People discredit the magazine printing industry because of the rise of the ever-changing digital technology industry. They say that printed magazines could never be successful in this day and age and that allegiances are shifting to more modern sources of information. However, research shows that magazines are currently experiencing a revival. Negative reports about the future of magazines have little merit because companies continue to invest in magazines.
For some time, magazine sales have dwindled from what they once were, forcing magazine companies to change their approaches.The current generation focuses on the importance of digital art as a mode of communication. Seeing is believing for people in 2019, so magazines have been forced to keep up with the demand for exquisite visuals.
Printed Magazines Are Here to Stay
Many magazine subscribers savor the authentic feel of holding a printed copy of a magazine. The nostalgia for different times fuels their desire to hold on to something so tangible. These people probably grew up using magazines as their main source of information, so they like the consistency associated with this media.
Additionally, people experiencing nostalgia may not be very inclined to adopt new technology. They can find favor in sticking with what they are familiar with – magazines. This demographic contributes to a large portion of magazine sales today; however, other groups similarly contribute to the revival.
Magazines and any other form of printed media foster notions of credibility. The mere fact that printed outlets take a fair amount of effort to generate adds credibility to their cause. Virtually anyone can post on the internet, claiming their word as the truth. It takes a lot more research and a lot more suspicion to gather information from the internet instead of from a magazine source. There are undoubtedly many levels before pieces can be published for the public’s eyes; these levels exist to ensure that every detail is accounted for.
People trust that what they read in a magazine is more likely to be rooted in fact than random searches from Google. Do not take that as a dig at search engines. Without search engines, people would not have as many opportunities to obtain knowledge and dabble in as many subjects of interest. Search engines help people find valuable information; however, people should be a little bit more careful when using a search engine than when reading a magazine. They would just have to check out a couple of different online sources to make sure that the source they a rereading is not tainted by fault of “fake news.”
Fake news is a politically charged term that has been frequently tossed regarding media sources being tarnished by bias. People claim that news sources are infected with political biases and lies used as political propaganda. Wherever your affiliations lie, everyone hopes to read sources without concerns of their validity. Therefore, the allure of magazines will prevail because of the undeniable sense of credibility associated with them.
The term “influencer” is typically paired with social media; however, influencers are finding their own space in print. People with celebrity status and a loyal fan base have taken interest in the magazine sphere.
Example: Joanna and Chip Gaines work side-by-side in home renovations turning rundown spaces into refined, high-quality homes. This couple found fame on their show, Fixer Upper, where they received praise for their stunning work on homes. They created a magazine catered to their fiercely loyal following called The Magnolia Journal.This magazine informs people on DIY techniques on how to perfect their living spaces. This magazine is extremely successful because of the status of the founding couple.
This is a way in which magazines can continue to stay relevant in an ever-changing media atmosphere. People trust magazines, and people trust influencers. Therefore, combining the two creates a powerhouse for print media. People crave seeing familiar faces on their print, so they turn to influencer media outlets – other than social media.
Magazines have adapted to stay modern by focusing on niche topics that attract a specific audience.These “indy” magazines offer a lot of specialty information, increasing their overall appeal. They are new and trendy, and people adore them. They focus their efforts on attracting an audience that is clearly interested in visuals by providing high-level designs and graphics.
Example: Fresh Paint Magazine is an example of an indy magazine that discusses works of art, describing particular artists and their inspiration. The magazine typically shows the art piece with a blurb underneath or above it – something that is a standard museum or gallery practice. Instead of taking a trip to the museum or the local gallery, people can stay at home and indulge in this fine magazine.
This magazine portrays a colorful image of beauty. People are attracted to the bright nature of the cover and are likely to be intrigued by the title of the magazine. Before reading this magazine, I too was confused as to what it may contain. Would I find articles about home decor, about places for art-lovers to visit, or about types of paint? It fascinated me, so I decided to read it. This is an excellent strategy for any magazine to attract new readers!
Special Interest Magazines Take the Lead!
Number of Magazines Launched in US in 2017, by Category
According to Statista Research Department, most new magazines were special interest magazines. This type of magazine targets a specific audience that has shared characteristics and similar interests. These magazines usually focus on discussing a particular subject matter in more depth. Special interest magazines attract people with an overarching interest in the subject matter, so that they can continue to expand their knowledge in something that fascinates them.
Today, people are quick to subscribe to various outlets. For example, people may subscribe to Amazon Prime, Netflix, Hulu, Spotify, or Apple Music. These streaming services have made the subscription lifestyle the norm. Therefore, people are accustomed to paying monthly fees for the services that they use. They are more inclined to pay for magazine subscriptions because it has become such a standard of life for consumers everywhere.
Don’t give up on magazines because they still have a lot of room for growth. As long as magazine companies continue to evolve with the changing wants and needs of their clients, they will surely continue to thrive.