Magazines Make Branded Content, So Why Don't They Act More Like Brands?
Recent bulletins from the magazines' front lines have brought horrible news. For the first six months of 2012, single-copy sales fell at 21 of the top 25 U.S. titles measured by the Audit Bureau of Circulations. Some titles fluttered; others plunged. "Like newspapers, magazines have been in a steady slide," David Carr sighed in The New York Times on Monday, "but now, like newspapers, they seem to have reached the edge of the cliff."
By this point we do expect the news to be challenging. But even from the sidelines, the carnage gives me pause.