BoSacks: The Profit Prophet
Call to Action: Publishers must create a specific road map today toward multiplatform magazine publishing and content distribution.
Keeping the structural integrity of a magazine online, with the six components necessary to be a magazine, will help to protect publishers from the leveling force of content aggregation that exists on the Internet today. This will greatly limit a magazine’s exposure to the content-dilution factor that is increasingly being played out in the realm of information distribution on the Web.
Key Trend #2: Costs are increasing faster than the traditional magazine business model allows.
Raw-material acquirement is causing paper, ink, printing and shipping costs to increase over the long term. These will be further impacted as ecological concerns grow. The lack of attention to ecology is going to be a major cost. Imagine having to pay carbon offsets for each copy returned.
Call to Action: Sky-rocketing costs will force publishers to become more efficient with distribution. The goal has to be 100-percent efficiency or zero returns (and zero returns means a massive reduction in a publisher’s carbon footprint).
Call to Action: Crippling costs will force publishers to offer better-quality, more-targeted print products at even higher price points.
Call to Action: Ballooning costs will force publishers to further espouse digital delivery.
There is little choice. Digital infrastructure is not free, but it is also not burdened with rising paper and other associated analog costs.
Key Trend #3: The control and branding of digital content is a critical battle.
XML, content aggregators and search engines are growing in importance and acceptance. This type of online distribution should principally be considered as a marketing tool to attract new readers. Only the very largest magazine publishers and publishers of addictive niche titles will manage to retain their brand awareness through this information-
distribution model. Digital magazines must become a critical piece of a publisher’s digital content-distribution plans over the next two years. Because they preserve the core characteristics of a printed magazine, they are best equipped to retain reader loyalty in a digital world.