Special Report: Publishers’ Outlook 2011
The year ahead promises to be an interesting one, with an exploding digital device market, a recovering economy and maturing notions of what multiplatform publishing can mean. As readers and marketers continue to adjust to a media landscape made newly dynamic by tablets, questions of how and when to monetize e-content will constitute a central theme in 2011, especially as News Corp.'s and AOL's announced tablet-only publications, and platforms such as Flipboard and the long-anticipated iTunes and Android newsstands, help re-shape the conversation. Meanwhile, print holds firm, events show signs of accelerating growth, and ever-more sophisticated data monetization and in-house marketing solutions beckon as new sources of revenue.
Publishing Executive interviewed executives from various publishing sectors to get a sense of where the industry is heading. In addition, our "Publishers' Outlook 2011" survey provides a cross-section of what publishers currently find most promising—and challenging—about the industry. (See sidebar.)
Michael Clinton, President of Marketing/Publishing Director, Hearst Magazines
Hearst Corp.'s recent deal with Lagardere, which promises to add 100-plus media properties to Hearst's roster in 15 countries, puts the company in a position to shape the future of magazine publishing through its strategic decisions.
PE: In which area(s) do you expect to see the most revenue growth?
Clinton: [In] 2010, … we began to see a media recovery, particularly in magazines. … We will have low double-digit growth in 2010 in our advertising paging; the numbers are through November, but we know that through December we will see that. There was some … double-digit growth [in] print and … digital in our corresponding websites, and, of course, we have the emerging iPad apps world.
So … we're feeling that '11 will feel a lot like '10 in terms of continuing recovery. We don't expect it to be robust, but … to continue to grow as consumers are beginning to spend more. Even with high unemployment, overall GDP looks to grow, and marketers are spending more against consumers. I think we'll see that in print … in digital, and then, of course, on all things app.