Entering the ‘Other’ World (Beyond Print)
For Tikkun, reprints are a significant source of revenue. “We have a very strong, consistent demand for reprints,” says Schalit. “Our content is often used by researchers, so the reprint business has been very good to us. I don’t think that will change soon.”
OUTLOOK FOR 2006
With the turn of the New Year, these publishers at least are confident that their own publications will flourish. And they all believe offering some level of digital delivery is necessary. But for the majority still offering print, the message is clear that much will be done to retain a strong print presence this year and beyond.
“We will deliver content of any kind people want. With e-paper coming up, I’m sure we will be on that, and we will deliver across podcasts and the Internet. But there will always be a print edition because of its unique qualities,” assures Federle. “It is portable and it is tangible, which is why magazines have been so successful. Some vertical B-to-Bs may be feeling a pinch, but print magazines like ours should survive.”
Tocci adds, “Another big frontier to consider is satellite radio. We need to focus on our brand and deliver no matter what. What are the changes for the future? I can’t predict, but it is clear we have to be on top of it.”
Lipson and Schalit are more focused on a new surge in demand for their print products. “Cities are thriving. Our newsstand sales are strong, our renewals are strong, and we attribute this partly to the baby-boomer generation,” says Lipson. “So many boomers have migrated to cities, and they are our target audience—affluent and influential individuals,” says Lipson.
Schalit’s readers are part of the Jewish publishing community, which has doubled in size with the advent of Israeli publications in English. There are now more Jewish publications demanding attention than ever before. Recent additions to the community include Heeb magazine, Guilt & Pleasure, JewSchool.com and Jewcy.com.