| A new world is emerging. A world comprising of technology that makes everything available in an instant. From constantly changing news to updates about lifestyle and entertainment, it would seem that all data is readily accessed via modern technology, with the click of a mouse and the press of a mobile button. When you couple this together with a recent survey revealing that this new technology is resulting in a younger generation less and less inclined to read newspapers, it is no wonder that the print media industry is worried about its future. In fact, the declining sales and ad revenues of print media show that the problems run much deeper than this. On the whole, traditional media, such as television and print media, has been left on the sidelines watching their declining sales in horror. Many publishers have been accused of simply burying their heads in the sand, unable to agree on how best to address the emerging future, viewing online magazine production as the death knell of print copy. Up until now only the sharpest of publishers have recognised the power of the internet and how digital magazine production can work for them rather than against them. However, this is beginning to change as newspaper giants, such as Murdoch, start to stir the masses into realising that online magazine production doesn’t have to be the death knell of print copy. So, if going digital isn’t the end of print copy, then what is it? Digital is the opportunity for the publishing industry to change together with the rest of the world. In fact, it is being seen by some in the publishing industry as the best opportunity so far in its history, for publishers to truly gain the largest ever readership. The key to going digital is not necessarily shutting down the printed editions and moving entirely over to webpublications but perhaps to maximise the readership by providing both. This is a business model which also suits the readers, providing them with the chance to choose the medium through which to read the publication. It is this concept of choice, seemingly lying at the heart of twenty first century life, which is of vital importance. This choice allows readers who prefer the traditional option to still buy the publication in a printed format and those who are looking for a possibly more convenient option, to read the digital format. This may mean that the publishing industry will have to undertake a multi-channel strategy approach but if executed correctly this approach stands to actually increase readership. So what of the Elle Girl magazine? Was it wrong in its decision to shut down the print edition? The head decision-makers at Elle Girl would argue that they have simply responded to their young reader’s demands. This doesn’t indicate that this business model should be adopted by all publications and neither does it guarantee its success. It simply means that in this case the magazine assessed their target audience and used the results to provide their young audience with what they said they wanted. Only time will tell whether Elle Girl’s decision to go digital will pay off. In the mean time, the Elle Girl online magazine may be the perfect opportunity for those now looking to take a more multi-channel based approach to sit back and watch how the drama plays out. If you are one of the many publications which is ready to explore the benefits of going digital, then who better to choose as your partner than WebMags? Get in contact with us on 01423 529300 or email info@webeventseurope.com and find out how we can help you with the future of your publication. For more information about our WebMags product simply click Online Magazines |
