Time Publisher Wants to Capture Readers from Cradle to the Grave
Notes from the 2008 FOLIO: Show.
CHICAGO‚ÄĒDuring his keynote address during the 2008 FOLIO: Show here, Time magazine president and worldwide publisher Ed McCarrick said he‚Äôs been fending off the ‚Äúdeath of the news magazine‚ÄĚ thing since the early seventies.
‚ÄúPundits heralding the death of news magazines since I was on my way in the door [in 1973],‚ÄĚ he said. ‚ÄúThey were wrong then, and they‚Äôre wrong now.‚ÄĚ
But he also appears to be keenly aware of the importance of the Web.
Despite the magazine‚Äôs Web site (relaunched again a couple weeks ago) accounting for just 11 percent of Time‚Äôs revenue, it‚Äôs growing‚ÄĒ75 percent this year and projected growth of 35 percent in 2009‚ÄĒand McCarrick is quite bullish about it. ‚ÄúWe‚Äôre at 82 million page views,‚ÄĚ he said, responding‚ÄĒtellingly, perhaps, to a question about how large he expects the magazine‚Äôs print circulation to grow. ‚ÄúWe feel 200 million page views is easily within reach.‚ÄĚ
It does appear that all the death talk has seeped into McCarrick‚Äôs sales pitch. He said that one of the reasons they launched Time for Kids was to capture readers at an early age. ‚ÄúWe say ‚Äėfrom the cradle ‚Äėtil when you‚Äôre put in the ground.‚Äô‚ÄĚ
More on McCarrick‚Äôs keynote here ...
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