The Future of Consumer Magazines

by

Consumer magazines were the first and only mass media during the XVIIth century. But next century newspapers took over as the most influencial media both in Europe and America. Then, after the First World War, radio stations became more popular than magazines. The same happened with TV channels after the Second World War.

More recently, magazines have lost a new battle: now Internet has more niche products, gets more advertising income and attracts more users.

Magazines have low entry barriers and, because of that, there are more titles in the market than ever before -in spite of i) the advertising crisis and ii) the increasing number of subsitutes.

Editors of consumer magazines should be very innovative to sort out those problems. They have highly valuable assets: their brands. They should take advantage of them to create new products and services to attract new readers and advertisers.

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