2. Do they have a future as a product as
well as online?
Research would suggest that they do. A study in the US shows that
95% of adults read magazines and 75% of teens do.
Also magazines are a way to pass time when you’re waiting at an
airport/on the beach etc, that would be increasingly difficult to
read online and fit in your bag!
However some research suggests that popularity of magazines
doesn’t fit with how popular the site is online. 'Sugar'- the top
selling teenage girl magazine is around the 59 thousand mark in
the global rank of sites visited. Whereas as 'Now' magazine has
beat it at around the 40 thousand mark. This goes to show that just
because they're a popular magazine doesn't mean they can get
their readers to go online very easily.
3. What has been the impact of this
change on the magazine industry
(production, exhibition, distribution and
consumption)?
There has been less need to produce and print magazines as many
of them just get read online. The same can be said for distribution
and consumption. This has had a major impact on many jobs, and
jobs in the industry are scarce.
4. How has the consumption of
media changed?
The consumption of media has changed drastically.
As more and more new technology is being
invented, the consumption is rising. News can now
be read online on your phones, sent in emails and
updated through social sites such as Twitter and
Facebook. Before music used to be just played on
the radio, now we have music
channels, ‘YouTube’, music downloading sites and
sharing.
2000 2010
46 % of adults use internet 79% of adults use internet
5% with broadband at home 64% have broadband
50% own a mobile 82% own a mobile
0% connect wirelessly 59% connect wirelessly
5. Future of the industry- Wired
“The future is already here, it’s just not evenly distributed yet”.
Editor in Chief of Wired Magazine UK, David Rowan
Wired is a great example as to how to survive the magazine consumption
decline! They have evolved and told stories in new ways. By integrating
rich media, with social sharing and real time feedback you create a new
form of browsing magazines. Imagine reading an article about a movie
review, then clicking on a photo to watch the trailer. At the end of the
trailer, you have the ability to browse movie times in your local
area, purchase tickets, and see who has purchased what, all without
disrupting the background of the magazine.
“When was the last time you paid for news?” I don’t. “What was the last
thing you paid for digitally?” I said games. “Why?” Games have figured
out a way to capture attention and lure us into making upgrades without
disrupting gameplay. This is exactly what magazines are trying to capitalize
on. Exploring digital magazines, shows that quality content is something
that people will pay for. The richness of the medium and the user
interaction is something people will pay for. The economic model and
real-time feedback is something advertisers will pay for. The question is
now, what does this mean for the future of traditional media? Are
magazines all eventually going to be clickable and swipeable?
6. In your opinion what is the future of the
industry?
I think although the industry is in decline, it will never be
completely replaced. New technology usually never completely
replaces old, as we always find a use. For example when the digital
cameras were first invented, everybody though the use of film
would completely die out, but in fact it is now on increase.
However I do think the magazine industry will decline, and I think
to overcome this decline, they will need to create BETTER online
sites than their other competitors.
Or another way to survive, is include more free gifts when they
produce magazines, as this is very tempting way to buy a magazine.
7. In your opinion what is the future of the
industry?
I think although the industry is in decline, it will never be
completely replaced. New technology usually never completely
replaces old, as we always find a use. For example when the digital
cameras were first invented, everybody though the use of film
would completely die out, but in fact it is now on increase.
However I do think the magazine industry will decline, and I think
to overcome this decline, they will need to create BETTER online
sites than their other competitors.
Or another way to survive, is include more free gifts when they
produce magazines, as this is very tempting way to buy a magazine.
