Big Idea: Publishing Must Continue To Diversify
Publishing Executive asked industry thought leaders to discuss the big ideas that are changing the magazine industry. We are excited about the future of publishing, and we hope these essays invigorate you with new and illuminating perspectives on that future. View the complete essay collection here.
The publishing industry is busting out of business models as quickly as we can devise new ones. I think in 2015 we will see more product differentiation and more product offerings. These products will provide publishers new ways to sell more content to customers they already have a trusting relationship with. For example, now in our fifteenth year, early Brain, Child readers have children who are in their teens now. In order to keep our base of extremely loyal readers, we launched a Brain, Child special issue for parents of teenagers, which has been our biggest success to date. In 2016, we intend to launch the special issue as a new subscription product called Brain, Teen: The Magazine for Thinking Parents.
Similarly we will begin grouping more of our back issues around specific themes to help sell the backlist of titles we have. For example, we have an adoption bundle, same-sex parenting bundle, and new mama bundle. In 2015, I suspect we will have a dozen or so more themes in the mix. Each bundle, (currently four back issues packaged with a bow and gift card) will be available in a digital format. In the meantime, parsing our content this way has helped us forge new partnerships. To that point, our adoption content is available through Adoptive Families magazine.
Ten years from now, the industry will enjoy more digital product sales. Even small publishers will be full media companies producing much more video content than we do now. There will be more bells and whistles for digital and mobile issues. I think there will be a few surviving print magazines, but most magazine publishers will have been bought, will be purely digital, or will fade away. New magazines will follow in their wake.