BoSacks - The Profit Prophet: Will You Survive Publishing's Perfect Storm?
The proliferation of powerful, handheld, supercharged communication systems changes everything, including our precepts and concepts of publishing. Technology is no longer only for nerds, or an indulgence for the rich. It’s who we all are and who we will be. It’s embedded in our lives and culture. It’s everywhere, it’s global, and there’s no going back to rolls of parchment, or mass-distributed, carbon-hogging magazine distribution.
Printed magazines will not disappear, but they will become the less dominant reading platform and perhaps exist only for those who can afford them. Of course, printed niche products will continue to thrive, though non-niche titles will not make it—according to Darwin’s law of survival of the fittest or, in this case, Bo’s law of survival of the most uniquely remarkable. And the subset of Bo’s law is that unique remarkability is in the eyes of the distinctive beholder (reader).
So, what am I getting at with this introduction of the new world order of communications? As new generations of e-paper reading devices enter the market, the relevance of digital magazines will take on a whole new importance.
If digital magazines have not made sense to you yet in the 21st century, they will with the advent and ubiquity of portable and flexible e-paper devices.
You can add to this conversation that digital magazines have the increasingly important advantage of being able to measure the impact of everything the reader does—the advertisements, the clicks, transactions, the reading time, the actual engagement of the consumer with the product itself. Publishers must act now on their digital-magazine implementation plans or risk irrelevance in the new media future. PE
Bob Sacks (aka BoSacks) is a printing/publishing industry consultant and president of The Precision Media Group (BoSacks.com). He is also the co-founder of the research company Media-Ideas (Media-Ideas.net), and publisher and editor of a daily international e-newsletter, Heard on the Web. Sacks has held posts as director of manufacturing and distribution, senior sales manager (paper), chief of operations, pressman, circulator and almost every other job this industry has to offer.