10 | Magazine World | Q4 2008 www.fipp.com
cover story
ADAPT AND
SURVIVE
FIPP asked CEOs of the world’s leading magazine companies about the impact the economic recession
is having, or is expected to have, on their business and how they are confronting it. Most responded
with hard-headed realism about the loss of advertising revenue– more often than not backed by
experience of previous downturns – and some optimism about copy sales, as magazines are, after
all, one of life’s affordable luxuries during tough times. But the consensus
was that diffi cult decisions will have to be made and marginal titles will
be under considerable pressure. Flagship brands will continue to get full
support, although back room cost-cutting is seen as inevitable. For some,
digital is helping support the bottom-line in diffi cult times
for traditional print magazines.
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