Do Magazine Publishers Have an Irrational Fear of Digital?

In a recent blog post, Bob Sacks argued that print publishers have a misplaced, irrational fear of digital publishing. The general reticence of old-guard magazine executives to adapt to the wild world of the Web has been discussed at length on this blog. But the fear part hasn't.

Specifically:

The very same executives that sit in meetings, on trains, and at home reading hundreds of text messages on their BlackBerrys for hours will deny there is a comfort zone for long-form reading in a digital format.

I couldn't agree more here. This was precisely the scene at the MPA's digital conference last week in New York. Publishing executives firing off e-mail messages from their Blackberrys and iPhones, some tweeting, many complaining about the lack of WiFi in the Marriot Marquis ballroom. Yet, they were having far too long a debate on how launching too many digital products like blogs (really?) and aggregation sites and widgets risks dilution of a magazine brand.

No it doesn't.

The only valid argument for having this fear and it's a shaky one is that digital revenue, while growing, is still, for the most part, miniscule compared to print.

Perhaps it's miniscule because they haven't fully embraced the digital innovations they should have, say, four years ago?

Maybe it's because they are desperately trying to validate their print-centric skillsets, watching pure-play innovators pass them by (see: Rodale EVP MaryAnn Bekkedahl's absurd comment about a phantom blogger from the digital conference).

The print business has been forever changed. It's not going back. To think that it will is irrational.

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An Irrational Fear of the Unknown

By Dylan Stableford --

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Fear of Digital

Submitted by Jon Mikelonis on Mon, 03/09/2009 - 16:00.

Great observation. I'd like to add this to your list of contradictory behaviors: Pop-up windows and prime home page real estate dedicated to selling print subscriptions on a magazine's own website. I applaud Folio for not being guilty of this.

Fear or confusion regarding how to monetize?

Submitted by Rita Arens on Tue, 03/10/2009 - 09:33.

I wasn't at the conference, but I worked in Internet publishing back in 2000 when trade publications were venturing into putting magazine content online. The subscription model online hasn't worked for many, and the click-through model of advertising doesn't pay high dividends. I don't know if everyone is so much afraid of digital as they are confused regarding how to make money in that arena. The businesses that have done well online have given away the front-end and monetized the back-end. How do you do that with content? That's the $64,000 question.

They are not confused, Digital has never produced.

Submitted by Anonymous on Tue, 03/10/2009 - 10:41.

There needs to be a different pricing model. WEB pricing is built around millions of views and a very small click through. Print is built around a medium volume of views and a reasonable request rate. Digital magazines have WEB style rates and click through, but they have smaller page views that print circulation. Go look at auditing statements, except for the few titles in the web or digital field, digital circulation is a fraction of print circulation. Publishers need to charge more for digital not less.

Courageous Conversation

Submitted by johnee99 on Tue, 03/10/2009 - 10:43.

Dylan, bravo: you have hit it on the head with this piece. Add to this the strange anxiety publishers feel in relation to the dotcom bust in 2000--somehow they like to bring this up as evidence that digital is a risky business, with an undertone that it might not be "for real" in the long-term. You have started what I believe should be the topic of all future ABM and MPA events--bring in facilitators if necessary, but this conversation must happen. I believe the magazine associations are doing their members a tremendous disservice by not having this kind of dialog and providing real help in making the transition rather than fighting DC for lower postage rates. They are on the wrong side of history.

Print-Centric Views

Submitted by Aaron Hand on Tue, 03/10/2009 - 10:56.

Great blog, Dylan, and good added point, Jon (my own brand is guilty, to be sure). I feel like we're so bogged down by such print-centric views on media. No matter how much we try to innovate, every editor and salesperson continues to benchmark everything against print. And no matter how many conversations we have to the contrary, we only speak of our "competitors" as others with print publications. We'll never continue to thrive with this line of thinking.

Never produced?

Submitted by Marcus on Tue, 03/10/2009 - 14:30.

Good article, Dylan. You raise some great points. My opinion, however, differs with the third comment (anonymous): First up, digital (web advertising) DOES produce. If it didn't, andvertisers (including us) wouldn't spend money on it, and we do. Second, proper digital magazines have significantly higher click-throughs than websites. In fact, it's a very big reason-to-be for digital magazines. As far as a % of circ, the bar is 15% in b-to-b. If you're under it, you can do better. If you're over it, give yourself a pat on the back. The consumer world's different and hopefully, will show some maturation on its own in the coming months. M

Focus on Your Creative Network and Repurpose

Submitted by Jon Mikelonis on Tue, 03/10/2009 - 16:02.

While I cannot speak for B-to-B or consumer magazines outside my space (automotive aftermarket), I am certain that the value that hides within the production of a print magazine with some heritage, is in the human network and access to the resources it takes to make great content. I believe too many magazines and publishers are stuck on the delivery medium switch. Focus on your established journalistic network. However, now is the time for print to produce the most engaging creative they've ever produced... deliver it online and lock it behind a paid subscription.

minuscule

Submitted by Anonymous on Tue, 03/10/2009 - 18:34.

Oh, Dylan. It's minUscule, not miniscule.... Whether the content is being delivered via paper or online, copyeditors are still needed, it seems...

question

Submitted by sptw publisher on Tue, 03/17/2009 - 20:52.

Do you really believe that the portablity of magazines will waine? Some industries are very hands on and don't have the ability to be on the internet all day. Do you not think that they will want a printed version?

The Blackberry irony.

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