Reinventing Print Media
Four new strategies offer a path to future profits for today’s troubled newspaper and magazine companies.
Illustration by Philippe Weisbecker
Among its other effects, the global recession of 2008–09 is catalyzing a permanent change in the media landscape. After years of gradual audience erosion, the pressure on newspapers and magazines has accelerated. Severe cutbacks in conventional advertising — even when subscriptions or newsstand sales are robust — are slicing deeply into publishers’ revenues and shredding profitability. And it has affected print more than any other medium: Although overall advertising revenues fell by mid-single digits in 2008, newspapers, consumer magazines, and business-to-business trade publications saw print advertising declines of two to three times that. Performance has worsened so far in 2009.
Aus meiner Sicht ein sehr lesenswerter Artikel über zukunftsfähige Strategien für Verlage, um einen Ausweg aus der herbeigeredeten, aber auch selbstverschuldeten Krise zu finden.
