A new paradigm for print – part 2

In my past post I wrote about the changing landscape of print publications and the loss of some venerable names in the news paper industry. What started the whole enchilada was Rick Short’s recent blog entry “Are Magazines Dead?” and the answer he presented in his post “The answer is, "no". Let's get that right out of the way up front. Magazines are NOT dead. Not across the board, anyway.”

I basically agree with most of Rick’s analysis. Traditional B2B print magazines are dying yet so are consumer titles and newspapers.

Rick makes a good point about rattling the traditional model used for all publications, not just B2B, where advertising revenue pays for the content.

B2B magazines take that model further than consumer versions by supplying copies at no charge for ‘qualified industry professionals’ based on a series of marketing research questions. The responses to the qualification questions are used to justify their advertising and list rental rates. If you fail to qualify for free delivery, you are offered a paid subscription. Do you know anyone that actually paid?

Consumer magazines and newspapers use a combination of paid advertisements with an actual cost to the reader. Not a new concept, but still dependent on businesses paying to be in front of their audience with the readers supporting their fair share of the costs of creating and delivering the magazine or newspaper.

Let’s get real. The internet HAS changed the way we get our knowledge, not just news. Print medium continues to have an impact on our lives but in a different way than in the past. New technology allows magazines and newspapers the ability to deliver more in-depth reporting directly to our doorstep as it happens with no delays.

Given all the changes within the business media, we’re still fighting the old way of doing business as Rick pointed out.

We walk a fine line as an agency charged with getting our Client’s name and products in front of their buyers. Clients want to see their name in print or online for little to no cost. Yes they pay for our expertise in producing releases and stories that present them in a positive light. Yes they sometimes pay for a banner ad on a single web site. Yet they still expect that their news will be included by every publication on their media list. They pay for content development, but not content publishing.

That philosophy has cost the life of many an industry magazine.

What direction do you think the B2B publishing community should move to survive?

Stay tuned for more on the new paradigm for print in my next post.