Since you are here and you are reading this column, you might be inclined to agree with me that a printed magazine still has value. It is because of the fast-moving consumer-fueled world we live in, that the experience of a well-rounded overview, trust and relevance are more in demand than they were before
BY MORTEN LINDHOLM
Last year’s buzzword was FAKE news, which has brought an entirely new meaning to what reputable and traditional publishing means. The idea that an editorial team has selected, fact-checked and published information meant to enrichen their readers’/target group’s lives is as simple and as basic as it has become forgotten in today’s disruptive world. Being a publisher and a marketing communication strategist, I see the pendulum swinging back, people are once again learning to appreciate the slow-paced moments when you can delve into a magazine, read without constant interruptions of disturbing flashes and sounds, and without worrying about the fact-value of the information you are consuming. I also notice the respect for printed media when I talk to clients and partners. People still prefer to have their interview or company event publicized in a printed magazine rather than “just” another web story. Paper brings prestige and higher levels of trust.
So, what’s in it for publishers?
Find your niche, the times of “one size fits all” is long gone. But there are great business opportunities for publishers with a clear aim and the ability to deliver quality insights and meaningful information to an audience looking for exactly that kind of input.
The business model is developing; publishers cannot just live on subscriptions and an advertising model as they did in the past, publishers seek opportunities in events, product sales and premium content solutions. We can actually see the borders between brands and media disappear, with brands behaving as media companies and vice-versa. After all, the reason Jeff Bezos’ Amazon bought the Washington Post was more than just to make a political statement, and Disney has been making a sizable fortune selling merchandize to its animated media productions.
Brands can build media empires
Brands no longer need to depend on buying media space, they can build their own space. With the emergence of the right technologies, the investments necessary to build delivery platforms for quality content, be it text, visual or film, are no longer out of reach. The key issue here is of course building an audience and delivering a message/content that stays relevant and valuable to them, plus, just as media companies have done for hundreds of years, keep a cycle; stay specific on when and how often you publish.
The market being what it is, many media companies still struggle, creating an interesting investment opportunity for brands to acquire their own media platforms.
This is an opportunity for your company. Whether you are in a B2B or a B2C business, engaging your potential audiences through meaningful and outstanding content will add that extra something to your message and will help your audience relate to your company through the experiences you provide them.
This month I’ve read / listened to:
HBR idea podcast
Several episodes, but I would recommend episode 596, a special issue featuring a talk with Microsoft CEO Satya Nadella, an extraordinary leader who takes lessons from the founders and has added his own background and history from India to rediscover the company’s soul. Food for thought for many of us business leaders when it comes to focusing on what makes a company great. I could easily recommend most of the episodes from the HBR Ideacast; I find them relevant, inspiring and useful in my daily job as a leader and marketer.