Time Publisher Wants to Capture Readers from Cradle to the Grave
Notes from the 2008 FOLIO: Show.
CHICAGOâDuring his keynote address during the 2008 FOLIO: Show here, Time magazine president and worldwide publisher Ed McCarrick said heâs been fending off the âdeath of the news magazineâ thing since the early seventies.
âPundits heralding the death of news magazines since I was on my way in the door [in 1973],â he said. âThey were wrong then, and theyâre wrong now.â
But he also appears to be keenly aware of the importance of the Web.
Despite the magazineâs Web site (relaunched again a couple weeks ago) accounting for just 11 percent of Timeâs revenue, itâs growingâ75 percent this year and projected growth of 35 percent in 2009âand McCarrick is quite bullish about it. âWeâre at 82 million page views,â he said, respondingâtellingly, perhaps, to a question about how large he expects the magazineâs print circulation to grow. âWe feel 200 million page views is easily within reach.â
It does appear that all the death talk has seeped into McCarrickâs sales pitch. He said that one of the reasons they launched Time for Kids was to capture readers at an early age. âWe say âfrom the cradle âtil when youâre put in the ground.ââ
More on McCarrickâs keynote here ...
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