A Quick Lesson in How to Save the Magazine Industry
I was running for a plane today and I passed a rather large newsstand loaded with magazine titles. An epiphany struck me on how we could take some easy-to-understand steps to save the magazine industry.
Step one: Start actually believing in ourselves. The truth is that lots of people actually love magazines. Internet users and magazine readers can live peaceably side by side. They can co-habit our planet, at least for a while.
Step two: Understand the basics. There are two qualities that a magazine must possess in order to survive and prosper: a passionate and devoted readership, actualized by great content, and a totally honest and accurate accountability of its numbers. These two factors will save the universe known as magazine publishing.
That's it! Simple and easy.
It is time to stand up and deliver. Deliver the facts, not the bull. Have confidence in your titles and let the circulation accountability drift to real sustainable levels, in real time, in a real world. Truth is, I don't think you really have a choice. There is way too much competition in the advertising world today, and you will either join the solution revolution or be nothing more than a footnote of a past and forgotten problem.