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
Early last year, Medium founder and CEO Ev Williams declared the current media model broken, pointing out how ad-based publishing tends to encourage clicks more than high-quality content creation. If you’ve been following the Sterling Woods blog, you already know we agree.13th Dec 2017 Opinion
[Sponsored] Recently the WoodWing team traveled to London for the FIPP World Congress. For those of you who haven’t been lucky enough to attend yet, the FIPP World Congress is the largest and most high profile media event in the world. It brings together the world’s leading multi-platform media publishers and industry suppliers, to explore the latest trends and solutions.25th Oct 2017 Opinion
Digital editions have been around for a long time, going all the way back to the late 90's. But in 2010 when the iPad hit the digital runway, publishers jumped on the tablet bandwagon faster than they could shout, “Hallelujah!”. The struggling publishing industry had found itself a saviour.16th Oct 2017 Opinion
With Facebook and Google predicted to take half of the World’s total digital ad-spend in 2017, it’s no surprise that other players in the industry have raised concerns. But by updating their own data offerings to better reflect advertisers needs, media owners can keep pace with changing digital trends.25th Aug 2017 Opinion
“I think you’re seeing a move-back to print; a move-back to the appreciation that print is restorative; it’s actually information that you take in. We know that there was a connection between the tactile, taking in of information… so, the touching of print and the absorption of information. And I feel very confident that print will continue to evolve and remain relevant.” - Joanna Coles8th Dec 2017 Features
Guest editorship in the magazine industry is used to create a buzz - it's often a way to garner attention. In the past, guest editorship has been often reserved for A-list celebrities. In 1997, Gwyneth Paltrow edited Hearst's Marie Claire, and in 1998, Susan Sarandon edited it. Bono guest-edited an edition of Conde Nast's Vanity Fair in 2007. In 2015, Michelle Obama guest edited Meredith's More magazine.11th Dec 2017 Features
Country Living is continuing their trend integrated multi-platform branded content campaigns for 2017—building off of their steering wheel cover with Go RVing in June—the Hearst brand teamed up with L.L. Bean for a three month partnership which kicked off in October issue and included distinct print covers in November and December.14th Dec 2017 Features
While many potentially disruptive trends are not dominant or even easy to recognise, publishers must be ready to identify and experiment with them, warns Josh Macht, executive vice president and group publisher at the Harvard Business Review in the US.7th Dec 2017 Features
Television reigned supreme over the advertising market. It has been a long time coming, but finally, this year, digital has dethroned TV.11th Dec 2017 Insight 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
Get global coverage of your launches, company news and innovationsFIND OUT MORE
What’s happening now, what’s coming next