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Survival of the quickest

“Two years from now spam will be solved.” Bill Gates, World Economic Forum, 2004


hough it seems like only five minutes ago I was asked to give my thoughts on what the big issues for the magazine industry would

be in 2014, it’s already time to gaze into the crystal ball and set out what I think 2015 will deliver. Predictions, especially when put into print, are of course open to ridicule, but hopefully I can avoid a Bill Gates moment.

Think Millennial As someone from the ‘boomer’ generation, it appears I must now bow out gracefully and hand centre-stage to that rather scary creature, the Millennial. Aged between 18-35 and making up about a quarter of the world’s population, they are now the power grouping that all marketers want to engage with. They have never known a world without connectivity. They use social media rather than traditional news sources. They create their own content. They share. Clever media companies are working very, very hard to understand how to target this audience.

Video content a ‘must have’. Every piece of research I’ve seen demonstrates the power of video content in engaging the consumer. Forrester calculated that one minute of video is equal to 1.8 million words. It’s quite a claim, but while I haven’t looked at the

minutiae of their methodology, it feels right. Studies have also shown that the consumer spends double the amount of time watching online video than they do in reading online text. Video advertising also generates four times the leads of non-video advertising. It explains why Meredith, Condé Nast, Hearst et al have created, one way or another, video production units.


‘Print is dead’ will be dead The launch of MPA’s 360° in the USA (pages 18-19) has changed the narrative regarding the health of the magazine media industry. This bold attempt to demonstrate the breadth of reach of a magazine brand beyond its traditional print base has generally been well received, though it is not without its critics. It’s a given that all audit methodologies have their own peculiarities, even those that claim to be measurable – what after all is the value of a ‘like’ or a ‘friend’ or even a ‘click’ ? – but they are discussions that will now see the end of the redundant ‘print is dead’ debate.

The consumer will pay for content Axle Springer and the New York Times have recently invested in Blendle, a Dutch- based content kiosk with micro-payment software that enables individual articles to be bought. Another sign that the paid content opportunity has moved on. There will be more experimentation in this area.

Frequency will move ‘from months to moments’ Duncan Edwards, CEO of Hearst Interna- tional, talked earlier this year about how the consumer’s expectations had changed and that editorial teams had to move their thinking from ‘months to moments.’ This

What is the value of a ‘like’, ‘friend’ or ‘click’ ?

will have massive implications for the cre- ation, curation and sharing of content for all magazine media brands and the production processes that surround it. “If you don’t have something new for your audience at 6am, you are out of the game,” he said. “We are seeing extraordinary growth in our digital audiences as a result of that.” Think about that . . .

Please note: The opinions expressed in this

magazine do not necessarily represent the views of FIPP.

the worldwide magazine media association 35 New Bridge Street, Blackfriars, London, EC4V 6BW, UK

MAGAZINE WORLD Editor Amy Duffin (

Managing editor Karen Taylor Designer Ian Crawford

FIPP Chris Llewellyn President and CEO

Helen Bland Company secretary / information services director Natalie Butcher Events executive Sylkia Cartagena Research and administrative executive Andre Glazier Commercial manager Cobus Heyl Marketing and membership services manager Christine Huntingford Vice president Claire Jones Events manager Jenny Stubbs Training coordinator

FIPP MANAGEMENT BOARD Chairman Fabrizio D’Angelo, managing director, Hubert

Burda Media Holding, Germany Vice Chairman Victor Shkulev, president, hearst Shkulev Media/InterMediaGroup, Russia Treasurer Erwin Fidelis Reisch, CEO, Alfons W. Gentner Verlag, Germany Immediate Past Chairman David Hill, president and CEO, International Publishing Services, IDG USA President And CEO Chris Llewellyn, president and CEO, FIPP, UK

FIPP ADVISORY BOARD Hubert Burda, chairman of the board and publisher, Hubert

Burda Media Holding, Germany Thomaz Souto Corrêa, member of the board of Abril Group, Editora Abril, Brazil Axel Ganz, president, Axel Ganz Communication, France George Green, consultant, Hearst Corporation, USA William T. Kerr, member of the board, Arbitron, USA Akira Nagata, special advisor, Nikkei Business Publications, Japan

DIRECTORS Matt Stanton, CEO, Bauer Media Australia Ralph Büchi,

president, Axel Springer International, Axel Springer, Germany Mike Marchesano, managing director, ABM, USA Yolanda Ausín Castañeda, general manager, ARI, Spain Eckart Bollmann, executive board member, Bauer Media Group, Germany Shi Feng, president, China Periodicals Association (CPA), China Pierre Lamunière, chairman, Edipresse Group, Switzerland Fabio Barbosa, CEO and editorial board member, Editora Abril, Brazil Rodrigo Sepúlveda, CEO, Editorial Televisa, Mexico Juha Blomster, chairman Finnish Periodical Publishers Association and CEO, A-lehdet, Finland Marcelo Burman, president and CEO, Grupo Cerca, Costa Rica Rolf Heinz, president and CEO, Groupe Prisma Média, France Victor Shkulev, chairman of the board, Hachette Filipacchi Shkulev/InterMediaGroup, Russia Rupert Heseltine, chairman, Haymarket Media Group, UK Duncan Edwards, president and CEO, Hearst Magazines International, USA Jim Sullivan, president, IDG International Publishing Services, USA Aroon Purie, chairman and editor- in-chief, The India Today Group Munefumi Bando, chairman, JMPA and COE, Kurashi-no-techo, Japan Young Chull Kim, chairman and group publisher, Kaya Media Corporation, Korea François Coruzzi, executive vice president international, Lagardère Active, France Mary Berner, president, Magazine Publishers of America, USA John Relihan, CEO, Media24 Magazines, Media24, South Africa Carlo Mandelli, chairman and chief executive, Mondadori International Business, Italy Terry Adamson, executive vice president, National Geographic Society, USA Barry McIlheney, CEO, PPA, UK Svida Alisjahbana, director, PT Gaya Favorit Press (Femina Group), Indonesia Enrique Iglesias, CEO, RBA Revistas, Spain Ken Whyte, President, Rogers Publishing, Canada Henk Scheenstra, COO content media, Sanoma Media Netherlands Wiluck Lohtong, president, Siam Sport Syndicate Public Co., Thailand Lisa Gokongwei-Cheng, president, Summit Media, The Philippines James L. Jacovides, vice president, international, Time Inc., USA Liu Jiang, president, Trends Media Group, China Stephan Scherzer, CEO, Verband Deutscher Zeitschriftenverleger, Germany (Ex-oficio) Enrique Micheli, executive director, Asociación Argentina de Editores de Revistas (AAER), Argentina

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Magazine World | Issue 86_2014 03

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