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PRESIDENT'S
COMMENTS
T
his year’s American Magazine In any event, the mood of 400-plus This is no time to slow down because average, comes from digital
Conference in Boca Raton, publishers and editors or magabrand consumers are way ahead. The good publishing activities, although a few
Florida in late October was managers gathered in Florida for the news is that magazine brands have companies that have been investing
entitled The Magabrand Revolution. compact day-and-a-half programme never had a better opportunity to heavily in digital offerings for many
Americans are fond of creating was definitely upbeat and optimistic. strut their stuff. Consumers need an years are reporting non-print revenues
new terms to describe well known The fear mongering of the past few editor; they need a filter for the stuff ranging from 20-40 per cent. Christie
concepts and dubbing them years when publishers worried aloud being thrown at them on the web.” Hefner, CEO of Playboy Enterprises,
revolutions. But in this case, they about being overwhelmed by the In fact, editors were prominently noted that the business model for
may be on to something. The tidal wave of the digital revolution featured on the programme online publishing is unsatisfactory in
idea is that the term magazine and being left behind as print describing their new role in the three respects: editorial content is still
is too much associated with our dinosaurs was clearly gone. Nobody Magabrand Revolution as “keepers required to be provided free of charge
traditional print products to talked about the extinction of print of the brand” ensuring that the new to the consumer; advertisers are not
encompass all of the platforms magazines as they have in the past multimedia activities are consistent willing to pay more for quality editorial
we now use under the umbrella of and everyone focused on how to with brand values and credibility. content on the web; and ad rates are
our magazine brands like TV, radio, move forward to become successful According to Cynthia Leive, editor- still very low compared to print rates.
internet, e-newsletters, podcasts, magabrands with both old and new in-chief of Glamour and president of Another note of caution was added
webcasts and live events. So we revenue sources. And there were the American Society of Magazine by Arianna Huffington, founder of
are or should be rapidly becoming a number of magabrand success Editors, few editors work solely on the popular blog, The Huffington Post.
magabrands, which presumably stories cited, including that of Men’s print anymore and many delegate "Longing to disconnect is the greatest
means multimedia brands originating Health, whose editor-in-chief, David their traditional print editing function new thing." She foresaw a time when
from print magazine titles but now Zinczenko, chaired the conference. to managing editors. the conference would be held in a
encompassing many media platforms Wenda Harris Millard, a magazine Turning to the business of making place with no cell phone reception
and communication tools. I’m not publishing veteran who recently money from non-print platforms, the and no computer connectivity. Now
sure that magabrands will replace returned to the industry as president, outlook for magabrands was more that would truly be a mega counter
magazines in media lexicology media, for Martha Stewart Living guarded. The recent Ad Age survey revolution! In the meantime, we will
but I believe the idea is sound and Omnimedia, after a decade at Yahoo!, of the top 300 magazine publishing follow the magabrand revolution with
describes what many, if not most, was most enthusiastic: “This is a companies showed that only three intense interest.
magazines are striving to achieve. revolution, make no mistake about it. per cent of magazine revenue, on Don Kummerfeld
Magazine World is FIPP's FIPP ADVISORY BOARD George Green Printing: IG2001
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Spotlight on Asia Pacifi c
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