Reimagining magazines With the sector taking strain long before the disruption of the pandemic, magazine publishers have had to get creative in order to survive, and perhaps even thrive, writes SANDRA GORDON.
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020 was a ghastly year for the media, particularly the publishing sector. Magazine publishers who reacted quickly and positively to challenges are able to face this year with realism and a dose of optimism. During May 2020 both Caxton Magazines and Associated Media Publishing announced they were closing up shop. In hindsight, it’s a wonder the shake-up in the magazine publishing 46 I T H E M E D I A Y E A R B O O K 2 0 2 1
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sector waited for 2020, as circulation and advertising revenue had suffered steady declines over the previous five years. The revenue model that had served publishers well was way past its sell-by date, and onerous contracts to publish international glossies at the mercy of volatile exchange rates became nooses around the necks of publishers. Airline magazines were grounded and dozens of smaller niche titles simply drifted away.
2020 is recognised as the year in which the rules of publishing were rewritten, legacy practices were changed and established relationships were disrupted. Embracing technology, reconfiguring distribution channels and creating higher levels of value for readers took publishers out of their lethargy and into a world of collaboration, consumer-centricity, brand consciousness and fresh business models.
themediaonline.co.za
08.04.21 11:45
IMAGE: SUPPLIED
Sandra Gordon
