Ok. We are being strongly affected by the prolonged economic downturn. The publishing business is challenged by reductions or eliminations of advertising budgets.
Where do we go from here?
Well, we keep working at what we do best, provide the very best content available anywhere, we protect the integrity of our circulation list, and we stay close to our customers. After that, we hope for an upturn and the benefit that we will reap from our hard work during the downturn.
Enter the internet. There is no doubt that the internet has changed the publishing business over the past decade or so. Search engines produce what advertisers consider sales leads, digital issues have replaced some print issue, and all magazines have websites.
Still, where do we go from here?
The question facing all business-to-business magazines is this, will our advertising base return to pre-recession levels? Also, will more advertising investment to to internet advertising in the coming years/
If you haven't done so already, please read my previous post about "owning that last newspaper," and you will see where I stand. I believe in print magazines, if they have relavant content for a quality audience. That is what I have planned for my magazine. I remain optimistic.
Where do we go from here?
Well, we keep working at what we do best, provide the very best content available anywhere, we protect the integrity of our circulation list, and we stay close to our customers. After that, we hope for an upturn and the benefit that we will reap from our hard work during the downturn.
Enter the internet. There is no doubt that the internet has changed the publishing business over the past decade or so. Search engines produce what advertisers consider sales leads, digital issues have replaced some print issue, and all magazines have websites.
Still, where do we go from here?
The question facing all business-to-business magazines is this, will our advertising base return to pre-recession levels? Also, will more advertising investment to to internet advertising in the coming years/
If you haven't done so already, please read my previous post about "owning that last newspaper," and you will see where I stand. I believe in print magazines, if they have relavant content for a quality audience. That is what I have planned for my magazine. I remain optimistic.
- Michael Ference's blog
- Keys to Future Success
- NFPA May Economic Update Webcast
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