Are magazines frozen in time?
Amid ongoing reports of the death of print, Carat’s Christine McKinnon looks at some possible future revenue streams for magazine publishers.
Two weeks ago I walked into a news agency to retrieve my subscriber copy of the News Corp Disney Frozen book and CD.
As I walked in something seemed out of place. The stationery was along the walls as it always had been; the middle aisle, however, was full of extracurricular study books for primary school students. I wandered over to the counter and asked nervously “where are your magazines?”
The owner smiled, and yes, with pity said: “we don’t sell magazines anymore…no one bought them – we had too many returns – we make more money out of text books.”
The newsagent near me closed this month.
Council doubled the rates. Lotto wanted another $10k for the licence – and demanded a reorganised shop fit out, which he estimated was going to cost another $15k. . Also all day free parking allowed the doctors receptionist to park outside his shop, allowing her a 3 metre walk to work. But newsagent customers could not park conveniently. So owner/biz operator just went. Bugger you all, I’m outta here. Gone. He was just a convenience – occasionally I bought a weekend paper to muse over while sitting leisurely at the nearby cafe. Like so many others, did not buy my lotto there because when I win I don’t want everyone in town knowing and thinking they can all hit me up for $$$$. , so he was not viable as an occasional convenience. So he’s gone!
Thanks Christine for your article. I would like to point out that the decline in newspapers can’t be applied to magazines – we are a very different animal?
A magazine business model based on quality content and proper journalism combined with a clearly defined digital platform to further engage, and give readers what they want is happening now and will be a ‘no brainer’ in the future.
If magazines can inspire, entertain and inform they have a place and should thrive.
Thanks again for your article.
Nanotransactions is only weeks away now which will add a whole new revenue stream to potentially all Australian publishers.
Also check out Jiku which can automatically take a magazine and either make it digital or break it apart into separate web articles.
I too had the same experience the other day. I went into a “newsagents” to try and buy a copy of the previous day’s South China Morning Post (of all things) to find that they only sold two newspapers (AFR and Daily Telegraph). I think they need to change their name.
I do read digital magazines a lot, but I find I read a paper magazine cover to cover whereas I just flick through a digital version. I also don’t like to read a digital magazine late at night (or in bed) as it makes falling to sleep challenging.
I also find some of the articles are a bit short and badly (hastily) written.
I was so disappointed when Grazia closed down here, as that was the only women’s/fashion magazine I liked in Australia. If vinyl has had a revival, maybe newspapers and magazines will too, when people realise they miss them.
You should have tried a second newsagenc for magazinesy. There are hundreds of titles on sale at good newsagencies.
So i guess magazines wont be on any Carat plans going forward!!
How many times are we going to discuss this topic? Be it newspapers, magazines etc.. It’s getting really boring. We know that people look at everything / do everything online now which reminds me, my Woolworths delivery is due at 8pm.
Thanks Christine, interesting article. There are over 8,000 direct
retailers of magazines in this country. Along with 3,600 newsagents
there are also 1,700 major supermarkets selling magazines and this has
increased 4.6% in the last 12 months.
Like all media audiences, they are changing and digital has given us
the opportunity to engage even more consumers. Using Vogue as an
example, the brand now reaches more people than it ever has. The fact
is we’re expanding our platform reach, not replacing print. I
Umm…you said you’re a fan of ‘quality journalism’. So just what the hell does that have to do with your News Ltd subscription?! Amiright ppl, amiright?!?
It’s a nice change to read an article championing the survival of great magazine brands.
I love the idea of magazines behaving like brands and understanding that different platforms serve a different purpose….. and that it’s not JUST about digital, but shareable brand experiences across all platforms.
I agree that magazines are in a different category to newspapers in this (somewhat hackneyed) debate about print’s death and the rise of digital.
Magazines (most anyway) are more about the tactile; taking time to read something longer form; and advertisers (i hope) will always be attracted by the longer life of print content versus digital. When’s the last time you left your ipad lying around the lounge, put it away in a drawer for three years after a few weeks of skimming it, moving it etc, then pulled it out again (granted, often when moving house) and decided you still didn’t want to throw it away. I have motorcycle magazines I’ve done that with. I just like having them; the photography; the colours etc. They’re stuffed in a magazine holder on a shelf, and still get thumbed occasionally.
That’s the difference. Digital is a one-look medium at the most. That’s why i think print will survive.
right…now i’m off to file my quota of digital stories for the day.
I think you are right in everything you said, for me digital magazine is my favorite, all the people nowadays use their smartphone, iPad, laptops to check any news. but still some people I know like to read the printed newspaper and magazine and they enjoy it so much.