Mr. Magazine's Take on the Latest Consumer Launches
What characterizes this year in launches?
People will remember 2014 as the year the "Print is Dead" marching band disbanded. Now everyone is talking about "Print Plus"-print and digital. It's not just an either-or situation anymore.
Publishers are realizing that the problems they faced in 2008 were not about print or digital. The problem was with the economic collapse. Now that the economy is picking up, we're seeing that people still want print and it is still a powerful business. Digital, at most, is making up 3% of big publishers' revenue. They are still making most of their money from print and other products.
Many magazines have launched around specific cultural trends like the foodie movement. Will these magazines have longevity?
We used to plan magazines that would last beyond our lifetime. Now most of the plans that we deal with have a magazine lifetime between 11-13 years. They lose money the first couple years, make a lot of money over the next four or five years, plateau, and shut down to start something else.
Is that a healthy cycle for the industry?
Definitely. Why do we think in this industry more than any other industry that we need to last forever? How many new television programs are produced every year and how many die? Hundreds. Nobody is talking about TV being dead.
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