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2015 FORECASTS


monetise it while engaging the reader. The drive to mobile and cloud servers is powerful. Some trends favour a company like ours, which is built on powerful photography.


TERRY ADAMSON


CEO, International Publishing, National Geographic Society, USA


Are you optimistic? Very. Powerful impactful storytelling has always generated demand, over the span of history – from the Bible to the Gutenberg press, the camera, radio, television, the internet, and whatever comes next. Media professionals will continue satisfying this thirst of knowledge no matter what medium or platform.


Has the industry got to grips with technological challenges? The industry will adopt and adapt to new technology, but media companies must come to terms with how to value it fairly and thus


What trends do you foresee? Clearly, companies interested in massive consumer engagement globally must realise that all things are mobile. So we need to make their experiences on this platform more natural and user-friendly. The issue of monetising mobile is enormously challenging. There is some advertising, but rates are low. We are deeply invested in the TV business through our National Geographic Channels, a hugely successful business model but also an important part, along with publishing, of the global reach of our single brand. But it too is challenged with consumer demands and choices. Expert content curation is essential. For


example, we love NG’s Your Shot, where thousands of users upload photographs to be narrowed each day by NG photo editors to a stunning daily dozen. Our News site is another example of rapidly expanding consumer engagement.


The other major trend for us is education, both as a genre and as a marketing channel. Don’t underestimate the value of the appeal of education and educational enrichment for sons and daughters globally. We consider education and the appeal of educational and entertaining content a huge priority.


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favourite magazine brand? Kidding, right? Nat Geo of course.


surprising fact about you? I don’t think it terribly surprising, but those with whom I have spent time over the years know that I truly love experiencing the cultures and experiences of others. For a country boy from America’s Georgia, it always enriches and inspires. Someone always provides the juiciest nugget of insight or experience that truly excites. For example, when headed to Azerbaijan a month ago to launch our 41st language edition of National Geographic, I read a moving and enlightening novel called Ali and Nino, which became the focus of so many conversations in the four days we were in magical Baku.


are increasingly better informed about environmental issues. However, customers naturally still


RUUD VAN DEN BERG


Senior vice president, magazine publishing and advertising, UPM Paper, Europe and North America


Are you optimistic? The graphic paper demand in Europe is still expected to decline moderately, but we see positive signs elsewhere. Cross-media strategies are proving to be very effective, so we believe in the future of print and its co-existence with digital media. High trust in the printed word, plus strong advertising and brand performance of paper products – and their readability – also keeps me optimistic.


Has the industry has got to grips with recent challenges? Publishing houses and their magazines remain committed to responsibility, while readers


expect cost efficiency from paper. Printed publications can become more competitive by making savings in mailing and delivery costs and by supporting the sustainability of customer operations. So suppliers need to meet these expectations. We, for example, have launched Valor, a new paper grade. The airline Finnair has reduced tens of thousands of euros per year in fuel costs by using this lighter paper grade for its in-flight magazine. This paper is light, but it feels the same in your hands as heavier grades.


What trends do you foresee? There are several good examples of digital brands going to print. One of Europe’s biggest cooking websites, Chefkoch.de, became a magazine recently. The online platform suffered a disadvantage: more than 250,000 recipes made the overall offering confusing. The volume of data was simply too big for inspired cooking. The printed magazine, however, delivers a more organised approach –a great example of integrated 360° communications.


DUNCAN EDWARDS CEO, Hearst International


Are you optimistic? Yes, the future is in our hands.


Has the industry got to grips with technological challenges? Yes – and there are now pockets of excellence and real innovation.


What trends do you foresee? Even more mobile consumption of content.


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www.fipp.com


favourite magazine brand? Esquire, Trail Running, Economist


desert island luxury? Scafell Pike


surprising fact about you? I play the euphonium.


» Magazine World | Issue 86_2014 13


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