BoSacks: No B.S.: The New Rules for Publishing
Over the next 10 years, in the great publishing realignment, the magazine industry will experience many deep-rooted changes—going from a primarily print-oriented business to one where digital products will represent the largest share of a smaller periodical industry.
Recent mediaIDEAS research suggest that by 2014, the digital portion of the U.S. periodical industry will be worth approximately $8.5 billion—about 28 percent of the total market. By 2020, this will have increased to approximately $19.7 billion, or about 58 percent of total market share. During this period, an increasingly significant part of the industry's digital revenue will be associated with digital magazines distributed and read on an ever-expanding range of digital devices.
A report delivered a few weeks ago at the Consumer Electronics Show (CES) projected that 48 million tablets would be sold in 2011, and 85 million by 2012. Combine that with the fact that 70 new iPad-like tablets were on display at the show, and you can conceptualize the smallest idea of what is happening. The iPad is not even a year old, and its form factor has rewritten the rules of the information highway.
More or less, your company's future and the rest of your career come down to attitude. You either believe that it is your job to figure out how to combat the plague of that damned intrusive Internet or, conversely, you are looking at all the amazing opportunities that exist to grow new portions of your franchises. For me, I see unlimited possibilities and opportunities for fun and profit in the ever-changing information distribution game. PE
Bob Sacks (aka BoSacks) is a publishing industry consultant and president of The Precision Media Group (BoSacks.com). He also is co-founder of research company mediaIDEAS (MediaIdeas.net), and publisher and editor of a daily, international e-newsletter, Heard on the Web.