In the world of selling magazines to customers, newsstand is the unpredictable relative, the circulation no one wanted to think about, let alone talk about. Eccentric, hard to get along with, sometimes ravishing, other times completely missing the point. Circulators roll their eyes when talking about newsstand, and say, we just can’t control it.
Thanks to the iPad, single copy sales have risen to an unprecedented estimation in people’s eyes. All of a sudden newsstand, or more appropriately the digital newsstand, is all that.
Why is this? Because iTunes is built on the one-off model.
For some reason, the latest mantra in the print world is that we have been saved and proven to be forceful and relevant by the success of one title. I actually love the magazine and look forward to getting it each month. But I am so sick of hearing about the salvation of the magazine industry based on the success of The Food Network Magazine that I am today, here and now, drawing a line in the sand.
In an announcement made yesterday that seems to generally be going unnoticed, BPA Worldwide has announced a partnership with Nielsen Online to bundle enhanced Web site traffic measurement with all print and event audits without increasing existing dues and fees.
BPA will eliminate its current and outdated Web log analysis offering and shift to a more common tag-based method, used by products like Google Analytics.
Today, I only have questions. What is the difference between Europe and the United States when it comes to publishing and newsstand sales? Why are the newspapers in Europe not only doing well, but on the whole thriving and growing, while ours are gasping for air, with plummeting revenue and circulations? Why are the last U.S. ABC figures reporting such dire results while European magazines are on the whole doing better than we are? Why do European magazines charge almost the same for a subscription magazine as a newsstand title and we practically give away our subscriptions?
Let’s remember that we are talking about the
When two of our local Philadelphia television network affiliates announced they were going to share resources including video and helicopters, it quickly reminded me of why the newspaper industry continues to die a slow and painful death that I hope magazine publishers will not follow.
Newspapers (especially large city dailies) operate using business practices that might have worked 50-plus years ago by, for example, sending the city editor, beat reporter, special projects guy and more recently the online contributor to, let’s say, the mayor’s press conference. More recently, as newspapers consolidated into larger companies, you would see reporters from two or more papers
For years now I’ve argued during conversations and at conferences that print magazines will never die and that as long as there’s good, compelling, original content, magazines will live happily every after alongside Web 2.0, 3.0, 4.8, etc. Now I’m not so sure.
The more I sit in on our annual publication meetings that involve most of our publishing teams, the more worried I’m getting. As citizen journalists/bloggers tout that they can get their content to more people and faster, traditional media counters with their accuracy, integrity and proper grammar. But what are we doing about the time it takes to publish in print today?
It was a privilege to be welcomed as a guest contributor in Business Common Sense by its author, creator and a mentor of mine, Denny Hatch. Denny hired me 11 years ago as an associate editor when my wife was 5 months pregnant and one month after being laid off. He taught me more about direct marketing than any textbook or college professor could ever do, impressing upon me that a ‘sale only begins when the customer says yes’ and that the ‘customer is always right.’
He is simply a fountain of information, but isn’t afraid to tell you what he doesn’t know