Last week, Newsweek announced that starting in 2013, the magazine would switch over to an entirely digital format. The iconic, 80-year-old organization throwing in the towel, though, is seen as a business with its own issues, rather than a trend in the magazine industry, according to experts in the field.
The research firm eMarketer reported that magazine ad revenue in the U.S. has risen 2.6 percent this year to $18.3 billion, which would be the third increase in three years, driven mainly by gains in digital ad sales. Additionally, the Audit Bureau of Circulations reported that paid magazine subscriptions were up 1.1 percent in the first half of the year.
Paul Canetti, the founder and CEO of MAZ, a company that helps magazines publish digital editions, explained to the Associated Press that organizations should start to slowly explore digital publishing. He added that only about one quarter of Americans own tablets, which is becoming a more popular way to read online magazines.
“Maybe what they’re really facing is an audience-connection problem and not really a print-versus-digital problem at all,” Canetti told the news source.
In order to effectively reach out to an audience, or customer base, organizations need to stay innovative and take advantage of as many media formats as possible. Investing in quality equipment that properly manages employees’ time and produces professional products is crucial.
For example, lamination equipment will allow a business to create professional print ads that have the ability to withstand mailings. Additionally, paper folding machines will ensure that any pamphlets or booklets are given a uniform fold, which will create a polished appearance and attract the eye of customers.