytics are extremely important for AMI, so they measure everything in both print and digital to see what consumers are looking for. Instead of digital replacing print products, their goal is to integrate the two to complement each other.
Jessica Shanken Reid, VP, Business Development, M. Shanken Communications, said their publications are extremely successful in print because of their focus on niche audiences. Despite price increases, circulation has remained flat for Wine Spectator and Cigar Aficionado. Because of the recent “whisky boom,” circulation has increased by 50% for Whisky Advocate. Shanken Reid added that M. Shanken Communications is a print-forward company.