Welcome to the blog of Dr. Lisa Burns' Media Studies senior capstone class (2 pm section) at Quinnipiac University. If you're looking for the latest on media industry trends and insightful media analysis, you've come to the right place!
Tuesday, February 13, 2018
Lifestyle & Niche Media Blog 4, Question 2 (Feb. 20th)
How are magazines adapting to their
audiences? What are some of the strengths of magazines and what are some of the
challenges facing the magazine industry today?
Magazines are relocating to where their audiences have moved to, and that is a less print-based model. Print and digital are evaluated in one category now because it is seen as digital print. Many people think that only older individuals read magazines. They are totally wrong, as magazines target all audiences, including millennials. Readers prefer: food, daily living, outdoor activity and even shopping-based magazines.
There is a science as to why people may prefer to enjoy magazines more if they take the time to look into them. According to one neuroscientist, Scott McDonald from Nomos Research Center, in 2015 he believed that paper-based reading stimulates emotions and desires, slower reading speeds, more focused attention by having less distractions and it drives the sensory input of the reader which leads to a better comprehension (McDonald). Could Facebook be detrimental to this so-called “science”? Out of all the social media platforms, Facebook has the most followers liking and sharing magazine industry related material. Some challenges that magazines face are the fact that even though the Facebook algorithm might think it is right providing consumers what they would prefer, that is not always true. “Chasing platform traffic isn’t viable in the long term when it leads publishers to commit to a strategy likely to be rendered irrelevant by the next Facebook algorithm tweak” (Sibson). Even on the business end of things, publishers have a problem with competition for ad revenue when Facebook is largely in the lead and Facebook decides what ads reach its audience at the end of the day. Facebook and Google alone control over 61% of global online spending (Sibson). Another challenge is that publishers cannot just sustain themselves on ad revenue alone, and they are searching for other ways to get it (Sibson).
One strength and a new way that Conde Nast Entertainment (CNE) is focusing on is by moving into other areas such as digital video and film. Over the past few years, CNE has focused on changing their strategies as they try to target more of an audience for better ad revenue. CNE currently has 35 movies being developed (Siegel). “Each medium has strengths, and the best plans use integrated strategies. Multi-channel, multi-touchpoint is our present & future” (Castaneda). CNE is developing a new strategy. They are reading all of their published articles, and when transferring them over to digital media they are deciding which ones might be proposed as movies. CNE is also focusing on having their writers push themselves to make more money if one of their articles are published and used, in case there is a film opportunity.
I find it funny when magazines annoy you as you are trying to check out at Stop & Shop, or in a doctor’s office as they are barely looked at these days. The same magazines would have been read several times a day by different people twenty years ago. In the digital era, more people have digital subscriptions. Someone might ask why we prefer the digital subscriptions. Is it because there is less clutter and less physical effort, or is it that easy to just get lost in a screen today? Ten years ago, if something in a magazine you were reading interested you, you would turn on your computer to go look it up online. Today, we have the hands-on easy access to digital media that everyone dreams of. This way, you do not have to go through a whole process of picking and choosing what magazines you want and mailing subscriptions in, you just have to click a button to go to your preferred site. The question is can, the publishers find us?
Castaneda, T. (2018, January 11). MPA MMN Webinar: Neuroscience & Advertising – Media Max. Retrieved February 18, 2018, from https://mediamaxnetwork.com/insights/mpa-mmn-print-magazine-advertising-works/
McDonald, Scott. “What Can Neuroscience Tell Us About Why Print Magazine Advertising Works?” A White Paper from MPA–The Association of Magazine Media, Scott McDonald, Ph.D. Nomos Research, October 2015.
Sibson, K. (2018, January 16). The 3 Hard Truths Publishers Must Face in 2018. Retrieved February 18, 2018, from http://www.pubexec.com/post/3-hard-truths-publishers-must-face-2018/
Siegel, T. (2017, October 19). Conde Nast's Dawn Ostroff on Turning Magazine Articles Into Movies and New TV Plans. Retrieved February 18, 2018, from https://www.hollywoodreporter.com/news/conde-nasts-dawn-ostroff-turning-magazine-articles-movies-new-tv-plans-1049313
As digital media becomes more impressed upon people the obvious conclusion to draw is that magazine readership will suffer. While it is true that the magazine industry is facing challenges, there are some positive attributes of magazines that other media lack. Furthermore, the magazine industry is doing its best to adapt to changes in the way readers are choosing to view their content. Despite the magazine industry’s attempts to adapt to changes, there are still challenges that create barriers. Most of the challenges they are facing relate to magazine advertisements. First, while magazine companies have relied upon advertisement for revenue in the past that is no longer a sustainable option. Instead magazines are forced to gain revenue through other means, such as paywalls and subscription fees, which are less appealing to readers. While companies work hard to increase the number of readers to improve revenue, the most effective ways to do this, including addressing potential readers outside of the context of purchasing a magazine, are costly and time-consuming (Sibson). Next, magazine companies have tried to draw in readers through platforms like Facebook, but this to is becoming ineffective. Recent trends suggest that Facebook will no longer decrease the space and traffic it previously devoted to publishers. Keith Sibson, Vice President of Product and Marketing at Postup, explains, “Facebook has made it clear that they prioritize friends in the News Feed; they don’t extend the same courtesy to publishers.” Publishers are left with finding new ways of attracting audiences without Facebook. To combat some of these challenges, magazine companies are changing as best they can. One of these is the “try anything” approach in which publishers are willingly to veer off the typical print magazine pathway that they have followed for years (Ember). Sydney Ember, reporter for The New York Times, explains that “Increasingly, the longtime core of the business — the print product — is an afterthought, overshadowed by investments in live events, podcasts, video, and partnerships with outside brands” (Ember). These new methods are more in line with digital expectations of today’s readers. Another way that magazine companies are changing is by decreasing the quality of the content they are providing in order to decrease expenses. This content includes both pictures and written word. Even huge companies like The New York Times are facing this change. While these are challenging for magazine companies they still advantages over other platforms. This is best demonstrated through demographic of readers. One of these is that magazines are read by many generations. The Association of Magazine Media explains that, “print magazines are more balanced across generations.” This shows that magazine companies still have a balance of readers that have not yet become fully digital in their media consumption. Another example from The Association of Magazine Media highlights that “the top 25 print magazines reach more adults and teens than the top 25 primetime TV shows.” This illustrates that magazines still have a large number of loyal consumers. Going forward, magazines will continue to survive as long as they continue to adapt to changes in the media.
Ember, Sydney, and Michael. “The Not-So-Glossy Future of Magazines.” The New York Times, The New York Times, 23 Sept. 2017, www.nytimes.com/2017/09/23/business/media/the-not-so-glossy-future-of-magazines.html.
“Magazine Media Factbook 2017/18.” The Association of Magazine Media. https://quinnipiac.blackboard.com/bbcswebdav/pid-2389652-dt-content-rid-18526240_1/courses/MSS49501_18SP/Magazine%20Media%20Factbook%2017-18.pdf
Sibson, Keith. “The 3 Hard Truths Publishers Must Face in 2018.” Publishing Executive, 16 Jan. 2018, www.pubexec.com/post/3-hard-truths-publishers-must-face-2018/.
Due to the rapid digital age increasing, magazine companies must learn new ways to stand among its competitors and adapt to this new environment. One way they are doing this is by establishing a tight connection between its magazines and movies as well as upcoming plans with television. They are recently doing this by using the prominent magazine company, GQ, to be featured in a new release Only The Brave. The reason they are doing this now and weren’t able to “utilize a lot of the existing infrastructure because the print side was so different” (4). This idea of merging magazines to digital media was done by hiring readers to search through a wide variety of articles in their magazines and then organize them digitally, starting out with key articles that stood out the most. Among those intriguing articles were ideas chosen that inspired them to be made into films, such as Inside the San Quentin Marathon. Dawn Ostroff , former CW chief of GQ magazine, informs us that audiences these days are looking for more meaning in the story-line. She furthermore expresses how important it is that companies, not just GQ, learn to adapt by “looking at their business as a 360-degree holistic approach” (4). I find this very interesting and a trend that a lot of other companies are going through as well during this time in order to stay afloat. Other companies in general are dealing with this by “hiring outsiders or buying digital companies outright” (5).
Magazines have a lot to learn about digital (5). Although print media magazines are hanging on right now, the digital media audience in general continues to increase, which we can especially see within Generation Y. Every time the digital market increases, the print magazine market is in trouble. A lot of magazine companies are in denial that “digital is here to stay” (5). They lack the skills that new digital technologies possess.
Magazine companies struggle to hold on to their original ideas and content in order to keep attracting their audiences. Turning their companies into digital is not the only way they will survive. They need thinking 360 degrees and making as many connections with other digital companies and sources because the escalation digital media-use is not going away.
"Magazine Media Factbook 2017-18." MPA: The Association of Magazine Media. Accessed 7 Feb. 2018. Web.
"Top 10 Magazine Brands - Nov. 2017." MPA: The Association for Magazine Media. Accessed 7 Feb. 2018. Web.
"Brand Audience Report Top Nov. 2017." MPA: The Association of Magazine Media. Accessed 7 Feb. 2018. Web.
Siegel, Tatiana. "Conde Nast's Dawn Ostroff on Turning Magazine Articles Into Movies and New TV Plans," The Hollywood Reporter 19 Oct. 2017. Web.
Moses, Lucia. “5 things we learned about magazines’ digital challenges”. DIGIDAY. 4 Feb. 2015. Web.
Due to the rapid digital age increasing, magazine companies must learn new ways to stand among its competitors and adapt to this new environment. One way they are doing this is by establishing a tight connection between its magazines and movies as well as upcoming plans with television. They are recently doing this by using the prominent magazine company, GQ, to be featured in a new release Only The Brave. The reason they are doing this now and weren’t able to “utilize a lot of the existing infrastructure…” is “because the print side was so different” (Siegel, 2018). This idea of merging magazines to digital media was done by hiring readers to search through a wide variety of articles in their magazines and then organize them digitally, starting out with key articles that stood out the most. Among those intriguing articles were ideas chosen that inspired them to be made into films, such as Inside the San Quentin Marathon. Dawn Ostroff, former CW chief of GQ magazine, informs us that audience’s these days are looking for more meaning in the story/plot-line. She furthermore expresses how important it is that companies, not just GQ, learn to adapt by “looking at their business as a 360-degree holistic approach” (Siegel, 2018). I find this very interesting and a trend that a lot of other companies are going through as well during this time in order to stay afloat. Other companies in general are dealing with this by “hiring outsiders or buying digital companies outright” (Moses, 2015).
Magazines have a lot to learn about digital (Moses, 2015). Although print media magazines are hanging on right now, the digital media audience in general continues to increase, which we can especially see within Generation Y. Every time the digital market increases, the print magazine market is in trouble. A lot of magazine companies are in denial that “digital is here to stay” (Moses, 2015). They lack the skills that new digital technologies possess.
Magazine companies struggle to hold on to their original ideas and content in order to keep attracting their audiences. Turning their companies into digital is not the only way they will survive. They need thinking 360 degrees and making as many connections with other digital companies and sources because the escalation digital media-use is not going away.
"Magazine Media Factbook 2017-18." MPA: The Association of Magazine Media. Accessed 7 Feb. 2018. Web.
"Top 10 Magazine Brands - Nov. 2017." MPA: The Association for Magazine Media. Accessed 7 Feb. 2018. Web.
"Brand Audience Report Top Nov. 2017." MPA: The Association of Magazine Media. Accessed 7 Feb. 2018. Web.
Siegel, Tatiana. "Conde Nast's Dawn Ostroff on Turning Magazine Articles Into Movies and New TV Plans," The Hollywood Reporter 19 Oct. 2017. Web.
Moses, Lucia. “5 things we learned about magazines’ digital challenges”. DIGIDAY. 4 Feb. 2015. Web.
PART I: While it is true that the digital age is increasing at quite a rapid pace, print-media sources do have the possibility of questioning the negatives of what’s to come in the future for them. As for now, magazines have no other choice but to learn to adapt to their new digital environment. As for now they are doing okay for they don’t have to worry just yet. In general, magazine companies actually have many great characteristics that keep them going strong.
There is a sturdy belief expressed that “the printed word offers readers an experience that no other medium can stimulate” (MPA, 2018). Printed magazines are so exceptional compared to the online alternative because each part is looked at so specifically and handled with such care (i.e. the editor, the writer, the researcher, the content itself). Magazines rely on each of these particular duties before they are printed which shows how thought-out and organized printed magazine media really is. This is just one of the reasons why “magazine brands are long-standing, recognizable, and trusted by consumers and advertisers” (MPA, 2018). The printed magazines specifically do well with their advertisements because studies show that people that read printed magazines are more influenced than looking at it digitally, regardless of its size or position on the page(s). Print magazines also have a way of attracting all ages, not just the ‘older people’ type of audience. There are a few specific types of magazines that tend to do really well, along all types of devices (print/wed/mobile wed/video etc.); these being, ESPN, Time, AARP, and People magazine. As it is no surprise that ESPN is at the top of almost all categories because ESPN is already a well-watched network based on television ratings. In my opinion, because of this, the ESPN magazine, including its popular features on famous, well-known athletes, will just continue to grow its audience due to the emotional investment people have in sports already.
Magazines have proven to have great success and longevity, despite the huge shift we experienced from print media to online media. If we look into the rise of online media and social media, it seems inevitable that all forms of print media would suffer among this transition, but magazine sales and popularity have triumphed this online revolution. To give an indication of just how well magazines continue to do, data shows that “226 new print magazine brands launched in 2016” (MPA 88). In my opinion magazines have sustained such popularity because of their diversity. People can find a magazine that fits any given interest, and people stay loyal to those magazines. Although there has been a transfer of most news and content from print to online versions, most people still prefer getting magazines in print form, which initially came as a surprise. This being the case, the magazine industry benefits, as do advertisers. According to the MPA, “Advertising in print yields greater increases in brand awareness, brand favorability and purchase intent than online or TV advertising” (MPA 43). The magazine industry has remained successful, as it has remained dominant in terms of engaging advertising. Magazines can also target niche audiences, and create loyal consumers.
Magazines have successfully adapted to the overarching power social media, by utilizing that social media for their content. According to the Magazine Media Factbook, “Social Networks, and especially Facebook, continue to be an important way for magazine media publishers to distribute their content”(Publishers Press 44). The placement of content on social media creates more awareness, better distribution, and ultimately increased sales for magazines. Rather than fall prey to the digital age, magazines have used this shift to their benefit. Another aspect of magazines that serves as a feature in the digital era, is the fact that magazines appeal to all generations, creating a widespread audience.
Despite this longevity, there are still discussions about challenges facing the magazine industry. Esther Kezia Harding’s article What are the three most critical challenges facing magazines and digital publishing, she discusses how the implications of the digital era for magazine success. Monetization seems to be at the forefront of challenges, as consumers have a decreased desire to pay for content. She writes, “This year has brought its biggest ever challenge to publisher’s revenues, as readers increasingly seek free content, print circulation declines and ad blockers rise in popularity”(Harding). The millennial generation is known for its preference of free content, creating future challenges for magazines in wanting people to buy content, especially online. This goes hand in hand with readership online. There is the possibility for a decrease in readership, as people could lose interest in reading magazines, if they are not willing to pay the price to do so. These are looming threats to the magazine industry, but so far we have seen magazines continue to flourish and reap the benefits from loyal readers.
"Magazine Media Factbook 2017-18." MPA: The Association of Magazine Media. Accessed 7 Feb. 2018. Web.
“Three Challenges Facing Magazines and Digital Publishing.” Page Lizard, 17 Nov. 2017, www.pagelizard.com/challenges-digital-publishing/.
"Tweetable Truths About Magazine Media 2017." MPA: The Association of Magazine Media. Accessed 7 Feb. 2018. Web.
It makes me sad when people say that the newspaper era is over. More than ever before, people are reading their magazines and newspapers from their phones or tablets; fewer and fewer people get subscriptions to magazines and newspapers. Due to this trend change, magazines are adapting to their audiences because they need to survive. As someone who appreciates getting mail other than bills, I love my magazine subscriptions. I like to flip through the pages, bookmark my favorite articles and even cut out fashion inspiration, but I alone am not keeping the magazine industry in business.
At Publishers Press, they believe “the printed word offers readers an experience that no other medium can simulate” (Magazine Media Factbook). They realize that the industry is changing and regardless of how good a magazine’s content is, in order to succeed they need to “offer innovation and exploration beyond the newsstand” (Magazine Media Factbook).
As I was applying to a Condé Nast job last week, I noticed their entrance into the digital world. Condé Nast Entertainment was all over their website. According to Tatiana Siegel at The Hollywood Reporter, their new entertainment president, Dawn Ostroff, was given the task of transferring content from all nineteen brands onto the new CNE banner. Ostroff went on to emphasize the difference between print and digital media. This is one way Condé Nast is trying to adapt to a changing environment. Meanwhile, they invested “more than $50 million in CNE, which has 313 employees in New York and Los Angeles, and the label finally turned a high-seven-figure profit in 2016” (Siegel). It’s safe to say that CNE is a success, but other outlets might not be so successful in changing for their audiences. This has definitely been a strength for CNE. They are combining digital and print in a unique way; they even are turning a 2013 event into a $38 movie. You may be wondering how this is different. Other companies have turned magazine articles into movies such as Argo and Brokeback Mountain but CNE is a profit participant which basically means they are exceeding the expectations of this niche (Siegel).
The biggest take away from The Hollywood Reporter’s interview with Ostroff is that this compilation of content is an opportunity, one that Condé Nast is lucky enough to capitalize on.
While researching this topic I came across someone known as Mr. Magazine. Dr. Samir Husni, or Mr. Magazine, is in charge of the journalism program at Ole Miss. He has worked for dozens of credible magazines over the years. In a Forbes article, Husni says the following: “First we thought the tablet is salvation. Well, last time I was in New York last year, everybody was saying the tablet is dead. The homepage is dead. It took us 550 years before anybody said that print is dead…I mean, nothing ‘dies’ forever. Nothing stays forever. When a magazine dies, it does not mean the industry’s dead” (Glader). I think magazines are evolving. They will never be what they once were but there’s endless possibilities to what they could become.I believe that magazine publications need to diverge into the digital spectrum in order to survive in this changing environment. Companies like CNE did this and are succeeding; as much as I am disappointed to say this, I think companies that miss out on the digital aspect of media are not going to survive.
References
Gardner, Paul. "'Mr. Magazine' On Why Print Magazines Just Won't Die." Forbes, www.forbes.com/sites/ berlinschoolofcreativeleadership/2016/08/01/mr-magazine-on-why-print-magazines-just-wont-die/ #3ad620ea6d4c. Accessed 20 Feb. 2018.
“Magazine Media Factbook 2017/18.” The Association of Magazine Media. https://quinnipiac.blackboard.com/bbcswebdav/pid-2389652-dt-content-rid-18526240_1/courses/MSS49501_18SP/Magazine%20Media%20Factbook%2017-18.pdf
Siegel, Tatiana. "Conde Nast's Dawn Ostroff on Turning Magazine Articles Into Movies and New TV Plans," The Hollywood Reporter 19 Oct. 2017. Web.
HomeGoods, Condé Nast, and ESPN are reaping the benefits of the digital magazine subscriptions. In class, we briefly talked about how magazines are surviving on digital subscriptions for their revenue. However, some magazines are struggling to stay sustainable. Time Inc., a publisher of Time Magazine, Sports Illustrated and People magazine, sold its entities to the Meredith Corporation. The Meredith Corporation owns Family Circle, Better Gardens, and All Recipes magazines. Sydney Ember and Andrew Sorkin from New York Times reveal the merger being a strategic one because, “Adding Time Inc.’s portfolio will give Meredith even more national scale, which will help it continue to appeal to advertisers on both the print and digital sides. But the company will also have to adjust to printing weekly titles, which it currently does not do. Meredith said it expected its deal for Time Inc. would result in $400 million to $500 million in cost savings in its first two year” (1). Magazines are gaining their momentum in print and digital, but this shift in business has hurt and foreclosed magazines like Time.
The shift of digital is fostering more lifestyle/niche magazines based on their timeliness and entertaining appeal. Keith Sibson, Publishing Executive writer of "Three Hard Truths Publishers Must Face in 2018", highlighted a harsh truth for the magazine business. Sibson writes: “With two platforms absorbing a growing majority of ad spend, publishers with an ad-driven business model must fight for a diminishing pool of dollars. At best, publishers have found short-term solutions to increase ad revenue, such as boosting yield with header bidding. At worst, chasing ad revenue has led to the much-maligned “pivot to video” (1). Magazines need to look to their readers to see how their conversations and engagement on social media can become marketable and profitable to their long tail success.
The escapism and voyageur aspects for Millennial viewers help HGTV, All Recipes, and Forbes to thrive. People want to have a sense of liberation and fantasy from the dreaded news. If magazines use HGTV`s formula, they will receive amazing results. Gerry Smith writer of "HGTV Will Never Upset You: How The Network Beat CNN in 2016" from Bloomberg gives similar reasons why HGTV is soaring to the top. Smith states, “The key, Scripps executives agree, is a refusal to upset HGTV’s audience. There’s no profanity, and on-air conflicts are confined to paint colors or tile choices. Instead of making the network feel trivial, its fans say, the relentlessly pleasant programming is a comfort, especially in hard times” (1). Their formulaic clean TV programming for homes in America directly targets a big portion of American markets. Niche audiences drive content based on its sustainability. As news gets covered on social media and other media channels, people will flock to these lifestyle niche magazines craving t long-form content as a source of entertainment (i.e. documentaries, movies, VR games).
Ember, Sydney, and Andrew Ross Sorkin. “Time Inc. Sells Itself to Meredith Corp., Backed by Koch Brothers.” The New York Times, The New York Times, 26 Nov. 2017, www.nytimes.com/2017/11/26/business/dealbook/time-inc-meredith-corporation-koch-brothers.html. Accesed 19 2018. Web.
Smith, Gerry. “HGTV Will Never Upset You: How the Network Beat CNN in 2016.” Bloomberg.com, Bloomberg, 28 Dec. 2016, www.bloomberg.com/news/articles/2016-12-28/hgtv-will-never-upset-you-how-the-network-beat-cnn-in-2016. Accessed 12 Feb 2018. Web.
Sibson, Keith. “The 3 Hard Truths Publishers Must Face in 2018.” Publishing Executive, 16 Jan. 2018, www.pubexec.com/post/3-hard-truths-publishers-must-face-2018/. Accessed 17 Feb 2018. Web.
“Magazine Media Factbook 2017/2018”MPA. The Association of Magazine Media. Accessed 17 Feb 2018. Web.
“Tweetable Truths About Magazine Media” The Association of Magazine Media. Accessed 18 Feb 2018. Web.
As the audiences who used to read magazines for their main source of entertainment gravitate more towards their phone and computer screens so do the magazine brands that used to reach these people. Today, brands that used to be a delightful weekly or monthly addition to the mailbox drop-off have become everyday content producers so that as many people see them as possible. To keep up with demand magazine outlets are mass-producing digital content that can be seen from various devices. Creating a recognizable brand has never been more important. For example, all of the content that would be put out onto ESPN’s magazine is now on their website and various other places such as YouTube, Podcasts, Facebook, Twitter, and the ESPN app. I can read an article on my computer, from the ESPN app directly or on my tablet’s safari app. They release various digital versions of longer ESPN shows on YouTube, Facebook, and their app. If I want to hear what Steven A Smith and Max Kellerman have to say about the Celtic’s latest games I can watch First Take live on TV, clips on social media, or get an audio version of the show from my podcast app or the ESPN app. The brand ESPN is no-longer just a magazine and a television program, but it is instead a stamp of approval that this sport-centric piece of media was made by the folks who bring you other content you enjoy.
This approach works too. According to Magazine Media 360 the number one brand audience for magazines is ESPN Magazine. ESPN has the number one audience in all digital outlets, but is far behind competitors when it comes to print. The switch to digital is promising for magazines that have the financial backing from ESPN, who is owned by the highest valued media corporation, Disney. But, for smaller outlets the challenges of transitioning to digital and competing with other digital brands is too expensive. Sarah Penney, editor of Fashion Monitor is quoted in the BBC article, Magazine’s: How Print Surviving The Digital Age as saying, “With the competition from digital media, vlogs, blogs and podcasts, readers are finding that their thirst for the content covered in the celebrity weeklies can be satisfied elsewhere for free and with ease online.” As Keith Sibson points out in his article The 3 Hard Truths Publishers Must Face in 2018, publishers must choose between quality and quantity. In the game of online content supported by ad-revenue the most effective way of making money and getting the largest audiences is by throwing as much content as possible out there and hoping it sticks. For publishers to make quality content that they can take their time on they often have to choose to charge money for the product and garner a smaller audience. Finding the proper balance between quantity and quality of product is the greatest challenge magazines face in modernity.
McIntosh, Steven. "How Print Is Surviving The Digital Age." BBC News. N.p., 2018. Web. 20 Feb. 2018.
Magazines are relocating to where their audiences have moved to, and that is a less print-based model. Print and digital are evaluated in one category now because it is seen as digital print. Many people think that only older individuals read magazines. They are totally wrong, as magazines target all audiences, including millennials. Readers prefer: food, daily living, outdoor activity and even shopping-based magazines.
ReplyDeleteThere is a science as to why people may prefer to enjoy magazines more if they take the time to look into them. According to one neuroscientist, Scott McDonald from Nomos Research Center, in 2015 he believed that paper-based reading stimulates emotions and desires, slower reading speeds, more focused attention by having less distractions and it drives the sensory input of the reader which leads to a better comprehension (McDonald). Could Facebook be detrimental to this so-called “science”? Out of all the social media platforms, Facebook has the most followers liking and sharing magazine industry related material. Some challenges that magazines face are the fact that even though the Facebook algorithm might think it is right providing consumers what they would prefer, that is not always true. “Chasing platform traffic isn’t viable in the long term when it leads publishers to commit to a strategy likely to be rendered irrelevant by the next Facebook algorithm tweak” (Sibson). Even on the business end of things, publishers have a problem with competition for ad revenue when Facebook is largely in the lead and Facebook decides what ads reach its audience at the end of the day. Facebook and Google alone control over 61% of global online spending (Sibson). Another challenge is that publishers cannot just sustain themselves on ad revenue alone, and they are searching for other ways to get it (Sibson).
One strength and a new way that Conde Nast Entertainment (CNE) is focusing on is by moving into other areas such as digital video and film. Over the past few years, CNE has focused on changing their strategies as they try to target more of an audience for better ad revenue. CNE currently has 35 movies being developed (Siegel). “Each medium has strengths, and the best plans use integrated strategies. Multi-channel, multi-touchpoint is our present & future” (Castaneda). CNE is developing a new strategy. They are reading all of their published articles, and when transferring them over to digital media they are deciding which ones might be proposed as movies. CNE is also focusing on having their writers push themselves to make more money if one of their articles are published and used, in case there is a film opportunity.
I find it funny when magazines annoy you as you are trying to check out at Stop & Shop, or in a doctor’s office as they are barely looked at these days. The same magazines would have been read several times a day by different people twenty years ago. In the digital era, more people have digital subscriptions. Someone might ask why we prefer the digital subscriptions. Is it because there is less clutter and less physical effort, or is it that easy to just get lost in a screen today? Ten years ago, if something in a magazine you were reading interested you, you would turn on your computer to go look it up online. Today, we have the hands-on easy access to digital media that everyone dreams of. This way, you do not have to go through a whole process of picking and choosing what magazines you want and mailing subscriptions in, you just have to click a button to go to your preferred site. The question is can, the publishers find us?
Castaneda, T. (2018, January 11). MPA MMN Webinar: Neuroscience & Advertising – Media Max. Retrieved February 18, 2018, from https://mediamaxnetwork.com/insights/mpa-mmn-print-magazine-advertising-works/
DeleteMcDonald, Scott. “What Can Neuroscience Tell Us About Why Print Magazine Advertising Works?” A White Paper from MPA–The Association of Magazine Media, Scott McDonald, Ph.D. Nomos Research, October 2015.
Sibson, K. (2018, January 16). The 3 Hard Truths Publishers Must Face in 2018. Retrieved February 18, 2018, from http://www.pubexec.com/post/3-hard-truths-publishers-must-face-2018/
Siegel, T. (2017, October 19). Conde Nast's Dawn Ostroff on Turning Magazine Articles Into Movies and New TV Plans. Retrieved February 18, 2018, from https://www.hollywoodreporter.com/news/conde-nasts-dawn-ostroff-turning-magazine-articles-movies-new-tv-plans-1049313
As digital media becomes more impressed upon people the obvious conclusion to draw is that magazine readership will suffer. While it is true that the magazine industry is facing challenges, there are some positive attributes of magazines that other media lack. Furthermore, the magazine industry is doing its best to adapt to changes in the way readers are choosing to view their content.
ReplyDeleteDespite the magazine industry’s attempts to adapt to changes, there are still challenges that create barriers. Most of the challenges they are facing relate to magazine advertisements. First, while magazine companies have relied upon advertisement for revenue in the past that is no longer a sustainable option. Instead magazines are forced to gain revenue through other means, such as paywalls and subscription fees, which are less appealing to readers. While companies work hard to increase the number of readers to improve revenue, the most effective ways to do this, including addressing potential readers outside of the context of purchasing a magazine, are costly and time-consuming (Sibson). Next, magazine companies have tried to draw in readers through platforms like Facebook, but this to is becoming ineffective. Recent trends suggest that Facebook will no longer decrease the space and traffic it previously devoted to publishers. Keith Sibson, Vice President of Product and Marketing at Postup, explains, “Facebook has made it clear that they prioritize friends in the News Feed; they don’t extend the same courtesy to publishers.” Publishers are left with finding new ways of attracting audiences without Facebook.
To combat some of these challenges, magazine companies are changing as best they can. One of these is the “try anything” approach in which publishers are willingly to veer off the typical print magazine pathway that they have followed for years (Ember). Sydney Ember, reporter for The New York Times, explains that “Increasingly, the longtime core of the business — the print product — is an afterthought, overshadowed by investments in live events, podcasts, video, and partnerships with outside brands” (Ember). These new methods are more in line with digital expectations of today’s readers. Another way that magazine companies are changing is by decreasing the quality of the content they are providing in order to decrease expenses. This content includes both pictures and written word. Even huge companies like The New York Times are facing this change.
While these are challenging for magazine companies they still advantages over other platforms. This is best demonstrated through demographic of readers. One of these is that magazines are read by many generations. The Association of Magazine Media explains that, “print magazines are more balanced across generations.” This shows that magazine companies still have a balance of readers that have not yet become fully digital in their media consumption. Another example from The Association of Magazine Media highlights that “the top 25 print magazines reach more adults and teens than the top 25 primetime TV shows.” This illustrates that magazines still have a large number of loyal consumers.
Going forward, magazines will continue to survive as long as they continue to adapt to changes in the media.
Works Cited
DeleteEmber, Sydney, and Michael. “The Not-So-Glossy Future of Magazines.” The New York Times, The New York Times, 23 Sept. 2017, www.nytimes.com/2017/09/23/business/media/the-not-so-glossy-future-of-magazines.html.
“Magazine Media Factbook 2017/18.” The Association of Magazine Media. https://quinnipiac.blackboard.com/bbcswebdav/pid-2389652-dt-content-rid-18526240_1/courses/MSS49501_18SP/Magazine%20Media%20Factbook%2017-18.pdf
Sibson, Keith. “The 3 Hard Truths Publishers Must Face in 2018.” Publishing Executive, 16 Jan. 2018, www.pubexec.com/post/3-hard-truths-publishers-must-face-2018/.
Due to the rapid digital age increasing, magazine companies must learn new ways to stand among its competitors and adapt to this new environment. One way they are doing this is by establishing a tight connection between its magazines and movies as well as upcoming plans with television. They are recently doing this by using the prominent magazine company, GQ, to be featured in a new release Only The Brave. The reason they are doing this now and weren’t able to “utilize a lot of the existing infrastructure because the print side was so different” (4). This idea of merging magazines to digital media was done by hiring readers to search through a wide variety of articles in their magazines and then organize them digitally, starting out with key articles that stood out the most. Among those intriguing articles were ideas chosen that inspired them to be made into films, such as Inside the San Quentin Marathon. Dawn Ostroff , former CW chief of GQ magazine, informs us that audiences these days are looking for more meaning in the story-line. She furthermore expresses how important it is that companies, not just GQ, learn to adapt by “looking at their business as a 360-degree holistic approach” (4). I find this very interesting and a trend that a lot of other companies are going through as well during this time in order to stay afloat. Other companies in general are dealing with this by “hiring outsiders or buying digital companies outright” (5).
ReplyDeleteMagazines have a lot to learn about digital (5). Although print media magazines are hanging on right now, the digital media audience in general continues to increase, which we can especially see within Generation Y. Every time the digital market increases, the print magazine market is in trouble. A lot of magazine companies are in denial that “digital is here to stay” (5). They lack the skills that new digital technologies possess.
Magazine companies struggle to hold on to their original ideas and content in order to keep attracting their audiences. Turning their companies into digital is not the only way they will survive. They need thinking 360 degrees and making as many connections with other digital companies and sources because the escalation digital media-use is not going away.
"Magazine Media Factbook 2017-18." MPA: The Association of Magazine Media. Accessed 7 Feb. 2018. Web.
"Top 10 Magazine Brands - Nov. 2017." MPA: The Association for Magazine Media. Accessed 7 Feb. 2018. Web.
"Brand Audience Report Top Nov. 2017." MPA: The Association of Magazine Media. Accessed 7 Feb. 2018. Web.
Siegel, Tatiana. "Conde Nast's Dawn Ostroff on Turning Magazine Articles Into Movies and New TV Plans," The Hollywood Reporter 19 Oct. 2017. Web.
Moses, Lucia. “5 things we learned about magazines’ digital challenges”. DIGIDAY. 4 Feb. 2015. Web.
Due to the rapid digital age increasing, magazine companies must learn new ways to stand among its competitors and adapt to this new environment. One way they are doing this is by establishing a tight connection between its magazines and movies as well as upcoming plans with television. They are recently doing this by using the prominent magazine company, GQ, to be featured in a new release Only The Brave. The reason they are doing this now and weren’t able to “utilize a lot of the existing infrastructure…” is “because the print side was so different” (Siegel, 2018). This idea of merging magazines to digital media was done by hiring readers to search through a wide variety of articles in their magazines and then organize them digitally, starting out with key articles that stood out the most. Among those intriguing articles were ideas chosen that inspired them to be made into films, such as Inside the San Quentin Marathon. Dawn Ostroff, former CW chief of GQ magazine, informs us that audience’s these days are looking for more meaning in the story/plot-line. She furthermore expresses how important it is that companies, not just GQ, learn to adapt by “looking at their business as a 360-degree holistic approach” (Siegel, 2018). I find this very interesting and a trend that a lot of other companies are going through as well during this time in order to stay afloat. Other companies in general are dealing with this by “hiring outsiders or buying digital companies outright” (Moses, 2015).
DeleteMagazines have a lot to learn about digital (Moses, 2015). Although print media magazines are hanging on right now, the digital media audience in general continues to increase, which we can especially see within Generation Y. Every time the digital market increases, the print magazine market is in trouble. A lot of magazine companies are in denial that “digital is here to stay” (Moses, 2015). They lack the skills that new digital technologies possess.
Magazine companies struggle to hold on to their original ideas and content in order to keep attracting their audiences. Turning their companies into digital is not the only way they will survive. They need thinking 360 degrees and making as many connections with other digital companies and sources because the escalation digital media-use is not going away.
"Magazine Media Factbook 2017-18." MPA: The Association of Magazine Media. Accessed 7 Feb. 2018. Web.
"Top 10 Magazine Brands - Nov. 2017." MPA: The Association for Magazine Media. Accessed 7 Feb. 2018. Web.
"Brand Audience Report Top Nov. 2017." MPA: The Association of Magazine Media. Accessed 7 Feb. 2018. Web.
Siegel, Tatiana. "Conde Nast's Dawn Ostroff on Turning Magazine Articles Into Movies and New TV Plans," The Hollywood Reporter 19 Oct. 2017. Web.
Moses, Lucia. “5 things we learned about magazines’ digital challenges”. DIGIDAY. 4 Feb. 2015. Web.
PART I: While it is true that the digital age is increasing at quite a rapid pace, print-media sources do have the possibility of questioning the negatives of what’s to come in the future for them. As for now, magazines have no other choice but to learn to adapt to their new digital environment. As for now they are doing okay for they don’t have to worry just yet. In general, magazine companies actually have many great characteristics that keep them going strong.
DeleteThere is a sturdy belief expressed that “the printed word offers readers an experience that no other medium can stimulate” (MPA, 2018). Printed magazines are so exceptional compared to the online alternative because each part is looked at so specifically and handled with such care (i.e. the editor, the writer, the researcher, the content itself). Magazines rely on each of these particular duties before they are printed which shows how thought-out and organized printed magazine media really is. This is just one of the reasons why “magazine brands are long-standing, recognizable, and trusted by consumers and advertisers” (MPA, 2018). The printed magazines specifically do well with their advertisements because studies show that people that read printed magazines are more influenced than looking at it digitally, regardless of its size or position on the page(s). Print magazines also have a way of attracting all ages, not just the ‘older people’ type of audience. There are a few specific types of magazines that tend to do really well, along all types of devices (print/wed/mobile wed/video etc.); these being, ESPN, Time, AARP, and People magazine. As it is no surprise that ESPN is at the top of almost all categories because ESPN is already a well-watched network based on television ratings. In my opinion, because of this, the ESPN magazine, including its popular features on famous, well-known athletes, will just continue to grow its audience due to the emotional investment people have in sports already.
Magazines have proven to have great success and longevity, despite the huge shift we experienced from print media to online media. If we look into the rise of online media and social media, it seems inevitable that all forms of print media would suffer among this transition, but magazine sales and popularity have triumphed this online revolution. To give an indication of just how well magazines continue to do, data shows that “226 new print magazine brands launched in 2016” (MPA 88). In my opinion magazines have sustained such popularity because of their diversity. People can find a magazine that fits any given interest, and people stay loyal to those magazines. Although there has been a transfer of most news and content from print to online versions, most people still prefer getting magazines in print form, which initially came as a surprise. This being the case, the magazine industry benefits, as do advertisers. According to the MPA, “Advertising in print yields greater increases in brand awareness, brand favorability and purchase intent than online or TV advertising” (MPA 43). The magazine industry has remained successful, as it has remained dominant in terms of engaging advertising. Magazines can also target niche audiences, and create loyal consumers.
ReplyDeleteMagazines have successfully adapted to the overarching power social media, by utilizing that social media for their content. According to the Magazine Media Factbook, “Social Networks, and especially Facebook, continue to be an important way for magazine media publishers to distribute their content”(Publishers Press 44). The placement of content on social media creates more awareness, better distribution, and ultimately increased sales for magazines. Rather than fall prey to the digital age, magazines have used this shift to their benefit. Another aspect of magazines that serves as a feature in the digital era, is the fact that magazines appeal to all generations, creating a widespread audience.
Despite this longevity, there are still discussions about challenges facing the magazine industry. Esther Kezia Harding’s article What are the three most critical challenges facing magazines and digital publishing, she discusses how the implications of the digital era for magazine success. Monetization seems to be at the forefront of challenges, as consumers have a decreased desire to pay for content. She writes, “This year has brought its biggest ever challenge to publisher’s revenues, as readers increasingly seek free content, print circulation declines and ad blockers rise in popularity”(Harding). The millennial generation is known for its preference of free content, creating future challenges for magazines in wanting people to buy content, especially online. This goes hand in hand with readership online. There is the possibility for a decrease in readership, as people could lose interest in reading magazines, if they are not willing to pay the price to do so. These are looming threats to the magazine industry, but so far we have seen magazines continue to flourish and reap the benefits from loyal readers.
"Magazine Media Factbook 2017-18." MPA: The Association of Magazine Media. Accessed 7 Feb. 2018. Web.
“Three Challenges Facing Magazines and Digital Publishing.” Page Lizard, 17 Nov. 2017, www.pagelizard.com/challenges-digital-publishing/.
"Tweetable Truths About Magazine Media 2017." MPA: The Association of Magazine Media. Accessed 7 Feb. 2018. Web.
It makes me sad when people say that the newspaper era is over. More than ever before, people are reading their magazines and newspapers from their phones or tablets; fewer and fewer people get subscriptions to magazines and newspapers. Due to this trend change, magazines are adapting to their audiences because they need to survive. As someone who appreciates getting mail other than bills, I love my magazine subscriptions. I like to flip through the pages, bookmark my favorite articles and even cut out fashion inspiration, but I alone am not keeping the magazine industry in business.
ReplyDeleteAt Publishers Press, they believe “the printed word offers readers an experience that no other medium can simulate” (Magazine Media Factbook). They realize that the industry is changing and regardless of how good a magazine’s content is, in order to succeed they need to “offer innovation and exploration beyond the newsstand” (Magazine Media Factbook).
As I was applying to a Condé Nast job last week, I noticed their entrance into the digital world. Condé Nast Entertainment was all over their website. According to Tatiana Siegel at The Hollywood Reporter, their new entertainment president, Dawn Ostroff, was given the task of transferring content from all nineteen brands onto the new CNE banner. Ostroff went on to emphasize the difference between print and digital media. This is one way Condé Nast is trying to adapt to a changing environment. Meanwhile, they invested “more than $50 million in CNE, which has 313 employees in New York and Los Angeles, and the label finally turned a high-seven-figure profit in 2016” (Siegel). It’s safe to say that CNE is a success, but other outlets might not be so successful in changing for their audiences. This has definitely been a strength for CNE. They are combining digital and print in a unique way; they even are turning a 2013 event into a $38 movie. You may be wondering how this is different. Other companies have turned magazine articles into movies such as Argo and Brokeback Mountain but CNE is a profit participant which basically means they are exceeding the expectations of this niche (Siegel).
The biggest take away from The Hollywood Reporter’s interview with Ostroff is that this compilation of content is an opportunity, one that Condé Nast is lucky enough to capitalize on.
While researching this topic I came across someone known as Mr. Magazine. Dr. Samir Husni, or Mr. Magazine, is in charge of the journalism program at Ole Miss. He has worked for dozens of credible magazines over the years. In a Forbes article, Husni says the following: “First we thought the tablet is salvation. Well, last time I was in New York last year, everybody was saying the tablet is dead. The homepage is dead. It took us 550 years before anybody said that print is dead…I mean, nothing ‘dies’ forever. Nothing stays forever. When a magazine dies, it does not mean the industry’s dead” (Glader). I think magazines are evolving. They will never be what they once were but there’s endless possibilities to what they could become.I believe that magazine publications need to diverge into the digital spectrum in order to survive in this changing environment. Companies like CNE did this and are succeeding; as much as I am disappointed to say this, I think companies that miss out on the digital aspect of media are not going to survive.
References
Gardner, Paul. "'Mr. Magazine' On Why Print Magazines Just Won't Die." Forbes, www.forbes.com/sites/
berlinschoolofcreativeleadership/2016/08/01/mr-magazine-on-why-print-magazines-just-wont-die/
#3ad620ea6d4c. Accessed 20 Feb. 2018.
“Magazine Media Factbook 2017/18.” The Association of Magazine Media. https://quinnipiac.blackboard.com/bbcswebdav/pid-2389652-dt-content-rid-18526240_1/courses/MSS49501_18SP/Magazine%20Media%20Factbook%2017-18.pdf
Siegel, Tatiana. "Conde Nast's Dawn Ostroff on Turning Magazine Articles Into Movies and New TV Plans," The Hollywood Reporter 19 Oct. 2017. Web.
HomeGoods, Condé Nast, and ESPN are reaping the benefits of the digital magazine subscriptions. In class, we briefly talked about how magazines are surviving on digital subscriptions for their revenue. However, some magazines are struggling to stay sustainable. Time Inc., a publisher of Time Magazine, Sports Illustrated and People magazine, sold its entities to the Meredith Corporation. The Meredith Corporation owns Family Circle, Better Gardens, and All Recipes magazines. Sydney Ember and Andrew Sorkin from New York Times reveal the merger being a strategic one because, “Adding Time Inc.’s portfolio will give Meredith even more national scale, which will help it continue to appeal to advertisers on both the print and digital sides. But the company will also have to adjust to printing weekly titles, which it currently does not do. Meredith said it expected its deal for Time Inc. would result in $400 million to $500 million in cost savings in its first two year” (1). Magazines are gaining their momentum in print and digital, but this shift in business has hurt and foreclosed magazines like Time.
ReplyDeleteThe shift of digital is fostering more lifestyle/niche magazines based on their timeliness and entertaining appeal. Keith Sibson, Publishing Executive writer of "Three Hard Truths Publishers Must Face in 2018", highlighted a harsh truth for the magazine business. Sibson writes: “With two platforms absorbing a growing majority of ad spend, publishers with an ad-driven business model must fight for a diminishing pool of dollars. At best, publishers have found short-term solutions to increase ad revenue, such as boosting yield with header bidding. At worst, chasing ad revenue has led to the much-maligned “pivot to video” (1). Magazines need to look to their readers to see how their conversations and engagement on social media can become marketable and profitable to their long tail success.
The escapism and voyageur aspects for Millennial viewers help HGTV, All Recipes, and Forbes to thrive. People want to have a sense of liberation and fantasy from the dreaded news. If magazines use HGTV`s formula, they will receive amazing results. Gerry Smith writer of "HGTV Will Never Upset You: How The Network Beat CNN in 2016" from Bloomberg gives similar reasons why HGTV is soaring to the top. Smith states, “The key, Scripps executives agree, is a refusal to upset HGTV’s audience. There’s no profanity, and on-air conflicts are confined to paint colors or tile choices. Instead of making the network feel trivial, its fans say, the relentlessly pleasant programming is a comfort, especially in hard times” (1). Their formulaic clean TV programming for homes in America directly targets a big portion of American markets. Niche audiences drive content based on its sustainability. As news gets covered on social media and other media channels, people will flock to these lifestyle niche magazines craving t long-form content as a source of entertainment (i.e. documentaries, movies, VR games).
Ember, Sydney, and Andrew Ross Sorkin. “Time Inc. Sells Itself to Meredith Corp., Backed by Koch Brothers.” The New York Times, The New York Times, 26 Nov. 2017, www.nytimes.com/2017/11/26/business/dealbook/time-inc-meredith-corporation-koch-brothers.html. Accesed 19 2018. Web.
Smith, Gerry. “HGTV Will Never Upset You: How the Network Beat CNN in 2016.” Bloomberg.com, Bloomberg, 28 Dec. 2016, www.bloomberg.com/news/articles/2016-12-28/hgtv-will-never-upset-you-how-the-network-beat-cnn-in-2016. Accessed 12 Feb 2018. Web.
Sibson, Keith. “The 3 Hard Truths Publishers Must Face in 2018.” Publishing Executive, 16 Jan. 2018, www.pubexec.com/post/3-hard-truths-publishers-must-face-2018/. Accessed 17 Feb 2018. Web.
“Magazine Media Factbook 2017/2018”MPA. The Association of Magazine Media. Accessed 17 Feb 2018. Web.
“Tweetable Truths About Magazine Media” The Association of Magazine Media. Accessed 18 Feb 2018. Web.
As the audiences who used to read magazines for their main source of entertainment gravitate more towards their phone and computer screens so do the magazine brands that used to reach these people. Today, brands that used to be a delightful weekly or monthly addition to the mailbox drop-off have become everyday content producers so that as many people see them as possible. To keep up with demand magazine outlets are mass-producing digital content that can be seen from various devices. Creating a recognizable brand has never been more important. For example, all of the content that would be put out onto ESPN’s magazine is now on their website and various other places such as YouTube, Podcasts, Facebook, Twitter, and the ESPN app. I can read an article on my computer, from the ESPN app directly or on my tablet’s safari app. They release various digital versions of longer ESPN shows on YouTube, Facebook, and their app. If I want to hear what Steven A Smith and Max Kellerman have to say about the Celtic’s latest games I can watch First Take live on TV, clips on social media, or get an audio version of the show from my podcast app or the ESPN app. The brand ESPN is no-longer just a magazine and a television program, but it is instead a stamp of approval that this sport-centric piece of media was made by the folks who bring you other content you enjoy.
ReplyDeleteThis approach works too. According to Magazine Media 360 the number one brand audience for magazines is ESPN Magazine. ESPN has the number one audience in all digital outlets, but is far behind competitors when it comes to print. The switch to digital is promising for magazines that have the financial backing from ESPN, who is owned by the highest valued media corporation, Disney. But, for smaller outlets the challenges of transitioning to digital and competing with other digital brands is too expensive. Sarah Penney, editor of Fashion Monitor is quoted in the BBC article, Magazine’s: How Print Surviving The Digital Age as saying, “With the competition from digital media, vlogs, blogs and podcasts, readers are finding that their thirst for the content covered in the celebrity weeklies can be satisfied elsewhere for free and with ease online.” As Keith Sibson points out in his article The 3 Hard Truths Publishers Must Face in 2018, publishers must choose between quality and quantity. In the game of online content supported by ad-revenue the most effective way of making money and getting the largest audiences is by throwing as much content as possible out there and hoping it sticks. For publishers to make quality content that they can take their time on they often have to choose to charge money for the product and garner a smaller audience. Finding the proper balance between quantity and quality of product is the greatest challenge magazines face in modernity.
McIntosh, Steven. "How Print Is Surviving The Digital Age." BBC News. N.p., 2018. Web. 20 Feb. 2018.
N.A. "Magazine Media 360 Brand Audience Report." N.p., 2018. Web. 20 Feb. 2018.
Sibson, Keith. "The 3 Hard Truths Publishers Must Face In 2018." Publishing Executive. N.p., 2018. Web. 20 Feb. 2018.