Essentially, it will all be awful.
The second thing to get out of the way is that 2016 will see lots of magazines launched, and lots of magazines close. It’s been like this since I started in this industry quite a long time ago, and will be like this for many years to come. It’s not news, and predicting the demise or return of print is a superfluous argument.
Which leaves me predicting these four issues will shape the magazine industry in 2016.
According to the New
We do everything on our smartphones – read, buy and sell, locate, play, research, monitor health, board aeroplanes, gamble, turn the heating on and off, date, take photos, bank, play music, make music. As Joe Ripp of Time Inc. told us at the FIPP World Congress in Toronto last October: "7.2 million people on the planet and 6.1 billion have cell phones (4.5 billion have running water). And the average mobile phone user checks their phone more than 100 times a day". It doesn’t take a genius to work out then that prioritising mobile activity will be at the forefront of every magazine media company’s strategy. Which means more mobile video applications; more mobile marketing using mobile commerce (coupons and discounts,
Native advertising will grow in importance (hardly a risky prediction given it’s an obvious way to avoid that other obvious prediction of the growth of ad-blockers) but the ethical dangers media owners run are obvious. Poor or inadequate signposting of content that is a commercial message runs the risk of undermining the brand’s editorial integrity. The USA’s Federal Trades Commission Guidelines issued in December 2015 may not be light reading, but I suggest it is essential.
Therefore, data analysts will become a journalist’s BFF. Real-time, deeper metrics into the consumer’s content journey can show what, how, and where content is being consumed in fantastic detail, but using the wealth of data being created to then predict and match audience content needs will remain something of an art rather than a science for some time to come. Therefore, we will see the emergence of new key people on the editorial floor - data analysts who can marry a scientific approach to data with editorial judgement. Actually, I am simply catching up with Tim Berners-Lee who said analysing data is the future of journalism back in 2010 - but what does he know?
More like this
Back in 2014, Mary Meeker’s annual Internet Trend Report carried the theme of “re-imagining” throughout her presentation - from messaging and communications to services and money. When she spoke about re-imagining verticals, she shared how more and more companies are adopting an internet trifecta where success is defined as a combination of a critical mass of content + community + commerce.19th Jul 2019 Opinion
There’s a major problem facing communities everywhere — local news is losing the competition for advertisers to the duopoly (Facebook and Google). These two firms account for around 70 per cent of all digital ad spending globally, which has forced closures and cutbacks and severely threatened the future of journalism.20th Jun 2019 Opinion
In November 2018, we co-hosted an Insider event with FIPP in Argentina and Chile about the role and value of digital editions. Given the Latin American venue, I decided to use a local coming-of-age tradition - a quinceañero - the 15th birthday milestone when a girl transitions from a child into a young woman in the community.11th Apr 2019 Opinion
The acceptance of the need to turn data into valuable information has reached a tipping point and will accelerate in the next three years, writes Thomas Howie, COO of events software platform Evessio.11th Feb 2019 Opinion
Mbali Soga is the Editor of South Africa’s True Love magazine and Overall Winner of the 2019 FIPP-UPM Rising Star Awards. Here, she talks us through the publication’s evolution, and how True Love is building on solid print foundations to branch out into the digital and experiential worlds.10th Feb 2020 Features
FIPP has today launched a new media insights platform in partnership with Demand Exchange, an AI-driven content syndication system that brings together relevant reports from across the global media industry.10th Feb 2020 Insight News
From Wednesday (12 February) to Friday (14 February -- Valentine's Day!) you will get not only a discount of €1,000/ticket on Congress 2020 tickets, but also one night for free in a top hotel near the event venue.10th Feb 2020 FIPP News
Barry McIlheney, Chief Executive of the UK Professional Publishers Association (PPA), is to step down after ten years in the role. McIlheney will continue to work with the organisation in a part-time consultancy capacity, while pursuing other non-executive and writing work.10th Feb 2020 Industry News
Visit our Youtube channelFIND OUT MORE
FIPP newsletters allow you to keep up with industry trends, research, training and events across the worldFIND OUT MORE
What’s happening now, what’s coming next