CMDC Media Digest, 2015-2016
BUSINESS MAGAZINES Who will survive Canadian business magazines have seen a significant decline in their print readership over the past six years with the top titles losing 23 of their readership on average Those with a more general news lifestyle editorial focus have fared better than those exclusively devoted to business content Who will survive Those who have reinvented their business model to embrace multi platform content and engagement across print video PC mobile tablet and social platforms applications Those who realize their competition is not simply other traditional business publications but rather a myriad of content sources Those who have built a strong brand Historically publishers have relied on a come to me approach to serving up content to their readers In todays socially driven society successful publishers are operating within a more engaging conversational model interacting with their audiences in a transparent fashion across multiple platforms As with broadcast traditional print consumers are demanding access to content when and in what form suits them In addition many publishers are expanding into experiential and live events where they can expand their brand footprint and relevance Among trade magazines average issue circulation is down versus previous years yet new titles continue to launch further enhancing content choice within the B2B community Intuitively trade magazines remain an important source of trusted category specific information but lack of readership data hinders the industrys ability to properly assess their value While these are challenging times for magazines they are also exciting times for those that have a clear vision of their role to readers and provide a voice that cant be found elsewhere If magazines embrace change theres no reason why they cant successfully compete with other media options for years to come Gina Banks SVP Business Leader Carat Toronto COMMENTARY 142 Media Channels CANADIAN MEDIA DIRECTORS COUNCIL
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