fipp.com Q4 2008 | Magazine World | 3
president's
comments
T
he past three months world leaders are convening, be better able to invest in the to create exciting new ways to
(September, October and looking for answers; but the future - a future which I continue communicate with members
November) have been overpowering smell of fear to believe means utilisation of and clients. We will undoubtedly
a whirlwind of momentous is everywhere. Magazine many, if not all, media platforms make mistakes, but they will not
activity—for the world advertising, already plunging to communicate effectively with be fatal or expensive and I think
economy, for American politics, in the US, has begun to slide our target audiences. So I think we will enjoy the process.
for the magazine industry and even in the high growth areas we should use the lean period This is not to say that our
for FIPP and me personally. of Eastern Europe and Asia and ahead to learn how to master beloved print magazines will
There were three major most publishers have begun to the new media tools that we will disappear. If we continue to use
international FIPP events on batten down the hatches to ride have to use to capture growing our enormous creativity to make
three continents in over two out the economic storm. media audiences in the future. them more attractive, compelling
months: the hugely successful The cover story in this issue That’s why FIPP is launching and exciting than ever, they will
B2B conference in New York focuses on how leaders in the a Digital Publishing Certificate continue to be an important part
in early September, and the magazine industry are viewing programme on 19 January to of our media arsenal for a long
productive WMM in Moscow the tough times ahead and help magazine executives get long time, if not forever.
in early November, which what they are planning to do, ready for the big challenges and Fortunately, I did not find the
was followed closely by the not only to survive but to get a opportunities ahead. I urge you speakers or attendees, at the
exciting First Asia-Pacific head start on the post recession not to miss this opportunity to three international magazine
Digital Magazine Publishing future. Most are old enough learn from experienced experts conferences I just attended,
Conference in Tokyo a week to have survived at least one on what works and what doesn’t panicked or overwhelmed about
later. And I then flew off to a recession, which savaged the on digital platforms and, above the future. While they were
fourth continent for an ANER bottom line, so their advice is all, how to make money doing it. acutely aware that we may be in
conference in Sao Paulo and a well worth heeding. This learning process doesn’t for hard times for a while, they
60th anniversary celebration My own view is that the world have to be expensive and it can were already looking ahead and
of the Argentine magazine economy will recover in time and be exciting and exhilarating as planning for recovery and future
association in Buenos Aires. so will the magazine industry. I well. Have you ever created growth. Magazine people tend
Meanwhile, the world has can’t tell you how long that will an editorial video to illustrate to be risk takers and optimists.
been descending into possibly take but when it happens, our something being discussed in And that’s why I love this industry
the worst economic crisis in industry will be a little smaller print? Have you ever conducted and why I believe we will always
the past 75 years. Americans and a bit more concentrated, a webinar or made a podcast or find ways to succeed in the
have elected a new charismatic but probably healthier as well. created a fun new game for your media business.
leader, who promises to lead Many marginal titles will not website visitors to play? I will
us back to prosperity and survive, but the strong ones will be encouraging our FIPP staff
Don Kummerfeld
Magazine World is FIPP's evenTs: claire Jones PasT ChaIrman Printing: rivadeneyra
quarterly publication. It markeTIng: rolf rohwer chris Llewellyn Mailing: dHL global mail
is circulated to more than researCh: guy consterdine Bauer Consumer Media, UK Paper sponsor: m-real using
The International Federation
6,000 executives in magazine William t. Kerr galerie Art silk 115g
of the Periodical Press
publishing and other FIPP aDvIsory CommITTee Meredith Corporation, USA
Queens House
advertising-related media. ChaIrman: george green Note: The opinions expressed in
55-56 Lincoln’s inn Fields
pierre Lamunière, Hearst Magazines this magazine do not necessarily
London Wc2A 3LJ, UK
December 2008: issue 59 Edipresse Groupe, Switzerland International, USA represent the views of FIPP.
fipp.com
vICe ChaIrmen: Koos guis
info@fipp.com
PublIsher: Alain chastagnol Sanoma Magazines © Fipp 2008
donald d. Kummerfeld Lagardère Active, France International BV, issn: 1359-1312
eDITor-In-ChIeF: Aroon purie The Netherlands
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managIng eDITor: erwin Fidelis reisch,
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sales: Andrew chidgey GmbH & Co. KG, Germany
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