Special Report: Publishers’ Outlook 2011
PE: What do you see as the greatest opportunity in 2011?
Clinton: … Our magazine brands are … our unique selling propositions. If somebody is interested in reading Cosmo magazine, the greatest opportunity for us is to continue to build out the Cosmo messaging on … new devices and platforms. We have Cosmo.com, Cosmo Radio with Sirius XM, the Cosmo iPhone and iPad apps that are emerging.
Jim Fishman, Senior Vice President, AARP Media Sales
AARP The Magazine is the flagship product of association-publisher AARP, whose portfolio includes AARP Bulletin, AARP.org and Spanish-language AARPViva su Segunda Juventud. AARP the Magazine enjoys a rate base of 22 million, but doesn't rest on its laurels—the staff is always looking to improve print and digital offerings to reflect the needs of older Americans.
PE: Where do you expect to see the most revenue growth?
Fishman: As marketers continue to acknowledge the importance of 50+ [consumers], we expect to see continued growth in print, digital and broadcast. The most explosive growth is expected in our digital space, which showed year-to-year revenue growth in the 50-percent range in 2010.
PE: Where are you investing most?
Fishman: … In … reaching and engaging our members wherever they are. …We have invested in magazine and website redesigns, and launched a digital newsstand, apps and a social media strategy.
PE: What is your outlook for events?
Fishman: AARP and AARP Media Sales continue to provide engagement through a variety of events: AARP The Magazine Road Show, Movies for Grownups, AARP Presents Los Angeles@50+, AARP The Magazine Inspire Awards and AARP Presents Marketing@50+.
PE: Do you expect growth in ad revenue—in print, digital, or both?
Fishman: … We expect growth in both areas to continue in 2011.