Why Web-Forward Media Companies Are Turning To Print
For his part, Politico CEO & president Jim VandeHei saw the magazine as an opportunity to further provide indispensable journalism to the politically-minded. “The value of politico is that it’s seen as absolutely essential to the government people.” With a controlled distribution to insiders and influencers, Vandehei says they have a cultivated a coveted audience. He’s also seeing an awakening of sorts among larger advertisers to the value of more permanent content. “They’re showing an interest in being around high-end content that lasts more than a moment. Advertisers find that very appealing.”
VandeHei also thinks digital magazine advertising has been undervalued. “You can’t avoid it...and it’s measurable. Advertisers are seeing this is as a great opportunity in an increasingly cluttered marketplace.”
In January, Politico’s parent, Allbritton Communications Company, launched a monthly magazine based on its recently acquired Capital New York property.
Denis Wilson was previously content director for Target Marketing, Publishing Executive, and Book Business, as well as the FUSE Media and BRAND United summits. In this role, he analyzed and reported on the fundamental changes affecting the media and marketing industries and aimed to serve content-driven businesses with practical and strategic insight. As a writer, Denis’ work has been published by Fast Company, Rolling Stone, Fortune, and The New York Times.