From the Content Director: Are You Reading This?
It's not Vogue, but it's not as far away as you might think. In some ways, it is a magazine about fashion and style. We do our best to cover all the topics you need to know about so that you can keep up with changing times, new technology, and a range of cutting-edge issues that help you do your job better, presenting both classics and trends with an eye toward good craftsmanship. We support you, so you can provide your readers with the content they want, and do it fashionably and with style.
We all share the same goal: to do our very best to keep our readers engaged. Yet we are a bit beleaguered by data that tells us that readers like the girl I once was are becoming anachronistic, data that says readership is slipping. There are pockets of good news, such as a recent study that indicates readership of print is up among millennials. As Scott McDonald, senior vice president of market research at Condé Nast, told Adweek, "Magazines' overall readership numbers still get negatively impacted by decline of these enormous magazines like TV Guide and Reader's Digest, but if you look at it category by category, you get a very different picture."
Our resident expert Bob Sacks tells me we've lost our way, lost our confidence. "Our entire industry is suffering from 25 years of missed information and buying into our own hype," he says in characteristically blunt fashion. Sacks thinks the decline in readership numbers is not all a bad thing if it forces us to regroup. He explains what he sees as our new accountability in a digital age: "We're reaching a plateau and a level of honest stability, instead of smoke and mirrors."
So where does that leave us? Perhaps looking at quality vs. quantity. Perhaps with a return to the foundation and the essence of what we do: create useful, interesting, practical, entertaining, informative, and high-quality content.