Service of Print
June 21st, 2012
Categories: Magazines, Newspapers, Tradition
I continue to see people on trains, subways, in our apartment house [as evidenced by piles left outside front doors for garbage pickup] and in the library who read magazines and newspapers. There is increasing evidence that while the print patient is sick, not all of it is on life support.
My observations are anecdotal, for sure. But take a gander at some of the things I’ve read lately:
From the Wallets of Billionaires
Warren Buffet told The Daily Beast‘s Howard Kurtz why he has and continues to buy newspapers: “‘It’s not a soft-headed business decision,’ the 81-year-old investor tells me from his Omaha office.” Kurtz continued: “In putting his considerable money where his mouth is-Buffett’s company is in the process of buying 63 Media General newspapers for $142 million-the chief executive is challenging the widespread belief that the industry is trapped in a death spiral.” The papers he’s after “have to serve smaller markets where there is ‘more of a feeling of community,’” wrote Kurtz.
New York Mayor Michael Bloomberg reads eight traditional newspapers a day and says “he prefers magazines the old fashioned way, despite having an iPad,” according to news aggregator Mediabistro.com, covering posts in VentureBeat and FishbowlNY. The news sources remind us that most of Bloomberg’s fortune has been made in the digital news and data service businesses.
Fashion and Beauty’s Youth Appeal
And print isn’t just for old fogies. In Adweek, Emma Bazilian recently covered statistics to prove the point in “Condé Nast Finds Magazine Readership Growing Among Millennials.” Note: I was confused by the word “millennial” in the title as the youngest of the millennials, who can be as old as 37, is 23 yet the article spotlights readers in the 18 to 24 age range.
Nevertheless, “Fashion and beauty magazines attract about 50 percent more young readers than they did in 2001, and while young women typically ‘grew out’ of these titles fairly quickly as they aged, they now read these magazines long after they leave their mid-20s.”
Bazilian continued, “Men’s magazines also gained ground with the 18-to-24 set, thanks to the addition of lad mags like Maxim and the ‘phenomenal growth’ of male fitness titles such as Men’s Health.” Bazilian was quoting Scott McDonald, svp of market research for the publisher.
Not surprising, the pulse for women’s service and news magazines is increasingly weak. The former, according to the article, didn’t keep up with the fact that most of their readers no longer stay at home and millenials turn to the Internet for news.
Then there’s Tracie Powell, in Poynter, who wrote “Consumers aren’t rushing to replace their magazine and newspaper subscriptions with mobile news products, according to a new survey by the Donald W. Reynolds Journalism Institute at the University of Missouri.”
Her article, “Survey: Mobile users as likely to be print news subscribers as non-mobile users,” continued “The survey shows that although nearly two-thirds of U.S. adults use at least one mobile device per day, nearly equal percentages of mobile media device users and non-users – 39.8 percent and 40.2 percent respectively–said they still subscribed to at least one newspaper or news magazine, which suggests users of smartphones and tablets aren’t abandoning print media.”
Another of Powell’s points: “The survey shows ‘news consumption ranks fourth among reasons people use mobile devices, behind interpersonal communications, entertainment, and internet usage for information not provided by news organizations.’”
So where are you on the life of print? Am I looking at mortally wounded vehicles of communication and sources of information, placing hope on the thinnest strands of signs of life? Will the publishing industry–and some of the billionaires who continue to enjoy holding paper when they read–find ways to save print?