24 | Magazine World | Q4 2008 www.fipp.com
Viewpoint
peter phippen
nothing to suggest that the experience of
‘immersing yourself in a book’ is in decline. The poWer oF The press
Book sales – although they may be moving
research shows that magazines are media, which can be broader but much
online – are buoyant in most countries.
uniquely trusted; they help readers shallower in their reach.
But what about newspapers? Newspaper
participate and interact with like- >> Magazines provide long-term
sales in the West are in decline; here in
minded people; they provide help and sustainable brand presence when other
India, never stronger. But it is obvious that
support; and they boost readers’ own media can be hit-driven and burn-out
newspapers suffer in the internet age in
sense of identity. quickly.
terms of immediacy. And yet, people’s desire
To the advertiser, “in a media >> They can be less volatile than other
to read ‘comment’ or ‘analysis’ has expanded
environment increasingly characterised media.
everywhere. Look at The Economist’s sales,
by interruption, magazines remain an >> They have a rich heritage in
which continue to grow, even in the US.
oasis of engagement” as one agency interactivity – which transfers very
And as for magazines, well, in the UK -
boss said. naturally into the web space.
despite some of the gloom you have right now
research in the UK has shown that >> Magazines, through subscriber lists,
- the value of the market has doubled in real
magazines are incredibly powerful, and competition entrants, email and other
terms to well over £2bn.
can be more so than other media, in communication provide a wealth of
BBC Worldwide is a billion pound multiple
driving purchase intent. consumer data.
media content company. We sell TV
For the media owner – for us in BBC >> Magazines can be rolled out globally
programmes around the world, run global TV
Worldwide as a multi-media company faster than some media and provide a
channels, produce packaged entertainment
– we note that: great source of localised content. And
products like DVDs. Our growth strategy is
>> Magazines are bought by opinion advertisers welcome their place in a
about globalisation; rolling out TV channels
formers, providing a halo effect to other multimedia advertiser offering.
around the world; developing our digital
revenues and developing TV production bases
around the world.
But we also believe that magazines have a as one about which media format to back. in which we recently acquired a majority
great role to play in a cross-media portfolio. We’re trying to build a company which is stake. Lonelyplanet.com already has 5 million
In the UK we’ve got a pretty sizable magazine really collaborative across all media formats. unique users, but relaunches with significant
business. We believe that magazine brands We’ve brought together brand teams – so investment this autumn.
have a rich heritage in bringing communities Top Gear, for instance, has a joined up A magazine launches later this financial
together around passions. We have built cross-media and global strategy. year too. And it won’t surprise that we have TV
on this heritage by launching several major developments underway.
websites associated with our magazine
“These are not easy
I believe this is the future of media. And
brands, such as bbcgoodfood.com. But with
the launch of sites, are we destroying our
times to be a magazine
within this multiple media approach, I’m
passionate about the place of magazines.
business model? publisher. Anywhere.” They’re not superior. But they are different. A
Actually, sales of the printed magazine have really special and incredibly powerful medium.
risen, and continue to grow. The same is true The Top Gear TV show is now licensed As the Indian magazine market takes off, we
of all our magazines with strong websites. in over 100 countries. We’re making local need to sell the unique qualities of magazines
Research tells us that readers use the formats as well. The magazine is the UK’s to advertisers.
websites and the magazines in different but best selling motoring magazine by far, and we We think the potential for magazines in
complementary ways. The site provides the currently license 24 editions in 49 countries. the Indian market is immense. This is why we
‘lean forward’ experience: immediate planning; topgear.com has 2 million unique users, and invested. As the media economy grows, we
searching. The magazine is a lean-back is about to relaunch. The Top Gear live show think magazines can grow even faster.
experience: relaxation; indulgence and longer rolls out this autumn through London, Dublin, We think magazines are
term planning. Johannesburg, Sydney, Auckland and Hong particularly well placed to ride the
The ‘experience’ of reading is in rude health Kong, with other venues to be announced. changes in consumer attitudes,
and it will last forever. We don’t see the debate Another example would be Lonely Planet, social changes, and in leisure time.”
❞
Conference delegates were also addressed by other speakers, including (left to right): sushma singh, Ministry of Information and Broadcasting; george
green, hearst Magazines International; Aroon purie, India Today group, Vir sanghvi, hindustan Times and Vinod Mehta, outlook group.
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