Custom Magazines Can Save a Dying Print Industry

In reading Samir "Mr. Magazine" Husni's most notable magazine launch of 2007 (Condé Nast Portfolio), I couldn't help to think that there is a huge opportunity for marketers in, yes, print.

Work with me here for a second...

Mr. Magazine states that "Condé Nast felt so sure of the current desire for good content that they fed over $125 million into the launch of CN Portfolio, our Most Notable Launch of the Year. So far I haven’t heard one whisper of disappointment concerning that investment, except of course from the prophets of doom and gloom."

He's right (and so is Portfolio), relevant and valuable content can live anywhere, even in print.  And though Mr. Magazine states that 2007 had 200 fewer traditional print launches than in 2006, the 2007 number is still substantially higher than that of 1991.

Couple thoughts...first, I believe that the number of traditional magazine launches will continue to go down (yes I know, big leap). More investment is going into online and print will continue to be challenging for marketers to measure results. So, publishers will continue to go online.

Second, less print means more opportunities for those still in the game - publishers as well as marketers.

Third, almost everyone I talk to or work with still LOVES print.  As much as I believe in the growth of online and mobile (and I do), people interact and engage with print in ways that are difficult to replicate online. I still take about 10 magazines with me on every trip.

If you, as a marketer, buy into this, than you should consider some form of print custom communications as part of your content marketing plan.

Here's some equations -

Less Traditional Print = Greater Share of Customer Attention (easier to cut through the print clutter)

More Attention + Continued Customer Print Behavior = Key Channel to Build Your Customer Relationships

Print, by itself, is ignorant and wasteful. Print, integrated with online media, can be extremely powerful.

The Focus on Web May Have Blinded Your Competition

Traditional marketers are moving money in barrels over to the online space. At a recent BtoB conference, it was stated that Microsoft and Intel are putting 50% of their marketing money into the online space. I'm sure your competitors are starting to move in this fashion as well.  And they are all right to do so.

But an integrated online strategy works best with a marketing mix that includes print.   Our sponsorship drive for the 2007 Junta42 Golf for Autism showed us this last year. Even though we sent multiple emails to sponsors regarding donation opportunities, most sponsors took action when they received the print piece in the mail (over 60% used the print mail form). All of the marketing we did had impact individually, but used together we saw results.

Also, look at the USPS launch of Deliver magazine. They've been investing more and more into this magazine for marketing professionals - and have been pouring on the online marketing in conjunction. I found this banner ad promoting subscriptions on BtoB magazine today. (btw, they've also been investing many more resources into their website, which was pretty much non-existent just a few years ago.)

Look at your content marketing.  How can you integrate print into your plan?  Is there an opportunity in your industry to cut through the clutter?

There will most likely be less traditional magazine launches in 2008. Could custom magazines like Deliver save the print industry?  Possibly...

But, before you do anything, test it out.  The worst thing you could do is just spam your customers and mail out to your full list.  Get their permission first.  Focus on the 80/20 customers that mean the most to you. If successful, expand from there.

Comments

[Ricardo]

I used to drop by theprintcostcalculator.com to know how much the print will cost...
:D

[John]

Yeah, it would be a challenging year onwards for the printing industry but I guess prints are still important part of the advertising and marketing world. So it would be better if both online and print ads should be consider than make a drastic move on moving solely on online advertising and marketing.

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I love the jeans are garments that never goes out of fashion, I love reading and I always keep a reading room for another magazine, I like the tabloid publications of shows and my husband in particular those of adults which does not displease me I see and read well, are very well made and are also putting aside hot, very artistic.
Karen J. Gott
1561 Hamilton Drive
Hitchcock, TX 77 563

[breaking news]

Yeah, it would be a challenging year onwards for the printing industry but I guess prints are still important part of the advertising and marketing world.