Is the Internet Killing Magazines? Think Again!

I have worked in the magazine industry for over 30 years on both trade and consumer publications. I have seen the industry evolve into what it is today. I remember the days of putting together a magazine without the help of a computer or digital proofing. I have seen the industry rebound from tough times and lean issues. And today, even though we are seeing a number of magazines print their last issue, many others are continuing to thrive in these uncertain economic times. This weekend I was looking at a few of my favorite magazines, and came across a two-page advertising spread featuring Olympic Gold Medalist Michael Phelps. The headline on the ad reads, "We surf the Internet. We swim in magazines." I found the ad intriguing and spot on with their message. Curiosity got to me and I wanted to find out who was putting the ad out there. Here's what I found out about "The Power of Print."

Who is behind "The Power of Print" ad campaign?
The heads of five different magazine publishing corporations came together to promote magazines as a vital medium and get the word out that magazines were not being killed off by the Internet. Pulling together for the common cause were: Charles H. Townsend with Condé Nast; Cathie Black with Hearst Magazines; Jack Griffin with Meredith Corporation; Ann Moore with Time Inc.; and Jann Wenner with Wenner Media. These corporate moguls have created one of the largest advertising campaigns to promote magazines and their value - "The Power of Print."

What is "The Power of Print" ad campaign?
"The Power of Print" ad campaign was launched in over 100 magazines (in the May 2010 issues of monthly magazines and starting with the April 5th edition of weeklies) with a reach of at least 112 million readers. The two page color spreads are placed prominently in each of the magazines with the headlines "We Surf the Internet. We Swim in Magazines." and "Will the Internet Kill Magazines? Did Instant Coffee Kill Coffee?" The paragraph that I found intriguing in the "The Power of Print" ad states, "Just as movies didn't kill radio. Just as TV didn't kill the movies. An established medium can continue to flourish so long as it continues to offer a unique experience." To be successful, magazines must evolve to provide their readers with unique and interesting content each month. The ad campaign will run for the next seven months.

Magazine facts for the past five years.
According to the "The Power of Print" ad campaign, the following facts are important to know:

Magazines readership has grown in the past five years.

The 18 to 34 age range are still voracious magazine readers. They typically spend more time reading magazines than their over 35 counterparts.

Since Google's inception, magazine readership has increased 11 percent.

During the past four years, magazine ad recall has increased over 13 percent.

The average reader spends 43 minutes reading a magazine.

About the "Magazines" logo.
A unique "Magazines" logo was created for the "The Power of Print" ad campaign. The logo takes various initials from the top magazines to create the word, Magazines. It is amazing how recognizable just one letter from a magazine nameplate can be. According to the press release, the following letters were used. "M" from Time, "A" from Vanity Fair, "G" from Rolling Stone, "A" from Entertainment Weekly, "Z" from Harper's Bazaar, "I" from Marie Claire, "N" from Fortune, and "ES" from Esquire.

According to Ann Moore, chairman and CEO of Time, Inc., "Together, we can change the conversation about magazines and share what we in the business know to be true: magazines are relevant, play an important role in society and have a strong future ahead."

Now go pick up your favorite magazine, grab a cool drink and relax as you immerse yourself in its wonderful pages.

To read the press release, go here.
To view the YouTube video, click here.

Sources:
www.magazine.org
http://multivu.prnewswire.com/mnr/magazines/42679/
http://www.youtube.com/watch?v=aGVniqgWSc0