Welcome to the blog of Dr. Lisa Burns' Media Studies senior capstone class (Section B) at Quinnipiac University. If you're looking for the latest on media industry trends and insightful media analysis, you've come to the right place.
Wednesday, February 15, 2017
Lifestyle & Niche Media Blog 3, Question 2 (Feb. 21st)
How are magazines adapting to their
audiences? What are some of the strengths of magazines and what are some of the
challenges facing the magazine industry today? Limit: 7 responses
Angie King In a time of constant change in the media industry, magazines are performing almost surprisingly well. There have been many comprehensive reviews of the magazine industry, and all look promising. The overall audience growth from 2015 was an increase of 6.2% (“Magazine Media Factbook”). The possible reason for magazines’ viability is that they are now available in both print and digital editions over multiple platforms. This allows easy access to quality content. Metrics show that “digital edition magazine readers are young, upscale, educated and professional” (“Magazine Media Factbook”). Along with young readers, magazines also attract more affluent readers too. Households that have an income of over $150,000 are drawn to magazines more than less wealthy counterparts (“Magazine Media Factbook”). Due to the fact that magazine readers are wealthy and young, advertisers don’t mind spending more money for their products to be featured in magazines. Print magazines rank the highest in their ability to reach affluent influential consumers. Along with financial factors, magazine readers tend to act on advertisements more so than other mediums. Magazine readers are more likely to be happy, confident, excited and hopeful when they read magazines. They enjoy their free time, are the most physically active, are invested in their health and are actively engaged, knowledgeable and inquisitive (“Magazine Media Factbook”). Overall, magazine readers are the magazine’s biggest assets because advertisers are drawn to this kind of audience. Magazines are also adapting to today’s audiences because they recognize the importance of social media. Magazine’s social media accounts have grown notably in 2016. On Facebook, the likes and followers of the magazine industry grew by 16.7 million. On Instagram, the likes and followers grew by 18 million (“Social Media Report Q3 2016”). The ability for magazines to spread their brand across multiple platforms is vital for their business in today’s technology filled media industry. However, magazines still face some of the problems they did when they were simply print editions. Because of the specialized and niche nature of magazines, their readers are especially attentive. This could allow for high criticism from readers. Fashion magazines have received a lot of criticism for their portrayal of beauty standards. Photoshop and photo-editing technology have become more advanced, tempting magazines to manipulate their photos. However, this manipulation has backfired a number of times. Vogue was under recent attacks for their attempt at diversifying the models on their cover. Readers accused Vogue of trying to cover up Ashley Graham’s waistline, as she is a plus-sized model. This controversial cover was “not the first time fashion magazines have been under fire for possible airbrushing and homogenous-looking models” (Solé “Ashley Graham”). Along with this controversy, Vogue also had Karlie Kloss pose as a geisha as a part of this diversity initiative. One user on Twitter noted, “Apparently no Japanese models were available for Vogue's 'diversity' issue. Thank god Karlie Kloss could fill in” (Solé “Karlie Kloss”). Cultural appropriation has been an issue in the fashion industry, and proves problematic for fashion magazines. With the almost constant use of social media, fashion magazines will be under fire for the decisions they make. Works Cited “Magazine Media Factbook.” Magazine Media Factbook 2016/17. MPA. Web. 16 February 2017. “Social Media Report Q3 2016.” The Social Media Report. MPA. Web. 16 February 2017. Solé, Elise. “Karlie Kloss Apologizes for ‘Racist’ Geisha-Themed Vogue Shoot.” Yahoo! 15 February 2017. Web. 16 February 2017. Solé, Elise. “Model Ashley Graham Defends Controversial Vogue Cover.” Yahoo!. 09 February 2017. Web. 16 February 2017.
As technology continues to rise, magazines need to continue to adapt to their audiences. Instead of consumers reading paper magazines 100% of the time, they now have the ability and opportunity to read magazines electronically, on digital platforms such as computers, laptops, tablets, smartphones, etc. According to the Magazine Media Factbook 2016/17, about 16 million of adults aged 18 and up read digital magazines in 2015, compared to about 3 million adults aged 18 and up that read magazines in 2011. Magazine companies are also now using social media to distribute their content so their content, magazine companies, articles, authors, and ideas can become more widespread than ever before. According to Jim Anderson, Chief Executive Officer of SocialFlow, “Social Networks, and especially Facebook, continue to be an important way for magazine media publishers to distribute their content” (Magazine Media Factbook 2016/17). Magazines have different strengths that allow the magazine industry to thrive. One of the key reasons why so many Americans gravitate to magazines is because there is a connection that consumers have with magazines—magazines inspire and motivate consumers. According to Magazine Media Factbook 2016/17, “Magazine media (is) more trusted, inspiring and motivating than other media” (pg. 78). Some of the inspirations that magazine content provides, according to Magazine Factbook 2016/17, are the inspiration to buy new things, try new things and inspires others’ own lives. Deep down, according to statistical facts on page 78 in Magazine Media Factbook 2016/17, magazines affect consumers’ emotions. The ads and articles that are in magazines “touches me deep down; affects me emotionally; and brings to mind the things I enjoy.” I believe striking human emotions is a way to get consumers to want more and continue to buy magazines that provide emotional fulfillment. Out of all other media, the majority of consumers enjoy reading and consuming magazine content the best. “Individuals are more likely to be happy, confident, excited and hopeful when they read magazines compared to time spent with other media” (Magazine Media Factbook 2016/17). Overall, the magazine industry continues to thrive. Today, magazine consumers are viewing and consuming printed and digital magazines now than ever. According to the Tweetable Truths About Magazine Media 2016 Edition, “(the) Net audience for #print and #digital magazines continue to grow.” Also, “Magazine media total audience grew to 1.75 billion in 2015 across platforms—an increase of 6.2%.” Another way the magazine industry continues to thrive is by providing information and articles that consumers love while capturing their emotions. With social media growing, the magazine industry thrives on its followers and people who subscribe to their online sites. From Magazine Media 360, featuring the “Top 10 Magazine Brands,” if certain magazine companies want to up their growth and survive, then they have to gain more of an appeal to their audiences and give their readers what they love to read and want to see.
With so much content in the magazine industry, it can be hard for many consumers to keep up with new magazine editions. As a result, readership has declined, according to Esther Kezia Harding. “Beautiful, mobile-responsive digital editions are lying undiscovered in the app stores” (Harding, 1). Also, according to Harding, with so much free magazine content online, magazine companies are losing revenue while consumers have to bear annoying ads. It’s difficult to keep up with top magazines, free content and a variety of magazines. If magazine companies can create new, innovative ideas, then they can rise to the top.
References: Harding, Esther Kezia. “What are the three most critical challenges facing magazines and digital publishing?” n.d. Web. "Magazine Media Factbook 2016-17." MPA: The Association of Magazine Media. Accessed 14 Feb. 2017. Web. "Tweetable Truths About Magazine Media 2016 Edition." MPA: The Association of Magazine Media. Accessed 14 Feb. 2017. Web. "Brand Audience Report Top 10 Dec 2016." MPA: The Association of Magazine Media. Accessed 14 Feb. 2017. Web.
In this time of modern media, magazine popularity has been decreasing due to new and innovative technology. As media continues to become more and more online based, print media has been suffering. Magazines and newspapers have been trying to adapt to the online world by relying heavily on social media exposure. Fashion magazines especially have been taking advantage of the social media audience through Facebook, Instagram, and even Snapchat. Fashion magazines, especially the ones marketed toward the younger fashion lovers, have to keep up with not only the fashion trends, but also the trends that appear throughout all aspects of the media in order to maintain their current audience, and attract new members. There are plenty of positive and negative aspects to the recent incline of magazine lovers. Magazines are either moving online completely, or having certain online attractions that cannot be found in the print editions. It took some time for magazines to adjust to the online world, but now that they have, they are continuing to see success. Giving access to consumers through multiple platforms has allowed the, “magazine media audience to grow to 1.75 billion in 2015, giving them a little over six percent increase,” (Tweetable Truths 2016). Online and social media have proven to be a positive outcome in the magazine world as consumers now have multiple ways to get their fashion fix through magazines. With multiple platforms, magazines have the ability to reach a bigger audience, and even target different audiences by advertising through different platforms.
While magazines have certainly mastered online media, they seem to be lacking in consistency with their content. Because of the body image, eating disorder and skin color epidemic that continues to attack young, impressionable girls, many magazines have been taking a step to help them by using more plus-size models, and encouraging them to be happy just the way they are. This seemed to make everyone feel confortable in his or her own skin for some time, but it did not continue on the magazine’s end. They continue to encourage women and girls to be happy with themselves, but do not use diverse models, and constantly give advise on how to change the way the consumer looks. Vogue magazine has recently been in the spotlight about their cover picture for March 2017. The cover photo, “features seven models of varying ethnicities lined up on a Malibu beach,” (Solé 2017). Vogue is one of the most popular fashion magazines for high-end fashion. At first glance, the cover photo is nothing but positive. It features seven beautiful women who are happy with the color of their skin; one of this issues main goals. The problem appears when the reader notices, “that all the models are extremely thin. There is a plus size model in this photo, but the reader cannot tell because her stomach is being covered by the others hands.” While many see this is a huge issue, the magazine is trying to make an effort to be more diverse. While they may have not done it correctly, at least they tried. The magazine industry continues to face many challenges with online media and, “by finding new distribution channels and better direction towards the digital world, they will continue to remain relevant,” (Trends and Challenges 2014). The only potential competition is free online content that would distract consumers from the magazines. Overall, magazines have been adapting to the online world with success; the problem lies is in consistency with their content and contradicting the advice that they give to their consumers. Works Cited
Kevin Duane During a time where I wouldn’t expect the magazine industry to be growing, improving, and bettering themselves, they seem to be doing just so. When first faced with this question I assumed that magazines would be trying find new ways to adapt due to lack of consumption in today’s society. I have never been a big magazine reader myself so I admittedly did not know much about the industry's current state. After doing some research and reading up on the industry I found myself mistaken and discovered that magazine brands are successfully adapting to today's societal trends. First off, the industry seems to be growing and constantly finding new ways to improve themselves. The audience has grown to 1.75 billion in 2015, which is an increase of 6.2%. A large result of this growth seems to be due to the benefits of advertising that are associated with magazines. Magazines show the highest return on advertising spending, advertising in print has been proven to substantially add to brand awareness, and print magazines have a high impact on purchase intent. Furthermore, 61% of readers are inspire to take action after seeing a print magazine ad (Magazine Media-Tweetable Truths). The magazine industry has done a great job making advertising a key strength, and seem to be flourishing due to the fact there ads have a high influence on consumers. A large part of this success for magazines is due to them adapting to the market, and one way they have done this is by using social media to promote and circulate their brands. Magazine brands such as National Geographic, ESPN, Vogue, and The Economist have received a great amount of circulation as a result of their social media accounts that are linked to their magazines. Through social media outlets such as facebook twitter, google plus, instagram, and pinterest, magazines have experienced growth through their social network. For example 21,209,151 people have liked National Geographic Magazine's facebook page which only helps further promote their brand. All of the five mentioned social media platforms are helping to promote Magazine brands, with Facebook accounting for the largest percentage share of the market (Magazine Media- Social Media Report). Magazine brands have done a great job using social social media as a strength to promote themselves. With a large number of people consuming digital media today, social media can serve as a great outlet to promote specific magazines.
One challenge facing the magazine industry is that with the switch to digital publishing, viewers have become spoiled and often want to view material for free without having to deal with ads. Furthermore sometime’s magazines struggle with readership as digital editions of magazines get left undiscovered in the app store (Harding). But as a whole it seems that magazine industry is currently finding ways to adapt to the industry and experience success, and they seem to be finding ways to respond to challenges they are faced with in the industry.
Works Cited Harding, Esther Kezia. "Three Challenges Facing Magazines and Digital Publishing." Page Lizard. N.p., 18 Nov. 2015. Web. 20 Feb. 2017. "Magazine Media 360 Social Media Report." Magazine Media, n.d. Web. 20 Feb. 2017. "Tweetable Truths about Magazine Media." Magazine Media, 2016. Web. 20 Feb. 2017.
With the continuous change of technology and the rise of social media, it is surprising to see that the magazine industry is still going strong and has actually risen amongst audiences. I originally thought that magazines were decreasing amongst audiences as newspapers are. Many people get their Hollywood gossip or news through social media apps such as Twitter or Facebook. However, it seems that the magazine industry has found new ways to reach their audiences. The “Magazine Media Factbook 2016/17” shows us just how much magazine usage has grown and actually increased. Magazine Media is a source that reports audiences across different media platforms. “Magazine Media 360° measures audiences across multiple platforms and formats to provide an accurate picture of consumer demand for magazine media brands” (Magazine Media 6). Data shows that magazine audiences have increased by 6.2% in 2015. Magazines have been on the rise due to advertising. The 2016 Edition of “Tweetable Truths,” includes 35 facts about magazine media, and it mentions how print media has an influence over its audiences. “Print is best at increasing #brandawareness at all levels of exposure” (Magazine Media). Magazines are adapting to audiences by using social media to their advantage. With Facebook, Twitter and Snapchat, magazines are able to promote themselves and attract a larger audience today. Snapchat has the “discover” tab on their app, which allows users to get a glimpse of popular magazines such as Cosmopolitan, People and National Geographic. Publishing their stories on Snapchat for users to see is just another way that magazines are reaching more success than many people originally assumed. The magazine industry has definitely proven that they have some strengths. Magazines are using social media to draw in a larger audience, and as we can see it has been a success. I think adding the Snapchat discover page for magazines was a really smart move for the magazine industry, and using other forms of social media has helped. In his article, “The Untold Story of How Magazine Media is Winning,” Tony Silber explains the success of magazines today. “It’s not a ‘magazine industry’ anymore, it’s an industry of powerful brands that all have a print-magazine component” (Silber). Print magazines are still drawing in audiences, including millennials, and this can mainly be due to the fact because of advertising and their use of expanding upon today’s given technology.
Though magazines are reaching continuous success, the industry still does face challenges. We can see the continuous battle that magazines have to deal with in terms of Photoshop, the anemic appearances of models, and whitewashing. The images that magazines portray make some audiences venture away from them. Another challenge that the magazine industry will have to face in the future is the possible loss of revenue. With today, many of us like to get things for free, whether it is a social media account, a phone game, or a news story. So I am wondering what challenges magazines will face in the future when most consumers want to get their news for free.
Works Cited
“Magazine Media Factbook 2016/17.” Magazine Media 360. The Association of Magazine Media. Web.
“Magazine Media 360: Social Report.” The Association of Magazine Media. Web.
Silber, Tony. “The Untold Story of How Magazine Media is Winning.” Folio. Access Intelligence. 1 Mar. 2016. Web.
When magazines were first created, they were the *new thing*. Glossy, fancier, and more targeted, it seemed like the shiny new toy everyone was going to run to get their hand on. Finding a magazine that tailored to you was a delight- even when it spewed information/ tips you did not need (i.e. Women’s magazines in the 50s and 60s). Now, when I get the email that my Bloomberg magazine is ready for online viewing, it’s hard not to chuckle at how far magazines have come. Clearly, being able to read my magazine online shows the advances of magazines and the way they have adapted to their audiences today. In today’s world, if you’re not digital, it’s because you’re either critically necessary (very rarely) or obsolete. According to the Magazine Media Factbook 2016-17, “90% of adults read magazines, [and of those 90%], 93% are under 35, and 95% are under 25.” (MPA: The Association of Magazine Media) This tells us that magazines have successfully kept up their demand and have somehow kept the interest of millions of people- especially young ones. In fact, it would seem that magazine readers and subscribers make up the average population of the United States. The MPA provided us with facts about these readers including the fact that magazine media readers: are more sporty then other media users, attend more games than users of any other media, have more “BFFs” than that of TV or radio users- and thus have more people to spread their ideas to, and are more likely to have a household income of $150K+. (MPA: The Association of Magazine Media, Tweetable)
Magazines, surprisingly to me, are increasing and flourishing. This is a sharp contrast to their newspaper counterparts. There has been a 6.2% increase in the audience of magazines, and magazines boast of showing the highest return on advertising. (MPA: The Association of Magazine Media, Tweetable) Magazines have found the solid grouding of keeping both their print and digital alive. Hearst Magazine’s president David Carey, likened the print magazine business to Schwab, claiming that “peole feel more comfotable with something that has a phsyical location.” (Moses) This may be true, because magazines have not seen the sharp decline that newpapers and other print medias have. Magazines are not suffering yet, nevertheless, there are still schools of thought that exist to help continue the lifegetity of magazines. Jim Anderson, CEO of SocialFlow is one of those though generators. He have his suggestions to help imporove magazines presence on social media, which included publishing more content on weekends, and adding sponsored editorial distribution to their advertiser options. (MPA: The Association for Magazine Media, Social Media Report) Lucia Moses, writer for Digiday also noticed some other suggestions that editors have also adapted. Many now know that there is a “science behind sharing,” which showed that people are more likely to share emotional, anxiety-inducing, anger-driving content. (Moses) Media editors and curators are keeping up, and are doing their own analytical research to deliver the content they want, to audiences they need. Frankly, it is working.
Works Cited Moses, Lucia. 5 things we learned about magazines’ digital challenges. 4 February 2015. Web. 19 February 2017.
MPA: The Association for Magazine Media. Magazine Media 360 Social Media Report Q3 2016. 2016. Web. 14 February 2017.
MPA: The Association of Magazine Media. Magazine Media Factbook 2016-17. n.d. Web. 14 February 2017.
MPA: The Association of Magazine Media. Tweetable Truths About Magazine Media 2016 Edition. 2016. Web. 14 February 2017.
With times changing, magazines are forced to adapt to the direction media is headed towards. Because magazines are primarily a form of print media, they are forced to become digital in order to maintain their revenue. Although print magazines are still relevant, there is a much wider audience to reach through social media and online websites nowadays than ever before. By expanding magazine horizons beyond print, audiences now have more of an ability to respond and interact with the different companies. Digital media has a profound impact on bridging the gap between the company and the audience, which can be very helpful for overall improvement.
Of course one of the many challenges the magazine industry has to face today is social media backlash. With social media acting as a tool for many to have their voices heard, negative comments are to be expected. On two separate but very close occasions, Vogue has suffered from negative backlash resulting from two of their photo-shoots. I believe social media definitely has the power to justify certain issues, and in these cases, it was successful in doing so. A reaction to a cover with a lack of diversity created much stir, “The outcry on social media was swift. ‘Ugh. Do better Vogue,’ wrote one Instagram follower” (Solé 2017). The response from social media can be beneficial and harmful to magazine companies because although it can bring up room for improvement, it can also cause a company to be talked about for the wrong reasons.
In a separate instance relating to another Vogue mishap, social media played a large role in justifying a racial issue, “On Friday, the March issue of Vogue was roasted on social media” (Solé 2017). Although Vogue was once again being talked about for the wrong reasons, it is important for editors and the staff to see how just the smallest oversights can effect a viewers perception of the overall company. Social media also provides access for the company to respond to any negative or positive feedback, which helps to establish relationships between their audiences.
In conclusion, I do also believe that there are important strengths that stem from the adaptation of the magazine industry into digital media. Jim Anderson, the Chief Executive Officer for Social Flow claims, “Social Networks, and especially Facebook, continue to be an important way for magazine media publishers to distribute their content” (Factbook 17). Viewership and audiences are expanding with magazines as they move towards more on-the-go forms of consuming media. Many companies are smart to expand their audiences by digital means because they realize that it’s the future. In order to succeed in the magazine industry, adaptation is essential.
Angie King
ReplyDeleteIn a time of constant change in the media industry, magazines are performing almost surprisingly well. There have been many comprehensive reviews of the magazine industry, and all look promising. The overall audience growth from 2015 was an increase of 6.2% (“Magazine Media Factbook”). The possible reason for magazines’ viability is that they are now available in both print and digital editions over multiple platforms. This allows easy access to quality content. Metrics show that “digital edition magazine readers are young, upscale, educated and professional” (“Magazine Media Factbook”). Along with young readers, magazines also attract more affluent readers too. Households that have an income of over $150,000 are drawn to magazines more than less wealthy counterparts (“Magazine Media Factbook”). Due to the fact that magazine readers are wealthy and young, advertisers don’t mind spending more money for their products to be featured in magazines. Print magazines rank the highest in their ability to reach affluent influential consumers. Along with financial factors, magazine readers tend to act on advertisements more so than other mediums. Magazine readers are more likely to be happy, confident, excited and hopeful when they read magazines. They enjoy their free time, are the most physically active, are invested in their health and are actively engaged, knowledgeable and inquisitive (“Magazine Media Factbook”). Overall, magazine readers are the magazine’s biggest assets because advertisers are drawn to this kind of audience.
Magazines are also adapting to today’s audiences because they recognize the importance of social media. Magazine’s social media accounts have grown notably in 2016. On Facebook, the likes and followers of the magazine industry grew by 16.7 million. On Instagram, the likes and followers grew by 18 million (“Social Media Report Q3 2016”). The ability for magazines to spread their brand across multiple platforms is vital for their business in today’s technology filled media industry. However, magazines still face some of the problems they did when they were simply print editions. Because of the specialized and niche nature of magazines, their readers are especially attentive. This could allow for high criticism from readers.
Fashion magazines have received a lot of criticism for their portrayal of beauty standards. Photoshop and photo-editing technology have become more advanced, tempting magazines to manipulate their photos. However, this manipulation has backfired a number of times. Vogue was under recent attacks for their attempt at diversifying the models on their cover. Readers accused Vogue of trying to cover up Ashley Graham’s waistline, as she is a plus-sized model. This controversial cover was “not the first time fashion magazines have been under fire for possible airbrushing and homogenous-looking models” (Solé “Ashley Graham”). Along with this controversy, Vogue also had Karlie Kloss pose as a geisha as a part of this diversity initiative. One user on Twitter noted, “Apparently no Japanese models were available for Vogue's 'diversity' issue. Thank god Karlie Kloss could fill in” (Solé “Karlie Kloss”). Cultural appropriation has been an issue in the fashion industry, and proves problematic for fashion magazines. With the almost constant use of social media, fashion magazines will be under fire for the decisions they make.
Works Cited
“Magazine Media Factbook.” Magazine Media Factbook 2016/17. MPA. Web. 16 February 2017.
“Social Media Report Q3 2016.” The Social Media Report. MPA. Web. 16 February 2017.
Solé, Elise. “Karlie Kloss Apologizes for ‘Racist’ Geisha-Themed Vogue Shoot.” Yahoo! 15 February 2017. Web. 16 February 2017.
Solé, Elise. “Model Ashley Graham Defends Controversial Vogue Cover.” Yahoo!. 09 February 2017. Web. 16 February 2017.
As technology continues to rise, magazines need to continue to adapt to their audiences. Instead of consumers reading paper magazines 100% of the time, they now have the ability and opportunity to read magazines electronically, on digital platforms such as computers, laptops, tablets, smartphones, etc. According to the Magazine Media Factbook 2016/17, about 16 million of adults aged 18 and up read digital magazines in 2015, compared to about 3 million adults aged 18 and up that read magazines in 2011.
ReplyDeleteMagazine companies are also now using social media to distribute their content so their content, magazine companies, articles, authors, and ideas can become more widespread than ever before. According to Jim Anderson, Chief Executive Officer of SocialFlow, “Social Networks, and especially Facebook, continue to be an important way for magazine media publishers to distribute their content” (Magazine Media Factbook 2016/17).
Magazines have different strengths that allow the magazine industry to thrive. One of the key reasons why so many Americans gravitate to magazines is because there is a connection that consumers have with magazines—magazines inspire and motivate consumers. According to Magazine Media Factbook 2016/17, “Magazine media (is) more trusted, inspiring and motivating than other media” (pg. 78). Some of the inspirations that magazine content provides, according to Magazine Factbook 2016/17, are the inspiration to buy new things, try new things and inspires others’ own lives.
Deep down, according to statistical facts on page 78 in Magazine Media Factbook 2016/17, magazines affect consumers’ emotions. The ads and articles that are in magazines “touches me deep down; affects me emotionally; and brings to mind the things I enjoy.” I believe striking human emotions is a way to get consumers to want more and continue to buy magazines that provide emotional fulfillment.
Out of all other media, the majority of consumers enjoy reading and consuming magazine content the best. “Individuals are more likely to be happy, confident, excited and hopeful when they read magazines compared to time spent with other media” (Magazine Media Factbook 2016/17).
Overall, the magazine industry continues to thrive. Today, magazine consumers are viewing and consuming printed and digital magazines now than ever. According to the Tweetable Truths About Magazine Media 2016 Edition, “(the) Net audience for #print and #digital magazines continue to grow.” Also, “Magazine media total audience grew to 1.75 billion in 2015 across platforms—an increase of 6.2%.”
Another way the magazine industry continues to thrive is by providing information and articles that consumers love while capturing their emotions. With social media growing, the magazine industry thrives on its followers and people who subscribe to their online sites.
From Magazine Media 360, featuring the “Top 10 Magazine Brands,” if certain magazine companies want to up their growth and survive, then they have to gain more of an appeal to their audiences and give their readers what they love to read and want to see.
With so much content in the magazine industry, it can be hard for many consumers to keep up with new magazine editions. As a result, readership has declined, according to Esther Kezia Harding. “Beautiful, mobile-responsive digital editions are lying undiscovered in the app stores” (Harding, 1).
DeleteAlso, according to Harding, with so much free magazine content online, magazine companies are losing revenue while consumers have to bear annoying ads. It’s difficult to keep up with top magazines, free content and a variety of magazines. If magazine companies can create new, innovative ideas, then they can rise to the top.
References:
Harding, Esther Kezia. “What are the three most critical challenges facing magazines and digital publishing?” n.d. Web.
"Magazine Media Factbook 2016-17." MPA: The Association of Magazine Media. Accessed 14 Feb. 2017. Web.
"Tweetable Truths About Magazine Media 2016 Edition." MPA: The Association of Magazine Media. Accessed 14 Feb. 2017. Web.
"Brand Audience Report Top 10 Dec 2016." MPA: The Association of Magazine Media. Accessed 14 Feb. 2017. Web.
In this time of modern media, magazine popularity has been decreasing due to new and innovative technology. As media continues to become more and more online based, print media has been suffering. Magazines and newspapers have been trying to adapt to the online world by relying heavily on social media exposure. Fashion magazines especially have been taking advantage of the social media audience through Facebook, Instagram, and even Snapchat. Fashion magazines, especially the ones marketed toward the younger fashion lovers, have to keep up with not only the fashion trends, but also the trends that appear throughout all aspects of the media in order to maintain their current audience, and attract new members.
ReplyDeleteThere are plenty of positive and negative aspects to the recent incline of magazine lovers. Magazines are either moving online completely, or having certain online attractions that cannot be found in the print editions. It took some time for magazines to adjust to the online world, but now that they have, they are continuing to see success. Giving access to consumers through multiple platforms has allowed the, “magazine media audience to grow to 1.75 billion in 2015, giving them a little over six percent increase,” (Tweetable Truths 2016). Online and social media have proven to be a positive outcome in the magazine world as consumers now have multiple ways to get their fashion fix through magazines. With multiple platforms, magazines have the ability to reach a bigger audience, and even target different audiences by advertising through different platforms.
While magazines have certainly mastered online media, they seem to be lacking in consistency with their content. Because of the body image, eating disorder and skin color epidemic that continues to attack young, impressionable girls, many magazines have been taking a step to help them by using more plus-size models, and encouraging them to be happy just the way they are. This seemed to make everyone feel confortable in his or her own skin for some time, but it did not continue on the magazine’s end. They continue to encourage women and girls to be happy with themselves, but do not use diverse models, and constantly give advise on how to change the way the consumer looks. Vogue magazine has recently been in the spotlight about their cover picture for March 2017. The cover photo, “features seven models of varying ethnicities lined up on a Malibu beach,” (Solé 2017). Vogue is one of the most popular fashion magazines for high-end fashion. At first glance, the cover photo is nothing but positive. It features seven beautiful women who are happy with the color of their skin; one of this issues main goals. The problem appears when the reader notices, “that all the models are extremely thin. There is a plus size model in this photo, but the reader cannot tell because her stomach is being covered by the others hands.” While many see this is a huge issue, the magazine is trying to make an effort to be more diverse. While they may have not done it correctly, at least they tried.
DeleteThe magazine industry continues to face many challenges with online media and, “by finding new distribution channels and better direction towards the digital world, they will continue to remain relevant,” (Trends and Challenges 2014). The only potential competition is free online content that would distract consumers from the magazines. Overall, magazines have been adapting to the online world with success; the problem lies is in consistency with their content and contradicting the advice that they give to their consumers.
Works Cited
"Model Ashley Graham Defends Controversial Vogue Cover." Yahoo! Yahoo!, 09 Feb. 2017. Web. 19 Feb. 2017.
"Magazine Industry Trends and Challenges." Magazine Industry Trends and Challenges. Magazine Publishers , 11 Aug. 2014. Web. 19 Feb. 2017.
"Tweetable Truths About Magazine Media 2016 Edition." MPA: The Association of Magazine Media. Accessed 14 Feb. 2017. Web.
Kevin Duane
ReplyDeleteDuring a time where I wouldn’t expect the magazine industry to be growing, improving, and bettering themselves, they seem to be doing just so. When first faced with this question I assumed that magazines would be trying find new ways to adapt due to lack of consumption in today’s society. I have never been a big magazine reader myself so I admittedly did not know much about the industry's current state. After doing some research and reading up on the industry I found myself mistaken and discovered that magazine brands are successfully adapting to today's societal trends. First off, the industry seems to be growing and constantly finding new ways to improve themselves. The audience has grown to 1.75 billion in 2015, which is an increase of 6.2%. A large result of this growth seems to be due to the benefits of advertising that are associated with magazines. Magazines show the highest return on advertising spending, advertising in print has been proven to substantially add to brand awareness, and print magazines have a high impact on purchase intent. Furthermore, 61% of readers are inspire to take action after seeing a print magazine ad (Magazine Media-Tweetable Truths). The magazine industry has done a great job making advertising a key strength, and seem to be flourishing due to the fact there ads have a high influence on consumers.
A large part of this success for magazines is due to them adapting to the market, and one way they have done this is by using social media to promote and circulate their brands. Magazine brands such as National Geographic, ESPN, Vogue, and The Economist have received a great amount of circulation as a result of their social media accounts that are linked to their magazines. Through social media outlets such as facebook twitter, google plus, instagram, and pinterest, magazines have experienced growth through their social network. For example 21,209,151 people have liked National Geographic Magazine's facebook page which only helps further promote their brand. All of the five mentioned social media platforms are helping to promote Magazine brands, with Facebook accounting for the largest percentage share of the market (Magazine Media- Social Media Report). Magazine brands have done a great job using social social media as a strength to promote themselves. With a large number of people consuming digital media today, social media can serve as a great outlet to promote specific magazines.
One challenge facing the magazine industry is that with the switch to digital publishing, viewers have become spoiled and often want to view material for free without having to deal with ads. Furthermore sometime’s magazines struggle with readership as digital editions of magazines get left undiscovered in the app store (Harding). But as a whole it seems that magazine industry is currently finding ways to adapt to the industry and experience success, and they seem to be finding ways to respond to challenges they are faced with in the industry.
DeleteWorks Cited
Harding, Esther Kezia. "Three Challenges Facing Magazines and Digital Publishing." Page Lizard. N.p., 18 Nov. 2015. Web. 20 Feb. 2017.
"Magazine Media 360 Social Media Report." Magazine Media, n.d. Web. 20 Feb. 2017.
"Tweetable Truths about Magazine Media." Magazine Media, 2016. Web. 20 Feb. 2017.
With the continuous change of technology and the rise of social media, it is surprising to see that the magazine industry is still going strong and has actually risen amongst audiences. I originally thought that magazines were decreasing amongst audiences as newspapers are. Many people get their Hollywood gossip or news through social media apps such as Twitter or Facebook. However, it seems that the magazine industry has found new ways to reach their audiences.
ReplyDeleteThe “Magazine Media Factbook 2016/17” shows us just how much magazine usage has grown and actually increased. Magazine Media is a source that reports audiences across different media platforms. “Magazine Media 360° measures audiences across multiple platforms and formats to provide an accurate picture of consumer demand for magazine media brands” (Magazine Media 6). Data shows that magazine audiences have increased by 6.2% in 2015.
Magazines have been on the rise due to advertising. The 2016 Edition of “Tweetable Truths,” includes 35 facts about magazine media, and it mentions how print media has an influence over its audiences. “Print is best at increasing #brandawareness at all levels of exposure” (Magazine Media). Magazines are adapting to audiences by using social media to their advantage. With Facebook, Twitter and Snapchat, magazines are able to promote themselves and attract a larger audience today. Snapchat has the “discover” tab on their app, which allows users to get a glimpse of popular magazines such as Cosmopolitan, People and National Geographic. Publishing their stories on Snapchat for users to see is just another way that magazines are reaching more success than many people originally assumed.
The magazine industry has definitely proven that they have some strengths. Magazines are using social media to draw in a larger audience, and as we can see it has been a success. I think adding the Snapchat discover page for magazines was a really smart move for the magazine industry, and using other forms of social media has helped. In his article, “The Untold Story of How Magazine Media is Winning,” Tony Silber explains the success of magazines today. “It’s not a ‘magazine industry’ anymore, it’s an industry of powerful brands that all have a print-magazine component” (Silber). Print magazines are still drawing in audiences, including millennials, and this can mainly be due to the fact because of advertising and their use of expanding upon today’s given technology.
Though magazines are reaching continuous success, the industry still does face challenges. We can see the continuous battle that magazines have to deal with in terms of Photoshop, the anemic appearances of models, and whitewashing. The images that magazines portray make some audiences venture away from them. Another challenge that the magazine industry will have to face in the future is the possible loss of revenue. With today, many of us like to get things for free, whether it is a social media account, a phone game, or a news story. So I am wondering what challenges magazines will face in the future when most consumers want to get their news for free.
DeleteWorks Cited
“Magazine Media Factbook 2016/17.” Magazine Media 360. The Association of Magazine Media. Web.
“Magazine Media 360: Social Report.” The Association of Magazine Media. Web.
Silber, Tony. “The Untold Story of How Magazine Media is Winning.” Folio. Access Intelligence. 1 Mar. 2016. Web.
Solé, Elise. “Model Ashley Graham Defends Controversial Vogue Cover.” Yahoo Style. 8 Feb. 2017. Web.
“Tweetable Truths About Magazine Media.” The Association of Magazine Media. 2016. Web.
When magazines were first created, they were the *new thing*. Glossy, fancier, and more targeted, it seemed like the shiny new toy everyone was going to run to get their hand on. Finding a magazine that tailored to you was a delight- even when it spewed information/ tips you did not need (i.e. Women’s magazines in the 50s and 60s). Now, when I get the email that my Bloomberg magazine is ready for online viewing, it’s hard not to chuckle at how far magazines have come.
ReplyDeleteClearly, being able to read my magazine online shows the advances of magazines and the way they have adapted to their audiences today. In today’s world, if you’re not digital, it’s because you’re either critically necessary (very rarely) or obsolete. According to the Magazine Media Factbook 2016-17, “90% of adults read magazines, [and of those 90%], 93% are under 35, and 95% are under 25.” (MPA: The Association of Magazine Media) This tells us that magazines have successfully kept up their demand and have somehow kept the interest of millions of people- especially young ones. In fact, it would seem that magazine readers and subscribers make up the average population of the United States. The MPA provided us with facts about these readers including the fact that magazine media readers: are more sporty then other media users, attend more games than users of any other media, have more “BFFs” than that of TV or radio users- and thus have more people to spread their ideas to, and are more likely to have a household income of $150K+. (MPA: The Association of Magazine Media, Tweetable)
Magazines, surprisingly to me, are increasing and flourishing. This is a sharp contrast to their newspaper counterparts. There has been a 6.2% increase in the audience of magazines, and magazines boast of showing the highest return on advertising. (MPA: The Association of Magazine Media, Tweetable) Magazines have found the solid grouding of keeping both their print and digital alive. Hearst Magazine’s president David Carey, likened the print magazine business to Schwab, claiming that “peole feel more comfotable with something that has a phsyical location.” (Moses) This may be true, because magazines have not seen the sharp decline that newpapers and other print medias have.
DeleteMagazines are not suffering yet, nevertheless, there are still schools of thought that exist to help continue the lifegetity of magazines. Jim Anderson, CEO of SocialFlow is one of those though generators. He have his suggestions to help imporove magazines presence on social media, which included publishing more content on weekends, and adding sponsored editorial distribution to their advertiser options. (MPA: The Association for Magazine Media, Social Media Report) Lucia Moses, writer for Digiday also noticed some other suggestions that editors have also adapted. Many now know that there is a “science behind sharing,” which showed that people are more likely to share emotional, anxiety-inducing, anger-driving content. (Moses) Media editors and curators are keeping up, and are doing their own analytical research to deliver the content they want, to audiences they need. Frankly, it is working.
Works Cited
Moses, Lucia. 5 things we learned about magazines’ digital challenges. 4 February 2015. Web. 19 February 2017.
MPA: The Association for Magazine Media. Magazine Media 360 Social Media Report Q3 2016. 2016. Web. 14 February 2017.
MPA: The Association of Magazine Media. Magazine Media Factbook 2016-17. n.d. Web. 14 February 2017.
MPA: The Association of Magazine Media. Tweetable Truths About Magazine Media 2016 Edition. 2016. Web. 14 February 2017.
With times changing, magazines are forced to adapt to the direction media is headed towards. Because magazines are primarily a form of print media, they are forced to become digital in order to maintain their revenue. Although print magazines are still relevant, there is a much wider audience to reach through social media and online websites nowadays than ever before. By expanding magazine horizons beyond print, audiences now have more of an ability to respond and interact with the different companies. Digital media has a profound impact on bridging the gap between the company and the audience, which can be very helpful for overall improvement.
ReplyDeleteOf course one of the many challenges the magazine industry has to face today is social media backlash. With social media acting as a tool for many to have their voices heard, negative comments are to be expected. On two separate but very close occasions, Vogue has suffered from negative backlash resulting from two of their photo-shoots. I believe social media definitely has the power to justify certain issues, and in these cases, it was successful in doing so. A reaction to a cover with a lack of diversity created much stir, “The outcry on social media was swift. ‘Ugh. Do better Vogue,’ wrote one Instagram follower” (Solé 2017). The response from social media can be beneficial and harmful to magazine companies because although it can bring up room for improvement, it can also cause a company to be talked about for the wrong reasons.
In a separate instance relating to another Vogue mishap, social media played a large role in justifying a racial issue, “On Friday, the March issue of Vogue was roasted on social media” (Solé 2017). Although Vogue was once again being talked about for the wrong reasons, it is important for editors and the staff to see how just the smallest oversights can effect a viewers perception of the overall company. Social media also provides access for the company to respond to any negative or positive feedback, which helps to establish relationships between their audiences.
DeleteIn conclusion, I do also believe that there are important strengths that stem from the adaptation of the magazine industry into digital media. Jim Anderson, the Chief Executive Officer for Social Flow claims, “Social Networks, and especially Facebook, continue to be an important way for magazine media publishers to distribute their content” (Factbook 17). Viewership and audiences are expanding with magazines as they move towards more on-the-go forms of consuming media. Many companies are smart to expand their audiences by digital means because they realize that it’s the future. In order to succeed in the magazine industry, adaptation is essential.
Solé, Elise. "Model Ashley Graham Defends Controversial Vogue Cover." Yahoo! Yahoo!, 09 Feb. 2017. Web.
Solé, Elise. "Karlie Kloss Apologizes for 'Racist' Geisha-Themed Vogue Shoot." Yahoo! Yahoo!, 15 Feb. 2017. Web.
The Association of Magazine Media. "Magazine Media 360° Factbook." Magazine Media 360°. MPA, 2017. Web.