Magazine Brands and "TV Envy"
Posted on Thursday, August 29, 2019 at 2:04 PM
In the news: How magazine brands are shooting themselves in the
foot by chasing the successes of TV.
Magazines have experienced
"TV envy" since the early 2000s, says Steve Smith of Foliomag.com. Now
that "the platform silos have been dismantled ... magazines have found
themselves in direct competition for ad dollars with every other media,
many of which enjoy superior reach, a daily cadence and, in the case of
TV, reusable and excess video assets that mapped perfectly with our
broadband future." Tapping into a Charlie Brown/football analogy, he
discusses where magazines have gone wrong with their video content
strategies.
Smith has blunt advice for magazines plastering the
internet with video content few actually watch: "Magazines also need to
wake up and get out of their own damn channels. I'm sorry, but no one is
going to tune into 90% of these brands. Magazines need to stop loving
their own print legacy and build brands in new way." Read his thoughts
on how magazines can successfully navigate the cross-platform
marketplace here.
Also
Notable
Publishers Delaying Video Content Until
Holidays
Hoping to maximize revenue during the holiday
season, many publishers are holding their video content until December,
reports Tim Peterson of Digiday.com. Ad spending is typically higher in
the fourth quarter, so it's a lucrative time for publishers to push new
content. But timing isn't the only factor to consider-quality matters
too. Peterson writes, "With platforms like YouTube taking videos'
production quality into account when deciding which channels to include
in its upfront ad buying program Google Preferred, publishers are trying
to strike a balance between investing in improving the production
quality of their shows and ensuring they will be able to make back that
money and turn a profit." Read more here.
Magazine
Audience Growth Year-Over-Year
Last week the MPA released its
year-over-year audience growth numbers for June 2019. "The growth of
magazine media audiences is accelerating, while declines are slowing,"
says Sara Guaglione of MediaPost.com. "One-third of the magazine media
brands included in MPA's report had audience increases of 10% or greater
in June 2019 year-over-year. Of this group, more than half had increases
in print, as well as online audiences." Read more here.
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