Welcome to the blog of Dr. Lisa Burns' Media Studies senior capstone class (3:30 pm section) at Quinnipiac University. If you're looking for the latest on media industry trends and insightful media analysis, you've come to the right place!
Tuesday, February 23, 2021
Lifestyle & Niche Media Blog 4, Question 2 (March 2nd)
How are magazines adapting to their audiences?
What are some of the strengths of magazines and what are some of the challenges
facing the magazine industry today? Limit: 6 responses
Doug Cahn The media world is always evolving, and it is integral that the people who are in it evolve with it. A massive part of the media world has always been print journalism and magazines. But with technology constantly advancing, the older forms of media consumption are dying, so newspapers and magazines have to think of new ways to get their content out into the world so that they could still make money. When you think of magazines, you think of People, Time, and many other notable brands. With the way that media is changing, you see all of these big magazine companies focusing more on their online users than the print users because they know much more people will read their articles online versus the print version they put out that people have to pay a monthly subscription for whereas the online addition is mostly free. Many of these big-time magazines already have a huge strength because they are known and trusted, so when they write a new article, people are usually going to read it. For the new up-and-coming magazines, they will use social media to provide some good publicity for your magazine and get people to read it. "Facebook is the most widely used social media website among adults in the United States. Nearly 70% of adults say they use the platform, making Facebook an excellent place to begin if you're looking to use social media to grow your digital magazine." (Miles) Social media is a powerful tool that magazine companies are utilizing as a true strength nowadays, and if they don't, it could really hurt them and their brand. Another big thing affecting the magazine industry is that with blogging, almost anybody who has access to a computer can write an article now, so the industry is becoming heavily saturated with bloggers. "These generations understand that anyone can blog and publish and that not all content creators are held to standards of accuracy or truthfulness. The printed word, on the other hand, delivered by a known publisher, can offer fact-checked content, written, researched and edited by professionals who actually do this for a living." (Caruso) With all of these things going on, people are starting to not rely on magazines as much and changing how they take in the news. Something that was both good and bad for the magazine industry was Covid-19. With everyone being locked in their homes, people had to find a way to consume magazines, but it also had a massive effect on how the magazines were being made. "Overnight, editorial teams were tasked with producing entire issues virtually, with pitch meetings happening through Zoom and photoshoots orchestrated over FaceTime. But that wasn't the only obstacle they faced." (Rivas) All in all, magazines will always have a place in the media world, but it will be fascinating to see how it continues to change.
Caruso, Aron. “The Digital Transformation in Publishing Has Left Plenty of Space for Print - Folio:” Folio, Folio: 7 May 2020, www.foliomag.com/digital-transformation-publishing-left-plenty-space-print/. Miles, Stephanie. “How to Use Social Media to Grow Your Digital Magazine.” Web Publisher PRO, 13 May 2020, webpublisherpro.com/how-to-use-social-media-to-grow-your-digital-magazine/. Rivas, Mekita. “How Magazines Addressed Diversity in 2020 - and What That Means for 2021.” Fashionista, Fashionista, 4 Jan. 2021, fashionista.com/2021/01/diversity-in-magazines-2020.
Publishers have had to make changes to how they deliver their content to their consumers. Almost everyone in the world gets their content digitally and print has become more of a thing of the past. According to “The Digital Transformation in Publishing Has Left Plenty of Space for Print” by Aron Caruso, it talks about how “Over the past two decades, countless publishers shifted their magazines to online-only models. If they maintained print versions, publication schedules dropped from weekly to monthly or from monthly to quarterly.” (Caruso) It seems easier on companies to release digital copies on their projects opposed to print. One of the strengths of magazines in general is they perform better than TV when it comes to getting users to try new things. Examples of this are when magazines get consumers to buy new things and help them make purchase decisions. According to the “Magazine Media Factbook 2020” it says that “Year after year, magazines consistently score higher than television and the Internet on key engagement attributes. Compared to users of these two mediums, not only are readers more likely to find magazine content trustworthy, inspiring and life-enhancing, but their engagement with ads is also significantly stronger.” (Magazine) Magazines seem to have the ability to persuade their readers in a way that other media outlets cannot. In the same article it talks about how print magazines allow readers to remember more and focus on details with less distractions. Last year companies had to adjust due to the Pandemic and the protests.
In the article “How Magazines Addressed Diversity in 2020- And What That Means for 2021,” it says that during the beginning part of the Pandemic, “Beginning in March, when the first wave of lockdowns occurred throughout the United States, many publications were forced to revisit their production process: Overnight, editorial teams were tasked with producing entire issues virtually, with pitch meetings happening through Zoom and photo shoots orchestrated over FaceTime.” (Rivas) This was one of the challenges that companies had to come face to face with when it came to delivering their content to consumers during the Pandemic. Along with the Pandemic, magazine companies had to deal with the social justice movement. When the events in Minneapolis occurred over the summer, activists demanded for increased diversity and inclusion across all industries and fashion was one of them. Even with the Pandemic, magazines companies began to be more inclusive when there was more of an increase in BIPOC and Latinx representation on covers. This was another example of magazines adapting to their audiences because consumers were demanding for more diversity and inclusion in industries and magazine companies delivered on that promise. There is going to be more demand for diversity and inclusion in magazines that companies are going to have to adapt to please their consumers.
Works Cited Caruso, Aron. "The Digital Transformation in Publishing Has Left Plenty of Space for Print," Folio 7 May 2020. "Magazine Media Factbook 2020." MPA: The Association of Magazine Media. Accessed 19 Feb. 2020. Web. Rivas, Mekita. "How Magazines Addressed Diversity in 2020 – And What That Means for 2021." Fashionista 4 Jan. 2021.
When I pick up a magazine in a store or read an article on my phone it is usually based on how intriguing the headlines are. The magazine readership is extremely diverse and not only for adults. It is reported that 91 % of US adults read a magazine in the last six months, as have 95% of adults under the age of 25 (Magazine Media Factbook , 29). Although many think it is more convenient to read articles on our phones it is clear that there is a huge population that loves the experience of the printed magazine (Magazine Media Factbook, 29). Reading about magazines I had a flashback to the Tiger Beat and POP magazines that were filled with false celebrity gossip and posters. I used to LOVE collecting the magazines and the posters included. I actually still have one or two. Magazines are seen as a snapshot in time and can be worth a lot of money. It is through the fashion magazines that are seen with the highest return (Mattern). For example, a 1958 February Harper’s Bazaar- Magazine is $60 (Mattern).
When COVID hit, publications were forced to change overnight and change how media was being consumed (Rivas). Issues and pitch ideas were being produced virtually (Rivas). However, along with the pandemic magazines had to embrace and bring light to the social injustice we faced. This was sparked by the death of George Floyd and as a result covers of magazines were filled with BIPOC (Black, Indigenous, and people of color) and Latinx. Increasing representation in magazine articles is not enough, it is about hiring others as well. This can be seen as Allure’s has continued prioritizing the diversity of not only casting but hiring writers and photographers as well (Rivas). Representation of everyone in the media is crucial, therefore starting with these changes is a great start but “there is a tremendous amount of work ahead” (Rivas).
The magazine media factbook has changed my perspective on the production of magazines. I rarely think about how many jobs are being supported in the process. In the magazine industry spotlight, we see that it employs 83,200 direct jobs and 158,659 indirect and induced jobs (Magazine Media Factbook,1). Supporting employment is always a huge positive, as well as the trust that magazines bring for the readers. Even ADS are more enjoyable for readers! The persuasion of ads in magazines is at 50% while on TV it is 45% (Magazine Media Factbook, 28). The positivity rate for ad experience is also higher in magazines coming in at 67% and TV at 62% (Magazine Media Factbook, 27). This is the result of magazines providing more engaging and valued ads. Overall this is a huge positive for magazines as this will help generate more ads and revenue overall.
Mattern, Jessica Leigh. “Time to Cash In, Hoarders: Your Old Magazines Are Now Worth a Lot on EBay.” Country Living, Country Living, 24 Jan. 2018, www.countryliving.com/shopping/antiques/a44347/old-magazines-worth-a-lot-ebay/.
"Magazine Media Factbook 2020." MPA: The Association of Magazine Media. Accessed 19 Feb. 2020. Web.
Rivas, Mekita. "How Magazines Addressed Diversity in 2020 – And What That Means for 2021." Fashionista 4 Jan. 2021. https://fashionista.com/2021/01/diversity-in-magazines-2020
The rise of the internet has posed a huge threat to the print industry, but are we saying goodbye too quickly? Magazines were once the main outlet for news on the go. Popular brands like Times, People, Rolling Stone and others target specific audiences and zone in on one particular theme of American culture. With platforms like Twitter constantly evolving, how can these print companies stay afloat?
Many aspects of successful social platforms sprouted from the tools used by popular print magazines. Although the internet has somewhat robbed magazines of their uniqueness, print still has some things going for them. FOLIO Magazine explains how Gen Z might be saving the magazine industry; “They love offline activities, including, dining out with friends, travel and camping. They also love to read” (Caruso). Young people were living in front of screens even before the pandemic, and now they are finding ways to escape technology. Gathering popular information from physical means is an avenue of relief for newer generations, preventing burnout along with very tired eyes.
When magazines have transitioned to online formats, they already have a great foundation to publish with. Standard magazine structure is already set up like a web page, making it easy for companies to upload their media to the masses. There are also other options besides a traditional website, publishers can utilize social media to attract audiences and break up their content into different sections.
Print media has had its challenges in recent years, as I rarely see people pick up a magazine while checking out their groceries like they used to. Phones have replaced the need for print in many capacities, but that doesn’t mean magazines will not have a resurgence. Much like the revival of vinyl records, some simple tweaks could land print back in the hands of the consumer.
With technology encompassing daily life more and more, magazines need to be more creative in order to catch a potential reader’s eye. An article from AIGA states that animated covers are making “customers regularly come in asking for magazines that haven’t gone to press yet, lured in by their eye-catching online assets” (Gosling). Much of the digital age relies on visual aspects, as many people have shortening attention spans. Much like the hook of a great essay, people need a reason to click on your magazine. Using technology to their advantage, magazines choosing to implement animated covers can bring more attention to the content behind the first page.
Print also needs a solution to retaining their audience. It is increasingly hard to get someone to stay interested in your content, especially with so many options floating around on the internet. FOLIO Magazine highlights how The Seattle Times are “offering readers browser notifications” (Staff). These subtle reminders of new content makes the consumer think about your company, opening the possibility of a click and further curiosity. Other than browser notifications, email newsletters and apps might be good moves going forward for print in order to stabilize their audience.
Magazines have a great opportunity with the evolution of technology. Their space in print is not in grave danger, but precautions such as transitioning or adding to online outlets will be beneficial in the future. Instead of worrying about technology overtaking their industry, they must use it as a tool to propel print to the same level of digital media.
Caruso, Aron. “The Digital Transformation in Publishing Has Left Plenty of Space for Print.” Folio:, 7 May 2020, www.foliomag.com/digital-transformation-publishing-left-plenty-space-print.
FOLIO: Magazine Staff. “How Publishers Are Converting a Spring Traffic Surge Into Sustained Growth.” Folio:, 29 July 2020, www.foliomag.com/publishers-traffic-surge-engagement-growth-strategy.
Gosling, Emily. “How Designers Are Adapting Magazine Covers For the Digital Sphere.” Eye on Design, 18 Aug. 2020, eyeondesign.aiga.org/how-designers-are-adapting-magazine-covers-for-the-digital-sphere.
In today's world, entertainment is dominated by digital media. We forget that there are still print outlets for entertainment such as newspapers and magazines. Magazines used to be a major source of entertainment before digital media and streaming services became prevalent and widely used. It would seem that magazines are dead and failing. And while overall magazine readership is down, some magazines may be doing well among a very unexpected audience. Over the years magazine viewership went down and companies started moving their content to predominantly online. But Gen Z who grew up with technology is finding that many of them want to turn to traditional media such as magazines. It helps them take a break from technology and gives them something to read. A study by the New York Times found 2 years ago that magazine popularity among 20-30 year olds had gone up, especially for food themed and smaller more boutique magazines. This shows that there is still a want for traditional audiences. Magazines and print media are also looked at as being more trustworthy and reliable(Caruso). Other studies have also backed up that in the past few years magazines haven't been struggling as much as it may seem. Since 2008 there has been a steady number of magazines in America, 7,300. And The Association of Magazine Media says that many consumers still prefer magazines over digital media because readers retain more info while reading from paper and they are more engaged and focused(tctimes).
But just as magazines are succeeding through digitalization they have faced problems as well. Especially due to the COVID-19 pandemic and dealing with diversifying. Digitization has been a success for magazines. Moving online is a good way to reach out to users who may have never read your magazine. With modern day things like social media magazines can easily spread their reach to more people. I’d imagine that digital subscriptions of magazines far surpass their print counterparts. In an internship I worked at, magazines were still a major thing that many clients were trying to get coverage in so there is still an audience for magazines.
With the pandemic many publishers were forced to make changes. “Overnight, editorial teams were tasked with producing entire issues virtually, with pitch meetings happening through Zoom and photo shoots orchestrated over FaceTime(Rivas).” Every form of media magazines struggled as well through the pandemic. What is interesting though with the Fashionista article was how the racial injustices and protests in 2020 helped to diversify magazines and the impact that it had. Diversity is always important in the media, as historically people of color and minorities have been excluded on the covers of fashion magazines, so to see that despite the bad that happened in 2020, the fact that it has helped to diversify the magazine industry, it’s a good start.
Works Cited Caruso, Aron. “The Digital Transformation in Publishing Has Left Plenty of Space for Print - Folio:” Folio, Folio: 7 May 2020, www.foliomag.com/digital-transformation-publishing-left-plenty-space-print/. Fenton, Tri-County Times |. “Magazines Surviving, Even Thriving, in Digital Age.” Tri-County Times, 24 Aug. 2018, www.tctimes.com/living/magazines-surviving-even-thriving-in-digital-age/article_0f2c1216-a7b5-11e8-b747-277509de5885.html. Rivas, Mekita. “How Magazines Addressed Diversity in 2020 - and What That Means for 2021.” Fashionista, Fashionista, 4 Jan. 2021, fashionista.com/2021/01/diversity-in-magazines-2020.
Over the recent years, it has become very apparent that electronics and technology have been taking over businesses one industry at a time. An interesting industry to check in on during these revolutionary times is the magazine industry. According to the Magazine Media Factbook, as of 2019, the magazine audience has grown over the years to 228.7 million people. The graph clearly shows the industry to be on an uptrend. This seems odd considering the fact that most magazine companies sell print media, which is beginning to be ousted. Contrary to what you might think, print magazines are actually doing pretty well amongst the other competition. Amid the COVID-19 pandemic, it was realized that the people part of Gen Z is actually looking for some print to read. Being connected all day every day can be more exhausting and mentally draining than it seems, and reading a magazine, or a book, is a good way for Gen Z to unwind. According to Magazine Media 360°, every magazine company had a positive average monthly audience percentage growth from 2019 to 2020. While some companies only went up a few percent, some companies rose hundreds of percent. One magazine, Mother Earth News, went up 4,370% in average monthly audience percentage growth. While people were stuck in their homes endlessly binge-watching shows and movies, people needed a change of pace, and needed to relax their eyes. Clearly, print media is still fairly popular amongst the consumers of the magazine industry, and surprisingly enough, mostly in young people.
Another way magazine companies have been staying afloat amidst the changing industry is through diversity. The past year has shown a lot of darkness in the United States, but businesses are doing what they can to counteract hate and racism. Whether a magazine is featuring a diverse group of people in their photo spaces, or featuring diversity in their articles, magazines are trying to incorporate everybody’s interests – not just one group. Looking back at the Magazine Media Factbook, people have stated that magazines cover a multitude of their personal interests, not just homing in on specifics. This, in turn, influences a diverse audience for those magazine companies. A wider range of demographics appear from this type of marketing, and it clearly shows to be working. Magazine Media Factbook reported that Black/African American adults read an average of 9.2 magazines per month. Hispanic-American adults read an average of 7.6, Asian Americans read an average of 7.4, and LGBT adults read an average of 8.4 per month.
I think magazines are one of the few media industries that are still genuinely trying to capture your interest based on what you like, not trying to jam things in front of you like social media. I believe the industry will remain strong and continue to appeal to all kinds of people across the country, and even the world.
Works Cited Caruso, Aron. “The Digital Transformation in Publishing Has Left Plenty of Space for Print - Folio:” Folio, Folio: 7 May 2020, www.foliomag.com/digital-transformation-publishing-left-plenty-space-print/. Rivas, Mekita. “How Magazines Addressed Diversity in 2020 - and What That Means for 2021.” Fashionista, Fashionista, 4 Jan. 2021, fashionista.com/2021/01/diversity-in-magazines-2020.
Magazines today have a lot of adapting to do when we can download any story the magazine decides to cover. There has been a huge setback for the magazine industry due to the pandemic. The world shutting down has forced everyone to spend more time on their phones and continue their habits of sticking with their digital platforms.
Most magazines have adapted to their audience by creating an app and or website you can subscribe to. Magazines have also been active on different platforms throughout social media which gives them the ability to adapt to their younger audience. Printed magazines tend to be targeted for an older audience due to older people being used to having their printed subscription and possibly not ready to make a change to reading everything digitally.
A challenge for magazine companies today would have to be the digital competition. Today the print industry as a whole; newspapers, magazines, advertisements, etc. is looking for new ways to stay relevant and adapt to the digital culture society is adapting to. In an article from Forbes, they touch upon the competition changing for the industry when changing from print to digital, “...10 to 20 years ago, a print magazine’s main competition came from other print magazines, now it comes from the web, too. This means that anyone who is creating content is competing with millions of other places that produce content, so you need to make sure that it’s compelling and unique.” Unfortunately for magazine companies, people on social media can get out information much faster than a magazine company can, especially if they were to print. Yet a strength for the magazine is its ability to adapt so fast despite how competitive it can be. The Magazine Media Factbook 2020 article talks about the audience these magazine companies are looking to target, “The average audience of the top three magazine publishers is competitive with the average audience for Google, Facebook, Amazon, and Apple.” This is why you will see the magazine industry taking a dip into the social media world, to adapt to their audience while also staying relevant.
Although it may seem as if printed magazines are dying due to society's recent activity on social media, Caruso’s article proves wrong. The article talks about Millenials and the Gen Z generation of twenty to thirty-year-olds who enjoy spending time away from their screens. Pointing out how “Millennials and Gen Z both love to read magazines…” which is why the views of the food-focused publication have been slowly increasing thanks to the Millenials and Gen Zs.
Magazines are doing well for them to have to transition from print to media. Despite facing some challenges when it comes to competing with other magazine outlets or quick information shared on social media, the magazine industry has been able to adapt to its audience while also staying relevant.
Work Cited
Caruso, Aron. "The Digital Transformation in Publishing Has Left Plenty of Space for Print," Folio 7 May 2020.
"Magazine Media Factbook 2020." MPA: The Association of Magazine Media. Accessed 19 Feb. 2020. Web.
Quora, Consumer Tech. “Are Magazines Still Relevant In Today's Digital World?” Forbes, Forbes Magazine, 19 Nov. 2019, www.forbes.com/sites/quora/2019/11/19/are-magazines-still-relevant-in-todays-digital-world/?sh=536aa1064457.
Kristen Flick Dr. Burns MSS 495 Blog #4 March 2nd, 2021
Magazines have struggled to publish on schedule during the pandemic, but have also realized a new audience in younger readers. Gen-Z-ers and Millennials in fact enjoy getting away and taking part in real-life experiences. Studies from 2018 show that Gen Z spends an hour a week on average reading magazines, so this is a segment where publishing companies have had an opportunity to mend to. Magazines are receiving this audience because they tell stories in ways that digital media can’t, as the physical aspect of its nature is very appealing, and they are reliable sources of information. Major companies such as The New York Times and The Wall Street Journal have been able to remain trustworthy and relied on by various segments through the “fake news” noise, and magazines are trusted by 69% of respondents compared to only 34% for social media (Caruso). Additionally, publishing companies have been able to adapt to their strengths and play to their audience segments by becoming more diverse in content and covering various groups of people. By joining movements in diversity change, magazines are able to use their platform to lead and enter the spotlight of their audience (Rivas). With that being said, the magazine industry does face many challenges in addition to the pandemic and continues to keep up to the date on a digital basis even though it plays against one of their strengths. Some of the biggest challenges the industry faces include the obvious growth of digital subscriptions, concentration of companies, being dependent on advertising for revenue, and competition from free and paid internet sources. However, the magazine industry continues to be relevant and advances in society by finding various distribution channels and by keeping its place in the digital segment (First Research). To conclude, magazines do have many strengths in that they are typically physical products, appeal to the younger generation, and are increasing in diversity. However, the inevitable switch from paper to digital looms over and it is essential for magazines to follow this trend and play to their strengths on different platforms. By learning more about the various segments that have grown interest and using that knowledge in their publications, magazines will continue to be relevant and reliable sources for many people, even if it is on their phones.
SOURCES:
First Research. Magazine Industry Trends and Challenges. Magazine Quarterly Report. August 11, 2014. http://printinthemix.com/Research/Show/103
Rivas, Mekita. “How Magazines Addressed Diversity in 2020 - and What That Means for 2021.” Fashionista, Fashionista, 4 Jan. 2021, fashionista.com/2021/01/diversity-in-magazines-2020.
Caruso, Aron. “The Digital Transformation in Publishing Has Left Plenty of Space for Print - Folio:” Folio, Folio: 7 May 2020, www.foliomag.com/digital-transformation-publishing-left-plenty-space-print/.
The technological advances we have seen in recent history make media a more accessible product for users no matter how or where they want to get that content. The Coronavirus pandemic in particular highlighted our dependency on technology as a society, and what new aspects of the digital world we might see take an uptick in popularity as time goes on. Generally, we assume that people are now moving completely digital and looking to read and get content online only. When looking at the magazine industry those same thoughts come to mind. While we have seen companies shift towards strictly online issues of their respective magazines, there is still some value in a traditional print issue, particularly for Gen-Z. Gen-Z is very familiar with the digital age that we live in given that they were born as it developed, and old enough to independently navigate the technological world as it made media more accessible online. However, studies show that people from this generation value a traditional paper copy of their magazines. Gen-Z enjoy separating themselves from the online world and connecting with real life experiences such as reading a real, hold in your hand magazine issue. In addition to this, there is potential for both personal and financial value in saving particular meaningful magazine issues, something that digital versions cannot replicate as they are accessible time and time again. (Caruso) A challenge that is definitely present for traditional magazines is celebrity news moving quickly on social media, thus limiting the power of talking about it in a weekly issue. To compensate for this, these magazine companies are seen making shorter bits of content to discuss those topics, not making their consumers wait a week to read about it on paper. (McIntosh) While this is a con for traditional magazine issues, it does give these companies a driving force to stretch their boundaries in terms of developing their strategies along with the development of media consumer behavior. Another challenge, more of an issue, is the diversity represented in major magazines. The representation of BIPOC on covers and in major issues has been a problem for many years in the industry. After the death of George Floyd during the pandemic, obviously the attention to how badly BIPOC are treated in many aspects of society was spoken on. This was also seen in an increase in their representation on covers and in issues following the tragic event. (Rivas) While the industry overall has begun to represent BIPOC more and that is positive, their contribution to an overarching issue in society is deserving of a continuous effort in improving conditions for these people.
Caruso, Aron. "The Digital Transformation in Publishing Has Left Plenty of Space for Print," Folio 7 May 2020.
McIntosh, Steven. “Magazines: How Print Is Surviving the Digital Age.” BBC News, BBC, 11 Aug. 2017, www.bbc.com/news/entertainment-arts-40897967. Rivas, Mekita. "How Magazines Addressed Diversity in 2020 – And What That Means for 2021." Fashionista 4 Jan. 2021.
Doug Cahn
ReplyDeleteThe media world is always evolving, and it is integral that the people who are in it evolve with it. A massive part of the media world has always been print journalism and magazines. But with technology constantly advancing, the older forms of media consumption are dying, so newspapers and magazines have to think of new ways to get their content out into the world so that they could still make money. When you think of magazines, you think of People, Time, and many other notable brands. With the way that media is changing, you see all of these big magazine companies focusing more on their online users than the print users because they know much more people will read their articles online versus the print version they put out that people have to pay a monthly subscription for whereas the online addition is mostly free. Many of these big-time magazines already have a huge strength because they are known and trusted, so when they write a new article, people are usually going to read it. For the new up-and-coming magazines, they will use social media to provide some good publicity for your magazine and get people to read it. "Facebook is the most widely used social media website among adults in the United States. Nearly 70% of adults say they use the platform, making Facebook an excellent place to begin if you're looking to use social media to grow your digital magazine." (Miles) Social media is a powerful tool that magazine companies are utilizing as a true strength nowadays, and if they don't, it could really hurt them and their brand. Another big thing affecting the magazine industry is that with blogging, almost anybody who has access to a computer can write an article now, so the industry is becoming heavily saturated with bloggers. "These generations understand that anyone can blog and publish and that not all content creators are held to standards of accuracy or truthfulness. The printed word, on the other hand, delivered by a known publisher, can offer fact-checked content, written, researched and edited by professionals who actually do this for a living." (Caruso) With all of these things going on, people are starting to not rely on magazines as much and changing how they take in the news. Something that was both good and bad for the magazine industry was Covid-19. With everyone being locked in their homes, people had to find a way to consume magazines, but it also had a massive effect on how the magazines were being made. "Overnight, editorial teams were tasked with producing entire issues virtually, with pitch meetings happening through Zoom and photoshoots orchestrated over FaceTime. But that wasn't the only obstacle they faced." (Rivas) All in all, magazines will always have a place in the media world, but it will be fascinating to see how it continues to change.
Caruso, Aron. “The Digital Transformation in Publishing Has Left Plenty of Space for Print - Folio:” Folio, Folio: 7 May 2020, www.foliomag.com/digital-transformation-publishing-left-plenty-space-print/.
Miles, Stephanie. “How to Use Social Media to Grow Your Digital Magazine.” Web Publisher PRO, 13 May 2020, webpublisherpro.com/how-to-use-social-media-to-grow-your-digital-magazine/.
Rivas, Mekita. “How Magazines Addressed Diversity in 2020 - and What That Means for 2021.” Fashionista, Fashionista, 4 Jan. 2021, fashionista.com/2021/01/diversity-in-magazines-2020.
Kenneth Gruenfelder
ReplyDeletePublishers have had to make changes to how they deliver their content to their consumers. Almost everyone in the world gets their content digitally and print has become more of a thing of the past. According to “The Digital Transformation in Publishing Has Left Plenty of Space for Print” by Aron Caruso, it talks about how “Over the past two decades, countless publishers shifted their magazines to online-only models. If they maintained print versions, publication schedules dropped from weekly to monthly or from monthly to quarterly.” (Caruso) It seems easier on companies to release digital copies on their projects opposed to print. One of the strengths of magazines in general is they perform better than TV when it comes to getting users to try new things. Examples of this are when magazines get consumers to buy new things and help them make purchase decisions. According to the “Magazine Media Factbook 2020” it says that “Year after year, magazines consistently score higher than television and the Internet on key engagement attributes. Compared to users of these two mediums, not only are readers more likely to find magazine content trustworthy, inspiring and life-enhancing, but their engagement with ads is also significantly stronger.” (Magazine) Magazines seem to have the ability to persuade their readers in a way that other media outlets cannot. In the same article it talks about how print magazines allow readers to remember more and focus on details with less distractions. Last year companies had to adjust due to the Pandemic and the protests.
In the article “How Magazines Addressed Diversity in 2020- And What That Means for 2021,” it says that during the beginning part of the Pandemic, “Beginning in March, when the first wave of lockdowns occurred throughout the United States, many publications were forced to revisit their production process: Overnight, editorial teams were tasked with producing entire issues virtually, with pitch meetings happening through Zoom and photo shoots orchestrated over FaceTime.” (Rivas) This was one of the challenges that companies had to come face to face with when it came to delivering their content to consumers during the Pandemic. Along with the Pandemic, magazine companies had to deal with the social justice movement. When the events in Minneapolis occurred over the summer, activists demanded for increased diversity and inclusion across all industries and fashion was one of them. Even with the Pandemic, magazines companies began to be more inclusive when there was more of an increase in BIPOC and Latinx representation on covers. This was another example of magazines adapting to their audiences because consumers were demanding for more diversity and inclusion in industries and magazine companies delivered on that promise. There is going to be more demand for diversity and inclusion in magazines that companies are going to have to adapt to please their consumers.
DeleteWorks Cited
DeleteCaruso, Aron. "The Digital Transformation in Publishing Has Left Plenty of Space for Print," Folio 7 May 2020.
"Magazine Media Factbook 2020." MPA: The Association of Magazine Media. Accessed 19 Feb. 2020. Web.
Rivas, Mekita. "How Magazines Addressed Diversity in 2020 – And What That Means for 2021." Fashionista 4 Jan. 2021.
Harriet Rice
ReplyDeleteWhen I pick up a magazine in a store or read an article on my phone it is usually based on how intriguing the headlines are. The magazine readership is extremely diverse and not only for adults. It is reported that 91 % of US adults read a magazine in the last six months, as have 95% of adults under the age of 25 (Magazine Media Factbook , 29). Although many think it is more convenient to read articles on our phones it is clear that there is a huge population that loves the experience of the printed magazine (Magazine Media Factbook, 29). Reading about magazines I had a flashback to the Tiger Beat and POP magazines that were filled with false celebrity gossip and posters. I used to LOVE collecting the magazines and the posters included. I actually still have one or two. Magazines are seen as a snapshot in time and can be worth a lot of money. It is through the fashion magazines that are seen with the highest return (Mattern). For example, a 1958 February Harper’s Bazaar- Magazine is $60 (Mattern).
When COVID hit, publications were forced to change overnight and change how media was being consumed (Rivas). Issues and pitch ideas were being produced virtually (Rivas). However, along with the pandemic magazines had to embrace and bring light to the social injustice we faced. This was sparked by the death of George Floyd and as a result covers of magazines were filled with BIPOC (Black, Indigenous, and people of color) and Latinx. Increasing representation in magazine articles is not enough, it is about hiring others as well. This can be seen as Allure’s has continued prioritizing the diversity of not only casting but hiring writers and photographers as well (Rivas). Representation of everyone in the media is crucial, therefore starting with these changes is a great start but “there is a tremendous amount of work ahead” (Rivas).
The magazine media factbook has changed my perspective on the production of magazines. I rarely think about how many jobs are being supported in the process. In the magazine industry spotlight, we see that it employs 83,200 direct jobs and 158,659 indirect and induced jobs (Magazine Media Factbook,1). Supporting employment is always a huge positive, as well as the trust that magazines bring for the readers. Even ADS are more enjoyable for readers! The persuasion of ads in magazines is at 50% while on TV it is 45% (Magazine Media Factbook, 28). The positivity rate for ad experience is also higher in magazines coming in at 67% and TV at 62% (Magazine Media Factbook, 27). This is the result of magazines providing more engaging and valued ads. Overall this is a huge positive for magazines as this will help generate more ads and revenue overall.
Mattern, Jessica Leigh. “Time to Cash In, Hoarders: Your Old Magazines Are Now Worth a Lot on EBay.” Country Living, Country Living, 24 Jan. 2018, www.countryliving.com/shopping/antiques/a44347/old-magazines-worth-a-lot-ebay/.
ReplyDelete"Magazine Media Factbook 2020." MPA: The Association of Magazine Media. Accessed 19 Feb. 2020. Web.
Rivas, Mekita. "How Magazines Addressed Diversity in 2020 – And What That Means for 2021." Fashionista 4 Jan. 2021.
https://fashionista.com/2021/01/diversity-in-magazines-2020
Martineau Blog 4
ReplyDeleteThe rise of the internet has posed a huge threat to the print industry, but are we saying goodbye too quickly? Magazines were once the main outlet for news on the go. Popular brands like Times, People, Rolling Stone and others target specific audiences and zone in on one particular theme of American culture. With platforms like Twitter constantly evolving, how can these print companies stay afloat?
Many aspects of successful social platforms sprouted from the tools used by popular print magazines. Although the internet has somewhat robbed magazines of their uniqueness, print still has some things going for them. FOLIO Magazine explains how Gen Z might be saving the magazine industry; “They love offline activities, including, dining out with friends, travel and camping. They also love to read” (Caruso). Young people were living in front of screens even before the pandemic, and now they are finding ways to escape technology. Gathering popular information from physical means is an avenue of relief for newer generations, preventing burnout along with very tired eyes.
When magazines have transitioned to online formats, they already have a great foundation to publish with. Standard magazine structure is already set up like a web page, making it easy for companies to upload their media to the masses. There are also other options besides a traditional website, publishers can utilize social media to attract audiences and break up their content into different sections.
Print media has had its challenges in recent years, as I rarely see people pick up a magazine while checking out their groceries like they used to. Phones have replaced the need for print in many capacities, but that doesn’t mean magazines will not have a resurgence. Much like the revival of vinyl records, some simple tweaks could land print back in the hands of the consumer.
With technology encompassing daily life more and more, magazines need to be more creative in order to catch a potential reader’s eye. An article from AIGA states that animated covers are making “customers regularly come in asking for magazines that haven’t gone to press yet, lured in by their eye-catching online assets” (Gosling). Much of the digital age relies on visual aspects, as many people have shortening attention spans. Much like the hook of a great essay, people need a reason to click on your magazine. Using technology to their advantage, magazines choosing to implement animated covers can bring more attention to the content behind the first page.
Print also needs a solution to retaining their audience. It is increasingly hard to get someone to stay interested in your content, especially with so many options floating around on the internet. FOLIO Magazine highlights how The Seattle Times are “offering readers browser notifications” (Staff). These subtle reminders of new content makes the consumer think about your company, opening the possibility of a click and further curiosity. Other than browser notifications, email newsletters and apps might be good moves going forward for print in order to stabilize their audience.
Magazines have a great opportunity with the evolution of technology. Their space in print is not in grave danger, but precautions such as transitioning or adding to online outlets will be beneficial in the future. Instead of worrying about technology overtaking their industry, they must use it as a tool to propel print to the same level of digital media.
Works Cited
DeleteCaruso, Aron. “The Digital Transformation in Publishing Has Left Plenty of Space for Print.” Folio:, 7 May 2020, www.foliomag.com/digital-transformation-publishing-left-plenty-space-print.
FOLIO: Magazine Staff. “How Publishers Are Converting a Spring Traffic Surge Into Sustained Growth.” Folio:, 29 July 2020, www.foliomag.com/publishers-traffic-surge-engagement-growth-strategy.
Gosling, Emily. “How Designers Are Adapting Magazine Covers For the Digital Sphere.” Eye on Design, 18 Aug. 2020, eyeondesign.aiga.org/how-designers-are-adapting-magazine-covers-for-the-digital-sphere.
ReplyDeleteIn today's world, entertainment is dominated by digital media. We forget that there are still print outlets for entertainment such as newspapers and magazines. Magazines used to be a major source of entertainment before digital media and streaming services became prevalent and widely used. It would seem that magazines are dead and failing. And while overall magazine readership is down, some magazines may be doing well among a very unexpected audience. Over the years magazine viewership went down and companies started moving their content to predominantly online. But Gen Z who grew up with technology is finding that many of them want to turn to traditional media such as magazines. It helps them take a break from technology and gives them something to read. A study by the New York Times found 2 years ago that magazine popularity among 20-30 year olds had gone up, especially for food themed and smaller more boutique magazines. This shows that there is still a want for traditional audiences. Magazines and print media are also looked at as being more trustworthy and reliable(Caruso). Other studies have also backed up that in the past few years magazines haven't been struggling as much as it may seem. Since 2008 there has been a steady number of magazines in America, 7,300. And The Association of Magazine Media says that many consumers still prefer magazines over digital media because readers retain more info while reading from paper and they are more engaged and focused(tctimes).
But just as magazines are succeeding through digitalization they have faced problems as well. Especially due to the COVID-19 pandemic and dealing with diversifying. Digitization has been a success for magazines. Moving online is a good way to reach out to users who may have never read your magazine. With modern day things like social media magazines can easily spread their reach to more people. I’d imagine that digital subscriptions of magazines far surpass their print counterparts. In an internship I worked at, magazines were still a major thing that many clients were trying to get coverage in so there is still an audience for magazines.
With the pandemic many publishers were forced to make changes. “Overnight, editorial teams were tasked with producing entire issues virtually, with pitch meetings happening through Zoom and photo shoots orchestrated over FaceTime(Rivas).” Every form of media magazines struggled as well through the pandemic. What is interesting though with the Fashionista article was how the racial injustices and protests in 2020 helped to diversify magazines and the impact that it had. Diversity is always important in the media, as historically people of color and minorities have been excluded on the covers of fashion magazines, so to see that despite the bad that happened in 2020, the fact that it has helped to diversify the magazine industry, it’s a good start.
Works Cited
DeleteCaruso, Aron. “The Digital Transformation in Publishing Has Left Plenty of Space for Print - Folio:” Folio, Folio: 7 May 2020, www.foliomag.com/digital-transformation-publishing-left-plenty-space-print/.
Fenton, Tri-County Times |. “Magazines Surviving, Even Thriving, in Digital Age.” Tri-County Times, 24 Aug. 2018, www.tctimes.com/living/magazines-surviving-even-thriving-in-digital-age/article_0f2c1216-a7b5-11e8-b747-277509de5885.html.
Rivas, Mekita. “How Magazines Addressed Diversity in 2020 - and What That Means for 2021.” Fashionista, Fashionista, 4 Jan. 2021, fashionista.com/2021/01/diversity-in-magazines-2020.
Adam Tollin
ReplyDeleteMedia Trends Blog 4
Over the recent years, it has become very apparent that electronics and technology have been taking over businesses one industry at a time. An interesting industry to check in on during these revolutionary times is the magazine industry. According to the Magazine Media Factbook, as of 2019, the magazine audience has grown over the years to 228.7 million people. The graph clearly shows the industry to be on an uptrend. This seems odd considering the fact that most magazine companies sell print media, which is beginning to be ousted. Contrary to what you might think, print magazines are actually doing pretty well amongst the other competition. Amid the COVID-19 pandemic, it was realized that the people part of Gen Z is actually looking for some print to read. Being connected all day every day can be more exhausting and mentally draining than it seems, and reading a magazine, or a book, is a good way for Gen Z to unwind. According to Magazine Media 360°, every magazine company had a positive average monthly audience percentage growth from 2019 to 2020. While some companies only went up a few percent, some companies rose hundreds of percent. One magazine, Mother Earth News, went up 4,370% in average monthly audience percentage growth. While people were stuck in their homes endlessly binge-watching shows and movies, people needed a change of pace, and needed to relax their eyes. Clearly, print media is still fairly popular amongst the consumers of the magazine industry, and surprisingly enough, mostly in young people.
Another way magazine companies have been staying afloat amidst the changing industry is through diversity. The past year has shown a lot of darkness in the United States, but businesses are doing what they can to counteract hate and racism. Whether a magazine is featuring a diverse group of people in their photo spaces, or featuring diversity in their articles, magazines are trying to incorporate everybody’s interests – not just one group. Looking back at the Magazine Media Factbook, people have stated that magazines cover a multitude of their personal interests, not just homing in on specifics. This, in turn, influences a diverse audience for those magazine companies. A wider range of demographics appear from this type of marketing, and it clearly shows to be working. Magazine Media Factbook reported that Black/African American adults read an average of 9.2 magazines per month. Hispanic-American adults read an average of 7.6, Asian Americans read an average of 7.4, and LGBT adults read an average of 8.4 per month.
I think magazines are one of the few media industries that are still genuinely trying to capture your interest based on what you like, not trying to jam things in front of you like social media. I believe the industry will remain strong and continue to appeal to all kinds of people across the country, and even the world.
Works Cited
Caruso, Aron. “The Digital Transformation in Publishing Has Left Plenty of Space for Print - Folio:” Folio, Folio: 7 May 2020, www.foliomag.com/digital-transformation-publishing-left-plenty-space-print/.
Rivas, Mekita. “How Magazines Addressed Diversity in 2020 - and What That Means for 2021.” Fashionista, Fashionista, 4 Jan. 2021, fashionista.com/2021/01/diversity-in-magazines-2020.
This comment has been removed by the author.
ReplyDeleteRachel Feliciano
ReplyDeleteDr. Burns
MSS-495
March 2, 2021
Blog 4
Magazines today have a lot of adapting to do when we can download any story the magazine decides to cover. There has been a huge setback for the magazine industry due to the pandemic. The world shutting down has forced everyone to spend more time on their phones and continue their habits of sticking with their digital platforms.
Most magazines have adapted to their audience by creating an app and or website you can subscribe to. Magazines have also been active on different platforms throughout social media which gives them the ability to adapt to their younger audience. Printed magazines tend to be targeted for an older audience due to older people being used to having their printed subscription and possibly not ready to make a change to reading everything digitally.
A challenge for magazine companies today would have to be the digital competition. Today the print industry as a whole; newspapers, magazines, advertisements, etc. is looking for new ways to stay relevant and adapt to the digital culture society is adapting to. In an article from Forbes, they touch upon the competition changing for the industry when changing from print to digital, “...10 to 20 years ago, a print magazine’s main competition came from other print magazines, now it comes from the web, too. This means that anyone who is creating content is competing with millions of other places that produce content, so you need to make sure that it’s compelling and unique.” Unfortunately for magazine companies, people on social media can get out information much faster than a magazine company can, especially if they were to print. Yet a strength for the magazine is its ability to adapt so fast despite how competitive it can be. The Magazine Media Factbook 2020 article talks about the audience these magazine companies are looking to target, “The average audience of the top three magazine publishers is competitive with the average audience for Google, Facebook, Amazon, and Apple.” This is why you will see the magazine industry taking a dip into the social media world, to adapt to their audience while also staying relevant.
Although it may seem as if printed magazines are dying due to society's recent activity on social media, Caruso’s article proves wrong. The article talks about Millenials and the Gen Z generation of twenty to thirty-year-olds who enjoy spending time away from their screens. Pointing out how “Millennials and Gen Z both love to read magazines…” which is why the views of the food-focused publication have been slowly increasing thanks to the Millenials and Gen Zs.
Magazines are doing well for them to have to transition from print to media. Despite facing some challenges when it comes to competing with other magazine outlets or quick information shared on social media, the magazine industry has been able to adapt to its audience while also staying relevant.
Work Cited
Caruso, Aron. "The Digital Transformation in Publishing Has Left Plenty of Space for Print," Folio 7 May 2020.
"Magazine Media Factbook 2020." MPA: The Association of Magazine Media. Accessed 19 Feb. 2020. Web.
Quora, Consumer Tech. “Are Magazines Still Relevant In Today's Digital World?” Forbes, Forbes Magazine, 19 Nov. 2019, www.forbes.com/sites/quora/2019/11/19/are-magazines-still-relevant-in-todays-digital-world/?sh=536aa1064457.
Kristen Flick
ReplyDeleteDr. Burns
MSS 495
Blog #4
March 2nd, 2021
Magazines have struggled to publish on schedule during the pandemic, but have also realized a new audience in younger readers. Gen-Z-ers and Millennials in fact enjoy getting away and taking part in real-life experiences. Studies from 2018 show that Gen Z spends an hour a week on average reading magazines, so this is a segment where publishing companies have had an opportunity to mend to. Magazines are receiving this audience because they tell stories in ways that digital media can’t, as the physical aspect of its nature is very appealing, and they are reliable sources of information. Major companies such as The New York Times and The Wall Street Journal have been able to remain trustworthy and relied on by various segments through the “fake news” noise, and magazines are trusted by 69% of respondents compared to only 34% for social media (Caruso). Additionally, publishing companies have been able to adapt to their strengths and play to their audience segments by becoming more diverse in content and covering various groups of people. By joining movements in diversity change, magazines are able to use their platform to lead and enter the spotlight of their audience (Rivas). With that being said, the magazine industry does face many challenges in addition to the pandemic and continues to keep up to the date on a digital basis even though it plays against one of their strengths. Some of the biggest challenges the industry faces include the obvious growth of digital subscriptions, concentration of companies, being dependent on advertising for revenue, and competition from free and paid internet sources. However, the magazine industry continues to be relevant and advances in society by finding various distribution channels and by keeping its place in the digital segment (First Research). To conclude, magazines do have many strengths in that they are typically physical products, appeal to the younger generation, and are increasing in diversity. However, the inevitable switch from paper to digital looms over and it is essential for magazines to follow this trend and play to their strengths on different platforms. By learning more about the various segments that have grown interest and using that knowledge in their publications, magazines will continue to be relevant and reliable sources for many people, even if it is on their phones.
SOURCES:
First Research. Magazine Industry Trends and Challenges. Magazine Quarterly Report. August 11, 2014. http://printinthemix.com/Research/Show/103
Rivas, Mekita. “How Magazines Addressed Diversity in 2020 - and What That Means for 2021.” Fashionista, Fashionista, 4 Jan. 2021, fashionista.com/2021/01/diversity-in-magazines-2020.
Caruso, Aron. “The Digital Transformation in Publishing Has Left Plenty of Space for Print - Folio:” Folio, Folio: 7 May 2020, www.foliomag.com/digital-transformation-publishing-left-plenty-space-print/.
The technological advances we have seen in recent history make media a more accessible product for users no matter how or where they want to get that content. The Coronavirus pandemic in particular highlighted our dependency on technology as a society, and what new aspects of the digital world we might see take an uptick in popularity as time goes on. Generally, we assume that people are now moving completely digital and looking to read and get content online only. When looking at the magazine industry those same thoughts come to mind. While we have seen companies shift towards strictly online issues of their respective magazines, there is still some value in a traditional print issue, particularly for Gen-Z. Gen-Z is very familiar with the digital age that we live in given that they were born as it developed, and old enough to independently navigate the technological world as it made media more accessible online. However, studies show that people from this generation value a traditional paper copy of their magazines. Gen-Z enjoy separating themselves from the online world and connecting with real life experiences such as reading a real, hold in your hand magazine issue. In addition to this, there is potential for both personal and financial value in saving particular meaningful magazine issues, something that digital versions cannot replicate as they are accessible time and time again. (Caruso) A challenge that is definitely present for traditional magazines is celebrity news moving quickly on social media, thus limiting the power of talking about it in a weekly issue. To compensate for this, these magazine companies are seen making shorter bits of content to discuss those topics, not making their consumers wait a week to read about it on paper. (McIntosh) While this is a con for traditional magazine issues, it does give these companies a driving force to stretch their boundaries in terms of developing their strategies along with the development of media consumer behavior. Another challenge, more of an issue, is the diversity represented in major magazines. The representation of BIPOC on covers and in major issues has been a problem for many years in the industry. After the death of George Floyd during the pandemic, obviously the attention to how badly BIPOC are treated in many aspects of society was spoken on. This was also seen in an increase in their representation on covers and in issues following the tragic event. (Rivas) While the industry overall has begun to represent BIPOC more and that is positive, their contribution to an overarching issue in society is deserving of a continuous effort in improving conditions for these people.
ReplyDeleteCaruso, Aron. "The Digital Transformation in Publishing Has Left Plenty of Space for Print," Folio 7 May 2020.
McIntosh, Steven. “Magazines: How Print Is Surviving the Digital Age.” BBC News, BBC, 11 Aug. 2017, www.bbc.com/news/entertainment-arts-40897967.
Rivas, Mekita. "How Magazines Addressed Diversity in 2020 – And What That Means for
2021." Fashionista 4 Jan. 2021.