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Magazine Publishers are Re-inventing their Products

31 Mar 2010

A new international media report concludes that magazines have coped with recent revenue and circulation losses by coming up with new ways to re-invent their products and businesses to compete in the digital age.

 

The report by FIPP and Innovation Media in the first annual FIPP Innovations in Magazine Report found the industry to be in remarkably robust condition, breaking new ground to hold on to current readers and acquire new ones.

 

It discovered magazines using strange symbols called 2D tags and augmented reality codes on their printed page. When a reader holds them up to their computer or takes a picture of one with their smart phone, it causes actors and models to cavort across the screen or professional golfers to teach a swing or an advertised product to demonstrate what it can do and enable the reader to buy it right then and there.

 

It found magazines with video screens embedded in their print pages, others with their own reality TV shows, or special mobile platforms, or unique single-copy strategies or video games, blogazines and user-generated content.

 

The report discovered stunning new content and presentation strategies being prepared for the new colourful, video-enabled e-reader tablets.

 

It also found that former competitors co-operating, digital innovators breaking new ground and entrepreneurs launching new print products for long-form journalism.

 

Chris Llewellyn, FIPP President and CEO, launching the report, said: "In considering their futures, it seems that today all publishers have pretty much the same objective in mind - to develop digital businesses while protecting legacy positions - but the methods chosen to exploit new opportunities are extraordinarily diverse and varied. This report has collected examples from all around the world of magazine publishers who have created innovations that are often challenging, sometimes profitable, occasionally mad, but always interesting."

 

For more information about the report contact Helen Bland at Helen@fipp.com or to order a copy visit www.fipp.com/publications.

 

OPINION/FEEDBACK TO THE EDITOR



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