Magazines

At Rolling Stone, Prospective Buyers Are in the Final Tire-Kicking Phase
December 20, 2017 at 1:39 pm

A three-month auction for the Wenners’ remaining 51% stake in Rolling Stone, which has been struggling financially, has entered its concluding stage. Several finalists were invited in to receive presentations from Wenner executives before submitting their best and final offers, according to people familiar with the process. A crew from one of those suitors, Penske…

Why Marketers Can’t Count Out Print in 2018
December 13, 2017 at 2:56 pm

Media pundits like to claim that the magazine industry is failing and that print is an antiquated medium. True or not, the “print is dead” drumbeat inevitably taints the perception media buyers have of print as a viable marketing mechanism. Linda Thomas Brooks, president and CEO of the Association of Magazine Media (MPA), argues that…

To Double Circulation Profits, The Economist Has 16 People Focused on Retention
December 8, 2017 at 1:31 pm

When ad revenue growth was strong, publishers could justify pumping up circulation numbers willy-nilly. With those days over, publishers like The Economist are turning their attention to retention. The Economist has set a goal of doubling its circulation profits by 2020. To do that, it needs to grow digital subscriptions, which number about 350,000 out…

USPS Bail Out Could Hike Postal Rates 41% in Next Five Years
December 5, 2017 at 2:41 pm

The Postal Regulatory Commission is proposing that publishers’ postal rates increase by an estimated average of 34% to 41% over the next five years. The postage increases would be lower than average for magazines that use co-mail and higher than average for less efficient mailers. The PRC announced its proposal to bail out the U.S.…

Ad Age's Magazines of the Year 2017: See All the Winners
December 4, 2017 at 2:21 pm

When we started working on the annual Ad Age Magazines of the Year package in the fall, there were six large magazine publishers: American Media Inc., Condé Nast, Hearst, Meredith, Rodale and Time Inc. Soon—once Hearst finalizes its acquisition of Rodale, and Meredith swallows Time Inc.—there will be four. You've probably heard publishing types say…

At DigiPub, MPA Offered a New Message & Printers Showcased Innovative Digital Print
November 20, 2017 at 1:21 pm

Last week I went to a NAPCO conference in New York City called DigiPub. Its advertised mission statement was "Harnessing the Power of Data-Driven Print." The overarching question after a decade or more of collecting digital data was, can the information we have gathered be intelligently and successfully applied to a printed product? To be…

6 Ways to Grow Revenue With Digitally-Printed Magazines
November 14, 2017 at 8:00 am

Magazine publishers typically develop informal rules of thumb to help speed decision making and proposal writing: Don’t go back to press with an issue unless you can justify printing at least 10,000 copies. You have to charge overseas subscribers at least three times the domestic rate because of the additional shipping and mailing costs. Never…

Marijuana Publishing Is a Growth Industry—Except in Mexico
November 9, 2017 at 1:40 pm

Marijuana media is a high-growth U.S. industry: A majority interest in High Times sold earlier this year for $70 million, and other cannabis publications have sprung up across the country, including The Cannabist, LadyBud, and Marijuana Business. And the quality of cannabis coverage has improved across the media, with serious stories in major outlets. But…

‘Trust in News’ Study Shows More Trust for Print Publications Than Digital
November 7, 2017 at 2:35 pm

Trust is the topic that won’t go away. On either side of the pond, leaders with very different temperaments are dealing with issues of declining trust in very different ways. Whatever their differences, however, the knock-on effect to mainstream media — tacitly held responsible for failing to fully represent shifting public sentiment when they aren’t…

How Short-Run Print Can Activate Lucrative Niche Audiences
November 7, 2017 at 2:01 pm

On the web, publishers have become adept at launching niche content verticals to engage very specific, often highly-monetizeable audiences. On the flip side, due to the economics of printing, publishers have historically had to take a one-size-fits-all approach to printed content. However, advances in digital printing and data integration are making targeted print more feasible…