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2015 FORECASTS 2015


For many media owners, 2014 was a turbulent but exciting year. For our 2015 forecast, industry leaders promise more of the same, but they also forecast a good haul of sales and readership figures for the multi-platform innovators. Karen Taylor asks the questions.


FABRIZIO D’ANGELO


FIPP chairman and CEO of Burda International, Germany


Are you optimistic? By nature!


Has the industry has got to grips with technological challenges? I see more companies coping profitably with the digital challenge. B2B Publishers are still far more advanced than B2C publishers, but consumer publishers are rapidly catching up.


What trends do you foresee? Two trends are clear: the


MARY BERNER President and CEO, MPA, USA


Are you optimistic? Our new Magazine Media 360° Brand Audience Report, a cross- platform measurement (see pages 18-19), gives everyone reason to be optimistic. It shows that despite the handwringers’ doom and gloom, magazine media audiences are actually up nearly 10 per cent in the most recent quarter. Now we have to work together to spread the word, particularly among advertisers.


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For the most part, the industry has successfully turned the ‘challenges’ into ‘opportunities’.


Has the industry got to grips with technological challenges? For the most part, the industry has successfully turned ‘challenges’ into ‘opportunities.’ We had to face forced disruption, but by adopting and adapting new technologies, the industry can now report some of its biggest growth figures. These are still early days, but our expanded


eyeballs will convert to dimes and dollars. Consumer demand is the ultimate proxy for future success.


What trends or challenges do you foresee? At the risk of tooting our own horn, I think that other countries and industries are going to follow the US magazine media industry’s lead and start measuring consumer demand across platforms. Why would you not want to measure your entire audience? It is only three months in, and Magazine Media 360° has already begun to change the conversation.


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Favourite magazine brand


Asking me to answer this is like asking me to pick my favourite child. It requires cash.


Desert island luxury A stack of magazines and a tall iced coffee.


» Magazine World | Issue 86_2014 11


transformation of all CPM-based advertising business models in something performance based, and the overwhelming relevance of ‘rich’ consumer data.


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favourite magazine brand Mickey Mouse and The Economist


desert island luxury


My father’s house in Crete. A place where my soul rests and father cooks great fish.


surprising fact about you


I was actually able to lose some weight over the last couple of years!


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