Going Digital Not a Quick Fix for Struggling Magazines

When magazines go under, sales reps tell members of Empower MediaMarketing’s Media Buying and Buying team that the titles are “going digital.” Despite publishers’ highest hopes, if the content doesn’t work in the printed form, it most likely won’t work online.

Condé Nast folded its beloved property Gourmet in 2009 due to advertising page declines. Soon after the presses shut down, Condé Nast began promoting and selling “Gourmet Live,” an iPad and iPhone app. “Gourmet Live” promised to keep the brand alive with extensive recipes, comprehensive how-to videos, chef and restaurant profiles, and travel information. Today, the app still exists but hasn’t been updated with any new content since November 2012.

Teen People launched in 1998 as a teen-targeted version of People. After eight successful years, Time Inc. closed the magazine due to declining circulation numbers. The publisher explained that many teens were migrating online for teen-related celebrity stories and gossip. Going digital didn’t help the struggling title, and the only remnants of the publication live on People.com.

The moral of the story: If a magazine isn’t resonating with consumers or advertisers, it isn’t going to succeed as a digital-only property. The most important thing a magazine needs to succeed is a connection to readers. Without that, it will land in the magazine graveyard.

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Lucy Crowley
Lucy Crowley

Leo Burnett once said, “Magazine advertising is to put the very heartthrobs of a business into type, paper and ink.” Lucy shares this same passion for magazines in every campaign she plans. By building strong relationships with publishers, Lucy creates multi-platform campaigns to deliver the brand message in the right environment while also extending beyond the page. She handles print negotiations across all accounts, combining discounted rates, synergistic merchandising programs and analytics to meet client objectives.