Media Vent
By Bob Sacks
About Bob
Bob Sacks (aka BoSacks) is a printing/publishing industry consultant and president of The Precision Media Group (BoSacks.com). He is also the co-founder of the research company Media-Ideas (Media-Ideas.net), and publisher and editor of a daily international e-newsletter, Heard on the Web. Sacks has held posts as director of manufacturing and distribution, senior sales manager (paper), chief of operations, pressman, circulator and almost every other job this industry has to offer.
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Print is not Dead, but Most of the Magazine Industry will be Digital in 2020
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The answer of course is, no, we are neither dead nor dying, but the analysis also suggests a near moment in time when digital revenues will surpass print revenues for publishers. So, it isn’t about death, but rather about the realignment of our resources and expectations.
According to the report’s author, David Renard, “Over the next 10 years, the magazine industry will experience deep-rooted change from primarily a print-oriented business to one where digital products will represent the largest share of a smaller periodical industry. We expect digital to be the primary source of revenue for magazines past the 2016-2017 time frame.”
According to the report, about 10 percent of the total periodical industry in 2009 was based on advertising and circulation revenue directly or indirectly associated with all digital product lines. In 2014, *mediaIDEAS* forecasts that the digital portion of the U.S. periodical industry will be worth approximately $8.5 billion, or about 28 percent of the total market. By 2020 it will have increased to approximately $20 billion, or about 58 percent of the total market.
Because of several factors including the aggressive adoption of new delivery mediums, such as Apple’s iPad and next generation color e-paper e-readers, the report finds that *digital will go from representing 10 percent in 2009 to representing 58 percent of the magazine industry in 2020*, and, conversely, print will go from representing more than 75% of the market's value in 2008, to less than one third by 2020.
So, in this projected scheme of things to come print survives and so does a regenerated and revived publishing industry. I suppose you can debate the exact percentages, or the precise dates of the report but I think the eventual conclusion is inevitable.
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COMMENTS
Click here to leave a comment...It is all media and the industry needs to educate themselves and look at the world as one communication vehicle. They need to survey their audiences and understand how they prefer to get information; online, offline, mobile, etc and then reach their audiences with a mix of communication tools to meet their desired preferences. Then be willing to keep surveying their audience and offer the various media deliverables to their audiences preferences and change them as needed. Since technology is evolving so fast it is important to have a link to the people that support your media and deliver what they want!
For eight years we have been a web only daily publication. Now we want to move to producing print as well.
It's horses for courses, and things can be done in print that cannot be done successfully on the web due to the limtations of the medium -in the same way that physical nature of print means it can't show video.
Print is not playing to its strengths, and tries to appeal to too broad an audience. It has allowed costs to bloat, and needs to radically rethink.
To succeed we need to stop seeing these as divorced segments but all as part of the same communications millieu
Aggressive predictions Bob - Just two questions that many readers are probably scratching their heads over if you had a minute. Do you expect B2B and consumer magazines to follow the same trajectory; and on what research or data is the study based?
It is all media and the industry needs to educate themselves and look at the world as one communication vehicle. They need to survey their audiences and understand how they prefer to get information; online, offline, mobile, etc and then reach their audiences with a mix of communication tools to meet their desired preferences. Then be willing to keep surveying their audience and offer the various media deliverables to their audiences preferences and change them as needed. Since technology is evolving so fast it is important to have a link to the people that support your media and deliver what they want!
For eight years we have been a web only daily publication. Now we want to move to producing print as well.
It's horses for courses, and things can be done in print that cannot be done successfully on the web due to the limtations of the medium -in the same way that physical nature of print means it can't show video.
Print is not playing to its strengths, and tries to appeal to too broad an audience. It has allowed costs to bloat, and needs to radically rethink.
To succeed we need to stop seeing these as divorced segments but all as part of the same communications millieu
Aggressive predictions Bob - Just two questions that many readers are probably scratching their heads over if you had a minute. Do you expect B2B and consumer magazines to follow the same trajectory; and on what research or data is the study based?
